Why Social Media is Letting You Down
I’ve sat across the desk from hundreds of Brisbane business owners—from electricians in Coorparoo to boutique shop owners in Paddington. Almost all of them say the same thing: "I’m posting on Facebook and Instagram three times a week, but the phone isn't ringing."
Look, I’ll be blunt. Most of what you’ve been told about social media for small business is rubbish. You’re told you need to "build a community" or "stay top of mind." But if you’re running a fencing business or a law firm, you don't need a community. You need people to hire you.
The problem with social media is that it’s like standing in a crowded pub and shouting about your services. Everyone is there to talk to their mates, not to buy a new hot water system.
If you want to grow your business, you need to get your message in front of people where they are actually looking for help. Here is how you get your expertise out from behind the "Like" button and into the hands of people who will actually pay you.
The Google Goldmine: Answering the Right Questions
When a homeowner in Chermside has a leaking roof at 2:00 AM, they don't go to Instagram to look at pretty pictures of tiles. They go to Google.
Most business owners waste time writing updates about their morning coffee. Instead, you should be taking the questions your customers ask you every single day and putting the answers on your website.
Think about it: what are the three things every customer asks before they book you? Is it about price? How long the job takes? What happens if something goes wrong? When you answer customer questions clearly on your site, Google sees that you are helpful.
When Google sees you’re the expert, they show your website to people searching for those exact problems. This isn't about being "viral." It’s about being there when someone is ready to open their wallet. This approach helps you stop winning random jobs and starts bringing in the high-quality work you actually want.
Use Your Email List (The Asset You Actually Own)
You don't own your Facebook page. Zuckerberg does. If he decides to change the rules tomorrow, your reach can drop to zero. But you do own your email list.
I’ve seen a local landscaper in the Redlands bring in $20,000 of work in a single weekend just by sending one helpful email to his past customers. He didn't try to "sell" them. He just sent a quick note about how to prep their gardens for the Queensland summer storm season.
By the time they finished reading, they realized they didn't want to do the work themselves—they wanted him to do it.
The Strategy: 1. Collect every customer's email (legally, of course). 2. Once a month, send them something useful. Not a "10% off" coupon—give them advice that saves them time or money. 3. Include a clear button that says "Book a Quote" or "Call Us."
The Power of Local Partnerships
If you’re a mortgage broker, who else talks to your customers? Real estate agents. If you’re a painter, who else is in the house? Floor sanders and plumbers.
One of the best ways to get your name out there is to write a helpful guide for their customers. Imagine a plumber providing a "New Homeowner’s Maintenance Checklist" to a local real estate agent to give out at settlements.
It costs you nothing but an hour of your time, and it puts you right in front of a warm lead at the exact moment they might need you. This is how you stop being another tradie and become the trusted expert in your suburb.
Stop Wasting Money on "Brand Awareness"
Marketing agencies love the term "brand awareness." It’s a fancy way of saying "we spent your money but can't prove it did anything."
For a small business in Brisbane, you don't need people to know your name; you need them to know you can solve their problem.
Every piece of information you put out—whether it’s a physical flyer, a Google post, or an email—must have one goal: getting the person to take the next step. If your website doesn't have a big, clear phone number at the top, you are burning money.
What Should You Do First?
I know you’re busy. You’re probably reading this while grabbing a quick meat pie between jobs or after the kids have gone to bed. You don't have ten hours a week for "content distribution."
Here is your 3-step plan for the next 30 days:
1. The "Top 5" List: Write down the 5 most common questions you get asked. Write 300 words answering each one and put them on your website. This is your foundation. 2. The Past Customer Reach-out: Export your customer list from your invoicing software. Send one helpful email this month. Just one. See what happens. 3. The Google Business Profile: Most people ignore the "Update" section on their Google listing. Every time you finish a job, take a photo and post it there with a two-sentence description of what you fixed. Google loves this, and it helps you show up in local searches.
How Long Until You See Results?
This isn't a get-rich-quick scheme. If you want instant results, go pay for Google Ads (and be prepared to pay a lot).
Building your presence outside of social media usually takes 3 to 6 months to really kick in. But here’s the difference: a Facebook post disappears in 24 hours. A helpful article on your website stays there forever, bringing in leads while you sleep, for years to come.
The Bottom Line
Stop worrying about how many "likes" your latest photo got. Likes don't pay the power bill. Focus on being the most helpful business in your local area. Put your knowledge where people are searching, and the phone calls will follow.
If you’re tired of trying to figure this out yourself and just want a system that works, we can help. At Local Marketing Group, we specialise in getting Brisbane businesses off the social media hamster wheel and into a position where customers are coming to them.
Ready to get more phone calls? Contact us at Local Marketing Group and let’s chat about how to grow your business properly.