Marketing is essential for any small business. It’s the lifeblood of your business. But with the ever-changing digital landscape, it can be quite a stressful task to tackle and result in overwhelm. The good news is, it doesn’t have to be difficult. In fact, with a little bit of planning and effort, you can have a small business marketing plan that will help your business grow for years to come.
1. Define Your Goals
When creating a small business marketing plan, it is important to first define your goals. What do you want to achieve with your marketing efforts? Do you want to grow your business, reach new customers, or increase brand awareness? Once you have a clear understanding of your goals, it is easier to develop strategies that will help you achieve them.
Many business owners assume that in order to grow their business, they need to get more customers. However, if your business already has an established customer base it may be faster and more cost-effective to re-market to your existing customers instead.
2. Create A Targeted Strategy
Once you know what you want to achieve with your marketing efforts, the next step is to create a targeted strategy.
Some questions you might want to ask yourself include:
What are the specific channels and methods that will work best for reaching your target audience?
What tools or software will you use to achieve your targeting goals?
Once you have a targeted strategy in place, it is important to allocate the right amount of resources to each channel you choose to utilise.
3. Plan For Maintenance And Adjustment
No matter how well you plan, your marketing efforts will not be perfect from start to finish. In fact, it is likely that your strategy will need a few adjustments once it’s launched. This means that you will need to have a plan in place for maintaining and adjusting your marketing efforts.
Some things you might want to consider include:
How often should you re-evaluate your target audience?
What are the best times of year for advertising?
How do you handle it when one of your channels no longer works for you?
Can your strategy be automated or does it require ongoing management?
Remember to work smarter, not harder. There are lots of marketing automation tools available that allow you to implement “set and forget strategies” to free you up from having to actively manage them.
4. Set Your Budget And Timeframe
One of the most important factors to consider when creating a small business marketing plan is setting a budget and timeframe. By knowing how much money you have to spend and how long it will take to achieve your goals, you can create a plan that is tailored specifically to your needs. Additionally, creating a timeline can help keep you on track and prevent unnecessary (and sometimes costly) delays.
For most small businesses, every dollar counts and it’s important not to spend unnecessary amounts on marketing activities that don’t deliver results.
5. Implement Your Marketing Plan
A well-executed marketing plan can help your small business achieve its goals faster and with less effort. It’s important, however, to understand how the different aspects of your strategy connect and how to make them work in alignment.
Looking at marketing holistically creates leverage, meaning you will achieve a much greater rate of success while spending less time and budget.
In my 90-Day Marketing Transformation, I work with Australian small business owners directly to implement a set of organic strategies that require very little or no maintenance and thus, make their marketing budget stretch a lot further.
In addition, I can help you automate time-consuming marketing activities, like social media content, lead generation and email marketing to free up valuable time and headspace, so you can focus on what you’re already great at – serving your customers.
Conclusion And a Faster Way To Implement Your Small Business Marketing Plan
By following these five steps and planning out your strategy in advance, rather than approaching your marketing ad-hoc, you will significantly reduce the time and money you spend on marketing activities.
If need help implementing a strategy that will help you attract more customers while saving you time, confusion and frustration, let’s have a chat. Book your free strategy call.
https://donedigital.au/wp-content/uploads/2022/03/pexels-dominika-roseclay-905163.jpg8361280David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2022-03-22 16:08:042022-06-01 10:06:335 Tips For Optimising Your Small Business Marketing Plan
QR codes have many different use cases and with a little creativity, the possibilities are endless. In this article, I share how to make the use of QR codes effective, things you’ll need to consider and common mistakes to avoid.
Ready? Then let’s delve in!
QR codes are a great way to remove the boundary between print and online media. QR code is short for ‘quick respond code‘ and the reason they have gained in popularity in recent years is that it’s much easier and faster for someone to scan a code using their phone than it is to enter a long URL into the browser bar.
Some time ago, you were required to have a special QR code reader app in order to scan one, but Apple, Google and Co have since integrated this functionality into their native camera apps, eliminating the hurdle of having to download a separate app.
5 Ways to use QR codes in your business and marketing activities
Here are a few ideas for how you can effectively use QR codes in your business.
1. Link to your menu or list of services
You can use QR codes to link directly to a menu or services page on your website. Many cafes and restaurants have adopted this technology, as it makes it a lot easier to update their menus on the fly without having to reprint them every time. Some even take it a step further and link to an online ordering platform, so customers can order directly through their phone.
