In The Media - Page 10 of 11 - Women In Digital

You just announced the relaunch of Collective Hub – congrats! What can we expect?

One thing I know for sure – taking the time to “break the brand” to “remake” it was the best thing (apart from starting it) that I have ever done! What I also know for sure is that our purpose remains stronger than ever “to ignite human potential”. As far as what the deliverables look like – we are still working through that – but expect a lot more digital content and a lot more face-to-face events.

What does your day in the life generally look like?

No one day is the same. I run multiple content verticals across multiple geographic locations with a very decentralised team working from all over the world. So it really depends on the focus at the time – be it an event series we’re rolling out, or a tour that I am putting together (or delivering) or a multitude of other channels. My days could involve photo shoots, interviews, strategy, planning, visioning. These days every day also includes very consciously and purposefully “time and space” for me to think and be and recreate. I love moving forward.

How do you de-stress from a busy workday?

Consciously making time for not negotiables – exercise, good food. Time to seek, listen, education myself, explore and get into nature. Time with my partner and my cavoodle Benny in nature or by the sea is bliss.

Where’s your favourite place to visit when you’re in need of inspiration?

No one place. In fact when I truly need inspiration I put myself in very counterintuitive places. I’ll purposefully go somewhere I’ve never been – be it a different suburb, coffee shop, retail store or a myriad of other things. I think if you are open and you hold your purpose close – there is inspiration and opportunities in abundance and sometimes from the most unexpected places and spaces.

What’s your go-to breakfast before a big day?

Big green smoothie packed with baby spinach, nuts, half a banana and 2 dates. YUM – fills me up and I’m starting the day right!

Name one thing that intimidates you?

Nothing.

We know you value work-life balance and embracing a healthy lifestyle. To what extent do you feel it contributes to productivity and/or innovation?

My health is my absolute number one not negotiable priority. Without it, we have nothing.

Name three women who inspire you.

We’ve done over 6000 interviews in Collective Hub print mag and online over the past five years. The pages are FILLED with inspirational women – it’s too tricky to drill down to three…

Do you have one motto or inspiring quote that has stuck with you over the years?

“Here’s to the Crazy Ones…” Steve Jobs

“The art of doing more with less.” This really resonates with us. How could this idea be applied to digital, and in particular disruptive digital ideas?

The ability to scale tapping into digital resources is unparalleled. Be it social or a myriad of apps and tools that are now available. As my team is decentralised and in multiple locations we use digital technology and tools every day to time save. We can also automate so much now using technology. I could write an entire book (and probably will) on how technological advances have helped us to be more productive and efficient.

What are you feelings or attitudes towards artificial intelligence?

I think all technological advances are good and exciting when used in an ethical and educated way. Like anything it’s about education and understanding the limitations and risks associated.

Why do you feel groups and awards such as Women in Digital are important?

I think so often we glorify being “busy” and we don’t take the time to stop and acknowledge our achievements. I think it’s beautiful to a) take the time to acknowledge yourself and use this as an opportunity to capture and document the legacy of what you’ve achieved to date. And secondly I think it’s really wonderful to give visibility to so many extraordinary businesses and individuals. We can all learn from one another and it’s great to shine the light on so many wonderful innovations, entrepreneurs and business leaders.

How important is it for women in the digital industry to support each other?

I am a strong believer that all of us – no matter our gender, race, industry or geographic location should support each other and lift one another higher. I am all about reciprocity, abundance and collaboration. There is enough room for everyone.

What would you want to tell young women starting out now?

Have an insatiable self-belief. And just know that anything you can dream is possible. This I know for sure.

Lisa, you truly are a force in your field. Any last words?

Just start.

How long do you think it takes for a potential follower or customer to decide whether your brand resonates with them? 17 seconds of scrolling your Instagram profile? One minute on your website? The stark reality is a lot more sobering. According to researchers at the Missouri University of Science and Technology, it can take around 0.2 seconds for an online visitor to form an opinion about your brand. So how can you ensure that person likes what they see? Avoid these common content mistakes.

Mistake One: Not having a consistent brand voice.

One of the simplest ways to improve how your business is perceived? Implementing a clear and consistent tone of voice across all of your business’ digital touchpoints. Does your brand use emojis on social media? Do you write your newsletter copy in a fun, colloquial way or are you a bit more serious and considered? What kind of pictures do you share and are they consistent in their aesthetic? If you’re not entirely sure, it’s time to figure it out.

