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Wednesday, January 22, 2014

by Dr Greg Chapman

I often ask this question at my live events:

“What is the purpose of your business?”

and get a variety of interesting answers. Varying from “helping my customers solve their problems with my ‘superior’ service”, “making the world a better place” to the ubiquitous, “to make money”.

I point out, that none of these possibly worthy goals is the purpose of your business. It might be the reason you went into business, but not its purpose.

The purpose of your business is to make a profit. If it’s not, you are running a charity, and quite likely, your boss is crazy! Nothing wrong with charities, which are non-profit, or even loss making organisations, but that is not the purpose of a business.

Note that making a profit is not the same as making money. Your profit is what’s left over after paying yourself a decent, market related wage.

How much profit should you be making? I argue, at least 10% of turnover after you have covered all the costs of running your business.

Why a 10% minimum? This is to ensure you cover sales volatility which can easily turn a 5% profit into a loss. Think of it as a margin for error. Some business are able to operate on a 5% margin, but they usually have exceptional cost control systems rarely seen in small businesses. This is typically seen in low margin, high volume businesses. Of course, your profit may be significantly higher than this amount, but 10% should be a minimum goal.

With your profit objective in place, it is now possible to focus on the strategies you will need to achieve this result.

While profit may not be the reason you are in business, it’s the result at being good at business. Think of your profit as a scorecard that demonstrates your reason to go into business was a good one. 

May Your Business Be – As You Plan It!

Dr Greg Chapman is the CEO of Empower Business Solutions, providing advice for a decade to small business owners who are sick and tired of being small. He is also the award winning author of the best selling small business book: “The Five Pillars of Guaranteed Business Success”. Download a free preview copy at www.empowersolutions.com.au.

Wednesday, January 08, 2014

by Nathanial Bibby

Personal branding is key to your success and LinkedIn is an excellent tool to help you achieve that. Let’s look at 8 ways to maximize your LinkedIn and your personal branding. 

1. Make the Most of your Profile When you communicate with others on the site, your profile will speak for you. Don’t just upload any photo, upload a good photo. Make sure you completely fill out your profile.

2. Build Your Contacts When you first join LinkedIn you need to build your contact base. Connect present and past colleagues along with your alumni from your university or college. 

3. Recommendations Recommendations are very important. In fact, it is one of the most powerful tools that LinkedIn has to offer. That’s because people recognize recommendations as sincere and trustworthy. 

4. Use Groups There are three ways you can use groups: lead generation, increase your LinkedIn profile development, and personal development by learning from others. 

5. Promoting Events Using LinkedIn to promote your events is a very wise move. You can easily target your audience and you can spread your information quickly all the while establishing your personal brand.

6. Use Your Status Updates The LinkedIn status updates are not used to their full potential. However, that’s been changing a little bit thanks to the integration of Twitter with your LinkedIn profile, a move that was much needed. Update your LinkedIn profile with relevant blog posts and news. When you use your status updates wisely they can play an integral role in your person branding.

7. Using Applications LinkedIn offers a very good learning center to help you get the most out of the various apps that are available including the best way to go about creating your personal bonding.

8. Networking for Lead Generation When you take full advantage of the tools LinkedIn offers you can build a powerful personal brand. It will not take as long as you might think, and it is worth every bit of time you put into it. 

A LinkedIn for Business course will help you nail your LinkedIn strategy and accelerate results.The Australian Digital Marketing Institute (ADMi) offers convenient fundamental three hour courses, with a 30 minute follow-up consultation included. Learn how to build a complete profile, optimise it for search results, and the secrets of using LinkedIn to get more customers. 

Get in touch direct with ADMi's LinkedIn Coach, Nathanial Bibby at nathanial@positionmeonline.com or 1300 130 713.

Friday, November 29, 2013

by Dr Greg Chapman, MBA

Are you tired of working backbreaking hours in your business without getting the rewards you deserve?

For most business owners, working harder is not the answer. They are already putting in the hours. In fact working less hours is a better approach, if those hours are spent doing the right things.

There is a process that business owners can follow to achieve their goals. Here are the 7 Steps to turn your business into a profit machine that runs without you:
  1. Understand the fundamentals of the profit structure of your business. Is it really profitable? Does every sale make you money?
  2. Determine what it will take to make your business profitable. How many sales, at what price for which products or services. If it is profitable, use your understanding of your profit structure to set goals to drive your growth in the most efficient and effective way.
  3. Develop a deep understanding of your points of difference. If you are not clear about your points of difference, how can you customers be clear? If they are not clear, they will only buy on Price. Without this understanding, your marketing efforts are likely to be largely wasted.
  4. Create a Marketing Plan driven by activity that will generate a continuous stream of enquiries so you always know where the next customer will come from. Your Marketing must be measurable so you can control it.
  5. You must have a Sales Pipeline that takes the enquirer to a sale systematically and efficiently. This step alone could double your turnover.
  6. Create Business Systems so that work can be given to others to perform. With the Marketing and Sales system in place, you will have the confidence to bring in new people to your business so you have time to work ON your business.
  7. Set-up a Business Management System that allows the reporting of all aspects of your business so you know that things are being done the way you want, by everyone in your business, all the time, even if you are not there.