2. Offer a free download, a free trial or a discount coupon
QR codes make a fantastic tool for lead generation. Whether you’re running a brick and mortar business with a shop front, a popup store or a market stall, you can use QR technology to link to a simple landing page where people can enter their details (usually their name and email) in return for a freebie. This is a great way to fast-track your lead generation – even on the go.
3. Use it to let your customers make a booking or schedule a meeting
Know those times you have to email back and forth multiple times just to find a suitable time to meet? This can easily be avoided with a simple scheduling tool like Calendly, for example. Once set up, you can have the QR code take your customers straight to the booking page. You can have the QR code printed on your business cards, brochures, even billboards.
4. Visit a specific page on your website
Sometimes, you may like to explain or showcase more than fits on a brochure or product fact sheet. Using a QR code, you can link directly to any page of your website, allowing people to discover more about your services or products. There’s so much more you can do on a webpage than you could ever do in print. For example, you can embed videos, use forms to collect feedback or other information, offer an interactive quiz, display helpful charts or animations, and so much more to help your customers connect.
5. Link to your social media accounts
QR codes are a quick and easy way to connect your audience with your social media accounts. Link directly to your Instagram, Facebook or LinkedIn account – or why not create a page that links to all of the above and more?
BONUS TIP:
One of the fastest ways to grow your audience is using a giveaway or competition. Use a QR code to a dedicated landing page where people can enter to win. If you don’t know how to create a professional landing page or add pages to your website, this can be easily achieved with a free Google Form.
Common mistakes when using QR Codes
Now that you know how you can effectively use QR codes in your business, let’s look at some common mistakes we should avoid.
1. Using a low-quality image
When printing low-quality graphics, they can quickly look unclear and become unscannable. When creating your QR code, be sure to download it in high resolution (300dpi or more) to ensure it looks clear when printed.
2. Not testing your QR code before printing
It is advisable to print a sample of your brochure or business card to check if your QR code scans properly and actually takes people to the correct link. Especially when printing multiple marketing materials that use different codes, it’s easy to get mixed up. Test each one separately to make sure each code is in its rightful place.
3. Using QR codes on Facebook or in other mobile apps
The whole purpose of a QR code is to take people from one device onto their own smartphone. Posting a QR code on Facebook or Instagram makes little sense, as people are most likely be looking at it on their phone already. In this case, a simple clickable link will make much more sense.
For some of my clients, I have embedded a QR code to schedule appointments on their contact page. However, it only shows when viewed on a desktop computer. When the page is opened on a mobile device, it changes to a button they can simply click.
Always ask yourself if it will be easier for people to scan a QR code or if a simple link may be a more elegant solution.
How do I create a QR code?
Creating your own unique QR code is easy and fast. There are a number of websites available that let you create QR codes for free. Some even let you customise your QR code by changing colours, embedding a logo and more.
Note: The important thing is that you download the generated code in high resolution (300dpi or more) to make sure it looks clear and scans correctly when printed.
Here are a few websites offering free online QR code generators:
https://donedigital.au/wp-content/uploads/2022/02/qr-code-marketing-strategies-flysocial-digital-brisbane.jpg638959David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2022-02-21 16:55:142022-06-01 13:27:49How To Effectively Use QR Codes in Your Marketing
Ask ten business owners what marketing is, and you’ll get ten different answers. Some say it’s advertising, others think it’s social media or word of mouth. The truth is, marketing is all of that and much more.
Here’s how I define it:
“Marketing is everything you do to GAIN and RETAIN customers.”
In other words, marketing isn’t just about running ads or posting on your Facebook page. It’s about everything you do to attract people, convert them into buyers, and keep them coming back. If you’ve watched some of my videos or visited my marketing blog before, you’ve probably heard me talk about the three pillars of business success:
Attract
Convert
Deliver
In this article, I’ll share 30 practical strategies across these three pillars to help you grow your business, increase sales, and save time through smarter marketing.
Attraction – How to attract more potential customers
Attracting new customers fuels growth but it’s also something many business owners struggle with. The following ten strategies will help you consistently attract new potential customers. Try combining several of these in your business for the best results.
1. Have a great website
Your website can be so much more than an online brochure. It’s your digital storefront — a place to build trust and generate leads. Yet, many business websites only talk about the company instead of helping visitors solve their problems. Learn what makes a great site with these examples and review the 17 crucial elements every business website needs to convert visitors into customers.
