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!

We live in an era where Artificial Intelligence (AI) is no longer just a buzzword but a tangible asset for business owners. It's a tool with enormous potential to craft, streamline, and personalise customer experiences. But tools are only as good as those that wield them, and without proper oversight, we find ourselves wondering what is real and what is, in fact, fake news. You see, AI can make it frighteningly simple to bombard the world with messages. Yes, brace yourself because it has never been easier to spam or be spammed. It reminds me of the line from Jurassic Park, " your scientists were so preoccupied with whether or not they could, that they didn't stop to think if they should." As more tools crop up, making it easier to create and launch an online course in 15-minutes, think about whether it is actually part of your strategic plan. You see, although we are so connected and seem to rarely disconnect and turn off, true connection is becoming rare - the kind of connection with a business that resonates and lingers. As a small business owner, you're likely looking for ways to stand out, to be noticed, understood, and remembered. Not merely to add to the white noise that fills our inboxes and social feeds. The question is, how can you use AI, not merely for the ease of reaching out, but for the art of crafting relationships? AI is Only as Good as Its User Let's face it, AI is here to stay. But to harness its power effectively, we must remember that it's only an extension of the person wielding it. The clever use of AI for marketing does not lie in letting it run amok with a database of emails. AI can generate personalised content, predict customer behaviour, and automate mundane tasks, but it needs the human touch to make it meaningful. Pre-Built Bias: The Invisible Hand AI is not immune to bias because it's built by humans, and consciously or unconsciously, these biases seep into algorithms. We, especially as small business owners, need to be aware of and actively work against these biases. AI is only as unbiased as the data it’s trained on, and if the data contains gender stereotypes, the AI will perpetuate them. in 2019 a report was released that found only 12% of programmers working on AI were female. So the programs that you are using to target and connect with your audience – may be based on stereotypes of your audience. And by using them, it can reinforce them. No wonder people feel disconnected and not seen. Representation is important. Knowledge vs Information: A Delicate Balance We're swimming, no, drowning, in a sea of information that AI readily churns out. But more information does not equate to more knowledge. The ability to decant and absorb knowledge in this digital age is becoming more crucial. As a tool, AI can find and even interpret data at an unprecedented scale, but it's our responsibility to provide context and relevance -- the framework for turning data into insight. In Closing: Use AI, Don't Let It Use You Remember, at its heart, marketing is about stories and emotions that make your brand or product stick in your audience's memory. AI certainly opens up new chapters in this narrative, with capabilities unimagined in previous generations. But as we embrace this brave new world of AI-driven marketing, let's not forget that it's the human elements - empathy, creativity, and intuition - that make the real difference. Being seen and heard is about striking chords with your clients, not just keys on a keyboard and creating content for the sake of content. As you step into this landscape where AI tools are at your disposal, use them with care. Utilise AI to amplify your reach, but never at the cost of the personal touch that defines your business. After all, spamming someone is easy; connecting with them is an art.

