The web design firm can access thousands of contact details for newly registered domains each day. It’s easy from there to hire a bunch of poorly trained phone operatives (who are overqualified to do soulless work but need the money) to interrupt people. It’s possible to scrape, buy, trawl and interrupt a thousand people for…

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It’s probably safe to assume that at some point in the past few months you’ve wondered how to get more traffic, customers, subscribers, Facebook likes, retweets, awareness, sales, exposure and on and on. Because the job of traditional marketing is to convince and convert, we are used to beginning our marketing journey there. What if…

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As marketers we spend much of our time and energy on tactics. We agonise over the creation of lead magnets, spend countless hours honing sales pages and perfecting social media promotions. How To Become A More Strategic Marketer 1. Take a long-term view of your business, one that doesn’t require you to go for quick…

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There are many reasons why Melbourne has been crowned World’s Most Liveable City four years running—great coffee is just one. It’s impossible to walk a hundred metres in any direction without stumbling on a place to grab a ‘good enough’ macchiato, so there’s a lot of competition in the coffee business and no shortage of…

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The vibration you feel when you plug your iPhone in to charge—that’s marketing. The texture of the sheets as you pull back the covers of a hotel bed, jazz playing on a good stereo at the cafe, the ease with which the milk carton opens, daring to have an insane mode—all marketing. We spend a…

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For many business owners marketing begins with tactics. Someone suggests that printing flyers or making a ‘viral’ video to get the word out is a good idea. Even if the tactic works this time round it doesn’t mean you’ve got a sustainable strategy for connecting with your audience or building your brand. Think of marketing…

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What’s the best time to send a tweet? How do you develop a content strategy? What’s the easiest way to drive traffic to your website? How do you build a great landing page? If you can ‘Google’ the question and get an answer does that give you an unfair advantage over your competitors? Do you…

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Before holding the meeting. Before working on the strategy. Before choosing the medium. Before building the website. Before writing a single word of copy. Ask yourself, “Who is this marketing for?” If the answer is, “It’s for our shareholders, the board, my boss, or so we can feel safe doing what we’ve always done.”—go back…

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How often do our potential customers come to us and invite us in? That’s exactly what happens when someone visits an about page, they are asking us to tell them more and most of the time we blow it. We spend billions of dollars and countless hours every year trying to get people’s attention and…

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