by fmadmin | Aug 23, 2024 | Uncategorised
Managing your work life balance on holidays.
How do we maintain our work life balance all year round? What are the options?
There’s no doubt Australia does okay when it comes to maintaining a healthy work-life balance, compared to the rest of the world, but we still rank below average, according to the OECD Better Life Index
The reason why the balance remains off for most people can be one of two things – either the ethos of the individual or the business you work for.
Some top-level professionals view a 40-hour week as “part time.” Any company with this philosophy is sure to encourage a workaholic attitude, burnout and high turnover.
Getting the right balance is essential for personal health, and the health of the business you are employed by. Employees need to come into work refreshed – whether that’s following a work-free weekend or a relaxing holiday break away from their emails. Getting this right can boost efficiency and creativity. Getting it wrong can have detrimental effects on the business and the employees.
With so much at stake, what’s the answer to a work-life balance that lasts all year round?
One solution: A technology first mind-set
The solution to this 21st century problem is a very 21st century invention – hand held technology. While effective time management and a lot of self-discipline can go a long way, the best way to escape the confines of your desk and enjoy a better working life is by embracing technology.
Your working life should be flexible, allowing you to adapt to whatever your personal life throws your way and new technology allows you to do just that – whether it’s the school holidays, Christmas or Easter breaks, or just a hectic week in February.
Even without the productivity benefits of allowing employees to better manage their time, flexible working should be on the cards anyway. A rigid, office-based, nine-to-five structure just doesn’t fly in the modern office environment. We encourage our team at Focused Marketing to adopt this flexible mindset, especially where kids are involved.
The nature of the global economy means that there is no longer a standard working day. The concept of working 9 to 5 doesn’t make much sense.
With customers, clients and colleagues scattered across the globe – whose 9 to 5 would you use? It can be 9am in New York, 2pm in London and 1am here in Brisbane. It makes sense to have a more ‘individualised’ approach to working hours; be sensible and don’t stay up all night to make a call that can wait.
One of the only downsides to relying on mobile technology is that everywhere can become your office; you can pick up emails while doing the grocery shopping, monitor your sales stats in the gym and even make a call just before reading your kids a bedtime story.
Technology means you can stay connected wherever you are, but that doesn’t mean you have to stay connected to your mobile every second of the day. How many times when you are having some family time, have you heard yourself say “I’ll just finish this email and then I will be with you?” Create a mobile sundown or schedule a few hours of work time after kids have gone to bed so you can spend more time with them during the day when school is on leave.
If used with the right attitude, these innovations can greatly improve work-life balance and look to be the future of a more healthy, happy relationship with the office.
While work is important, you can’t let family members become strangers, the couch to gather dust and your holiday time go unused. How do you get the work-life balance right? Let us know your tips.
by fmadmin | Aug 9, 2024 | Content Marketing, Digital Marketing, Marketing Strategy
Discover how you can leverage Tourism and Events Queensland’s (TEQ) recently launched strategy: Towards Tourism 2032.
As the Olympic torch tracks its way to Brissy for the 2032 Games, how will you make the most of this exciting opportunity?
“In the case of the 2032 Games, it is possible we will see at least $17 billion of economic and social benefits for Australia, with around $8 billion of that flowing into Queensland.” Westpac Business Bank Chief Economist, Besa Deda,
Tourism and Events Queensland (TEQ) recently launched the TEQ Blueprint to support their Towards Tourism 2032 strategy. This Blueprint aims to position Queensland as the travellers’ destination of choice through bold and globally recognised marketing and events campaigns. These initiatives will drive our Queensland tourism industry towards its goal of a $44 billion-a-year visitor economy.
So, how can you maximise your marketing strategy to leverage these initiatives and benefit from this amazing opportunity?
TEQ’s Five-point plan to guide their Towards Tourism 2032 strategy. Image credit: The TEQ Blueprint
The opportunity for businesses
Businesses have numerous opportunities to capitalise on TEQ’s Blueprint leading up to the Brisbane 2032 Olympics. As the government drives significant investment and strategic campaigning for the Queensland tourism sector, local businesses are well-positioned to harness this momentum for their benefit – and here is how.
8 marketing strategies to drive economic growth for your business
1. Audience segmentation and targeted promotions
The blueprint aims to gain the dominant share of Australia’s domestic holiday market.
Opportunity: Domestic market dominance
This presents an excellent opportunity to focus on attracting local and interstate tourists. Consider segmenting your target audience and developing exclusive packages, special short stay offers, and seasonal promotions for each.
