By Lachlan Robinson

Running a small business in Australia and trying to connect with local customers? It’s tough to stand out, especially in a digital world where the competition is fierce. But don’t worry—this playbook is here to help. Packed with effective and easy-to-implement strategies, it’ll show you exactly how to boost your local visibility, attract nearby customers, and get your business on the map. No confusing jargon, just practical steps to help you make an impact in your community. And if you need extra help, Robinson Digital is here to support Aussie businesses with tailored digital marketing solutions.

Optimise Your Google My Business Profile

If you’re looking to improve your local visibility, Google My Business (GMB) is an absolute must. Getting your GMB profile up to scratch is one of the most powerful (and free!) ways to attract local customers who are actively searching for services like yours.

How to Optimise Your GMB Profile

• Complete Every Section: Make sure your business name, address, phone number, and hours of operation are accurate.

• Choose Relevant Categories: Pick categories that accurately represent your business so that Google can show your listing to the right searchers.

• Add High-Quality Photos: Photos of your storefront, products, and team give a welcoming first impression to potential customers.

• Post Updates Regularly: Share updates, special offers, or events on your GMB profile to keep your audience engaged.

For a deeper dive into setting up GMB, check out Google’s GMB support page. This simple but effective step is the foundation of any digital marketing playbook for Aussie small businesses focused on local reach. And if you’re looking for expert guidance, Robinson Digital can help you optimise your profile to ensure your business stands out in local searches.

Focus on Local SEO to Reach Nearby Customers

Local SEO is essential if you want to rank in search results within your area. It helps people nearby find your business when they’re looking for the services you offer.

Key Local SEO Strategies

• Optimise Your Website for Location-Specific Keywords: Include your city or region in your website’s content, page titles, and meta descriptions. For example, “Mildura web development services” rather than just “web development services.”

• Create Location-Specific Pages: If you serve multiple areas, make separate pages for each location to increase your chances of ranking for those areas.

• Get Listed on Local Directories: Submit your business details to Aussie directories like True Local, Yellow Pages, and Hotfrog. These listings help Google see that you’re an active local business.

• Build Local Backlinks: Reach out to local blogs, news sites, and directories for backlinks to your website, which can improve your local SEO rankings.

For more on local SEO, check out Moz’s Local SEO Guide. Mastering local SEO helps your business appear as the go-to choice in your community. Robinson Digital offers professional SEO services tailored for small businesses in Australia, making it easy for you to reach your local audience effectively.

Leverage Social Media for Local Engagement

Social media isn’t just about likes and comments—it’s a powerful way to build relationships with local customers. Platforms like Facebook, Instagram, and LinkedIn let you engage directly with your community, making your business a part of their daily lives.

Tips for Effective Local Social Media Marketing

• Post Location-Specific Content: Share updates, events, and offers that are relevant to your local audience.

• Use Local Hashtags: Adding hashtags with your city or suburb name can increase visibility among local users.

• Engage with Local Influencers and Community Pages: Working with local influencers or getting featured on community pages can significantly boost your reach.

• Respond to Comments and Messages Quickly: Social media is all about relationships, so interact with your audience promptly.

For a strategic approach, Hootsuite’s Social Media Guide offers tips tailored to small businesses aiming to boost local engagement. And if managing social media feels overwhelming, Robinson Digital provides social media marketing services that help you connect with your local audience and keep them engaged.

Encourage and Manage Online Reviews

Online reviews are crucial for building trust with local customers. Positive reviews not only improve your reputation but also give your local SEO a boost.

How to Get and Manage Reviews

• Ask for Reviews: Politely ask happy customers for reviews, especially after a positive transaction.

• Respond to All Reviews: Whether positive or negative, responding to reviews shows you care about feedback and quality service.

• Address Negative Feedback Professionally: Show empathy, apologise if needed, and offer solutions. This can turn a bad experience into a good one.

• Use Reviews in Your Marketing: Highlight positive reviews on your website and social media to build credibility.

For more on managing reviews, Yelp’s Business Blog has tips on how to encourage and respond to customer feedback. Remember, reviews can be the deciding factor for potential customers choosing between you and a competitor.

Run Targeted Google Ads for Local Reach

Google Ads are a fast way to boost visibility, especially if you’re in a competitive industry. Targeted ads let you show up in searches relevant to your area, getting you in front of local customers actively looking for what you offer.

Steps for Effective Google Ads

• Use Location Targeting: Set up your campaign to target a specific radius around your business.

• Bid on Local Keywords: Use keywords that include your city or suburb, like “digital marketing Mildura.”

• Write Compelling Ad Copy: Focus on benefits and include a strong call-to-action, like “Contact us for a free quote.”

• Set a Budget and Track Results: Start with a modest budget and monitor performance to ensure a return on investment.

For help getting started, refer to the Google Ads Help Center. Including targeted ads in your digital marketing playbook can give you a quick visibility boost, especially in local searches.

Mildura’s Small Business Digital Marketing Advantage

If you’re a small business in Mildura or the surrounding areas, this playbook can be your go-to guide for building local visibility. Applying these strategies can help you compete with bigger businesses and connect more deeply with your community. And if you’re looking for tailored help with any of these steps, Robinson Digital offers expert digital marketing services designed specifically for local businesses.

FAQs About Boosting Local Visibility for Aussie Small Businesses

What is the most effective way to improve local visibility?

Optimising your Google My Business profile is one of the quickest and most effective ways to improve local visibility. It's free and helps you appear in local searches.

How does local SEO differ from regular SEO?

Local SEO focuses on optimising your online presence for a specific geographic area, whereas regular SEO is broader. Local SEO is especially important for small businesses targeting nearby customers.

Should small businesses use Google Ads?

Yes, Google Ads can be beneficial for small businesses, especially when targeting local keywords. They allow you to reach potential customers actively searching for your services in your area.

How can I get more customer reviews?

Ask satisfied customers to leave reviews, especially after a positive interaction. You can also use follow-up emails or messages with a direct link to your review page.

Do social media hashtags really help with local engagement?

Yes, using local hashtags can increase your visibility among users in your area. It helps your posts appear in location-based searches, reaching a more relevant audience.

By following this local visibility playbook, you can put your business on the digital map, engage with nearby customers, and build a solid local reputation. Ready to take your local presence to the next level? Contact Robinson Digital for expert support and customised strategies that get results.