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Top 10 Small Business Marketing Insights for 2025

by Red/Marketer with a Soul | Dec 1, 2024 | AI Wollongong, Business Marketing Insights, facebook advertising, Google Ads, local seo, SEO Fairy Meadow, SEO Wollongong, SME Growth Plans, social media marketing, social media strategy wollongong, TikTok ads, Top 10 Small Business Marketing Insights for 2025, Wollongong marketing consultant

A Small Business Story Down Under

Imagine Jane, a café owner in Brisbane. She’s run her café for five years, but the last two have been particularly challenging. With increasing rent, staff shortages, and the rising cost of supplies, Jane decided to revamp her marketing strategy to keep her business afloat. Yet, she found herself drowning in advice like “Invest in SEO” or “Run Facebook Ads,” without understanding what would truly make a difference.

Jane’s struggle mirrors that of thousands of small businesses across Australia. According to a recent ABS report, 97% of businesses in Australia are small businesses, contributing significantly to the economy. Yet, only a fraction of these businesses invest strategically in marketing, often due to tight budgets or a lack of know-how.

To help businesses like Jane make informed decisions, the 2025 Small Business Marketing Trends Report by LocaliQ uncovers 10 critical insights. Here’s a deep dive into those insights and how you can apply them to your own business.

1. Limited Investment in Paid Search Advertising

Why Aren’t More SMBs Investing in Search Ads?

Despite search ads offering high ROI (return on investment), only 40% of Small to Medium Business’s are leveraging this channel. Many business owners feel they lack the expertise or fear overspending on campaigns.

Why It’s a Missed Opportunity

Search advertising targets customers actively seeking your services. For example, a landscaping business in Sydney could use Google Ads to appear for searches like “best landscapers near me.” Without this, you risk losing high-intent leads to competitors.

Actionable Tip: Start small. Set up a campaign targeting local keywords and cap your daily budget. Tools like Google’s Smart Campaigns can simplify the process.

2. Social Media Advertising; An Untapped Goldmine

The Stats Don’t Lie

Less than half of SMBs are investing in social media ads, even though Australians spend an average of 1 hour and 57 minutes daily on social platforms.

Platforms That Pack a Punch

While Facebook dominates, Instagram and TikTok are gaining ground, especially for younger demographics. If you’re not advertising here, you’re missing where your customers hang out.

Pro Insight: Run engagement-focused ads on Instagram Stories. Stories have a higher tap-through rate than feed posts, making them perfect for quick promotions.

3. Satisfaction with Paid Search – What Businesses Love

High ROI with Measurable Results

Those investing in search ads report high satisfaction due to clear metrics like clicks, conversions, and ROI. Compared to traditional media, search ads provide tangible proof of effectiveness.

Case in Point: A plumbing business in Perth increased website traffic by 60% using location-based search ads with a budget of just $500/month.

Quick Tip: Use call tracking to measure phone inquiries directly linked to ads.

4. Neglecting Low-Cost Strategies – A Costly Mistake

What’s Being Overlooked?

Many businesses are skipping budget-friendly tactics like online reputation management, directory listings, and website chat.

Why These Strategies Matter

Reputation Management: 84% of Australians trust online reviews as much as personal recommendations.
Website Chat: Converts casual visitors into customers by answering queries instantly.

Pro Tip: Start with Google My Business. It’s free and boosts local visibility.

5. Facebook Dominates, but Don’t Ignore Other Platforms

The Social Media Landscape

Nearly 80% of SMBs using social media focus on Facebook, while Instagram and LinkedIn trail behind. But is this enough?

Finding the Right Fit

For a B2B company in Melbourne, LinkedIn may yield better results than Facebook. Meanwhile, TikTok can drive immense reach for quirky, consumer-focused businesses like bakeries or fashion boutiques.

Experiment Wisely: Allocate 20% of your budget to test a new platform each quarter.

6. Budget Challenges; Marketing on a Shoestring

The Reality for Small Businesses

With 38% of SMBs operating on monthly marketing budgets under $2,500, every dollar counts. Many focus on immediate returns rather than long-term strategies like SEO or content marketing.

Budget Allocation Tip: Follow the 70/20/10 rule: 70% for proven strategies, 20% for new opportunities, and 10% for experiments.

7. Lack of Dedicated Marketing Teams

Why This Matters

Smaller SMBs often rely on owners or non-specialized staff to manage marketing, resulting in suboptimal campaigns. This can hurt growth, especially in competitive industries.