2. Be on social media
Social media can be a powerful engagement tool — if used strategically. Don’t just create an account; be active. Use social platforms to drive potential customers back to your website (where you’re not competing with cat videos). If consistency is an issue, automate it. Tools now let you plan and post content automatically. Check out my complete guide to automating your social media posts to save time and stay visible effortlessly.
3. Run print ads
Even in a digital world, print ads still have their place. The key is to track your success. Don’t pay for “exposure” — pay for measurable results. Use clear calls-to-action like coupons or trackable URLs so you can calculate your return on investment.
Example: If you spend $300 on an ad that brings in 100 leads, that’s $3 per lead. If three of those leads convert at $200 each, you’ve made $600 — doubling your investment. Even if you just break even, you’re still building a valuable customer list.
4. Run online ads (Google, Facebook, YouTube)
Online ads let you target specific audiences precisely. For example, if you own a beauty salon in Sydney, you could show your ad only to women aged 30–50 in your local area who are interested in beauty services. That’s far more cost-effective than paying for print ads that reach people who may never visit your salon.
Always remember: never invest in advertising that can’t be measured.
5. Partner with other businesses
Business partnerships or joint ventures are one of the fastest and most underused ways to grow. For example, I helped a café with a 10,000-person customer list partner with a local massage business. Together, we sent a $25 gift voucher to every café customer — positioning the café as generous while putting the massage therapist in front of thousands of locals instantly. One email, 10,000 people reached. That’s leverage.
6. Write a blog
Your customers already search online for answers. Blogging positions you as the expert they find first. Think of it like owning real estate online — every article becomes a long-term asset that brings traffic for years. This is what I call Evergreen Marketing. Consider hiring a writer to produce 12 high-quality articles, post them monthly, and promote them across your channels.
7. Optimise your website for search engines (SEO)
SEO isn’t dead — it’s evolved. Today, Google rewards readability, valuable content, and engagement. Focus on writing helpful, well-structured content people actually want to read and share. If you’re on WordPress, use the Yoast SEO plugin to optimise each page.
8. Run a competition or giveaway
Giveaways can quickly grow your list — but only if they attract the right people. Avoid generic prizes like iPads. Offer something directly related to your product or service. If you’re an accountant, for instance, offer a free Xero setup or consultation. Always follow up with non-winners to turn interest into sales.
9. Run a survey or quiz
Surveys and quizzes are great for gathering insights and building your list. Keep them short and focused on what helps you improve your offer. Partner with complementary businesses if you don’t yet have your own audience. For more on this strategy, I recommend Ryan Levesque’s book ASK.
10. Send a press release to media outlets
A great story can get you free publicity worth thousands. Focus on human stories — not self-promotion. For example, instead of “Local roofer launches new website,” write “Local roofer helps the homeless stay dry by donating tents for Christmas.” Journalists love stories that connect emotionally. Download my free press release template to get started.
Now that you know how to attract more people to your business, the next step is turning those visitors into paying customers.
Conversion – How to turn browsers into buyers
Attracting attention is only half the battle. Now it’s time to turn that interest into revenue. The Conversion stage is where relationships begin to form and browsers become buyers. This is where your communication, offers, and systems come together to guide people toward a confident “yes.”
These ten strategies will help you create stronger connections, build trust, and convert more leads into loyal customers, without feeling pushy or salesy.
11. Create a lead magnet
A lead magnet is a valuable free offer that attracts your ideal customers — a discount, checklist, eBook, video, or free trial. It should solve a small but meaningful problem and serve as the first step in your customer’s transformation.
12. Use email automation to educate and engage with your audience
Email is still one of the most profitable marketing tools — especially when automated. Set up a series of emails that guide subscribers through a journey: answering FAQs, sharing testimonials, and offering helpful insights before presenting your offer. This keeps you top of mind and moves people closer to buying — automatically.
13. Use a chatbot to help people find what they need faster
Chatbots streamline customer support and sales. They can answer common questions, share your location or pricing, or direct users to your booking page — all while you focus on other things. Tools like Chatfuel and ManyChat integrate seamlessly with social media and websites, helping you provide fast, friendly service 24/7.
14. Create a strong offer people can’t refuse
Sometimes success comes down to packaging. McDonald’s skyrocketed profits by turning individual items into value meals and asking, “Would you like fries with that?” Look for ways to add perceived value — bundles, bonuses, or upgrades — without drastically raising your price.
