The Small Business Big Marketing Podcast with Tim Reid

What’s the first thought that comes to mind when I say Search Engine Optimisation? Let me guess … is it “Frustration?” “Waste of time and money?” “Pain?” Do you get a sick feeling in the pit of your stomach at the mention of this geeky acronym!? Well, however you feel about SEO, it’s critical to your website’s and business’s success. And today I have all your SEO questions answered by one of the world’s leading experts on this very dark art.   Dana is President & Partner at Kick Point, where she applies marketing into strategies to grow clients' businesses, in particular, to ensure that digital and traditional play well together. With her deep experience in digital, Dana can separate real solutions from wastes of time (and budget). “It’s probably easier to start with what SEO is NOT! SEO has grown from being really specific, to now it covers every aspect of online marketing. The bottomline however to getting your SEO right is to start with the basics. So let’s talk about them first up.” - Dana DiTomaso, KickPoint Now, let me guess … If you’re like most small business owners, you’ve spent plenty of time and money on getting your website live. There was probably tears involved, pulling out of hair and just sheer frustration as you found someone to design it, build it, populate it with words, pictures and videos (that you had to create) … and then finally you screamed at your webmaster “I can’t do it anymore … just hit the big green button and send it live!” At that point, you heaved a big sigh of relief, knowing your work there was done and you could get on with much more pressing business matters like attracting great people, calling in outstanding debt and deciding which coffee machine to get for the staff kitchen. But here’s the thing ... Whilst having a website is important for any business … getting it live is simply the start of an ongoing process. You see, your website is a needle in a gigantic haystack called the Internet, and your next (and ongoing) challenge is to ensure it gets found by the right people who are ready to buy. And that’s where SEO (AKA search engine optimisation) steps in … a dark art for most small business owners who either don’t understand it are frustrated by it, have spent money hand over fist getting others to implement it for them or … all of the above. Well, I’m putting a stop to that here and now. Get your SEO right and your website can all of a sudden become an enquiry-generating, money-making machine. And who better to help us do that than Dana DiTomaso who I was kindly introduced to by past guest and SEO legend Rand Fishkin, who was the founder of MOZ, one of the world's leading SEO agencies. With Rand no longer operating in the SEO space, I emailed him a few weeks ago asking who I should chat to get an update on SEO tactics for small business owners as we head into 2019. His immediate response was Dana, a Partner of the Canadian-based digital marketing agency Kick Point. Now, when Rand Fishkin recommends someone, there really is no need to look elsewhere … so I emailed Dana asking her to appear on the show, and she immediately came back with a “Hell yeah!” I then sent a simple email out to my list asking you, my precious listeners, for your most pressing SEO questions. And boy oh boy, was I inundated. So, thanks for your responses, your questions have formed the basis of this and next week’s episodes.   DANA DITOMASO INTERVIEW TRANSCRIPTION Tim I want to start off by asking you what is and what isn't SEO? Dana I think it's probably easier to start with what it does not because SEO over the years I've been working in this field for 18 years now SEO has really grown from being really specific technical and content changes made to a website so you improve your rankings and Google and now it is everything that encompasses so many different aspects of online marketing...Click Here to Download Full Transcription   Resources mentioned: KickPoint’s official website Sign up for KickPoint’s newsletter Moz SEM Rush Google My Business   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year.   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing. For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Leanne Faulkner launched Billy Goat Soap from her kitchen in response to her son’s eczema. By 2010 she had 20 employees and sold product in over 2000 outlets across Australia. By 2011 Australian retailing had slowed significantly, and this took a huge toll on her mental health. After some time off, she returned to work, selling the business a year later. Today, Leanne is a small business mentor and well-being adviser who has a deep passion for ensuring other small business owners don’t experience the same lows as she did. “It’s critical for small business owners to have some sort of interest that is not work-related. The minute you stop doing that because you just don’t have the time or concentration, that can be a red flag indicating your mental health is under pressure.” - Leanne Faulkner, Fortitude at Work There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Fortitude at Work’s Leanne Faulkner also shares: How she grew Billie Goat Soap in to a mini empire The highs and lows she experienced in growing the business How she managed her way through a mental breakdown triggered by the business The signs small business owners should watch out for in regards to managing their mental health How to manage adversity in business And much, much more   Here’s what caught my attention from my chat with Leanne Faulkner: Plan for your health and wellbeing before you need to. Talk to someone regularly about how you and your business is going. Separate yourself from your business.   