I’ve been marketing for 3,379 of my total 9,223 days since I was born. That’s 33.3% of my life. I’ve worked with some of the biggest companies in the world. I nailed the Google Ads, and Analytics certifications... whilst I worked out. I’ve optimised workflows, tasks & operations to save hundreds of thousands yearly.
I’ve halved budgets whilst doubling profit on previously advised “optimised” campaigns, and been considered a “freak” in data analysis, fluid reporting and programming by industry leaders.Get started
Having the knowledge, the understanding and clarification of terminologies within a marketing plan is important. We’ll go through the list below together in depth. I'll teach you exactly how to generate new customers, new clients and earn more money.
If you're short of time, The checklist, and downloadables are towards the bottom. They go into much greater detail, and should be easy enough to follow. But starting out by cutting corners isn't a great start.Step 1: The harsh truth
If your business is profitable, you're hiring, or looking at expanding in the near future then you form a very small percentage. If on the other hand you read some of the facts above and *gulped* than the harsh reality has kicked in.
I'm hoping by now, you have a little respect for the struggles of small business here on the Sunny Coast and have had an small eye opener for what maybe to come. I've prepared this page to help out small Sunshine Coast businesses to become more profitable, scalable and reliable. You have nothing to lose, yet so much to gain by simply taking the correct steps.
Data from id.com.au 2016
With over 350,000 people currently living on the Sunshine Coast, You don't need to do business alone though! There are plenty of local business groups to help get you going, or to get your business to the next level!
Markeing covers a wide variety of sub-categories. The importance of a strong, well structured, marketing plan can help push your brand in the right direction.
Not everything in marketing revolves around direct monitary values though. Depending on your strategy, your business type or your intentions your plan will change and vary. For instance, Coca-Cola reportedly spent up-to $5 million USD (7m AUD) for a 30 second Super Bowl Commercial. Although they won't see a direct monitary return on that ad spend, they gained brand recognition, and brand trust.
You don't need to spend $5m on ads, but every dollar you spend on advertising may, or may not have a direct return, and that's okay. For smaller businesses, the focus is ROI with a small focus on building a brand. 94% of consumers say they're likely to be loyal. So you can understand the importance of building a loyal brand following.
Your marketing can consist of many types of channels, like digital and print media. Which are once again, split into various sub-categories.
I'll break down some examples of each, I've devided them up between branding, and advertising. Branding being where there is no presure, or action assigned, and advertising being where direct revenue is generated as a result of:
Top Digital Marketing Priorities - Data from 2017
As a local business you need to work out who your demographic is, focus on them and target your marketing towards your demographic. Here are my top 10 tips for starting your first marketing campaign.
Marketing Psychology has been around for a very long time, your purchasing decisions are less of your choice as it is of the marketer behind the product you're buying. Let me show you an example I use when I do a marketing consultation.
Write down your 5 favourite fast food takeout resturants. Now think about their logos for a second. You'll notice they all have something in common. They use the same 3 colour combinations. Red, Yellow, and White (click the example image). This isn't a coincidence, these colours have a psychological link to encourage hunger, thirst, and freshness.
Colours control a variety of emotions and psychological feelings unwilling and unbeknown to you which can be manipulated to subliminally dictate your purchasing behavour, but you can use it too by simply understanding, and knowing the power of colour!
The colour of your brand, the way it's represented and the meaning behind it all have emotions assosiated to them. From running a sale, to what your next newsletter is going to look like the colour of your marketing material can significantly impact your end results.
"Oh no! This is all a little overwelming!" - Marketing is a big category, your brand and your customers need to intertwine together. If it's all a little much there are plenty of Sunshine Coast based marketing companies who can help out.
Note: I am not affiliated, associated, or paid with/by anyone in the list above. It is up to you to do your own due diligence before considering a marketing agency.Step 3: SEO Fundamentals
By now, you're probably thinking. "Didn't he say this will take 5 minutes".
You're right! It's going to take slightly more than 5 minutes to get through this. But you can cut corners! We're only covering the basics here. At the bottom of the page we go over a step-by-step business marketing plan and todo lists that misses nothing. If you're short of time, you can jump to that!
It's the start of Q2 of 2019. We still have 8 months to make a difference in your online presence. Although it's towards the backend of April, we can prepare ourselves for big things in May. Keep reading, it's the least you can do for your business.
SEO or otherwise known as "Search Engine Marketing" has certainly had it's ups and downs over the years. You probably know a thing or two about SEO that someone told you a while back...