Solution: Consider outsourcing. Australian agencies often offer budget-friendly packages tailored to small businesses. Alternatively, invest in a marketing consultant to guide your strategy.

8. Artificial Intelligence; The Game Changer

Early Adopters Reap Rewards

AI tools like ChatGPT and Google Gemini (both have free versions) are making it easier for SMBs to generate ad copy, automate email campaigns, and personalize customer interactions.

Practical Applications

Content Creation: AI can draft blog posts, saving hours of work.
Email Marketing: Tools like Mailerlite integrate AI to optimize send times and subject lines.

Tip: Start with free trials to explore AI tools without commitment.

9. The Economic Challenge

Navigating Tough Times

From inflation to supply chain disruptions, the economy continues to challenge SMBs. Many are hesitant to invest in marketing, considering it an expense rather than an investment.

Perspective Shift: Marketing drives growth. Even a small investment in digital channels can yield exponential returns when done right.

10. Attracting New Customers: An Ongoing Struggle

The Core Issue

With increasing competition, standing out has never been harder. Many businesses struggle to convey their unique value propositions effectively.

Solving the Puzzle

Focus on storytelling. Share your brand’s journey, values, and community impact. For example, an eco-friendly cleaning service in Adelaide could highlight its sustainability initiatives to win over environmentally-conscious clients.

Building a Better 2025

Jane’s story has a happy ending. By implementing a mix of search ads, reputation management, and AI tools, she doubled her customer base in six months—all within a modest budget. The same is possible for your business.

The 2025 Small Business Marketing Trends Report offers actionable insights tailored to SMBs. Use these strategies, experiment with platforms, and, most importantly, keep evolving. Your marketing plan doesn’t have to be perfect—it just needs to start.

References:

Australian Bureau of Statistics: Small Business Data
LocaliQ 2025 Small Business Marketing Trends Report
We Are Social & Hootsuite: 2024 Digital Report on Social Media Usage in Australia

I hope this serves ya,

Red

Need a hand? Drop us a Line 📞 🗝 (02) 42444411

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10 Marketing Tips to Thrive in 2025

by Red/Marketer with a Soul | Nov 23, 2024 | Advertising Wollongong, Authentic Marketing, cost efficient ads, Digital marketing wollongong, direct response marketing, email marketing wollongong, facebook advertising, Google Ads, Lead generation, marketing consultant Fairy Meadow, Non Google marketing Wollongong, Online Advertising Wollongong, Operations & Marketing with AI, SEO Fairy Meadow, SEO Wollongong, UX Wollongong

Picture this: It’s 2025, and marketing feels more like a chess match than a sprint. AI is rewriting emails, your competitors are experimenting with augmented reality ads, and platforms you’ve never heard of are suddenly generating massive engagement. Welcome to the future of marketing.

In Australia, digital ad spending is projected to reach $14 billion by 2025, with businesses increasingly prioritizing personalization and innovation. But here’s the kicker: While many marketers will double down on generic strategies, the real winners will be those who dare to stand out. This guide isn’t about rehashing common advice; it’s about sharing creative, actionable, and often overlooked strategies to ensure your marketing stands tall in 2025.

1. Embrace Negative Reviews

Why Negative Reviews Can Build Trust

Negative reviews can feel like a gut punch, but here’s the reality: Consumers trust brands with a mix of reviews more than those with a perfect score. A study by BrightLocal found that 85% of consumers believe online reviews with flaws are more authentic.

Actionable Steps:

Highlight Imperfection: Share balanced reviews on your website and social channels to show transparency.
Respond Thoughtfully: Address negative reviews professionally and show steps you’re taking to improve. This fosters credibility.
Turn Feedback Into Content: Use common complaints to create blog posts or videos explaining how you’ve addressed these issues.

Example:

An Australian skincare brand shared user feedback highlighting both positive and critical experiences. Their honesty led to a 30% increase in conversions, proving that trust drives sales.

2. Create What AI Can’t

Standing Out in a Sea of AI Content

With AI tools like ChatGPT generating generic articles and ads, standing out requires producing content that only humans can create—original studies, brand storytelling, and unique perspectives.

Actionable Steps:

Conduct Surveys: Run surveys with your audience and publish the results as industry insights.
Build Emotional Stories: Share behind-the-scenes stories of your brand or customers. Emotional resonance can’t be faked by AI.
Collaborate with Creatives: Work with writers, videographers, and designers to create high-quality, original content.

Example:

A Sydney-based fitness studio produced a video series featuring real client transformations. The authenticity helped them attract a 200% increase in engagement on Instagram.

