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How to Reduce Your Fail Rate in Business by 50%

What You Can Do this Christmas

business start up online training course christmas holidays2
There’s lots to do in preparation for starting a business and the summer holidays is a good time for the ground work.

DID YOU KNOW research shows that by taking just one short course on small business management, the chance a business will fail is reduced by as much as 50 percent.

This is because business mismanagement is the primary reason businesses fail; the other most common reason is because owner/s fail to implement appropriate credit management processes. In both cases, this failure has come about because the owners, directors, partners or managers lacked the appropriate management skills to make it a success.

Learn the basics in business

The Christmas holidays is a perfect time for taking the steps needed to start your small business. While everyone else has gone on holidays, you’ll be ready to take on your first client or customer by the time business really starts kicking off again at the end of January.

business start up online training course christmas holidaysSo let’s get to it: there’s work to be done. And this work generally requires some rudimentary knowledge of Australian tax law, copyright law, trademarks and patents.

You should also have knowledge of particular software applications, and digital marketing.

Other key areas of business you need to know

The key areas business owners should understand before starting a business include:

Ordinarily, to become skilled in each of those areas, a person would have to take, at least, five different training courses. But few people are ever likely to do this. Instead, they’d be more likely to cherry pick the areas they’re least familiar with, and fly blind with the others. Needless to say, that’s where people run into problems.

Take Advantage of our Christmas Savings!

We don’t want you to wing it or fly blind — our goal is to help small businesses succeed which is what we’ve been doing for nearly 20 years.

We cover what you need to set up a small business in our EzyStartUp Business Course, priced at just $297. This course covers each of the key areas mentioned above that a small business owner needs to be familiar with, in addition to the following:

  • Originating and developing concepts
  • Establishing legal and risk management
  • Product packaging
  • Marketing your business

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When you enrol you will also receive FREE ACCESS to a bunch of our other online training courses, including Xero Set Up and Beginners’ Excel and Word.

Our Last Dasher Sale is also on now with special Christmas discounts on our online training courses in social media, and cloud accounting software (MYOB, Xero) and Excel, Word and WordPress.


Don’t Wait — Become the Head Honcho Today

Use your time off from work this summer to begin working on your new small business. All of our training courses are delivered online, and can be completed at your own pace, so you can complete them while you’re actually on holidays, or relaxing at home or at a cafe.

And since one of the best ways to start a new business is by operating it as a side project to your other job, if you get all the start up stuff out of the way while you’re on holidays, it’ll be ready to go by the time you back to work.

Learn more about the EzyStartUp Business Course at our website or view all of our special offers to save on your next EzyLearn training course.

start your own business online training course videosAnd as a gift to you, remember our Bookkeeping Basics Guide is yours’ for free!


 

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Marketing for When Your Business Strategy Changes

Where lead generation services are useful

lead generation services
Using a dedicated lead generation service can be more useful than advertising but the quality of the leads may be questionable.

CHANGING YOUR BUSINESS STRATEGY to include additional services will require an additional investment in marketing if you are to make this successful. In terms of simply paying money to advertise your additional services, as you’re probably already aware, advertising doesn’t always yield immediate results. Therefore you might consider spending money on a lead generation service.

We cover how to account for marketing and lead generation costs in our Xero training courses, which includes a new workbook that looks at what to do when your business strategy changes.

Lead generation vs marketing

Lead generation, as the name suggest, is solely focussed on generating a potential customer or client for your business. For instance, there are lots of lead generation services in the building and home maintenance trade — hipages, One Flare, Service Seeking, Quotify, etc — but there are also a growing number for people in creative services, although they’re typically referred to as online marketplaces and include Freelancer.com, Upwork, Fiverr, and so forth.

Advertising and digital marketing (including content marketing), puts your message or business in front of your target audience, but there are more steps in the process before you can capture a lead.

The benefits of lead generation

The main benefit of using a lead generation service is that it delivers active leads almost as soon as you sign up to the service. The quality of the leads tend to differ between services, and the leads also tend to be people who are focussed solely on price, and not so much workmanship. In other words, they’re looking for something done in a particular fashion, for a particular price. No more, no less.

These sorts of jobs are good when you’re getting started or as a way to keep the home fires burning, but it may not be appropriate to rely on them as your sole means of developing clientele.

The benefits of marketing and advertising

If you’re using the correct channels to reach and market or advertise your business to your target market, you’re effectively developing a relationship with those people and educating them about your business.

This means you’ll capture people at all stages of the purchasing funnel — some will be at the pointy end, while others won’t be ready to make a purchasing decision for a while. The benefits of marketing and advertising is that you’re capturing a wide array of people and building brand awareness.

A combination of both works best

If you have the resources, a combination of both marketing (advertising, content marketing) and lead generation works best, though your focus should on marketing and advertising your business to your target market, rather than trying to fit your business into the mold of all the different leads fed to you through a service like hipages or Freelancer.com.

Create a marketing budget

Run a cashflow report in Xero to determine how much cash you’ll have to invest in marketing your business. Our Xero training courses will show you how to run a cashflow report, which you can then export to Excel and use when creating your marketing budget, which should include a schedule, costs, desired outcome — i.e., number of leads, conversions each week, month, quarter — to ensure you’re getting a good return on your investment.

