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Marketing Eye Blog - Marketing Articles


The year is coming to an end and many entrepreneurs and business leaders are feeling pressure from underperforming marketing tactics in 2020 to rethink their marketing strategy.

You can do ‘what you’ve always done’ or you can adapt to a changing environment and build a ‘smart’ marketing strategy that is relevant to today’s economic situation, buyer behaviour and tools.

The latter is, of course, the only real solution to using marketing as a way to generate leads, increase brand awareness and fast-track your business growth. First things first:

What steps does your Business need to take to Build a Marketing Strategy?

Rethink your 2021 business goals. Things have changed and your business needs to change with it. If you are an entrepreneur, a great guide to building out a business plan and setting goals in the entrepreneurs’ bible, The Rockfeller Habits.

Remember that “Goals without routines are wishes; routines without goals are aimless.” With that in mind, set out your business and marketing goals clearly, then work out how you are going to make them happen.

Ensuring that you are disciplined in the execution of your business plan and marketing strategy is critical, but it does lead to success. The Rockfeller Habits are based on 70,000 companies that scaled up while reducing the time the entrepreneur spent running the business.

In the Rockfeller Habits book there is a clear path to success and it requires good leadership, a clear vision and practiced behaviour.

  • Ensure that your management team is healthy and aligned.
  • Set goals on what needs to be accomplished each quarter to achieve the year-ends goal.
  • Align management discussions and communication with the need to ensure that not only management is clear on the vision, but the people that make it happen are clear too.
  • Use project management tools like ASANA to ensure that every facet of the organisation has a person assigned with accountability for ensuring that goals are met.
  • Collaborate with your team and ensure that employee input is welcome and considered to identify obstacles and any opportunities as they arise.
  • Collate customer feedback and analyse across data points, financial data and surveys.
  • Bring your core values alive and ensure that everyone on the team understands the purpose of your company.
  • Continually provide platforms for employees to articulate the key components of the company’s strategy, to ensure that the message has not become diluted and off-track.
  • Bring company culture to the forefront and ensure that employees are ‘heard and seen’ and that you know whether someone has had a good day or not.
  • Make the businesses plans and performance transparent and visible to everyone.

Set Marketing Goals as art of your Marketing Strategy

When you set marketing goals within your marketing strategy, you are providing a key point of reference as to what the tactics you deploy are working towards.

Ensure that your marketing goals are specific, measurable, realistic with set time frames on delivering upon the goal.

According to CoSchedule research: “Marketers who set goals are 376% more likely to report success than those who don’t. And 70% of those successful, goal-setting marketers achieve them.”

Research the Market

Market research can be conducted in many ways, but the easiest and fastest way is to use a platform like Robotic Marketer which helps with the entire marketing strategy, as well as ensuring that you have in-depth data on the market and how best to shape your marketing strategy with that in mind.

What does market research tell you?

  • How the economy is affecting buyer behaviour?
  • What your competitors are doing from a marketing perspective and what market share they hold?
  • What buyers want and how they want to see, hear, feel it.
  • What makes your customer buy a product or service?
  • What is trending in your industry?
  • What challenges your industry are facing?
  • Who are the key stakeholders in your industry?
  • What influences purchases?

Strengths, Weaknesses, Opportunities, Threats (SWOT)

While this is self-explanatory, many entrepreneurs and business leaders leave this in their heads, and never write it down.

The advantage of writing it down in a marketing strategy is the ability to constantly review your SWOT and see how you are tracking. It also helps remind you of the opportunities in front of you so that you don’t take your eye off the ball.

Identify Customer Profiles

Build out your customer profiles but do not rely on your gut instinct or what your customer profile was 10 years ago.

Right now, is a good opportunity to investigate who your customers are and what is the best market opportunity for your business.

Areas to consider when building a customer profile:

  • Name of customer profile
  • Why this profile would buy from your business
  • What is the age of the buyer, lifestyle, income, interests
  • Location of buyer
  • Buyer patterns
  • Purchasing preferences

Conduct a Competitor Analysis

This is very important if you are serious about growing your business and taking market share from your competitors.