3. Think Beyond Blogs for SEO

Expanding Your SEO Horizons

Blogs have long dominated SEO strategies, but in 2025, smart marketers are targeting platforms where people naturally search: TikTok, Reddit, and niche forums. TikTok SEO, for example, is growing, with users treating it like a search engine for product recommendations.

Actionable Steps:

TikTok Keywords: Use trending hashtags and phrases in video captions to rank for niche queries.
Reddit Communities: Engage in discussions and provide value without hard-selling.
Visual SEO: Optimize video and image descriptions for Google and social platforms.

Example:

An Australian travel agency posted TikTok videos titled “Hidden Beaches in Sydney.” These videos ranked for local searches, driving 20% more traffic to their website.

4. Empower Internal Influencers

Turning Employees Into Brand Ambassadors

In 2025, brands that leverage employee voices will humanize their messaging and create deeper connections. After all, people trust people more than they trust brands.

Actionable Steps:

Social Media Spotlights: Encourage employees to share their work experiences on LinkedIn or Instagram.
Employee Advocacy Programs: Provide incentives for employees to promote the brand online.
Content Takeovers: Allow team members to “take over” your brand’s social accounts for a day.

Example:

A Melbourne-based tech startup launched an “Employee Spotlight” series on LinkedIn. The posts boosted job applications by 50% and improved brand perception.

5. Diversify Marketing Channels

Exploring New Platforms

Sticking to the same platforms year after year can limit your reach. In 2025, brands need to explore emerging spaces like BeReal or AR-enhanced shopping apps to tap into fresh audiences.

Actionable Steps:

Experiment With New Apps: Set aside a portion of your budget to test platforms gaining traction with your target audience.
Monitor Trends: Use tools like Google Trends to identify emerging channels.
Adapt Quickly: Create content tailored to the quirks of each platform.

Example:

A Brisbane-based café gained 10,000 followers on BeReal by sharing authentic, unfiltered behind-the-scenes content.

6. Train AI to Reflect Your Brand Voice

Consistency in an Automated World

As AI tools become integral to marketing workflows, ensuring they reflect your unique tone is key. Without customization, AI risks producing generic or tone-deaf messages.

Actionable Steps:

Set Guidelines: Train AI models with examples of your preferred tone and phrasing.
Audit Outputs: Regularly review AI-generated content to ensure quality and brand alignment.
Blend Human Oversight: Pair AI efficiency with human creativity for the best results.

Example:

An Australian fashion retailer trained AI to write emails in their playful, quirky style. This personalization led to higher open rates compared to generic AI emails.

7. Focus on Problem-Solving Content

Becoming a Resource, Not Just a Brand

Content that solves problems builds trust and loyalty. When people see your brand as a helpful resource, they’re more likely to choose your products or services.

Actionable Steps:

FAQs That Go Deep: Create detailed, useful answers to common customer questions.
Video Tutorials: Show how to use your products or services effectively.
Interactive Tools: Develop calculators, quizzes, or checklists that provide immediate value.

Example:

An Australian real estate agency built a “Mortgage Calculator” tool that became their website’s top driver of leads.

8. Build a Marketing Moat with Customer Insights

Outpacing Competitors Through Data

A “marketing moat” is your competitive edge—something competitors can’t easily replicate. In 2025, that moat will be your deep understanding of customer behavior.

Actionable Steps:

Conduct Interviews: Speak directly to customers to uncover insights beyond data points.
Segment Deeply: Use data to create hyper-targeted campaigns for specific audience segments.
Personalize Experiences: Use insights to tailor every interaction, from emails to ads.

Example:

A Canberra-based fitness app segmented users based on activity levels, resulting in higher retention rates.

9. Break Through Selective Attention

Standing Out in a Crowded Space

With shorter attention spans, creating impactful, attention-grabbing content is critical. Bold visuals, clear CTAs, and interactive elements can help.

Actionable Steps:

Start Strong: Hook audiences in the first three seconds with bold visuals or questions.
Interactive Campaigns: Use polls, quizzes, or gamification to engage users.
Prioritize Clarity: Avoid overcrowding ads or landing pages; keep the message simple and direct.

Example:

An Australian charity used a quiz-based campaign to drive donations, boosting engagement by 60%.

10. Incorporate Negative Space in Campaigns

The Art of Minimalist Design

Negative space (or white space) isn’t wasted space—it’s an opportunity to focus attention. Clean, uncluttered designs improve comprehension and engagement.

