You're posting three times a week on LinkedIn. You're running Google Ads. You've got your Instagram sorted. Your email list is growing. But here's the question that keeps you up at 2am: Is any of it actually working? You've got a Google Analytics dashboard you don't understand. Meta tells you your "engagement rate" is good (whatever that means). Someone once told you to track impressions, but you're not sure why. Welcome to the overwhelm club. Population: every small business owner I've ever met. The Problem with "More Data" Here's what usually happens: You start marketing. Someone (a well-meaning friend, a marketing guru, that one LinkedIn post) tells you that you need to "track everything." So you do. You set up Google Analytics. You check your social media insights. You note down how many people opened your emails. You watch your website traffic like it's the stock market. And then... you have no idea what to do with any of it. Because having data isn't the same as knowing what it means. And knowing what it means isn't the same as knowing what to do about it. I see this all the time. Business owners drowning in dashboards, obsessing over vanity metrics that make them feel busy but don't actually tell them if their marketing is working. What Actually Matters (And What Doesn't) Let me save you some time: most marketing metrics are noise. Your Instagram likes? Nice ego boost, but they don't pay your rent. Your email open rate? It’s an important data point, but doesn't tell you if anyone's buying. Your website traffic? Great if they're enquiring. Useless if they're bouncing. The 5 Metrics That Actually Matter After years of doing this (and wading through a lot of dashboards), I've landed on five metrics that actually tell you if your marketing is working. Not 47 metrics. Not a dashboard that looks like a spaceship control panel. Five. 1. Enquiry Volume (Are People Actually Contacting You?) This is the most honest metric you've got. How many genuine enquiries are you getting each month? Not "website visitors." Not "impressions." Not "engagement." Actual humans reaching out to work with you. Track this simply: A number in a spreadsheet. Every enquiry gets logged. Every month, you look at whether that number is going up, down, or staying flat. If this number is dropping, your marketing isn't working. Full stop. 2. Enquiry Source (Where Are They Finding You?) Ask every new client: "How did you find me?" Then write down their answer. That's it. That's the whole tracking system if you are starting out. Over time, you start to see patterns. Maybe half your enquiries mention your LinkedIn posts. Maybe everyone's coming from referrals. Maybe that expensive Google Ads campaign isn't actually bringing anyone in. This tells you where to focus. Not where you think people should find you. Where they actually are finding you. Pro tip: Don't trust Google Analytics to tell you this. Just ask people. They'll tell you. 3. Conversion Rate (Are Enquiries Becoming Clients?) You're getting enquiries. Great. But how many of them are actually becoming paying clients? If you're getting 20 enquiries a month but only converting 2%, you don't have a marketing problem. You've got a sales problem. Or a pricing problem. Or a positioning problem. This metric tells you whether your marketing is attracting the right people. If you're converting well, your marketing message is working. If you're not, your marketing is bringing in people who aren't a good fit. Track it like this: Enquiries this month. Clients won from those enquiries. Divide one by the other. That's your conversion rate. Higher priced items typically have a lower conversion rate.  4. Average Project Value This one surprises people, but it matters. Let's say you're getting more enquiries than ever. You're converting well. But every new client wants the cheapest package you offer. Or they buy once and don’t return. Your marketing might be working... but it's attracting the wrong people. If your average project value is dropping unexpectedly, your marketing might be too focused on price, or attracting clients who aren't your ideal fit. 5. Client Source Mix (Are You Dangerously Dependent?) This is the one that saves you when something breaks. If 80% of your clients come from referrals and your current clients suddenly dry up, you're in trouble. If 100% of your clients come from Google Search and Google changes their algorithm, you're scrambling. A healthy marketing system has multiple sources. Not because you need to be everywhere, but because you need backup plans. Track this quarterly: Where did your last 10 clients come from? If more than half came from one source, you're vulnerable. How to Actually Track This (Without Fancy Tools) You don't need expensive software. You don't need a marketing degree. You need a spreadsheet and 10 minutes a month. Here's a basic tracking system: A Google Sheet with these columns: Date of enquiry Name How they found you (ask them) Did they become a client? (yes/no) Project value (if yes) Date closed (when they signed/paid) That's it. Every month, spend 10 minutes looking at this sheet and asking: Are enquiries increasing or decreasing? Where are most enquiries coming from? What's my conversion rate this month? What's my average project value this month? Am I too dependent on one source? If you can answer those five questions, you know if your marketing is working. What to Do When the Numbers Look Bad Here's what I love about tracking only five metrics: when something's broken, you know exactly where to look. Enquiries dropping?  Your visibility is the problem. You've stopped marketing, or your marketing has gone stale. Enquiries up but conversions down?  Your marketing is attracting the wrong people, or your sales process needs work. Project values dropping?  Your marketing is positioning you for the lower-priced items or you need to look at upsells or re-engagement. All enquiries from one source?  You're one algorithm change away from panic. Time to diversify. Everything looks good but you're still stressed?  You're probably tracking too many other things. Stop checking your Instagram likes. The Boring Truth About Marketing Metrics Systems aren't sexy. Tracking five simple metrics in a spreadsheet isn't going to wow anyone at a networking event. But you know what's less sexy? Spending money on marketing that doesn't work because you're measuring the wrong things. The goal isn't to have impressive analytics dashboards. The goal is to know if you're making money. And you can't know that by tracking everything. You can only know that by tracking what matters. What Next? If you've been drowning in data (or avoiding it completely because it's overwhelming), start here: Set up that simple spreadsheet. Track just those five metrics for the next three months. Stop checking your social media insights every day. Stop obsessing over website traffic. Stop trying to understand what "bounce rate" means. Just track enquiries, sources, conversions, project values, and source mix. Three months from now, you'll know more about whether your marketing is working than any fancy analytics dashboard could ever tell you. And if you need help getting your marketing foundations sorted before you even think about tracking? The Fresh Start Package exists for exactly this reason. We'll audit your business presence, fix what's broken, and make sure you're actually discoverable before you worry about metrics. Because tracking metrics on marketing that doesn't work is like checking your speedometer when your car won't start. Let's make sure the engine's running first. Ready to build marketing systems that actually make sense?   Book a free Marketing Mastermind session and let's talk about what you actually need to track (and what you can stop stressing about).