When it comes to your brand’s voice, flipping and flopping inconsistently is terrible for business because your followers and potential customers won’t be able to properly grasp who you are and what your brand stands for. Figuring out your business’s specific tone of voice will allow your followers to decide if you’re a company that resonates with them and are worth trusting. Everything from your website copy, to your Instagram bio, to your blog posts needs to possess your brand’s unique DNA.

Mistake Two: Not providing content of value.

It doesn’t matter if you’re selling a product or a service, are a business with 5000 employees or a start-up that’s bootstrapping, the content you’re producing must do one thing: provide serious value to your followers and potential customers.

If you’re smart (and I think we can agree you most certainly are) then your business has cottoned onto the “content marketing” trend and is creating blog posts, newsletters and regular social media content. But if the content you’re producing isn’t adding monumental value to your potential customers’ lives, you might want to hold off on giving yourself a pat on the back. Sharing informative, helpful, valuable content that solves your ideal customer or client’s problems will not only show you’re trustworthy and position your brand as a thought leader, it’ll ensure your business is the one people go to when they’re ready to commit.

Mistake Three: Misinterpreting quantity for quality.

According to former Chartbeat CEO Tony Haile, your website has 15 seconds to capture the attention of the average visitor before – poof – they’re gone. If you think that’s dire, 55% of visitors actually spend fewer than 15 seconds actively on a page. The lesson here? Content that’s sparkly, concise and shares your brand’s personality and key messages is going to be way, way more effective than an About Us page so long it gives your thumbs a cramp from scrolling. Mistaking quantity for quality is a common trap many businesses fall into. No, the amount of words you can cram onto a page is not indicative of how wonderful your business is; it’s going to bore people at best and lose your brand business at worst.

Edwina Carr Barraclough is the founder of By Edwina, a consultancy that offers brand, social media and content strategy, sparkly copywriting and media coaching. Edwina is also a journalist who writes for The Sydney Morning Herald, News.com.au, Mamamia, Body & Soul and more. Head here to follow her on Instagram and here to follow her on Facebook.

With more and more content filling up our walls, inboxes and increasingly busy lives, storytellers have to pick up their game. Now, captivating, authentic and emotionally charged stories are king — anything less simply won’t cut it.

For seasoned pro, Cas McCullough, great storytelling is a passion. Starting as a graphic designer and copy editor, she learnt about the value of great content early on in her career. Fast forward to 2018, Cas is not only a talented writer and entrepreneur, but also a busy working mum.

Recently, we got to pick her brain about storytelling, her content creation platform Writally and how she holds it all together.

How did Writally come about?

In 2012, I realised content marketing was going to take over the marketing and advertising space in a big way. My clients and I were trying to take advantage of this new and exciting tool, but we were wrestling over the problem of creating original content in an easy way.

Thanks to my son, the idea of providing a structure that clients could work with and that helped them cut through their mental writing blocks popped into my head.

How important is great storytelling in 2018 and beyond?

The online space is saturated with content. Boring content just doesn’t get any traction. Search engines have shifted their algorithms to hero authority content and your readers just scroll past what doesn’t interest them.

What are some of the key storytelling ingredients?

First and foremost, you must know who you’re writing for and where they are in the purchasing cycle.

Secondly, you need a plan of attack or you could end up going off track and fast! I also find that a structure can help inject drama and suspense into the plot — there’s nothing like a good cliff hanger to leave people on the edge of their seat. A story that fails to get started, or never gets resolved, will most likely fail to leave readers wanting more.

In terms of brands, what are some common storytelling mistakes?

Readers aren’t concerned about your business’s priorities or concerns. All too often, businesses only talk about themselves or company news like everybody cares.

Authenticity and showing that your brand cares more about your readers’ lives than itself should be at the heart of every story.

What are some of the other road blocks brands or individuals can encounter?

Simply starting can be the most difficult part! A lot of people get stuck at the intro because they want to capture attention. Start with a couple of related questions that lead into the topic. You can always go back and change it later.

What’s your top tip for a novice storyteller?

Mapping out your ideal readers and their pain points is key — that’s the trick to making it truly relevant. I also focus on an individual I want to talk to and their most pressing pain points, rather than a big group of people I’m just trying to reach.

