Marketing Eye Blog

Marketing Eye Blog

Blog Author Mellissah Smith - Page 75

Mellissah Smith

Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, health and medical, professional services, manufacturing, transport and logistics, finance and sustainability industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye
Saturday, 05 January 2013

There's no such thing as a free lunch

The old adage, "There's no such thing as a free lunch" is just so true. The phrase dating back to the 1930's and 1940's, symbolises that even if something seems like it is for free, there is always a cost, no matter how direct or hidden.

Some things to consider:
We all know that your brand in short is what people think of your company. These days, it's becoming increasingly what they think of your website, because most people will get to know you online before they meet you offline.

Traditional marketing still rocks - but we all know that online marketing and social networks now have more power to engage customers and prospects than any other marketing medium in history. Something no-one can ignore.

If you are still getting over your new year hangover and your head is a little muffled with too much going on and a new desire to lose weight, give up smoking, improve your health and spend more time with your family - there might be a competitor or two out there that has already started their BIG 2013 MARKETING CAMPAIGN and they are already punching above their weight online and offline. So, here's what you need to start thinking about:

1. Take a good long hard look at your website. Is it really a great representation of your brand? Does it tell your story? Does it give people reason to not only spend time on your site but to also come back time and time again?

2. Is your website looking good? Do people compliment you on how easy your website is to navigate around and find information pertinent to their needs? Is your website professional?

3. Do you update your website regularly? 

4. Have you set up google analytics and are you using this information to improve content and site navigation?

5. Have you checked out your competitors and what keywords they are using online? Are you up-to-date with "most searched keywords" - easily attainable through adwords?

6. Is your website designed and created for tablets and mobile use? 

7. At a glance, is it apparent that you have engaged in using the KISS principal when designing your website? Take a look at and see how easy it is to identify exactly what they sell and how you can buy their products or use their services.

8.  Have you focused on content? Is your content easy to read? Is your content relevant to your target audience? Have you utilized keywords in your content repetitive?

9.  Have you made your website personal? Every day, I receive emails from people saying how much they appreciate the fact that while my blogs talk about business, they also share my personal experiences and give them an insight into the business and culture they will be dealing with.

10. Is your company really on social media or do you just have an account set up that is not active and regularly updated? Are social media platforms linking back potential customers to your website?

What is your website really saying about your brand? Are you proud of your website? Do you regularly receive and seek feedback on your website? How are you capturing prospect data?

There are alot of questions that you need to ask yourself and now is the time - not tomorrow. Good luck!

Monday, 31 December 2012

What I have learnt from 2012.

Happy New Year to my dear friends both old and new,
It's been a mammoth year for so many reasons, but I don't need to bore you with too much disclosure on this subject - after all you do read my blogs from time to time.

2012 has come and gone, and with it came ups and downs and few side-way turns - but what is a year, without steering left or right from what could possibly be a boring straight road ahead?

I started 2012, in the worse possible fashion. I was in another country, at a celebration that was marred by a relationship that was not meant to be and ensured that there was no celebrating the new year coming in. For someone who is somewhat superstitious about bringing in a new year, that was a less than perfect situation.  Nevertheless, it gave me an experience in life and a new appreciation for the fact that "everyone has their own shit to deal with" - and sometimes you just have to let people learn from their own mistakes and continue on their own journey without trying to advertly change them.

It's a great realisation to come to when you can look back at the year, and see how much you have grown as a person and how much more understanding, accomodating and less selfish you can become. I have watched others live their lives and occasionally fall down,  and its refreshing to see it from a different perspective. Positivity has been key and has been an underlying theme to everything that has gone on throughout the year. Sure, there have been moments and sometimes days, where it was hard to be positive, but this theme kept creeping back and let me assure you, it worked wonders.

While the start was not the best, it was a year that I became a better employer and business person. Business, as you know, is important to me. Every year, if you spend time taking in feedback and re-educating yourself, you will always improve and become a better version of yourself. I am sure my employees and friends have seen the journey more closely and can see a positive change that will take our company to a whole new level. It's not often a business person shares such insights, because everyone is out there trying to spruik how great they are at business or how much success they have achieved. I just tell it how it is and hope that some aspects of my life, relates back to the people I share it with.

I always feel that by sharing my inner most thoughts on a business blog, people that can relate to the fact that you don't have to be "on" 24/7 nor do you have to pretend to be "fine" with everything. You can show that you have feelings, that sometimes you get hurt by someone else's actions or that you make mistakes and sometimes you just take things the wrong way. I never wanted this blog to not tell the truth or how it really is. On that note, this blog has been a remarkable achievement and something that I am proud of for so many reasons. The hundreds of emails I receive weekly regarding this blog is something that I treasure dearly.

