digital marketing Archives - Women In Digital

Inspired. Motivated. Focused. Three words summarising how I felt walking out after two days at the Liquid Learning, Women in ICT and Digital Leadership Summit 2019.

I’m Emma Judd, Group Marketing Manager at Place Design Group and I was the lucky winner of the Women in Digital LinkedIn competition, to attend this Summit from July 23 2019 to July 24 2019.

You may have seen, I took over the @womenindigital Instagram Stories for the duration of the conference and can view my stories on their highlights here.

While it was two days jam-packed with an amazing lineup of speakers, the below will give you a brief insight and share some knowledge nuggets and relatable advice I personally took from this event.

DAY 1: 23 July

On day one of the summit we heard from some fantastic speakers, with the line-up including:

Joanna Murray, Program Manager, Transformation & Innovation, Boral
Chris Locke, Chief Information Officer, Flight Centre
Deb Assheton, Expert Facilitator, The Amplify Group
Wendy Bryant, Chief Information Officer, Transport for NSW
Keli Saville, Regional Head of Data, AsiaPac, Vanguard
Niamh Collins, General Manager, Digital, HFC
Jade Carson, Director, IT Investments, Department of Education & Training
Kirsty McKay, Group Manager, Program Delivery & Digital Transformation, Coates Hire
Katie Payten, Director, Technology Assurance & Governance, Australian Securities & Investments Commission
Kylie McLean, Chief Digital Officer, Australia & New Zealand, IBM
Simon Noonan, Chief Information Officer, SportsBet

The first day, the first speaker at a conference is always exciting and generally sets the tone for what you can expect and Joanna Murray, Program Manager, Transformation & Innovation at Boral, did just that.

Setting us up for the day, Joanne asked us to reflect back to the start of our careers. Did we know what we wanted to be, and how we planned to get there? I know myself. I definitely had a plan and thought it would go a certain way but reflecting back, it was actually a very different path I’d taken. I think this is a really positive thought to reflect on, especially if you are a mentor or in a leadership role guiding your team through their career journey.

My favourite quote from Joanne’s presentation was, “Great leaders don’t think they’re great; great leaders think they’re human.”

From career reflection to career reflecting. Chris Locke, Chief Information Officer, Flight Centre, shared some great career advice which I’ve shared below:

Don’t be afraid of trying different things in different industries
Make a plan and make it happen
Be resilient, but patient
Get experience – think outside the square

This was also a lovely flow into the third speaker, Deb Assheton, Expert Facilitator, The Amplify Group, who spoke on the importance of true self-confidence, the value of vulnerability and gratitude along with self-awareness.

A nice reminder that Deb left us with was that the struggle ends where gratitude begins. Practising daily gratitude makes us 5-10% happier, and costs us nothing.

“What are you grateful for today?”

I think one of my favourite, most thought-provoking parts of the day was Wendy Bryant’s presentation. Wendy Bryant, Chief Information Officer, Transport for NSW, spoke on ‘Unconscious Bias’. To explain this, Wendy made this really relatable asking us all to discuss at our tables if there were any roles we automatically associate with a man or a woman; knowing perfectly well that both genders actually worked in that particular role. For example, when one thinks of a pilot, a doctor, a nurse or a kindergarten teacher, does one stereotype a particular gender? Needless to say, most people, by default of unconscious bias, did so.

Wendy also reflected on her time as the only woman in an IT team working with all men. She refused to be the ‘cake cutter’ at workplace celebrations, as the default was to ‘leave it to Wendy because she was the woman’. Reflecting on our own workplaces, I feel there is so much that can be consciously done or implemented to improve this default gender bias. Some ideas Wendy shared with us included:

Unconscious bias training
Focus on bias in AI – change your Siri voice to male
- I found this topic extremely interesting. Here is an article from Google that discusses it in more detail.
Specific actions on diversity in hiring processes and opportunities

Post lunch, we returned to the room for a panel discussion on ‘Whether work-life balance is possible?’. And great news – it is! And here are the panellists’ top tips for making it happen:

Find what works for you. If you play a sport or enjoy gym as an outlet – prioritise that and make a routine that works.
Plan holidays in advance and stick to them – If you’re busy, it’s easy to not plan your downtime, but time with family and friends is important. Book it in. Booking it in advance gives you something to look forward to.
Don’t hesitate to raise your hand if you need help. A great tip. Learn to delegate and ask those around you for help when needed.
Work smarter using smarter working techniques. Again something to Google, but what it comes down to is the fact that we all have 24 hours in a day. Use them wisely. The one thing money can’t buy is time.
As women in leadership, WE need to support flexibility. This is so important. If your team comes to you wanting to discuss flexible working options, be the change. Listen to their request and see what may be possible.
Flexibility in the workplace. Break down the barriers and become outcomes-based. This is such a positive and practical way to frame this thought process, as just because someone sits at their desk all day, it doesn’t mean they are being any more productive than someone working from home. Change the focus to be on outcomes, not on the number of hours sitting at a desk, and encourage flexible working arrangements.

The final two presenters for day one, Kylie McLean, Chief Digital Officer, Australia & New Zealand, IBM and Simon Noonan, Chief Information Officer, SportsBet, touched on workplace culture. Kylie really drove home the message that as leaders, it’s so important to create a culture that gets your team to thrive. This was a fantastic leeway into Simon’s Case Study around transforming workplace culture, with SportsBet as an example. Honestly, SportsBet sounds like an amazing place to work with a fantastic culture. Guided by its purpose, and underpinned by its values, SportsBet doesn’t just have its values hung on the wall; they live its values, which makes all the difference.

