Digital Marketing

TRANSCRIPT: Small business digital marketing help

Emily Carter — Thu, 18 Jan 2024 22:44:40 +0000

TRANSCRIPT: Small business digital marketing help Emily Carter Fri, 01/19/2024 - 09:44

17 January 2024

TRANSCRIPT

Australian �Թ�� and Family Enterprise Ombudsman Bruce Billson interview with Leon Delaney.

Radio 2CC Canberra

17 January 2024

Leon Delaney

The Australian �Թ�� and Family Enterprise Ombudsman is offering to lend a helping hand to small businesses who are struggling with digital marketing. The Ombudsman is Bruce Billson, good afternoon.

Bruce Billson

Leon, great to be with you and your listeners.

Leon Delaney

I'm far from being a Luddite, I've been using computers since I was 17 years old. I don't think it's a big deal. But digital marketing is a little bit baffling and confusing because in many cases, if you're trying to advertise your business and you want to do some digital marketing, you're dealing with people that you don't even meet with. It's just all online and it can get very confusing.

Bruce Billson

You're spot on and it's really changed the way small and family businesses have relationships with their customers and find new customers. So much of it can rely upon digital channels. And therefore, to put your best foot forward in that highly contested environment, often people are thinking what can I do to improve my website?

How do I make sure when people search a particular term that my business, my offering, my service is the one that pops up near the top or, you know, in terms of the social media channels, how do I make sure my content - that I'm pushing out stories about customers, about the product, about the business - are really catching people's eye.

And so many businesses turn to specialists in that field. Some of them, as you point out, you might never see. Without being too much of a killjoy, we certainly see them. We saw an enormous uptick in the number of businesses that were having disputes with these digital marketing providers and thought, gee there's something going on here. Why are we seeing such a recurring concern, that keeps coming to us as a business-to-business dispute?

And in fact, one in three of the small businesses that engaged a digital marketing service provider ended up in a dispute. More than two-thirds didn't stay with their provider longer than a year. And so, you saw this enormous turnover, one in three, ending up with a bit of a barney going on and people thinking, I'd like to be getting value for money out of out of this service like I would for any business input. I'm just not sure whether I'm getting it. So that's why we leaned-in a bit and though, let's have a look at what's going on.

Leon Delaney

Okay. So why is the dispute rate so high? Why are businesses left so disappointed?

Bruce Billson

I must acknowledge the collaboration that we had with the University of the Sunshine Coast. Dr. Karen Sutherland and her team, they were fantastic. We partnered up with them to probe a little bit more deeply and this is real world-leading research that's been produced.

So much of the disputation arises from the business not actually knowing what it is they're paying for, what they're buying and what the nature of the relationship is. They might have heard someone say, come and spend your $700 a month with us and we’ll double your sales. It'll be great. You know, you'll be really prominent across social media channels, yah, yah, yah.

And then when the contract comes in, it doesn't actually speak to that outcome. It talks about posting content, that you help us develop, twice a week. And we’ll make sure that when a search is done in your field of enterprise that your name pops up.

And people will spend that money. They might be six, seven months into a contract, with no discerning improvement in their business and really wondering what they're paying for. And they go back to the digital marketing service provider and ask, what are you actually doing? And they say we’re doing exactly what we said we were going to do, you know what's up?

And you find this knowledge gap. Sometimes it's a digitisation knowledge gap, that the business might not be as funky on the digital tools as you are Leon...

Leon Delaney

I would never claim to be any kind of expert or wizard.

Bruce Billson

But you see how that would play out. Imagine yourself with your business thinking, I know I've got to be more prominent on these channels and I've got to lift my digital marketing game.

But do you know enough about what the experts are doing to be able to lean in, help make good choices, know what's expected of you, know what success looks like, and also, know how the relationship might end when the contract concludes and they tell you, gee Leon, the codes to get into your website, we own those. Sorry mate, go and build a new website if you're going to stay with us.

Those sorts of things are what have popped up in the discussions and the concerns that led to this research.

Leon Delaney

Now, what sort of help can you provide to businesses that are struggling with these issues?

Bruce Billson

We're trying to do two things. One, get in front of the problem so that for small businesses and family businesses in particular, that they enter digital marketing service arrangements as well-informed as they can be. Know what they're buying. Choosing their provider wisely. We're encouraging them to take the time to talk to existing clients, to talk about the experience they've had and whether that's a good choice. And really hone-in on what it is they think they need that this business is providing, and then putting in place contractual arrangements, frequent communications, a clear, shared understanding of what the contract involves.

And in some cases, Leon, even a little bit of education. Say to the digital marketing specialist, help build my knowledge about what it is you're doing and what's effective as we work through this process. Just don't simply outsource it in a set and forget kind of way, but actually build know-how as part of that relationship on the way through.

What we're also saying to digital marketing providers - who probably don't really welcome a call from my office, saying, hey, you’re having a blue with one of your clients, what's going on here - we’re encouraging them to be really upfront from the beginning. What's the work that you're going to provide? Provide a portfolio, give some examples. Point to how what you're going to do links to the business's goals. And be quite specific about the services, the cost, what the outcomes are expected and maintain that open, transparent, regular communication, regular meetings, respond to queries and then know what the exit arrangements are when that contract concludes.

Leon Delaney

Bruce, thanks so much for chatting today.

