Louisa Guise's Blog, page 4

Digital PR Strategies to Elevate Your Brand’s Visibility

customneon A post shared by @customneon

This week’s guest blogger is Clare Jones, an energetic, enthusiastic Outreach Manager at Custom Neon, where she leads the online marketing and outreach strategies. With a blend of PR, sales, and content marketing expertise, Clare has driven substantial growth across global markets despite the fact that her foray into digital marketing started by chance after a lengthy career in sales, proving her adaptability and knack for ‘winging it’ with impressive results. Outside the office, Clare is just as lively, enjoying beach jogs, camping, and ocean adventures with her 12-year-old son. 

Passionate about identifying new sales and marketing solutions that elevate Custom Neon, Clare is constantly exploring new trends and technologies to maintain a competitive edge and it’s fair to say that Custom Neon have had some impressive PR opportunities, but I’ll let her tell you all about that.

Over to Clare…

In today's digital landscape, a strong public relations strategy can propel your brand forward, creating buzz, building trust, and driving conversions. Below are practical digital PR strategies that have worked for Custom Neon, a global leader in LED neon signage, and they can work for your business too.

1. Start with Product-Focused Content

In the early stages, emphasize product-centric content to build brand awareness. Guest posts, gift guide listings, and social media are great ways to spotlight your offerings often with little or no cost. When Custom Neon launched (initially as Neon Collective), it leaned heavily on Instagram, leveraging images of founders’ Jake and Jess Munday’s wedding, which featured generic LED neon signs. Couples began hiring the signs, spurred by the aspirational appeal of these beautifully staged images at weddings. They would then upload their photographs to Instagram, tagging @customneon and our reach and content rapidly grew.

The key takeaway? Showcase your products in ways that drive desire and inspiration, without the cost of paid advertising.

2. Adapt to the Digital Landscape

Digital consumption is shifting rapidly toward visual and interactive content, especially on mobile devices. Short, punchy videos and interactive infographics can make your brand more engaging on smaller screens. As people's attention spans decrease, keeping content concise and digestible is crucial to maintaining engagement.

3. Leverage Video Content

Video remains the fastest-growing form of content consumption. Platforms like TikTok and YouTube are excellent for brand-building and showcasing personality. Custom Neon’s video content has been a game-changer, with some TikTok campaigns receiving over 1 million views. Such videos not only increase brand awareness but also drive traffic and conversions.

@customneonCome with us to our LED neon education session last week with our team! 😍🍦✨ #customneon #neonsign #customneonsign #workshop #diyneonsign #neon #neonlight #teambuilding[image error]Tiktok failed to load.

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For our videos that have reached over a million views, the thing they all have in common is showing some of the behind-the-scenes of our business. 

Research shows that today's consumers are looking for authenticity in a brand. We have found our viewers to be most interested in seeing our personality, or have a curiosity for education about the business, whether it's showing the process of a neon being made or our team at a fun training session. So we lean into this in our content creation.

To gain the most traction, we use analytics to discover when our audience and followers are most active. We've found that mornings (Australian Eastern Standard time) works the best, as it allows us to post when our major timezones are active so we can get as many eyes on it as we can. Occasionally we share our TikToks on our Instagram Stories for cross-platform promotion as we have more followers there, but we do this sporadically or to encourage our audience on that platform to check out our TikTok for fun team and BTS content.

Regarding the impact on our business, we’ve seen a direct uptick in website traffic and new customer inquiries following the success of our viral TikToks. Videos that feature the making of a sign or showcase our team’s personality tend to generate the most comments, shares, and questions, which we can then convert into leads and, ultimately, sales. Our TikTok content has been a powerful tool for both brand-building and driving tangible results.

4. Embrace Authenticity and Storytelling

Introduce your team, share founder stories, and spotlight customer experiences to build genuine connections. The story behind your brand can humanize your business, making it more relatable to your audience. Custom Neon’s founders, Jake and Jess Munday, offer a compelling story: the brand was born as a maternity leave side hustle, led by a high school dropout and a working mum. These stories, showcasing the much-loved classic underdogs, have proved effective in capturing media attention.

@customneonNow that’s some real spooky decorations 😱 Do you see any that scare you? 👻 #ghosttrend #halloween #spookyseason #halloweendecorations #halloween2024 #officelife #officehumor #corporatelife #corporatehumor #workproblems #9to5 #ghostphotoshoot #halloweencostume #trickortreat [image error]Tiktok failed to load.

Enable 3rd party cookies or use another browser5. Utilize User-Generated Content (UGC)

UGC is a powerful form of social proof, demonstrating the real-world use and varying capabilities of your products, whilst building trust with potential customers. Encourage customers to tag your brand in their posts and stories and ask permission if you can use it for your own marketing and PR. Most are only too happy to oblige.