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Our Xero training courses will show you how to run cashflow reports and account for your marketing costs, while our Business Start Up Course will show you how to create a marketing plan. Visit our website for more information.


learn Xero online learning videos cheapest

Our Xero online training courses include EVERYTHING for ONE LOW PRICE. Furthermore, if you select our Lifetime Membership option, you’ll have LIFETIME access to our ongoing course updates. All EzyLearn courses are accredited by the Institute of Certified Bookkeepers (ICB) and can be counted towards Continuing Professional Development (CPD) points. Find out more about our Xero online training courses.


 

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Google Calendar Lets Hairdressing Clients Schedule Appointments

Are you making the most of Google?

google calendar to set up appointments
Is your business suited to clients making online bookings? We have an online course that will teach you how to make the most of Google G-Suite and Google Calendar.

JUST AS YOU CAN USE Google Calendar to create a staff roster, you can also set up and create Google Calendar appointment slots. This is a fabulous way for businesses like hair and beauty salons to let their clients make appointments online.

To enable your clients to schedule appointments using Google Calendar, you’ll need to have a G Suite account for work (or school). G Suite accounts can be a little tricky to set up, but we have courses to show you how, and the beauty is, they come with a boatload of useful tools for small businesses — such as Google Sheets, Docs and Forms.

Create appointment types as staff

Before clients can book appointment times, you’ll need to set up the appointment types. For hair and beauty salons, you may consider setting your staff as the appointment types or the types of appointments you offer — cut and blow dry, foils, etc — so clients can pick the staff member or the appointment type they’d like to make an appointment with.

Create booking button

Use the link Google provides for your appointment page to create an ‘online booking’ button in Facebook or in WordPress, so client can easily access your online booking system from your Facebook page and website.

Move all bookings online

Online bookings won’t eradicate the need to take phone bookings, so it’s really important that you move your entire booking system online.

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Our Google training courses show you how to setup your G Suite account, share calendars and more. Once you’ve setup your G Suite account, you’ll be able to create Appointment Slots and share your appointments page with clients. Visit our website for more information.


Social Media and Digital Marketing online training course

Are you in business as a bookkeeper, tradesperson, retailer, trainer or real estate agent and want to stand out from the crowd? We can teach you the online marketing techniques to help you do just this! Check out what’s included in our comprehensive Social Media and Digital Marketing online training courses. Find out more about the secrets behind LinkedIn and how you can find more work and more clients.


 

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You Can Use PowerPoint to Create Online Induction Training

Create an Online Induction with PowerPoint

learn powerpoint online training course
When you have to train contractors or new staff about your policies and procedures, an online induction is the most efficient – and effective – way to go.

At EzyLearn we have a bit of a soft spot for PowerPoint. It’s the oft-overlooked program in Microsoft Office that is typically associated with slideshows and presentations, and often boring ones at that. But it can do so much more.

You can generate animations, videos, movies, advertising, web design embellishments and graphics using PowerPoint. It’s a great ally to the social media or design person in your organisation. This creative design program can also be used to conjure up the most eye-catching and modern pictorial slides to enhance any presentation and keep people absorbed.

But did you know PowerPoint can also be used to create an online training induction course? Induction training is imperative for any business that hires contractors to perform work for them, either onsite or elsewhere. Induction training is necessary that any contractor or employee understands your company’s policies and procedures, whether they’re going to be working at your premises or not.

Our PowerPoint Training Course takes you through how to create your own induction training course using PowerPoint, which you can then deliver to your staff and contractors using a learning management system, or we can deliver your induction training for you.

Simple inductions that work

The end goal of an induction course should be to have all your contractors complete it, and learn something from it. You need to strike a balance between an induction that includes every last bit of information about your business, how it functions, its policies and procedures, and one that only covers the bare essentials.

Use images to illustrate risks and scenarios, as opposed to describing them. This is easy when you’re using PowerPoint to create your induction training. And remember the PowerPoint golden rule: One idea per slide.

Authenticating students

After you’ve created your induction training course in PowerPoint, it’s vital that your contractors actually complete it. This is why it’s important to authenticate each contractor or student who takes your induction training course — it also helps if you include a short quiz at the end, so you can see whether they paid attention.

There are a couple of different ways you can authenticate students to ensure the correct person is taking the induction course (and not their mum or friend or partner, for example). We talk about the different authentication methods you can use on our website, but keep in mind that only inductions delivered to students via a learning management system can authenticate students.

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learn PowerPoint online training course

PowerPoint is, quite simply, fabulous.

Brush up on your PowerPoint skills, or learn how you can use PowerPoint to create your own Online Induction training courses, with our PowerPoint training courses. Read more about PowerPoint and how it can help you with your social media and design work.


 

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There’s So Much Cool Stuff You Can Do With PowerPoint

PowerPoint: The Great Visual Aid to What You’re Saying

PowerPoint online training course
Save densely-worded slides for university lecture rooms: keep PowerPoint slides concise and use your presentation as a way of illustrating or highlighting what you’re saying.

Many people don’t realise what an excellent design tool PowerPoint is. It can be used for a lot more than just creating slideshows and presentations and is a great marketing and design tool for all kinds of business functions.

Generally speaking, when using PowerPoint, you should feature only one idea to a slide. A PowerPoint presentation is not an essay. It shouldn’t be filled with verbose text (unless perhaps you’re in a university lecture). In fact, as you will learn in our updated PowerPoint Training Course, sometimes a PowerPoint slide shouldn’t contain any text at all, or at least, very little.

PowerPoint presentations that are going to be used as a visual aid should do just that: visually aid the audience through your presentation. It shouldn’t contain your speaking points and you shouldn’t recite from it verbatim. Ideally, you should treat it as a source of further information (or illustration) for the oral portion of the presentation.

