THE BLOG FOR AUSTRALIAN SMALL BUSINESS

A PRIVATE WHISPER ON WEBSITE DESIGN

Revealed! The biggest best-kept secret to a winning Business Website.


What is the biggest and best-kept secret to a winning Business Website Design? And why do so many professional website designers still seem to get it so wrong?Are you in the process of developing a brand new website to represent your business online?
Perhaps you’re considering a major redesign to your existing site or you’re starting from scratch for the very first time?
You may already have called in the professionals to get the ball rolling.

But there’s a very common mistake that even some of the professional website designers seem to make far too frequently.
So what exactly are the secret ingredients to a winning Business Website?
And what is the biggest design secret of all?

 

Exposing the biggest secret behind good business website design…After what felt like an eternity of tense anticipation, the waiting was finally over.
Down at Smokey Joe’s Business Bar, Flash Floyd was about to unveil his brand new business website on the screen of his laptop.

He’d been talking about nothing else for months and months.
This was apparently going to be the most amazing business website design ever to be glimpsed by human eyes.
It was going to be jaw-dropping. It was going to be utterly unique. And it was going to change the way we think about business websites in the future.

There were certainly plenty of astonished gasps echoing around the bar as Flash Floyd flipped open his laptop with a proud grin on his face.
The general verdict seemed to be that the new website did indeed look out-of-this-world and lived up to everything that Flash Floyd had promised.

But here’s the bit where I come across as a bit of a party-pooper.
After navigating the site for a few minutes, I have to admit that I wasn’t really impressed at all.
In fact, I preferred Flash Floyd’s older website which has sadly already been despatched to Cyberspace Oblivion.

This new website design was clearly a professional job and looked as if it may have cost a small fortune. Or maybe even a big fortune.
But in my eyes, it was a failure as it completely overlooked the one real secret to a great website design.
And it’s all about what your website is actually supposed to do. CONTINUE READING

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IS THERE ANYONE OUT THERE?

Four reasons why your business content could be getting completely ignored.


 Could your business marketing content – including Blog articles and Social Media posts – be getting completely ignored for a very good reason?Are you failing to generate a healthy response from your Blog posts, Social Media updates, or other slices of marketing content?

When you’re trying to whip up a healthy and lively online discussion, do you often find that you end up getting completely ignored?

And is anyone out there paying the slightest bit of attention to what I’m saying right now?
Is this thing even switched on? Helloooooo?

Actually, I’ve become used to writing content which gets utterly ignored.
Not here on the Blog, you understand.
And not on my Facebook page or any of the other Martin Print Social Media channels.

I’m mainly talking about the Sweet Pastry Shop orders that I give to Old Bert every lunchtime.
I present them to him in a variety of formats for maximum impact.
I write them down on paper, I put up the details on the notice board in the canteen, and I even have them printed up on a stylish glossy Menu down in the printing press.

I’m wasting my time though, as I know Old Bert never bothers looking at any of this content.
He seems to prefer injecting a bit of fun into lunchtimes by just trying to guess what everybody wants and getting it all hopelessly wrong.
Still, at least I know the cause of that particular problem.

On a slightly more serious note, it can be frustrating when you fail to generate a response from business content which was designed to get your audience talking…and you don’t really know why it failed.

There could be a very good reason why your Blog article or Social Media post failed to take off in the way you’d planned.
But we can only work on the solution after we’ve first identified the real cause.

Here are four of the most likely reasons why your business marketing content could be getting totally ignored by your audience… CONTINUE READING

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GOOGLE YOUR BUSINESS

The new free tool from Google that helps to put your Aussie business on the map and ditch the Octopus.

Google My Business is a new free tool which gives you the power to control your business presence on Google with only one pair of hands. But is it any good?


Google have recently launched a new free platform for Australian Small Business which is designed to change the way you manage your crucial presence on Google forever.
But what exactly is this new tool Google My Business supposed to do?
How do you sign up to the service and is it really worth taking a look?

Essentially, Google are promoting the new platform as a handy solution for bringing together Google Search, Maps, Google+ and more under one easily manageable roof.

It might just mean that Martin Print can finally get rid of the annoying Octopus that we hired earlier this year, whilst you can quickly enhance your online business presence without tying yourself in knots.

Attempting to keep on top of all your different Google-shaped profiles and platforms could often be a bit of a nightmare, especially when things like Google Maps, Google Places, YouTube channels, customer reviews, and Google + Local were scattered around all over the place. CONTINUE READING

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CALLING FACEBOOK USERS TO ACTION!

