the top digital & marketing strategies for australian ... · the top digital & marketing...
TRANSCRIPT
![Page 1: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/1.jpg)
The Top Digital & Marketing Strategies for Australian Small Business
Nick Barnett, Westpac Group
![Page 2: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/2.jpg)
Nick Barnett ‘on a slide’
![Page 3: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/3.jpg)
3
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” - John Wanamaker
US Department Store Merchant (1838-1922)
![Page 4: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/4.jpg)
4
1. Strategies & tactics
for small businesses
2.Examples of good,
relevant work
3.Tips & tricks you can
use at little to no cost
![Page 5: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/5.jpg)
![Page 6: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/6.jpg)
Build your Brand Properly
![Page 7: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/7.jpg)
![Page 8: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/8.jpg)
Strategy BEFORE tactics
Start with the customer, not products and services
Thorough market research Set an objective for this year Marketing then comes down to: Who are we targeting? How are we positioning? Who do we want them to do?
Don’t be “all things to all people”
![Page 9: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/9.jpg)
9
Brand Building drives growth60/40 emotional, brand-building vs. targeted and rational
![Page 10: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/10.jpg)
![Page 11: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/11.jpg)
2 very different approaches
![Page 12: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/12.jpg)
A fall in ad campaign effectiveness
![Page 13: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/13.jpg)
15 min challenge
![Page 14: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/14.jpg)
vs.
![Page 15: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/15.jpg)
Build a High Performing Website
![Page 16: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/16.jpg)
![Page 17: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/17.jpg)
![Page 18: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/18.jpg)
![Page 19: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/19.jpg)
![Page 20: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/20.jpg)
![Page 21: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/21.jpg)
![Page 22: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/22.jpg)
![Page 23: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/23.jpg)
![Page 24: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/24.jpg)
![Page 25: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/25.jpg)
25
![Page 26: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/26.jpg)
![Page 27: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/27.jpg)
27
![Page 28: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/28.jpg)
28
Apply for local awards & display badges/accreditations to build trust
Find 3 websites to benchmark against, from Google, Alexa rankings & ClickBank. Copy the best!
Run a Google Mobile site check
Run User Testing though Peek.com (or your own customers)
Social Proof – ask for recommendations that you can list
Create a calendar of activity (from campaigns to government announcements to public holiday hours)
Use Google Analytics
Tools & tips
![Page 29: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/29.jpg)
29
![Page 30: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/30.jpg)
Capitalise on Local, Unpaid Search Traffic
![Page 31: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/31.jpg)
31
(40%+ don’t know they are paid ads!)
![Page 32: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/32.jpg)
32
![Page 33: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/33.jpg)
Keywords: keyword rich titles, text & meta data that match back to search terms
Backlinks: from other relevant, good quality websites
Quality of Experience: mobile responsiveness, design, load time, richness of content (e.g. video)
![Page 34: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/34.jpg)
![Page 35: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/35.jpg)
35
Get a mixture of broad accounting search terms AND geo-specific
Get backlinks from good quality pages from your client websites and social media
Partner up with other local businesses and link to each other’s sites (particularly if you have sponsorships)
Participate in (or establish) specialist forums & local Facebook Groups
Tips & Tools
![Page 36: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/36.jpg)
36
Keyword research: Moz
Competitor analysis: SEMRush & Digital Impact
Review your Google Webmaster console for errors, messages and items to fix (don’t forget to submit your sitemap!)
Add Google Maps & YouTube vids to your website
Tips & Tools
![Page 37: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/37.jpg)
![Page 38: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/38.jpg)
![Page 39: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/39.jpg)
![Page 40: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/40.jpg)
Use Facebook & Google for targeted advertising
![Page 41: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/41.jpg)
![Page 42: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/42.jpg)
42
![Page 43: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/43.jpg)
Research for differentiation
![Page 44: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/44.jpg)
44
Consistent brand throughout the year, backed up by seasonal tax return ad spend
Be SUPER careful before ramping up spend
Use Google Keyword planner for keyword ideas (don’t guess keywords) – TEST THEM!