Picture this: It's Monday morning and you're riding high. Your calendar's packed solid for the next two months, and you're already mentally spending that project money. Life is good. Fast forward six weeks. Those projects are wrapping up, your pipeline looks suspiciously empty, and you're back to obsessively checking your email for new enquiries. Welcome to the feast-or-famine section of the small business rollercoaster – an exhausting loop that keeps most small business owners awake at 2am, wondering where their next client will come from. The Predictable Unpredictability Here's the thing about feast-or-famine cycles: they're somehow both predictable and completely catch us off guard at the same time. You know it's coming, but you're never quite ready when it hits. The pattern you may be familiar with: You get busy, so you stop marketing. You stop marketing, so enquiries dry up. Work dries up, so you panic and start marketing like crazy. You get busy again, so you stop marketing… The Real Cost of the Loop Sure, there are the obvious costs – those sleepless nights wondering where your next client will come from. But it's the sneaky hidden costs that really mess with your business and, let’s be honest, your head. You can't hire help when you have no clue if there'll be consistent work next month.  You can't invest in better tools or training when future income feels like a big question mark.  You can't plan for growth when you're stuck in constant survival mode. Why Quick Fixes Keep You Stuck The biggest marketing myth? That you can turn it on and off like a tap. "I'll just ramp up Ads when I need clients," you tell yourself.  Real marketing is based on building trust and relationships. It takes time to build speed – just like a rollercoaster slowly climbing that first big hill. Today's networking contact might not have a project for six months. This week's blog post could take until next quarter to generate momentum. That referral partner you're nurturing now? They might not send work your way until next year. Stop marketing during busy periods, and you're not just pausing new client acquisition – you're hitting the brake on relationships you've invested time and resources into building. There are three parts of your lead conversion journey, and it is important to communicate with your prospects at each stage:  Phase 1: Locked and loaded  (signed contracts, work in progress) Phase 2: Buckled in and waiting  (proposals sent, quotes under consideration) Phase 3: Standing in line  (relationships building, leads you're nurturing) Once Car 1 empties and heads back to the station, it's too late to start filling Car 3. This is why the stop-start approach keeps you trapped in the cycle.  Getting Off the Ride Systems and processes are not sexy, but they can help get you out of the loop. We are talking small, steady communications: One follow-up email per week to a past client One piece of valuable content per month as a blog article or social post One coffee meeting per week with a potential referral partner Two LinkedIn engagements per week with your network It’s work, and not the fun polished side we see on our socials – but staring at your bank balance at 2am, wondering about rent money is also not fun. Other Things You Can Do: Block time for marketing . Schedule this work when you're fresh, not after exhausting client days have drained your energy - especially if you don’t like systems, creating content - pick a time when you won’t find an excuse to do something else.  Keep your referral engine running.  Past clients and professional partners are an amazing resource when you maintain relationships during smooth stretches.  Create content that runs while you sleep.  Blog posts, case studies, and social media content keep working long after you've logged off - focus on content that you can reuse. Know your timing.  How long from first contact to signing a contract? Three months means you need constant lead generation to maintain work three months ahead. Eventually, even the most thrilling rollercoaster gets old. Most of us would rather have solid ground underfoot and a clear path forward. This article was originally posted on Brisbane North Chamber of Commerce.

Opinion:  Trent Moffatt | Owner TMD Online I know it’s controversial, but I constantly see businesses blowing thousands, sometimes tens of thousands:  on big-name cloud CRMs that just don’t cut the mustard. The Problem with Cloud-Based CRMs You bend to their system – You have to change how your business runs to fit their mould.
Support sucks – Usually offshore, usually slow. Worse? You're stuck digging through support forums to find your own answers.
Too many hoops – Simple tasks become a nightmare. I heard from a client recently who was using an “industry-leading” ERP/CRM (their words, straight from the vendor’s homepage). He told me if someone walked in and wanted to buy a $10 widget, it was literally cheaper to just give it away than to go through the process of creating an opportunity, adding a customer, converting it to a job, and finally generating an invoice.
“Built-in” features that don’t work as well as promised – That “Amazing Email Marketing” they promise? Enjoy exporting CSVs and manually uploading them to Mailchimp. You’re locked in – Sure, you can export your customer list, but fully leaving the platform? Good luck getting all your data cleanly. You don’t control your data – You might pick a region, but not the cloud provider, and definitely not where your data physically sits. Per-seat pricing pain – Add a user, pay more. Add two? More again. It adds up fast.   Why We Build Custom CRMs for Clients You get exactly what you need – your processes work how you want them.  Need to change this down the track, as your business evolves?  No problems.  Everything we write is fully flexible. No paying for junk features – If you don’t need it, we don’t build it. Fast support – You get answers from real people, fast. Process tweaks? Easy. – We can fine-tune things to be lightning quick. Email marketing that actually works – We integrate directly with tools like Vision6 or Mailchimp. Need extra data or segmentation? No problem. True integration – If it has an API, we can connect to it. No Zapier band-aids needed. Real data ownership – Want to leave? You can get a full MySQL dump. No CSV headaches, no API rate limits. Host it where you want – Azure, AWS, Google - up to you (or leave it to us). No per-seat licence fees – Sure, more users = more server load, but adding a few people won’t trigger extra costs. No ongoing licence fees – You’re granted a full, unrestricted licence to use the CRM we build for you—no sneaky subscriptions or lock-ins (yes you can move developers – there are no “payout” or cancellation fees).  Full disclosure: we do retain copyright, but you’ve got everything you need to run it forever. Total Control – You get the code, the database, everything. If you want to take it elsewhere, you can. Try doing that with Salesforce, HubSpot or NetSuite. Okay, So What’s the Catch? Going custom isn’t always the first step—and that’s okay. In fact, we often (always) recommend starting with an off-the-shelf CRM first. You might find something that covers 80–90% of what you need, and that might be enough. But if it’s not, and you’re constantly wrestling with workarounds, hitting limitations, or paying for features you never use—then it’s probably time to build something that actually fits your business. Higher upfront cost – A custom CRM is an investment. You’re building exactly what you need, but it’s not going to cost $50/month. Longer to launch (sometimes) – Unlike off-the-shelf tools you can start using today, a custom build takes time. Planning, building, testing—it’s thorough, not instant. You pay for hosting – There’s no “free cloud” here. You’ll have ongoing hosting costs (though we keep them lean and you’re not paying per seat). We Built Our Own CRM. Yep, we did. We’ve invested heavily in it, and it does some seriously powerful stuff. Here are just a few things we’re proud of: Lead & Partner Management Tracks leads, referral partners, and automatically creates follow-up tasks like Einstein on four redbulls.
