How to Promote Your Local Business in Australia

If you’re looking to increase your local presence and attract more customers from your neighbourhood, you’ve come to the right place.

In this comprehensive guide, we’ll explore the ins and outs of local marketing in Australia, providing you with practical strategies and innovative ideas to help your business thrive in your community.

What is Local Marketing?

Local marketing, also known as neighbourhood or community marketing, is the practice of optimising your business’s visibility and appeal to customers in a specific geographic area.

For Australian businesses, this could mean targeting potential customers in your suburb, city, or region.

The Importance of Local Marketing in Australia

In a vast country like Australia, where communities can be spread far and wide, local marketing is crucial for small and medium-sized businesses. It helps you:

1. Connect with your immediate community
2. Compete effectively against larger national or international brands
3. Build a loyal customer base
4. Maximise your marketing budget by targeting the most relevant audience

According to the Australian Small Business and Family Enterprise Ombudsman, small businesses account for nearly 98% of all businesses in Australia.

This means the competition for local customers can be fierce, making effective local marketing strategies more important than ever.

Understanding Your Local Australian Market

Before diving into specific marketing strategies, it’s essential to understand your local market. Australia’s diverse population and varying regional characteristics mean that what works in bustling Sydney might not be as effective in rural Queensland.

Consider these factors when analysing your local market:

1. Demographics: Age, income, education, and family structure of your target audience
2. Local economy: Major industries, employment rates, and economic trends in your area
3. Cultural diversity: Ethnic backgrounds and languages spoken in your community
4. Lifestyle and values: Local interests, hobbies, and community values
5. Competition: Other businesses offering similar products or services in your area

To gather this information, you can:

• Use Australian Bureau of Statistics data for demographic insights
• Conduct surveys or focus groups with local residents
• Analyse your existing customer base
• Monitor local news and events
• Engage with local business networks and chambers of commerce

By understanding your local market, you’ll be better equipped to tailor your marketing efforts to resonate with your target audience. 

Digital Marketing Strategies for Local Businesses

Let’s explore some effective digital marketing strategies tailored to the Australian market.

1. Website Localisation

Tailor your website content to resonate with your local Australian audience. This includes:

• Using Australian English spelling and colloquialisms
• Featuring local imagery and references
• Displaying prices in AUD
• Providing local contact information and business hours

2. Claiming Local Listings

Ensure your business is listed on popular Australian directories and review sites. Some key platforms include:

• Google My Business
• Yelp Australia
• TrueLocal
• Localsearch

Consistently manage your business information across these platforms to improve your local SEO.

3. Local SEO and Voice Search Optimisation

Optimise your online content for local search queries. Include location-based keywords in your website’s metadata, content, and image alt tags.

For example, if you’re a café in Melbourne, use phrases like “best coffee in Melbourne CBD” or “breakfast café in Fitzroy“.

With the rising popularity of voice assistants, optimise for voice search by focusing on natural language phrases and questions your customers might ask.

4. Localised Paid Advertising and PPC

Utilise geo-targeting options in your paid advertising campaigns to reach customers in specific Australian locations. Platforms like Google Ads and Facebook Ads offer robust location-targeting features.

Pacific Smiles Dental effectively uses location-based advertising on platforms like Google and Facebook to target local audiences.

For example, they run Google Ads targeting users searching for dental services in specific areas, such as “dentist near me” or “dentist near Sydney NSW.” This geo-targeting helps them reach potential patients looking for dental care in their vicinity.

Additionally, they employ Facebook ads showcasing their local services, highlighting their availability during mornings, late nights, and weekends. These ads are tailored to appeal to local users by emphasizing convenience and accessibility, encouraging them to book appointments online.

The combination of precise location targeting and relevant, locally focused ad content ensures that Pacific Smiles Dental can effectively connect with its target audience, resulting in higher engagement and appointment bookings.

5. Social Media Marketing and Contests

Engage with your local community on social media platforms popular in Australia. According to Social Media News, Facebook, Instagram, and LinkedIn are among the most used platforms in Australia.

