Destroy Digital

To plugin or plugin? That is NOT the question. What are the top Woocommerce plugins? That is where the gold is.

WooCommerce is Chris’ go-to e-commerce shopping cart of choice. However, out-of-the-box, it lacks a lot of the ‘extras’ that can drive your bottom-line. What can you do? PLUGINS. Or also known as EXTENSIONS.

Some of the top WooCommerce plugins are purpose-built for reducing friction and increasing sales by allowing you to customise your online store with the functionality that your customers want and need.

So, grab a pen and a note-pad. Listen very carefully, as we shall say it only once.

So, where do you go to find these ‘extensions’? You can either use the Google machine or click here for the official WooCommerce extension store.

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They do have you covered. In fact, they’ve covered a lot more than that. Headskinz know who their customers are and have built a brand around that. Branding is all about customer insights.

Knowing what your customers want, means you can create a brand that speaks directly to them. This will also inform you about what kind of content they want to see. Which also give you a headstart on what kind of new products you should develop.

It’s pretty powerful stuff. That old adage in business about the quickest way to make a profit is to know what your customers need then go fill that need.

Headskinz are doing just that. While they do have quite a bit of competition in the tubular headwear space – they are NOT fazed. They’ve carved a niche for themselves with their audience and have left the other segments of the markets to their competition.

The Headskinz customer is a little more ‘hardcore’, a bit more outdoorsy, a little bit of a rev-head and is also possibly a bit of a larrikin.

Headskinz are not ashamed about their ‘high adrenaline’ graphics and they’ve also priced themselves to be just under their immediate rival. S M A R T. One-word.

Check out their website here and get yourselves some Headskinz.

The post #065 – Headskinz appeared first on A Digital Marketing Podcast - Destroy Digital.

When is the solution more dangerous than the problem? When it’s touted as a silver bullet to your marketing woes. Beware of quick fix marketing solutions and anyone that tells you that they have one is hiding something.

All too many times, we have seen businesses salivate over the agency that guarantees leads and contacts. A quick search of the interwebs will yield a whole stack of lead generation agencies, conversion systems and quick-fix gurus that will promise to show you the ‘magick’. The trick. The short-cut to real ROI.

…and if you fall for it, you deserve it. Three words. SNAKE. OIL. SALESMEN. There are no guarantees in this game, as far quick-fixes go. It’s a hairy path to navigate, especially if you’re starting from scratch.

Don’t get us wrong – a lot of these systems are quite valid. From lead-gen, to lead nurturing to conversion-rate optimisation, a lot of these set-pieces are critical to your strategic mix. However, they are NOT a cure-all.

While SEO, search marketing, paid search and social media marketing are the foundations. Do NOT deploy them as single vector solutions.

The key is in the creation of the right solution mix for your offering, the market you’re in and the competitive landscape. Not to mention, your customers and their personas. Have a short, mid and long term plan.

Don’t just take it from us. Here’s a stack of articles (some from other agencies) that spell it out for you.

Beware the Marketing Quick Fix

Beware social media gurus & quick fixes!

Marketing is like weight loss, there is no overnight solution

Beware of Your Digital Agency

BEWARE – The $300 a Month Marketing Agency

Beware SEO companies promising the world

That was a six-shooter worth of cautionary tales. If you’re still not convinced, here’s the last bit of advice. Make lots of content and shed your skin.

Image © U.S. Air Force illustration/Senior Airman Benjamin Wilson

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Understanding your audience is the first port of call for ANY website and communications strategy. Delivering your message from an inside-out versus an outside-in perspective is the way to go.

The lifeblood of any Not-For-Profit Organisation is in its community. Structure your communications and make sure you’re saying the right thing to the right people at the right time.

The biggest change in the consumption and the presentation of media content is that Google, YouTube, Facebook, Instagram et al have an algorithm that curates what audiences see. They get the content they want when they want, as a result.

And organisations have to keep up. Learn to segment knowledge and disseminate it via relevant channels to the relevant audiences.

A good way to do this on a website is via the menus. A lot of corporate websites use primary and secondary menus. This is a major cornerstone of content and knowledge management.

And the key to understanding your audience is in your purview. Purrrrview.

The post #063 – North East Citizen Advocacy Inc. appeared first on A Digital Marketing Podcast - Destroy Digital.

Mental health for business owners is something that society at large might not have too clear a handle on. Most don’t even understand that ALWAYS ON mentality that seems to with the job. And guess what? It’s incumbent on you (as a business owner) to look after you.

Ok. Being ALWAYS ON isn’t always the best thing for any kind of long-term peace-of-mind. However, there’s usually a fine line between paying just the right amount of attention to the business vs switching off. And these ratios are always in flux, depending on soooo many factors (which you all know about).

So instead of telling you guys and girls what to do here…we’re just going to say, if you need that beer (shiraz, scotch or gin) then just down tools and GO GET ONE.

We did.

More than one…actually.

PS Thanks to Morry Morgan for the care package.

PPS And if you want to listen to an episode that is actually about work, go here.

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Branding is a word that means ownership. To prepare for branding is to prepare for ownership of your business. Your brand is your mark of excellence. It symbolises the promise you make to each and every customer.

A great showcase from the very early days of branding one’s product is from the cattle industry in the American mid-west from mid-to-late 1900s. From a simple need to being able to identify one’s livestock, these brands quickly evolved to mean much more than that. And would eventually be as valuable or even more so than the cattle themselves.

