Posted on April 8, 2016May 24, 2016 by Steve Slisar

Facebook Advertising and Impressions for Real Estate Agents

Facebook advertising and impressions of you

Has someone been telling you you must get onto social media? Are you a real estate agent with a Facebook page that is pushing people away? Are you spending hundreds of dollars per month and pushing your Facebook community away from what you do and to all the big companies!?

Target home owners in your suburb

This is why everyone loves social media isn’t it? The fact that you can almost perfectly target your marketing message to your ideal customer makes social media perfect, the only issue you have now is “Are they ready to buy”? Are they ready to use your services at that moment? What happens if they aren’t?

I interviewed Michael Griffiths when he ran his Internet marketing business for our business marketing course and he pointed out was that only about 3% of the people who come to your website are ready to transact, the rest of the visitors are exploring, learning and getting to know people (hopefully you are one of them) who they may use in the future. That’s why recommendations, testimonials, blogs and social media pages are important because they show prospective buyers that you are active, current and in tune and the messages you give out will almost help them define whether they like who you are.

Facebook may not work immediately

The dilemma for real estate agents is whether they should advertise using Google Adwords or with Facebook Advertising and the answer is really both, but for different reasons.

Google Adwords gets you in front of people who are searching for you or the services you provide
Facebook enables you to get in front of all of your potential market
Social media, blogs and newsletters help you remain front of mind

ReMarketing keeps your ad in front of prospects

Everyone is talking about remarketing and giving you to power to show your ad to your target audience no matter where your prospect goes online. The problem is that they may never need or want your services and you’re continuously paying for the ad to appear. The problem with some Facebook ads is that you pay for impressions – every time someone sees your ad – as opposed to PPC (every time someone clicks on your ad).

It’s better to offer your prospects a way to be reminded of you and you do that by getting people to like your page, follow you on twitter or LinkedIn and subscribe to your blog. Every time you create new and interesting content your prospects will see you and if they are no longer interested they’ll disconnect, unsubscribe, Unlike, Unfollow you.

Facebook is best for your past clients and potential advocates

The best way I believe to use Facebook advertising is to create a custom audience of all your past clients and make sure you show up when they are using Facebook. It builds the likelihood of them recommending you to their friends and it keeps you front of mind, particularly for real estate agents where the sales funnel can take several years sometimes for someone to use your services after getting to know you.

123ezy is a digital agency that creates real estate agent websites and helps them navigate the changing world of property marketing and building an online reputation based on all the hard work they have already done. EzyLearn creates courses to help students learn how to use office productivity, accounting and marketing programs to manage their business or work. We’re assembling a Facebook Advertising for Business Course and you can register for our free Facebook Advertising Course now.

Posted on February 2, 2016November 22, 2018 by Steve Slisar — 2 Comments

Real Estate Agent, Derek, Has Made it to Page 1 in Google

6 Weeks from Zero to Hero in Google Organic Search

I HAD A GOOD, long think before writing this blog post. However, I’ve decided it’s OK to write this blog — because the blog should be about helping business people reach Page One in Google’s organic search results (that’s the FREE ones!)

You should see the number of emails I get each week from overseas companies in Asia, the Middle East, Eastern Europe and even the US and UK.

All of these emails are telling me the same thing: How they will get my company onto Page 1 in Google!

You might be thinking, “Yeah, so what? I already know how to do that!” or let me see your list of companies. Point is, there are lots of these self-professed experts around — and I’m probably no exception!

SEO Aspects

I last wrote about real estate agent, Derek Farmer, before Christmas when we had already created his new website. The aim of this was to help property owners find him when they’re ready to explore selling their property.

We’d already begun the process of creating relevant content but ramped it up in the last 6 weeks and the results were amazing as you can see from the chart!

The work we did to help Derek get onto Page 1 of Google WITHOUT spending a cent on advertising, involved all the tools we use at EzyLearn just to run our business. The thing with this is that we practise what we preach.

That’s the beauty of running an online business: You get pretty good at all the technical and content stuff, particularly when you have to compete with the marketing muscle of billion dollar organisations like MYOB and Sydney University!

Of course, Derek was a good real estate to begin with. He had a great existing reputation in Sydney’s Lower North Shore and over 170 property sales under his belt. Quality speaks volumes.

Give something away

Derek had also spent a lot of time, considerable money and brainpower coming up with an educational series of videos. These helped his vendors (people selling their homes) and prospective customers better understand the various stages of the sales process.

This reflects the need for businesses to generate great quality content that people will find valuable — it’s something everyone needs do in the “Google information era” we all now live in.

See what Derek has done and learn more about Automated Response Marketing

virion: A brand I am proud to work with

Virion is the arm of the business that helped Derek achieve such tremendous online success.

If you want to see more of what we do with online and content marketing, along with case studies and success stories, subscribe to our Virion blog.

Check out the Blog and Subscribe

Whereas the EzyLearn blog is chiefly about what we teach, the virion blog covers more of what we do. I’d love to share the work we do with you. Who knows if you see something you like, you can even join us and get involved!

