Why Your Marketing Feels Like a Treadmill
I see it all the time with business owners here in Brisbane. You spend your Sunday night or a quiet Tuesday morning trying to come up with something 'clever' to post on Facebook or Instagram. You hit post, get a few likes from your mates, maybe one enquiry, and by Thursday? It’s gone. Buried under a mountain of other posts.
That is what I call the "treadmill." You’re running hard, but as soon as you stop pedalling, the leads stop coming in.
If you want to grow a business in suburbs like Coorparoo or Chermside without spending every waking hour on your phone, you need to change your approach. You need what we call "evergreen" content. In plain English, this means creating stuff once that brings in customers for years.
Think of it like this: A social media post is a flyer you hand out on the street. It works for a minute, then ends up in the bin. An evergreen article on your website is a permanent sign on a busy road. It stays there, working for you while you’re out on a job or asleep.
The Truth About What Customers Actually Search For
Most business owners think they need to be "trendy." They look at what big brands are doing and try to copy it. Rubbish. Your customers don't care about trends; they care about their problems.
If a homeowner in Indooroopilly has a leaking tap at 2:00 AM, they aren't looking for a funny dance on TikTok. They are searching for "how to turn off main water valve" or "emergency plumber near me."
When you answer those specific, timeless questions, Google likes this. It sees you as the expert. This is how you get enquiries without paying ads because you’ve provided value before you’ve even asked for a cent.
Predictions for 2024 and Beyond: Why "Helpful" Wins
I’ve been doing this for a long time, and I can tell you the "secret" to what's coming next isn't some new gadget. It’s the fact that people are getting sick of AI-generated junk and flashy ads.
Here is what I predict will make the most money for Brisbane small businesses over the next few years:
1. The "Price" Question
Most business owners are terrified of putting prices on their website. They say, "Oh, every job is different" or "I don't want my competitors to know."Guess what? Your competitors already know what you charge. The only person you’re keeping in the dark is your customer. Writing an article titled "How much does a kitchen renovation in Brisbane cost in 2024?" is gold. It stays relevant for years (with a quick 5-minute update once a year) and it’s exactly what people are typing into Google.
2. The "Comparison" Guide
People love to compare. "Solar vs. Battery Storage" or "Vinyl Flooring vs. Hybrid." If you write the definitive guide on this, you become the trusted authority. When they are ready to pull out their credit card, who do you think they’re going to call? The person who helped them make the decision.3. Real Photos, Not Fake Ones
I’m going to be blunt: stop using those cheesy American stock photos of people in hard hats who have never seen a day of work in their lives. People in Queensland can spot a fake a mile away. If you want to build trust, you need to stop using stock photos and show your actual team, your actual van, and your actual work. This doesn't go out of style. A photo of a job well done in Ascot five years ago still proves you know what you’re doing today.What is a Waste of Money?
I’ll tell you what’s a waste: paying a "content agency" $2,000 a month to write generic 300-word blog posts about "The Importance of Maintenance."
Nobody reads that. It’s boring, it’s fluff, and it doesn't make the phone ring.
Also, don't waste money on "news" about your business unless it's huge. "We bought a new ute" is nice for your mum, but a customer doesn't care. They want to know if you can fix their problem. If you spend your time writing what actually gets customers, you'll see a much better return on your investment.
How Long Until This Makes You Money?
Let’s be realistic. This isn't a "get rich quick" scheme.
Month 1-2: You write a few solid pieces of content. Google starts to notice your site exists. Month 3-6: You start seeing your articles show up when people search for those specific problems. You’ll notice a few more phone calls or emails coming through.
- Month 12+: This is the sweet spot. Those articles you wrote a year ago are now sitting at the top of the search results. They are bringing in leads every single week, and you haven't had to touch them.
What Should You Do First?
You’re busy. I get it. You’ve got a business to run. You don't need to write 50 articles this week.
Step 1: The "Top 5" List Sit down with a notepad and write down the 5 questions you get asked by every single customer. "How long does it take?", "Do I need a permit?", "What's the difference between X and Y?"
Step 2: Answer Them Don't worry about being a professional writer. Just talk to the page like you’re talking to a customer over a coffee. Record yourself on your phone and get it typed up if that’s easier.
Step 3: Put It On Your Website Make sure it’s easy to find. Don't hide it in a menu called "Resources." Call it "Learning Centre" or "Common Questions."
Expert Insight: The "Local" Advantage
One thing many "experts" miss is the power of being local. If you’re a gardener in The Gap, mention The Gap. Talk about the soil types in Brisbane’s western suburbs. Talk about the humidity in February.
When a local sees that you understand their specific environment, the trust level goes through the roof. It’s not just about "how to grow roses"; it’s about "how to grow roses in Brisbane's heat." That is evergreen content that no big national company can compete with.
Summary: Is It Worth It?
If you want a business that grows steadily without you having to be a slave to social media, then yes, it’s worth every cent and every hour.
Most of your competitors are too lazy to do this. They’ll keep posting "Happy Friday!" on Facebook and wondering why they aren't getting more bookings. By taking the time to answer your customers' real questions, you’re building an asset that makes you money while you’re out living your life.
If you're wondering if your current setup is helping or hurting, ask yourself: is your website making money or just taking up space?
At Local Marketing Group, we help Brisbane businesses stop shouting into the void and start building marketing that actually works. If you want someone to take this off your plate and do it right the first time, let’s have a chat.
Want more customers without the headache? Contact Local Marketing Group today.