Small But Mighty
Running a small business in Australia means more than just getting your name out there. It means becoming part of your community, showing up where people are already looking, and building trust with the people who live, work and shop nearby. You don’t need a massive budget or complicated digital marketing strategy. You just need to focus your efforts on what works locally.
Whether you’re a tradie, a shop owner, a service provider or something in between, here’s how to win business close to home using tried and tested local marketing strategies.
Make Your Google Business Profile Count
Your Google Business Profile often acts as your online shopfront. It’s the first thing many people will see when searching for your service or business name. This listing is what shows up in Google search results and on Google Maps, so keeping it accurate and up to date is essential.
Include your correct contact details, business hours, and a short description of what you do. Add quality photos and list your services so customers know what to expect. Keep it active by posting updates and responding to questions.
Want help setting it up properly? Here’s a free guide to setting up your profile, and you’ll find useful tips and tools on Suburb Local to get your business listed and ranking well.
Be Found Where People Are Searching
Many Aussies still rely on local directories to discover services and businesses. These directories do more than just list your details. They help with your local SEO, increase your visibility online and send customers your way.
Make sure you’re listed on sites like Suburb Local, True Local, Yelp and any relevant industry directories. Keep your information consistent across every listing. Use a short and clear description of what you offer. Add a few high-quality photos to make your listing stand out.
Directories might feel a little old-school, but they still drive real results when used properly.
Build a Solid Base of Reviews
When people don’t know who to trust, they turn to reviews. A good review can be the difference between someone picking up the phone or moving on to the next option.
Ask your happy customers to leave a review on Google or Facebook. A simple follow-up message after a job or purchase works well. You can include a direct link to your review page in your emails or even print it on a business card.
Be sure to reply to reviews, even the negative ones. A calm and respectful response shows you care about your business and your customers.
Show Up in Your Community
Want to build name recognition? Get involved. People are more likely to support a business that supports their community.
Sponsor a local event or sports team. Attend markets or community festivals. Run a fundraiser or partner with other businesses for a shared promotion. These activities build trust and make your name more familiar. And share a few videos about it on your social channels.
If you’re looking for creative ways to stretch your marketing budget, Small But Mighty has plenty of smart ideas for small businesses across Australia.
Create Local Content That Matters
A blog or social media post can do more than fill space. Done well, it tells Google and your community that you’re the go-to expert in your field.
Write content that speaks directly to your audience. Focus on the area you serve, the problems you solve, and the questions people ask you most. This might include topics like “Best Outdoor Blinds for Homes in Cairns” or “What to Know About Permits in Ballarat.”
Use suburb names, mention local events, and tie your content back to your service area. This helps boost your search rankings and builds relevance with real people.
Keep Social Media Focused on Your Neighbourhood
You don’t need to be a TikTok sensation to use social media effectively. You just need to be consistent and relatable. Treat your social pages like a community noticeboard.
Use local hashtags, tag your location, and post about neighbourhood events or updates. Introduce your staff, show off your recent work, and share little stories from your day-to-day.
Send Emails That Feel Personal
Email marketing is simple and very effective. A short update or offer delivered straight to someone’s inbox helps keep your business front of mind.
Segment your list so you can send emails based on location or customer type. Offer special deals to customers in specific suburbs. Send out invites to events or reminders about seasonal services.
You don’t need to write a newsletter. Just keep it friendly, local and useful.
Focus Your PPC Ads Where It Matters
If you’re paying for ads on Google or social media, don’t try to target the whole state. Zero in on your service area. Use postcode or suburb-level targeting to reach people nearby.
Mention your location in your ad text. Include phrases like “servicing the Inner West” or “local to the Gold Coast” so people know they’re dealing with someone nearby.
Targeted ads reduce wasted spend and increase the chances that your phone will ring with the right kind of customer.
Watch What’s Working and Tweak as You Go
Once your marketing is in motion, take time to review what’s working and what’s not. Use local SEO guides, Google Analytics, directory dashboards and social insights to see where your customers are coming from and how they’re engaging with your content.
Look at which suburbs are visiting your site most. Check which blog posts or services are getting attention. Use this data to focus your efforts on what’s delivering real results.
Marketing locally doesn’t need to be complicated. You just need to pay attention and stay consistent.
Keep It Simple, Keep It Local
The businesses that do best locally are the ones that stay visible, stay consistent and stay connected to their community.
You don’t need every platform, every ad type or every social channel. You just need to show up where your customers are, speak their language, and give them reasons to choose you.Start with your Google Business Profile. Add yourself to a few directories. Say yes to a local event or sponsorship. When you focus on the people closest to you, the growth that follows is often the most rewarding. Winning local means building something solid, sustainable and rooted in your community.