Illustrate your points

Use shapes to illustrate information, rather than bullet points.

Okay, in a perfect world, there’d only be one idea per slide, but PowerPoint presentations are tedious enough to create, without having to use a new slide every time something we wanted to articulate contained a subtopic or, more likely, a few subtopics.

But rather than using tried and trusted (*zzzz*) bullet points, try to illustrate the points and use a small amount of text to give more detail. For example, if you’re presenting your company’s latest financial results, rather than writing out how much revenue each department generated, include a pie chart or graph to illustrate this for you.

Shape your points

If there isn’t any way to easily illustrate your points, use shapes and textboxes instead. This breaks up the monotony of a slide filled with bullet points and makes the information you’re presenting easier to digest.

It’ll make it easier for your audience to take notes, without missing any of the spoken part of your presentation. It’s also easier on the eyes, since it breaks up all the white space on your slide.

If you must use bullet points…

Sometimes there’s no escaping it, we get it. Even though we’re not fond of bullet points in PowerPoint presentations, they’re sometimes unavoidable. So don’t worry, we still teach you how to use them in our PowerPoint Training Course. We even use them ourselves.

If you must use bullet points, dress them up with shapes and backgrounds.

If you must use bullet points in your presentation, try to use them in an interesting way. Put them inside a shape, change the background of your slide, or do both!

The key to a PowerPoint presentation that really pops is knowing how to use every function PowerPoint has to offer. That way, you’ll never have to settle on bullets when there’s a more creative option available.

Brush up on your PowerPoint skills, or learn how you can use PowerPoint to create your own Online Induction Training courses, with our PowerPoint Training Course.


PowerPoint — Use it for Facebook and other social media

Powerpoint Online Training for Facebook and social media
Not sure how to create videos and movies on social media? PowerPoint does all of this – you can then upload them to social media, such as Facebook and YouTube.

Did you know you can use PowerPoint with social media? We already know you can create modern, eye-catching and memorable presentations and slideshows with PowerPoint but you can also make movies and videos, animations and advertising graphics. These can then be published on an array of social media, including Facebook and YouTube.

Check out our Facebook Online Training Course and other social media course packages.


 

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Bet You Didn’t Know the Many Wonders of PowerPoint!

PowerPoint: The Great Untapped Design Tool

learn PowerPoint online training course
Wow – this PowerPoint presentation really is AMAAAZING!!

 

You know what PowerPoint is. It was installed on your computer when you bought Microsoft Office. You hate it. But have you thought that the reason you hate it is because a) you’ve never learned how to use it properly, and b) you associate it with boring corporate meetings and seminars?

If you answered YES to one or both of those questions, read on. If you answered NO, still read on!

We recently updated our PowerPoint training courses to include new content and new exercise books — so you can never say that you don’t like PowerPoint because you don’t know how to use it!

Use PowerPoint for training

In our PowerPoint Training Course, we take you through how to create your own PowerPoint presentation, and we show you some of the different ways you can use PowerPoint, aside from as a sales presentation or visual aid during a speech, seminar, meeting or conference.

EzyLearn uses PowerPoint all the time. We use it to do deliver many of our training courses, in particular our WHS Online Induction Course. That’s one of the other things you can do with PowerPoint: create induction training for new staff, contractors or visitors.

But there are plenty more. Here are just a few other uses:

Business plans:

If, for whatever reason (there are many), you find you need to write a business plan, then PowerPoint is a much easier way to do it. You can plan, write, edit, and print your business plan all from the one document. If you discover you need to reorder any of the sections, you can easily move the slides around, rather than trying to cut and paste vast portions of text. Hot tip: don’t include more than one idea or section on a slide.

Marketing or sales collateral:

You can create virtually all of your marketing or sales collateral in PowerPoint, from price lists to product / services information to instruction manuals to flyers — even online advertising or FaceBook ads. Anything you can possibly think of can be created in PowerPoint. No, not Photoshop — PowerPoint!

Flow chart / organisational chart:

Organisational charts are an excellent way to give new recruits a lay of the hierarchical land (and help them better understand their new position). PowerPoint makes creating them easy — there’s a special function that lets you select a design and style you like, and then modify as needed. You can also use this function to create flow chart for large projects you’re working on.

Resumes:

If you’re still sending employers your CV in a Word Document, stop. It’s boring and visually unstimulating. There’s also a good chance the formatting gets stuffed around when someone opens it in and older or newer version of Word. Create a visually attractive resume in PowerPoint, making generous use of text boxes, images, and the shape drawing tools. It doesn’t matter whether you’re a graphic designer or a bookkeeper. Your resume should stand out. So make it (in PowerPoint).

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Never Fear, Help is Here…

Learn Powerpoint online training course
PowerPoint can be an invaluable addition to your business skills – as well as for online ads, presentations, an eye-catching, modern resume – the list goes on.

 


Brush up on your PowerPoint skills, or learn how you can use PowerPoint to create your own online induction training courses, with our PowerPoint training courses.

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What Bookkeepers Can Learn From Real Estate Agents: Facebook Advertising

Facebook – Great for Local Marketing

using facebook for bookkeeping marketing
Facebook can be extremely useful for marketing to a local audience.

In its decade of existence, Facebook has built up a wealth of data about its users, data that it likes to sell back to those who need it, in the form of targeted advertising. Facebook advertising, though similar in its approach, is very different to Google Adwords in what it delivers. Real estate agents discovered the value of Facebook advertising early, and have used a combination of images and videos to successfully deliver their marketing messages and sale pitches directly to their target market and in order to set their prices.