Resources mentioned: Billie Goat Soap’s official website Leanne’s new business - Fortitude at Work Lifeline Australia Ahead for Business Heads Up - Better mental health in the workplace ATO - Small business owners experiencing mental health issues Victorian Small Business Commission - Mental health plan Safe Work NSW Workcover Queensland   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Sydney on November 22, 2018.   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing.   For more interviews with successful business owners visit http://bit.ly/2nRCl6XSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Sir Richard Branson said, “Mick Spencer was a future business leader to watch”. Why? Because by the ripe old age of 27 years old, Mick Spencer had become a globally recognised CEO, a multi-millionaire entrepreneur, and an investor. Mick is the Founder and CEO of On The Go, a multi-million-dollar, global e-commerce company that enables users to design and manufacture their apparel and accessories. I think you’re going to love this chat. Mick is on a mission to disrupt the world of sporting apparel, he’s built some incredible partnerships with the likes Wesfarmers (one of Australia’s biggest publicly listed companies), our PM was visiting him the day after this interview and his book launched a few days later.   “I was a young punk at university, and after volunteering at a youth camp in Hawaii teaching poorer kids sport and leadership, I realised I wanted to get i to something that got more young people in to sport. But I also loved the Internet and I loved merchandise and technology. And that’s how this dream was born.” - Mick Spencer, On-The-Go Custom Apparel   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    On-The-Go’s Mick Spencer also shares: How he got his first customer Why partnerships are critical to a business’s success How he maintains work/life balance The best marketing he implements to get more customers Why he loves Google Trends And much, much more   Here’s what caught my attention from my chat with Mick Spencer: Mick’s overall drive and enthusiasm. I love Mick’s philosophy around creating 7-12 touch points before a prospect becomes a customer … and he even takes that one step further by having created a poster that details these touch points, posted all over the office. What a great reminder. Mick mentioned that he has someone within the business constantly following Google Trends.  This is a great way to keep on top of what’s happening in your industry … plus it’s also a great way to get ideas for fresh, timely content.   Resources mentioned: On-The-Go's official website The winner of this week’s Monster Prize Draw is Dr. Ty Belknap from Portbell - out-of-the-box SEO and digital marketing Google Trends   Please support American Express who make this show possible:   American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Sydney on November 22, 2018.   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing.   For more interviews with successful business owners visit http://bit.ly/2nRCl6XSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Sam Canning used to be a vegetarian. Now he’s one of Australia’s leading ethical butchers, running six very fancy butchers shops in Melbourne’s most affluent suburbs. His experience in ‘paddock-to-plate’ butcher-shops in the UK inspired him to open his first shop here in Australia - with a focus on animal welfare. In 2010, the first Cannings Butcher Shop was opened in the leafy Melbourne suburb of Hawthorn. Now Sam has 6 shops (and let me tell ya, they’re not your average butcher’s shop) and he’s in the process of opening up two more. This rapid growth hasn’t come without some pain which Sam openly talks about, plus he shares how he’s gone about cleverly disrupting a very stayed industry.   “When you shop with us, you don’t have to wonder whether your dinner was raised under high welfare conditions. It was! We don’t mess around here. Care is the one word that best describes everything we do at cannings … it starts with how the animals are treated, right through to care for customers, suppliers and of course, our 100+ staff.”  - Sam Canning, Cannings Butchers   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Sam also shares: Why he became a carnivore The best marketing they do to attract and retain more clients His real estate strategy Why he’s chosen one word to cover all aspects of the Cannings business How he’s managed the rapid growth since opening on 2010 The hardest part of running six butcher’s shops And much, much more.   