What is the Purpose Having a Will? A will is a legal document which states what you wish to happen with your assets (estate) once you pass away. Those nominated to receive your estate are known as the beneficiaries. It will also indicate who you want to administer your estate once you are no longer here (executor/trustee). Your will may also: Name a guardian/s for your children; Establish a trust to provide for your children or a beneficiary with a disability;  Preserve your assets; and Give money to a charity and/or philanthropic organisation.  Why You Should Have a Will?   It is important to plan for the future by having a will drafted. A valid will is the most effective measure to be certain your estate goes to family, friends or a charity you nominate once you pass away.  Having a valid and current will can assist in: Minimising the stress for your family and friends; Reduce the costs to administer your estate; and Limit the likelihood of disputes about your will. What are the Issues of Not Having a Will? If you pass away without a valid will in place, the laws of intestacy will apply. The Queensland laws of intestacy are detailed in Part 3 of the Succession Act 1981 (Qld) which outlines the rules for distributing your assets.  Without a valid will , the following issues could occur: Your estate may not be distributed to your beneficiaries in accordance with your wishes;  If you do not have any relatives then your assets may be given to the state government; Conflicts may arise between beneficiaries of your estate; and It may take more time and money to finalise the administration of your estate which can reduce the value.   Who Should Have a Will? Anyone over the age of 18 years old who has capacity (is of sound mind, memory and understanding) to make a will should do so. It does not matter how small your estate may be, it is still important to have a valid will. How Do You Make a Valid Will? For a will to be valid it must be in writing. Writing is defined to include any way of representing or reproducing words in a visible form. Ideally, a will should be typed but a handwritten will is still valid provided it is clearly printed. The same writing instrument i.e. a typewriter or pen, should be used throughout the document to prevent confusion about the intention of the will. Although a will may be in any language, to avoid issues of translation and interpretation it is recommended that it be drafted in English.  A will should be executed by the person making it (testator). It is not an inherent requirement but recommended that the signature of the testator appears at the end of the will. If the will is longer than a page the testator and the witnesses should also sign their name or initial the bottom of each other page in the will.  The will should be dated when it is signed. If no date is inserted then it may be a requirement for the witnesses, once the testator passes away, to provide an affidavit regarding the date the will was signed. A will is effective from the date the testator passes away, not from when it is signed. The date, however, is crucial to prove that the will is the testator’s last one.  The testator’s signature should be witnessed by 2 witnesses over the age of 18 years old, after the testator has signed. This is known as attestation. Both witnesses must be present together at the time the testator signs the will. To avoid confusion, it is recommended the witnesses’ signatures are directly below the testators.  When Should You Update Your Will? You may review your will as frequently as you wish. However, it is recommended that you should at least review it every 5 years to ensure it still reflects your wishes and situation. 
Your will should be updated if: You get married; You start or end a de factor relationship; You get divorced or your marriage is annulled; Your children, grandchildren or any other persons who you wish to include in your will as beneficiaries are born; Your assets or financial situation changes; Any person nominated in your will as a beneficiary passes away; Any person nominated in your will as an executor/trustee or guardian passes away or is unable or unwilling to act due to their age, health or any other reason; You wish to change your beneficiaries, executors/trustees or guardians names in your will; You retire; You are affected by a natural disaster; or You make a valid arrangement with the trustee of your superannuation fund to pay the proceeds of your superannuation into your estate. 
Marriage will officially cancel your will, except where it makes a gift to your spouse or nominates them as an executor/trustee or guardian unless your will proves that it has been drafted with marriage in mind.  Divorce will not legally deem your will invalid but it will delete any term in favour of your former spouse, as well as any appointment of them as an executor/trustee or guardian.  Where Should You Keep Your Will? Your will is a very important document and therefore must be kept in a safe place. Solicitors and private trustee companies will generally hold a will for you at no charge. The executor/trustee, close friend or family should be informed of where your will is stored so they can easily locate it once you pass away.  If you have any questions about wills or would like assistance with drafting or updating your will, contact NB Property Law for a no obligations free consultation. Written by Kayleigh Swift , Director NB Property Law kayleighs@nb-lawyers.com.au (07) 3876 5111 About the author Kayleigh Swift   is a Director of the Wills and Estates and Property team who assists clients with finding a way forward with their legal matters. With a high level of experience in estate planning, commercial and retail leasing, voluntary and involuntary purchase and sale acquisitions, property development and body corporate legal matters, Kayleigh provides practical advice to ensure clients estate planning needs are met and seamless property transactions are undertaken.