“Website Developer Things” Scans our clients’ websites to detect issues—ESPECIALLY the stuff outside our control. Think third parties making DNS changes they shouldn’t, clients forgetting to renew their domains or SSL certificates with external hosting providers, or someone randomly revoking our access to tools like Google Search Console. The list goes on (and on). Monitors our hosting environments in real time. Creates tickets directly in our support system when something needs attention,  pushes native notifications to our devices if something is seriously wrong.
Dashboards God I hate reports. So we built dashboards that show exactly what matters—For example:  With our client metrics we colour code these: ▪️ Green = Good ▪️ Yellow = Needs attention ▪️ Red = Bad Don’t know what a dashboard is? We really need to talk. Billing That Doesn’t Suck a. It takes us five minutes a month. No joke. b. Bill directly from a support ticket (same interface). Oh we also built our own App, that connects to the same data when we are on the move. A Ton of Other Smart Stuff All designed to let us spend more time building cool things, and less time buried in admin crap.  My personal favourite: We book team meetings through our CRM—it auto-creates the Office 365 invite and sends the client an email and SMS reminder 30 minutes before. Massive time saver. Bonus: it also logs the meeting in our client dashboard, so we always know when we last caught up. Keen to Chat? If any of this resonates and you’re thinking about going custom— we’d love to talk . Hate what I’ve said and want to tell me I’m wrong? That’s cool too. Always happy to hear a different take. Trent Moffatt is the founder of TMD Online, a web development company specialising in custom online solutions. Based on the Gold Coast, he established the company in 1998, building a reputation for great customer service and tailor-made web experiences.   With over 25 years of experience in the web development industry, Trent and his team specialises in creating customised web sites, including advanced content management systems, eCommerce platforms, and custom web based applications. www.tmdonline.com.au Phone:  1300 422 305 Email:  info@tmdonline.com.au

Meet Jacqui O'Callaghan, who's been wheeling and dealing in the music industry since 1986 - back when Michael Jackson was still moonwalking and venues actually answered their phones. Here's what nearly four decades in artist management and live event promotion have taught her about making magic happen. How It All Started: From Record Shop to Rock and Roll Picture this: 1986, Palings Music Centre, and a young Jacqui discovering that the music industry was her calling. She completed a course in Band Management, which helped her land early wins like radio play and ticketed gigs for emerging acts. "I’ve always admired the courage it takes to get up on stage. As someone who understands the emotional depth of artists, I know how deeply rejection can impact them. My mission has always been to protect, support, and promote artists with care and dedication.” Fast-forward nearly 40 years, and she’s had the privilege of working alongside and learning from some of the industry’s biggest names — from Michael Jackson and Crowded House to Ian Moss, Troy Cassar-Daley and Mental as Anything. Conversations with Neil Finn, in particular, helped shape her approach to artist management, reinforcing what she’s learned over time: that success in this business is equal parts passion and persistence. But here's the thing about the live events world - it's not just about booking acts. It's about understanding that every artist who steps on stage is putting their heart on the line, and every venue owner is trusting you  to fill their room. Get that balance right, and magic happens. Get it wrong, and, well... let's just say Jacqui has stories about that too. The Art of Perfect Matchmaking (It's Like Tinder, But for Venues) When Vodafone Wanted Bodyguards (Yes, Really) One of Jacqui's favorite booking stories involves a Vodafone Christmas party where the client specifically requested "bodyguard" entertainers. Enter the Hoozat Entertainers - perfectly matched for a corporate crowd wanting something edgy but professional. "One of my key values is ensuring the right act is booked for the right event. I personally consult with every client to understand the atmosphere they wish to create and carefully match entertainment to suit. From wedding bookings to major corporate events." The secret sauce? Dig deeper: What atmosphere are you trying to create? What do you want people to feel when they walk in?  Cold Calling: The Skill That Pays the Bills The Peer Tavern Chronicles Let's talk about cold calling, because despite what LinkedIn influencers tell you, it still works. Jacqui's approach to venues like Peer Tavern in Cairns or The Railway Hotel in Byron Bay wasn't just about making calls - it was about doing homework first. "I'd visit venues, watch their crowds, understand their vibe. Then when I called, I wasn't just selling - I was solving their programming puzzle." Her cold calling success came from a simple formula: Research the venue's current programming gaps Lead with solutions, not sales pitches Always have backup options ready The Faulty Towers Empire: How to Launch a Phenomenon Building Buzz Before There Was Social Media Before Instagram stories and viral TikToks, there was legwork. When Jacqui helped launch the Faulty Towers Dinner Shows, the strategy was all about creating genuine excitement through traditional media and word-of-mouth. The Ridge Hotel launch in Spring Hill became the template for success: media launches with radio stations and newspapers, partnerships with social clubs, and here's the kicker - actors performing pro bono at the launch to give everyone a taste of the show.  The three-year run at Ridge Hotel proved the strategy worked, but it also taught valuable lessons about venue partnerships. "When a venue trusts your judgment enough to commit to regular programming, you've moved from supplier to partner." Network Like Your Career Depends on It (Because It Does) Brisbane Tourism Expos: Where Dreams Come True In the 1990s much of that success came from relentless networking through Brisbane Tourism and Wedding Expos. "I'd work those events like my life depended on it," she says. Her expo strategy yielded regular gigs at prestigious venues: Kookaburra Queens  - consistent bookings through relationship building ABC Radio  - ongoing performance opportunities Brisbane Museum  - cultural events requiring sophisticated acts O'Reilly's Guesthouse  - destination venue work that artists loved\ "Expos are for relationship building, not closing deals." Financial Reality Check: It's Not All Rock and Roll The Hamilton Island Learning Experience Managing logistics for acts performing everywhere from Airlie Beach to Hamilton Island taught Jacqui that successful event management means thinking like an accountant and a tour manager simultaneously. "You're coordinating accommodation, hiring