Sharpe Marketing - Sharpe Blog

The Importance of Digital Marketing in Professional Services in New Zealand

Wed, 25 Feb 2026 12:02:54 GMT

For many lawyers and accounting practices across New Zealand, reputation has traditionally been built on referrals, word of mouth and long-standing relationships. While those foundations still matter, the reality is this: your prospective clients are now researching you online long before they contact you. People search online first — even when they plan to engage someone local. Even in regional towns, client behaviour has changed.

Digital marketing is no longer optional for professional services. It’s a critical part of remaining visible, credible and competitive in a crowded market.

What Is Digital Marketing?

Digital marketing is the use of online channels to promote your services, build trust with your audience and generate new enquiries. For professional services, this isn’t about flashy ads or gimmicks - it’s about being present, professional and helpful in the places your clients are already looking.

Key components of digital marketing include:

Your website – your digital shopfront and first impression
Search engine optimisation (SEO) – helping your firm appear on Google when people search for services like “commercial lawyer Auckland” or “tax accountant Christchurch”
Content marketing – blogs, articles, guides and insights that demonstrate expertise
Social media – particularly LinkedIn and Facebook for credibility, visibility and engagement (this is a specialised channel at Sharpe Marketing)
Email marketing – staying top of mind with existing clients
Online reviews and reputation management

Used together, these tools position your firm as trustworthy, relevant and easy to engage with.

Why Digital Marketing Matters for Lawyers and Accountants

Professional services are built on trust. Before a client commits to a lawyer or accountant, they want reassurance that you understand their situation, their industry and the local landscape. Digital marketing allows you to build that trust before the first meeting.

In New Zealand specifically, clients are increasingly:

Googling services before asking for referrals
Comparing multiple firms online
Expecting clear, plain-English explanations of complex topics
Looking for signs of credibility such as reviews, case studies and thought leadership

If your firm doesn’t appear in these moments, you risk being invisible — even if you’re excellent at what you do.

How You Can Use Digital Marketing to Your Advantage

1. Strengthen Your Website as a Trust Tool

Your website should do more than list services. It should clearly explain who you help, how you help them and why you’re the right choice. For law and accounting firms, this means:

Clear service pages written for clients, not industry jargon
Profiles that humanise your team
Simple pathways to enquire or book a consultation

A well-structured, up-to-date website instantly builds confidence.

2. Use SEO to Be Found When It Matters

Search engine optimisation helps your firm appear when potential clients are actively searching for solutions. By optimising SEO, you make it easier for local clients to find you when they need professional advice. Local SEO is particularly important in New Zealand, where people often search by location.

By optimising your website content around relevant services and regions, you put your firm in front of high-intent prospects at the exact moment they need help.

3. Demonstrate Expertise Through Content

Blogs, articles and insights allow you to answer common client questions and showcase your expertise. This is especially powerful for professional services, where clients want clarity and reassurance.

For example:

A lawyer explaining changes to employment law
An accountant breaking down tax obligations in simple terms
Guidance on business structuring, compliance or succession planning

Good content positions your firm as knowledgeable and approachable — not intimidating.

4. Build Visibility and Credibility on Social Media

Social media doesn’t need to be constant or time-consuming. For most professional services, a consistent presence sharing insights, updates and firm news is enough.

LinkedIn is particularly effective for building authority, while Facebook can help with community connection and brand recognition.

5. Nurture Relationships Through Email

Email marketing allows you to stay connected with existing clients and referral networks. Regular updates, reminders and insights keep your firm top of mind and reinforce the value you provide beyond billable hours.

The Competitive Advantage

Digital marketing levels the playing field. A smaller firm with a strong digital presence can compete effectively with larger, established practices. It also future-proofs your business by attracting the next generation of clients who expect a seamless, digital-first experience.

In a profession where trust is everything, digital marketing helps you show — not just tell — why your firm is the right choice.

Final Thoughts

For lawyers and accounting practices in New Zealand, digital marketing isn’t about chasing trends. It’s about meeting your clients where they are, clearly communicating your value and building long-term credibility.

Those who embrace it will be more visible, more trusted and better positioned for sustainable growth in an increasingly digital world.

Why Ad Hoc Marketing Doesn’t Work for Professional Services

Tue, 24 Feb 2026 13:38:51 GMT

With decades of combined experience working alongside professional service firms, one clear lesson stands out: ad hoc marketing simply doesn’t work. Whether you’re a law firm, an accounting practice, or another professional services provider, inconsistent marketing efforts waste time, money, and valuable resources - and rarely deliver meaningful results.

In professional services, trust, reputation, and relationships are everything. These don’t develop overnight or through one-off campaigns. Instead, they require consistent, strategic effort over time. Ad hoc marketing (random social media posts, occasional email blasts, or sporadic event sponsorship) fails to build the ongoing engagement and credibility your firm needs.

The problem with ad hoc marketing is that it lacks focus and continuity. Without a clear plan, your messaging is inconsistent, your target audience is unclear, and there’s no coherent path to convert prospects into clients. This scattergun approach confuses potential clients and wastes the resources spent creating content or running campaigns that don’t move the needle.

Professional service buying decisions are often complex and long-term. Prospective clients don’t make quick choices based on a single flyer or a one-off seminar. They need to see your firm consistently demonstrating expertise, understanding their challenges, and providing relevant solutions over time. Only a well-crafted strategy can deliver that sustained presence.

This is why our business model focuses on three key steps: workshop, strategy design & build, and strategy implementation . We start by understanding your firm’s unique goals, strengths, and challenges. Then we develop a tailored marketing strategy designed to deliver consistent, measurable results aligned with those goals. Finally, we implement the strategy in a disciplined way - avoiding randomness, focusing on the right channels, and maintaining momentum.

Ad hoc marketing not only wastes money but can also damage your brand if messages are inconsistent or poorly targeted. Worse, it creates false hope. Campaigns might bring a temporary spike in interest but no lasting impact. Without follow-through, those leads dry up and the cycle starts again.

In contrast, a strategic, sustained marketing approach builds trust, nurtures relationships, and fills your pipeline predictably. It turns marketing from a cost into a powerful investment in your firm’s growth and stability.

If you want marketing that works, not just marketing that happens, then abandoning ad hoc efforts in favour of a clear, ongoing strategy is essential.

The Longevity of a Website: How Often Should You Update?

Tue, 12 Aug 2025 04:34:22 GMT

Your website is often the first impression clients have of your business. For many, it’s the main way potential customers decide whether to engage with you or move on to a competitor. But unlike a printed brochure, a website isn’t “done” once it goes live - it’s a living, breathing part of your business. To stay effective, it needs to be reviewed, updated, and eventually rebuilt on a regular cycle.

How Long Does a Website Last?

On average, a well-built website has a functional life span of 3-5 years . After that, changes in technology, design trends, search engine algorithms, and user expectations mean it can start to feel dated - or worse, underperform. Even if the content still seems relevant, the behind-the-scenes structure, speed, and security may be falling behind current standards.

Signs It’s Time for an Update or Redesign

While there’s no single “expiry date” for a website, there are clear signs it’s time to make changes:

It looks outdated compared to competitor sites.
It’s not mobile-friendly or doesn’t meet current responsive design standards.
It loads slowly , frustrating visitors and harming search rankings.
Your business has evolved , but your site no longer reflects your services, team, or brand identity.
Leads and enquiries have dropped , suggesting it’s not engaging your audience effectively.
Security issues or an old platform that is no longer supported by updates.

Regular Reviews Are Key

You don’t need to rebuild your website every year, but you do need to maintain it regularly. A good rule of thumb is to:

Review your content every 6–12 months to ensure it’s accurate, relevant, and optimised for search engines.
Update imagery, case studies, and news regularly to keep your site feeling fresh.
Check performance quarterly , including speed, broken links, and mobile usability.
Plan for a full redesign every 3–5 years , depending on how fast your industry, technology, or brand is evolving.

Why Freshness Matters

Search engines, particularly Google, reward websites that are active and relevant. Fresh content signals that your business is engaged and up to date, helping you maintain visibility in search results. For visitors, an updated site builds trust as it shows you take your online presence seriously and are invested in providing accurate, helpful information.

The Cost of Standing Still

A stale or outdated website doesn’t just look bad, it can cost you business. If your competitors’ sites are faster, easier to use, and more visually appealing, potential clients will notice. In some cases, older sites can even be a security risk, leaving you vulnerable to hacking or data breaches if the underlying software is no longer supported.

The Bottom Line

Think of your website as a business asset, not a one-off project. With regular maintenance and strategic updates, it can remain a powerful marketing tool for years. But when your site starts to show its age (whether in design, performance, or functionality) it’s time to invest in a refresh or rebuild. In today’s fast-moving digital landscape, staying current isn’t optional; it’s essential for staying competitive.

The Sharpe team maintain your website on a weekly basis, we are always uploading, tweaking and maximising content to ensure you are leveraging your value add well.

Staying “Above the Line” in Tough Winter Months

Mon, 11 Aug 2025 02:08:04 GMT

How accounting and law teams can stay positive, inspire others, and keep momentum when the news is all doom and gloom.

How accounting and law teams can stay positive, inspire others, and keep momentum when the news is all doom and gloom

Winter in New Zealand often brings more than cold winds and grey skies — it can also bring a dip in energy and mood. Add in headlines filled with economic challenges, political wrangling, and negative forecasts, and it’s easy for teams to slide “below the line” into blame, excuses, or pessimism. But for professional service teams like accountants and lawyers, maintaining a constructive, “above the line” mindset isn’t just about personal well-being — it’s about showing up for clients, leading with confidence, and inspiring trust.

What does “above the line” mean?

It’s about taking ownership, staying accountable, and focusing on solutions rather than problems. It’s recognising what’s in your control and choosing to lead from that space — even when external circumstances are challenging.

Practical Ways to Stay Positive & Uplift Your Team

Start Meetings with Wins – Whether it’s a great client outcome, a smooth project delivery, or a small personal victory, begin your team catch-ups with good news to set a positive tone.
Control the Controllables – Instead of dwelling on market downturns or negative media, focus on the actions you can take: client relationship building, internal process improvements, or professional development.
Create Moments of Lightness – Midwinter can be monotonous; small touches like themed morning teas, “warm-up” walks, or fun internal challenges can help.
Lead by Example – If you’re in leadership, model an “above the line” approach. The team will take their cue from your reactions, tone, and energy.
Recognise and Reward – Even small acknowledgements can boost morale. Recognise effort and celebrate achievements, no matter the size.

Above the Line Winter Mindset Checklist

✔ Daily Positive Start – Read something uplifting or listen to an inspiring podcast before diving into the news or emails.
✔ Language Check – Avoid defeatist phrases like “That’s just the way it is” and replace with “Here’s what we can do.”
✔ Share Gratitude – At least once a week, express appreciation for a colleague’s contribution.
✔ Stay Connected – Make time for face-to-face check-ins (in person or virtual) to combat isolation and disengagement.
✔ Energy Boosters – Encourage movement breaks, fresh air, or even “walking meetings” to reset energy levels.
✔ Team Positivity Ritual – End the week with a “highlights huddle” where everyone shares their top win of the week.

Meg's key takeaway:

Winter might be unavoidable, and the headlines might not change overnight, but your team culture can still thrive. Staying “above the line” isn’t about ignoring reality, it’s about meeting it with resilience, optimism, and proactive thinking. In law and accounting, where trust and clear-headed problem-solving are your currency, your mindset becomes an asset that benefits both your team and your clients.

Why “Too Busy” Isn’t a Reason to Stop Marketing

Tue, 05 Aug 2025 04:24:08 GMT

It’s a common refrain we hear from busy professional service firms: “We can’t handle any more clients right now, so we don’t need to market.” On the surface, this makes sense, you don’t want to overwhelm your team or dilute the quality of your service. But pausing marketing because you’re busy is a risky strategy that can leave your business vulnerable.

Marketing isn’t just about finding new clients today, it’s about keeping your firm top of mind for the future. Even if your schedule is full now, that pipeline of potential clients needs to keep flowing. Otherwise, when circumstances change: clients finish projects, contracts end, or referrals slow; you could find yourself scrambling to fill a sudden gap.

Professional services like law and accounting often rely heavily on referrals and relationships. These take time to build and nurture. When you maintain consistent marketing, you stay visible to your network and potential clients, reminding them you’re available and ready when they need you. When you stop marketing, you risk fading from view, and that can take months to reverse.

Having a steady flow of enquiries allows you to be selective about the clients you take on, rather than reactive and desperate. It gives you the ability to manage workload, maintain quality, and strategically grow your business on your terms.

Ongoing marketing also helps reinforce your expertise and credibility. Regularly sharing insights, updates, and success stories reassures your network that you’re active, knowledgeable, and trustworthy. It builds the kind of long-term trust that leads to referrals and repeat business.

Moreover, economic and market conditions shift unexpectedly. A firm that paused marketing because it was “too busy” might be caught off guard if demand suddenly drops. By staying proactive, you protect your business from these fluctuations and ensure your growth is sustainable, not just a temporary spike.

In short, marketing is not a switch you turn off when you’re busy, it’s a continuous investment in your firm’s future. Keeping your brand visible and your pipeline active is essential to long-term success and stability.

So, if you’re thinking, “We don’t need to market right now,” remember this: the clients you don’t attract today might be the ones you need most tomorrow.

What Are the Top Four Social Platforms in 2025 for New Zealand? What New Platforms Should We Be Aware Of?

Tue, 22 Jul 2025 20:00:37 GMT

Social media continues to evolve, and New Zealand businesses must stay ahead of the curve to maximize their marketing impact. In 2025, the top social platforms remain vital tools for reaching diverse audiences and achieving business goals.

1. Facebook

Despite being a veteran in the social media space, Facebook maintains its dominance due to its vast audience and diverse features. With nearly three-quarters of New Zealanders active on the platform, it remains a crucial tool for businesses to reach various demographics. In 2025, the platform’s advancements in AI-driven advertising, hyper-targeted campaigns, and community-focused groups continue to make it indispensable for both small businesses and large enterprises.

2. Instagram

Instagram continues to thrive, particularly among younger audiences. The platform's focus on visual content, combined with new immersive shopping experiences and short-form video via Reels, has kept it at the forefront of social media trends. Businesses in New Zealand leverage Instagram for branding, influencer partnerships, and direct-to-consumer sales, thanks to its streamlined e-commerce capabilities.

3. LinkedIn

For businesses in New Zealand, LinkedIn has cemented itself as the go-to platform for professional networking and B2B marketing. With its strong focus on fostering professional connections, it’s an essential tool for companies looking to generate leads, recruit talent, or establish thought leadership. In 2025, LinkedIn’s robust analytics, interactive features like LinkedIn Live, and enhanced content discovery through newsletters and articles make it indispensable for businesses aiming to reach decision-makers and industry professionals.

4. TikTok

TikTok’s explosive growth shows no signs of slowing. Its highly engaging, algorithm-driven short-form videos have captured a wide range of age groups. For Kiwi businesses, TikTok offers unique opportunities to create viral content, connect with Gen Z and Millennials, and capitalize on trends quickly. Features like live shopping and partnerships with creators make TikTok a standout for businesses looking to stay relevant.

Emerging Platforms to Watch

As established platforms dominate, new social media networks are carving out their niches. Here are a few to watch:

BeReal: Continuing its rise, BeReal offers an authentic, no-frills alternative to traditional platforms. While less marketing-centric, it’s ideal for brands aiming to showcase unfiltered behind-the-scenes content.
Lemon8: A hybrid of Instagram and Pinterest, Lemon8 is gaining traction with users seeking aesthetic, lifestyle-driven content. This platform is particularly appealing to niche businesses in fashion, travel, and wellness.
Bluesky: Founded by Twitter’s Jack Dorsey, Bluesky is a decentralized social platform focused on user control and privacy. It’s gaining interest from tech-savvy audiences and offers early adoption opportunities for forward-thinking brands.

To succeed in 2025, New Zealand businesses should maintain a strong presence on established platforms like Facebook, Instagram, LinkedIn, and TikTok, while experimenting with emerging ones to engage audiences and stand out in an ever-changing digital landscape.

Are your backups and IT plan ready for the holidays?

Tue, 15 Jul 2025 06:24:15 GMT

‘Tis the season to … do some network housekeeping. What would you do if the unexpected happens while you’re on the beach? Check your system before closedown.

What’s your festive season backup plan? A blackout, a stolen laptop, or the dancing turkey video infecting the system with a virus could dampen the Christmas cheer.

Even if you don’t have a contract with an IT provider, it may be worthwhile to have them audit your system and review your IT plan. Establish clear protocols with your team so they don’t put the business at risk by failing to backup key files or unwittingly downloading a virus.

Start the holidays with peace of mind and come back in the new year good to go. Check:

Virus protection: Is it up to date to carry you through the holiday period?
Backup: Does routine backup of data and files include all shared drives or just some? What about your laptops? Make sure you and team are saving to the shared drives and not leaving the latest versions of critical files in local My Documents folders. Are backups stored securely offsite or in the cloud? Are laptops and hard drives synchronised to cloud storage? Does this happen automatically on login or is it a manual process?
Future proof: Plan to replace out of date equipment. Even if your computer setup isn’t absolutely up to the minute, it should be able to handle your business applications’ operating requirements. If your systems are cloud-based, make sure hardware capability and internet speeds don’t slow the team down whether downloading, uploading and just getting things done. Should this be a priority?

The Sharpe Marketing team use Mark from IT Star. They are professional services experts.

The Importance of Marketing in Slow Economic Times

Mon, 30 Jun 2025 03:26:53 GMT

When economic conditions tighten, many professional service firms instinctively look for ways to reduce costs. Marketing is often one of the first areas to be trimmed. While this might feel like a sensible short-term decision, it can have long-term consequences, especially for lawyers and accountants whose business growth depends heavily on reputation, relationships, and referrals.

Staying Visible in a Crowded Market

In a slower economy, competition for every client intensifies. If your firm reduces its visibility, you risk being overshadowed by competitors who are maintaining or increasing their marketing efforts. For legal and accounting practices, being front-of-mind is essential, not only with potential new clients but also with your existing client base, referrers, and professional networks.

Building Confidence and Trust

Uncertain times make clients more cautious about who they engage with. Consistent marketing shows that your firm is active, stable, and confident about the future. It’s not just about attracting new work, it’s about reassuring current clients that they’ve made the right choice and demonstrating the depth of your expertise in areas that matter to them right now, such as risk management, compliance, restructuring, or tax planning.

Marketing as a Strategic Asset

Marketing for lawyers and accountants is not a “nice to have”, it is a core part of business development. Cutting it back can create a dangerous gap in your pipeline, meaning fewer enquiries, weaker referral flow, and slower recovery when the economy improves. Firms that maintain consistent marketing through downturns often emerge stronger, having built deeper relationships and expanded their visibility while competitors went quiet.

Adapting to Client Needs

Economic slowdowns change what clients need from their professional advisers. Your marketing should reflect this shift. For example:

Law firms can focus on areas like employment law, contract disputes, insolvency, and commercial restructuring.
Accounting firms can highlight cash flow management, tax optimisation, and business advisory services.

By tailoring your marketing messages to current client concerns, you position your firm as proactive, relevant, and ready to help.

Cost-Effective, High-Impact Channels

Not all marketing requires a large budget. Many of the most effective tools for professional services (email updates, webinars, social media insights, and client alerts) are cost-efficient yet powerful for maintaining relationships. These channels allow you to showcase strategic expertise while keeping your brand front-of-mind for the right audience.

Keeping Your Referral Network Warm

For lawyers and accountants, referrals are often the lifeblood of new business. A downturn is not the time to let these connections go cold. Use regular marketing touchpoints to keep your network engaged, demonstrate your expertise, and ensure that when opportunities arise, your name is the one that’s recommended.

The Takeaway

For professional service firms, cutting marketing in slow economic times can have lasting negative effects. Maintaining visibility, trust, and consistent communication is essential to not just surviving a downturn but positioning your practice for growth when conditions improve. In a competitive market, the firms that stay active and relevant are the ones clients remember, and the ones who win work when the tide turns.

Lead the Pack, Stay in Sync

Mon, 09 Jun 2025 05:43:35 GMT

In New Zealand’s professional services market, whether you’re an accountant or a lawyer, the competition is fierce — and your next client is more than likely searching for you online. The challenge?

The Challenge? Standing out from the firm down the road and ensuring your messaging is aligned with your peers so that the profession, as a whole, maintains credibility and trust.

Why Digital Marketing Matters in Professional Services

Your clients are making decisions differently than they did 10 years ago. Before they pick up the phone, they’re Googling you, reading reviews, comparing websites, and checking your social media presence. Even referrals — traditionally a safe source of work — are being validated online before contact is made.

For accountants and lawyers, digital marketing isn’t about flashy ads or viral videos. It’s about building credibility, showcasing expertise, and staying top-of-mind. It’s about showing potential clients why you are the safest, smartest choice — and why they shouldn’t even consider looking elsewhere.

Tips to Stay Above Your Competitors

1. Own Your Online Presence

Keep your website up-to-date, professional, and mobile-friendly.
Ensure your Google Business Profile is fully optimised and accurate.
Make sure your practice areas or specialties are clear and easy to find.

2. Demonstrate Expertise Through Content

Publish articles, updates, and FAQs on topics your ideal clients are searching for.
Use plain language — avoid legalese or accounting jargon that alienates your audience.
Repurpose content across multiple platforms.

3. Be Consistent on Social Media

Post regularly — even one quality post a week builds recognition over time.
Share wins, industry updates, and community involvement (not just service promos).
Engage with comments and messages to show you’re approachable and responsive.

4. Build Your Reputation with Reviews

Proactively ask satisfied clients to leave a Google review.
Respond to reviews — both positive and negative — professionally.
Showcase testimonials on your website and marketing materials.

5. Track and Measure Your Results

Use tools like Google Analytics and LinkedIn Insights to understand what’s working.
Monitor engagement, website traffic, and leads to refine your strategy.
Don’t just measure clicks — measure client satisfaction through NPS scores or surveys.

The Bottom Line

For accountants and lawyers, digital marketing isn’t optional — it’s a core part of your business strategy. Your goal isn’t to shout the loudest; it’s to consistently show up where your clients are looking, deliver value in every interaction, and strengthen the reputation of your profession in the process.

By staying active, relevant, and collaborative, you won’t just keep up with your competitors — you’ll stay above them.

The team at Sharpe Marketing do all of this on a daily basis and in our sleep. Partner with us so you can do what you love to do, working alongside your clients to achieve their dreams.

Do you know how well your website is doing?

Sat, 01 Feb 2025 01:51:27 GMT

You set up your website to engage with new and returning clients. How’s that going for you? What do you know about viewer experience on your site?

One great thing about websites is that they track a wealth of valuable business data. Are you using that data to analyse what that means for your business? Or to keep on refining viewer experience on your business’ website?

Just as it’s important to keep your website fresh with regular new and updated content, it’s also important to stay current with the kind of traffic your site receives.

