Finding Acres Of Diamonds By Marketing In Your Own Backyard

Many businesses chase customers far afield, overlooking the opportunities sitting right in their own backyard. The old story of Acres of Diamonds tells of an African farmer who sold his land in search of riches, only to learn the property he left behind was filled with diamonds. This parable holds true for modern business.

Despite the global reach of the internet, there’s still untapped potential in your local community. Promoting your services locally not only cuts communication and travel costs, but also builds trust faster and reduces your environmental footprint. Here’s how to tap into your local market effectively, without spending a fortune.

1. Get Out and Meet Your Neighbours

Join your local chamber of commerce, council-run business events or referral groups like BNI. These gatherings help you connect face-to-face with fellow business owners and potential clients. Start by checking local government websites and business directories for upcoming events.

2. Share What You Know

Host a free seminar or workshop on a topic that matters to your customers. You’ll showcase your expertise and create goodwill in your community, without a hard sales pitch.

3. Speak at Local Events

Offer to speak at local business or community group events. Organisers are always looking for engaging speakers. Pick a topic that resonates with their audience, and let your knowledge do the marketing for you.

Tip: Always include your business name in the event bio or speaker introduction—it’s an easy way to gain visibility without sounding like an ad.

4. Attend Local Trade Fairs

Local fairs attract both consumers and other businesses. It’s a great way to meet people who prefer to shop locally and discover new suppliers. Ask your chamber of commerce or business networks about upcoming events.

5. Host an Open House

Show people what you do. Invite local businesses or residents to visit your premises, tour your operation and learn about your services. Promote the event through a letterbox drop, local newspaper or business Facebook group.

6. Make Sure You’re Found Online

Search online using your service and location, for example, “accountant Roseville”. If your business doesn’t appear, it’s time to act. Start with Google Business Profile (formerly Google Places), a free tool that improves your visibility in local search. Be sure to include the keywords your customers are likely to use.

Don’t Miss the Diamonds in Your Backyard

Like the African farmer, you could be sitting on untapped value. Focus on your local market first. Building a strong reputation in your area can be a powerful springboard for future growth.

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Disclaimer:

The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.