5 Platforms Local Retailers Can Use to Connect With Online Shoppers

Merchants with physical outposts are increasingly relying on hyperlocal solutions as a way to connect with consumers who prefer shopping online. These platforms give retailers a way to put their products in front of local shoppers, without actually requiring them to set up an online store or negotiate the logistics of shipping and delivery. Here are five platforms that merchants can use to get the job done…

7 Ways to Increase Engagement With Mobile Ads

Marketers of all sizes are flocking to mobile ads in an effort to reach consumers on their home turf, sending targeted messages to smartphone users inside certain establishments (like coffee shops or bookstores) or within the confines of geotargeted perimeters. Here are seven ways that brands of all sizes can increase engagement with mobile ads…

Case Study: Roofer Uses Local Marketing Tools to Boost Call Volume

Muth Roofing owner Chad Muth wasn’t convinced he should be relying solely on Angie’s List as a way to advertise and promote his roofing business. “At one point in time, Angie’s List was driving our business. Almost 40% of our call volume was coming from Angie’s List, which is great, but it’s also kind of scary because it’s like putting all your eggs in one basket,” said Muth…

5 Tools For Improving Email Delivery Rates

Marketers can spend hours crafting the perfect e-newsletters and researching the most opportune times to send their messages out, only to have their emails get bounced before they reach their subscribers’ inboxes. As inboxes get tougher to penetrate, marketers are looking for new ways to ensure their messages get through. Here are five tools that marketers can use to improve their email delivery rates…

How National Advertisers Can Market Locally Without Losing Brand Consistency

The biggest challenge large brands face when utilizing local marketing platforms is keeping their messages consistent. Sixty-four percent of brands surveyed are looking for ways to eliminate the customer confusion that can occur when different marketing messages are sent out across competing platforms, and 81% say communicating a consistent brand message is their top priority for the upcoming year. Here are five ways that brands can do just that…

Case Study: California Fitness Studio Drives Referrals With Digital Program

Ninety-two percent of consumers trust “earned media” — like word-of-mouth referrals — above other forms of paid advertising. At b2be Sports & Wellness, a high-end fitness studio in Chula Vista, California, Emmanuel Corona is looking to capitalize on this trend, partnering with Perkville to reward customers for referring their friends…

7 Mapping Tools for Hyperlocal Publishers

Including an interactive map alongside a local news story is an excellent way for online journalists to enhance context, relevance, and reader engagement. Here are seven platforms that reporters can use to quickly create interactive maps to go alongside their hyperlocal stories…

6 Ways SMBs Can Turn Social Media Fans Into Actual Customers

Although 36% of SMBs have said acquiring and engaging new customers was their primary goal in using social media, according to a recent survey, only 39% said they were seeing ROI from their online activities. In an effort to solve the mystery and find out how merchants can turn online followers into customers, we consulted with the experts…

Case Study: KBP Foods Uses Loyalty App to Reach Millennials

Customers between the ages of 18 and 34 are eating out less than they were five years ago, which is a major problem for executives like Anthony Gianino. The senior director of marketing at KBP Foods is trying everything in the book — including text message marketing, local print ads, and mobile loyalty apps — to reach his target demographic…

6 Ad Servers for Hyperlocal News Sites

Selecting the right ad server for a local news site has both financial and functional implications. Although many first-time publishers manage ads within their CMS platforms using ad plugins, those tools can only scale so far. Here are six ad servers that work with hyperlocal sites…

Case Study: Consistency Is Key to Local Marketing for N.C. Restaurant

While e-newsletters have been a useful tool for promoting loyalty among current customers, Gwen Holtsclaw says Facebook has been far more useful for generating attention in her local area. Even the ScrubOaks Restaurant website has become a “secondary resource” for customer acquisition. “[Customers] hear about us or they see a Facebook post, and if they’re curious they’ll go to the website to see what the full menu is.”

5 Platforms SMBs Can Use to Monitor Local Competitors

Today’s top competitive intelligence platforms give SMBs a way to go far beyond tracking keywords and mentions. These hyperlocal tools give merchants and service providers a way to identify the most important players in their local markets and analyze which of those businesses’ marketing strategies is producing the greatest returns…

Case Study: Nonprofit Uses Hyperlocal Content to Reach Families

What started out as an online cookie sale in 2008 turned into much more for Cookies for Kids’ Cancer, when the pediatric cancer research nonprofit formed a partnership with hyperlocal content network Macaroni Kid to promote its local bake sales across the country in 2010…

6 Marketplace Platforms for Local Buyers

Limited-time promotions are an effective way to generate immediate customer demand, but what happens once the hype is over and the deal is complete? To counteract their one-and-done reputations and give merchants a way to extend their promotions, a number of hyperlocal companies are developing local marketplace platforms with more opportunities for long-tail marketing…

Case Study: Walmart Expands Mobile Efforts With Scan & Go App

The retail giant isn’t trying to dissuade customers from using their smartphones while they shop. In fact, the retailer is beefing up the carrier signals inside its stores to make it easier for customers to get online. Instead, the company is combating the threat of showrooming by encouraging customers to fill their screens with its own mobile application.

6 Tools for Creating Performance-Based Offers

As pure-play daily deals sites struggle to remain attractive to local merchants, a new model for offers is beginning to emerge. Rather than giving blanket discounts on general merchandise — a hallmark of the original Groupon deals — brand advertisers are increasingly opting to use performance-based offers as a way to drive traffic without necessarily hurting the bottom line. Here are six tools that merchants can use to create performance-based marketing offers…

Restaurant Chain Looks For Location-Specific Trends in Online Reviews

Keeping up with customer reviews and social media chatter can be especially difficult for a national chain. As the director of digital marketing at Houlihan’s, a “polished casual” restaurant chain with 85 locations, Natalie Bass is responsible for making sure the company is being found online and communicating with customers through all the most popular digital channels…

5 Tips for Building a Smarter Geofence

The number of advertisers using “geo-aware” technology in their mobile ad campaigns jumped from 17% in 2011 to 36% in 2012, according to a report by Verve Mobile, and yet there is still confusion in the marketplace over what makes a geofencing campaign useful, and when location targeting is necessary to achieve a high ROI. Here are five strategies for creating a smarter, more strategic geofencing campaign…

Case Study: Steakhouse Takes a More-Is-More Approach to Marketing

At Franklin Steakhouse, manager Frank Oliver is always on the lookout for ways to enmesh his restaurant with the local community. In addition to tried-and-true tactics like partnering with neighboring businesses and hosting fundraisers, Oliver is taking a hyperlocal approach to digital marketing through platforms like Facebook and Yelp…

6 Platforms For Booking Local Services

Platforms that allow consumers to book appointments with service-based professionals (like plumbers, electricians, and mechanics) are disrupting the way local services have traditionally been scheduled. Here are six platforms working to change the way local, service-based businesses schedule appointments with consumers…