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 | Mar 15, 2024 | Content, Digital, Strategy, Uncategorised
Discover video marketing and how it could benefit you.
“90% of marketers say video has helped them generate leads.” – Wyzowl
Incorporating video into your digital marketing strategy and communications is highly effective in influencing, educating, and communicating with your target audience.
So, let’s dive into it.
What is video marketing?
Video marketing is using video to market your product or service across a variety of digital channels. Video evokes emotion, allows you to tell your stories and genuinely connect with an effortless dialogue.
So why is video marketing important?
“Video is worth 1.8 million words.” – Dr. James McQuivey of Forrester
People genuinely don’t seem to read as much anymore and with the speed people digest their media, integrating video into your marketing strategy has become a necessity.
Plus, video marketing has some amazing benefits
Engagement
Video can capture attention and keep audiences engaged more effortlessly than text or static images. The dynamic nature of video, especially if you get the visuals and audio right, creates a memorable brand interaction that goes deeper than an article or blog.
Shareability
Social media platforms prioritise video content, making it more likely to be seen and shared by customers and team members – increasing your brand’s reach and visibility.
Conversion
Studies consistently show that incorporating video on landing pages or in email campaigns significantly increases click rates. 66% of people prefer to learn about a product or a service through video over reading. Whether it’s telling your brand story, showcasing a product or sharing customer testimonials, video provides a more naturally persuasive and convincing way to communicate with potential customers.
Improved SEO
It is not only social media, good old Google favours websites with video content, ranking them higher in search results. Video snippets in search engine results pages can also increase click-through rates, driving more traffic to your website.
Building trust
Video humanises your brand and gives it a personality, something that is harder to achieve in the B2B space. Whether it’s through workplace footage, interviews with team members, customer testimonials, introductions or demos of your products/services – video helps build understanding, trust and credibility with your audience.
Company culture
Video is a powerful medium for showcasing your company culture. It gives viewers a glimpse into your workplace environment, values, and team dynamics. In a competitive market it can help you attract like-minded employees as well as foster a sense of pride and belonging among your employees, partners and customers.
Strengthening your brand image
Video allows you to convey your brand’s personality, values, and unique selling proposition in a way that resonates with both your team and your target audience. Through storytelling, visuals, and music, you can evoke emotions and create a lasting impression that strengthens brand recall.
Many B2B brands think video is for FMCG and consumer brands… I beg to differ
“Business to business products and services are often harder to understand, so using video to create a story that explains what you do and at the same time builds pride and emotional connection to why you do it, is a very powerful communication tool.” – Caitlin Dillon, Focused Marketing
Video can of course be more expensive than other creative output, but it can be cleverly planned to optimise your return on investment. By planning ahead and working closely with our video partners, we help our clients capture the content they need to tell their stories across a number of channels and elements of their business.
Recent professional shoots for our customers have incorporated the filming of products, equipment, staff stories, customer testimonials and more. This content will be shared in a variety of formats such as brand videos, product launches and social channels across the year, maximising ROI on the professional shoot. Check out our blog post covering the various types of video marketing here to learn more.
There is no doubt that video increases engagement, understanding and brand trust, and in turn boosts conversion. And while everyone is a videographer these days with your phone in your pocket, we highly recommend engaging a professional videographer if you are using it to build out your digital content marketing strategy. Polish is so important to brand image.
Talk to us if you want support with building video into your 2024 content marketing strategy.
by fmadmin | Aug 23, 2020 | Uncategorised
There is no denying that the world is forever changing. With recent events and the increasingly common debates around climate change, it is hard to ignore. We see so many people making grand gestures to help the environment, but sometimes, the smallest changes can have the biggest effect.
Here at Focused Marketing, we are big believers in being as environmentally friendly as possible. Here’s a few of our favourite tips on how you can make your workplace eco-friendlier:
- Put away the paper.
Boasting about a paperless office is a lot harder than it seems. But taking the steps to using less paper is easy! Start small by emailing where you can and setting up your printer default to double sided.
- Consider your commute.
Depending on where your workplace is located, you may be able to consider different options for your commute to work. Not only will the train or bus potentially save you money, but it also offers health benefits and additional time to catch up on those emails (or even that book you haven’t picked up in a year!)
- Eco-friendly office supplies.
