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E59 – Amazon FBA & Getting Started on the Amazon Marketplace

Amazon FBA & Getting Started on the Amazon Marketplace

In this episode we speak with Kiri Masters from BobsledMarketing.com, a web agency that specialises in helping businesses launch their brand and products on Amazon and helps existing Amazon sellers get more out of their Amazon presence.

This is a good episode to listen to if you have an established ecommerce business and you’re thinking about selling on Amazon or if you are a wholesaler or product manufacturer looking at expanding your marketing reach and growing your business.

We talk about a whole range of topics including pros and cons of selling on Amazon, some of the common Amazon seller mistakes, the types of products that do and don’t work on Amazon, 3rd party tools for getting the most out of Amazon plus a whole bunch more.

Notes from this episode:

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E58 – Counting the Money – Finance & Accounting Tools

Accounting, Finance & Financial Tools (1)

This week we talk about accounting and financial tools which is surprisingly something we get asked about a lot.

We share the tools we use along with insights that relate to finances and accounting that we’ve learned along the way.

This episode is a good one to listen to if you’re spending a lot of time each week managing your books and are looking for a better solution.

Notes & Links from this episode:

  • Xero.com – the cloud accounting package we both use and love!
  • Shoeboxed – an easy way to get your documents in the cloud
  • XOCashflow – an addon for Xero to help with following up outstanding accounts
  • Evernote – like a digital filing cabinet
  • Taking credit cards online:
  • Financial Intelligence for Entrepreneurs – a great book to read if you want better understand your finances and accounts
  • Australian Credit cards with no overseas transaction fees:
    • 28 Degrees Mastercard
    • Citibank Plus

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E57 – Keywords, Keyword Targeting & Keyword Research

KEYWORDS, KEYWORD TARGETING & KEYWORD RESEARCH

In this episode we talk about keyword, keyword targeting and keyword research. We share some simple strategies and tactics around keywords that will eliminate a lot of confusion small business owners feel around keywords and search engines.

This is a good episode to listen to if you’re looking to rank higher in the search engines and be more proactive around Adwords and search engine marketing. A lot of costly mistakes can be easily avoided by following some of the advice we share in this episode.

Notes from this episode:

  • Your website will rank differently for the same keyword depending on device, physical location of the searcher and in some cases, the searchers history
  • “Being number 1” or getting a high rank for a keyword is not a complete strategy. Ranking doesn’t necessarily get the visitor to click on your site and getting a visitor is no guarantee you’ll get an enquiry, lead or sale.  Making sure you have a well written meta description and important conversion elements such as high quality photography will make a big difference the overall performance of your site.
  • Be mindful of the searcher intent vs your website purpose. There is a big difference between someone search “margaret river accommodation” (a specific town) and “southwest accommodation (a very big general area).  The quality of searches almost always beats quantity.Other examples:
    • “best exercise bike” vs “buy exercise bike online” – from the perspective of selling exercise bikes, the second term is much higher quality
    • “dentist” vs “cosmetic dentist perth” – the second search is much more specific and the intent of the searcher is a lot more clear
  • Adwords can be a great keyword research tool. Also worth testing keywords in Adwords to see how they perform from a sales perspective before committing SEO resources to ranking for that term.
  • Remember the “too good to be true” rule – if it sounds too good to be true it probably is. Many of the “you rank on page 1 or it’s free” SEO agencies take shortcuts and use methods that work short term but hurt you long term.
  • Keyword rich domain names don’t work like they used to. Just because a website search matches the domain name doesn’t mean that is why it’s ranking high.
  • It’s extremely hard to rank for a search term if you don’t have a page of content for it. For example, a dentist who wants to rank for “cosmetic dentist perth”, “teeth whitening perth”, “dental implants perth” will find it significantly easier to rank if they have a good quality page of content dedicated to each of these search terms.
  • Brendan’s keyword research approach (the opposite to how most business owners do it):
    1. Brainstorm and make a list of all the products and services you sell (pen and paper is ideal)
    2. Rank this list in order of priority
    3. Confirm that you have a page for each of these products or services – if not create them. To a certain degree, the longer the page the better.
    4. Do keyword research and determine what terms relate to the product/service and page and implement appropriately.

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E56 – Online Marketing Strategies for Corporate Marketing Departments

Online Marketing Strategies for Corporate Marketing Departments2

 

 

In this episode we talk about online marketing tactics and strategies as they relate to bigger businesses and businesses with an internal marketing department.

These businesses can be quite different to your typical small business as they’re often dealing with bigger budgets, more people and more moving parts.

