Photography is so important for business. You know the old saying; “a picture tells a thousand words”. This has never been truer than in our social media age. Stats show that people engage more with images than text (and videos more than images… but that’s for another post).
Unfortunately, we come across too many small and even medium-sized businesses that are either not sharing any images on their website or social media profiles, or the ones they do are doing more harm than good. Remember, your online presence is all about building trust with potential customers. Everything you present about your business online is sending messages to customers about who you are.
WIth that in mind, what do you think blurry, pixelated photos are saying about your business? The answer is; nothing good.
When thinking about social media for small business, quality, high-resolution images are imperative to showcasing your business’s professionalism, and encouraging potential customers to see you as a trustworthy business they would like to engage. Sharing photos could be as simple as posting photo updates and product displays on Facebook and Instagram or on a thriving website. But how do you manage to get these high-quality, client-winning images without paying a professional photographer to chase you around all day?
Take a look at our comprehensive guide to taking photos on your smartphone for business:
1. Good lighting
Low-light does not produce clear results and you will find yourself left with a blurry, unappealing photo and a lost subject.
Where possible, use as much natural light as you can. A good amount of light from the sun filtering through a window, or photos taken outside, are usually crisp and coloured well. When posting on social media for small business, a well-lit photo will be your best friend. If you don’t have the luxury of using natural light or need to take photos at night, make sure any lights or lamps you use have strong cool-white light bulbs and are positioned so that they don’t cast shadows that take the focus away from your subject.
Cup your hand over your phone when taking a photo outside in full sun – it will cut down the amount of lens flare you get on your photo and make your subject clearer. Just be sure not to capture your hand in any part of the photo!
2. Avoid using the flash
Where possible, try to avoid using your smartphone camera flash. A flash often makes a subject overexposed and throws off any quality on the photo. It also makes it really difficult to correct the image in programs such as Photoshop. As part of our social media marketing services for small businesses, we often receive images from clients and complete a few whizz-bang tricks to optimise the image. However if a flash has been used badly, it makes it near impossible for us!
3. Line up those parallels
A simple way to take an appealing photo is to ensure that any natural lines and edges that appear in your photo are parallel with your camera edge. For example, if you are taking a photo of the horizon, try to ensure that the horizon line is straight (parallel to the top and bottom edges of your camera). Similarly, if you are taking a photo of a bookcase, try to ensure that at least one or two straight edges of the bookcase are exactly vertical or exactly horizontal (making them parallel to your camera edges).
A helpful tool to use for this is the grid setting on your smart phone. The grid setting superimposes a set of lines on to your camera view that allows you to line up subjects in the same parallel as the top and bottom edges, and side edges of your camera.
To switch the grid setting on …
- iPhone: Go to “Settings,” choose “Photos & Camera,” and switch “Grid” on.
- Samsung Galaxy: Launch the camera app, go to “Settings,” scroll down and switch the “grid lines” option to “on.”
4. Give the subject some breathing room
While it is important to focus your photo on your subject, we often find that it is more appealing to viewers to see a subject cleverly balanced with its surroundings. The Rule of Thirds applies in this instance, often encouraging photographers to keep the subject (your product, your staff, etc) within one third of the photo, and leave two thirds of the photo as “negative space” (the wall behind your product, the garden behind your staff). This helps your subject stand out more. It also can allow room to move for when different social platforms crop your image.
5. Different perspectives give different photos
Taking photos from different angles can give your subject a whole new look. Don’t be afraid to play around with obscure angles (like birds-eye view, flat-lays, wide-angle with ample negative space) and keep in mind your “line of sight”. For example, what is in the background of your shot? Is something making a reflection in your photo that has sneakily captured you in the shot? Always be aware of what else has crept into your photo while you’ve been focusing on your subject.
Our experience in social media management has shown that it’s sometimes an unexpected perspective of a photo which delivers the best results; so get creative.
Use visual symmetry and give your photo a natural balance.