Tools like Google Analytics can help you find out:

Where traffic flows to your site
The most popular pages
Time spent on each page
Traffic at different times of the year

Are there patterns that emerge when you sift through the data? Are viewers who progress to the online checkout the ones who spend the most time on the most pages? Or a specific page? Is there a common entry point on the site for viewers who contact you for more information?

Look at system performance too. A simple issue like image-heavy pages that take too long to load might be driving would-be customers to a competitor. Are all the links working on all the pages?

If you’re new to this, don’t get swamped with all the data. Target what you think is most important.

If you’re not the most tech-savvy, seek expert advice for a full overview of your website’s performance and how it can be improved. It could be the difference between a new customer or another new client for your competitor.

What’s an NPS Score — and Why It Matters

Wed, 08 Jan 2025 03:58:45 GMT

NPS stands for Net Promoter Score — a simple but powerful way to measure how likely your clients are to recommend your business to others.

NPS stands for Net Promoter Score — a simple but powerful way to measure how likely your clients are to recommend your business to others. It’s based on one question:

“On a scale of 0–10, how likely are you to recommend us to a friend or colleague?”

From there, responses are grouped into:

Promoters (9–10): Your biggest fans — loyal, enthusiastic, and likely to refer new business.
Passives (7–8): Satisfied but not raving fans — at risk of being swayed by competitors.
Detractors (0–6): Unhappy clients who may share negative feedback or disengage.

Your NPS score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The higher the score, the stronger your client loyalty and satisfaction.

Why it matters:

It’s a pulse check — revealing how your clients truly feel beyond polite conversation.
It predicts growth — promoters are proven to drive referrals, repeat business, and positive word-of-mouth.
It flags risks early — a dip in your score can signal emerging issues before they impact your bottom line.

When we track your NPS alongside campaign results, you get a complete picture — not just of the marketing activity, but of the quality of the client relationships your brand is building.

Start the Year Strong: The Power of Data-Driven Marketing for Maximum Revenue

Tue, 31 Dec 2024 20:15:51 GMT

The start of a new year brings an air of possibility—a chance to recalibrate, set goals, and seize fresh opportunities. For practises, it’s critical to ensure that marketing strategies are driven by insights rather than guesswork. Understanding what your data is telling you can unlock untapped potential, refine your campaigns, and, ultimately, maximize your revenue.

Why Data Matters More Than Ever

The digital age has given businesses access to a wealth of data. From website analytics to social media metrics, email campaign results, and customer feedback, data offers a clear view of what’s working and what isn’t. Without leveraging these insights, businesses risk wasting resources on ineffective strategies while leaving revenue on the table.

Data-driven marketing enables you to:

Identify High-Performing Campaigns : Understand which campaigns yielded the highest ROI and why.
Pinpoint Customer Preferences : Discover what resonates with your audience based on engagement patterns.
Optimise Budget Allocation : Direct spending to the channels and strategies that deliver the best results.

Reviewing the Past Year: Key Metrics to Analyse

Before planning for the year ahead, it’s essential to conduct a thorough review of your past performance. Focus on these critical areas:

Website Analytics :
What were your top-performing pages?
Where did most of your traffic come from (organic, paid, social, or referral)?
What is your bounce rate, and how can you improve it?
Social Media Insights :
Which posts garnered the most engagement (likes, shares, comments)?
Did you gain followers consistently or experience stagnant periods?
What type of content drove the most clicks to your website?
Email Campaign Performance :
What was your open rate, and how does it compare to industry standards?
Which emails had the highest click-through rates?
Are your email lists growing, and are they segmented effectively?
Sales and Revenue Data :
Which products or services were top sellers?
What patterns can you identify in customer purchasing behaviour?
Are there cross-selling or upselling opportunities you can explore?
Customer Feedback :
What themes emerge from reviews, surveys, or support queries?
Are there common pain points you can address?

Transforming Insights into Action

Once you’ve gathered and analysed your data, the next step is to translate these insights into actionable strategies. Here’s how:

Refine Your Target Audience : Use demographic, geographic, and behavioural data to create or update customer personas. Tailor your messaging to address their needs and preferences.
Personalise Your Campaigns : Leverage automation tools to deliver personalized experiences. For instance, segment your email lists by customer behaviour to send targeted offers.
Focus on High-Impact Channels : Prioritize the platforms and strategies that drive the most engagement and conversions. For example, if Instagram reels significantly outperform static posts, allocate more resources to video content.
Test and Experiment : Use A/B testing to fine-tune your campaigns. Experiment with different headlines, visuals, or call-to-actions to identify what resonates best.
Set SMART Goals : Establish specific, measurable, achievable, relevant, and time-bound objectives. For instance, aim to increase email click-through rates by 10% within the first quarter.

Staying Agile and Proactive

Marketing trends and consumer behaviours are constantly evolving. Regularly revisiting your data ensures you remain agile and responsive. Consider setting up monthly or quarterly performance reviews to track progress and make adjustments as needed.

Additionally, stay informed about industry trends and technological advancements. Tools like AI-powered analytics or predictive modelling can enhance your ability to forecast trends and seize opportunities.

The Bottom Line

Starting the year fresh with a clear understanding of your marketing data empowers your business to make informed decisions, capitalize on opportunities, and maximise revenue. By reviewing past performance, identifying patterns, and implementing data-driven strategies, you can position your business for a successful and profitable year ahead.

Don’t let your data sit idle. Turn insights into action, and watch your marketing efforts transform from guesswork into a finely tuned revenue-driving machine.

Bluesky vs. Meta: A Social Media Showdown

Thu, 12 Dec 2024 21:08:28 GMT

The battle for dominance in the social media landscape is heating up with Bluesky, a decentralised alternative to traditional platforms, entering the fray against tech giant Meta. While both platforms serve to connect users, their distinct approaches have sparked debate about the future of social networking. This article explores the benefits, disadvantages, and staying power of Bluesky and Meta in the ever-evolving digital ecosystem.

Bluesky: A Decentralised Vision

Bluesky, initially incubated by Twitter, aims to disrupt the status quo of social media by decentralising the network. Built on the AT Protocol (Authenticated Transfer Protocol), Bluesky provides users with greater control over their data and experience.

Benefits:

User Autonomy:
Bluesky allows users to choose their algorithms, empowering them to curate content more effectively. This feature combats issues like misinformation and algorithmic bias.
Data Ownership :
Unlike centralised platforms, Bluesky doesn’t control user data. Users retain ownership, reducing concerns over data misuse and privacy breaches.
Interoperability :
Bluesky’s decentralised framework supports cross-platform compatibility, enabling users to interact across different networks seamlessly.
Resistance to Centralised Control :
Decentralisation reduces risks associated with monopolistic practices, censorship, or abrupt policy changes dictated by corporate interests.

Disadvantages

Limited Reach :
As a newer platform, Bluesky lacks the massive user base of its competitors, potentially limiting its appeal and network effects.
Complexity :
Decentralisation can confuse mainstream users unfamiliar with managing algorithms, nodes, or federated networks.
Content Moderation Challenges :
Decentralised systems often struggle to enforce consistent content standards, which can lead to unchecked harmful content.

Meta: The Established Powerhouse

Meta, which owns Facebook, Instagram, and WhatsApp, represents the centralised model of social media. With billions of users worldwide, Meta dominates digital communication and advertising.

Benefits

Massive Reach :
Meta’s platforms boast billions of users, making it an essential hub for personal connections, businesses, and advertisers.
Ease of Use :
Meta’s user-friendly interfaces and integrated features like Messenger and Instagram Stories keep engagement high and adoption simple.
Robust Ecosystem :
Meta’s suite of tools supports everything from e-commerce to community building, providing a one-stop shop for users and businesses alike.
Advertising Power :
Advanced targeting capabilities make Meta the go-to platform for advertisers, ensuring a steady stream of revenue and relevance.

Disadvantages

Privacy Concerns :
Meta has faced numerous controversies over data harvesting, algorithmic manipulation, and user tracking, eroding trust among privacy-conscious users.
Algorithmic Control :
Critics argue that Meta’s algorithms prioritise engagement over user well-being, amplifying polarising content and misinformation.
Monopolistic Practices :
Meta’s dominance raises concerns about its ability to stifle competition and dictate the terms of social media use.
Overcrowding and Spam :
The sheer volume of users on Meta’s platforms can lead to a noisy, spam-filled experience.

Who Is Here to Stay?

The staying power of Bluesky and Meta depends on their ability to adapt to shifting user expectations and market dynamics.

Meta’s Staying Power

Meta’s massive user base and financial resources provide a significant advantage. Its ability to innovate, as seen with its pivot to the metaverse, shows resilience in the face of competition. However, ongoing legal and reputational challenges could erode trust, pushing users toward alternatives.

Bluesky’s Staying Power

Bluesky represents a future where decentralisation offers freedom from corporate control. Its success hinges on widespread adoption, compelling use cases, and the ability to balance autonomy with effective content moderation. If it can educate users and address scalability concerns, Bluesky could carve out a dedicated user base and challenge Meta’s dominance.

Our conclusion

Bluesky and Meta embody two divergent visions of social media. Meta excels in reach, convenience, and monetisation but struggles with privacy and monopolistic practices. Bluesky, while innovative and empowering, faces hurdles in adoption and moderation.

The choice between these platforms reflects broader societal debates about centralisation versus decentralisation, privacy versus convenience, and corporate control versus user empowerment.

While Meta’s dominance ensures its continued relevance, Bluesky’s emergence signals a growing appetite for change in how we connect online.

Both may coexist, serving different niches in the vast digital landscape.

Building trust through branding

Mon, 09 Dec 2024 01:45:04 GMT

When was the last time you had a brand makeover? Are you connecting with prospective clients the way you want to? Branding is more than just a clever logo and a selection of colours. Professional branding could boost your referrals and getting new clients in the door.

When it comes to the public perception of your practice, create a brand that resonates with the right audience. A logo isn’t just a picture to represent your company- it as a "communication tool".

Here is Meg's personal insight into the importance of building trust through branding:

Good marketing is all about repetition. It takes eight touch points to make clients more loyal, more engaging. So, if someone sees your brand – even for a couple of seconds – you want to create a feeling of connection that generates trust. Your brand gives your business a voice and a personality.

Keeping your brand consistent is another way to boost your product’s perceived value. “If people create a logo with random fonts and colours, it doesn’t look professional. You need imagery that’s consistent across all your marketing. It’s my job to think about how your brand looks on all the platforms – from a long website banner to a small circular profile picture.

It’s worth investing in professional branding. One client of ours saw an increase in engagement, reach, referrals over three months after we refreshed their brand.

Business owners are often passionate about what they do, but they might not know what their niche is, what sets them apart, or who their target audience is. We take all of that into consideration before designing.

It’s not about using your favourite colour but choosing a logo concept that works best for its function.

When we’re designing, we’re thinking from the client’s point of view, not the practice owner’s,” explains Meg. “Engaging your target audience is the most important thing.

Why not use us as a sounding board for ideas on your branding!

Nine things you need to know before you blog

Mon, 09 Dec 2024 01:37:22 GMT

Are you on a tight budget? A blog can help build trust, boost your reputation, and subtly promote your practice. Lift your firms’ visibility and your personal profile.

Not a writer? Too hard? Spending time pulling together a few words to educate, inform, or inspire clients is worth it. Having a blog on your website can provide value while subtly promoting your business.

Here are nine tips to get you started:

Blog writing helps establish you in your area of expertise and educate people about your industry.
Use blogs for announcements, celebrating business milestones, and showcasing events or staff gatherings.
Choose a topic you can write easily and passionately about. Don’t worry too much about word count. 300 words is a five-minute read but don’t worry if it’s twice or three times that - as long as you break it up with subheadings and it’s bringing value to your client, let it flow.
Keep it relaxed, conversational. If you write as you speak, your customers feel like they know you and are more likely to want to do business with you.
Try a simple ‘how-to’ or ‘tick-list’ post or offer your perspective on trending news.
Avoid technical jargon or in-house jokes.
Check out your competitors to see what they’re writing about. Make sure you’re bringing fresh ideas, insight, and ideas.
Direct followers to your blog on your social media platforms.
Include keywords to help your Google search ranking. For example, if you’re a roofer in Wellington, make sure you include words like 'roofer Wellington' or 'best roofer in Wellington' because these are phrases people use when searching for businesses like yours.

A strong strategy is the heart of your successful practice

Thu, 28 Nov 2024 08:17:35 GMT

A strong strategy is the heart of your successful practice.

Putting strategy at the heart of your business activity will not only give your business greater direction and focus but lead to stimulating, profitable fee opportunities too.

It’s time to get started and we can help!

Practices that have clear objectives or goals, robust accountability and a shared sense of purpose should always outperform those that just show up and go through the motions.

Strategy lies at the heart of most successful practice. To achieve this, you need to resource and execute with a clear purpose. Few practices have a strategic plan or a robust planning process. Changing this situation should be a top priority! Here are two top tips:

1. Process Creates the Plan
Getting strategy at the heart of your success will require you to carve out some time, get a process started, and shake things up. There’s no better time to review and tweak your practice model, future-proof compelling services, and to get your strategic building blocks in place.

Just as every good strategy has key elements, every good plan needs a step-by-step process. In fact, the process is often just as important as the plan itself. A strategic planning retreat with your core team is a great way to start the process – find a spot offsite to get the creative juices flowing and set an agenda.

2. Key elements of an effective strategy
The key elements in a good strategy normally incorporate:

Vision – this is a statement that identifies what a business would like to achieve or accomplish.
Values – these are the fundamental beliefs on which your business and its behaviour are based. They are the guiding principles that your business uses to manage its internal affairs as well as its relationship with clients.
Objectives – short term, long term. These should be SMART (specific, measurable, achievable, realistic and timebound).
KPIs – stands for Key Performance Indicators. These are measurable values that demonstrate how effectively a business is achieving its key business objectives.
Actions – what needs to be done to meet the objectives? Make this simple and clear.
Owners – delegating tasks to specific owners to ensure follow through and accountability.
Deadlines – when your actions will be complete to ensure you make progress.

It doesn’t need to be much more complicated than that, but do invest the time and effort in doing this right. A proactive, value-add strategic model will need fresh thinking, debate, research, and open conversations. Enjoy and embrace the process and you should end up with a good outcome.

Great planning requires a guide, facilitator, and/or professional expertise to be as robust as possible. We can help your business and guide you through the steps.

Putting strategy at the heart of your business activity should not only give your business greater direction and focus but lead to stimulating, profitable opportunities too. It’s time to get started!

Wanting more engaging conversations in social settings?

Thu, 28 Nov 2024 03:01:50 GMT

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If you want to improve your social skills and have more engaging conversations, you need to learn about conversational threading. This is a technique that helps you extend the conversation with what you're already talking about. It's simple and effective, and you can use it in any social situation.

Conversational threading works like this: You start with a simple question to get the conversation going. Then, you listen for clues or keywords in the other person's answer that you can use to ask a follow-up question. For example, if they say they love to travel, you can ask them where they want to go next, or what they learned from their trips. This way, you show interest and curiosity, and you keep the conversation flowing.

The key to conversational threading is to ask open-ended questions that invite more than a yes or no answer. You also want to avoid changing the topic abruptly or interrupting the other person. You want to create a natural and smooth transition from one topic to another, while staying on the same thread.

Conversational threading can help you build rapport and trust with the other person, as well as discover common interests and values. It can also make you more confident and comfortable in social situations, as you won't run out of things to say. Conversational threading is a skill that anyone can learn and practice, and it can make a big difference in your social life.

Making the most of social media over the holidays

Thu, 28 Nov 2024 01:30:38 GMT

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As the festive season approaches, practices and firms are presented with a great opportunity to connect with their clients in a meaningful way. In the digital age, leveraging the power of social media during the Christmas holidays is not just a choice but a strategic necessity. Let’s look at why social media is important for your brand during the holiday season and share some valuable tips and tricks to keep your audience engaged even when they’ve checked out for some sand and sun!

Share your Festive Spirit: Christmas is the best time to really connect with clients and potential clients. It’s a time of fun and joy, so it’s a great time share your brands personality - and have a little fun with it! Whether it’s some behind the scenes snaps of your office Christmas decorations, or a team photo in your ugly Christmas jerseys, the holidays offer the perfect time for that joyful human connection. People love to see other people – especially if they are having fun!

Brand Building: While we’d never encourage you to do this purely for social (as it’s about the meaning behind it, not the social opportunity), using your social media to share charities or sponsorships is a great idea. Maybe you’ve collected toys for kids for Christmas or done a pet food drive for the local shelter, sharing this on social is a great way to get kudos from your community while also helping a deserving organisation.

Tap into Increased Online Activity: In the lead up to Christmas, people are online more, researching presents or online shopping for gifts, so it’s a good time to get in front of them. Of course, this means everyone else is doing the same thing, so having creative and engaging content that cuts through the noise is key. At this time of year, you might also find that your ad spend doesn’t go quite as far thanks to all the other advertisers, but it’s still important to keep up that level of branding over the holidays.

Competitions: Nothing beats a fun competition in the lead up to the holidays, and people love to win things (especially when the prize is good). Pick a Christmas appropriate prize and encourage your followers to share their favourite holiday tradition, tag who they are spending Christmas with, or share their favourite holiday snap. Not only do these types of posts boost engagement, but they also spread festive cheer- just make sure you play by the social media platform’s rules!

Remind People About the New Year: If it’s nearly Xmas, then it’s nearly a new year too, so reminding people about how your services can help them in the New Year is a good topic to start including in your social strategy. Most people like to start the new year off fresh and organised so make sure you are top of mind for when that time comes!

Express Gratitude: The end of the year is a great opportunity to express your gratitude and thanks to your followers and clients for joining you in business for yet another year. Foster a sense of community by sharing thanks to your clients (and don’t forget your staff!), stories or testimonials from across the year, and the impact that your brand and firm has had on clients or the community. Just be sure to make it about them not you!

Overall, the Christmas holidays are a great chance to connect with your clients and express your firm's personality. We generally encourage our clients to post more fun team and community posts over this time and stay away from anything too heavy. Keep it light and fun and you will continue to see engagement over the holidays - even if you and your practice are taking a break.

If you’d like help on managing your social media over the holidays or into 2025, then get in touch with our team at Sharpe. We’d love to help you take your socials from bland to out of this world!

Is your firm protected? Cybersecurity is more crucial than ever!

Thu, 03 Oct 2024 03:26:50 GMT

At the recent ALPMA Summit in Brisbane we learnt more about Cybersecurity. Below are five top tips to get you started.

1:Protecting Client Trust

In the legal profession, client trust is paramount. When clients share sensitive information, they expect it to be kept confidential. A data breach can severely undermine this trust, leading to client loss and damage to your firm’s reputation. Demonstrating a commitment to cyber security reassures clients that their data is safe, which can enhance your firm's credibility and strengthen client relationships.

2:Meeting Regulatory Compliance

Law firms are subject to numerous regulations concerning data protection and privacy. Failing to comply with these legal requirements can result in significant penalties and legal consequences.

By prioritising cyber security, your firm not only safeguards sensitive data but also ensures compliance with laws such as the Privacy Act and other relevant regulations, helping you avoid costly fines and maintaining your professional standing.

3:Ensuring Business Continuity

Cyber incidents can disrupt operations, leading to downtime that impacts your ability to serve clients. Implementing a robust cyber security framework, including data backup and disaster recovery plans, ensures that your firm can continue to operate even in the event of a breach. This resilience minimises disruption and helps maintain client service standards, ensuring your firm remains reliable and operational during crises.

4:Safeguarding Your Reputation

A single data breach can have lasting repercussions for your firm’s reputation. Negative publicity and the loss of client confidence can be difficult to recover from. By investing in cyber security, you proactively protect your firm’s reputation. Clients and stakeholders are more likely to view your firm favourably when they see that you take data protection seriously, enhancing your brand’s reputation in the competitive legal landscape.

5:Protecting Your Financial Future

Cyber incidents can lead to substantial financial losses, not only from potential fines and legal costs but also from lost business opportunities. A breach can result in costly remediation efforts and affect your bottom line. By prioritising cyber security, you reduce the risk of financial loss and enhance your firm’s stability. Investing in protective measures is not just an expense; it’s a strategic move to ensure long-term financial security.

Now is a great opportunity to assess your systems and strengthen your defences.

By prioritising cyber security, you’re not just safeguarding your firm—you're also enhancing client confidence.

We can connect you with IT support if you are interested in establishing stronger protection to protect your firm or practice.

AML/CFT Regulations 2024 Changes

meg@sharpemarketing.co.nz (Meg Luff) — Thu, 13 Jun 2024 04:22:10 GMT

The Anti-Money Laundering and Counter-Financing of Terrorism Act 2009 (AML/CFT) is undergoing significant changes in 2024.

The Anti-Money Laundering and Counter-Financing of Terrorism Act 2009 (AML/CFT) is undergoing significant changes in 2024. These amendments are part of the second stage of regulatory changes resulting from the Ministry of Justice review of the Act. Reporting entities (such as financial institutions, lawyers, accountants, etc.) need to be prepared for these changes. Here are the key points, which are effective from June 1 2024:

Customer Due Diligence (CDD) Requirements:

Reporting entities must obtain and verify information related to a customer’s:

Legal form and proof of existence.
Ownership and control structure.
Powers that bind and regulate the customer.
For limited partnerships, the existence and name of any nominee general partners.
For companies, the existence and name of any nominee directors or nominee shareholders.
These requirements help accurately identify beneficial owners and assess associated risks.

Enhanced CDD Measures:

Additional enhanced CDD measures are required when source of funds and/or wealth alone are insufficient to manage and mitigate risk.
AML/CFT compliance programs must describe when enhanced CDD will obtain and verify source of funds information, source of wealth information, or both.

Remember to stay informed and ensure compliance with these updated regulations.

Business coach or advisory accountant – which is best for an SME?

meg@sharpemarketing.co.nz (Meg Luff) — Thu, 09 May 2024 22:45:34 GMT

In the dynamic world of small and medium-sized enterprises (SMEs), the decision between engaging a business coach or an advisory accountant is pivotal.

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A business coach should only offer guidance on professional development, helping business owners refine their leadership skills, set strategic goals, and navigate the challenges of business growth. They are akin to a catalyst for personal and organisational change, often focusing on the bigger picture and long-term success. Your advisory accountant provides specialised knowledge in financial management, tax planning, and legal compliance, ensuring that the business's financial health is robust and risks are mitigated.

The choice between the two should be informed by the specific needs and stage of the business. For instance, if an SME is grappling with financial complexities or requires expert advice on tax-related matters, an advisory accountant is indispensable. Their expertise can lead to significant cost savings and help in making informed financial decisions. Conversely, if an SME is seeking to expand its operational efficiency, a business coach could provide the strategic direction and accountability needed to achieve these objectives.

Moreover, the roles of a business coach and an advisory accountant are not mutually exclusive. In many cases, SMEs may benefit from a collaborative approach where both professionals contribute their expertise. A good business coach is not threatened by a advisory accountant and will work alongside them to align financial strategies with broader business goals, creating a synergy that propels the business forward.