Here’s what caught my attention from my chat with Sam Canning: I love that Sam’s challenging a very old and stayed industry Cannings use of SMS marketing is clever The fact that they’re documenting all systems and processes is also a smart thing to do before the business gets too big   Resources mentioned: Cannings Butchers official website The winner of this week’s Monster Prize Draw is Danielle Rathman from Heartbeat Handicrafts   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Sydney on November 22, 2018.   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing. For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Brendan Torazzi is a lifestyle entrepreneur owning a number of businesses that, whilst not providing 100% passive income, certainly place him in a position where he can work on them and not in them, as well as travel the world with his family. The businesses cover a few different industries including OH&S, weddings and holiday rentals! But it hasn’t all been a bed of roses for Brendan as you’re about to find out.   “I’ve been practicing meditation daily since 2003 … so all of these little breakdowns I’ve had … rather than having one big one, I have these mini breakdowns, and it’s the meditation that’s enabled me to cope with them along the way.” - Brendan Torazzi,Lifestyle Entrepreneur   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Brendan also shares: Describes what a lifestyle business is and why he loves them so much How he decides what businesses to get in to and which to leave alone How he manages his mental health with the help of an Indian yogi How social media has been a winner for his wedding business And much, much more.   Here’s what caught my attention from my chat with Brendan Torazzi: I love Brendan’s willingness to be openly naive. I agree that you can’t always innovate on a product, but you can always innovate on marketing. 99% fail rate! How reassuring!!   Resources mentioned: Training business - https://alertforce.com.au/ OHS business - https://ohs.com.au/ Wedding venue - https://seacliffhouse.com.au/ Byron Bay Holidays - https://www.airbnb.com.au/rooms/12156633 Rapid Recovery Room - https://www.rapidrecoveryroom.com/   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Sydney on November 22, 2018.   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing.   For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

I’m often asked which has been my favourite interview, having done over 430 interviews with successful business owners over the past 9-years, That I can’t answer. There’s just been too many of them. However, the one I did in 2014 with Platinum Electricians Founder Joshua Nicholls is a bit of a stand-out for a number of reasons: His business story is inspiring His growth has been phenomenal (1,200% in his first 5-years and it’s now close to a $40M business). He’s got a great work / life balance He and his wife Alana have built a culture that attracts great people And he’s created a 21-step customer manifesto that leads to a massive amount of referrals We cover plenty of ground in this chat as Joshua talks about the importance of following your passion, the power of creating a strong visual brand, why she set up shop in an industrial estate, how she generates sales across online, retail and wholesale. And plenty more. There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Joshua also shares: How he achieved 1,200 growth in five years How he approaches those he admires for business help How and why he created a 21-step customer manifesto How to create raving fans and employees And so much more ...   Here’s what caught my attention from my chat with Joshua Nicholls: Identify people you admire, and ask them if they can help you on your business journey. Just don’t be an Ask Hole! Put in place a customer manifesto - full of little experiences that make your customers smile, refer you to others and remain loyal for a very long time. Love the question Joshua asks - “How does the customer feel once we’ve left their home or business?” Love your employees by putting on great conferences, away-days, training, awards nights. Even just by simply being available to them.   Resources mentioned: Platinum Electrician’s official website   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Melbourne (October 17, 2018) and Sydney (November 22, 2018).   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing. For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Saya McDermott is a graphic designer by trade. She then became a pilot for a few years. Obvious career change! Now she’s building a skincare business cleverly called Saya Skincare that’s taking on the world.   We cover plenty of ground in this chat as Saya talks about the importance of following your passion, the power of creating a strong visual brand, why she set up shop in an industrial estate, how she generates sales across online, retail and wholesale. And plenty more. “One day we got an order from Panasonic for 10,000 units. Now that was a great day!”