The Power of Being the Local Expert

Nothing works better in business, than being the person everyone refers people to

Author

Aaron Margrabe
August 11, 2025

In life they say nothing is certain except death and taxes.

In marketing I think there are two things that also certain:

  1. Your best work is never the thing you think will be your best work.

  1. No amount of good marketing beats a referral from a friend

Think about it, how many times have we wanted to go visit a restaurant for the first time only to have a friend say “I had that the other day, it wasn’t worth it” and then we never go? I can recall many times having this experience, and why? It’s because we trust our friend and their opinion or experience.

And, believe it or not, you can make our own referrals with good content, here’s how:

1. Show You Know Your Stuff
People can’t trust you if they don’t believe you know what you’re talking about. Share tips, answer common questions, and break down industry “mysteries” in plain English. The more you help people understand, the more they’ll see you as the go-to person.

Ex. Insurance - “What is a deductible?”

 

2. Keep It Local
Anyone can post generic advice. You stand out when you tie your content to your area. Talk about local challenges, seasonal changes, community events, and news that affects your audience. This instantly positions you as their expert, not just an expert.

Ex. Food Reviews - “What is the best burger in Cape Girardeau?”

 

3. Share Real Stories
Case studies, customer shout-outs, and behind-the-scenes moments show you’ve been there and done that. They put a face to your brand and make your expertise feel real. Bonus: people love seeing their community highlighted.

 

4. Be Consistently Present
You don’t become the local expert by posting once in a while. You get there by showing up regularly — in feeds, in conversations, and in the community. This isn’t about overwhelming people; it’s about building familiarity over time.

P.S. If you’re wanting more help with this, check out our Content Calendar here.

 

5. Jab, Jab, Jab, Right hook

^ Courtesy of Gary V.

If the only time people hear from you is when you want their money, you won’t be seen as a trusted source. Offer value — advice, resources, or connections — with no strings attached. When the need arises, people remember the one who helped first.

Becoming the trusted source for a topic or in an area can be a daunting task that can take a long time, but with honestly, integrity, and a whole lot of consistency, you can and will become someone that people point to as a trusted figure in your space!

P.S. Be sure to check out our Youtube Channel where we’re uploading video versions of the newsletter!