 

Notes & links from this episode

Marketing vs sales department

  • in bigger businesses marketing and sales departments often have very poor communication where the marketing team often operates in a vacuum and so does the sales team
  • with the right tools and measurements in place customers can be tracked from the beginning of their purchasing journey to the end
  • the right tools benefit both marketing and sales departments

Tools and tactics:

  • Google Adwords for Search -> great at capturing active demand but can’t create demand
  • SEO -> again, it cannot create demand. A complete search strategy leverages both Adwords AND SEO
  • Maps is an important part of online marketing especially for bigger businesses with multiple locations. Maps need to be managed across Google, Apple Maps AND Bing. Facebook is also getting into the maps space so important too.
  • Facebook ads and Google Adwords Display Network are excellent replacements for traditional print advertising. Generally best at creating awareness and increasing demand
  • Basic conversion optimisation will go a long way -> something as simple as going through the sales process from start to finish will often highlight big gaps and deficiencies

 

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E55 – Marketing for Medical & Dental Practices

Online Marketing for Medical and Dental Practices

In this episode we share the online marketing strategy we use with our medical and dental practice clients.

This episode is designed to be a broad strokes guide for businesses in this space and is similar to what we’d present in one of our online marketing workshops.

A warning upfront: the strategy outlined here could easily be a 12 month project so important that you take this into consideration while you’re listening and not get overwhelmed.

The episode is split into two sections, quick wins and low hanging fruit and then the more broad higher level business strategy.

Quick Wins and Low Hanging Fruit:

A basic web presence!

While you may not be actively chasing new patients you really still need to be online even if it’s just a single page website with your contact details.

With a large proportion of people walking around with smartphones and internet in their pocket today the easiest way for them to find your phone number and your contact details is to Google you and get it from your website.

Having an email address and contact form on the site that’s answered daily will also reduce the amount of inbound calls your practice gets and ultimately the workload of front office staff too.

Google, Apple & Bing Maps

An up to date listing that has your full contact details, your address and correct opening hours is critical. As a medical practitioner people are visiting you every day so your online maps listings are getting a workout!

True Online Booking Capability

True online booking capability ideally linked directly to your practice management software. By “true online booking” we mean someone can visit your website, make an appointment online and have a fully confirmed appointment the same as if they had called and made it over the phone.

Even if you’re not actively chasing new patients, existing patients benefit because they may be looking to book an appointment after hours, and as a practice you benefit through increased bookings and less workload.

Online Review Management & Monitoring

It’s inevitable that you’ll get a bad review online at some point in your business life – it’s almost unavoidable and a part of doing business in today’s world.

Given this is the case it’s important that you have a least something in place to check to ensure negative reviews are handled appropriately. At the entry level this can be as simple as Googling the business name once a month and looking at the search results.

In many medical fields actively encouraging reviews is against the law or governing body regulations however if you’re operating in a field that can solicit online reviews, using a tool like getfivestars.com can be very worthwhile.

Broader Strategy:

Content

Having website content that matches the market expectations is critical, pages you’ll commonly need:

  • home page
  • appointment booking page
  • contact us page
  • location page for every location with an embedded Google Map and link to Google Maps
  • a detailed page for each product, service or experience you offer

One simple technique for building content is to brainstorm all the products and services you sell or want to promote and make sure there is a page for each of them. The page needs to be at least 1.5 scrolls long with images and video. Fattening out the page with say the top 3 most commonly asked questions about that particular product or service is an easy way to make the page bigger.

High quality email and web hosting

There’s no excuse for email problems with today’s technology. Our email hosting providers of choice are Google Apps and Microsoft Office 365. Office 365 is the better one if you’re used to using Microsoft Outlook. Google Apps is the business version of Gmail.

Many businesses try to get the cheapest web hosting possible which is a terrible idea. You know yourself, if a website is slow to load or unreliable you quickly lose patience and click away. Visitors to your website behave in exactly the same way. Slow and unreliable websites also hurt your Google ranking!

Brendan’s company has built a high performance, search engine friendly hosting product specifically for this reason: https://www.thesearchengineshop.com/website-hosting/

For more detailed information on hosting check out our hosting episode:
http://www.businessmarketingshow.com/episode-14-web-email-business-hosting/

Google Analytics

Google Analytics is the defacto standard for measuring website performance, it’s also free too! You might already have Google Analytics installed but are just missing the logon for it – definitely one to ask your existing web developer or whoever built your website about it.

 

High quality photography

This goes without staying that you need the best possible quality photos on your site but so many businesses have horrible photos on their website so there’s still a first mover advantage in a sense for businesses with high quality photos.