It's also crucial for SMEs to consider the long-term value these professionals can bring. While a business coach may help in unlocking potential and fostering innovation, an advisory accountant is a key player in safeguarding the business's financial future and ensuring compliance with regulatory requirements. Ultimately, the decision should be based on a thorough assessment of the business's current challenges, future aspirations, and the specific areas where guidance is most needed.

SMEs stand at a crossroads when choosing between a business coach and an advisory accountant. The decision hinges on the unique needs of the business, the nature of the challenges faced, and the goals set for the future. Both roles offer distinct benefits, and in some cases, a combination of both may serve the best interests of the business. As the business landscape continues to evolve, the guidance of these professionals will remain an invaluable asset for SMEs striving for success and sustainability.

Marketing during a recession

meg@sharpemarketing.co.nz (Meg Luff) — Thu, 09 May 2024 22:28:22 GMT

Marketing during a recession may seem counterintuitive to many, but it holds potential benefits that can set a business apart and prepare it for post-recession success. First, recessions often lead to less clutter in the advertising space as many companies cut back on their marketing budgets.

Marketing during a recession may seem counterintuitive to many, but it holds potential benefits that can set a business apart and prepare it for post-recession success. First, recessions often lead to less clutter in the advertising space as many companies cut back on their marketing budgets. This reduction in ‘noise’ presents an opportunity for businesses that continue to market to stand out more easily and gain attention. Secondly, the cost of advertising typically drops during economic downturns, allowing for more cost-effective campaigns and a higher return on investment.

Maintaining or increasing marketing efforts during a recession can also lead to growth in market share. As competitors scale back, there's a chance to capture their customers' attention and loyalty. This is particularly effective since consumer behaviour often shifts towards value during tough economic times, and businesses that highlight value-centric offerings can attract these consumers.

Additionally, marketing in a recession can build brand loyalty. By consistently engaging with customers and providing stability in uncertain times, businesses can strengthen existing relationships and foster new ones. This investment in marketing can pay dividends when the economy recovers, as customers remember the brands that were present and supportive during challenging periods.

Recessions can be times of innovation and creativity in marketing. With tighter budgets, marketers are pushed to think outside the box and find new, more efficient ways to reach their audience. This can lead to the discovery of untapped markets or the development of groundbreaking marketing strategies that continue to be beneficial even after the recession ends.

History has shown that businesses that continue to market during downturns often fare better than those that do not. A study by McGraw-Hill* found that companies that maintained or increased their marketing spend during the 1980s recession saw higher sales growth compared to companies that cut back. This suggests that consistent marketing can be a key factor in not just surviving a recession, but thriving during and after it.

Marketing during a recession is not just about staying afloat; it's about positioning for future growth, building lasting customer relationships, and taking advantage of reduced competition and costs. It requires a strategic approach and may involve reallocating resources, but the potential rewards make it a worthwhile consideration for businesses aiming to emerge from a recession stronger than before.

*The McGraw-Hill study, Laboratory of Advertising Performance Report 5262, highlights the advantages of sustained advertising during economic recessions. Analysing 600 businesses in the 1980-1981 recession, it found that those who maintained or increased advertising budgets experienced significant sales growth during and after the recession, by 16 to 80%. The research suggests that consistent marketing can lead to long-term benefits, such as increased market share and sales growth, due to decreased competition and lower advertising costs. It advocates for viewing marketing as a strategic investment for growth, rather than a mere survival tactic during tough economic times.

Is Threads still worth signing up to?

Tue, 08 Aug 2023 02:07:50 GMT

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It’s likely that you’ve heard of the popular social app Threads that launched last month. Heralded as an opponent to Twitter (which has now rebranded to X), Threads was set to be Meta’s take on a text heavy platform. A fresh, laid back approach from the image heavy perfectionism of Instagram, and a new player to rival Facebook.

The app launched to much fanfare and excited users scrambles to download the new app to secure their username. The day after the launch, Threads recorded a huge 49 million users. Three days later, Meta owner Mark Zuckerberg announced that they had recorded more than 100 million sign ups to the app, which makes it one of the fastest growing apps in history. He noted he was excited about the growth of the app and felt confident.

So just over a month on, how is Threads faring? Well not too good to be honest. It’s looking like a bit of a case of social burnout, with daily users dropping a massive 82%. Average daily time spent on the app dropped from 19 minutes in the days around launch, to just 2.9 minutes a day as at August the 1st.

So what went wrong? There could be a number of factors at play here, including that people just can’t handle keeping up with another social media app. There is also the fact that it was so easy to sign up for Threads as if you had an Instagram account already, signing up was clicking just a couple of buttons and agreeing to the user agreements (which ironically includes that if you delete your Threads account, your Instagram account is deleted too - eek!). A huge number of signups happened in the first few days, because it was simple enough to sign up and “try it out”.

At the time of launch, the app was still in its testing stages and there were noticeably a lot of flaws, including not being able to see Threads from the people you followed. There was also no chronological feed, and no ability to DM people, making the app very unusable in some areas and perhaps this led to being unable to retain users interest.

When our social media manager downloaded the app on launch day, she found herself being inundated with Threads about farming and sport - two things that aren’t really in her interests! There was clearly an issue with an algorithm in the first week or so, and this also likely caused an issue with retention.

So what are we recommending for our clients at this time? Don’t worry about Threads just yet. Either one of two things will happen; the app will simply go to the social media graveyard like a number of others before it (Vero anyone?), or it will have a complete reinvention and come back. At this stage it’s anyone’s guess, however we aren’t currently recommending it as part of the strategy for our professional services clients.

Uncovering the Shared DNA of Successful Sports Teams and Corporate Businesses

Tue, 27 Jun 2023 03:16:25 GMT

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The worlds of sports and corporate businesses may seem different at first glance, with one centred on athletic ability and the other on economic success. However, there are remarkable parallels between the two. Both require effective leadership, teamwork, strategy, adaptability, and a relentless pursuit of excellence. So what DNA do successful sports teams and corporate businesses share?

Leadership

A common trait among prosperous sports teams and thriving businesses is the presence of strong leadership. Both demand leaders who can inspire, motivate, and guide their teams towards a common goal. Whether it's a team captain in sports or a CEO in business, effective leaders provide a clear vision, set high standards, and cultivate a positive culture that fosters success.

Teamwork

Teamwork is important for sports teams and corporate businesses. In sports, individual talents must be harnessed to work together seamlessly, leveraging each member's strengths while compensating for weaknesses. Similarly, successful businesses thrive on collaboration, where individuals from diverse backgrounds come together to achieve shared objectives. The ability to communicate, trust, and support one another is crucial for achieving exceptional results in both arenas.

Strategy and Planning

In sports, meticulous game plans and strategies are crafted to outmanoeuvre opponents and secure victory. Similarly, corporate businesses formulate comprehensive strategies to navigate competitive markets, seize opportunities, and drive growth. Both sports teams and businesses must analyse data, identify trends, anticipate challenges, and adapt their strategies accordingly to stay ahead of the curve.

Adaptability

Flexibility and adaptability are vital for success in both sports and business. Circumstances change, unexpected hurdles arise, and the ability to adjust quickly is paramount. Top sports teams and corporate businesses embrace change, innovate, and stay nimble in response to evolving situations. Whether it's adapting game plans in sports or pivoting business strategies in the face of disruptive market forces, the capacity to adapt ensures sustained excellence.

Continuous Improvement

A relentless pursuit of excellence is ingrained in the DNA of both successful sports teams and corporate businesses. They understand that complacency is the enemy of progress. Striving for continuous improvement is a shared characteristic, whether it involves refining techniques, enhancing skills, investing in research and development, or optimizing operational processes. Constantly pushing the boundaries of performance is what sets them apart from the competition.

Resilience and Perseverance

Both sports and business are arenas where setbacks and failures are inevitable. What distinguishes the successful from the rest is their ability to bounce back, learn from mistakes, and persevere in the face of adversity. Resilient sports teams and businesses do not let setbacks define them but use setbacks as steppingstones towards greater achievements. This allows them to remain focused on long-term goals while navigating the challenges along the way.

While sports teams and corporate businesses may operate in different domains, they share a number of similarities in leadership, teamwork, strategic planning, adaptability, a thirst for improvement and resilience. By understanding and harnessing these shared characteristics, organizations in the sports and business worlds can draw inspiration from each other to drive their teams towards achieving greatness.

The main points from the 2023 Budget

Fri, 19 May 2023 00:04:38 GMT

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This year’s “no-frills” budget has spending across a variety of sectors with a focus on cyclone recovery, climate change and improving infrastructure.

Climate Change

Tackling climate change is a priority for this government. They’ve allocated $1.9b climate spending package overall (which is less than the past 2 budget’s) including $327m for free public transport from children under 13 and half price for those under 25. They’re expanding the Warmer Kiwi Homes programme to make warmer and drier homes - $400m, $50m for renewable energy projects in isolated communities, $30m over three years for clean heavy vehicle grants and $10.7m investment to reduce diesel generation and establish a renewable energy system on the Chatham Islands. They’re allocating $120m to expanding the infrastructure for charging EV’s to build 25 hubs around the country, with hubs every 150-200km on main highways and specifically in Tīrau, Tūrangi and Kaikōura.

Health

The $5 prescription charge will be removed, costing $706m over the next four years. There's $2.6b over the next two years for reforms and to ease the cost pressures in the health system as well as $864m for disability services. There’s $63m which allows for another 500 nurses to be employed, as part of $1b investment package that includes increased pay rates.

Education

As well as the $455.4m for new schools and classrooms which has already been announced, there’s $63.1m for property improvements to 175 more schools, focusing on small or isolated schools, $147m over two years for modifying school buildings, including automatic doors, lifts and bathroom refits. There’s also a boost in funding for the underfunded alternative education sector of $41.1m.

Families

$1.2b over four years, to extend the 20 hours free early childhood education to two-year-olds from March 1 2024. There’s nearly $20m for Kiwisaver payments to those receiving paid parental leave and for lower-income households, $323.4m to continue free lunches in schools.

Infrastructure

Allocation of $71b over five years for new and existing infrastructure projects.

Transport

The already mentioned public transport (free for under 13’s and half price for under 25’s), as well as a $279m investment in state highways focusing on slip prevention, flood mitigations and managing risk of sea level rise, $370m investment in rail infrastructure resilience and $167.4m for building resilience for future climate events.

Other notable areas

$1b for Cyclone Recovery
Lifting the trustee tax rate from 33% to 39%, to be in line with the highest personal tax rate
$27.3m to end the minimum wage exemption for employing disabled workers and replacing it with a wage supplement
A 20% rebate for video game developers, to allow the industry to keep up with Australian rebates
$8.6b over the next five years, to top up the New Zealand superannuation fund

Let's talk grammar - are you getting it right?

Thu, 11 May 2023 01:05:15 GMT

Have you ever come across a website, or social media post, that was riddled with grammatical errors? Did it make you question the credibility and accuracy of the company behind the content? It's common to feel this way, as grammar plays a significant role in how we perceive and understand the messages conveyed through written content.

In today's digital age, where most communication is done through text-based mediums, the importance of proper grammar cannot be overstated. Whether you're writing a blog post, creating website copy, or crafting a social media post, ensuring that your grammar is correct can make all the difference in how your message is received.

One of the most common grammar mistakes is the misuse of homophones. These are words that sound the same but have different meanings and spellings, such as "their" and "there", or "your" and "you're." It's easy to mix these up, but doing so can significantly impact the clarity and meaning of your message and invalidates your authority.

Another common mistake is the misuse of apostrophes. Often, people will use an apostrophe to make a word plural when, in fact, it's incorrect. For example, writing "I have two apple's" instead of "I have two apples" is a mistake. Apostrophes are also used to show possession or to indicate missing letters in a contraction, and not using them correctly can completely change what you are trying to say. For example, “its” and “it’s” - “it’s” means “it is” or “it has”, whereas “its” is belonging to it.

Another area where mistakes are often made is with subjects and verbs. When writing, it's essential to ensure that your subject and verb match in number. For example, “The group of students is going to the party" In most cases, collective nouns use singular verbs. That's because collective nouns refer to a group of multiple people or things as a single unit or entity.

Another common mistake we see, especially in content writing, is run-on sentences. A run-on sentence is a sentence that is too long, or has too many independent clauses, without proper punctuation or conjunctions. For example, "I woke up early this morning, I went for a jog, I showered and got dressed, I ate breakfast and went to work”. Phew, even trying to say that out loud is a mouthful. This sentence should be separate sentences or connected with appropriate punctuation, instead of one long sentence. A good rule of thumb is to include punctuation where you would naturally take a breath.

These are just a few examples of the many grammar mistakes that can occur in written content. While it may seem trivial, proper grammar is crucial for effective communication, as it plays a big part in how readers (and prospective clients) perceive and understand your message.

Correct grammar also plays a significant role in search engine optimization (SEO) for websites. Search engines, such as Google, use algorithms to rank websites based on a variety of factors, including the quality of the content. Proper grammar and punctuation can help boost the readability and credibility of your website, which can lead to higher rankings.

So, what can you do to ensure your grammar is correct in written work? There are several free grammar check applications on the web, including Grammarly, which will check both your spelling and grammar.

These apps make suggestions on how you can improve your written work and point out any mistakes in your writing. Alternatively, outsourcing to a professional content writer is another option. At Sharpe, we have a professional content writer to ensure your content is well-written, grammatically correct, and gets your exact message across.

Good grammar is essential in all forms of written content, from blog posts to social media updates to website copy. Taking the time to review and edit your writing can make all the difference in how your message is received and can help establish credibility and professionalism. So, before hitting that publish button, be sure to proofread and ensure that your grammar is on point!

Why humans are better than GPT

Sun, 02 Apr 2023 23:32:39 GMT

There’s been lots of talk about Chat GPT since it was released late last year and it’s become one of the fastest growing apps in history, gaining 123 million active users in its first two months. So does it live up to the hype and how can you use it in your business? Also, what’s the best way to balance using a tool like ChatGPT alongside the core skills of good human-powered writing?

What is Chat GPT?

Chat GPT is an artificial intelligence (AI) chatbot that’s been trained to write human-like text. It’s been trained on massive amounts of text data – books, articles, website – and can produce complex, well-written responses. You can ask the chatbot to write about almost anything and it can evaluate the importance of certain words in what you ask and make the written article contextually relevant.

What can it write?

AI tools have the potential to replace human writing work, so this could mean they can write blog posts, offers, sales emails and even internal communications. However, AI writing is in its early days so it’s not quite there yet. There are a couple of things to keep in mind when using AI tools.

1. Unique content

ChatGPT can certainly write business content but it lacks the flair and intricacies that a human writer has. The content created by ChatGPT is often generic, bland and lacks personality. In today’s world of information overload, your content needs to be unique to stand out in the crowd, so this is more challenging when every other small-medium business is using the same AI tools. This means if you’re wanting your content to be thought-provoking, convincing or require the reader to take action, you’ll need an experienced human writer who writes with personality, flair and with a purpose in mind.

2. Avoiding fake news

AI tools learn from websites, among other things, which means they unfortunately also learn from fake websites too. Bard, another AI chatbot tool and Chat GPT rival, attributed the discovery of an exoplanet to a telescope that didn’t exist at the time. The internet has become more and more cluttered with fake news, spam links and content that’s solely written for search engine optimisation (SEO). This means that unfortunately AI tools will invariably write content that’s not accurate.

3. Brand/company voice

Chat GPT creates generic content which will lack your brand/company’s voice. To create content that fits your brands guidelines, writing style and vocabulary, you’re going to need to involve a human to write in your unique style.

Getting the balance right

AI tools such as ChatGPT are useful but at the moment you’ll still need a human. For starters, you need someone to come up with the topic/idea for the chatbot as well as a human will need to review what’s been created to check accuracy and edit what’s created to fit with your brand.

This means for now at least, you’ll need to check everything created by an AI writing tool. This may mean working with both AI tools AND a content writing professional, or just sticking with a content writing professional until the technology is more developed. This is the best way to ensure you’re getting the unique content you’re looking for.

Why do you need a marketing strategy?

Thu, 23 Mar 2023 20:08:37 GMT

You’ve decided you’re going to run a marathon – tomorrow! Would you really go out and do this with no training? No, not unless you planned to fail at this or to hurt yourself. So, why would you do this with your business marketing?

You’ve decided you’re going to run a marathon – tomorrow! Would you really go out and do this with no training? No, not unless you planned to fail at this or to hurt yourself. So, why would you do this with your business marketing?

Everything about your business, including what marketing you will do, needs to be planned. You need a strategy of what is going to work for you and the services you offer. This takes time and research to work out what will give you the best ‘bang for your buck’.

A marketing strategy enables you to identify your opportunities for growth and to target any marketing campaigns you do towards these opportunities and new potential clients. You need to know the strengths and weaknesses of your business, and what services your clients believe you do really well, or that make you stand out from the crowd.

Trying to work out your marketing on an ad hoc or piecemeal basis wastes your valuable time and money. The team at Sharpe Marketing are experts in creating achievable marketing plans to ensure you are talking to the right people, at the right time, in the right tone.

An annual marketing plan helps you stay on track with your practice’s goals and objectives. Without the creation of a strategy, it is too easy to lose sight of what you want to achieve and to stumble your way through. It's even more important to revisit your past plans coming off the back of COVID-19. But don’t take our word for it, here’s what one of our clients said:

“We are grateful to have a marketing plan to reflect on as it helps us stay on track with our practice’s goals and objectives. Without the creation of our strategy from the Sharpe team, we would lose sight of what we want to achieve and be fumbling our way through" - Ian F.

Sharpe Marketing creates your marketing strategy from the workshop you have attended, and we then get to work on what you have signed off on and achieve the goals set – we are the right people in place to implement this.

From that in-depth workshop with you, we then gather information for your targeted regions. We investigate local trends and how the region matches up to the GDP. We deep dive into your target demographics, look at the social media landscape and anything else of importance, and wrap this up into a detailed marketing strategy.

Planning your marketing year just makes sense – you know what/who you are targeting and have something concrete that you can measure the success of your marketing programme against.

Your time is money - don’t leave your marketing up to chance – or to who in your office might have a free moment to do ‘something’. Put a strategy together (or even better, work with us) and move your practice successfully forward.

Digital Marketing 101 – what you need to know about having an online presence.

Wed, 22 Mar 2023 02:25:47 GMT

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Digital marketing is defined by Google as “the promotion of brands to connect with potential customers using the internet and online forms of communication”. And to be honest, we think this sums it up pretty well!

Digital marketing has quickly become one of the most popular and cost-effective ways to get your business out to the masses. Through clever targeting and captivating visual messaging, it’s never been easier to attract the right clients to you.

There are a number of different types of marketing that make up the umbrella term “digital marketing”, and below we explain the main types and how they work.

Social Media

This one is self-explanatory, as it is any marketing activity undertaken on a social platform. The main social platforms most businesses choose to use are Facebook, Linkedin, Instagram, Twitter, Google My Business, and TikTok.

In today’s world, businesses should have a regular presence on at least one or two of these social platforms, and what platform they choose will depend on their type of business and their target customer. Each platform has its pros and cons and it is a clever idea to speak with a social media expert to ensure you are focusing on the correct platform for your business.

There are then two types of social media marketing. Organic marketing and paid marketing. Organic marketing is the posting and interaction on a social platform with no paid aspect. The people that you reach are through likes, shares, and comments.

Paid marketing includes social media ads and boosted posts where you are paying for wider exposure to a specified target audience. A good social media plan should include a mixture of both types.

Affiliate Marketing

Affiliate marketing is becoming increasingly popular with the rise of influencers, and it’s also a fantastic way to attract new customers to your business through referrals.

In true affiliate marketing, publishers and influencers earn a commission by promoting a product or service, and this is often done via an affiliate link or a personalised code. Alternatively, an affiliate can be paid a certain amount in order to promote a product or service to their followers - this is most often seen in an influencer/brand relationship.

When it comes to affiliate marketing and using influencers, choosing the right people is key. The affiliate becomes an extension of your brand, so it’s important you choose someone who has similar values and vision to your own business.

Digital Banners

Digital banners can range from banners on the side of a website through to the pop-ups and homepage skins you see when you visit a page like Stuff or MetService. These banners are highly targeted and are generally good value for money if correctly set up.

When you purchase digital banners, it is usually done via impressions which is the number of people who will see that banner. Your return on investment is calculated by cost per click - the amount spend divided by number of people who clicked on to the banner.

Digital banners are a great way to maintain a regular presence, and work well for businesses looking to target various regions across NZ. We work closely with NZME and Mediaworks and have access to digital advertising on some of NZ’s most popular websites.

SEO and Google Adwords

SEO or search engine optimisation is the process of optimising your website so that search engines such as Google find it easier. This therefore puts you up higher when someone makes a search around your business.

There are several ways to increase your SEO and the two main ways are organic and paid. Organic SEO is the process of improving the quality of your website so that Google ranks it higher in their search. This could be done through adding in specific key words, and ensuring content is updated and consistent.

Paid SEO strategies include Google AdWords where you bid on key words to ensure your business is ranked higher for those search terms. If you’ve ever made a Google search and seen the first few results with “sponsored” listed above them, then this is how Google AdWords look.

SEO and AdWords are a very specialist area, so it’s best to get the right advice before you start playing around. Our SEO expert can help set you up with both organic and paid SEO to help drive the right traffic to your website.

Email Marketing

An email marketing list is one of the most powerful forms of marketing. Here are people who have already expressed an interest in your business and handed over their details to you - they are literally customers in the making! (Or keeping, as they already may be a customer!)

It’s important to nurture your email list through regular and useful emails. You need to provide people a reason to keep hearing from you, and you certainly don’t want to spam people. Having an email marketing strategy is one way to turn customers into repeat customers, and potential customers into paying customers.

Content Marketing

Content is king, and whether it be video or written content, every business should have some form of content strategy. Not only does regular content show that you are up-to-date and know what you are talking about, it also feeds your other marketing strategies by giving content for social and email marketing.

Well-written content will also play into your SEO strategy, by helping to boost your SEO organically, therefore placing you higher among the organic search on Google.

Digital marketing has quickly become a specialist area, and with the right advice it can be an easy and cost-effective way to attract and retain your ideal customer.

If you would like to discuss digital marketing and the different things it encompasses, then contact the team at Sharpe Marketing today. We can discuss with you what forms of marketing and what platforms are right for your business and help you take things to the next level.

How can you do more for your clients?

Thu, 23 Feb 2023 01:40:53 GMT

You’ve got a successful business and some really good clients - but so has Joe & Co down the road. How can you set your business apart, provide better service to your current clients, and attract new clients? We think it’s ‘value-add’.

So, what is ‘value-add’? It’s anything that enhances the value of an existing value proposition. In other words, it’s anything that will make the value of the service you are providing better.

As a service provider you have specialised skills that you provide to your clients but there are extras you can offer them that benefit their business but that are not the core service they pay for. For example, your clients may appreciate you providing them with some free seminars on topical issues that are relevant in their business, or providing free research help in areas where you are proficient but they would be struggling – it may even be training or support on new software that you have extensive knowledge of. You could provide links to services they use such as Inland Revenue, New Zealand Companies Register, local council, Immigration New Zealand.

