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8 steps to building your online strategy

By | Stories | No Comments

If we had a dollar for every person who told us “I don’t need an online strategy”, we’d be swinging in hammocks on an island far away.

The short answer and premise for the next 1000 words is this: if you’re selling a product or service to customers, an online strategy is a non-negotiable for your business.

In Australia alone, 88% of our population is online and 69% are active social media users (We Are Social, 2018 Digital Report). So without an online strategy you’re not just fishing without dynamite, you’re fishing without bait.

The good news is that setting an online marketing strategy isn’t as tricky as it sounds. It boils down to a plan that will have your audience buying your product, service or tickets – and going for your brand hook, line and sinker.

If you like where this is going, settle yourself in for our tips for writing your online strategy.

1. Write a marketing plan

It all begins with a marketing plan. Your marketing plan doesn’t need to be a tome, filled with pie graphs and Gantt charts. Hell no.

Just Follow the KISS (Keep It Simple Stupid) theory with these inclusions – even if it means your marketing plan looks more like a shopping list than a governing document for the business:

Step 1:

Identify your target market – who are you selling to and why would they purchase from you? If you’re having trouble identifying ‘your people’, check out our Social Media Handbook which has a whole appendix to troubleshoot this problem.

Step 2:

Set out your business goals and objectives for the next 12 months and ensure they are measurable and achievable. Put simply – what do you want to achieve? Do you want more followers in your database? More revenue? Sell the business? More efficiency? Something else?

Step 3:

Once you know who you are talking to and what you’d like them to do (step 1 and 2), it’s time to determine a marketing strategy. Forget the scary ‘S’ word, this is about how you plan on reaching your customers, who likely form part of the 88% and hang out online.

If you’re looking for something a bit more detailed than our three step strategy, the Australian Government has a great online template to get you started.

2. Build your customer personas

As marketing guru and author Seth Godin says, “everyone is not your customer and you cannot market to everyone the same way”.

This means you need to know who you’re targeting and where to place your marketing efforts – customer personas (aka little biographies that personify your customers based on real data you’ve gathered from your existing clients) can help with this.

For example, if you’re selling a beach resort holiday, your customer persona could be Holly Holiday, a 25 year old office worker in Brisbane City who is dedicated to climbing the corporate ladder and rarely takes a break (even though she needs one).

Your marketing challenge has narrowed from trying to capture the whole world who wants a holiday, to how you will capture Holly Holiday’s attention and what marketing content will likely encourage her to take a holiday at your beach resort.

If you need assistance finding or writing your personas, our content crew can help.

3. Identify your customer acquisition process

If you’re looking to attract new customers, the first place to start is a deep dive of your current customer journey. Map how your existing customers interact with your business from finding you, right through to paying their final invoice and beyond.

Your starting point is how customers currently find you. Are they coming through from word of mouth? Is it blog content with a strong SEO component? Social media ads targeting potential customers?

Then, once you have the customers attention and they’ve made a purchase with you, what experience are you offering them through the booking transaction? Are they receiving personalised service from you to get them excited for their experience?

After their experience, did you give them the most amazing service that will leave them so satisfied they may want to book another experience? Or refer a friend or even write a positive review online?

By identifying each of the touchpoints you have with your customers, you can start to plot out your online strategy – because your strategy needs to connect with the customer before, during and after their purchase with you.

4. List your current online activities

Like all business owners, there’s only a number of business assets at your fingertips. Start by listing your current online activities and assets and what you’re doing to attract potential customers to your business.

List these out so you can see an overview of your online marketing activities – you might be surprised to see how much work you’ve already been doing! Here’s a free download to a marketing channel asset audit template we’ve prepared earlier to make it easier to spot any marketing gaps.

After a self-assessment, it might be a good time to look at what online tools you can use to support your online activities. Tools such as social media scheduling tools, email marketing software and online booking/ticketing functionalities to make your online marketing techniques seamless (and make your life a little easier too).

5. Planning your online strategy

With targets set on your audiences back (step 1 and 2) and your marketing weapons in your hands (step 3 and 4), you’re ready to plan and launch your online strategy with bullseye accuracy.
For example, if your goal is to grow your online sales you might increase your regular eNews sends, offer sale codes, introduce (and market) AfterPay and make targeted social media posts promoting your product using Instagram and Facebook’s shop function.

7. Attack of the strategy

With your strategy in place, create a plan of attack and put these ideas into action!

We always recommend creating a six or 12 month action plan (plan any longer and your digital marketing techniques could well be out of date!) on what online activities you’re going to achieve and when you plan on instigating them.

This doesn’t need to be fancy. It could be something as simple as a spreadsheet that’s broken down into daily, weekly, monthly, quarterly or annually marketing activities – whichever system works for you.

Remember your online strategy shouldn’t just be social media. Social media is just one tool to support what you sell.

8. Reporting and measurement

Finally, track your online marketing activities to see what worked and what didn’t work. Whether you use Google Analytics for your website, eNewsletter statistics or social media engagement, it’s important to measure and review your marketing activities to ensure you’re on track with supporting your business goals.

Remember, some marketing techniques take time and might not command instant results.

