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Category Archives: Business marketing

Google survey: “54% of all Smartphone owners now use their handsets to access the web on a daily basis.”

By | Business marketing, Marketing Technology, Service Marketing, Small Business Marketing | No Comments

 Consumer behaviour is increasingly becoming multi-screen in nature. We spend more time on tablets like the iPad than watching tv, more time on the mobile phone browsing than our laptops. This dramatic shift around the way we communicate brings up new challenges as small businesses to connect with our customers.
A report by the Latitude Group suggests that:

  • Smartphones will account for 10% of all website visits by the end of 2012.
  •  7% of all website visits will come from Tablets by the end of 2012.
  • As many web visits will come from Android based phones as iOS by the end of the year.
  • Mobile and Tablet collectively will represent 20% of all Paid Search clicks.
  • Mobile conversion rates will continue to improve as more sites become optimised for mobile.
  • Google will introduce algorithmic penalties for websites that are not optimised for mobile. Affected websites will see drops in Adwords quality scores and Organic rankings.
  • Nokia will announce plans to release Android based handsets following low consumer adoption of Windows Phone.
  • iPhone5 to be released late Q3? Guaranteed to get huge press coverage, this will be another major growth driver for the mobile web, both in terms of buzz and in terms of hardware hitting consumers’ hands.

TV broadcasters and advertisers will adapt to a four-screen audience. Programmes and TV ads will increasingly be augmented with tablet and Smartphone based services. Look out for the BBC’s four-screen approach to the Olympics this year.

Tablet usage is growing and sometimes surpasses time spent on desktop and TV findings from Admob research
43% of respondents spend more time with their tablet than with their desktop/laptop• 1 in 3 respondents spends more time with their tablet than they do watching TV. Tablets are used widely for playing games, searching for information and emailing• Most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%) • Least popular include shopping(42%), reading e-books (46%) and consuming entertainment (51%)People are spending at least an hour a day on their tablet and using it primarily at home• 68% of respondents spend at least 1 hour a day on their tablet • 82% of respondents primarily use their tablet at homeTablets are used mostly on weekdays and in the night• 69% of respondents said they use their tablet more frequently on weekdays relative to weekends • Tablets are used more during the night according to 62% of respondentsTablets are replacing time spent with desktops/laptops• 77% of respondents reported that their desktop/laptop usage decreased after getting a tablet • 28% of respondents said that the tablet is their primary computer

What does this mean for the small business.

  1. You need a mobile strategy to reach your customers. This means a mobile website. 79% of major online businesses did not have a mobile optimised website.Latitude Group – March 2012..
  2. You need the tools to see how your website is working.HowToGoMo – a Google initiative to help businesses understand how their website is seen by mobile users, including resources to help build mobile optimised websites. This is a great tool for quickly assessing how well a website is serving mobile visitors .
  3. You need need to get educated about what your buyers are doing so you know how to access them. Email may not be the best way anymore.
More information see our digital marketing services.

Checklist for hiring the right marketing consultant

By | Business marketing, Marketing Strategy, SEO, Service Marketing, Small Business Marketing | No Comments

The most successful marketers measure what they do and they know how the marketing activities are impacting the revenue. They not only get leads into the funnel, they  nurture them through the journey to become a customer and advocate. Great marketers technologically savvy, creative, analytical and obsessed with tools to better manage inquiries and nurture leads by providing insights into prospects digital footprint.

Here are a list of key competencies you should look for when hiring a marketing consultant:

1. Are they tactical or have a strategic skill-set. Having a sound understanding of how to implement marketing campaigns is an important tactical skill but this skill can be picked up quickly or outsourced easily. Setting up a sound marketing strategy and an active marketing plan is a skill that is more difficult to acquire. Having a marketer that can build a strategy to attract leads and envision how you are going to interact in a digital way with prospects is vital in todays’ landscape. At the end of the day, it is all about attracting and converting leads into profitable customers and every business needs a plan to do this effectively.

2. Do they have business analyst skills? Today marketers needs to have very good business analysis skills. Knowing how to uses tools like – CRM, google analytics, Facebook, lead scoring, social media tools amongst others to drive to a revenue result is critical.  Understanding trends, tweaking campaigns and trying new things is a must and such activities are based on sound measurement and analytic skills.

3. Marketing Technologist – Are they a power user of technology? –  If they are they will look at new ways to do business by optimising your use of technology. Using the marketing automation system, lead scoring, profiling you database. Marketing is going through this incredible transformation. Marketers need to use multi-technologies to run successful campaigns. They need to be able to leverage the technology to meet the needs of your business. Marketing automation systems are powerful and in order to get the most out of them you need to have a technical skill-set. You need to have HTML, CRM skills to mention just two technologies.

4. Are they a nurture specialist? Nurture specialists are obsessed with creating a intimate digital dialog at all phases of the buying cycle and providing qualified leads to the sales team.This role focuses on the long-term digital relationship with prospects and customers and must effectively work with all team members to pull campaigns together.

5. Are they Content Specialist? Content specialist  means they are responsible for all the content associated with a campaign marketing is the fuel for nurture marketing. The key here is using the smallest piece of content that will create an exchange of value that gives the opportunity for the prospect to show behaviour that can be tracked and scored as an intent or level of interest.

Content specialists know that the right message at the right time will keep prospects and customers engaged. They think about the buying cycle and personna types and how will interact in each channel.

6. Are they a creative specialist? Creative specialists want to know how effective is the demand generation. What will perform best. Testing what works. They drive and enhance the communications from the customers’ point of view.

7. Are they brand experts? Branding is all about creating a feeling between the company and the customer. A marketer that is interested in building a brand personna that is consistent and represents value consistently in all its touch points is a very great asset to any team. Someone to hold you accountable for the brand attributes is vital to keeping a brand real.

