Why Most Business Owners are Wasting Their Time Online
I see it every day in Brisbane. A hardworking sparky in Coorparoo or a boutique owner in Paddington spends an hour every night trying to think of something 'clever' to post on Facebook. They post a photo of their lunch or a generic 'Happy Monday' graphic, get three likes from their mum and a mate, and then wonder why the phone isn't ringing.
Let’s be blunt: most of what passes for 'content marketing' is a complete waste of your time and money. If you are creating stuff just to 'stay active' or 'get likes,' you are flushing profit down the toilet.
In my experience working with hundreds of local businesses, there are only three types of content that actually result in more jobs, more bookings, and more money in the bank. Everything else is just noise.
If you want to stop the guesswork, you need to stop wasting money on things that don't move the needle and focus on what actually works for a small business.
1. The "I Can Solve Your Problem" Guide
People don't go to Google because they want to read a blog. They go to Google because they have a problem they want gone.
- The homeowner in North Lakes has a leaking tap. - The business owner in the CBD has a tax bill they don't understand. - The family in Carindale has a backyard that looks like a jungle.
If you can prove—quickly and clearly—that you understand their specific problem and have the solution, you win the job.
How to do it:
Don't write about your 'company values.' Write about the top 5 reasons a hot water system fails in the Brisbane summer. List the exact signs of a termite infestation in a Queenslander home.The Result: You aren't a salesman; you're an expert. When you provide the answer for free, you are the first person they call when they realise they can't fix it themselves. This is how you get more customers without having to beg for attention.
Cost: $0 if you write it yourself, or a few hundred dollars for a professional to do it properly. Timeline: You’ll see results as soon as people start finding these answers via Google (usually 3-6 months for organic search, or instantly if you use paid ads).
2. Proof of Results (The "Before and After")
Australians are naturally skeptical. We’ve all been burned by a contractor who didn't show up or a service that didn't deliver. Your customers are looking for a reason not to hire you. They are looking for red flags.
Nothing kills skepticism faster than visual proof. For a tradie, this is a 'Before and After' photo. For a professional service, it’s a case study showing how you saved a client $10,000 in tax.
Why this works:
It removes the risk. If I can see you’ve done exactly what I need for someone else in my suburb, I feel safe. I recently saw a local landscaper in Ashgrove who stopped posting generic gardening tips and started posting 30-second videos of 'The Mess We Found' vs 'The Result 2 Days Later.' His enquiry rate tripled in a month.The Action Plan: 1. Take a photo of the mess/problem when you arrive. 2. Take a photo of the clean/fixed result when you leave. 3. Post it with a 2-sentence caption: "Mrs. Smith in Chermside had a blocked drain causing a flood. We cleared it in 45 minutes and saved her carpets. Another happy local!"
3. The "Trust Builder" (Reviews and Stories)
Most people aren't ready to buy the very first second they see your name. They might be 'tyre kicking' or just starting to plan a renovation. If you let them walk away, you’ve lost them forever.
You need content that keeps you in their mind until they are ready to pull the trigger. This is about building a connection. You don't need to be a celebrity; you just need to be a real person who runs a reliable local business.
Sharing your story—why you started the business, a mistake you made and fixed, or a glowing review from a regular—makes you a human, not a faceless corporation. This is how your story wins over a bigger competitor every single time.
The Result: When they are finally ready to spend money, they don't go to Google to find 'a plumber'—they go to find you.
What is a Total Waste of Money?
If a marketing agency tells you that you need a 'social media manager' to post five times a week on Instagram to 'build brand awareness,' run away.
For a local business in Brisbane, 'Brand Awareness' doesn't pay the mortgage. Leads do.
Avoid these time-wasters: - Generic Holiday Posts: Posting "Happy Easter" doesn't get you jobs. It just clutters your feed. - Bought Followers: Having 5,000 followers from overseas helps nobody if you only service the Redlands. - Overly Polished Ads: People trust raw, real photos from a smartphone more than they trust a glossy stock photo of a fake plumber smiling.
How to Start Today (The 30-Minute Plan)
You don't need a marketing degree to do this. You just need to be disciplined. Spend 30 minutes this week doing the following:
1. Identify 3 Questions: What are the three things customers ask you every single day? (e.g., "How much does a new roof cost?" or "Is my fuse box safe?"). 2. Write the Answers: Write 200 words answering each. Don't worry about being fancy. Just be helpful. 3. Take One Photo: On your next job, take a 'Before and After.' 4. Post Them: Put them on your website and your Facebook page.
The Bottom Line
Marketing isn't about being 'cool' or 'viral.' It's about being the most helpful and most trusted option in your local area. If you focus your content on solving problems and proving you can do the work, you will see more enquiries. It’s that simple.
If you’re too busy running your business to worry about what to write or where to post it, we can help. At Local Marketing Group, we focus on the stuff that actually makes the phone ring for Brisbane businesses.
Ready to get more leads? Contact us at Local Marketing Group and let’s talk about a plan that actually works.