15. Run retargeting ads
Retargeting ads allow you to follow up with people who already interacted with your brand. For example, show ads only to those who visited your site or watched your webinar. It’s one of the most cost-effective ways to increase conversions because you’re marketing to people who already know you.
16. Find a way to help more people
Ask yourself: “If I had to help 10 times more people than I do now, how would I do it?” Maybe that means shifting from one-on-one to one-to-many models or creating a DIY version of your service. Thinking bigger helps you identify bottlenecks and opportunities for growth.
17. Run ‘limited-time only’ offers
Limited-time offers create urgency and excitement. Test small product batches or temporary services to gauge interest. For instance, a café could offer a special seasonal drink and track how it performs before adding it permanently to the menu.
18. Be easy to do business with
Make it simple for customers to buy from you. Offer multiple payment methods, clear communication options (phone, text, email, social), and frictionless booking or checkout processes. The easier it is, the more people will say “yes.”
19. Get to know your customers better
Never assume you know what your customers want. Ask, listen, and adapt. Understanding their true motivations builds deeper trust and longer-lasting relationships. Sometimes the best sale you can make is recommending something they need before yours.
20. Make sure your website has all the right elements
Your website should do more than “exist.” A great site builds authority, generates leads, answers questions, and converts visitors into buyers. Think of it as your online headquarters — a place where every piece of your marketing connects.
So, you’ve made the sale — congratulations! But marketing doesn’t stop there. What happens next determines whether customers stay for life or disappear after one purchase.
Delivery – How to grow your business during and after the sale
The moment a customer buys from you, a new stage of marketing begins. The Delivery phase is where you turn promises into experiences and customers into raving fans. It’s about delighting people, building loyalty, and inspiring them to come back, maybe even bring their friends.
These final ten strategies will help you strengthen relationships, increase repeat business, and grow through exceptional service and genuine connection.
21. Provide great customer service
Exceptional service creates loyal customers and positive word of mouth. When people feel genuinely cared for, they not only come back — they tell others. Great service is your most underrated marketing channel.
22. Ensure people only buy what they need
Selling the wrong product to the wrong customer hurts your reputation and long-term profits. Focus on fit, not just sales. Honesty builds trust and referrals — the foundation of any sustainable business.
23. Offer high-quality products and services
Marketing brings customers in, but quality keeps them. Review your products regularly, collect feedback, and fix issues fast. The goal? Create experiences so good that people can’t help but tell others about you.
24. Overdeliver and exceed expectations
Surprise your customers with something extra — a handwritten note, bonus content, or unexpected follow-up. These small gestures build emotional connection and turn happy customers into lifelong advocates.
25. Follow up after the sale
Don’t stop communicating once the money changes hands. A simple follow-up email asking, “How are you enjoying your purchase?” shows you care. It also opens doors for feedback, testimonials, and future sales.
26. Invite customers to leave reviews
Positive reviews are today’s word of mouth. Ask for them proactively and make it easy with direct links to Google, Facebook, or TripAdvisor. If you get a negative review, respond with professionalism and empathy. How you handle criticism can actually boost your reputation.
27. Add customer testimonials to your website
Testimonials are social proof in action. Feature them on your homepage, sales pages, and contact page. When possible, include video testimonials — they’re authentic, persuasive, and hard to ignore.
28. Send a thank-you note
Whether it’s a quick email, a handwritten card, or a small gift, gratitude goes a long way. A simple “thank you” turns transactions into relationships and shows customers you truly value their business.
29. Offer upsells and cross-sells
Existing customers are the easiest to sell to. Offer relevant upgrades (upsells) or complementary products (cross-sells) that enhance their experience. When done thoughtfully, these offers feel helpful, not pushy.
30. Consider offering a subscription or membership
Recurring revenue adds stability to your business. From VIP memberships to maintenance plans or exclusive access communities, subscriptions deepen relationships and create predictable income while rewarding your most loyal customers.
Marketing doesn’t have to feel complicated or time-consuming. When you focus on the three pillars — Attract, Convert, and Deliver — everything you do starts working together. Build systems that attract customers automatically, convert them authentically, and deliver experiences that make them stay.
https://donedigital.au/wp-content/uploads/2023/01/04x1yp9hnh8.jpg10671600David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2019-07-25 10:15:082025-10-08 01:42:31How To Do Marketing – 30 Ways To Grow Your Business
Marketing is a bit of a mystery for many small business owners. After all, most of us didn’t go into business to market and sell, but to do whatever we are great at and love doing.