In terms of you own story, what have you learned along the way?

The most important lesson I’ve learned is to listen to your audience. Tuning into what they want and need will save you a lot of heartache down the road.

On a personal note, I’ve also been very lucky to create the life I want. Being available to my kids is my number one priority, and I’ve always created work opportunities around them — not the other way around. If it doesn’t fit, I don’t pursue it.

What’s the next chapter in your story?

Now that Writally is a proven recipe for success, I’m looking at taking it another step further.

Marketplaces are popping up more and more and a Writally marketplace is in the works. This will give businesses access to a collection of recipes on different topics or themes so they can create their own original content in house.

This is only one of the many goals I have for 2018, so watch this space!

While great storytelling isn’t always easy, its ability to make you feel something is extraordinary. With so many ways to create emotionally powerful and relevant content, from augmented and virtual reality to video, written and ephemeral content, it’s about using multiple channels to capture attention, and as always, leaving your readers wanting more.

This article was contributed by our star blogger, Phyllida Yeo. Phyllie is a driven digital marketer based in Brisbane. Since she started her career in a graduate program, she has developed a passion for all things digital. Whether it’s content marketing, search marketing or simply getting inspired by others, she enjoys building her skills across all areas of the industry. She is currently a Digital Marketing Coordinator at Signet.

By Lani Pauli, Deane & Co

Yep, you read that right! While it seems counterintuitive, working less and finding more balance in your life can actually have a positive impact on your business.

Thanks to social media and the fact that in this digital age you can work almost anywhere at any hour, there can be limitless opportunity to work and a never-ending supply of tasks to do. But that doesn’t mean you should just work-work-work!

Not least because an overstimulated, perpetually busy mind is not the place where the best ideas, clearest decisions, or brilliant strategy come from.

As part of our consulting work, we often talk with clients about how to get more balance in their lives, and how it’s not indulgent, but can really pay off for their business.

You only have to look at business power players Tim Ferriss, Ariana Huffington and Bill Gates – all advocates of scheduling dedicated time off – to see how working less can help you more.

If you are finding you are always ‘on’ and spending the bulk of your precious time working on business, take a moment to stop and recalibrate.

Here are 5 ways to consider bringing more balance to your life, calming your mind and running your business, so that it doesn’t run you.

#1 Take Holidays!

Having time off is one of the most sure-fire ways to be more productive. Breaks, down time, having fun and thinking about things outside work is one of the best investments you can make in yourself. Travel allows you to learn new things, get new perspectives, and come at problems in different ways. If you haven’t had a holiday in ages, it can be as easy as taking a long weekend away or getting to the beach for a couple of days.

#2 Clear Boundaries

Make clear boundaries and stick to them. Leave work on time, take a proper lunch break each day, don’t reply to emails or calls outside of hours. Some of our clients at Deane & Co now put in strict boundaries and openly take one day off a week. On this day they don’t reply to emails (unless the situation is urgent) and their success continues. If anything, this client argues (and we’re inclined to agree) that it enhances their ability to be successful as they’re giving themselves adequate time to recharge and restore.

#3 Switch Off

The best way to be a winner in business and in life is to rejuvenate body and mind, which means a good nights’ sleep. And vital to good sleep if switch off technology, social media, the laptop and cleansing the bedroom of all electronic gear. Consider social media-free weekends: Tim Ferriss switches off his phone every Saturday unapologetically.

#4 Prioritise

Take a cold hard look at how you’re spending your precious time across the different categories that matter to you, whether that’s Family, Eating Well, Exercising, Down Time, or Being Social. If you’re finding that all your time is caught up in business and busyness consider where your main priorities truly lie. Upping your wellbeing only help performance, so spending time on them is an investment in business too.

#5 Delegate

To work less you need to do less, so think strategically about how you can get things off your plate. If your business is like your baby, at some stage you need to let it grow and develop. Trust and work with others. Invest time in good people and then delegate to free up your own time and do the things you truly love and are good at. If you suck at accounting or graphic design, it’s time to hand those things over to people who excel at them so you can have the bandwidth to do what you do best.

By Lani Pauli, Deane & Co

The notion of including a blog on your business website can seem like a big commitment, especially if you’re not a natural writer.

