Stop thinking about Kardashians and start thinking about the local legend
Look, I know what you’re thinking. "Influencers? Give me a break."
You’ve probably seen some twenty-year-old taking photos of their avocado toast at a cafe in New Farm and thought, how on earth is that going to help me sell more hot water systems or fill my dental chairs?
Honestly? Most of what people call "influencer marketing" is a total crock. It’s vanity. It’s people chasing likes that don't pay the mortgage.
But here’s the thing: while you’re busy rolling your eyes, some of your competitors are quietly getting a steady stream of new customers because they’ve figured out how to get the right local person to talk about them.
We aren't talking about million-dollar deals with movie stars. We’re talking about the person in your suburb who everyone actually listens to. If you do this right, it’s one of the fastest ways to get the phone ringing. If you do it wrong, you’re just giving away free stuff to people who will never make you a cent.
What is a "Local Influencer" anyway?
In the marketing world, they use words like "micro-influencer" or "nano-influencer." Forget that.
A local influencer is just someone in Brisbane—or your specific neck of the woods like Chermside or Coorparoo—who has an audience of people you want as customers.
It could be: The woman who runs the "Mums of North Lakes" Facebook group. The local fitness coach who trains 50 people in the park every morning. A food blogger who actually lives in Brisbane (not someone in Sydney pretending). The president of the local footy club.
These people have something you can't buy with a standard ad: trust.
When a stranger sees your ad on Google, they’re skeptical. When a person they’ve followed for three years says, "Hey, I just had my gutters cleaned by these guys and they were legends," that skepticism vanishes. That’s how you win more local jobs without having to fight tooth and nail on price every single time.
Why most small businesses stuff this up
I’ve seen plenty of business owners try this and get burnt. Usually, it goes like this: they give a free meal or a free service to someone with 10,000 followers. The person posts a pretty picture. The business owner gets 50 new followers, but zero new phone calls.
That’s a fail.
You aren't in the business of collecting followers. You’re in the business of making money.
The mistake is picking people based on how many followers they have instead of who those followers are. If you’re a plumber in Ipswich, a fashion blogger with 50,000 followers across Australia is useless to you. You need the person with 500 followers who all live within ten minutes of your workshop.
If you don't focus on the right people, you're just burning cash on marketing that doesn't move the needle.
How to find the right people (without spending all day on your phone)
Don't go out and hire an agency to find these people. You know your area better than they do.
Start by looking at your current customers. Who are they following? Who are they talking about?
Go onto Instagram or Facebook and search for your suburb. See who is posting regularly and getting actual comments (not just likes, but people actually talking).
Look for people who: 1. Actually live here. If they aren't complaining about the traffic on Gympie Road or the humidity in February, they aren't local enough. 2. Have high engagement. 500 followers and 50 comments is ten times better than 10,000 followers and 2 comments. 3. Align with your vibe. If you run a high-end luxury spa, don't partner with a rugged outdoorsy influencer. It sounds obvious, but you’d be surprised how often people get this wrong.
The "Value First" Approach: How to reach out
Do not—I repeat, do not—send a generic, copy-pasted message to twenty people. They can smell it a mile away.
Treat it like you’re talking to a neighbour.
"Hey [Name], I’ve been following your posts about [Topic] for a while and love what you’re doing for the community. I run a local [Business Type] in [Suburb] and I’d love to see if we can work together to give your followers something of value."
Notice I didn't say "I want you to post about me." I said "give your followers something of value."
Influencers care about their reputation. If they just post ads all day, people stop following them. You need to give them a reason to talk about you that makes them look good to their audience.
What should you offer them?
Money is the easiest thing, but it’s not always the best. For small, local partnerships, you can often do a trade or a "value-add."
Here are some ideas that actually work:
1. The Exclusive Offer
Give the influencer a specific code or a "secret" offer just for their followers. "Tell them to mention your name and I’ll give them a free safety inspection with every service." This makes the influencer look like a hero because they got their fans a deal, and it makes it easy for you to track exactly how many calls you got from that one person.2. The "Behind the Scenes" Experience
Don't just give them a freebie. Invite them in and show them how you work. If you’re a mechanic, show them the crazy stuff you find in engines. People love seeing how things are made or fixed. It’s authentic, and it doesn't feel like a boring ad.3. The Giveaway
This is a classic for a reason. "Win a $200 voucher for [Your Business]." To enter, people have to tag a friend in the comments. This spreads your name across the local area fast. Just make sure the prize is something that attracts real customers, not just people looking for a freebie who will never come back.The Reality Check: Costs and Timelines
Let’s talk brass tacks.
Cost: For local Brisbane influencers, you might pay anywhere from $50 to $500 for a post, or it might just cost you the price of the service you’re giving away. If someone asks for $2,000 and they only have a few thousand followers, tell them they’re dreaming and move on.
Timelines: This isn't Google Ads. You won't get 20 calls the second they hit 'post.' It’s a slower burn. It builds your reputation over weeks and months. However, if you run a giveaway, you’ll usually see a spike in enquiries within 48 hours.
Effort: This takes work. You have to find the people, talk to them, coordinate the visit, and follow up. If you’re flat out under houses or on a roof all day, you might not have time for this. That’s fine—stick to ads that get calls instead. But if you want to build a brand that people in your suburb recognize, this is the way to do it.
How to make sure you aren't being taken for a ride
There are a lot of "influencers" out there who have bought their followers. It’s sad, but true.
Before you agree to anything, check their comments. Are they all from people in Brisbane? Or are they all generic emojis from accounts in other countries? If it’s the latter, run away.
Ask them for a screenshot of their "Insights." They can show you exactly where their audience lives. If 80% of their audience isn't in South East Queensland, they aren't a local influencer for you.
Quick Wins: Your Action Plan
If you want to try this out this week, here is exactly what I’d do:
1. Identify 3 people: Spend 20 minutes on Instagram or Facebook tonight. Find three people who post about your local area and have a decent, engaged following. 2. Send a personal message: Mention something specific they posted recently so they know you aren't a bot. 3. Offer a "Trial Run": Invite them to try your service for free in exchange for an honest review or a couple of stories. Don't demand a five-star review—if you’re good at what you do, the review will be good anyway. 4. Track the results: Give them a unique phrase or code for their followers to use. If the phone rings and someone says "Sarah sent me," you know it’s working.
My Honest Take
Influencer marketing is like spicy food. Used correctly, it’s great. Used poorly, and you’ll be hurting for a while.
Don't get distracted by the flashy lights. Keep your eye on the prize: more enquiries and more sales. If an influencer can't explain how they’re going to help you get those, then they aren't the right partner for you.
Most small businesses in Brisbane are completely ignoring this, which means there’s a massive opportunity for you to step in and own your suburb’s digital conversation before everyone else catches on.
At the end of the day, people buy from people they trust. If you can get the most trusted person in your suburb to give you the thumbs up, you’re halfway to the bank.
If you’re struggling to find the time to manage all this, or you’ve tried it and it didn't work, give us a shout at Local Marketing Group. We can help you figure out which levers to pull to actually get the phone ringing.
Ready to get more local customers? Let’s have a chat.