Why Social Media Is Failing Most Brisbane Small Businesses
I’m going to be blunt: most small business owners in Brisbane are wasting at least five hours a week on social media and getting absolutely zero return for it.
I see it every day. A cabinet maker in Brendale spends his lunch break taking photos of a finished kitchen, uploads it to Facebook, and gets three 'likes' from his mum and two mates. A boutique accountant in Milton spends hours writing a long post about tax law that nobody reads.
If this sounds like you, stop. You aren't a 'content creator' or an 'influencer.' You are a business owner. Your goal isn't to be popular; your goal is to get the phone to ring.
In the marketing world, people call this "social selling." It sounds fancy, but it really just means using social media to find people who want to buy what you’re selling and convincing them to reach out. It’s not about being 'viral'; it’s about being profitable.
Myth #1: You Need a Huge Following to Make Money
This is the biggest lie told to small business owners. You’ve probably heard that you need thousands of followers before social media 'works.'
Rubbish.
I’ve worked with a local landscaping crew in the Redlands that has fewer than 200 followers on Instagram, yet they book two to three five-figure jobs every single month directly from that platform. Meanwhile, I’ve seen 'influencers' with 50,000 followers who can't sell a $20 t-shirt.
Followers are a vanity metric. They don't pay the bills. If you have 100 followers and 10 of them are local people who need your services right now, you are in a better position than someone with a million followers in a different country.
Instead of trying to get more followers, you should focus on making your posts go further with the people who actually live in your service area. One enquiry from a homeowner in Ascot is worth more than a thousand 'likes' from strangers in Sydney.
Myth #2: You Have to Post Every Single Day
Who has the time for that? If you’re running a busy shop or out on a job site, you don't have time to be glued to your phone.
The idea that you need to post daily to 'stay relevant' is a trap. When you post just for the sake of posting, the quality drops. You start posting boring stuff that people scroll past. When people scroll past your posts, Google and Facebook notice, and they stop showing your stuff to people altogether.
It is much better to post twice a week with something that actually helps a customer than to post every day with garbage.
What actually works: Monday: A photo of a problem you solved for a customer today (e.g., "This drain in Indooroopilly was totally blocked by tree roots—here’s how we cleared it without digging up the driveway.") Thursday: A quick tip that saves your customers money (e.g., "Brisbane's humidity is hitting hard—here is one thing you can do to stop mould growing on your deck.")
That’s it. That’s all you need. Two posts that prove you know what you’re doing and that you’re a local expert. This is how you stop wasting time and start seeing actual business results.
Myth #3: You Shouldn't Talk About Prices
I hear this one a lot: "I don't want to put my prices online because my competitors will see them" or "I don't want to scare people off."
Here’s the reality: your competitors probably already know what you charge. And if a price scares someone off, they weren't going to buy from you anyway. You’ve just saved yourself 20 minutes on the phone giving a quote to someone who can’t afford you.
In the world of social selling, transparency builds trust. You don't have to give a fixed quote for every job, but giving 'ballpark' figures is incredibly effective.
"Most of our bathroom renovations in the Western Suburbs land between $15k and $25k depending on the tiles you choose." "Our basic pest control package for a 4-bedroom house starts at $180."
When you give a price, you qualify the lead. The people who message you after seeing a price are serious buyers, not tyre-kickers. This turns your social media into a filtering tool that saves you hours of unpaid quoting time.
How to Actually "Social Sell" Without Being Annoying
If you want to move away from just 'posting' and start actually 'selling,' you need a strategy. This isn't about shouting "BUY NOW" in every post. It’s about building a bridge between a stranger and your bank account.
1. The "Helpful Expert" Approach
Stop trying to be a salesman and start being a consultant. If you’re a mechanic in Geebung, don't just post "10% off services this week."Instead, post a video of a car with a specific sound and say: "If your car makes this clicking noise when you turn the wheel, your CV joints are shot. Don't ignore it, or you'll end up stranded on the Gateway Motorway. It’s a $200 fix now, or a $2,000 tow and repair later."
This isn't an ad. It’s helpful advice. But it tells the customer two things: you know what you’re talking about, and you’re looking out for them. Who do you think they’re going to call when they hear that clicking sound?