6. When photographing people, take candids
It can be great to take posed photos for celebratory keepsakes or introducing staff members on your social platforms, but seeing people in-action can be much more interesting. It can also show off your product or service in a more relatable way for your customers. As a small business social media marketing company, we find that posts which look more natural get the most engagement. Your audiences love getting a backstage-pass to your business. They love seeing what makes your business tick, which is why candid photos work best.
Ideas for candid photography could be happy snaps of your staff as they naturally work on-the-job, or informative photos of someone using your product as your customers would at home. Sometimes taking multiple photos one after the other can help get the best candid photo of your subject.
7. Touch the screen to focus
Tap the screen of your smart phone where your subject is to focus on it. This prompts the smartphone to optimise the lighting of the photo for your subject and to ensure that your subject is the focus of the photo.
8. Avoid the zoom function on your smartphone
The zoom function distorts the resolution and produces a blurry and pixilated photo. Instead, take a wide-angle shot (if you can’t get as close as you want to) and use the crop function later on in your phone editing tools. That way, the quality of your photo is not lost but the focus is still on the subject you intended.
9. Use your phone editing capabilities
Nearly all smartphones have photo editing tools available now without having to download any additional applications. Editing your photo can make it more visually appealing for your customers by brightening colours, contrasting your lights and darks, and allowing your subject to stand out even more so.
Here is a quick run down of the basic editing functions you might be able to use to enhance your photo (keep in mind, too much editing will lessen the quality of your photo!):
This one speaks for itself. Adjusting the brightness of your photo can enhance details that were lost in darkness and can make light areas pop. Use this tool sparingly as pushing the brightness right up the extreme can severely lessen the crispness of your photo.
Using the contrast function will brighten your light areas and darken your shadowed areas to create a crisp photo that stands out.
Boosting the saturation tool will enhance the colours of your photo, and reducing the saturation to its lowest point will completely remove the colour from the image and turn it into a black and white photo. The saturation tool is handy for when you don’t have optimal lighting on your subject and need to give the colour of it a little freshen up to match what it looks like to the human eye.
The crop tool gives you the ability to trim edges off your photo and cut it down to focus in on your subject.
Try not to use the pre-determined filters set on your smartphone. They are over-used and you lose some of the quality of the photo.
Hopefully these recommendations on how to take a quality photo on your smartphone will serve you and your business well. Showcasing your products and services on a regular basis to your audience with quality photos can only ever boost your brand and identity. If you’re looking for help with social media marketing for small business, feel free to get in touch!
In the meantime, happy snapping!
Logo design is the most crucial aspect of your brand. It’s a visual representation of who you are as a business, what you stand for, and what you promise to deliver to your customers; your logo sets the tone of what’s to come when customers engage your business. When it comes to branding, your logo is the foundation of your brand, so it needs to be right.
Unfortunately, there are too many examples of bad “DIY” logo design, or new businesses using outsourcing to dodgy logo design folks, just to save a few bucks. Whilst there are plenty of aspects of business which don’t hurt to “DIY”, logo design isn’t one of them. Take a read why…
Your brand is your promise
Simply put, your brand is your promise to your customer. It tells potential customers what to expect from you, your services and products, and it sets you apart from your competitors. Using a $10 logo you purchased online hardly screams “quality”, so be careful the message you’re trying to convey.
Logo design comes first
You need to understand that business cards, stationery, signage, your website, packaging and promotional materials, all of which feature your logo—are vehicles to communicate your brand and can only be developed once you have finalised your logo and brand strategy.
With logo design, you get what you pay for
Whilst there are now a number of low-cost options for startups and SMEs to develop a “logo”, paying $10 to an online designer will most likely result in exactly that – a logo that looks like you paid $10 for it.
These types of logos are often just duplicates of other logos (which defeats the purpose of your logo setting you apart from competitors).
Why use a marketing agency for logo design
- A marketing agency will consider the strategic elements of your branding campaign; not just create a pretty picture.
- A reputable agency will create a unique logo that no one else has, ensuring you don’t infringe on copyrighted or trademarked materials, or, at the very least, you don’t have a similar logo to your competitor.