sound engineers, managing payments, and handling reconciliations - all while making sure the artist feels supported and the venue gets exactly what they paid for." One particularly challenging Hamilton Island gig involved last-minute sound equipment issues that nearly derailed the entire event. "I learned to always have backup plans for your backup plans. And to build buffer time and budget into every proposal, because Murphy's Law is particularly active in the live events business." Supporting Original Music: The Uphill Battle Worth Fighting When Cold Chisel Was Just Another Brisbane Band "Every cover song was once an original," Jacqui reminds us, and her commitment to supporting new talent comes from understanding this fundamental truth. "Brisbane in the '90s wasn't exactly a hotbed for original music opportunities," she admits. "But that's exactly why it mattered. Someone has to champion the next Cold Chisel while they're still playing pub gigs." The strategy involved mixing original sets with crowd-pleasing covers, gradually building audiences who came to trust the artists' judgment. "Once you've got them dancing to the covers, they're more open to hearing something new." Jacqui's Essential Survival Tips for Live Event Marketing The Hard-Won Wisdom After decades in the trenches, here's what Jacqui wishes someone had told her at the start: Protect your artists' emotional well-being  - rejection hurts them more than you think Visit venues as a customer first  - understand their vibe before you pitch Always have backup plans  - Murphy's Law loves live events Build relationships, not just bookings  - your network becomes your net worth Match energy levels to venues  - wrong act + right venue = disaster Support original music when you can  - today's orginals are tomorrow's classics Price properly from the start  - underpricing leads to unsustainable relationships The Beat Goes On Looking back at nearly four decades in the music industry, Jacqui's story proves that success in live event marketing comes from genuinely caring about the artistic process while maintaining sharp business instincts. Whether you're launching the next dinner theatre phenomenon or helping a nervous singer-songwriter find their first regular gig, the principles remain the same: respect the courage it takes to perform, understand your market deeply, and never forget that you're in the business of creating special moments. Ready to Make Some Magic? If you're a venue owner in Southeast Queensland looking for reliable entertainment that actually fits your crowd, or a performer who's tired of playing to empty rooms and wants someone in your corner who truly gets it - reach out and have a chat with Jacqui.  Jacqui O’Callaghan Artist & Actor Promotion Event Management Music Industry Specialist ojacqui9@gmail.com

Over the last few weeks, I've felt like I'm back to basics - relearning marketing from the ground up. And here's why: fascinating new reports and data are revealing how AI is fundamentally changing how your customers find, evaluate, and interact with your business.   The shift is already happening.   Your customers are no longer just Googling "Thai restaurant Paddington." Instead, they're asking AI platforms:  "What's the best place to get Thai food in Paddington?"  or  "How do I solve X problem?"  or  "I dug a hole and it’s filling with water – what should I do?"   What This Means for Your Business This isn't just a tech trend - it's a ‘customer behaviour revolution’. When people ask AI for recommendations, they're having  conversational interactions  rather than scanning through search results. This changes everything: Discovery patterns  are moving from keyword-based searches to natural language queries Trust signals  now include how well AI platforms "know" your business Customer expectations  are evolving toward more personalised, immediate responses What's Working Here's what we're seeing deliver results:  positive brand mentions . This means it's time to reconsider the purpose of your social media and other channels. Turns out building a presence for credibility across multiple channels now has another purpose - letting AI know you're relevant.   But here's the kicker - you need information that everyone else isn't posting on their website or socials. Humans are asking the questions, and while generic AI-generated content might be easy, it falls short of being truly informative for your clients.   They are turning to AI because we now live in ‘ instant land ’ and we don’t want to scroll through websites, do 5 different keyword combinations in our searches before we understand the solution to our problem:  "I have 3 potatoes, half a can of corn in the fridge. What can I make for dinner?"  Yep. You bet this was my search last night.   AI can help you quickly repurpose your know-how into something accessible across multiple communication points. But it must be  your  know-how and your how-to - your unique insights, experiences, expertise and approach. Remember: You are an expert in what you do. You know your stuff. Your AI-Ready Checklist If you're thinking this is overwhelming and wondering " what the hell should I do? ", we hear you. Here's where to start: 1. Be findable everywhere Have a website Have your socials Be on Google Business and connect your Google Business to Bing Places (we did this for our clients when Microsoft acquired ChatGPT) 2. Be interesting Get into the trenches with your clients and show that you have more than just generic knowledge Everyone is frustrated with teasers without substance We've all been burned by someone who sounded great but had no follow-through So be interesting - share real insights, actual solutions, and genuine expertise 3. Online is not everything If you're feeling overwhelmed, think about your favourite clients. Where did they come from? How did they find you? If it was from referrals or networking, then why are you spending all your time trying to make a reel instead of activating your networks? Personally, having a glass of wine with good company, or what I call a 'business meeting’, sounds way more appealing to me than filming a reel; that is what works for me, and you will find your own groove It's important to be aware, but don’t let the AI revolution distract you from what's already working 4. Adapt Business is changing. You have an opportunity as a small business to be agile and adapt, and be innovative Seize it   Final Comments How your customers communicate is evolving. The question isn't whether AI will impact your industry, but how quickly you'll adapt to meet your customers where they're already going. What's your next move? Start by thinking about the questions your customers ask AI that could lead them to your business. Then focus on creating and sharing your unique expertise.   Just be you.   You got this.   And if you feel you haven’t got this, if you're overwhelmed, or you just want to drink wine (business meeting) and pretend that this is not how The Matrix started – give me a holler.