Be Local, Not Global

Real estate agents specialise in knowing their local area. It’s how they get listings and it’s how they find buyers for those listings. In a former post, when we talked about setting your prices, we suggested getting to know your market and who your customer are. As a contract bookkeeper, you can, in theory, work for any business, based anywhere in the world, but you should still specialise in your local area, the reasons for which are twofold:

  1. Fewer to compete with: This isn’t about being the biggest fish in the smallest pond. It’s about getting clients, and that’s what you want. If you’re based in Sydney, specialise in Sydney. Don’t try and compete with everyone in Australia, if you can just complete with Sydneysiders.
  2. Convenience: The truth is, lots of businesses still like to meet their contractors in person. If you’re happy to fly all over the country to earn your regular bookkeeping rate, then by all means. If you’d rather not, then look for clients that are nearby — in the same state, at least.

When you’re setting up your Facebook advertising campaign, instead of trying to target everyone interested in bookkeeping services in Australia, stick to your state or local area, depending on the size of the market for your services in your local area. Sure, this reduces the pool of potential people seeing your advertisement, but it also reduces the pool of potential competitors.

When Local is Appealing to Global Clients Too

And just a note on getting international clients: Try to land international clients who are looking for an Australian, because you have skills they need — you’re in the same country as their Australian clients, you understand Australian tax, and so forth. Remember also that Australian wages are higher than anywhere else in the world, so international businesses need to be willing to pay that because you provide a service or possess skills they can’t get elsewhere.

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Our EzyStartUp Course covers researching the market, setting prices, and an introduction to marketing and business planning, plus much more. If you’re starting a bookkeeping business or you already have started on, enrol in our EzyStartUp course to ensure you’re not selling yourself short.

Facebook and social media online training courseAlternatively, learn all about marketing your business online with our Marketing, Advertising and Sales courses.

Our Facebook Marketing Course which not only teaches you how to set up a Facebook Page, but how to use Facebook for business, how to advertise on Facebook; it also features our own real life case study.

 

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What Bookkeepers Can Learn From Real Estate Agents: Using Video and Images

Focusing on Education Rather than Sales

how bookkeepers can use videoTHE INTERNET HAS CHANGED the way businesses market their services to prospects, from a simple sales message to an educational one.

Real estate agents caught onto this shift in buyer trends early and started creating online content to cater to these buyers.

Visit the website of any real estate agent and you’ll find lots of images and videos educating potential buyers about their services, previous sales and the local area they represent.

Just like bookkeepers can learn from real estate agents how to set their prices and perfect their sales pitch, a bookkeeper should also take note of how real estate agents are using video and images online to develop and hones their digital marketing messages.

How Video and Images Help Attract New Business

  1. Identify yourself: As a contract bookkeeper, your identity is your brand. Create a website or LinkedIn profile (or both), and include a picture of yourself. If you’re operating a business, don’t hide behind your business name. Include pictures of your team, even if that’s just you at this stage.
  2. Educate with video: Show prospects that you know your stuff, by creating short videos explaining common issues businesses may have using MYOB, QuickBooks, Xero, etc. You may also create video tutorials that explain how you like clients to set up MYOB, Xero, QuickBooks etc.
  3. Capture the local scene: Establish yourself as a local business, by taking photos when you visit a local business (whether it’s a cafe, hardware store, or clothing shop) and put them on social media. Be sure to connect with those businesses on social too, so they can share with their customers. Do the same with your clients. It’s a good way to establish firm connections with the businesses you work with, and to update them on your other business projects.

 

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smiling woman learning how to run her own business
 

Using video and images to build your online presence should be part of your broader marketing strategy.

Our EzyStartUp Course covers researching the market, setting prices, and an introduction to marketing and business planning, plus much more.

Alternatively, learn all about marketing your business online with our Marketing, Advertising and Sales courses.


 

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What Bookkeepers Can Learn From Real Estate Agents: Sales Pitches

Never Fear: A “Sales” Pitch Can Really Just Be a Conversation

bookkeeping sales pitch
You actually don’t need to be ‘salesy’ at all; just find out how your services match another person’s needs.

After you’ve set the correct prices for your bookkeeping services, it’s time to perfect your sales pitch. It’s good to think about the way real estate agents sell a property to prospective buyers: Good sales agents don’t pitch to the buyer at all. Instead, they get to know the buyer and their needs. If that happens to suit the property they’re selling, they tell them so. If it doesn’t they tell them that too. Often, they’ll mention another listing they have that might better suit the buyer.

A successful sales pitch isn’t really a pitch at all. Remember that. It’s a conversation with a prospect to determine if their business needs and your services are a good match. If you set your prices correctly, by valuing your services strategically, then you should have only attracted prospects that fit a particular profile of your ideal customer.

The Three Elements of a Sales Pitch

Think of a sales pitch as possessing three key elements:

  1. Identify problems the prospect needs solved: The first step is to identify their business problems, so you can offer a solution. If a prospect identifies “poor cashflow” as a problem, ask them if they’re invoicing regularly, have set up clear payment terms, have implemented a credit management policy. From here, you should determine what services they’re in need of, and explain those to the prospect.
  2. Provide references: There’s no getting around this, unless you’re willing to work for free on a trial basis, something you should absolutely avoid. Real estate agents refer prospects to vendors they’ve represented previously, so you should do the same. If this is your first client offer to do some small task (daily reconciliations, say) as a one-off service, paid of course. Remember, a plumber or electrician doesn’t offer to work for free — they don’t even provide references. You don’t have to work for free, either. 
  3. Explain your process: Be clear about how you work straightaway. Most misunderstandings between businesses and freelancers or contractors occur because neither party agreed to a particular process in the beginning. If the business has contacted you, then you have the upper hand. Outline the procedure for getting work to you, payment terms, etc. If you contacted them first or responded to a job advertisement, you’ll need to work in with their processes, so be sure the opportunity is right for you before agreeing to it.