2. International experiences
With a goal to grow international overnight visitor expenditure to $11 billion, there’s a potential to target international travellers.
Opportunity: International overnight visitor expenditure
Enhance your marketing efforts to reach international audiences. Tailor your products or services to accommodate the needs of international visitors. Consider offering multilingual support, cultural experiences, and amenities that cater to diverse tastes.
3. Local event marketing
The plan includes building a $2 billion global events calendar.
Opportunity: Global events calendar
Leverage local marketing campaigns, collaborations, and events to highlight the unique experiences, products or services your business offers. If your business is situated in an area that hosts events or has easy access to event venues, position your business as a prime choice for event attendees. Collaborate with event organisers to offer special packages or deals for event participants, to take advantage of the influx of visitors during events.
4. Content marketing
The blueprint emphasises maximising opportunities in the market by utilising the strength and influence of Queensland’s destinations and industry.
Opportunity: Amplify Queensland’s strengths and destinations
Showcase the unique features of your accommodation that align with the appeal of Queensland’s attractions and landscapes.
5. Incorporate digital marketing & technology
The focus on delivering cutting-edge, high-impact marketing campaigns provides an opportunity for your business to enhance its online presence and visibility.
Opportunity: Cutting-edge marketing campaigns
Invest in digital marketing strategies, including social media campaigns, search engine optimisation, and engaging content creation. Use storytelling to connect with potential guests and showcase the value of staying at your accommodation.
6. Olympic Games campaigns
The upcoming Brisbane 2032 Olympic and Paralympic Games offer a unique catalyst for increased global awareness and visitation to Queensland.
Opportunity: Brisbane 2032 Olympic and Paralympic Games
Consider tailoring your marketing efforts around the excitement of the games. Promote your business as an attractive option for visitors attending the events.
7. Strategic collaborations
As highlighted in the blueprint, partnerships with both government and industry will be crucial.
Opportunity: Partnerships and collaboration
Collaborate with local tourism boards, event organisers, and other relevant stakeholders to co-promote the destination and enhance the overall visitor experience. Engaging in collaborative efforts can help your accommodation business stand out and attract more visitors.
8. Innovation
The blueprint emphasises bold and innovative thinking.
Opportunity: Bold and innovative approaches
Consider introducing new amenities, services, or experiences that sets your business apart from others and creates an unique experience for your customers. Embrace sustainability initiatives, technology advancements, and customer-centric innovations that align with the changing preferences of modern day travellers.
Incorporating these marketing strategies into your business initiatives can position you to benefit from the growth potential outlined in TEQ’s blueprint and the Towards Tourism 2032 strategy outcomes. By aligning your marketing efforts with these goals, you can attract a diverse range of guests and contribute to the overall success of Queensland’s visitor economy.
For more information and assistance with your marketing strategy contact our team at Focused Marketing and make it happen!
by fmadmin | Aug 9, 2024 | Content Marketing, Digital Marketing, Marketing Strategy
Here are 6 misconceptions surrounding business marketing and our solutions for those reluctant to embrace it.
The paradox of business-to-business (B2B) leaders not recognising the value of marketing in a world where marketing shapes everything is real and baffling. Understanding the reasons why reveals that a change in mindset is certainly due.
In the B2B world I have battled with business owners and managers, and more recently discussed with clients, the reoccurring theme that many leaders are sceptical about the value of marketing. With a B2B focus for most of my 20+ year career, I truly believe that marketing shapes nearly every facet of our lives in the Western world – it is everywhere we look. So, it got me thinking… why do some business leaders still struggle to recognise marketing’s potential to influence business decisions?
After much discussion with our Focused Marketing team, here are 6 key reasons why B2B leaders are reluctant to embrace business marketing:
1. Intangibility
One of the key reasons is that it can be challenging to accept marketing’s perceived intangibility. Unlike tangible products or services, marketing strategies operate in the realm of perceptions, emotions, and brand image. This makes it difficult for some leaders to quantify the direct ROI of marketing initiatives, leading to a reluctance to invest.
Consider: Implementing robust marketing reporting and measures of success.
Although there are challenges surrounding the ability to quantify your marketing initiatives, there are several tools and metrics to more accurately measure your marketing investments. Some of these include:
- Google Analytics (website and paid media)
- Social media analytics – tracking followers and engagement
- Site cookies
- Client enquiries, requests for proposals and sales
- Client retention rates
- CRM
- Email engagement
2. Long sales cycles
B2B transactions often involve multiple decision-makers, intricate buying processes, and lengthy sales cycles. This complexity and time scale often obscures the direct link between business marketing efforts and sales. As a result, B2B leaders struggle to attribute business success to specific marketing initiatives, making it harder for them to appreciate marketing’s role in shaping purchasing decisions.
