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Did you know that around 27% of Australians share their complaints of a business on social media? This means that 1 in 3 to 4 of your customers with a complaint are likely to share their complaints to the world.

Too often, businesses see the small picture and focus on their profits before the customer’s needs. Because of this, they’ve been known to neglect the bigger picture and damage their reputation through negative feedback.

The problem with negative feedback in these times of transparency over the internet, is that not only the company in question finds out about it, but possibly hundreds, thousands, even millions with the viral nature of social media.

Jim Rohn, Entrepreneur and Motivational speaker, stated; “One customer well taken care of could be more valuable than $10,000 worth of advertising”.

The best businesses in the world spend less money attracting new customers, because they already have a loyal customer base that enjoys the service they receive. Is your business spending too much money on advertising but not retaining customers? Maybe it’s time to re- evaluate your priorities by putting the focus back onto finding out what your customers actually want, rather than what you think they want.

So how do we offer exceptional customer service?


    • Offer a smile to your customers. A friendly face is much more approachable than a stressed or angry one. Body behaviour research tells us that it is natural for customers to mirror the actions of the customer service representative. If you approach them in a positive way, it is likely this will reflect onto your customers.
    • Do your research. You may think you have the most amazing product that will fly off the shelf. However, if you haven’t done your research of who your key customers will be, or asked them specifically about their needs, you could be offering something that they are not interested in. One simple way to obtain this vital information is to actively listen to your customers.
  • Go the extra mile. If a customer is looking for a product, why not show them where it is rather than giving directions. Are they struggling to use a product? Why not demonstrate how to use it. Guide them through your website; it may not be as user friendly as you think. It’s the little things that add up to make a huge difference.


If you have happy customers and you are meeting their needs, then the profit will follow.

For more information on how to offer exceptional customer service, please visit our website

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So lets talk about something that is a bit of a radical topic for some people. Unadvertising. What is it? The art of advertising without advertising.

Here is what this is all about: We have known for years that people avoid ads more than they do content. So what do we do? We stop making regular ads and start producing “stealth” ads that sell the product just as well, but get much more attention.

The Sneak Attack

How it works is you lure audiences in with free content, then subtly and softly you promote the product or offer you have. At the end of the content you can provide a call to action for what you are promoting.

This enables you to sell from a softer, subtler position instead of a traditional feature-benefit hard-sell. What we are really talking about here is a method of delivery.

The fundamentals of salesmanship in advertising do not change, just how we approach the presentation changes.

You can create exciting campaigns that audiences love to watch while still effectively promoting your product.

Example: A surfing video showing top surfers constantly has the QuickSilver logo in front of the camera. On the surfers board, his shorts, and billboards on the beach. Through this the QuickSilver brand gets promoted without in your face advertising. The athlete mentions in an interview how he loves their new shorts and the way the fabric handles itself in the water. Sometimes indirect selling is more persuasive than direct.

Many businesses are still not getting their marketing programs up to snuff. So let’s talk about how you can bring your marketing for your online campaigns up to full speed.


One of the first principles you want to follow is an integration across all the communication and marketing channels you are targeting for your online campaign.

Integrating your strategy means aligning:

> Messages

> Channels

> Images

> Associations

All together in order to build a consistent brand and to get your unique position across to your target market. Many companies make the mistake of outsourcing different pieces of their marketing to different companies and end up with an inconsistent strategy.

The result is muddy marketing that fails to attract and impress. Instead you need all your lead gen efforts and sales funnels to be aligned together for long term profits and success.


Perhaps the biggest concept to ever hit online marketing is the concept of Kaizen. Due to the fact that the internet offers data so quickly and efficiently, applying the Japanese concept of Kaizen is easy and advantageous.

Here is how it works: Kaizen is all about continuous, daily small improvements. When you add up these improvements over months and years, the result is tremendous.

With your marketing campaigns, the ideal situation is to keep getting more data and testing out new variations of your marketing. Doing so allows you to make constant small improvements to your business until your marketing is performing with laser like precision and effectiveness.

The only thing you need with Kaizen is patience and persistence. The continuous, daily improvement of your marketing campaigns makes it almost impossible to fail.


Most online businesses are still quite lazy about marketing strategy and tend to opt for simple tactics instead. There are too many companies still looking for the latest quick fix to up their profits for 6 months instead of focusing on large long term gains.

Ultimately the companies that are more strategically focused will win in the long term and continue to dominate their market for years to come. The companies who insist on tactics will look like they are winning for 6 months until their businesses collapse and the slower, strategic companies take over their industry.

More to come in part #2

Advertising in 2013 is bringing plenty of new and exciting changes for online marketers.

Stronger emphasis on Hashtags

We are going to see the use of Twitter Hashtags become more important as people use them to help build brands and strengthen marketing campaigns online.

Mobile Marketing is Becoming Absolutely Necessary

The strength of mobile browsing has become so prominent that its almost impossible to run serious online marketing campaigns without taking mobile browsers into consideration. Adapting to the rapidly innovating mobile internet field can yield high returns in this open market.

With cellphones so widespread throughout the world mobile marketing offers exciting opportunities for innovation and new models for marketing to hand held device users.

Social Media is becoming a Powerhouse

More and more internet usage is being spent on social media which is leading marketers to one inevitable conclusion. Social media is a must to master if you seriously want to market your products and services online. With social websites dominating users attention spans you must become savvy to the sociological principles at work in social networking.

Big Data

Having access to big data and being able to use data to maximize your marketing is spreading like wildfire throughout the advertising world. Ultimately big data is all about gaining a deeper understanding of your prospective customers and using that data to market better.

Content Marketing

Content is still King and its quickly becoming Queen too as more marketers are focusing their primary efforts on producing high quality content. More people are quickly realizing the tremendous benefits that are accompanied with a strong content marketing program such as:

1. More traffic

2. Stronger customer relationships

3. Increased trust

4. Higher conversions

and so much more.

These are just some of the latest trends developing in 2013, it should be a good ride!