Google Ads is a great way for SMBs to secure more exposure in a fast-paced digital landscape that is often monopolised by the bigger businesses. So we love data and in 2024, Google has been processing approximately 8.5 billion searches per day! That is over 99,000 searches every second.  The massive daily search volume underscores the opportunity for SMBs to reach their target audience through Google Ads, as billions of users actively search for information, products, and services. So how does it work? Businesses bid on specific keywords, and their ads are displayed to users when their search queries in Google match these parameters. The great part with this, is that you only pay Google when someone clicks on your ad. Unlike the good old days where you pay for a print ad that no one looks at, Google Ads is only charging you when they click and show interactivity with your business.  The Benefits So when we talk to our clients, there are so many benefits to Google Ads, but the big wins that we often hear that are surprises are:
Highly Targeted Reach
Google Ads allows businesses to reach specific audiences based on keywords, demographics, location, interests, and even past online behaviour. This ensures your ads are shown to people most likely to be interested in your products or services. Cost Control with Flexible Budgets You can control how much you spend daily. You only pay when someone clicks on your ad, making it a cost-effective way to attract customers. Immediate Results Unlike organic SEO, which can take months to yield results (and we love SEO too), Google Ads can drive traffic to your website almost instantly. This is especially valuable for small businesses that need quick wins. Local Targeting Google Ads allows SMBs to focus on local customers by targeting specific geographic areas. This is ideal for businesses that operate in a defined region or neighbourhood. Measurable ROI Google Ads provides detailed insights into campaign performance, including impressions, clicks, and conversions. This transparency helps SMBs see what’s working and refine their strategies for better returns. Competing with Larger Companies Even with smaller budgets, SMBs can appear in front of the same potential customers as larger competitors by carefully selecting keywords and leveraging highly targeted ads. So you can see why Google Ads is a powerhouse for SMBs. With features like targeted reach, flexible budgeting, and measurable results, it offers small businesses an opportunity to connect with their ideal audience and achieve meaningful outcomes. For businesses looking to maximise visibility and drive traffic, Google Ads presents a practical and effective solution. Written by Paula McLean Director PAK Digital Paula is deeply passionate about marketing, particularly in the digital space. Her journey began over 20 years ago, during a time when traditional media dominated the landscape, often requiring significant investments to secure exposure. Paula believes every business, regardless of size, can harness digital tools to build brand credibility, generate leads, and unlock new revenue streams. Throughout her career, Paula has helped small and medium-sized businesses achieve remarkable growth, often surpassing goals they once thought unattainable. Her success lies in her strategic approach, combined with extensive knowledge and experience, which form the foundation of robust marketing programs. At PAK Digital, Paula is committed to delivering this expertise to every business the team partners with.

After another successful photo day, Amber from Social Media Photographers and I sat down to reflect on what makes these events so impactful. Here’s what we talked about when it comes to helping small businesses elevate their branding with professional photography, networking, and a whole lot of fun! Amber: What made you decide to do a photo day like this, Alana? Alana: We work with a lot of small and micro businesses, and let’s be honest, organising a full-scale photoshoot with actors and extras just isn’t practical for them. It’s expensive, takes time, and they may only do it once a year—if that. So, instead, we created a relaxed afternoon event where business owners can get fresh content more regularly. They walk away with high-quality images that are specifically tailored to their brand. It’s so much more effective than using generic stock images that don’t really represent who they are. Amber: Why do you think businesses shouldn’t rely on stock images? Alana: Stock images have their place, but there’s nothing like the power of personalisation. Small businesses are their business. What they do, how they do it, and who they are—no one else can replicate that. That’s what sets them apart, and that’s why people choose to work with them. Those unique qualities need to be captured and showcased. Using the same stock photos as everyone else? It doesn’t communicate that personal touch. And honestly, people connect with people—seeing the real person behind the business is a big part of building that trust. Amber: What’s the value of these kinds of photos for a business? Alana: It’s all about reinforcing your brand. Marketing is hard, and while you might not always see a direct return on investment from a single photo, it's about the bigger picture. Consistent branding, recognition, and staying top-of-mind—those things matter. Social media posts with real photos of the business owner or the team stand out so much more. It’s not about saying, ‘This photo made me X dollars,’ but about making sure your brand is well-presented and remembered. Amber: What do you say to clients who aren’t comfortable in front of the camera? Alana: It’s a common concern! The beauty of these photo days is that it’s not about stiff, posed shots. It’s more about behind-the-scenes moments—those natural, candid images that show the client doing what they do best. Whether it’s writing notes, sketching ideas, or having a casual conversation, those are the moments that showcase the heart of the business. People want to see that process. They’re interested in how you work, not just the final product. Alana: So, Amber, what do you get out of this as a photographer? Amber: For me, it’s all about supporting small businesses and making personalised photography accessible. I love that we can do it in a way that’s affordable for multiple businesses at once, and in a setting where they can support each other. It’s not just a photoshoot—it’s also a networking opportunity where they can build connections with other local businesses. It feels more organic. Alana: What types of businesses benefit the most from these photo days? Amber: Service providers, definitely. They need to connect with their clients on a personal level because trust is such a big part of what they offer. Personalised photos help build that trust. I’ve also noticed that when we have a group of businesses together, it’s like recreating their real work environment. They’re often in networking or client-facing situations, so this setup is perfect for capturing natural, authentic interactions. Plus, it’s fun! You get some great shots when people are relaxed and in their element. Interested in joining our next photo day? Keep an eye out on our socials and in our next newsletter for upcoming events.

