How does it work?

Google, for example, takes your search query and scans billions of websites at lighting speed before giving you a list of results. The results show web pages that Google has determined to have the most relevance to your search at the top of the list.

How do I get found on the first page of Google?

The goal for any business is to be found by popular search engines and appear on the first page of the search results.

You can do this by making sure your website includes as many of the popular search engine words (the words that people use to search for your business, product or service) in the content on your website, page titles, descriptions and captions while still making the information sound like it is written for a ‘person’ not a ‘robot’.

Google has produced a brilliant, free document for you to use as a DIY checklist to enhance the SEO of your site. Ironically, just Google “google search engine optimisation starter guide” and follow the steps.

What if I don’t have time to do my own SEO?

In addition to following all of the steps in the Google SEO Starter Guide, you can engage the services of an SEO expert who will add “back links” to your website and increase your ranking. Look for a provider who:

• Provides you with an in-depth analysis of your website and the keywords relevant to your business
• Has a clear pricing structure and tells you what they will do for the monthly fee, what service levels you can expect, how often they will communicate with you, how long your commitment is and when you can expect to see results
• Gives you advice on how to improve your website before you get started with SEO
• Provides you with clear reports on what action has been taken and what you are getting for your money

It’s also a good idea to ask to speak with other clients to see what results they are getting from the service provided by the SEO company.

For more information on getting on the first page of  Google, please call me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker

For organisations engaged in social media (approximately 42 percent of Australian businesses) the benefits include new business development opportunities, increased brand awareness and reputation, stronger customer relations and sales, improved Search Engine Optimisation (SEO) and website traffic.

Furthermore, by integrating social media and traditional PR, organisations will find each activity builds upon the other. Newsletters, editorial, events, competitions and promotions can be promoted across multiple avenues such as Facebook, Twitter, LinkedIn, YouTube and blogs to reach a wider audience faster, cheaper and more frequently.

One of our clients, Mary-Ann Litchfield, specialist physiotherapist at Fortus Physiotherapy, has implemented a range of social media strategies and traditional PR activities, which has rapidly increased patient bookings.

“By implementing a mix of recommended activities, Fortus Physiotherapy doubled its growth within 12 months,” Ms Litchfield said.

“These have been cost effective activities allowing us to create and build stronger relationships with our patients, and in return strengthen our database, sales and reputation within the local area,”

“Using Facebook and Twitter on a regular basis I quickly noticed a rise in interest leading to better SEO results and website traffic for our business.” She said.

Tips to integrate your traditional PR and social media:

1. Write a value adding article for your customer newsletter and post it on your company Facebook page and website
2. Promote your events via LinkedIn
3. Turn your press release content into tweets and post daily
4. Demonstrate new services or products via YouTube videos
5. Link letterbox drops with promotions / competitions that are mirrored on Facebook, newsletter, website and your local editorial

These low cost, effective strategies will increase your brand awareness and strengthen the delivery of your message.

For more information, or for help with writing and managing your social media and PR activities, please contact me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker

What do your customers think? What do they want?

The most simple and cost effective way to find out what your customers want it to ask them. It sounds straightforward, but business owners often avoid this activity for fear of bothering their key accounts. The truth is, your customers want to give you feedback so you can improve their situation.

We recommend speaking with 10 customers from each of the main areas of your business. For example, if you are a roofing company you may wish to speak with 10 residential and 10 commercial customers. Don’t forget your suppliers as they are also excellent sources of industry information.

You want to find out how people found you (so you know which parts of your marketing are working), what they think of you, what they like, why they work with you, areas for improvement, their thoughts on your pricing, how you compare with your competitors and how they plan on working with you in the future. Make at least half of your questions quantitative (able to be measured) so you can rank the responses and create a benchmark on which to improve upon in the future.

We conduct this type of research before we develop a marketing plan for our clients as the research always uncovers information that the business owner is not aware of. The most simple insights can make a good business great. For example, one of our manufacturing clients discovered that their customers want to be phoned the day before their products are delivered as well as an hour before to help with scheduling. Another business had been leaving their sites in a mess which had been turning their customers away. Another discovered a new flavour for their products and was able to meet an emerging market demand and another was able to improve the quality and price of its products simply by asking their customers for feedback.

Let your customers know in advance that you or somebody helping you with your marketing will be calling and check that they are happy to provide feedback. Then call at the designated time/date and follow up within one week to let people know the outcomes of the research and a couple of things you will change to improve their situation. This helps them feel part of the process and that they have helped improve the situation. All in all, a positive experience for you and your customers.