Consider: Implementing and/or tracking through a Customer Relationship Management (CRM) system.
CRM technology is a great solution for bridging the gap between your company’s relationships and interactions with clients and potential clients. Some of our favourites are Salesforce, Vision 6 and Mailchimp.
3. Access to data
In the digital age, data-driven decision making is expected. Gathering comprehensive data on the impact of B2B marketing strategies is complicated because the transactions are different. They are usually large-scale and high-value, vs high volume in the B2C space. This scarcity of data clouds correlations between marketing efforts and results.
Consider: Customer surveys and feedback.
Collect feedback from your customers through surveys, interviews, or feedback forms. Qualitative data can provide you with insights into the effectiveness of your marketing touchpoints, where you are making an impact, and will also help you identify areas for improvement.
4. Product centricity
B2B businesses generally place a heavy emphasis on product features, specifications, and competitive pricing. This product-centric mindset overshadows the influence marketing has in shaping perceptions, building confidence, brand loyalty, and even fostering long-term relationships. Always prioritising features over emotions leads to overlooking the intangible benefits marketing offers.
Consider: Customer centric marketing strategy.
Reworking your business marketing strategy to focus on the client as opposed to just the product will allow you to tap into your clients’ needs and wants, and connect with them on an emotional (more personal) level.
5. Short term goals
On the face of it, marketing goals don’t always align with B2B sales focus. Leaders will almost certainly prioritise short-term revenue generation over investing time and money in marketing. This misalignment can lead to underestimating the role that marketing plays in nurturing future customers.
Consider: Broadening your perception of marketing.
In our experience, successful B2B marketing focuses on building trust (brand equity), demonstrating your experience (thought leadership, case studies), and building relationships (often all online, think social media). You need to nurture your marketing channels and brand to nurture those future customers.
6. Old school understanding
The traditional view of marketing as advertising and promotional activities still lingers. Leaders who have outdated perceptions of what marketing actually encompasses in the B2B space will fail to see how today’s marketing transforms decision-making. Gen Y and Z care more about brand value and will always research online before approaching a company. Business marketing is no longer campaign based, it is perception based. So working on your brand value is critical.
Consider: Strategically building brand value.
Marketing has evolved into a multi-dimensional strategy that encompasses thought leadership, websites, content creation and social engagement – all of which contribute to your brand presence. Brand value comes from perceptions: how your team talk to your customers, consistency in service and style, how interacting with your business feels. Business marketing can be simple and effective, it includes things like sales documents, presentations, uniforms… even your invoicing.
Don’t sell directly to consumers? That doesn’t mean you don’t need business marketing. Marketing is putting yourself in your customer’s shoes and making it easy for them to see how your product or service can solve their problems. It’s showcasing your solutions in an easy-to-find way. Today’s buyers are researchers – they don’t call you, they don’t meet you – unless they already feel that you can help them.
Business marketing isn’t all about flashy campaigns. It is a strategic force that influences perceptions, nurtures relationships, and shapes decision-making. By embracing the evolving nature of business marketing, B2B leaders can unlock a world of untapped potential.
For more information and assistance with your marketing strategy, contact our team at Focused Marketing and make it happen!
by fmadmin | Aug 9, 2024 | Content Marketing, Digital Marketing, Marketing Strategy
Comments are often an afterthought when publishing on social media, but they’re an amazing tool to build engagement for both personal and business pages.
Many social media users refer to comments to gauge others’ reactions. At times, the comments section can offer more information, entertainment, and insight than the post itself. We love to see it!
In this article, we discuss why you should be paying more attention to curating comments and offer tips on fostering a bountiful ecosystem of online conversation.
Start listening
Yes, you heard me! Social listening is a proactive approach of tracking social media platforms to identify any conversations surrounding your brand, your competitors, or any relevant keywords or conversations relating to your industry. Like social monitoring, it observes specific instances where your brand name is mentioned, receiving notifications whenever this happens. It includes setting up listening streams based on hashtags, employees, products, competitors’ products, campaigns, social sentiments, and any other talk around town.
“Posting on social media without engaging with comments is like entering a room, announcing yourself and immediately leaving. Embrace the opportunity to connect with your audience through meaningful conversation.” Jessica Bye, Focused Marketing Consultant.