Our episode with Matt Reed is a fantastic one if you need to up-level your photography or are simply not sold on the power of photos, here’s the link:

http://www.businessmarketingshow.com/episode-16-commercial-website-photography/

Click play on the video below and here from Matt directly about why photos are so important:

Video can also be an extreme powerful online marketing tool, a brief about us or “tour” style video can really up-level your sales and marketing game (if the video is done well!)

Here’s a great example from a DidgeridooBreath.com, a didgeridoo shop and popular tourist destination in Fremantle, Western Australia.

 

 

New patient strategy & existing patient retention strategy.

SEO & Adwords (aka a search engine strategy)

If you’re planning on getting traffic from the search engines then you’re going to need an SEO and Adwords strategy.

Adwords and SEO are great for problem solution products and services where a prospective customer/patient is Googling a solution to a problem or looking for a service provider.

Google Display Network, Social Media and Email Marketing

The Google Display Network and Social Media (eg Facebook ads) are a great way to promote non-problem/solution types of products and services, for example a smile makeover service or cosmetic procedures. They can also been good for advertising new products to existing patients or reminding existing patients it’s time for a checkup or clean.

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E54 – Hotel, Tourism & Hospitality Marketing Strategy & Blueprint for 2016

Hotel, Tourism & Hospitality Marketing Strategy & Blueprint for 2016 (3)

In this episode we share the online marketing strategy we use with clients in the hotel, tourism and hospitality space.

This episode is designed to be a broad strokes guide for businesses of this type an is similar to what we’d present in one of our online marketing workshops.

A warning upfront: the strategy outlined here could easily be a 12 month project so important that you take this into consideration while you’re listening and not get overwhelmed.

The episode is split into two sections, quick wins, must haves and low hanging fruit and then the more broad higher level business strategy.

Quick Wins, Must haves and Low Hanging Fruit:

High quality photography

This goes without staying that you need the best possible quality photos on your site but so many businesses have horrible photos on their website.

You know yourself when you’re booking at hotel or looking a booking a trip or making some sort of reservation one of the first things you probably look at one a website are the photos.

Especially in the tourism and hospitality space, high quality, professionally taken photos are an extremely important part of your overall marketing strategy.

Our episode with Matt Reed is a fantastic one if you need to up-level your photography or are simply not sold on the power of photos, here’s the link:

http://www.businessmarketingshow.com/episode-16-commercial-website-photography/

Click play on the video below and here from Matt directly about why photos are so important:

Video can also be an extreme powerful online marketing tool, a brief about us or “tour” style video can really up-level your sales and marketing game (if the video is done well!)

Here’s a great example from a DidgeridooBreath.com, a didgeridoo shop and popular tourist destination in Fremantle, Western Australia.

 

 

Online Booking Capability

People expect to be able to book flights, hotels, trips and make reservations online. They want to be able to make a true booking with a credit card and not just submit a request through a form.

In today’s world this is not optional, customers need to be able to buy, book or reserve AND pay directly on your website.

Little Hotellier and and Rezdy.com are two great apps to get this functionality up and running.

 

Reviews & Review Management/Monitoring

This is simple. You need online reviews. After looking at the photos the next thing website visitors do is check the reviews so it’s critical that you have a strategy in place to get reviews on an ongoing basis.

This can easily be automated with a tool like getfivestars.com

It’s also important you are monitoring reviews on an ongoing basis and respond to negative reviews in a timely manner

Airbnb & Tripadvisor profiles

Airbnb.com can be a goldmine for small hotels and accommodation providers and is definitely worth testing as a marketing channel.

A profile on Tripadvisor.com is pretty much mandatory these days as it’s generally the goto place for most people when they’re looking for reviews or travel suggestions.

Broad Strategy:

Mindset

Many business owners have the wrong mindset when it comes to online marketing strategies.

Fixing your mindset, particularly around time and cost investment, is a key part of making your online marketing strategy work effectively.

Unfortunately most small businesses owners choose services based on price instead of features, benefits and expected performance. Looking at the expected return on a service first, and then working backwards to determine what you can afford or an appropriate budget is a much better approach.

Other common mistakes in thinking and mindset:

  • The blind quest wanting to be “number 1 in google” – for which term, which device, which location and which number 1 are you talking about? The Adwords results? The Google Maps results? Google Shopping or just the regular unpaid, organic search results (which are now often halfway down the page)?
  • Thinking “Adwords is expensive”, it’s not if it works!
  • Having a set and forget attitude – those days are over. You website and marketing strategy needs regular attention in order to deliver consistent and regular results.
  • Looking at competitor websites and Google rankings continually/regularly/obsessively without working on your own site.
  • Expecting overnight success and falling for sales gimmicks and tricks, e.g. “don’t pay until you rank”. If it sounds too good to be true it probably is. Those too good to be true offers do work in some cases but in other cases they can damage the underlying SEO fundamentals of your website so badly that you need to rebuild the site on a new domain.
  • Only taking action when your business is in trouble…this is the worst time to be trying to get online marketing momentum!