For more information or assistance with finding out what your customers want, call me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker

Monte Huebsch, one of only eight Google Authorised Resellers in Australia says Google AdWords campaigns are ideal for SMEs and business to business organisations. “Google is brilliant as it lets you control your budget and refine your search terms by specifying times, days and locations,” Mr Huebsch said. “You can target devices as well, so you can have a mobile client or a desktop client”. Mr Huebsch says you can also specify the exact amount you want to spend on Google AdWords per day.

This is where some technique is required as Google AdWords is an auction and is strictly a result of competitiveness. “A certain business may pay only 10c per click, whereas a business such as home loans will pay $15 a click,” he said. “The more competitive your industry the more expensive it will be,” he added.

Google AdWords can be complex to use and works well if you have a lot of time to commit to teaching yourself and managing your own campaigns. Otherwise, if you don’t budget correctly, it can be an unnecessarily expensive exercise or a missed opportunity.

If you decide to outsource your AdWords provider (and I recommend you do), look for a company that has a high degree of transparency. They should be able to show you how they got the clicks. Their reports should link to Google Analytics so you can see which countries the clicks came from, where they went to on your website and what pages they visited.

Choose a company that is trained and qualified and that uses the Google badge legitimately on their website. The badge should link back to Google when you click on it.

For more information, please call me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker

The most effective situation is when you know the name of the person you need to speak with, or even better, you have received a recommendation to contact them (referral).

Firstly, conduct your own research of the contact, their business and industry and be prepared before you call (use Google or speak with other suppliers). Also, find out if there are times to avoid ringing – it would be unwise to phone a busy restaurant during lunch time and ask to speak with the head chef.

Cover the following points in your initial call “Hello Barry, my name is Megan Walker from Market Savvy, Scott from Archer Gowland suggested that I give you a call about increasing your brand profile, which is an area that we specialise in. Is now a good time to talk further?”

If they are busy when at the time of your initial call (more than likely), make a date and time to talk by phone. Ask for their email address and send a meeting confirmation with your company profile / link to your website. This will position you as an important person to talk to and give them time to prepare. Ring at the designated time and confirm that they are right to talk. Start by letting them know you understand their business and ask them about their current situation and what they would like to achieve.

If the phone call is sounding like you are genuinely the right person to assist, let them know how you could help them and ask for a time to meet in person to share some insights regarding what is working well in their industry and give them a chance to assess you. Make a date and time. Also, ask if other key decision makers can be present so you can provide them with useful information as well. Confirm the appointment the day before the meeting so it is a priority for the contact.

Be well prepared for the meeting – research the company, bring useful information for your contact, demonstrate how you have improved the similar situation of others and let them know how you would help them. Make sure you ask key questions and do more listening than talking (remember it is about them).

Learn how to secure appointments (with and without referrals), build your own sales plan, gain confidence, know what to say, learn how to negotiate and close successfully at “Savvy Selling Skills for SMEs” on Tuesday 21 February www.marketsavvy.com.au/events. A half day, high powered workshop for business owners.

For more information, please call me on 07 3899 8335 or megan@marketsavvy.com.au.

Kind regards
Megan Walker

“We are pleased to have the support of Market Savvy to underpin our future marketing direction,” Chris Hudson, General Manager.

Now is a great time for you to get noticed and stay “top of mind” with key industry contacts, existing and potential customers, suppliers, employees and referral sources.

The following low cost marketing activities will increase your profile in the New Year: 

1. Communicate regularly with your existing customers by inviting them to events, subscribing them to your newsletter, sending them a mailout or phoning them. Choose activities and frequency that are relevant and add value to your customers
2.  Identify your raving fans. This could include past or present employees, suppliers, existing customers or industry contacts. Meet and engage with them regularly so they understand your products and services and can advocate for you on your behalf. This will effectively expand your sales team and give a third party endorsement to your business
3.  Speak at industry events where potential buyers and referral sources are in the room. This will increase your credibility as an expert in your industry. Be generous and genuine and you will attract leads for your business
4.  Submit newsworthy articles to media and industry publications. You can also start a blog or comment on other blogs and become a thought leader in your industry
5.  Use social media and other online tools so existing and potential customers can engage with your business. Provide information of value and interest to expand your contact base and drive traffic to your website
6. Host your own event. Plan an information or networking event for your existing and potential customers. Make sure you have support on hand to keep your guests engaged and clearly communicate your products and services while adding value and enjoyment for the attendees
7. Engage in selective networking. Attend industry networking events where your potential buyers and referral sources will be present. Once you find the group(s) that work for you, attend regularly, become known, add value to others and clearly communicate the benefits your products and services create
8. Enter award submissions. Applying for and winning industry awards is a great way to generate positive publicity and news stories for your business. Plus, your award will give your business added trust and credibility and appeal to wider audiences

Market Savvy specialises in developing strategic marketing and sales plans that establish the right activities for your business and resources. Reach your target audiences in clever and effective ways, retain your existing customers and increase your referrals.

