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.”

Latest News

Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]

Women In Media Profile: Melanie Lindquist
  • Media

Women In Media Profile: Melanie Lindquist

There are only three criteria to be profiled in Women in Media: be female, work in media and enjoy a good profiling.

by B&T Magazine

B&T Magazine