These 7 steps will turn your business into a Saleable Asset because it is a Profit Machine that does not depend on you.

May Your Business Be – As You Plan It!

Dr Greg Chapman is the author of the best selling small business book “The Five Pillars of Guaranteed Business Success”. Download a free copy of his Mission Statements Made Easy Tool at www.empowersolutions.com.au 

Wednesday, July 17, 2013

Avoiding Google's Wrath For Sites Not Optimised For Mobile

We've always known a mobile site is important, but Google has stood firm in their announcement that they will punish sites that are not optimised for mobile.

Punishment in Google terms means demoting a site in its search results ranking. If you are competing to appear on the first page for search results, this news is devastating if you do not have a site that is optimised for mobile usage.

How to avoid demotion

Option 1 Build a Mobile Version of Main Site

You can build an additional clean mobile version of your main website that is activated when a customer is using a tablet or mobile phone. 


This option is perfect for existing websites as they are cheap and quick to build. We suggest no more than 6 pages keeping in mind that mobile searchers are generally looking for contact details as opposed to making a purchasing decision based on the website. 


Find out more about this option...

Option 2 Choose a Response Web Design

If you're in the process of building your first website or rebuilding an existing site, you can avoid Google's wrath by choosing a 'responsive' web design. Responsive websites dynamically serve all devices on the same set of URLs and as such are considered a valid form of mobile opitmisation by Google. 

Ask your provider whether they are using a 'responsive' design and demand it if they are not. Or, if it is too far down the track to change, revert to option 1 and you will be covered!
Tuesday, May 14, 2013
Twitter marketing

Along with Facebook and Google+, Twitter forms the “Big 3” of social media networks. Thus, Twitter marketing becomes a powerful tool for businesses and websites of all shapes and sizes – from the multi-national online retailer to the niche blog. It is certainly a must have for leveraging an online presence, visitors, brand recognition, and/or sales.

Taking advantage of Twitter requires some knowledge of best practices. Of course, knowing what not to do will help you determine a sound Twitter marketing strategy.

The following mistakes will kill your efforts(1)

  • You Don’t Have a Content Strategy
    Ignoring engaging content that can impact Twitter tops the list for Cournoyer. By placing great content on a blog and leveraging it with Twitter, companies can position themselves as a “thought leader in your field.” It’s a great way to drive visitors to your site.

  • You Tweet Too Often or Not Enough
    Find that right balance with tweets. While some mention twice a day as that “sweet spot,” Cournoyer likes the five to 10 tweets per day mark.

  • Your Tweets Are Too “Me-Focused”
    Talking about yourself too much will get you tuned out. Consider the 4-1-1 principle, which uses one tweet for your own content, another tweet that’s purely promotional, and four that share content from others around the Internet.

  • You Lack Staff Involvement
    Encourage your staff to, at the very least, share content and promote the brand with Twitter and other social networks. You can get your staff involved more with Twitter, putting a face to the business and improving the idea of positioning the company as thought leaders.

How can you better utilize the powerful marketing tool of Twitter?  Contact us to learn more effective strategies that can help your business.

(1) Source: Brendan Cournoyer

Tuesday, April 16, 2013
Google plus marketing

In the past, it has been adequate to place Facebook and Twitter in the same category. They could be deemed as the two essential social networks for any business. While YouTube and Pinterest could also make a case, they are niche social networks – and not necessary for every single type of business.

However, the landscape of social media – as always – is changing. No longer are Facebook and Twitter the only essential social networks. A Google plus marketing plan needs to be a focus for each and every business.

The numbers don’t lie. Google Plus is now the second largest social network, signifying a quick eclipse of Twitter for the new social network. (1) It is important to note that this isn't an either/or proposition – there’s plenty of room for all three. 

Google Plus has a few unique benefits that are worthy of any business’ attention:

  • Searches
    There is a bridge between social media and SEO.  As Google is the largest search engine, and Google Plus is a Google product – you can only imagine how relevant the social network is and will be to search results.

  • Group Hangouts
    Video chat capabilities can help internal communications, as well as product demos and other uses for reaching out to customers.

  • Google Plus Communities
    This new offering can help a business showcase its expertise.

Is your business taking advantage of the emerging social network? It is quickly becoming a powerhouse in this world, offering more of the same advantages of social media, as well as some unique benefits as well. 

Contact us to learn more about leveraging your marketing plan for success.