Content

Having website content that matches the market expectations is critical, pages you’ll commonly need:

  • a photo or gallery page
  • testimonials and review page
  • online booking page
  • contact us page
  • location page for every location with an embedded Google Map and link to Google Maps
  • a detailed page for each product, service or experience you offer

High quality email and web hosting

There’s no excuse for email problems with today’s technology. Our email hosting providers of choice are Google Apps and Microsoft Office 365. Office 365 is the better one if you’re used to using Microsoft Outlook. Google Apps is the business version of Gmail.

Many businesses try to get the cheapest web hosting possible which is a terrible idea. You know yourself, if a website is slow to load or unreliable you quickly lose patience and click away. Visitors to your website behave in exactly the same way. Slow and unreliable websites also hurt your Google ranking!

Brendan’s company has built a high performance, search engine friendly hosting product specifically for this reason: https://www.thesearchengineshop.com/website-hosting/

For more detailed information on hosting check out our hosting episode:
http://www.businessmarketingshow.com/episode-14-web-email-business-hosting/

SEO & Adwords (aka a search engine strategy)

If you’re planning on getting traffic from the search engines then you’re going to need an SEO and Adwords strategy.

At a very minimum you should have an Adwords campaign running against your brand name as aggregator sites and booking agents like Agoda and Tripadvisor will absolutely be advertising and ranking their sites for your brand/business name.

Email marketing & social media

Email marketing is generally underdone in the hospitality space or done extremely poorly.

In episode 8 we talked in more detail about email marketing: http://www.businessmarketingshow.com/episode-8-email-marketing/

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E53 – eCommerce Marketing & Optimisation Blueprint for 2016

ecommerce-marketing-optimisation-bms

In this episode we provide an ecommerce marketing blueprint and broadly outline the strategy we’re using right now with our ecommerce and online retail clients. This episode is designed to be a broad strokes high level strategy and is similar to what we’d present in one of our ecommerce marketing workshops.

Similar to the Small Business Online Marketing Blueprint in episode 49, we’ve presented the steps in the same order as we’d work through them with you if we were working one on one.

1. Understand your Business Fundamentals

Be clear, is your business a problem/solution type of business or do you need to actively generate awareness and demand for your products/services. In other words, is there active demand in the search engines for what you’re selling.

If there is activate demand then the strategy is likely more straightforward.
If not then you’ll need to test different marketing channels and be creative.

Frank Body is a great example of a business with a creative marketing strategy.

Are you shipping worldwide or just within your country? This will determine the channels you can use to market the business.

Do you need to educate the buyer before purchasing, what is the complexity of the sale? More complex sales are going to require more information on the website and a multi-step sales and marketing approach

Understanding your sales and marketing funnel is key to making your online marketing work effectively.

eCommerce businesses that are pure box shippers are going to be able to leverage a more simple marketing strategy. If your products are complex, are high priced or have a longer sales cycle then you’re marketing strategy is likely going to be more complex.

2. Use the right technology

Your choice of CMS (content management system) can determine whether the business will be successful or fail for two reasons:

  1. The CMS doesn’t just drive the website, it becomes the underlying system that supports the entire business.
  2. If the CMS can’t support key ecommerce marketing tools and tactics such as Google Shopping and Abandoned Cart Emails you’ll be at a serious disadvantage over your competition, this is a very common problem and can seriously impact your business.

Shopify is our preferred platform right now, it’s cloud hosted, cheap, has plenty of themes/templates and third party apps that can plug into it BUT that doesn’t mean it’s necessarily right for everyone. This is especially true if you’re doing something more complex than simply shipping boxes.

Other important pieces of technology:

  • Email hosting – Google Apps or Office 365, email is mission critical and an ecommerce business has an even greater reliance on it.
  • Ticket system for support – Zendesk.com.
  • Email marketing – Mailchimp is a good starting point, Klaviyo.com is on the high end.

3. Traffic generation – getting visitors to your site

Search Engines – there are many elements to getting traffic from search and if your search strategy can be summed up as “I want to be number” then you have a problem. There are multiple search engines to take into account in the ecommerce world:

  • Google – SEO, Adwords, Google Shopping or PLAs and in some cases Google Plus Local
  • Amazon FBA & Amazon PPC
  • Ebay – Ebay is still a goldmine for some products and markets

Email marketing – this is a special case because it’s so versatile and so powerful when actually done properly. Email can boost both traffic AND conversion rates.

