Business Basics: DIY marketing for small business

Good afternoon everyone. My name is John Matthew from Impact Innovation
Group and we’re working with Queensland Government to deliver a series of webinars in behalf
of the Office of Small Business. Today’s webinar topic is DIY Marketing for
Small Business with our guest presenter Brooke Maisey from Kenway & Clark. Just while we’re waiting for other people
to connect into webinar, I’ll go through some of the tools we’ll be using for those people
who haven’t viewed a webinar via the Citrix GoToWebinar system before. Your screen should look like this, a slide
in the center and a control panel or dashboard on the right. This control panel will collapse automatically
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so we can better understand your experience with the topic. We’ll ask you to raise your hand, and to do
that just click the little blue hand back icon on the side of the control panel. Remember to lower your hand afterwards just
by clicking on the icon again. There are an also opportunity for you to ask
questions in the webinar. So that the webinar can flow smoothly and
we stick to our time allocated we’d prefer to answer all questions at the end of the
presentation. Also, you can please send us your questions
throughout the event as they occur to you. Just as a test where having everyone tune
in, can everyone just raise their hand by hitting the little blue icon for me? Wonderful. Thank you so much, everyone. That’s great. We also have some handouts for you, which
you can access and download by clicking on this section. Brooke has finally agreed to share her slide
deck with us and this is where you can access it. Now, please don’t forget to download these
documents as they have been specifically prepared to help you better understand the content
within this webinar. They will not be available for download after
the completion of the webinar so I remind you again just before the presentation ends. I recommend you do this now because the handouts
or notes will not be available when this webinar is uploaded on to YouTube. It’s now time for me to introduce our presenter. Brooke Maisey attended the University of New
England doing the Bachelor of Media and Communications. Afterwards, she has worked for the Foundation
for Regional Development as an Event and Marketing Manager and later as a Marketing Strategist
with the firm Vivid Thinking. Within Vivid Thinking, Brooke implemented
the DIY marketing for small business workshops, getting small business or sole businesses
who cannot afford to outsource their marketing requirements to learn in four-hour hands-on
workshops. Teaching them how to do some of the marketing
themselves. Success of these workshops allowed the Vivid
Thinking to become a finalist in the New South Wales State Business Chain Rewards in the
innovation category. Brooke has been with Kenway & Clark as their
marketing manager for the last six months. In this time, she has implemented multiple
marketing strategies and brand development to take the business into the future. Brooke, welcome to the webinar. Beautiful. Thank you very much. Yeah, my name is Brooke Maisey. I’ve only been living in … I’m currently
in Moree. I’ve been living here for about six months. When I started with Kenway & Clark, Kenway
& Clark are a farm machinery dealership. They have a branch in Goondiwindi. Really, the reason why I call it DIY Marketing
for Business is because where I’ve seen small businesses fail is in their thinking stages. Not to say that you haven’t thought a lot
about your business but chances are that if you had to borrow money from the bank for
business you did a business plan, which included your SWOT analysis so your strengths, weaknesses,
opportunities, and threats. You did a budget, a marketing strategy, you
planned how to differentiate yourself from the competition. You saved it to an obscure place on your hard
drive and you never opened it again, if you’re anything like me. Now, a brand strategy which is what I’ll be
going over today, it needs to be lived so the last thing you want to do with the business
plan is to share it with your staff and the world. That is exactly the first thing you want to
do with the brand strategy because the more people who know your brand and your strategy,
the better off it is for your business. Now, I often do get pushes from tradies in
particular about this airy-fairy thing that doesn’t seem to have a direct impact on your
business. What you really need to know is marketing
is not just advertising and it’s definitely not just social media. Marketing is how you look, how you talk. It’s also the small stuff like the speed in
which you send out an invoice or what sports that you get involve with in the weekend. It’s every single little thing people will
remember or interact with you. Quite often people are going, “I must, with
my marketing, I must have a website. I must have Facebook. I must, must, must…” All this stuff to succeed. Really, it isn’t. You really don’t. It’s just about getting the thinking right
and figuring out where you actually need to put your energy. We’ll go through and we’ll talk about what
is brand. Is brand your logo or business owner? Is it you? Is it what you sell, produce, or provide? No, it’s none of those things. A brand is what you make people feel. It’s a collection of your thoughts and feelings
about the intangible things and brands live in your head so how you think and feel about
a brand is the brand. It’s not just this physical place where you
do business or the type of … It’s not your logo. What you make people feel is just as important
as what you make and we can use some examples. If I said Harley Davidson, what do you feel? Now, have a think about this. I know you can’t so write and tell me what
it is. Free. Am I right? What about with Qantas? When you fly with Qantas, how do you feel? Safe. Or when you go to Disney World, how do you
feel? Do you feel like it’s magical? When you don’t perceive an intangible, that’s
when it becomes a commodity to you. Now, a commodity is a product or a service,
cause or an organization with no perceived intangible attributes. It’s basically it’s either what you do or
