How Do You Make Sure You’re Local Enough to People Outside Your Town?
Looking for Big W or Aldi, but can’t find them in your town or region? If you live in Nambucca Heads or another small town, you’re probably used to limited choices. Instead of looking for what’s local, you’re searching for what’s local enough—businesses and services that require a bit of travel but are still within reach.
In regional areas, travelling for goods and services is just a way of life. In my business, I regularly travel from Woolgoolga to Port Macquarie to meet customers and prospects. It’s simply how business works in regional Australia.
Getting Exposure and Reach Beyond Your Town
You’ve probably already seen this happen where you live—tradespeople and other service providers coming in from out of town, even though your town already has plenty of similar businesses. So why does this happen, and how can you make sure your business is “local enough” for people outside your immediate area?
The answer lies in visibility. The more people know about your business, the more likely they are to use your services, even if they have to travel or pay a small premium. There are three key ways to expand your reach beyond your town:
- Word of Mouth
- Google Search
- Social Media
If you operate in a small town, you need to expose your business to a larger region to increase your chances of getting more customers. The more people who know about you, the more opportunities you have to generate business.
Word of Mouth
Word of mouth is powerful, but it’s unpredictable. The key is to make it work for you consistently. Encouraging customers to leave reviews helps extend word-of-mouth marketing beyond personal conversations. Displaying these reviews on your website and social media ensures potential customers see them whenever they research your business.
Google Search
Local SEO helps your business appear in Google search results when people look for services like yours. It takes time to build rankings, but once established, it delivers a steady stream of potential customers.
When someone searches for a business or service, they’re already interested—making them a hot lead. Compared to social media, where people may just be browsing, Google search connects you with people actively looking to buy. In today’s digital age, Google search is the modern-day phone book—it pays to be listed.
Often, you can rank beyond your immediate location, but that depends on how competitive the market is.
Paid Google Search, also known as Google Ads, allows you to target specific locations and ensure your business appears in front of potential customers in those areas. Unlike organic SEO, which takes time, paid ads provide immediate visibility. You’re charged only when someone clicks on your ad, and daily budgets help keep costs manageable. It’s a transparent and effective way to expand your reach.
You can read more about Google Search here
Social Media
Social media keeps your business top of mind. Customers may not need a plumber or electrician today, but when they do, they’ll likely recall businesses they’ve seen regularly.
By posting consistently, you increase your chances of being noticed—both by people in your town and those in nearby areas. Some social media posts even show up in Google search results.
Paid social media advertising is another highly effective way to expand your reach. Unlike organic posts, paid ads ensure your business appears in front of specific audiences beyond your local area.
You can read more about Social Media Marketing Strategies here.
Newsletter Marketing
Email newsletters are an under-utilised but highly profitable tool for small businesses. Encouraging customers to join your mailing list allows you to stay in touch, offer exclusive deals, and build loyalty.
Pairing your newsletter with a loyalty program adds extra incentive. Despite its effectiveness, many local businesses overlook this strategy. It’s low-cost, easy to maintain, and valuable for customer retention.
If you ever decide to sell your business, having an engaged customer database will increase its value. Potential buyers will want proof that your business has an active and loyal customer base—and a well-maintained email list is solid evidence.
You can read more about Newsletter Marketing here.
Next Steps
One of the best ways to achieve all of the above is by using your website as your digital hub or home. Check out our website design options, or reach out for a quick chat to see how we can make your business local enough to enough people.