-Saya McDermott, Saya Skincare   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Saya also shares: Why she made such a big career change How to build a strong visual brand How she’s used social media to attract clients (retail & wholesale) How she got Panasonic to place an order for 10,000 products How she got a contract to supply a new airport on the Sunshine Coast And so much more ...   Here’s what caught my attention from my chat with Saya McDermott: I love the relaxed nature in which she approaches her business. Saya’s blogging strategy is so simple and effective. And I love her branding. I’m a sucker for a strong visual brand - so no matter what your industry, I don’t think there’s any excuse for not having one!   But the marketing gold doesn’t stop there, in this episode: This week’s Monster Prize Draw winner is: Tony Rogers from Grey2Black Photography   Resources mentioned: Saya Skincares official website Saya Skincares Blog Interview with Joshua Nichols about his 21 step customer mantra Interview with Jules Lund about social influencers Interview with Joshua Nichols re customer experience   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year.   And join me at the Idea Exchange in Melbourne (October 17, 2018) and Sydney (November 22, 2018).   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing. For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

Scumbags Barber Shop is where I get my haircut. Not just because I’m happy with the cut, but because it’s just so much fun to go there. The staff are all so friendly, it’s an interesting place to hang out, there’s a strong sense of community, plus you get a free beer! What more could you ask for?! Today we chat with Scumbags founder Harrison Mallory about how it all started from a little shop in an industrial estate.   “We’re in the service industry. If you don’t want to service people and make their experience unforgettable then don’t get in to the industry!” - Harrison Mallory, Scumbags Barber Shop   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Harrison also tackles: How and why he started Scumbags Why he called his business Scumbags Why he doesn’t want to appeal to everyone Why polarising certain types of customers is good for business How he adds fun to the working week How he creates memorable customer experiences How he attracts and retains great staff And so much more ...   Here’s what caught my attention from my chat with Harrison Mallory: I love that Harrison doesn’t feel the need to appeal to everyone. Instead, he knows who is people are and build his brand, his marketing messages and the whole customer experience around this niche. I love seeing businesses polarise. I love Harrison’s attention to detail when it comes to creating an amazing customer experience. There’s nothing wrong with being a control freak when creating this important aspect of your marketing. And I love how he injects fun in to the business - like the Hawaiian Shirt Fridays. I know ideas like that can seem a little superficial … however, look at it in the context that life’s serious, people are looking for opportunities to smile - and simple ideas like that create a welcome distraction.     But the marketing gold doesn’t stop there, in this episode: This week’s Monster Prize Draw winner is: Cameron Harris from Tank On Cleaning   Resources mentioned: Interview with Lisa Conway Interview with Joshua Nichols re customer experience   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year.   And join me at the Idea Exchange in Melbourne (October 17, 2018) and Sydney (November 22, 2018).   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing.   For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

James Castrission has paddled from Australia to New Zealand and walked to the South Pole. Off the back of that, he is now a small business owner himself, starting and running My Adventure Group. The life and business lessons he’s learnt from these two insane adventures are immense … and today he shares them with us so we too can build our beautiful businesses into the empires they deserve to be.   “We’re capable of a lot more than we give ourselves credit for. We’re like a hardcore 4WD just driving around the city streets not using anywhere near what it’s capable of!” -James Castrission   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.   James also tackles: Why he’s embarked on two life-endangering adventures How to take calculated risks How to work effectively with someone in close quarters Why planning is critical What to do when all hope is lost How to raise money through sponsorship How to manage sponsors And so much more ...   