But let me tell you, having an active blog can be one of the most unexpectedly powerful elements in your business arsenal.

Case in point, a blog post I wrote 3 years ago – an interview with a knife maker from Tasmania of all things – still brings traffic to my site every single day! I had no idea this lovely gent was going to become a cult figure on the Australian food scene, but that’s the beauty of having a blog. Now thousands of extra pairs of eyes have come across my business website without me lifting a finger.

If you are thinking through the value of having a blog, here’s five important reasons why you might consider creating a blog for your business:

#1 It helps drive traffic to your website

Here’s a simple equation: the more pages on your website, the more opportunity to attract readers and website traffic. If you blog consistently and build up a following, that’s extra traffic each and every day. The more often your website is added to, the more search engines like Google know that they can legitimately send traffic there.

#2 It humanizes your brand

A good way to differentiate your product or service from competitors with similar products of services is to have a blog. Say if you were a professional coach and consultant you could highlight that your area of expertise was helping teams work harmoniously or you could showcase your sense of humour in delivering training. It’s these personal extras that help a client choose you over a competitor.

#3 It’s another channel of communication

A blog is another less formal avenue to talk to your customers and it presents numerous opportunities to seel, without selling. For example, if you were a jewellery brand, you could create lots of interesting content about travel, food, fashion that can include jewellery without out it being an overt sales pitch. It’s much more fun for your customer to read a blog about the fabulous jewellery you wore on holiday in Marrakech than to see your product catalogue again.

#4 It signals your business is active

An updated blog signals to new customers that your business is active, well maintained and going well. It’s a simple way to give a positive message about how successful you are.

#5 It helps establish your authority

Creating a blog and showcasing your thoughts, experiences, and expertise is an excellent way to display your authority and credibility in a particular area or industry. If you sell a food product or service, using your blog to talk about upcoming chefs, new restaurants, great cookbooks, amazing documentaries or food experiences show you know you are an expert in the food space, upping credibility to business and product along the way.

By Jen McKinnon

Often used to distinguish the types of content necessary for your brand strategy, as a concept, the sales funnel helps marketers and business owners understand the customer journey. It is also a useful tool that, when properly implemented across your digital marketing strategy, can fast-track your business success.

Comprising of four stages, the sales funnel tracks the journey from the customer’s first interaction with a brand, right through to initial transaction (purchase) and customer retention thereafter, ensuring that prospective customers are being nurtured in the most effective way when interacting with your brand.

Whether you realise it or not, if your business relies on consumers to make a profit, you probably already have a sales funnel. However, if you don’t know what it is, it’s more than likely not optimised for maximum return.

In the general sense, a funnel is used to channel tiny particles into a container with a small opening. The purpose of a funnel is to capture as many of those particles as we can. The same goes for the sales funnel; however, the small particles, in this case, are your potential clients, and the small opening is the metaphorical door to your business. You want to capture as many customers as you can, and paying close attention to the four stages of the sales funnel will help you do so.

The Traditional Sales Funnel

Awareness

During the awareness stage at the very top of the funnel, you make your first impression on potential customers. At this stage, you are speaking to prospects, so it’s here that you should be introducing your brand, products and services.

Establish the Problem

All sales are made by solving a problem, so establish the problem your product or service can fix early on to really get your audience thinking. This problem doesn’t have to be huge; it may be seemingly trivial to one person but significant and important to the next.

For example, clothing can solve a number of problems. In the practical sense, an item of clothing may keep you warm in winter or cool in summer; or, emotionally speaking, it may provide confidence or esteem to the owner. You just have to pick the angle(s) that will be most relevant to your target market.

Lure Them In

At this stage, it’s all about finding a ‘hook’ – something that will lure the audience towards your brand. How can you catch the attention of the right people? The funnel is wide at the top, so the more attention you can draw to your brand through SEO, PPC, blogs, display network advertising, PR and viral social content, the more likely you are to filter in potential customers.

Consideration

The next stage of the buying journey is consideration. Once your prospect enters this stage they become a lead. It is in this stage that your prospect is evaluating their options, so identifying a clear unique selling proposition (USP) will aid your efforts to stand out as the best option in the market. For your prospect to complete the consideration stage and take the next step, you need to qualify them by providing the information they need to understand more about your product or service.