The small business sector has been described as the engine room of the economy and the country’s biggest employer – and it’s not hard to see why. So, it’s important to become familiar with the many possible tax benefits for small businesses. Typically, a small business is defined as having an annual turnover of less than $10 million. However, for the valuable small business CGT concessions, the turnover threshold is just $2 million. Don’t worry if your turnover is higher – you may still be eligible for certain concessions. To prevent businesses from exploiting the system by splitting activities to stay under the threshold, turnover must be calculated from aggregated amounts. This means considering your annual turnover (gross income, excluding GST) from all sources. As a business owner, you can claim certain business expenses on your tax return to reduce your taxable income. From office supplies to travel expenses, there are various types of business expenses that may be eligible for deductions. While some deductions can be complex, like figuring out the percentage of computer use for work, others are 100% tax deductible. You can start maximising your tax savings by looking into which expenses you can claim. How do tax deductions work? Claiming work-related deductions on your tax return is your entitlement. To do so, you must meet the following criteria: Keep records to prove your expenses. Have spent the money yourself. Not have been reimbursed for the cost. Ensure the expense is related to your job. If an expense is for both work and private purposes, you can only claim the work portion. Tax law requires records to be kept for five years and can include receipts, expense invoices, credit card statements, employee records, vehicle records, lists of debtors and creditors and asset purchases. Records can be kept on paper or electronically but should be easily retrieved. Rest assured that we will guide you through this process and help you maximise your deductions. What are the different types of deductions you can claim? Vehicle and travel expenses The most important thing to remember when it comes to work-related vehicle and travel expenses is that you must keep records, which will make life a lot easier at tax time. Whether it’s your own vehicle expenses, or accommodation and transport expenses for airfares, train, tram, bus or taxi fares – all of these can be claimed. Keep in mind some fringe benefits tax may be incurred for some travel. Work-related clothing and laundry expenses Do you have to wear specific attire for your job? Whether it’s a suit, a uniform with a company logo, or clothes purchased from the store you work in, it’s important to understand your employer’s dress policy. But when it comes to tax deductions for work clothing, there are specific criteria that must be met. They must be specific to your occupation, protective clothing or footwear or a specific uniform. Working from home deductions Whether you work from a designated room or not, there are different methods to choose from when claiming tax deductions from home office expenses. Keep all your records and you can even deduct expenses for computers, phones, and other necessary devices. Plus, running costs for electricals are also deductible. Remember, you can claim up to $300 for home office equipment or a decline in value for pricier items.  From 1 July 2022, there are two options for calculating your claim. The first is the fixed rate method, where you can claim 67 cents per hour for work-related additional running costs. You can also claim a separate amount for expenses not covered by the fixed rate, such as the depreciation of assets. Notably, you no longer need a dedicated home office for this method. The second option is the actual cost method, which allows you to claim the actual expenses you incur from working at home. Professional associations, magazine subscriptions and trade union fees As part of your profession, you might be a member of a professional association or a trade union, which fees are deductible. Magazine subscriptions that are aligned with your work, for example, an investor with financial publications are claimable. Interest and investments Deductions can be claimed for interest, dividends, or other investment income expenses. When it comes to interest on income expenses, account-keeping fees for investment purposes can be claimed. However, keep in mind that if you have a joint account, you can only claim your portion of the fees. As for shares and dividends, you can deduct interest charged on borrowed money used to purchase shares. If the borrowed money was used for both private and income-producing purposes, it must be divided accordingly. Income protection insurance Including insurance premiums for loss of income in your deductions is a smart financial move. However, it’s important to note that not all insurance policies are eligible for deduction. Life insurance, critical care insurance, trauma insurance, and policies paid for out of your superannuation contributions do not qualify. Make sure to exclude these when claiming your deductions. Self-education expenses Claiming self-education expenses can be beneficial if your studies directly contribute to your work. To be eligible, the course you pursue must result in a formal qualification that meets the following criteria: The course must maintain or enhance the skills and knowledge required in your current job. The course should also lead to, or have the potential to lead to, an increase in your income. It’s important to note that you cannot claim expenses for self-education that are not significantly connected to your current employment. Here is a list of expenses that you can claim related to your self-education: Accommodation and meals (if you are staying away from home overnight) Computer consumables Course or tuition fees Depreciating assets with a cost exceeding $300 (or decline in value) Equipment or technical instruments costing $300 or less Equipment repairs Fares Home office running costs Interest Internet usage (excluding connection fees) Parking fees (only for work-related claims) Phone calls, postage and stationery Student union fees Student services and amenities fees Textbooks Travel to and from your place of education (only for work-related claims) If an expense is both for your self-education and other purposes, you can only claim the portion that relates specifically to your self-education as a deduction. Tools and equipment You can claim a deduction for tools and equipment used for work purposes. If the items are also used for private expenses, you will need to divide the claim. For assets that cost $300 or less and are not part of a set, an immediate deduction can be claimed. For items over $300 or part of a set, you can claim a deduction based on their decline in value. Additionally, the cost of repairing and insuring tools and equipment can also be claimed if necessary. Tax preparation fees and travel to see your accountant Remember that you can claim your last year’s accountant fees and travel costs to and from these consultations. Government Tax breaks for your small business Although the Temporary Full Expensing scheme has now finished from 1 July 2023 the government has increased the instant asset write-off threshold to $20,000. This means that small businesses with an aggregated turnover of less than $10 million, will be able to immediately deduct the full cost of eligible assets costing less than $20,000 that is first used or installed ready for use between 1 July 2023 and 30 June 2024. The $20,000 threshold will apply on a per-asset basis, so small businesses can instantly write off multiple assets. Assets valued at $20,000 or more (which cannot be immediately deducted) can continue to be placed into the small business simplified depreciation pool and depreciated at 15% in the first income year and 30% each income year after that. For small businesses, investing in the skills and training of their staff can be a key factor in success. To support this, the Small Business Skills and Training boost provides an extra tax deduction of 20% on eligible training courses provided by registered external organisations. This boost is available to businesses with an aggregated annual turnover of less than $50 million and runs from 29 March 2022 to 30 June 2024. It’s important to note that the training must be provided by a registered business with in Australia and cannot be in-house or on-the-job training. If you’re a small business owner looking to invest in the growth and development of your staff, the Small Business Skills and Training boost provides a great opportunity to do so while also receiving a tax benefit. When it comes to running a small business, keeping on top of your paperwork may be the last thing on your to-do list. So while you focus on running and growing your business, Amanda from ASAP Solutions can help with getting your records in order and discovering the right deductions.

