RA Business Advisors

Marketing

5 Powerful ways to improve your small business marketing

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As a small business, we understand how other small businesses struggle with managing a budget for marketing strategies. A small budget doesn’t mean that you can’t get creative and succeed with your marketing campaigns. Our blog is here to guide you through some powerful tactics to utilize your marketing game and not spending too much money.  

Small business marketing

1, Profile your target market based on certain characteristics  

Conducting research about your market is not enough, you need to identify your target audience and classify them into groups based on characteristics. Some common (and effective) ways to segment a market are:  

  • Demographics (Age, gender, income, education, social status, occupation,…)  
  • Geographics (City, country, living area,…)  
  • Psychographics (Lifestyle, personality, attitude, values,…)  
  • Behavioral (Benefits sought, purchase usage, intent, occasion,…) 

It is also important to keep in mind that your target market should have a need for your product/ service and be willing to pay for your offer.  

2, Create and share content that adds value  

By publishing content that brings value to your audience, your brand will attract people and gain more audience overtime. You don’t even need to attempt to sell your products, sharing knowledge and value-added content is enough to give people a reason to follow and listen to the brand. Consider sharing content that is relevant to your business and your followers as well.  

  Content creation

3, Level up your Google My Business profile game  

You see Google ratings and business profiles everywhere, but did you optimize this yet? Filling out your Google My Business profile now to take a big step in local marketing. Make sure to include important keywords to optimize your SEO. Additionally, putting up some nice photos would improve your credibility. 

4, Get listed in online directories  

Getting on directories will drive traffic to your site and increase awareness. Depending on your industry and product/service, you will find different online directories that are suitable for your company. Many of them are free or have paid options but the basic one is usually free.  

5, Leverage micro-influencer marketing 

Micro influencers (those with small reaches) are often cheaper than highly regarded celebrities. Research has shown that these influencers usually communicate and engage with their audience more. In other words, they are perceived as trustworthy and influential among their followers. Working with them can form a strong community around your brand and build better awareness. For instance, you can easily use tools like TRIBE or Scrunch to connect with micro-influencers based on your product and desired audience.  

influencer marketing

Staying Competitive as a Small Business in the Amazon Age

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Amazon has been operating on Australian shores for some time now, but the ‘Amazon Effect’ has yet to hit. Amazon’s launch has signaled a culture shift for shoppers, with eCommerce sales set to almost double in the next five years. With this in mind, how can you ensure your small business doesn’t get left behind?

Consider how you could use Amazon to your advantage

Amazon’s Marketplace platform provides opportunities to reach a whole new segment of customers. With the recent introduction of Fulfillment by Amazon, small businesses can use Amazons capabilities for storing and sending products. This is especially useful for when their Prime service launches later this year, offering flagship shipping times. The service also processes returns, freeing you up to focus on what you do best.

Focus on your delivery times

If you decide you aren’t going to use Amazon’s logistics services, make sure you are nailing your shipping times. As Amazon keeps growing, delivery speed is going to be a growing driver of business, according to Deloitte’s David White.

Get your online right

Reports from Hitwise and OFX show Australian consumers are eager for a multi-channel shopping experience. Focusing on options such as click-and-collect are critical to bridge the gap between online and in-store customers.

The largest demographics using online shopping are the 25-34 and 35-44 age groups, think about how you can effectively reach these audiences and convert them into customers. Effective online presence is key for this, especially for small business, have a read of our article on online presence HERE.

Brand loyalty was also shown to be increasingly more important in the current retail landscape, that means continuing to engage with customers post-purchase through online newsletters, deals, or targeted ads.

Remember the power of price

Amazon sells products at a premium to US prices with their advantage coming from their range of products and delivery, not their price. Focusing on delivering prices that blow customers away is a simple way to compete against Amazon.

Millennial Millionaire

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Millionaire Millenial

The Millennial Millionaire

This week we are highlighting a man dubbed ‘The Millennial Millionaire’, Grant Sabatier. Grant is the founder of the
overseas company ‘Millennial Money’. Within a five year period, he went from having $50 to spare each week,
to full financial independence. If like me, you want to know the marvelous journey this man took to get to where he is;
then read on dear reader… read on!

The Beginning

In 2013, Grant was living in an apartment he could barely afford, with student loans (10x worse than HEC debt) and a car loan. Living paycheck to paycheck, with only $50 spare at the end of the month. Whilst he wasn’t drowning in bills, he definitely was not flourishing.

Math time: if Grant had a remaining $50 at the end of the month, how much did he have at the end of the year?

Answer: $600 (that’s not even enough for a small holiday).

The Change

In late 2014, early 2015 Grant underwent a major change of his perspective on his financial situation. He managed to: reduce his $50,000 student loan and car loan to less than $8,500 with final payment to occur in 2018, built an investment portfolio with over $35,000, and accumulated enough savings for an adequate emergency fund.

The Process

  1. Shift to a net-worth mindset – start tracking your net-worth

Income, savings, investment returns, debt to income ratio, all these numbers play an important role when optimising your money but the single most important figure is your overall net-worth. Net-worth subtracts liabilities from your assets. No matter how much you make or save, if your net-worth isn’t increasing you’re on the wrong track. Not sure where to start? Our experts can help. Give us a call on (07) 3367 0852 and talk to an advisor.

