Tag: Small business tools

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News & updates

How to succeed in the small business world

Small businesses often struggle to gain visibility and get ahead of their competition. Many falter and face losses during the first few years of their existence. While it’s difficult to succeed in these times of intense competition, it’s not impossible. You just need to have the right ingredients in place to create the winning recipe.  You need a combination of luck, perseverance, timing, and a good strategy to succeed in any business.

Fact: 80% of all new businesses fail within the first 18 months of their existence. If you don’t want to be a part of that 80% you need to lay a solid foundation for your business. You also need to possess or develop some qualities as a business owner to succeed in this highly competitive world.

Qualities that small businesses need to have in order to succeed

If you observe successful small businesses and study how they work, you’ll notice that most of them have similar characteristics. They have that winning formula that allows them to survive the turbulent first few months of business. Here are some qualities successful small businesses have:

  1. Catering to a special or niche market – Small businesses can’t compete with large businesses unless they have something special to offer. For example, a small pizzeria can’t compete against Dominos unless it offers something unique like authentic Italian stone oven pizzas. Successful small businesses find a niche in the market that they fit perfectly and that helps them move past their competition. If you offer the same thing as well-established big brands, you’ll face tougher competition that might hamper your success at the outset.
  2. Personal relationships with their customers – Big brands can’t establish a personal connection with their customers because they’re too large and have too many branches. Smaller businesses have a better chance at establishing a rapport with their customers. Companies that succeed often develop a loyal and supportive customer base that can keep the business afloat even in times of uncertainty. You can use different channels to approach your customers, including the use of social media and smart marketing.
  3. Word of mouth – Successful small businesses rely on word-of-mouth marketing as well. They encourage their customers to offer referrals and even offer them incentives to promote their brand. If your customers are satisfied with your services and like your brand, they won’t hesitate to recommend you to others. Most large companies can’t take advantage of word-of-mouth marketing because they are unable to establish a personal connection with their customers.
  4. Structured for growth – Most business owners fail to consider growth when they create their business structure. They don’t leave any room for expansion and growth, which can limit a company’s potential. Even if you’re on a limited budget, you can ensure your business has room for growth by choosing the right employees and dividing responsibilities. You can also take advantage of modern technology like cloud computing and third-party data banks to ensure your business is scalable without investing too much money upfront. If you don’t focus on growth from the beginning, you’ll have to make big changes down the line that could affect your business and even jeopardise its success.
  5. Stepping out of the comfort zone – Just because you have a niche market doesn’t mean that you can’t push your business to the limit and introduce new products or services. For example, as a pizzeria owner, you can expand your business by introducing new dishes or even add gelato to your menu! You’ll still cater to a niche market but will have more sources of profit that will help you grow. Adding new products or services requires less effort and money than creating a new branch.
  6. Focus on your skills – Your business relies heavily on your skill and the skill of your team. Most small businesses succeed because the owners focus on what they can do instead of trying to do something they’re not familiar with. For example, if you’re not an app designer, you shouldn’t try to establish an app designing company. Even if you hire the right people, you’ll fall behind because your lack of knowledge will have an impact on the day-to-day operations. You should build a company that you can run on your own skill if needed, as that will keep it afloat during hard times.
  7. Delivering value – Does your business fulfil a need? Does it fill a vacuum in the market and provide value to your prospective customers? The answer to these questions will determine whether your business succeeds or fails. Companies that don’t deliver value or fill a gap in the market don’t survive for long.
Successful small business at awards event / Source: J&T Dale Plumbing

Most successful small businesses have these qualities and that helps business owners establish a strong foothold. If your business has a solid foundation at the beginning it is better equipped to handle any difficulties it may face.

Qualities of a successful business owner

Even a great business idea and set-up can fail if the business isn’t run well or run by the right person. These ventures rely heavily on the skill and ability of the business owner. If they don’t know how to handle a company or don’t take the time to learn, their business is likely to fail. Here are some traits business owners should possess in order to succeed in this competitive world:

  1. Leadership – This is the most important quality in a business owner because your team and employees will look to you for direction and guidance. Business owners set the course for the company and influence everything from the branding to daily operations. You set the goals, establish the culture and ethics, make sure the business runs smoothly, pay the bills, and help employees deal with uncertainties. Businesses without good leadership falter in the first few months and eventually fail. You can develop your leadership skills with the help of fellow business owners and mentors.
  2. Perseverance – The world of business isn’t easy and people who’re not willing to give their 100% will not succeed. You should be willing to give up your weekends, burn the midnight oil, neglect your social life, and work tirelessly to establish your business. You should also be willing to keep going even if your business seems to be faltering. All businesses go through ups and downs, especially in the first few months of starting. You need to look beyond your current problems and focus on your goals.
  3. Vision for the company – Your company should have a theme and brand for it to stand out from the crowd. That can only happen if you have a good vision and remain committed to it. For example, if your company is known for dedication to customers, you should build all your services and products around this. A vision also acts as a guide for your employees and gives them purpose. They know what your goals are and will find ways to reach those goals.
  4. Loyalty – The modern work and business environment is very different from the work environment that existed a few years ago. Employees and team members expect ample support from their employers and leaders. They expect you to be loyal to them and protect their interests. Employees and team members are the backbone of your business. If they’re happy and content, your business will thrive. Contrastingly, if they’re troubled and stressed, their productivity levels will drop and your business will falter. You should provide a good working environment to your employees and be loyal to them. They will repay your loyalty with dedication and hard work.
  5. Willingness to learn and accept help – Business owners and entrepreneurs have a tendency to overestimate their abilities and take on too many responsibilities. They also hesitate to take the advice of their team members and rely solely on their own judgement. This can cause the business to falter and ultimately fail. You should be willing to learn from your employees and team members and accept their help. Running a business can be stressful, but when you rely on your team you share the load and get more work done.
Successful small business / Source: Sparc Electrical & Air conditioning