Happy strategising!

By Kristy de Git

If they were handing out PHDs for organisation, Kristy would be first in line to collect the scroll. She’s master of a to do list, which is why she’s aptly in charge of content at Media Mortar.

End of Financial Year celebrations | 18/19 year in review

18/19 A Year in Review

By | Stories

End of Financial Year for small businesses is like January 1 for the #fitspo community – a time to go gungho with new goals, laser-focussed determination and energy to do things a little differently.

Before we turn a new leaf and throw ourselves straight into the next year, next project and next hire, it’s important that we stop and look at how far we’ve come – what we did, what we learnt and what we could do better if we had the chance to do it all again.

Put your seat belt on as we drop gears and into reverse to look at our 18/19 year in review.

What we did

Daintree Ice Cream Company

On set for Tourism & Events Queensland’s ‘Taste the State’ campaign

Identifying a few stand out moments in any given year is hard, but in a year where we won three awards – a Bronze Effie for efficient content marketing for Discover Ipswich, a Queensland Retail Property Award for our digital influencer program with Brisbane Airport and the Queensland Tourism Young Achiever award – it’s even harder.

To pick just three highlights to focus on, we looked at what projects really set our souls on fire and where we hope to place more of our focus for the 19/20 financial year.

Taking out top spot – the re-development of the Outback Queensland Travellers Guide was a major milestone moment for Media Mortar. For us, the guide’s transformation from 116 pages of mis-matched editorial, penned by more than 17 different stakeholders, to an editorially curated, consumer-facing resource is a true reflection of our marketing philosophy that stories drive sales. It took not just intense project management but stakeholder relations to deliver the final product – something we’ve been edging towards for the past two years. View the transformation for yourself and download the guide to plan your own outback adventure.

Joining the Travellers Guide on the podium this year, is our production management of Tourism & Events Queensland’s Taste the State campaign. As the production arm to Creative Agency, Firme, we were responsible for production managing the four-part series, which took us to all corners of the State. The results are a perfect blend of people, place and produce – and certainly leave you smacking your lips for more. We always say good production looks easy, and we hope that’s what our crew and talent thought about their experience working with us.

By no means a bronze position, our work with Queensland Tourism Industry Council in delivering an eight part digital-ready program across the State is a 2019 highlight. In partnership with our colleagues at Tourism Tribe, we were asked to deliver digital-ready workshops to tourism operators up and down the State. Teaching up to 55 tourism operators at a time the nuances of social media is the kind of work that makes our hearts sing. Seeing our attendees implement the skills they’ve learnt with us in their business is one thing, but to hear them already see revenue-returns is even better. To do more of the work we love, we’ve even launched our own Media Mortar Live sessions for businesses (from any industry) wanting to take their content to new heights, any time of the year.

What we learnt

Outback Travellers Guide

The new-look Outback Queensland Travellers’ Guide

If failure teaches you more than success ever does, we’re happy to open the book on some of the learnings we’ll be taking forward into the 19/20 financial year.

The first one is getting a seat at the strategy table early. Most colleagues of ours have the same problem – a client sends out a tender, we issue a response, if successful, we deliver the project to the specifications, even if there was perhaps a better way to achieve the desired objective or outcome.

Our goal this year is to be more vocal at the RFQ-stage to make sure the work we deliver sets out what it was meant to achieve. We hope this will avoid stalemates when a project is delivered to specification, but still won’t achieve what it set out to do by the nature of its design. As experts in delivering marketing results, we want to be able to flex our strategy-muscle and help inform the tactical response rather than just deliver it.

Separate to this, we’re also going to work at better managing time frame roadblocks. Like most other Brisbane content marketing agencies, all our major work is usually delivered in Q3 and 4 when client’s start running down their end of financial year budget. This can mean we find ourselves on the hamster wheel, churning through creative work, without enough white space to allow new ideas to ‘drop in’ for months at a time. This financial year, we’re getting more digitally driven – using technology tools to help us work smarter to see these potential roadblocks. Our ‘work smarter’ approach starts right from our to-do lists. As of this week, we’re waving goodbye to word document to-do lists and scheduling everything online with Asana and we’re excited.

What we could do better

Award-winning work with Ipswich

Award-winning work for Discover Ipswich

There’s an old saying that money flows where energy flows – and that quote deserves to be written up on our wall in neon lights for 2020 because like most people, we need to get better at getting into flow.

If you’ve seen our recommended reading list, you’ll know we’re suckers for professional development books, especially Gay Hendricks’ The Big Leap. Hendricks defines everyone’s working state into four groups – zone of incompetence, competence, excellence and genius – which each reflect your proficiency at a skill.

As a team, we’re dedicating planning time this July to identify our respective zones of genius and re-allocating responsibilities so we can spend more time on tasks that we’re simply hard-wired to be better at than the next person.

Already this process has revealed a weekly task (organising the team’s workflow) was in my zone of competence, and could easily be transferred into Kristy’s zone of genius. By simply reallocating who is in charge of the team’s weekly WIP document, means we can each spend more time doing the work we love.