Actionable Steps:

Focus on One CTA: Avoid overwhelming users with multiple competing actions.
Simplify Layouts: Use negative space to draw attention to key elements like headlines or buttons.
Test Designs: A/B test different layouts to find the most effective balance.

Example:

An Australian fintech app redesigned their homepage to feature one bold CTA, improving conversions by 25%.

2025 isn’t just about adapting; it’s about thriving. The brands that succeed will be those that innovate, connect authentically, and provide real value. From leveraging negative reviews to embracing minimalist design, these strategies will ensure your marketing stands out in an increasingly crowded space.

Ready to take the leap? Start implementing these tips today, and watch your brand thrive in the marketing landscape of tomorrow.

I hope this serves you,

Red

Drop us a Line 📞 🗝 (02) 42444411

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Facebook Ads, Pro Tips for Maximising Results

by Red/Marketer with a Soul | Sep 13, 2024 | Advertising Wollongong, cost efficient ads, facebook advertising, marketing consultant Fairy Meadow, Online Advertising Wollongong, social media marketing, social media strategy wollongong

Facebook Ads: Pro Tips for Maximising Results

The Power of Facebook Ads

Year after year, Facebook ads prove to be a valuable investment for digital marketers. They consistently deliver lower cost-per-click and cost-per-lead compared to other platforms like Google Ads. However, it’s easy to overspend due to the abundance of customisation and targeting options.

To help you make the most of Facebook ads, we’ve gathered insights from experienced professionals. These tips have delivered real-world results like higher click-through rates, lower costs, and more conversions. Let’s dive in!

1. Embrace “Ugly” Ads

People have become adept at recognizing and ignoring polished ads. “Ugly ads” – those resembling native content – bypass this filter. They appear organic and are more likely to grab attention, according to eCom Growth Advisor, Alexandra Greifeld.

2. Prioritise People Over Products

Ann-Marie Burrage, owner of Purple Octopus, tripled an already impressive ROAS for a butcher chain by featuring people in their ads. She emphasised that Facebook is a social platform, not just an advertising one.

Their initial ads with static product images yielded a 4:1 return on ad spend. By switching to a video featuring a team member talking about a product pack, they built trust and connected with their ideal customer.

To implement this strategy, Ann-Marie advises:

Know your target audience: Understand their needs and pain points.
Understand the buyer’s journey: Tailor your campaigns to guide them through the funnel.
Test continuously: Experiment with audiences, creatives, and text at different stages.

Additionally, keep text short and include five-star reviews when possible to build trust.

3. Master Data Management

Privacy concerns and data protection policies have impacted ad targeting. Ann-Marie recommends these steps:

Prioritise first-party data: Build customer data platforms and use lead generation forms within Facebook to collect data directly.
Don’t rely solely on Meta’s analytics: Cross-check with your website’s sales data due to potential discrepancies.
Use data to enhance sales and service: Share lead data with your team for quick follow-up using tools like Zapier.

4. Leverage Facebook’s Dynamic Ad Features

Jordan Bucknell, Founder and CEO of Upbeat Agency, suggests using Dynamic Creative Optimisation (DCO) and Advantage+ creative.

DCO dynamically tests different combinations of headlines, images, and calls to action to identify the best performers, resulting in increased click-through rates and engagement.

Advantage+ creative automatically adjusts ad elements for enhanced engagement, leading to higher conversion rates and improved ROAS.

Remember to monitor ad frequency and set caps to prevent ad fatigue.

5. Implement the “Engagement; Purchase; Scale” Method

Ashley Rodriquez, a Facebook ad coach, utilizes a three-step campaign structure:

Engagement campaign: Warm up the audience with content like client reviews, results, offers, or guarantees.
Purchase campaign: Retarget engaged users with ads optimized for purchases to reach those most likely to buy.
Scale: Build a lookalike audience based on the original list and increase the budget to reach new customers.

6. Trust the Algorithms

Tyler Mask, Senior Manager at LocaliQ, highlights that Meta’s algorithms have improved, reducing the need for overly detailed targeting. Focus on A/B testing creative and messaging to ensure your ads resonate with the audience.

Avoid overwhelming the algorithm with too many ad sets and ads. Well-thought-out A/B testing benefits both Meta’s AI and your decision-making.

7. Utilise the Conversion Setting for Lead Ads

Mat Wendler, Manager at LocaliQ, recommends using the Conversion setting for Lead Ads to drive leads to your website forms instead of relying on Facebook lead forms. This often results in higher-quality leads and allows you to further engage visitors on your website.