How to succeed in the small business world?

  1. Set clear goals and milestones for your business and celebrate every achievement.
  2. Hire the right people for your start-up team and delegate responsibilities to them.
  3. Make sure you have a clear and distinguishable brand for your company.
  4. Be customer oriented and have a good customer service system in place.
  5. Embrace modern technology to make your job easier and reduce the burden on your employees.
  6. Hire mentors to help you in the first few months of your business.
  7. Manage your money well and ensure you don’t overspend.

If you keep these traits and recommendations in mind, you’ll be able to run a successful business. While luck and circumstances do play a role in the success of your business, a good foundation will increase your chances of succeeding.

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Legal

Types of insurance for businesses

The rise of micro businesses in Australia is a testament to the freedom and opportunities that running a small enterprise provides. But as more people are choosing to go out and provide specialised trade services, more are being faced with insurance issues that they haven’t encountered before. If the aim is to build a healthy and robust small business community, it’s crucial that more tradies understand insurance well enough to make informed decisions about their risk management plan.

There has been a huge jump in small businesses, it means more business owners have less resources and limited experience with business insurance. If the trend continues, this issue could become a very real form of exposure within the business community.

With this in mind, let’s have a look at some of the major insurance types that tradies should consider. We’ll also offer some hints on what to consider before you buy, and the kind of information you’ll want to have handy.

Plumbing services require insurance / Source: Clever Plumbing Solutions

Public Liability Insurance

Public Liability (PL) insurance is the number one priority for most small businesses because it covers a huge legal liability – the duty of care we have to keep others and their property safe from injury or damage. Whether a claim is valid or not, PL protects you against the legal and compensation costs involved.

Due to the nature of the claims involved, costs for PL cases can stretch well into the millions of dollars, so the risk for a small business can be incredibly high. Claims can stem from something as seemingly innocuous as tripping on a loose cord, accidentally bumping an expensive piece of equipment, or spilling coffee on a client’s laptop.

Highlighting the importance of PL insurance is the fact that many government and professional organisations require minimum coverage before they’ll licence a practitioner or grant membership admittance.

Professional Indemnity Insurance

Professional Indemnity (PI) insurance is crucial if you provide advice or services, and protects against the legal costs of being accused of any breach of duty. PI protects professionals against a huge legal liability by covering the risk of negligence, and will pay for court costs and compensation claims – regardless of whether a claim is valid or not.

Common business types that require PI include accountants, bookkeepers, masseurs, beauty therapists, consultants, life coaches, personal trainers and psychologists. Claims can arise from something as simple as an accountant missing a tax expense, to something more complex such as an engineering or architectural error leading to faulty building construction.

Small tradesman team / Source: Richard Walker Plumbing

Business Insurance

Business Insurance (BI) can protect your contents and work premises against loss, damage or theft, as well as the financial pain of business interruption. But this is just the tip of the iceberg, as BI is really an umbrella term for a host of cover options, including things like machinery breakdown, glass, theft, portable equipment, employee dishonesty and money.

With BI, you can literally pick and choose the options you want to include, depending on the nature of your business and specific items that you wish to insure. It might be your tools, your dishwasher or the glass in your store. It may even be that you want to protect yourself against the expense involved in a tax audit, or business interruption so that an insured event doesn’t stop the flow of cash to your company.

The point of BI is that it should be tailored to your specific business needs. Be aware of the exclusions in your policy, however. Finding out you’re not covered for a claim after the event is a painful way to learn.

PI, PL, and BI are the primary insurance types that micro-businesses may need, but there are others that warrant consideration, including Management Liability, Personal Accident and Cyber Liability insurance. Personal Accident insurance, in particular, is widely needed as it protects your most valuable real asset – your ability to earn an income. Also, as more business is conducted online, the threat of cyber attacks is turning more business owners to Cyber Liability insurance.

Contact local property lawyers

Where to begin

The process of purchasing business insurance should be prefaced by a little bit of forethought and a small amount of research.

The forethought is related to risk. Ask yourself what kind of insurable risks your business faces and what the severity of those risks might be. The level of impact is key, because severity is much more important than probability. You want to protect yourself against the events that could do the most damage, not the ones that you could easily handle. You’ll also want to have a think about how you personally feel about risk. Do you have a high tolerance for it, or does the thought of risk keep you awake at night?

