Ask the Experts – Sales and Marketing Leaders Top Tips for Businesses
Following the terrific Sales & Marketing Industry Leaders Lunch in early February, our guest speakers have provided some answers to key questions asked by our audience in the panel’s Q&A Session. We hope these takeaways assist your business growth this year.
We also encourage you to check out their offers and services below – and reach out to connect with them for assistance.
Our Panel included:
Kerim El Gabaili – OnePoint
OnePoint brings all your marketing needs together cohesively and economically. They offer a strategic approach based on your commercial goals and objectives. Their managed solutions and marketing services for small to medium sized Australian companies provide a bespoke solution tailored to your needs.
Website – https://1pt.com.au
Offer: OnePoint is offering you the opportunity to assess your current marketing environment via a free report if you complete the questionnaire – https://1pt.com.au/marketing-score/
Leanne Shelton – Write Time Marketing
Write Time Marketing has a team of mid-senior level Australian SEO copywriters who are highly skilled at writing content in the online space. They also offer content marketing training, including webinars and in-house workshops, as well as The Blogging Bootcamp – their brand new course and membership.
Website – https://www.writetimemarketing.com.au
Offer: Write Time Marketing has a special offer for SHBC members who join The Blogging Bootcamp. It’s THE course and membership for small business owners who wish to build the confidence to start business blogging, learn how to repurpose the content, and be kept accountable in a fun and engaging way. Sign up yourself – or send your marketing team or admin assistant. Only $97 per person per month.
When you join the 9 module online course (done at your own pace) and 12 month accountability membership – you’ll receive a BONUS 30 minutes for Leanne’s one-on-one Blog Strategy Session.
Register via www.thebloggingbootcamp.com.au and email Leanne with #SHBCOffer in the subject line.
Katherine Hawes – Digital Age Lawyers
Technology brings its own challenges: keeping up with the market and researching what technology to apply in your business, engaging the team and managing the risk and legal impacts alongside ensuring your staff understand their Social Media obligations, are just a few.
One of the services which Katherine suggested all businesses should consider doing is an Intellectual Property Audit. An intellectual property (IP) audit (also referred to as IP due diligence) is a review of the IP owned, used or acquired by an organisation. It aims to find out what IP is within an organisation, who owns it, the value of that IP, its legal status, and what to do with it.
Contact Katherine to book a call to find out more about this process for yourself and your customers.
https://www.digitalagelawyers.com/digitalbusiness/
Key questions asked by our audience in the panel Q&A Sessions
1. Should a business DIY their social media? Why?
Leanne – Yes, because in the words of Dr Seuss, “there’s no one youer than you.”
But this doesn’t mean you need to always create social media posts from scratch. You probably have a ton of existing content, like programs, courses, brochures, and blogs that you can extract gold pieces of advice from. And these can be repurposed into social media posts. This is something your intern or virtual assistant (VA) could help you with.
Having said that, the social media posts that always have more traction are the ad hoc behind-the-scenes posts that show the true humans behind the brand! Like sharing networking events you’ve been to (and tagging those you met with), highlighting your processes, and sharing your mishaps. It all makes you more relatable to your audience. It all helps build that know-like-trust factor.
Kerim – It’s the 80/20 rule: Yes in most cases, with the exception of Ad Campaigns.
Social media strategies are complex. 80% of tasks can be done in-house by those who have a good understanding of the brand, target audience, content creation, and social media platforms. The remaining 20% should be handled by digital marketing professionals if you want to maximise your efforts and reach your goals.
“Sometimes we forget that all those little profile avatars whizzing through our social media news feeds are actually humans. We forget that social media is meant to be just that — social. The reason why monitoring is so important is because it puts the social back in social media. Brands and individuals who publish without listening are just screaming through a megaphone with no consideration for others. You have to be sensitive to what people actually want from you or your brand, or else you might head in a direction your target audience actually doesn’t enjoy or can’t relate to.” https://1pt.com.au/how-monitor-social-media-10-minutes-day/
There are some important risks you need to consider when DIYing your social media. “Many believe that the virtual nature of online and mobile phone communication deems what we say as unimportant and legally irrelevant; this is simply untrue.
