The Project Management Triangle

The Project Management Triangle graphically highlights three competing constraints all projects face. Time, quality and cost.

Projects are performed and delivered under these rival forces. The conundrum: changing one affects the others. You can only benefit in two areas at the expense of the third.

The Project Management Triangle

So how does this effect you and your business?

Choose 2: Time, Quality, Cost

When taking on any project you are presented with three options. You can either have:

  1. Faster Turnaround -> Higher Quality Solution -> More Expense
  2. Faster Turnaround -> Less Expense -> Lower Quality Solution
  3. Higher Quality Solution -> Less Expense -> Slower Turnaround

I’m sure you can agree that you and your business face this conundrum daily. With every project there is a trade-off in either execution, turnaround time or expense. You can only ever have two of the three.

To put this into context, let’s take a look at content generation. This is because all facets of projects focus on content generation in one way or another. Specifically, I’m going to look at article writing.

An Example: Content Creation

For one person to create a good 1000-word article it might take a whole day (~8 hours). That’s accounting for research, creating visuals, editing and succinctly getting everything together.

What if you had two people doing this, splitting the workload evenly? One person handling the content writing whilst the other was complementing the written work with further research and visuals.

If two people of equal pay, skill and experience wrote the article it would be completed in three quarters of the time. It would NOT take half the time, even though twice as many people are working on the project.

Coordination Takes Time

Team members communicating together adds time. Efforts must be coordinated. Decisions have to be made on the appropriate approach required – who does what and how.

Resources needed for team management increase with the team’s size.

Social Loafers

People also tend to exert less effort to achieve a goal when they work in a group than when they work alone. Generally, members become less productive as their team size increases.

This phenomenon is known as ‘social loafing’.  Different to the coordination problems outlined above, social loafing stems from individuals feeling their effort matters less in a group.

Time is Money

Time is money because your workers are getting paid on an hourly rate. What might have taken one person 8 hours, takes two people 12 hours combined (6 hours each). You will have more expense.

In this example you have faster turnaround to get the same higher quality solution. The job will be delivered 25% faster overall – in 6 hours instead of 8. BUT, the article will take 4 more paid hours from your two employees combined (50% increase in overall cost).

Fast + Cheap = Lesser Quality

What if you wanted your article fast and cheap? Content producer(s) will be rushed. The output of their effort: a poorly written and researched, unpolished article.

Wrapping Up the Project Management Triangle

Time, quality and cost are three competing constraints all projects face. You can only ever benefit in two, at the expense of the third.

Individuals are limited in their output (hours they can work). But, teams present problems too. Good project management plans accordingly to best meet task constraints. This shapes the scope of your project.

Recognise what you are trying to achieve and need the most. Equally, recognise limitations that effect you achieving your subsequent goal. Greed, in the end, fails even the greedy.

So what will it be? Time, cost, quality – choose two.

And hey, two out of three ain’t bad.

Why is Branding So Important?

Learn What All the Fuss is About

I’m sure you can agree, that branding is an important part of your business.

But just how important is it? How much time and thought should you be devoting to your business’ branding?

In this post I’m going to show you exactly how important branding is for your business. I’ve included links to relevant research and statistics to back up my argument.

First-Up, What is Branding?

Branding is your business’ unique personality. It’s how people both experience and perceive you and your business. This goes way beyond your logo, imagery and tagline.

Everything your business does and says shapes your brand. Have you ever thought about the way you answer the phone? The way your customers experience your staff? This all feeds into your branding.

When you open your mind to this broader definition of branding, its importance becomes clear.

Let’s take a look at what good brands do, and why they do it.

Good Brands Connect with Consumers

Published in the Harvard Business Review, research shows that 64% of consumers cite shared values as the primary reason for having a brand relationship. This was by far the largest driver in consumer motivation found. Comparatively, only 13% cited frequent interactions with the brand as a reason for having a relationship.

Good brands connect with people at an emotional level. People feel good when they buy the brand. Purchasing is an emotional experience. Having a strong brand helps people feel good at an emotional level when they engage with the company.

Great Brands are Truthful and Honest

Your brand tells people about you and your business. 45% of your brand image is attributed to what you say, how you say it, and if you deliver. Your brand is your promise, communication and delivery.

Say what you have to say, be simple and direct. Engage your target-market. If this means that you offend those that aren’t in your target-market, that’s fine because they aren’t your audience and they won’t be your buyers!

Consistent Branding Promotes Recognition

Slightly different to “branding”, brand awareness is the probability that consumers are familiar about the availability and accessibility of your company’s product and service.

There’s a strong positive association between brand awareness and purchase intentions. Consistent and recognisable branding makes people feel more at ease when purchasing your products or services. This is why people tend to do business with companies they are familiar with.

Brand recognition is increased by up to 80% through colour use. This is one way you can easily and significantly increase your brand awareness.

Strong Branding Helps Customers Know What to Expect

Great brands are consistent and place customers at ease. Customers know what to expect each time they experience a strong brand. Exemplifying this, 80% of consumers say “authenticity of content” is the most influential factor in their decision to become a follower of a brand.

Consistency in branding is essential. 60% of US millennials expect consistent experiences when dealing with brands online, in-store, or by phone. Is your branding consistent across all channels?

Brand Motivates and Directs Your Staff

It’s easy to wander across ideas when nothing is guiding you. Clear branding helps you and your staff stay focused on your mission and vision as an organisation. It tells you and your staff how to act, what you’re driving toward, and how to meet company goals.

The market changes and so do aspects of your business. Promotional material comes and goes. However, the definition of who you are and what you stand for should remain stable. This should guide you when an option presents.

A Strong Brand Generates Referrals

People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember, nor communicate.

Strong brands clearly articulate how they should be referred. Think about your tagline. Is it memorable, catchy, to the point? Do you clearly articulate to naive consumers who you are and what you do? Can people remember and communicate this easily with their friends?

Give your followers the resources needed to spread the word about you and your business. Package your brand succinctly to make it as powerful as it can be. Find the simplest way to express yourself and more people will understand you.

Wrapping Up

Customers make conscious consideration of brands when making purchasing decisions. Your brand is a large part of what distinguishes you from your competition. It’s your promise to consumers that tells them what to expect from you and your business.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people.

Good brands are earned. They are built up over time and supported with a well thought out strategic plan. If you’d like guidance with your own brand contact me for a free consultation. Identify and proclaim your story!

Share your brand in the comments below.

Microsoft Buys LinkedIn in 2016

Microsoft Buys LinkedIn for $26 Billion USD

With LinkedIn, Microsoft Will Know Us All Too Well

I’m sure you can agree that knowledge of your customer is one the most valuable commodities for your business.

