Keep these 3 Essential Reasons to Hire Internet Marketing in Sydney in Memory

Internet marketing refers to the marketing efforts used on a mobile device on the internet. Using social media, email, different websites and search engines, business organisations can target prospective customers. It is safe to say that digital marketing and seasoned inbound marketing is quite the same thing. Of course, there are visible differences observed all … Continue reading “Keep these 3 Essential Reasons to Hire Internet Marketing in Sydney in Memory”

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SEO Teaching: Should SEO Be Taught at Universities?

Posted by Carla_Dawson

SEO is a concept that has been around for years and some universities have incorporated it into the curricula. A while back, I posted
this question on Moz and noticed some very strong opinions on the idea that SEO should be part of formal education. Search Engine Journal also posted an article on the idea that SEO should not be taught in universities. We (I co-wrote this post with Aleksej Heinze, who also currently teaches SEO) obviously believe SEO should be taught in higher education and got together to discuss how it benefits the SEO industry and how SEO can be incorporated in higher education. Aleksej teaches SEO in the U.K.; I teach SEO in Argentina.

Before I get started with the pros and cons, I want to share with you some opinions from people in industry on the topic of SEO in universities.


Wil Reynolds (Founder – Seer Interactive)

1. Do you believe universities or higher education institutions should equip students with the skills to meet industry needs?

Yes, people take BIG loans to go to the university in the U.S.; we should at least make sure when they graduate they have the skills that are in…demand in the workplace.

2. Are SEO skills something you believe are lacking in industry?

Not sure. “SEO skills” is a broad phrase.

3. Do you think teaching SEO in universities gives credibility to the profession?

Not really, I think the profession has credibility. Teaching SEO in universities gives a student a great platform to learn and to be prepared for one of the industries that is in desperate need of talent.


4. Do you think teaching SEO in universities benefits the industry?

Yes, but I think SEO is too narrow, according to many definitions. If you think about it, SEO is as much about technical as it is about link building [or] keyword research. To teach the broad definition of SEO you’d need a pretty multi-disciplinary group to teach it. Maybe we’d just teach it as part of a digital marketing rotation.

Stephen Lock (Head of Content & Inbound Marketing, Linkdex.com)

1. Do you believe universities or higher education institutions should equip students with the skills to meet industry needs?

Yes, it makes sense that universities, where appropriate, offer courses that are based heavily on industry demands, especially if the course/institution has been marketed as…tailored for employers.

2. Are SEO skills something you believe are lacking in industry?

They definitely are. There is a real shortage, and due to the fast-moving nature of the field, knowledge is quickly outdated, meaning even experienced practitioners aren’t always great candidates.

3. Do you think teaching SEO in universities gives credibility to the profession?

I believe it does, although it is one of those fields where it’s common for people to…come from a broad range of backgrounds. The skills required are so diverse that it’s also understandable that people who have studied one field can adapt. From experience, employers are more interested in the person, their attitude and capacity to learn. However, SEO in universities can only be a good thing for the industry.

4. Do you think teaching SEO in universities benefits the industry?

Teaching SEO, I believe, would benefit the industry, as the skills shortage is so acute and it is so common for entry-level candidates to come from many different backgrounds. My final thoughts are that SEO is so broad as a discipline that calling it just SEO may not do it justice.


What we can see from these and other opinions we received for this article is views are still mixed since SEO education is not clearly defined. Where do you start with a subject area that touches such a broad range of disciplines, including technical, content and engagement? However, the vast majority of our respondents were
positive about the need to integrate SEO in higher education!

Pros to teaching SEO in universities

Eli Overbey wrote a great article on this topic
here, but me and Aleksej took some of the ideas one step further. Basically, we identified problems in industry and how teaching SEO in universities might help the industry.

How teaching SEO in universities may benefit the industry

Industry Problem How SEO in higher education might alive the problem?
Long sales cycles – Selling SEO is a lot about educating your potential client. Today’s student is tomorrow’s potential client.

