Why Most Brisbane Business Owners Hate Social Media
I was sitting down for a coffee in New Farm last week with a bloke who runs a high-end landscaping business. He’s brilliant at what he does—his paving is perfect, his plant selection is spot on, and his customers love him. But when I asked him about his social media, he let out a massive sigh.
"Mate," he said, "I post photos of my work, I 'like' things, I try to be active. But it feels like a total waste of time. I get a few likes from my mum and my sister, but the phone isn't ringing because of it. It’s just noise."
He’s not alone. Most small business owners in Brisbane feel this way. Whether you’re a sparky in Chermside, a lawyer in the CBD, or a shop owner in Indooroopilly, you’ve been told you need to be on social media. But nobody tells you how to actually make money from it without spending a fortune on ads that don't work.
That’s what we’re talking about today. Not "brand awareness" or "engagement metrics," but Social Selling.
In plain English, social selling is just using your social media profiles to find, connect with, and eventually sell to people who actually want what you’ve got. It’s not about shouting at everyone; it’s about having the right conversations with the right people.
The Big Mistake: Shouting vs. Talking
Imagine walk into a pub in Fortitude Valley on a Friday night. You walk up to a group of strangers, shove a brochure in their face, and yell, "I’VE GOT 20% OFF ALL PLUMBING SERVICES THIS WEEK! CALL ME!"
What happens? They’ll think you’re a nutcase and tell you to bugger off.
Yet, this is exactly what most businesses do on Facebook and Instagram. They post "Buy now!" or "Check out our sale!" over and over again. This is why Facebook ads don't work for most people—they treat a social space like a billboard.
Social selling is different. It’s like being the person at the pub who joins a conversation, offers some helpful advice when someone mentions a leaky tap, and then hands over a business card at the end. It’s about building a bit of trust first so that when they need a plumber, you’re the only person they think of.
Step 1: Fix Your Profile (Your Digital Shopfront)
Before you go out and try to talk to people, your profile needs to be ready. Think of your Facebook or LinkedIn profile as your shopfront. If a customer walks past and the windows are dirty and the sign is falling off, they aren't coming in.
The "What’s In It For Me?" Test
When someone clicks on your profile, they should know three things within two seconds: 1. What do you do? 2. Where do you do it? (e.g., "Serving Greater Brisbane") 3. How do they get started? (Call this number, click this link)If your bio says "Passionate about excellence and innovation," delete it. It means nothing. If you’re a painter in Coorparoo, your bio should say: "Quality residential painting in Coorparoo and surrounding suburbs. Get a free quote today: [Phone Number]."
Step 2: Finding the Right People
You don't need a million followers. You need 50 people who actually live in your service area and have the money to pay you.
How do you find them? You go where they are already talking.
For a lot of Brisbane tradies and local shops, this means local community groups. If you're a dog groomer, you should be in the "Dogs of Brisbane" or "Sandgate Community" groups. You aren't there to spam your business; you're there to be helpful.
When someone asks, "Does anyone know why my dog’s coat is matting?" you jump in with a helpful tip. Don't even mention your business yet. Just help. People will naturally click on your profile (which you’ve already fixed to show you’re a groomer), and they’ll see you know your stuff. This is how you get your business noticed without having to pay Mark Zuckerberg a cent.
Step 3: The Art of the Helpful Comment
I worked with a mortgage broker in Milton who was struggling to get leads. We stopped him from posting boring interest rate updates and started having him look for people asking questions about buying their first home on platforms like Reddit and local Facebook groups.
He didn't say "Hire me." He said, "Hey, that's a tricky situation with that bank. Usually, if you show them X and Y, they'll reconsider. Hope that helps!"
Within a month, he had three new clients. Why? Because he proved he was an expert before he ever asked for a dollar. If you want to dive deeper into this, there are specific ways to get customers from Reddit without getting banned or looking like a spammer.
Step 4: Content That Sells (Without Being "Salesy")
You don't need to be a filmmaker. You just need to show people that you do good work and that you're a real person.
Here are three types of posts that actually make money for Brisbane businesses:
1. The "Behind the Scenes": Show a photo of a job halfway through. Explain why you're doing it a certain way. "Using this specific waterproof membrane because Brisbane storms are no joke." It shows you care about quality. 2. The "Problem/Solution": "Mrs. Smith in Sunnybank had a blocked drain for three days. Here’s the tree root we pulled out. If your sinks are gurgling, this is probably why." 3. The "Happy Customer": Don't just share a 5-star review. Share a photo of the finished project and tell a quick story about how happy the customer was to finally have their kitchen back.
Is This Going to Take Over My Life?
I get it. You've got a business to run. You can't spend six hours a day on your phone.
Here’s the truth: 15 minutes a day is enough. - 5 minutes: Reply to any comments or messages. - 5 minutes: Find one local group and answer one question. - 5 minutes: Post one photo of what you're working on today.
That’s it. You don't need to be an "influencer." You just need to be present.
How Long Until the Phone Rings?
Social selling isn't a light switch. You won't wake up tomorrow with 100 bookings. It’s more like a garden. You plant the seeds (the helpful comments), you water them (the consistent posts), and eventually, the fruit grows.
Usually, our clients start seeing real enquiries within 4 to 8 weeks of being consistent. The best part? These leads are much easier to close because they already trust you. They aren't just price-shopping; they want you because they’ve seen your work and heard your advice.
What’s a Waste of Money?
- Buying followers: It’s a scam. 10,000 bots in Russia won't buy a new roof in Logan. - Fancy video production: A shaky video on your iPhone of a finished job is often more "real" and trustworthy than a polished commercial. - Automated posting tools: If it looks like a robot wrote it, people will ignore it. Keep it human.
Summary: Your Action Plan
1. Fix your bio today. Make it clear what you do and where you do it. 2. Join three local groups. Don't post your services yet. Just watch and learn what people are asking. 3. Post one "real" photo tomorrow. No stock photos, no professional logos. Just a photo of your work or your team.
Social selling is just about being a good local business owner in a digital space. Treat people on Facebook the same way you’d treat a neighbour who walked up to your truck while you were on a job. Be helpful, be honest, and the sales will follow.
Need help getting your social media to actually bring in customers? At Local Marketing Group, we help Brisbane businesses stop wasting time on "likes" and start getting real enquiries. Contact us today and let's get your phone ringing.