Why Your Best Customers Are More Valuable Than New Ones
Most business owners in Brisbane are stuck on a treadmill. They spend a fortune on ads to get a customer once, and then they never speak to that person again. That is a massive waste of money.
If you run a local gym, a specialty retail shop, or a professional service, your biggest profit doesn't come from the first sale—it comes from the second, fifth, and tenth. But how do you keep those people around without paying Mark Zuckerberg every time you want to send them a message?
That’s where Discord comes in.
You might have heard your kids talking about it for gaming, but for a business owner, Discord is a private clubhouse for your customers. It’s a way to get your best clients into one place where you can talk to them directly, answer their questions, and offer them deals without your post getting buried by a social media algorithm.
Is Discord Right for Your Business?
I’ll be blunt: Discord isn't for every business. If you’re a tow truck driver in Logan, you probably don't need a community; you just need to show up when someone breaks down.
However, if you run a business where people have questions, share a hobby, or need ongoing support, it’s a goldmine. We’ve seen this work incredibly well for: Fitness & Martial Arts: Sharing workout tips, nutrition advice, and keeping members motivated. Hobby Shops: Whether it's fishing, cars, or gaming, people love talking about their passions. Education & Coaching: Giving students a place to ask questions between sessions. Specialty Trade Services: For example, a solar installer providing a place for customers to learn how to optimise their energy use and ask about maintenance.
What This Will Actually Do for Your Bank Account
Building a Discord community isn't about "engagement" or "likes." It’s about three things: 1. Repeat Sales: It’s much easier to sell a new product to someone who is already chatting with you every day. 2. Referrals: When a customer feels like they are part of an exclusive club, they tell their mates. 3. Lower Support Costs: Often, your experienced customers will answer questions for the new ones. This saves you and your staff time on the phone.
Step-by-Step: How to Set Up Your Customer Clubhouse
Don't let the tech intimidate you. You can set this up in an afternoon. Here is exactly what you need to do.
1. Define the Purpose
Why would a customer join? If it’s just to hear you shout about sales, they won’t stay. You need to provide value. Example: A Brisbane bike shop might create a Discord where they share the best local trail conditions and host weekly group rides. Example: A boutique clothing store could offer "first dibs" on new stock before it hits the floor.2. Keep the Structure Simple
When you open a Discord server, you create "channels" (which are just different chat rooms). Don't make fifty of them. Start with three: #Announcements: Only you can post here. Use it for big news or deals. #General-Chat: Where everyone talks. #Help-and-Questions: Where customers can ask you things directly.3. Invite Your Best Customers First
Don't blast this out to everyone at once. Start with your top 10 or 20 customers—the ones who already love you. Tell them, "Hey, I’m starting a private group for our regulars to give you guys better service and early access to deals. Would you like to join?"Once you have a bit of life in the group, you can start turning Facebook visitors into sales by inviting them to join the community as the next step in their journey with you.
4. Set the Rules
You’re the boss. Make it clear that it’s a positive space. No spam, no politics, no being a jerk. Discord has tools that let you kick people out instantly if they don't follow the rules. In Brisbane, we value a fair go—make sure your community reflects that.What’s a Waste of Money and Time?
Paying for fancy bots: People try to sell you complicated automated tools for Discord. For a small business, you don’t need them. You need a human touch. Hiring a "Community Manager": Unless you’re huge, don't do this yet. You or a trusted staff member should spend 10 minutes a day in there. People want to hear from the experts, not a random hire. Over-complicating the tech: Your website just needs to work on phones so people can click the invite link and get straight into the app.Real Talk: The Costs and Timeline
The Cost: Discord is free. You can pay for "Nitro" to get better video quality or more emojis, but for 99% of local businesses, the $0 version is perfect. Your only real cost is the time it takes to check the messages.
The Timeline: Day 1-7: You’ll get your first few members. It will feel quiet. Month 1: You’ll notice people starting to talk to each other without you prompting them.
- Month 3: You’ll see the results in your till. Someone will come in and say, "I saw that update on Discord, I want to buy that."
Common Mistakes Brisbane Businesses Make
I’ve seen dozens of local businesses try this and fail because they treat it like a megaphone. They just post: "SALE TODAY!" and then go silent for two weeks.
Imagine walking into a local pub and the publican just shouts "BEER IS $8!" and then walks into the back room. You wouldn't stay. You stay because of the conversation. Ask your customers what they think of a new product. Ask them what they’re doing for the weekend. Be a person, not a logo.
How to Get Started Today
If you want more repeat customers and less reliance on expensive ads, follow this checklist:
1. Download Discord on your phone and computer. 2. Create a Server (it takes 30 seconds) and name it after your business. 3. Create 3 channels as discussed above. 4. Send the link to your 5 most loyal customers today. 5. Post one helpful tip or a "behind the scenes" photo to get the ball rolling.
Building a community is one of the smartest moves you can make to protect your business from rising ad costs. It’s about owning your audience instead of renting them from social media companies.
If you’re feeling overwhelmed by the digital side of your business and just want more customers through the door, we can help. At Local Marketing Group, we focus on what actually makes you money, not just what looks pretty.
Ready to grow your Brisbane business? Contact Local Marketing Group today.