Other channels:

  • Facebook – ads, pages, groups, remarketing
  • Google Adwords Display Network – banner ads, remarketing, dynamic remarketing
  • Pinterest
  • Instagram
  • Other social networks where your customers are spending time

4. Conversion rate opitmization basics

Use 2 payment methods, Stripe and Paypal are the low barrier entry points

Adding payment and shipping info on the product pages gives customers all the info they need in order to make a purchase without having to dig through your site to find it.

Make the cart as simple as possible, remove unnecessary steps and don’t ask for the info you don’t need.

Abandoned cart emails work like magic, here’s a basic template you can use: https://www.thesearchengineshop.com/abandoned-cart-email-template/

Live chat with proactive chat, this is an awesome way to uncover gaps in your site. Even if you just use it for 30 days it’s worthwhile. We talked about this in episode 25

Google Display Network remarketing and dynamic remarketing

A buyers guide with videos – especially where the product is complex, has lots of options or is something people don’t buy often, a buyers guide can help significantly boost your conversion rate AND it will help with traffic and SEO. Here’s a great buyers guide example the guys at Didgeridoo Breath have created: http://www.didgeridoobreath.com/didgeridoo-buyers-guide-s/271.htm and https://www.didgeridoodojo.com/didgeridoo-buyers-guide

Photography and video – we can’t overstate how powerful photography and video is in the ecommerce space. Our episodes with commercial photographer Matt Reed are a fantastic guide to leveraging photography in your marketing:

5. Trust, relationship and brand

This is a bit more of an intangible. Your brand is the perception of you and your business in the customer’s mind.

Customers will pay more for brand names so long term it’s important to cultivate and grow your brand.

Online, a large part of your brand is built through what you say, the tools you use and the way you market to customers. Some important brand building tools are email marketing, social networks and just generally caring about customers.

High quality design and imagery across all your marketing is also an essential part of brand building.

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E52 – Video Advertising on Youtube & Facebook using Veeroll with Gideon Shalwick

bms 3


In this episode we talk with Gideon Shalwick from Veeroll.com

Veeroll.com is an online platform that allows you to create Facebook and Youtube video ads in minutes without needing any video editing skills.

Links from this Episode

Veeroll.com
Free Magic Live Youtube channel
Gideon’s Youtube Channel

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E51 – Twitter Marketing with Haydn Stevenson from Staged.com

E51 - Twitter Marketing with Haydn Stevenson from Staged.com

haydn-stevenson

Our special guest on this episode of the Business Marketing Show is Haydn Stevenson from Staged.com

I first met Haydn in Tokyo when I was presenting at the Netpreneur Summit 2015. We hit it off and discovered we had a lot in common. He was kind enough to show me and a few others from the Summit around his home town of Kamakura well known for being the home of the Great Buddha.

Haydn is a hype-free Twitter organic lead generation specialist and Co-founder of Staged.com. He is father to 2 gorgeous girls, has escaped death 14 times, avid non-ficition reader and came to Japan when he was 19 to train in Martial Arts with the goal to train in Ninjitsu.

With a burning passion for apply technology, Social Media and leverage to business, and a clinical loathing of wasting time, Haydn has been developing lead generation software and system for small businesses for over 15 years.

The Staged.com suite of highly-automated, Twitter-based Lead Generation SmartTools is a culmination of a staged_dark5 year process of constant and never-ending, incremental improvement that the Japanese refer to as Kaizen.

We hope you enjoy this episode.

E50 – Easy Steps to Eliminate the Downside & Protect Your Web Assets

E50 - Easy Steps to Eliminate the Downside & Protect Your Web Assets

This is Episode 50 of the Business Marketing Show – we both regularly see clients in trouble, websites hacked, domain names expired and a whole host of other problems that could have been easily avoided.

In this episode we share some simple, most DIY steps that will go a long way towards eliminating the downside and protecting your web and online assets.

This episode is one every business owner should listen to as it’s extremely rare to come across a business that has all of these steps implemented.

Notes from this episode:

  • Domain Names
    • Whois privacy protection
    • Registrar as far in advance as possible
    • Check and make sure your domain name information is correct and is using a current email address
    • Make sure your credit card/payment information is up to date with your provider
    • Use two factor authentication if provided
  • DNS
  • Get alerted to website outages with Pingdom.com
  • Make sure your CMS has regular patches & updates applied (by your hosting company or website provider).
  • Use Akismet Spam Filtering instead of captcha codes on forms
  • Setup alerting for your name and your brand name using mention.net
  • Get your IT or web company to setup an SPF record for your email hosting to help eliminate problems with spam and to ensure the best chance of your emails being delivered.

