Hyperlocal continues to be a driving force of commerce. According to Google, four out of five people use search engines for local search. These local searches then have a big impact on purchases: 50% of mobile users are likely to visit a store after they do a local search. Once these visitors arrive in the brick-and-mortar location, their chances of becoming paying customer is higher than the average visitor, with 18% buying versus 7% of people who did not arrive through local search.
Customers using mobile devices also tend to have different intentions than desktop users. They are interested in key bits of information such as business hours, directions, products, and addresses. A hyperlocal strategy positions brands to better understand their local users and create content that appeals directly to them, allowing them to tap into the incredible influence of local mobile search.
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