For more information, please contact me on 07 3899 8335 or megan@marketsavvy.com.au.

Kind regards
Megan Walker

You can listen to what experts in your industry have to say, set up news alerts, learn from your peers, find industry events, and most importantly, build your business. Of all the online tools, LinkedIn is perhaps the unsung hero and in my opinion, it’s where business gets done.

Here’s a few tips for getting more out of this free tool:

1. Announce significant news about your business and follow up your contacts with a phone call
2. Launch new products and ask to meet with your contacts to explain the value of your new product for them (remember the ‘what’s in it for them’)
3. Seek out old contacts, people who you like. Let them know what you are doing now and the success of your business. Keep in touch and encourage them to become your advocates, effectively expanding your referral network
4. Run free polls with your colleagues or customers and unlock important insights. You could ask your customers how long they will be away over Christmas to help with planning or scheduling
5. Ask your key contacts for recommendations and give them recommendations as well. This is a great way to show mutual appreciation with customers, suppliers or employees

A great person to connect with on LinkedIn is Richard Dunks from Vantage Performance. He is an avid LinkedIn user and regularly posts excellent articles and useful information for business owners. Richard’s profile is a great example of how to set up your own LinkedIn profile.

Here are some other tips for enhancing your LinkedIn presence:

• Include key words in your profile that describe your professional achievements
• Add a list of specialties and skills gained through your work experience
• List causes you are interested in
• Include any publications that have printed stories about you or your business

With over two million LinkedIn users in Australia, you have a great opportunity to expand your professional network. Would you like to become a contact with me on LinkedIn?

For more information about establishing your digital marketing strategies, please contact me on 07 3899 8335 or megan@marketsavvy.com.au.

Kind regards
Megan Walker

Developed by university students, it was originally established to communicate with students across campuses in the United States. It then branched out to schools, then corporate organisations and in 2006 become open to anybody with a valid email address.

Closer to home, I hear local business owners continually question the purpose of Facebook for the corporate sector – “it’s just for kids”, “it’s for your personal life” and “nobody does business on Facebook”.

On some occasions I agree with these statements. However Facebook, like any marketing tool, is only effective if it aligns with your brand, your products and services and, most importantly of all, your target audiences.

If your customers don’t use Facebook or wouldn’t look for your products or services in that arena then it’s not for you. BUT it does work if used correctly for the right applications. Three examples of commercial uses are as follows:

1. Support tool to drive online sales. Facebook can be used to engage potential buyers with stories or interesting information, communicate the benefits of products or services, tell stories and build a sales database of followers. Post daily to maintain a presence in your followers’ news feeds. A great example is the Haggus and Stookles Facebook page, a Brisbane e-tailer that offers travel products for children

2. Market research. Find out what your audiences are thinking by using polls or asking open ended questions. Set up polls on your page by adding the poll application and then creating your own mini survey. You can also search on your industry, company or brand names by typing key words into the search field to see what people are saying about you and identifying market trends

3. Search Engine Optimisation. Claim your vanity URLs (company or product names) on Facebook and other social media sites. Make sure you include relevant key words that people will use to find you in the name of your pages and in your text. Over time and with regular posting, you will appear multiple times in search results effectively giving more attention to your business and pushing your competitors lower down the page

Being online (relevant to your business and your target audiences) is an integral part of your business strategy.

For more information on building a powerful Facebook presence or outsourcing your social media writing, please contact me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker

One of our industrial clients was resisting upgrading their website until they missed out on a job due to their outdated online appearance. The potential customer told them that they didn’t think the quality of their workmanship would be any good based on the poor quality of their website.

Your website needs to achieve trust, be likeable, demonstrate how your offer is the best, show potential customers how you will solve their problems and create a strong call to action.

Here are some ways you can do this:

1. Include a short welcome video (30 to 60 seconds) from the owner on the home page. Include who are you to your customers, what will you do for them, how will you make a difference to their business and what you promise to deliver
2. Phone number on top right corner of every page. If you want people to enquire about your products or services make it easy for them to reach you
3. If you have won any industry awards, make reference to these on your home page. Accolades build trust
4. Keep your language about meeting the needs of your customers not ‘you talking about you’. Present your products and services as solutions. Keep the content short, sharp and easy to digest. If you do need to provide lengthy sections of information, provide the top facts in a few short paragraphs and offer the reader the ability to <read more> or download a PDF for the finer details. This will prevent the reader from being overwhelmed or being put off by large sections of text
5. Make sure you keep your website updated so it remains the powerful marketing tool that it can and should be

For more information on creating an effective website or developing attractive website content, please contact me on 07 3899 8335 or email megan@marketsavvy.com.au.

Kind regards
Megan Walker