Have you ever thought of offering in-house support to a client – having one of your staff work in the client’s premises for a period (may be one day to one month) to support them with something. Your clients love knowing that your personnel are available and dedicated to them. It helps provide them with peace of mind and confidence that you ‘have their back’.

Remember that if you want to provide that little ‘extra’ to your clients that it doesn’t need to be all about professional advice - you should think outside the box and look for other ways you can provide additional benefits to your clients. The recent tragic cyclone that New Zealand has suffered has shown how hard it can be to quickly find information about services that are available. We also saw this after the Christchurch earthquake. Maybe your client has had a fire. Have you thought about providing a list of links on your website to all local authority, Civil Defence (CD), local hospitals, other emergency services, and insurance company contact details – everything in one place so your clients can find it easily – include lists of what CD should say you should have for an emergency. Maybe a list of things which a business will need to do after a disaster or even have some simple pro forma emails/letters that your clients can use to make an insurance claim.

If you are lucky, and your premises are untouched by such an event, you could open your doors to provide work space and technology (if available) for your clients to use. If you want to do any of this, advertise it on your website and in your social media regularly, so your clients know that you really do have their back in any circumstances.

Adding value to the services you provide your clients can pay big dividends in the long run and help ensure the success of your business well into the future.

Do as I say AND as I do

Mon, 06 Feb 2023 18:00:02 GMT

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The saying is ‘Do as I say, not as I do’. In other words, do what I tell you to do but don’t imitate what I’m doing because I’m not following what I say – I’m being a hypocrite. Are you a hypocrite? Do you run your practice in the way you tell your clients to run theirs? Probably not! Well, it’s time to get your act together. If you really want to have a successful and well-run practice then you need to follow your own advice. By running your practice as if it was a client’s business you will notice where you can improve your processes and better leverage the time and people you have.

Best practice

You tell your clients to use the latest technology and advise them on what is available – are you using the best technology that you can? You should always look to do things smarter and this often means adopting new technology not just sticking with what is ‘comfortable’ for you and your staff. If you’re not already using social media then you should be – you need to make your presence felt and this means telling people what you do, getting articles online, keeping your website up-to-date.

Building Relationships

Just as your clients do, you too need to build relationships. Developing a referral system helps your clients recommend you – make suer you have a feedback function on your website too – not everyone is happy with everything you do and it’s important that you know that. You can’t fix what you don’t know about!

Communicate often

Schedule regular communication with your clients, not just to discuss their business but to ask what they think of how you do business. You should, of course, also be meeting regularly with your staff. Nothing good or bad should very come as a surprise - discuss what’s happening around the practice, reflect on your achievements and look for solutions for any challenges. Discussing things as a team can often lead to outcomes you may not have thought of and helps builds trust and loyalty.

Back yourself

You tell your clients to back themselves, well, you need to do the same. You tell your clients to make the hard decisions – you need to too. Remember, you are running a business too. Look at how you do things – would you recommend how you do things to a client? If you wouldn’t then it’s time to up your own game and lead by example!

NZ accountants expect new tax policy measures to add to compliance burden

Mon, 30 Jan 2023 19:30:00 GMT

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Each year, Tax Management New Zealand (TMNZ) and Chartered Accountants Australia and New Zealand (CA ANZ) survey their members on their level of satisfaction with the service they receive from Inland Revenue.

While the survey results showed that members were generally happy, some frustrations still exist.

Watch the video below to hear TMNZ chief executive, Chris Cunliffe, and CA ANZs NZ tax and financial services leader, John Cuthbertson, discuss the results. You can read the full survey results https://www.acuitymag.com/DecJan/NativeTMNZ

Pro Bono Work

Mon, 16 Jan 2023 19:00:01 GMT

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Accessing good advice and services can be difficult for disadvantaged and low‑income individuals and groups within our communities. Pro bono services are offered by many, if not most, professional service providers these days. This allows those working in professional services to use their skills to assist and engage with individuals and community organisations in need.

If you offer pro bono services, do you have a great programme and are you leveraging this when advertising for staff? With a little creativity and a sharper pitch, programme coordinators can lure in more senior staff with intellectually engaging or high-profile work, while still servicing more basic matters that can make a real impact on underserved communities. Well-run programmes can do a better job of promoting the social benefits or flexibility of the work and match pro bono work to staff's individual interests.

Most pro bono programmes focus on advice for the not‑for‑profits and charities that support members of the community who are low income or disadvantaged and provide them with quality service on a free basis or at a substantially reduced fee.

Many law and accounting firms now have pro bono partners and credit their legal staff with their pro bono legal time in the same way as chargeable work. This is now recognised as global best practice, and it encourages everyone to participate.

Practices offering pro bono work realise that it is important to be engaged with their communities and that it is what staff want them to do and be involved with today – they want their clients, their people and their communities to thrive. Pro bono practice is a key part of achieving this. For accounting firms, with lots of financial experts, it may be about leveraging that financial skill capability for the benefit of their communities. For law firms, it will be their legal skill capability.

Having institutional pro bono clients raises the variety of the work on offer as they often have a lot of different projects that they need support with. They can provide stimulating and challenging work for your staff while still providing a much-needed service. As an added benefit, a firm’s long-term relationship with a well-known institution helps promote the firm through its network. It also sends an internal message at the firm that institutional pro bono opportunities are valuable.

Encourage your staff to take part in pro bono work by making it easy for them to do this. It may be by treating it equally with their chargeable work or by providing short-term limited scope opportunities that allow them to feel part of the pro bono programme but not overwhelmed by it.

Often people want to be involved in community service but don’t know how to begin. Figure out what people in your firm are interested in and build expertise around that. Offer pro bono in areas where you know you can add value – don’t try to do something that isn’t in your organisation’s skill set. Leverage what you and your people are good at!

Remember that pro bono work is about donating unique professional skills to those who couldn’t otherwise afford. This work is valuable, so remember to acknowledge the work your staff do – give credit where credit is due. Those you provide these services to, will do likewise.

Make sure you cover your pro bono work on your website and in your social media. Celebrate this work along with your other successes. Your clients, your staff, prospective staff and the community all want to know and to celebrate and help where they can.

What's new in SEO in 2022

Mon, 19 Dec 2022 17:00:03 GMT

Some of the latest trends that we are seeing in SEO in 2022 include:

An increase in the usage of interactive content – this is content that requires active participation form the audience. It includes polls & surveys, quizzes, reports with embedded videos & audio files, and interactive presentations.
Optimisation for voice search – today we see people speaking into their watches, interacting, and getting voice responses from their phones. More and more of us are using such products as Siri and Google Home to conduct our searches. This means we need to adapt our keywords to search for questions on voice, they need to be queries rather than phrases.
Mobile dominant – more and more of us are using our mobiles for searching, so websites need to be set up primarily to optimise searching from mobiles with laptops and desktop devices as a secondary search tool.
Use of Artificial Intelligence (AI) – AI-based tools are being used more to automate various SEO tasks. AI technology looks at the relationship between search intent and content and enables us to build customized optimisation strategies.

SEO is constantly developing and changing – you need to keep up with the trends and, with the importance of SEO for your marketing, you need to measure the results regularly to make sure you are still getting the best from your SEO.

Marketing when things are tight

Sun, 11 Dec 2022 19:30:00 GMT

The importance of marketing for your business is that it makes the clients aware of your services, engages them, and helps them make the procurement decision. A marketing plan is part of your business plan, not separate, and helps in creating and maintaining demand, relevance, reputation, competition and relationships.

Never waste a good crisis, be it a global financial crisis or the COVID pandemic or that things are tight in your business. Even though the situation may represent one of the greatest social and economic challenges you and your business have faced, you can gain something good from every situation and should try and look optimistically into the future.

The situation may force you to rethink projects, activities, staffing levels and marketing – what is indispensable and what is not. Everything gets questioned. Many businesses reduce operating costs and the marketing budget is often one of the first costs to be sacrificed.

Challenging times demand courage and foresight. This is the time to think innovatively and make good decisions for the future. Under difficult conditions it is all the more important to focus on your brand and marketing measures – you may not realise it but this can be a great opportunity for you. You can strengthen your position in the market so you’re ready for the more prosperous times ahead.

When times are tough it is easy to think cutting marketing and your branding is a good way to save money. Many of your competitors will think the same. But have you thought about the message this sending to you clients? They’re not hearing from you any more, they’re not seeing all the good things you are still achieving. For them, and for potential clients, it may be ‘out of sight, out of mind’ – and this could be the difference between your business surviving or not.

When you keep marketing, you show you are backing yourself and your future. If you’ve always taken a stand on social issues and community matters then continue to do so. Let your clients know that you are confident, still a force in the market, and send the message that you’ve got the drive and strength to achieve the best for them and yourselves.

Potential clients will still be out there, looking to see what services are available. If you’re not promoting your services then how can they hear about you and utilise what you have to offer. They may not know you exist unless you tell them. You need to stay visible and competitive.

Use your online marketing more not less, add great content. Keep up to date. Offer information that your clients need to know. Provide information that offers real value to people and address concerns you know they may have.

Nurture what you’ve already built up, don’t abandon it. By continuing your market strategy through tough times, you will put your business at the front of clients’ minds.

What are you doing for your clients this Christmas?

Tue, 01 Nov 2022 19:30:00 GMT

So, how are you thanking your clients for their loyalty this year?

Giving that little something to your clients makes them feel appreciated. It doesn’t have to be big and showy but thanking them goes a long way to building and retaining that relationship and loyalty.

You may decide that a simple electronic card will be sufficient – or maybe an actual print card. Whichever version you go with, if you’re sending a card then make sure you personalise it in some way so the client knows you really are appreciative of their loyalty personally.

Maybe you’ve decided to send them some branded merchandise – will this look like a thank you or will it look like a plug for your business. Always be careful that what you are doing is really a thank you! However, some nice beach towels or quality sun hats might be really appreciated for that New Zealand summer holiday. Whatever it is, make sure it is good quality and not something the client just wants to throw away. Let’s not add to the world’s environmental issues with more waste.

Gift baskets, flowers or wine are other gifts that can be sent out to your clients but please do your homework. Don’t send wine to a client who doesn’t drink, or a box of wine to a workplace which is dry. An inappropriate gift is far worse than no gift at all!

Another alternative, which is very popular and which really does give back, is making a donation or providing longer term support for a charitable organization. Embrace the true spirit of Christmas by giving generously to a cause you believe in on behalf of your client. This may be your local SPCA or food bank. Whatever you choose should resonate with both you and your clients. You may already be providing pro bono services to an organisation but can beef that up by providing some extra special financial support. Giving back makes everyone feel good and provides practical and needed support.

For those clients that pop into your office during the month of December, a small, but nice, thank you may be providing a voucher for a coffee or other beverage at a local café. Something that not only thanks the client but supports another local business.

With some of your high value clients you may decide you’d like to take them out for lunch or dinner. This may be a great idea but make sure this is something that is practical at such a busy time of the year. Many clients will love this idea but some just don’t have time do fit this into their schedule. Look at sending them some morning tea that everyone can share or inviting them for a lunch or dinner in a quieter time. Once everyone is settled back down after the Christmas holidays may be the ideal time.

Whatever you decide, remember size doesn’t matter, just make sure you give some form of ‘thank you’ and that you give it sincerely. Afterall, it’s the thought that matters. Merry Christmas to you all!

Is Print Media Dead?

Fri, 28 Oct 2022 01:59:56 GMT

The short answer is, no! Print media still has its place in our lives and businesses.

Print media can still be a powerful medium. While newspapers and magazines are desperately struggling to stay breathing, direct mail and content print publishing are alive and well, and appear to be experiencing a resurgence. For many, printed media is a way to disconnect from a noisy online world. It's also a trusted and tangible medium that provides an emotional connection and longevity that you cannot replicate online - think of those people you know who still read books in paper form, rather than on a digital e-book reader, and those who like nothing more than poring through the Saturday paper.

There are still, also, many parts of the world where not everyone has a smartphone or unlimited access to data, or a reliable internet connection. Newspapers, being a much older medium, can be found in regions where the most current technological commodities haven't completely made their way.

Moving exclusively to digital marketing may be the ways to go for some businesses but always keep an open mind that, at times, printed media may provide a competitive advantage – you may be the only one still providing a printed booklet with the main points from a seminar your clients just attended. That printed booklet may be the reason they go to your seminar rather than someone else’s.

Printing may now be less expensive and more flexible than it used to be. You might find that something you provide to people over and over again, and that remains current, is worth creating in printed form. Print media has the potential to be more memorable than digital because the reader interacts with it physically.

There is value in using printing to support your digital marketing and your online presence. Used in combination, print and digital media should support and even enhance the other. Ultimately, integrating print and digital marketing campaigns strategically will ensure that all your bases are covered and that a wider, more diverse audience is being reached.

While the internet is great and gives everyone a voice, and lets anyone share information, this also leads to a lack of trust. Some people feel more confident getting their information from more renowned printed sources. Others choose print simply because they like it better.

At this time of year when we are thinking about gifts and cards, many businesses look at whether an e-card to all clients is better than a print card. For many clients an e-card will suffice for them to feel you’ve remembered them, but for others, the thrill of getting something physical in the post may have more meaning. They may find it a welcome surprise.

So, before you dismiss the use of printed material out of hand, think about your client base, your services, and where printed media may serve you better than digital. Printed and digital media should be used in combination, and are both stronger when they co-exist.

SEO Explained – What is it and why use it

Fri, 28 Oct 2022 01:53:09 GMT

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Well, first, what is SEO?

SEO stands for ‘search engine optimisation’ and these days it is considered to be an essential marketing activity. SEO is the process of getting traffic from search results in search engines. It aims to improve your website’s position in search results pages (known as SERP). Remember, the higher your website appears on the list, the more people will see it. Not too many of us search beyond the first page of results.

Some of the things you need to do to get good SEO include identifying relevant keywords with good search traffic potential, creating great content and optimising it for search engines and users, and, where appropriate, including links from high quality sites. You then need to regularly measure the results to make sure they are providing the result you want. You want to get more people visiting your website.

How search engines determine ranking

Search engines, such as Google, use an algorithm to decide the order of websites for any particular search. These search engines have a single goal only. They aim to provide users with the most relevant answers or information. Luckily, Google ‘s search ranking factors, its algorithm, are public which means that if you follow their guidelines, you can rank your content toward the top. However, the algorithm changes frequently due to new issues and interests that arise each year. Hence, why you need to regularly measure your SEO results to stay up to date and at the top of that search list.

Using SEO helps you position your brand and can ensure that your marketing strategies match your prospective clients’ behaviour. Let’s face it, most of us use a search engine to find products, services, investigate holiday destinations, look for information on specific topics etc. It you’ve got a service to offer you want to be at the top or very near to the top of the list that comes back from a search on your type of services. This type of ‘advertising’ has taken over for many businesses now as the way to get known, and get business.

To optimize your website, you need to improve ranking factors in three areas — onsite optimisation (or technical website setup), content, and links. Remember that the search engine, that’s crawling through lots of sites, nee ds to be able to find your web pages, scan them for keywords, and add them into that all-important index that leads to your website showing up in relevant searches. The search engine, however, only sees the text on you web pages, not the graphics, not the lovely colours or photos – just text.

Your technical website setup is important

It ensures that your website and pages allow the search engine (e.g., Google) to scan and index them without any problems. So, set the navigation and links as text-only and keep your URL’s short. Limit them to the main keyword/s for which you want to optimize the page. Also look at how long it takes to load your pages – search engines use the load time as an indicator of quality, so no dead links either and be careful about duplicated your content. Duplicated content confuses search engines and they consider it as a negative factor.

Optimise Your Content

Every time you, as a user, search you’re looking for information, whether for a product, a service or a problem. This information is content. Optimizing content begins with keyword research. With SEO you need to discover what phrases potential clients enter into search engines. The process typically involves identifying terms and topics relevant to your business. Then converting them into your initial keywords then searching to uncover other terms your prospective clients would use. Once you have your list of keywords then you can optimise your content using them. Again, remember you should be regularly measuring the results to make sure your keywords/content are still relevant.

Using links to build popularity

While onsite optimisation and content focus on increasing relevance, links are responsible for popularity. Search engines prioritise pages they consider most relevant but also popular – they use the quantity and quality of links as a signal of a website’s authority. Any link from a domain that search engines consider an authority will naturally have high quality. Links from domains on a topic similar to yours will carry more authority than those from random websites. And, just like with popularity, search engines also assess a website’s trust. Links from more trustworthy sites will always impact rankings better.

Think about how you can build quality links. The easiest is usually to add your website to all appropriate directories. These could be local, industry-specific, or major ones, like Google My Business. Then, link to your website on social media, share your blog posts on various platforms and ask your close affiliates for links.

So, now it’s time to start your own SEO journey, if you haven’t already. You now know the fundamentals of SEO and it’s time to put them to work for you and your business.

Tips on How to Avoid Writing Off Overdue Invoices

Fri, 28 Oct 2022 01:38:19 GMT

One of the most difficult tasks you have to do in business is reminding your clients that their invoice is overdue for payment. This only gets harder the longer you leave it and if your client hasn’t paid within 60 days then the chances are high that this invoice will not get paid. When an invoice is well overdue how do you politely demand payments without causing any conflict with your client. To avoid, or at least lessen, the risk of overdue invoices then you need to invoice effectively.

So, first things first. Always send your invoices out promptly. It is vitally important to your cash flow that you invoice as soon as possible once the work is done – you can’t be paid if you haven’t billed the client for the work! Overdue invoices can cause you major cash flow problems and impact on your ability to pay your suppliers, your staff and cause disruption to your business. Knowing that you have money in the bank to pay your bills and staff every month is critical to running a healthy business.

To enable you to invoice effectively you need to create an invoice template for your business. Business.govt.nz for example, offers a free invoice template on its website. Make sure your invoice includes all the details to make it easy for your client to pay you such as your full bank account details, your GST number, the date of the invoice and your payment terms. Also include their full contact details, description of the work done with dates, and full contact details for you. Make it easy and clear for the client to get hold of you if they have a query about the invoice or a problem with payment.

Do you have Terms of Engagement (ToE)? Do you make sure every client has these when you take on new work, whether for a new or an existing client? If you use ToE then these should set out all your payment terms and what is expected from the client in relation to this. If you don’t have ToE then it is important to have a contract with the client to set out the specific terms relating to them and, in particular, to cover payments due to you. Once you know you have an effective invoicing mechanism then you can look at the ways to make sure this works to get your clients to pay on time.

Some tips to help you include:

1. Make payment terms clear at the outset: Outline payment terms, deadlines, fees, and other essentials, including when invoices are sent and how long they have to pay the amount due.

2. Be flexible with payment method: The easier it is for your client to pay their bill, the less likely it is that you’ll find yourself chasing a late payment. If the sum involved is larger or the work will be carried out over a lengthy period of time then you may choose to offer flexible payment methods – a payment before the work commences with regular instalments at specific milestones or dates. If the work involves a lot of money you may wish to check the creditworthiness of your client before commencing the work.

3. Be flexible with payment type: While some clients want to pay by Eftpos or credit card, others may prefer direct deposit. Accepting a wide range of payment methods gives clients every reason to get you paid on time.

4. Use cloud based invoicing software and automate invoices: Invoicing is boring and paying invoices even more so, and means it often gets ‘put off’ until later. Cloud-based software allows you to create, edit, and send invoices from anywhere at any time. Automating invoices gets the invoice into the client’s hands more quickly. When your invoices are integrated with your accounting software, the probability of missing a payment deadline or letting your invoices go stale is minimised.

5. Offer a retainer: If the client is providing long-term work, a retainer will allow the client to know exactly how much should be paid and when. This helps them manage their budget more effectively, and it may get you paid quicker.

6. Standardise your payment schedule: Make sure you send out your invoices on the same date each month to avoid any confusion on what date the invoice will then be due. This consistency could be the difference between getting paid and not getting paid. An automated invoicing system can help.

7. Review your receivables weekly: Review your accounts receivable weekly in order to determine which clients have and have not paid. If you don’t receive payment soon after invoicing your client, keeping in touch is key to ensuring your client knows you’re keeping track of the status of the payment. Outstanding payments can be stressful, particularly if your cash flow is impacted, but addressing the situation ensures you’ve done what you can.

8. Send reminders to clients of upcoming invoice due dates: Being proactive before payment is due will help ensure your client is aware of upcoming due dates. This will help clients remember that the deadline is drawing near or has arrived.

9. Incentivise early payment and penalise late payment: Reward those who choose to pay early with a small incentive or discount but also penalise late payment with a late payment fee. Both of these can have a big enough impact on your client’s bottom line to motivate prompt payment.

10. Follow up quickly on late payment: When payments are past due, being proactive can help get the money you’re owed into your hands more quickly. Having a standard approach to following up on outstanding payments can make the process less stressful. Send a reminder, as soon as the invoice is overdue, if not paid a week later then consider a phone call to confirm your client has received the invoice and see if they have any questions or reasons for non-payment.

11. Talk to the client: If payment is late and this is unusual for that client then pick up the phone and talk to them. They may have something happening which has affected their payments. You can show you understand their circumstances and discuss options for payment plans or an extended term for payment.

12. Hold on to work until payment done: In some circumstances you may not have yet released the work you have done for the client. If so, hold on to it until the invoice is paid.

13. ‘Stick to your guns’: Unfortunately, there will always be some clients who pay late every time. Remind the client that your payment terms have not changed.

14. Lengthy non-payment: The last thing you want to do is lose a client over an unpaid invoice. However, do not let lengthy non-payment slide. Take necessary action to recover your fees even if this means using a third-party debt recovery agency.

Focus on developing good communication and understanding with your clients. If, and when, payment for an invoice becomes an issue, a strong relationship can provide a way to work through it and help both of you reach an agreement without fracturing the relationship. Maintaining positive relationships with clients may even prevent issues from ever arising in the first place.

Practice Management makes perfect

Tue, 11 Oct 2022 03:20:57 GMT

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BY SHOLTO MACPHERSON ACUITY MAGAZINE

Assigning jobs, improving efficiencies, maintaining compliance: there have never been so many options for running a smooth practice.

Practice management software was designed to assign jobs to staff and keep firms operating at maximum utilisation. There have never been so many available in the Australian and New Zealand markets as there are today.

MYOB is still selling its server-based software, Accountants Office and Accountants Enterprise. It’s also offering its latest acquisition, the cloudbased GreatSoft. And last year it began marketing a customised version of its cloud enterprise resource planning (EPR), MYOB Advanced, to larger firms under the name MYOB Advanced Professional Services.

MYOB’s long-term rival Reckon with Reckon APS is now out of the practice management game (it sold its assets to The Access Group, a venture capital backed aggregator of business software earlier this year). Access is also selling the old HandiSoft (on premises or hosted) and a cloud-based version built on Salesforce’s platform. It’s also offering the server-based Access APS (formerly Reckon APS), which now has two online modules under the APS Plus brand as part of its ongoing migration to the cloud. And it still sells Access Elite (formerly Reckon Elite) to smaller firms.