The law takes a clear stance on anti-social communication through what the legislation calls carriage services. Carriage services are defined in the Telecommunications Act 1997 as services that carry communication by means of guided and/or unguided electromagnetic energy. Such services include phone calls and texts, social media messaging such as Facebook and Instagram, emails, and even work and video game communication platforms such as Microsoft Teams and Discord. (https://www.digitalagelawyers.com/watching-what-you-say-online/ )
2. Is video content more effective than text based? Is the expense worth it?
Kerim – Yes, it is, as they say a picture is worth a 1000 words. The emotional part of the brain, which is the largest part of the brain, is visual. We make emotional decisions and justify them by rational.
Video is better than text content in terms of ROI, engagement, and reach. Video content is more expensive to produce, but the return on investment can be significant. It’s worth doing if you are looking for long-term success. YouTube is the fastest growing platform and most brands are already investing in video content. Instagram video is also growing quickly and can be used to show your product or services in action.
Leanne – As Kerim mentioned, video works very well with algorithms. And many people prefer it. But not everyone.
Personally, I don’t watch a lot of video content. I prefer listening to podcasts while out on a run, in the car, or while doing the dishes. I also like reading articles because I can quickly scan the content and grab the most useful pieces of information.
So I wouldn’t put all my eggs in one basket with videos. They should definitely be part of your marketing strategy. Just be aware that everyone consumes media differently.
3. For business owners who aren’t numbers people or are afraid of spreadsheets, what’s the best way for them to start using marketing data effectively in their business?
Kerim – You cannot be in business without understanding numbers – there is no hack. Learn to understand numbers ASAP.
One of the best ways to use marketing data effectively is to develop key performance indicators (KPIs) that are tailored to your business. KPIs are metrics that measure how effectively you’re achieving particular objectives, like sales growth or website visits. By tracking and monitoring these metrics, you can gain valuable insights into what’s working and what’s not in your marketing .
In addition to setting KPIs, you can use analytics tools and software to track your data and gain insights. Google Analytics is a great tool to help you analyse website traffic, engagement, and conversions. You can also use social media analytics tools to measure the effectiveness of your social media campaigns.
4. Is there a rule of thumb guide as a % of revenue an entity should spend on business marketing?
Leanne – While you can outsource your marketing for a fee, a lot of it can be done for free.
Yes, there is a time investment involved, but it’s all about using your time wisely. For example, I run 2-hour virtual blog writing sessions with my Bootcamp clients. During that time, they write 80%-100% of a blog. They then have a core piece of content to be divided into multiple social media posts and videos. Their VA can assist with that. Or they can set aside another hour to get it done themselves. The blog can then be added to a newsletter.
Let’s say all of these tasks take about 5 hours per month. That’s a minimal time investment to create a very basic content marketing strategy. You can then add other socials to the mix. And you can work on those while on hold on a call, waiting in a queue, or waiting to pick up your kids from school.
It’s all about using your time wisely.
Kerim – No. It’s about the outcomes you’re trying to achieve. Each audience is different and will require different techniques and expenditure to reach them.
There is no one-size-fits-all rule when it comes to how much you should spend on marketing. It depends on the size of your business, the industry you’re in, and your goals. Generally speaking, businesses with larger budgets should allocate a higher percentage of their revenue to marketing (10-20%), while smaller businesses may only need to allocate 2 -5%. It’s important to remember that the goal is to maximise your return on investment, so you should spend whatever it takes to reach your goals.
5. How do you know that what you spend on marketing will have enough gross margin to make you money (ROI)?
Kerim – Employing a process of planning and tracking is essential to having this understanding and visibility.
