Why Most Brisbane Business Owners Are Failing at Social Media
I was sitting down for a coffee in New Farm last week with a bloke named Dave. Dave runs a successful landscaping business. He’s got the trucks, he’s got the crew, and he does top-notch work. But he was frustrated.
"Look," he said, pointing at his phone. "I spend an hour every night posting photos of our deck builds on Facebook. I get a few likes from my mum and my mates, but the phone isn't ringing. Is this whole social media thing just a load of rubbish?"
I’ll tell you what I told Dave: Most of what you read online about social media is absolute rubbish. You’re told to worry about "engagement," "algorithms," and "going viral."
If you're running a business in Brisbane, you don't need to be famous. You need to be profitable.
You don't need a million followers. You need ten people a week to pick up the phone and ask for a quote.
That is what "Social Selling" actually is. It isn't about being a TikTok star. It’s about using these apps to build trust so that when someone needs a plumber, a lawyer, or a new kitchen, they think of you first and feel comfortable enough to give you their money.
The Big Mistake: Being a "Digital Megaphone"
Most small business owners use social media like a digital megaphone. They just shout: "BUY MY STUFF! 20% OFF! CALL NOW!"
Imagine you’re at a BBQ at a mate’s place in Coorparoo. You’re standing there with a cold drink, and a guy you’ve never met walks up to you and immediately says, "Hi, I sell life insurance, do you want to buy some?"
You’d walk away, right? He’s a pest.
Yet, that’s exactly what most businesses do on Facebook and Instagram. They try to close the sale before they’ve even said hello.
Social selling is just the digital version of being the person everyone likes at the BBQ. You’re helpful, you show you know your stuff, and when someone eventually mentions they’re looking for a service you provide, you’re the natural choice.
Step 1: Fix Your Profile (Your Digital Shopfront)
Before you post a single photo, look at your profile. If a potential customer lands on your page, can they tell what you do and how to hire you within three seconds?
I see so many Brisbane tradies with Facebook pages that have no phone number, no service area, and a profile picture of their dog. Your dog is great, but he doesn't install air conditioners.
The Essentials: A clear profile picture: Your logo or a professional photo of you in your uniform. A clear cover photo: A photo of your team, your shop, or a finished job. The "About" section: Write it for a human. "We fix leaky taps in Brisbane’s Northside so you can get back to your weekend." The Contact Button: Make sure it actually goes to your phone number or a simple contact form.
Step 2: Show, Don't Just Tell
People in Queensland are pretty good at spotting a phony. We don't like being lied to, and we certainly don't like "salesy" talk.
The best way to sell on social media without being annoying is to show people that you’re actually good at what you do.
We worked with a cabinet maker in Morningside who was struggling to get high-end kitchen enquiries. He started taking 30-second videos on his phone. He didn't use a script. He just walked around a finished kitchen and pointed out the little details: "See this hinge? It won't slam on your kids' fingers. See this finish? It wipes clean in two seconds."
He wasn't saying "Buy a kitchen." He was proving he knew his craft. This is why using proof you're good is the single most effective way to get people to trust you with their hard-earned cash.
Step 3: Stop Posting Boring Content
If you’re wondering why nobody is looking at your posts, it’s probably because they’re boring.
"Happy Monday!" with a stock photo of a coffee cup is a waste of your time. It does nothing for your bank account.
Instead, think about the questions your customers ask you every single day. "How much does a new roof cost?" "How long does it take to paint a house?" "What’s the best type of grass for a shady backyard in Brisbane?"
Every one of those questions is a post. Answer them honestly. Tell them the rough prices. Tell them the pitfalls. When you give away helpful advice for free, people feel like they owe you. More importantly, they see you as the expert.
When you stop worrying about being liked and start getting real enquiries, your whole perspective on social media changes. It stops being a chore and starts being a lead-generation machine.
Step 4: Where Should You Actually Spend Your Time?
I get asked this every day: "Should I be on TikTok? What about LinkedIn? My niece says I need to be on Threads!"
Here is the blunt truth: You are a busy business owner. You don't have time to be everywhere.
Facebook: Still the king for local services. If you’re a tradie, a hairdresser, or a cafe, you need to be here. This is where the people with the money (the homeowners) are hanging out. Instagram: Essential if your business is visual. Landscapers, builders, florists, and restaurants thrive here. LinkedIn: Great if you sell to other businesses (B2B). If you’re an accountant or a recruiter, this is your goldmine.
- TikTok vs YouTube Shorts: This is a big debate lately. If you’re wondering which one actually makes money for a local business, the answer usually depends on how much time you have to edit videos. For most, Facebook is still a safer bet for an immediate return.
Step 5: The "Social" Part of Social Selling
Social selling isn't just about what you post. It’s about how you interact.
If someone comments on your post, reply to them. If someone asks a question in a local Brisbane community Facebook group about "Who is a good electrician in Chermside?", jump in and help.
Don't just say "Call me." Say, "Hey, I’m an electrician in the area. That sounds like a faulty safety switch. Even if you don't use us, make sure whoever you call checks the wiring in the box first."
That helpfulness gets noticed by everyone reading the thread, not just the person who asked.
The Reality of Costs and Time
Let’s talk turkey. How much does this cost?
If you do it yourself, it costs your time. Expect to spend about 3-5 hours a week if you want to see real results.
If you hire an agency like Local Marketing Group, you’re paying for expertise and for your time back. Most small businesses in Brisbane should expect to spend anywhere from $1,000 to $3,000 a month for professional social media management that actually focuses on sales, not just "likes."
How long until you see results?
This isn't a light switch. You won't post today and get ten calls tomorrow. Usually, it takes about 3 months of consistent, helpful posting before the "momentum" kicks in. But once it does, it’s like a flywheel that keeps spinning.
What Should You Do First?
1. Clean up your profile. Right now. Make sure your phone number is visible. 2. Take five photos this week. Not of your lunch. Of your work. Of your happy customers. Of your clean van. 3. Answer one customer question. Write a post that starts with "A customer asked me today why their hot water system is making a clicking noise..." 4. Stop overthinking it. A blurry photo of a real job you did in Indooroopilly is 100x better than a perfect stock photo from the internet.
Is Social Selling a Waste of Money?
If you’re paying someone to post "Happy Friday!" memes, yes, it’s a total waste of money.
If you’re using it to show your expertise, answer questions, and build a bridge of trust between you and your local community, it’s the cheapest way to grow your business.
I’ve seen it take a one-man-band sparky to a crew of five in under a year. I’ve seen it fill up a quiet restaurant in West End on a Tuesday night.
It works, but only if you treat it like a business tool, not a hobby.
Need help getting your social media to actually pay for itself?
At Local Marketing Group, we don't care about "viral" posts. We care about your phone ringing. If you want a no-nonsense approach to getting more customers in Brisbane, let’s have a chat.
Contact us today and let's get your business moving.