But when we break it down, marketing really isn’t such an overly complicated thing. There are very specific steps you can follow to implement a successful marketing strategy in your business and set yourself up for success. More specifically, there are four pieces to the marketing puzzle.
The big marketing mistake
Most business owners make the mistake to try and “close” people before they are ready to buy. You can see this reflected in most advertising. Whether that’s on TV, on the radio, in magazines or online ads, the message is pretty much always “buy our product now!”.
But before someone is ready to do business with you, we should consider a couple of other steps and implement a system that helps us to turn strangers into visitors, visitors into leads and leads into customers.
Free Download: The 4 stages of a complete inbound marketing strategy
Let me explain each stage in a little more detail.
1. Attract
First of all, every business needs the ability to continuously attract new potential customers. No customer, no business. It’s pretty self-explanatory. We need to have visitors before we can have customers — whether that’s online or in-store.
Ways to increase traffic and get more visitors
Have a great website
Share valuable and relevant information on your blog
Search Engine Optimisation to attract organic traffic
Engaging Social Media Content (with the goal to drive people back to your website/blog)
Paid advertising (i.e. Facebook ads, Google ads, print ads, TV ads, radio ads etc.)
Joint Ventures (partnering with complementary businesses to help each other grow)
2. Convert
Secondly, we need to be able to somehow “capture” these potential customers, so that we can reach out to them again to build a relationship with them. This is where we talk about leads. People who have given us permission to contact them, but haven’t bought from us yet.
Ways to convert visitors into leads
Offer a free download (i.e. e-book, checklist, cheat sheet, discount voucher, video etc.)
Use optimised landing pages to increase your conversion rate
Split-test your free offer to identify the most effective one
Re-targeting ads to past visitors
3. Close
Thirdly, and probably most importantly, we need to be able to turn these leads into actual customers. Because all the visitors and leads in the world won’t help if we can’t get them to buy our product or service.
Ways to turn leads into customers
Use automated email sequences to nurture your leads and help them with their buying decision
Keep educating your leads to increase their understanding and awareness
Send out irresistible offers that will get people to take action
Use multiple channels to initiate a conversation with prospects
Re-targeting ads designed to move your leads closer to the purchase
Now, this is where most businesses stop. But there’s one more crucial step that makes your marketing strategy so much more effective.
4. Delight
Would your customers buy from you again? This is an important question that you should be able to confidently answer with a big fat “yes”. You want to wow your customers and aim to over-deliver, so that the great customer experience you deliver will be reflected in customer reviews, repeat business and word-of-mouth.
Ways to turn customers into advocates
Deliver a great and consistent customer experience
Aim to over-deliver and surprise your customers
Collect feedback to constantly improve your product or service
Invite those who gave great feedback to leave reviews on Google, Facebook or TripAdvisor
Showcase customer testimonials on your website and social media channels
This fourth step will close the cycle and, in turn, generate even more organic traffic, leads and customers, ultimately helping you to grow your business perpetually.
With these four elements in place, you will have built a strong marketing foundation that will allow you to take your business to new heights and maximise your return on every marketing activity in your business.
In essence, there are only three ways to increase your sales:
Increase the number of customers
Increase your customers’ purchase frequency, and
Increase your average transaction value
However, there are a number of not so obvious ways to grow your business and increase profitability. Here are four ideas to help you scale without putting the focus on sales. Ready? Then let’s dive in!
1. Automate processes to increase efficiency and reduce cost
Today, there are thousands of tools out there to help you automate repetitive business processes. Simply automating a few things can help you significantly reduce wages and free up valuable time. When looking for ways to grow our business, we often overlook areas that don’t directly contribute to your profit. Here are a few things you can automate quickly and easily that could put money back in your pocket.
Tools like Zapier and Make can help you connect various services and software platforms to make processes even more efficient.
Some examples:
When you have a new lead -> automatically add a contact to a list in your email marketing software -> then send a follow-up sequence until they take the desired action
After a customer makes a purchase for the second time -> send them an invitation to write a Google review
When a purchase is made on your website -> automatically raise an invoice in Xero to match with the imported trasnaction
These are just some basic examples, but the possibilities are endless, and so is the time you will safe by automating these tasks!