Connect with Your Audience

Facebook ads remain a powerful tool, but success lies in connecting with your audience authentically and testing strategically. If you need assistance, don’t hesitate to reach out to experts for guidance. Remember, the key is to focus on building relationships and delivering value through your ads.

And there you have it, folks! A whirlwind tour through the dynamic world of Facebook Ads. I hope this piece has sparked some new ideas, challenged a few assumptions, or simply left you feeling a bit more informed. Remember, the journey of learning and growth is never-ending. So keep exploring, keep questioning, and most importantly, keep creating.

Until next time, stay curious and stay inspired.

Wishing you epic wins,

Red/ Marketer with a Soul

Drop us a Line 📞 🗝 (o2) 42444411

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Aussie Lead Gen: Crack the Code in 2024

by Red/Marketer with a Soul | Mar 24, 2024 | facebook advertising, Google Ads, hyper-local content marketing, Lead generation

The Lead Gen Powerhouses: Proven Tactics That Convert

Imagine this: You’re a passionate Aussie entrepreneur, running a thriving business. You’ve poured your heart and soul into crafting a fantastic product or service, but the leads just aren’t flowing in like you’d hoped. Statistics show you’re not alone. A recent study by HubSpot Australia: revealed that 52% of Australian marketers struggle to generate enough leads.

That’s where the magic of lead generation (lead gen) comes in. But with the ever-evolving marketing landscape and unique nuances of the Australian market, generic lead gen strategies might not be enough. Here’s where we delve into the “Aussie Angle,” exploring tactics specifically designed to resonate with Australian customers and boost your lead generation efforts in 2024.

The Australian Consumer: Understanding Your Audience

Before diving into specific tactics, let’s understand who we’re trying to reach. Australian consumers are known for their value-driven nature, placing a high importance on quality, authenticity, and supporting local businesses. A Roy Morgan: https://www.roymorgan.com.au/ consumer survey found that 82% of Australians prefer to buy from local businesses if the price and quality are comparable. This means your lead gen efforts need to showcase the value proposition of your offering and establish trust with potential customers.

Another crucial factor is the mobile-first mentality of Australians. According to Statista: https://www.statista.com/ over 23 million Australians use smartphones – that’s 92% of the population! This translates to a need for lead gen strategies that are optimised for mobile devices, from landing page design to lead capture forms.

These insights form the foundation for our Aussie-centric lead gen tactics. Let’s explore some approaches that go beyond the usual suspects.

Beyond the Basics: Lead Gen Tactics That Pack a Punch Down Under

1.Leverage the Power of Hyperlocal Content Marketing

Gone are the days of generic content that appeals to everyone. Today’s savvy Australian consumers crave information that’s relevant to their specific needs and location. This is where hyperlocal content marketing shines.

What it is: Creating targeted content that addresses the challenges and interests of a specific geographic area within Australia. Think blog posts on “The Best Local Restaurants in Wollongong” or webinars on “Compliance Tips for Small Businesses in Sydney.”

Why it works: Hyperlocal content demonstrates your understanding of the local market and positions you as a trusted advisor. Additionally, with Australians spending a significant amount of time on their phones, local search engine optimisation (SEO) becomes crucial.

How to implement it: Focus on long-tail keywords that are specific to your location and industry. Partner with local influencers or businesses for content creation. Utilise social media platforms like Facebook Groups and local community forums to engage with potential customers.

Example: A Wollongong-based accounting firm creates a series of blog posts on tax implications for different Australian property types, targeted towards suburbs with high homeownership rates.

2. Embrace the Rise of “Shoppable” Social Media

The lines between social media and e-commerce are blurring in Australia. Platforms like Instagram and Facebook are now facilitating seamless shopping experiences. This opens exciting lead gen possibilities.

What it is: Utilising built-in features like Instagram Shopping and Facebook Shops to showcase your products or services directly within the social media platform.

Why it works: Shopable social media removes friction from the buying journey, allowing Australians to make impulse purchases while scrolling through their feeds. It’s also a great way to capture leads through features like “Save for Later” or product inquiries.

How to implement it: Invest in high-quality product photography and engaging video content. Utilise social listening to understand your audience’s needs and interests. Run targeted social media ads to reach a wider audience.

Example: An Australian activewear brand uses Instagram Reels showcasing their clothing in action at popular local hiking spots. Viewers can directly access the product page within the app for easy purchase.

3. Build Trust with Customer Testimonials & Case Studies

As we mentioned earlier, trust is paramount for Australian consumers. Showcasing the positive experiences of existing customers is a powerful way to build that trust and generate leads.