The research part is mostly about collecting the basic information you’ll need to have handy when you take action, including:

  • Location
  • ABN
  • Industry
  • Business size
  • Number of employees
  • Turnover

In addition, you should have a fair idea of the amount of cover required. With Public Liability insurance, for example, $10 million is a standard amount, but $5 million or $20 million are sometimes required.

A final word

Australia isn’t really a nation of small businesses, it’s a nation of micro-businesses. This is a wonderful sign for our economy, but the risk is that vast tranches of the business community are trading without first catering to their insurance needs. The key for sole traders and micro business owners is to find out what those needs are, and shop around for a provider that can meet them.

If you’re a small or micro business on Oneflare, insurance is important for you to have to perform jobs safely and without risk. It’s about being protected from any possible situation that could leave you out of pocket. If you haven’t already, upload a copy of any licenses, certificates and proof of insurance that you may have onto your Oneflare profile.

Categories
Design & technology

How SEO drives business growth

The 21st century has seen the world turn digital and thus so should your marketing efforts. Traditional print media is slowly becoming a thing of the past. Now, businesses can track the return of every dollar they spend through their marketing efforts through digital marketing.

Through digital marketing, businesses have access to a wide array of avenues to grow their online presence. Traditional-style online directories are a common starting point. However, more complex channels, including social media, pay per click (PPC) advertising and search engine optimisation (SEO) lead the way.

Through these marketing channels, businesses can drive targeted traffic to their websites. Thus, resources are spent as effectively as possible. Alongside PPC advertising, SEO is one of the most effective inbound marketing strategies that businesses utilise. In this article, you will learn what SEO is and how you can grow your business through this digital marketing strategy.

What is SEO?

The purpose of SEO is to be the first organic result on search engines. Thus, SEO is the set of practices that are employed to achieve that first place. Why is this important, though? Here are some facts:

  • Over 90% of all internet traffic starts from search engines – whether people are looking for information or buying a product
  • In terms of looking for products, over 81% of people turn to search engines as a starting point to perform their research
  • After conducting an online search for a local business, 72% of people will go ahead and visit the physical location

These are just some of the facts that outline why focusing on search engines is important. SEO is important, thanks to something known as the click-through rate (CTR). This is the percentage of people who visit your website after seeing your link.

On average, SEO has the highest CTR of any inbound digital marketing channel. Thus, you are driving targeted traffic to your website more efficiently than any other related channel, for example, Google Ads.

Website using SEO / Source: Nucleo Pty Ltd

How does SEO work?

There are three parties to think about when it comes to SEO ~ the user, the search engine and the website. We’ll explain how the relationship works between the three in the shortest way possible:

  1. The user enters a query into the search engine
  2. The search engine generates a list of relevant search results
  3. Websites at the top of those search results inherit traffic

For a site to show up at the top of search results, it must be correctly optimised, so that search engines can determine whether it’s the best fit for the query.

One of the easiest ways to make sure your website is correctly optimised is to engage in a marketing agency that performs SEO services. Otherwise, you can learn about SEO and go it alone.

How does SEO drive business growth?

Each month there could be tens, hundreds, thousands or millions of people searching for a product or information that you offer. For example, there could be 100 people who search for “lawyers in Sydney” on a monthly basis.

If your website is optimised to target the keyword and you’re the first to pop up in the search results, then you’re likely to inherit 30% of the traffic. That’s 30 people who are looking for lawyers coming to your website every month, and that’s just for one keyword.

Though in reality, websites compete for many variations of a keyword and many completely different keywords. Also, as the target visiting your website is targeted, it is much more likely that your visitors will become customers as well.

Contact local SEO & SEM experts

SEO FAQ’s

Those who are new to SEO – particularly if they’re looking to hire someone – often ask two main questions. We’ll cover them here for you.

What’s the difference between SEO and Google Ads?

Search engine optimisation focuses on ranking for organic search results and is thus commonly considered a long-term digital marketing strategy. Due to the nature of SEO, you would almost never run a three-month campaign. This is because things take longer to unfold in the SEO world.

By comparison, Google Ads is all about immediate results. Thus, you pay for clicks. In exchange, Google sends traffic to your website, and you hope to land a sale. With Google Ads, you can run a one-week or one-year (or longer) long campaign. It is both short- and long-term oriented.

There’s no one better strategy either if that’s your next question. If you can only have enough in your budget to engage in one of the two channels, then it’s entirely up to where you’re at as a business. If you have no existing source of income, then Google Ads may be the way to go for you. On the other hand, if your business already generates an income, you might prefer an exclusively long-term focus.

How long does it take to get to the first page?

Every case is different. It depends on your website and how competitive your market is. In general, though, it could take anywhere from six to twelve months to get to the first page of Google for a low- to mid-level competition keyword.

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Top tools

Sync accounts

Sync accounts

We’ve re-invented how you collect and manage online reviews.

Sync your ratings and reviews from your Facebook and Google accounts directly to your Oneflare public profile to boost your credibility and increase your chances of winning work.