[button link=”http://virion.com.au/subscribe/” color=”green” newwindow=”yes”] Subscribe Now[/button]

Posted on December 22, 2015 by Steve Slisar

How hackers can destroy your Google content marketing efforts tonight

Content Marketing points to your website

Having your own website enables you to build a credible online profile (that lasts a long time) and the power to clearly understand visitor traffic analytics. This is important because your goal with a content marketing strategy is to provide useful information that your website visitors are looking for and just like real property there are risks that strangers want to get inside and cause damage.

Just like real property these risks are mitigated by good site management services and you can learn about some of the hacker risks below.

Anyone can attempt to hack your site

Hackers are found all over the world from developed countries to countries where their people earn less than a dollar per hour so in some circumstances the time it takes to hack a site is irrelevant and the rewards are significant. Those rewards can be for:

financial gain,
the challenge of it,
recognition, or even
out of boredom

This means that every business, regardless of size or industry, is susceptible to a hacker attack.

Hacker attack types

Remember that hackers can sometimes spend a lot of time planning an attack, but all you see are the end results over night so it is important to be vigilant at all times. Hackers can affect your business is different ways and there has been a lot of publicity about these attacks this year. These are some of the goals for hackers:

Stealing your customers’ data
Stealing your private business data (like internal communications)
Serving malicious software
Deleting or disabling your site
Gaining control of your website or computer
Directing traffic away from your website

How your website is vulnerable

Most websites of small businesses are managed using a content management system like WordPress, Joomla, Drupal etc and these systems have the capabilities of creating user accounts (including the administrator) and enabling users to create content like comments on blog posts. They also include the capability of using themes, plugins and other programs that connect to the main content marketing system and give it more functionality. It’s when these aspects of a small business website are not kept up to date, managed for hacker activity and originally configured to minimalise the chance of attack, that you can get unstuck.

Why to choose 123ezy for content marketing for real estate agent websites

We’re combining with content marketing writers and our team of experts to make content marketing available to individual real estate agents to help them build a profile and credibility online. I’ve been working with online services even before EzyLearn started teaching people about “how to send and receive an email” and “how to navigate around a website and use a search engine” at our Dee Why training centre since 1999 and I’m looking forward to helping other sales and marketing focussed people do the same.

We operate an online training business that relies on our websites being up and running ALL of the time – if there are issues we need to be able to redirect website visitors to an alternative site for continuity and we are constantly monitoring our website visitors, vulnerabilities and remedies.

Even with the latest themes and plugins and fancy graphics and animations, just having a website is not enough these days. Real estate agents (and most other professionals) need a system that collects prospect information AND sends automated marketing messages to them, while allowing them to opt out at any time and that is just the start of the content marketing we’re offering to real estate agents. Want to see our ARMS working? Register Here.

Posted on December 15, 2015January 13, 2016 by Steve Slisar — 2 Comments

Content Marketing for Real Estate Agents

Real Estate Agents Want to Get Discovered Online By Property Vendors Ready to Sell Their Property

If you are a regular reader of this blog, you’ll notice the slant towards accounting, bookkeeping and the frenzied competition between the software companies that provide software for this purpose. However, we also teach students how to use WordPress so they can take advantage of the massive benefits of content marketing.

We’ve also changed the layout of this blog using a responsive theme in WordPress. This enables the blog to be read easily no matter what device you are using (computer, tablet or phone), or at what orientation (portrait or landscape). I am also involved in an exciting new project that enables real estate agents to build credibility online using the tools we use at EzyLearn.

Real Estate Agent Websites

Real estate agents can build a credible online profile by creating a website and use content marketing to help people who are interested in selling their property and it might be a good time to do that in the heated Sydney and Melbourne property markets!

Derek Farmer is a successful real estate agent in Cammeray (in Sydney’s Lower North Shore) and he has created a series of educational videos that demystify the process of selling a property. His video topics include:

Tips for Buyers on Auction Day
Tips for Sellers on Auction Day
Nothing is Happening After Months on the Market
How to Handle an Offer
How to Handle Feedback
Commission – How Much Should You Pay
Preparation – How Much Should You Do
Marketing – How Much Should You Pay

What I love about this project is Derek is part of a new breed of real estate agent who is open and transparent with information and he has gone to the trouble of creating these videos because it also give him an opportunity to reveal himself to potential sellers. He’s effectively pitching himself to thousands of potential property sellers with information they’re looking for and he’s taking the opportunity to enable them to get to know him – electronically.

Content marketing involves video, images and text

Content marketing involves the use of relevant content that people find useful and if you do a good job at it potential customers will connect with you to learn more and stay connected until they are ready to use your services. If you’d like to learn more about the importance of having a website and keeping it updated regularly watch the video interview I had with Michael Griffiths, the referral marketing guru.

Good content marketing keeps people at your website longer and even takes them to other parts of your website and all of this visitor information is tracked by search engines like Google, who then improve your rankings in organic search results. It means that when you spend time and money on good content marketing you gradually build a credible online brand with a reputation that lasts a long time. It’s a long term strategy taken by committed people who want to be in business for the long term.

[button link=”http://derekfarmer.com.au/property-training-tips/derek-farmer-newsletter/training-video-gallery/” newwindow=”yes”] Take a Look at the Videos Now[/button]

Receive “Content Marketing for Real Estate Agents” Information Pack

If you want to learn more about our 123ezy service or share it with a real estate agent you know visit our Real Estate Agent Website page and learn more about the Automated Response Marketing System. There’s also an opportunity to work with us as a writer which you can learn about at the StartUp Academy.

