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Archive for April, 2010

Four Steps to Walking the People Talk

Wednesday, April 21st, 2010

Thanks Mark O’Brien, Business Development Consultant & Good Guy. Find out why at www.embrion.com.au

Many of us would espouse that our people are our greatest asset, and yet we spend far more time, money and energy on managing and developing our financial resources than our people resources.   One of the key roles of a business leader is to assess on a regular basis whether they not only have the right people on their “bus”, but that they also have the right people in the right “seats”.  It’s absolutely critical that you not only have the right people on your team, but that you have them in the right roles.

Some steps to help you get ahead in this area…

  • Schedule a quarterly review of your team, not just from a productivity perspective, but specifically to assess what changes might need to be made in terms of personnel or roles. Constant change in the business environment demands this sort regular review.
  • Use a tool such as DISC or Myers-Briggs to get a good sense of how your people are wired, what motivates them, and how to “speak their language” as their leader, etc. This is pivotal in not only getting the most out of your staff, but also in shaping their roles in ways which motivate and engage them fully.
  • Hire (and fire) smart. Property gurus tell you that you make your money when you buy, not when you sell. It’s all about getting the right property at the right price at the front end. Hiring staff follows the same wisdom. Hire carefully, and then be quick to make adjustments if things aren’t working well.  You’ll know pretty quickly whether a new hire is the right person or not, and you don’t do them or yourself any favours by not embracing the truth if they’re not on the right bus. Far better to deal with poor matches quickly than to risk long term problems by avoiding the issue in the vain hope that things will change. They seldom do.

One other quick bonus hiring tip… It’s smarter to hire workaholics and unbalanced over-achievers. Frankly, it’s a lot easier to slow someone down than to prod some folks into gear. Trust me on this!

So, don’t just pay lip service to the idea that your people are your best asset. Make that your reality through smart management and development of your people.  Walk the people talk.

Mark_OBrien

Tags: Australian Small Business Awards 2009, Building Client Relationships, Business Coach, Business Development Consulting, Business Management, Business Mentor, Business Success, Capitalise, Corporate Identity, Custom Website Development, customer relationship management, customers, Embrion, Graphic Design, HR, Mark O'Brien, market position, marketing, networking, Quality Website and Print Design Perth, Search Engine Optimisation, SEO, Small Business, Software Developer Perth, Software Development Perth, Team Building, The Loft Group
Posted in Water Cooler Conversations | No Comments »

So…What is the biggest challenge for business?

Tuesday, April 20th, 2010

Thanks Bambi Gordon, Small Business Mentor & Legend. Find out why at www.thewoo.com.au

Finding customers?

Managing cash flow?

Government red tape?

Getting staff off Facebook and back to Spider Solitaire…I mean…(*cough*) work?

I think the biggest challenge for most businesses is knowing what business they are in. Seriously!

So many businesses – small and large – have either lost sight or never really known what their business is about in the first place.  And it seems that the bigger the business the deeper the disconnect between the business purpose and the business function.

Let’s look at a really public example of big businesses that have lost the plot – because they don’t know what business they are in: Traditional media; newspapers, radio, tv.

These are organisations whose senior decision makers are charged with the responsibility of generating revenue through advertising sales.

Their primary ‘function’ is to secure advertising revenue by selling an audience to their customers.

They create content with the single purpose of attracting readers, listeners, viewers, so that they can, in turn, sell that audience on.

Now their ad sales revenue is under attack . Why?

Because their audience is being wooed by brands that are relevant.

What a pity that they didn’t see the purpose of their business as bonding their brand (their masthead, station logo, content) to an audience; instead of seeing the audience as just that thing they had to have to be able to fulfil the primary function of their business – selling ads.

As soon as an opportunity came along to migrate the relationship and expand the touch points that the media brand had with their audience to new media technologies, they saw the technology as a competitor to their beautiful big sheets of white paper, or their transmitter tower – a new competitor that may compete against their core function: Selling ads.

So, they failed to embrace the new technologies…Whilst their audience was greedily gobbling it up.

If they realised that their purpose was the relationship between their audience and their brand – they would have embraced the new technologies as simply another environment for that relationship to thrive.

I saw a tweet recently about a new campaign by an overseas newspaper industry group that is suppose to encourage advertisers to consider newspapers in their media buy. It is a good looking campaign that talks all about what nice big advertisements in a newspaper can do for an advertiser

It has all the usual things that you expect from these sorts of campaigns – like de-positioning the traditional competitors by pointing out how newspapers can be consumed on a train, which radio and TV can’t –further proof of being a little out of touch with technology…

But not once does it refer to any particular newspaper brands bond, trust, relationship, with their readers….

Someone who works on a major metro newspaper recently said to me “Innovation is difficult when the aim of the game is to sell advertising”.

Well, yes, it would be. If you think that the aim of the game, the purpose of your business, is its function.

But that isn’t the main game. It is just how the business is funded.

Imagine the innovation to traditional media – imagine the innovation and marketing strength to your own business – if every single person recognised, shared and believed in the true purpose of the business.

BambiGordon Jan 10

Tags: Advertising, Advertising and Marketing Strategies, authenticity purpose, Bambi Gordon, Branding, Building Client Relationships, Business Networking, Business Success, Core, customer relationship management, data-base, innovation competitions, live events web 2 connecting business communication, marketing, marketing the marketing department benefits vs features Customers PR Yoga, positioning, promotions strategy customer service graphic design, Public Relations, Small Business, The Brew, the woo, typography, work smarter
Posted in Water Cooler Conversations | 4 Comments »

So What Is Branding?

Tuesday, April 20th, 2010

Thanks to Clare Rowlands, Senior Graphic Designer for writing this article.