what you sell. Brands compete on their intangible attributes. Commodities compete on price or convenience. Now, if I was to use Kenway & Clark as an
example, we sell farm machinery so we sell Case IH farm machinery. Case IH is the brand just like John Deere
is a brand. The product is the same and how do we, honestly,
compete in terms of price or convenience. Is there a real difference? Or do people choose us, do they choose Case
IH because they trust it, they know it, they know the service that Kenway & Clark provide. If we have a look at this, you start with
the product and you have the brand, and you choose a brand for a reason and that reason
is, the feeling that you have with that brand. If we want to look at an actual example, if
I said lemonade, you might say what, Schweppes or Sprite. Let’s go with Schweppes. The lemonade is the commodity. Schweppes is the brand but the reason I chose
Schweppes over something else is the feeling, and that feeling is because it’s fresh. I love the bubbles and the taste and the sweetness. It’s got nothing really to do with or it has
a lot to do with, anyway, with the taste. It’s got a lot to do with how it feels when
I buy it and I know when I go into the supermarket and I want a lemonade, I’m going to choose
Schweppes because of how it makes me feel. Definitely not because of the price or generally
not. In terms of real value, how brands get into
our heads and why is it actually important for a small business. I know that there’s a few sole traders and
small businesses out there. There’s two different ways brands get in our
head. Number one is probably the one that you understand,
exposure. That’s your advertising, your repetition of
message, that’s the radio or that’s the newspaper advertising or the mailbox dropouts. People are being exposed to your brand so
that’s the first way to get into somebody’s head, but obviously, the more important and
the more sustainable way is through experiences. In marketing terms, we call it touch points. Touch points are a moment, a time and a place
where brand comes into contact with the audience. We are creating touch points for every event
we sponsor, every social media update we post, every time you drive through town in your
work branded car and you accidentally cut someone off, or every time a staff member
talks to friends or family about work. These are actual experiences with the brand. You will come to know, particularly if you’re
a growing business, that it’s really important that your staff and your customers say the
right things about the brand. Because anytime you have an unhappy staff
member go home, they will talk to their family about something that happened at work. That family will then pass that message on
to other people and it just becomes bad experiences so it’s really important that marketing starts
at home in the business. Now, I did bring up the fact that the business
plan that we do when you’re writing to the bank or for your accountant, or when you’re
just starting out a business. In these business plans, you have this thing
called vision and mission statements. I don’t like to use the term statement. I think it limits you but if you look at your
visions, your vision is the future of your business. Now, the reason why we do this in marketing
is because it’s meant to inspire and give direction to you and your employees for the
business and really, that’s going to influence the decisions that you make in terms of where
you spend your time and your money and the uniforms that you buy. Everything that you want to do, it directs
it into a particular way. Vision statements are future-based and they’re
not really meant for anybody outside the company. A lot of companies, particularly the big ones,
do post what their visions are. Yeah, it’s meant to direct you and your employees
because studies show and I wonder if I can find the link to this, that employees who
do know the vision of the business will actually work to help your management or management
achieve it. That’s actually quite important. Again, it all comes down to the experience
with the brand and employees really are the cornerstone of your business. They will always be the most influential touch
point. With your vision, ask yourself, what problem
does your company needs to solve? What does your company hope to achieve? Who is your target customer base? What do you want to do for them? Based on these responses, ask yourself what
does success look like if you accomplish those things? Your vision, what is your vision for the future
of your business? What are your goals? You can make them as out there or as real
as you possibly want. Some business goals, particularly for sole
traders or consultants moving into a retirement phase, quite often the business goal is in
three to five years, I want to earn the same amount of money but I want to work half the
amount of time or I don’t want to be in the business five days a week. I only want to be in the business three days
a week. That’s a very valid goal. It doesn’t have to be a financial goal. It can just be what it is that you want for
your business and what you want to achieve. Then what does success look like? Write these things down. Figure out what it is. I can give you some examples of a couple of
big business visions. Microsoft, a personal computer in every home
running Microsoft software. I think that’s a very real vision for Microsoft
and possibly, it can very much come true. It’s almost there now. That’s what it is. That’s what success looks like to them, a
personal computer in every home running Microsoft software. Now, you have Coca-Cola. This is a little bit longer but this is it. Profit, maximizing return to share owners
while being mindful about overall responsibilities. People, being a great place to work where
people are inspired to be the best they can. Portfolio, bringing to the world a portfolio
of beverage brands that anticipate and satisfy people, desires, and needs. Partners, nurturing a winning network of partners
in building mutual loyalty. Planet, being a responsible global citizen
that makes a difference. Now it is very longwinded but it’s based on