- Marketing agencies will often provide a styleguide for your brand – this includes your brand fonts and colours, as well as guidelines on how to use the logo to ensure it always looks its best.
- A good agency will provide all the logo files you need for future marketing work. This saves money and time when you’re looking for professional print or if you need to use particular files for new design or web projects. If your logo is designed in a Microsoft program or Canva, for example, many professional printers won’t accept these logos and will charge you to recreate to the correct filetype.
- They will get it right the first time. There’s nothing worse than designing your own logo, or having something that isn’t quite right, printing thousands of business cards, letterhead, setting up your Facebook page, getting uniforms and signwriting, only to reflect a few months later and realise it’s not doing the job. Get it right early and have a professional take care of the logo.
At Birdcage Marketing, we absolutely love putting together brand strategies and designing logos. In fact, we’ve been trusted by some of Australia’s best startup, small and medium sized businesses to make sure their branding is up to scratch. If you’re looking for help with making a statement, contact us today to learn more about our affordable logo design packages for startups and SMEs.
As a business owner, it can be difficult to know exactly what you should be doing to properly market your business. Sure you’ve heard you need website design, to be on social media and the importance of email marketing. But with so many avenues, what are the essentials you need to focus on?
Small business marketing – the essential steps
At Birdcage Marketing, our small business marketing consultants have sat down and worked out the top steps you need to take as a small business owner.
Check out our hitlist below:
1. Cut-through branding
This doesn’t just mean a logo (although that’s the very least!). It means developing key messages which position you as a brand. There might be hundreds of plumbers or accountants all vying for the same target market, so you need to be able to articulate what sets you apart.
2. Invest in printed stationery
A business card, letterhead and with comps slips. These are essential printed collateral your business needs to have. Whilst most marketing is now digital, there’s just something about tangible, printed goods that leave a lasting impression.
3. Really good website design
These days there are so many options to suit every budget, there’s no excuse for your business not to have at least a 1-page website. Even if you only have a modest website, it still needs to be modern, easy to navigate and present a professional image. Remember, your website is your 24/7 salesperson and no one likes a badly put together dude that doesn’t make any sense.
4. Install Google Analytics
Now that you have good website design, you need to be able to track how many people are visiting, what pages they’re looking at, and for how long. Google Analytics is a free service from Google and will tell you more than you ever thought you wanted to know about the traffic on your site.
5. Have a centralised email list
The good news is that if you’re a services business you most likely already collect email addresses as part of quoting and invoicing. That’s a great start. If you’re a bricks-and-mortar retail store you need to make sure you’re collecting email addresses at the checkout. You also need to go one step further and collect all this data in one centralised location. There are hundreds of CRM programs available from low-cost to premium and feature a range of options for you to track customers and their purchase behaviours.
6. Regularly check your online reviews
You might think that because you never signed up for a Google My Business or Facebook page that your business isn’t in the online space. You’re wrong. Customers can still review your business online even without you creating a profile. Ensure you’re regularly Googling your business to keep on top of any negative reviews. There are a few Best Practice rules you can use to handle bad reviews, but the key is to address them.
7. Get social
Almost every type of business would benefit from being on social media. Even if you’re not overly active on your account, Facebook Groups are a great avenue for online networking and connecting with other people in your industry. There’s a lot to be learnt from collaborating with similar businesses that might be servicing another market (i.e. you’re a builder in Mackay but you’re chatting with a builder in Newcastle with some marketing techniques they’ve had success with).
8. Facebook Advertising
It’s the paid advertising platform of the moment. It’s affordable, effective and targeted. We absolutely love it and think (given the right strategy implementation) you would too.
The good news is that modern accounting software has come a long way. With platforms such as Xero leading the way in “accounting programs for the people” business owners can do more and more of their own bookkeeping. For some small business owners, managing their own finances works well. However, for many more, the reality is that unless you have a solid understanding of accounting and bookkeeping principles, you’re often doing your business finances a disservice by trying to DIY (and we’ve learnt that first hand).
If you’re feeling more overwhelmed than prepared for the end of financial year, Lisa Turner from Accounted for You has some very helpful advice to get you through the next few weeks, and perhaps be more prepared for next year.