Recognise Your Lead’s Goal

What is it that your prospects want from your product or service? If you can recognise what your potential customer needs, you will have a much easier time convincing them that your product is right for them. While the awareness stage is about identifying the problem, the consideration stage is about solving that problem.

Explore the Details

It is as this stage that you can really get down to the nitty gritty. It’s here that your lead wants to explore the features of your product or service so an emphasis on deeper education should be made when it comes to the consideration stage.

The best way to engage your consumers at this stage is through a combination of product or service descriptions, case studies, demonstrations, how-to videos and more extensive documentation on the details of your product or service.

Decision

Once the lead is interested and fit to make a transaction, the decision stage sees your lead transform into a customer, as they make the choice to purchase your product or service.

Answer the Right Questions

This stage is about establishing that final layer of trust. Here you should be answering questions like, ‘why your business?’, through testimonials and reviews. You can also influence your customer’s decision by displaying impeccable customer care through interactive digital channels, such as social media and Chabot services.

Retention

Often neglected by business owners, customer retention is all about turning an existing customer into a repeat buyer. Some people see retention as beyond the funnel but, not allowing your existing customers fade away is an integral part of the buying process.

Did you know that a repeat customer is worth 9 times more than a new customer? It takes far less effort, and is far less costly to retain customers than it is to attract them. An existing customer has already been through the sales funnel, so to lose them thereafter would be a waste.

Nurture Current Customers

Loyalty is valuable to your business, so client nurture is essential. You can incite customer loyalty through immaculate customer support and further education on the product, service or industry. However, the best way to ensure allegiance to your brand is through a loyalty program that provides value and recognition to your existing customers. Using a loyalty benefit scheme, your brand can inspire repeat purchase through rewards and special offers, and even the occasional freebie.

Email marketing has become the penultimate when it comes to nurture, as automation technology gives business owners the capacity to ‘set and forget’, streamlining the process and minimizing time, effort and resources. Without bombarding your database, keep your brand’s image at the forefront with consistently valuable email communication to repeat buyers, and re-engage past consumers who you haven’t heard from in a while with an automated nurture program.

The sales funnel is an extremely valuable tool when used effectively, helping you understand your customers and get more out of your marketing efforts. Applying the four stages of the sales funnel to your marketing strategy will stimulate an enriched experience for your consumers when interacting with your brand and, in turn, extract a better return on your marketing investments.

With a strong background in creativity, Jen has found her niche in digital marketing. As the senior content creator for the ASX-listed Melbourne IT Group, Jen is responsible for branded content across all subsidiary businesses. Her flair for writing is matched by her passion for sharing knowledge and she is driven to produce digital content that is useful to business owners and marketers alike.

In a world where technology is as much a part of your daily ritual as your toothbrush, digital really is a girl’s best friend. From the moment we wake up our days are dominated by interactions with apps, programs and devices, modern accessibilities that most of us couldn’t imagine living without.

Not only has the digital era redefined the meaning of convenience, ongoing innovations in technology have also established new and continually expanding job markets, in turn creating a wealth of novel career paths.

One woman who has paved her professional journey in the rise of the tech revolution is Margarita Camus, Digital Innovation Lead at Queensland Urban Utilities. A regular guest speaker and contributor within the digital innovation, marketing and technology industries, Camus knows more than a thing or two about the ever-evolving digital landscape.

Here, we speak to her about everything a tech-savvy woman needs to know about building a career in the digital landscape.

Women in Digital: What does the digital era mean to you?

Margarita Camus: The digital era is the new way of life. As a digital professional it’s about constantly navigating the ever-changing industry so we can make sure we’re meeting customers’ expectations, creating efficiencies and adding value.

WID: How does digital affect your day-to-day?

MC: Digital is all around us, and is especially engrained in my life as a tech professional. I wake up to an alarm on my smartphone, use a smart toothbrush that syncs with my phone, and tell my Google Home to play my favourite morning playlist – all before I’ve had breakfast!

That being said, when I get home from work it’s important for me to put my phone down and enjoy a meal, spend quality time with my family and friends, or make it to a yoga class. Digital can make a very positive impact on a person’s life, but at the end of the day we are still human and need to know when to disconnect and be present.

WID: Throughout your career you have worked in digital strategy, digital marketing and project management for a diverse range of brands across different industries. What has working across these different sectors taught you about the flexibility of digital marketing?