The most important thing when it comes to calculating ROI is tracking the results of your marketing efforts. This involves setting up a system that enables you to track how much money you spent on each marketing activity and how much revenue it generated. You can do this using analytics tools such as Google Analytics, or by tracking the number of leads and sales generated from specific campaigns.
It’s important to remember that ROI is not just about the money you spent, but also about the value of the leads and customers you acquired.
6. With all the channels available in marketing, how do I know which ones will work best for my budget?
Kerim – Whichever one holds the attention of your audience the longest.
Your website isn’t a silo. Marketers must utilise many other channels in order to maximise their lead generation efforts. In this sense, a channel might be a retail store, a website, a social media platform, an email, or a text message. The objective is to make it easy for buyers to research, evaluate and purchase products in any way that is most appropriate for them. It’s all about having the right marketing mix. https://1pt.com.au/leads-generation-multi-channels/
Testing which will work, and investing time and money to see which has the best impact is an important part of the process. Marketing is a science, where some of the laws (algorithms) continuously change based on technology and others, such as human behaviour, stay the fundamentally the same.
The key to choosing the right channels for your budget is to focus on where your target audience is most likely to be. For example, if you’re trying to reach a younger demographic, then investing in social media platforms like Facebook and Instagram may be more effective than traditional print advertising. You should also consider what type of content will best engage your audience; video, images, text or a combination of all three.
Finally, if you’re on a limited budget, it’s important to consider the cost-effectiveness of each channel and how you can use it to maximise your ROI.
Leanne – Like Kerim highlighted, you need to be open to a trial-and-error approach.
Unfortunately, you never know what’s going to be most effective until you try it out. But keep an eye on the metrics – as well as the comments people make. There are often way more followers than you realise. Many don’t react or comment – but are seeing every single one of your posts!
So ensure you track how people find you. Keep note of the feedback when you see people face-to-face. Which posts and blogs have sparked the most interest and inspiration?
7. When selecting a marketing company to work with for your business, what are the 1-2 most important things to look for?
Leanne – Connection and reviews
After being disappointed recently, I don’t recommend relying upon the number of awards a company has won! They might be great on paper, but this doesn’t always mean great results.
Ideally, you need to be able to connect with the humans at the company – and have aligned values. This comes down to actual conversations, rather than just corresponding via email.
And definitely refer to their Google Reviews and similar rating systems to see what past clients are saying.
Kerim – Experience, and Authenticity.
When looking for a marketing agency to work with, it’s important to consider their experience and track record. Ask them about previous campaigns they have worked on and what the results were. It’s also important to find an agency that is authentic; one that understands your business, its mission and values, and can create campaigns that align with those goals.
You should also ask about their process and the tools they use to track results. It’s essential that you have transparency and trust in your relationship with the agency, so it’s important to ensure that they are reliable and accountable. Finally, make sure that you choose an agency whose fees are within your budget.
8. How do I know if my marketing strategy is working?
Kerim – Call me!
The best way to know if your marketing strategy is working is by tracking and measuring the results. This involves using analytics tools to measure website traffic, conversions, leads generated, and sales. You can also use surveys or focus groups to get feedback from your customers about how they feel about your campaigns. Additionally, you should look at key performance indicators such as brand awareness, market share, and customer loyalty to gauge the success of your marketing efforts.
Leanne – People know what you do and what you’re up to – and they say they’re seeing you ‘everywhere’.
This is how you know that your message is getting out there. And that you’re remaining top of mind. It’s important to be thorough and ‘appear’ across multiple channels – not just socials. And show up at networking events to build those relationships further.
Getting leads and referrals is also a great indication!
9. How much content should I be producing to get a ROI?
Kerim – How often you should produce content depends on what type of content you are producing, who your target audience is, and the goals of your campaign.
Content can range from blog posts to videos to graphics and more. It’s important to understand that quality matters more than quantity when it comes to producing content; make sure that each piece of content is relevant and engaging for your audience.