Register business

Sync your external accounts to grow your total number of reviews, increase your average rating and improve your search ranking in just a few minutes. Then, centrally manage and respond to your reviews all from within our mobile app.

Benefits of sync accounts for your business

  • Never miss a review
  • Increase your win work rate
  • Control your online reputation all in one place
  • Sync your ratings and reviews from your Facebook, Google and Word of Mouth accounts directly

Frequently asked questions

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Top tools

Oneflare Now

Oneflare Now

We’re connecting you with customers in their moment of need.

Oneflare Now is a direct call service that connects you with nearby customers looking to get whatever they need sorted. Set your service areas and daily call availability, and we’ll send you jobs directly to your phone.

Register business

Customers in need of urgent work call Oneflare’s dedicated phone line, enter their postcode and wait to be connected with the nearest available expert. Businesses in close proximity, who match the requested service type, are alerted immediately via a phone call.

Benefits of Oneflare Now for your business

  • Define your call availability
  • Connect with customers in real-time
  • Secure your next job and minimise downtime

What do our businesses think?

“When you search online for towing services, Oneflare is the first result to pop up, so I know I’m in good hands. With Oneflare Now, I like the fact that not only am I getting a job lead but the app also tells me the suburb from which the customer is calling. This is allowing me to pick the leads I want, whenever and wherever I want!”

– Aaron from All Tow Brisbane, QLD

Frequently asked questions

Categories
Design & technology

How to market your small business online

Getting a small business off the ground is a challenging, time consuming and costly exercise. After going through the effort of planning and setting up, the next thing you need to focus on is getting found by potential customers.

Usually, this means paying for ads. Thankfully though, there are ways that you can get around paid advertising, to begin with, especially when your budget may be a little low after paying for setup. Instead, you could invest in a professional graphic designer to revamp your logo or animation on your site. Or maybe you don’t yet have an online website and need to hire a qualified web designer or developer. Below, we’ve gone through the top 6 advertising methods that you can engage in to get your small business off the ground.

Source: Blue Platypus

Google my business

If you’re wondering how thousands of businesses manage to appear on Google Maps, then the chances are that they have a Google My Business profile. These are completely free and are a great way to help potential customers discover you.

Many internet users perform search queries which include terms such as “near me” e.g. “lawyers near me”. With an optimised Google My Business profile, you could appear in both Google’s search results and Maps for related customer queries.

Some of the key benefits of owning a Google My Business profile include:

  • You can get found on Google Maps
  • A potential customer can build their trust of your business through customer reviews
  • Information such as opening/closing and peak visit times is available on demand
  • An optimised GMB profile helps improve your search rankings

Google My Business also offers insights on how many people visited your profile, and whether they did so via Maps or a search query. If you see that it’s beginning to pay off, you can always pay to show up at the top of the maps pack, which will help your business generate even more enquiries.

Social media

Social media networks are visited by billions of people every day. As a result, they’ve become a mighty competitive space between businesses. In fact, social media websites Facebook and YouTube are the second- and third, most visited websites in the world.

It’s no secret that just about all social media channels have become a “pay to play” environment in terms of exposure to new customers. Though there are always ways to beat the system.

Generally, posting content across Facebook, Instagram and YouTube are completely free, albeit with limited exposure. With Facebook in particular, though, you can take things one step further.

There are many neighbourhood community Facebook groups, each presenting an opportunity to reach a localised audience. Every time a new post is made within these groups, users are notified.

To find a neighbourhood community group, begin by typing in a suburb name in the Facebook search bar. Then, you will see a list of related groups under the “groups” tab. When you find your group, join and then you can begin posting away. Just be mindful of any community posting rules.

Another great way to increase exposure via social media is with the use of “stories”. This is a feature derived from Snapchat and has been adopted by Facebook, Instagram and YouTube.

Email marketing

The letterbox drop of the 21st century, email marketing is among the most effective online advertising channels. You can take advantage of email marketing platforms such as Mail Chimp who offer their services for free for up to 2,000 subscribers.

The trickiest part is building up a relevant subscriber list. Depending on how aggressively you want to generate subscribers, this could be a costly exercise, though we’ll keep to the free methods.

The easiest and cheapest way to acquire a new email subscriber is to ask a customer in person. If someone has engaged with your business already, then the chances are that they will be more open to receiving emails from you due to familiarity.

Another great way to obtain new email addresses for free is through the use of lead magnets. For example, if you own a pool cleaning business, then you can offer a free downloadable pool safety checklist in exchange for website visitor emails. This is something that you can ask your web design expert to setup for you.

The final free method that we’re going to is the method of blogging. Essentially, this is offering free and useful information to your website visitors. Take this article, for example. At the end of the article, you can place a newsletter sign up form. Then, users who find your articles useful might be inclined to subscribe.

Abandoned cart emails

If you own an e-commerce site, chances are you’ve experienced customers leaving your site before finalising their purchase or completing a form. This is can be referred to as an abandoned cart. A way to win back these customers is to implement an abandoned cart email strategy for your business.