MC: I have been lucky enough to work on incredible projects with some of the world’s biggest brands, including Nestle and UNIQLO. Working for one of Australia’s largest water companies is an incredible challenge and I’m really enjoying working in a more innovation-focused digital role [where] I get to push the boundaries and explore new technologies like artificial intelligence (AI) and bots, to see how they can add value to our customers’ digital experience.

Each brand you work with can have a completely different approach to digital, and it’s been invaluable to my career to have a wide breadth of experience; I think getting digital experience across a range of industries is one of the best things you can do early in your career.

WID: What are the most important professional skills required to thrive in the digital era?

MC: I would say the best digital professionals genuinely love technology, have curious personalities, enjoy learning and want to solve complex problems. Digital is constantly changing and you have to keep up with new technological advancements and user trends that change almost on a daily basis, so it’s not something you can do without a significant time investment.

WID: In 2014, Queensland Urban Utilities introduced a ‘Women in Leadership’ Group to promote and harness the potential of women within the organisation. Can you tell us more about how Queensland Urban Utilities is currently working towards improving female representation in the digital realm?

MC: Joining the Women in Digital pledge represents our commitment to supporting diversity within digital teams at Queensland Urban Utilities. We are also involved in other initiatives, including Work180 and Diversity Council of Australia, which promote diversity across the organisation.

I’m very proud to say our digital team is gender balanced and we have tailored sourcing strategies to attract top digital talent from all industries, backgrounds and sectors.

WID: In the digital realm, do you feel there are currently equal opportunities for both men and women?

MC: It’s widely acknowledged that diverse teams are more productive and profitable and it’s great to see more organisations recognising this and pushing this movement, especially in the digital industry, which can often be very male dominated. It’s not just the right thing to do, but organisations will be left behind if they don’t prioritise diversity.

Diversity is more than just [about] gender. There are a range of other factors that organisations need to consider including diversity of ethnicity, socioeconomic status, language, religion, sexual orientation, and geographical area. I also think diversity of experiences and viewpoints are important, as it provides more holistic ways of looking at organisational challenges.

WID: What role do you think analogue communication plays in our digital world? Do you feel there are some business practices and forms of communication that cannot be digitised?

MC: Absolutely – at the end of the day digital isn’t just about technology or processes, at its core it’s really about people. I’m passionate about events like hackathons, as they provide a great opportunity to break down silos and encourage diverse teams to think about digital challenges in new ways. The magic behind a hack happens through human interaction. Plus, they are great fun!

WID: What do you love most about what you do?

MC: I love working with a passionate team, and working for an industry that does so much for our community and environment. I’m supported by an incredible team that believes in my ideas and constantly encourages me to push boundaries. It’s really refreshing.

WID: What piece of advice would you give to women who aspire to work in the digital realm?

MC: I’d encourage them to build a great network and find a mentor to support them on their professional journey. There are so many digital events and activities across Australia that can help you to connect with like-minded people.

WID: What’s one app you can’t live without?

MC: There are a few! I recently converted to using an Apple watch and I really enjoy the activity tracker to keep me active. I also plan my life on Evernote and couldn’t live without it.

By Kathy Wilson

It wasn’t all that long ago that seeking part-time work was like hanging a sign across your LinkedIn profile saying “not that interested in my career.” Not only was there a salary penalty but promotions suddenly became “unavailable” and career-enhancing projects would disappear like a puff of smoke.

But in 2007, Tim Ferriss forced the world to take a look at the way we all work with his international bestseller “The Four Hour Workweek.” No longer was there a direct link between hours worked and commitment and success.

The flow-on effect has been slow in coming but is now picking up steam. Finally, like a shy little sister at the dance, part-time work is stepping out of shadows and presenting herself as a powerful career tool.

All over the world, millions of dollars are flooding into part-time and flexible work in 2018 as both employers and employees catch on to its advantages.

But have the tables turned so much that part-time work now actually boost your career?

In many cases yes. And for women in digital, it’s a “hell yes!”

So let’s take a look at six specific ways you can use part-time work to skyrocket your career.

1. Use job-sharing to make you part of an unbeatable package.

By developing a strategic job-share partnership, you can take you from a “maybe” candidate for a stretch job to a “must have.”