A little more about today’s guest,  James Castrission : It’s impossible to talk about James without mentioning his sidekick Jonesy. So … James is half the Cas and Jonesy duo who are two Aussie explorers constantly pushing the boundaries of human endurance. On the 26th January 2012, they made history by completing the longest unsupported polar expedition of all time. In 100 years of polar exploration, no-one had EVER walked from the edge of Antarctica to the South Pole and back without assistance. Many had tried, none had succeeded. After 89 grueling days, they made it back to the coast after having skied 2,275km with everything they needed to survive in the harshest environment on Earth. Four years earlier they Crossed the Ditch – paddling 3,318km without assistance across the Tasman Sea for another world first. They braved 10 metre swells, howling winds, endured severe food and sleep deprivation and adverse winds and currents. They became the first kayakers to cross the Tasman Sea as well as becoming the longest transoceanic double kayak expedition. Staggering upon the shores of New Zealand, the adventurers were sunburnt, bearded, underweight, and physically and mentally wasted…but most of all happy to be alive. The boys are highly regarded as two of Australia’s premier public speakers and have written & produced four award-winning books and documentaries about their expeditions. Cas is an avid rock climber, trail runner and when not on a big expedition can be found galavanting around the Blue Mountains where he resides. He is massively passionate about getting individuals outside and has guided trips all over the planet.   Here’s what caught my attention from my chat with James Castrission: Preparation is everything. Find people who love what you do. We’re all capable of more (loved James’s 4WD analogy).     Resources mentioned: My Adventure Group - James’s new adventure business Interview with Glenn Azar (another crazy adventurer ;0)   Please support American Express who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year.   And join me at the Idea Exchange in Melbourne (October 17, 2018) and Sydney (November 22, 2018).   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing. For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.

“Stand-up comedy gave me an understanding of audience responsiveness. How to work with direct feedback and deliver a great experience. You could quickly ascertain what worked and what didn’t work. This was great in business because you need to be adaptive and responsive to both the client and the market. Also, it gave myself an understanding of the power of face to face contact and rapport.” - Marty Vids   There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview.    Marty also tackles the following questions: How can comedy influence how you grow a business? What do you do when no-one believes in you? What’s the secret to getting an audience onside? Why should we look to big business for ideas? How can I use humour to get through business challenges? And so much more ...   A little more about today’s guest, Marty Vids: Marty Vids cut his business teeth working in the family Milk Bar from the age of seven. At 16 his career teacher advised him he’d probably be a butcher, Marty started a stand-up comedy career which saw him make audiences laugh on some big stages in Melbourne and Sydney. When it was time to get serious, he took a job at Westpac bank until he realised that he wasn’t cut out for working for the man, and needed to get back to his small business roots. That lead to starting a successful mortgage broking business which he sold for what he calls “the cheque of a lifetime” … a cheque that enabled him and his wife to move to sunny Noosa, where he very quickly lost his identity and had a breakdown. In order to recover, they moved back to Melbourne where he got better then started a second mortgage broking business. After numerous awards, he got out of that, moved back to Noosa and now couldn’t be happier.   Here’s what caught my attention from my chat with Marty Vids: Look for ways to add humour in to your business … with your staff, your clients, your suppliers, yourself. Learn more about this by listening to episode 208 with Troy & Zara. “Play to the light.” I love the idea that there will always be a group of people that love what you have to offer (those in the light as Marty puts it) … and there will be those that don't love what you have to offer. Tailor your marketing to those that love you. “Don’t ask how you can make more money. Ask how you can be better.”   But the marketing gold doesn’t stop there, in this episode: This week’s Monster Prize Draw winner is: Daniel Munday from DPM Performance   Resources mentioned: Interview with Shark Tank’s Andrew Banks Interview with Troy & Zara from Humour Australia   Please support American Express & DesignCrowd who make this show possible: American Express Business Explorer Credit Card Let your business expenses reward you. Every year. And join me at the Idea Exchange in Melbourne (October 17, 2018) and Sydney (November 22, 2018).   DesignCrowd DesignCrowd is the world’s #1 custom design marketplace where, with access to 550,000 designers, you’ll get the perfect design every time. Get $100 off at DesignCrowd.com/Timbo   If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below. May your marketing be the best marketing.   For more interviews with successful business owners visit Small Business Big MarketingSupport the show: https://www.patreon.com/marketingpodcastSee omnystudio.com/listener for privacy information.