DAY 2: 24 July

Inspired from day one, excited for day two and it did not disappoint. The fantastic line-up of speakers included:

Stuart Harrison, Chief Information Security Officer, Medibank
Megan James, Chief Executive Officer, Australian Data Centres & President, Women in IT & Communications
Arabella Macpherson, Founder & Communications Coach, Resonate Communications
Jade Carson, Director IT Investments, Department of Education & Training
Brendan Mills, Chief Information Officer, NIB Health Funds Limited
Sarah McCullough, Head of eTech Operations, Essential Energy
Kathryn Porter, Director, Customer Experience, Cisco
Joyce Harkness, Chief Information Officer, Avant Mutual Group Limited
Kirsten Murray, Director International, Faculty of Engineering & IT, the University of Technology Sydney
Catherine Nolan, Director & Principal Coach, Gender Gap Gone

Stuart Harrison, Chief Information Security Officer, Medibank, kicked-off day two proceedings by sharing some words of wisdom about realising your leadership potential. A key theme that came through reflecting on day one was to show vulnerability. As leaders, you do need to stay strong for your team, but vulnerability is not a sign of weakness, but a sign that you are human. Showing vulnerability can often lead to building rapport and relationships with your team. A really lovely reminder for all leaders.

From the importance of vulnerability in leadership to the importance of resilience as leaders. Resilience was the topic Megan James, Chief Executive Officer, Australian Data Centres & President, Women in IT & Communications, covered in her personal career journey she shared with attendees. Megan is a very inspirational woman, and since the conference, I have shared parts of her story with many of my colleagues. They say you may not remember what people say, but you will always remember how they made you feel. In this case, I remembered what Megan said because of how it made me feel and how much it resonated. If you get the opportunity to hear Megan speak, I would highly recommend you take it and hear her story first-hand. I will share my key takeaways from Megan’s presentation below and hope you take some inspiration from this too:

Stay in your lane and stand up for what you believe in – no matter what
Always hold true to your values – above all else
Value your soft skills – emotional intelligence
Be present and always show up
Everyone has a story – so listen
Engage with people – see how you get the best out of people – allow the creative opportunity
Don’t compromise on any of the above

As leaders and mentors, it’s always useful to have references or tools to provide the best possible guidance and advice to enable meaningful conversations with your teams and mentees. Arabella Macpherson, Founder & Communications Coach, at Resonate Communications shared with us some great tips for unleashing your power as a mentor. I’ve summarised them below:

Coaching
- Ask questions
- Make suggestions
- Share experiences
Chunking
- Use chunking to open up or delve deeper into topics
Matching
- Give all of your attention
- Match 60%: physically and vocally
- Repeat words and phrases back to show acknowledgement

Towards the end of day two, the discussion changed to be more around the future of work. Jade Carson, Director of IT Investments, Department of Education & Training, spoke passionately on the topic of engaging and attracting future female leaders to IT roles.

Some ideas and strategies Jade touched on started right back at engaging young girls to show interest in IT. Whether that be at home, at school or at play. It’s also about attracting girls and women to a career in IT by changing the image/perception of tech, promoting meaningful careers and addressing the unconscious bias. On top of this, growing the focus on the culture around tech, closing the confidence gap through training and education and having strong female mentors or sponsors will help attract female IT talent. Jade concluded that we should keep a focus on culture being equitable and reflective of diversity. And that job design or redesign for flexibility is important. Overarching, she highlighted female role models across the IT industry is key.

Continuing the future of work discussion, panellists’ thoughts covered:

The importance of business and IT partnerships – with the increase in technologies in the workplace, it’s important for businesses and IT leaders to work closely for the best possible outcomes
Portfolio careers – showing depth and breadth of experience
Being location agnostic – it’s not about where you’re physically working from. With technology, you are enabled to work from anywhere. This also ties into the earlier discussion around being outcomes focused.
Gig Economy – presents great opportunities but also new challenges

And that’s a wrap! Catherine Nolan, Director & Principal Coach, at Gender Gap Gone, was our facilitator across the two-day summit and presented a great summary of the insights from across the event. A few practical tips she left us with include:

Create a Vision Board – use Pinterest or Canva to get started. If you see it, you’ll achieve it.
Create your 40-page resume – a dumping ground for YOU only. List examples as they happen so that when the time comes, you have the content and are ready to apply for that dream job.
Watch the Amy Cuddy Ted Talk – ‘Your body language may shape who you are’

There were honestly so many fantastic insights and inspirational moments over the two days. I hope this blog post shares just some of that post-summit magic with you all.

Thank you for reading.

Emma Judd

Instagram: @emajudd

LinkedIn: https://www.linkedin.com/in/emajudd/

Do you have more insightful leadership tips? Share them in the comments below.

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.

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.

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!

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Liquid Learning, Women in ICT and Digital Leadership Summit 2019

The 3 Biggest Content Mistakes Brands Make Online

The Long-Term Value Of Having A Blog

What is the Sales Funnel?

Content Marketing: Why your business needs a Brand Voice

Acknowledgement