Then there’s Wolters Kluwer, which offers CCH iFirm, and Karbon, which is going strong in Australia, New Zealand and globally.

FYI Docs falls under document management but is becoming an indispensable part of Xero Practice Manager (XPM). XPM, the only free software in practice management, is believed to be the most widely used platform but has had limited improvements over a number of years.

Each practice suite has its own set of high notes and limitations; many of the latter require a lot of digging to uncover.

What are the trends?

There are three apparent trends in this space: The first is an inevitable march towards browserbased software, even if some of the biggest vendors haven’t quite finished their cloud replacements.

A second trend, fought for a long time by the incumbents, is open integration. All management suites accept this as the future – although again for some it is more aspiration than reality.

A third trend is that mid-size and larger firms, frustrated by the pace of development, are cobbling together their own workarounds. They see this as the best way to get the accuracy of reporting and lift in productivity that software off the shelf is currently unable to deliver.

The shoehorn approach

Certainly, Adelaide firm Perks Accountants and Wealth Advisers’ experience with XPM is a case study in repurposing technology for one’s own needs. Director of cloud solutions, Nick Grieve was surprised when told by a Xero representative that his 230-seat organisation was too big for XPM.

“[Our] team had a look at what we could do with Xero Practice Manager’s API,” says Grieve. “We were confident we could get around its reporting limitations and build something over the top of it. We could see the benefits of XPM from an efficiency and an ease-of-use point of view.”

The firm went ahead with the implementation as part of a move-to cloud project that replaced five servers running Reckon APS and XPA, the phone system and file hosting.

Grieve now uses Power BI to grab client information from XPM and mix it with wealth and finance data from Xplan and other applications. This creates a view of accounting, audit, wealth, commissions, finance and fees for every client across the whole firm.

Perks uses a spreadsheet to record hours worked and utilisation, which Power BI then overlays on top of the data in XPM. In fact, Power BI is becoming a common platform for detailed reporting in larger firms, whether they are running GreatSoft, Access APS, Karbon or XPM.

The extra work required for reporting and overcoming other limitations has been worth it, Grieve says. Staff are very familiar with the Xero interface and are happier with the improvement in usability, navigation, and look and feel.

“I think it is more efficient,” he says. “Bigger systems probably have a lot deeper functionality than Xero Practice Manager, but we found we weren’t using half of that anyway.”

Another trend is that firms are happy to share their knowledge. Grieve and his team recently helped an 80-seat firm move from CCH iFirm to XPM and set-up Power BI to handle the reporting.

Movers and shakers

In terms of larger systems, The Access Group has created a new division, the Access Accountants Group – Asia Pacific group, to govern the on-premise and cloud versions of HandiSoft, APS and Elite. Kerry Agiasotis, president of The Access Group Asia Pacific, has given the group a 12-month deadline to deliver the full cloud versions – long promised – of HandiSoft and APS.

APS had already released two APS Plus cloud modules before the acquisition: Contacts Plus for client management and Workflow Plus for job management. The main piece, a cloud-based general ledger and report writer, is yet to come. Ledger Plus is due for release in the first quarter of 2023, says Dave Francis, who heads up the Access Accountants Group at Reckon.

One of the biggest complaints about the serverbased APS software was that it had extremely limited options for sharing data. The Cloud Plus modules include an API layer which makes it much easier to connect to other cloud software. For example, Contacts Plus connects to BGL 360’s corporate compliance and SMSF software, Francis says. The cloud modules are effectively a syncing tool for data with APS on-premise modules.

Access Group claims that 85 firms with a total of 3000 APS users are using one or more of its APS Plus cloud modules.

It is a similar story at MYOB, owned by the private equity firm KKR. MYOB has no intention of retiring MYOB Accountants Enterprise or MYOB Accountants Office which are still widely used, says Valantis Vais, MYOB’s head of product. The majority of sales however are for the cloud products, GreatSoft and MYOB Advanced Professional Services, says Vais.

GreatSoft can service smaller customers looking for a practice management solution because it has a more discreet footprint.

MYOB Advanced Professional Services is an extension of the MYOB Advanced platform, an ERP that MYOB sells to small and medium enterprises in Australia and New Zealand. “If firms are looking to step up their game, that’s where Advanced comes into play,” Vais says. Firms best suited to Advanced Professional Services want a higher degree of digitisation than practice management alone can offer.

MYOB doesn’t share the number of firms using its practice management applications. Advanced Professional Services launched 18-months ago and MYOB announced Moore Australia was moving to the platform. Moore, which estimated it would save A$200,000 “due to improved digital infrastructure” is now one of MYOB’s largest customers and one of the many businesses upgrading its SaaS offerings in response to the changing conditions brought about by COVID-19. “We wanted a one-stop shop where we could do everything from time tracking to billing, and access real-time insights from our seven offices within a few clicks,” said Greg Mallam, Moore Australia (Queensland/Northern NSW) managing partner, in a press release.

Hourly, fixed, or both

Another trend that has had a major impact on the way practices are run is the spread of fixed-fee pricing. A year after joining Altias Advisory Brayden Allenberg helped the Gold Coast firm purchase a similar sized practice in Brisbane. The two operated quite differently. The Gold Coast firm ran XPM and its clients were mostly on monthly billing arrangements. The Brisbane firm ran on HandiSoft, was mostly hourly work and heavily paper based.

Allenberg noticed the Gold Coast firm didn’t keep time sheets – a mistake, as the firm had no idea how many hours it was spending on fixed fee services and therefore which jobs were profitable. “My immediate reaction was, I think you’re undercharging,” Allenberg says. “That was based off my intuition of doing time sheets for 10 years prior.”

Allenberg advocated for a system that could track workflow and time-based billing more easily. He had several conversations with MYOB, initially about MYOB Accountants Enterprise and later about its GreatSoft acquisition. Altius selected GreatSoft and paid A$27,000 in consulting fees to set it up: a steep price for the small firm but worth it in the long run, Allenberg says. “There’d be a number of firms out there that don’t ever want to wear the cost. But from my perspective, it pays for itself in terms of increased billing and monitoring performance,” he says. Altius also pays A$800 a month for 13 users.

After implementing GreatSoft in February, the revenue of the Gold Coast and Brisbane offices each increased by several hundred thousand dollars. Allenberg notes that during this time the firm also standardised processes, moved clients from HandiSoft to Xero Tax and increased prices for the scope creep in the Gold Coast firm, proving Allenberg’s hunch was correct. “It might just have been a case of closer attention to the numbers and we’re going to bill what we’ve actually put on the clock,” he says.

Internal assessment

Mergers are a common trigger for re-evaluating practice management software. Megan Plumridge at New Zealand business advisory and accountancy firm +MORE (Plusmore) wanted to find a software vendor that was committed to improving her firm’s product. +MORE had been using XPM for four years and seen “next to no development”, she says.

Plumridge was impressed with Karbon’s triage system for email, which effectively replaces the Outlook inbox and calendar interface. “It is a massive thing for us. You can pull your emails into this triage and assign them to people and take your to-do list out of your email inbox,” she says. “I can see us moving into Karbon for total practice management.”

+MORE has been using Karbon for 18 months in its Wellington office and four months in Auckland. However, it still uses XPM for time sheets and tax. Karbon does have time sheets but it doesn’t yet have a billing engine. (Karbon demonstrated a billing module at a recent customer event and says it will launch soon.) The compromise of using XPM for time sheets means the firm doesn’t get enough detail on budget versus actual hours worked per job, however Plumridge hopes this is temporary. “We work out our profitability using average hourly rates anyway which we pull out of our financial reporting,” she says. “We do a bunch of WIP reporting out of XPM, and we’ve got Power BI reports running out of our XPM and Xero data.”

Plumridge will judge Karbon on how well the firm handles New Zealand’s agency filing deadlines in September and February. The September 2022 date will be a little early; +MORE is still ingesting a merger of the Auckland office. February 2023 will be the real test.

Many firms face intense pressure to meet Inland Revenue Department deadlines, working flat out on compliance through February and March. “We want to get to a point where we’re spreading our compliance work nicely throughout the year,” Plumridge says. She adds that when she was shopping around and doing due diligence, a New Plymouth practice mentioned that thanks to Karbon, they had met the filing deadl ines for the first time ever.

2 in 3 SMEs WANT BETTER CONNECTED DIGITAL TOOLS

50% OF BUSINESSES ARE WASTING TIME ON MANUAL TASKS

2 in 5 BUSINESSES ARE HAVING TO DUPLICATE TASKS

Source: The Digital Disconnection Challenge, MYOB Report, June 2022

Trust is a big factor in Professional Services (it’s the glue that holds everything together)

Wed, 28 Sep 2022 02:11:09 GMT

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When it comes to marketing yourself in Professional Services, there's one thing that's more important than anything else - the Trust factor!

Trust is a super important marketing component. It’s the secret to getting more clients and repeat referrals for your practice.

The aim of this concept is to get your clients and more particularly, target clients to understand and believe in your brand (i.e. you) – so that they become your clients. It is how well these clients (existing and future) know, like, and trust you, and you do that through building relationships.

If you have ventured out on your own and moved away from a firm, it's extremely important to build relationships and create connections - if people don't know who you are, they're not going to like you and they definitely won't trust you – and, if they don't like and trust you, they're not going to engage your services.

On the other hand, if your target clients do know who you are and they like what you stand for, then they're much more likely to feel a connection with you and therefore, trust you – and that means they are more likely to use your services.

Let’s face it, most businesses are looking for more clients and more specifically, loyal clients that will use them time and time again. So, the higher the level of like and trust, the easier it is for your target clients to make that decision to engage your services.

Clients, on the other hand, are bombarded with content 24 hours a day, 7 days a week from different businesses trying to get them into their business pipeline – these potential clients don’t like feeling like a piece of meat that is being sized up for tonight’s dinner.

Building a relationship means that your clients feel that you understand them and what their lives are like - you speak their language – and that your services can really help them.

If your target market doesn’t know you exist, they're not going to be able to compare you to other businesses in your industry. However, when they know, like and trust you (and your services), they're much more likely to choose you over your competition - you can stand out from your competition!

When it comes to building your firm, it can be the difference between a client using your services or moving on to someone they perceive as more trustworthy. Also, when people know, like and trust you, they are more likely to recommend you to others.

However, establishing trust takes time but you can find ways to speed up the process and then you’ll be well on your way to gaining more clients and growing your business. So, how can you start building that all important know, like and trust factor? By using social media. Social media is changing the game when it comes to lead generation and is much easier than your typical methods like cold calling, email blasts, networking, junk mail etc.

At Sharpe Marketing we are experts in building social presence and ensuring your brand is aligned on all the platforms that you use.

We are proud to report that in a 12 month period, through our experience and skill set, we increased a clients’ total reach by 459% and increased the total impressions to over 1 million - which was a 950% increase. We also held an average monthly engagement rate of 10.2% - well over twice of a “very good” Facebook engagement rate.

Every single time that your social media posts are seen, or engaged with, by prospective clients, you automatically win some more know, like and trust. Building the know, like and trust factor takes time, but it's worth it. If you focus on creating relationships with your target clients and providing them with value, you'll be well on your way to success.

The trust factor is important because it helps you build relationships with your target clients, stand out from your competition and increase your client database. If you focus on creating a strong online presence, sharing your story, being consistent and providing value, you'll be well on your way to building the know, like, and trust factor in your practice.

Give us a call today on 021 819 691 or email info@sharpemarketing.co.nz to find out more.

Sharpe partners with LawFest

meg@sharpemarketing.co.nz (Meg Luff) — Wed, 21 Sep 2022 02:59:47 GMT

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Sharpe Marketing is excited to partner with LawFest for their 2022 Conference.

LawFest is the NZ legal technology and innovation conference of the year that attracts legal professionals from across the country, and abroad.

Throughout the day, there is a host of panel sessions that are going on around the Cordis where the conference is being held. Not to mention over 30 speakers from around the country. The action-packed programme starts from 8am where participants can view all the latest and greatest technology for law, has LawFest Keynote, Frances Valintine, from Tech Futures Lab talking about Developing a Innovative Mindset.

Some of the Sharpe Marketing team will be in the Expo area. Stop by our stand in the Start-Up area to say hi, we’d love to see you.

Up for grabs is a Adventure Prize Pack worth $400. All you have to do is #Hop #Photo #Like #Tag

Our Terms and Conditions are below.

Terms and Conditions

Definitions ‘SM’ means Sharpe Marketing.

The ‘Promoter’ is SM.

‘Disqualified Participants’ are:

(a) all SM employees, all employees of participating sponsors or promoters and/or advertising agencies and their Immediate Families;

(b) all people under the age of 18 years where the prize incorporates air travel or any other element which would be illegal to supply to a person under the age of 18 years;

(c) ‘Immediate Families’ include spouses, grandparents, parents, children, and grandchildren, whether by marriage, past marriages, remarriage, adoption, co-habitation or other family extension.

3. Unless otherwise entry or vote is limited to 1 per person. Where multiple registrations, entries or votes are acceptable, each must be made separately.

4. Entry into the Promotion is deemed to be acceptance of these Terms and Conditions

5. SM reserves the right to exclude any person from participating in the Promotion on reasonable grounds.

8. SM reserves the right to refuse to award any prize to an entrant who SM decides (in its sole discretion) has violated the Terms and Conditions, gained unfair advantage in participating in the Promotion or won using fraudulent means.

9. By participating, entrants grant SM exclusive permission to use their names, photographs, videos, voices and likeness in connection with the Promotion and for future promotion and marketing purposes and waive any claims to royalty, right or remuneration for such use.

10. All entrant personal details must be valid and up to date and will be held by SM and may be used for the purpose of the future promotion and marketing purposes as deems necessary and appropriate

11. Personal information provided at the time of entry is presumed to be true and, in the case of text or email notification – active, through to and beyond the date of the Promotion’s completion.

12. Only the person who originally entered the Promotion can be awarded the prize (the ‘Winner’).

14. The Judge’s determination of the Winner will be final and no correspondence will be entered into.

16. The Winner will be notified by email, phone (voice or text), mail or in person and must be available for the preparation of all publicity that may be required by SM. Where attempts to contact the Winner fail (eg when the Winner cannot be contacted by phone after three attempt the Judge will select another winner.

17. The Prize is not redeemable for cash or transferable.

19. The Winner takes the Prize entirely at his/her own risk and indemnifies SM in respect of any claim for any accident, injury, property damage or loss of life that may occur in connection with the prize. The Winner is responsible for all insurance, tax or other costs that may be associated with the Prize. Where the Prize has associated terms and conditions the Winner accepts the Prize subject to those terms and conditions and restrictions.

Attack of the bots – how fake followers can harm your brand and what you can do about it.

Tue, 30 Aug 2022 04:47:22 GMT

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Have you noticed an influx of followers recently that might not quite seem like your ideal market? You are not alone!

Robot or ‘bot’ followers are spam or fake accounts that made and then often sold to boost an accounts’ following. Buying bot followers is not the best social media strategy, as while it may make your follower count look good, these accounts are not real and therefore will never be a client or buy from your business. Fake followers also harm your engagement rate since they do not interact or engage with your content - not to mention it is an extremely bad look for your business should your real followers notice!

High follower rates and low engagement are obvious and will often make your real customers think one of two things - either your products and services are terrible, or you are buying followers. Neither of which is good, and puts your reputation at risk.

So how do you spot a bot?

Usually, it’s pretty easy. On Instagram, they usually have a long username that’s often a jumble of numbers and letters. If you go into their profile, they often follow huge numbers of people, and have either posted very little or not at all. They also might have odd profile information. If it seems a bit off, it’s probably a bot.

On Facebook, bot followers often have minimal or odd profile information, few posts and high numbers of likes or followers. Quite often the profile picture will also give it away - it’s usually a glamour shot rather than your average real person’s profile pic! Most businesses will occasionally get the odd fake follower, as there are so many of these accounts around. Bots often follow businesses to try and make their profiles look more legitimate (even though we see right through them!)

So what can you do if suddenly you get an influx of them on your social accounts?

This is becoming more and more common, and there’s a few reasons why. First up don’t panic. It happens more often than you think, and while it can be annoying, it is simple to deal with. We recommend going in every day or two and removing and banning the fake followers from your accounts. This ensures there are no fake followers on your business profiles, and it’s much easier to keep on top of this on a regular basis.

So why do bots attack certain pages?

There are a number of potential reasons. First up, competitor businesses could have bought bots on your behalf in order to try and undermine your business. This is really low behaviour, but it does happen.

Secondly, it could be due to your businesses name that means it gets unwanted attention. Basic names and words seem to get picked on the most. Thirdly, you could have run a recent ad that inadvertently targeted the scammers. We recommend going in and checking your ads targeting to ensure it all looks correct and this isn’t the case.

Fake followers can be frustrating and staying on top of them is key. No matter how tempting it can be to buy followers, never ever use this as part of your growth strategy.

If you’d like help to grow your social media organically, then get in touch with the Sharpe Marketing team today.

What is Inflation?

Thu, 28 Jul 2022 21:00:00 GMT

We've all heard about how high inflation is and the effects are hitting us all hard this year. Across the world, inflation is running high due to factors like pandemic disruptions, supply-chain issues and monetary stimulus – but what is inflation?

Inflation is the term used to describe an increase in the average prices for goods and services through the economy. Inflation is a loss of purchasing power over time - it means your dollar will not go as far tomorrow as it did today. It is measured as the rate of change of those prices. Typically, prices rise over time, but prices can also fall (a situation called deflation).
The most well-known indicator of inflation is the Consumer Price Index (CPI), which measures the percentage change in the price of a basket of goods and services consumed by households.

Inflation is typically expressed as the annual change in prices for that basket of goods and services. The annual rate of inflation is the price of the total basket in a given month compared with its price in the same month one year previously.

Every household has different spending habits. For measuring inflation, all goods and services that households consume are taken into account, including:

everyday items (food and petrol);
durable goods (clothing, mobile phones and washing machines); and
services (hairdressing, insurance and rented housing).

When calculating the average increase in prices, the prices of products we spend more on – such as electricity – are given a greater weight than the prices of products we spend less on – for example, sugar. The average spending habits of all households together determine how much weight the different products and services have in the measurement of inflation.

The usual underlying cause of inflation is that too much money is available to purchase too few goods and services, or that demand in the economy outpaces supply. In general, this situation occurs when an economy is so buoyant that there are widespread shortages of labour and materials. People can charge higher prices for the same goods or services. Limited oil production can make gas expensive. Supply chain problems can keep goods in short supply, pushing up prices; or companies may choose to charge more because they realize they can raise prices and improve their profits without losing customers.

COVID-19 has caused manufacturers/factories to shut down and has clogged shipping routes, helping to limit the supply of cars and couches, and pushing prices higher. Airfares and rates for hotel rooms have rebounded after dropping in the depths of the pandemic. Petrol prices have also contributed to heady gains recently.

But it is also the case that consumers, who collectively built up big savings thanks to months in lockdown, are spending robustly and their demand is driving part of inflation. They are continuing to buy even as costs for exercise equipment or spa pools rise, and they are shouldering increases in rent and home prices. The indefatigable shopping is helping to keep price increases brisk.
The Reserve Bank tries to keep inflation at a sustainable level by increasing the official cash rate (OCR). Banks then follow and react to high inflation by raising their interest rates. This, in turn, slows the economy and puts a brake on inflation. If you’re a business owner, you’ll see this reflected in a higher cost of borrowing and if you have a home loan, this will be true as well.

Inflation can be very damaging for a number of reasons. First, people may be left worse off if prices rise faster than their incomes. Second, inflation can reduce the value of an investment if the returns prove insufficient to compensate them for inflation. Third, since bouts of inflation often go hand in hand with an overheated economy, they can accentuate boom-bust cycles in the economy.

Sustained inflation also has longer-term effects. If money is losing its value, businesses and investors are less likely to make long-term contracts. This discourages long-term investment in the nation’s productive capacity. The flip-side of inflation is deflation. This occurs when average prices are falling, and can also result in various economic effects. For example, people will put off spending if they expect prices to fall. Sustained deflation can cause a rapid economic slow-down. The Reserve Bank is as concerned about deflation as it is about inflation. In New Zealand, however, it has historically been more usual for prices to rise - there have only been brief periods of deflation in the past 150-odd years, and these have been associated with economic depressions.

Client Case Study – How Social Can Boost Your Brand By 950%!

Mon, 25 Jul 2022 01:25:00 GMT

Social media management is a large component of the work that we do for most of our clients. When they start with us, many of our clients have very little to no social presence, and therefore boosting this is a large part of our role.

Today we wanted to take you on a journey of growth with one of our clients and show you how using social helped boost their social presence, reach, and followers. We also helped them pull together a cohesive and instantly recognisable brand.

When we started working with our client, they had a Facebook page which was posted on sporadically. At the time there was no LinkedIn or Instagram accounts.

Within a few months we had created a clear social plan, as well as social tiles complete with colours and branding to create brand recognition and theming. We also set up a LinkedIn account and Instagram account.

Within two short months, we had increased their Facebook page reach a whopping 225% and their Facebook page visits by 86.6%. In these months they also grew by 55 new followers, which was a 120% increase on the months before.

In under one year, we increased their total reach by 459%, and increased the total impressions to over 1 million, which was a 950% increase. We also held an average monthly engagement rate of 10.2% - well over twice a “very good” Facebook engagement rate.

Over on Instagram, we helped them create a cohesive and visually pleasing feed that instantly created brand recognition. Their followers grew to over 120, with a quality following.

If social media is not your thing but you understand the importance of getting your brand out there, then contact our team at Sharpe Marketing. We can take you through our social media and content offerings and pair you with a solution that will work for your business.

Give Meg a call today on 021 819 691 or email info@sharpemarketing.co.nz to find out more.

Sharpe Marketing supports Grass Roots Cricket

Thu, 21 Jul 2022 20:00:00 GMT

It’s two years since Sharpe Marketing was created and, on this anniversary, we are thrilled to announce, that we have partnered with Suburbs New Lynn Cricket Club as their naming rights partner for the Junior Club.

Suburbs New Lynn Cricket Club is a strong all-round club. It was established in 1937, and home to 1000 members, including 400 junior members as well as 6 female cricket teams. It was NZ Cricket Club of the Year in 2021 and is the proud home club to Martin Guptill, Ajaz Patel, Jimmy Neesham, and Jett Ravel, to name a few.

Sport is in the Luff blood. Our founder, Meg Luff, represented New Zealand at the 1990 Commonwealth Games for swimming and is a founding member of Women in Sport Aotearoa. Meg’s mum, Jenni, represented Whanganui and Wellington in cricket in her earlier years, and Meg’s great grandfather, Harold Rainbow Sharpe, was a very talented rower, representing Whanganui Union, and would have gone on to compete at the Empire Games if it wasn’t for WWII.

As sport has given Meg so much, she has always wanted to ‘give back’ where she can. Now, with her son, Fred, playing for the club as a proud member of the Michael Barry Junior team, under coach Mark and manager Mike, it seems like the ideal time and the ideal opportunity. She is really looking forward to supporting the Junior Club.

