Today, most businesses are measured not on how much money they make, but their ability to balance financial success with a willingness to improve society and the environment.
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Check out these traditional marketing strategies that continue to perform well in the digital age – in particular for service-based businesses.
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Engaging content, good design, and a clear path to purchase are your top priorities. Here are our 9 top mistakes to avoid when building or updating your tourism website.
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In today’s competitive marketplace, having a road map to growth is essential for small businesses looking to thrive. Without this, you may get stuck juggling the many areas of running your business such as operations, inventory, finance, and customer service. Tailored strategies for growth are marketing methods that are specifically designed to meet the unique needs of your business, target market, and industry. If you don’t have the time or knowledge to work on marketing, Planet Marketing can help develop and enact the following tailored strategies for growth for your small business.
Create a Content Marketing Plan
Every business should have a content marketing plan – and an overarching marketing plan and strategy. The content marketing plan includes (where relevant) blogs, social media, email newsletters, website content, downloadable resources, and more. This can be an incredibly effective way to build authority, trust, and brand awareness without relying on expensive advertising.
Make sure your content is aligned with your customers’ needs and addresses their pain points. It should speak directly to them, build a connection, and encourage them to take action.
Know Your Market and Ideal Customer
To build effective marketing, you need to know your audience well. Consider factors like:
Understanding these factors allows you to create personalised messaging and offers that resonate with your ideal customers. Additionally, by knowing where your customers spend time online, you can focus your efforts on the channels that are most likely to drive engagement and sales, whether that’s social media, email marketing, or SEO. Planet Marketing can create customer personas to help with this.
Use Available Data
From website analytics to social media insights, data can reveal valuable information about customer behavior and campaign performance. You may have heard of Google Analytics, ROI, SEO, or click through rates (CTR). If you’re not sure what these mean and simply don’t have the capacity to put your data to work, Planet Marketing can help tailor your marketing spend for the most impact.
Optimise Your Website
For many businesses, your website is a customer’s first interaction and first impression – the online equivalent of your ‘shop front’. Having a nice-looking website is important, but your website also needs to be functional and converting visitors into paying customers.
Some important considerations:
A website that’s optimised for conversions is crucial for converting traffic into dollars.
Customer Retention
It’s important to gain customers, but it’s actually cheaper to keep your current customers coming back. Use personalised experiences (for example, birthday emails, offers around important holidays) to keep customers feeling special. Handwritten thank you notes go a long way in our digital world. Loyalty programs may be a good idea if you have the people power and purchase volume to make it worthwhile.
A loyal customer base not only helps you increase sales but also generates word-of-mouth referrals, which is a powerful driver of new business.
Measure and Adjust
Review your metrics regularly to see what’s working and what could use some tweaks. Measure your progress on a continual basis and be open to new methods. Planet Marketing can provide guidance on how to use this information. By continually fine-tuning your approach, you’ll be better positioned to scale your business and achieve sustainable growth.
Conclusion
Tailored growth strategies are all about using data-driven, personalised tactics to reach your ideal customers. Small businesses need personalised, strategic plans that align with their goals and deliver measurable results. If you don’t have the time or knowledge to do something like this, Planet Marketing can create tailored growth strategies that will help your small business thrive.
To get started – book a Free Strategy Session with Melanie.
Planet Marketing provides practical and sustainable marketing advice – helping you determine what marketing suits your business best.
Naturally Better Marketing…
Increasing brand recognition means finding ways for customers to interact with your brand to reinforce a consistent message and image.
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This blog explores five key predicted marketing trends for 2025 and how Planet Marketing can help you navigate them.
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Getting reviews or testimonials for your customers can be tricky, even after delivering stellar service and products.
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Using a small marketing agency (like us!) could be the best decision for your business
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Let’s face it, spending eight hours under fluorescent lights surrounded by beige walls isn’t exactly inspiring for either your creativity or the planet. Transforming your office into a verdant paradise doesn’t require a complete overhaul (or a hefty investment). Here are some simple, actionable tips for a greener office.
Ditch the harsh fluorescents and use natural light whenever possible. Open blinds, push back curtains, and let the sunshine in. Natural light not only reduces your reliance on electricity but also boosts mood and productivity.
When artificial light is necessary, make the switch to LED bulbs. They use significantly less energy and last way longer than traditional incandescent bulbs. If you don’t like the bright look, make sure you install warm tone LEDs.
There are a few easy ways you can conserve energy at the office:
Make it easy for everyone in the office to place paper, plastic, and cans in the right bin – so they can easily be recycled. Clearly labelled recycling bins are key. If there’s confusion, there are many useful printouts online that can be laminated and posted above the bins. Check with your local council for resources.
Get creative with used office supplies! Old folders can be transformed into notepads, and empty coffee containers can find new life as desk organisers.
Save batteries from landfill – keep used batteries in a container and take to a battery recycling depot when convenient. Do not put batteries in the bin.
If you have an office coffee machine, ditch the single-use pod (unless they are made from compostable paper) style machine and get a filter one instead – using paper coffee filters that are compostable. And place the used coffee grains on the garden beds – they make good fertiliser. Alternatively buy an eco-friendly coffee machine.
Studies show that greenery in the office can improve air quality, reduce stress, and even boost creativity. Add a splash of life with low-maintenance plants like snake plants, succulents and cactus, or spider lilies. Consider an herb garden if your office kitchen has a space for one. If you’d like an extra boost of green, vertical gardens are a space-saving way to incorporate foliage.
Organise a green office challenge, where staff or teams compete to reduce paper usage or invent the most creatively repurposed office supply. A little friendly competition can go a long way in boosting engagement and eco-conscious behaviour. Measure results to see what a difference you can make!