Firstly, this involves capturing the customer’s right email in the early steps of your online form. As long as you can successfully capture your potential customer’s email, you can target them with a personalised follow-up email.

There are multiple reasons why a customer may have leave part-way during your checkouts process, from the shipping costs being too high to getting distracted. Strategies for your abandoned cart emails can include sending easy steps to complete their purchase or creating a clear call-to-action.

Another strategy can you implement is applying a multivariant split test on both your email campaigns and landing pages. By implementing this technique, we were able to convert 60% of users who landed on our abandoned cart landing page.

Local citations

Local citations are the digital version of those thick Yellow Pages books that were once delivered to your door on an annual basis. Here you can input your business details such as name, address, phone number, trading hours, services you offer, website address and more.

Admittedly, these have become less effective as free advertising methods, and many businesses have moved over to paid services such as ours where you only pay when you get a potential customer.

Online directories mainly apply to businesses with physical addresses. If you don’t operate from a physical address though, you can look for link roundups related to your services online. Then, ask these websites to include your site as well.

Contact local SEO and SEM experts

Review websites

Many customers turn to review websites to find out whether or not a business is worth visiting or not. Think of Word of Mouth. Not only is it the best way to get free publicity, but on this Australian site, customers can leave reviews about businesses such as restaurants and bars, dentists, beauty salons, doctors and more.

The best part about Word of Mouth is that the brand has built trust among its community members, meaning that all you have to worry about is getting some positive reviews. The Word of Mouth website receives thousands of visitors on a monthly basis, so this represents a massive opportunity in terms of reach.

Thankfully, Word of Mouth allows you to list your business for free. Using the free profile, you can respond to customer reviews, upload photos and even post your own deals. There are also paid options, which allow you to create targeted ads, including customer support and even remove competitor ads from appearing on your profile.

Categories
Design & technology

How to create good video content

Videos are an ever-present medium of communication that you can find anywhere today. From the smartphone to the big LED screen, visuals are some of the most attention-grabbing ways that you can get someone’s eye.

That’s why any marketing strategy worth their salt should integrate videos into their campaigns. Not because they’re ubiquitous – though that should be reason enough – but because video content can help you boost customer engagement.

These statistics show that even compared to other forms of marketing; video still has the edge:

  • 54% of users want to see more video content from brands they like
  • 88% of companies that use video marketing report high ROI and improved conversion rates
  • 88% of users stay longer on a website with video

And while videos are unlikely to fall from its place as an effective method of engagement, it’s not enough to attach some images or animate some slides. A poorly designed-video will have more or less the same effect as any other subpar marketing collateral, and might even cost you in the long run. Luckily, there are ways for you to avoid this pitfall.

But before we examine that, let’s talk about the one thing you should keep in mind whenever you want to create a video for customer engagement.

Purpose-driven video

The biggest mistake that you can make when producing video content is making it for the sake of making it. It’s easy to get blindsided by all the options you have when relating a video, and it’s these options that can muddle your vision of why you put out a video in the first place.

When you make a video, always keep the purpose of WHY you choose a video format to convey the message. While the statistics we showed earlier prove that video content has an edge with engagement, those don’t guarantee success.

Creating marketing videos is a great way to engage your audience / Source: Event Video Production QLD

Making video content for the sake of showing something rather than getting a message across isn’t just wasteful: it can backfire with terrible results. Consumers today are more aware of what content has substance in it and what content just looks pretty. And while you can pique their curiosity with a well-crafted video, it’s a purpose-driven one that can hold their attention.

So, whenever you discuss strategy around a video-centric engagement campaign, always keep the aim of why you made the video at the forefront of your mind. It’s easy to get blinded by shiny graphics and aesthetically pleasing models, but those things aren’t the heart of what drives video content and audience engagement.

But that being said, there are concrete steps that you can take to make sure that your message gets across – or at the very least, more straightforward to convey.

Ways to leverage video content for more customer engagement

1. Create compelling content

Everyone likes stories. And everyone has a story to tell.

Videos can get your story across, but you need to make sure that your audience has a reason to get invested in what you have to say. That’s where well-crafted narratives and compelling content fall under.

You don’t have to be an expert in filmmaking to do this: more often than not, building a sensible narrative is enough. Even a rudimentary grasp of how narrative writing works can be the difference between a flat narrative and a compelling one.

Make sure that your video makes sense in context. Have a beginning, a middle, and an end. Conduct market research to see which kind of storytelling will work with your target audience and the subject that you’re talking about. This step involves a lot of back and forth with your audience and video team, so make sure that the conversation is understood on both sides. Having these two work in sync is your best chance for creating a compelling narrative.

2. Show products instead of talking about them

Videos about products often fall into the trap of just talking about what the product does, instead of showing what it can do. And while you can wax poetry about how great your product is and how it works, nothing will beat a simple demonstration.

Remember, you have a visual medium to work with, which lends itself naturally to an actual demonstration rather than a written narrative about your product and service. People are more inclined to engage with something that they’ve seen working, rather than take its merits with no demonstration.

3. Entertain your audience

No one enjoys sitting through a dull video. That’s why it’s essential to keep your audience interested during your bit, and entertaining them is the best way to do that.

