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67% of marketers don’t have the marketing tech stack they need

By | Marketing Automated Technology | No Comments

In this ever chmarketing_technology_jan2015anging marketing landscape it is not surprising that most of us don’t have the marketing tools we need. If we look at the marketing technology landscape put together by, how could we?  Scott Brinker has a great free download book called A New Brand of Marketing that explains some of this landscape and decisions we need to make as marketers. A report by is very interesting as it shows  that very few of us have all the tools we need and fully utilise them. So what activities are we doing? This is in part of the problem. The channels we use now to market are expanding and so the tools we need to create marketing and measure their effectiveness have also grown. This in turn has increased the applications that need to integrate to give one picture of lead generation and the customer. A big data problem? Yes but also a marketer skills gap. You don’t just walk out of a uni marketing degree knowing how all of these marketing channels work let alone the technology options to execute them. I guess the key from my perspective is to start by understanding your audience and what marketing is going to best work to engage them. Then slowly develop the tools that you need to execute. If you are on every social platform it is going to be hard to manage. Maybe pick two and do those really well. For b2b probably LinkedIn and Slideshare, for Retail, Facebook and Twitter. Integrating a CRM and email software is a must have and if they don’t integrate try a tool called to connect them. The place where I spend the most time is in metrics so make sure you have an easy to read dashboard where you keep all the feedback from your website data, email and social so you can continually improve your marketing. Tools like Hootsuite to schedule social and following best practices in marketingprofs and social media examiner also allow you to fast track your learning. If you don’t know something or you want a recommendation try LinkedIn groups and channelsmarketing tools


Effective Marketing: It’s simple, just be helpful!

By | customer centric marketing, Customer experience, Customer Insight | No Comments

Marketing your business can be really easy. You just need to be helpful. I always thought there was no real skill in being helpful, but maybe being able to think about what your customers want and need during their experience with you is a hard thing for business owners. Those businesses that are putting more energy into thinking like their customers are gaining a competitive advantage and creating or disrupting current markets for significant growth; e.g Uber.

Currently I am on holidays in sunny Gold Coast with my family and have come across a couple of great examples of how you can be helpful and leave a laSlide1sting impression. At the local Coles there was a new guide on the trolley which was a fantastic help for a shopper like me that isn’t familiar with the store layout (every Coles layout is different, right yes we hate that). In the Gold Coast I am sure that they have a lot of holiday shoppers and so adapting the trolley with this guide, a quick overview of how to find exactly what you need in this Coles store was incredibly helpful.

When we checked into our Hotel where we are staying the lovely Kaye gave us a couple of vouchers for cheaper meals at the local RSL and not only was that unexpected but very thoughtful. Today it is so much more about showing that you understand the customer you are serving or trying to serve and less about what you have as a product or service.

nivea-solar-chargerSkincare brand Nivea placed solar panelled chargers in Brazilian magazines. Lucky beach-goers can charge their phone while they sunbathe. There is nothing better than a free iphone recharge when your battery is down to 8%! Recharge Bar chargebarChargebar is a new company that has made a business by providing this service at airports, cafes and shopping centres based on the premise that being able to recharge can really be appreciated by the consumer.

Maybe it is time to map out your customer journey and see how you can provide some more helpful steps in their experience, it might just be the best marketing dollars you have ever spent!


Your content strategy shouldn’t be like throwing spaghetti to see what sticks

By | Content Marketing | No Comments

No doubt you are like most businesses and furiously creating content to build a connection and earn your prospects and customers attention. 90% of all businesses realise that there is value in moving some of their advertising spend from a “paid” to an “earnt content strategy“. The next step of the evolution is planning out this content strategy. Building a vision of what you hope your content strategy will achieve is a great starting point.Content framework

I have heard and felt the scramble to create content for a blog at the last minute, seen the distress as admin and marketing staff chase sales for case study leads to write up. We have all been there. I guess the opportunity is before you think about the distribution strategy, what to create and and what form is a really important step. The Content Marketing Institute have some really good resources for planning out your content strategy. There how too guides are just brilliant for the SME. Download their great workbook to get started here.How toos

It is worth watching this video where Robert Rose explains how content marketing has evolved and how to do it better. Carla and Robert have just written a book on the topic called Experiences: the 7th era of marketing. So who are doing this strategy thing well? In my book, Aussiefarmers with their blog their new magazine and education on produce not grown in Australia.Kraft with which generates more than $1 billion impressions per year and more data on a demographic cohort than a television station with more than 3 million subscribers.



Virgin Airlines lead the way with social CRM

By | Branding, Customer experience | No Comments

Virgin Airlines have recognised that maintaining their competitive advanVirgin airlinestage in terms of their culture is critical and something that the other airlines could find it hard to replicate. The friendliness of the Virgin staff has become a foundational element of their brand.  To keep this culture in tact has been a challenge as they have grown. 90% of their staff never sit down at a desk or pc. They needed a app that would allow the conversation to be mobile. They wanted their staff to be able to communicate effectively with staff and with customers. They use Salesforce’s CRM social chatter function to deliver this functionality and is a real competitive advantage.Chatter Hear from Virgin Airlines American division how they are going to change the flight time for all of us.

Talk to Humans

By | Content Marketing, Customer Insight | No Comments

Lesson learnedWhen was the last time you talked with your customers? It sounds simple but why do so many small businesses make assumptions? This book by Giff Constaple and illustrated by my fav cartoonist Tom Fishburne answers some of those key assumptions in Talking to Humans. So do yourself a favour, before you invest in marketing tactics please do a simple customer survey or better still pick up the phone and ask your customers why they decided to buy from you. And while you are at it, ask your staff why they work for you and see if you can uncover your true value proposition. This is the starting point for growing a successful business.

Download book here.

Talk to humans

What’s in a name?

By | customer centric marketing, Customer Insight, Customer Insight | No Comments

TolunaThis week I have been in a branding workshop with a client and we have been contemplating changing the name of their company. I would love some feedback in this survey question to help us decide. Getting feedback from small business owners that is honest, quick and to the point is so valuable. I would really appreciate your insights! The tool I used is Toluna’s Quick Surveys. It is an awesome tool for canvassing feedback quickly via crowd sourcing.

Feedback on a name

Survey Feedback on a name – urgent!

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