What it is: Utilising customer testimonials, case studies, and success stories to demonstrate the value your product or service provides.

Why it works: Hearing positive experiences from others resonates strongly with Australians. It provides social proof and gives potential customers a clearer understanding of how your offering could help them.

How to implement it: Feature short testimonials on your website, landing pages, and social media. Develop longer case studies showcasing how you helped specific Australian businesses solve a problem or achieve a goal using your product or service.

Example: A Fairy Meadow-based marketing agency features a client case study highlighting how they helped a local café increase online bookings by 30% through a targeted Google Ads campaign.

The Aussie Edge: Channels Often Overlooked

4. The Untapped Potential of Podcasts

Podcasts are all the rage in Australia, with listenership steadily increasing. They provide an intimate setting for building relationships with your target market.

What it is: Partnering with relevant podcasts as a sponsor or guest to reach a niche audience. Create your own podcast focused on your industry’s pain points with an emphasis on providing value to listeners.

Why it works: Podcasts create a sense of community, with Australians feeling personally connected to their favorite hosts. Sponsoring a popular podcast allows you to tap into that pre-built audience and generate highly qualified leads.

How to implement it: Research podcasts that align with your target audience. Explore guest opportunities to showcase your expertise, or consider a branded podcast segment where you answer frequently asked industry questions.

Example: A Wollongong-based e-commerce consultant sponsors a podcast focused on retail trends, regularly offering insights and practical advice to Australian e-commerce businesses.

5. SMS Marketing: Permission is Key

While text messaging might seem like a dated channel, SMS marketing can be powerful in the Australian market when done right, with a focus on gaining explicit consent and providing value.

What it is: Utilising SMS to send promotional offers, personalised messages, or appointment reminders directly to potential customers who have opted-in.

Why it works: Australians are highly engaged with their phones, and SMS boasts open rates far exceeding email marketing. “According to a survey by Swift Digital, the SMS open rate for Australia is a whooping 94%!” It’s a direct and personal way to reach customers, especially for time-sensitive updates or local promotions.

How to implement it: Offer a clear incentive for customers to opt-in, such as exclusive discounts or early access. Use SMS to complement your existing marketing channels rather than replace them. Always prioritise permission and provide a clear “unsubscribe” or “opt out” option.

Example: A Sydney-based florist allows website visitors to sign up for text alerts about daily flash sales on popular bouquets, with limited-time availability to prompt immediate action.

Additional Considerations for Aussie Lead Gen Success

Privacy: Australian businesses must adhere to strict data privacy regulations. This means always gaining clear consent before collecting customer information. Consider offering transparent privacy options and emphasising your commitment to ethical data practices.
Personalisation: Australian consumers value authentic, personalised connections with brands. Go beyond basic segmentation and tailor lead gen efforts based on demographics, behaviors, and interests. Use dynamic content on landing pages or personalised email subject lines to reflect their preferences.
Patience & Measurement: Lead generation, like fine wine, takes time to mature. Track your results, experiment with different channels, and refine strategies over time. Don’t be discouraged by initial setbacks – consistency is key to maximising your lead generation potential.

The Aussie Journey Continues

As with any marketing endeavor, success comes from relentless testing and evolving with the ever-changing marketplace. These “Aussie Angle” tactics will help you stand out and resonate with a discerning local or national audience.

In today’s post, we took a deep dive into the Aussie marketing landscape. Generic strategies won’t cut it anymore! We discussed why hyperlocal content, shoppable social media, and trust-building tactics are crucial for winning over Aussie customers in 2024 and beyond.

Feeling inspired to up your marketing game? We’re pumped! But remember, execution is everything. Don’t be afraid to ask for help – that’s what YBR Marketing is here for. 😎

Ready to turn those marketing ideas into real-world results? Book a free strategy session with our team, and let’s make it happen! Click Here

Let’s spark discussion below – feel free to share your successful lead generation tactics or unique challenges as an Aussie business!

I hope this serves you, 🫶

Red

Drop us a Line 📞 🗝 1300 902 588

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Retargeting Done Right: Aussie Strategies That Don’t Feel Creepy

by Red/Marketer with a Soul | Mar 16, 2024 | Advertising Wollongong, Customer experience wollongong, customer loyalty programs, customer loyalty strategy, customer retention strategy, facebook advertising, Retargeting facebook ads

Boost Sales with Retargeting: Turn Window Shoppers into Buyers!

Imagine browsing online for your dream vacation – a luxurious escape to the Whitsunday Islands. You find the perfect resort, picture yourself snorkeling in crystal-clear waters…but then work calls, the kids need dinner, and poof! The vacation dream gets pushed aside.