Posted on November 9, 2015 by Steve Slisar

Will you always be a MYOB Bookkeeper?

Now that you are more Internet savvy will you change careers from bookkeeping?

A report by the Department of Industry, Innovation, Science, Research and Tertiary (thank you to whoever shortened it subsequently) in 2012 attempted to identify the links between education and jobs. The report created for the NATIONAL VOCATIONAL EDUCATION AND TRAINING RESEARCH PROGRAM (NCVER) had 4 key findings and this was the first one:

[quote]Some fields of education have tight links to the workplace (for example, nursing), while others have a much weaker relationship with specific jobs, such as in finance and agriculture.[/quote]

I was reviewing the courses we offer and the most popular are our:

MYOB Courses (has been our biggest seller since 2008),
Xero Courses (which have had a MASSIVE uptick in enrolments this year) and
Microsoft Excel (doing very well now that we tell people about it).

As you can see our most popular courses are financially based ones and most of the students are aiming to either change careers or start their own bookkeeping business so they can work more flexible hours. If we look at the research paper and understand that our students (and most bookkeepers) are working in a variety of different business sectors it makes sense that they’ll be exposed to many different and new skills, particularly as businesses adopt the use of more software and in particular Internet based software – ie. the Cloud.

Is marketing a better career choice than bookkeeping?

If I look at what I spend most of my time doing it’s marketing, and I have to admit I prefer that work to bookkeeping, but you might also find that it’s not unusual for financial types to broaden the type of work they do.

Page 22 of this report, under the heading Trajectories and motivations, the report uncovered:

[quote]Students’ reasons for wanting to undertake further study are related to the reasons why they embarked on study in the first place. While getting a job was at the centre, this was interwoven with their priorities, values and circumstances more broadly. One nursing student reflected the views of other students saying, ‘This is my area. In five years time I will be a nurse. In ten years time a nurse. I will be a nurse until I retire’. Students undertaking accounting and finance programs saw their field in broad terms which included management and other aspects of the finance industry, but also included related areas such as marketing.[/quote]

I recently wrote about bookkeepers offering marketing advice to their clients and my discovery of this report re-confirmed that this is possible on a professional level!

Is Content Marketing the best type of marketing for small businesses like real estate agents?

I have to admit something at this point. My team and I are working on a project offering content marketing solutions for real estate agents and our showcase real estate agent sells homes in Sydney’s Lower North Shore. If you search for him you’ll get to the website that we’ve just assembled and you’ll experience the significant changes it will go through over the coming weeks as he finishes his round of educational videos for people who are looking to buy or sell a property. Go on, give it a quick search – his name is Derek Farmer.

With the importance of content marketing / online marketing / digital marketing it’s no wonder that this profession has great growth potential and just like bookkeeping it is work that can be completed on a contract basis and better still from your own home!

Here are some posts I recently wrote about WordPress and Content Marketing:

What is inbound marketing?

Can a bookkeeper give marketing advice?

How do you manage your online content marketing?

Who really cares about Sensis? Yellow Pages? Content Marketing shows you care.

Blogging for Business Training Course

Content Marketing vs Google Adwords

Want to try Content Marketing for your business?

I’ve teamed up with a some writers and editors and other marketing types to create our Content Marketing services (and course – which is currently in development) and if you are interested in being kept in the loop you can register at our content marketing course page for free – follow the links.

[quote]Work with me to put your content marketing strategy together[/quote]

Better still I’m one of the mentors for the Marketing training course at the Australian Small Business Centre (whose small business management courses are delivered via our LMS – Learning Management System) so if you enrol into that course (and choose the mentor option) you’ll be able to work with me to put your content marketing strategy together.

[button link=”http://ezylearnonline.com.au/courses/sales-and-marketing-courses/content-marketing-training-courses/landing-pages/”]Content Marketing free Registration[/button]

Posted on September 29, 2015July 17, 2019 by Steve Slisar — 1 Comment

Blogging for Business Training Course

Create a Business Blog to Start Your Content Marketing Strategy

I started Business Blogging when we took our training courses online because there is a lot of information to share about MYOB, Xero, Microsoft Excel and the other software programs that help small business owners streamline their business, manage their accounts and finances and perform sales and marketing to bring in new sales.

Another reason was my realisation that keywords are king in the age of discovery where getting discovered by Google results in over 70% of the traffic to many websites!

Keywords Are King

A lot of small business owners throw thousands of dollars at Pay Per Click advertising in the hope of getting more visitors to their website. The most common service to help people spend these advertising dollars is Google’s own Google Adwords. Here’s a blog post about Google Adwords from 2010.

[quote]Have you heard the promise “I can guarantee your website appears on page 1 on Google”? It’s often by using Google Adwords and targeting selected keywords that companies can deliver on this claim, but at what cost?[/quote]

Pay Per Click Advertising (PPC)

Google Adwords is the perfect capitalist advertising tool because every advertiser competes for the keywords they want. The more competitors there are for a keyword or keyphrase the higher the cost per click – How scary is that!?