Are your books ready for tax time?
Lisa Turner • Accounted for You
No one needs to be reminded; we all know it’s almost the end of financial year and that all our bookwork should be up-to-date. Are you completely organised and have someone looking after your books for you? Or, like many small business owners, have you been putting off getting your finances in order?
Get your priorities straight
The most important aspect to have ready by EOFY is that your financial data is up-to-date. That’s the record of your money coming in and going out. The benefit of using accounting software like Xero and QuickBooks is that small business owners can have much of their financial data automated, so you can upload invoices straight into the software and there’s a nice, clean record of everything.
Do as much as you can before your accountant starts
The more you can do for your accountant, the more money and time you’ll save when they go to lodge your tax return. If your books are in a state, it’s going to take them longer to set everything straight. If you’re managing your books yourself, take a few hours (or 10) to sit down and get everything sorted. If you just don’t have that kind of time, or you think it’s time to get some help, this is where a bookkeeper can step in to make tax time (and the rest of the year) a breeze.
A quick checklist before EOFY
- Check your receivable and payables.Do they reconcile to the balance sheet? Is there something you need to pay or write off as a bad debt. If you’re on cash reporting, make sure your bank reconciliations are up to date so your GST submissions are right.
- If you carry inventory are stock levels right? Do you do regular stocktakes or need to do one?
- Clearing accounts. Are all your GST, PAYG, super etc balances correct or do you need help to balance them?
- Check in with your Accountant to see if there is anything they recommend you need to do before they start preparing your tax return.
- Take a look at this handy checklist from the Government’s Business website.
If you do need help, make sure you get the right kind
If the above checklist made you feel a bit uneasy (ok, so maybe you’re freaking out), don’t just hire the first bookkeeper that pops up on Google. It’s important that both your bookkeeper and accountant are registered with the Tax Practitioners board. It goes without saying that your accountant must be registered in order to lodge a tax return, however it’s important your bookkeeper is also registered, as otherwise they are very limited in what they can actually do for you. And isn’t the whole point of hiring them to make your life easier?
If you’re looking for a bookkeeper to help sort your small business finances, Lisa is your go-to-woman and is helping Birdcage Marketing be our most organised selves coming into tax time. If you want to share our “ready-for-EOFY-glow”, be sure to contact Lisa via her website. Based in the Gold Coast, Lisa is another clever business (like us) that services small businesses Australia-wide.
Instagram has come a long way since June 2016. In under one year, we’ve seen major algorithm updates, the creation of business profiles, stories and now, collections. As social media marketing specialists, we work with a number of Australian businesses and the general consensus is that of confusion, now that Instagram is getting all tricked-out.
It’s no secret Instagram isn’t shy to “adopt” competitor features. Since being acquired by Facebook we’re seeing a very similar business profile system, complete with boosted post functions. It’s all but made Snapchat obsolete with the stories feature, and now it’s stomping on Pinterest’s territory with the collections feature.
So what are the actual benefits of all these new features to the business user? Let us review these features and explain the benefit to business, as social media marketing specialists:
To switch from a regular account to a business account is ridiculously simple and at this stage, we’re only seeing positives for the business user.
As Instagram explains:
“Business profiles are a free feature for accounts wanting to be recognized as a business on Instagram. With a business profile, businesses can choose how they want their customers to get in touch with them: call, text or email with a tap of the contact button as well as get directions. Business profiles also unlock access to insights and the ability to promote.”
This contact button is particularly handy for businesses, as it gives potential customers a one-step option for contact. Simply tap the “contact” button on the business’ profile and you’ll start the phone call in the Call app.
Some businesses are sceptical to switch to a business account as they fear their posts will become less visible (see: Facebook algorithm). However at this stage we’re not seeing any decrease in visibility due to switching (however this could change in the future if Instagram wants us to start paying for boosted posts).
There’s also the added feature of “insights” which provides full analytics on business posts. With this feature, business users can get to know what posts are getting the most engagement, and other insights to better understanding their audience.
