Building a strong community around your Brisbane or local Australian business is the single most effective way to reduce your reliance on expensive paid advertising. When your local community feels connected to your brand, they become your most vocal advocates, driving word-of-mouth referrals and increasing customer lifetime value.
In this guide, we’ll walk you through the practical steps to move beyond 'likes' and start building genuine, profitable relationships with the people in your postcode.
Prerequisites
Before you start, ensure you have the following ready:- Access to your business social media profiles (Facebook and Instagram are essential for local).
- A verified Google Business Profile.
- A clear understanding of your local service area or suburb.
- A willingness to step out from behind the logo and show your face.
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Step 1: Define Your Local 'Vibe'
Before you post anything, you need to decide how your business fits into the local landscape. Are you the quirky coffee shop that supports local artists, or the reliable plumber who sponsors the junior footy team? Defining your brand personality helps local residents identify with you. Write down three words that describe how you want your neighbours to perceive your business.Step 2: Optimise Your Google Business Profile for Interaction
Most local journeys start on Google. Ensure your Google Business Profile (GBP) is fully updated. Screenshot Description: You should see your business dashboard on Google Search. Look for the 'Promote' or 'Add Update' button. This is where you will post local news, not just sales offers. Action: Post a weekly 'Local Update'. This could be as simple as a photo of your team at a local landmark or a shout-out to a neighbouring business.Step 3: Join and Listen to Local Facebook Groups
Search for groups like "Community Noticeboard [Your Suburb]" or "Residents of [Your Suburb]". Join these as your personal profile (as many groups don't allow business pages). Crucial Rule: Don't sell yet. Spend the first two weeks just 'liking' and commenting on others' posts. Get a feel for the local concerns—is there a new development everyone is talking about? Is the local park being upgraded? Use these insights to inform your content.Step 4: The 'Local Hero' Content Series
Start a content series on your social media channels that highlights other local businesses or community members. How to do it: Take a photo of yourself at the bakery next door or the local butcher. Tag them and tell your followers why you love their service. This builds 'social capital'. When you support others, they are far more likely to share your content with their own local following.Step 5: Master the Art of the 'Community Question'
Engagement is a two-way street. Once a week, ask a question that has nothing to do with your products but everything to do with your location. Examples:- "Who makes the best flat white in [Suburb Name]?"
- "Does anyone know if the dog park on Smith St is open yet?"
- "What’s the best hidden gem for a Sunday walk in the Redlands?"
These posts often get 5x more engagement than promotional posts because people love sharing their local knowledge.
Step 6: Host or Sponsor a Hyper-Local Event
You don’t need a massive budget. It could be a 'Coffee and Chat' morning at your office, or simply sponsoring a 'Player of the Match' trophy for the local netball club. Pro Tip: If you sponsor a team, don't just put your logo on a jersey. Go to a game, take a photo with the team, and post it. Show the community you are physically present, not just a name on a shirt.Step 7: Use 'Check-In' Incentives
Encourage customers to 'Check-In' to your physical location on Facebook or tag you in an Instagram Story. Screenshot Description: Create a small A5 acrylic sign for your counter or reception desk. It should say: "Love our service? Tag us in your story for a chance to win our monthly local hamper!"This puts your business in front of the friends and family of your customers—the most trusted form of marketing.
Step 8: Respond to Every Single Review (The Right Way)
When a local leaves a review, they are talking to you in public.- Positive reviews: Don't just say "Thanks". Say "Thanks [Name], we loved helping you with your [Service]! Hope to see you at the [Local Event] next weekend."
- Negative reviews: Stay professional. Acknowledge the issue and move the conversation offline. Local bystanders watch how you handle conflict.
Step 9: Leverage User-Generated Content (UGC)
When a customer posts a photo of your product or service, ask for permission to share it on your main feed. People trust their neighbours more than they trust a business owner. This 'social proof' is the backbone of community trust.Step 10: Run a 'Local Only' Giveaway
Collaborate with 2-3 other local businesses to create a 'Ultimate [Suburb] Prize Pack'. The Rule: To enter, people must follow all participating businesses and tag a local friend in the comments. This cross-pollinates your audiences and keeps the followers strictly local. *Common Mistakes to Avoid
- The 'Post and Ghost': Posting content and then not replying to the comments. If someone takes the time to comment, you must reply within 24 hours.
- Being Too 'Salesy': A good rule of thumb is the 80/20 rule. 80% of your content should be helpful, local, or entertaining; only 20% should be a direct pitch for your services.
- Ignoring the ABN/Legal Basics: When running competitions in Australia, ensure you check your state's lottery/trade promotion regulations (e.g., Queensland’s Office of Liquor and Gaming Regulation).
Troubleshooting
"I'm posting but nobody is commenting." Check your timing. Most locals in Brisbane and Australia are active on social media between 7:00 PM and 9:00 PM. Also, try ending every post with a direct question. "I don't have time to do this every day." Use a scheduling tool like Meta Business Suite to plan your local content once a week. You only need 15 minutes a day to jump in and reply to comments. "A local group admin deleted my post." Most groups have strict 'No Promo' days. Check the group rules. Usually, there is a specific 'Small Business Tuesday' where you are allowed to share your links.Next Steps
Building community takes consistency. Start by picking just two of the steps above—perhaps Step 2 and Step 5—and commit to them for 30 days.If you're struggling to find the time to manage your local presence or want a professional strategy tailored to your Brisbane suburb, the team at Local Marketing Group is here to help.
Ready to grow your local footprint? Contact us today for a strategy session.