My Mum didn't know how to subscribe to my blog. It's on me. I knew Mum would want to subscribe, so I sent her a text that said, 'I have a blog!' with a link to my blog. I didn't follow it up. Mum didn't subscribe. Or read my article. I have analytics. I know this stuff. The next day, my sister told Mum about my blog. Mum called me and asked why I didn't tell her about my blog... I did not clearly explain what she needed to do or the expectations: “Hi mum, check out the blog I just wrote. You can subscribe with the sign-up button on the page,” is what I should have said. It's a classic example that we have to meet our clients where and how they comfortably interact with our business. Or they simply won't engage. I’m in marketing, and I should know better. But sometimes in our excitement, we all forget to apply the basics. We all have blind spots in our business. As much as we try, we are not objective when it comes to our own business. A particular platform may work for us and is a convenient and efficient mode of contact for us. But we need to stop and take stock of the platforms we use to communicate with our clients. Are we missing out on opportunities by not communicating better with our clients? When we communicate we transfer information and then it is interpreted through the very complicated lens of when and where your client is. Generally speaking, this means the way anyone uses a device is in context to how comfortable they are with the technology. And their comfort level is going to be subject to how frequently they use it. Most businesses understand to look at whether our clients are using mobile devices or laptops. Being optimised for those devices is essential. However, both Garry who works in IT and my Mum could have a secret passion for Mariachi bands. How Garry interacts with his phone to book in for a class will be very different from how my Mum interacts with the same site on an iPad. If we are only catering for Garry who ‘gets it’, we lose my mum as a customer. Few businesses will have an audience with a similar technical aptitude, and we need to be adapting for all users across the sliding scale. How do we cater? In my opinion, it is best to step back and think about your user experience throughout your company. Every interaction you have with your clients is an opportunity to make a loyal advocate or lose them, so ask yourself - how can you engage better? Review the tools you use to communicate with your customers and ask if they are effective for your audience? Do you offer more than one way to connect? Do you provide clear instructions on how to connect and what happens next? In truth, my Mum is pretty good with technology, especially when she knows what is expected of her and what she should expect from the platform she is using. It’s up to us as businesses to provide clear communications and expectations for our clients. We all see the world differently so you will never have the perfect solution for everyone, and that is ok. But we need to understand and accommodate for people who need information delivered in different ways.

When was the last time you made an enquiry with your business and walked through the process? Do you know what message someone gets after they submit an enquiry on your website? Do you know all the platforms that someone can contact you on? Some of the platforms could include Google My Business, Facebook Messenger, LinkedIn, Website, Etsy… the list goes on! I am alluding to the real question: Can you say with certainty where all your notifications go? Are you accidentally ghosting your clients? If you can’t say with certainty what happens after someone enquires or purchases a product from you from any platform, it’s time to make sure you don’t have a bottleneck in your process. A good exercise is to plot out how you communicate with someone once they become a client or prospect. You can draw up a flow chart in Word or Excel. The balancing act As a small business, we have to balance resourcing to do the job with the administrative burden of ‘good customer service'. And we, of course, also don’t want to annoy our clients! Let’s say you received an email enquiry for a quote today. You know you will reply to that email with a quote tomorrow, but you need to do some background work first. Without a confirmation email that says ‘Thank you for your enquiry, we will respond with a quote within 24-hours’… how does your client know their message has been received, let alone your response time? I liken a thank you email to the social norm of saying hello. Imagine that you are at a party and you say hello to someone. And they ignore you for 10-minutes. By then you have probably moved on, found someone who acknowledged you and made you feel like you were valued. At the end of the day, a simple thank you email from a web form can potentially improve your customer retention and conversion. Yet so many small businesses don’t have them set up. This is communicating for conversions. If you were to enquire as a customer and go through your system, ask yourself at every touchpoint: Can I communicate this better? Can I automate this? What action do I want my clients to take ( not calling you for a progress update also counts!), and is this communication effective in making that happen?
Map your customer journey I like to flip the customer journey when I map it and start at the end. I start by asking: How do I want this interaction to end? If we are honest, it ends with me being paid on time and with a happy client. To get to this endpoint, my communication process needs to know what potential pain points I may have as a business and what will irk my prospective clients. Ask yourself: What do I need to have in place that clearly defines the scope of work and payment terms? What are the pain points that my clients might have that would make working with me a poor experience?
Start with the end Look at how your interaction ends: How do you sign off on the completion of work? Can this be automated if you finish a service, so an invoice is sent as soon as the work is complete? If you are a face-to-face service with a client or send products, are you asking for a review at the point where they are happy with the purchase or service? Let’s work back How do you keep clients updated on the progress of work? Communicating that a project is on track, especially when there is nothing new to report, can seem like a waste of time But from the client-side, does a quick note at the end of the week letting them know you are on track for delivery give peace of mind? Is this something that can be automated, so it is not an administrative burden Will it stop them from calling you for updates and free up your time? Are automations the death of personalisation? Personalised service is a strength of small businesses. You can spend time on the interactions that matter by reducing your administrative burden. Automations help you communicate better and help you compete with better-resourced companies. In fact, by removing these little time-consuming tasks, you can spend more time working on your client relationships. Technology is constantly changing, so it is worth taking a moment to workshop your communication processes. If you can get your process right, your preferred endpoint becomes easy to achieve.

