Why Being 'Local' is Your Biggest Business Asset
I’ve sat down with dozens of business owners across Brisbane—from electricians in Coorparoo to cafe owners in North Lakes—and they all say the same thing: "Google ads are getting too expensive."
They aren't wrong. If you are a plumber bidding on the same keywords as the big national franchises, you’re going to get outspent. But you have an advantage they don't: you are actually part of the community. People in Brisbane prefer to buy from someone they trust, someone they’ve seen at the local footy club, or someone their neighbour recommended.
Community marketing isn't about being 'nice.' It is a cold, hard business strategy to lower what it costs you to get a new customer. When people know your face and your brand before they even need your service, you don't have to fight for their attention on a search engine. You’ve already won the job.
The Numbers Behind the Community Approach
Let’s look at the data. Most small businesses spend between 5% and 10% of their gross revenue on marketing. If you're doing $500,000 a year, that’s $25,000 to $50,000.
If you spend that entire budget on digital ads, the moment you stop paying, the phone stops ringing. However, if you invest a portion of that into winning local customers through community ties, you are building an asset that pays dividends for years.
I’ve seen businesses in the western suburbs shift just 20% of their ad spend into local community tactics and see their 'word of mouth' enquiries double within six months. The cost per lead from a community referral is often $0, compared to $50 or $100 for a Google click.
Stop Wasting Money on 'Charity' Sponsorships
This is where most Brisbane business owners get it wrong. They write a $2,000 cheque to the local bowls club, get their logo printed on a tiny sign that nobody reads, and wonder why the phone isn't ringing.
That isn't marketing; it’s a donation.
If you want a return on your investment, you need to be active. Don't just put a sign up. If you sponsor a junior rugby league team, show up to the trophy presentation. Offer a 'Player of the Match' voucher that brings families into your shop. If you’re a tradie, offer a free safety inspection for any member of the club.
You have to realise that buying club loyalty requires more than just cash. It requires presence. If you don't have the time to show up, don't buy the sponsorship. Spend that money elsewhere.
Three Practical Tactics for Brisbane Businesses
1. The 'Neighbourhood Hero' Strategy
If you are a service-based business (painter, gardener, pest control), your best leads are the people living next door to your current job.When you finish a job in a street in Carindale, don't just pack up and leave. Put a flyer in the ten houses on either side. Better yet, if you see the neighbour, say hello. Tell them, "I’ve just finished fixing the gutters at number 42, I noticed yours might need a look while I'm in the street."
This is how you get more local business without spending a cent on digital platforms. People trust you because they can see your truck and the work you just did for someone they know.
2. Strategic Referral Partners
You don't need to find customers one by one if you can find someone who already has 500 of them.Think about who sees your customer before you do. - If you’re a mortgage broker, it’s the real estate agent. - If you’re a dog groomer, it’s the local vet. - If you’re a floor sander, it’s the interior designer.
Go and have a coffee with these people. Don't ask them for leads right away. Ask them how you can help their customers. Maybe you can offer a discount for their clients, or a priority booking service. This builds a pipeline of high-quality enquiries that are much more likely to book than a random person from the internet.
3. Hyper-Local Facebook Groups
I know, Facebook can be a headache. But for a local business, the "Community Board" groups for suburbs like Ashgrove, Chermside, or Manly are gold mines.But here is the rule: Do not spam.
If someone asks for a recommendation for a mechanic, and you’re a mechanic, don't just post your phone number. Say, "I run the garage on the corner of Smith St, happy to take a quick look at that noise for you this afternoon if you're free." Be helpful first, and the sales will follow.
The Cost of Doing it Right
Community marketing is 'cheap' in terms of dollars, but 'expensive' in terms of time.
- Financial Cost: You might spend $500 on some high-quality flyers, or $1,000 on a small local event sponsorship. - Time Cost: You need to spend 2-3 hours a week actually talking to people, visiting partners, or engaging in local groups.
The Timeline: Don't expect the phone to ring off the hook tomorrow. Digital ads are like a tap—turn them on, and water flows. Community marketing is like planting a fruit tree. It takes 3 to 6 months to really start producing, but once it does, it provides 'free' fruit for years.
What Should You Do First?
If you’re feeling overwhelmed, start small. Pick one suburb where you want more work.
1. Identify the 'Hub': Is it the local school? The footy club? The popular coffee shop? 2. Make an Offer: Not a '10% off' discount—those are boring. Make it a value-add. A free report, a free trial, or a 'local's only' specialised service. 3. Measure the Result: Ask every new caller, "How did you hear about us?" If they say "I saw you at the school fete," write it down. You need to know which community efforts are actually putting money in the bank.
Most of what you read online about 'building a brand' is rubbish designed for big companies with millions to waste. For a Brisbane small business, your brand is simply what your neighbours say about you when you're not in the room.
Stop Guessing and Start Growing
At Local Marketing Group, we don't care about fancy awards or 'viral' posts that don't result in sales. We care about making sure your phone rings and your calendar stays full. If you're tired of wasting money on marketing that doesn't work and want a practical plan to dominate your local area, we can help.
Ready to get more local customers? Contact Local Marketing Group today.