Marketing 101

Branding, digital marketing, your website, SEO, social media, content, email, automation and how to measure the return on all of it.

Make your business visible and attract the right customers.

  • Branding and positioning – Positioning is the place you choose to occupy in a customer’s mind; branding is everything that makes that position recognisable. How to define both for a small business without an agency budget.
  • Digital marketing – The channels that make up digital marketing, how they fit together into a funnel, and how a small business with a limited budget picks the two or three that will actually bring customers.
  • Website fundamentals – What a small business website has to do, the pages and content it needs, how to choose between a builder and a custom build, and the basics of speed, mobile, security and ownership that owners often get wrong.
  • Search engine optimisation – How search engines decide which businesses to show, the four things that drive rankings, and a practical local SEO plan an Australian small business can run without technical staff.
  • Social media marketing – Which platforms suit which businesses, what to post and how often, how to turn followers into customers, and how to run social media in a couple of hours a week without it taking over the business.
  • Content marketing – How to attract and convince customers by publishing genuinely useful answers to their questions: choosing topics, formats and a realistic schedule, and turning the content into enquiries over time.
  • Email marketing – Why email remains the highest-return channel for most small businesses, how to build a list lawfully under the Spam Act, what to send and how often, and how to measure whether it is producing sales.
  • Marketing automation – How to make routine marketing happen automatically: triggers, conditions and actions, the handful of automations that pay off for a small business, choosing tools, and keeping it human and compliant.
  • Marketing ROI – How to work out whether your marketing is making money: the formulas for return on investment, cost per acquisition and customer value, how to attribute results to channels honestly, and how to use the numbers to decide where to spend.