Ok. Maybe a couple of Buzz Words. Because words like ‘pivot’, ‘agile’ and ‘transformation’ have saturated business conversations for the last 12-months. Especially when talking about small businesses 'surviving', maintaining 'relevance' and 'embracing' the brave new world that will rise from the ashes. Quite frankly, the Buzz Words and drama are getting a little old. All this talk of pivoting is really about understanding how your customers' needs have changed and meeting your customers where they are . It's not a new concept. I mean, there was that catchy song about how Video Killed The Radio Star.
And now look at how popular podcasts are these days. If you have been running your business for a number of years, you have probably adapted and changed with your audience, and it's happened organically. Coffee loyalty cards have changed from physical cards that you stamp to a phone app that the user swipes, and we were happy for the convenience. The difference is that businesses have had to adapt quickly. Really quickly. There is no time for market testing products, research reports, testimonials from early adopters to reassure you that your business decisions are the right ones. The safety net of our decision-making process - the ability to rationalise our choices - is gone. And that is terrifying. But is the ability to make informed decisions really gone? The cookie cutter approach is doing something that is tried and tested. It is the easy solution where we do what has always been done, or what everyone else is doing. When we have so many competing priorities and are feeling unsure, it's the safe path. But now there is no mould, we have to go back to basics. I get it. Spending so much energy on just surviving leaves little brain-energy to commit to the overwhelming task of changing your business model. So grab a coffee and put up a ‘Do Not Disturb’ sign for the next 5 minutes and lets dig around some ideas. Who Is Your Customer? Firstly, I want you to think about: Who is your customer in 2019? Who is your customer in 2021? When I ask who is your customer, it’s a generalisation.
I don’t mean specifically Garry who comes in every Saturday at 8am for his usual order of Eggs Benny and a long black. I want you to be thinking about a typical customer's age, gender, location – perhaps Garry is the embodiment of your typical customer, or perhaps Garry is the exception to the rule. This is an audience profile. When you understand who your clients are, you can start to consider what motivates them. A Little Something I Prepared Earlier... Let's say that you run a high-end dining establishment. Your customers are typically aged 40+, couples or groups, affluent and local. Consider: Why do they come to your restaurant over the one down the street? The quality of food The service of your staff The atmosphere – it's an event to treat yourself to dinner The Convenience - no shopping, preparation, or dishes The challenge is - how do you re-engage with your clients when the point of going to a restaurant is physically going to a restaurant . The meals you have might not travel well as a takeaway - and you don't want to compromise your reputation you have spent years cultivating by providing anything sub-standard. So how can you get around this? Break out the neon markers. We need to get creative. Case Study: Restaurant We know your customers typically come in as couples We know it is the atmosphere they like We also know it's about convenience and quality Idea Offer a date-night hamper. Your 'hamper' could include a 3-course meal, a paired wine and even some candles and flowers for the table. Convenience : Everything is supplied in a nicely presented box or basket and delivered to your clients' door Atmosphere : Why not include a menu with tasting notes If they are a regular, perhaps a hand-written card from one of your waitstaff, or add an extra dessert because ‘I know XX loves the homemade Gelato so we included an extra scoop!' Service : Include instructions or ‘tips’ for serving and presentation Special instructions from the chef What about recording a posting to youtube a how-to tutorial for the finishing touches
Let's not stop now that we have re-purposed your product!