The verdict: now is a great time for businesses to switch to an Instagram business account. With added features and currently no effect on post visibility, it’s a perfect fit for any business.
Instagram introduced stories back in August 2016 and by the end of 2016, had over 150 million users every day. Instagram stories are video or images which are posted separately to your feed, and disappear after 24 hours. You can add markups, stamps, use the Boomerang tool and even record live video to enhance your stories.
In essence, Instagram stories are considered totally separate to your regular Instagram feed. Some Instagram users engage with both stories and the regular feed, some just the feed, and others only the stories.
The point is, it’s another vehicle to showcase your brand – it allows you to be more “raw” and “behind-the-scenes” because of the transience of the content. The Live function is especially beneficial as it will actually notify high-engagers of your profile that you are live, therefore prompting users to log on directly to see you and your brand.
The verdict: your business should try leveraging both the standard Instagram feed, and stories to engage audiences. Different people consume content in different ways, so you need to get to learn how your target market wants to interact with your brand. If you notice a huge engagement on stories, that’s where you can then direct resources, however if you’re only getting a couple of views, be sure to funnel time and energy into a highly engaging profile.
NEW, NEW, NEW: Instagram Collections
You may-or-may-not know that you can “save” other people’s posts to your profile since December 2016. Any saved posts remain private (only you can see them). Now, as of this month, you can create different Boards – sorry – “Collections” to save these posts into. Just think Pinterest but… actually just think Pinterest. Because that’s exactly what it is.
Whilst this feature is so new there is yet to be any data released, we know that since December 2016, just over 46% of users have actually “saved” a post. For now, Collections remain private, however we’re speculating this won’t last long.
The verdict: don’t be afraid to jump on a new feature when it launches. Whilst Collections are still private, our prediction is that Instagram is trying to get users to categorise content and will eventually provide an option to make these boards public. If your business has already started using this feature, it will be ahead of the curve when new changes occur. So give it a go!
Source: The Next Web
Side note: Instagram Direct
Whilst this isn’t a huge feature, we thought it was worth noting that users can actually send you direct messages through Instagram. A lot of businesses don’t know this and potential client interactions can go cold if you don’t respond quickly. Make sure you check your Instagram Direct inbox to ensure you’re not losing any potential leads.
Source: Simple Help
If you’re thinking about getting your brand on Instagram, or need help building your brand presence and engagement, get in touch with Birdcage Marketing. We’re social media marketing specialists for micro, small & medium sized businesses, and would love to learn more about your brand.
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Our director, Madeline Avery, is a regular contributor to Inside Small Business magazine.
Her latest article was published in the latest edition of the print & digital publication.
Take a look at the article below – and then go and subscribe to Inside Small Business!
For many Australian families, it’s challenging or downright impossible to live on a single income. Even when the primary income earner (lets – rightly or wrongly – call him “husband”) earns a decent wage.
With the rising cost of housing, groceries, utilities and general life, many families have no choice but for the mother to return to work after maternity leave.
This then means childcare is another bill to add to the pile.
Unless you’re fortunate enough to have family or friends to take care of your children for free, childcare is a necessary evil of working parents. And with most childcare costing in excess of $100 per day, it raises the question if it really is worth the mother returning to work.
On International Women’s Day we’re celebrating all women! Stay-at-home, work-at-home, employed or otherwise. However today, I’ve written a more personal but still marketing-focussed article about the “rise of the Mumpreneur.” Why they start, what they’re doing and how they can grow.
Rise of the Mumpreneur
Mumpreneurs are working mums, with a twist. They’re fed up with working all day just to pay someone else to mind their child. They’re done with inflexible working hours, being frowned at for leaving the office to pick up the kids, and for missing the days spent with their darling children who grow up all too fast.
They’re swapping it for working early mornings, late nights and working during nap times.
These women are the Mumpreneurs.
A new breed of Australian mothers who are choosing to be work-at-home-mums (WAHM’s) in the form of starting their own business.
Who are Mumpreneurs?