Students who learn SEO formally (and not just on the job) are likely to have a broader understanding of its benefits, and therefore, be able to “sell” it more effectively to clients.
Lack of Credibility – Most SEOs learned SEO on the job, or through reading great books like “The Art of SEO” and reading great articles on the internet. However, few formal institutions recognize it as a valid marketing technique. SEO is not taught in many marketing related programs. Creating an educational standard for SEO increases the credibility of the field. Treating the discipline as if it was law, engineering, etc., would elevate SEO to a discipline seen as requiring a significant period of study before it can be practiced.
Everyone says they know SEO. Without a recognized standard for the field of SEO, anyone and everyone can say they know SEO.
Clients with bad experiences don’t trust SEO companies.
Showing clients you have a certified person on your team may alleviate this situation.
Long recruiting cycles. Recruiters currently have to give SEO tests to verify that the job candidate in front of them really knows SEO. A certification or a degree does not guarantee you know the subject (this is true for lots of fields), but it is an excellent filter and a great starting point.
SEO is constantly changing, making it hard to keep up. Law, medicine and most other subject areas are also constantly changing, and content and concepts are updated accordingly. The same can be true for SEO in universities.
Clients challenge your techniques (ex. “Why don’t you use the keyword meta tag?” or “Why are you using parallax scrolling when it is not SEO-friendly?”)  This happens in all industries and being able to reference an independent institution and a high-quality article will probably reduce discussion time.
There is a high demand for SEO skills. Below you will find articles that mention demand for SEO skills in industry. Universities are in the business of creating professionals and satisfying workforce demands.Higher education institutions are often criticized for their lack of relevant educational courses that will equip students with the skills to meet specific industry needs.

SEO is relevant today and will be well into the foreseeable future.

Cons to teaching SEO in universities

We do see some negatives to teaching SEO in universities, but we see them more as issues to be mitigated.
John Weber did a great job identifying the difficulties in teaching SEO in his article on searchenginejournal.com. We agree with several of the points in this article. However, we see them more as issues that can be alleviated through great program development.

Obstacles  Potential Solutions
Google makes changes to its algorithm constantly. This exact topic should be brought up in the classroom. Students get that what they learn in school is somewhat “academic” and may be slightly out-of-date, but is still useful.

(On a side note, laws change all the time, yet law is taught in school.) 
SEO is complex. It requires analytical and creative skills. Case studies are a great way to teach complex concepts and creativity. Law, perhaps, is similar to SEO in that it requires analytical and creative skills to be successful, and it is taught in universities.
No one absolutely knows “the magic formula.” This exact topic should be brought up in the classroom. This is true with many professions. Medicine is not an exact science and continuously evolves. Physicians often prescribe differing treatments for the same diagnosis. 

Current flaws in academia

We also see lots of flaws within the academic world regarding SEO, specifically the fact that if the subject is taught, it is mostly taught as an extension (vocational) course or optional part of an MBA program.

Here are some universities that offer SEO:

We feel SEO should be included as part of many other degree programs.

Please note that mentioning the concept and explaining it is not the same as teaching how to do SEO. In some cases, the concept should be mentioned and included, and in other cases, SEO should be fully taught. For example at Salford Business School, students are expected to plan, execute and evaluate live SEO campaigns and report on their results. This kind of SEO learning helps in job interviews where students can show their own artefacts and discuss what they have done and learned from their practical SEO experience.The academic world
has not incorporated the subject in a holistic manner.

How could SEO be incorporated into higher education?

Degree focus SEO Concept (not to be confused with course) to be incorporated in program Comments
Master of Business Administration (MBA) How to use SEO as a business strategy for long term sustainability of business? Not many MBA courses recognize SEO as a strategic tool for developing value for their business. Hence a number of businesses are missing growth opportunities in the online world.
Advertising How to use SEO with viral marketing and word of mouth as an advertising technique?