I understand that “Insurance” is one of the highest cost keywords you can “bid for” and there would be some pretty big players in that business. They keywords in this paragraph is “bid for” because that is exactly what happens, you place a bid for the maximum you are willing to pay for that keyword or keyphrase for EVERY time someone CLICKS on your ad.

There are ways of making sure a competitor doesn’t send you broke by clicking on your ad over and over, but essentially this strategy involves choosing keywords and bidding in the marketplace with all of your competitors.

Would You Rather Have People Come to You?

Bidding for keywords using Google Adwords is a great way to quickly test an idea or a strategy because you can guarantee website visitors, albeit at a high price, but people come across our website from all sorts of different keyword searches and that is where this blog has come in very handy.

I admit when I first started blogging for business the concept seems very NERDY! It’s like keeping an online diary for all to read and share. Then I justified it by affirming that keeping a blog is really just like having a “News” section to your website, demonstrating that your business is active and there’s a lot going on. Now I realise that it’s even more than that! Blogging for Business helps you

build an online reputation,
explain how some customers use your products
encourage readers to become customers
encourage readers to be part of your community
enable customers to be advocates and recommend your business

Having a business blog with useful content, good use of relevant keywords and landing pages that give internet users answers to their questions will help you begin the journey into Inbound Marketing, where potential customers discover YOU and what you have to offer. Do it right and you’ll just need to guide your website visitors to the conclusion you want – usually a sale.

Your Blog Becomes More Valuable Every Week

The other great thing about Blogging for Business is that your blogging site and the landing pages you refer to become more and more valuable over time as they remain in Google’s cache. They also become tools that can be used by your staff as they refer the blogs to customers who have specific questions that are answered in your blog posts.

Google is the current flavour for search engines and they seem to be doing a great job to stay in front, but Bing (owned by Microsoft) and others in China and Russia are always looking for ways to do better and get more people using them and having an active and useful blog will ensure success no matter how the search engine market changes.

Choose EzyLearn for Your Blogging for Business Training Course

We’ve been blogging about our online training courses since 2008 and we are a training company that designs courses in a logical fashion from basic to more advanced skills to ensure you experience the epiphanies most students are looking for when they do a course.

We include all of our content for one low price and we add updates that we create during the year to our existing courses, creating more content and better value for money every month.

Best of all our Blogging For Business Training Courses includes real life blog site membership, exercises where you get to create your own blog posts and link to landing pages, participate in social media and in a community of like minded beginner bloggers.

Learn more about the Blogging for Business Training Course.

Posted on August 24, 2015August 19, 2015 by Steve Slisar

Seriously, Why Wouldn’t You Use WordPress for Your Website?

Finding Income Opportunities for EzyLearn Students

We’ve had some exciting news in the last couple of weeks: EzyLearn students who are completing the MYOB Training Courses and WordPress Courses are starting to earn money because we’re helping them get customers AND improve their skills!

I’ve been working with the team at Workface and we’re assembling a training and mentoring program to help EzyLearn students start and operate a business from home. The best part of this, and something I am passionate about, is that we’re helping people from all over Australia become remote contractors (teleworkers, call it what you want) and work from anywhere via the Internet.

Yes, you can start a business & work from home

I recently wrote about how cloud-based software is enabling people who live in regional Australia perform work for businesses in the capital cities (Sydney, Melbourne, Brisbane, Perth, Adelaide etc) and also about the Teleworking hubs that are starting to appear around the country as part of the evolution of people living outside the cities and working at home or close to home.

You may also recall that we’ve also launched the Startup Academy this year to provide formalised and structured training and mentoring support. It’s for you so if you are interested in starting a business and working from home we’ve teamed up with some products/service providers to give you a flying start and projects to start on right away.

Explore running your own business from home now

Bright VIC to Melbourne Virtual Assistant is doing content marketing for infant massage business in Sydney — Imagine travelling this far to work for a client. Content Marketing can be done from anywhere

There are opportunities to provide office/admin support services, content marketing, business telephone systems and IT support and of course bookkeeping services and if you’d like to start a business in one of these areas then explore the business opportunities.

When you sign up and join our team you’ll gain exposure to many new online (cloud-based) software and services that enable us to:

collaborate,
share files,
work on project together,
set and manage goals and daily tasks,
turn to each other for support,
create and build your own online profile, and
many more skills that will enable you to work for yourself and generate your own income, no matter where you live.

Remember our goal is to help you start a business and work from home – NO MATTER WHERE YOU LIVE. Helen from Bright is our latest virtual assistant and she is doing some website design and content marketing for an infant massage business starting up in Sydney’s Northern Suburbs! I looked at a Google Map and discovered that she’d have at least 3 hours travel if she wanted to work in her nearest capital city!

Are you looking for someone to help you in your business?

We’re going to document our journey with these remote contractors and share with you some of the growth they go through as they grapple with the new frontier of internet working.

If you are a business looking for any of these services you can Find a Contractor through Workface and our team can get to work for you too.

[button link=”http://workface.com.au/services/find-contractor/”]Find a Contractor[/button]

Posted on May 20, 2015May 12, 2023 by Steve Slisar — 4 Comments

Can a Bookkeeper Give Online Marketing Advice??

Outsourced Online Content Marketing and Bookkeeping

What is Content Marketing and Does it Work?