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

Business Marketing Show featured on PodcastingMastery.com

podcasting-mastery-logoI was just interviewed on Podcasting Mastery with James Martell discussing how Brendan Tully & I started the Business Marketing Show Podcast & what lead me into the world of Online Marketing back in 2003.

Thanks very much to James & Kimberly for having me on the show.

You can listen to this episode for free here –
http://www.podcastingmastery.com/benefits-of-podcasting-with-ed-keay-smith/

E49 – Small Business Online Marketing Plan & Blueprint for 2016

E49 - Small Business Online Marketing Plan & Blueprint for 2016

This is our first episode to kick off 2016. In this episode we provide an update to the Small Business Marketing Plan & Blueprint episode we did at the start of 2015. In this episode we detail the exact strategy we’re using right now in 2016 to get real results for our small business clients.

1. Mindset

Fixing your mindset, particularly around time and cost investment, is a key part of making your online marketing strategy work effectively.

Unfortunately most small businesses owners choose services based on price instead of features, benefits and expected performance. Looking at the expected return on a service first, and then working backwards to determine what you can afford or an appropriate budget is a much better approach.

Other common mistakes in thinking and mindset:

  • The blind quest wanting to be “number 1 in google” – for which term, which device, which location and which number 1 are you talking about? The Adwords results? The Google Maps results? Google Shopping or just the regular unpaid, organic search results (which are now often halfway down the page)?
  • Thinking “Adwords is expensive”, it’s not if it works!
  • Having a set and forget attitude – those days are over. You website and marketing strategy needs regular attention in order to deliver consistent and regular results.
  • Looking at competitor websites and Google rankings continually/regularly/obsessively without working on your own site.
  • Expecting overnight success and falling for sales gimmicks and tricks, e.g. “don’t pay until you rank”. If it sounds too good to be true it probably is. Those too good to be true offers do work in some cases but in other cases they can damage the underlying SEO fundamentals of your website so badly that you need to rebuild the site on a new domain.
  • Only taking action when your business is in trouble…this is the worst time to be trying to get online marketing momentum!

2. Content

  • To start with, specifically a page of content on the website for every single product and service you sell.
  • Pages should be 500 words or around 5 paragraphs long, minimum – think 1.5-2 scrolls of the page
  • The content should explain what you’re selling, why the customer should buy it from you (features and benefits to the customer) and how they get started (e.g. do they call? book online? email?)
  • Dan Norris’ Book Content Machine is a great resource for expanding your content further beyond your products and services pages. We chatted with Dan in an episode back in mid 2015

3. High quality email and web hosting

There’s no excuse for email problems with today’s technology. Our email hosting providers of choice are Google Apps and Microsoft Office 365. Office 365 is the better one if you’re used to using Microsoft Outlook. Google Apps is the business version of Gmail.

Many businesses try to get the cheapest web hosting possible which is a terrible idea. You know yourself, if a website is slow to load or unreliable you quickly lose patience and click away. Visitors to your website behave in exactly the same way. Slow and unreliable websites also hurt your Google ranking!

Brendan’s company has built a high performance, search engine friendly hosting product specifically for this reason: https://www.thesearchengineshop.com/website-hosting/

For more detailed information on hosting check out our hosting episode:
http://www.businessmarketingshow.com/episode-14-web-email-business-hosting/

4. Get Google Analytics installed

Google Analytics is FREE and the defacto tool for measure website performance. Here’s the link: google.com/analytics

You probably already have it but don’t have a logon for it. If you’re unsure, ask your web developer if you have it.

5. Get a Google Maps Listing setup for your business

It’s free and completely DIY, here’s the link: google.com/local/add

Once you’re setup, make sure you get secondary listings setup too:

6. Commercial Website Photography

The age of stock photography is gone and there’s a lot more that goes into an effective commercial photo than simply pointing a camera and clicking a button.

We talked about commercial photography in detail with Matt Reed from PhotographyProject.com.au in episode 16: http://www.businessmarketingshow.com/episode-16-commercial-website-photography/

7. AdWords and SEO

Generally we’ll recommend that you do both SEO and AdWords at the same time as they balance out each others strengths and weaknesses. One big advantage of Google AdWords (when done right!) is that you have complete control over what keywords you do and don’t show up for, where and what device. You can also be up and running within 24 hours whereas SEO improvements can take weeks or even months to take full effect.

It’s important not to treat Adwords as an expense to be minimised, when done right Adwords should be making you money.

It’s also important to be aware of how the sales process for your products and services work, it’s complexity and length. Generally speaking, cheaper or lower cost products and services that have a shorter, simpler sales cycle will benefit the most from high Google rankings and AdWords. Depending on the products and services you sell, Google may not actually be the most effective marketing channel and something like Facebook ads or the Google Display Network may work better.