Sharpe Marketing is a virtual, full-service marketing agency dedicated to helping accountants and lawyers stay connected to their clients through communication, social media, and partnerships. We work with clients all around the country who need marketing support so that they can focus on doing what they do best, servicing and advising their clients.

Meg and Sharpe Marketing wish all our players a very, very successful 2022/23 season!

How to deal with difficult clients

Thu, 14 Jul 2022 05:30:00 GMT

Dealing with difficult clients can be… well, difficult! It doesn't have to be. Resolving difficult situations with discretion and grace might even end up turning an unhappy client into a raving fan!

If you and your team find yourselves in less-than-pleasant interactions with clients, having a plan is useful so you are better equipped to handle these situations with ease and grace. If a complaint comes in by email or though your website then pick up the phone and speak to the person or arrange to meet them in person.

Prep yourself mentally - Having the right mental attitude will help prevent your buttons from getting pushed and enable you to respond in a calm and professional manner. Remind yourself that the client isn’t necessarily mad at you, but at the situation.

Really listen to the client and empathise with them - Put yourself in their shoes and understand that they're having a difficult time as well. This will help you be more patient and compassionate, and ultimately handle the situation successfully.

Be discreet - If possible, don't deal with the situation in a public place, like the reception area. Invite the client to speak to you privately in a meeting room or your office, if you have one, and go from there.

Be aware of your non-verbal cues - What you DON'T say speaks volumes. Be mindful of the non-verbal cues that you give off. Actions such as rolling your eyes, looking bored, and pointing your fingers, can aggravate the situation.

Compensate for their discomfort if necessary - Taking this step isn’t always necessary and depends on the situation. For instance, if the issue is due to an error on your part, can you do something extra for the client? - such as providing a discount as a way to apologise.

What's your unique selling point?

Tue, 05 Jul 2022 05:30:00 GMT

Why should your clients choose you over your competitors? Establishing your unique selling point (USP) is about understanding the real benefit you offer clients. #marketing #businessadvice #SMB

Making your business stand out in a crowded market can be a challenge, but differentiating your business will be key to attracting the right clients and giving them a reason to choose you over a competitor.
That’s why it’s important to identify your unique selling point (USP), so you have a differentiator to communicate in your marketing and sales activity.

Giving your business a real differentiator
Not all businesses are created equal. Every business will have a unique slant on how it develops and delivers the same product or service. Your USP focuses on what you do better, bolder, faster or more effectively than your competitors – giving you an edge over the other businesses that are clamouring for your client’s attention.

For example, Apple’s USP is ‘We provide a lifestyle with our products’ by making cutting-edge technology that’s as simple to use and integrate as possible.

To make your USP work for you:

Define your USP using your products/services – think about your products and/or service offerings and consider where you’re adding value that’s specific and unique to your business. You might be more ecologically sustainable, more budget-friendly, or easier to use than your competition. Own this difference, feed it into your development and think about the end benefit for clients. Tip: ‘People don’t buy products, they buy solutions’ - Put yourself in your ideal client’s shoes to understand their needs and how you meet them.
Market the business around this USP – understand where you add value as a business and condense it down to one selling point. While you may be able to list many benefits, boiling it down to one thing will be more compelling. Make sure it’s short, simple and straightforward to communicate, so you and your clients quickly understand this USP. For example, the USP of M&Ms is that ‘the milk chocolate melts in your mouth, not in your hand’. A USP doesn't have to be a tagline but when it clearly captures your point of difference it can become one, such as the Bunnings Warehouse tagline: 'Our policy - lowest prices are just the beginning'.
Ensure your competitors aren’t catching up – to be a true USP, your differentiator has to be unique. The business world doesn’t stand still, so if competitors now offer the same client benefits as you, it’s important to review, reassess and adapt your USP. Keep innovating and developing your product/services, so you offer a genuine USP and keep the competitors from nipping at your heels.

If you’re unsure what makes you stand out in your market or industry sector, think about the key benefit you offer your clients. It could be the unique features of your product or service, or the way you do business. A strong USP will help you attract prospects by reinforcing your position as the best choice for them.

Social Trends for the rest of 2022

Thu, 30 Jun 2022 00:51:00 GMT

The social media landscape is ever changing and understandably it can be hard for businesses to keep up. From changes in the Meta algorithms, to video lengths and reels, many professional services businesses don’t have the time (or interest!) in keeping up. Social media still remains a strong and simple way to market your business..

It gives you an unlimited audience that can be segmented and targeted to, to ensure the best value for your adverting dollar. It’s also the first place anyone looking for a service goes - put simply, if you aren’t on social you aren’t even on the menu for a customer.

So with things changing rapidly, what can we expect in the social media-verse for the rest of 2022? Here’s a few current trends that we are keeping an eye on.

VIDEO: Video has been strong for years now and it’s set to stay. We are seeing lots of short, sharp and to-the-point videos. The start needs to be attention grabbing and contain a “hook” to draw people in. Vertical video (selfie mode) is the way to go as it can be used across all social platforms including stories and reels.

CAPTIONS: Over 430 million people in the world are deaf or hard of hearing, and the majority of social media videos contain sound or talking. A high proportion of people also choose to watch video with the sound off or on low. If your video has sound, captions are an absolute must to reach this huge audience - many captions are automatic and take only a moment or two to switch on in your video.

LINKEDIN: LinkedIn is becoming more popular thanks to the rise of working from home. Many people are choosing to focus on highlighting their own personal brand, and LinkedIn allows them to do this. It’s especially a good space for professional service businesses to play in as it’s exactly where their target audience hangs out.

INFLUENCER MARKETING: Love them or hate them, influencers aren’t going anywhere anytime soon. But the movement is swaying away from larger influencers and on to micro or nano influencers who have better engagement and relationship with their community. It's also a good reminder that EVERYONE is an influencer in their community – word-of-mouth and testimonials are still some of the best marketing tools businesses have available to them!

Then of course we have our two other big players - Instagram Reels and TikTok. Both of these have been growing in popularity over the past years and neither appear to be going anywhere anytime soon. Instagram is now tending to favour reels over photos, so it’s a good idea to try and include a few reels in your strategy where possible.

Over in TikTok land, this app goes from strength to strength. It is very FMCG focused and targeted to the younger demographic. Professional services doesn’t do so well in this space, so while it’s popular, it’s not often an app we recommend for our clients.

If this is all a bit overwhelming, then get in touch with our team of experts. We can help you navigate your way through social media and set you up on platforms that will benefit and grow your brand and attract your ideal clients. Contact the team at Sharpe Marketing today.

Happy customers, happy bottom line

Fri, 17 Jun 2022 04:49:00 GMT

"Loyalty is when people are willing to turn down a better product or price to continue doing business with you” - Simon Sinek. The earlier you are in your business growth, the more critical it is to ensure that your early customers are highly satisfied.

If customers are unhappy, they’ll leave you for one of your competitors. If they’ve had a poor experience or been treated badly, some will go as far as making a scene on social media or leave a bad review to warn others.

Customer satisfaction is important to any business, but the earlier you are in the growth of your business, the more critical it is to ensure that your early customers are highly satisfied. When you sign up your first customer, that person represents 100 percent of your customer-base, so their opinion of your business, along with the next handful of customers matters greatly.
Think about your early customers and who these people are. If they’re still known to you, you should be proud that they had faith and were one of your earliest customers who backed you.

Here's a few ideas:

Everyone likes to be told they are valued. Start by saying thanks to your loyal customers and be genuine about it.
Could you do something to recognise their loyalty? – with a gift, discount or a special offer just for them.
If they’re still using your product or services, ask them to be a referral customer, review your social media or your business listing, or to be featured in a published customer case study. Send a link to your business Facebook, LinkedIn or website listing so that it's easy for them to add their review.

Video marketing explained

Sat, 11 Jun 2022 12:00:00 GMT

Have you explored using video to boost your marketing? Here’s why video is fast becoming the most popular channel for marketing messaging. #businessadvice #marketing #videomarketing

In a world of multiple online channels and social media formats, video seems to be coming out on top. Social platforms like Instagram, Tik Tok and Facebook are all focused on making video central to their platform. Over 82% of internet traffic will be online videos by 2022, according to predictions by online giant Cisco.

And the impact of prolonged lockdowns and remote use of the internet during the COVID-19 pandemic has greatly increased people’s consumption of video content.
The spike in video content is not just a quick flash in the pan. This is an ongoing trend that’s changing the way large corporations and small businesses think about their digital marketing.
So, why is video becoming so popular?:

Storytelling is easier in a video – telling a good story is key to making your content marketing engaging. Telling your narrative via video can appear more organic and 'real' for your audience, making them feel like you’re in the room with them. As such, it’s more immediate as a channel than some written formats.
Your clients get to see you – although not truly face-to-face contact, video is a more instant and human means of communication. During the pandemic, this has been vitally important for consumers and clients that have been missing out on real-world human connections over the course of lockdown. It’s also a great way to profile specific people in your business and to get their face known in the market.
Short-form content is king – we have shorter attention spans in the digital age. People are happier to watch a 2-minute video about your product or service than to read a 10-minute deep-dive blog post. So, posting short, snappy videos can be a great way to boost engagement and convert a higher number of prospects to your brand.
Production values are flexible – videos don’t always have to be shiny and polished to be effective. You can choose the level of quality and production values you want – whether it's a rough-and-ready vlog recorded on your phone, or a high-production-values video case study that comes across as slick and professional.
Video engages your clients – video is a fast and effective way to put your people and your brand in front of the right client eyes. Posts with video content perform better on Instagram and younger Millennial and Gen Z audiences will engage more with video. When you want to really tell the story of your product, service or brand, video has to be one of your routes to market.

Putting video content front and centre of your content
If you’re new to video, it’s worth doing your homework and trying out a few different approaches to making your own content. It could be as simple as sitting down in front of your iPhone to record an opinion piece. Or it might mean hiring a professional videographer to create a series of pro-quality videos for your campaign. The entry point to making your own content doesn’t have to be expensive.
This guide to video marketing from Biteable is a good starting point.

Getting the best return from trade shows

Wed, 01 Jun 2022 12:00:00 GMT

Do you or some of your clients attend trade shows? If so, here’s a helpful guide to help you or your clients maximise the marketing opportunity and get the very best return on your investment. #smallbusiness

COVID-19 restrictions put a hold on trade shows for a couple of years but many industries are putting them back on the calendar.

Trade shows can be a great place to showcase what you do, reach new audiences and get some valuable face to face time with your customers. They can also provide opportunities to network with others in the industry.

But they can involve a lot of work, time away from the business, and expense, so you’ll want to make sure you get the most out of them.

Will it deliver value?
Before you commit, think about what you want to achieve. The event should deliver value on two levels:

Value for your audience – Ideally, this is the beginning of new or stronger relationships. Put yourself in your client's shoes and think about what they will want to know. Make sure you demonstrate the compelling benefit you offer or problem you solve.
Value for you - Will the event bring you new clients, help increase your sales, build brand awareness, successfully launch a new product etc?

What to do before, during and after the event
Before the event:

Promote - Let people know you'll be there via your social media pages, website or emails. Consider giving away some tickets.
Use the hashtag - Most events will publish a hashtag to group the discussions. Use this in all your posts and tweets to reach a wider audience.
Grow your audience - Some events have ‘thought leading’ speakers who already have a big following on their social pages. Connect with them online by sharing and engaging as your page.
Get your marketing material ready - Expo stands, brochures, giveaways etc. Aim for clear and compelling messaging that tells attendees why they should talk to you.
How will you attract attendees? - Such as a free sample or trial, a discount, an environmental giveaway, a guide, or an entry into a competition.
Prepare your ‘spiel’ - Spend time with the team to practise your messages and run through a demo. If there is an app to scan attendees, make sure you have this ready to go before you arrive.

At the event:

Get on your social channels - Events are great sources for posts and tweets. Share photos and video. Invite people to your booth to find out more, or collect your giveaway. Remember to include your booth number.
Scan your attendees' details - Without their details, you can’t follow up!

After the event:

Follow up - get in touch with a friendly email with your new contacts as quickly as possible while you are top-of-mind.
Use the event in your marketing - Connect with new contacts, write a blog about the themes or trends, post on your social channels, or create a newsletter.
Analyse your results - Don't forget to measure the return on investment so you know what to change or do more of next time.

KEY POINTS FROM BUDGET 2022

Thu, 19 May 2022 06:16:00 GMT

Off the back of today's Budget, we take a look at the key points. Cost of living, Health, Housing, Education, Māori, Equity finance for SMEs, Income Insurance and other Allocations... take a read of our breakdown.

Cost of living
A cost-of-living package has been announced. The cost-of-living measures in the Budget are mainly temporary and targeted at those on lower incomes.

New Zealanders aged 18 and over will be eligible for a $350 payment unless they earn more than $70,000 a year or already receive the Winter Energy Payment.

The sum will be paid in three instalments over August, September and October, working out at roughly $27 a week.

This payment, which will be funded out of the money remaining in the COVID-19 fund, is estimated to cost $814 million.

The fuel tax reduction and half-price public transport will also be extended for a further two months. New Zealanders who have a community services card will continue to get half-price public transport permanently from mid-September.

The government will also address the problem of competition in the supermarket sector, with urgent legislation going in tonight to ban the use of covenants, which make it hard for new players entering the market.

Ministers flagged that there will be further announcements in the coming days in response to the Commerce Commission's recent report on the sector.

Health
The health sector is being given $13.2 billion over the next four years.

An initial $1.8b in new spending in the coming year to address historic cost pressures, including DHB deficits.
$188 million for the Māori Health Authority to commission services and develop iwi partnerships.
$102m over the next three years to provide better, earlier GP and community care and to ease pressure on hospitals.

Pharmac will also get an extra $191m over the next two years. It is Pharmac's biggest boost in history to make more medicines and other health treatments available. Pharmac said it welcomed the $191m boost and was already working through the medicine options for investment list. It brings total funding to $1.2b.

More than $166m has been set aside over four years for ambulance services, adding more than 60 vehicles to the road fleet and about 250 more paramedics and frontline staff. Another $90.7m will go towards air ambulance services to replace ageing aircraft with modern helicopters.

The Budget increases dental grants for low-income families from $300 to $1000 in line with Labour's 2020 campaign promise.

A new Ministry for Disabled People is also being established at a cost of $100m.

Housing
The Budget includes more support for first home buyers with funding available for about 7,000 extra first home grants and 2500 more first home loans available every year.

House price caps across regions have been increased in most of the country, for example shifting to $875,000 in Auckland and Tauranga and $925,000 in Wellington and Queenstown.

The income caps remain the same but will be reviewed every six months along with the new house price caps.

A new $350m housing fund has also been set up where not-for-profit developers can apply for grants to build affordable rental accommodation.

Education
Nearly $3 billion is going towards the education sector as it moves away from the decile system and addresses pay parity issues. Replacing school deciles is the single biggest area of new spending for education.

The Budget provides more than $80m a year for the equity index which replaces deciles as the measure of disadvantage in schools.

Most of the money, $75m a year, will go directly to schools, adding to the $150m they currently receive through the decile-based system.

The budget increases school operations grants and tertiary and early childhood education subsidies by 2.75 percent.
There is also $266m over four years to give early education teachers pay parity with school teachers.

In tertiary education, the Budget provides $56m a year to pay for an expected increase in enrolments next year and in 2024.
There is also $40m for modernising polytechnic facilities.

Māori
More than half a billion dollars is being pumped into the Māori Health sector with $579.9 million going towards Māori health and wellbeing.

The new Māori Health Authority, Te Mana Hauora, will receive $188.1m over four years for direct commissioning of services.

$20.1m will go to support iwi-Māori partnership boards, and $30m will be invested into Māori Providers and health workers to provide support and sustain capital infrastructure.

Lack of workforce capability has been identified as a key factor in being able to bolster Te Mana Hauora - and $39 million will be used for Māori workforce training and development to support them within the new health system.

The $579.9 million invested in Māori health and wellbeing is on top of the $11.1 billion health allocation.

Equity finance for SMEs
The Government is planning to team up with retail banks to create a new fund that will invest in small and medium-sized enterprises (SMEs).

It has committed to investing $100 million, alongside banks, in a new Business Growth Fund. The Crown will have a minority shareholding in the Fund, which will be privately operated and independently managed.

The Government has discussed the proposal with the Reserve Bank, which will consult on it publicly.
Income Insurance
The Finance Minister is working towards getting his proposed Income Insurance Scheme underway in 2024.

The Government has committed to providing the Accident Compensation Corporation (ACC) funding to do preliminary work to establish the systems and operational processes for the scheme.

It is allocating $4m towards ACC in 2022 and 2023, and set aside a further $56.5m in "contingency" funding over 2023, 2024, 2025 and 2026.

The proposal is that employees and employers pay levies to the scheme, which would pay a claimant out in the event of job loss due to redundancy or illness.

The value of the pay-out would be equivalent to a certain portion of the claimant's previous income – up to a certain level. The payment would be available for a set time period, after which the claimant would need to go into the regular welfare system if they're still unemployed.

Participation in the scheme would be compulsory. However, the proposed scheme's details are still being worked out.

Other Allocations
$200m towards the first stages of the light rail project in Auckland, feasibility studies for a new port in Manukau Harbour and for a dry dock at Northland's Northport.

LinkedIn for marketing your business

Mon, 16 May 2022 08:09:45 GMT

Did you know that LinkedIn offers far more than just job hunting? The marketing features of LinkedIn can enhance your online presence. #socialmediamarketing #linkedin

LinkedIn has been around as a business-focused social network since 2003, so it’s a platform that many of your employees, clients and prospects will be aware of. On the whole, LinkedIn is probably best known as somewhere for people to share their business experience, connect with other professionals in their sector, or search for a new role in the job market.

But in recent years, LinkedIn has branched out into company business pages , access to learning and education and targeted ways to sell and promote your business. And that’s broadened the appeal of LinkedIn as a place for your company to have a presence

So, how useful is LinkedIn when it comes to marketing your brand and your business?

Key reason to get proactive with LinkedIn
Having a LinkedIn business page isn’t a compulsory requirement when you set up a business. It works best in industries where networking is important. LinkedIn's top industries are IT, construction, healthcare, retail, education and financial services. LinkedIn allows you to convey the right air of corporate professionalism and respectability.

A business page gives you an online hub where you can post company/firm news, share thought leadership, advertise your latest job vacancies and drive your latest marketing activity.

These are the key ways to maximise your LinkedIn experience:

Create your LinkedIn business account – to set up a business page, you’ll need to upload your business logo, a clear overview of the company/firm and links to your website and contact details. This will be your main hub for posting content and news, so make it informative, but keep it short, concise and engaging.
Advertise your current jobs – LinkedIn has a large job market, so one obvious use of your business page is to advertise your latest vacancies . There are various talent solutions and paid-for features for searching the job market for suitable candidates, but at the most basic level you can post details of the vacancy and link back to your hiring page on your website. Promoting these vacancies widely helps to get the business name out there and raises awareness of the brand in the hiring market.
Market to a huge business audience – advertising within the LinkedIn platform helps you to reach your target audience and there are a range of advert formats and tools to choose from. You can run sponsored ads that appear in the LinkedIn Feeds, simple pay-per-click (PPC) desktop ads or highly targeted dynamic ads. With so much information on LinkedIn members’ business activity and background, it’s possible to hone in on a very specific target audience and deliver your ads to them.
Enhance your sales activity – Linkedin Sales Solutions give you the tools to find leads, increase your business intelligence and improve your ability to convert leads into sales. Using the data that’s available in the LinkedIn Platform, you can use these solutions to target the right people, the right decision-makers and the best prospects.
Make good use of analytics – LinkedIn Analytics helps you to track and measure your marketing activity and spot the opportunities and threats to your marketing activity. You can delve into analytics for your business updates, your visitors and followers and also your hiring and talent posts. By tracking these metrics you can start to improve your LinkedIn marketing and improve your overall return on investment (ROI).

Start exploring the benefits of LinkedIn for Business
LinkedIn’s focus may be on the corporate world of SMEs, but the platform has a lot to offer for any business that’s looking to engage with a business-to-business audience. With the additional marketing, advertising and sales features now available through the platform, LinkedIn can play a key part in your company’s digital and social media marketing strategy.

The importance of business development

Fri, 29 Apr 2022 08:20:42 GMT

Do you have clients who want to expand their business development but don’t know how, or maybe you want to do this for your staff within your practice? We’ll help you highlight the opportunities and draw up the best possible plan for you or your client’s BD activities. #businessdevelopment #BD

Business development is one of the most important areas of focus for any ambitious business.

If someone wants their business/practice to grow, that’s going to mean having a razor-sharp focus on new opportunities and strategies. That could mean exploring new markets, or nurturing new partnerships. It might mean diversifying to create new revenue streams, or coming up with new ideas to boost profitability. But ultimately, good business development comes down to having good ideas – ideas that broaden the business’ reach, sales, revenues and external relationships.

For whoever runs the business, be it the founder, principal, or CEO, it's important to put business development at the top of the to-do list.

Put time aside for business development
Business opportunities don’t just appear out of thin air (sadly). To come up with an opportunity for a business partnership, or to bring in a big new client, businesses need to do some serious work. So, it’s a good idea to put business development (BD) time aside in the diary.

By blocking out time to devote to BD, that founder, principal, or CEO can step away from the everyday operational tasks and get into a more creative and objective mindset. Questions that person should be asking include: Where do you want the business to be in 6 months? What do you need to do to achieve this goal? Are there relationships you could build to bring this plan to life? Asking these questions and getting a more concrete idea of the answers will form the basis for the BD plan for the business – and that’s the road map that can then be followed.

Work on the BD plan and strategy
Once the founder, principal, or CEO has some positive BD ideas to work with, it’s important to get these goals and the strategy down into some form of plan. As with any kind of growth initiative, the BD activity needs to be well planned, so everyone has a clear idea of what the business wants to achieve.

Each new strategic idea should have a clear timeline and jobs, activities and roles should be assigned to the relevant people in the team. Each project should be costed out too, and a budget assigned so that the founder, principal or CEO can be sure that they’re getting the best return on the investment (both financially and from a time perspective).

Most importantly, though, progress against the BD goals. Must be tracked. Everyone involved should agree on a target, set a date and measure progress and performance against that timeline.

Build relationships with potential partners and customers
Relationships lie at the heart of BD activity. The person responsible for BD might be getting to know the executive team at a possible new partner’s company, or may be reaching out to a new customer audience with a brand-new product. Getting to understand what makes these people tick is so important to warming them up as a potential partner, customer or supplier.

Trust is the real key here. People are more likely to engage with the practice/business when they trust everyone in that business as people and as a brand. So, spending time nurturing relationships and networking with other businesspeople and targets is time well spent.

Record, track and analyse your BD performance
With the goals, targets and timelines locked in, the BD plan can be put into action. But to know if it’s making headway, it’s a good idea to track performance.

Using project management software or a client relationship management (CRM) app, makes it easy to add notes, record progress and tick off the key actions in the project. The financial reporting tools in the business’ accounting software can be put to good use here to track cashflow for the project, increases in revenue and monitor sales and marketing expenses etc.