Don’t be a Commitment-Phobe in Business

closing the sale bookkeeping

Always remember to end the conversation by asking for a commitment. This is still a sales pitch, after all, so you need to make some business proposition that they agree to. You may propose to provide a small paid-task obligation free, to see how they like working with you, before they sign onto to a long term commitment; you may ask if you can contact them again in the future, if they don’t seem quite ready for your services right now (get their business details, add them to your marketing database).

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Understanding the value of your services and how to pitch them to clients is vital to your business’s success. Our EzyStartUp Course covers researching the market, setting prices, and an introduction to marketing and business planning, plus much more. If you’re starting a bookkeeping business or you already have started on, enrol in our EzyStartUp Course to ensure you’re not selling yourself short.

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What Bookkeepers Can Learn From Real Estate Agents: Setting Prices

Don’t Reinvent the Wheel: Glean Relevant Info from the Property Industry

how much to charge as a bookkeeper
As a bookkeeper you can learn much from the humble, or not so humble, real estate agent!

As a bookkeeper, or someone thinking about becoming a bookkeeper, you may be surprised how much you can learn from real estate agents. For an example, take the way a real estate agent has to price a property for sale.

The key to selling a property quickly and efficiently, is setting the right price. A real estate agent who sets a price that’s too high for the market, isn’t doing her or his job properly. In such cases, the property will sit around for many weeks, or possibly even months, until the price is eventually reduced to one the market will bear, sometimes to well below market value. Real estate being what it is in this country, agents rarely undervalue their properties. When a buyer tells their friends they got a great deal on their new home, it’s usually due to the property being originally overvalued, rather than undervalued.

Most New Contractors Set their Prices Wrong

When business people, such as first-time or newly contracting bookkeepers, first start freelancing or contracting professional services to other businesses, very few know what their services are actually worth. Therefore they frequently overvalue or undervalue themselves. In the case of the former, they’ll discover pretty quickly that they’re overpriced (they don’t get any clients), but in the case of the latter, it may take a while longer to determine that they’ve undervalued themselves and their services.

The lesson bookkeepers can learn from real estate agents — good ones, at least — is to never do either. Here’s how you should value your booking services, to set the right price, just like a real estate agent would.

Value Your Services Like a Real Estate Agent

Know Your Market:

We cover this in our EzyStartUp Course; and it’s important to note that knowing your market isn’t simply confined to the start-up period. Continue to look at the market throughout the life of your business, because times change and you need to move with them. When we first put our training content online, we were one of the first training companies to do it; now you can do a whole university degree online!

Value Your Services Strategically:

Have you ever seen a real estate agent market a property as being identical to another one, even if it’s right next door? As a bookkeeper, you’re already competing in a crowded space, so always establish a point of difference between you and your nearest competitor(s) — a niche industry, a particular way of doing business. Whatever it is, find it, and capitalise on it.

Don’t Try and Be All Things to All People:

Know where to find your customers. Real estate agents know where their buyers come from and precisely what they’re looking for, then they market directly to them. You should do the same. Think about your local market, your services, and the type of customer who’d be looking for a business like yours. Then market to them and them only. Don’t waste marketing money trying to be all things to everyone.

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Valuing your services correctly, and setting the right prices, is vital to the success of your business. Our EzyStartUp course covers researching the market, setting prices, and an introduction to marketing and business planning. If you’re starting a bookkeeping business or you already have started on, enrol in our EzyStartUp course to ensure you’re not selling yourself short.

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Are You a Bookkeeper Who Needs More Clients? Want My Advice?

FINDING PROSPECTS AND converting them into clients involves selling and most of us hate doing it, but wait…

If you are a bookkeeper, selling online MYOB training courses to your clients could be the perfect complement to your business.
If you are a bookkeeper, selling is as important to you as it is to, say, a real estate agent.

For those of us in small business, be it as a bookkeeper, real estate agent, sales rep or the like, most of us are selling every day of our lives.

This means we get pretty good at it. We develop techniques that we can replicate and that become part of our daily lives.

The process of selling is really no longer about selling per se; it becomes about a systemised process of:

  • sourcing new leads (using content marketing, networking and advertising)
  • educating those leads about their services (using websites, social media, white papers, property reports)
  • understanding whether the lead would in fact be a good buyer or potential client (using face-to-face meetings, phone conversations and emails)
  • closing the sale (via offer and acceptance, funds transfer, receipts and after sales support).

With the growing power of modern cloud-based technologies, more people are taking the plunge to start their own businesses, but people who do so must constantly:

  • stand out from their competitors (say, other bookkeepers) to get discovered by people needing help with their books, either remotely or in their home/office
  • do an efficient job in managing their schedule and dealing with clients, and
  • market their services effectively.

Content Marketing takes the “salesy” out of selling

I’ve written a lot about content marketing lately because content marketing is simply imperative for anybody looking to sell their products and services and source new clients.