In 2012, I travelled and met some of the most interesting people imaginable. I have taken risks, climbed mountains, and hopped on flights just because there was a good party or an opportunity too good to miss. I have challenged my own sanctum by not doing things that were expected - over and over again. I have been continually grateful for the people around me and for the experiences I have had and that I know I will continue to have.

I sat on a plane only months ago, next to a gentleman who after 3 hours, decided to start a conversation. I don't really talk to people on planes, but on this particular occasion, it seemed right. We have since become firm friends and met up a few times even though we live in opposite ends of the world. His commentary on life and business is completely mesmerizing and his notes with words of wisdom and unabated kindness, are something I will treasure long after we lose contact.

I love to write, and often write notes to people and have been continually pleasantly surprised by others doing the same. In the past week, I have received more than a dozen letters, emails, and text messages with heartfelt notes from people that have been in my life or that are in my life, giving me insight into what I actually mean to them or an appreciation for a moment in time. To those people, thank you. Those messages mean more to me than you can ever imagine.

Everyone comes into your life for a reason, a season and a lifetime. We always hope for a lifetime, but just because they don't, doesn't mean that it doesn't have just as much meaning. 

I feel privileged to live the life I do, to have what I have and to be able to share my thoughts and opinions with people like yourselves. I can't imagine my life any way other than how it is, but I wouldn't care if it all changed. We are all on a journey and life isn't about what possessions you have, or how many friends you have on facebook. It's about being free to live your own life and being able to experience things that make you happy, sometimes sad or indifferent.

My niece said to me today "everyone's perception of the meaning of life is different and no-one can tell you that one way is right or wrong". Wise words Ashleigh. 

For me, this new year is different. It's about new beginnings and an openness to business and life. My theme for 2013 is "kindness and understanding" and with that, I wish you all a very happy new year. May this year, be the best one ever.

It's the last day of work for the year and I am exhausted. I have had a Christmas party or dinner every night for 2 weeks and on top of that, I have been literally working my arse off. Excuse the language, but I think we are 'friends' now so we can really say it how it really is. Feel free to throw expletives back at your own discretion or fire at me a "watch your language!" precursor.

I digress - but who wouldn't when you have lived on 4 or 5 hours sleep for a week and there is still a 'to do list' sitting beside your computer that is pages long, with big fluro marks on every single entity reminding you that these things are very urgent. 
Who out there is looking deeply into their sales performance over the past 12 months to help model a sales process for 2013?

As we look back at Salesforce records and reports and ascertain who made the decision to buy, postpone or sit on their hands, it's alarming how many people are doing the latter.

What happens in marketing and sales for that matter is that people don't make decisions. Many businesses are underperforming because they are unable to attach performance goals with real business needs. 
Like many small business owners, I have been totally caught up in finalising work for the year. For the first time ever, I have not bought a single gift. I am totally behind schedule.

But like millions of others, there are many options: shopping online, late night shopping or battling through the crowds in the lead-up to Christmas.
Wednesday, 12 December 2012

How to 'Pick Up Your Game': Marketing

Yesterday, I picked up my game. No longer walking around with the weight of the world on my shoulders, I changed the outcomes of the week, the month and possibly my life - all in a day.

Simply by getting 8 hours sleep (a blessing!), having a dynamic new recruit from Atlanta in the Melbourne office, seeing the team excited about life and their work and watching everyone and everything grow in so many ways - I had an a-ha moment (think Oprah).

It was almost like an outer-body experience. Here I was, looking from the outside in and all I saw was highly motivated, excited people that were all ready to tackle the world head-on and believed so strongly in what they were doing and how they were doing it - that they sent some type of magical energy to every person they came into contact with - including me!
Successfully revitalising a brand is every marketer’s dream but is no easy task, requiring persistence and hard work. Changing customer perceptions and providing clarity of the brand’s values is difficult, especially when it comes to transforming the target public’s entrenched mindset.

Marketing Eye wanted to change the way consumers perceived American Property Partners (APP). Was the APP brand clearly projecting the message it wanted to put forward to the general public? It is essential for portfolio managers to present themselves as reliable. After all, customers must trust them with their investments.
Tuesday, 11 December 2012

Is your sales process automated?

While content management is 'all the rage' right now, smart marketers are not forgetting that while content may drive sales, visitors to your website or generate leads - it's sales process automation that keeps the sales pipeline full to the brim.

All small business owners are thinking about how they can attract more sales in the most cost-effective way possible without sacrificing the integrity of their brand.
When in doubt, ask an expert.

Yesterday, I put in a phone call to Bond Street 180 business turnaround guru Daryl Wright and asked what he considered to be the most important things for small business owners to consider ahead of 2013. Here is what he had to say.

Here are the three things I think SME's should consider for 2013:
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