Google and Facebook are powerful advertising platforms.
They are also crowded.
When thousands of businesses compete for the same audience, local business ads can become expensive. That does not mean you should stop advertising. It means you should look beyond the obvious channels.
Here are ten local advertising ideas worth considering.
1. Community sponsorship
Sponsor a local school, sporting club or community organisation.
Your business can receive exposure through uniforms, signs, newsletters, websites, social media and events. You also support something that matters to people in your area.
Community sponsorship is particularly useful for businesses that want to build a strong local presence.
Browse local sponsorship opportunities to see how businesses can connect with schools, clubs and community organisations.
2. Local events
Get involved with events that attract your target customers.
You might sponsor an event, set up a stall or provide a service. The right event can put your business directly in front of hundreds of potential customers.
Events also give you an opportunity to talk to customers rather than simply show them an ad.
3. Local business partnerships
Find businesses that serve the same customers without competing with you.
Create referral partnerships or joint offers. A removalist might partner with a real estate agent. A wedding venue might partner with a photographer. A builder might partner with a mortgage broker.
These partnerships can create a steady source of referrals.
4. Local newsletters
Many schools, clubs, associations and community groups send newsletters to their members.
Advertising in the right newsletter can give you direct access to a relevant local audience.
It can be particularly useful when the organisation’s audience closely matches your target customers.
5. Local signage
Signs can work well when people repeatedly pass the same location.
Consider sporting grounds, community centres, shopping areas and other places where your target customers spend time.
Repetition matters. Seeing the same business regularly can build familiarity over time.
6. Local publications
Local newspapers, magazines and community publications still have an audience.
They can be particularly useful for businesses targeting a specific suburb, town or region.
Look for publications that reach the type of customer you want rather than simply choosing the publication with the largest audience.
7. Referral programs
Your existing customers can become your best advertising channel.
Create a simple referral offer and give customers a reason to recommend you. Make the process easy.
A referral from someone they trust can be more valuable than an anonymous online ad.
8. Useful local content
Create guides that answer questions your customers are asking.
A local business can become a useful source of information instead of constantly promoting its products. This can also support your local SEO strategy — something we cover in our guide to attracting local customers without relying on an agency.
For example, a local builder could publish a guide to renovation costs. A real estate agent could publish a suburb guide. A restaurant could create a guide to local dining and events.
9. Direct mail
Letterbox marketing is not as exciting as digital advertising, but it can still work.
It gives you a way to target specific suburbs and deliver a message directly to households.
The key is to have a strong offer and a clear call to action.
10. Community involvement
Not every marketing activity needs to look like an advertisement.
Join local business groups. Attend community events. Support local causes. Sponsor a team. Build relationships.
People are more likely to remember businesses they see as part of the community.
Think beyond clicks
Online advertising is easy to measure. You can see impressions, clicks and conversions. That makes it attractive.
But clicks are not the same as relationships.
A local business needs awareness, trust and referrals as well as leads. Community sponsorship can help with all three, and it’s worth understanding why local sponsorship often beats digital ads for smaller budgets.
If you’re considering sponsorship for the first time, read the Sponsor Exchange FAQ to learn how sponsorship works and what businesses can expect.
Then browse available sponsorship opportunities to find options that fit your business.
The best local business ads may be a mix
You do not need to abandon Google or Facebook.
Use them when they work, but build other channels around them.
A local business that combines search advertising with referrals, partnerships and community sponsorship can reach customers at different points in their buying journey.
The goal is not to find one perfect advertising channel. It is to build a marketing mix that reaches the right customers in different ways.
Looking for an alternative to another Google or Facebook campaign? Find a local sponsorship opportunity on Sponsor Exchange.