Encourage clients to share and tag your social media with their creations The instruction will mean your food is restaurant presentation even at home, so looks good when shared We all know that sharing and tagging is fantastic organic content How about running a competition judged by your chef for the best presentation It can be as simple as clients post the photos on Instagram or Facebook and tag your restaurant Get creative and set-up a spotify playlist on-theme with dinner We are changing how we interact, so these new ways of connecting are also able to continue when we are not in a lock-down. A form of takeaway hamper could be encouraged for weekend picnics, or for someone who is not a cook but wants to impress friends or a date - you're their secret weapon. These products are also easy to scale-up and roll-out for future lock-downs.
We hope it doesn't come to that, but be prepared. It’s all trial and error to work out what works for your business. What you might consider a failure is what we marketers call Market Testing! Followers and Subscribers Do you have an email list and/or Social Media pages? You probably do. I want you to re-think your use of these platforms. Instead of just looking for sales, you can do your own customer research. Example: Date night hamper Run a promotional email campaign to your database Run a promotional campaign on your social media Take a moment to consider who has ordered the hampers: Ladies or Gents? Do you have their birthdates, or when people pick-up the hampers you can get a feel for the demographics? If it's delivery then you know the locations You might find that you have received 50 orders, 40 of which are from ladies aged 40+ in a 5 kilometer radius of your restaurant. You have just found your target audience for this product You can use that to tailor the targeting of your paid ads on Social Media - your return on a campaign improves with better targeting Yes indeed. A marketing campaign doesn’t only have one purpose. Next time, promote 3 versions of the hampers to your database to see which sells the best Perhaps you could have a limited supply of Hampers and they are only available on Sunday nights
Creating your own sense of urgency and tapping into everyone's fear of missing out is an old tactic that works wonders if executed well. Now, start considering how you can apply something similar to your business - think about the customers' motivations, not yours. Social Media Now you have a product that has been market-tested and you know which hamper is your best seller in this crazy new world.
So let’s go find your new customers with a small social media budget. One of the easiest ways to kick off Facebook advertising is to boost a post to a radius of your business. Because Facebook likes your $$, you can easily follow their step-by-step instructions to promote a social media post. This is especially useful when you know what types of posts are going to have a good engagement to give them an extra push. However, creating content is a lot of work. Yes. It is. So much work. Sometimes for so little reward. This leads us to frequently question: Is it worth our time? I've said it before and I will keep saying it: Don't shout into the void, post with a purpose. Look strategically at what and when you are posting. Posting regularly to platforms such as Facebook creates analytics that allows you to see: What type of posts are interacted with most frequently: Videos Images Blog articles How-to guides What day and what time is best for you to post for the most engagement Scheduling programs allow you to schedule your posts across a range of your social media assets - at the optimal time for post types Next time you run a promotion, you want to know that a video tutorial posted at 10am on a Sunday is your peak time for exposure.
Your orders for that product also seem to increase on Sunday Nights. Co-incidence or strategy? Don't t hink outside the box. Repurpose the box. That's quality cardboard. Case study: Cafe If you are small and local, your weakness is also your strength. Can you be a local connection for people in isolation? Do you have a book co-op or op-shop nearby? Why not team up and do a mystery book included in a Saturday breakfast order? If it suits your audience, connect with a local fitness instructor and do a healthy brunch bowl Have your box include an exercise series by a local instructor Set up a 'mystery gift' - encourage neighbours/friends to send a coffee and book as a gift with a note to someone in the community All efficiently ordered and paid for online Do you have a local organisation with a list of people who are in social isolation or vulnerable - your clients can donate a coffee and book to these people? Pair up with your coffee roaster and run a competition for the best at-home coffee art next lock-down Have one of your Barista's do a coffee tutorial or challenge video to post on your socials
These are not game-changing ideas. They are a few ways to quickly adapt resources you already have. The aim is to expose you to a new audience, create a fantastic piece of PR, and build a very loyal customer base coming out the other side. Take a risk and if it doesn’t work – you have lost some time, but investigate why your promotion didn’t work. Maybe your idea was solid but the timing was bad or the audience was wrong. Was your idea too complicated? Even if you haven’t started to change your business model yet, it’s not too late. Start looking at what has worked for businesses in your niche, and ask yourself why it worked? It's time to get back to work and I hope you have a bit of inspiration now to adapt and overcome. If you want to tailor a plan or flesh out some ideas for your business, check out my idea-intensive workshop .