Chapter six of Aussie Warwick's journey looks at the up and up of digital marketing.
Phil Barton and Natalie Duong began Aussie Warwick last year. Over 12 exclusive diary entries they talk about the personal and professional challenges of running a new brokerage.
Since opening we have been looking at various ways to appeal to the local market and drive awareness that we are here. Traditional local advertising through newspapers, letterbox drops and outdoor advertising at bus stops have all been done or discussed at length with varying levels of success.
So how else do we get the word out that Aussie Warwick is here and ready to help?
The natural way of things in society today of course is digital marketing. Everyone is connected every minute of the day and if a bank increases its rates or fails to pass on a rate cut, within minutes it has been shared, tweeted, pinned, ‘grammed’ or posted with the usual script.
Therein lies our dilemma; how do we appeal to our audience and yet remain connected and relevant with the services that our business offers?
I was born in the UK in the 70’s and from a generation that didn’t grow up with instant media. The most instant thing for me was the introduction of chicken Pot Noodle to my school lunchtime menu!
Despite resisting for a while, probably mainly due to a lack of understanding, for the good of the business a Facebook page was created. I hesitated over my first post, and felt naïve and insecure about what to write. It was probably about the latest RBA rate cut - inspiring!
But before long I could slowly feel myself needing to know how many likes I received, how many times my posts had been shared and some disappointment that my dancing Panda video from China wasn’t shared more than six times.
Today, there are three social media platforms that Aussie Warwick uses; Facebook, LinkedIn and Google+.
LinkedIn to me is a platform to connect to business partners and professional circles. It’s a true reflection of your professional persona in terms of experience, education and career profile, and more importantly the professional interests you pursue. It allows a connection and a common ground to share educational, best practice and ethical viewpoints without the need for self-promotion within your network.
There’s been a definite shift away from Facebook for business purposes, however I believe that to reach clients of a younger demographic then Facebook still holds value. Shared posts of branded cupcakes delivered to new customers’ workplaces create interest and referrals have been won from this simple post.
Facebook needs to be fed, often. My purpose with Facebook is purely to connect to as many customers as I can with the one aim to have my business name shared amongst their friends. Time does need to be spent on placing posts that have a chance to connect and divert people to your website.
I perceive our assistant Kelly as being in the age group of heavy Facebook users, and I often ask her advice on what to post. Is this funny? Would you share this? No? WHY NOT? She looks at me knowing that I am on a slippery slope to Facebook addiction. My wife and business partner pauses to merely Tweet me to get off my phone and get some work done!
Phil and Natalie will be detailing their experiences every other Friday on MPA Online and in Australian Broker magazine two weeks following. You can find Aussie Warwick's website here.
Previous diary entries:
Diary of a new brokerage #5 Gain control of the uncontrollable
Diary of a new brokerage #4 When three become four
Diary of a new brokerage #3: Build relationships within
Since opening we have been looking at various ways to appeal to the local market and drive awareness that we are here. Traditional local advertising through newspapers, letterbox drops and outdoor advertising at bus stops have all been done or discussed at length with varying levels of success.
So how else do we get the word out that Aussie Warwick is here and ready to help?
The natural way of things in society today of course is digital marketing. Everyone is connected every minute of the day and if a bank increases its rates or fails to pass on a rate cut, within minutes it has been shared, tweeted, pinned, ‘grammed’ or posted with the usual script.
Therein lies our dilemma; how do we appeal to our audience and yet remain connected and relevant with the services that our business offers?
I was born in the UK in the 70’s and from a generation that didn’t grow up with instant media. The most instant thing for me was the introduction of chicken Pot Noodle to my school lunchtime menu!
Despite resisting for a while, probably mainly due to a lack of understanding, for the good of the business a Facebook page was created. I hesitated over my first post, and felt naïve and insecure about what to write. It was probably about the latest RBA rate cut - inspiring!
But before long I could slowly feel myself needing to know how many likes I received, how many times my posts had been shared and some disappointment that my dancing Panda video from China wasn’t shared more than six times.
Today, there are three social media platforms that Aussie Warwick uses; Facebook, LinkedIn and Google+.
LinkedIn to me is a platform to connect to business partners and professional circles. It’s a true reflection of your professional persona in terms of experience, education and career profile, and more importantly the professional interests you pursue. It allows a connection and a common ground to share educational, best practice and ethical viewpoints without the need for self-promotion within your network.
There’s been a definite shift away from Facebook for business purposes, however I believe that to reach clients of a younger demographic then Facebook still holds value. Shared posts of branded cupcakes delivered to new customers’ workplaces create interest and referrals have been won from this simple post.
Facebook needs to be fed, often. My purpose with Facebook is purely to connect to as many customers as I can with the one aim to have my business name shared amongst their friends. Time does need to be spent on placing posts that have a chance to connect and divert people to your website.
I perceive our assistant Kelly as being in the age group of heavy Facebook users, and I often ask her advice on what to post. Is this funny? Would you share this? No? WHY NOT? She looks at me knowing that I am on a slippery slope to Facebook addiction. My wife and business partner pauses to merely Tweet me to get off my phone and get some work done!
Phil and Natalie will be detailing their experiences every other Friday on MPA Online and in Australian Broker magazine two weeks following. You can find Aussie Warwick's website here.
Previous diary entries:
Diary of a new brokerage #5 Gain control of the uncontrollable
Diary of a new brokerage #4 When three become four
Diary of a new brokerage #3: Build relationships within
