Why You’re Working Too Hard for New Leads
Most small business owners in Brisbane are exhausted. You’re running your business all day, and then you’re told you need to be a 'content creator' at night. You post on Facebook, you write a couple of paragraphs for your website, and... nothing happens. No one calls. No one emails.
Here’s the cold, hard truth: Most of what you’ve been told about 'content marketing' is a total waste of time for a local business. If you're just shouting into the void, you're wasting money. I’ve seen dozens of businesses in suburbs like Coorparoo and Geebung spend thousands on social media posts that get 'likes' from their auntie but zero actual jobs.
There is a better way. It’s called Content Collaboration, but let’s just call it 'Borrowing Other People's Customers.'
Instead of trying to build an audience from scratch, you find someone who already has your ideal customers and you work together. It’s faster, it’s cheaper, and it actually makes the phone ring.
In this guide, I’m going to show you exactly how to do it, using real-world examples from Brisbane businesses we’ve worked with. No jargon, no fluff—just a plan to get you more work.
The 'Morningside Plumber' Strategy: A Real-World Example
Let’s look at a real scenario. We worked with a plumber in Morningside. He was sick of paying $50 a click for Google Ads. Every time someone clicked his ad, he lost fifty bucks, and half the time it was just someone looking for a price comparison.
We looked at who his customers were. They were homeowners, often doing renovations. Who else do those people talk to? Local real estate agents and bathroom tile shops.
Instead of writing another '5 tips for a leaky tap' post that no one reads, he teamed up with a local tile shop in Cannon Hill. They created a simple 'Renovation Checklist' together.
- The tile shop sent it to their email list. - The plumber put it on his website. - They both shared it on their local community Facebook groups.
The result? The plumber got three high-value bathroom renovation jobs in the first month. Total cost? Zero dollars in ad spend. Just a few hours of coordination.
This works because the tile shop already had the trust of the customer. When the tile shop recommended the plumber through this 'checklist,' that trust transferred over. That’s how you stop being another tradie and start becoming the only logical choice for the job.
Stop Wasting Time on 'Random' Content
Before you start reach out to partners, you have to stop doing what isn't working. If you are currently paying a 'social media manager' $500 a month to post pictures of coffee cups or generic 'Happy Monday' graphics, fire them today.
You need to stop writing random blogs and start focusing on content that actually solves a problem for a customer who is ready to spend money.
When you collaborate with a partner, the goal isn't 'brand awareness.' You aren't Coca-Cola. You don't need people to 'know' you; you need them to hire you.
What a Good Collaboration Looks Like
1. The Partner: They have your customers, but they don't do what you do. (e.g., A Landscaper and a Fencing Contractor). 2. The Content: Something useful. A guide, a video, a checklist, or a 'special offer' for their clients. 3. The Goal: An enquiry. A phone call, a booked quote, or an email sign-up.How to Find the Right Partner in Brisbane
You don't need 100 partners. You need two or three good ones. Look for businesses that are 'upstream' from you. This means the customer sees them before they need you.
- If you’re a Mortgage Broker: Your partners are Real Estate Agents and Buyers Advocates. - If you’re a Mechanic: Your partners are local Auto Parts stores or even the local coffee shop next to your garage. - If you’re a Gym Owner: Your partners are Physios, Chiro’s, or Health Food shops.
I recently spoke to a mate who runs a boutique gym in Newstead. He was struggling to get new members. I told him to stop running 'Join Now' ads and go talk to the physio down the road. They created a 'Back Pain Recovery Guide' together. The physio gave it to every patient. The gym got 12 new members in six weeks.
It’s about being helpful, not salesy. When you answer customer questions, you build authority. Doing it on someone else’s platform just gets you in front of more people faster.
The Step-by-Step Plan to Your First Collaboration
Don't overcomplicate this. You don't need a 20-page marketing strategy. You need to follow these five steps:
Step 1: Identify 5 Local 'Non-Competing' Businesses
Open Google Maps. Look at your suburb. Who is serving your customers? Write down five names. If you’re an electrician in Chermside, look for builders, solar panel installers, or even property managers.Step 2: Pitch the 'Help,' Not the 'Sale'
Don't call them and say 'I want to sell to your customers.' They’ll hang up.Instead, say: "Hey, I’m [Your Name] from [Your Business]. I’ve noticed a lot of my clients are asking about [Problem they solve]. I’d love to put together a quick guide or a video for your followers that helps them with this. It makes you look like an expert, and it helps my clients too. Interested?"
Step 3: Create Something Simple
You don't need a film crew. A 2-minute video recorded on your iPhone on a job site is often better than a polished corporate video. It shows you’re a real person doing real work.If you're writing, keep it to 500 words. Use bullet points. Make it easy to read on a phone. Remember, your website works on phones (or it should), so make sure whatever you create is easy to consume while someone is sitting on the bus or waiting for a coffee.
Step 4: Distribution (The 'Secret Sauce')
This is where most people fail. They create the content and then leave it on a hard drive.You need to make sure your partner actually shares it. - Ask them to email it to their list. - Ask them to post it on their Facebook/Instagram. - Ask if you can leave some printed copies (with a QR code) at their front desk.
Step 5: The Follow-Up
When the leads start coming in—and they will—you have to be ready. If someone downloads your 'Kitchen Reno Guide,' don't wait three days to call them. Call them within an hour.What’s a Waste of Money?
I’m going to be blunt: - Paying for 'Guest Posts' on random websites: If the website isn't local to Brisbane or specifically about your industry, it's a scam. It won't get you customers. - Over-produced video: Unless you're selling $10 million mansions, you don't need a $5,000 video. Spend that money on a better van wrap or tools. - Generic 'Influencers': Don't pay a 22-year-old with 10k followers to post about your plumbing business unless their followers are actually homeowners in your service area. Most 'influencers' are a total waste of cash for local tradies.
How Long Until You See Results?
This isn't an overnight fix like Google Ads, but it’s much more permanent.
- Week 1-2: Identifying and contacting partners. - Week 3-4: Creating the content (the guide, the video, the checklist). - Month 2: The partner shares the content. You start getting enquiries. - Month 6: You have a steady stream of 'referral' style leads coming in every single month without paying for ads.
I’ve seen this add $100k+ in yearly revenue to small service businesses in Brisbane. It takes work upfront, but once the 'engine' is running, it’s the cheapest lead generation you’ll ever find.
Ready to Grow?
Look, I get it. You’re busy. You’d rather be on the tools or managing your team than writing guides and talking to other business owners. But if you want to stop the feast-and-famine cycle of small business, you need a system that brings in customers consistently.
At Local Marketing Group, we help Brisbane business owners stop wasting money on marketing that doesn't work. We don't care about 'likes' or 'engagement'—we care about your phone ringing.
If you want help setting up a partnership system that actually works for your business, let’s have a chat.
Contact us today at https://lmgroup.au/contact and let’s get your business growing.