With plans like this already underway to optimise our performance, we’re proud to be starting the year more organised than ever before. You heard it here first, Media Mortar is officially primed for a big year ahead. So, if you’re planning your content marketing for 19/20, now’s a great time to get in touch. Just don’t be afraid if we ask for a seat at the strategy table (hello, 18/19 learning) – hello@mediamortar.com.au

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah walking her rescue greyhound Olivia.

6 common marketing mistakes small businesses make | Image by Dylan Gillis

6 common marketing mistakes small businesses make

By | Stories

Empowering small businesses to take control of their digital marketing and demystify social media is more than just our livelihood, it’s what we’re passionate about.

Over the past two years, we’ve been honoured to present digital marketing workshops to hundreds of small business owners across Australia and help them tame their digital marketing demons.

It’s a role that’s afforded us the opportunity to roll up our sleeves and troubleshoot the most common marketing problems that small businesses face with their websites, social media and content marketing strategy.

Not surprisingly, most business owners have exactly the same gripes with anything digital; and time, knowledge and experience usually all vie for top spot. What is surprising though – is how many simple solutions are completely overlooked by small businesses who continue to drown in their digital marketing efforts.

If you’re feeling like your digital presence might need fine tuning – start by looking under the hood of your business to see if you’re making one of these common pitfalls.

We’ve outlined a step-by-step solution, so you can tackle each pitfall head-on. Just remember, when it comes to anything digital, action rather than apathy is always your best defence.

Pitfall 1: I don’t know where my passwords are (website, social media, you name it)

Cue the sirens and press the panic button. This is an alarming problem and one we see all too often with our workshop attendees.

Employees move on, web-developers leave, managers lose the little green book of passwords and suddenly no one has access to the back-end of the website, social media or analytics account. SOS!

No matter the size or scale of your business, access to your primary marketing channels is as vital as knowing your login details to bank accounts and financials, which we have no doubt aren’t handed out so frivolously to contractors.

Guard your assets and safeguard them like you would your personal details – not having login details is like having a car without the keys to it (and we don’t mean in the swanky keyless entry kind of way).

The solution:

  • Use secure password-storing apps to keep a copy of all of your usernames and passwords in one place
  • Always set up social media accounts using the generic email e.g. admin/info that won’t get lost if somebody leaves, which means your password reset attempts can actually be found
  • Before staff leave or move on, ensure your business’ social media accounts are taken off their personal devices
  • Ask your web-developer for your logins to your website, you should always have a copy of these as well so you aren’t beholden to a web-developer who might leave the country or the business relationship between you two turns sour

Pitfall 2: I don’t know who my target market is

Time for a marketing 101. Everyone has a target audience. Everyone.

Products who try to be all things to all people, appeal to all tastes and budgets or promote such similar vagary, do nothing to promote their point of difference or why people should use/buy their product.

If your message or product has no audience, how do you expect anyone to hear it?

The solution:

  • Get clear on which audience or audiences your product really appeals to. If you don’t know, ask someone who doesn’t work for you – we find they often offer the best truth serum when it comes to your product.
  • If you’re still stuck, there are a plethora of audience analysis documents you can use to define who you’re talking to. We even have one in our Social Media Handbook which you can download here.

Pitfall 3: I don’t understand social media so I gave it to my youngest employee

Holy operational risk!

Why would anyone give the keys to a megaphone with the capability of reaching 15 million people (aka active Australian Facebook users in 2018) to someone with probably the least knowledge of your business?

If you’re confused by Facebook, Instagram, Twitter, or your computer, you need to run towards the problem not away from it.

The solution:

  • Book into one of the myriads of social media workshops on offer around the country. We proudly offer a one-on-one workshop or in a group setting for up to 10PAX if your team need to be upskilled in how to run your social media accounts (you can book Media Mortar Live here).
  • You can ask the youngest member of the team (likely a digital native) to teach you how social media works, but we suggest staying in charge of posting, commenting and moderation yourself so you know how it works and learn yourself. Ask younger members of your team for regular feedback and treat them like your very own personal social media trainer
  • Download one of the internet’s many eBooks and how to guides to running social media successfully. We have a Social Media Handbook, which costs less than the price of a lunch out, and will take you through your social media paces. Get your hands on a copy here.

Pitfall 4: I don’t know why people show up at 9am at my business when we’ve always opened at 10am

Have you ever claimed your Google Business listing and outlined your hours? No? Google has done some guess work which is why people are showing up at the wrong time.

Your Google Business listing is free to update and claim – and works like the Yellow Pages of business with your phone number, website, photos and opening hours to name a few features.

Spend some time populating your listing with images, address and contact details. Reviews are king when it comes to SEO and being found, so be sure to start collecting business reviews too.

The solution:

  • Visit Google My Business and work through the steps to set up your Google Business account. Add your business details such as your name, address, phone number and web address along with a short description of what services you offer. Once you have completed the steps, you’ll need to verify your account. Google will send you a postcard in the mail with a verification code and steps on how to verify your account.
  • If you need further assistance because your business has been claimed by say a former owner, contact a marketing specialist who can help change you over.

