Why Most Brisbane Business Owners Are Getting Video Wrong
I’ve sat down with countless business owners from Chermside to Logan who all say the same thing: "I know I should be doing video, but it seems like a massive headache and a total money pit."
They aren’t wrong. Most of what you hear about video marketing is rubbish pushed by agencies that want to charge you $10,000 for a single "brand film" that looks pretty but doesn't actually make the phone ring.
If you’re running a plumbing business, a law firm, or a local shop, you don't need a cinematic masterpiece. You need a way to show potential customers that you’re a real person, you know what you’re talking about, and you can solve their problem.
In this guide, I’m going to break down what’s actually working right now for local businesses. No jargon, no "algorithms," just the honest truth about how to turn a camera into a sales machine for your business.
The Shift: Why "Perfect" is Killing Your Sales
Ten years ago, you needed a professional crew to look legit. Today? People are suspicious of overly polished videos. They look like expensive TV commercials, and most of us have been trained to tune those out.
What’s working in 2024 and beyond is authenticity. I’ve seen a landscaper in Samford get more enquiries from a 30-second clip of him explaining a drainage issue on a job site than from a $5,000 produced video. Why? Because the raw video proved he was actually on the tools and knew his stuff.
Most business owners think they need a studio. They don't. In fact, you can get more customers just by using that iPhone in your pocket. The trend is moving away from "production value" and toward "information value."
Prediction: The Rise of the "Expert Walkthrough"
In the next year, the businesses that win will be the ones that stop trying to look like a big corporation and start looking like a helpful neighbour. If you can explain to a customer why their hot water system is leaking or why their tax return is complicated, do it on camera. That trust builds a bridge straight to a sale.Three Videos That Actually Make Money
Don't try to be a YouTuber. You have a business to run. You only need three types of videos to start seeing a real difference in your bank account.
1. The "I Can Solve Your Problem" Video
This is the most important one. When someone lands on your website, they have one question: "Can this person help me?"Spend 60 seconds explaining who you are, what you do, and which Brisbane suburbs you service. Be direct. "Hi, I’m Mike from Mike’s Electrical. We help homeowners in the Western Suburbs fix those annoying flickering lights and power surges."
2. The Proof Video (Testimonials)
Stop asking for written Google reviews alone. If you finish a job and the customer is over the moon, ask if you can grab 20 seconds of them on camera saying they’re happy. A video of a real person in a real Brisbane backyard saying you did a great job is worth more than a thousand words of text.3. The "How Much Does It Cost?" Video
Most business owners are terrified of talking about price. Be the one who does. You don’t have to give an exact quote, but explaining what factors change the price (size of the job, materials, etc.) makes you look honest. People buy from people they trust.Stop Wasting Money on the Wrong Things
I see so many local businesses throw $500 a week at Facebook or Google ads using a video that just... sucks. It’s a slideshow of photos with some cheesy music. That is a guaranteed way to set your money on fire.
If you’re going to spend money on ads, the video needs to grab attention in the first three seconds. If it doesn't, people scroll past. We’ve found that simple videos work much better for ads than anything high-end. If it looks like an ad, people skip it. If it looks like a tip from a pro, they watch it.
What to Avoid:
Hiring a "Creative Agency": They care about awards and "brand vibes." You care about phone calls. Find someone who understands direct-response marketing. Buying Expensive Gear: Your phone is better than the cameras we used five years ago. Don't buy a $2,000 camera that will sit in a box because you don't know how to use it. Over-editing: You don't need flashy transitions or crazy graphics. Just clear sound and a clear message. In fact, you should stop over-editing because it actually makes you look less trustworthy to a local customer.The "Brisbane Reality" of Video
Let’s be real for a second. You’re busy. You’re probably reading this between jobs or after a long day. You don't have four hours a week to edit videos.
Here is the low-effort, high-result strategy I tell my mates:
1. Document, don't create: When you’re at a job site or in the office, take 30 seconds to film a "pro tip." "Hey guys, I'm here in Indooroopilly and just saw this common mistake people make with their gutters..." 2. Focus on the sound: People will forgive a shaky video, but they won't listen if they can't hear you. Buy a $50 clip-on microphone for your phone. It’s the best investment you’ll make. 3. One a week: Don't try to post every day. One good, helpful video a week is plenty to stay top-of-mind for your local community.
How Long Until You See Results?
This isn't an overnight fix. If you post one video today, you probably won't have 50 people calling you tomorrow.
However, within 30 to 60 days of consistently showing your face and sharing your expertise, something happens. When you show up to a quote, the customer will say, "Oh, I saw your video about the new solar rebates." The sale is already half-won because they feel like they know you.
In terms of cost, if you do it yourself, it costs $0. If you hire a professional to help you script and edit a batch of videos, you might spend $1,500 to $3,000, but that content should last you six months and bring in tens of thousands in new business if done right.
What Should You Do First?
If you’re ready to stop thinking about it and start doing it, here is your checklist for Monday morning:
Step 1: Write down the top 5 questions customers ask you every single week. Step 2: Take your phone, stand in front of a window (good light), and record yourself answering one of those questions. Step 3: Post it on your Business Facebook page and your Google Business Profile.- Step 4: Don't look at the "likes." Wait for the next person who calls you and mentions they saw it.
Summary of Predictions for Small Business Video
1. Local Authority Wins: Being the "Go-to Guy" in your suburb will be more profitable than trying to rank for generic keywords on Google. 2. Short & Punchy: Videos under 60 seconds will continue to dominate. Get to the point or lose the customer. 3. The Death of the Script: Reading from a script makes you look like a robot. Use bullet points and just talk to the camera like you're talking to a customer over a coffee.
Look, I get it. Being on camera feels awkward. You’ll hate the sound of your own voice. Everyone does. But your customers don't care how you sound; they care that you can fix their problem and that you aren't going to rip them off.
At Local Marketing Group, we don't care about making "art." We care about making sure your phone rings. If you're tired of wasting money on marketing that doesn't work and want a straight-shooting partner to help you grow your Brisbane business, let's have a chat.
Need help getting started with video that actually grows your business? Contact us at Local Marketing Group and let’s get your business the attention it deserves.