Get ambitious with BD ideas
No business stands still. The aims and goals of the owner/responsible person will change. The business market will evolve and new competitors will appear. Economic conditions and business opportunities will change. To keep the business at the cutting edge, it’s vital to keep the BD focus alive and well.

For good BD it is important that a business:

Defines the goals and has a clear plan of what it wants to achieve
Aligns the BD activity with the company’s main growth plan
Logs ideas and potential opportunities and adds them to the BD plan
Warms up targets and potential partners and keeps notes on progress
Tracks BD performance against targets, budgets, revenues and timelines
Keeps revisiting the plan and flexing the BD activity to the current market.

If you or one of your clients want to expand your business development activity, get in touch with us. We’ll help you highlight the opportunities and draw up the best possible plan for your BD activities.

Building resilience in your people

Mon, 11 Apr 2022 08:22:25 GMT

Having a healthy workplace is great for employers and employees, but it can be a challenge to create an environment that truly supports mental health and builds resilience. This article looks at proven ways to support employee wellbeing.

Having a healthy workplace is a win-win situation for employers and employees, but it can be a challenge to create an environment that truly supports mental health and builds resilience.

Research proves that investing in your people’s wellbeing is beneficial to both them and the business, overall, so let's look at ways leaders and managers can build resilience in the wider workplace, support employee wellbeing, and build an open and supportive company culture.

Benefits of a resilient workforce
There are many benefits to building employee resilience, from your team members being more engaged and productive, to fewer problems with staff absenteeism, burnout, and turnover. It also means you meet your legal obligation to manage risks to employees’ mental and physical health, just like any other health & safety risk.

How to build a resilient workplace
Resilience hinges on giving people opportunities to build the knowledge, skills, and capabilities to really thrive at work and be able to respond effectively to stress, challenges, and change. Cementing wellbeing in the day-to-day work culture is multi-faceted and takes individual and combined effort.

Here are some key components:

Take the lead - look after your own health and promote honest conversations with your team.
Increase awareness of wellbeing and remove stigma around mental health.
Ensure the work environment is safe and encourage staff to look out for each other.
Design work to support better work-life balance, e.g. involve staff in decisions on when, where, and how work is performed, and closely monitor workloads.
Invest in training programmes, e.g. mental health awareness, stress management, recovery, and self-care.
Provide organisational support, e.g. Employee Assistance Programmes that give employees access to trained specialists.
Offer exercise and mindfulness programmes to support health, e.g. step challenges or lunchtime yoga.

Sharpe Marketing joins LawFest

Tue, 29 Mar 2022 08:28:39 GMT

We are joining in the LawFest fun at their conference this year in September. Lawyers, make sure ya get your discounted ticket stat...

LawFest is the opportunity for your firm to learn more about what innovation looks like, how to do it, and the innovative practices others are adopting in this fast-changing and disruptive area. It’s all about how you can innovate in your own firm to help you drive greater efficiency within your organisation and ultimately drive profitability.

The one-day conference provides a platform to learn how to innovate and adopt technology, connect with innovators in the legal industry, establish relationships, and discover technology that matters to you and your organisation.

The event is held in Auckland each year with 300+ attendees, over 25 incredible speakers, and over 20 exhibits of legal technology solutions. LawFest content and speakers change each year, so don’t miss out on the legal innovation event of 2022.

You’ll also discover technology and develop a greater understanding of how technology and innovation can impact you, your organisation and your clients, and with the programme packed full of practical advice, eye-opening presentations, and success stories from your peers, this premier legal innovation and technology event guarantees to engage and inspire you.

LawFest is the only event in New Zealand that provides the opportunity to meet the leading legal technology providers to see their products and services that can help you practice law more efficiently, today and into the future.

Each year we develop a fresh and up-to-date programme focusing on the trends and subjects of today, including breakout and workshop-style sessions to compliment the keynotes, providing the opportunity to discuss and get deeper into topics of interest.

https://www.lawfest.nz/tickets/

Become a STANDOUT Accounting firm

Tue, 29 Mar 2022 08:27:16 GMT

Become the STANDOUT Accounting Firm is the new book from Kiwi born entrepreneur, Harvee Pene and we have been loving this read here in the Sharpe office!

Harvee Pene is a mentor of our Sharpe CEO, Meg, and is not only a best-selling author, but also a TEDx speaker, entrepreneur, and a successful businessman. He has worked with a huge number of businesses around New Zealand and Australia to help increase their income, impact and performance.

Become the STANDOUT Accounting Firm is aimed at accountants who feel like their businesses is becoming the same as everyone else’s in the industry. This is a great read that will get you thinking about changes needed in your firm to make you the business that people want to buy from, work for, and rave about!

Professional Services Marketing - the Foundation for Success

Wed, 24 Nov 2021 09:11:29 GMT

It’s my belief that the core foundation of marketing within the professional services industry is all about pushing the right people out to market.

Ask yourself the following question: ‘Who are your rain makers and who is going to bring in the business?’

In my role, I often say to the team, that I’m like the coach at the side of the pool. I will give them all the tools they need to win the race, but I can’t win it for them. At the heart of all of this lies the fact that people connect and engage with people they trust.
Let’s look at the relationship you have with your hairdresser, mechanic or dentist. If your hairdresser moves salon, quite often you will move with him or her. She knows the history of your hair and current style, your personality and what works best for you. Over the years, she has gained your TRUST.

Certainly, having a brand with depth and longevity, one that has been built up over time, is trusted and has a ‘local’ edge is an excellent backdrop for success. However, the client will ultimately stick with the ‘person’ they trust.

In today’s world, we need to use the software tools at our disposal to help clients’ journeys be effective ones. Through the clever use of sophisticated software, the professional is then able to spend time working through business plans and forecasts with sharper focus.

When it comes to marketing it’s also important to do the core components well. These include: brand awareness, getting the offer right, story-telling, leveraging pro bono arrangements, cementing community involvement and, where applicable, supporting clients via business opportunities within the business.

So, if you can get the foundations firmly in place and build a high level of trust, then you are well on the way to achieving success.

Sharpe Marketing & Duffy Books in Homes

Tue, 09 Nov 2021 08:30:55 GMT

We are proud to announce that we are now a partner of Duffy Books in Homes and are supporting St Marcellin School in Whanganui.

As a young child, my parents engrained in both my sisters and I that by supporting our community, no matter their background, ethnicity, gender status or religious beliefs, you are enriching the lives and livelihoods of the people around you.

There is always someone that needs a helping hand and I hope that our contribution does that for our Duffy School.
- Founder, Meg Luff

Maximising your LinkedIn profile

Wed, 22 Sep 2021 08:33:57 GMT

Your LinkedIn profile page is the foundation for your personal branding. LinkedIn regularly add features to increase its capabilities as a personal marketing platform and give us new ways to signal our skills and motivations. If you haven’t checked your profile page recently, you might well find new ways to build your personal brand.

Here are some tips to help you build your personal brand with LinkedIn.

Choose the right profile picture for LinkedIn
Your profile picture is your calling card on LinkedIn – it’s how people are introduced to you and (visual beings that we are) it governs their impressions from the start. There are some great posts explaining how to pick the right profile picture on LinkedIn – but here are some quick tips to start with: make sure the picture is recent and looks like you, make up your face takes up around 60% of it (long-distance shots don’t stand out), wear what you would like to wear to work, and smile with your eyes!

Add a background photo
Your background photo is the second visual element at the top of your profile page. It grabs people’s attention, sets the context and shows a little more about what matters to you. More than anything, the right background photo helps your page stand out, engage attention and stay memorable.

Make your headline more than just a job title
There’s no rule that says the description at the top of your profile page has to be just a job title. Use the headline field to say a bit more about how you see your role, why you do what you do, and what makes you tick. If you’ve got sales reps at your company who are on the ball with social selling, then take a quick look at their profile page headlines for inspiration. They will almost certainly have more than their job titles in there.

Turn your summary into your story
The first thing to say about your LinkedIn summary is – make sure you have one! It’s amazing how many people still leave this field blank when creating their LinkedIn profile. Your summary is your chance to tell your own story – so don’t just use it to list your skills or the job titles you’ve had. Try to bring to life why those skills matter – and the difference they can make to the people you work with. Don’t be afraid to invest some time, try a few drafts, and run your summary past people you know. This is your most personal piece of content marketing – and it’s worth the effort.

Grow your network
One of the easiest and yet most relevant ways to grow your LinkedIn network is to synch your profile with your email address book. This enables LinkedIn to suggest people you could connect with. It’s amazing how effective this can be at surfacing relevant people for you to reach out to – and no connection requests are sent without your permission, so you can vet all of the potential connections. Beyond this, get into the habit of following up meetings and conversations with LinkedIn connection requests – it’s a great way of keeping your network vibrant and up to date.

List your relevant skills
It’s one of the quickest of quick wins on LinkedIn – scroll through the list of skills and identify those that are relevant to you. Doing so helps to substantiate the description in your Headline and Summary, and provides a platform for others to endorse you. However, the key here is staying relevant. A long list of skills that aren’t really core to who you are and what you do, can start to feel unwieldy. Take time for a spring clean of your skills list every now and then.

Spread the endorsement love
Endorsements from other members substantiate your skills and increase your credibility. How do you get endorsed on LinkedIn? For starters, go through your network and identify connections who you feel genuinely deserve an endorsement from you – that’s often the trigger for people to return the favour. Don’t be afraid to reach out with a polite message asking for endorsement for a few key skills as well. Remember though – relevance matters. Reach out to people whose endorsement you’d really value.

Manage your endorsements more proactively
Once endorsements start to come in, you might find that they skew the emphasis of your LinkedIn profile in ways that don’t reflect who you are. It could be that your core area of expertise is content marketing for example, but the people who’ve worked with you on events are more enthusiastic endorsers. Be proactive in managing your endorsements list using the edit features in the Skills section of your profile – you can choose which to show, and which to hide.

Take a skills assessment
A skills assessment is an online test that enables you to demonstrate the level of your skills, and display a Verified Skills badge on your profile. Data shows that candidates with verified skills are around 30% more likely to be hired for the roles they apply for – and displaying proof your abilities strengthens your personal brand more generally as well. Displaying the results of your skills assessments is entirely voluntary, and you can retake the tests as often as you like before showing that you’ve passed.

Request recommendations
Endorsements give people viewing your profile a quick, visual sense of what you’re valued for. Recommendations take things a step further. They are personal testimonials written to illustrate the experience of working with you. There’s a handy drop-down menu in the Recommendations section of your profile that makes it easy to reach out to specific contacts and request recommendations. Take the time to think about who you would most value a recommendation from – and personalise your request. It’s worth the extra effort.

Showcase your passion for learning
When you complete a course on LinkedIn Learning, you’ll have the opportunity to add a course certificate to your LinkedIn profile. You do this from within the Learning History section of your LinkedIn Learning account – where you can also send updates about your learning to your network if choose.

Share media and marketing collateral
The marketing collateral that you produce for your business can add an extra dimension to your own profile as well. Sharing case studies, white papers and other brand content helps to show what the business you work for is all about – and helps people understand what makes you tick. It demonstrates passion and commitment as well.

Get credit for your thought-leadership with Publications
The Publications section is one of the most under-used elements in LinkedIn profiles – and that means that you can really stand out from the crowd when you use this feature to draw attention to existing thought-leadership content. Have you helped to write an eBook or a White Paper? Or written a post on your company’s blog? The Publications section links your profile to these assets.

Share relevant content from your LinkedIn feed
It’s one thing to have a network of connections on LinkedIn – it’s far better to have an active role in that network, appearing in your connections’ LinkedIn feeds in a way that adds value for them. Sharing relevant content with your network is one of the most accessible ways of doing this. You can make a start by keeping a close eye on your LinkedIn feed, and sharing content that you find genuinely interesting – and that aligns with your point of view.

Add comments
Sharing is great – but it’s just the starting point. When you add comments to your shares, you give yourself greater prominence within the feed and start to express why you think a particular piece of content matters. Well-expressed comments also enable you to share a broader range of content. It might be that you don’t agree with a point of view but still find it interesting, for example. A comment that can express that viewpoint starts to establish your opinion and thought-leadership. It’s also more likely to draw additional comments, which then raise your profile across LinkedIn. Bear this mind when you’re writing your comment – and make sure you’re saying something you’re happy for people to associate with you.

Follow relevant influencers for your industry
Following relevant influencers on LinkedIn helps to put a range of interesting content in your feed, which you can then share with others when you think it adds value. It also helps to give context to your LinkedIn profile, demonstrating your passion for what you do.

Become an employee advocate
LinkedIn Elevate is our platform for helping businesses to launch and manage employee advocacy programmes – and it generates some fascinating insights on the impact that employee sharing has for those doing the sharing. In fact, 86% of employee advocates say that sharing content for their business has had a positive effect on their own career. If your business is using Elevate, then it’s a great way to take a more active role in getting your brand content out there. If it’s not, then it’s still worth reaching out to colleagues and asking who’s producing content that would be worth sharing on LinkedIn.

Publish long-form content – and use it to start conversations
The more you share and comment on content, the more you establish your expertise and thought-leadership credentials on LinkedIn. Publishing long-form posts is the natural next step to take. A great starting point is to monitor the response that you get to your comments and shares. Are there particular subjects and points of view that seem to resonate with your network? Are there comments that you have shared which you feel you could expand on in a post? Evolving your thought-leadership in this way keeps it real – and keeps you plugged into the issues your connections are talking about. Be ready for your long-form posts to start new conversations too. Keep an eye on the comments and be ready to respond.

Turning the Flywheel with Jim Collins

Tue, 17 Aug 2021 08:39:58 GMT

CREATE MOMENTUM FOR SUSTAINABLE GROWTH

In partnership with the Growth Faculty, we are delighted to offer you $100 discount to Turning the Flywheel , a 2.5-hour interactive virtual event with Jim Collins .

This is a unique opportunity to align your leadership team with one of the global Master of Business and gain a deep understanding of the Flywheel and how you can apply it to your organisation and create momentum in a disruptive world.
The Flywheel is the most powerful concept in Jim’s bestseller Good to Great.
Reflect, test and challenge the application of Jim’s concepts in your business context – then pose your most burning questions to get an answer live.

The session will combine research from Jim’s Good to Great labs and case studies from organisations that have achieved outstanding results from using the Flywheel.

This is a first for CEOs, leaders and followers of Jim Collins’s ground-breaking concepts and practices to see him present a deep dive into the Flywheel.

Collins demonstrates that successful organisations can disrupt the world around them - and reach unprecedented success - by employing the Flywheel concept.

Wednesday, 17 November 2021
NON-MEMBER: $395 | OUR NETWORK: $295

What's in a logo - some quick Sharpe tips.

Mon, 09 Aug 2021 08:45:28 GMT

Below are some quick tips and guidelines for what your logo needs to do for you.

Brand Identity
Brand identity is the collection of traits that define your business’s mission and values. Your company logo, product designs and business ethics are all part of your brand. The goal is to use all these physical and visual elements to make a positive impression on clients.

Brand identity also:
Gives your asset/products a sense of uniqueness
Shows clients who you are and how you solve problems
Conveys how you want clients to feel when they connect with you.
For example, what words, visual elements, or emotions come to mind when you think of Coca-Cola? Its iconic red logo? Classic hourglass bottle? A sense of heritage and cultural significance. Whittaker's Chocolate. Kiwi made? proud? Kiwi Start Up? Xero. Easy to use, accounting software that has good street cred? Get referrals from mates that use it?
Customer loyalty : Many customers choose Apple products because they’re modern, innovative, and user-friendly. Others prefer Samsung products because they’re well-priced, customizable and widely compatible. Creating a brand identity is like starting a friendship. It tells customers you understand who they are and have something in common with them.
Market segmentation : A brand can convey many characteristics. Luxury. Discount value. Leisure. Prestige. Having an identity narrows your market and appeals to customers who are willing to pay your prices. Setting prices too low makes it difficult to cover business costs and turn a profit. So, it isn’t worthwhile pursuing customers who will never value your product.
Brand consistency : A well-crafted brand acts as a guideline for business goals and decisions. When you and your client are happy with your transactions, you get better at providing good service. You start focusing everything you do on satisfying your audience. Product development, promotions, customer service, and social media marketing all become more efficient.
Brand value : A trusted brand identity becomes a valuable asset and self-marketing tool for a business. Companies can’t control every second of a client’s product experience. They rely on branding to have an ongoing conversation with customers. Over time, clients who feel connected to your brand become ambassadors in your community. They influence others to refer you.

Principles of a logo design

Appropriate : A good logo should be the right fit for its’ core target market.
Simple : Your logo needs to be easily identifiable at a glance
Memorable : An effective logo should be memorable. Ie, an element within captures attention and it is remembered.
Timeless : An effective logo should be timeless and should avoid trends
Versatile : A good logo can be used in a variety of sizes and colours

A design that conveys the essence of your brand

A logo should deliver an immediate and honest impression of your business philosophy, conveying why your brand is special.
A logo that’s based on an authentic brand viewpoint will be meaningful and instil confidence in its audience.
Develop your logo with your ideal clients in mind.

Reach out if you would like to talk to us about your logo and is it stacking up like it should.

Top tips for setting up your Facebook page

Tue, 03 Aug 2021 08:47:21 GMT

Facebook is an awesome way for small to medium businesses to reach new customers. If you don’t already have a page, here are a few top tips to get you started:

Get your information right! Make sure you use the same business name your customers know and double check that you’ve spelt it right.
Ensure you list your business under the right Facebook category as this will affect who can see it in the recommendations section.
Fill in as much information as possible. Phone number, address, email, website. If you are a service-based company, add in your services and prices or menus etc (if possible). Hours of operation and business description should also be filled out with as much information as possible.
Add a profile photo that represents your business. A good option for a profile photo is your businesses logo. Make sure it’s well centred and fits in the circle frame correctly.
Add a cover photo that represents your business. A cover photo could be a clear professional looking photo of your business from the outside, a picture of your team, or even a picture of the city you live in, with your logo over the top. Check your cover image is the right size. 820x462 pixels is a good guide.
Create a username for your page. This can be the name of your business. If your business name is already taken, you could put your city or “NZ” afterwards.
Invite your friends and family to like your page! The easiest way to get your first followers is to get people you know to follow you. Click the three little dots on your business page homepage, click invite and choose the friends you wish to invite.

If you get stuck, reach out, we would love to help you out.

Your face is your biggest asset

Mon, 12 Jul 2021 08:49:28 GMT

We understand that most people can feel awkward, shy or nervous about being on camera. Whether that’s being photographed, filmed, or simply participating in a zoom call with the camera on! We get it. Being on camera is not everyone’s cup of tea. But, if you are an owner, or senior member of a practice or firm, putting your face out into the market is a simple and beneficial thing to do for your brand.

Showcase your ‘mana’

Quite simply, humans prefer human interaction. We can read about a practice, hear about a practice and their expertise, but there is nothing more compelling than having an actual face-to-face interaction. Showing a potential client who you are is an invaluable way to boost your business’s brand.

There is no question that connections are forged through familiarity, authentic interactions and credibility. So, show your clients your ‘mana’ and reap the rewards.

Stock images are not the answer

Now I’m sure some of you are thinking, but why does it have to be my face? Why can’t we just use a stock image as our busines “face”. Well, there are many reasons.

No matter how large your search, or your wallet, stock images simply can’t represent your business vision. Nor can they represent your business culture, dynamics or values.

Think about the message that a generic stock image sends your clients. If you are claiming to be a highly skilled firm that offers specialised services, but are using generic photography, your clients may question the skills and service you have on offer.

Overcoming your fear of the camera

Being comfortable on camera is not easy for everyone. Many people prefer to be behind the scenes rather than out the front. But technology, and COVID-19, has forced us to get in front of the camera more often. Virtual meetings, webinars, online conferences are all part of our new normal. They cannot be ignored. So how do we get more comfortable with them?

Don’t let the fear of the camera stop you. Whatever that fear is – looking foolish, hearing the sound of your own voice – it’s perfectly normal to feel a certain amount of discomfort. And you have to own it. Being human brings everyone closer and being comfortable with our discomfort will in turn make everyone else comfortable. Just another way to build that all important authenticity and trust.

Practically speaking, here are a few tips to prepare yourself for being on camera:

Practice what you’ll say. Rehearse, rehearse, rehearse.

Set up your space to look how you want it to on the screen.
Wear clothes that are comfortable and make you feel confident.
Understand your tech – we’ve all seen the result of wayward filters turning people into potatoes, or cats!
Don’t look at yourself! You will be your own worst distraction.

In this current age of technology, it’s very easy to forget that behind all brands, are people. Faceless brands do not build trust and credibility. And no one enjoys the bland and emotionless interactions of computers.

So, what could be better for your brand than to put your face out there. Your practice will thank you.

Sharpe Tips on that Perfect Shot

Tue, 15 Jun 2021 08:51:47 GMT

Do you wish you were a better at taking photos for your social platforms or website? You can watch the latest TikTok video’s or get your Tips here. We have had a chat with one of NZ’s leading product marketers for digital cameras (and a dab hand at photography himself) Greg Olesen Photography. He has given us his thoughts on what to look out for when taking that perfect shot. Take a read, then grab your camera/ iPhone and start shooting your way to great pictures!

The Top Ten things to look out for are:

Look your subject in the eye
Direct eye contact can be as engaging in a picture as it is in real life. When taking a picture of someone, hold the camera at the person’s eye level to unleash the power of those charming gazes and spellbinding smiles. For children, that means moving to their height. And your subject need not always stare at the camera. All by itself that eye level angle will create a personal and inviting feeling that pulls you into the picture.

A portrait that makes your subject pop – don’t forget the background!
Portrait photography isn’t just about having a great subject. It’s also about having a great background. What does a great background look like? A great background is straightforward and simple. You want your subject to remain the focal point of the photo. You don’t want the subject to get lost in a chaotic scene. Put your camera on Portrait and use the Studio Light or Contour Light. Your camera will tell you if you are too close or too far away. It will also automatically blur the background. Creating that perfect Head shot. When you look through at the iPhone screen or camera viewfinder, force yourself to study the area surrounding your subject. Make sure no poles grow from the head of your subject and that no cars seem to dangle from their ears.

Use flash outdoors
Bright sun can create deep facial shadows. Remove the shadows by using your flash to lighten the face. When taking people pictures on sunny days, turn your flash on. You may have a choice of fill-flash mode or full-flash mode. If the person is within 2 meters, use the fill-flash mode; beyond that, the full-power mode may be required.

Move in close
If your subject is smaller than a car, take a step or two closer before taking the picture and zoom in on your subject. Your goal is to fill the picture area with the subject you are photographing. Up close you can reveal those tiny details, like a sprinkle of freckles or an arched eyebrow - but don’t get too close or your pictures will be blurry!