 

Questions to ask when interviewing them:

1. Are they recognised by an official Marketing organisation – In Australia that would be Certified Practicing Marketer by the Australian Marketing Institute

2. Do they use a marketing dashboard to measure the results for each client; leads generated, conversions, and cost per lead per program, etc Do they talk about the demand generation as a pipeline?

3. Have they got a good social media profile: LinkedIn, Facebook, Google+, u-tube, quota etc

4. What marketing tools do they use for their own marketing: CRM, Blog, Content Management System, advertising, SEO, branding, podcast, articles, tools and resources.

5. Do they have good customer success stories and testimonials? If they do do they talk about real results, leads generated and covered to customers.

The pedowitzgroup have a good video explaining the difference between the traditional marketer and that of a demand generation system marketer or as they call the revenue marketer. You can also listen to a an interview on Rain today about core competencies to look for in a marketer today.

 

Have an expert critique your marketing and make better decisions!

By | Business marketing, Marketing Strategy, SEO, Service Marketing, Small Business Marketing | No Comments

Have you had a good look at your sales funnel and are worried?  Have you got no marketing in place to generate new leads? You need the Marketing Critic. Get feedback on what is not working and why and put in place some immediate marketing tips to increase your lead generation.Book the marketing critic today.

Marketing for small business is a critical investment

By | Business marketing, Marketing Strategy | No Comments

Let’s no sugar coat it, marketing is a critical lead generation engine that ensures your business has customers.

As an investment just like buying a home or car you need to do your homework. Your marketing will only ever be as good as your strategy and planning behind it. To help you make better marketing decisions I have put together a Marketing Objectives Mud Map. It is a diagram to help you consider some of the important elements when creating a marketing plan for your small business. Don’t panic, a marketing plan doesn’t need to be a 40 page document.

Here is a template to plan out your activities but step one is really getting the strategy right. We thought of you when we created the Small Business Marketing Planner Package. Take a look and when you are ready to invest in marketing we are here.

Book a consultation today


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We eat our own dog food!

By | Business marketing | No Comments

Why we are the best at what we do?

We are marketing gurus for small businesses. We take what is in your head and add our 20 years experience in sales and marketing and ensure we have a practical, actionable plan that helps you run your business more effectively and generates profitable customers. We give you the head-space back, tell it like it is, to hold you accountable. Did we mention we keep the whole process simple and pain free? We ensure all your great ideas are heard and actioned to make a real difference to your bottom line. As a small business like you, we are independent consultants, we choose our partners carefully pride ourselves on delivering real value.

Our Value proposition (what makes us special)

We put in place a system that assists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.

Our Values

Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.

  • Authentic – being  honest, being ourselves and doing our best to deliver you with the best marketing solution for your business.
  • Passion for customers – being thoughtful by putting your needs first. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
  • Innovation and IT – keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business. Yes, that is right we are IT marketing geeks.
  • Sharing Knowledge – educating and communicating marketing information with you to improve your marketing knowledge and skill base.
  • Online Marketing Training for the Small Business (click to find out more)Online Marketing Training System for Small Business. For those who want to do their own marketing
  • Creativity and fun – brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
  • Try to use the pay it forward principals -It begins with doing a favor for another person– without any expectation of being paid back.

We can achieve great value because we are:

  • we are a small business that is nimble and lean
  • a flexible resource
  • can work virtually
  • can package a marketing solution for you
  • “we eat our own dog food” and practice what we preach and have a proven track record
  • we have a great network of marketing associates and resources to leverage
  • We have customer satisfaction at our core. If you aren’t happy, we’re not happy. We measure customer happiness, we act dissatisfaction quickly and we continually try to improve our opportunity to WOW you.

Ready to go right now?..Where to start…?


What you get:

1. Solid ideas to improve your business marketing immediately

2. Easy tips to create real prospects

3. The opportunity to ask any questions of a marketing expert


The budget wins for small business

By | Business marketing, Business planning, Marketing Tools | No Comments

The Federal Budget for 2015 has a lot for small business to get excited about.

  • As expected, the tax burden for small business owners – those with annual turnover under $2 million – will be lowered to the tune of 1.5 per cent, costing the Government $1.45 billion. For example, a company with an annual turnover of $1.3 million and a taxable income of $200,000 will be $3000 better off. According to the government, 96 per cent of Australian businesses will be eligible for tax relief.
  • For smaller, unincorporated businesses – sole traders, partnerships, trusts, etc – there will be a 5 per cent tax discount. For the roughly 1.7 million tradies, sole operators, partnerships and other unincorporated small businesses who don’t pay the 30 per cent company tax rate, the government is offering a 5 per cent tax discount of up to $1000.
  • To help small businesses invest in new tools or machinery the Government will provide an immediate tax deduction of all assets under $20,000. This can apply to as many items as you like ovens, coffee machines, lawnmowers while any assets over $20,000 can be pooled together and depreciated at the same rate. Small businesses can buy as many items under that amount as they like and receive that deduction on each one, starting from budget night.
  • To encourage businesses to employ young people, employers can access up to $6500 in wage subsidies over 12 months.
  • For start-ups, business registration will be streamlined, with one website acting as a one-stop-shop for setting up a business. Start-ups will also be able to immediately deduct expenses such as legal fees they incur when setting up a new company.
  • Fringe benefit tax on electronic devices
  • The Government is set to profit from overseas businesses supplying digital products and services to Australians, which will be subject to GST from July 1, 2017. This means that local businesses products will be more attractive.
    Cheat sheet from ABC to answer more questions here.
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