Is Inbound Marketing an advertising technique?
Television ads are no longer as effective as those created for YouTube with viral sharing in mind.
Web design/ computer science Designing for Search Engines – Is SEO part of web design? SEO is not taught in many web design or computer science schools. This has major issues/benefits for agencies that try to turn a non-SEO-friendly website into one that can be crawled by search engines.
Marketing Organic search engine results are an important marketing channel, and this concept does not have visibility in the educational system.

Many marketing programs talk about SEO as if it is something that’s useful to someone else. We are all individual brands who can learn and use SEO (e.g., integration of keyword research allows for better digital consumer profiling and learning about the digital personas to be engaged with in marketing mix).

Public Relations (PR) Synergies of online PR with content development strategies and long-term link building Many PR ignore the benefits of SEO and miss out on the mutual benefits that an integration of SEO and online PR could provide. 
Journalism Writing text for online readability and scanability (e.g., using headings, bullet points, etc.) Many journalism courses are still based on great headlines and catchy first paragraph, but these are great techniques when combined with SEO, too. Not thinking about the online audience means you miss a lot of reach with articles that are “thrown” onto the web without much consideration.

We argue for wider adoption of SEO at university teaching because of these three reasons:

Shaping the SEO industry

Starting with understanding SEO principles at the university-level, we are shaping the digital marketing professionals of the future. Recognizing the growing range of opportunities that digital marketing creates as a consequence of good SEO practices offers an invitation to the industry for new talent. Offering SEO at universities will not stop cowboy SEO practices, but at least it will reduce the use of such practices out of incompetence.

SEO is no longer a “dark art”

By demystifying the process of SEO, companies will be more likely to employ SEO professionals by recognizing and better appreciating the value they create. SEO is no longer perceived as a “black box” or “dark art” and individuals who might be supervising others will be more able to expect higher standards and discern whether someone is using unwelcome practices.

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Good SEO practices will make our industry sustainable

By integrating SEO into wider advertising, digital marketing, journalism, web design, PR and MBA courses, we are able to create a better long-term future for SEO as a profession. Having SEO skills applies to many disciplines, and business would be prepared to pay for these skills as soon as they recognise the return on investment that good SEO can create. By teaching SEO in higher education, SEO will appear more professional, which will lead to long-term sustainability.

Is there demand in the industry for SEO skills?

Universities have often been criticized for offering courses not relevant to industry needs. Students invest in higher education to broaden their horizons, but also to obtain skills that equip them better for their chosen profession. The underlying principle is that universities have to offer “universal knowledge and skills” to improve innovation and skills of the world we live in. So if an industry demands SEO skills, then perhaps it is time for higher education to respond? Here are some articles that show workforce demand related to SEO. 

2012 – Conductor –
Demand for SEO Professionals Has Never Been Greater [Study]

2013 – Bruce Clay –
Studies Reveal SEO Analysts are in High Demand

2013 – Search Engine Land –
SEO Talent In High Demand — How To Hire An SEO

Here are some great stats from the articles above.

  • Studies show a 112 percent year-over-year increase in demand for SEO professionals, with salaries as high as $94,000, as reported by Conductor, an SEO technology company based in New York.
  • Search Engine Land surveyed the SEO industry and found that 93 percent of respondents expected their SEO business to grow by the end of 2013. It makes sense, then, that 82 percent of respondents also reported plans to hire additional SEO staff this year.
  • Digital Journal proclaimed “there is no doubt that a career in an SEO agency as an SEO professional can be an exciting and rewarding one. Stress levels would match the lows found in other online positions, while the employment opportunities in such a fast growing business are obvious … Mid-level strategist and management roles can earn from $60,000, while senior marketing directors can expect to approach six-figure sums.”

First-hand experience – Aleksej Heinze

Salford Business School is currently leading a European project, a Joint European Masters in Digital and Social Media Marketing (
JEMSS). This project aims to develop the digital marketeers of the future. JEMSS is a partnership between five European Universities and two commercial organizations, one of which is a digital marketing recruitment agency based in Manchester, the UK.