Pitfall 5: I read somewhere that video/podcasts/Facebook Live/IG TV/insert new marketing trend here are popular therefore I should do it

Pump the breaks. Content without a strategy, distribution plan and an audience (or worse, all three) is just content – and that kind of content isn’t king.

We see a lot of copycat syndrome in our industry, which is a marketing trend that baffles us.

Social media favours original thinking and ideas – so unless you’re replicating a really cool idea borrowed from another industry, copying a competitor doesn’t make much sense to us.

When it comes to stepping up your digital game, ask yourself first if you’ve #nailed the foundations. If you’re still struggling to find time for the basics – there’s no harm in the KISS theory. There’s plenty of very successful social media accounts with more than 1 million followers who only post still images, taken from an iPhone, every couple of days.

If you’re #pro level and have your content firing from all cylinders, then sure, it’s time to level up to new content formats – provided you’re still delivering your customers quality rather than quantity content.

The solution:

  • Before investing in production of any videos, ask yourself what its purpose is? Is it emotional? Educational? To drive sales? Or are you doing it because you saw someone else make an About Us video?
  • If you want to copy someone – why not ask them if it worked and if it made any difference to their bottom line. If it didn’t, maybe consider why you’re about to do it
  • Really question whether you’re ready to step up to new forms of content. If you struggle to post on your current channels four times a week, do you really think you’ll have time to record that podcast?

Pitfall 6: I had my website built 2/5/10 years ago and now you’re telling me it’s not enough?

We hate to break it to you, but just like a car your website needs constant tweaks too. Your website is the last thing you should set and forget, given it’s your welcome mat to your business and for most customers, their first point of contact with you.

You should put your website in for a tune-up at least every year (if you can run to it – we suggest doing it a lot more than that!) – to update plug-ins, run back ups and test everything is working.

It’s also important you talk to your web-developer about ways you can improve your site as both the capability of websites changes along with the way consumers interact with websites.

There’s always new updates to be made as the internet-ether comes to terms with security and privacy. One such change is adding an SSL certificate to make your page ‘Secure’ for Google. So many businesses we work with have not yet implemented this step and it has major impacts on how Google ranks your site, making all your good work on social media and blog posts for nothing.

The solution:

  • Listen to customer feedback about your site and ask friends and family for critical assessment of your website, particularly the functionality
  • Ask yourself if the words, images and videos used on your site explain what you do? And do they capture attention?
  • Critically ask – are the images, fonts, and design of the site modern/fresh/funky? Because just as you can spot a pair of stone-wash jeans that would have been cool in the 80s, your customer can spot a website that was built in 2002.

Taking control of your digital marketing shouldn’t be difficult. In fact, all of the steps above are easy and can be actioned in an afternoon when you have the right suppliers on your side.

If you’ve tried troubleshooting using the above but are still getting nowhere, our Content Crew are only an email away – hello@mediamortar.com.au.

If we’ve missed a pitfall you think you’ve fallen victim to, drop us a line or comment below and we’ll send you our solution.

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah walking her rescue greyhound Olivia.

It’s no holiday: 5 pieces of career advice for university students

By | Stories

Every year, I’m honoured to be asked by my university to lecture students studying new media about what it takes to ‘make it’ in a marketing world that moves faster than a Lamborghini on a speedway.

While my lecture focusses on innovative campaigns that use new media, I truly believe the principles that will make you stay current in the digital marketing space aren’t new at all.

In fact, most have nothing to do with creativity or technology, but mindset and just how willing you are to ‘do’ the work.

With 10 years marketing experience, my own business and an upcoming lecture to 400+ new media students, I thought it was timely to dish out some advice to my 20-year-old self.

If I was lecturing little(r) Hannah (I’m 154cm, yo), this is what she would need to hear … and maybe you need to hear it as well …. no matter what stage of your career you’re in.

1. Hustle beats talent when talent doesn’t hustle

I don’t know about you, but I was never the smartest in the class. I used to covet the clever cookies who seemed to do everything with ease while everything I did always felt like hard work.

I’ve always been working up a sweat, lifting the intelligence barbell a bit further with every task assigned to me.

It probably took ten years too long for me to learn one of life’s great lessons (not ironically the hard way), that hard work will always trump lazy talent.

I know this more than ever now that I run my own business and build teams, stacking them with the hardest workers I can lay my hands on.

The lesson: It doesn’t matter what job you land, where you work or what the work culture is like – success boils down to outperforming your competitors. How do you outperform them? You work harder than them.

2. If you don’t go for it, someone far less talented than you will

Over the course of my career I’ve seen people far less talented than you or I go for and land roles I could have. Sound familiar?

How many times have you read a job description and thought “oh, I don’t have 3-5 years’ experience” and just not applied?

Or “I don’t know how to build WordPress sites” so I just won’t apply.

Now that I’m on the receiving end of hundreds of resumes, I see that other people don’t have my kind of self-doubt and are happy to throw their hat in the ring– when people like me would have been too scared.

The lesson: Kick self-doubt to the curb and get on with it. If you’re not qualified for that position, let the employer decide that, but for goodness sakes don’t NOT apply and take yourself out of the running. Take it from someone who hires staff, so often you don’t know what you’re looking for until it walks through the interview room door.