Measurement of success of content marketing campaign

I recently wrote about content marketing and how we have used it for years to ensure our MYOB and Excel Courses appear in Google’s organic search results. I touched on the topic of “who is your audience”, why it’s important and how it may affect your writing style – in reality you just need to write like you are sending an email to a friend, don’t you think – but one of the most important things is to measure the results of your work.

We started using WordPress as our website development platform because it’s relatively easy to use, but mainly because millions of people use it around the world and there are LOT’s of great tools within the platform. These tools are called plugins and they enable any business owner to take control of their website and improve it bit by bit every week or month.

WordPress is like the Microsoft Word of content management systems (CMS) and enables all of the functionality that most people want to see in a professional website, including the capability of enabling a mobile friendly site (important with the new changes in Google for mobile optimised websites).

If you are starting a content marketing strategy I recommend you work at your website every week or two, writing great new content that is relevant to your customers and prospects.

The above chart demonstrates the success we had helping one company improve their organic rankings (in a pretty competitive market). All they did is kept adding relevant text and images to their website that helps website visitors find them and answer their questions.

Want To Learn How To Do This?

Can anyone do this? Yes they can. Like most things there is a formula to success and it takes constant work and regular improvement. I’ve teamed up with a content writer and a digital strategist (could you imagine seeing that job description even 15 years ago?!), to create a course designed to help you learn how to plan and execute a content marketing strategy.

Can a Bookkeeper Do Content Marketing?

I was speaking with Ray from the Startup Academy and we were talking about what makes a good bookkeeper. He mentioned a conversation he had with an experienced bookkeeper he knows who has been bookkeeping for quite a few years and she mentioned that her focus is changing, that she is now starting to spend time on all sorts of aspects of the finance and administration of the businesses she works for. Because of her knowledge and experience she is able to take over many of the other “operational and administration” aspects of her clients businesses and as a result she can:

Do more work for fewer clients (easier to manage, yet still spreads her risk between several clients)
Perform more varied tasks for her small business clients
Earn a higher rate of pay

Can a Bookkeeper Become a Small Business Manager?

Have you read about our relatively new initiative to help people start their own bookkeeping business? One of the training courses we include is the small business management course and we’ve included it because it helps you clearly define the operational aspects of your business plan. Things like

how many customers do you want,
how much do you want to charge,
what type of work do you want to do etc.

Although there are fairly standard rates that bookkeeper charge for bookkeeping work, these rates can increase if your skill base is broader and you can become more valuable to your clients.

I read a recent article in the Sydney Morning Herald (from Feb 27, 2015, by Alexandra Cain) where she talks about the number of bookkeepers there are in Australia (estimated to be 250,000) compared to the number of bookkeepers who are registered with the Tax Practitioners Board as How to become a Registered BAS Agent (12,000). Alexandra introduces the topic of what type of work bookkeepers do and it’s highly practical for them to venture into many other parts of the business.

Every Course To Be Included in National Bookkeeping Package

Start a bookkeeping business not a franchise

This is the news that I have been waiting to announce – that we will be including ALL of our courses and any future courses to people who join our new bookkeeping business opportunity, National Bookkeeping. New members will receive thousands of dollars worth of training courses in EVERY course we have so they’ll have knowledge (and access to a knowledge base) about

Marketing,
Website design, Blogging and Internet Marketing
Content marketing, plus using Microsoft Office Applications like,
Microsoft Word, Excel, PowerPoint etc

We have courses on using help desk software like ZenDesk (that we use), Dropbox and stacks of other short online courses, PLUS we’ll be creating new ones during the year (and the next and the next) that National Bookkeeping Licensee will have access to.

If you are interested in exploring this opportunity further, feel free to go through the Bookkeeping Business Opportunity FAQ’s or make contact with us for more information.

Posted on January 29, 2015January 29, 2015 by Steve Slisar

Who really cares about Sensis? Yellow Pages? Content Marketing shows you care

Yellow Pages vs Content Marketing?

A client of ours showed me an email that came from Sensis and it looked a little sad. It showed how many times an ad appeared and how many people clicked for more information. The saddest part is that this Billion dollar company is now just another online directory. It’s another example of how a traditional business, that hires professional and persistent sales people to sell high cost packages is dying an accelerating death. The other large one I recall was Encyclopaedia Britannica – remember those door to door salesmen who made a good income selling these for your children’s benefit? OK, now I’m assuming you’re over 45 😐

Why Content Marketing

We decided many years ago to go down the blogging route because it makes sense. These days the correct term for blogging for business is “Content Marketing” and it’s great because it’s a way of:

Constantly informing readers,
Demonstrating an active business and website
Informing website visitors about changes in the business,
sharing stories about how people use our services and
Making general announcements.

How Bad is the Yellow Pages Directory Going?

Telstra recently offloaded their majority ownership in the Yellow Pages business they branded as Sensis and in the fine print on page 15 (2013 year) and page 18 (2014 year) you can see that the revenue for this business declined by 11.7% and 22% respectively.

I remember when most local tradies (plumbers, electricians, chippies, builders etc) would spend tens of thousands of dollars per year to keep their position in the large display ads. I even remember the days of the golden phone that Yellow Pages use to make available to business to PROVE just how many phone calls would be coming in the door as a result of advertising with them. If anyone remembers the golden phone offer I’d love hear from you on our Facebook page..