By matching your skills with someone similar but complimentary, you can potentially double the expertise, experience and skill sets you bring to a role. It also means that when and if the need arises, there is the ability to scale up rapidly (e.g. for a launch/end of financial year/time-sensitive report).

Increasingly – job sharing is a thing. And for senior, well-paid and challenging roles.

Companies are becoming open to hiring senior people on a flexible basis, according to recruitment firm Timewise.

“The British company surveyed 200 local senior managers and found that two out of five would consider hiring candidates for a senior role as part of a job-share. It also estimated that 770,000 high-income earners in Britain now work part-time, an increase of 5.7% on the previous year.

There are no losers in this scenario and big wins for innovative employees.

2. Use the flexibility of part-time work allows to develop skills in new areas

Very often, even the best full-time jobs involve using the same skill set over and over. I kind of rinse and repeat. Sure, you may have mastered the skills required but once you have done that a plateau can set in.

That’s what happened to Tracey – a coder in Sydney.

“When I first started my job

Part-time work, by its very nature, frees you up for things other than your primary job.

Spend it to upskill in new areas that can take you in a whole different career direction.

3. Get your foot in the door at an up and coming company.

Once you have a few years experience, you expect a certain salary – and that’s a good thing.

But what about if your dream company is a bit speculative and can’t afford you at that rate?

Easy.

Negotiate a part-time contract to get your foot in the door.

4. Make more money

This may sound counter-intuitive, but sometimes, working part-time can mean you end up bringing in more money.

If, for example, you take on a 30 hour a week gig and a 15 hour a week gig, your total income might exceed a full-time salary.

5. Be available to last minute and short-term opportunities

By its nature, part-time jobs mean you are free to dabble in small, cool and/or one-off projects.

Who knows, maybe that small gig you pick up might lead to you being the next big thing in digital in a few years.

And finally…

6. Part-time work can make you happy – and that makes you a far better company asset.

According to an article in Fast Company, happy workers are more productive workers.

Here’s what the article said: “A recent study by economists at the University of Warwick found that happiness led to a 12% spike in productivity, while unhappy workers proved 10% less productive. As the research team put it, “We find that human happiness has large and positive causal effects on productivity. Positive emotions appear to invigorate human beings.”

If you can find your work/life balance that works for you, you’ll be far better and your job – and a much more valued employee.

Shawn Anchor, the author of The Happiness Advantage, has found that the brain works much better when a person is feeling positive. At those times, individuals tend to be more creative and better at solving problems.

Kathy Wilson from Elite Reputations gets women great part-time jobs. She knows that starting a job search can push everyone single, insecure button you have and she has a plan for you to follow that is simple and easy and will get you a new job in 4 weeks or less. And she’s released a course called “The World’s Most Real Guide to getting a part-time job that isn’t crap and pays what you deserve“.

By Jen McKinnon

Many small to medium business owners have seemingly bigger fish to fry when it comes to marketing than developing a brand voice for their business. However, something as simple as what you say and how you say it could be the difference between many and few conversions.

What is Brand Voice?

Brand voice is an ostensibly grandiose concept but it can actually be make or break for your marketing campaign. Simply, your brand voice is what tells your brand’s story – the personality of your brand. It’s what keeps your brand consistent and plausible through style and tone but, most importantly, it’s what differentiates you from your competitors. Your brand voice is applicable across all content streams, including (but not limited to) blogs, email marketing, social media, website content and digital advertising.

How will a clear Brand Voice help my business?

There are a number of ways your brand voice can benefit your marketing and your business as a whole by inspiring interaction, engagement and customer relationships. Let’s take a look at the top reasons to establish and employ a brand voice:

Establish Brand Identity

With a solidly established brand voice you can give readers an instant understanding of what your brand is all about, purely through the way you communicate. By personifying your brand (thinking of your brand as a person), you can find a way to encapsulate the values of your business in the style and tone of your content. Are you passionate but relaxed? Lovable but cheeky? Firm but approachable? Try to choose contrasting traits to give your brand voice more depth.

It’s important not to pick too many adjectives when describing your voice. If you do, you dilute the strength of the words that encompass your brand’s values most effectively. Aim to only use three or four adjectives when describing your tone and style of communication. This not only preserves the power of your voice but makes it clear to those using it.

Reach the Right Consumers

Your brand voice gives you a rich understanding of how to address your consumers. Knowing how to speak to your target audience will help attract more qualified consumers and, as a result, maximise your conversions.