this 5 Ps, profit, people, portfolio, partners, planet. Now, I think it’s wrong for them to want to
put profit first. It doesn’t look good for their brand but they’re
the five things that they want to achieve in the future, their goals, and what success
looks like. Avon, the beauty company. To be the best. To be the company that best understands and
satisfies the product, service, and self-fulfilment needs of women globally. That’s why I don’t like putting statement
on anything because your vision can be as long or as short as you want it to be and
it can be constantly changing. Don’t ever just put a brand strategy in the
back cupboard and forget about it. Always try and bring it out and work with
it. Talk to your customers. Talk to your staff. Try and figure out where you want to go and
how you can achieve it, how you can be better than last year. Now that we’ve just answered the question,
what does my business look like in the future, now you can answer the question, why does
your business exist? A lot of clients used to ask why would I bother
putting vision before mission. Because mission is present-based, and honestly,
the answer is because it is a lot easier to figure out what you want in the future than
figuring out who you are right now. I don’t know if that’s the same for everybody. It’s been the same for a lot of the small
businesses that I did brand strategies with. Finding out why you exist. It is tricky. Your mission should provide framework and
context to help guide your company strategies and actions by spelling out your overall goal. Yeah, it’s articulating the mission to customers,
suppliers and the community so don’t ever hide your mission, not like your vision. Share it with the world. Make it become your mantra. Make it become … I hate slogans but your
… your slogan out in the world I guess. It should include the opportunities and needs
that your company addresses, the level of services being provided, and the principles
and beliefs of your organization. Let it resonate with both your employees and
the people outside of the business. It should express in a way that inspires support
and ongoing commitment and set the tone of the company and outline concrete goals. That sounds like a whole lot of information. Just have a look at, why do you exist? What needs or opportunities do you address
and how are those being addressed? If we have a look or we have a chat about
some other big businesses that are happy what their missions are. Before I go onto that, actually, if your answer
is to provide the best customer service, scrap it now. Because we are living in an era where we are
lazy and yet we are so used to getting and knowing exactly what it is that we need and
want. Customer service is no longer something that
differentiates you from your competitors because it is the norm so whereas you might have some
big companies that were amazingly cheap and their brands were very different that they
didn’t need to provide good customer service. They no longer exist or they shouldn’t exist. Your answer to why you exist should never
include to give the best customer service because that’s just the norm now. That’s got nothing to do with differentiating
your business. Let’s have a look, the Starbucks. Their mission is to inspire and nurture the
human spirit: one person, one cup, one neighbourhood at a time. That’s so brilliant. They’re taking over the world, Starbucks. Is that essentially not true? It is true. That is they are starting and everything that
they do and where they work towards is about inspiring and nurturing people and taking
over one neighbourhood at a time. Or eBay, provide a global trading platform
where practically anyone can trade practically anything. Simple, beautiful, and very true. Just have a think about why it is you exist,
what is it that you want to stand for, and what is it that you provide for your customers
or for your staff? Now that we’ve got those two, your vision
and your mission sorted, you work on to what your business stands for and that’s called
brand values. Your brand values could be thought of a way
to measure yourself, what you do and how well you do it. It’s a way to define and explain what it is
that your company or your business believes in. They capture the essence of your business. Quite often, what we actually use brand values
for is to measure ourselves in 12 months into the future. With Kenway & Clarke we’ve identified that
one of our brand values is quality or quality in service. In 12 months’ time I can sit down with everybody
and I can go, “All right, how well did we do in terms of quality over the last 12 months
and what can we do to improve upon that? We believe in this with all of our heart so
what can we do to improve on that?” Perhaps its community support is a brand value. In 12 months’ time we look and go how well
do we do supporting the community, what can we do better? You can measure yourself on this. Actually, if you keep track of where you’re
coming from and this is how you innovate and this is how businesses move into the future
by looking back and going what can we do better and you never have to stop it. Even if it’s just you as a sole trader you
can look at yourself and go, “All right,” let’s say I’m a plumber and my value is to
be dependable. How well did I do in the last 12 months at
being dependable, at always showing up on time? What can I do to improve upon that? Now, I’ve got the Google brand values in this
slide because they are absolutely spot on. Now, while you read these, keep in mind Google
started writing these 15 years ago so they have focus on the user and all else will follow. It’s best to do one thing really, really well. Fast is better than slow. Democracy on the web works. I don’t know how much I agree with that one. You don’t need to be at your desk to need
an answer. You can make money without doing evil. There is always more information out there. The need for information across borders. You can be serious without a suit. Great isn’t good enough. Well, they knew 15 years ago that people would
be more mobile, that information would need to be more universal and that they didn’t