2. Launch a re-targeting ad campaign
Many business owners already use ads to attract new customers and generate new business. However, if you only run direct ads, you are missing out on a huge chunk of potential customers by ignoring this simple strategy. Re-targeting ads are a powerful tool that allows you to show specific ads to people who have already interacted with your content in the past, adding continuity to your customer experience and significantly increasing the chances of turning them into customers.
Se if you can offer them something of value in relation to certain pages or blog posts they have visited on your website.
Example: A yoga studio might show a re-targeting ad for a free yoga pass to people in their area who have read blog posts on the benefits of yoga on their website. When people see the ad, they can enter their email address to claim the free yoga pass and automatically be subscribed to an evergreen campaign. (See next point)
3. Stop focusing on once-off promos and develop an “evergreen” marketing strategy instead
The majority of business owners think of marketing and promotions in terms of once-off activities. It might look something like this:
January -> Promotion #1
February -> Promotion #2
March -> Promotion #3
While this might work well, it also requires you to constantly come up with new promotions, which can be exhausting and feel like you’re never quite catching up.
Instead, focus on implementing an evergreen marketing strategy that sends new leads or customers a series of pre-designed offers from the moment they join your list. Then keep adding new offers to that sequence. Over time, this strategy allows you to develop a marketing machine that continuously produces sales without ever having to worry about what your next promotion is going to be. You just need to make sure that offers in that sequence are timeless and not seasonal.
All you need is a good email automation tool, like Mailchimp or ActiveCampaign, and there are many more options available.
4. Make Partnerships evergreen, too
Partnerships and joint ventures with other businesses that complement yours is a powerful strategy. You might have already partnered with another business in the past to run a one-off campaign promoting your products or services. Maybe you’ve asked the other business to hand out vouchers to all their customers.
See if you can turn this strategy into an evergreen campaign, too, like in the previous example. Look for businesses that already have an evergreen funnel and see if they are happy to plug your offer right into it, while you can do the same for them.
Example: One of my clients owns a massage clinic, while another owned a yoga studio. I got both of them to add an email to their existing evergreen sequences promoting the other business. Now, everyone who receives a massage at the massage clinic also receives a complimentary gift card for a yoga class, while everyone who joins the yoga studio receives a voucher for a massage a a few weeks later.
It’s a win-win and once implemented, this strategy will continue to work for years to come.
There you have it. Four (not so obvious) ways to grow your business. All four strategies are what I call “set and forget” strategies that you only have to set up once and will benefit from forever.
Have you automated any processes in your business? What marketing strategies have worked well for you? Let me know in the comments below!
00David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2019-01-07 18:54:222023-01-07 23:08:114 Smart (Not So Obvious) Ways To Grow Your Business
Today, it’s easier than ever to collect vast amounts of data in our business. There are many low-cost POS (point of sale) systems out there with some fantastic reporting features that you can take advantage of to help you grow your business and make better management decisions.
And if you think data and metrics are boring, I want to encourage you to reconsider. Because once we know what to look for, these numbers can become very exciting!
For small business owners, every dollar counts, which is why it’s so important to track our progress and keep an eye on various metrics. Of course, there are countless metrics we can measure, some more important than others depending on the type of business you are operating.
But let’s keep it simple for now with these three metrics that have the power to completely transform your business. If you know you could do better when it comes to numbers, they will provide a great starting point.
Average Transaction Value (ATV)
The average transaction value (ATV) is pretty self-explanatory. It gives you the average of how much your customers spent per transaction on average. Simply by focusing on increasing our ATV, we can change the entire course of our business.
How to calculate Average Transaction Value
Simply divide your total sales on any given day by the total number of transactions on the same day.
Upsells (“Would you like to make that a large?”) and
Cross-sells (“Would you like a camera bag to protect your new camera?”
No matter what business you’re in, there is always something extra you can offer your customers. Let’s take the above example and assume we trade for 340 days per year. If we increased our ATV by just 5% (i.e. by $2.50), our daily turnover would go from $5000 to $5250.
Doesn’t sound like much, right? Well, by the end of 340 trading days, we would have increased our turnover by $85,000. Not a bad result with a few upsells.
What upsells, cross-sells and package deals could you offer in your business?
Customer Lifetime Value (CLV)
The Customer Lifetime Value indicates how much the average customer is worth to our business over the course of their patronage. It’s a simple metric with big implications and one that’s often overlooked by small business owners.