In the competitive business landscape, standing out is essential. One effective way to capture attention is through corflute sign printing, a versatile and economical solution that can turn any space into a powerful advertising focal point. Whether you need urgent signage on a construction site, portable marketing for an event, or cost-effective promotional signs, corflute sign printing is a great choice. What Is Corflute? Corflute is a type of corrugated plastic known for its durability and lightweight nature. This fluted polypropylene material is rigid, weather-resistant, and available in various thicknesses (commonly 3mm and 5mm) and colours, with white being the most popular for sign printing. It supports high-resolution printing, making it perfect for vibrant, eye-catching designs. Benefits of Corflute Signage For business owners considering signage options, here are six compelling reasons to choose corflute: Cost-Effective - Corflute signs are much cheaper compared to alternatives like aluminium panels, perspex, or Colourbond signage. You can produce multiple corflute signs for less than the cost of one aluminium sign, allowing for widespread advertising at a lower cost. Quick Turnaround - Corflute signs can be printed and ready in as little as 24 hours, perfect for sudden promotions or urgent safety notifications. Weatherproof - Even after exposure to heavy rain, corflute signs retain their shape and clarity, ensuring your message remains visible. Durable - Corflute signs typically last 2-3 years longer than similar products, making them ideal for outdoor use. They are also highly resistant to damage, including vandalism. Lightweight and Portable - Easy to transport and reposition, corflute signs weigh between 250gsm and 2000gsm (grams per square metre), making them convenient for various settings. Easy to Install and Maintain - No special tools are needed for installation, and maintenance is simple. A quick wash with water or detergent keeps your sign looking fresh and clean. The Lasting Impact of Traditional Marketing In an era dominated by digital marketing, traditional marketing methods like signage still hold significant value. Online marketing is saturated, and breaking through the noise to reach potential customers can be challenging. Traditional signage, such as corflute signs, offers a tangible and direct way to engage with your audience in physical spaces. It complements digital efforts by reinforcing your brand presence and capturing attention in high-traffic areas. Versatile Uses for Corflute Signage Corflute’s adaptability makes it suitable for a wide range of applications: Real Estate Signage : Ideal for showcasing properties for sale or rent. Construction Site Safety Signage : Ensure safety messages are clear and visible. Election and Polling Station Signs : Durable signs for political campaigns. Event Signage : Perfect for fairs, sporting events, and school celebrations. Directional Signage : Guide attendees at events or on large properties. Business Marketing : Promote your business or services, including work under construction or recently completed. A-frame Signs : Portable and effective for various events. Selfie Cut-outs : Fun and engaging, great for events and celebrations. Memory Boards : Celebrate birthdays or milestones with custom designs. Written by Wendy de Beer Owner and Lead Print Manager Infinite Print Wendy’s clients know her for her open communication and straightforward approach to print management. From setting realistic expectations to ensuring everything in the production process happens as it should, Wendy is across it all. Wendy has earned her position as a highly trusted partner for business clients across a broad range of industries.

In this article we are joined by Mel, the heart and soul behind Social Care Solutions , a local Social Enterprise. Unlike traditional businesses where the focus is on profit, a Social Enterprise operates at the unique intersection of commerce and social good, with the goal of creating positive change in society while generating sustainable income. A Social Enterprise is not a non-profit; it is a dynamic entity engineered to generate sustainable income while delivering impactful social change. We'll hand over to Mel to take us through the ins and outs of running a Social Enterprise. What Makes a Social Enterprise Different? Running a social enterprise in the current economic climate can be a challenging, yet rewarding, experience. I am the founder, owner and CEO of Social Care Solutions, a child protection consultancy company delivering tailored, innovative solutions in the human services sector across Australia and Aotearoa. While my company is technically a for-profit company, we prefer the term ‘for-purpose’ because, while we aren’t a charity, we do not seek to make excessive profits. We do not have a board, we do not have shareholders as such; our stakeholders are the clients we built the company for in the first instance. All the profits we do make are churned back into the company to expand our service and delivery options, so we can better meet our brand promise -  Driven by purpose, powered by passion, we are change-makers committed to creating safer futures for children . The very thought of being ‘profitable’ in the child protection space is on the nose. But of course, companies which are fiscally responsible, accountable and achieving their objectives typically do so because they are efficient and effective. Making money to be viable is a critical part of the business being successful and being able to grow and expand. With the senior leadership team at SCS all coming from the government and non-government sectors previously, we’ve seen the waste and bureaucracy that can come from working in that space. Not always, and without meaning, waste happens. However, when your profit margins are tied to being customer-centric and client focused, you work smarter, not harder, to meet those commitments. The more efficient and effective we are, the more work we gain, as our reputation proceeds us and word-of-mouth speaks to our passion and drive. As a social enterprise, we then get to use those profits to do more work, effect more change and do more creative, innovative work to address some of the gaps of the systems in which we work. We give back to charities and support not-for-profits to meet their objectives, having team development days, social events and charity fundraisers for the breast cancer survivors, medical research, domestic violence services and other personal passion projects our team identifies.  A key difference for us is we hire team members who have lived experience, as they enrich us and the work we do. We have a 97% female team, with a full female executive. We hire mothers returning to work post maternity leave, foster and kinship carers, people with disabilities or those who are carers of children or partners with disabilities. We have a number of practitioners with lived experience in mental health, disability, regional/remote, LGBTQIA+ First Nations and people from culturally and linguistically diverse communities. Our beautiful, diverse team is possible because we ensure our team members, no matter who they are, why they are here, where they live or how they live, they have a place with us. This may mean putting in more supports, adding more resources, offering more training and provision of professional development, but this is all central to our business being a social enterprise. We are guided by a social purpose, not profit. We are here to enrich, support and sustain our community, our families, our children. And I cant think of a better way to work. Written by Mel James Chief Executive Officer Social Care Solutions