3. The learning never stops

When I left university, I ran out so fast I didn’t let the door hit me on the way out. Little did I know, the learning was only just about to begin. Uni had prepared me for theory, but I was well short of practice.

With the benefit of hindsight, I wish I’d started devouring podcasts, books and eNewsletters about the industry sooner.

I was three years into my career before a (very kind) colleague pointed out that if I wanted to get ahead in marketing, I should probably sign up to eNewsletters from the peak marketing bodies and read daily news of new campaigns and their pitfalls and triumphs.

Since you’re not always going to have the luxury of working on big, mega-bucks accounts, you might as well read about them and take inspiration.

The lesson: Read more books related to your field of interest and sooner. I waited until I was running my own business to start my obsession with entrepreneurial books, and I wish I started ten years ago. It makes me wonder how much more I’d know now. Click here for my top picks.

4. Your network is your net worth

I was the kind of student who was more interested in working my part time job and earning money than getting to know my peers. Sorry guys!

When I look back at it, I missed the opportunity to network everyday with some 400+ marketing students who are probably all now in roles I would like Media Mortar to contract to.

Take it from me, never turn down the opportunity for networking no matter what phase of your career you’re in.

The lesson: You never know when you’ll need the people sitting next to you in the theatre – so get off your phone and meet people IRL.

5. You have more time than you know what to do with

We have a joke in our office – I wish we had the commitments of a uni student!

Sure, balancing part time work, internships and studies is hard – but it’s got nothing on full time employment.

The lesson: Get on with it. Get an internship, get some experience and show your worth. The sooner you start your internship, the sooner you can build experience to start the next phase of your career journey and resign from your part-time job altogether.

Cliff Notes from the post: Do the work

If you’re sitting in a lecture theatre and I am coming to speak at a university near you, this post is your spoiler alert. My session won’t deliver the silver bullet you might have been hoping for. My biggest piece of career advice for people starting out, boils down to work hard, talk less, listen more.

Armed with that, you’re unstoppable!

For other tips like this, check out our post about how to intern like a boss.

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah walking her rescue greyhound Olivia.

Lessons from the entrepreneurial trenches: Media Mortar turns two

By | Stories

Take it from me, starting a business is easy – anyone can do it. Running a successful one, well, that’s the difficult part.

As I close in on the first two years of Media Mortar, I want to share a few lessons I’ve learnt from the small business trenches.

I’ll start by saying I don’t profess to be an entrepreneurial expert, but I am often asked by other soon-to-be entrepreneurs about the steps I put in place to escape the shackles of nine to five and go out on my own. I also attend a number of female-centric business events where people pontificate about starting their start up, a lot.

Although I’m honoured to attend and answer these questions, to me this seems like such a silly area to focus on; it’s what happens after you have your ABN that really matters.

If you’re thinking of jumping ship from the corporate life into something of your own, my advice is – just do it. Don’t sweat the set up, sweat the set down once you’re battling it out in small business life.

Consider this post your shield, sword and armour for what comes next. These are the lessons I’ve learnt (usually the hard way) about what happens once you’ve pulled the hand grenade and stepped into self-employed life.

1. You’ll never work harder in your life

Hannah Statham_Media Mortar_Lessons from the entrepreneurial trenches

I famously walked out of my corporate job telling everyone that I’d have ‘so much more time’ to walk the dog and go to the gym at the elusive midday session.

Fast forward two years, and I walked Olivia once during business hours and went to the coveted midday session precisely zero times.

Like me, you’ll learn that time equals money and money only works when everyone else does. In small business, the hustle is very real and it can feel like you’re in the line of fire for everything.

2. Keep your eyes on your own target

Keep your eyes on the prize_Hannah Statham_Media Mortar_Lessons from the entrepreneurial trenches

This is one of the rules I live by, because I’ve found nothing good comes from comparing yourself to competitors.

In the past I’ve fallen into the vicious loop of looking at what other people are doing and how they run their business.

Comparison does little to lift me up to compete with them – instead, it makes me feel like we aren’t doing enough, which is kryptonite for motivation and creativity.

3. Invest in a coach or mentor

The old adage ‘you don’t know what you don’t know’ will be alarmingly brought to life the minute you step into your own business.

Invest as soon as physically possible in a business coach to help achieve your goals – much the same as you would a personal trainer if you were wanting radical body transformation rather than the slow burn of weight loss earnt through the daily slog.

For the first five months I pushed through my business, but I can pinpoint the November I appointed my business coach, Lorraine Murphy, to upskill me in everything I had yet to learn about both myself and business.

For much less than the cost (and time commitment) of an MBA, I was able to triple our revenue and size of the team.

I continue to work with my coach quarterly and view her as much a part of our team as I do any of my staff.

4. Hire a team you love to spend time with

Find a team that you enjoy spending time with_Hannah Statham_Media Mortar | Lessons from the entrepreneurial trenches

For me, team fit and energy is EVERYTHING. I’m so serious about it, I even had a psychic ‘read’ my potential future staff to make sure I had the right players on my team. You don’t have to go that far, but if you do, Helen Jacobs is my go-to.