For example, Jetstar Airways, the Australian low-cost airline, effectively uses social media contests to connect with its audience.

This campaign not only boosts engagement but also promotes domestic tourism by highlighting various Australian locations. By focusing on specific regions, Jetstar connects with customers across Australia and promotes its flight routes.

By adopting similar strategies, your business can significantly enhance local engagement and attract more customers through targeted social media campaigns.

Offline Marketing Techniques

While digital marketing is crucial in today’s business landscape, offline marketing techniques remain highly effective, especially for local businesses.

Let’s explore some strategies that can help you connect with your Australian community in the physical world.

1. Print Marketing Materials

Despite the rise of online marketing, physical advertising in high-traffic areas like shopping centres remains highly effective for local businesses.

Consider partnering with companies like oOh!media for impactful advertising.

As seen in the image, a Blackmore advertisement is prominently displayed on a digital screen in a busy Australian shopping centre. This type of advertising catches the eye of shoppers near stores like Priceline, maximising local visibility.

Tip: For digital displays, consider creating content that’s relevant to the shopping experience. The Blackmores ad saying “No need to stress” is perfectly positioned for shoppers who might be feeling overwhelmed.

2. Local Sponsorships and Community Involvement

Sponsoring local events, sports teams, or community organisations can significantly boost your local presence. This could include:

• Supporting a local football or cricket club
• Sponsoring a community festival or market
• Partnering with a local charity

For example, Bendigo Bank has built a strong reputation through its community engagement programs, supporting local initiatives across Australia.

3. Event Participation and Booth Space

Participate in local trade shows, markets, or community events relevant to your business. This gives you face-to-face time with potential customers and helps build brand awareness.

The Finders Keepers Markets, held in major Australian cities, provide an excellent opportunity for local artisans and small businesses to showcase their products to thousands of visitors.

4. Sidewalk Signage

For businesses with a physical storefront, sidewalk signs can be an effective way to draw in foot traffic. Ensure your signage is eye-catching and complies with local council regulations.

For example, many cafes in Melbourne’s famous laneways use creative chalkboard signs to attract customers. The City of Melbourne provides guidelines for businesses on footpath trading, including regulations for signage.

Tip: Consider using humour or local references in your signage. For instance, a bookstore in Sydney might use a sign saying “Books cheaper than a smashed avo on toast!” to catch the eye of passing millennials.

5. Local Media Engagement

Engaging with local media, particularly radio stations, can significantly boost your local marketing efforts. Radio sponsorship offers a unique way to reach your target audience repeatedly and build brand recognition in your local area.

KIIS 1065, a popular Sydney radio station, offers various sponsorship opportunities for local businesses.

Partnering with local radio stations allows you to establish a strong presence within the community, reaching potential customers during their daily routines.

This approach ensures your brand becomes an integral part of the local conversation, enhancing recognition and trust among the audience

6. Door-to-Door and Letterbox Marketing

While these methods should be used judiciously, they can be effective for certain types of local businesses. Always respect “No Junk Mail” signs and be aware of local regulations.

Tip: The Distribution Standards Board provides guidelines for responsible letterbox distribution in Australia.

7. Leveraging Australian Holidays and Events

Create marketing campaigns around Australian holidays and events. This could include:

• Australia Day promotions: Be mindful of the sensitive nature of this day. Many businesses, like Ben & Jerry’s, have chosen to focus on inclusive messaging or support for Indigenous communities.
• AFL Grand Final specials: Local pubs and sports stores often run promotions tied to this major sporting event. The Australian Retailers Association provides insights on seasonal marketing trends.
• Melbourne Cup events: Many businesses across Australia host Melbourne Cup lunches or offer special promotions. For example, David Jones often creates a special fashion campaign around this event.
• Christmas in July celebrations: This quirky Australian tradition is popular for winter promotions, especially in colder regions. Blue Mountains Tourism often promotes special Christmas in July events and deals.