want to be the serious company with everybody working in their own little office. They wanted to be this creative innovative
bright company so serious without a suit. Really, they have it absolutely sorted. What you need to do is actually think about
what it is your business stands for. You already know what your business stands
for. You already know the reason that you started
the business. You already know why you were doing stuff
in your business, why you’re doing what you’re doing. Just have a think about it and write it down
because if you can look back and go, “How can I do this better?” You will always be moving forward in your
business. Do you remember when I said at the beginning
that intangible feeling about a brand is why somebody would choose us over our competitors? That’s called your brand insight. Your brand insight is an emotional response. When I drive a Harley I feel free. When I fly Qantas I feel safe. Your brand insight can be so indefinable that
you might not be able to verbalize it until somebody says it. Let’s have a look at some examples and see
if you knew what the brand insight was, if you could verbalize it, or if you didn’t know
it until I said it. If I say Dove, let’s think about how Dove
are trying to present themselves and what they want people to get out of them. Is it real beauty? When I did this workshop a few weeks ago people
said yeah real, we know it’s real and that’s exactly what Dove are trying to do. That’s working really well. Who remembers the Maytag repairman? Probably a franchise, a little bit old at
the moment but you’ve got your dependable Maytag man, always there. If one doesn’t show up, somebody else will,
always dependable. Volvo, when I drive Volvo I feel safe. Virgin Airlines, everything that Virgin try
to do, just think about Richard Branson and all of their adverts. If you follow them on social media, everything
that they try to do has got to do with being fun. They’re having dances and laughing up in the
sky in the airplane. These are the emotional responses these brands
want you to feel because they want you to choose them over somebody else. I’ve got an example with Kenway & Clark here. When I deal with Kenway & Clark I feel supported. This is actually a reason why I wanted to
do this presentation is because we want to be there for our customers and for our community
in the terms of being there. We want to support them and that might be
we support them with the parts that they need for their machinery. We support them with fixing up their Ag or
truck, using mechanic and fixing up their machine. We support them with their sales, their after
sales. Or we support them with other expertise and
information that we know. This is something that we’ll be working towards
and continue working towards and hope that all of our customers they feel this brand
insight when they deal with us. We come to the personality. If your business were a person, who would
it be? Technically, your personality does determine
how we interact so your business does need a personality because you interact with everybody
whether you’re just talking to a customer, whether you’re on the phone, whether you have
a staff member that’s going around, knocking on doors or whatever it is that you do. Everything is conveyed through a personality
and personality for business should be consistent. I was beating my hand on the door and table
as I said that. Should be consistent. It determines how we interact and how we present
ourselves. There’s a few questions you can ask yourself
to figure out your personality but let’s have a look at the Coca Cola examples. Their personality, fun, youthful, refreshing,
happy, sharing. Anything you see with Coca Cola whether it’s
an advert, a billboard, a video, their press releases, anything on social media, any interactions
they have with customers they are this personality, because that is how that they know people
will remember them and it’s true. I remember Coca Cola because they always have
beautiful, fun, youthful looking people jumping on the trampoline in the middle of the ocean,
always sharing. Yeah, we remember them because of that. Something to think about with your personality
for your business. Are you formal, funny, big or small, conservative,
surprising, premium, inexpensive, stylish, classic, masculine, feminine, rigid, flexible,
young, mature, loud, soft. You think about these things and don’t chop
and change. We worked with solicitor who was just consult
like a solicitor working on his own. At the beginning of a brand strategy he said,
“Look, I want to be everybody’s pal. I want to wear jeans to work. I want to be the one, the solicitor you can
trust, the one that you can talk to and I’ll go to your house and I’ll go to your farm
and I’ll work with you and I’ll just be your bud.” Then towards the brand strategy we figured
out that the type of clients he was looking for would not go for that at all. He needed to be the solicitor that wore a
suit that had all the answers professionally given had everything was just spoken the way
that it … No extra stuff spoken. It was just give you the answer and that’s
all you needed because he was targeting corporates not farmers. That’s how you know that your personality
influences who your business or what your business is. Ask yourself some of these questions. If my business were an animal what would it
be and why. If your business were a dog then you would
be loyal, you would be honest, you would be hardworking, but the other side of it is you
might not be innovative or you’d be fun. If your business drive a car, what would it
be? If your business drove a Ford Falcon, what
does that say about your business? Describe your business in terms of human characteristics. A really amazing example I have for this working
is that I had a client that was a wholesale at that time. Yeah, they were a wholesale fruit market and
we did a brand strategy and the clients thought that the beautiful images that you get from
photographing the fruit would make for amazing graphic design, particularly for social media
to give out their daily specials with the fruit. We designed some beautiful posts for their
weekly specials and I mean they were stunning. They spent a lot of money on us to do this