Most likely this is the true reasoning behind Microsoft’s agreement to buy LinkedIn for $26 billion USD. (by the way, that’s 150% of what LinkedIn stock was worth)

LinkedIn’s Value is its Knowledge of You

LinkedIn’s web interface and revenue is certainly no FacebookIt’s a money-losing social network. It’s 2016 forecast earning looked bleak.

The true value of LinkedIn for Microsoft is that it allows Microsoft to improve its products (Office 365 and Dynamics) through increased customer knowledge.

John Battelle once explained that Google owns your “database of intentions”, because your search reveals what you are seeking. Similarly, Facebook owns your “database of affinity”, because it has your catalogue of likes. With LinkedIn, Microsoft will now know your work.

Microsoft Buys LinkedIn in 2016

The Race to Know You Better

The value of LinkedIn is that increasingly, a skilled workforce is on it. So too are their connections.

After the acquisition, if you are active on LinkedIn then Microsoft will know everything about you at work. It will know your colleagues, your work history, and your unique skill set.

With Office 365, Microsoft will know what you are creating in PowerPoint, Word, and Excel. If you use Outlook, it will know who you are emailing and what you are talking about with them.

With a little bit of A.I., it is well within Microsoft’s grasp to understand your complete working life. So what will Microsoft do with this knowledge?

Perhaps noble, they will do nothing with that knowledge. However, following industry trends Microsoft CEO Satya Nadella suggests that is not the case.

Microsoft CEO Satya Nadella’s Email to Employees on the Acquisition of LinkedIn

In her email to employees, Nadella, states:

This combination [LinkedIn and Microsoft] will make it possible for new experiences such as a LinkedIn newsfeed that serves up articles based on the project you are working on and Office suggesting an expert to connect with via LinkedIn to help with a task you’re trying to complete. As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. And in turn, new opportunities will be created for monetisation through individual and organisation subscriptions and targeted advertising.”

Nadella later goes on to talk of an appealing CRM system that could compete with Salesforce. However, as the above shows, she explicitly mentions making experts available inside Word. Hmmm. Does anyone remember the previous Microsoft Office assistant Clippy?

And of course, a social networking platform would not be complete without eerily targeted advertising based on what you are working on in your own time and ‘privacy’.

Will Your Privacy Be Effected?

Probably.

With what Nadella proposes above, things look interesting to say the least.

Perhaps Microsoft will slowly roll out change. Privacy policies are increasingly fluid to change, as Facebook and Snapchat have clearly shown. Do you read the T&C’s every time you update your Facebook app?

Nothing is ‘Free

Remember, instead of handing over money we pay for services such as LinkedIn via our privacy. Inherently, this is linked to targeted ads. This trend will only increase.

There is a process to grieving the loss of your privacy. First there is denial. Then you get angry about it. Then you try to make a deal about it. Then you get sad. Finally, you just accept it because it is what it is.

Of course, there is always an option. You do not have to use a service if you do not want to.

maintain-and-optimise-digital-marketing-campaigns-in-sydney

A Quick & Easy Way to Boost Conversions on Your Website

I’m sure you can agree, that it’s hard to convert website visitors into customers.

Or, is it?

Well, it turns out that you can significantly boost your sales and conversions by simply adding one feature to your website.

In this post I’m going to show you exactly what this feature is and how you can easily include it into your site.

Secured Sockets Layer (SSL) Certificates

Nowadays, savvy online consumers look for security when they browse. Increasingly, they search for an official identifier showing that the website is secured via a Secure Sockets Layer (SSL).

If you are looking to incorporate e-commerce or asking for people to hand over sensitive information on your website, you need to secure your website via an appropriate SSL.

But what about the rest of us?

Everyone stands to benefit from an Extended Validation SSL

Anyone can benefit from an Extended Validation (EV) SSL.

An EV SSL both authenticates you and your website. It proves you are who you say you are and secures the connection between your website and a visitor. It also ensures that the connection between a browser and your site is secured (encrypted).

For e-commerce website SSL certificates provides assurance of ~$500,000+. This is in addition to the credit card fraud insurance which the banks provide to their users at no additional cost to you. Like other forms of insurance this is something that most people never use, nor want to use, but it’s good to have.

For the rest of us, the primary purpose is that browsers know they are on an authentic and secure website.

What Form of Security do I Really Need for My Website?

SSLs have varying levels of validation/protection, and thus price. Generally, the more you pay the more you get.

If you are serious about getting people to hand over their credit card details over your website, then you should get an Extended Validation (EV) SSL (if your budget allows it).

Whist this is about security, it’s also about vanity. This is about how consumers view you and your site. An EV SSL will give your website the green bar in the top-left hand corner of the url bar.

Extended Validation Secured Socket Layer Certificate | EV SSL

Is the green bar necessary?

Short answer, no.

But… (and this is a big but)

Websites that use an EV SSL are the ones that you see with the green bar in the url (see image above). A good article explaining the pros-and cons of implementing these can be found here.

I’m mainly in favour of EV SSLs because it builds the trust that a lot of consumers are looking for when making an online purchase.

Typically, businesses that use EV SSLs see higher conversions and ultimately more sales. The same is true for lead generation websites.

An EV SSL Builds trust

The greatest benefit from an EV SSL can be seen when running campaigns to new customers that don’t know you all that well. An example here would be targeting new prospects through Facebook paid advertising campaign.

Most hosting providers will host any EV SSL. After looking around the most affordable EV SSL I could find was $270 year (22.50/month) here. (There was cheaper ones, but they had horrible reviews).

However, I recommend Panthur. They offer EV SSLs for $25 per month. For the extra $2.50 a month you’re going to ensure reliability and good customer service.

But an EV SSL is too much…

If an EV is too much, there are alternatives.

In their bid to make the internet a safer place, Certbot and Lets Encrypt have teamed up to provide free automated Rapid SSLs. This is the lower end of the security spectrum. It won’t give you the green bar, but it will give you the https and encrypt your site.

Lets Encrypt Rapid SSLs are free, for life. However, unless you are technically savvy, it is rather difficult to implement. That is, unless your web host has an integrated app to install them.

Unfortunately, cPanel does not yet have an official Lets Encrypt app. When it comes to hosting interface, it’s number one being used by around 90% of web hosting companies.

Increasingly hosting companies are integrating Lets Encrypt into their hosting plans, but this is a case-by-case basis. cPanel says they will have Lets Encrypt integration within the next three months.

Rapid SSL Certificate

A Rapid SSL starts at around $30 per year. This is an entry level certificate and would give you all that you needed in terms of basic security for conducting light e-commerce.

Being much cheaper (and potentially free) is an obvious benefit. However, you don’t get the consumer confidence of the green bar. Instead, it will most likely appear like the below:

Rapid Secured Socket Layer Certificate | Rapid SSL

Mid-Range SSL Certificates

There are mid-range ones as well, such as True Business ID SSL certificates. These cost around $150. In my opinion they currently don’t offer enough to make it worthwhile because they don’t give you the green bar.