Wouldn’t it be amazing if a few days later, an ad for that exact resort pops up on your Facebook feed with a special discount? That’s the magic of retargeting – reminding Aussies who showed interest in your product or brand and giving them a nudge to return.

Retargeting has become even more essential in Australia, with a whopping 98% of website visitors leaving without making a purchase Source: Invespcro. Let’s re-engage those potential customers!

Building Your Retargeting Audiences: The Foundation

You can’t retarget without knowing WHO to target. Facebook offers immense flexibility:

Website Visitors: The classic. Install the Facebook Pixel (bit of code on your website) to start tracking visitors. You can even target visitors to specific pages! Someone who looked at your pricing is a hotter lead than someone who only glimpsed your home page.
Video Watchers: Aussies love video – a trend Facebook lets you capitalise on. Target people who watched a certain percentage of your videos about a specific product or service.
Customer Lists: Got an email list? Upload it! Target previous customers for new offers or to revive lapsed ones with incentives.
Engagement Retargeting: Did someone like your Page, interact with a post, or attend your Facebook event? They’re already showing brand connection and are ripe for retargeting.

The Aussie Angle: Location-Based Retargeting

Did you know you can target Australians who were physically near your store recently? Great for brick-and-mortar businesses! Or, target Aussies who like pages related to your city. This goes beyond basic interests to indicate true “local” intent.

Dynamic Ads: The Personalised Touch

These take retargeting to the next level! Instead of a generic “Come Back!” ad, dynamic ads show the exact product or service the person viewed. Key for Aussies with short attention spans or browsing lots of similar options.

Think of it like that Whitsunday Islands resort ad displaying the specific room type and dates the person searched for. That’s way more likely to convert than just their logo.

Crafting Retargeting Messages That Work

Don’t just repeat what they already saw. Here’s where you get creative to win back those Aussie customers:

Scarcity as a Tool: “Limited Time Offer,” “Only a Few Rooms Left” taps into the Aussie fear of missing out (FOMO) and prompts action.
Address Objections: Did someone leave their cart full? A retargeting ad with “Free Shipping” or “Easy Returns” lessens hesitation.
Social Proof is Powerful: Testimonials or user-generated content in ads builds trust, reminding Aussies others enjoy your product.
Multi-Stage Retargeting: For bigger purchases, create a series of ads. The first reintroduces the product, the second might be customer reviews, the third a compelling discount.

The Retargeting Trap to Avoid: Frequency Fatigue

Seeing the same ad NON-STOP is annoying. Australians will tune it out, or worse, view your brand negatively. Here’s how to avoid this:

Frequency Caps: Facebook lets you limit how often someone sees your ad in a given period.
Ad Variations: Change up images and copy to keep things fresh, even for the same audience.
Time Limits: Run retargeting campaigns for a specific duration, then give it a rest.
Exclusion Audiences: Exclude people who already bought–you don’t want to retarget a paying customer who needs support, not another sales pitch!

Retargeting Success Stories: Aussie Edition

Need some inspiration? Here are examples adapted to the Australian market:

Local Gym: Retarget Aussies who visited the “Membership” page with a free class pass ad, focusing on location (“Join your neighborhood gym!”)
Ecommerce Fashion: Abandoned cart? Retarget with the item AND a discount, but make it time-sensitive (“10% off your order, expires in 24 hours!”)
Travel Company: Australians who watched a video on “Ultimate Aussie Roadtrips” get retargeted with blog posts about the top routes or special rental car deals.

Beyond the Blog: Retargeting Isn’t One-Size-Fits-All

Industry Matters: Australian B2B audiences have longer decision cycles. Retargeting there might be less about immediate sales, more about staying top-of-mind.
Budget Conscious? Retargeting engaged Page followers is cost-effective. They already know you, making them warmer leads.
The Pixel Power: Truly effective retargeting requires the Pixel on your website for the most detailed tracking. If installing code is intimidating, here’s your access to our “professional grade SOP’s library” that will give you a comprehensive, easy to follow guide on exactly to do that and so much more!

Remember, retargeting is about building relationships with potential customers in Australia, not just nagging them. Share your retargeting success stories or biggest challenges in the comments below!

I hope this serves you,

Red

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How Google Ads & Facebook Ads Are Evolving in 2024

by Red/Marketer with a Soul | Mar 11, 2024 | facebook advertising, Google Ads, Google or Facebook Ads, social media marketing, social media strategy wollongong

The Digital Ad Wars: How Google & Facebook Are Fighting for Aussie Attention in 2024

Picture yourself strolling through a vibrant market. Stallholders shout, vying for your attention – some with product demos, others with colorful signs. This scene mirrors the competition between Google Ads and Facebook Ads for Australian eyes and wallets.

