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Should your business be ‘capturing leads’?

Should your business be ‘capturing leads’?

If you’re a service based business without any means of lead capture on your website, then you’re probably allowing many prospective clients to slip away. Perhaps you’ve come across the term ‘lead capture’ while reading up on content marketing, but aren’t quite sure what sort of difference it would make to your business, or how you would implement it. Let’s take a look at what lead capture is, what the benefits are, and what’s involved in doing it. What is lead capture? Lead capture is the practice of inviting website visitors to register their details in order to receive content and/or further communication from you. In the simplest form, lead capture is that ‘subscribe to our newsletter’ or ‘subscribe for updates’ option you see on many sites. However, unless your content writers turning out  highly unique material and you have droves of people wanting to sign up, this doesn’t go far enough. One reason this isn’t sufficient for most service businesses, is that not all their prospective clients have precisely the same interests, challenges, pain points and buying motivations. Unless you’re able to segment your database into buyer types, and deliver the most relevant content to each, results with a newsletter subscription alone are likely to be mediocre. Another issue is in the timing. When someone subscribes to your blog or newsletter, that action doesn’t indicate what they’re interested in right now, or how you might help them. However, if they download an eBook related to a specific challenge, it’s a different story. What you have then is often a genuine lead – someone who has identified themselves as a...
Australianising US Content: a guide for AU marketing managers

Australianising US Content: a guide for AU marketing managers

It’s a common challenge. The content team at US headquarters pumps out volumes of great content, and the US or global marketing director doesn’t understand why you want to engage an Australian content agency to create localised content. Can’t you just tweak it? Maybe, you reply cautiously. Some pieces of content can be easily touched up for an Australian audience. Other pieces will have so many issues you don’t know where to begin – or how to explain the problem to someone who might not understand how delightfully different we are Down Under. Aside from the Australian English versus American English issue, there are other factors that come into play, like differences in buyer motivation, cultural attitudes and the suitability of examples used in American content. Here’s a handy guide to help you identify the issues involved, or perhaps to more easily explain the scale of the content localisation problem to US HQ! How are we different? Let us count the ways: Spelling – American English vs Australian English Back in the 18th century, English spelling was somewhat inconsistent. Two influential chaps decided to put an end to that, and each published a dictionary. Unfortunately, they were different. The English began to favour one dictionary, but Americans favored the other, so now we have inconsistency on a global scale. Australia followed the English, as we often do. A few examples: OUR (AU) versus OR (US): Our Aussie humour can be a little colourful. We’re sure American humor can be colorful too, even if we don’t find all of it funny. ISE (AU) versus IZE (US): That wouldn’t stop Australians...
8 Digital Marketing Courses Business Owners Can Take for Free

8 Digital Marketing Courses Business Owners Can Take for Free

Calling all business owners who are tired of banging their heads against brick walls due to average digital marketing results. Sound like you? As every business owner knows, sometimes, if you want something done right, you have to do it yourself…at least until you find (or can afford) an exceptionally competent person to take it over. For many businesses, budgets simply don’t allow for outsourcing everything to digital marketing professionals. There might be no choice but to dabble in some DIY marketing strategies. The problem is, when we do attempt our own SEO or Pay Per Click (PPC) tweaking, we often don’t know enough to get the results we’d like. And as they say, a little knowledge can be dangerous! If you’ve been experimenting with your own digital marketing like a nutty cyber professor, and your results have been… well…blah…it might be time to think bigger. Here’s a list of 8 free courses and resources available to amplify your DIY marketing prowess. All of these can be done online in your own time. Take your time and investigate them all, or click the link on the list below to jump to the course of most interest. SEO training with Moz Adwords & Digital Marketing training by Google WordStream PPC University Inbound Marketing – HubSpot training Open Universities Australia – Online Advertising GFC Learn Free – Social Media Marketing Canva Tutorials – create fabulous images Wistia Video Tutorials SEO Training by Moz (facilitated by Udemy) Had a crack at your own SEO before? Or do you simply need to wade through the basics because outsourcing isn’t an option? SEO can...
5 Inexpensive Visual Tools For Design-Challenged Businesses