8. Email Marketing

For a large proportion of businesses email marketing is usually one of the top 3 best performing marketing channels but unfortunately most businesses do it badly. When done right, it’s very cheap and highly effective.

In episode 8 we talked about email marketing in detail, here’s the link: http://www.businessmarketingshow.com/episode-8-email-marketing/

9. Social Media

Finally we then have social media. Generally we say you should focus on email marketing before social media as generally speaking email still outperforms social platforms and many of the social platforms now require you to pay to get any real exposure. It’s also important to be aware of where your customers are hanging out online, in many cases a platform like LinkedIn may be more effective than something like Facebook.

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E48 – What worked in 2015 & predictions for 2016

E48 - What worked in 2015 & predictions for 2016

In this episode we recap our 2015 year and share the tactics and strategies that really delivered results this year for us and our clients and look forward to 2016 and share our predictions on the strategies that you should be focussing on in the coming year.

 

What worked well in 2015:

  • Remarketing and retargeting, for more information on remarketing visit Ed’s website remarketing.com.au
  • Email marketing (done well), if you’re interested in digging deeper on email marketing we talked about it on episode 8 of the podcast
  • Having a page for every product and service you sell on your website. It sounds simple but in a huge number of cases we deal with this overlooked
  • Google Adwords for search, a no brainer but you shouldn’t be DIYing it. On Episode 7 of the podcast we discussed Adwords basics
  • High quality high performance hosting – you know yourself if a website is slow you quickly lose patience and click away. Visit tools.pingdom.com to do a quick test of your hosting speed. If your site doesn’t load consistently in under 5 seconds you may have problems.

Where to focus in 2016:

  • Content and content marketing strategy – Dan Norris’ book, Content Machine is a great place to start
  • The smartphone/mobile experience on your website. The percentage of visitors hitting your site using a smartphone or mobile device is only going to increase!
  • Becoming more aware of customer needs and being more personal as a business.
  • Become a 24/7 business – your customers are now looking for you 24/7. Using things like marketing automation you can help them much more easily 24 hours a day. Taking the first step of your sales process online is another great way to do this.
  • For retail businesses a solid ecommerce strategy is probably the only way to survive long term.

 

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E47 – John Cadogan – AutoExpert.com.au

E47 - John Cadogan - AutoExpert.com.au

john-cadogan-auto-expertOur guest on this episode of the Business Marketing Show is John Cadogan from AutoExpert.com.au
Here is a link to John’s full Bio on his website 

I first started watching John’s Auto Expert TV You Tube Channel  about 12 months ago and was very impressed by how he put the show together.

His presentation style was professional with a well scripted and thought out story for each of his episodes. Also the quality of the audio & video production was very well done.

So I invited John onto the show to share some of his insights into how to produce a quality video podcast.

We hope you enjoy this episode.

E46 – How to Work Remotely

E46 - Working Remotely.

In today’s cloud enabled world working remotely, removing yourself from the office, being location independent or whatever you call it has never been cheaper or easier.

In this episode we talk about working remotely. Many small business owners struggle with technology and unchaining themselves from the office but that shouldn’t be the case. In the episode we share some of the cloud tools we use to eliminate the need for a centralised office and run a business grade IT infrastructure without large IT expenses.

 

Highlights, Notes and Action Items from this episode:

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E45 – Security

E45 - Security

Over the last few years small business has dramatically increased its reliance on technology. Unfortunately, as the reliance on technology has grown exponentially, there has been little or no improvement in the security precautions business owners take to protect their IT infrastructure and the commercially sensitive and valuable information stored on that infrastructure.

In this episode we detail some simple steps you can take to dramatically increase the security of your IT infrastructure, cloud services and online assets. By taking these simple steps you’ll significantly reduce security risks in your IT equipment.

Listen to this week’s show and learn:

  • Simple DIY action steps you can take to boost your security including some powerful free tools
  • Common mistakes many business owners mistake around computer security that is akin to leaving their front door open and a pile of cash on the kitchen table

Highlights, Notes and Action Items from this episode:

Making $5 million a year unboxing kids toys on Youtube

Excellent Ted talk on computer security and some of the risks you’re exposed to on a daily basis and probably don’t even know it!