but when we actually tested it we noticed that they weren’t attracting a lot of attention. After some thoughts, we actually looked back
on the personality of the business and we remembered that organic was that one thing
that they always wanted to be. They wanted to be real organic grassroots. Instead of keeping this business and doing
all of the social media stuff for ourselves, we just turned the reins over to the owner’s
12 year old daughter and she designed the posts in Microsoft Paint with images that
she took herself from her phone, her first phone. The images looked homemade and the post looked
homemade and they became so successful for that business because that is exactly the
type of image that they wanted to portray their business and from that, we actually,
the logo and the brand that we developed, the branding we developed for them were cartoons
because they are this beautiful grassroots organic company that really are just there
for the everyday family and the 12-year-old daughter’s stuff was perfect for them. This is where it becomes really important
to be consistent and to figure out who your business is. Now, I have to come to the end of this brand
strategy. There is quite a lot more to it and you can
hire brand strategists to write these strategies for you, to come back to you with all of these
ideas. There’s a bit more to it like your value proposition
and a few other things, your brand interactions. Really, I hope that just gets you thinking,
particularly for small business, getting that thinking right first, figuring out who you
are and what it is that you want to achieve. That will help you and the biggest question
I get as a marketer is generally about social media marketing, which is what this next step
is. For the DIY marketing you choose social media
because it’s free, because it’s there, and because that’s where your customers are. Unless you know the type of brand that you
are, you are not going to be successful. I’m just going to move along here. Don’t forget if you have any questions about
brand strategy or about your personality or your brand insights, write me and then we’ll
see if we can get to them at the end. Hopefully, moving on to social media marketing,
that is where a few of you might, particularly when you hear about DIY marketing, hopefully
that’s where your mind goes to. Quite often, I found out that’s where the
mind goes to. Where do you need to be on social media? I get this question all the time. You got Facebook. You got Twitter, Instagram, YouTube, LinkedIn. Who can name a few more? Google Plus, Pinterest, Snapchat, there’s
a thousand. There’s even ones I don’t know. Again, you don’t need to be on any of these,
let alone all of them. I literally have a job because of social media. That’s how I started out with Vivid Thinking
is the social media manager. Yet, here I am telling you that you might
not even need to be on social media. Why is that? Because first and foremost, I am a marketer
and when I’m talking to customers I want to know what they want to achieve from their
marketing: sales, brand recognition, conversations, conversions. You need to actually figure out if it’s worth
putting the time and money into something. If you did a radio ad for six weeks or six
months and you look back and you figure out that you didn’t actually get any return on
investments doing that you’re going to pull your ad. I’m assuming that’s common sense for businesses. The same you should apply to social media. If you are not going to get anything back
from putting time and money into social media, don’t do it. What you really need to do is focus on where
to put your energy. If you are only on social media because you
think you should be, it’s not going to be successful and you will drown in the excess. Then how do you figure out where to put your
energy into social media. Are you a business to business organization? You’ve got a few options, LinkedIn, Google
Plus, Twitter and blogs. Blogs are great, particularly if you were
trying to get good search engine optimization, SEO, from Google, writing blogs and having
lots of images will be successful for your business. The type of person I am, I follow a lot of
other businesses particularly marketing businesses so they are marketing to me as a business. I love reading their blogs. I love learning, finding out more. LinkedIn is not as quite as prevalent in regional
Australia as it is in the city, but it is getting there and it’s very good to share
ideas and you can post jobs and a whole lot of other things. It’s great to find like-minded people as well. The other thing you have to remember about
Facebook, which is obviously the biggest one, is that behind every person posting on Facebook
even for a company is an actual person. It’s not a company whereas with LinkedIn and
Google Plus and Twitter, they are companies or they can be companies. Facebook can never just work with a company. It has to have a personal account attached
to it which is why for business to business during business hours, you look at some of
these social media stuff. Now, are you a business to consumer? They got your Facebook. Pinterest, Instagram and Snapchat. I don’t know if you thought about Snapchat. It’s a very young medium but they are working
and it is starting to work very well with global businesses. If you want to sell something overseas or
you’re an information provider or you do comedy or something, Snapchat can work really well. Pinterest and Instagram in particular if you
are like a café or you’re a clothes store, if you are an event manager, you design things,
you are imagery-based, Pinterest and Instagram will be lot more successful organically for
you than Facebook will. Is your business based on providing information? Maybe you’re an accountant, YouTube, Facebook
and your blogs. With YouTube you can do like video editorials
or interviews, get the information out there, share it with your customers, become a face,
become a story and YouTube is really good for that. Or is your business based in imagery. Again, you’ve got Instagram, Snapchat and
YouTube is good for that as well. YouTube is very difficult. YouTube is run by Google so unlike Facebook