From the image below, you can see that these cattle brands were quite abstract and very inventive. Like medieval coats-of-arms and heraldry, there is a language and a system to the symbols. These brands were vital to the success of any serious rancher who wanted to demonstrate and exercise ownership. Not to mention, also as a means of conveying and guaranteeing the quality of the beef.

Their reputations were all riding on their brand. Literally and figuratively. This Pinterest board has more great examples and artefacts from those heady days.

How does this affect you and your business? Well, branding is a serious exercise. It is your mark of ownership over your business. It is also your customers mark of ownership. In many cases, the brand is more alive in the minds of customers than the brand owners (e.g. Coca-Cola).

Take the time to find a good brand consultant that can steer you in the right direction. Be involved and engaged in the formulation and execution of your brand. And finally, oversee the on-going expression of it.

Here’s an episode on how modern brands are taking charge of the way their brand narratives are disseminated, perceived and expressed.

Finally, be sure about your brand. Imagine changing your brand in mid-stream…you don’t want to do that. So, you want to get it right – the first time.

The post #061 – How to prepare for Branding appeared first on A Digital Marketing Podcast - Destroy Digital.

As a business owner, being the most effective you can be is all about working in your sweet spot. Finding your sweet spot and staying in it, is where it’s at.

How often have you heard of business owners who hate their work? Who are no longer loving the game? Those who spend all their time doing tasks they are no good at? Yeah, don’t be one of them.

Sure, when your business is fledging and new, you may have to do all the task (wear all the hats) – but as soon as you’re able, you should be looking to delegate the tasks that you’re not good at (or have low-value to the organisation).

The end goal is to be working in your sweet spot.

What does your sweet spot look like? Well, by our logic – your sweet spot as a business owner is the job/task/function that only you can do. It is one that brings in THE highest value to your business. And ideally, it is the one job you can’t delegate.

This episode, Chris talks about finding his sweet spot and being on the way to hiring more talent. So that he can delegate something he’s good at – so that he can free himself to do the thing that brings in the most value to Oink Digital.

Listen on to hear him tell it like it is.

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Building a brand is the first step to building a following. Dwell Building Services is building a following offering Custom Home Constructions, Building Inspections and Renovations & Extensions. 

Dodd the Builder. Can he fix it? Well, technically it’s the Dodds. Jason and Cassandra. Dwell is a family owned business that has the potential to have a great following. They have all the parts and personality that Australian audiences really go for. All they need to do is to focus on building their brand as they build their following.

They are so close to making some great content on YouTube. Chris drops some really good pointers for video and even suggests creating home-reno critique content that is all the rage at the moment. Listen on as he drops some other cool tips.

The main takeaway for Mark was that they should perhaps spin off the two businesses. The Building and Construction side and the Building Inspection side. This would allow both businesses to breathe and grow on their own terms. This is also critical in being able to focus each business in terms of messaging and USPs (Unique Selling Points).

If you’re in and around Kingscliff (Postcode 2487) in New South Wales and are looking to build a new home, renovate your current one or are looking to buy one – head down to their website here.

The post #059 – Building a following appeared first on A Digital Marketing Podcast - Destroy Digital.

100 Lunches with Strangers started out as a simple project by Kaley Chu to meet more people. In the end, it was a LOT more than that. It became the vehicle by which Kaley grew not only her professional network but also her personal life. And she’s captured it all in her ground-breaking book.

As a young migrant from Hong Kong to Australia, Kaley struggled to recreate the vibrant social and professional network she had left behind. She knew she had to do something radical to change this after a disastrous meeting at work. So, 100 Lunches was born.

She went straight to work, reaching out to random strangers via LinkedIn to invite them to lunch. Initially, it was slow going and she hit quite a few setbacks. Not one to give up, she persevered and slowly but surely, the lunches gathered momentum.

A year later and she’s not only done 100 lunches with strangers but also published a book on the whole experience. Her LinkedIn account also grew to 17k plus followers (at the time of publishing). There is even a Special Edition of the book – signed and numbered by Kaley.

In this book, Kaley not only chronicles her journey, but you also get to hear from her lunch guests. From billionaires, professional women, entrepreneurs and even Australia’s World Memory Champion.

She also shows you how to start doing your own 100 Lunches. A step by step process to grow your network and make real connections while you’re at it.

To get your own copy, head down to her website here. You can order the paperback or an e-book.

To follow her on LinkedIn, head here.

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What does location optimisation mean in the digital world? How will it help your business and help your customers find you? Answers in this episode.

In a nutshell. Optimising how you present your location online is the process of serving up relevant localised content to specific geographic targets. This refers to advertising, to boosting, to search optimisation and also to content creation.

Why is this important? Firstly, it’s a total waste of money advertising to people who live OUTSIDE of your service area. Spraying your content around willy nilly is seriously not a good idea.

Another thing is to segment your digital presence geographically. Be very specific about the kind of content you serve up to your audience.

For an ’emergency needs’ type business such as pest control – having comprehensive web content that has matched search terms is a massive advantage. In the case of Less Pest, have a page that has H1 header with the problem and the SUBURB. (ie Termite infestation in Burleigh Heads, QLD 4220)

Which leads us to the awesome people we reviewed in this episode. Less Pest, a local family-owned business serving the Gold Coast, Tweed and Northern Rivers. By all accounts they are doing it right – so if you need your creepy crawlies busted…you know who to call.

https://lesspestcontrol.com.au/

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