8. Networking and Business Associations

Join local business associations and networking groups. These provide opportunities to:

• Meet potential customers and partners
• Stay informed about local business trends
• Participate in community initiatives

The Council of Small Business Organisations Australia (COSBOA) is an excellent resource for finding local business associations.

By combining these offline techniques with your digital strategies, you can create a comprehensive local marketing approach that resonates with your Australian audience. 

Advanced Local Marketing Techniques

As your local marketing efforts mature, you may want to explore more sophisticated strategies to stand out in your community. Here are some advanced techniques that can give your Australian business an edge:

1. Local Influencer Partnerships

Collaborating with local influencers can significantly boost your visibility within your community. Unlike major celebrities, local influencers often have a more engaged and loyal following in specific areas.

Example: Broadsheet, a popular Australian city guide, often partners with local food bloggers and Instagram personalities to promote restaurants and cafes in specific neighbourhoods.

Tip: When searching for local influencers, look for those who align with your brand values and have an authentic connection with their audience. Tools like Social Bakers can help you find and analyse potential influencer partners.

2. Geofencing Marketing

Geofencing allows you to target customers with mobile ads when they enter a specific geographic area. This can be particularly effective for retail businesses or those in high-foot-traffic areas.

Case Study: The Melbourne Cricket Ground (MCG) uses geofencing to send push notifications about food and beverage specials to fans’ phones when they enter the stadium during events.

3. Localised Content Marketing

Create content that specifically addresses the interests, needs, and culture of your local community. This could include:

• Blog posts about local events or issues
• Videos showcasing local landmarks or personalities
• Podcasts discussing topics relevant to your area

Example: Concrete Playground, an Australian lifestyle guide, produces highly localized content for different Australian cities, helping them become a go-to source for local information.

4. Local PR Strategies

Develop relationships with local media outlets to gain exposure for your business. This could involve:

• Sending press releases about new products or services
• Offering yourself as an expert for local news stories
• Hosting media events at your business location

The Public Relations Institute of Australia (PRIA) offers resources and training on effective PR strategies.

5. Hyperlocal Targeting in Digital Ads

Go beyond general location targeting in your digital ads. Use hyperlocal targeting to reach customers in specific neighbourhoods or even streets.

Example: Zambrero, the Australian Mexican-inspired food chain, effectively used hyperlocal targeting in their digital ad campaign for new store openings. When launching a new restaurant in Newtown, Sydney, they created ads specifically targeting users within a 1.5 km radius of the location. The ads included location-specific messaging like “Newtown’s newest burrito joint is now open!” and offered a special discount for local residents. This hyperlocal approach resulted in a 23% increase in foot traffic during the first week of opening compared to their standard location-based ads.

Tip: Google Ads allows you to target specific postcodes or create custom location groups. This can be particularly effective for businesses with multiple locations or those serving specific neighbourhoods. For instance, a Sydney-based business could create separate ad groups for areas like Surry Hills, Bondi, and Parramatta, tailoring the ad copy to each locality.

The Interactive Advertising Bureau (IAB) Australia offers resources and best practices for digital advertising, including location-based targeting strategies.

6. Local SEO Voice Search Optimisation (SEO)

With the rising popularity of voice assistants, optimising for voice search can give you an edge. Focus on natural language phrases and questions your local customers might ask.

Example: A Melbourne café might optimise for phrases like “Where’s the best coffee near me?” or “What’s the closest café open now?”

The Australian Web Industry Association offers resources on staying up-to-date with the latest web technologies and practices.

7. Community Q&A Platforms

Engage with your community on local Q&A platforms. This can help establish your business as a local authority and improve your local SEO.

Example: Actively participate in location-specific threads on Whirlpool Forums, a popular Australian discussion board, to answer questions related to your industry or area of expertise.

By implementing these advanced techniques, you can take your local marketing efforts to the next level, creating deeper connections with your Australian community and standing out from your competitors.

Customer Retention Strategies for Local Businesses

While attracting new customers is important, retaining existing ones is crucial for long-term success. In fact, according to a study by Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%. Let’s explore some effective customer retention strategies tailored for Australian local businesses:

1. Building a Loyal Customer Base

Create a strong connection with your customers by providing exceptional service and personalised experiences.