you can’t have boosted posts or Facebook ads thing. Your YouTube ads are a Google AdWords so it’s
very difficult unless you have good content to have good YouTube. It is difficult. It does require energy and time but again,
when you decide who you’re talking to and how you should put your energy, it could be
a successful thing for you. A massive question I get about advertising
on Facebook is how do you spend the money and standout with it. My responses are always the same. You have to do thinking first. I never, never boost a Facebook post, not
anymore. It’s unsuccessful for me, for our business. I’m not reaching the people that I want to
reach. It’s not a message that I want to put out
there and I’m just spending money. Facebook is very good to trying to get as
much money out of you as possible. I noticed for the first time two days ago
that on one of the pages that I manage, Facebook said congratulations, your page is doing so
well, here have $10 ad credit and that was the first time I’ve actually seen Facebook
do that. I haven’t even researched what it is or what
that means but Facebook will always go this post is 85 more successful than your other
ones, boost it for $19 to reach up to 6,400 people. I was only reading about a week ago that Facebook
have been lying to people and actually putting in there you will reach this amount of people. They’ve actually been telling everyone that
they would reach more people than actually exist in the world. They’re very good at wanting to take your
money so spending it wisely really just means. Standing out from the crowd, as you can see
from the image there, so much on Facebook is same-same and standing out can be very
difficult. Again, it all comes back down to the thinking. My father has a small cleaning business and
he just said to me, “I want to spend money on Facebook.” I said, “Well, what do you want? Do you want people to learn your name? Do you want people to book you or do you want
people to see information about the industry and have an open conversation with you? Do you want to engage with your current customers? Do you want new ones?” He goes, “No, no. I just want to spend money on Facebook.” It does not work like that. You have to figure out what you need to achieve. Is it awareness? Is it consideration? Consideration can often just main posting
things about your industry, being relevant about your business or is it conversion. Now, we probably all know what ones we want
and which will be the trickiest to achieve. You just have to be, you have think about
it, you have to know what it is that you are trying to, what it is that you’re trying to
do and make sure it contributes to your overall brand image particularly these days there’s
a lot of heated political discussions and a lot of brands are getting involved which
can work but you have to figure out if that’s actually the image that you want for your
brand and are you willing to have bad relations with a huge amount of the population by having
this particular political agenda or opinion. Just make sure you know it’s what you want
to contribute to your overall brand image. Now, I’m really just going to run through
this because you figure it out yourself and well, it says Facebook advertising, it really,
the same formula applies for all online digital advertising including Google AdWords. Google AdWords include YouTube ads, display
ads and will ads you see at the top of the search bar, at the top of the search when
you search on Google. You figure out your objective, who your audiences
is, where you want it to go, how much it’s going to cost you and what format you want
it to take. Do you want it to just be word based, do you
want it to be imagery, all that sort of thing. Now, we’ve actually got DIY part of the DIY
marketing for small business. This is a toolbox of stuff that I hope, some
of you may have heard of a lot of these things I’m about to tell you and some of you might
not. I know you’re probably wondering when I was
going to get to all of these do-it-yourself type of things. A lot of it’s just been that out-in-the-open
thinking. I hope you get some tools to play with and
now because you know who you are. You know what your personality is. You know what you want to achieve so use these
tools to reach that. Canva, I still use Canva. I could pay a couple of hundred dollars a
year for Photoshop but Canva designs like a pro. Have a play with it. It’s lots of fun and it’s free. Kenway & Clark still use the free version
of Canva, the paid version is like $12 a month, sort of around there, $15. There’s lots of stuff, it’s got templates. Designer, so use it for like e-mail headers,
there’s social media posts. You can use it to design a whole lot of printed
things as well. It’s just a lot of fun and the amount of time
I see big marketing agencies using Canva templates, I mean, you’re paying $300 an hour to these
agencies to do these designs for you and they’re just using Canva. Yeah, it’s quite funny. Just have a play with it and see how you go. Now with images, has anybody used Google Reverse
Image Search, because it can be your best friend or your worst friend. Never ever use an image you take from Google
unless it’s specifically says creative comments because as an agency, when we had photo shoots
with some of their clients to use for the website or social media or whatever we were
doing, eMarketing quite often I would go into Google and do a reversing image search to
see if anybody else had stolen or been using our images and you can be sued and it can
get expensive so never use somebody else’s images. Never use pixelated, badly cropped or wrong
coloured images because the human mind absorbs images, 65,000 times quicker than words. They are the quickest way. Some of them will judge your brain so just
make sure to use good quality images. Now there’s plenty of places you can get images. On one of the handouts which is the DIY marketing
checklist that you guys can download. I actually have a whole list of websites you
can use to find free creative commons images. The one I use most often is Pixabay. I found that it has the best quality of images