When hiring, I look for soft skills more than hard skills – because I have no chance in hell in teaching phone manner, kindness or confidence but I am much better at teaching people how to write a blog.

I’m also adamant that the five people I spend the most time with each week (aka my team) are so rad I’m excited to see them every day.

Honesty, integrity and positivity are my three non-negotiables – and I’m so proud of the team and team culture we have developed over the past two years thanks to this hiring policy.

5. Learn about money

When I started Media Mortar, I didn’t know the difference between net v gross income let alone the intricacies of BAS, PAYG and being a trustee for a family trust.

In fact, I famously had cashflow confused with revenue for the first twelve months of the business before someone (kindly) pointed out the words weren’t interchangeable (oops).

Put simply, if you have NFI about your profit and loss, hire someone who does and then work your butt off to get up to speed.

The most respected business leaders and owners I know all have a healthy appreciation of money, how its made and how hard it’s earnt. They know their worth and work by the principle that ‘everything has a price’.

If you’re starting out and unsure what to charge, there are so many business books and online hourly rate calculators to tinker with these days to get you through your first projects til’ you’re quoting like a #boss.

A wise colleague of mine once said “always know your numbers, because no one can argue with them.” Since then I’ve worked really hard to know our monthly targets, outgoings, revenue and have changed the mindset of reading our P&L, which pushes us to reach our targets.

6. Be yourself and wear your point of difference on your sleeve

Be yourself_Hannah Statham_Media Mortar | Lessons from the entrepreneurial trenches

When I set up Media Mortar, I put the job title The Boss on my email signature as a joke, which stuck.

Since then, it’s turned out to be the best tool for client vetting, a happy coincidence from a snap decision and complete accident.

All new clients who come through our website get an email from me to arrange a call, which is signed off from The Boss.

Clients who see it and like the tone, know exactly what they are going to get just from this one interaction. Clients who are looking for something a little more inside the box know we aren’t for them and we part ways before going through lengthy quoting and scoping processes.

It’s single handedly been the best marketing tool we’ve done – and my whole team now wear ridiculous email signatures.

7. Learn from your mistakes and be coachable

If you want a successful business, you need to learn from your mistakes. One of my favourite quotes came from a Tim Ferris podcast I was listening to earlier this year – ‘If it’s not working, then change what you’re doing’.

So many of us tend to think the failure is someone else’s fault and keep delivering the same thing.

For us, the learnings at the end of the project are where the best insights come from. Nobody is perfect, and if you’re working for yourself, get ready to take criticism and feedback on the chin so you can adapt, improve and evolve.

In the corporate world they talk about the need to pivot. In small business, get ready, because it’s more like a constant orbit.

8. Trust your gut

Trust your gut_Hannah Statham_Media Mortar | Lessons from the entrepreneurial trenches

You were born with a gut instinct – and in business it’s probably your best weapon and defence.

When money is tight, it’s easy to ignore your instincts and take on work for clients who don’t share your values.

As my business grows, I’m getting so much better at sending clients to the trenches who take us away from achieving our goals and objectives.

Most recently I had to do this with a very promising client – the kind of client who drops into your lap like a gift. We couldn’t have aligned better at the beginning.

The problem was, interacting with the owner/staff was like stepping on a landmine – they didn’t take our craft seriously – we were consistently made to wait up to 40 minutes for meetings they’d called with us, laughed at our ideas and most of all sent abusive messages out of the blue for things outside our control (or remit).

We could have persisted  knowing the job had so much potential to put us on the Brisbane marketing map  – but we didn’t because it was bringing such bad energy to our team.

The lesson: trust your gut and cut clients loose when required. Not only will you be free, you’ll set the client loose on your competitors. You don’t have to be an expert at the small business battlefield to know a win | win when you have one on your hands.

Media Mortar Boss, Hannah Statham, is proud to offer mentoring sessions for like-minded entrepreneurs wanting to start a business that makes an impact. Make an enquiry via hello@mediamortar.com.au

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah walking her rescue greyhound Olivia.

8 Instagram Tips for Tourism Businesses

By | Stories

Hashtags and handles aren’t meant to be hard, but for most of the tourism operators we’ve met in recent digital-ready workshops, decoding Instagram seems to be as challenging as Alan Turing decoding Enigma.

If your face contorts like the quizzical emoji (🤔) every time you log into the app, we’re here to help. Over the past three years, we’ve worked 1:1 with over 100 tourism operators, and helped turn their puzzled expressions into veritable-PHD’s in Australia’s favourite image sharing platform, Instagram.

We’ve learned there’s no such thing as a silly question when it comes to learning how to use Instagram, but there is such a thing as paralysis. That’s why we’ve compiled our top tips for running a successful tourism Instagram account, so you can go forth and conquer your account.

#happyreading

1. Make Instagram a key pillar of your marketing strategy

Instagram is an important part of your marketing strategy_Hannah Statham_Media Mortar | Instagram tips for tourism businesses

We take it you’re here for the hard truth – well, sit yourself down because Instagram isn’t just part of your content marketing strategy, it is your content marketing strategy. Before you stop reading, muttering to the computer that your target market aren’t on Instagram (whole blog post coming soon on that perler) or how little time you have to learn a new channel, you need to hear us out. Instagram is visual, tourism is visual – and we won’t even wait for you to name a more iconic duo.