  1. Become a bloodhound

I’m not saying become an actual sniffer dog, what I mean is tracking your money every step of the way. Calculate loans, bills, food, entertainment, etc. Similar to getting a loan, ask yourself how much you spend each week on both necessary and unnecessary things. Knowing where your money is ending up is much more important than budgeting (of course, budgeting is ideal anyway!). Doing so can really help put into perspective what you should decrease.

  1. Never stop learning

You don’t have to sign up for a 3-year degree at university, and you certainly don’t have to pump thousands of dollars into a trade accreditation for this step. Luckily in the technology era, free courses and certifications are popping up everywhere. If like me you are into digital marketing, Google offers free certifications in both Adwords and Analytics, whilst HubSpot offers an Inbound Marketing Certification. No matter what industry you’re in, you should always look at increasing both your knowledge and skills.

  1. Adopt a side business

These days it’s so easy to create a side business, whilst it won’t offer you thousands in revenue, it can offer you another income stream. Some people get paid to blog, create logos, produce crafty things or even create a small side business. Similar to selling lemonade for 50c a cup as a child, you can create a small business quite easily. Unless you’re sure this is the career path you want to take, do not invest all of your time and resources into it!

  1. You are #1

From the widely known concept in ‘Rich Dad, Poor Dad’, pay yourself first. Save as much as you can before bills are due but leave enough to ensure no late payments. I’m not saying take half your paycheck and hide it from creditors, I’m saying start squirreling funds away before making purchase decisions. The most effective way is to start with 10% of your pay and place it in an interest-earning savings account, or even invest it. Anytime you earn money from your side business, put it straight in your savings or investment account – don’t spend it! This reduces the risk of impulse buying as you’ll have less and less left over to do so.

  1. Invest, don’t consume

If you were to look at some statistics, you would notice that most people are consumers rather than investors in this world. Investing is crucial if you want to build any kind of wealth or portfolio. Whenever someone earns a raise or accrues some overtime, they spend it on things that don’t work towards financial freedom. In fact, the biggest thing most people do is buy expensive things or live a certain lifestyle they can’t afford, essentially ‘champagne taste with beer pockets’. So the next time you’re at a shopping center or browsing the internet and see something you want, ask yourself “will I actually need this item and if not, will it add value to my financial freedom?” The answer is most likely always no.

  1. Patience is a virtue

Patience is the biggest key to anything in life: getting that promotion, growing your business, meeting the right person, finding the perfect home, etc. There is rarely anything in this world that you can gain without being patient. Don’t be discouraged if you’re saving less than a hundred dollars a month, it all adds up in the end. In a few years, your savings will have increased and you’ll look back proudly at your accomplishment.

 

 

Why You NEED an Online Presence to Succeed

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Social Media

Prior to the technology boom, everyone found businesses in the yellow pages. Unfortunately, these days’ local listings, newspaper advertisements, and any other print medium just won’t cut it. No matter how amazing your business or product is if you aren’t online, you are invisible. Having an online presence can make or break a small business.

The Why

If people are able to find you through a quick google search, google maps or a social media campaign, then you are on the radar. Just being seen isn’t enough, just like the cliché ad you hear at Southbank Cineplex “don’t just be seen, be heard.” Having an up-to-date website is as important as having one in the first place. It’s not only beneficial for yourself (avoid negative reviews) but also your customers.

When I mention an up-to-date website I don’t mean a complete overhaul once a month to the excess of thousands of dollars but instead, I mean a little sprucing up. Content should always be updated, especially if you change address, prices, or even the business name. Time dedicated to creating an online presence is time well spent, especially for small business owners.

 

Online - Why?

Here are the top reasons to increase your online presence:
  1. Become More Accessible – enhance your online presence to stay ahead of the competition. You don’t want a potential customer to pick your competitor over you, so why make it easier for them too?
  2. Cast a Wider Net – these days there are hundreds of social media applications, groups, and even advertising platforms (all thanks to the internet), so why not use them to your advantage? Let the customer come to you, instead of going to them.
  3. Build Consumer Relationships and Trust – reviews will be your next best friend. You have the ability to reach out to unhappy customers and avoid your name being dragged through the mud. Positive reviews can enhance your business in the public eyes. If you can maintain at least 4 stars on Google, Facebook, or the like – you’ll maintain an online presence.
  4. Effortless Marketing – consumers can browse your products, hours of operation, and much more important information with the click of a mouse.
  5. Find What Works and What Doesn’t – easily see the effects of a marketing campaign, track website traffic, and social media statistics. Every inch of your online presence can be measured, thanks mostly to Google Analytics.

 

The How

  1. Create a visually appealing website – with up-to-date information and working links
  2. Create a Facebook and Twitter account – these will give you access to not only a new audience but also allow you to share any news, events, or discounts with the click of a button
  3. Search Engine Optimisation (SEO) – focus on important keywords that relate to the information on the webpage (needs to be done for each webpage). This allows Google to pick up said keyword without the use of advertisements. Essentially allowing potential customers to find your site without relying solely on paid advertising
  4. Hire Someone – you don’t need to hire a university graduate, in fact, you’re better off hiring someone studying marketing or advertising to work either one or two full days a week. This will increase your marketing budget but will be better utilisation of your time. They can complete all your marketing tasks, keep your social media and website up to date, and work on both SEO and AdWords. This means you don’t have to pay hundreds of dollars a month to multiple companies to stay relevant

Conclusion

Building an online presence doesn’t have to be rocket science, there is an entire wealth of technology just one search term away. Create blog posts, maintain your website, utilise social media, and your marketing will be far more effective.