As part of this project, an extensive consultation with digital agencies and in-house teams has been conducted across five European countries. This multi-stage research project started with a brainstorming session that included ten UK-based agencies in December 2013. They were looking at the top
10 digital marketing skills for international business. The key skill identified as part of this focus group was Search Engine Optimization.

The views from the UK-based agencies were also inline with the online survey results from students and potential students regarding digital marketing courses. The list of 25 skills was developed through the initial focus group with industry practitioners. We can clearly see that SEO tops the table of skills needed when developing knowledge and skills in the area of digital marketing. This online survey was completed by 712 respondents across several countries. We were interested to look at five countries taking part in the JEMSS project: Bulgaria, Greece, Lithuania, Poland and the UK. At least 50 respondents for each of these counties were collected to have a representative sample group.

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Do people want to learn SEO?

Looking at the generic searches related to learning SEO/SEO courses in various parts of the world we see some interesting trends:

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This Google Trends screenshot shows some of the main terms related to the popularity of SEO courses. We can see there is a major difference between “SEO training” and “SEO courses.” This can mean most people are seeing SEO as a vocational skill and not an academic course. It is also interesting to note that the location for those interested in “SEO courses” tends to be in India, the U.K. and the U.S. More research should be done in to identify additional hot spots throughout the world.

First hand experience – Carla Dawson

My students are eager to learn about SEO. Many of them make comments like “Carla, we have been waiting for this class” or “This is the best class [in the] program.” In the SEO class, I notice that students pay closer attention than they do in other classes. Multiple requests have been made by my students to “offer a second course or a seminar” so they can learn more about SEO. It almost seems as if the SEO course has more value than some of the other courses. In class, I get questions like “where can we learn more about SEO?” “What sources are reliable?” etc.

Conclusion

Long gone are the days gone where
universities were run by nuns and monks and the main courses included Latin, metaphysics and theology. Most universities are becoming businesses that develop educational products, research and sell them.

If you believe that universities or higher education institutions should equip students with the skills to meet specific industry needs, then perhaps SEO or better yet “Search Marketing” is ideal for universities?

SEO touches so many fields and in our opinion it should be incorporated in various degrees not just offered as an extension course. We would love to hear the communities opinion on this topic so please comment below!

This article was co-authored with Aleksej Heinze from the University of Salford Manchester . You can find more information about Aleksej here.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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SEO Sydney Melbourne: SEO SCAMMERS #9: Search Engine Optimisation SEO Sydney

http://www.seotherapy.com.au BEWARE SEO SCAMMERS and SPAMMERS – SEO maestro & journalist/copywriter Stewart Dawes with #9 SEO SCAMMERS example. Sydney Melbou…

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SEO Meetup Presentation – James Norquay

A recent SEO 101 presentation if you are interested in SEO training in Sydney by James Norquay view the website here – http://prosperitymedia.com.au/sydney-s…

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Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines

Posted by randfish

Recently, Moz contributor Scott Wyden, a photographer in New Jersey, received a warning in his Google Webmaster Tools about some links that violated Google’s Quality Guidelines. Many, many site owners have received warnings like this, and while some are helpful hints, many (like Scott’s) include sites and links that clearly do not violate the guidelines Google’s published.

Here’s a screenshot of Scott’s reconsideration request:

(note that the red text was added by Scott as a reminder to himself)

As founder, board member, and majority shareholder of Moz, which owns Moz.com (of which YouMoz is a part), I’m here to tell Google that Scott’s link from the YouMoz post was absolutely editorial. Our content team reviews every YouMoz submission. We reject the vast majority of them. We publish only those that are of value and interest to our community. And we check every frickin’ link.

Scott’s link, ironically, came from this post about Building Relationships, Not Links. It’s a good post with helpful information, good examples, and a message which I strongly support. I also, absolutely, support Scott’s earning of a link back to his Photography SEO community and to his page listing business books for photographers (this link was recently removed from the post at Scott’s request). Note that “Photography SEO community” isn’t just a descriptive name, it’s also the official brand name of the site Scott built. Scott linked the way I believe content creators should on the web: with descriptive anchor text that helps inform a reader what they’re going to find on that page. In this case, it may overlap with keywords Scott’s targeting for SEO, but I find it ridiculous to hurt usability in the name of tiptoeing around Google’s potential overenforcement. That’s a one-way ticket to a truly inorganic, Google-shaped web.