Google (and every marketer who’s ever presented a tourism conference, ever) always talks about the four phases of the travel cycle – Dream, Plan, Book, Share. Instagram taps into each of these four phases, which gives your product, destination or event four chances to tap into the buyer’s behaviour in one hand-held app. How many other free marketing platforms can do just that?

2. Plan your content ahead of time to save you hours

Just as doing a weekly grocery shop will save you time (and money), opposed to visiting the supermarket every single day to collect ingredients – a bit of careful content planning will save you time in your Instagram efforts.

The biggest challenge we hear from tourism operators is that they don’t have time for Instagram, which is a valid concern, but it’s usually muttered by people who place value on other time consuming things like preparing in-room compendiums that only existing customers (not potential ones) will ever read … if at all.

By planning content, whether it’s with our monthly planner or your favourite content planning app (like Hootsuite, Planoly or Buffer to name a few), a little bit of hard work at the start of the week should essentially set your accounts up to run themselves. Of course, you’ll still need to log into the app to community manage your accounts – but other than that, your posts will be firing while you’re busy working on other parts of your business. Now, if only you could automate the housekeeping!

3. Curate your content according to themes to avoid content fatigue

Curate your Instagram content_Hannah Statham_Media Mortar_

If a tourism operator’s biggest gripe with Instagram is time; ‘finding good content’ is a close second. This always seems so odd, because most operators are fortunate enough to run businesses with stunning vistas or views (hello, you work in tourism not construction!) and even if the product itself isn’t insanely photogenic in its own right (e.g. a motel), the broader destination certainly will be.

Using accommodation as an example, encouraging people to visit your region will always result in people needing accommodation – so posting general destination images to create intent to visit is still a strategic use of content. To help keep your content ideas fresh, we recommend you write down content themes to help keep your feed on track. For example, a hotel might post four times a week, posting the following content:

Post 1: Room image

Post 2: Destination sunset

Post 3: Nearby attraction walking/short drive from the accommodation

Post 4: Onsite activity e.g. pool/gym guests can visit.

These themes can run on repeat – or for more variation, curate at least nine different types of themes so your nine square grid in Instagram is always different and interesting – and you never get stuck/bored or confused with what to post next.

4. Book a photographer to capture content to roll out over the coming months

Finding it hard to get good quality content? Outsource it to someone who’s entire job is to make good quality content! Booking a photographer for half a day every three to six months should keep your Instagram account ticking over so you don’t have to worry about getting a picture each day to put up. If a half day photoshoot with a photographer yields 100 images for your product, and you’re posting four times a week, your investment should bring 25 weeks or 6 months worth of content.

Aside from having hot content, booking a photographer also removes any confusion about copyright. You’ll know exactly who took the images and you can also buy them directly off the photographer, removing any need to credit in some circumstances.

Now, If we were running this session live, most operators at this point pipe up and tell us they don’t have a marketing budget to cover fresh imagery. If this is you – consider a time swap. We know plenty of photographer’s who’ll shoot your property, product or event in return for a free stay. You win. They win. But mostly, your Instagram account is going to win.

5. Leverage channels that are far bigger than your own to grow your own

The tourism industry were early adopters of Instagram, which explains why its leading accounts are so much larger than other industries by follower numbers. Compound this with the fact that Instagram is a visual platform and tourism is highly visual and you can see why Instagram is like a moth to a holiday-makers flame. The beauty of this, is that there are large accounts you can leverage – and leveraging costs nothing but diligence with your use of hashtags and handles.

If you’re an Australian-based tourism operator or product, you should be tagging in all of your content at the very least your State Tourism Organisation (STO), Regional Tourism Organisation (RTO) and Local Tourism Organisation (LTO).  A share of your content on one of these channels, could just be the gasoline required to fire up your channels and bring with it hundreds, if not thousands of new followers (who you can convert to customers) to your channels.

6. Vary your content using free tools/apps like Timelapse and Boomerang to make your content more interesting

Vary your Instagram content_Hannah Statham_Media Mortar | Instagram tips for tourism businesses

Too many operators we work with 1:1 have never played with the full functionality of their camera on their smartphone. If you use an iPhone, you have access to video functions like Timelapse and Slow Mo that can make any videos interesting. For a fun piece of content, try experimenting with a sunset timelapse while you’re enjoying a glass of wine from your property. Simply set up your phone on a solid surface so it doesn’t wriggle around, and press go. By the time you finish your glass, you’ll have an epic piece of content to share that will keep your followers interested and wanting more.
Download the Boomerang App to make simple short form videos – perfect for guests doing a cheers or posing with their certificates of completion from say a dive course they’ve completed.