These will make your site’s url appear with a simple padlock, like the image above. Being no different aesthetically from Rapid SSLs, there’s little to gain with this option.

Future Proof Your Website

An EV SSL also prepare you and your business for the future.

Increasingly the internet is moving toward https over http. Acknowledging this, Google explicitly states that they reward secure websites with higher rankings.

Soon the minimum standard for a website will be a Rapid SSL.

Summing Up: to Upgrade to SSL or Not?

I must admit I’m a bit of a hypocrite here, as I don’t currently use an SSL myself. I couldn’t justify the cost of an EV SSL when setting up my website because I wasn’t asking customers for particularly sensitive information like credit card details.  And unfortunately, my hosting provider doesn’t have Lets Encrypt integration (it should by next month though!).

It’s something I’m definitely going to use moving forward.

Let me know what you think in the comments section below.

Internet Advertising Revenue and Spending Statistics 2016

A Look at Online Advertising Trends from 2005 – 2016

People like online advertising, a lot.

There’s long been a standing statement that, “people hate advertising.” I (and many others in this industry) don’t believe that this is true. In actuality, “people hate bad advertising.”

Nobody loves being annoyed and interrupted. Everybody loves to be entertained and informed. It’s when advertising follows the latter, that the campaign is successful.

Digital advertising brings with it many sets of bigger and scarier issues: tracking, fraud, re-targeting, and more. It’s perhaps because of this, that we now have ad blocking.

When it comes to key topics in the advertising space, 2016 has been the year of ad blocking. What happens when consumers use technology to block ads? How big is the ad blocking market? If the browsers and platforms build ad blocking into their operating systems, what chance do brands, agencies and publishers have to make money in a world, where interruptive advertising is the main revenue source?

Just how healthy is digital advertising?

If you’re wondering just how healthy the state of digital advertising is, the Interactive Advertising Bureau (IAB) released their 2015 Internet Advertising Revenue Report.  The numbers are impressive.

Annual Revenue 2005-2015 (USD$ billions).

Internet Advertising Revenue and Spending Statistics 2016

U.S. digital advertising revenue hit $60 billion USD ($82 billion AUD) last year. As expected, mobile was king. It grew 66%, from $13 billion USD ($18 billion AUD) in 2014 to $21 billion USD ($29 billion AUD) in 2015. So, as people and companies alike protest about the state of digital advertising, the industry just continues to soar.

Who’s getting what out of this $82+ billion?

When it comes to the $11 billion USD ($15 billion AUD) spent on mobile last year, the vast amount of the spend was on display-related mobile formats such as video. This is a massive swing away from tradition search-related spend, for example, Google AdWords.

Still, if you dig into the report a little deeper you’ll finds that with all of this money spent, mobile mostly gets its spend from other media, digital media and through experimental budgets. What does this mean? Mobile-first media is still not mainstream and being funded the same way that media agencies work with TV, print, etc…

Online Advertising Spending Stats for 2015

Video is King.

In what was a Google Search digital advertising world, the emerging ad format online is now video. Google still wins here because of YouTube. Video ads are the fastest growing (and most important) segment in digital advertising.

According to the IAB Report, non-mobile digital video advertising reached $4 billion USD ($5.5 billion AUD) last year (30% increase). To put that into perspective, social ads reached $11 billion USD ($15 billion AUD) last year (55% increase), while non-mobile search advertising reached $21 billion USD ($29 billion AUD) (8% increase).

There is no doubt that the landscape is dominated by Google and Facebook. For digital advertising dollars spent, it is the digital marketing world.

Who spends the most in digital advertising?

Retail advertisers spend the most, and they are responsible for 22% of dollars spent. After the retailers, auto and financial services come in. Each accounts for 13% of total advertising revenue. Overall, the IAB’s Internet ad revenue report revealed ad spending grew by 20%, up from 16% in 2014. An additional $10 billion USD ($14 billion AUD) in revenue.

The Takeaway:

Online Advertising is a $60 billion USD ($82 billion AUD) digital advertising industry, in the US alone, with no sign of slowing down!

What are you doing to compete in this growing market? How will you stand out from your competitors?

You can read the full IAB report here: IAB Internet Advertising Revenue Report Conducted by PricewaterhouseCoopers (PWC).

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Augmented and Virtual Reality - DMI Sydney Australia

Augmented and Virtual Reality Are No Gimmick

Augmented and Virtual Reality - DMI Sydney Australia

Augmented and Virtual Reality

Virtual reality is not just a fancy party-trick. It’s true immersion capability offers a platform unlike any other, and it’s here to stay. Increasingly simulations are rendered in four dimensions and we are invited to experience them using our senses of sight, touch and hearing (with smell and taste well on the way). For as little as $2-3, you too can see what all the fuss is about with a basic Google Cardboard variation sold on EBay.

The advent of affordable yet effective household augmented and virtual reality devices have sent companies and developers alike scrambling to seize their share of this growing marketplace. All want to get in on the action, a probable multi-billion-dollar industry.

Just last week, news was abuzz with Sony and Samsung patenting augmented reality contact lenses. Significant investments have been made too by the standard big players. Specifically, Google with Google Glasses and Google Cardboard, Facebook with Oculus Rift and 360 Video, and Microsoft with Hololens.

So what is all the fuss about anyway?

Fully Immersed Experiences


Virtual reality
  is immersion in a simulated environment whereas augmented reality overlays onto the real world.

Virtual & Augmented Reality for Business SydneyMost notably, virtual and augmented reality have had immediate impact in entertainment such as video and gaming. It’s not too hard to understand why, because it offers a whole new perspective. We can now feel as though we are actually within a world.

Developers have been quick to realise this groundbreaking technology is suitable beyond these fields.  Allure of being able to create immersive virtual worlds for the purpose of storytelling is extremely well suited to just about anything.  Content producers of all industry now have a new means to effectively communicate, engage and listen.

New Opportunity to Engage

Virtual and augmented reality technology lends itself perfectly to education. Students can be anywhere at any time and learn through interactive simulation. This is useful for teachers too.

Unlike a text book, video or lecture, teachers can track in real time if students are engaged and understand through motion senses integrated into virtual reality devices. For example, if a student stops nodding their head, or fails to look in the required direction, a subtle prompt can be sent to the teacher. They can then take the required action and provide the student with the resources that they need.

Similarly, brain injured patients have been able to benefit from virtual reality, used in their rehabilitation. Initial findings have been promising, with Immersive Virtual Reality Therapy found to significantly improve cognitive and motor skill function for brain related injuries (Pietrzak, Pullman, McGuire, 2014).