Responding to comments
Grace them with your voice! Even a double thumbs up is outdone by a few words
Image via Pinterest.
Strike while the iron is hot!
Respond to comments as soon as possible. Responding within 24 hours will demonstrate active participation in the topic and encourage further engagement from commenters.
Conversation amongst your community will build rapport, can lead to new connections and is an opportunity to gain new information. For business pages, it’s a unique way to gather insight from an engaged audience.
Make sure you respond with a comment – don’t be tempted to simply like or react to comments. Even if it’s just a simple “thank you”, it’ll encourage more engagement than a thumbs up.
Respond with names
Using someone’s name is a powerful communication tool and even through digital comms, it encourages an emotional bond and conveys respect.
Don’t ignore or delete negative comments
This can have a negative impact on your online presence and reputation. By addressing negative comments, you show that you value feedback and are willing to engage with your audience. It also provides an opportunity to address any concerns or issues raised by commenters. This can help build trust and credibility with your audience. However, it’s important to tailor your response based on the nature of the negative comment. Take the time to understand the commenter’s perspective and respond accordingly. This human touch can go a long way in fostering positive relationships with your audience.
If the negative comment relates to customer service or a specific issue, consider providing contact details or a way for the commenter to reach out to you directly. This demonstrates that you are willing to address the problem privately and find a solution.
Remember, negative comments can provide valuable insights and opportunities for improvement. Embrace them as a chance to learn and grow, and use them as stepping stones towards creating better content and delivering a better experience for your viewers.
Tone of voice
Ensure the content you publish is aligned with your intended tone of voice, whether it’s your personal brand or your business page. This includes comments.
Whether your comment section will resemble a casual conversation amongst friends, a convention at your local council, or a 1970s newsroom, is up to you or your brand’s overarching goals. Just ensure it’s intentional and that the comments further your intent.
Business pages can use comments to build authority, educate or engage in a way that is aligned with their tone of voice. Consider commenting on posts shared by your network to celebrate achievements, provide thought leadership or share an opinion. If you can offer insight that is aligned to your expertise or add value through first-hand experience, do it!
Nurturing a healthy comment section
You are responsible for moderating content on your page and ensuring the comment section remains positive and productive. While debate and constructive criticism can be indicators of an engaged audience – inappropriate, hateful, or discriminatory comments are not okay.
You will understand what is acceptable on your personal page, but brands can create guidelines so comments can be moderated and unwanted ones deleted ASAP! If your business page has an audience spanning different time zones, you may want to consider shifts to ensure consistent monitoring. And when necessary, make use of block or report functions.
Keep responses polite and professional, including when you disagree or have a different opinion. And remember, you can’t truly delete something once it’s online.
Collaboration
Collaboration is the key to building a strong online presence. Curate and expand your network by following and engaging with people or business pages that you admire or would love to work with. Reshare posts and add your own take. Humour goes a long way.
By actively engaging with others in the comments section and joining relevant groups, you can create valuable connections and share helpful information. It is important to reach out to your brand advocates who already love and engage with your brand, as they can help drive further engagement and expand your reach. By becoming a part of online communities organically, you can forge meaningful relationships and foster a collaborative environment that will ultimately benefit your brand and its reputation.
Do you need to define your tone of voice? Engage in social listening, or develop a content strategy? Contact our team at Focused Marketing and make it happen!
by fmadmin | May 13, 2024 | Content Marketing, Marketing Strategy
Do you have a marketing budget and is it currently working for you?
Are you finding it hard to project what you’ll need in the year ahead, or wondering what should sit within your marketing budget? We offer practical steps to forecast your best marketing budget yet.
A new financial year will soon be upon us and many companies, especially those without marketing departments, still fail to budget for marketing.
Too often, business owners regard marketing as an optional cost centre – especially when economic times are tough! However, it is important to realise that marketing is an investment, and not a cost to your business.
“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” – Peter Drucker
Digital marketing makes it easier for B2B companies to be found, remembered, and make an impression. This increases competition but also opportunity – now is the time to ensure your investment is working for you!
Step 1: Identify what should fall under your marketing budget
Let’s go back to basics, don’t forget the marketing P’s. Many companies now treat marketing solely as communications. The activities listed below make up your marketing mix and should be considered when planning your marketing budget.
- Product – what do you sell? Is it services, consulting, or physical goods? A key part of your marketing mix is product improvement.
