Why call your agency Assertive Marketing

Why call your agency Assertive Marketing

I was asked this question the other day, why call your agency Assertive Marketing?

The name comes from a time in my life when I was working in an office and the atmosphere was aggressive and alpha type dominated. There was a hierarchy structure in place and if you were the dominant person you won. Personally, I fell under the lower rung and didn’t have much say and was always put to the bottom of the pile. It was a case of the loudest voice got heard.

 

Frustration about my input

Frustrated with the lack of input I spoke to a friend, and she gave me some great advice. I said to her that I must start to get more aggressive and stand up for myself so I could be heard. Her answer was:
“Aggressive is not the term or approach. This will only bring you more aggression in return. You don’t have the resources to combat this therefore you will not win.

Be Assertive not Agressive

Your approach should be ‘Assertive’. By being assertive you show confidence, and this allows you to find a voice. The way you become assertive is by understanding what your contribution means to others around you and focus on your strengths not your comparative attributes.”
I tried this approach and eventually received respect from the people who mattered. My self-esteem grew and I eventually became a major contributor to the company.
So, when I started Assertive Marketing, I wanted to give the ‘little guy’ the opportunity to be assertive in their markets.

The loudest voice get heard

The situation in today’s marketplaces, especially manufacturing, is that the bigger companies get all the advertising clout and thus a larger voice. I thought if I could give the smaller companies a chance to tell the world of the value that they have then it will help them grow.
Like what I was going through all those years ago I have given the smaller companies a chance to gain a voice by making marketing more affordable.

Here are just a few examples:

SNC Solutions

Stephen Mullens is the owner of SNC Solutions a local IT company and reseller of the Hexagon RADAN range of sheet metal software for the Australia and New Zealand market.

“We wanted to increase our awareness within the market. We identified that LinkedIn and Facebook were great places for us to find new business. So, what we needed was to gain more followers we just didn’t know how to do that, and we certainly didn’t have the time.”

“The marketing has been fantastic! We have grown our LinkedIn followers and our sales have grown. In fact, we just won the Hexagon global “Outstanding Achievement Award – Sheet Metal” at the Global Reseller Conference 2021.”

Indrotech

Dennis Eliopoulos is the owner of a manufacturing company in Hallam Victoria. They make Industrial Fans, Drifveshafts and Balancing.

“Take it from me, as a business owner. All my ideas were great (I thought) but I had NO idea how to put the puzzle together. You’re right when you mention Marketing people know what they’re doing, they do!! This is when you came into my life, refined my ideas…. added a few of yours…. and put them into practice. What is even more important that I never realized, is to be able to measure your success from these ideas. Well, you’ve achieved that as well, Gerard. Well done and thank you for that”.

 

SNC Solutions
How often should you blog or post on social media?

How often should you blog or post on social media?

I often get asked the question about how often should you blog or post on social media. This is always a hard question to answer. But here are some things to consider:

Your Audience. 

What does your audience want? It all depends on them. If you are targeting people who want to go to your restaurant, you might want to blog or post often but keep them short. If you write very technical blogs for a more thought out purchase, you could write less often because there is a lot to digest in them.

Be consistent.

Don’t do it all at once or you will burn out.

Have a Plan. 

Having a content calendar means you don’t need inspiration every time you sit down to write content. It also encourages you to create the content because you have it in the diary.

Get Inspiration. 

Just start writing! And keep writing until you have a blog. Then leave it, come back to it and edit it.

What makes a good website?

What makes a good website?

what makes a good website

What makes a good website?

Building a good website is not as simple as it seems. It’s not just about buying a domain, getting some random host, installing WordPress and picking a theme that looks cool. Building a good website depends on what kind of site you have and who do you want to target? Importantly what you want to achieve? Here are 7 tips that can help your site become a good site and a better search result inline.

Have a clear goal.

Why would anyone come to your site and do business with you? It’s not just that you have an awesome product. You need to have a mission and goal for your website.

Great design.

Your website must have a great design. Your message should come across loud and clear. The design should be on-brand and well-thought-out. But more importantly, your site should be clear and easy to use for everyone.

User-centred content.

Good content helps your users accomplish their goals. The content you offer should be clear and easy to understand by using the same language the users know well.

Security.

Is your website trustworthy, safe and secure? Both search engines and users are looking for signals that signify trust. A missing green lock icon might mean you don’t take security seriously.

Mobile-friendly (or rather, designed mobile-first).

Google is now only looking for mobile friendly sites. For the last couple of years, mobile traffic has kept growing and growing. If your site is not mobile-friendly by now, you should get to it and work on your mobile SEO.

Your website has technical expertise.

A good website is easily crawlable and shows search engines what they can and can’t index. A good website loads super-fast, from anywhere in the world. Make sure you do everything you can to get those pages to load as fast as possible.

How to create your content marketing strategy

How to create your content marketing strategy

Here’s some help on how to create your content marketing strategy. You need to start with the reason for your content marketing. What is the purpose of your content? Who are you helping? As well as how you will help them in a way no one else can. Businesses often use content marketing to build an audience and to achieve at least one of these results:

  • Increased revenue
  • lower costs
  • Find better customers

Your content marketing plan

Your content marketing plan should be very tactical. It must document the specifics of how you will execute your strategy. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. It’s a marketing plan that specifically relates to content and it should include:

  • The key topic areas you will cover
  • What content you will create
  • When and how to share your content
  • And specific calls to action

Why documenting your strategy is important?

With a documented content marketing strategy you will become more effective in the process of content marketing. It will help you understand the use of all content marketing tactics and social media channels. It allows you to gain a better perspective of why and how you are doing things.

What to include in your content marketing strategy?