Knowing the lifetime value of a customer is a crucial part of understanding how much is reasonable to spend on acquiring a new customer. Measuring CLV is also a good way to determine whether your business is taking full advantage of its customer relationships.
In many, if not most cases, it costs less money to increase revenue from existing customers than it does to acquire new ones. Still, most business owners are more focused on acquisition than retention.
How to calculate Customer Lifetime Value
CLV = Average Transaction Value * Customer Frequency * Average Customer Lifespan
Example: $50 Average Transaction Value * 1 purchase per month * 12 months average retention = $600 CLV
Your CLV will determine how much we can afford to spend on acquiring a new customer and subsequently, which marketing channels make sense for our business.
How much is a customer worth to you? How much do they spend each time? How often do they visit? And how long do they stay your customer? Improving each of these 3 variables will have a huge impact on your bottom line.
Cost of Customer Acquisition (CAC)
What does it cost you to acquire a new customer? While the importance of knowing the cost of acquiring a new customer is obvious, surprisingly a lot of business owners don’t pay as much attention to this metric as you’d expect them to. Keeping customer acquisition costs top of mind can benefit your business in numerous ways.
For starters, many companies spend more than they estimate on customer acquisition, and in many cases, they continue to invest in marketing channels that make little sense given the lifetime value of their customers.
How to calculate Cost of Customer Acquisition
CAC = Total Ad Spend / Number of New Customers
Example: $500 Facebook Ad Spend / 50 New Customers = $10
If our Customer Lifetime Value is $600, it makes sense to spend $10 to acquire a new customer. However, if our CLV would only be $20 we might need to look for a new strategy to acquire new customers or first focus on increasing your Average Transaction Value, Purchase Frequency and Retention Rate.
What metrics have you tracked that have helped you grow your business and make better decisions in your marketing?
00David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2019-01-03 13:51:212019-01-03 13:51:213 Simple Metrics With The Power To Transform Your Business (And How To Track Them)
No matter the size of your business, I believe we can all agree that not having a website in this day and age is no longer an option. However, not all websites are created equal. A well-designed website will not only look great but should help you capture leads, increase sales and help leverage your time and other resources.
Many small business owners treat their website somewhat like an online brochure with a contact form attached. But it’s the ability to capture leads and predictably turn them into customers that sets a great website apart. And in order to achieve this, we require three things:
Great Content
The content on your website is a crucial element. Providing your visitors with engaging content that captivates, educates and encourages them to take action is a vital part of any good business website. Make the content about your readers, not your business and ensure the jargon and tone of voice you use are consistent and in line with your brand. The goal is not to brag about your business but to truly connect with potential buyers and understand their needs and wants.
Great Design
The “look and feel” of your website says a lot about your business and leaves a lasting impression. It’s also often the first contact your customers have with your business. A lack of consistency and poor layout will result in visitors leaving your website before you even had a chance to tell them what your business is all about. Great design means, your customers can easily navigate your website and find what they’re looking for without getting lost (or frustrated). Again, make sure the colours and fonts you use are in line with your branding. A well-designed website will help you build trust with potential customers and convert better as a result.
A Great Offer
This might be the most important part of any website that most business owners (and even web designers) often overlook. I’m not speaking about your actual product or service offering. What I mean is an offer targeted at your IDEAL CUSTOMERS with the aim to collect their contact details and/or other relevant data. In marketing, we refer to this as “Lead Magnet“. Not everyone who comes across your website for the first time is ready to buy from you. By giving them an opportunity to opt-in for a free download or trial of some sort you can reach out to them multiple times (using email marketing or retargeting ads, for instance) which will significantly increase your chances of making a sale further down the line.
The main goal of every good website should be to build your list.
3 Websites of Local Small Businesses Designed for Growth
Here are three small business websites I designed for local businesses where we have incorporated all three aspects mentioned above. They also make some great examples for when you are ready to give your business’ website a facelift or need help designing one from scratch.
1. Turtle Town Scuba
Turtle Town Scuba is a local scuba diving school in Bundaberg that has built its following using a great online strategy. The website is aesthetically pleasing and easy to navigate. The home page is laid out in a way that allows visitors to easily find what they’re looking for, see the range of diving courses, learn about the instructors and learn more about diving in the Bundaberg Region through featured blog posts. Without being intrusive, the $25 gift card offer makes it easy for new visitors to leave their details and stay connected to the business before leaving the website.