Where do you spend your marketing money?

The idea for this blog post came as a result of being forwarded an email, but it ties in nicely with our Small Business and Startup Course which is now available at a hugely discounted price! Read on to see how we changed our pricing structure.

In this course we have two subjects which cover marketing for small business and we have some great interviews with Michael Locke who shares information about the 4P’s. Sensis would represent an excellent case study of where the marketing function may not have been submersed in the strategy business decision making to stem this significant change in their business model.

Small Business Management and StartUp Course

The recent change we made to this course was to separate the business coaching and assessment options and make them available separately. In this way the Small Business and StartUp course is much like our MYOB course where you can work through everything at your own pace and request support if you need it.

If you are interested in doing a number of different courses as well as the Small Business Management course you might want to enrol at the Australian Small Business website where you can choose our software courses at a discounted price (when combined with the small business management course). This way you’ll be able to use WordPress for your content marketing, MYOB or Xero for your accounts and Excel for any spreadsheet work.

References:

Telstra Annual Reports 2013, and 2014

PS. By the way, you can still get Britannica and online it’s just under $70 pa. You can also still buy the printed edition for under $700 and you can pay $2500 for a whopping collection of short stories, plays and poems..

Posted on January 9, 2015January 2, 2015 by Steve Slisar

Prevent Russian Attacks on Your WordPress Website with Google Analytics

Traffic from Russia, Eastern Europe, Philipines and India?

We’ve been busy these last couple months in upgrading and optimising our websites, fine tuning our online marketing and studying our Google Analytics and came across a Russian based website that was sending a lot of traffic to several of our sites. After closely monitoring our website traffic, landing pages, bounce rates, time on site etc, we found a lot of in bound traffic from a Russian site called Darodar. It made me wonder why we’re all so scared of web traffic from the USSR. In fact it’s a reminder of the fact that labour is very cheap in some of these countries and some companies or individuals can go to great lengths to

The best thing to come from all this really is that by looking at our statistics regularly, updating all scripts and plugins and server side applications not only do we have an up-to-date website with security and protection against online risks, but we understand our website traffic in detail. This is helping us fine tune our website content constantly to provide our website visitors with what they are looking for.

I don’t normally write like this

Google Analytics - Channels, Sessions, Conversions, Sources, Aquisition, Behaviour I don’t normally like to write about all the technical details we have to go through as an online training course provider, but we’ve been assembling some marketing information about our new online business opportunities and realised this is exactly the type of information that we’ll be sharing with students who come along on our online marketing business opportunity.

As it turns out the type of traffic we were getting is called HTTP Referrer Spam or just Referrer Spam and hundreds of people are talking about it online already. Here’s a snipped of some of the sites we discovered. There is a lengthy conversation on an official WordPress Support Forum, and an article on a popular article site called Reddit.

The Best Answer

The best answer we found was this link that confirmed that this type of attack is not malicious to your website, is not a server side issue and won’t affect the ranking and traffic to your site. The biggest issue is that we spent all this time and even ended up going to the site in question (that’s one of their goals!!) and that it distorts our Google Analytics information.

We disable the Darodar Spambot and any traffic from this location. It’s not the best solution because we can’t do this for every website that performs this type of activity, but again, it gives us more clarity about what is happening with our website traffic.

Who cares?

If you want to get to know more about our online marketing contractor business opportunity go visit the StartUp Academy website for more information. I’ll be sending more information out shortly so stay tuned – including the services we are launching to help people start their own bookkeeping business..

Posted on August 15, 2014November 17, 2022 by Steve Slisar — 6 Comments

Referral Marketing: LinkedIn is a Free Website and Resume

Michael Griffiths is holding a series of referral marketing workshops in Sydney.

When you start a new business, it’s incredibly important that you consider how you’re going to market your business to gain new customers. We cover the more traditional marketing strategies in our Small Business Management course, such as print advertising and even Google Adwords, but you shouldn’t only focus on these methods of marketing, as there are other, more powerful ways to market your business to customers.

I’ve written about referral marketing on this blog before, where I said that having a blog was a very effective way of getting people to talk about your business. If you frequently publish blog posts that your readers find valuable, they’re more likely to refer you on to their contacts. This is a form of referral marketing.

Have LinkedIn?, Need a Website?

Some people use their blog as a way to drive traffic to their website, but if you have a LinkedIn profile, I would say you don’t even need a website, since LinkedIn already gathers your professional information and then recommends you to other LinkedIn users with similar interests and professional experience.

I used to have my own personal website at the domain www.slisar.com.au, where I used to write and publish blog posts. I wrote a couple of blogs on it and tried to make myself seem amazing. After all, I had this domain and I thought, what on earth will I do with it if I don’t fill it up with stuff about me?

Sometime later I discovered the benefits of a LinkedIn profile, and I did away with my personal website. Now if you type in my domain name it directs to my LinkedIn profile (feel free to try it and connect with me, if you’d like) where you can see my online resume.

For many independent contractors – home-based bookkeepers, virtual assistants, etc – this is all you need to get started working in the digital age. You can still keep a blog, just as I do with the EzyLearn blog, which is connected to my LinkedIn profile so that when I write something, my LinkedIn connections can read it, like it, and start a conversation about it.

