How to Build a Local Following Without Paying for Ads

Building a local following not only strengthens your community presence but also generates word-of-mouth referrals that can have long-lasting effects. Here are some actionable strategies that can help you grow your social media presence in Nova Scotia and beyond — all without reaching for your wallet.

📣 Why Local Matters

A loyal local following is crucial for the health of your tourism business. While visitors from out of town are essential, locals can become repeat customers, brand ambassadors, and a source of steady promotion. Plus, a local following helps with the authenticity that travelers are looking for.

• When you have a solid base of local followers, it’s easier to:

• Generate word-of-mouth buzz.

• Promote seasonal events, tours, and experiences.

• Tap into local collaborations and cross-promotion.

• Create a reliable support network.

1. Engage with Your Community

Engagement is the key to building a local following. Don’t just talk at your followers — interact with them. When locals feel connected to your brand, they’re more likely to share your posts and refer others.

How to engage:

Comment back: Respond to comments on your posts, and engage in local conversations on other pages.

Host giveaways: Offer something unique, like a free tour or local merchandise, and encourage locals to participate by tagging a friend.

Show appreciation: Share shoutouts to your local followers and partner businesses. Let them know they’re valued.

A simple reply to a comment can go a long way. Remember, social media is about being social!

2. Leverage Local Hashtags

Hashtags are an excellent way to get your content in front of local eyes. Instead of using generic hashtags, focus on specific ones that resonate with Nova Scotia or your town.

Ideas for local hashtags:

• #ExploreNovaScotia

• #VisitNovaScotia

• #NovaScotiaAdventures

• #NSTourism

• #DiscoverYourNovaScotia

You can also create a branded hashtag for your business, like #SaltyDogTours, to encourage customers to share their experiences. Be sure to engage with these hashtags by liking and commenting on posts that use them.

3. Collaborate with Other Local Businesses

Cross-promotion is a win-win for everyone. Partnering with other local businesses — whether it's a café, hotel, or even another tour operator — is an excellent way to build your local audience.

Here’s how to collaborate effectively:

• Feature each other’s products: If you’re offering a unique local experience, ask other businesses to share it on their channels. In exchange, promote their services as well.

• Host joint events or promotions: If you have an event, collaborate with other businesses for a larger, mutually beneficial promotion. You could even offer discounts when a customer books both experiences.

• Go live together: Doing a live session with another local business can generate real-time engagement and exposure to each other’s audiences.

4. Post Local Content Regularly

Your content should reflect the beauty and culture of your local community. Highlight Nova Scotia's landmarks, seasons, and events — share behind-the-scenes shots of your business in action, and showcase the work you’re doing in the community.

Ideas for local content:

• Share the stunning sights of your location: beaches, trails, or historical sites.

• Showcase local food, attractions, and seasonal events that would appeal to both locals and tourists.

• Post photos or videos of your staff engaging with the local community or events they’re involved in.

• Host a local photo contest, encouraging followers to share their best Nova Scotia shots and tag your business.

5. Encourage User-Generated Content (UGC)

User-generated content is one of the most effective ways to build an authentic local following. Encourage your followers and customers to share their experiences by tagging you in their photos or using your branded hashtag.

Ways to encourage UGC:

• Ask guests to share their tour photos and tag your business.

• Feature customer testimonials on your feed.

• Create a sense of belonging by reposting content shared by locals. Let them know their voice matters!

6. Join Local Groups and Forums

Social media is not just about broadcasting your content — it’s also about listening and joining conversations. Local Facebook groups, Reddit threads, and other community-based platforms are great for connecting with locals and sharing your business in a non-salesy way.

Engage with groups that align with your niche — whether it’s a travel group, a hiking club, or even a neighborhood page. Be a helpful, contributing member, and don’t shy away from sharing information about your offerings when it’s relevant.

🛠️ Bonus Tip: Be Consistent with Your Posting

Consistency is key in social media marketing. Set a regular schedule for posting content, engaging with your followers, and sharing new experiences. This will keep you top-of-mind for locals and ensure your business is always on their radar.

Final Thoughts

Growing your local following doesn’t require a big budget — it’s all about creating genuine connections with the people in your community. Engage, collaborate, and make content that resonates with the local culture, and you’ll build a dedicated group of supporters who will be your best advocates.

With these simple yet effective strategies, you can create a powerful local following that fuels both your business and your brand’s reputation. So, get out there, start connecting, and let the locals help spread the word.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

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