The website of Bundaberg Health Foods conveys a clear message, both in terms of content and branding. Users can easily navigate through the different sections of the website, finding what they are looking for quickly and without getting lost or overwhelmed. The website is designed to be completely mobile friendly and displays beautifully across all devices and browsers. A popup captures visitors’ attention and offers them a $10 health food voucher in return for their email address – a fast way to build a loyal following. As an e-commerce business with over 4000 products, we needed to find a way to make product management easy. We integrated with the in-store POS Vend, so that product descriptions and stock levels are always in sync.
One of the biggest mistakes most business owners make is that they ask for the sale too early. The website of Holistic Therapies is designed to educate visitors and offer locals a massage voucher as an incentive to trial the service. I have found that this strategy combined with a good follow-up email sequence can consistently deliver fantastic conversion rates and drive sales. The various articles on the blog assist in answering questions customers have and educate them about the many benefits of massage therapy.
If you would like help with the development and implementation of a sound marketing strategy for your business, let’s have a chat! Book a free strategy call to discuss your business and marketing goals.
00David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2018-10-02 03:08:082018-10-02 03:08:083 Great Examples of Small Business Websites Designed For BIG Impact
Unless you are drowning in new customers, getting your marketing right should always be a priority. As business owners, we face many challenges and have to be able to react and adapt to the constantly changing market, customer behaviour and other aspects of our particular industries.
Certain things, however, remain the same, like the importance of great customer service and building trust with your customers. In fact, they are becoming increasingly important in order to maintain a viable business. What has changed completely though is how we deliver customer experiences. Using clever software, it has become easier than ever before to design and deploy personalised customer experiences that build trust through consistent touchpoints. Moreover, it is now possible to automate your entire marketing strategy, from first contact with your brand to after-sale care. Thus, we have now reached a stage where we are able to develop digital marketing ecosystems that can deliver results 24/7.
A digital marketing ecosystem can help your business move from a reactive way of marketing (only marketing when business is down) to a proactive approach that is more predictable and fully automated. A well-designed marketing strategy produces a steady stream of qualified leads, builds trust through nurturing, helps to make sales and even provides guidance to your customers after they have made a purchase. By automating this entire cycle, we can move our focus towards delivering amazing customer experiences, identify exactly which strategies work and which don’t, and dedicate more of our time to producing amazing products and services.
Here are 3 things you can do now to take your marketing and business to the next level
The result of implementing these strategies is a healthier business, happier customers and more time for business owners to focus on what truly matters to them.
1. Map out your customer experience
What happens after a customer opts in for an offer? Design a series of emails that will guide your customer. Communicate the benefits of what you do in a non-salesy way. Try to connect on a deeper level, tell stories your customers relate to and encourage them to join the conversation. E-mail is a two-way medium. Recognise the fact that it’s not about your brand or product. It’s about your customers. Consider the emotional journey they go through, from not knowing you to increased brand awareness, over considering to buy to actually making the purchase. Help them with their decisions during each of these stages by delivering relevant content.
2. Automate, automate, automate
Use software, such as Ontraport, Infusionsoft or Mailchimp, to automate the delivery of your content. This set-and-forget approach will save you many hours of manual communication each week while creating consistency in the way you communicate with your customers. This, and the fact that you deliver relevant content at each stage of their emotional journey, results in increased trust levels and sales.
3. Consider ditching print advertising
The amount of money I see still being invested in print ads that don’t work is staggering. Moving your advertising budget to online ads (if done right) can result in higher returns and allows you to test and measure results faster and more efficiently. You can launch your ads the day you decide on a campaign and start seeing results in a matter of hours, not weeks. Print advertising certainly still has its place and might work well for certain industries. Just make sure that everything you spend money on can be measured and brings tangible results. If you don’t know your return on investment, it’s probably not a great strategy. Being able to measure the right metrics is key of a good marketing strategy.
Need help with your marketing? Let’s work together!
I help business owners develop and implement the right strategy for their business. In 3 months I will help you automate your marketing activities, including lead generation, social media content, email marketing and so much more – so you can focus on running your business.
Click here to learn more and book a free strategy call today.
00David Lee-Schneiderhttps://donedigital.au/wp-content/uploads/2023/01/done-digital-marketing-brisbane-logo-white-1030x175.pngDavid Lee-Schneider2018-03-24 17:35:032018-03-24 17:35:033 Things You Can Do Now To Get Your Marketing Right (And Your Time Back)
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