Bruce Billson

It's good to be with you Leon. Best wishes to your listeners and a safe drive home in the rain.

HELP FOR SMALL BUSINESS USING DIGITAL MARKETING

Olivia Pearce — Tue, 16 Jan 2024 21:49:18 +0000

HELP FOR SMALL BUSINESS USING DIGITAL MARKETING Olivia Pearce Wed, 01/17/2024 - 08:49

17 January 2024

Digital marketing can be vital to the success of a small business yet one-in-three end up in a dispute with their provider, according to new research.

And almost 70% of small businesses last fewer than 12 months with the digital marketing provider they choose.

The high proportion of disputes and the large turnover in providers has prompted the Australian �Թ�� and Family Enterprise Ombudsman, Bruce Billson, to release a best practice guide for small business to provide simple steps they can take to better match their needs and expectations with those of digital marketing service providers.

“The growth in disputes involving digital platforms and digital service providers has motivated us to provide a guide to preventative steps and better practice guidance that might help reduce the harm these disputes are causing,” Mr Billson said.

“Digital platforms have fundamentally changed the way in which small businesses connect and sell to their customers and enable them to reach a significant portion of Australian and international markets.”

The Ombudsman commissioned a study by researchers at the University of the Sunshine Coast, which is among the first in the world to investigate the specific relationship challenges between small businesses and digital marketing service providers. This collaboration has produced the information checklists in the best practice guide for small businesses being released today.

The study found most of the disputes came from a mismatch in understanding what each party required.

“A digital marketing service provider is a person or agency that you engage to help with your online presence. This may include branding, website, search engine rankings and marketing strategy that can help grow your business and brand,” Mr Billson said.

“But for too many small businesses this relationship can be unsatisfactory, and for one-in-three it ends in a dispute.

“Our guide gives small business actionable tips on receiving great service and building a real partnership with a digital marketing service provider.”

There is also a guide for digital marketing providers to better understand the needs of small businesses.

The study found digital marketing service providers often did not communicate risk; were not transparent with details about services, timeframes and results; and did not treat their clients as collaborative partners.

It concluded that a lack of digital literacy among small business owners prevented them from proactively asking relevant questions about the services being provided by digital marketing service providers. Half of small businesses said that their providers pushed them to buy expensive and irrelevant services.

“Before you talk to a provider, identifying the assistance you need and what you want the provider to do and what you want to do yourself,” Mr Billson said.

“And when you talk to a provider make sure you understand exactly what they will do for you and at what times and that you are both clear on the cost, including any fees or other charges, and for how long the agreement will apply.”

The lead researcher at the University of the Sunshine Coast, Dr Karen Sutherland, said the common reason for relationships ending up in a dispute was a lack of open, informed and honest communication between small business and a digital marketing provider.

“There needs to be clear and honest communication about budget, the exact service being provided and setting realistic expectations for results,” Dr Sutherland said.

“Is the service for ad campaign management only? A website revamp? Who will own the website domain at the end of the contract? Will social media be required? If so, how much control will the marketing provider have over that social media account?”

“And most importantly, make sure everything that’s agreed upon is written into a contract.”

Dr Sutherland said a little due diligence from small business owners themselves can go a long way to avoiding problems. She said most marketing providers were not out to “get” business owners, rather it’s a matter of finding a provider that’s best aligned to your business.

“Different companies have different capabilities. Some are used to working with bigger clients, bigger budgets and will want more control over a business’ marketing content – and maybe that’s not a good fit for you or your business,” she said.

“So make sure you form a clear idea of what it is you want and research prospective companies before you engage with them. “Look at some of their previous work, reach out to former clients and see if it seems they seem like the right company for your needs.”

The best practice guides are available at asbfeo.gov.au/DMS-providers and asbfeo.gov.au/DMS-SMES

Small businesses who are in a dispute or need assistance can contact the Ombudsman at www.asbfeo.gov.au

MEDIA CONTACT: 0448 467 178

The future is digital for regional businesses with improved internet

admin — Fri, 10 Dec 2021 04:03:42 +0000

The future is digital for regional businesses with improved internet admin Fri, 12/10/2021 - 15:03

26 March 2021

The Australian �Թ�� and Family Enterprise Ombudsman Bruce Billson says small businesses in regional and remote areas of Australia now have more reasons to digitise, with NBN Co announcing expanded coverage and lower wholesale prices.

NBN Co says its Business Satellite Service has been improved to cover Australia’s mainland and large surrounding islands, with wholesale prices significantly reduced.

“Fast and reliable internet is an essential service to most small businesses and especially those in regional and remote part of the country,” Mr Billson says.

“Equally, it’s an incentive to small businesses to improve their online presence, particularly at a time when more consumers are shopping online.

“The latest data from the Australian Bureau of Statistics shows online sales rose by more than 70% in December compared to the same period a year ago.

“A survey of more than 1000 Australians conducted on behalf of NBN CO that 70% have been consciously supporting local businesses online. However, it also revealed that two-thirds of respondents were restricted by the limited digital presence of those businesses.

“Many small businesses have adopted better use of mobile and internet technologies as a result of the COVID crisis and we want to see that trend continue.

“The reality is that digitisation is now crucial to being truly competitive. That means everything from having a website, to being e-commerce enabled and targeting customers through social media platforms.

“SMEs with advanced levels of digital engagement are 50% more likely to grow revenue and earn 60% more revenue per person, according to MYOB research.