Busi­ness own­ers get mar­ket­ing mas­ter­class

Pilbara News - - News - Ali­cia Per­era

Em­brac­ing new tech­nolo­gies and devel­op­ing the emo­tional value of brands were key sug­ges­tions for har­ness­ing the “dark art” of mar­ket­ing from two Busi­ness Boot­camp speak­ers.

Mar­ket­ing ex­perts Tim Reid and Cather­ine Suther­land took to the stage last Thurs­day to share their best ad­vice on how busi­ness peo­ple could stand out from their com­pe­ti­tion and pro­mote them­selves ef­fec­tively to po­ten­tial cus­tomers.

Mr Reid, the host of Aus­tralia’s top mar­ket­ing pod­cast and au­thor of The Boomerang Ef­fect, said he wanted to en­cour­age busi­nesses to treat mar­ket­ing as a “hobby” by em­brac­ing new, read­ily avail­able tech­nolo­gies, which al­lowed them to en­gage di­rectly with cus­tomers.

“The changes we’re see­ing in the mar­ket­ing world are play­ing right into the hands of small busi­ness own­ers, be­cause pre­vi­ously the idea of hav­ing a pod­cast or the abil­ity to cre­ate a video at the tip of your thumb on your phone — that stuff five or 10 years ago would have cost you thou­sands of dol­lars, and now it’s al­most free,” he said.

He said ef­fec­tive dig­i­tal mar­ket­ing also re­quired a change in mind­set from merely spend­ing to shar­ing valu­able knowl­edge.

“We see a lot of busi­ness own­ers try­ing to out­spend their com­pe­ti­tion by buy­ing a big­ger ad or putting on a big­ger func­tion, but my view is out-teach,” he said.

“Be the most help­ful busi­ness owner in your in­dus­try.”

Ms Suther­land said busi­nesses could trans­form their rep­u­ta­tion and prof­its by devel­op­ing a stronger brand and act­ing in line with that en­ergy.

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