Why Social Media is Failing Brisbane Small Businesses
I’m going to be blunt: if you are spending three hours a week stressing over Instagram filters or trying to figure out a TikTok dance to promote your plumbing business or law firm, you are flushing money down the toilet.
I’ve sat down with dozens of business owners from Chermside to Cleveland who all say the same thing: "I’m posting every day, but the phone isn't ringing."
Here’s the reality for 2024 and beyond: Social media platforms are now "pay-to-play" playgrounds. Facebook and Instagram have intentionally made it harder for your followers to see your posts because they want you to buy ads. Even if you do get views, you’re often reaching people who are bored and scrolling, not people who are ready to open their wallets.
If you want more enquiries and more profit, you need to get your business in front of people where they actually spend their time and make buying decisions. We need to look beyond the "like" button.
The Death of "Going Viral" and the Rise of Being Useful
Most marketing advice you read online is rubbish. It tells you to "build a community" or "increase engagement." If you run a roofing business in Coorparoo, you don't need a community; you need people whose roofs are leaking to call you.
In the next year, we are seeing a massive shift. The businesses winning the most customers aren't the ones with the flashiest videos. They are the ones who take one good piece of information—like a guide on how to spot termite damage or a checklist for first-time home buyers—and put it in places where people are actually looking for help.
1. The Power of the Inbox (It’s Not Dead)
People check their email every single day. Unlike a social media post that vanishes in two hours, an email sits there until it’s dealt with.
I’ve seen a local landscaping business in Brisbane Northside double their repeat bookings simply by sending a monthly email with seasonal lawn care tips. They weren't selling hard; they were just staying top-of-mind. When the customer decided it was time for a new deck, who do you think they called?
You don't need a fancy design. A plain text email that looks like it came from a friend works better anyway. The key is to stop losing customers by staying in touch with them over the long haul. Most people won't buy from you the first time they hear about you. Email bridges that gap.
2. Google Maps: Your Secret Sales Weapon
If someone in Indooroopilly searches for "emergency electrician near me," they aren't looking for a funny video. They are looking for a phone number.
Your Google Business Profile (that little map listing) is the most valuable piece of digital real estate you own. One of the biggest trends we are seeing is Google prioritising businesses that regularly upload "updates" and photos directly to their map listing.
Instead of posting your latest project on Facebook, post it on Google Maps. It shows Google you are active and tells customers you are open for business. We’ve found that using real photos and videos from your actual jobs—not stock photos from the internet—can increase phone calls by over 30% almost overnight. People want to see your van, your team, and your work in their local Brisbane streets.
Predictions: Where the Customers are Heading in 2025
If you want to stay ahead of your competitors, here is where the smart money is going:
Local Partnerships and "Digital Word of Mouth"
Trust is becoming the most expensive currency. People are tired of ads. They want recommendations.I predict we will see more "bundling" of local services. If you’re a house painter, why aren't you featured on the website of the local real estate agent or the local hardware store? Sharing your expertise on other local websites gets you in front of a pre-qualified audience. It’s about finding ways to get more exposure without having to spend all day on your phone.
The Return of Useful Print
It sounds old-school, but because everyone is shouting on the internet, the physical mailbox is becoming less crowded. A high-quality, helpful magnet or a useful local guide dropped in letterboxes in a specific suburb (like Paddington or Ascot) can have a much higher return on investment than a random Facebook ad. The trick is making it useful, not just a "10% off" flyer that goes straight in the bin.What is a Waste of Money?
I’ll be straight with you: - Paying for "Likes": Any agency that promises to get you 1,000 new followers is selling you a vanity project. Followers don't pay bills; customers do. - Over-produced Videos: You don't need a film crew. A shaky video on your iPhone showing a "before and after" of a kitchen renovation is more trustworthy to a Brisbane homeowner than a polished commercial. - Generic Content: If you’re paying someone to write generic articles about "Why you need a lawyer," stop. It’s a waste of time. People want to know about "What to do if you get a speeding ticket in Fortitude Valley."
How Long Until You See Results?
Marketing isn't a microwave; it’s a slow cooker. - Google Maps updates: You can see more phone calls in as little as 2 to 4 weeks. - Email marketing: If you have a list already, you can see sales within 24 hours of sending a good offer. - Building local authority: This takes 3 to 6 months, but once it starts working, it’s like a flywheel that doesn't stop.
Your Action Plan: What to do First
If you’re feeling overwhelmed, don't try to do everything at once. Start here:
1. Claim and Update your Google Business Profile: Upload 5 new photos of your work today. Not tomorrow, today. 2. Gather your Customer Emails: Put them in one spreadsheet. Even if you only have 50, that’s 50 people who already know and trust you. 3. Send one helpful update: Don't sell anything. Just send an email or a Google update that helps a customer solve a small problem or avoid a mistake.
At the end of the day, you started your business to provide a service and make a profit, not to become a full-time social media manager. Focus on the channels that actually lead to a conversation.
If you’re tired of the social media treadmill and want a marketing strategy that actually makes the phone ring, we can help. At Local Marketing Group, we focus on the stuff that puts money in your bank account, not just likes on a screen.
Ready to grow your Brisbane business? Contact us today.