The Hard Way vs. The Smart Way to Grow
I was sitting down with a landscaper in Chermside a few months ago. He was frustrated. Every Friday night, instead of having a beer and relaxing, he was hunched over his phone trying to 'do social media.' He was taking blurry photos of half-finished retaining walls and trying to think of clever captions.
"It feels like a second job that doesn't pay anything," he told me.
He’s right. For most Brisbane business owners, social media feels like a chore. You post a photo, get three likes (one from your mum and two from your staff), and the phone doesn't ring once. It’s a massive waste of time.
But then I showed him a photo a customer had posted of that same retaining wall. The customer had tagged him, shown off their new fire pit, and written: "Finally ready for summer drinks! Huge thanks to the boys for the hard work."
That one post from a happy customer did more for his business than a month of his own posts. Why? Because people don't trust business owners—they trust other customers.
In the marketing world, they call this 'User-Generated Content.' In the real world, we call it word-of-mouth on steroids.
Why Your Best Salesperson Doesn't Work for You
Think about the last time you booked a plumber or bought a new mower. Did you believe the glossy ad on the side of the bus, or did you look for a photo from a real person who used them?
When a customer takes a photo of your work or your shop and shares it online, three things happen that make you money:
1. Instant Trust: You aren't bragging about yourself; someone else is bragging for you. This is the most powerful way to hear what customers say about your brand and use it to win more work. 2. Zero Cost: You didn't have to pay a photographer or spend three hours on a caption. 3. The 'Friend' Factor: Their friends see the post. People buy from businesses their friends use.
Most small businesses in Brisbane are sitting on a goldmine of these photos and videos, but they don't know how to ask for them or what to do with them once they get them.
The Three Types of Content That Actually Ring the Till
You don't need a professional camera crew. You just need your customers to use their phones. Here are the three types of posts you want them to make:
1. The "Look What I Got" Photo
This is the classic. A customer holds your product or stands in front of the new deck you built. It shows that you actually deliver what you promise.2. The Video Review
This is pure gold. A 20-second video of a customer saying, "I was worried about the cost, but these guys were professional and cleaned up after themselves," is worth $10,000 in advertising. It kills the 'fear' a new customer has about getting ripped off.3. The Instruction/Action Shot
Seeing your product in use. If you sell BBQ smokers in Moorooka, a video of a customer slicing into a brisket they cooked on your gear is better than any sales pitch. It shows the result, not just the tool.How to Get Customers to Post (Without Being Annoying)
You can't just sit back and hope people post about you. Most people are busy. You have to give them a nudge. But don't make it a chore for them.
The "Photo Spot" Trick If you have a physical shop or cafe, create a spot that looks great in photos. A neon sign, a cool mural, or even just a well-lit corner with your logo. People are vain—they want to take photos in places that make them look good. If you make your business look good, they will do the work for you.
The "Incentive" (Not a Bribe) I worked with a car detailer in Geebung who started a "Monthly Winner" draw. Every customer who posted a photo of their shiny car and tagged the business went into a draw for a free maintenance wash.
Cost to him? One hour of labour once a month. Result? 40+ high-quality photos appearing on his feed and his customers' feeds every month. His phone started ringing because people saw their mates' cars looking like new. This is a great way to build a loyal group that keeps coming back and bringing their friends with them.
Just Ask! This is the one most tradies miss. When you finish a job and the customer says, "Gee, that looks great," that is your moment.
Say: "I'm so glad you like it! It’d be a huge help to my small business if you could snap a photo and put it on Facebook. It helps people know we're the real deal."
Nine times out of ten, they’ll say yes because they’re happy with the work.
What to Do When You Get the Content
Once a customer tags you or sends you a photo, don't just 'like' it and move on. You need to squeeze every bit of value out of it.
1. Share it to your page: This shows other potential customers that you are busy and have happy clients. 2. Save it for later: You now have a library of photos to use when you run out of things to post. 3. Put it on your website: Put these real photos on your 'Gallery' or 'Testimonials' page. It looks much better than stock photos of people who clearly don't live in Queensland.
If you are worried about what to post yourself, remember that letting your team talk and showing the human side of your business is always better than a boring sales graphic.
The Common Mistakes (And How to Avoid Them)
I see Brisbane businesses mess this up all the time. Here’s what to avoid:
Being too picky: The photo might be a bit dark or the customer might have a messy lawn in the background. It doesn't matter. Authenticity sells. A perfect, professional photo looks like an ad. A messy, real photo looks like a recommendation. Forgetting to say thanks: If someone takes the time to post about you, comment on it! A simple "Thanks for the support, Dave! Enjoy the new patio" goes a long way.
- Not having a clear 'Tag': Make sure customers know exactly how to tag you. If your business is 'Smith & Sons Plumbing' but your Facebook handle is '@SmithPlumbingBrisbane', they won't find you. Put your social media handles on your business cards, your invoices, and even your ute.
Is This a Waste of Money?
Setting up a system to get customer content costs almost nothing. It costs you a bit of time to ask and maybe $50 a month for a prize or incentive.
In terms of results, you’ll usually see the impact within 30 to 60 days. It’s not an overnight fix like paying for ads, but it builds a foundation of trust that makes your paid ads work much better. If you're going to stop posting for nothing, you need this real-world proof to back up your claims.
Your Action Plan for Next Week
Don't try to change everything at once. Just do these three things next week:
1. Identify your 'Happy Moment': When is your customer most excited? Is it when they first see the finished job? When the package arrives? That’s when you ask for the photo. 2. Create a simple sign or card: Put it in your shop or hand it over with the invoice. "Love your new [Product]? Tag us in a photo to win!" 3. Ask three customers: Just three. See what happens. Most will be happy to help a local business.
Summary: Let Your Customers Do the Heavy Lifting
You’re busy running a business in Brisbane. You don’t have time to be a social media expert, and frankly, you shouldn't have to be.
By getting your customers to share their own experiences, you're building a sales force that works for free. You get better leads, more trust, and more phone calls without having to learn a single technical marketing term.
If you're tired of shouting into the void on social media and want a strategy that actually puts dollars in the bank, we can help you set up a system that works.
Ready to grow your Brisbane business without the headache? Contact Local Marketing Group today and let’s get your customers talking about you for all the right reasons.