The simplest way to do this is through comedy, but it’s not the only way to do it. The best way to entertain your audience is to show actual interest and passion in your videos. People will subconsciously mimic the actions of others in a social situation, and a video can be the perfect bubble where you can take advantage of this inclination. You don’t have to be funny – you just have to be interesting AND be interested in what you’re doing.

Make sure that your entertainment matches the video that you’re producing. The last thing you want to do is to cause some dissonance between your message and how you deliver it. Not only will this confuse your viewers, but it also wrecks the entire point of your video.

4. Be genuine

For your audience to get a genuine emotional connection to a video, you need to be authentic. This is a tricky thing to convey in a video, but it is possible.

Being genuine refers to the capability of the audience to relate to your message, whether it’s a point you’re making or convincing them to see your side. The key to this step is to produce content that your audience will want to watch. Not only does this improve the conversion rate, but it helps forge an emotional connection between your brand and its audience.

Being genuine also means that you should always present your product or service as it is and never try to advertise or show more than what it can do. Be realistic in what you show since you don’t want to create any false or unreasonable expectations.

5. Post your video on multiple platforms

Whenever you release a video, always optimize it for multiple streaming sites. Even if you publish a video on one site, remember that people are browsing from multiple devices – which means different screen sizes and resolutions that different video streams can accommodate.

Get creative with your video content / Source: Media Chameleon

Remember that social media also has video streaming options, so check if your video can work on all formats. Not only does this give you more reach, but this is also the best way for them to show up on the site’s feeds or search options. SEO for small business will likewise benefit from this practice.

6. Always end with a call to action

A video isn’t complete without a call to action – whether it’s acting on the service provided or to buy the product. Since you’ve already gotten their attention by engaging them with the video, it’s easier for you to convince them to act on what you say.

The call to action doesn’t have to be all sales-centric and obvious: you can even consider the entire video as one elaborate call to action. The point of this method is to convince your audience to act on the message you present in your video. This can be as simple as asking a question or giving them a place to look for more information.

7. Make it shareable

Organic growth is one of the best ways to share any kind of content, and videos are no exception. If you structure your video campaign, so it’s easy to share, you engage with many market segments that you won’t be able to reach usually. Shareability improves the SEO for small businesses, aside from just putting your brand out there.

Allowing your video to be shareable also means your audience becomes ambassadors for you, driving even more engagement between those that may not be following your brand. Even just raising awareness through sharing your video can bring a lot of good traffic to your brand.

8. Give people a reason to buy

For advertising a product, you should be able to convince your audience to buy whatever it is you’re selling. Whether it’s by showing its good points, convincing them that this is something they need, or just proving it superior to other products, always go intending to make it desirable.

However, it’s important not to oversell what your product can do, or push too hard with making people buy. The best way to approach this is to give reasonable expectations about what the product can do and make these expectations desirable to the people watching the video.

Contact local videographers

9. Keep your audience in focus

Tone-deaf messaging is one of the worst things you can apply to video marketing – but it’s a common pitfall by a brand that doesn’t study its audience.

Before making the video, try to tailor it to what your audience would like to see. Since they’ll be the ones engaging with the content, making it more relatable to them can give it a higher chance of success. This doesn’t just go for content: it also means keeping things like web accessibility resources and other methods of access in mind.

Again, this is another aspect where knowing your audience is important. While you can make some general assumptions on what they would be like, direct contact with your audience is a better way to get a firm grasp of what they want to see. You can think of this as engagement before engagement – reinforcing the connection between you and your audience.

10. Thumbnails are important

Before your audience ever watches a video, there’s a moment where they can see the thumbnail.

This is more important than you think. A well-crafted thumbnail can stand out in the sea of other videos on a feed and gives your audience a reasonable expectation of what they’ll see when they click the video.

A thumbnail can also help with the video itself by either subverting or reinforcing the message of the video. In this way, it works as a compelling narrative storytelling tool.

11. Create interactive content

If you have the budget and the idea, you can’t try creating interactive videos. Plenty of video streaming websites offer some version of these videos, but if you’re hosting them on your website, you have more freedom in the content. If you ever build a business website, then this is a step you can’t miss.

Interactive videos offer an added layer of experience above the engagement that video already provides. By encouraging your audience to interact with your video, you guarantee their attention and engagement.

Just remember not to make the video any more complicated than it has to be. Simplicity drives effective interactive videos. If it’s too annoying or too complicated, your audience will lose interest and will drop engagement.

12. Feature your audience in video content

Finally, featuring your audience in the video can be a great way to make engaging content. This can be as simple as featuring regular customers, to featuring content created by your audience.

User-generated content doesn’t just connect better with your audience, but you also save on the actual costs of producing the content for the video. User-generated content needs minimal editing and retouching so that you can pour your resources into other parts of the video.

One thing you should avoid is to mess with the content used in the video. The advantage of using user-generated content is that there’s a greater chance it can engage your audience since it’s more authentic and close to their experiences.

