Stop Chasing Likes and Start Building a Fanbase
I’m going to be blunt: most Brisbane business owners are wasting their time on social media. They post a photo of their lunch or a generic 'Happy Monday' graphic, get three likes from their mum and a cousin in Ipswich, and wonder why the phone isn't ringing.
If you want social media to actually put money in your bank account, you need to stop thinking about "followers" and start thinking about "community."
A follower is someone who scrolls past your post. A community member is someone who calls you first when their pipes burst, tells their neighbours about your shop, and defends your reputation if someone leaves a dodgy review.
Here is how you build a local army of customers who actually want to see you succeed.
The Difference Between a Billboard and a Barbecue
Most businesses treat Facebook or Instagram like a digital billboard. They just shout "BUY MY STUFF" over and over. Nobody goes to social media to be sold to. They go there to be entertained, informed, or to connect with people.
Think of your business page like a local backyard barbecue. If you showed up to a mate's place in Coorparoo and immediately started handing out flyers and shouting about your 20% off sale, you’d be asked to leave. But if you show up, crack a joke, help out with the snags, and share some useful advice, people will naturally ask what you do for a living.
That is how you build a community. It’s about being a person, not a logo.
1. Stop Being So Polished
You don’t need a film crew or a $5,000 camera to get results. In fact, people in Brisbane are increasingly savvy—they can smell a high-budget, fake corporate ad a mile away. They want to see the real you.
I’ve seen a local landscaper get more enquiries from a shaky, 30-second video of him explaining why a particular retaining wall failed than from any professional photo shoot he ever paid for. Why? Because it showed he knew his stuff.
Focus on short-form that converts by showing the behind-the-scenes reality of your business. Show the messy workshop, the early morning starts, and the happy face of a customer when the job is done. Authenticity builds trust, and trust leads to phone calls.
2. Talk With People, Not At Them
When someone comments on your post, that is a golden opportunity. Most business owners ignore comments or, worse, just leave a 'thumbs up' emoji.
If someone takes the time to comment on your post, they are knocking on your shop door. Open it! Ask them a question back. If you’re a cafe in Paddington and someone says your lemon slice looks good, don't just say "thanks." Say, "It’s my grandma’s recipe! Do you prefer lemon or chocolate?"
This does two things: 1. It makes that person feel valued (so they’ll come back). 2. Google and Facebook notice people are talking to you, so they show your posts to more local people for free.
Whatever you do, don't try to close a sale in the first interaction. We've all seen those annoying messages from people we don't know trying to sell us weight-loss shakes or insurance. Avoid the trap where your DMs are a ghost town because you’re being too pushy too soon. Build the relationship first; the sales will follow naturally.
3. Create a "Members Only" Feeling
People love being part of an inner circle. If you can make your social media followers feel like they get something special that the general public doesn't, they will stay engaged.
This doesn't have to cost you a fortune. It could be: Early Access: "We're opening bookings for Christmas hampers on Monday, but our Facebook followers can message us today to get in first." The Inside Scoop: "We’ve got a new shipment of stock arriving at our Newstead shop tomorrow—here’s a sneak peek of what’s in the boxes." Community Input: "We’re thinking of adding a new service. Which of these two options would help your business more?"
When people feel like they have a say in your business, they become emotionally invested in your success.
4. Handle the Hiccups Publicly (and Gracefully)
In a real community, things go wrong. A delivery is late, a staff member is rude, or a product is faulty. Many business owners' first instinct is to delete negative comments or hide from them.
This is a massive mistake.
When you handle a complaint out in the open, you aren't just talking to the unhappy person—you are showing everyone else watching how you treat people. If you are honest, apologetic, and quick to fix the problem, you will actually win more fans than if you were perfect. Knowing how to protect your reputation when things go south is a key part of keeping your community's trust.
5. Focus on Local Value, Not Global Reach
You don't need 10,000 followers from all over the world. If you run a hair salon in Chermside, 500 followers who actually live within a 10km radius of your shop are worth more than 50,000 followers in America.
Post about local events. Mention other local businesses you love. Share news about the roadworks on Gympie Road that are driving everyone mad. When you position yourself as a fixture of the Brisbane community, you become the "go-to" choice for locals.
What This Will Cost You
Building a community costs time more than money.
Money: You can start for $0. If you want to speed things up with some local ads, $10–$20 a day is plenty to get your best posts in front of more Brisbane residents. Time: You need about 30 minutes a day. 10 minutes to post something real, and 20 minutes to reply to people and talk to others in local Facebook groups.
How Long Until You See Results?
This isn't a 'get rich quick' scheme. If you start today, you won't have a line out the door tomorrow.
Month 1: You'll notice more people commenting and sharing your stuff. Month 3: You'll start hearing customers say, "I saw your post about X, that’s why I’m here." Month 6: Your social media becomes a self-sustaining referral machine.
What to Do First
Don't try to be everywhere at once. Pick one platform—usually Facebook for tradies and local services, or Instagram for shops and cafes—and do it well.
1. Audit your current page: Does it look like a boring brochure? Delete the generic stock photos. 2. Post a 'Behind the Scenes' video: Grab your phone, walk around your business, and show people what you're working on today. Talk to the camera like you're talking to a mate. 3. Reply to every single comment: Even the ones that are just an emoji. Start a conversation.
Most of what you read about "social media strategy" is over-complicated rubbish designed to make agencies look smart. At the end of the day, it’s just about being a good local business owner in a digital space. Show up, be helpful, and treat people well.
If you’re too busy running your business to worry about what to post or how to reply to comments, that’s where we come in. We help Brisbane businesses build real communities that actually grow their bottom line.
Ready to stop shouting into the void and start getting more customers? Contact Local Marketing Group today and let’s chat about a plan that actually works for your business.