The Secret Words that generate the biggest interaction from your Facebook posts.


Could success or failure in generating interaction from your Business Page posts on Facebook depend on the choice of words you use in your Call to Action?Which secret word hits the spot when it comes to inspiring your Facebook followers to engage with your latest status update?
And which hugely popular word doesn’t seem to do much good at all, despite getting used millions of times every day by business page owners?

It’s very tempting to kick off this new article from the Martin Print Blog with a dramatic Call-to-Action which urges you to “READ THIS NOW!!!”
But would that really encourage you to read further, or is it much more likely to put you off completely?

Let’s take a look at How to craft the perfect Call-to-Action in a Facebook post

 

Down at Smokey Joe’s Business Bar this week, I was having an intriguing chat with Sharp Simon.
He expressed his total bafflement at the results he was getting from his Facebook business page posts.
Sharp Simon generally publishes around two to three status updates every working day, but he seems to generate wildly differing results from them.

“I’ve come to the conclusion that it’s all just totally random,” he admitted in a defeated tone.
“There are times when I write a fairly low-key post which takes me by surprise and attracts a whole stack of Likes, Comments, and Shares.
“Then there are other times when I feel as if I’ve written a really strong and powerful status update…which ends up doing absolutely nothing!”

Taking the prickly issue of Promoted Posts out of the equation for now (although you might like to read my article on Pay to Play Facebook for further insight on this topic), it appeared to me that Sharp Simon’s hit-and-miss results were simply a matter of wordplay.
In particular, the success or failure of his Facebook posts largely depended on the choice of language he was using in his Calls-to-Action.

A recent report from TrackMaven has examined over a million and a half posts from Facebook business pages to assess which secret words were working wonders and generating real interaction.
It also revealed which types of Calls-to-Action were falling flat and driving readers away in droves.

So what exactly is the best secret word of all to use in a Facebook status update?
READ THIS RIGHT NOW TO….sorry, hang on, I lost my concentration there for a second. I’m sure there’s no need to be quite so pushy.
Ahem. Why not take a look at some of the findings below?

CONTINUE READING

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GREATEST EVER GUERRILLA MARKETING

7 creative Business Marketing Campaigns that took the audience by surprise…


Guerrilla marketing! Seven of the most creative and daring examples of clever business marketing which took the general public by surprise…Boo!
Did I catch you by surprise?
No? Hmm.
I’ll have to try harder next time…

Guerrilla Marketing has been surprising and even startling innocent passers-by for quite some time now, as small and big businesses dream up new ways to get their message across to a largely unsuspecting public.

It’s a concept which has grown in popularity over the last few years;
The unconventional marketing stunt designed to capture attention from out of the blue and generate a big buzz.

The marketing campaigns tend to be controversial, funny, jaw-dropping, scary, annoying, downright silly, and sometimes even a little bit naughty.
But the very best of the bunch always grab your interest and raise awareness of the business or product on a big scale.

I’ve been experimenting with the idea here at Martin Print H.Q, with the help and hindrance of our resident caretaker, Old Bert.
Following a slight misunderstanding, Old Bert spent most of last week walking up and down the street in a gorilla costume and handing out some of our luxury Business Cards.

I eventually took him to one side, and explained again that Guerrilla Marketing is all about taking the general public by surprise and getting them to absorb your marketing messages without even consciously realising it.

I won’t go into too much detail on his second disastrous surprise strategy, but you could hear the screams and gasps of innocent passers-by for miles and miles and miles.
I’m not letting Old Bert out of the building without supervision ever again.

In future, I think Martin Print will stick to more traditional marketing methods when we’re trying to tell business owners about our beautiful printing and results-driven design services.

But in the meantime, here are seven of my own favourite examples of Guerrilla Marketing from around the world.
Genius or just plain potty?
You decide.
Expect the unexpected! CONTINUE READING

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OPTIMISE YOUR VIDEOS ON YOUTUBE – FAST!

How to Unlock the Secrets of Optimisation from the Internet’s Biggest Marketing Weapon.

You’ve created the world’s most compelling marketing video to help spread the word on your business…but it’s likely to get missed by a potentially huge YouTube audience unless you’ve taken a few quick steps to optimise your content.
Here’s A Complete Guide to YouTube Optimisation which should help to give your visual gems the best possible chance of getting discovered by prospective new customers…

How to optimise your business marketing videos on YouTube, and give your content a better chance of getting viewed by potential customers!Unless you’ve been living in an isolated cave for the last few years, I’m pretty sure that you’ll have experienced YouTube in one way or another.

