Look, I’m going to be straight with you. Most of the marketing advice you read online is absolute rubbish. It’s written by people who’ve never had to worry about making payroll on a Friday or deal with a customer screaming at them over a late delivery.
I’ve sat down with hundreds of business owners across Brisbane—plumbers, lawyers, shop owners, you name it. They all tell me the same thing: "I’m spending money on marketing, but the phone isn't ringing."
If that’s you, it’s probably because you’re following a playbook designed for a massive corporation, not a local business. You don't need a "brand awareness strategy." You need people in your suburb to find you and call you when they have a problem.
Here is my honest take on what’s actually going wrong and how we fix it.
1. You’re Obsessed With Your Logo, Not Your Leads
I’ve seen blokes spend three months arguing over the shade of blue in their logo while their website sits there doing nothing.
Nobody cares about your logo.
When someone’s toilet is overflowing at 10 PM in Paddington, they aren't looking for a “visionary brand aesthetic.” They’re looking for a phone number and a guarantee that you’ll show up.
Stop wasting thousands on high-end branding agencies. Take that money and put it into making sure your website works on phones. If a customer can’t click a button and call you within three seconds of landing on your page, you’ve lost them.
2. Your Website is a Digital Paperweight
Most local business websites are just brochures that nobody reads. If your site is just a list of services and an "About Us" page that says you’ve been around since 1994, you’re failing.
Google likes this: proof that you’re actually active in your area.
If you want to beat the big franchises, you have to show you know your suburb. Mention the local landmarks. Talk about the specific issues houses in your area have. If you’re an electrician in Brisbane, talk about the old wiring in Queenslanders. That’s how you win.
3. Chasing New Leads While Your Old Ones Rot
This is the biggest mistake I see. Business owners pour money into ads to find new customers, but they don't even have a list of their old ones.
It’s five times cheaper to sell to someone who has already paid you than it is to find someone new. But most of you finish a job, send the invoice, and never speak to that person again.
Stop chasing new leads for a second and look at your database. Send them a text. Give them a reason to come back. That’s where the real profit is.
4. Burning Money on "Community Marketing"
Look, I love supporting the local footy club as much as the next guy. But don't call it marketing. It’s a donation.
Putting your logo on a fence at the local oval rarely results in more enquiries. It makes you feel good, and it helps the club, but it doesn't pay the bills.
If your budget is tight, stop wasting money on community marketing that doesn't move the needle. Put that money into Google Ads where people are actually searching for your service right now.
5. You Have Zero Social Proof
If I search for your business and you have three stars and a review from your mum, I’m not calling you.
Reviews are the new currency. You need a system to turn happy customers into a review-generating machine. You shouldn't have to hope they leave a review; you should be asking them before you even leave the driveway.
6. Your Ads are Rubbish
I see so many businesses running Google Ads that just point to their homepage.
If someone searches for "emergency hot water repair," and your ad takes them to a page about your general plumbing services, they’re going to leave. You’re paying for that click. You’re literally throwing money away.
Your ads need to be specific. If you want to win more local jobs, your ads need to promise exactly what the person is looking for and take them to a page that proves you can do it.
How to Actually Win
Marketing isn't magic. It's just about being where your customers are and giving them a reason to trust you.
1. Fix your site. Make it fast, make it work on phones, and put your phone number at the top. 2. Get reviews. Don't be shy. Ask for them. 3. Be specific. Stop trying to serve everyone. Be the best in your suburb for one specific thing. 4. Watch your spend. If you can’t track a phone call or a booking back to an ad, stop running the ad.
This stuff takes time, but it works. If you’re tired of guessing and want to know which local ads actually work for your specific industry, let's have a chat.
At Local Marketing Group, we don't do fluff. We just focus on getting your phone to ring.
If you want a hand sorting this out properly, get in touch with us at https://lmgroup.au/contact.