Why Most Brisbane Business Owners are Throwing Money Away
I’ve sat in boardrooms in Milton and coffee shops in Chermside, and I hear the same thing from business owners everywhere: "I’m paying a girl to do my socials," or "I’m writing these blogs because I was told I had to, but I have no idea if it’s doing anything."
Let’s be blunt. If you are spending time or money on photos, videos, or articles and you can't point to a customer and say, "They found me because of that," then you aren't marketing—you're donating to Big Tech.
Most of what you read online about "content marketing" is written by people who have never had to meet a payroll on a Friday afternoon. They talk about "engagement" and "brand awareness." In the real world of Brisbane small business, those things don't pay the power bill.
This guide is about one thing: making sure every dollar you spend on your business's message results in more than a dollar coming back into your bank account.
The Great "Likes" Delusion
If I had a dollar for every time a business owner showed me a Facebook post with 100 likes but complained that the phone hasn't rung in a week, I’d be retired on the Gold Coast by now.
Likes are not money. Comments from your mum and your mates are not money.
In 2024 and 2025, the trend is moving away from "being popular" to "being useful." Google and Facebook have changed. They no longer reward you just for posting every day. In fact, posting rubbish every day can actually hurt you because people start to ignore you.
I’ve seen a local mechanic in Geebung get more work from one well-written page about "Why your Toyota is making that clicking noise" than from three years of posting "Happy Friday!" photos.
If you want to grow, you need to stop chasing likes and start putting your business in front of people who actually have their wallets out.
How to Measure What Actually Matters
When we talk about "ROI" (Return on Investment), we are talking about profit. To figure this out, you need to track three simple things. You don't need a degree in data science; you just need a spreadsheet or a notebook.
1. Leads (The Phone Calls and Enquiries)
This is the most important number. How many people reached out because of something they read or watched?The Test: Ask every single person who calls: "How did you hear about us?" If they say "Google," dig deeper. Did they see a specific article? Did they see a video of you explaining a job?
2. Cost Per Lead
If you pay a videographer $1,000 to make a video for your landscaping business, and that video brings in 10 enquiries, each lead cost you $100. Is that good? If your average job is $5,000, then yes, it's fantastic. If you’re selling $20 succulents, you’re going broke.3. Sales (The Finish Line)
Not every lead becomes a customer. If your content brings in 50 leads but they are all "tyre kickers" looking for the cheapest price, your content is failing. It’s attracting the wrong people. Good content should weed out the people you don't want and attract the ones you do.The 2025 Prediction: The Death of "General" Content
We are entering an era where AI can write a generic blog post in three seconds. That means the internet is about to be flooded with boring, average content.
If your website says, "We provide high-quality service at competitive prices," you are invisible. Everyone says that.
To see a real return on your money, you need to be specific. Don't write: "How to maintain your roof." Do write: "Why Brisbane hailstorms ruin terracotta tiles and what it costs to fix them."
Specific content solves specific problems for local people. That is how you get more customers by using real-world proof of what you do every day.
What’s a Waste of Money?
I’m going to save you thousands of dollars right now. Stop paying for:
1. Generic Social Media Management: Those companies that charge $500 a month to post three times a week using stock photos of people who don't even look Australian. It does nothing. No one sees it, and no one cares. 2. SEO Packages that Promise "Keywords": If an agency tells you they will get you to #1 for a keyword but can't tell you how many sales that will generate, walk away. Being #1 for a word nobody searches for is useless. 3. High-End "Brand" Videos: Unless you are Coca-Cola, you don't need a $10,000 cinematic masterpiece. A clear video shot on an iPhone of you explaining a problem and showing the solution is often more effective for a local tradie or shop owner.
The "Long Game" Myth
Marketers love to say, "Content takes 12 months to work." This is a half-truth used to keep you paying retainers.
While it’s true that building a massive presence takes time, you should see some sign of life within 60 to 90 days. If you’ve been pumping out content for six months and hasn't resulted in a single extra phone call, something is wrong with the strategy.
Most businesses fail because they lose customers who aren't ready to buy the very second they see an ad. Your content should be the bridge that keeps them interested until they are ready to pull the trigger.
Your Action Plan
1. Audit your last 10 posts: Did any of them actually lead to a conversation? If not, stop doing that type of post. 2. Focus on the "FAQ": Write down the top 5 questions customers ask you on the phone. Answer them in detail on your website. This is the highest ROI content you can create. 3. Check your phone: Ensure your website works perfectly on a mobile. If a customer can't click your phone number to call you instantly, you are burning money.
At the end of the day, marketing is just math. You spend X to get Y. If Y isn't bigger than X, stop what you're doing and change tack.
If you're tired of guessing and want a marketing partner that cares about your bank balance as much as you do, let’s chat. We help Brisbane businesses get results that actually show up in the books.
Ready to get more phone calls? Contact Local Marketing Group today.