The beauty of content marketing is that, as a system to source new leads, you can cover all the steps of the selling process without it seeming like a chore and, best of all, without feeling “salesy”, cheesy or inauthentic. It’s focus is about the potential client — it’s about providing them with relevant information that will benefit them — not ramming a sales pitch down their throat.

Good sales people realise that sales and the very process of selling is not about just “closing” a sale. Rather, it’s about understanding what the customer needs, seeing if your product is a good fit and then offering a solution to a customer’s problem.

content marketing is most of the new sales funnel for real estate agentsHow much of sales is Content Marketing?

To this end, content marketing is about 80% of the selling process or 80% of the sales funnel (as corporate sales people like to call it).

This is because content marketing involves information gathering; it involves seeing if your product and YOU are a good fit for your client.

These are the content marketing stages:

  • creating relevant and interest website content
  • ‘call to action’ that results in email or mobile number capture
  • email or SMS marketing
  • social media profiles to engage with your prospects
  • CRM’s to manage the final parts of the selling process.

When you implement these systems you can sit back and watch it work and then focus on your conversion rate or what industry experts call CRO – Conversion Rate Optimisation.

Do you really want to be an online marketing professional? Let us manage it for you

Start a bookkeeping business not a franchiseMost of our students are looking for bookkeeping work, or want to start a bookkeeping service business — that’s why they use our services for MYOB Training Courses, Excel Training Courses, Xero Courses and Small Business Management Training.

Our recently updated bookkeeping directory is matching small business people to bookkeepers for a fair rate (for instance, if you want a level 3 bookkeeper, you pay for a level 3 bookkeeper). The National Bookkeeping directory is aimed at helping people (our students primarily) find bookkeeping work or start a bookkeeping business, but it’s also a great way for small businesses to find bookkeepers located close by, or who have the skills they require but who don’t necessarily need to come into the office and can assist them in the cloud.

To find out how you can be more than just a bookkeeper, and start your own bookkeeping business and promote your valuable bookkeeping services to a wider circle of potential clients via content marketing, read about listing yourself on National Bookkeeping or becoming a licensee.

 

 

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The New Year’s Approaching: Think About New Content Marketing for Your Business

The Value of Content Marketing

the-value-of-online-content-marketing
Finding it hard to get started in content marketing? Register for our upcoming course.

January, February and March of a new year, which is typically the quietest as people take a while to adjust to the work and school routine, is when a lot of businesses spend time setting goals for the year ahead.

Just as individuals set their own personal new year’s resolutions, many businesses use January and February to set some new year’s resolutions for their business’s marketing activities.

Business Blogs vs Paid Advertising

In 2016, there was an unprecedented uptick in the number of Australian businesses using content marketing to help drive their search engine rankings, increase customer engagement, and position themselves as opinion leaders in their industry. If the last 12 months is anything to go by, then, it’s fair to say 2017 will continue the content marketing trend.

Yes, I’ve been talking about content marketing a lot on this blog lately, as it’s a marketing strategy EzyLearn has been using, almost exclusively, for many years now, with much success — you are reading this blog post, after all!

EzyLearn and our partners continue to help many businesses establish their brand and build credibility online using content marketing — something we continue to do to great effect for real estate agents, to name but a few. Whether you are an agent, bookkeeper, small business owner, or just have dreams to start working for yourself, why not register your interest in our up and coming content marketing course.

Great Content is Like an Equilateral Triangle – All the Sides are Equal

As popular as content marketing has become in the last few years, many people still don’t quite understand that great content marketing requires you to pay equal emphasis on each component. This includes the word content itself in an ebook or enewsletter for instance, but also the layout and design, the SEO etc. It also needs to be free of typos!

I know, in the past, I’ve probably been guilty of rushing to publish content on our website because I’m so eager to share what we’ve created with you. But for content marketing to be successful in the long term, it needs to be approached holistically. In other words, the copy is equally as important as the design and the layout; the messages need to be consistent and you need to keep communicating with your customers — it can’t be hit and miss.

Just as every side in an equilateral triangle must be created equal, so too do you have to consider all components equally when content marketing.

Outsourcing is Okay

As a small business, you probably have at least one person in your team who is either a) design inclined; or b) a good, strong writer. If you’re really lucky, you may have both, but it’s not uncommon for a business to need to outsource part of this work to a professional, usually on a contract or freelance basis.

Take stock of the talent you have in-house already. If you have a competent designer, utilise them and outsource the writing to a professional. It’s unwise to try and do everything yourself. Producing high quality content is a time-consuming process, made even more so if there’s a particular aspect of it — the writing, say — that you’re not proficient at.

I would say that most business owners do most of what I would loosely term ‘designing’, themselves, which in the case of blogging is choosing an image that accurately reflects the message you’re trying to communicate in the main copy.

Think Outside the Stock Box When it Comes to Photos for Your Blogs

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Litter your blog posts with photos you have taken yourself – these are far more personal and usually more interesting than expensive, routine image libraries.

There is a certain art to selecting images for your blog. You want to avoid using ones that every other blogger is using, which means ditching your regular Google Images haunt and using a stock library instead. But this is where you need to do your research.

Many free stock libraries serve up the same images that you find in Google Images, which brings you back to square one. They’re also incredibly boring. At this point, next logical option probably seems like paying for a membership to a stock library.

Again, research is required here. Not all stock libraries, even paid ones, are created equally. Well known libraries — iStock Photo, for example — are expensive, while the other, lesser known ones are still boring. So what’s a content marketer to do? Get creative.