By implementing these simple tips, you can create a more sustainable and inspiring work environment for yourself and your team. Remember, every small step counts!
Sustainability and living responsibly are a key focus and value for the Planet Marketing team, both within our business and at home. We care about our planet (hence our business name), cultures and communities, and do as much as we can to help protect them. It is an important part of who we are, and this philosophy extends to our business and how we work with clients.
Sustainable practices have been implemented in our business, and although Planet Marketing is a small business, we take corporate responsibility and protecting our environment seriously. This translates into how we approach projects, from recommending eco-friendly marketing materials to suggesting ways to reduce your company’s carbon footprint.
Contact us today about how we can help you turn your workplace green – and your marketing strategy even greener!
Planet Marketing provides practical and sustainable marketing advice – helping you determine what marketing suits your business best.
Naturally Better Marketing…
With more than 12 million users in Australia, it’s no surprise that LinkedIn has become an effective and hugely popular platform for building professional networks. It can also be a great tool for brand awareness, pitching for business, and recruiting and engaging with employees. If your business page isn’t achieving the results you want, follow our top 5 tips for marketing your business on LinkedIn.
Completing all the information on your LinkedIn Company page can on average increase your page views by around 30%, so the first and simplest step to boosting your visibility is to go back and review your Company page setup.
In your Admin view, click on edit page and select the options below:
Ensure you have a custom ‘Call to Action’ button activated on your page. This will appear in your profile header. Select the button name from the dropdown list and add the appropriate URL link for that action. For example, ‘Visit website’ will link to your website home page, ‘Sign-up’ might connect to your newsletter sign-up page, and ‘Contact us’ to your contact page or form. Remember to measure the traffic coming to your website from LinkedIn to assess your strategy and see what is working for you.
Make sure you add your central and other locations if applicable. People often look for products and services by location so this is another way to ensure your business appears in user searches.
You can add up to three community hashtags to your profile that are relevant to your industry, products or services. Community hashtags enable people to find topics they are interested in or want to follow. For example, a health food business might select their name plus #healthandwellbeing and #healthyeating.
Now review and edit other parts of your page:
To add or change a background header click the edit button and edit or upload a new one. Your company page background image should be 1128 x 191px. Remember when designing the image that your logo image will sit to the front and left of it as shown below.
You can change the background image as often as you like, for example to highlight special offers or major campaigns you are running. Include these ‘banner promotions’ in your content plan to align your marketing activities throughout the year.
LinkedIn allows you to add product pages if your business operates within the following sectors:
LinkedIn recommends starting with two to five products to start with. Follow the prompts to add product descriptions, select the roles that reflect your key target markets, add supporting media (images, videos, product specs), hashtags and link to featured customers if you have their permission. And don’t forget to add a Call to Action!
There are several easy ways to grow your Company LinkedIn following or ‘community’:
Dive deep into the companies and individuals you want to reach. What are their challenges and what content do they currently engage with?
A content plan ensures you stay on track with a consistent and regular approach to your social marketing. A well-structured content plan sets out your social media goals and will save you time and take the stress out of worrying about what to write or post each day or week. Your LinkedIn posts should be part of a strategic plan that incorporates all the content you create include website content, blogs, newsletters (EDMs), social media, and other online and traditional marketing activities.
To achieve the best from LinkedIn it’s recommended that you post between two to five times per week. Try not to post more than once a day as this will detract attention from your previous post.
Before you get too stressed about this, remember that one well-researched and informative piece of content is better than several mediocre posts.
Don’t just promote your products or services. Share valuable, informative, and engaging content that establishes you as an authority in your field.
When planning your LinkedIn content mix follow the LinkedIn recommended 5:3:2 rule. This means that every ten posts should be mixed as follows:
Your plan should include a blend of images, videos, articles and shared posts. Consider using infographics, charts, or images to break up text and enhance understanding. Wherever possible use a post image or a collage as these perform even better! Label the image with your business name and keywords that are relevant to the post topic to boost SEO.
Note: The recommended length of LinkedIn posts varies from 25 words for short posts and up to 2,000 words for articles. For posts, the ‘read more’ ellipsis kicks in at 140 characters so make them compelling if you want to write a longer post. The optimum length for videos is 30 to 90 seconds.
Make sure you post regularly using your content plan and respond and engage promptly with people who comment on your posts as engagement helps to raise your page ranking. Remember to like, comment on and share content from your network too.
Remember to use topic and company hashtags on your posts to make them easier to find by topic or area of interest. You can also tag another business or LinkedIn user in a post by using the @ and typing their name (no spaces) to facilitate and encourage feedback and sharing.
If you’re struggling to find or create content for your posts hit the ‘Content’ tab on the LinkedIn menu and select ‘Trending articles’ to repost popular articles related to your industry or target audience. Change the search parameters to extend beyond your industry. Hit ‘post’, add your comments and share to your feed. You can also share media content about your business or your employees’ news in the same way.
Don’t just blindly post content. Use the ‘Analytics’ tab on the menu bar to gain insights and see what resonates with your audience.
Use this data to refine your strategy and create content that gets results.
By following these tips, you’ll be well on your way to becoming a LinkedIn legend. Remember, the key is to be valuable, engaging, and consistent.
Need help with your social media strategy or day to day management? Contact us to discover how Planet Marketing’s social media packages and services can benefit your business.
If you have any questions, comments, or additional suggestions to add to this list, please let us know. We’d love to hear from you. Check out our Blog for other marketing tips; or Contact us.
Planet Marketing provides practical and sustainable marketing advice – helping you determine what marketing suits your business best.
Naturally Better Marketing…