In today's digital age, consumers crave authentic experiences beyond the screen. Traditional marketing methods, while informative, sometimes need an extra something-something to create lasting connections. This is where experiential marketing thrives. So, in this article, we have asked the amazing Caragh from Triangle House to give us a run-down on experiential marketing. *** Experiential marketing focuses on crafting unique, interactive experiences for consumers. These impactful events and activations foster deeper connections between brands and their audiences, and positive interaction with your brand has a long-lasting impact on your customer loyalty. We see this all the time, but the effectiveness of experiential marketing is backed by some compelling statistics: Memorable Moments Mean More Customers People remember experiences more vividly than information. A recent study by Market Splash showed that experiential marketing capitalises on this by creating engaging events that leave a lasting impression. In fact, it reports that 74% of consumers are more likely to purchase from a brand after participating in a positive branded event experience.   Interaction Equals 3x Higher Return on Investment Experiential marketing allows consumers to interact with products or services in a fun and interactive setting. This can overcome purchase hesitation and lead to increased sales. A study by the Event Marketing Institute found that experiential marketing campaigns generate a 3x higher ROI than traditional marketing efforts.   Positive experiences don't just create loyal customers; they create brand advocates. The most important part of an activation is that it can surprise and delight the end-user, which means thinking outside the box.   When done right, experiential marketing inspires people to share their experiences with others, both online and offline. This organic word-of-mouth marketing is incredibly valuable, as it leverages people's trust in their peers. Brand activations that are engaging and share-worthy become social media sensations and conversation starters, propelling your brand further into the public eye.   What makes a great activation? Tailored Experiences Customisation is important. Just because something worked for someone else does not mean a campaign will work for your business. It is important to take the time to understand your unique needs and target audience to develop an experiential marketing campaign specifically designed to resonate with them.   Innovation The key to standing out in a crowded market is innovation. This means constantly pushing the boundaries and thinking creatively to develop unique experiences that capture attention.  As mentioned earlier, surprise is crucial in creating memorable experiences. Finding novel ways to incorporate unexpected elements or interactions into an activation can create buzz and generate excitement among consumers.   Community Focus Don’t underestimate the power of community engagement, especially for a locally-owned business. Experiential marketing campaigns go beyond brand promotion and aim to create lasting positive impacts on the communities they touch.   This can involve incorporating local elements, partnering with community organisations, or designing activations that leave a positive physical footprint.   Integration Experiential marketing is most effective when it is integrated with other marketing efforts. This means incorporating social media, influencer partnerships, and other digital strategies into your campaign. This expands the reach of your activation and allows for greater engagement and brand exposure.    Experiential marketing is not just a trend; it's a proven method for building strong and lasting connections with consumers. By creating memorable experiences, fostering interaction, and staying innovative, brands can use experiential marketing to stand out in today's crowded market and cultivate loyal customers who will continue to advocate for their brand.   Written by Caragh Bradbery, Co-Founder at Triangle House About At Triangle House, we translate your brand vision into unforgettable experiences through creative events and activations. We have a proven track record of success, having partnered with numerous corporations and government agencies to connect with their target audiences and achieve their marketing goals. Our team is a powerhouse of creativity. We've garnered national marketing awards with our client for activations like the "Butterfly House", which not only boosted foot traffic for our client but also became a cherished and engaging experience for the community. Reach out for a chat about how we can craft a unique and engaging event that resonates with your community and ignites a spark of connection.

Hey there, fellow entrepreneurs! Are you ready to sprinkle a little magic into your business and watch your profits soar? As your friendly neighbourhood business coach, I'm here to share some tried-and-true strategies that will have you dancing to the sweet melody of increased profitability in no time. Cost Reduction: Let's talk about trimming the fat, shall we? No, I'm not talking about your waistline after indulging in one too many sausage rolls (although, who can resist?). I'm talking about identifying those sneaky expenses that are gobbling up your hard-earned cash. Take a closer look at your operations and get creative with cost-cutting measures. Remember, every penny saved is a penny earned!  Reducing all of your costs by just 1 or 2 per cent will have a massive over all impact.  One clever strategy is negotiating better deals with suppliers or exploring alternative sourcing options.  This can help you reduce costs without compromising product quality and all it takes is 5 minutes and a phone call! Increasing Turnover: Picture this: a bustling shop with customers lining up around the block, eager to get their hands on your latest offerings. Sounds dreamy, right? Well, it's time to turn that dream into a reality! Get out there and woo your audience with irresistible products and your top-notch service. Remember, a happy and satisfied customer is a repeat customer, so go ahead and sprinkle some extra charm into those sales pitches. One clever business owner, involved in the pool cleaning industry, increased his turnover by 15% in 2 months simply by offering not just to clean his clients pools, but also offering an equipment maintenance subscription program. Could you create a subscription model in your business where customers pay you a monthly fee??? Something worth thinking about. Increasing Productivity: Who doesn't love a little productivity boost? Cue the power poses and motivational pep talks! Invest in your own and team's development and empower all of you to be the best versions of yourselves. Increasing Efficiency: Let's streamline those processes, shall we? Think of it as Marie Kondo-ing your business – if it doesn't spark joy (or profits), it's gotta go! Embrace technology, revamp your workflows, and watch as your business runs smoother than a well-oiled machine.  Talking of technology, have you investigated how AI can make your business more efficient?  The possibilities are truly endless. And hey, while we're at it, why not throw in a sprinkle of creativity and a dash of innovation?  Whether it's venturing into new market territories or dreaming up the next big thing, the sky's the limit when it comes to growing your business. In the end, remember that building a successful business is about more than just dollars and cents – it's about passion, perseverance, and a whole lot of heart. So, go ahead, dream big, hustle hard, and most importantly, enjoy the journey along the way. With a little laughter, a lot of love, and a whole heap of determination, there's no limit to what you can achieve. So, what are you waiting for? Let's turn those business dreams into reality – one profit-boosting strategy at a time!  (And we’ll share more profit-boosting strategies in future “Friends With Benefits” newsletters.) Now, who's ready to make some magic happen?  Written by Cathy Young - Business Advisor Accelarate Business Consultancy E : cathy@acceleratebusinessconsultancy.com.au PH: 0407 251 855 About the author Cathy has worked, with husband Geoff, in their business (and been married) for the past 38 years. They have been small, medium and large business owners. The business started with 10 people in 2 states - grew to 400+ people in 27 countries. They also began an online business in the USA to prove that you really can make money while you sleep. Cathy has experienced all of the highs and lows that business owners do and understands the simple systems that can increase profits for any business - any size, any industry. She is a business owner who has walked in your shoes!