Chasing Clicks Beyond Our Reach: What Really Grows a Local Business in Marketing?

Isuru De Silva
Nov 10
5 min read

Updated: Nov 12

Insights from the Suburban Business Summit 2025

Clicks are easy. Customers aren’t. Behind every local business is a story but somewhere between hashtags, algorithms, and ad dashboards, that story is getting lost. In today’s world of digital marketing for local businesses, the pursuit of “clicks” (likes, followers, and impressions) often comes at the cost of something far more valuable: connection, trust, and genuine community.

You can have the most followers, the best ads, and the biggest reach and still be the best-kept secret in your suburb. The real challenge for every small business owner is learning how to grow your local business in marketing that builds both visibility and trust.

That’s exactly what we explored during the Suburban Business Summit 2025 held on Friday, 7 November, at Storey Park Community Centre, Hornsby.

Chasing Clicks Beyond Our Reach Panel Isuru de Silva, Susie Basiaco, Limon Ghosh, and Ina Cadorin

As the founder of OZ Media Digital, I had the privilege of hosting a panel discussion titled “Chasing Clicks Beyond Our Reach: What Really Grows a Local Business in Marketing?” joined by three brilliant experts:

Susie Basiaco from The Social Nest,
Limon Ghosh from Mindfulclicks Australia,
Ina Cadorin from Pink Fig Creative.

Together, we unpacked how local businesses can stop chasing algorithms and start building authentic, sustainable local marketing growth.

What followed was a powerful, practical conversation that every business owner can learn from especially those ready to turn clicks into customers and build stronger community connections.

1. The Clicks Obsession; Are We Measuring the Wrong Things?

Social media has made visibility easier than ever but it has also made many businesses more anxious. As Susie Basiaco, founder of The Social Nest, put it:

“We’ve become addicted to the numbers. But likes don’t pay the bills relationships do.”

Susie reminded the audience that while reach and engagement are useful indicators, they can often mislead if not tied to real-world outcomes. The danger lies in mistaking attention for trust.

Limon Ghosh, founder of Mindfulclicks Australia, added that even well-meaning campaigns can fall short when they’re built purely around traffic volume.

“You can have thousands of clicks but if they’re not from the right audience, or if you don’t know what happens after they land, it’s just wasted budget,” he said.

The takeaway was clear: clicks are just the spark. Without authenticity, strategy, and purpose behind them, they fizzle out before they ever create impact.

2. From Clicks to Customers; Turning Attention into Action

Every successful marketing strategy is built on one core principle: alignment.

Visibility attracts. Strategy converts. This became the key theme as we shifted the conversation from problems to solutions.

Limon emphasised the importance of intent driven marketing ensuring that paid ads, search campaigns, and SEO are designed around measurable outcomes, not just visibility.

“Not all clicks are equal. The goal isn’t to get traffic; it’s to get traction,” he explained.

Susie added that social media should act as a bridge to deeper connection.

“If you’re showing up consistently with content that feels real sharing your values, your team, your story people will start to see you as more than a brand. They’ll start to trust you.”

Ina Cadorin, founder of Pink Fig Creative, tied it together from the website perspective:

“Your website is where all those clicks and conversations should lead. It’s your digital handshake the place where curiosity becomes confidence.”

Together, these insights painted a simple truth: When your social content, paid media, and website all work in harmony, you stop chasing customers and start attracting them.

3. Trust and Community; The Future of Local Growth

As the discussion turned to the future, one word stood out above all others: TRUST.

In an age of AI, automation, and ever changing algorithms, trust is the one thing technology can’t manufacture.

Susie encouraged businesses to focus on storytelling and consistency the human elements that make a brand relatable and reliable.

“Your audience can tell when you’re being genuine. Be transparent. Be present. That’s how you build community, not just followers.”

Limon agreed but highlighted how automation can support that mission.

“AI can help you make smarter decisions it can automate repetitive tasks so you can focus more on human connection. It’s about using technology as a tool, not a substitute for authenticity.”

Ina wrapped up with a message that resonated deeply across the room:

“Trust doesn’t come from fancy design or big budgets. It comes from clarity, confidence, and consistency making your customers feel safe choosing you.”

The conclusion was clear: in a world of automation, human connection remains your greatest marketing advantage.

4. Key Takeaways – What Every Local Business Can Do Next

The panel closed with one unifying message: real growth happens when your marketing feels human. Here are three actionable insights every business owner can apply today:

Expert	Key Takeaway	Why It Matters
Susie Basiaco – The Social Nest	“Be human online. Post less about your product and more about your purpose.”	Authenticity builds connection and community converts faster than cold traffic.
Limon Ghosh – Mindfulclicks Australia	“Track actions, not impressions. Measure success by conversions, not clicks.”	When you focus on what matters, you stop wasting spend and start building systems.
Ina Cadorin – Pink Fig Creative	“Your website is your digital handshake. Make it clear, fast, and trustworthy.”	Trust turns curiosity into confidence and confidence drives sales.

5. Beyond the Clicks – Where Community Creates Growth

The Suburban Business Summit reminded us that business growth isn’t a numbers game it’s a people game.

No algorithm can replace a genuine conversation, a trusted referral, or the connection that comes from being part of a thriving local network.

As digital marketers, we operate in a world of dashboards and data but at the heart of every successful campaign is a simple truth: people buy from people they trust. So here’s my challenge to every small business owner reading this:

Keep your analytics, but don’t lose your authenticity.
Measure your results, but don’t forget your relationships.
And most importantly don’t just chase clicks. Build community.

6. Continue the Conversation

The “Chasing Clicks Beyond Our Reach” panel was one of many inspiring sessions at the Suburban Business Summit, a day dedicated to collaboration, learning, and growth for North Shore business owners.

From L-R Limon Ghosh, Susie Basiaco, Ina Cadorin, Isuru de Silva — From L-R **Limon Ghosh**, **Susie Basiaco**, **Ina Cadorin, Isuru de Silva**

If you’d like to connect with the panellists or explore how to grow your business through authentic marketing, connect via their Linkedin Profiles:

Or reach out to OZ Media Digital; we help local businesses across Australia move beyond metrics and grow through strategy, systems, and trust.

Note- The Suburban Business Summit was organised by Andrew Third , the founder of Co-Success and LinkedIn Local North Shore, together with Luke Griffin the director of Growth Concept Development Services.