Forget everything you know, or have been told about SEO. The chances it's old information is extremely high.
Google, Bing & Yahoo are a businesses best friend, yet worst nightmare. They hold the power to make, or break your business. It's not about "optimising content" anymore. Truth be told SEO managers are not on top anymore. Search Engines are now run by machine learning algorithms. The art of SEO is not dead though, we still understand the basic logic behind search engines and the purpose they serve.
You have a question, the search engine wants to provide you the best, most relative, and reliable answer as quickly and accurately as possible. It's simple right?
Kind of. If you dissect that into 200 possible ranking factors, accurately guessing those alone is a breakthrough, then formulate the perfect website which conforms to machine learning technologies that are out of your control. Then sure it's simple.
Answer: Create a page outlining pool fence options, why you need one, how they work, various options & maintenance. Also include booking information.
Answer: Use words in your content such as Emergency, quick and fast whilst letting them know how quick you can be there, what you're going to do, and how to contact you.
Answer: Where to find your cafe, they type of coffee, your menu & booking/reservation information, try including beautiful imagery to keep engagement.
There are plenty of free online tools that'll help you not only identify issues with your site, but help inform you of directions you should consider. It's easy for me to say "Move over, I'll do it for you". But that's not the purpose of this. You're about to learn!
Let's dive into those a little more into depth to give you a better understanding to why it's so important.
As page load time goes from one second to five seconds, the probability of bounce increases by 90%. How quickly your website loads, is one of the most important factors when it comes to SEO, and here is why:
Thankfully though, there are low hanging fruit when it comes to improving the performance of your website. Things anyone can do, or at least request of their developer.
Testing your site's speed has become a current trend between developers & designers of recent, and thankfully. It's all free. These tools not only aid in diagnosing issues, but some even go as deep as to how much revenue you're losing, and how to fix some of the issues.
Above the fold content is content that is seen upon your website loading. Whether you're on a mobile, tablet or desktop you want your most important, most compelling information clear and visible.
Whether your page is a home page, contact us page, about, enquiry form or even a blog post. You need to captivate the audience before they even start reading.
Common techniques for captivating your audience quickly and effectively include:
I'm sure you have heard this many times before. Your website needs to work on any, and every device possible.
85% of adults ages 18-49 use multiple devices at the same time. Chances are they're going to experience your website on more than one device. That's not it though! Not having a responsive website has negative remifications: 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive. Expect to see upto a 50% decrease in SEO traffic from Google if your site is not responsive.
Thankfully, getting your site responsive isn't hard. Although, it's technical. You may need assistance from your website developer.
Not sure if your website is responisive? Try some of these tools:
Google, Yahoo, and Bing. They all have the same thing in common. They want to answer your question as fast as it can.
It's your job to answer the question that your customers are asking. Not sure what they're looking for or where to start? That's called content research. We'll cover that.
Local search optimisation is important, it's making sure you're found, and can be found online, in the area where your customers are searching.
To help find keywords, what your audience might be searching for you can use these online tools:
Just type in your topic eg. Plumber, Electrician, Hairdresser... Choose Australia (if optional) and let the tool do the rest.
So you answered your customers question? Now what? We cannot just let them leave.
The point in which someone lands on your site, and finds what they needed to know. Should not be the last interaction with your business.
Having an objective whether capturing an email address, filling out an enquiry form or placing an order on your website. They're not your customers yet. Converting them, and leading to a conversion is important.
Setting up conversion forms, clear phone numbers and each checkout options are key to a high conversion rate. Ensure your content, and your website is structured to capitalise on each and every visitor.
If a visitor comes to your site, then leaves back to google. This is concidered a "bounce" this will negatively impact your search rankings and sends a clear message to search engines "I did not find my answer there". Don't let that be you!
You're the expert in your industry. Right?
We have all been in the situation where someone tried to tell you something they knew nothing about. It makes it hard to trust them doesn't it. The same thing applies in business.
Being social doesn't just mean Facebook, Instagram and Twitter. There are plenty of social media sites, as well as industry specific sites which you should definately be tapping into.
Forums, Industry blogs and PR are all included within the "social" category. Getting your name out there socially.
Using just 10 minutes every day to be social will improve brand awareness, professionalism as well as improving your own knowledge! Here is a list of a couple of the sites we recommend:
Although some of those do have categories in your niche, they're not niche specific. You can find those by doing Google. Try copying and pasting the following into google, and adjusting them to meet your needs.
These are called conditional searches within Google. Otherwise known as "Google Operators" They're use for doing advanced searches within the search engine to better your results.