Video as a connection

Making video content is a necessity that any brand strategy needs to take into consideration. But a good video doesn’t always cause a successful one, and neither do successful videos always come from good looking video.

Video content should accomplish one thing above all else: be something that leaves an impression on the people watching it. With a good grasp of what to show and whom you’re showing it to, making engaging videos can be a reliable and successful endeavour.

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Design & technology

The do’s and don’ts of managing your online reputation

Having a positive reputation online can often mean the difference between winning the job, or losing the customer. Think about your own browsing habits when deciding on buying a product or requesting a service. How often is your decision swayed by the number of stars on an item listing? Do you look at how the product performs in the real world, beyond the advertised? 88 per cent of customers say that they determine the quality of a local business based on their reviews.

Here are the best practices of online reputation management and exactly how you can make your review forums work in your favour. 

The wider your coverage, the stronger your credibility

Firstly, ensure you’re set up on a number of trustworthy review platforms and forums such as:

A good starting point is to check out where your competitors are, chances are you should probably be there too.

Eliminate the barriers

Make it as easy as possible for customers to review your work online. One of the simplest ways to do this is to send clients a direct link to your business’ review page/s via email, SMS or even at the top of your invoice. The review process should be quick and streamlined, not long and tedious. Top-performing Oneflare businesses also suggest a follow-up call to ensure the client was happy with your work might be a good option and, if they are indeed pleased with your performance, it’s the perfect time to ask for a recommendation.

Determine the right timing of the invitation

Ideally, you should engage with your customer and ask them to leave you a review when they’re at their happiest. For example, if you’re a wedding photographer, it might be helpful to ask for a review when you deliver the photos of the big day. Nothing wrong with taking advantage of peak customer satisfaction! If, however, you’re a builder and you’ve been delayed on finishing a project, you may be better off holding off asking until the service is complete.

Make it as easy as possible for customers to leave reviews / Source: Shutterstock

Incentivise

While you are not legally allowed to buy or pay for a review, you can gamify the process by:

  • Placing any one who leaves an honest review (good or bad) in the draw to win something; or
  • Organising a ‘surprise and delight’ for one lucky customer who has left an honest review. 

Find opportunities

If someone sends you a review via email, text message or over the phone, feel free to either send them the direct link to your preferred review platform or ask them if they’d be happy for you to copy and paste/type out the review on their behalf. Alternatively, you can post it as anonymous. 

Include the good, the bad and the brutally honest

A page full of glowing reviews is usually a red flag for prospective customers (fake alert!). Each comment is a useful insight into how your business is performing, so always listen and aim to do better! It is, after all, a valuable learning experience. The aim is to collect as many positive reviews as you can and turn each negative experience into a positive one.

Never reply to a negative review when you’re frustrated

Just like the old adage of never going to bed angry, resist the urge to bite back when you’re upset. Take a breath and take the time to process the comment before responding, you might find you’ll learn some valuable feedback. If you’re certain you’re not in the wrong, make sure to describe what you did to resolve the situation before the review was posted publicly. 

Contact local web design experts

Resist the urge to say, ‘I’m sorry you had a bad experience’

Instead, kill ‘em with kindness. Empathise and get on the front foot by showing prospective customers that you are a professional business willing to fix genuine mistakes and rectify the situation if required. Promptly offering an appropriate solution to their problem will likely eventuate in a return customer.

Avoid using emotion or sarcasm

Sarcasm and tone don’t necessarily translate well online. As an attentive service provider, you’ll need to give the customer the benefit of the doubt, while remaining rational, cool and factual at all times. 

Act fast

A negative review is a ticking time bomb, so ensure you address the complaint respectfully and appropriately in a timely manner. Leaving the review unanswered can turn away potential clients so make sure to prioritise a response. Interested in learning more? Our Oneflare HQ industry leaders in sales, marketing and SEO can tell you all about new technology and how to build trust with potential customers online. Check out the video here.

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Design & technology

The best apps for small businesses

Running a small business often means doing several jobs at once.

As the business owner, you are simultaneously the employer, employee, accountant and admin as well as anything else that pops up during the course of a job.

If you feel like your time is constantly being pulled in multiple directions, and it is hard to stay on top of your tasks, don’t worry, we have a curated series of apps to help get your time back under control.

General productivity

Google Keep – iOS/Google Play

If you find that you are always misplacing notes, then Google Keep is for you. Keep’s strength comes from its simple design and tagging system. Quickly jot down a note and then either colour code it to the job it is related to or add a label for easy searching at a later date.

Keep also has a handwriting to text feature. Which, while admittedly not perfect, is an excellent way to save your pen and paper notes to the cloud!

You can also add photos, audio files and video to your notes as well, ensuring you have all of your information readily accessible no matter where you are.

Time management

Toggl – iOS/Google Play

With the press of a button, Toggl will track your time down to the second. This app is useful if you have billable hours that you need to account for, as well as getting a measure of how your time is spent. You can track different activities, and, importantly multiple employees which you can then break down into smaller groups as needed.

Ensuring that you are making the most of the time you have on a project is an excellent way to minimise stress and manage your workload.