In fact, no, that’s not quite true. Even those cave-dwellers have jumped on the video-sharing bandwagon.
An old mate of mine has been living alone in a remote cave for the last decade, after making the decision to pursue a quiet and simple life, far away from human beings and technology and deeply annoying ringtones.

Imagine my surprise when I discovered recently that he’s now got his own YouTube channel!
He regularly uploads new video content delivering survival tips, cooking suggestions, and fun games to play when you’re completely alone in the dark.

Thanks largely to dog weddings and skateboarding cats, YouTube is now the second-largest search engine in the world, boasting well over a billion unique monthly visitors.
A staggering 6 billion hours worth of video footage is viewed from the site every single month.

Now that fun and engaging video content can be quickly produced on a Smartphone by any business owner with no real budget but plenty of imagination, it’s very little surprise that so many businesses are tuning into YouTube for big marketing results.
(For further insight on the strategic points to consider before shooting your next video, you might be interested in taking a peek at a recent Blog article which explores The Basic Essentials of Video Marketing.)

Here’s a cause for concern, though;
Far too many business owners get so carried away in the excitement of uploading a brand spanking new YouTube video, they overlook those small crucial steps to total optimisation.

They’re quick, simple, and easy. It’s mostly about planting the right keywords in the right places, with just a couple of extra juice-boosting steps thrown in for good measure.
And this short path to YouTube optimisation ensures that your unique video content is far more likely to be found by those prospective customers in search of the exact services you provide.

Here’s how to squeeze maximum marketing power from your own YouTube videos… CONTINUE READING

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PAY TO PLAY FACEBOOK

Why ‘Free’ Facebook Posts Will Soon Become a Waste of Time as Organic Reach Plumbs New Depths.

Have you noticed just how quickly the visibility of non-promoted posts from your Facebook business page has plummeted over the last couple of years?
Is your audience reach tipped to drop even lower in the very near future?
Could posting a ‘free’ update soon become a total waste of time, and is there any way back from Pay to Play Facebook?

Just how low is the audience reach of free Facebook posts from your business page set to plummet in the near future?It was good while it lasted.
But the days of reaching out to your loyal Facebook business page followers with completely ‘free’ or ‘organic’ posts finally seem to be over.

You may remember a time when Facebook was telling us that the platform was a wonderful way to build up a new audience and engage with your prospective customers.
But you’ll now have to pay for promoted posts if you want any hope of reaching out to that audience you spent so long on building up from scratch.

Over the last two years alone, the audience reach of a typical ‘free’ Facebook post from a business page has already plummeted from 16% of your followers to a mere 6%.

But here’s another slice of bad news;
A reliable source close to Facebook has recently indicated that the world’s most popular Social Media platform is now working hard on slashing that organic reach down to as little as just 1%.
So, 99 in 100 of your Facebook fans will completely miss every free post you make in the future.

Before I go any further, I should quickly stress that the average personal Facebook user will not be impacted in any way by the ever-dwindling reach of organic posts. This only affects businesses and brands that are trying to communicate with all those fans who willingly clicked on the ‘LIKE’ button of a Facebook page.
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MISLEADER OF THE PACK

How to Avoid Breaking the 3 Simple Rules of Honest Advertising.

Could your customers end up feeling cheated or conned by misleading advertising from your business, even if the mistake is purely accidental? Here’s how to avoid breaking the rules of good honest advertising.Here at the Martin Print Blog, I often discuss new and creative ways of demanding attention from your Business Advertising.
But it’s all too easy to get carried away with compelling copy, and drift a little too far from the clear and simple truth.
Here are the 3 Rules of Honest Advertising to help you avoid accidentally misleading your audience and landing your business in legal hot water…


I invited Old Bert to have a drink with me last night, down at Smokey Joe’s Small Business Bar.
I’m not usually so generous to Martin Print’s very own grumpy caretaker, but I was willing to push the boat out after spotting one of Smokey Joe’s new promotional posters in the window earlier this week;

“FREE EXOTIC COCKTAIL FOR EVERYONE WHO WALKS THROUGH THE DOOR!”

It sounded too good to be true.
It was.

When I cheerily tried to claim our two free drinks at the bar, Smokey Joe swiftly drew my attention to the small print on the promotional poster, directly underneath the big bold headline.
He passed me a magnifying glass, just to make sure I could read it without too much eye strain.

It turns out that Smokey Joe was actually offering a Free Exotic Cocktail to everyone who walks through the door…and buys a Smokey Joe Mega Grill Meal for only $99.99.