7. Don’t just get caught up in telling your story, drive sales too

Contrary to what most marketers will tell you – Instagram isn’t just a storytelling tool. All the stories in the world about your business, as nice as they are, aren’t going to drive sales if you don’t leave customers with a call to action or something to do. The whole point of Instagram is to get people to book/buy your product and drive more dollars into your back pocket. Some marketers believe you should never leave an Instagram post without giving your audience something to do – whether it’s a ‘visit our website’, ‘email us’ or just asking them a question like ‘when was the last time you took a holiday?’.
We believe in the story, story, story, sales technique so that for every fourth post, you’re clearly selling to your customer. You can sell to your customer through language e.g. “Flash Sale: 30% off room nights this week due to last minute cancellation on rooms. Call 123456 to book your perfect next romantic escape” and also through online tools such as an Instagram shop. For a step by step guide on how to set up a shop, click here to find instructions inside our Social Media Handbook.

8. Go fishing with dynamite, use ads

If you want to catch a fish, you need to go where the fish are biting, right? If you want to accelerate your growth, then it makes sense to advertise where customers are browsing –  Facebook and Instagram ads. You need to set these up through Facebook Business Ad Manager – wherein you can set a budget, creative and call to action. If you’re after a quick, hot fire rather than a long burn – then Instagram Ads are for you. We suggest using them sporadically for maximum results – tying them into campaigns where you have an offer for your customers like Pay 2: Stay 3 rather than your general story-telling style posts. If you want a step-by-step guide for how to set them up, flick to page 38 in our Social Media Handbook.

For more handy tips like this, you might like our Social Media Handbook now available for instant download here.

By Hannah Statham

Hannah Statham is The Boss at Media Mortar. She’s a heavy weight wordsmith, punching with puns, analogies and metaphors that leave readers wanting more. When she’s not refreshing her Instagram feed, you’ll find Hannah walking her rescue greyhound Olivia.

How to intern like a #boss

By | Stories

A good internship can be the segue from the lecture theatre in Z Block to a corner office with river views (OK, maybe not straight away). However, a bad one, well, that may leave you knocking on the door of the career counsellor and questioning your life choices.

But like the saying goes, it takes two to tango and a successful internship doesn’t rest solely in the hands of the company sharing their desk space with you – you play an equal (read: massive) part in how it goes.

After two successful internships – one leading to my now full-time job at Media Mortar – I wanted to share my thoughts on how to intern like a #boss.

1. Pick a company or brand you’re interested in

Find something you're interested in_Hannah Statham_Media Mortar | How to intern like a boss

This may go against other advice you’re given – but I believe you should be measured in your decision with where you decide to intern. When I started looking, I naively thought I would try anything and everything until I found my Cinderella-slipper internship. With the benefit of hindsight, don’t waste your time applying for an internship with a company who may not share your values, or you have zero interest in the work they do.

2. Don’t be afraid of the boss

My second internship was with a large media agency, and there were three big bosses (the partners), who sat at the top of the food chain (in company structure terms). Yes, they’re important people in the organisation, but they are [usually] very approachable (and just normal people too). I’m not saying walk in with your morning coffee, pull up a chair and ask ‘how’s tricks’, but if you see them in passing or find yourself riding the elevator with them don’t be afraid to have a chat. Even if it’s about the weather…

3. Make an effort with everyone

It may seem obvious, but a ‘hello’ goes a long way. Just like the big boss/es, it’s important to be noticed for all the right reasons. Making an effort isn’t just confined to the tea-room either. Although you’re (likely) not getting paid, you’re still part of the team, so act like it. If you get asked to go to lunch, take the team up on it. If there are team drinks on a Friday, but you don’t work on Friday, go in for them. If nothing else, it’s another opportunity to make yourself known to the team – who in a social setting usually have a lot more time to get to know you.

4. Put your hand up for additional tasks

If you’re in a smaller company this will likely happen naturally, as you will be doing anything and everything. However, if you find yourself in a bigger organisation then make it known you’re happy to help wherever needed. I’ve never met a busy person who won’t take you up on the offer to do a coffee run or make their life easier. If you want to secure a permanent position or have a solid referee then show them your worth and that no job is too big or small!

5. Be flexible

Be flexible_Hannah Statham_Media Mortar_How to intern like a boss

If an opportunity arises outside the scope of what you expect to be doing, roll with it. You might learn something about yourself or discover an interest you weren’t aware of (or more importantly, just not good at). During my second internship, I was told I was going to sit with the creative team for a day. Don’t get me wrong, I love creative work…but these guys are seriously talented creative professionals *insert mild panic attack*. Instead of having a meltdown, I rolled with it and surprisingly loved it, so much so, I didn’t want to leave the creative bubble, ever.

A final note, as a mature graduate (in age) there’s one thing I had on my side walking into my internships: I understood the value of people and the importance of interactions. Afterall, having solid interpersonal skills is one of the top skills sought out by employers – even more so than hard skills. I’ve overheard my boss say many times, “hard skills I can teach you, but I can’t teach you how you make people feel”.

Internships are not only a means to gain real-life experience – they may lead to your first job in the workforce.

What are you waiting for? Go intern like a #boss.

By Rochelle Vaisanen

When not climbing mountains on two wheels, Rochelle can be found on the hunt for the best almond croissant around town. A lover of good coffee, food and wine, and with a passion for travel, Rochelle is always on the lookout for new adventures locally and abroad.