However, I probably don’t use LinkedIn as much as I should, but someone who does is Michael Griffiths, a small business marketing guru. He has helped companies with their online marketing for several years, and with a background in sports coaching, it’s little wonder he started teaching people about online marketing.

He now mostly focuses on referral marketing, and LinkedIn is a powerful tool he uses a lot. In fact, he’s created a training workshop that’s being held this coming Tuesday, August 19 in Milsons Point (in Sydney). That only leaves you with a few days to register, but if you’re serious about finding new ways to market and grow your business, it’s worth it.

Otherwise, if you don’t think you can make it on Tuesday, he’s holding another workshop in November. To register or find out more about Michael Griffiths’ referral marketing workshop click here.

Free Video: Michael Griffiths explaining the benefits of having a live and active website

Here’s a video of Michael talking about the value of having a blog and an active website that is regularly updated with new content. When you hear Michael in action during a presentation you realised how freely he shares his knowledge and experiences, enjoy.

Posted on August 4, 2014March 25, 2020 by Steve Slisar — 1 Comment

Is Google Your Sugar Daddy?

google marketing networking — Show Me the Money: A thorough understanding of how to use Google can help you – and your business – earn more.

We’ve been writing about referral marketing a lot lately, and in a recent post about marketing action plans, we talked about why you should include referral marketing and/or networking as a marketing strategy in your marketing plan.

That may seem silly to some people, since networking doesn’t always translate to sales straight away, but we’ve discovered another reason why you should include it in your marketing plan: Google! Continue reading Is Google Your Sugar Daddy?

Posted on May 2, 2014May 2, 2014 by Steve Slisar — 1 Comment

Marketing Hacks: What Kind of Business Should Advertise in the Paper?

Advertising in your local newspaper can be great if you're offering your services to a local market. — Advertising in your local newspaper can be great if you’re offering your services to a local market.

There’s a module in our Small Business Management Course about marketing and undertaking marketing activities, and in that module you learn about researching the market and determining the best mediums to use to advertise your business.

With the advent of the Internet and social media, there’s been a lot of discussion about declining advertising revenues in newspapers, which has led many business owners and marketers to erroneously think that advertising in the newspaper is no longer efficient.

But really, advertising in the paper is just as efficient as it ever was – it all depends on the business and whether a newspaper is the right medium for it.

So what businesses should advertise in the paper?

Where Oh Where to Advertise?

The answer to that question really depends on the business and the newspaper. For a local business, like a restaurant or a retailer or a plumber looking for local customers, a newspaper that’s highly read and engaged with by the local community is definitely the way to go, as opposed to a larger metropolitan newspaper.

But it’s important that you consider why you’re advertising in the first place. If you’re looking to build brand awareness, a regular advertisement in a relevant section – such as dining, or professional services, for example – over a significant period of time will pay off.

If you’re looking for new customers and fast, then a smaller number of ads, towards the front of the paper clearly advertising that you’re opening soon or running a special deal will deliver the immediacy you’re looking for.

How Far Will People Go?

It’s important to remember that the majority of people don’t travel further than between 3 and 3.5 kilometres to do their groceries, and a maximum of about 12 kilometres for larger purchases like a car or white goods.

This is what makes local newspapers highly efficient for local businesses, whereas national businesses find both local and national newspapers efficient in delivering their customers.

Global Reach

But what if you’re not looking for local customers from any specific region because you’re an online business whose customers can reside anywhere in the world?

In this instance, a local newspaper, while it would deliver a number of highly engaged customers, would only deliver a small section of your target market, making it highly costly.

While metropolitan or national newspapers would work better here, they still wouldn’t deliver those overseas customers. This is where online and social media advertising may work better for you, assuming that it’s highly targeted the your ideal customer.

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The key to successful marketing is always understanding exactly who your customer is. This comes from efficient market research prior to starting your business. It’s for this reason that we recently introduced a new short course called the originate and develop new concepts course, which takes you through the all-important first step of business: researching the market.

For more information on our originate and develop new concepts course, visit our website or contact us for more information.

Posted on March 31, 2014March 27, 2014 by Steve Slisar

Web Analytics: Everything You Thought You Knew About the Web is WRONG!

It's all about the clicks on the web - or is it? — It’s all about the clicks on the web – or is it?

If you’re an average reader, I’ve got your attention for about 15 seconds, so here goes: many things we’ve been taught about the web are wrong. One of the biggest mistakes – thinking that clicking is the same as reading.

Not your average reader? Perhaps I’ve got you a while longer… We’ve mentioned on this blog before that every business owner should be monitoring their web analytics – we’re even developing a Google Training Course for business owners who want to learn more about the Google products.

What Does Web Analytics Help You With?

Web analytics allows you to determine things like where your visitors originated from, your click rate and your bounce rate.

Google considers any visitor who spends less than 30 seconds on your web page before clicking elsewhere to have “bounced” – and the number of people who bounce from your website is your bounce rate.

Clicks and Conversions

Your click rate is the number of people who have clicked through to your website from a search engine, banner ad, or third party link. The goal is to keep your click rate high and your bounce rate low – this is supposed to demonstrate high engagement with your website, your business or your brand; it’s also supposes to guarantee conversions.