Simulated Practical Experience

Whilst virtual reality is not the real thing, it’s getting incredibly close. Simulations allow students valuable practice through increasingly real-life simulated practical experience. Effective simulated training programs have been around for years, for example training new pilots. Increasingly people are less bound by geographical and financial constraints.

Real-Life Implications for Business

So what does this mean for business? The next form of the store or mall is no longer physical, but virtual. One where virtual reality and augmented reality will replace the physical mall or store experience.

E-commerce and online shopping has constantly faced one challenge: the deep-rooted desire to try before we buy. Not just seeing but holding, wearing and trying out are all crucial steps in the purchase process. This barrier has long been reflected in online conversion rates (browsers who become buyers), which hover around 1%- 4%, compared to rates of 20%-40% in physical offline stores.

But that may all be about to change. A host of improvements in user experience are making it easier than ever for buyers to find and even try products online.

Try Before You Buy

One exciting application of virtual and augmented reality is to showcase large purchases, like furniture, that consumers often have trouble visualising in their home (even when shopping in an actual showroom). The tech platform Cimagine has pioneered an augmented reality tool that lets shoppers arrange furniture and appliances in their own living space. By integrating users’ own photos of their home with product images, the app provides buyers a concrete visualisation of possible purchases. Importantly, retailers can tap into this technology by incorporating a single line of Cimagine code into their websites. Check out the video by following the link above.

Marketing Using Virtual Reality

In a sign of things to come, one of the most talked about virtual reality experience at the resent SXSW Conference was a clever marketing campaign. McDonald’s gave users headsets and transported them inside a Happy Meal box. Armed with a virtual paintbrush, they decorated the box in wild colours, while surrounded by all the trappings of a Happy Meal. Check out what else they’re up to in the video below!

Others are getting in on the action too. At Tommy Hilfiger and Dior, shoppers can put on virtual reality headsets to watch 360-degree runway shows and even go behind-the-scenes with models. AT&T used Samsung’s virtual reality technology to offer an experience across 133 stores, to send shoppers on a virtual Carnival Cruise.

The Takeaway: Virtual Reality is Here to Stay

Make the most of it!

Effectiveness of virtual reality is likely to increase with further research and technology advancements. Like all established technological advancements things look set to get bigger and better too. With more people set to uptake augmented and virtual reality it will become part of our everyday life.

From a digital marketing perspective, ultimately, virtual reality solves a fundamental challenge: integrating feeling, both physical and emotional, into experience.

 

How important is social media for your business?

How Important Is Social Media For Your Business?

Where Are You Situated in the Conversation?

If you don’t like social media, then you’re going to like irrelevance even less.

Social media is where your friends, employers and customers are hanging out. According to the Guardian (2015) Social Networking is now the most participated online activity.

Sensis (2015) revealed the current state of play in Australia. In regards to social media use the following was found:

  • About 50% of all Australian’s, and 79% of those aged 18-29 years, access social media daily.
  • Facebook dominates the social media space in Australia, capturing 93% of all social media users.
  • On average people spend approximately 8.5 hours per week on Facebook. (That’s more than a full working day being spent on just Facebook by each Australian every week!)

The study also found that Australians were active on LinkedIn (28%), Instagram (26%) and Google+ (23%). Add to this the time people spend on popular blogging platforms such as Reddit, Stumble Upon, and social video platforms such as Snapchat and YouTube and you see how entrenched social media is with everyday life in Australia.

How Does Social Media Effect Your Bottom Line?

maintain-and-optimise-digital-marketing-campaigns-in-sydney

From a commercial perspective:

  • 32% of Australian follow brands and businesses.
  • 20% of these people access offers and promotions.
  • 48% of consumers who used social outlets to research products and services made a purchase decision based on their experience over social media.

What do these statistics show?

People want to engage with you and your business over social media. They will buy from you if what they like what they see.

Here lies the opportunity for you and your business. Amazingly, only 31% of Australian businesses actively operate a social media engagement strategy. With social media participation forecast to grow year-on-year, you should be looking to move into these markets.

Let’s take a look at what a social media engagement strategy can do for you and your business.

What Can a Social Media Engagement Strategy do for Your Business?

Humanise your brand

There’s a saying that gets thrown around in business circles: “people like doing business with other people, not with companies”Social media is the tool for you to increasingly humanise your brand online. This is through online social engagement

Social media is where your customers are hanging out online. It’s the social space where ideas and opinions are exchanged and relationships forged.  Why not use this to improve the way you do business through social learning?

Improve your offering through social learning

Grasp the social norms, rules and traditions of your target demographic first-hand through social engagement. This includes both social listening and social posting. Ultimately, through engaging in the online social space you’ll learn how to better engage your target audience.

Learn how your audience talks, what they share and how they share it. See what people are expressing about you and your competition. Understand both your fans AND detractors to better shape your business.

Keeping your ear to the ground will allow you to make more informed and strategic business decisions. Knowing what your audience is saying and how they are saying it will allow you to improve your business’ offering.  You may even find a demand for something your competitors are missing that you can provide!

A specific example of how you can optimise your brand and market offering

For example, you can monitor user comments to see what people think of your business directly. You can segment your content based on topic and see which types generate the greatest interest. Then you can produce more of that type of content. You can measure conversions based on different promotions posted on various social media channels and eventually find the most effective combination to generate greatest revenue.

What are People Saying About You When You’re Not in the Room?

listen in on social media

For better or for worse, tracking people on the internet is a thing. Social media is no exception. Have you ever researched who is talking about you or your brand online?

Take a look!

The simplest way to do this is by exploring your social platform using its navigational features. For example, you can

  • Search trending hash-tags in Facebook, Twitter or Instagram.
  • Check the profiles of salient influencers to your target demographic.
  • Browse the profiles of people that have liked your page or competitors’ pages.

Social mention analytical software

There’s a suite of analytical software packages that allow you to track mentions of your brand or keywords of your choosing too. You can chart popular phrases, be alerted to questions that you can answer and also be alerted to new ideas and trends so that you can improve your product-market fit.

If your interested, I highly recommend checking out the tools below. All are publicly available or have free-trials.

I suggest that you create both brand related AND product related alerts. Geo-code them with the localities you provide your services in to better consolidate your efforts into manageable size.

Reaching Out and Responding to Your Audience

Customer service on display

According to Forbes (2013), 71% of consumers who experience a quick and effective response from a business on social media are more likely to recommend that business to othersIf you pride yourself on your customer service, this is easy pickings for you. By answering customer queries and concerns you are both shaping and promoting your business and brand.

Your customer interaction on social media publicly demonstrates your service level. For example, if a customer complains about your product on Facebook you can immediately address the comment, apologise publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. Customer experience is enhanced and advertised.

Build your community, create your tribe

Your fans and followers opt in to hearing your unique voice (at least in regard to organic posts). It is not disruptive like paid advertisement. Rather you are like a friend interacting with them.