This one can take a bit of creative thinking. There are of course the basics, such as recycled printing paper and rechargeable batteries, but challenge yourself to think of a few more. For example, why not grab some recycled toilet paper and paper towel (these guys are great – www.whogivesacrap.com.au). Got a coffee machine? Invest in some reusable pods, or at the very least, eco-friendly compostable ones. There are plenty of environmentally friendly options available once you really start looking.
- Go green when you clean.
Whether you clean the office yourself, or hire a professional, investigate the cleaning supplies that are being used. Ditch the harsh chemicals and instead try some natural all-purpose cleaner, such as Koala Eco.
- Encourage your employees.
To make sure you’re on the same page as your team, encourage ways that you can all help together. If you’re in a big office, start a sustainability team – together they can raise awareness and accomplish more. If your office is small in size, encourage your colleagues to make little changes, such as reusable coffee cups and straws and ensure everyone is across your recycling program.
Whilst Kermit may not agree, by simply implementing these few small changes at your home or office, being green really can be easy.
by fmadmin | Aug 23, 2019 | Uncategorised
As a Millennial I can admit I spend a pretty large chunk of my time on my phone (an average of 4 hours and 27 minutes a day to be exact), and with the average millennial checking their phone more than 100 times a day I’m not alone here. But what does this mean for Marketing and how can companies use this ‘smartphone obsession’ to their advantage?
Millennials today are usually defined as being 18 to 34 years old and make up one of the largest demographics in Australia. Successful marketing for this generation means changing your tactics to realise how differently they think and consume.
Reaching Millennials isn’t necessarily hard, it just requires a different strategy. Resisting traditional methods and having an authentic, interactive approach, creating a connection with your audience has never been more vital. Trust translates to sales, and millennials simply don’t trust traditional marketing. Katie Elfering of CEB Iconoculture summed this up perfectly in an interview for Forbes.com:
“First, understand and speak to the values that drive them – happiness, passion, diversity, sharing and discovery.
Second, understand their realistic lifestyles and experiences and find ways to amplify their reality.
And, finally, make sure they feel informed and involved, not just marketed to.”
Millennials are no doubt a tech savvy generation, having grown up in the social media world. According to Lisa Bora from Google, Mobile consumer insights, “89% of millennials own smartphones and use them daily to access the internet.” Millennials are online nearly twice as much as any other generation which is why mobile marketing is as important as ever. We live in a world were everything is immediately available online, and millennials love this. We no longer need to leave our bed to talk to our friends and family, go shopping, stream a movie or even get food, and jumping on this bandwagon is vital to marketing success.
Millennials have changed the way we need to market. Gone are the days of print catalogues and newspaper. Millennials want real, authentic brands they can trust.
So, what can your brand do to successfully get Millennials attention?
- Optimised Mobile. Due to the rise of online shopping and social media this is the best way to reach millennials.
- Social Media Presence. According to the University of Southern California, 62% of Millennials report that brand engagement across social media is more likely to make them a loyal customer.
- Multi-platform. Millennials consume content across multiple devices, so it is important to create content for a multi-platform strategy.
- Personalisation. Millennials are more likely to make a purchase and trust your brand if it is personalised to them and their interests.
- Authenticity. Millennials are willing to share good advertising but dislike when advertising feels deceptive.
by fmadmin | Aug 23, 2019 | Uncategorised
With Mother’s Day around the corner, we thought it would be the perfect opportunity to share some of the wisdom that only mums possess. Whether it be ensuring you always leave the house in clean underwear, or making sure you eat ALL the vegetables, we can all agree on the fact that mother knows best.
The Focused Marketing team took some time this week to reflect on the advice they received from their own mums:
My Mum taught me empathy from a very young age. She always listened, digested and then gave me advice. She taught me to listen. She had a great sense of humour and the warmest laugh. She taught me how to laugh no matter how difficult life can be.
And she definitely taught me (and gave me) the gift of love.
Kerri Eckart – CEO
You can always change the packaging but what’s inside is the part that can be really beautiful or really ugly. I mean, looks fade. Weight loss might just be temporary. Having a good attitude and making sure you’re a kind person? Those are the real qualities that’ll make you shine. And I am happy to say all my kids are kind and caring and basically beautiful.
And as a baker the best things my mother and grandmothers taught me is all written in the CWA cookbook – it’s a passion I share with my daughter too. Baking is my happy place – awful for the waistline but amazing for sanity.