Check out Unbounce for creating custom landing pages
Tips & Tools
![Page 45: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/45.jpg)
45
Re-Targeting / Re-Marketing
![Page 46: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/46.jpg)
46
%(the
rule)
![Page 47: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/47.jpg)
Creates FB posts to get organic, unpaid traffic
Spends time seeing what the coolest brands are doing on Facebook, to copy them
Tries to be a SnapChatteror Instagrammer
Publishes vanity posts Tries to put on a fake
professional persona Gets content out based on
gut feel
![Page 48: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/48.jpg)
Doesn’t believe in the power of social or content
![Page 49: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/49.jpg)
Creates FB Posts to promote them with advertising
Researches what their customers are actually interested in
Focuses on getting plenty of reviews & backlinks
Genuinely interacts with online communities
Publishes content, tests & measures it
![Page 50: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/50.jpg)
![Page 51: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/51.jpg)
• Track your leads! 50% of firms don’t…
• Figure out your Cost Per Click and Lead targets
• Don’t go too broad in your reach – a few thousand with geo-targeting is fine
• Use different ad formats, but don’t create too many versions
• Let it run & don’t interfere – measure the click through rates over time
• Engage, re-target & convert
• Use your imagination – video, infographics, shareable content etc
• HooteSuite, Canva & Animoto
• Instagram Schedulers & FB business mgr/audience insights
• Pixel
Tips & Tools
![Page 52: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/52.jpg)
52
![Page 53: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/53.jpg)
![Page 54: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/54.jpg)
Automate your Email Marketing
![Page 55: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/55.jpg)
55
• Sign up sales prospects
• Cross selling and upselling to existing customers
• Save time on your unwanted business processes
Email Marketing
![Page 56: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/56.jpg)
Email Marketing
1.
Permissions
2.
Split test
3.
Mobile-First
![Page 57: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/57.jpg)
![Page 58: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/58.jpg)
![Page 59: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/59.jpg)
![Page 60: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/60.jpg)
![Page 61: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/61.jpg)
The split test-test!
• You have an email address list of 3,400 prospects
• You set up a split test & send two versions of an email out (with different subject lines)… Version A to 200 people and Version B to another 200 people
• Version A gets a 5% open rate and Version B gets a 6% open rate
• How many MORE people would open your email, if you send Version A to the remaining 3,000 prospects (instead of to Version B)?
![Page 62: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/62.jpg)
Use Content Marketing to Engage People
![Page 63: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/63.jpg)
63
“Content marketing is the gap between what brands produce and what consumers actually want.”
-- Michael Brenner
![Page 64: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/64.jpg)
![Page 65: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/65.jpg)
Articles & infographics: useful & informative blogging
Videos: Preferably 3 min bite-size, incorporating user questions/feedback where possible
Customer Reviews: ask for and incentivise customer testimonials
![Page 66: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/66.jpg)
What would I do?1 How to
YouTube vids & blog content for highest accounting search terms
2 Tax techniques for SMEs – 3 min clips targeted at local business owners through FB
3 Local business eBook, followed by Webinar invites
4 Tax time & election time local research summaries and infographics
5 Incentivise customer reviews with a free coffee
![Page 67: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/67.jpg)
• GoToWebinar
• Amazon – see accountant book reviews & comments for content ideas
• Read YT, FB Group & blog comments for ‘fears’ and frustrations, to write content around
• YouTube & Google Trends (or predictive searches)
• BuzzSumo.com
Tips & Tools
![Page 68: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/68.jpg)
68
Even Funeral Insurance can do it…
![Page 69: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/69.jpg)
Customise Your Funnel
Source: https://www.jbmediagroupllc.com
![Page 70: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/70.jpg)
Use “offline” activity to drive “online” traffic
![Page 71: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/71.jpg)
![Page 72: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/72.jpg)
![Page 73: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/73.jpg)
2
![Page 74: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/74.jpg)
![Page 75: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/75.jpg)
![Page 76: The Top Digital & Marketing Strategies for Australian ... · The Top Digital & Marketing Strategies for Australian Small Business Nick Barnett, Westpac Group. ... Strategy BEFORE](https://reader033.vdocuments.net/reader033/viewer/2022042220/5ec612df62bf6e599008e6c9/html5/thumbnails/76.jpg)