Take Your Own Digital Marketing Images With Your Smartphone

Remember, content marketing is about creating original, high quality content that’s relevant both to your customers and to your business. With this in mind, rather than paying for expensive stock photography and images, why don’t you take your own? There’s nothing more original and relevant to you and your customers than your own photography.

Publishing original content on your blog and website, whether it’s in the form of images, copy or videos (or all of the above), the harder it will work at driving your search engine rankings, while, at the same time, the personalised approach will have a longer lasting impression on your readers and customers.

Prioritise Content Marketing in 2017

Bookkeepers especially — take note!

Start a bookkeeping business not a franchiseIf you’re a bookkeeper looking to start your own bookkeeping business and find yourself clients, or grow you list of clients, and content marketing isn’t already on your agenda for 2017 —  it should be.

In terms of having the experience and know-how to content market to people we know what our students need to be successful to this end, after all, most EzyLearn students use our services for MYOB Training Courses, Excel Training Courses, Xero Courses and Small Business Management Training because they’re looking for bookkeeping work or want to start a bookkeeping business. Very early in the piece we started finding out why our students did our courses because it enables us to develop targeted products (and write content about) what they need.

Join our Bookkeeping Directory TODAY

We’ve launched a new bookkeeping directory which is aimed at helping people (our students primarily) find bookkeeping work or start a bookkeeping business, but it’s also a great way for small businesses to find bookkeepers who are close to them. We’re also taking registrations for our content marketing online course.

To find out more about how you can be more than just a bookkeeper, and start a bookkeeping business, including promoting your bookkeeping services to a much wider circle of people and engaging in content marketing, read more about listing yourself on National Bookkeeping.

If you’re interested in content marketing, either for your business or because you’d like to become an independent contractor offering content marketing services to other business, you can learn more by subscribing to our blog.

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FREE Digital Business Course

Learn How to Run a Business Online

starting-a-new-cafe-or-retail-business
It doesn’t matter whether you have a specifically online business, or a gift shop, clothing store, cafe or other bricks and mortar business, as a business owner, we can help you understand the digital economy.

In a post I published about starting your own business in January 2017, I said that all small business owners should have an understanding of traditional and digital marketing. You’ll be surprised how many don’t!

All businesses have a digital aspect to them these days so it’s vital that business owners and managers know how to manage the digital aspects of their business. This starts by understanding some of the terms used and how websites, domain names, hosting and the Google search engine works.

It doesn’t matter whether you intend to start a fully digital business (i.e. a home based bookkeeping business or online shop for example) or if you will start a more traditional bricks and mortar business (a cafe, retail clothing or gift shop, or some other business with office or retail space), you need to understand how to use the internet to develop new leads, engage with your existing customer base, and build your presence online.

Register for Our FREE Digital Business Foundations Course

I created a free Digital Business Foundations Course to help new and existing business owners understand how to digitise their business. You can register for our free Digital Business Foundations Course (scroll about half way down the page) to begin receiving the free course content. Some of the things you’ll learn include:

  • Insights into websites
  • Domain names
  • Web hosting
  • How Google Search works
  • How businesses use Content blogs for SEO
  • What SEO really is, plus much more.

Each of the principles discussed in the free Digital Business Course were applied to EzyLearn, when it transitioned from a bricks and mortar training centre business to an online only training business, and have been used by 123ezy, which provides content marketing for real estate agents, content writers and bookkeepers across Australia.

Case Study: Baby Massage Business

baby-massage-helps-new-parents-bond-with-their-newborn-child-wordpress-training-courseI wrote about Sonia Mitterdorfer and her baby massage business in August this year. For most of her working life, Sonia had been a registered nurse. After raising her family she wanted to return to the workforce in some sort of meaningful capacity and heard about baby massage. Her first introduction was a seminar (incidentally, run by a middle aged bloke holding weekend retreats helping new parents understand and bond with their babies!)

Sonia had her website created by a registered BAS agent who wanted to have add another feather to her bookkeeping bow (and wanted to do more “creative” work). Sonia’s website has been pivotal as a means for her to demonstrate her credibility and explain about the nature of her work.

There’s Much More to Domain Names

So many business people think (wrongly) that a domain name is simply the cost of a website, but that’s just the name — you need to:

  • point it (DNS) to a web host
  • set up your email at the web host (I prefer to outsource that to Google Apps — now called Google G Suite)
  • install website design software like WordPress
  • create the pages and menus
  • insert images (source them and edit them)
  • write some words (that Google thinks are relevant).

Don’t worry if you feel a little bamboozled — we cover all of this in our WordPress course!

Add an Online Dimension to Your Business

The majority of people, when they’re looking for a product, service, restaurant, cafe, real estate agent, bookkeeper, virtual assistant — online training course, even — will search online. Even if you think your business is already doing well, if it’s not optimised to deliver online leads, then it could be doing much better.

Reach your business’s full potential, register for our free digital business course to start a digital business or transition into one today.

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Want to Earn a Thousand Bucks for Giving a Referral?

referral marketing
We’ve come across a great new referral marketing website that will pay you a grand for referring a colleague.

We’ve published numerous posts about referral marketing, which is an invaluable and cost effective way of marketing your business. In particular, we talked about LinkedIn. This is something that I, Steve Slisar, CEO of EzyLearn, am a big believer in — and so is small business marketing guru, Michael Griffiths. (You can learn more about using LinkedIn for referral marketing by attending one of Michael’s Sydney workshops.)