Your action list from this episode:

  1. Don’t use same password on everything especially core services such as your primary email address, internet banking and Dropbox. Change your passwords so they are all unique and use a strong password!
  2. Using a password manager such as 1Password or Lastpass will make managing passwords and the task of using different passwords much easier.
  3. Use 2 factor authentication (aka multifactor authentication and 2 step authentication) on critical services such as internet banking, Gmail, Dropbox, password managers and other important services.
  4. Lock your computer when you’re away from it and have the screensaver kick in after short period of time with automatic locking. This is especially important if you’re working in public or shared spaces
  5. Change the default password settings on devices such as wifi routers, network printers, network cameras and any other device plugged into your computer network at home or at the office
  6. Give staff their own accounts to use for online services instead using yours
  7. If you’re using unencrypted public WIFI, for example at a cafe or hotel, make sure you’re using a VPN service such as Tunnelbear which will ensure your traffic is secured and encrypted. (Public wifi networks are extremely insecure)
  8. Make sure your home and office wifi is encrypted – encryption means you need a passphrase to access the network. The passphrase is actually the encryption key.
  9. Use OpenDNS servers which will protect you from many sites on the internet that have been compromised or have malicious code on them. OpenDNS will also reduce some of the risk around using public networks or public WIFI
  10. When you’re logging into a website or submitting sensitive info on a website make sure the site is using HTTPS so the info is encrypted. You’ll usually see this in the browser bar of the page.

 

Listening options:

Click here to listen on iTunes or click the Play button below to play from your web browser.

 

E44 – Fleur Allen – Out of the Box Biz

E44 - Fleur Allen - Out of the Box Biz

fleur-allen-out-of-the-box-bizOn this episode we have Fleur Allen from Out of the Box Biz.

Out of the Box Biz is a business community that provides business networking, development and education events for entrepreneurs, professionals and business owners.

Fleur also won the Ontraport Success Award for Most Creativity with Technology. (Ontraport is a marketing automation platform).

Networking, when done in the right way (i.e. you don’t become a business card ninja throwing business cards at people like they’re ninja stars), is a fantastic way to build and grow your business.

In this episode we talk about Out of the Box Biz, business networking and Ontraport.

Links from this episode:

E43 – John Bellamy – How to Use LinkedIn for Sales & Marketing

E43 - John Bellamy - How to Use LinkedIn for Sales & Marketing

On this episode we have John Bellamy from Heart Centered Money Makers

Through Heart Centered Money Makers John helps conscious entrepreneurs build, grow and systemise their businesses so they can focus on what they do best.

John is also a LinkedIn magician and regularly hosts workshops and events based around leveraging LinkedIn in a sales and marketing perspective. He gives us the low down on how to leverage LinkedIn to connect with prospects on customers on the platform and the difference between the free version of LinkedIn, the premium version and the sales navigator version.

Once you’ve listened to this episode make sure you check out John’s LinkedIn cheat sheet at linkthority.com

Rosco-and-John-Start-here-2

Links from this episode:

E42 – Taylor Pearson – Turkeys, Jobs & Apprenticeships

EP 42 - Taylor Pearson - Turkeys, Jobs & Apprenticeships

the-end-of-jobs-book

On this episode of The Business Marketing Show we talk Turkeys, Jobs and Apprenticeships with Taylor Pearson who is the author of the new book The End of Jobs: Money, Meaning and Freedom without the 9-5

This book is a must read for any business owner and really frames up how the world has changed and how business has changed over the last 5-10 years, what is means and what to do about it.

There’s a whole bunch of applicable stuff in the book e for any business owner (don’t discount the book because of the title like I did!) and the book comes with a whole bunch of additional online resources for both business owners and employees looking to break free of the 9-5.

We cover a range of topics including:

  • The turkey problem
  • Extremistan and mediocristan
  • Limits and limits in a system
  • Apprenticeships and education in today’s world and why going to university my be a risk move
  • Competing with the entire world as a business
  • The process of writing your first book

Links from this episode:

 

Special Episode – Rob Cubbon – RobCubbon.com

Special Episode - Rob Cubbon - RobCubbon.com

rob-cubbon

On this episode of the Business Marketing Show we speak with Rob Cubbon, from RobCubbon.com, about how he produces and markets his training courses on Udemy.com

Rob Cubbon originates from Kent, England. He completed a Bachelor of Arts degree at the University of East London in Cultural Studies and afterwards started working, doing picture research, editing, writing, photography and design for various magazines and national newspapers.

Rob has been a graphic designer and creative director for print and web since 1995 working in publishing, marketing and advertising design studios. Rob started his own company, Rob Cubbon Ltd, in 2006 to provide design and marketing services to promote products, businesses and services.

More recently Rob has been creating e-books and video courses on the subjects of running a web design business, online promotion, web design and passive income on platforms such as Udemy.com.

I first met Rob last year (2014) when we were both presenters at the Fusion Dojo 2014 web marketing conference in Chiang Mai, Thailand.