Example: T2 Tea, an Australian tea company, builds customer loyalty through their “Tea Society” program. As per their website, the Tea Society offers members exclusive benefits including:

• A free birthday brew
• Exclusive member-only offers
• Early access to sales
• Invitations to special events

T2 describes their loyalty program as “a community of like-minded sippers,” emphasizing the sense of belonging it creates among their customers. This approach not only rewards purchases but also fosters a community around their brand, encouraging customers to engage more deeply with T2 and keep coming back.

By offering these personalised experiences and exclusive benefits, T2 creates memorable interactions with their customers that extend beyond the simple transaction of buying tea, helping to build a loyal customer base.

2. Implement a Loyalty Program

Reward your repeat customers with a loyalty program that offers genuine value.

Case Study: Campos Coffee, which started as a small café in Newtown, Sydney, has implemented an effective loyalty program. While they’ve since expanded, their loyalty program remains simple and effective for each of their local cafés. Customers can join the Campos Coffee Club, where they earn points for every dollar spent. These points can be redeemed for free coffee, merchandise, or even barista training sessions.

On their website, Campos states, “As a member of our Coffee Club, you’ll earn 1 point for every $1 you spend in our Flagship Cafes and Online Store.” This straightforward approach is easy for customers to understand and for individual café locations to manage.

Tip: Consider using a digital loyalty platform like Stamp Me, an Australian-based company that offers digital loyalty solutions for small businesses.

3. Personalised Communication

Use your customer data to send personalised offers and communications to retain customers.

Example: Vinomofo, an Australian online wine retailer, uses personalised communication through their wine club subscriptions to enhance customer retention:

1. They offer tailored subscriptions (Mixed, Red Only, White Only) to match customer preferences.
2. Customers can personalise delivery frequency (monthly, bi-monthly, quarterly) and quantity (6 or 12 bottles).
3. Multiple price tiers allow customers to receive wines within their budget.
4. The flexibility to skip deliveries or swap wines keeps customers engaged without feeling locked in.

By providing these customisable options, Vinomofo creates a personalised experience that encourages customers to stay subscribed and continue purchasing, effectively boosting customer retention through personalised communication and offerings.

5. Create a Community Around Your Brand

Foster a sense of community among your customers, which can lead to stronger emotional connections with your brand.

Example: Lorna Jane, the Australian activewear brand, has created a strong community through their “Active Living Room” concept:

1. Airport Locations: Lorna Jane has opened Active Living Rooms in airports, including Sydney Airport’s T2 Domestic Terminal. These spaces offer travelers free exercise classes, healthy snacks, and a place to recharge, extending the brand experience beyond just clothing.
2. Community Engagement: The Active Living Room Instagram shows how these spaces foster community interaction, with customers sharing their experiences and workouts.
3. Brand Philosophy: In a YouTube video, Lorna Jane Clarkson, the founder, explains how the Active Living Room concept embodies the brand’s philosophy of active living, helping to turn customers into brand advocates.

By creating these physical spaces for community activities, Lorna Jane goes beyond selling activewear to promote a lifestyle, fostering stronger connections with their customers and encouraging brand loyalty.

6. Excellent After-Sales Service

Provide top-notch after-sales service to ensure customer satisfaction long after the purchase.

Tip: Consider using an Australian-based customer service platform like LiveChat to efficiently handle customer queries and concerns.

8. Local Partnerships

Partner with other local businesses to offer exclusive deals to your customers.

Case Study: In Byron Bay, local surf shop McTavish Surfboards partnered with nearby cafés to offer discounts to their customers, creating a mutually beneficial relationship that encourages customer loyalty to multiple local businesses.

By implementing these strategies, you can create a loyal customer base that not only returns to your business but also becomes advocates for your brand in the local community. 