Except that it doesn’t – a fact that’s becoming clear to organisations with large web presences, as web users become more sophisticated as the way we use the web has evolved.

According to Tony Haile, of US company Chartbeat, which provides real-time analytics for companies like Time Inc, Forbes and NBC Universal, businesses should be looking towards something he calls Attention Web and away from clicks and bounce rates.

Time and Attention

Attention Web is not just valuing the number of clicks, but valuing the time and attention visitors give your site. “Time is a rare scarce resource on the web and we spend more of our time with good content than with bad,” Haile says.

For business owners this means you need to give your customers and clients, good, valuable content and start valuing the time they spend reading and engaging with it. Do this and your conversion rate will soar – and in turn, your bounce rate plummet.

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If you’d like to learn more about web analytics and other Google products, you can subscribe to our blog. Alternatively, if you’d like to learn more about building an effective website, you can enrol in our WordPress Training Course.

Posted on March 10, 2014March 5, 2014 by Steve Slisar

Be Loved by Google: Use WordPress!

why-google-loves-wordpress — There are many benefits to creating your website with WordPress – and Google loves it too.

Although our flagship training course is our online MYOB training course, EzyLearn also offers a number of other training courses, such as our Small Business Management Course and our WordPress Design Course. WordPress has become one of the most popular free and open-source content management systems in the world and is used by nearly 19 percent of the top 10 million websites, according to Forbes magazine.

WordPress Benefits

What makes WordPress so popular, especially among small businesses, is that you can edit and update content whenever you like. You can select from a number of pre-existing themes, or install a custom-made theme to use for your website. There are also a number of plugins available to WordPress, like Google Analytics, which allows you to track and analyse the traffic visiting your site.

Until far too recently, creating a website for your business was often a costly and daunting exercise. While large organisations typically had in-house web developers and SEO experts, many small businesses retained the services of external web developers.

If you didn’t need to make any changes to your website, this was usually fine. Your web designer would create your website and it was all systems go. But as Google has changed the algorithms that are used to index websites, preferring web pages that are constantly updated, it’s become more necessary to update your website — and often — in order to appear relevant to Google.

The Need to be Googled

Google, the verb, was added to the Oxford English Dictionary in 2006, and is defined as “using the Google search engine to obtain information about something or someone on the World Wide Web.” Thus, it’s necessary to ensure your website appears in Google, so people can google you.

To do this you need to update your content, and frequently. This could involve creating new web pages, or regularly maintaining a blog. However, paying a web designer to upload and publish new content on website on a daily basis is not cost-effective, which is why WordPress has become so popular.

But there are other practical reasons to create and manage your own WordPress website. If you change your business address, or telephone number, you can quickly and easily update those details immediately — rather than waiting until your web designer has the time.

You’d be surprised how many businesses show their incorrect building address or telephone numbers on their websites, because they don’t have an easily updated website. And for each customer who calls, or can’t find that business at their address, that’s a customer they’ve lost to their competitor.

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If your business’ website is not currently easy-to-update, consider using one of the world’s most popular content management systems, and take our WordPress training course today.

Posted on February 20, 2014February 19, 2014 by Steve Slisar

What Is It That Your Business Does Again? The Need To Be CLEAR!

If people are left confused as to what your business does, they'll simply go elsewhere. — If people are left confused as to what your business does, they’ll simply go elsewhere.

In our Small Business Management course, we discuss creating a website for your business — and at EzyLean, we even offer a training course on creating a website using WordPress. We’ve also talked about some of the website “must haves” on this very blog, but one of the things many business owners still get wrong is communicating what exactly their business does.

What Does Your Business Actually Do?

Being able to explain your business in one sentence or less should be like second nature to any business owner, yet I can’t tell you how many times I’ve been on a business’s website and found myself wondering, “What the hell does this business actually do?”

It seems that somewhere, in the midst of worry about design, functionality, load times, conversion rates, and so on, many business owners — large and small; this affliction is not discerning — forget to answer the most basic of questions and often the fundamental reason a person is on their website: What does my business do?

Take a look at your website. Does it clearly state in one sentence or less what your business does? If we use EzyLearn as an example, we could say, EzyLearn is an online training provider. We could even take it one step further and say, EzyLearn is Australia’s largest provider of online training courses, including MYOB, WordPress and Excel.

Both examples are clear, concise and, above all, they entice visitors to spend time on our website. This is important, because if you leave visitors wondering what your business does and whether you offer the services they’re looking for, they’ll give up and go elsewhere.

Your Business Plan’s Executive Summary

This is where the executive summary of your business plan comes into play. The executive summary of your business plan is used to explain what your proposed business will do; in no more than a paragraph you need to be able to convince the reader that your business idea is worthy of their funding, participation or whatever it is you’re seeking of them.

In essence, your executive summary is your elevator pitch. You need to refine this and whittle it down to a short, pithy explanation of your business and your services. Practice on friends and family if you have to and once you’ve got it, put it straight onto your homepage, or an easy-to-access “About Us” page.

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And remember: the thing about the Internet is that it’s great if you know what you’re looking for; but the majority of people don’t. Always craft your copy like you’re communicating with someone who doesn’t know the first thing about your business or the industry, then go from there.