Kristie Fankhauser – Director of Strategic Marketing
One bit of advice my mum gave me when I was younger is one that has truly resonated with me, right through to my adult life. I have always compared myself to others and, being close to my mum, I would often voice this to her. She always came back with the same response – “You only ever compare yourself to those who have more than you. Why don’t you try comparing yourself to those who have less?” I probably didn’t appreciate it much when I was a teenager, but now as a mother myself, it is definitely a life lesson I plan to teach my daughter.
Kasey Rainbow – Administration Assistant
My mum taught me a number of life lessons:
Get up, get organised and get on with life.
Someone is taking their last breath right now and wishing they could have another minute.
Life is a gift. Be kind to yourself, and others.
Sandy Holmes – Account Executive
The best advice my mother has ever given me is something she tells me on the daily, “Just breathe”. As silly and small as it might sound, it’s something you sometimes forget and from experience it truly helps you through any situation. Whenever I’m feeling stressed or overwhelmed, or lost and confused I remember what Mum always says… to stop, take a minute and just breathe.
Breanna Fenton – Marketing Cadet
She taught me that it’s okay to show emotion – Well, she had no idea that she did this really…you see, she was quite a strong woman who didn’t readily show her softer side. In a weird way, this lack of ability to show emotion had the reverse effect on me. I turned out to be almost over-emotional & highly sensitive. I wouldn’t want it any other way now. I guess I have her to thank for that?
She taught me the power of looking good to feel better – For as long as I can remember, my mum wore lippy and spent time on her hair – almost 24/7! She always made sure my uniform (and my hair) was brushed before I left for school. To this day, I live, breathe and teach the philosophy of looking good/feeling better.
Alison Triffett – Administration Assistant
by fmadmin | Aug 23, 2019 | Uncategorised
Having a strong personal brand is a part of life, whether you are aware of it or not – and it’s important! It’s something that needs to be consciously developed as ultimately, it is defining the image you are projecting.
Are you a Lawyer? Builder? Nurse? Photographer? It doesn’t matter who you are or what you do, if you want to make your mark and be recognised in your field – or perhaps be better understood – you need to understand and develop your own personal brand.
Think social media presence, marketing and sales techniques, your work, passion, talents, personality and everything in between all rolled into one package. Yep! That’s YOU. That’s your brand and when marketing yourself, there are some important factors to consider:
Your audience:
The focus of your marketing must always be your audience. Ask yourself “What are their needs? How can I help them?” Sure, you could take a guess, but that’s risky.
An ideal way is to conduct a survey. Ask a few specific questions to uncover your demographic and find out exactly who wants to engage with you.
Yourself:
People want to connect with people. They want to see the face behind the name or the business. Are you presenting a great photo of yourself that helps establish credibility and builds trust? Have you got a great headshot that captures the real, authentic you?
Invest in a professional photo shoot, or, if you don’t have the budget, find a friend with a good quality camera and some basic photographic skills. Just a simple headshot of you looking into the lens, smiling, appearing approachable and friendly is all you need for your website and social media networks.
There are other options if you feel uncomfortable standing in front of the camera. How about a photo of you:
- Working at your computer
- Facilitating a workshop
- Taking photographs of your clients
- Speaking before a crowd
You get the idea…
Your value proposition:
What have you got to offer your audience? What will they get from investing their time or money listening to you, reading your content, or utilising your services? Do you offer resources to help them work smarter? To look or feel better? Do you offer personal insights and tips? Or perhaps you offer an escape from reality with your skills/talents?
Create a clear and simple answer and you will have your own personal value proposition. You may have to experiment and revise it from time to time, but this value proposition will become the basic framework of who you are and what you do.
Your brand slogan:
Think of all the white noise and constant chatter in the media today. Think of all the hashtags, headlines and click-bait out there that – try as you might to ignore it – constantly grabs your attention. Recognise how critical it is to quickly make a strong impression. A great way to do this is to refine your value proposition into one concise slogan.
Know – and show – your style:
Any memorable brand – your personal brand included – should be consistent. Try not to confuse your audience. Develop a look for your personal brand in all marketing material with:
- A professionally designed logo that says something about you/your business
- A colour palette reflecting your personal style
- Consistent use of fonts
Apply similar standards to everything you create: your website, business cards, advertising etc. But most of all, know who YOU are and how your packaging (the cover of your book) reflects the story you are trying to tell and what you are hoping to achieve.