5 Inexpensive Visual Tools For Design-Challenged Businesses

Professional looking visuals to illustrate content are a no-brainer when it comes to standing out from the crowd. But the problem with great design is that it’s traditionally come at a hefty price. Now, thanks to improving technology, there are plenty of online design tools. You can create professional visuals inexpensively or free, from infographics to cartoons and video – and often with only a few minutes work! DIY visual tools for businesses and individuals have really taken off in the last year or two, not only because they’re affordable, but because most are very easy to use. Graphic design skills not required – if you can point a mouse and click, you’re good to go! Here are five of our favourite (inexpensive) design tools. 1. Venngage   Infographics are huge at the moment and they’re a fantastic way to present complicated information in an easy to understand, visually appealing format. An infographic can help you grow your social media shares, boost your website visitors and give you a content asset you can use time and time again. Venngage is a handy platform that lets you create infographics on just about any topic you like, for minimal or no cost. How it works Venngage is about as easy as it gets. Sign up for an account and choose your template from the hundreds on offer. Next, input the information you want to display to generate your infographic. Customise with images and icons, and add any extra charts and text needed. Adapt the fonts and colours to match your branding or personal preference, and you’re ready to publish. The Venngage...
10 Free Marketing Tools Small Business Owners Can Use

10 Free Marketing Tools Small Business Owners Can Use

There’s now a plethora of online tools out there that can make running your business and your content marketing and promotion efforts so much easier. Best of all, many of these offer free versions, or free trials on their paid options. They can be very handy for businesses with a small budget for marketing, content writing and related services. In pre-internet days, content marketing was often an expensive exercise, involving printed brochures and catalogues, direct selling, or TV, radio and print advertising. It was also largely hard to measure, which meant it could be very hit-and-miss. American department store pioneer John Wanamaker, who is credited with printing the first copyright store advertisement in 1874, is famously quoted as saying that half of his advertising spend was wasted, but he wasn’t sure which half! Some of the tools we’ve singled out not only make content marketing easier and cheaper, but infinitely more measurable, so you can avoid wasting time, money and effort on content strategies that aren’t working. Read on to find out more about 10 free tools you should consider using in your business. GoSpaces – free e-commerce website building Shopify’s GoSpaces app enables fledgling e-commerce businesses to build an online store for free. Once you join up, you are provided with a generic website template which you can alter to suit your business by adding your own content, images, and products. The platform also comes with multilingual (up to 20 languages) and multi-currency support, and a shopping cart support service. It is free to set up and use until you reach sales of $50 per month, after which...
2017 New Year Content Checklist

2017 New Year Content Checklist

Heading into the New Year with a resolution to step up your marketing efforts? If you didn’t get the results you wanted in 2016, here’s a quick checklist you can use to identify weak spots in your content marketing. Assuming you’ve made some effort to publish content during 2016, here are the four top mistakes we see that diminish the results: 1. Putting Little Effort into Content Creation With so much content online, if you’re not making a big effort to create content that hits home with your audience, you might be wasting your time creating content at all. Short shallow articles that state the obvious won’t hold audience attention even if a catchy headline entices people to click through to read it. And what’s the point of attracting visitors to your website or LinkedIn article if they’re going to roll their eyes and click the back button? The bad news: good content takes time and effort to create. The good news: even one or two excellent articles a month, properly promoted on social channels, can increase your audience, and help you connect with prospective clients. If your team can’t devote the time, there are content writing services who will be happy to help! 2. Failing to promote content on social media Many business owners believe that simply publishing regularly on their blog will drive additional traffic to their websites and deliver extra business. If you undertake your keyword research and publish well optimised posts, you might indeed garner some extra traffic to your website. But you’ll bring in more if you’re drawing people’s attention to your content via social...