If Google doesn’t want to count those links, that’s their business (though I’d argue they’re losing out on a helpful link that improves the link graph and the web overall). What’s not OK is Google’s misrepresentation of Moz’s link as “inorganic” and “in violation of our quality guidelines” in their Webmaster Tools.

I really wish YouMoz was an outlier. Sadly, I’ve been seeing more and more of these frustratingly misleading warnings from Google Webmaster Tools.

(via this tweet)

Several months ago, Jen Lopez, Moz’s director of community, had an email conversation with Google’s Head of Webspam, Matt Cutts. Matt granted us permission to publish portions of that discussion, which you can see below:

Jen Lopez: Hey Matt,

I made the mistake of emailing you while you weren’t answering outside emails for 30 days. 😀 I wanted to bring this up again though because we have a question going on in Q&A right now about the topic. People are worried that they can’t guest post on Moz: http://moz.com/community/q/could-posting-on-youmoz-get-your-penalized-for-guest-blogging because they’ll get penalized. I was curious if you’d like to jump in and respond? Or give your thoughts on the topic?

Thanks!

Matt Cutts: Hey, the short answer is that if a site A links to spammy sites, that can affect site A’s reputation. That shouldn’t be a shock–I think we’ve talked about the hazards of linking to bad neighborhoods for a decade or so.

That said, with the specific instance of Moz.com, for the most part it’s an example of a site that does good due diligence, so on average Moz.com is linking to non-problematic sites. If Moz were to lower its quality standards then that could eventually affect Moz’s reputation.

The factors that make things safer are the commonsense things you’d expect, e.g. adding a nofollow will eliminate the linking issue completely. Short of that, keyword rich anchortext is higher risk than navigational anchortext like a person or site’s name, and so on.”

Jen, in particular, has been a champion of high standards and non-spammy guest publishing, and I’m very appreciative to Matt for the thoughtful reply (which matches our beliefs). Her talk at SMX Sydney—Guest Blogging Isn’t Dead, But Blogging Just for Links Is—and her post—Time for Guest Blogging With a Purpose—helps explain Moz’s position on the subject (one I believe Google shares). 

I can promise that our quality standards are only going up (you can read Keri’s post on YouMoz policies to get a sense of how seriously we take our publishing), that Scott’s link in particular was entirely editorial, organic, and intentional, and that we take great steps to insure that all of our authors and links are carefully vetted.

We’d love if Google’s webmaster review team used the same care when reviewing and calling out links in Webmaster Tools. It would help make the web (and Google’s search engine) a better place.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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Local SEO Services Sydney Sydney Local SEO Services Sales Video

Local SEO Services Sydney Sydney Local SEO Services Sales Video. This is from May 2012 and shows some of the services offered by AllSearch52’s Local SEO Serv…

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Twelve Top Marketing Tips

Before you begin marketing your business – there are Twelve Top Marketing Tips you need to consider which will help you maximise your marketing results.

1. Start with a marketing plan
SME businesses often make the mistake of rushing to implement marketing strategies and tactics without putting a plan into place and often results in a waste valuable time and money communicating to customers who don’t have a need for your product/service.

Your marketing plan should begin with an analysis of your market, business environment, competitors and customers. Knowing the market you compete in and the factors that impact your business will ensure you develop and implement tactics that are relevant, maximise your marketing spend and achieve profitable results.

2. Focus on the customer
Effective marketing strategies begin and end with the customer. It is important to find out who your most profitable customers are and how you can keep them loyal, as well as how you to attract new customers with similar profiles.

Marketing to customers who have a need and desire for your product/service will ensure you optimise your marketing spend.