Branding is not just a logo. The logo is incredibly important as it is the face of your business, but branding is also about all the supporting graphics, colour palettes, tone of voice and personality that a business uses to differentiate themselves from their competition.

Your brand needs to:

  • Say what your business does in a clear way.
  • Give the business credibility in its industry.
  • Generate an emotive response from potential customers, which then leads to trust, attachment and loyalty.
  • Turn potential interest into a purchase.

Before talking to a design team, you can ask some questions of your business:

  • What does the business do or sell, and how is this different from the competition?
  • What are the values of the business and the product or service it is selling?
  • Do you want people to see BARGAIN, MASS PRODUCED and QUANTITY, or FAMILY OWNED, UNIQUE and QUALITY?
  • Who is the target market? 
  • No matter how much you want your friends to think your business is cool, are they really your target market?
  • What message do you want your market to see when they see your business branding?
  • In one sentence, how can you describe your business’s most important benefit to the customer in a memorable, emotive way?
  • What personality best represents your product?
  • Sophisticated and mature, or cheeky and youthful?
  • Describe this personality as though it were a real person, and remember this isn’t YOU, this is the PRODUCT, so even though you might be the class clown, your IT business may be the class nerd.

You can use the answers to these questions to help your design team understand the direction your business is heading in, and develop a brand that is relevant and exciting.

CLARE image

Tags: Advertising, Brand Management, Building Client Relationships, Business Success, Clare Rowlands, Conceptual Design, Corporate Identity, Creative Director, Custom Website Development, customer relationship management, customers, Graphic Design, Loft Studio, market position, marketing, networking, Print Management, Promotions, Quality Website and Print Design Perth, Senior Graphic Designer, The Loft Group, Website Design
Posted in Graphic Design | No Comments »

Demystifying Search Engine Optimisation

Tuesday, April 20th, 2010

Thanks to Andy Jones, Technical Team Leader for writing this article.

Those new to marketing on the web are often confused about SEO. In this blog post I will simplify and demystify SEO and address some common misinterpretations.

First up, SEO stands for Search Engine Optimisation.

Secondly, SEO is the process of optimising your website to better cater for search engines.

SEO does NOT involve the optimisation of search engines, only the optimisation of your website!

SEO can be explained in 3 simple points:

  • End users engage search engines to access information on a topic.
    • eg. like visiting a library.
  • Search Engines provide the most relevant information and rank the resultant pages accordingly.
    • eg. like the use of the dewey decimal system to categorise books.
  • The company handling your SEO collaborate with you to provide the most relevant information possible for end users.
    • eg. like capturing the reader’s attention with an informative book title and blurb.

Using these points as a guideline, I will demonstrate the process:

  • I visit http://www.google.com.au and type in: japanese import cars perth.
  • Google provides me with a list of Japanese vehicle importers websites for Perth, Australia.
  • I view the results and make a selection based on the website I feel will provide me with the most appropriate information I need to purchase a Japanese car.

Now you’re probably asking yourself “how can my business website rankings be improved?” or “how can my business website get listed on page 1 of the search engine results page?”

As a Search Engine Optimiser I can tell you now that in order to rank on page 1, there are many factors that contribute to a healthy ranking. The main factor is that search engines make their money by giving away limited information on the way their search engine behaves. After all, it would be commercial suicide for you to go blurting out your internal business information / trade secrets.

The factors that Search Engine Optimisers have uncovered to date can be broken down into 2 categories; On-page SEO and off-page SEO.

On-page SEO refers to the code that holds your website together and the textual content within the website. A few positive on-page SEO factors are:

Keywords!!!

  • Keywords in your website URL
    • eg. if you sell cars in Perth, and you want to have healthy rankings for the search term “car sales perth” you should think about registering your domain name as www.carsalesperth.com.au
    • eg. if you sell 4WD vehicles, search engines should favour a URL such as www.carsalesperth.com.au/products/4WD/4WD-Vehicles.html
  • Keywords in title tag
    • eg. visit this site: http://www.afl.com.au – at the very top of your screen (above your browser address bar) you will read “AFL – The official site of the Australian Football League”
    • Now do a Google search for: Australian Football League – you will see that http://www.afl.com.au is the first result for that search term
  • Keyword density in body copy text
    • Emphasis is placed on headings, paragraphs, lists, etc.
  • For more information on on-page SEO factors, hit me up: andy@theloftgroup.com.au

A few positive off-page SEO factors are:

Page Rank

  • Your website Page Rank score is based on the amount and the quality of links that point to your website.
  • AKA “backlinks”

Hyperlink Text

  • eg. The hyperlinks that point back to www.afl.com.au typically contain the words “Australian Football League” or “AFL” which is a strong factor and can explain why the AFL website ranks #1 for the search term: AFL

Site Age

  • Google recognises old website as being stable and credible information resources.

Before I conclude this blog post, I thought that it would be interesting to point out that end users often take search engine results as gospel. So much to the point where end users may modify their original search term because they feel that their search term was not descriptive enough or incorrect.

I hope my examples were clear and easy to follow, if your head is spinning, feel free to contact me on andy@theloftgroup.com.au

Thanks, and happy web browsing :)

mug

Tags: Andy Jones, Building Client Relationships, Corporate Identity, Cultivate, Custom Website Development, customer relationship management, customers, customise, Google Analytics, Graphic Design, Innovate, market position, marketing, Matt Preston small business, networking, Quality Website and Print Design Perth, Search Engine Marketing, Search Engine Optimisation, SEM, SEO, Software Developer Perth, Software Development Perth, Stimulate, The Loft Group, web sites, Website Design, Website Developer, Website Metrics, Website Review
Posted in Search Engine Optimisation | No Comments »

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