For businesses and startups, the promise of social media has always been hyper-targeted, cost-effective reach.
But the real challenge lies in translating digital engagement into real-world footfall, bookings, or sales, especially at the local level. Algorithms shift. Ad budgets are tight. Attention spans are shorter than ever. And yet, social platforms remain a critical battleground for visibility particularly for businesses that rely on proximity.
From leveraging geotargeting and hyperlocal content, to tapping into community influencers and local SEO through platforms like Instagram, Facebook, TikTok, and even LinkedIn, the strategies are evolving fast. This week, we’re digging into the real mechanics: what works, what doesn’t, and what’s changing when it comes to finding (and keeping) local customers via social media.
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Sonia Shwabsky, CEO at Kwik Kopy Australia
“Before jumping into social media, SMEs need to get clear on one thing: what do you stand for, and what makes you memorable? If you sound like everyone else, you’ll blend in. But if you know your value and use a voice that’s authentic and consistent, you’ll stand out – and stick in people’s minds.
“Start with your foundations: your values, your tone, your purpose. Then show up on the platforms your local customers actually use – whether that’s Facebook, Instagram or LinkedIn, and tailor your content to suit.
“Use your channels to tell your story, highlight your team, and show how your product or service solves real problems in the local area. Meta’s paid ads let you target by location, but paid reach only works when your message is meaningful.
“Most importantly, be active and responsive. Good community management builds trust. People are drawn to businesses that engage, not just broadcast.
“Social media is full of noise. To cut through, you need to be clear, consistent and genuinely you. The businesses that win aren’t the loudest. They’re the most real, the most relevant, and the most memorable.”
Marylyn Sendah, Head of Marketing at The Big Smoke
“Most local businesses follow the same playbook: tag your location, use hashtags, post regularly. That gets you visibility, but visibility alone doesn’t grow a business. Community does.
“To genuinely drive local growth through social media, go deeper. Start by showing up where your audience already is. Search your suburb or postcode, find real people, and engage thoughtfully (not just to tick a box). Comment only when you have something meaningful to add. Genuine connection beats algorithm-chasing every time.
“Next, invite the community in. Partner with local creators who already have your audience’s ear, people whose opinions your potential customers truly value. The right micro-influencer or respected local voice can do more than a glossy campaign ever could.
“Finally, create reasons for people to share their experience. Whether it’s a voucher incentive, a selfie wall, or an unexpected moment worth posting about, make the moment easy to capture and even easier to talk about.
“This approach is what I call the Local Loop: engage, collaborate, activate.
“Get it right, and you stop feeling like a business. You become a neighbour.”
Grace Savage, Brand & AI Strategist, Tradie Agency
“Forget expensive ads – the smartest local strategy is showing up where people already go to ask for help: Facebook community groups and Marketplace.
“Start by joining local groups tied to your suburb, council, or region. Don’t pitch your service – build trust. Answer questions, recommend local spots, connect people. Be the one who says ‘Try Sarah at the bakery, she’s great.’ Do that consistently, and people will start asking what you do.
“When someone needs your product or service, guess who they’ll tag? You.
“Next, use Facebook Marketplace. It’s the new classifieds. List your service like a product: clear headline, photos, price guide, and service area. People scroll it like Google, and it’s very local.
“Bonus: fill out your social profile. Local buyers will click your name. If your page shows consistent, quality work and real community involvement, it builds instant trust.
“It isn’t just about selling, it’s about being findable in the right places and earning trust before anyone asks.”
David Warburton, Founder & Finance Broker at Rate Challenge
“Understanding your customers, understanding their pain points is step one—talk with current buyers, note the questions they ask, then use online forums, social media comments, use things like Google Trends to understand what people are interested in. Next, set three or four content pillars—educational, entertaining and sales-focused—and let every post flow from those anchors. A simple content calendar creates this road map for the month so Wednesday never sneaks up and kills your momentum.
“Batch-record a morning of short videos, then repurpose: clip an Instagram Reel, lift a quote for LinkedIn, drop dot-points into an email newsletter—the same story working on several local channels . Finally, put it in the right place in front of the right people at the right time—neighbourhood Facebook groups, suburb hashtags, LinkedIn comment threads and community sub-reddits already teeming with locals looking for recommendations . Show up consistently with value and watch digital followers turn into real-world customers.”
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