Building a social media presence from zero can feel like shouting into a void, but it is one of the most powerful ways to build trust with your local community. For Australian small businesses, a loyal following means more than just 'likes'—it represents a steady stream of local customers who know, like, and trust your brand before they even walk through your door.
Prerequisites
Before you start, ensure you have the following ready:- A registered Australian Business Number (ABN) for account verification.
- High-quality photos of your team, products, or premises.
- A clear understanding of who your ideal local customer is.
- Access to a smartphone with a decent camera.
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Step 1: Choose Your Primary Platforms Wisely
Don't try to be everywhere at once. It is better to be excellent on one platform than mediocre on four.- Instagram/Facebook: Best for visual businesses like cafes, tradies, and retail.
- LinkedIn: Essential for B2B services like accounting or legal firms.
- TikTok: Great if you can produce quick, behind-the-scenes video content.
Step 2: Optimise Your Bio for Local Search
Your bio is your digital shopfront. Use keywords that local customers search for. Instead of just "John’s Plumbing," use "John’s Plumbing | Emergency Plumber Brisbane & Northside."- Include your location clearly.
- Add a clear Call to Action (CTA) like "Book Online" or "Call for a Quote."
- Use a professional profile picture (your logo or a friendly headshot).
Step 3: The 'Grid of Nine' Strategy
Before you start inviting people to follow you, you need to look established. Post nine high-quality pieces of content immediately. This ensures that when someone visits your profile, it looks active and professional.- Post 1: Who you are.
- Post 2: What you do.
- Post 3: A customer testimonial.
- Posts 4-9: Educational tips or project showcases.
Step 4: Leverage Your Existing Network
You aren't starting from zero if you have a database.- Email your current customer list and invite them to follow for exclusive updates.
- Add social icons to your email signature.
- Place a 'Follow Us' sign with a QR code at your physical point of sale.
Step 5: Master the Art of 'Social' Networking
Social media is a two-way street. Spend 15 minutes a day engaging with other local Brisbane businesses or community groups.- Follow the local Chamber of Commerce.
- Comment genuinely on posts from businesses in your suburb (e.g., if you're a florist, comment on the local wedding photographer's post).
- Pro Tip: Avoid generic comments like "Great post!" Instead, ask a question or add value.
Step 6: Use Localised Hashtags and Geotags
To attract an Australian audience, you must tell the algorithm where you are.- Use tags like #BrisbaneSmallBusiness, #MelbourneEats, or #SydneyTradies.
- Always add a 'Location' to your posts and stories. This places your content in the local map searches.
Step 7: Create Content That Solves, Doesn't Just Sell
If you only post "Buy my product," people will unfollow. Use the 80/20 rule: 80% of your content should be helpful, entertaining, or educational, and only 20% should be a direct sales pitch. Example:* A mechanic shouldn't just post prices; they should post "5 signs your brakes need checking before a Queensland road trip."Step 8: Embrace Short-Form Video (Reels/TikTok)
Currently, platforms like Instagram and Facebook prioritise video content over static images. This is the fastest way to reach people who don't follow you yet.- Keep videos under 30 seconds.
- Use trending (but appropriate) audio.
- Show the 'human' side of your business—people buy from people.
Step 9: Post Consistently (Quality > Quantity)
You don't need to post every day. Start with three times a week and stick to it. Consistency tells the algorithm that you are a reliable source of content.Step 10: Run a Local Giveaway
A well-structured giveaway can jumpstart your following.- The Prize: Something you sell (valued at $50-$100).
- The Rules: Follow us, like the post, and tag a local friend.
- Warning: Ensure you comply with Australian state-based lottery laws (usually simple for low-value prizes, but worth a quick check on your state's government website).
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Common Mistakes to Avoid
- Buying Followers: This is the fastest way to kill your account. These bots will never buy from you, and they ruin your engagement rate, meaning your real customers will never see your posts.
- Ignoring Comments: If someone takes the time to comment, reply! It builds community and signals to the platform that your content is engaging.
- Being Too Corporate: Social media is casual. Don't be afraid to show your personality or a bit of behind-the-scenes mess.
Troubleshooting
- "I'm posting but getting zero likes": Check if your account is set to 'Private.' Also, ensure you aren't using 'banned' hashtags or posting low-resolution images.
- "I don't have time to post": Use scheduling tools like Meta Business Suite (which is free) to plan your week's content in one hour on a Monday morning.
- "I'm getting followers from overseas, not Australia": Double-check your geotags and ensure your captions mention local landmarks or Australian-specific terms.
Next Steps
Building a following is a marathon, not a sprint. Once you have your first 100-500 followers, you can start looking at paid 'Boosts' to accelerate your growth.If you find yourself too busy running your business to manage your social presence, the team at Local Marketing Group is here to help. We specialise in helping Australian businesses find their voice online. Contact us today to discuss a tailored social media strategy.