Toggl is free for up to five users. The paid version, however, allows an unlimited number of users to log time as well adding rates and sub-projects.

Project management

Trello – iOS/Google Play

If you work in a highly visual manner, then Trello is the to-do app for you! Trello is a digital version of the Kanban system. You create a board with a series of cards to move across the different stages of a project. From quoting, to in progress, to complete. You can also assign cards to employees ensuring that everyone knows what part his or her role is in the project and who has dependencies at the different stages.

Having an overview of the project’s progress will give you a much clearer idea of the remaining time and costs involved and ultimately keep you and your staff on task.

Trello is free for personal use but does incur a fee if you are signing up multiple people under the one business.

Accounting

Invoice2go – iOS/Google Play

Invoice2go makes your accounting simple. With a few swipes you can invoice a client on the spot. Either by emailing them or exporting a PDF and printing.

It also keeps all of your accounts in the cloud, meaning wherever you are you can access your invoices, estimates and purchase orders from your office.

Users, reportedly, spend an average of three hours a week less on their accounting, meaning that you can devote more time doing what you do best – helping the customer!

If you are feeling overwhelmed at the thought of all you have to do, being able to keep all your notes in the one place, track your time, plan and manage projects and invoice on the go by downloading a few apps to help streamline your business will ultimately save you both time and money.

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Finance

5 common small business myths

When you start your own business, it can be easy to fall into the trap of believing in myths. From bookkeeping to customer service, there are plenty out there – and some of them seem true enough to take seriously. The problem with this? They can steer your business in the wrong direction.

Put simply, it’s about time SMEs stopped spinning so many plates – especially when some plates aren’t worth the time. Here are five small business myths you need to stop believing.

Myth 1: Bookkeeping is just about the numbers

It’s a common myth that bookkeeping is a numbers game. While it’s true that numbers do have a big part to play, it’s actually much more than this. Essentially, a bookeeper is responsible for organising and storing accounting and financial documents such as statements, income tax records, ledgers and journals.

Source: Conveyancing.com.au NSW

In fact, there are many skills that a good bookkeeper needs to help keep a business afloat that goes beyond being savvy with numbers. Discipline, good communication and a high level of organisation are required. They also need to have a solid understanding of the bigger picture, which means, knowing how expenses or new staff hires will impact the business six or 12 months down the track.

Proper bookkeeping makes it easier to fulfill tax obligations, analyse and manage finances, make plans for the business, and abide by the law. Consult with a local bookkeeper for some professional advice.

Myth 2: Be active on all social media platforms

For small businesses, it’s important to be active on social media. However, it’s equally as important to be active on the right platforms in the right way.

The truth is, being present on every single platform can be overkill. While it might seem easy to use software tools to publish your content automatically across several channels, what works on Facebook doesn’t necessarily work on Twitter or LinkedIn.

Take extra time to optimise your content for each platform. Think about the tone, angle and word length of each post, making sure it’s appropriate for your different audiences. Do your research and find out where your customers are having promising conversations and narrow your presence to where this is happening.

Myth 3: You should be working all the time

Running a small business will certainly keep you busy. It often feels like there is so much to do and so little time to do it. So we overwork ourselves to keep on top of things. However, everyone is human – and everyone needs a break.

Need proof? It’s actually scientifically proven that prioritising your breaks at work will make you happier, more focused and more productive. Taking breaks gives our brains a much-needed rest, allowing us to get back to our tasks with renewed energy and focus. They also relax our brains, helping us retain information and make valuable connections, as well as reevaluate our goals.

Simply put, making time for breaks equals making time for your business.

Myth 4: Voluntary administration is the end of your business

While some people might see it as an extreme action, voluntary administration can be a smart move. The truth is, when your business is in a sticky situation where debts can’t be paid, restructuring your operations, creditors and assets is a way of potentially improving your financial position.

The aim of voluntary administration (VA) is always to get a business back to financial health if possible, or to make sure that creditors get a better return than if the business was liquidated.

If you’re up against the wall, going into VA can give your business breathing space, as an external administrator takes control of your business while its finances can be reviewed. It’s a simple process, and contrary to what some people believe, can help your business get back on track.

Contact local bookkeepers

Myth 5: The customer is always right

There’s no denying that customers are crucial to your business. However, it’s important to balance their needs with yours and your employees’ needs too. Here are three instances when the customer is actually wrong:

  • When they make you or your staff unhappy
    Nobody deserves abuse. Sometimes customers get angry and expect people to be held accountable. However, if you know you or your employee to be right, it’s best to hold your ground. 
  • When they’re bad for business
    If a customer is disrespectful for absolutely no reason – it’s better to let them go. It shouldn’t be a matter of finances, especially if it’s causing you or your staff unnecessary trouble.
  • When they’re not worth it
    Some customers simply aren’t valuable to your business, particularly if they’re giving your staff trouble time and time again. Instead, it’s better to focus on customers that deserve your services and are willing to work with you.

Be a small business myth buster

Sometimes it can be tricky to figure out myth from reality. While busting myths is something you’ll naturally do when running a SME, it’s always helpful to know what to believe and what to dismiss before going in.