Use platforms like:

  • Alexa
  • SEM Rush
  • Mozo
  • Sprout Social
  • Phlanx
  • Social Blade
  • Ahrefs
  • Buzzsumo
  • Similarweb

Develop Marketing Strategies To Support Business and Marketing Goals

This is the fun part. Your analysis of the market, customers and competitors should drive what tactics you use. Implement the 7P’s of marketing strategies:

  • Products/Services: Use tactics for SEO, blogging, social media, website, email and lead generation.
  • Price: Ascertain the price point of your products and/or services, how big your database needs to be to achieve the sales goals that you have set out for your business etc.
  • Place: Where you are marketing.
  • Promotion: How are you promoting your product or service. Examples like events, webinars, SEO, PPC etc.
  • Physical Evidence: How your branding is working across all communications touch points. Is it consistent?
  • Processes: What does your sales model look like? How does your marketing structure work? What processes do you have in place to make sure that your marketing department works like a well-oiled machine? What technologies do you use for project management?
  • People: What people do you need to accelerate your marketing programs?
  • Partners: What partnerships and alliances do you have in place to sell more products and services?

Having a powerful marketing strategy is one thing, but executing it is another. The discipline you and your team show will determine whether or not your marketing strategy is successful. 

Testing ideas and campaigns is imperative to finding campaigns that have a higher chance of success.

We use Robotic Marketer to develop marketing strategies not only for our company, but for our clients. It is an easy to use tool, or if you prefer, you can have marketing manager from Robotic Marketer facilitate your marketing workshop with your team.

It’s more important than ever to ensure that you allocate budget and resources to marketing, especially with the way in which business has changed in the past 12 months and how economies recover.

If you need any help, don’t be afraid to contact us.


With most millennials now well into adulthood and transitioning into leadership roles, we are seeing a younger generation is now taking over, Gen Z. While this generation still dominate the market, we will soon see an influx of Gen Z workers entering the workforce. Covid-19 has considerably shifted opportunities for many young people. Gen Y was able to graduate from University and enter the workforce with ease while Gen Z face considerable hurdles while getting a foot in the door to their dream jobs.


Social media has now matured far beyond its initial iterations of platform-based news and meme sharing. Today, not only does social allow us to cultivate our online personas but it gives us an opportunity to professionally market ourselves as well. LinkedIn has truly changed the way we professionally interact, including overhauling business news, recruitment, and onboarding processes, as well as the way that companies market themselves online.


On January 7 this year, I opened by diary for the first time in 2020. It was a remarkable moment, one that was so full of promise. Like any entrepreneur on the rise (or at least I thought that was to be the case), I had written down the goals I had set out for the year ahead in my diary in December. 


Writing a blog is the perfect opportunity to share your knowledge and passion with your readers. Generally, a blog consists of written content, visuals, multi-media and often has a comment section so your readers can interact with you. When you are writing a blog, remember you don't have to be a “professional’ writer. Your blog content can either be informative, persuasive, conversational or informal. However, if you want your blog to be engaging and successful, follow our ultimate guide to blogging. 

There is this notion that marketing consultants should know it all. They are after all qualified in marketing and are employed to steer a company or brand with their knowledge and expertise. Sitting in my office in South Yarra, Melbourne, I am reminded at just how much experience is in the room, but while we are all skilled at what we do, we learn every single day something new. Our industry is evolving, growing, changing, adapting and being disrupted through technology and innovation.

For most search engines, backlinks are the ultimate ranking factor. Traffic to your site is directly related to the quality of the backlinks your website has. Ultimately the greater number of authoritative websites that link to you, the better rankings and traffic you’ll get. It’s always important to remember the power of Google rankings. When you surf the web, Google analyses your websites backlinks to understand how your pages are connected to one another and in what way.


Remember Search Engine Optimising (SEO) ​ is a long-term game. To improve your site's ranking (SEO) we’ve made a list ‘10 Ways to Improve SEO’. Follow these suggestions and watch your website rise the ranks to the top of search-engine results.

  1. Publish relevant content

Quality content is the number one driver for your search engine rankings, and simply put there is no greater substitute for great content. When you create quality content specifically for your intended users, site traffic increases, which leads to an improvement in your site’s authority and relevance. For each page identify and target a specific keyword phrase and repeat this keyword phrase several times throughout the page.

  1. Update your content regularly

In addition to publishing relevant content, aim to update your content regularly. Remember search engines feel strongly about content. Regularly updated content is viewed as one of the best indicators of a site's relevancy, so be sure to keep it fresh. Review your content on a regular basis and make any necessary updates as needed.