For example, if your business is selling bicycles for children, the audience will be vastly different to a business that sells health insurance to under 25s. The bicycle store will be targeting parents, so their voice may be playful yet authoritative to demonstrate that the brand knows how to have fun but pays close attention to safety. On the other hand, the health insurance broker speaking to young adults may take a more comedic approach to be relatable to a youthful audience. There is no use in the bicycle store or the insurance broker employing a rigid tone of voice as it doesn’t appeal to either target market.

Gain Trust

Just as sending mixed or scattered messages can be detrimental to a romantic relationship, the same can be said about the marketing messages sent by your brand. You can avoid inconsistency in your communication by setting out clear brand voice guidelines. This not only improves the interaction your potential clients have with your brand but it also stimulates trust. Consistency implies stability and dependability, which are traits that all consumers look for in a brand.

Brands who know who they are and the value they provide to their market are the most successful because they appear trustworthy. Think Nike, Apple, Coca Cola – these brands all have a strong and identifiable brand voice. Just because your business isn’t a multi-million-dollar company, doesn’t mean the same tactics won’t benefit your marketing strategy.

Establish Connections

You want your brand to be relatable to your target audience and speak to them in terms they understand. Business is built on relationships, which is why it’s so important to ensure your customers can and want to connect with your brand. Establish a brand voice that inspires audiences to want to interact with your brand.

Many purchases are made for aspirational reasons. Consumers aspire to look cooler, be slimmer, get a better job and, by ‘talking the talk’ you further tug on the consumer’s aspirational strings. This can drive consumers to develop a relationship with your brand. Satisfying your customer’s expectations in terms of style and tone, not only adds coal to that aspirational fire for purchase but deepens the consumer’s yearn to forge a relationship with your brand.

Recognition

A good brand voice will be instantly recognisable. This doesn’t just improve brand recall, it also helps you stand out amongst a crowded market. If you communicate with your consumers in a memorable way, you have a higher chance that potential customers will remember and recognise your brand just from your tone of voice. Being recognisable and familiar to audiences is a high priority in marketing and can be the molecular difference that makes you a sale.

Once you have something to say and a way to say it, the marketing world is your oyster!

Women-in-Digital-PREVIEWS_Photos-by-Savannah-van-der-Niet-24.jpg

When Michael Reid, State Manager of Cisco QLD moved to Brisbane after several years in Sydney he was astounded by the lack of diversity available within the Brisbane technology market. Not only were there fewer women within his team at Cisco, he found that any jobs advertised weren’t attracting the diverse talent he sought.

With around 10% gender diversity in his team, and fewer than 5% female applicants for his role, he was struggling why it was so hard to attract great talent at a company known for its employer of choice status. Unfortunately, Michael’s experience was an all too familiar one which was somewhat comforting and troubling to find out!

Sally-Ann Williams, Engineering Community & Outreach Manager for Google Australia says that women comprise only 3 per cent of applications to study IT at university, “yet we know that 75 per cent of all future jobs will require STEM skills and the vast majority of them are technical skills’’.

Not one to shy away from a problem, Michael wanted to know what actions he could take to improve the issue.

With this in mind, we discussed how important it is to:

Support community organisations like Girls Who Code, Tech Girls are Superheroes and of course, Women in Digital,
Create unique pathways for women to enter the industry,
Speak at local high schools and universities about careers in Digital and IT,
Champion women in the industry to ensure role models were visible for other young girls and women. After all, you can’t be what you can’t see.

With an open mind, Michael decided to create an entry level opportunity that would allow him to recruit a talented and ambitious young woman into the company from the Women in Digital network.

Michael ended up hiring one of the first women we introduced to him, and almost 12 months later, she continues to make a great contribution to the culture and diversity within the QLD team – something we’re proud to have facilitated through Women in Digital.

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The 3 Biggest Content Mistakes Brands Make Online

The Art of Storytelling

How Working Less Can Help Your Business

The Long-Term Value Of Having A Blog

What is the Sales Funnel?

Building a Successful Career in Digital: Q&A with Margarita Camus

6 ways job sharing can boost your digital career

Content Marketing: Why your business needs a Brand Voice

Cisco QLD’s commitment to Women in Digital

Acknowledgement