In the past, the lines were clearer. Google ruled search intent, Facebook thrived on social discovery. But in 2024, those lines are blurring. Understanding these platform shifts is vital for future-proofing your Aussie advertising strategy.

Here’s where this blog differs from most: We’ll look at the WHY behind the changes, giving you the tools to adapt, rather than just listing feature updates.

Google Gets Visual: “Seeing is Buying”

Google has always been text-heavy, but that’s changing fast. Here’s why:

The Rise of the Camera as Search Tool: Younger Australians use their phone cameras to search – they point at a cool pair of shoes and Google shows similar styles. Source: Google AI Blog. This impacts your ads.
The Ecommerce Explosion: Aussies shop online more than ever Source: Australia Post. Visual search helps them find what they can’t easily put into words – the perfect shade of lipstick, or a couch that fits their unique space.
YouTube’s Influence: It isn’t just Google Search anymore. Google OWNS YouTube, the 2nd most-used search engine globally. Video results and ads are increasingly woven into the search experience.

Google Ad Tactics for Aussies in 2024

Image is King: No more generic stock photos! High-quality, original product visuals are a must for shopping ads. Invest in lifestyle imagery for a competitive edge.
Visual Keywords: Think about what people might SEARCH for through images (color, shape, patterns) and integrate those into your product descriptions and campaign keywords.
Get on YouTube (strategically): Product demos, unboxing, “how-to” videos – these aren’t just for influencers. Short, informative YouTube ads could be the key to capturing visual searchers in Australia.

Facebook Fights Back: From Social to Search?

Facebook’s core has always been about connecting people. But as organic reach has dwindled for businesses, the push for ads has intensified. Here’s what they’re doing:

The Reels Revolution: Those short, addictive videos? They are Facebook’s answer to TikTok, and they prioritise reels heavily in the feed to boost engagement. That means opportunities for Reel Ads nestled amongst organic content.
More Shoppable Features: Facebook and Instagram Shops have become more sophisticated, blurring the line between social browsing and buying. It’s about reducing friction for the Australian user.
“Discovery” Engine?: There’s speculation Facebook wants to move beyond showcasing content from people you ALREADY follow and become more of a true search tool based on interest signals. This is still nascent, but keep an eye on this space!

Facebook Ad Tactics for Aussies in 2024

Don’t Ignore Reels, Even If They Feel Awkward: They’re undeniably popular in Australia. Quick tips, relatable brand moments, and even partnering with relevant micro-influencers could be your Reel strategy.
Make It Shoppable: If you sell products, ensure your Facebook/Instagram Shops are updated and your ads seamlessly link to them. Tagging products in regular posts is also becoming crucial.
The Blurred Line: Interest Targeting + Search? Test ads with keywords relevant to your product/service as if you were running a Google Search ad. This could be the future of Facebook if they truly lean into the “discovery” aspect.

The Big Disruptor: AI and Automation

Both Google and Facebook are pouring resources into AI-powered ad tools. This is a double-edged sword for Australian marketers:

Easier…Or Less Control? Auto-generated ad variations, optimised targeting, and dynamic bidding all aim to simplify the process, especially for small businesses. But, this can mean ceding some decision-making to the algorithm.
The Importance of Creative: If the targeting and bidding become more automated, the HUMAN element of good ad copy and visuals becomes even more crucial to standing out.

Finding Aussie Success in the Shifting Landscape

The idea of Google being purely for “bottom-of-the-funnel” immediate buyers, and Facebook only for top-of-the-funnel awareness is outdated. Here’s a mindset shift:

Visuals Across the Funnel: Compelling product images now matter just as much in Google search results as they do when casually scrolling your Facebook feed.
The Aussie Data Advantage: Use your own website and customer data to fuel BOTH platforms. Remarket to website visitors on Facebook, build lookalike audiences based on your best customers.

The winners in 2024 will be those who remain agile, test relentlessly, and understand the consumer psychology behind each platform’s evolution.

Let me know in the comments what aspect of this Google Ads vs. Facebook Ads evolution is the most daunting for YOUR Australian business!

“As a bonus I’ve put together some professional grade SOP’s on Google and Facebook Ads setups to help with the process..” See sidebar ➡️➡️➡️

Wishing you epic advertising wins,

Red

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