3. Keep your existing customer base
The cost associated with winning new customers are four times greater than the costs of retaining customers. Set objectives and develop marketing strategies and tactics that focus on the retention and expansion of your most valuable customers.

4. Know your market
Your market is the industry in which you compete. You need to analyse your market and gain an understanding of your business’s full market potential identifying new opportunities. Ask yourself:

  • Is my market growing or declining and why?
  • Which segment(s) of my market is most advantageous for my business to compete in?
  •  Which factors are changing my market (eg. Seasonality, trends regulatory controls etc) and how will they affect the future of your business?

5. Know the competition
Investigate your competition and find out their strengths and weaknesses and how they compare to yours. By analysing your competition you will determine what makes you different from your competitors and what you do better. Your key strengths and point of difference then need to be incorporated into your USP.

6. Perform a SWOT analysis on your business

Assesses your strengths “what your company can do” weaknesses “what your company cannot do” in addition to opportunities “potential favourable conditions for an organisation” and threats “potential unfavourable conditions for your company.

7. Conduct a marketing audit

This is a fundamental part of the marketing planning process. You need to do this at the beginning of the planning process, during the implementation of the plan and at the end of each review period. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself.

8. Identify your USP Unique Selling Point
You can gain a competitive edge in your market by knowing and communicating your USP to your target market. Ask yourself:

  •  What makes you stand out from your competitors?
  •  What makes you better than your competitors?
  •  Is your point of difference relevant to your customers’ needs and wants?

9. Measure everything
Measure the effectiveness of everything you do. You need to understand what your ROI is for each marketing program in your arsenal. Expand the ones that work, tinker with the less successful and cut the ones that absolutely fail.

10. Set realistic objectives
Be realistic about what you need to accomplish. Your marketing objectives should be relevant to your current marketing and business issues and contribute to the achievement of your financial goals and sales forecast.

11. Learn from your experiences
Continually speak to your customers, research your competitors and analyse your business and market to ensure you are taking advantage of all opportunities available.

12. New trends in marketing
Constantly be on the lookout for new marketing Trends. As an example Guerrilla Marketing is the newest and perhaps most talked about marketing development of recent times. It consists of over 200 marketing strategies aimed at increasing profits. These strategies suit the SME market more than the large corporate and focus on measuring results.

The post Twelve Top Marketing Tips appeared first on Marketing Consultants Sydney.

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Marketing Strategies for Small to Medium Businesses

Marketing is the process of creating or directing an organisation to be successful in selling a product/service that people not only desire, but are willing to purchase and this article on Marketing Strategies for Small to Medium Businesses explores the major points you need to consider.

Therefore, good marketing must create a “proposition” or set of benefits for the end customer that delivers value through the products or services.

Marketing Strategies are processes that allow an organisation to concentrate its limited resources on increasing sales and achieving a sustainable and measurable competitive advantage. While tactics are single actions used to achieve a specific strategy.

From a marketing perspective it is important to ensure you understand the importance of getting the four P’s in your marketing plan.

Product – Refers to General policies for product deletions, modifications, additions, design, branding, positioning, packaging etc.

Price – Refers to General pricing policies to be followed for product groups in market segments.

Place – Refers to General policies for channels and customer service levels.

Promotion – Refers to General policies for communicating with customers under relevant headings such as advertising, sales force, sales promotion, public relations, exhibitions, direct mail the internet etc.

So where do you start.

This is a list of the basic points that should be included in any marketing plan. It’s not a complete list, it is simply a list you need to consider when developing a basic marketing plan.

Spend Time Working on Your Business.

Business owners and managers certainly spend a large amount of time working in their business but few spend time working on their business. If you learn one thing from this article then let it be this.  You need to invest a minimum of 2 hours each week or one day each month working on your business.

If you don’t have a marketing plan then you need to think about developing one and ensuring it covers the following points.

Mission Statements need to be short but highly focused. One I read recently was “Profitable growth through superior customer service, innovation, quality and commitment.”

Review your Corporate Objectives ensuring they cover points like, desired level of profitability, what product will be sold to what markets, details on operational facilities & distribution methods, the size and character of your labour force, funding, social responsibility, corporate responsibility and your employer image.