The amount of content that you need to create will also vary depending on your budget and resources. If you have a limited budget or a small team, then it may be necessary to focus on creating fewer pieces of content that are of higher quality and more targeted towards your audience. On the other hand, if you have more resources available then you can produce more content in order to reach a wider audience and maximize your ROI.
Leanne – I agree with Kerim. Consistency and quality are more important than volume.
If you can only commit to one blog per month – and then repurpose it in multiple ways, that’s fine. As long as you do it every month. Make it a priority. Don’t leave it for 6 months if you want to keep the momentum.
10. We see lots of competitions of social media, do you need a permit for this? Is this strategy still effective?
Kerim – Yes.
Depending on the type of competition you are running, you may need to obtain a permit or license. This is particularly important if the competition involves prize money, as this may be considered gambling in some countries. It’s also important to ensure that your competition complies with all local regulations and laws before launching it.
Social media competitions can still be an effective strategy for engaging with your target audience and driving conversions. However, it’s important to ensure that you are running the competition in a way that adds value to participants and is not simply a way of collecting personal data. Additionally, it’s essential to promote the competition on all relevant social platforms to ensure maximum reach.
11. Hiring Influencers – They can positively and negatively impact my brand if they do something wrong. Are they worth including in a marketing strategy?
Kerim – Hiring influencers can be an effective way to reach your target audience and amplify your brand message. However, it’s important to be aware that working with influencers also carries some risks.
If the influencer does something that reflects negatively on your brand, then it could have a damaging effect on your reputation.
It’s essential to do your research before hiring an influencer and ensure that their values align with your brand. It’s also important to have a contract in place that outlines the expectations of both parties and sets clear boundaries around what is acceptable behaviour. Additionally, it’s a good idea to be aware of any potential risks associated with the influencer before you sign them up. If you do your due diligence and take the necessary precautions, then hiring influencers can be a great way to reach your target audience and boost your marketing efforts.
12. Whilst “personalisation” has been around for a while, does the business marketplace understand the opportunities with this medium? What are they?
Leanne – Everyone loves a personalised email with their name – even if they know, deep down, you’ve sent it out to a massive list. There’s just something warm and fuzzy about someone speaking directly to you. But many people don’t do it. And many don’t email at all.
SMS marketing is also an untapped opportunity for many business owners. Yet, we always have our mobile phone on us. Obviously, you need to avoid being too ‘salesy’ in your messaging – but a personalised SMS, when you know you have a solution to fulfil a client’s need – can be extremely powerful.
Kerim – Not at all.
Unfortunately, the business marketplace still doesn’t fully understand the potential of personalisation as a marketing strategy. Personalisation can be used to create highly targeted campaigns that appeal directly to individual customers, resulting in higher engagement and conversion rates. Personalised content also helps to build trust with customers and create a more positive brand experience. Additionally, personalised messaging allows businesses to target their campaigns based on customers’ interests, preferences and behaviours.
Personalisation can also help to increase customer loyalty and brand recognition. By providing customers with tailored offers, they are more likely to make repeat purchases and become long-term customers. Furthermore, personalised content can be used to create a stronger connection between the brand and its customers, resulting in a deeper level of engagement and loyalty.
Investing in customer experience and the customer journey is also key in building brand visibility and loyalty. This can be done through providing personalised experiences for customers, offering rewards for their loyalty, and engaging with them on social media. Additionally, using targeted advertising to reach specific demographics can be highly effective as it ensures that your message reaches the right people at the right time.
13. What are your top tips for Brand visibility?
Kerim – For small business I would push for your solution visibility more than your brand. I love grass roots branding particularly around local sponsorships it worked very well for my clients otherwise; Consistency clarity and uniformity are key.
Leanne – Definitely consistency and authenticity. Ensure all your marketing materials look similar and your tone of voice in written form matches your voice in real life!
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