(1) Sean Johnson 

Friday, April 05, 2013
Mobile websites

Mobile websites are a must-have for businesses serious about getting the most from their online marketing. A mobile optimised site can welcome the mobile user to your business, which is critical due to the growing number of mobile Internet users.  Creating an optimal experience for these users is a high priority.

The following five tips will help improve usability on mobile-friendly websites:

  1. Keep it Simple and Easily Readable
    Minimal loading times, formatting, and other elements can help the visitor.  Simplify the design so that there is not too many graphics and other low priority components that can distract the reader.

  2. Reduce the Amount of Text Users Can Enter
    It’s easy to make mistakes on even the best mobile keyboards. Consider using drop-down menus and checklists as these help guide customers to the information they require.

  3. Understand Your Audience to Get Your Navigation Design Right
    Carefully consider where to place navigation links; there is no one-size-fits-all answer.  A “view full version” button is a good idea, as mobile users are often prepared to search for more detail if it is required for their purchasing decision.

  4. Make Text Links Easy to Use
    Increasing the area of clickable text – or using bigger fonts for clickable text – can make life easy for the user. It will reduce frustration and ensure a pleasurable experience when dealing with your brand.

  5. The Don’ts of Mobile Website Design
    Avoid the use of pop-ups, flash, animation and large pictures - these all inhibit the user's experience and can result in visitors going elsewhere.

Compare some of these tips with your existing website as viewed on a mobile.  With just a few simple changes, you can better accommodate visitors that are on a smartphone.  

Source: Jessica Davis

Tuesday, March 26, 2013
Landing pages

Considerable time should be spent on landing pages to ensure that you’re getting maximum ROI. Otherwise, you could be wasting marketing resources. 

Past studies on cognition and emotion to marketing stimuli have given way to neuromarketing. While it sounds quite advanced, it isn’t that complex – and the results make a lot of sense. According to Mona Elesseily, the following three considerations can help capitalise on landing pages from neuromarketing practices:

  1. Provide Clear and Simple Choices
    Too many options can easily overwhelm a visitor. People remember items in chunks of three to four. Elesseily also recommends highlighting the “most popular” or “best value” product for the buyer, making the decision process much simpler. Aim for fewer items.

  2. Anchor to Higher Priced Items
    Expensive items that appear on top of a list get purchased more often. Landing pages can anchor that highest price first, and then show prices in decreasing order. This creates a better buying environment that can lead to higher sales.

  3. Customers Want to Belong
    Helping customers relate can “get them on your side” with advertising. Write specifically to your target audience.   

These strategies can benefit your landing pages and leverage what has been discovered in neuromarketing. 

Contact us for more information on how landing pages can be made to work for your business.


Tuesday, March 19, 2013
If you are frustrated by the slow growth of fans to your Facebook Page, a promoted contest or competition can help. 

Facebook contests are a powerful way to obtain:

  • More 'Likes' on Facebook
  • A larger audience to see your posts
  • More engagement from your existing fans

Facebook has strict rules and regulations regarding any promotions run on your company Facebook Page and has been known to shut pages down that do not comply. To avoid this happening to you, here is a link to the full list of Facebook rules and regulations about running page promotions . 

If you find all of this overwhelming, PositionMEonline can manage a contest for you. We will:

  • Setup your contest using an approved Third Party Application
  • Provide all artwork required
  • Setup your Facebook Ad Campaign
  • Provide free campaign credits to promote your contest
  • Provide a success report
  • Provide optional multi-platform promotion (cross promotion of contest on Facebook and Twitter for broader coverage)
  • Provide additional campaign credits if required
  • Manage the administration of your prize for free including mailing prize to the winner (optional)
  • Provide post campaign strategies (optional)
Contact us for pricing information to strengthen your Facebook profile with a Facebook contest!

Tuesday, March 05, 2013
Real Estate Marketing

When it comes to marketing, it’s all about content.  Informative, entertaining, and useful blog posts that are circulated on social media have become a mainstay for businesses.  Along with written content, media such as images and videos have become powerful for businesses as well.

However, there is no one-size-fits-all approach for businesses.  It must be tailored to not only the business, but the industry. 

Real estate marketing is one industry that undeniably lends itself to a powerful area – visual media.  Prospective customers will value written content to an extent, but they are consistently drawn in by their eyes.  As a result, real estate marketing must leverage videos and images effectively to capitalize on each and every opportunity.

Remember that photos and videos are versatile.  Don’t be afraid to showcase media that adds some creativity to the mix.  A video walkthrough or unique photo can be a great change of pace from the standard media interpretations in real estate.  

Other elements, such as the wording that gets the visitor to view the media, is crucial.  Spend some time on your call-to-action (CTA) phrases to get the most of your efforts.

Media can be a major asset to any real estate marketing strategy.  Contact us to learn more about how you can improve your efforts to get the results you desire.

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