Marketing Audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself.

SWAT Analysis assesses an organisations strengths “what an organization can do” weaknesses “what an organization cannot do” in addition to opportunities “potential favourable conditions for an organisation” and threats “potential unfavourable conditions for an organisation”.

Assumptions use data from the Marketing Audit and SWOT Analysis develop your assumptions on the future conditions for each product and market segment.

Marketing Objectives and Strategy formulation involves estimating the expected results from each strategy with consideration for alternative ways forward and required variation in the marketing mix.

Estimate the Financial Outcomes associated with your marketing plan.

Create a Marketing Budget determining how much you can afford to spend in order to achieve your forecast sales.

Develop your USP by comparing your product/service to those of your competitors identify what makes YOU unique. Spend time on this point ensuring you get it right as it needs to be filtered through all of your Marketing, Branding, Communication and Sales Strategies.

Guerrilla Marketing is the newest and perhaps most talked about marketing development of recent times. It consists of over 200 marketing strategies aimed at increasing profits. These strategies suit the SME market more than the large corporate and focus on MEASURING results.

Expanding programs that works and stopping those that don’t

Its about PASSION

Meme – It is a new word in our dictionary. It is the simplest possible way to communicate an idea.

Theme Line – You have all heard, seen and read them before. Australia Post “We Deliver”

Branding – Brands are not created overnight it take a lot of time and money to create brand awareness. Most of the people who read this article will own a registered a domain name. But how many of you have registered your domain name with all of the extension like “.com.au, .com, .net.au, .net, .biz, .info. or mobi. So let me ask you this. Is protecting your domain brand name worth $200 a year?

Positioning – No matter what you do, your business will stand for something in your prospective customers mind. Whatever that is it is your niche or your positioning.

Quality –  Quality is not what you put into your product, it’s what the consumer gets out of it. Quality ranks second behind confidence in your business as the primary reason someone will purchase one of your product.

Location – The three main secrets to Guerrilla Marketing. They are Internet Internet and Internet.

Referral Program – If you don’t have a referral program running then you are missing out on one of the most amazing opportunities.

Testimonials – Don’t just ask for referrals make sure that when a client agrees to provide you with one that you have a guide to help them say what you want them to say.

Credibility – The road to success is paved with credibility.

Reputation – Reputation can take a lifetime to build and just minutes to lose. So whatever you do protect it at all costs.

Partial Payment Plans – No matter what it is that you’re selling, it’s likely you will sell a lot more if you take you full price and divide it into regular small payments.

Spying – You just have to do this. If you don’t know what your competition is doing then you are competing blindly in the market.

A Cause to Support – Cause related marketing is one of the fastest growing concepts in recent years.

Passion – If you are passionate about your companies’ product or service it will translate to extra sales.

Generosity – It is not about giving things away for free. That is unless it happens to be your time, interest in your client and their business. Free advice can often be a deal winner.

Speed – The speed with which we respond to a prospective customer will have a direct impact of the prospects decision to purchase.

Neatness – Keeping your premises neat and tidy will have a significant impact on a prospective customer decision to purchase.

Telephone Demeanor – Remember this one simple point. Spend money to ensure your key people are trained and make sure they all answer the phone the same way.

Value – Value is more important than price and perceived value is far more critical than value.

Be Easy to do Business with – You just cant stop working on this point, if you do you will lose the advantage very quickly.

Flexibility – It is all about going that extra yard offering the customer what they want.

The post Marketing Strategies for Small to Medium Businesses appeared first on Marketing Consultants Sydney.

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Marketing Strategy Example

 

Here is an Excellent Marketing Strategy Example for your to consider.

There are three ways to grow your business – increase the number of customers, increase the number of times they purchase and/or increase the number of products they buy from you.

Recently I have seen two excellent examples of this Marketing Strategy at work. Both companies are advertising on TV and their efforts will achieve at least the first two of these growth strategies. And they have done it through market segmentation. That is, they have identified a group of people who have a need their product will solve without any changes to their existing product.