You should respect this relationship if you want your audience to stick around. Instead of telling people you are a rockstar, show them you are a rockstar! With the rise of ad blocking, this is a powerful tool in your marketing arsenal. 

Create brand advocates and ambassadors

Social Media can activate your audience to be your brand advocates. Social media has increased the speed content is published and consumed. You too can create viral word-of-mouth buzz and increase your exposure.

The content that you create and curate goes a long way to building your community of followers. But you can fast track this process by investing in paid advertisement and promotion. Similarly, you can reach out and network with salient influencers in your target demographic.

Don’t just collect a fans – activate them!

The most effective brands who use social media do far more than collect fans, connections and followers like baseball cards. They actively produce and ultimately drive purchasing decisions. Respecting the social environment, they build personable relationships and genuinely aim to enrich their audience’s lives.

An effective social strategy focusses on providing value to your audience. Examples of this can be assistance, curated content, or other news, tips and hacks. If you add value your community will grow to appreciate and trust you. Trust and authority are important elements of any purchase decision.

Boost Your Visitor Traffic Through Search Engine Optimisation (SEO)

Melbourne Sydney & Brisbane Based Digital Marketing Insights AustraliaWhy are so many people getting into blogging?

A solid social media strategy combines content marketing with search engine optimisation (SEO). The easiest way to do this is through your blog.

Syndicating your content across your social outlets with give you an initial increase in visitor traffic. But this will not last. Even the most viral content diminishes in generating traffic over time.

Publishing original high value content on your website increases you long term gains. If your content is search engine optimised for the right keywords and is set up correctly on other SEO principals then you’ll see sustained organic visitor traffic. Core reasons for this are:

  • Increased “freshness” (aka updated regularly).
  • People linkback to your content.
  • Increases high-quality inbound traffic. People coming to read your content via social posted links spend more time on your site than other referral traffic, on average.

How will blogging effect your bottom line?

Some interesting facts about blogs.

  • 34% of Fortune 500 companies now maintain active blogs, the largest since 2008. (Forbes, 2014)
  • Every month, an average of 329 million people read blogs.
  • 37% of marketers say blogs are the most valuable content type for marketing.
  • Companies that publish new blog posts 15+ times per month (3-4 posts per week) generate 5x more traffic than companies that don’t blog at all. (NewsCred, 2013)

With statistics like these it’s no wonder that 17% of marketers actively sought to increase their blogging efforts last year. (Forbes, 2014)

Don’t Put All Your Eggs in One Basket. There’s Some Potential Downsides of Social Media Marketing Too

You need to have a plan

Social media may not be suited to every business. Like with any form of marketing, if you are unprepared and launch your social media presence without proper planning, you could waste valuable time, effort and money.

For example, say you make your big launch and attract a following. Then, you suddenly stop engaging with the community without warning. You’ve just abandoned your friends! You’ve broken, or at very least damaged, the social relationships that you’ve spent your hard work and resources building.

Watch out for the rouge keyboard warriors

Unlike a blog, comments on most social platforms are published without your direct approval. Whilst you can influence what people say about you, ultimately what people say about you is their decision. This runs the risk of unwanted or inappropriate behaviour on your site, including bullying, trolling and harassment.

Regular monitoring of your profiles reduces this problem. Preparing a social media policy and emergency procedure beforehand helps mitigate your risk. Moreover, as I’ve discussed above, you can turn a “negative” into a “positive” by taking positive affirmative action to resolve issues which will both increase and advertise your customer service level.

Social Media is a Rented Platform

Unlike a website, your social media account is a rented platform. You do not own it and you must abide by the rules of platform administrators. If you’re particularly “naughty”, then your profile will be taken away form you.

Owners make rules, not tenants

LinkedIn and Facebook are an important part of my online marketing. But they aren’t integral. Social media platforms are too fickle for that. It’s an ever evolving landscape that can’t be predicted.

What thrives today might be gone tomorrow. Myspace once reigned supreme in the social media space. Now it’s all but gone. Twitter too now faces increased pressures to remain viable. (Because they only made $590 Million USD this quarter instead of Wall Street’s dream of $610 Million USD!).

I’m not saying that you should be ignoring social media. Far from it. I think its a great publication outlet and if used appropriately you can get a lot form it. Use of social media platforms should fall in-line with a larger marketing strategy. One that doesn’t rely heavily on uncontrollability and allows you to stay adaptive in an ever-changing landscape.

For example, Facebook consistently amends its algorithm. Recently they have reduced business’ organic reach in favour of paid advertising. People that had invested heavily in building a large followings went from having millions of people viewing their posts to thousands after Facebook changed the rules.

Building your email list should be a priority. Social media is a great resource for this as you can convert your followers to email subscribers. It might not be as hip or trendy as social media, but an email list is truly one of the strongest assets you have as a business owner because it’s yours.

Summing Up, How Important is Social Media for You and Your Business?

It’s definitely important, but don’t rely on it

Social media is a powerful tool in your marketing arsenal. It’s the online domain where the vast majority of today’s population interact daily. It’s where you can both shape and advertise yourself and brand.

Social media is clearly here to stay, but unlikely how we currently see it because it’s a fluid ever-evolving landscape. Platforms are becoming increasingly ephemeral and this is something that you should be taking into consideration by including social media into an adaptive broader marketing strategy.

Whilst you cannot absolutely control what people say about you, you can influence. So, how are you situating yourself and your business in the conversation?

If you would like help with your social media and broader digital marketing strategy, feel free to get in contact with me. Discover how I can unpack your digital marketing so you can get more leads and sales coming through to your business.  Leave a comment if you have any thoughts or questions!

 

Kieran Sukas | Digital Marketing Insights Sydney Australia

Kieran Sukas | Founder & Principal Consultant of DMI 

How Important Is Social Media For Your Business?
Kieran Sukas is the founder of Digital Marketing Insights in Sydney Australia. He unpacks digital marketing for you and your business.
Written by: Kieran Sukas
Date Published: 05/04/2016

Are You Ready to Unpack Your Digital Marketing?

DISCOVER HOW YOU CAN CLEAR THE SMOKE AND MIRRORS OF DIGITAL MARKETING

Digital Marketing Insights Blog

Two Influential Digital Marketing Experts You Should Be Following and Why

I Want to Direct Your Attention Toward Two Influential Digital Marketing Experts You Should be Following. Here’s Why.

First up, if you are looking for passive ‘how-to’ information, these aren’t for you.

The following are for those who are truly looking to harness their virtual landscape by actively looking past a clear-cut dichotomy of quantitative vs. qualitative.

If you haven’t already heard, I’d like to introduce you to Seth Godin and his daily blog as well as Mitch Joel and his weekly podcast. Below is why you should be following them.