A breed of women trying to forge their own way forward whilst juggling kids and a busy homelife. These women aren’t necessarily doing anything “better” or “worse”, they’re just trying to find a solution which works for them.
The types of businesses owned by Mumpreneurs range from handmade goods through to financial services. However some of the more common industries include:
- Childrens clothing, toys & home decor
- Home decor
- Bath & beauty products
- Virtual Assistants
- Online retailers
- Interior designers
- Business coaches
- Women’s clothing & accessories
- Graphic & web design
Top tips for Mumpreneurs (from a mum & marketer)
As a marketing consultant & working mother, I’ve listed a few tips to help Mumpreneurs build their businesses (and keep their sanity).
Build your email list & use it
I might sound like a broken record, but email lists are by and far the best tool for online businesses. Collect those email addresses and send out regular communication.
If you want to read more about why we love email marketing, check out this post.
Leverage the power of outsourcing online
In the beginning it can be very difficult to justify the expense of outsourcing. And before you know you have a proper market for your business you probably should only take baby steps to make sure you don’t put yourself under more financial stress.
However, the beauty of the online economy is the availability for collaboration. Gone are the days where you would need to actually hire a full time staff member to delegate tasks to. You can now work with anyone in Australia (even the world) to lighten your workload. You’ll find is that the time you free-up trying to stumble through a task you know nothing about can be better used to grow your business.
Measure your marketing efforts
Whilst there will always be a place for traditional marketing (print ads, billboards, TV, radio etc.), it’s quite out of reach for many Mumpreneur budgets.
The good news? Digital marketing is cheaper, more effective and measurable. What digital marketing channels should you be using?
- Social media (Facebook, Instagram, Pintrest, LinkedIn etc.) – particularly paid promotions
- Google My Business (show up on local listings and get reviews)
- Search Engine Optimisation (even just the bare minimum)
- Blogging (including guest blogging on complementary sites)
- Email marketing
The best thing about all of these is that you can track and measure their effectiveness. If something isn’t working – ditch it. If another platform is outperforming – invest in it more. Digital marketing isn’t “set-and-forget”; it requires constant evaluation and tweaking to ensure you’re maximising your budget and efforts.
Avoid working during “awake” time
I’ve attempted this many times, and failed almost every one of those times. When the children are awake, it’s very difficult to focus on getting a task done and keeping the kids happy. It either ends up in sloppy work, or a frustrated baby and mother.
Bear in mind, some Mumpreneur businesses (eg. handmade-based) might allow for “collaboration” where your little one can “help” you create product, but for anything which requires concentration, leave it to nap time.
Another tactic is to get up early. I know, you’re probably already sleep deprived, and during times of crisis it probably is best to get some extra sleep. But, if you’re anything like us, my son wakes at around 5:00am before needing some resettling and instead of crawling back to bed, I like to get up and catch up on some to-do’s. Even if that’s only getting through some overnight emails, I feel much more centred and ahead of the game.
Don’t discount Childcare
If you can afford it, having even just one full day to work can make a huge difference. It will either allow you to focus on building your business, or it means you can work less on the days your child is at home.
Find a support community
Some (most) days are hard. If it was easy, everyone would do it. You need to ensure you have a community of women who understand what you’re going through. Again, the internet is a magical thing. Facebook groups (like my personal favourite Mums With Hustle) are a great to get things off your chest, ask for another perspective, seeking advice and sharing successes.
At Birdcage Marketing we work with so many amazing women dedicated to building their businesses. Whether they’re trail-blazing business owners, or inspiring leaders, we love sharing each and every journey.
If you want to work with us too, contact us
As a digital marketing consultant, our focus for the month is email marketing. We’ve explored why micro, small and medium sized businesses need it, now we’re going to look at the fundamental steps involved in building and keeping a successful email database.
Step 1: Gather your contacts
The very first step of successful email marketing is to create a database of contacts to send your material.
Whilst it’s always a failsafe to include a newsletter signup form on your site, the reality is you’re not going to get hoards of contacts entering their email address simply to “stay up to date”, unless they really love your brand.
The key is to entice contacts to share their email address.