The first in Berocca. You know that’s the orange fizzy stuff you drink after a big night out and need to function at work the next day. Or is it?The new ad begins with a guy asking a colleague, who is about to have a Berocca, if he had a big night out? No he says… it’s for the day ahead and then proceeds to list everything he has to get through. So now we use Berocca to cope with the day ahead, not just recover from the night before.

 

The second is Lite n’ Easy. Again, the advert begins with the woman acknowledging she initially bought Lite n’ Easy for weight loss, but now it is for convenience and her busy lifestyle. So for all those executives who don’t need to lose weight, they can now have the convenience of meals delivered to their door.

Light n EasyVery smart.  Both ads have acknowledged what the product is known for (because we still want to keep those customers) and then demonstrated another use – so those who use the product for one purpose can now use it for two (equals increased consumption) and for those who didn’t use the product a new benefit has been identified (equals new customers).

The great thing for these two companies is the product is still the same; nothing had to change so no development costs were incurred and pricing and distribution remain the same too. The promotional activities are now simply focused on a different market segment and their need.

Is there an opportunity for you to do this within your business? New segment opportunities can be identified whether you are supplying a product or service. It can simply be a matter of doing some research to identify the new segments and their needs and then assessing the most profitable for you to target.

Need to know more, call or email us today.

The post Marketing Strategy Example appeared first on Marketing Consultants Sydney.

Reblogged 5 years ago from onthemark.com.au

Local Marketing Ideas

 

How Local Marketing Ideas can help, businesses grow their Online Marketing presence by achieving multiple listings on page one of search engines.

The use of the internet to research products and/or services, as a source of information or to find potential suppliers is increasing rapidly, especially for the younger generation of consumers and business people who are net savvy. Research has found 86 percent of internet users who search for local products or services go on to complete the transaction offline.

According to this recent Nielsen Online Rating report Australian consumers are spending more time on the internet than ever before.

Generation X and Y are typically seen as the more tech savvy audiences, however Baby Boomers make up a large percentage of the Australian internet landscape, with 3.2 million boomers online in the month of July.

They are almost as engaged as their younger cohorts spending 95 hours a month online, with 2,882 average views per person during the month of July.

 

AUS Internet Age DemographicThe research also identified a growing number of users turning to their mobile devices to surf the internet. This trend will mean the need for website owners to factor in use of reduced screen size devices into their web design briefs.

From my perspective I use my mobile phone to check prices online while I am in the store. When I find a product better priced online it affords me the opportunity to choose either to buy now or buy at a better price and have it delivered later.

Here are some online marketing tips for making your website effective for a local audience.

Use Google Maps to display a map of your business address
Including a Google Map on your website is easy. Go to http://www.map-generator.org/ and enter your address details and make a copy of the HTML code generated by Google and load this into your Contact Us page.

Use Google Places to generate a listing for your business
Give customers the right information about your business by updating your contact information, hours and more. Go to http://www.google.com.au/business/placesforbusiness/ and sign up for this free service.

Submit your website to local online directories
Following are a range of free local search engine (in no fixed order) that we recommend you list your business with. In addition to these you should ensure you have a free Yellow and White Page listing.

http://www.truelocal.com.au/

http://www.aussieweb.com.au/

http://www.hotfrog.com.au/

http://www.startlocal.com.au/

Ensuring you have a listing with each of these search engines will increase the links to your website, improve the website’s SEO ranking and ensure the locals searching for the products or services you provide, find you as a local supplier.  Research shows most people will patronise businesses within a 20 minute drive of their place of residence or business.

Local pay per click keywords
If you use Google pay per click advertising such as Google AdWords include location specific keywords and narrow where your ad is displayed so you do not waste your online marketing spend displaying your ad to those outside your service area.

Need to know more, call or email us today.

The post Local Marketing Ideas appeared first on Marketing Consultants Sydney.

Reblogged 5 years ago from onthemark.com.au