Measuring Success: KPIs for Local Marketing in Australia

To ensure your local marketing efforts are effective, it’s crucial to track and measure your performance. Here are some key performance indicators (KPIs) that Australian businesses can use to gauge the success of their local marketing campaigns:

1. Foot Traffic

For businesses with physical locations, measuring foot traffic is essential. You can use tools like:

• Door counters
• Wi-Fi analytics
• Kepler Analytics, an Australian company that provides foot traffic analysis for retail stores

Tip: Compare your foot traffic data with your online marketing efforts to see how digital campaigns impact in-store visits.

2. Local Search Rankings

Monitor your business’s visibility in local search results. Tools that can help include:

• Google My Business Insights
• Whitespark Local Rank Tracker

Pay attention to your rankings for key local search terms relevant to your business and location.

3. Online Reviews and Ratings

Track the quantity and quality of your reviews on platforms like:

• Google My Business
• TrueLocal
• ProductReview.com.au

Monitor your overall rating and respond to reviews promptly to show engagement with your local community.

4. Website Traffic from Local Sources

Use Google Analytics to track:

• Traffic from local geographic areas
• Engagement metrics (time on site, pages per session) for local visitors
• Conversions from local traffic

5. Social Media Engagement

Measure the engagement of your local audience on social media platforms. Look at metrics like:

• Followers from your target geographic area
• Engagement rate on posts targeting local audiences
• Use of local hashtags

Tools like Socialbakers can help you analyse your social media performance.

Successful Local Marketing Campaigns in Australia

Let’s explore some real-world examples of Australian businesses that have implemented effective local marketing strategies.

1. Harris Farm Markets: “Imperfect Picks” Campaign

Harris Farm Markets, a family-owned grocery chain in New South Wales, launched their “Imperfect Picks” campaign to reduce food waste and support local farmers.

Strategy: They marketed and sold fruits and vegetables that didn’t meet supermarket cosmetic standards at discounted prices.

Results:

• Reduced food waste by up to 50% in some of their stores
• Increased foot traffic and sales
• Boosted brand image as an environmentally conscious local business

Key Takeaway: Aligning your marketing with local values (in this case, sustainability and supporting local farmers) can significantly boost brand loyalty and sales.

2. Bakers Delight: Community Engagement Initiatives

Bakers Delight, an Australian bakery franchise with many locally-owned bakeries, has implemented several successful community engagement initiatives that serve as effective local marketing.

Strategies:

1. Breast Cancer Network Australia (BCNA) Partnership:
   • Annual Pink Bun campaign
   • Bakeries turn pink to raise awareness
   • Donate 100% of Fun Bun sales and collect customer donations
2. Local Sports Club Sponsorships:
   • Individual bakeries sponsor local sporting clubs
   • Provide fresh bread for club events and canteens
3. School Lunch Orders:
   • Partner with schools to provide fresh lunches
   • Offer healthy options for students

Results:

• Raised over $24 million for BCNA since 2000
• Supported hundreds of local sporting clubs across Australia
• Strengthened relationships with local schools and families

Source: Bakers Delight Community Engagement Page

Key Takeaway: By engaging in long-term community initiatives that align with their brand values, small businesses can create meaningful local connections, enhance their reputation, and indirectly boost their marketing efforts.

While Bakers Delight is a large franchise, individual bakeries are often small, locally-owned businesses. These initiatives demonstrate how small businesses can leverage broader community engagement strategies for local marketing impact.

3. Myer: “Christmas Giftorium”

Australian department store Myer created a localised in-store experience with their “Christmas Giftorium” concept.

Strategy: They transformed sections of their stores into interactive Christmas-themed spaces, tailoring the experience to each location.

Results:

• Increased foot traffic during the crucial holiday shopping period
• Enhanced brand image as a destination for Christmas shopping

Key Takeaway: Creating unique, localised in-store experiences can drive foot traffic and sales, even in the age of online shopping.

4. Breville: Aboriginal Culinary Journey

Breville, an Australian multinational small home appliance company, has implemented a unique and culturally significant initiative that serves as both community engagement and local marketing.