Here are some examples of “enticing” a new contact:
offer a free eBook (or similar material) for download
ask contacts for their email to download a pricelist or special offer
offer a multi-part email series on a topic of interest
provide a “pre-release” update for a new product or service
run a competition
require email submission through the purchase process (if you sell product online)
These are just some ideas which may or may not work based on your industry and brand.
Step 2: Ask for permission
It’s not enough to just ask for a customer for their email address, you should always check that it’s ok to send future communications. If a person is interested enough in what you’re offering to provide their email address in the first place, they’re likely to be happy to hear from you again. Ensure you include an “opt in” tick box in your online form.
Step 3: Send a confirmation email & encourage “adding to address book”
Once a subscriber submits their details, send them a confirmation email immediately and encourage them to add you to their address book. This achieves two things:
If you have a decent signup form on your site, you should be able to set up automated confirmation emails.
Step 4: Do what you say and say what you do
Like most things in successful business, you need to manage client expectations. This is something we focus on a lot in our business to ensure our clients are happy clients. And it’s the same with email marketing.
If you’ve promised a weekly email containing xyz content, you better only send one email a week with that valuable content. Otherwise, you’ll be getting a lot of unsubscribes if you send an email every two days containing nothing but sales pitches.
Remember, email marketing is about building relationships with customers through offering valuable content, not just another platform for you to flog your product.
if you want to hit fast-forward and get us to manage an effective email campaign that will convert customers without the fuss, contact us directly.
We’re still only at the beginning of 2017, and many business owners are looking at how to grow their business through marketing. Speaking to a client this week, we looked at how we can build on their existing SEO and digital marketing efforts. As a marketing consultant, we recommended regular email newsletters to boost customer engagement and help build trust (the key to any successful brand).
We strongly believe that every website should have a call-to-action to encourage newsletter signups, and you should be sending emails (at the very least) once a month to your customers (past, present and future). Take a look at why we love email marketing for micro, small and medium sized businesses:
They build relationships with customers
Customers don’t simply engage your business because you’re selling a product or service; they buy because they trust you. And how do you build trust with customers? Regular engagement with them, showcasing a professional and consistent brand personality and providing them with information they actually want. That is all achievable through email marketing.
The key is to follow email marketing best practices, provide engaging content and ensure your email looks professional and trustworthy. The aim is to connect with your customers. And if you’re informing alongside your selling, you’re building a long-term relationship with your customers. That’s connecting (and something a print ad or flyer will never do).
People actually read them
You would have heard a lot about the value of social media in business. And whilst it definitely has it’s place, email is actually 40 times more effective at acquiring new customers than Facebook or Twitter. In fact, 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week and for every $1 spent on email marketing, it generates $38 in ROI (return on investment).
They’re cost effective
Wonder why the major corporations still bother with printed catalogues? Because constant communication with customers works. Unfortunately most small businesses don’t have the kind of budget Woolworths or Coles might have to distribute multi-page catalogues week-after-week. But micro, small and medium sized businesses can still benefit from constant and regular communications with customers using email – and for an absolute fraction of the price.
Hardcopy mailings might cost in excess of $2000 per round, whereas an email newsletter, professionally prepared, dispatched and managed by marketing consultants like Birdcage Marketing might only cost you 10% of that!
Email newsletters are trackable
One major benefit of an email newsletter (as opposed to a catalogue or letterbox drop ) is that they’re 100% measurable. At Birdcage Marketing, we recommend that our clients use an email platform like Mailchimp.* Why?
Mailchimp will make managing your email databases a breeze. You can create separate lists and manage bounced and unsubscribed contacts.
It offers very useful metrics. Check your open rates, bounce rates, click-throughs and more.
The free version is usually enough for small businesses. And the paid options won’t break the bank either.
Create (or have us create) beautiful templates which are easily editable by end users.
* FYI – we are in no way affiliated with Mailchimp and this is a completely independent opinion.
Drive traffic to your site and help with your SEO score
Increased site traffic helps increase your google ranking. So by driving customers from your email to your site, you’re helping boost your Search Engine Optimisation rankings. What’s more, you can specifically direct customers to particular pages of your site with simple click throughs and calls-to-action.
