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Category Archives: Business marketing

If you lack a consistent strategic marketing approach, watch out!

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

Are you one of those small businesses frequently run into the problem of not having enough leads and prospects to generate the revenue you need to survive?  Do you work on lead generation sporadically and don’t have a well-thought out plan to increase revenues? Well you are not alone but having this passive approach to your businesses future must be stressful.

When it comes to marketing, your business needs consistent marketing support to not only survive, but to thrive and grow.

A clearly defined marketing system will differentiate you from your competition and keep you top of mind with prospects and existing clients. If you lack a marketing strategy to attract and retain clients then you might as well be throwing your hard earned efforts to run a business down a drain.

 

Ready to be proactive?  Book in a consultation today.

A good marketing system will be working to generate leads, even when you’re not.

By | Business marketing, CRM and lead generation, Marketing Automated Technology, Marketing Strategy, Service Marketing, Small Business Marketing | No Comments

Unfortunately, most small  businesses  don’t time, dedication, and skills needed to build a marketing and sales system that consistently produces results.

Marketing is a task of communicating and motivating customers and prospects to engage with you..  People do business with people they know, like, and trust.  And a successful marketing system is designed to get people with a need for your product or service to know you, to get them to like you, and to develop a level of trust with you—turning more leads into more customers.

Ask us how you develop a marketing and sales engine today.

BOOK here.

Your customers are already mobile. Are you?

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

By 2013, Gartner Group says, “more people will use their mobile phone than their PCs to get online. Mobile searches have grown 4X since 2010. There will be one mobile for one person on the earth by 2015! ” With more of us accessing information via our mobile phones, do you know how your website looks?

Go mobile is a great site that will show you how your site looks on a mobile phone. Go to  http://www.howtogomo.com The site is a google initiative and gives you valuable information on:

1. How you site looks

2. How fast your site loads

3. Tips and best mobile practices including these:

  • Keep it quick – mobile users are short on time so prioritise your content and features they want most
  • Use your desktop analytics to see what mobile users are doing
  • Reduce large blocks of text and use bullet points
  • Compress images for faster loading
  • Minimise scrolling and keep it vertical only
  • Use clear menus
  • Have a search function for complex sites
  • Use large buttons that are easy for thumbs
  • Design for visibility (contrast)
  • Make it accessible (no flash)
  • Reduce the number of steps for a transaction
  • Click to call functionality for all phone numbers

Are you marketing to everyone with a pulse?

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

Even though I have been practicing as a marketer for over 20 years it has taken me a while to really value the benefit of not trying to be all things to many people. In marketing the key objective is to provide a product and or service to a particular person.The more specific you can be about this marriage then the more successful you will be in business. A simple premise, yes? However most of us who start small businesses are so scared by saying no to customers that we bend, flex,  and chase   potential customers that we are just not well placed to service and who probably cost us precious time and money. Why then do we not focus on a select few?

 Not sure who your ideal customer is? You’re not alone.

When I started my small marketing consulting business I did not have a really defined view of who my ideal customer was. Sure, I knew they needed marketing assistance, but that was about it. This approach saw me traveling all over Melbourne and meeting with all sorts of people. I remember one day going to Footscray to visit a tattooist who wanted help to market her business. I went in and did a consultation, spoke about their website, their signage, how to use local businesses and cross promotions other ideas. After the consultation I sent them my account. They decided not to pay it. This was a big lesson for me. She was totally the wrong customer. In fact it was the best lesson. Since that day I have been very careful about who I take on as a client and make sure we are a match.

I have even gone further. I have profiled my ideal customer. Where they are based (South Easter Suburbs). How much turnover they have, staff and more particularly if they are interested in marketing as a lead generation tool or a one off task. You see it is only by profiling my ideal customers that I can find them. It is only by writing a list of who aren’t ideal that I can narrow my focus.
Not only is this a more profitable way to work, it is more enjoyable. I only want to give my services to those who are particularly seeking them out and that is just not everyone.

How to profile your ideal customer?

So how do you narrow your focus to an ideal customer? It is really a simple exercise. Think about that customer that loves your service or product. The one that is happy to pay and raves about you.  For me this is Manager  in a professional service business that really wants to take a proactive approach to sales and marketing and wants a system in place long term They are generally not technically savvy but know they need to do some online marketing.

 

Questions should fall into some categories:

  • Who they are?  Demographics
  • How they think? Psycho graphics
  • What they do? Behavioral
  • Where they are? Environmental

Go Deep into a Segment

This year I started my business Beautybizmarketing.com.au. I knew I loved to work with businesses in the beauty industry. Salons, spas, hairdresser. This is a certain niche. The more I began to focus my efforts in this niche and finding out how to serve them best the more they sought me out. Now I have several clients from this segment and it is my most enjoyable work. There is also less competition in this segment because it is focused. This means I can maintain my pricing and value because I am an expert.

Is there a particular segment you like working with? Is it big enough to be the focus of your business? If so I encourage you to put your efforts there. It will make your marketing more affordable and effective and your business hard to replicate easily.

Look at my ideal customer template for tips on how to start marketing strategically and focus your efforts on your ideal customers not everyone with a pulse.

 

Facebook Advertising for Small Business

By | Business marketing, Facebook Marketing, Online Marketing, Service Marketing, Small Business Marketing | No Comments

Facebook advertising does work and what’s more it is a lot more cost effective than Google ad words. For less than $50 you can place an add on Face

book to a selected audience and build your likes and a database.

Competitions work well to build a list of likes and using some great new tools you can also add a database link so that you capture names and emails so you can continue to build a relationship with potential customers. Unlike Google you can profile your potential customers by geographic, and some key demographics, age, income, martial status, and even interests. This sort of targeting allow you to advertise to those prospects that are most  interested in your product and service.

If you are interested in how you can leverage Facebook advertising look at our Digital Services page and contact us.

 

Here is a good podccast on Facebook marketing from Online Marketing Secrets.

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.
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