Peerbrief – One Grand up for Grabs

Recently I came across another great tool independent contractors can use to find work, and it’s based on referral marketing. It’s a new crowdsourcing recruitment and candidate referral website called Peerbrief, which was founded by Rob Fanshawe, a recruitment expert with 15 years industry experience, and who previously founded and directed 33 Talent in Sydney.

Peerbrief offers two services. The first is free for referrers – that is independent contractors, consultants, remote workers, and so on – to join and you’ll receive job alerts matched to your professional experience from potential employers. If, however, you know someone who is better matched to that job, you can refer the job to them – if they’re hired, the employer pays you $1,000 for your trouble.

The other service offered by Peerbrief is a subscription-based software service, which allows companies to set up closed referrals so their employees can refer candidates for jobs.

Referring the People in Your Sphere of Influence

If you’ve ever worked in a large company before, then you’re probably aware of the incentives they give employees for referring friends or colleagues for positions going vacant. Peerbrief works off same principal, and rewards people for referring their contacts for work.

At the moment, Peerbrief is working with three industries – tech, media, and marketing and advertising – so if you have previous experience in any of these industries, I recommend you (and your colleagues) join today and get referring!

All of that being said, I would caution not to put your eggs all in one basket. As these types of services gain more popularity, the work tends to become harder to come by as employers have a greater pick of potential hires. This is why I still recommend LinkedIn and face-to-face networking events as a way to grow and develop your business.

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As always, I think it’s best if you have a number of marketing strategies on the go at once, as often, it takes a while for them to gain traction. If you have many plates spinning at once, so to speak, you’re less likely to find yourself in the midst a dry spell. If you’d like to learn more about how to effectively market your business, there are two marketing modules in our Small Business Management Course. Visit our website to enrol or learn more today.

 

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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 been speaking 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!

Google Outlines My Referrals

We were recently at our web stats using the Google Analytics app for Android, when we discovered that even Google separates the traffic to your website from other websites as ‘referrals’. This really highlighted the fact that you can be receiving referrals online from any news or content you make available on the web.

How to Create Great Online Content

The most accessible way to create good content online that will drive independent referrals for your business is to maintain a blog. If you publish a few posts each week that are highly relevant and highly targeted to your readers (your customers), the more likely they are to tweet, like or share your content with their friends, families, and colleagues.

Use YouTube

You could even take it a step further. Maybe you’re an IT consultant and you’re looking for other ways to connect with your customers and provide them with informative content – why not create a few YouTube tutorials that you can embed in your website and share on your social media platforms. With a little care, and some thought to the execution, you’ll set yourself apart from the other IT guys who only talk in gigabytes and mainframes.

Move Up the Google Rankings

The other upside of creating regular content is that you’ll move your way up through the Google ranks, which in turn, will bring you more referrals from Google, too. SEO also plays a big role in your Google rankings, but only so long as you’re creating the content people want.

If you truly want a Google Sugar Daddy, then you need to keep pushing relevant, informative content online, so you can engage with your customers and clients online.

Thinking about starting your own Bookkeeping business – or any other kind of business? We cover more about the powers of Google and how to market and advertise your business in our Small Business Management Course

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But Networking Isn’t Making Me Any Money! Putting Together a Marketing Action Plan

marketing action plan networking
With a Marketing Action Plan, you’ll be able to isolate which marketing strategies are working best for your small business.

In the marketing module of our Small Business Management course, our students learn about marketing action plans, and throughout the course come to create their own marketing plan for their soon-to-be business. We also talked about referral marketing and networking in our last post, in which we outlined what every business should be doing to grow their customer base. For this reason, it should also be included in your marketing action plan.

What IS a Marketing Action Plan?

A marketing action plan sets out all of the marketing strategies for your business, including your goals and how you intend to achieve them. For consistency, and so that you can see and measure how each of your strategies have performed, we recommend that you include any of your networking activities in your marketing action plan.

Aside from being able to isolate what strategies — networking, advertising, email newsletters, etc — have performed the best at delivering your marketing goals, including your networking activities in your marketing plan, with a schedule, will also help to keep you accountable and ensure you actually put the time into networking.

The Money Comes Later

Because networking is often seen as not being immediately revenue generating — after all, many times you’re drinking tea and coffee and eating biscuits, while you chat with other business owners — it can be tempting to let your networking go by the wayside. But you shouldn’t — just as you shouldn’t let your other marketing activities go by the wayside, whatever they may be.

Share the Load

It’s also good to include details about each of your marketing strategies, so you can delegate it to another member of staff to project manage. So if one of your marketing strategies was to send a weekly email newsletter to your database, you could include information about the copywriter you’re employing to write the copy and the information would need to be sent to them each week.

You should also include the cost of employing the copywriter and the cost of distributing the emails each week. We use Feedburner — our preference for a variety of reasons; namely, because it’s free and we use it to distribute our blog. Feedburner also comes with the stability of being a Google product (we’re currently creating more content for a Google course, by the way). Learn more about Feedburner in our WordPress training course.

By including this information, you’re able to accurately measure how successful your newsletters strategy has been compared with, say, advertising in your local paper. Since you’re also including your networking activities, too, also include any membership fees or the cost of meals in your marketing plan, too.

Continually Changing

Just like a financial plan shouldn’t be a static document, your marketing plan should also evolve with your business as you grow and develop your customer base — and even your product and service offerings, too.

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If you’d like a step-by-step guide on creating a marketing plan for your business, we cover marketing plans in our Small Business Management course, in addition to financial planning, web design, and other important aspects of owning and operating a small business.