must-do tactics for hyperlocal marketing success
TRANSCRIPT
Let's start with a definition.
Hyperlocal marketing (n) - the act oftargeting communication efforts at a very
specific geographic area
So if local marketingtargets Miami...
Hyperlocal marketing targets asmaller community in Miami.
What does this have to dowith channel marketing?
As a channel marketer, you provideyour partners with resources to help
them sell your brand.
These resources might include someco-branded marketing programs.
If partners can customizeprograms to target even thesmallest local communities...
They can use their grassrootscredibility to build your brand.
So how do you help your partnerswith hyperlocal marketing?
Step #1: Create an easy three-step
enrollment process.
It’s great to offer hyperlocalprograms to your partners.
Does that meanthey’ll instantlywant to enroll?
You have to entice them to join.
But how?
Invite your partners to enroll andclearly explain how they will benefit
from the program.
Make enrollment as simple aspossible.
Make enrollment as simple aspossible.
You can even do it for them!
Demonstrate the program’ssuccess with metrics andvisually appealing graphs.
Step #2: Show participating partners their
success.
Present participants with a variety ofdata to illustrate how they’re performing.
Here's an example.
Be sure to clearly show trendsin your graphs.
What can you do with thosetrends?
Provide historical context for yourgrowth and decline patterns.
Provide historical context for yourgrowth and decline patterns.
Pinpoint which campaigns arehurting or helping you.
Provide historical context for yourgrowth and decline patterns.
Pinpoint which campaigns arehurting or helping you.
Monitor aspects that can be usedin future partner program strategydiscussions.
Step #3:Remove as many
burdens as possible.
Offer an automated marketing platformthat makes it easy for partners to send
personalized communication pieces.
Create data-triggered marketing programsthat automatically send customersmessages based on criteria you set.
Dedicate a team to helping partners withevery step of program enrollment.
Establish a co-payprocess so thatpartners bypass longco-op reimbursementprocedures.
What's a co-pay process?
It’s a process that lets you allocatefunds to partners in real time.
This way, partners have instantaccess to their money.
Partners will be more likelyto enroll once all these
burdens are lifted off theirshoulders.
Step #4:Create a variety of flexible marketing
campaigns for your partners.
Each of your partners serves aunique set of customers.
Offering just one marketing campaigndoesn’t allow partners to meet their
marketing needs.
Provide co-branded campaigns that partnerscan customize to target their communities.
Step #5:Avoid point solutions.
Point solutions aregreat for offering
one service.
Point solutions are not great foroffering a group of services.
They don'twork together.
If one solution changes, then allthe others have to change to
stay in sync.
They require extra time and money.
They also frustrate your partners.
Who wants tomemorize 10 different
user names andpasswords?
Offer one consolidatedplatform that partnerscan use for all of theirhyperlocal marketing.
Step #6:Show partners how to best use the
money they earned.
Use your co-pay process to directpartners to use money on certain
marketing tactics.
Do you want your partners to domore digital marketing?
Allow them to apply funds to a certainpercentage of the digital marketing
costs.
The less they pay out ofpocket for marketing
tactics, the more likelythey’ll be to use them.
Provide an online statement thatdisplays payments made and
benefits received.
Step #7:Thank your partners and stay in close
contact with them.
Your partners do a lot to marketyour brand at the hyperlocal level.
Thank them for their work!
Stay in close contact with them through emails, direct mail and
webinars.
This lets them know that you care aboutthe role they play in building your brand.
Remember.
When your partners succeed,so do you.
Want to learn more abouthyperlocal marketing?
Want to learn more abouthyperlocal marketing?
Click Pam to see more ofour resources.
Click Gary to contact him.