however it is a European site so if you’re looking for a dog and you’re putting dog,
you might not find the right dog but try fur baby or something. Some of the keywords are mixed around so always
play with the words but I always find it has the best quality. Now every single image in this presentation,
other than the very obvious farm tractor, Kenway & Clark related ones came from Pixabay. Have to look through and you can say where
I used the images and what I use them for and yeah, use them. Otherwise, we got Pexels, Flicker, Unsplash,
there’s a few others. Now scheduling. There’s a few scheduling social media scheduling
things out there. I use Hootsuite because it’s free and you
can have up to three connected social media sites so you could see there Kenway & Clark
have Facebook, Google Plus and Instagram on theirs. Essentially, on a Monday morning, I schedule
all the posts for Kenway & Clark to the rest of the week and then just if I come across
something during the week or I see something while I’m out and about, I will then do something
on the spot but that way, I can set and forget. Scheduling will be your best friend. I think in Hootsuite, you can schedule up
to 12 months so you can schedule all your Christmas posts like how perfect is that? You do Christmas once now when you’ve the
time so you’re not rushing over Christmas or any of your holiday ones and you know something
that’s going to come out. Yeah, so have a look at that. Now, just to end, I want to give everybody
quick things that you can do today to instantly be a better brand online. Hopefully, a lot of people were already on
top of this Google My Business, if you haven’t already claimed your business on Google. There’s a few different ways you can do it. It can get annoying. Sometimes they send you a postcard to your
business address to make sure that it gets you the code to claim it. Other times, if somebody already claimed it
then you have to send all this email stuff but try and do it because it’s really, people
will see your Google My Business, before they see your website. It doesn’t matter how much you pay to have
your website be the number one. They will always see Google My Business first. Make sure that it represents your brand and
it’s only being the last two months that they’ve decided to put this post thing up so you can
see how I have that applied today. It’s a post. You can see it when you search for our business
so when you’re on Google Maps or whatever, they expire after one week but there’s a link
that they can find out more or whatever. They’ve only just in the last two weeks changed
the size so it’s no longer a square. It’s a bit more of a rectangle but yeah, it’s
constantly changing. Yeah, definitely do this. Set your times when you’re open. Yeah, very important to do this. Get on some of your digital marketing stuff
like electronic newsletters. People had a bad association with newsletters
but about approximately 20% of people will open up an e-Newsletter but if they click
on a link and follow through, 70% of those are likely to buy. That is about the same amount, if somebody
walks into your shop, if they click on your e-Newsletter link then that 70% likely to
buy and that I think it’s about 80. If someone walks into your shop, that’s 75%
likely to buy. Don’t miss out on that. Ask people to review online. Google and Facebook can always they will rate
you based on your reviews. They will rank you higher so don’t be afraid
to just ask people. Just say, if they come in and you serve them
or you’re talking to them. Just say, “Hey, do you mind why you’re here
to give us a review. We’re wanting to improve our online services.” Just simple as that. That’s the end. The next one is a blank little page so, yeah,
I’ll hand it back over to John. Thank you so much for that, Brooke. That’s so insightful. I think we really learnt a lot today about
what we can do about marketing, the stuff we need to know about marketing. It’s not just simply buying a bunch, a whole
bunch of boost and Facebook ads. Please feel free to put your questions in
the question section. We do have a few questions to start off with. This one here from Lisa, is your brand an
asset and how do you quantify it? Yeah, brand is definitely an asset. If you’re looking at selling a business, you
can quantify your brand. You do it in terms of what you get from your
name or what you get from everything you’ve already put out there. If you, let’s say you’re like Kenway & Clark
and you’re quite well-known within the areas that you are servicing then you look at how
many people near you will know like the percentage of people who know your brands
There are quite, there a few free tools out there. I can’t think of any at top of my head but
there are few free tools out there that definitely will help you calculate the value of your
brand and your accountants are fairly good at doing that as well. Yeah, definitely, particularly, if you were
selling a business there are definitely ways to quantify what your brand is worth by. Yeah, there’s a few calculators out there. It’s been a while since I’ve had to have a
look but yeah, have a look at it. Have a quick search online and see and ask
your accountant as well if they can let you know. Thanks. That helps? Yeah. Next one is from Aljah, what do we need to
focus on in regards to marketing strategy as a direct selling business? If you say you’re a direct selling a product,
let’s say you sell t-shirts in a store. The type of marketing strategies would be
very local so you want to get involved. It depends on who your brand is too. If you are a fun, outgoing, young, youthful
brand then get involved with the young youthful music events in your town or the soccer tournament
or netball or whatever. Yeah, figure out where your people are and
target them like that and have the conversation with them. People forget that the most successful way
to market your brand is to talk about it. I always love going to events and I love bringing
up where I work, what I do, what we are selling. I’ll always take business cards with me. If you’re a business owner, who you are is
always selling what your business is so yeah, I think face-to-face marketing is still the