Seth Godin, Digital Marketing Expert

Digital Marketing Experts That You Should Be Following, Seth Godin - DMI Sydney

A bit more behind the influencial digital marketing expert Seth Godin

Seth Godin is a big deal. He’s a very influential guy in the marketing space. Born July 10, 1960, he’s written 18 best-selling books that have been translated into more than 35 languages throughout the world. He is an author, entrepreneur, marketer and public speaker.

He’s perhaps most renowned for his work consolidated in his 1999 book Permission Marketing. Perhaps even more salient and relevant now, 15 years later, he is a well-established marketing icon.

After a Digital Marketing Expert in Melbourne or Sydney?
To indicate his sheer influence simply type “Seth” into Google and see what comes up. You’ll see 130,000,000 results. Of all the “Seths” out there, he comes up number one. Try seeing who comes up for any other common first name typed into Google!

Seth pioneered internet marketing from the very beginning. He was among the first to see and illustrate how the internet could be harnessed to directly connect brands and consumers in ways that traditional media never could.

Anticipated, personal and relevant. These are the three core principals he formalised. Ahead of his time, some business owners and brand managers still struggle with the concepts that he puts forth. Perhaps this is why we now see the rise in ad blockers to combat “Interruptive Marketing“?

Seth Godin’s Main Focus

Gaining degrees in Computer Science and Philosophy from Tufts University, followed by an MBA in Marketing from the Stanford Graduate School of Business, Seth’s a pretty well-rounded and switched on guy that looks at things from different angles.

His philosophy is “GO make something happen”. I suggest you GO follow his blog (details below).

How to Follow Seth Godin

I find the top way to follow Seth is via his blog. It offers thought provoking insights if you’re looking for a few minutes of light reading each day. You can sign up on his website to have this delivered straight to your inbox.

Reading his blog, it’s easy to see why big brands and companies pay top dollar to hear what he has to say. Eloquently prosed and expressed, Seth uses his blog to share and consolidate his thoughts with his followers.

Seth’s daily blog is muse for countless other influential bloggers, journalists and thought leaders. You might as well go to the source!

Mitch Joel, Digital Marketing Expert

After a Digital Marketing Professional or Expert in Sydney?

A bit more behind the influencial digital marketing expert Mitch Joel

If you haven’t heard of Canadian born Mitch Joel (b. May 1971) yet, then I highly recommend checking him out. When Google wants somebody to clarify the latest developments in marketing to the top brands in the world, they hire Mitch Joel to keynote present at the Googleplex in Mountain View, California.

Marketing Magazine styled him as the “Rock Star of Digital Marketing” and called him, “one of North America’s leading digital visionaries.” In 2006 he was named one of the most influential authorities on blog marketing throughout the world.

Nowadays, he focuses his efforts toward presiding over Mirum, an international digital focused marketing agency operating in almost 20 countries, with over 2000 employees.Hire A digital Marketing Professional in Brisbane?

Mitch is an avid publisher of contemporary technological insights with real-world application. He’s an author, blogger, podcaster, and passionate keynote speaker. Because of this, he’s been named one of the top 100 online marketers in the world.

Mitch is perhaps most well-known for his work on the concept of Six Pixels of Separation. This is both a best-selling book and ongoing podcast (below). His take on the online landscape is that nobody is more than a click away – friends, friends of friend, people that you have never met. We are all directly connected via the internet whether we like it or not.

Mitch Joel’s Main Focus

Probably stemming from his degree in Philosophy, Mitch takes a more theological focus. Yet he’s also comfortable discussing big data and analytics. Mitch looks at the nuances of digital as both science AND art. Taking this holistic picture is why I continue to tune in and listen to his podcast.

How to to Follow Mitch Joel

Mitch chairs the Six Pixels of Separation Podcast. He’ll bring you the latest in digital marketing, media hacking and provocations from his always on and always connected world.

What I find great about this podcast is that Mitch brings on a different guest each week. Often these guests are industry leaders in their own right and well worth following as well.

The format of the podcast is an intimate one-on-one discussion between Mitch and his guest. Topics are debated, disagreements are aired and contemporary issues discussed.

To classify this podcast into “marketing” offers little justice. Global economies, sociology, and business management are discussed in depth by respective thought leaders.

If you’re looking for thought provocation, this podcast offers a truly enlightening experience week-on-week.

Summing Up Why You Should be Following these Digital Marketing Experts

I highly encourage you to follow Seth Godin’s daily blog and Mitch Joel’s podcast.

Week-on-week they provide me with something to think about.

I hope that in following these two influential digital marketing experts you can better negate your virtual landscape.  But I’ll let you check them out for yourself.

If you know of any other influential digital marketing experts to be following, mention them in the comments below!

Kieran Sukas | Digital Marketing Insights Sydney Australia

Kieran Sukas | Founder & Principal Consultant of DMI 

Two Digital Marketing Experts You Should Be Following and Why
This post was written by Kieran Sukas, Founder and Principal Consultant at Digital Marketing Insights. Ask him a question in the comments!
Written by: Kieran Sukas
Date Published: 04/21/2016
Do YOu Really Need A Website for your Business in Australia

Do I Really Need A Website for My Business?

Kieran Sukas | Digital Marketing Insights Sydney Australia

Kieran Sukas | Founder & Principal Consultant of DMI 

Do I Really Need A Website?
Do you really need a website for your business? Discussed are the pros & cons of owning your own company website. Benefits, advantages, drawbacks, disadvantages and more.
Written by: Kieran Sukas
Date Published: 04/12/2016

“Do I really need a website for my business?”

If you don’t like promoting yourself and your products on the internet, you are going to like irrelevance even less. Currently there’s over 7 billion people that use the internet worldwide. Specifically in Australia, over 95% of our population. How are you tapping into this market?

Nowadays, there’s plenty of places where you can advertise your business online. You can promote yourself through social media platforms, such as Facebook, LinkedIn and Instagram. There’s also many industry specific display options including online directories, portfolios and freelancing websites.

When used appropriately these are fantastic! But are they really enough to beat your competition? If you are looking to take yourself and your business seriously then you need a dedicated website. Let’s take a closer look at why.

Table of Contents

What Can a Website Do for You and Your Business?

Do I Really Need A Website for My Business in Sydney, Melbourne or Brisbane, Australia?

Businesses with dedicated websites enjoy greater revenue year-on-year than those without.

Businesses with a dedicated website enjoy greater revenue year-on-year than those without.

Let’s have a look why.

Your website builds your credibility and trust.

The internet has changed how people find and share information. Increasingly, it is the domain where people go to learn more about you and your business.  validate word-of-mouth referrals.

Over 81% percent of all shoppers conduct online research before they make a purchase online OR offline. Off these, 60% begin by using a search engine to find more about the products they want (Roy Morgan, 2015).

Here’s some more food for thought:

61% of Australians purchase goods or services over the internet.

Australian Bureau of Statistics, 2016.