2. Use the "Search" Bar
Social selling isn't just about what you post on your own page. It’s about finding people who are already looking for you.Go into local Brisbane community groups (like 'Northside Community' or 'Everything Bulimba'). Use the search icon within those groups and type in keywords related to your business: "plumber," "electrician," "realtor," "cleaner."
When you see someone asking for a recommendation, don't just drop your link and leave. Say: "Hey, I’m a local sparky in the area. I saw you’re having trouble with your safety switch. It’s likely [specific reason]. Happy to have a quick chat over the phone if you want to troubleshoot it yourself first."
This is 100 times more effective than any fancy ad because you are solving a problem for someone at the exact moment they have it.
3. Messages are where the money is
Your posts are just the bait; the direct messages (DMs) are where the sale happens.When someone comments on your post, don't just 'like' it. Reply with a question. If they say: "Great job on that deck!" You say: "Thanks! Are you looking to do something similar at your place this summer?"
If they say yes, move the conversation to the messages. Ask for their number and call them. Social media is great for starting conversations, but for most Brisbane businesses, the big money is still closed over the phone or in person.
The Cost of Doing This Right
Let’s talk turkey. How much does this cost?
If you do it yourself, it costs your time. As I mentioned, you should be able to do this in about 2 hours a week if you’re organised.
If you hire an agency to do 'social media management' for you, you’ll likely pay between $1,000 and $3,000 a month.
Warning: Most agencies will charge you $2,000 a month just to post pretty pictures that get no results. If an agency starts talking about 'engagement rates' and 'brand awareness,' run for the hills. If they can’t tell you how their posts will lead to more phone calls or bookings, they are wasting your money.
At Local Marketing Group, we hate 'fluff.' We believe if you’re spending a dollar on marketing, you should be getting at least three dollars back in profit. If you aren't, it’s not an investment; it’s a hobby.
How Long Until You See Results?
Social selling isn't like Google Ads. It’s not a tap you turn on and get instant leads. It’s more like a garden.
Month 1: You’re clearing the weeds. You’re setting up your profiles, figuring out what your customers actually care about, and starting to post helpful stuff. Month 2: People start noticing. You’ll get a few more comments. You might get one or two enquiries. Month 3: The momentum kicks in. People in your local area start to recognise your name. When a neighbour asks for a recommendation, they tag you because they saw your helpful post last week.
If you need customers today because the bills are due tomorrow, don't rely on social media. Go buy some ads. But if you want to build a business that gets more enquiries every single month without having to pay for every single click, social selling is the way to do it.
What Should You Do First?
Don't try to do everything at once. You’ll get overwhelmed and give up by Tuesday.
1. Pick ONE platform. If you're a tradie or a shop, it’s Facebook or Instagram. If you sell to other businesses, it’s LinkedIn. Ignore the rest. You don't need to be on TikTok or Pinterest unless you have a very specific reason. 2. Fix your 'Bio'. Your profile description shouldn't be about you. It should be about what you do for the customer. Bad: "Family owned business since 1994. We love what we do." Good:* "Helping Brisbane homeowners fix leaking roofs before the storm season hits. Call for a free 24-hour quote." 3. Post one 'Result' and one 'Tip' per week. Show a photo of a job you finished and share one piece of advice that helps a customer. 4. Reply to every single comment. Treat every comment like someone just walked into your shop. You wouldn't ignore them in person, so don't ignore them online.
Summary: Stop Chasing Likes, Start Making Sales
Most of what you read online about social media is written for people who want to be famous. You don't want to be famous; you want to be the busiest business in your suburb.
Stop worrying about the 'algorithm' or how many followers you have. Start focusing on how many conversations you’re starting. Every comment, every message, and every share is an opportunity to prove you’re the best person for the job.
If you’re tired of shouting into the void and want a marketing strategy that actually moves the needle, we can help. At Local Marketing Group, we don't care about 'going viral.' We care about your bottom line.
Ready to get more customers without the social media headache? Contact Local Marketing Group today and let’s talk about how to make your business the go-to choice in Brisbane.