Your content marketing strategy outlines your key business and customer needs. It details how you will use content to address them. Your content plan should be unique to your business. Here are some components that you should include:

Your audience personas:
  • Describe the specific audiences for whom you will create content. What are their needs, and what their content engagement cycle might look like.
Your brand story:
  • Your business has its own important story. Describe your content marketing in terms of what ideas and messages you want to communicate from that story. How do the messages differ from the competition?
Your channel plan:
  • What platforms are best for your business. Where is your audience and where do they get their information from; LinkedIn, Facebook Instagram and so on. Include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one.
Measurement and metrics

This could be:

  • Increase website traffic
  • Add to the sales pipeline marketing-qualified leads per year
  • Generate revenue

We all know that it is hard to put plans together. That’s why a simple one-page plan should be enough for you to understand why, what and how you want to achieve your content marketing goals.

Remember! A good story lasts years. Start telling yours!

Good luck with your content Marketing.

Small Business Newsletter

Small Business Newsletter

Welcome to the Small Business Newsletter.  I hope your business is doing well. In this edition we have a tip on the importance of maintaining your website, also the term of the week is about landing pages (website). 

We also have a great story from one of our customers SEIA VIC who had it’s annual conference in Ballarat.

Tip of the week!

Website maintenance: Time to clean up your site

Keeping your website and content up-to-date is important: not only do your visitors like that, but search engines do too!

Website maintenance: Time to clean up your site

So, how do you keep your website fresh and clean? Here are a few pointers: 

  1. Update or delete? Decide what you want to do with your old content;
  2. Check and fix 404 error pages and broken links;
  3. Fix and prevent duplicate content;
  4. Make sure to keep your content fresh. 

Marketing term of the week!

A good example of a landing page is when you have posted something on social media you can link that post to your blog page (landing page). It will bring people to your website.

You can find out more terms here…

Landing page – (Website)

A Landing page is a page on your website that a visitor can go to that has more information about what you are advertising or writing about.

A good example of a landing page is when you have posted something on social media you can link that post to your blog page (landing page). It will bring people to your website.

You can find out more terms here…

Landing page - (Website)

What our customers are doing

At Assertive Marketing we deal with small business all of the time. So we just thought we would show you some of the content that some of our small business clients are doing.

The Solar Energy Installers Association
of Victoria

The Solar Energy Installers Association of Victoria

On May 5th and 6th SEIA VIC had it’s annual conference in Ballarat. This conference was one of the first in Victoria to be held in person and not on Zoom or a webinar.  This years conference theme was “Taking Care of Business” Practical Solutions to Survive in Solar.

The quality of speakers and sponsors were outstanding with industry bodies such as NECA, The CEC, Worksafe Victoria as well as Solar Victoria. There were also special training sessions conducted by Selectronic with PowerPlus Energy and DPA Solar with Victron Energy. 

A lot of work went into the conference not only by the Assertive Marketing team but also the SEIA Vic committee (special thanks to Wendy Reilly). 

But the real kudos goes out to the Solar Installers who take a couple days away from their business to participate and make this conference one of the better ones in Australia. Thank you for your time and involvement in our Association. 

Now that this year is all done and dusted we look forward to a bigger and better conference next year.

I hope this helps you with your marketing.

Until next time

The team at Assertive Marketing

The importance of having good customers.

The importance of having good customers.

How to get good customers, especially when we are just starting out.  We all know that as a small business the first thing we need is customers. Every business must build on its first few sales. In doing this you build both financially and in confidence. However, a bad customer can destroy them both. It is cash flow and confidence that carries a small business through the hard times. Although it all sounds great to have only the customers of your choosing, it’s often the case that you need any customer you can get. However, it is important to note that as you build confidence you will start to understand that there are the right customers to deal with.

What is a Good Customer?

A good customer is one that understands the value that you or your product bring to the transaction. For example, if you sell a high-quality service or product a good customer understands that haggling for a better price is not the best way to approach the transaction. Instead, they understand that quality has a price. Therefore, it is so important to understand what value your business has to the “good customer”.  If you can understand why you do what you do, that message becomes clear. It will then attract the right customer. Back to the example, if someone is after a cheap product then they know they can’t get it from you. They will get it from someone else who sells a cheap product. Once you understand your offer then you can target your business to the right customer.

Finding a Good Customer before the sale

First, you must listen to what a potential buyer is saying to you. The way they approach the transaction will determine the value they place in you. This will give you signs of the way they treat you when they are a customer. Here are a few things to look for before taking on a new customer:

  1. The way they talk about the price – Haggling or giving you quotes from competitors
  2. Are they aggressive? – Do they give threats about the service they require (do this or else)
  3. You give them a price and then you have to justify that your product is worth it. This should have been done before the price is given
  4. They want you to drop everything for them

These are just a few things and obviously not binding on all parties, but if you have had a bad customer remember the way they approached the sale. The saying “something left a bad taste” You must remember what it looked like before you tasted it. There are signs that things will be hard work if they continue. We must remember as a small business who you deal with will affect your whole life, (family, lifestyle, etc.).

How to get the Good Customer

Here are some ways to get a good customer:

  1. Know your offer – understanding exactly what you will bring to a potential customer
  2. Know who your offer fits best – Target the right customers so there is no mistake or misfit.
  3. Have a certain procedure that you must go through before you deal with a potential customer. – It could be a certain set of questions that you ask them before going any further. We use the Why questionnaire as it shows us the level of commitment someone is willing to take to work with us.
  4. Identify the good customers you already have and reflect on the transactions you have with them – what is it about them that makes them so good to work with.

Running a small business is hard work and takes a lot of dedication and confidence. There is really no such thing as a bad customer. There is, however, a certain customer that may not fit your company. This can lead to bad experiences. Gaining any customer takes a lot of effort so if you already have good customers look after them. They are hard to find.