If you want to know more about how Birdcage Marketing can offer you email marketing consultant services, connect with us via email or call 07 4999 9929.
With the beginning of the year upon us, it’s always a good idea to take stock of your business goals. For many businesses (including Birdcage Marketing), one of our goals is “growth”. To ensure we stick to this goal, we’ve got a gross earning target, and client number target in mind.
Speaking to a number of clients, it’s evident that growth is a common theme in small business marketing 2017 for micro, small & medium sized businesses. It seems the time of start up, struggling through (and figuring out what the hell you’re doing) has passed for many.
If you’re looking to grow your business through small business marketing 2017 it’s important you don’t just throw money at “marketing”. You need to be strategic about how you’re allocating your budget to maximise your return on investment (ROI).
If you feel like your business is ready to up the ante, take a look at our top small business marketing 2017 tips below and make sure you’re ticking all the boxes. Even if you’re only at the start of your entrepreneurial journey, it’s a good idea to start right, so the following will also be relevant to you.
A proper logo
You know that logo your cousin’s daughter who’s still in uni made up for you, it’s probably not cutting it. Sure it worked for your start-up phase when you had a hundred-and-one other things to get going. But if you’re serious about creating a lasting brand image you need to invest in a strategic logo designed by a professional.
Many business owners, unfortunately, underestimate the value of good branding. They figure the work will just speak for itself. And whilst your product or service is at the core of good business, you need to be putting your best foot forward when it comes to making a good impression.
That also goes for making sure your stationery suite is up to scratch. There’s no use having great branding if you’re still using last years’ letterhead and a DIY business card.
A website which actually attracts clients
After you’ve got your logo sorted it’s important that your website is built to engage new customers and drive them to take action. We’ve mentioned previously that a website is your 24/7 salesman. It’s often the first impression a new customer will get so it needs to look good. It also needs to convert the “browsers” to actually get in touch with you. That means, strategic copy, easy to navigate structure and a few solid contact forms.
An SEO strategy
Our favourite. If you do one thing for your business this year it’s to invest in getting your website found on Google. (Check out our last post about the benefits of SEO for small and medium sized businesses.)
Many SME’s are afraid of SEO as they don’t quite understand it and keep receiving junk emails for a $199 per month service from offshore suppliers. SEO isn’t as scary as you think, and if you use a quality local, Australian SEO supplier who provides monthly reports and keeps you updated on their progress you know you’re getting value for money.
SEO is basically the coming together of many small (and large) factors to get your site on the first page of Google. And many suppliers are only offering a small portion of that picture and getting a small portion of results.
Many of our SEO packages include a brand new site design (like the one we recently did for Progressive Pest Management), as well as regular blogging and social media management etc. on top of our strategic on-page and off-page optimisation.
A regular email newsletter
This is probably something you’ve thought of many times, but don’t know how to get it going (or keep it going). But the fact is; REGULAR EMAIL MARKETING CONVERTS CUSTOMERS. If someone has signed up for your newsletter through your website, or has worked with you in the past, they are always easier to convert than unengaged audiences. Just take a look at these stats:
Email is 40 times more effective at acquiring new customers than Facebook or Twitter
72% people prefer to receive promotional content through email, compared to 17% who prefer social media
90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
Email marketing has an average ROI of 3800%
source: Campaign Monitor
And the best part of email marketing is that is extremely low cost to set up and maintain (compared to traditional marketing methods such as ad placements etc.). Birdcage Marketing can set up an email template starting at a one off fee of just $540 in an email platform (such as Mailchimp) and provide full training so you can send out the info yourself each week/month. Compare that to a half-page print ad in a local publication for around $900 each month where you won’t receive any engagement stats or reporting.
To learn more about how you can grow your business with small business marketing 2017, or if you need some ideas to get you started, connect with us! We’re always happy to have a quick chat over the phone to nut out some basic ideas (obligation free, of course!).
Wishing everyone a prosperous 2017!