Hmm.
There were plenty of disgruntled noises coming from my fellow customers, one of whom was even threatening to report Smokey Joe to the Australian Consumer and Competition Commission (ACCC) for false advertising.

If Smokey Joe had followed his usual route of getting Martin Print to professionally produce his promotional material, my team would have been very quick to point out the huge mistake he was making.
Alas, he got a mate to run off very low quality prints on the cheap, and he was now left to deal with a very unhappy crowd of customers.

Here’s how to avoid upsetting your own audience by following the 3 Simple Rules of Clear and Honest Advertising


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STATIONERY WITH STYLE!

Inspiring Ideas for Getting Creative with Your First Class Business Stationery.

 Is your business delivering a strong and memorable impression with your uniquely branded Office Stationery?
Here’s a Showcase of 12 Stunning Stationery Collections from businesses that were determined to create maximum impact with Letterheads, Compliment Slips, Note Pads, Envelopes, and more.

A showcase of some of the most creative examples of Business Stationery ever. Can your own branded stationery compete with the very best?I received two invoices in the post yesterday morning.
I don’t always get so excited about this kind of stuff, I promise you.

Whenever the postman makes his daily delivery to Martin Print H.Q, I usually rip open the intriguing bulky packages first, just in case anyone has sent me something wonderful like a novelty electric pencil sharpener or a funky new desk toy.

But it was these two invoices from fellow small business owners that attracted most of my attention yesterday, mainly because of the enormous contrasts in presentation and effect.

As I type this, I’ve already forgotten just about all the details of the business that despatched the first invoice to me, including the name.
This dull invoice arrived in a plain envelope with no frills and no surprises. After the outstanding amount had been paid, the invoice was filed away forever, along with any memory I may have had of my experience with the business.

The second invoice arrived in a beautifully printed envelope featuring a stylish business design. This striking theme continued to impress as I opened the small package to find a matching invoice and an exquisite little Compliment Slip thanking me for my custom.
To complete the package, the business had also popped in a handy little Note Pad branded with this deliciously designed theme. It still sits on my desk at this very moment.
There’s no way on Earth I’m going to forget the excellent service I received from this business in a hurry.

Of course, there’s a lot more to Business Stationery than just invoices.
A professionally produced set of Stationery branded with a winning themed design can be used for every communication you make with an existing or prospective customer.
Your Letterheads, Compliment Slips, and other slices of Stationery can accompany every product you sell, every query you answer, and every update you despatch.
So let’s give the recipient something to remember.

Here’s a selection of 12 truly inventive and distinctive Business Stationery collections which were designed to leave a lasting impression.

By the way, if you’re interested in cooking up brand new designs for your own Business Stationery, you can claim FREE professional new artwork (worth up to $195) on Letterheads, Compliment Slips, and Note Pads from Martin Print until 30th April 2014.


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READY TO ROLL THE CAMERAS?

Getting to Grips with the Basics of Online Video Marketing.

Have you ever considered shooting simple video content to help market your business online? Why is it becoming increasingly important to connect with your online audience via the medium of moving film? What are the basic essentials that you should be taking into account before the cameras roll?
And what are the most common strategic mistakes to avoid when mapping out your video marketing content?


Action! Here are the basic essentials to consider before shooting a new online marketing video to promote your business.I’m currently sat in Smokey Joe’s Small Business Bar, dressed up in a silly Wizard’s costume which is way too big for me.

I’m surrounded by Elves, Dinosaurs, Clowns, Giant Rabbits, and a couple of blokes arguing over which one of them is supposed to be Tarzan.
(I’m guessing the one in the loincloth will be declared the winner. The one in the spaceman outfit has clearly got the wrong idea altogether.)

All this is not a million miles away from a typically chaotic scene down at Smokey Joe’s Bar, yet there’s something distinctly odd and exciting in the atmosphere today.

You see, we’ve all agreed to take part in Smokey Joe’s brand new marketing video.
We’re not getting paid or anything, we all just thought it would be fun to get involved.

With hindsight, I kind of wish that I’d asked to see a script or something before I agreed to participate.
In all honesty, I have absolutely no idea why I’m dressed as a Wizard, or what role I will eventually play in this online 90-second promotional video.
I’m hoping all will become clear very soon…

But Smokey Joe certainly has the right idea in embracing the online marketing video, even if he seems to be over-egging the production just a little bit.
He should perhaps have worked a little harder on his strategy before inviting the big expensive cameras into his bar.

Here’s a brief rundown of the essential points to consider when preparing to create brand new video marketing content for an online audience, and a couple of clues on where Smokey Joe might just be going wrong…

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