  1. Boost pages with internal links

Internal links are links from one page on the same domain to another. When internal links are used strategically, they can significantly boost the performance of pages in search engines because internal links support the flow of PageRank around your site. In simple terms, the more internal links your page has the higher its PageRank, which is important considering PageRank is a confirmed Google ranking factor.

  1. Refresh content with diminishing traffic

Aim to complete regular content audits of your page. If you notice that organic traffic to one of your pages is decreasing, consider updating the content. Remember updating content doesn’t always mean rewriting the entire page. It comes down to your target keywords and their competition. Quite often all you need to do is refresh the outdated sections.

  1. Focus on metadata

When designing your website, each page contains a space between the <head> tags to insert metadata, or information about the contents of your page. The most important type of metadata is ‘title metadata’. This metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. In terms of a good meta description aim to include generally two full sentences.

  1. Use ALT tags

A key piece of information that will go a long way in increasing SEO is describing your visual and video media using alt tags, or alternative text descriptions. The use of Alt tags allows search engines to locate your page, which is crucial especially for those who may only use text-only browsers.

  1. Replicate backlinks from outdated, low-quality pages

When you perform a Google Search, often click on the first result only to find a substandard piece of content. It’s likely you started thinking how this page is ranked number one. Moments like this present opportunities in the sense that if poor pieces of content can get tons of high-quality links and rank in Google, so can you. To do this, find the substandard pieces of content that have lots of links and get the people linking to them to link to you instead.

  1. Have a link-worthy site

Aim to focus on creating relevant links within the text. Rather than having a link that says ‘click here’ try writing out the name of the destination. If you think about a ‘click here’ link has no real search engine value beyond the attached URL, however if you write the name of the destination for example ‘​Marketing Eye Blog’​ the description is rich with keywords and will more likely improve search engine rankings.

  1. Optimise the page speed of important pages

Everyone has clicked through to a page that takes ages to load. In most cases you either repeatedly clicked the refresh button or probably clicked the back button and tried another site. Ultimately slow pages are bad for business and SEO. To improve page speed and keep readers on your site consider reducing image sizes and enabling browser caching. This will allow your users to load your page without having to wait very long.

  1. Improve the click-through-rate of your top-ranking pages

The title tag of a page acts as the headline of an article. Ultimately it is your job to entice the searcher to click through to the page. If you can write a title tag that persuades people to choose your page over the others, you’ve won. Aim to add powerful words to your title that tap into people’s emotions. Keep your title tags short and sweet to capture the reader's attention and improve readability.


“We don’t see things as they are, we see them as we are.”

Anais Nin

To have a job today, we are amongst the more fortunate. With devastating effects of COVID causing recession in many economies, the employment market has fallen to the lowest in many years. Some of the latest statistics on just how high unemployment will be in 2021 can send anyone into a negative space, so how do those who are employed, stay positive.

Over the past 6 months or so it has become abundantly clear that the way we do business has to change, and alongside that, how we connect with customers and prospects. There is a new marketing norm that has thrown everything we have been taught previously out the window, and many businesses and marketers are scrambling to get a grasp of what to do next.

Next looks something like this.
With the recent lockdown in Melbourne, our Marketing Eye office has utilised the time to do an office renovation. There have been many reasons for this, but mostly because no-one is in the office for 6 entire weeks and it is the perfect opportunity to not only rethink our business but also the environment where we work.

Whether you are a start-up that didn't get off the ground due to COVID, a small business, or a large corporation, you are faced with uncertain times and a very volatile marketplace which means that your online performance and in particular your digital marketing strategy may not be working quite as effectively as it should.


COVID-19 had brought with it a storm of changes that individuals and businesses must rapidly adapt to. If you are a company, this will mean being proactive in terms of modifying and adapting your marketing strategy to the ever-changing ‘new normal’. So, what are some steps you can take to ensure that your business continues to thrive in this turbulent environment?

Today I had the most awful experience. I was on an introductory call in relation to a government grant for the development of Robotic Marketers technology, and the external consultant intimidated me from start to finish.

I fell apart. I wasn't on my game. I didn't react well and I felt as though being a woman was to my detriment. I doubt he would have talked over a man in the same way he talked over me. He never let me finish a sentence, nor did he care that he was in fact representing a taxpayer body.