Survey Shows Aussie Small Businesses Misunderstand Marketing

Survey Shows Aussie Small Businesses Misunderstand Marketing
SHARE
THIS



A recent survey of Australian small business owners has revealed that nearly half want to know how to use marketing to generate new leads, while almost a third are most concerned with attracting clients and marketing their business.

The survey, conducted by marketing education company Basic Bananas, found that small business owners simply don’t understand the power of marketing, with 43 per cent admitting that they would like to know how to use marketing to generate new leads for their business, over and above mastering social media (12 per cent), online and digital marketing (9 per cent) and SEO (2 per cent).

Furthermore, 38 per cent of small business owners are most concerned with attracting clients and marketing their business right.

Basic Bananas co-founder Christo Hall said small business owners feel a sense of overwhelming nervousness when trying to understand marketing and the benefits of doing so to attract new clients.

“A lot of small business owners are banging their heads against the wall because their marketing efforts are not working,” he said.

“There are very few small businesses out there taking advantage of new technologies to benefit their business. These new methods are not only far more cost-effective than strategies used 10 years ago, but are easier to use than ever before to promote a business on a tight budget.

For all those small business owners struggling to market their offering, Hall provides four cost-effective tips to help you nail your next campaign:

i. Choose your perception

Hall believes small businesses must first choose how they want to be perceived.

“If you don’t determine how your product, service or business is going to be perceived, someone else will and steal your thunder,” he said.

When describing your business, Hall suggests using adjectives such as ‘young’, ‘old’, ‘fresh’, ‘modern’, ‘adventurous’, ‘safe’, ‘cheeky’, ‘energetic’, ‘vibrant’, and ‘fast’.

“The less conventional, the better, so stay away from the common words everyone chooses such as ‘professional’, ‘quality’, and ‘experienced’,” he said.

“Make sure you share the above with your team so they are all on board and pulling in the same direction. Your team are your biggest brand ambassadors.”

ii. Differentiate and blow your customers’ minds

“We live in a very busy world where we get bombarded by thousands of marketing pieces every day (unless we live on a beautiful remote island somewhere),” Hall said.

So how are you ever going to stand out from the rest of the pack?

“You need to differentiate!” he said. “Unfortunately a lot of businesses copy each other plainly because they think ‘the other’ guy has got it all figured out, but most likely he or she hasn’t!  Copying is never the answer and it’s kind of uncool too.”

Rather than blending in, Hall recommends carving out your own uniqueness by asking yourself ‘what’s the frustration in my industry?’

“The second question to ask yourself and others is ‘what would make working with a <insert your industry> irresistible?’” he added.

“You’ll be surprised by how many great ideas you will get from your clients and friends!

iii. Amplify your awesomeness

Hall suggests making a list of every touch point your business has with your prospects and customers. This could include phone calls, emails, social media, your shop or offices, your website, and invoices.

“Then think about how you can amplify your business’ personality and differentiation at each of these touch points,” he said.

“Let me give you another example. If you’ve chosen ‘quirky’ as one of your characteristics, how can you add more quirk to your different touch points.? You could include a funny quote in your email signature, change your phone greeting to something more quirky, adjust your website copy, send a quirky direct mail to your prospects, give your clients something to smirk about.”

iv. Be consistent

Consistency is key in taking controlling how others perceive you, according to Hall.

“If there is no consistency, your clients will be confused, and confusion doesn’t sell,” he said.

“The purpose of consistency is to create familiarity, which leads to trust, which leads to more sales.”

Hall also stresses the importance of fluidity.

“We can’t always influence the circumstances, but we can always influence our perception,” he said. “Staying flexible and adaptive is key for a business to thrive in today’s ever-changing, fast-moving market.”

Please login with linkedin to comment

Latest News

State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]