- Price – how much do you charge? And how is it impacting the way customers see your brand? Improve your competitive position by researching and reviewing your pricing strategy.
- Place – where do you promote your product or service? Does your company attend industry seminars and events? Does the brand have a physical and digital presence?
- Promotion – what strategies do you use to help customers find out about you? Do you invest in business development, a referral strategy, or content and digital marketing?
- People – Who are you targeting and directly and indirectly engaging with? What challenges are you solving for them? Are they high value?
- Process – How will you deliver the product to them? Consider your customer journey and experience. What marketing tools and platforms do you currently use?
- Physical evidence – How are your products and services packaged? Consider your brand identity. Is it consistent and well presented across all platforms? Do you look professional and capable?
Step 2: Analyse your marketing budget and activities from the last financial year
Now that you have identified what should fall within your marketing budget, it’s time to have a good hard look at what you invested in across your business over the last 12 months. Analysing your data, feedback, and results will help you to establish your marketing return on investment (ROI). It is a great way to determine if you should continue investing in existing marketing activities, leave them behind or try something else. We have identified some key questions to think about below:
- Is it a functional requirement for your business to market itself effectively? E.g., Branded uniform, software, signage.
- How successful was each investment in engaging your audience? E.g., New enquiries, email open rates, social likes, comments.
- How successful was each investment in driving new customers to your business? E.g. quotes sent, sales, referrals.
- How successful was each investment in creating a positive customer experience that will likely encourage them to refer others? E.g. Reviews, feedback, customer satisfaction surveys.
- How successful was each investment in providing brand awareness and exposure? E.g. Channel traffic, new subscribers.
Step 3: Reset and establish a new overall marketing budget for the next financial year
Hopefully by now you’ve got an idea of what’s been working and what hasn’t. Maybe you’ve also got some new ideas to add into the mix. That’s great!
Now that you have a thorough understanding of your previous marketing budget and a breakdown of budget categories, it’s time to forecast for the next financial year.
- Consider the marketing P’s.
- Set a ballpark budget for overall marketing spend e.g. % of total business revenue – consider the 5% revenue rule.
- Identify and analyse any marketing opportunities, campaigns or ideas to determine if they support your wider business objectives, forecast costs and prioritise.
- Collaborate with your stakeholders to ensure their requirements are captured.
- Be realistic of how much you have and what you can achieve.
- Ensure reporting and monitoring measures are in place to determine ROI.
Step 4: Get help – implement or outsource?
There’s no singular answer to the age-old question: in-house or outsourced? Other than – it depends! But setting a marketing budget will ensure you most effectively delegate tasks and resources. And will ensure you can answer this question:
Who is responsible for your marketing activities, and are they the most effective resource?
We have seen sales co-ordinators dabble with “fun” projects such as creating flyers or branded content for social media. This may take days to achieve a rough version of something an agency can deliver with professional polish in a matter of hours. Budgeting for professional help to execute projects keeps in-house resources focused on their job at hand.
Step 5: Report and optimise your budget
Welcome to Step 5 of our marketing guide! Now that your marketing is active and generating results, it’s time to focus on maximising your ROI. By tracking your campaign performance and analysing the data, you gain insights into what works and what needs improvement. Optimisation involves reallocating resources based on performance metrics to ensure every dollar spent contributes to your goals. Here are some suggestions:
- Utilise data analysis tools – Leverage tools like Google Analytics, social media insights, or marketing automation platforms to track and analyse campaign performance. These insights will help you identify what’s working well and what needs improvement.
- Monitor in real-time – Don’t wait until the end of your campaign to assess its effectiveness. Monitor performance in real-time so you can make timely adjustments and optimsations along the way.
- Allocate budget wisely – Review your budget allocation and consider reallocating resources based on performance metrics. Focus your spending on channels and tactics that are delivering the best results.
- Embrace technology – Explore how technology can enhance your marketing efforts. Automation tools can streamline repetitive tasks, AI can optimise targeting and personalisation, and platforms like Canva can simplify content creation.
Marketing is dynamic, so be prepared to adapt and evolve your strategies as needed. Keep learning, stay updated on industry trends, and be open to experimenting with new approaches. Remember, marketing is an investment that should support your overall business objectives, and with careful planning and evaluation, you can make the most of your marketing budget.
Focused Marketing would love to support your marketing planning and budgeting for the next financial year. Our structure at Focused Marketing is designed to deliver the benefits of a full-service marketing agency for less than you would pay for an in-house marketing manager.
Contact us to start a conversation today.