Move it from the middle
Centre-stage is a great place for a performer to be. However, the middle of your picture is not the best place for your subject. Bring your picture to life by simply moving your subject away from the middle of your picture. Start by playing tick-tack-toe with subject position. Imagine a tick-tack-toe grid in your viewfinder. Now place your important subject at one of the intersections of lines. You’ll need to lock the focus if you have an auto-focus camera because most of them focus on whatever is in the centre of the viewfinder.

Lock in the focus
If your subject is not in the centre of the picture, you need to lock the focus to create a sharp picture. Cameras focus on whatever is in the centre of the picture. But to improve pictures, you will often want to move the subject away from the centre of the picture. If you don’t want a blurred picture, you’ll need to first lock the focus with the subject in the middle and then recompose the picture so the subject is away from the middle.

Know your flash’s range
The number one flash mistake is taking pictures beyond the flash’s range. Why is this a mistake? Because pictures taken beyond the maximum flash range will be too dark. For many iPhones and cameras, the maximum flash range is less than 4.5 metres —about five steps away.
What is your camera’s flash range? Google what your camera’s range is. Can’t find it? Then don’t take a chance. Position yourself so subjects are no farther than three metres away.

Watch the light
Next to the subject, the most important part of every picture is the light. It affects the appearance of everything you photograph. On a great-grandmother, bright sunlight from the side can enhance wrinkles. But the soft light of a cloudy day can subdue those same wrinkles.

Take some vertical pictures
Don’t like the light on your subject? Then move yourself or your subject. For landscapes, try to take pictures early or late in the day when the light is orangish and rakes across the land.
Is your camera vertically challenged? It is if you never turn it sideways to take a vertical picture. All sorts of things look better in a vertical picture. From a lighthouse near a cliff to the Auckland Sky Tower to your four-year-old son jumping in a puddle. So next time out, make a conscious effort to turn your iPhone sideways and take some vertical pictures.

Our Sharpe key takeaways …
Is the light behind or front of you? You want the sun on your back. Get to your subject’s level. Don’t shoot down on a subject.
Take a step ladder to seminars and take your shots from above the heads, that or introduce yourself and get to their level to take a good shot.

Big is Best!

Wed, 02 Jun 2021 08:53:39 GMT

Think about all the brands you know and love.

You see them, hear them, possibly taste and smell them! One thing is certain, they are there before you – front and centre. They are not waiting to be found or seen, but rather they are there proudly displaying themselves directly to you, demanding a little, or a lot, of attention.

So why is brand presence so important? Or, a different question could be, if no-one knows who you are, do you even really exist?

Brands must be seen

The answer is you have to tell people that you do exist. A brands presence is essential to forming the foundation of how a client sees you and interacts with you. A brand tells a client or consumer what you do, what you stand for and what you offer. In many instances, your brand could be the first impression of your business and its success might be the difference between you getting that new client or retaining that existing client.

Size doesn’t matter

It doesn’t matter what size your business is, brand presence is always important. It doesn’t matter what type of business, you have, brands with presence in a marketplace will always be ahead of any others. And in this current climate of COVID, where we’ve experienced lockdowns, business stress and financial uncertainty, it’s more important than ever to ensure that your brand presence is not neglected. Out of sight, out of mind could not be a truer sentiment when it comes to your business.

Cost is no issue

Having brand presence doesn’t need to break the bank!

Historically marketing budgets are the first thing to be compromised in uncertain times but taking this action may cause your business pain in the longer term. Brand awareness can be achieved regardless of whether your budget is big or small.

You can use networking, social media, content marketing, paid advertisements, sponsorships, radio, outdoor, the list is endless and the diversity in costs are as well. Whichever tool/s you use, it’s important to stress that having a robust marketing plan around brand presence is essential. So, invest in your marketing team and reap the rewards!

At the end of the day, brands need to be memorable to everyone they touch. So, shout out about your brand loud and proud! It will be key to your success.

REAP THE REWARDS WITH REFERALS

Tue, 25 May 2021 08:56:49 GMT

Referrals remain one of the most valuable sales tools for any business. Imagine if your team of 10 each had 10 clients recommending your business daily. Imagine if 20% of those referrals became clients? Now imagine each of those clients recommend your business to another 10 people. What could that mean to the success of your business?

And that’s just via word of mouth.

Now imagine that you are rewarding your clients for referring and rewarding those referrals for referring. It’s an endless loop of opportunity that you don’t want to miss. So how do you start the ball rolling to boost your sales opportunities through referrals?

Keep your clients happy
Let’s be honest, everyone wants to feel special. And the best relationships are those where communication is clear, honest and accessible. Organise to catch up with your clients regularly. Take them out for coffee or lunch. Listen to them and offer some free advice! Happy clients make happy referrers.

Communication
Make your clients feel special by devising a communications strategy to keep them informed. Ensure your clients have up-to-date information about any topical news relevant to their business, new or updated products, relevant training available and any updated legislation they should be aware of. Be the experts. Information could be shareable via email, social media, webinars or blogs. And by allowing them to share this information, you have the opportunity to get your name in front of their contacts. Win, win.

Support
Show your support for your clients is really important. Showing your support for their communities is equally as important. This can be done via many different ways, which will vary based on your time and financial costs.

Attend invitations
Be a sponsor
Volunteer
Fundraise
Donate your time, skills, knowledge
Share stories of clients within their communities

Appreciation

Be present
Be responsive
Be truthful
Be accessible
Be understanding
Be innovative
Be the expert

Showing your appreciation for your clients can happen in many different ways. In your words, your actions, and with rewards. All will have a positive impact on referrals.

Rewarding for referrals can be as simple as a free ticket to a training seminar, a social media template that they can co-brand to send on to their clients, or discounts, gifts, experiences, the list is endless. The key is to have a strong enough referral base, so that the reward is merely a bonus, not the only reason for the referral.

Chat with us today to work through your Referral Program.

The Webinar - Your Sharpe Tips

Thu, 20 May 2021 08:59:01 GMT

The Why? Why are you creating this webinar.
Communicate clearly within your promotion of your webinar on the value attendees will receive from attending the webinar.
You are creating this webinar to provide information around a certain topic. As well as to communicate with your clients which adds value and ensure that they remain ‘sticky’, enaged with you and more than likely refer you to people they know.

Remember, the first pitch is to other partners and the team so ensure the whole team understands the value of the webinar and can clearly communicate the value to others.

Attendee selection
Invite a range of clients, prospective clients, and referral partners to the webinar. Provide your referral partners with the registration link and ask them to invite their clients. Pop the invitation into your monthly eNewsletter letter, on your website and create a social campaign around it.

Marketing

Ensure that your webinar is scheduled within your strategy and that your presenter and other team members have capacity to follow up afterwards.
Allow for a minimum of 3 weeks lead in time from the time of the first invitation to webinar day.
Boost your webinar on social to reach potential clients. Get your staff to share the event with their connections.
Send RSVP reminders out weekly.
Update your team on who has RSVP vs Who hasn’t. Get a phone call follow up to those clients you know will benefit from attending.
Ensure your presentation deck is complete at least 3 days before the webinar and that someone else has reviewed your content.
Make sure your presentation is in align with your Brand.
For a more in-depth process contact the Sharpe team.

The Presenter
As with any presentation, it’s important to practise the delivery of the webinar, using the slides in presentation mode, a number of times to ensure confidence during the webinar.

PowerPoint Presentation
As above, make sure that your presentation aligns to your brand guidelines. This is so that you have a consistent message, look and feel out in market.

Presenter Speaker Notes
In your PowerPoint Presentation add your speaker notes, to the note section at the bottom of the slide. By adding notes to this section, will help you speak ‘Off-the- cuff’ and not ‘word-for-word’, when presenting. You know your subject, trust yourself to present what you know.

Workbooks
Where you can, provide attendees with a workbook containing the PowerPoint slides and room for notes. Send this workbook out to the database 15 mins before the webinar is to Go Live OR modify the presentation and send it with your ‘Thanks for coming’ email the day after the webinar as well.

Your Moderator
Does your Moderator understand your topic? Make sure they do. It will help immensely during the webinar. They can help you should you become stuck during the event.

Hear what the Moderator has prepared for the introduction of the webinar to make sure that what they are saying is in line with who you are and what you are presenting.

Review
Create a feedback survey from attendees after the webinar. If your webinar software does not allow you to load a survey for attendees to complete upon exiting the webinar, consider sending an email with a link to a feedback survey. Utilise a survey platform, such as SurveyMonkey, to set up the feedback survey. Ensure that attendees are aware of the exit survey.

The presenter should highlight this prior to the Q&A section of the webinar, as it is likely some attendees will leave at this point. The questions in your exit survey should be tailored depending on whether you have clients only or a mix of clients and prospects.

Follow up

Follow up is absolutely essential to the success of the webinar. If you do not have a plan on how to follow up with people that attended, then do not do the webinar.
Ensure you have a clear process for following up attendees regarding their feedback, this would include things like:

Tasking your moderator to download the feedback and sharing with relevant team members.
Sending a ‘Thanks for coming’ email to thank attendees for attending, with a link to access the slide deck.
Establish who requested advice/help. Make sure you send book time to see them or send them a proposal within 48 hours.
Engage with those who have not participated in the survey or RSVPed but did not show for the webinar. These people should be followed up; it is likely they need help but need to talk through some concerns or challenges first. Do not leave these attendees out in the cold. It is likely that they would benefit from your help.
Add the webinar to your next eNews and pop it on your website as a reference point.
If you need tips on how to provide access to the webinar recording contact the Sharpe team. We can run you through it.

We are here to help you through this revenue generating opportunity. Contact the Sharpe team today to hear more on how we can help you succeed.

You can reach us on info@sharpemarketing.co.nz or 021 819 691.

Five tactics for handling difficult clients

Mon, 22 Feb 2021 09:02:41 GMT

In any Practice, developing and maintaining client relationships is one of the fundamental aspects of success. As a Practice, in the professional services space, that means developing the right skillset to seamlessly handle difficult clients.

As someone working in the professional services arena, your success relies heavily on your relationships with clients.
You must build amicable and supportive bonds that lead to your clients re-hiring you and recommending you to their contacts.
However, sometimes problems occur with these relationships, and clients become difficult to work with. They might start ignoring your communications, not paying bills, being rude, or badmouthing you publicly. If this happens, it may be tempting to part ways, but it’s usually better to turn things around if possible.

Here are ways to handle testing clients when the situation arises.

Listen

You won’t be able to solve a thing until you work out why your client is acting differently. To do this, listen closely to what they say.
Engage in active listening, whereby you repeat back to people what you feel you’ve understood from their words.
Doing this reduces the risk of misunderstandings and makes it easier to tell where frustrations stem from.
Plus, by showing you’re carefully listening to their concerns, customers will feel heard.
Much of the time, this is enough to make a difference to their behaviour.

Stay calm

When taking in the problem(s) a client has, the information you hear can be hard to handle. This is particularly so when people vent in frustration and seem to be attacking you. It’s also upsetting when clients have a problem with the quality of your work or some other factor that feels related to who you are as a person.
No matter what’s causing your clients to be difficult, though, stay calm. Don’t react emotionally to their feedback and say or do things you regret.
Take deep breaths and ask for time to consider their words if you feel like you need to walk away to collect yourself.
Finding a resolution is more likely when you always act professionally. You’ll keep people on side and won’t give them ammunition to use to talk about you negatively elsewhere.

Acknowledge your client’s issues

Always acknowledge clients concerns, too. When you mention, either verbally or in writing, that you understand someone is unhappy and that things haven’t proceeded how they hoped, you validate their concerns.
It’s natural to find this hard to do if you don’t agree with the things said, but keep in mind that the problems seem real to your clients.
Acknowledge this, and you should immediately find the situation calms.
Try to put yourself in your client’s shoes so you can see things from their perspective. Then, find a way to move forward together.

Chunk problems
While sometimes you’ll discover your customer is upset about a small problem you can rectify in a few minutes, other times things are more deeply rooted or complex.

If a client has a wide array of issues, don’t try to address everything at once. “Chunk” things down into more manageable problems; these should then have manageable solutions.

For example, the root cause of a client’s problem may relate to you not understanding their business needs adequately, or it could be that they’re going through a slow period in their business and don’t have enough cashflow to pay you.
Something that could have tipped things over the edge, though, is if you haven’t been available to answer a client’s calls or respond to their emails quickly enough.
If so, the first step could be to give them more attention for the short term. Then they’ll know you’re taking their worries seriously and want to address the problem.
It might help to set up a time to meet with the client to discuss what exactly they require from your services. Or, perhaps they need to hold off on services for a time to get back on track financially.
Discuss, together, what types of changes they’d like to make.
You may need to negotiate on various terms to find the best solution for both parties, or you could find you’re not the best provider for their needs after all.
Either way, try to come to an agreement and move forward amicably.

Boundaries
Sometimes a client is difficult not because you’ve done anything real to upset or disappoint them, but because they need someone to vent external frustrations to. People going through difficult times personally, such as a relationship breakup, financial hardship, or business downturn, may become snappy, negative, impulsive, demanding, or switched off.
When this is the case, it helps to put boundaries in place.

For example, mention that you don’t feel comfortable with the way they’re talking to you, and ask them to make a change.
Another idea is if you feel clients are demanding too much of your attention, delegate their queries to one of your staff members, or explain to them that you’re only available at limited times.
For people who don’t get the hint, advise them that you’ll need to charge extra for any support above and beyond the norm.
In some circumstances, too, it may also be in your best interests to let that client go as having to deal with difficult clients is not fun and can be stressful and time-consuming.

But by following the steps above, you should make the process easier and more positive for yourself.

Did you find this article helpful? Contact us

Progressive Practices: Are you ready to walk the walk?

Wed, 17 Feb 2021 09:05:21 GMT

Ever described your Practice as ‘progressive’ and felt like crossing your fingers? We see you. Here’s how to tell if your Practice is really thinking ahead.

Every businessperson likes to think of themselves as progressive and, for the most part, they are – but that doesn’t mean the organisations they represent are, too.

The term progressive is held to have two meanings: one pertaining to ongoing or gradual development, and the other, usually political, notion that advocates social reform.

Let’s be clear: if we’re thinking of a ‘progressive’ organisation, most successful, self-sustaining businesses would tick the box for the gradual development sort of progressiveness, but fewer would claim to be socially progressive.

Socially progressive business: It’s not about your political persuasions.

Being a socially progressive organisation doesn’t mean subscribing to any widely held political belief or philosophy. Instead, it’s an active engagement with the evolution of business and workforce management, to maintain alignment with the standards and practices of the day.

Or, as Deloitte put it in their ‘Deloitte Global Human Capital Trends 2021’ report:

‘… putting people at the heart of an organization’s decisions about work and the workforce pays off in the ability to better stay ahead of disruption. Putting that ability into practice entails thinking about work and the workforce in terms of purpose, potential, and perspective to build an organization that can thrive in an unpredictable environment with an unknown future.’ https://www2.deloitte.com/us/en/insights/focus/human-capital-trends.html

The pandemic changed the world as we knew it and, today, it’s ongoing effects are impacting client behaviours and expectations, in turn compelling Practices to re-evaluate and reconfigure how they obtain, maintain and conduct business.

For many Practices, change is the pathway to opportunity. But for a few, change is too hard, intimidating and costly. In some cases, it may be Partners not towing the line; holding their own agenda and not fully considering the full impacts that changes in legislation and technology are having on the Practice.

But change happens whether we asked for it or not.

The logistics of managing clients through lockdowns and social distancing orders, plus tightening margins in a struggling economy, means the digitisation of Practices is now more urgent than ever.

Client expectations have increased while their needs have shifted, creating a stream of new work for Practices, with new rules, conditions, and eligibility requirements. Meanwhile, Practices are left with a lingering uncertainty as to how they might develop and retain clients into the future.

And with consumer behaviour transforming how they search, evaluate, engage and interact with businesses, many Practices are being pushed to develop marketing plans for the first time, building a strong digital presence to remain competitive.

Time to shift: Are you ready for the change?

Just as truly progressive businesses strive to put their workers’ needs at the centre of their workforce management strategy, your clients need to be at the centre of your marketing and communications efforts.

For many Practices, this means getting up to speed with content marketing, customer relationship management systems and much more.

“I can not recommend Sharpe Marketing enough. Being new in owning a business, my first year was probably the best, of which Sharpe’s marketing skills contributed hugely to. Meg has a vast range of knowledge and skill when it comes to professional services marketing. You can throw an idea at her and she comes back with something great.

The last couple of years, dealing with Meg and her team have been amazing. Apart from her vast marketing skills, she is a person who understands all business types and will get to know you as a person and what you need.

No doubt, Sharpe Marketing can bring something fresh and amazing to your Practice. With Meg and her team around, you can guarantee that you will have someone to rely on in regarding to building your Practice within your region.”

Sharpe Marketing prides itself on partnering with Practices by not towing the line but helping them cross the line to a progress of innovation and growth. We do this through our decades of hands-on experience working in Practice. We have been trained by some of the best in the business and our strategic thinking and achievable activity action plans have proven results just a few months into our clients working with us.

Do you want to know more about becoming a truly progressive Practice? Do you need a second opinion on your current marketing and communication strategy? Do you want to move forward and not be left behind?

Work with us and you will see your Practice grow from good to great.

Contact us via info@sharpemarketing.co.nz or by calling us on 021 819 691

Why we are all styrofoam cup drinkers!

Mon, 11 Jan 2021 09:07:29 GMT

I came across this great piece from Simon Sinek the other day. An article that spun me on my heels, giving me a 'yes! fist pump' moment. Simon talks about is 'What it means to Lead'. A great listen for your train ride home from the office. Have a listen right to the very end before the styrofoam cup comments becomes clear.
https://youtu.be/dGHWy60VdXw

As you grow up you need to learn when and how to seize an opportunity

There are two kinds of people in this world – those who see the things they want and those who see the thing that is preventing them from getting the thing they want.
Learn to lean in for that bagel. You’re allowed to take short cuts when going after the thing you want. However, you’re not allowed to push someone out of the way and deny them what they want.
Stay focused on the thing you want and go after it. Use any means necessary to get what you want but don’t deny anybody else the opportunity of getting the thing that they want.

Tell the truth

Be honest - it is the most important thing you can ever do.
If the team you lead doubts for one minute that your words aren’t anything but the truth, then you lose all credibility. If your team thinks that what you are saying covers your own position or casts you in a better light than them, their trust will disintegrate.

Ask for and accept help

The biggest mistake people make is that they think they have to have all the answers or, if they don’t, they have to pretend that they do.
One of the biggest failures of most leaders is a belief that leadership credibility comes from intelligence – it doesn’t.
Leadership is not knowing all the answers and trusting that others know more than you do.
While those at the top have all the authority those at the bottom have all the information.
Trust that people know how to do their jobs and when they offer to help you say ‘yes’!
Admit that you don’t know things. When you do this people will offer to help.

Risk trusting people

Take the risk and wholeheartedly trust people without asking for anything in return.
When you trust people, they rise to the occasion and morale increases.
Leadership means taking responsibility for risking to trust others even when it all goes wrong.
As a leader, when everything goes right the credit is given away. Whenever something goes wrong leaders take responsibility – this is what it means to lead.

Remember who you are

Stay grounded and humble.
The glory and prestige of the perks associated with being a leader are never meant for you. Instead, they are meant for the position you hold.
As you become more successful and do well in life, you will be afforded many advantages. Stay true to the values you hold and never ever forget that you only ever deserved a styrofoam cup.

Thanks Simon, you are AMAZING.

There’s no better time to reassess the efficacy of your marketing

Sun, 20 Dec 2020 09:09:34 GMT

Between the pandemic, lock downs and flagging economy, some Practice Managers may be unsure of how to best market their offering, or whether to continue with their marketing budgets at all. Now’s the time to get serious.

The COVID-19 pandemic has created a clear divide in the business environment, causing a scenario best described by the old ‘feast or famine’ analogy.

Some Practices are overwhelmed with the amount of work they have on – these are mostly the advisors and suppliers to those businesses on the frontline of the pandemic, the essential services providers and so on. On the other end of the spectrum, there are those faced with a significant drop in sales revenues as their customers and clients choose to save their discretionary dollars.

It may be tempting to think that, in either of these cases, putting the brakes on your marketing activity would be a savvy move. One of the comments we often hear is: ‘We are just too busy with the clients we have now, we don’t need anymore’. Unfortunately, this view of marketing is too reductive and will cause your business pain in the long-term.

Marketing is much more than acquiring new clients. And, with professional services marketing, it’s more about talking, advising and connecting with your whole book, not just the urgent, must-do-now, clients.

Keeping the lights on
When things aren’t looking great in the economy, marketing budgets seem like the most sensible things to get cut, but the simple fact is that the Firms/Practices that maintain their position best through long periods of economic turmoil are those that maintain a healthy spend.

And that’s because those Practices are working to maintain a level of connection with their customers, whereas those who don’t find themselves suddenly behind the pack.

However, if Practices don’t keep the brand light burning, the cost of snuffing it out and then trying to reignite it next year will be a costly mistake. This is because as Practices reignite the brand light, they find themselves playing catch up with marketing spend to get ahead.

Professional services marketing goes beyond
Here at Sharpe Marketing, the services we offer go far beyond the traditional and perhaps more transactional nature of marketing services, each of which are ideal for considering to use to tweak up your business activities in a downturn.

That’s because we treat the relationships between you, the professional advisor, and the SME as a strong partnership, one that can be fostered and will create mutual benefit for both parties when treated correctly.

If you’ve been feeling overwhelmed or in any way struggling to get the right information in front of your clients at the moment, we’re here to help you get off the hamster wheel. We will ensure you have a good pipeline of work coming from your existing clients, so that you don’t fall into the trap of scrambling to connect, or god forbid, lose clients to practices that are looking further ahead than just a quarter-by-quarter approach.

Connect with us info@sharpemarketing.co.nz
021 819 691

It is the experience that counts

Mon, 19 Oct 2020 09:13:42 GMT

This week I was in Wellington visiting a client and meeting some prospects. I was instructed by my 10-year-old son to make sure I brought the Fix & Fogg chocolate peanut butter from the store within his Uncles’ building complex.

When I told my son that it is the same as what we buy from the supermarket. He replied “No, Mama, it doesn’t taste the same, you have to get it from Uncle Jem’s building”.

Then it dawned on me. His experience with his uncle and how he loved buying homemade peanut butter, and how he felt in that moment, made the peanut butter all that more delightful.

I know there is a leap from peanut butter to professional services marketing, but it is how we, as professionals, make our clients feel that make them trust us, refer us, and continue our relationship with them.

Now more than ever, we must ensure that we give our clients that peanut butter experience. We must help them in their hour of need. Give them just a bit more compassion and value add than before. In return they will thank us, and they will thank us by referring us more than ever than before because we took that extra step to give them extra support.

This added value is not just to the businesses needing our advice STAT, but also the clients that are just below the radar thinking they are OK for the time being and are soldering on.

We continue to thank you for your ongoing support to our SME community. We appreciate that you are head down and bum up with dealing with them in their hour of need, however we are here to support you, support our SME’s, by taking away [some of] that ‘noise’ and ‘busyness, so you can fully focus on advising clients on their immediate needs of cash flow and future planning.