best in my opinion but in terms of the different strategies and what I have to look at it just
depends where you’re trying to reach. Social media can work well and digital can
work well. Maybe if your customers are older people,
maybe you should look at sponsoring like a music night at the local RSL or something. There’s a whole different range of things
you can do, be innovative too whatever you can try and do, trying to be a little different. Excellent. This one is from Damian, is it better to market
on your own or is it better to get an external person to give a different perspective? Working from an agency point of view, our
customers or our clients always got a lot out of giving out their marketing, their strategies
externally. Now, we had a rule that we wouldn’t do executing
or executive marketing strategies like we wouldn’t do social media, we wouldn’t do adverts
or videos or anything like that unless we’ve done a brand strategy with the client first. We were first and foremost a strategist company. Yeah, it just depends. People can’t really, often they can afford
a lot of the time to outsource it but if you get the thinking right then you can do some
of the stuff yourself. I would always recommend that people get an
outsider’s perspective if they ever do a brand strategy or if they are ever looking at what
marketing strategies they want to do because if you are working in your business, then
you are not working on your business and that is where a lot of small business owners get
hung up is working on their business, are working in
DIY Marketing for Small Business OSB Webinar 5th October 2017 Page 16 of 17
their business. An outsider can help work on it but yeah,
you can try and do it yourself and there’s nothing wrong with that at all. It’s getting your thought out because if it’s
your business, it’s you. Yeah, we can’t argue with that. Just following on a good one, any good idea
as to market a medical centre there Brooke? medical centre, like a doctor surgery or something? Yeah. You figure out if you are the type of brand
that you want to be might be based around better health or promoting better health and
yeah, new strategies could be getting involved with anything that can promote better health
so that could be your local park run or yeah, it’s a whole, what else could you get. Yeah, you could do like a YouTube or a series
of videos that talk about how you can be a better … like how can you have better health,
what things that you can look out for. Yeah, and thinking your target audience may
as well. If you are trying to reach younger people
then get involved with the sports. If you’re trying to reach families, get involved
with the schools. If you’re trying to reach older people then
get involved with nursing homes or yeah, that sort of thing. Yeah. We’ve had one of our previous Office of Small
Business presenters talk about how he started a dental surgery and thought innovating in
marketing by bringing a dog into the dental surgery and providing free slippers for his
clientele and that took off. He goes in business, his own clientele by
giving out slippers and they’re famous with that in Moranbah. Absolutely. Well, in Western Australia, Uber started to
bring out uberPET where they take pets to workplaces like dogs and cats to workplaces
to cheer up and to create an atmosphere of community in the workplaces so sort of innovative
stuff, absolutely, it’s something different, it’s why people would choose you over a competitor,
that’s sort of fun. Yeah. Certainly, differentiated, but one more here
from Alana. How do you go about changing your brand but
still retaining your customers? We’ve done this quite a lot so when you’re
rebranding and when you’re doing brand strategies you can include your customers in it. Quite often, when we do rebranding strategies,
we do surveys and AB testing with what will work and what won’t. We include our customers. We get to mean. We offer them some free giveaways if they
want to get involved. It’s also, too, just about maintaining who
you are as a business. If your business is based on like what your
brand values are and if your business has your brand values like, you are reliable or
you are local then try not to lose them with rebranding. DIY Marketing for Small Business OSB Webinar
5th October 2017 Page 17 of 17 People will associate that a lot more with
than what the actual name is. I had a business that, they’re an event management
company and they wanted to rebrand. The principal wanted to do a rebranding from
it was just from Armadale events. We actually had a look at her history to figure
out what would resonate with her and with her customers and her family were one of the
first people over or Thomas Rose was actually the first free settler in New South Wales
that settled along the Hawkesbury River so Thomas Rose. When we had to look at her reasons for doing
the business which had a lot to do with her family and had a lot to do with her history
so we actually figured out that she should be Rose Events because it was connected to
Thomas Rose who came over to Australia as the first free English settler and then the
rest of the, some of the other Roses were business owners and that influenced her decisions
quite a lot and that’s how we figured out that rebranding and we went from there. All right. Just coming up on one so we’re probably have
to end it there. Thank you so much for attending the webinar
everyone today and thank you so much Brooke for your insights. They are incredibly invaluable and gave us
really good food for thought I think and a really good discussion. Everyone, please remember to download the
handouts before you exit. The webinar is being recorded and will be
uploaded to the Impact Innovation Group YouTube page should you wish to view it again. You will receive an email with information
about the Office of Small Business’s programs and government opportunities that are currently
being offered by the Office of Small Business. Thank you again for Brooke and once again,
hopefully streaming for upcoming webinars and yeah, have a great day everyone. Thank you very much. Thank you.

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