Almost 1 in 3 consumers did product research online within the last four weeks.

– Roy Morgan, 2015.

So what does this mean for you?

Increasingly people are taking to the internet to conduct independent research before buying. They are checking prices, reviews and exploring their options.

Where are most people conducting their research? Google.

People across Brisbane, Sydney and Australia wide are using Google to research you and your productsGoogle is still the top contender for product research. ComScore reveals the heavyweight still holds around 2 thirds of total search queries made online, worldwide.

With the right keywords, consumers can find exactly what they’re looking for in record time and make more informed purchases. With Google’s strict ranking procedures, people are confident that top non-paid results provide the information that they are seeking. Illuminating this, you can see from the graph below that over 60% of searchers click on the at least one of the top three results. Over 90% of people do not look past the first page of results.

So what is the most effective way to increase your business’ presence on Google and influence what people are seeing when they research your business? A dedicated website.

Your own dedicated website will appear higher on search engines than directory listings, Facebook pages and other profile sites.

When you use Google Search to find out more information about a product, how many Facebook pages, LinkedIn profiles or directory listings come up? I’d say none, unless what you are searching for is very unique.

For example, let’s say ‘Readwell Bookstore’ was looking to increase their presence on search engines. A quick search reveals no mentions of ‘Readwell Bookstore’ and not many results. Achieving top position for the keywords “Redwell Bookstore” will be easy because the keywords are fairly unique.

When I search for “Bookstore Sydney” there are over 9 million additional results. This shows there is far greater competition for the keywords. More people search for the broader term “Bookstore Sydney” than the specific term “Redwell Bookstore”.

Appearing for your name can be achieved through with less effort and resources. If you want to show up for broader search terms that have higher commercial value you need to allocate more effort and resources. Your own website allows you to do this because you can optimise for search engines more than affiliate webpage profiles and listings such as directories and social media profiles.

Your website allows you to stay open 24/7, at all locations, without the need for you to be on hand.

pros-and-cons-of-a-company-website-in-sydney-australia

Your website allows you to stay open 24/7, without the need for you to be on hand. Moreover, you can service a greater area than your shop front or physical service range allows.

If you are a retailer, you should be using e-commerce to sell your products around the clock to the broadest feasible area (keep in mind logistics such as shipping). The same applies if you are interested in getting more leads or quote requests.

Even if you are not a business that lends itself to online sales, there is no need to be turning customers away when it’s time to close office or public holidays. Say goodbye to an irritating message on your answering service specifying a call back during trading hours.

Not everybody will be able to reach you during your work hours. Not everyone will be willing to travel to where you conduct business. Are you unknowingly turning these possible purchasers away? A website will reduce the barriers of time and locality of your business.

Save time on answering frequently asked questions

There is no need to be tied to the phone answering the same questions. Let your customers find the information they are searching for on your website. This is more efficient and will automate repetitive components of your day-to-day operations, saving time for both you and your customers.

Direct people to informative content such as answers to common questions, insightful information about you, or even products or services that can be purchased online. Moreover, you can then better showcase your business and products through tailored visuals and logical progressions.

Express what you need to say in the way that is most effective for you and your customers.

Social media profiles and directory listings are required to be short and succinct. Often you are restricted on what you can say, and how you can express it. A website breaks these shackles and enables you to express what you need to say in the way that is most effective for you,your business and your consumers.

Use landing and product pages with embedded videos, images and interactive apps to tell a more engaging story that chronologically leads your customer through to giving you a call or purchasing from you.

pros-and-cons-benifits-and-drawbacks-of-a-website

If you run a business, you can secure more sales using your website.

Anything that can be bought or sold can be sold online. Really, ANYTHING! Obviously there are products and services that will outperform others in this area. But don’t be shy about advertising your products or services online.

Whilst some products or services you deliver might require a quote, the process for forming further customer action CAN start over the internet. This might be as simple as providing the information needed to persuade someone to pick up the phone and call you.

Your website and physical office or shop-front should complement each other. Perhaps your customer is not ready to buy from you when they first come into your office or shop. Your website can convince a potentials customer that it is worth their time to come and see you in person, or call you to discuss.

If you are a retailer you should integrate e-commerce shopping capability into your website. There are affordable options such as Magento. For as little as $6.50 per month you can sell up to $500,000 worth of products on your own website with no transaction fees!

An affordable way to test and evolve your business.

Test using your website in Sydney, Brisbane, Melbourne, Australia Wide.

If you want to add scale to your business, then testing is essential. It allows you to invest in what works for you and not waste money and effort on things that don’t. It highlights areas that need attention, both good and bad.

Unlike print media, a website is easy to change and can be updated frequently at minimal cost. This means that you can comfortably test out your new sales pitch or product using your website. Ultimately, you can find out what people value, like and dislike. This will allow you to better develop your brand, products and sales funnel to increase your sales. 

Optimizley is great for getting you started and best of all it will not cost you a cent. There’s also a few WordPress plugins that you might want to check out here.

Analytical packages installed on your website give you more information about your customers AND you.

Pros and Cons of Company & Business Websites - Sydney, Melbourne, Brisbane, Australia

Having a good idea of who your customers are and their specific needs are important aspects of marketing for a business. Having a website, combined with freely available tools such as Google Analytics can really help you determine your audience demographics. This includes the age, gender, location and even core interests of those that are looking at your website.

Delving further into Google Analytics, you can learn how people are finding your website. Are they being referred by social media, email, promotions or word of mouth? Customer journeys are also put in the spotlight.

With heat map tools such as Crazy Egg you can see even more.  You can see what content your audience spends most of their time engaged with, what they click on and where they are focusing their attention. How much of your sales pitch are people actual reading? Are people losing interest at a certain point?

A website serves as a great place to refer potential investors.

Its not only customers that are interested in you. Investors want to see what you are up to too.

Often overlooked, a website serves as a great place to refer potential investors. Show investors what your company is about, what it has achieved, and what it can achieve in future.

Your website can expand as your business grows.

Wrapping up… Who needs a website?

A website (or websiteS!) is a powerful tool in your marketing arsenal. By having a website, you are giving yourself an instant advantage against those that don’t. The right site will foster interest in you and your brand, ultimately driving further profitable action.

Just about anything can be sold over the internet. I’m not saying you should put all your efforts into selling your products or services over the internet. Though, if your product lends itself to easy online sales then you should certainly be considering allocating significant resources to your site.

Even if you get most of your business through networking, personal connections or word of mouth, people still want a way to check you out for themselves. Your website should be the first place prospective clients or employers are directed.

Your website gives you the opportunity to directly communicate with people that are interested in you and your product. It’s your fully customisable platform where you can tell people what you are about and why they should trust you over your competitors. You can also see how effective your messaging is and discover how you can be even more effective.

