Why Most Brisbane Business Owners Are Looking at the Wrong Numbers
I’ve sat down with hundreds of business owners from Chermside to Cleveland, and almost every single one of them shares the same frustration. They tell me, "My Facebook page is getting heaps of likes, and my website traffic is up, but my phone isn't ringing. Where are the customers?"
If that sounds like you, I have some good news and some bad news.
The bad news is that you’ve been lied to. Most marketing agencies love to show you "vanity metrics"—fancy-looking graphs that go up and to the right but don't actually result in a single dollar of profit. They do this because these numbers are easy to move, and they make the agency look like they're doing a great job even when your bank balance says otherwise.
The good news? Once you stop worrying about the fluff and start focusing on the three or four numbers that actually matter, growing your business becomes a lot simpler.
In this guide, I’m going to show you how to cut through the rubbish. We’re going to separate the numbers that make you feel good from the numbers that make you money.
The Trap of Vanity Metrics: Why 'Likes' Don't Pay the Rent
Let’s be blunt: You cannot walk into a Bunnings, try to pay for a new drill with 500 Instagram likes, and expect to walk out with the tools.
Vanity metrics are statistics that look impressive on the surface but don't link back to your business goals. For a small business owner in Brisbane, your goal is usually one of three things: more phone calls, more bookings, or more walk-in customers.
1. Website Visitors (The Most Overrated Number)
I hear this all the time: "We had 2,000 people visit our site last month!"My response is always the same: "So what?"
If those 2,000 people were all looking for a recipe for Pavlova and you’re a local electrician, those visitors are worthless. You could have 50 visitors a month, but if 10 of them call you for a quote on a switchboard upgrade, you’re doing much better than the guy with 2,000 visitors and zero calls.
2. Social Media Followers
Having 5,000 followers on Facebook might make you look like a big deal, but unless those people are living in your service area and are actually interested in buying from you, that number is a distraction. I’ve seen businesses with 500 followers out-earn businesses with 50,000 followers because the 500 were local, loyal, and ready to spend.3. 'Impressions' and 'Reach'
These are marketing words for "people saw your ad." Just because someone scrolled past your ad while looking at photos of their grandkids doesn't mean they noticed you, liked you, or want to buy from you. Don't pay for people to look at you; pay for people to take action.The Numbers That Actually Put Money in Your Pocket
Now that we’ve cleared out the junk, let’s look at what you should actually be tracking. If you focus on these, you’ll see exactly where your sales are coming from and you’ll be able to make better decisions about where to spend your marketing budget.
1. New Enquiries (The Lifeblood)
This is the most important number for any service business. How many people picked up the phone, sent an email, or filled out your contact form this week?If this number is low, nothing else matters. You need to know exactly how many leads you’re getting and, more importantly, where they found you. Did they find you on Google Maps? Did they see your truck in traffic? Did a mate refer them?
2. Cost to Get a Customer
How much are you spending to get one person to book a job? If you spend $500 on Google ads and you get 5 jobs, your cost to get a customer is $100.If that job is worth $2,000 to you, that’s a win. If that job is only worth $80, you’re losing money every time the phone rings. Knowing this number allows you to decide how much to spend without guessing or crossing your fingers.
3. Quote Win Rate
If you go out and quote 10 jobs, how many do you win?If you’re winning 9 out of 10, your prices might be too low. If you’re winning 1 out of 10, your prices are too high, your presentation is off, or you’re quoting for the wrong type of customer. Improving this number by just 10% can add thousands to your bottom line without you having to spend an extra cent on advertising.
How to Measure This Without Losing Your Mind
You don't need a degree in data science to track this stuff. You just need a simple system. For most Brisbane tradies or shop owners, a basic spreadsheet or even a notebook behind the counter is enough to start.
Every time the phone rings, ask: "How did you hear about us?" Write it down. At the end of the month, look at the list. You might find that the $1,000 you're spending on that local magazine isn't bringing in any calls, while your Google profile is blowing up. That’s the moment you stop wasting money and start investing it where it works.
The 'Leaky Bucket' Problem
I once worked with a landscaper in Ascot who was spending a fortune on ads. He was getting plenty of clicks, but his business wasn't growing. When we looked closer, we found that his website didn't work on phones properly. People would click his ad, see a broken website, and leave immediately.
He was pouring water into a leaky bucket.
Before you spend more money to get more visitors, make sure your website is set up to turn those visitors into customers. Is your phone number easy to find? Does your site load fast? Do you have photos of your actual work? These simple things are what make people call you instead of your competitor.
Summary: What to Do Today
If you want to grow your business this year, stop looking at your Facebook likes.
1. Identify your goal: Usually, it’s more phone calls or bookings. 2. Track the source: Find out exactly where your best customers are coming from. 3. Calculate the cost: Work out what you're paying to get a lead. 4. Fix the leaks: Ensure your website makes it easy for people to contact you.
Marketing isn't magic; it's maths. When you focus on the right numbers, the path to more profit becomes very clear.
If you’re tired of guessing and want to use your numbers to actually grow your Brisbane business, we can help. At Local Marketing Group, we don't care about vanity metrics. We care about your bottom line.
Ready to get more phone calls? Contact Local Marketing Group today and let’s talk about what will actually work for your business.