Strategy: Aboriginal Culinary Journey

1. Partnership with Indigenous Communities:
   • Collaborated with Aboriginal chefs and communities
   • Focused on showcasing traditional Aboriginal cuisine and ingredients
2. Educational Content Creation:
   • Developed a series of videos featuring Aboriginal chefs
   • Shared recipes that blend traditional Aboriginal ingredients with modern cooking techniques
3. Cultural Appreciation and Promotion:
   • Highlighted the significance of Aboriginal food culture
   • Promoted understanding of Indigenous ingredients and cooking methods
4. Product Integration:
   • Demonstrated how Breville appliances can be used to prepare traditional Aboriginal dishes
   • Showcased versatility of their products in various culinary traditions

Results:

• Increased awareness of Aboriginal culinary traditions
• Enhanced Breville’s brand image as culturally conscious and supportive of Indigenous communities
• Created unique, engaging content that differentiates Breville in the home appliance market

Source: Breville’s Aboriginal Culinary Journey Page

Key Takeaway: By engaging with and promoting local cultural traditions, businesses can create meaningful connections with diverse communities while also showcasing their products in unique and respectful ways. This approach not only serves as effective marketing but also contributes to cultural appreciation and understanding.

5. Gelato Messina: Local Collaborations and Community Engagement

Gelato Messina, a popular Australian gelato chain, has implemented innovative local marketing strategies through meaningful community engagement and collaborations with local businesses.

Strategy: Local Collaborations and Community Engagement

Partnerships with Local Businesses:

• Collaborated with Peters Ice Cream to create the Drumstick X Messina range.
• Developed flavors inspired by their own gelato offerings, incorporating high-quality ingredients and innovative combinations.

Community-Focused Campaigns:

• Launched the “Mates Day” campaign in partnership with Snapchat.
• Created the limited-edition flavor “Oh Snap!” available for free on Mates Day.
• Transformed their Surry Hills store into a Snapchat-themed experience, promoting friendship and community engagement.

Engaging Content Creation:

• Produced behind-the-scenes videos and social media content showcasing the development of unique flavors.
• Highlighted collaborations and special events, generating buzz and excitement among followers.

Product Integration:

• Demonstrated how their gelato can be creatively integrated into products like the Drumstick X Messina range.
• Showcased the versatility and quality of their gelato through various local collaborations and themed events.

Results:

• Increased customer engagement and loyalty through interactive and community-driven campaigns.
• Strengthened brand image as an innovative and community-oriented business.
• Generated significant social media buzz and media coverage, enhancing brand visibility.

Source: Gelato Messina’s Local Collaborations and Campaigns​ (Gelato Messina)​​ (B&T)​​ (Mediaweek)

Key Takeaway: By collaborating with local businesses and creating community-focused campaigns, Gelato Messina effectively engages with their audience, fosters community spirit, and differentiates their brand in the competitive food market. This approach not only drives business success but also strengthens local connections and support.

Local Marketing Helps You Grow Better

As we’ve explored throughout this guide, local marketing is a powerful tool for businesses in Australia to connect with their communities and drive growth. Let’s recap some of the key points we’ve covered:

1. Understanding Local Marketing: We’ve seen how local marketing goes beyond just targeting a geographic area; it’s about creating meaningful connections with your community.
2. Digital Strategies: From optimizing for local search to leveraging social media, digital tools offer powerful ways to reach local customers.
3. Offline Techniques: Traditional methods like community involvement and local partnerships remain crucial in building a strong local presence.
4. Customer Retention: We’ve discussed strategies to keep your local customers coming back, from loyalty programs to personalized communication.
5. Measuring Success: By tracking the right KPIs, you can continually refine and improve your local marketing efforts.
6. Case Studies: We’ve seen real-world examples of businesses successfully implementing local marketing strategies, like Breville’s Aboriginal Culinary Journey.

Effective local marketing is not just about promoting your business; it’s about becoming an integral part of your community. By understanding and addressing local needs, you can create lasting relationships with customers that go beyond transactions.

As you implement these strategies, keep in mind that what works best will depend on your specific business and local context. Don’t be afraid to experiment, measure your results, and adjust your approach accordingly.