A website is you on display. Use it to show your previous work history, success stories and case studies. Even if people cannot directly purchase what you are selling on your site, it influences a person’s decision to pick up the phone and give you a call or come visit your physical place of business.

Do you need a company website for your business in Australia?

Amazingly there are still a lot of businesses that do not have websites. Some business owners believe that a website is too expensive. A website can be built for very little money.

You don’t need a giant ten-thousand-page website for your business. A simple site that tells people about your company, products, services and contact details will be enough for most. Remember, websites are flexible. They grow and can be extended as you and your business mature.

Depending on how you set up your website, there are minimal upkeep costs for the life of your website too.

Feel free to get in contact with me to discuss how I can unpack your digital marketing further. Leave a comment below if you have any questions!

Do you need a website?

Search engine & social media integrated websites are available

About Me and Why I Started Digital Marketing Insights

Who Am I and What Do I Do?

Kieran Sukas | Digital Marketing Insights Sydney AustraliaKieran Sukas | Founder & Principal Consultant of DMI

About Me, Kieran Sukas, & Why I Started Digital Marketing Insights
Hi, I'm Kieran Sukas, the founder of Digital Marketing Insights in Sydney Australia. I unpack digital marketing for you and your business.
Written by: Kieran Sukas
Date Published: 03/10/2016

My Story:

Before I tell you what sparked my desire to establish Digital Marketing Insights, I want to tell you about why I got into digital marketing.

I am passionate about all things digital, a bit of a nerd some might say. I also find marketing and advertising extremely rewarding because I believe that if you truly want to make money your product is only half the formula to your success. You also need to communicate your product well.

Marketing is about connecting businesses and products with the people that need them, or are searching for them. You might have the finest product in the world, but if it is not successfully marketed then people will not purchase it. This is why I perused a career in internet marketing.

After finishing university, I worked in a couple of advertising agencies and began to learn about the intricacies of digital marketing. Driven to increase my knowledge I taught myself the nuances of internet marketing. I applied new techniques learnt, and achieved results.

Harnessing my passion, I quickly rose through the ranks. By 22 years of age I was managing a small digital marketing agency in the Sydney CBD. I was fortunate enough to have the opportunity to work with a publicly listed company, as well as several medium sized retailers and professional service providers. This was great experience, however, I fast grew frustrated with the mysticism that clouded digital marketing. I parted ways because I knew there were better ways to operate.

Following this, I picked up a few private consulting gigs. Soon I realised that a lot of business owners simply wanted greater clarity in internet marketing.

Digital Marketing Consulting

Digital Marketing Consultancy | Consultant & Consultants Sydney, Melbourne, Brisbane

Technology can be unnecessarily complex, and internet marketing definitely falls into this basket. The specifics of what digital marketing professionals do can sometimes be unclear. For some digital marketing professionals this is the intention.

Digital marketing agencies and consultants tend to guard their industry knowledge at great cost because that is how they make money!

Obviously, digital marketing professionals want to make money. But I believe that guarding industry knowledge is not the right approach for operating a digital marketing agency or consultancy. There are little long term gains with this approach.

Everyone benefits when the agency-client relationship is more transparent.

A new approach to the agency-client relationship

I think advertising and marketing professionals genuinely want the very best results for their clients. When your marketing campaign is successful the client is happy and more likely stay on.

This is where it gets more complicated..

The glory days of “Mad Men” for advertisers and marketers are long gone. A decade ago, the average client-agency relationship lasted seven years. Today, it is around three and a half. Increasingly, marketing managers and business owners will ‘agency shop’, searching for the most value out of their marketing investment.

It is common to see clients push for greater results. Marketing professionals oblige because if they do not then the client will go elsewhere. There is no shortage of advertisers out there, and there is always someone that is willing to do “the same work” for less. But you can only push so far until cracks start to appear.

Only 40% of agencies believe they are fairly compensated, even though 72% of clients think their payments are appropriate.

– Association of National Advertisers, 2015.

I am not here to cry poor for marketing professionals throughout Australia. But I do want to illuminate to you how this creates a squeeze. Clients desire spectacular results whilst also wanting to decrease their marketing investment.

Surely, you feel this in your industry too? Everyone wants to get the most from their investment. But eventually corners are cut.

Advertising costs are substantially reduced through innovative technology such as atomisation. Personally, I think this is great because it allows people to focus on more important things rather than focusing on repetitive and mind numbing tasks that are necessary. However, even this innovation has limits.

The lust for increasing profit can lead people to make decisions that will ultimately ruin their business. But with greater transparency this can be avoided.

What do I want to achieve?

I want to empower you and give you the tools and insight to better market yourself and your business. I will do this by sharing my industry knowledge through Digital Marketing Insights.

I am sure that you have probably heard someone who works in digital marketing say “you only ever hear things when it’s too late”. This is simply not true! There is plenty of information freely available on the internet. You simply have to have the time to sift through the content and know where to look and what to look for.

From stay-at-home bloggers and budding start-ups to big industry names, brands and executives. These people are constantly publishing good quality informative content. Increasingly this content is being supported with solid research!

In the coming weeks and months, I hope to publish an array of good quality tips, hints and informative content on how to better promote yourself and your business online. These will be publicly available, and won’t cost a cent.

“But how do I make money?”.

If you were going to teach someone maths, you probably would not make out that you were the first to master arithmetic. But perhaps, based on your years of learning, practice and teaching different methods, you have gained a good idea of what works in given situations.

I am not the first to preach industry best-practice of how to promote yourself or your business on the internet. But I do have a great idea of what can work for you.

I can be your 1:1 digital marketing consultant. I can guide you through the digital marketing jargon and clear the smoke and mirrors from the room. I can draw out your Roadmap to Digital Success and provide ongoing management allowing you to capitalise on increased leads and sales.

I can give you more time to focus on running your business so that you outperform your competitors. I can save you hours of sifting through internet articles to find what you are searching for using my knowledge of where to look and what to look for. I can teach you what you want to know.

Where to from here?

This has not been an easy task in setting up this venture, yet it has been rewarding. Like with any new business there are hurdles that I have had to overcome and I have learnt a lot along the way. Owning your own small business means that you are the director, accountant, sales and worker-bee. This is something that I certainly have a new appreciation for.

Over the coming weeks and months, my number one goal is to share what I have learned with you so that you can have even better results than I do. I love working in digital marketing and I love helping good businesses better promote their product online.  My hope is that I can get more eyeballs to your website or social media outlets so that you can enrich even more lives through your product.

Best of luck with your business and your career! Feel free to get in contact with me to discuss how I can help you. Discover how I can unpack your digital marketing so you can get more leads and sales coming through to your business.  Leave a comment if you have any questions!

Are You Ready to Unpack Your Digital Marketing?

Discover how you can clear the smoke and mirrors of digital marketing