When we have a large bank of quality imagery or trending decor photographs, we have the opportunity to reach out to high caliber publications, pitching content that could be of interest to their readers. Journalists are continually looking for insights on the latest home interior designs or aspirational additions for the home.

Our feature in The Spruce came about because of our approach. We didn’t just wait for journalists to notice us—we proactively leveraged our bank of high-quality customer photos. In this case, we spotted a trend in living room decor images shared by our customers and pitched it to The Spruce, highlighting how our neon signs add a pop of personality to home interiors. With The Spruce boasting 32 million monthly users, the potential reach was significant. The article had a ripple effect. Not only did it expose us to a vast new audience, but we also noticed an uptick in traffic and inquiries from customers looking to replicate similar interior design ideas. Interestingly, the coverage brought in a different segment of consumers—homeowners who may not have previously considered neon as part of their decor. These buyers were specifically inspired by seeing our product in real-life settings, which speaks to the power of social proof and UGC. The feature acted as both a brand credibility boost and a direct driver of new sales.

6. Create Strategic Content

Our content and backlinking strategies have changed over the years, now as Google demands more authenticity and places more emphasis on EEAT (Experience, Expertise, Authority, Trustworthiness). 

Creators need to be able to demonstrate their authenticity, experience, and expertise to be acknowledged as authoritative figures on a topic. Expert-level studies, industry-specific news, and statistical data-driven content are ideal for demonstrating knowledge and credibility, with up-to-date, original content providing a strategic way to obtain high-quality organic backlinks whilst also boosting brand strength. 

Custom Neon's article on business signage statistics and logo statistics not only generate organic links but also educates and inspires potential customers, providing compelling sales collateral.

Our approach with content like our Business Signage Statistics and Logo Statistics pages was proactive and strategic. We didn’t just create these pieces to sit on our site—we identified a gap in the market. There was outdated content ranking well and generating backlinks, so we conducted our own survey to provide fresh, up-to-date insights. Once we published our new data, we actively reached out to sites that had linked to the older, less accurate information. Many were happy to update their links to our content, resulting in a steady flow of high-quality, organic backlinks from industry-relevant sites. This wasn’t just about improving our SEO metrics; the impact on the business was tangible. 

The organic traffic to these pages spiked, and we saw a notable increase in engagement from potential customers who were searching for reliable information on signage and logo design. 

As these pages ranked higher, they also became a valuable resource for our sales team, serving as authoritative collateral to showcase our expertise and drive home the value of quality signage. This led to an uptick in inquiries and, ultimately, sales. The success of this strategy highlights the importance of creating data-driven content that not only appeals to search engines but also resonates with potential customers, building trust and driving conversions.

Thank you Clare and Custom Neon for giving us an insight into your PR strategy. If you would also like to share your marketing expertise with All About Digital Marketing, leave a comment below or email louisaguiseauthor@gmail.com.

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The art of building brand authenticity with your words

Photo Credit: Unsplash - Patrik Michalicka

This week’s blog is all about words. Guest blogger Kerrie Brooks is the Owner and Lead Copywriter at KB Copywriting and mum of two boys. When she’s not at her laptop, you’ll probably find her at the beach, drinking tea (or wine) on her back deck, watching true crime or cuddling her dog. Connect with her on LinkedIn or visit kbcopywriting.com.au.

Over to Kerrie…

Think about the last time you chose one brand over another. Likely, the decision wasn’t based solely on the product itself.

Here’s an example: I recently bought some toilet paper because I liked the fact the brand is big on eco and has colourful packaging with fun, quirky copy. It wasn’t the cheapest, but it stood out, and its stance and messages resonated with me.

It sounds crazy that I’d spend more on something you only wipe your butt with. But it just shows how, as customers, we’re no longer satisfied with just a quality product or service—we buy from brands with personality and authenticity.

Consumers heart authenticity

According to one popularly quoted stat, 88 per cent of consumers say authenticity is a key factor when deciding what brands they like and support. That’s huge.

But what exactly is authenticity? Most definitions define it as the quality of being real or genuine. In other words, an authentic brand aligns its actions, values and messaging in a way that feels honest, transparent and true to its identity.

As consumers today, we’re savvy, value-driven and want to connect with brands that reflect our values, feel genuine and make a positive impact. For businesses, it’s the key to being relatable and ultimately earning consumer trust and brand loyalty.

But how can you build this type of authenticity in your brand?

Turning authenticity into words

When it comes to building authentic brands, words are powerful. How you communicate can be the key that connects your values with your customers' experiences.

The question is: how do you infuse authenticity into your copy? Here are some ways to make your brand’s authenticity shine in your digital writing and messaging.

Word-out your ‘why’

Building an authentic brand starts with a strong foundation. It begins with sharing the ‘why’ behind your brand—what drives your work? What core values guide you? How do you aim to make a difference? This needs some deep thinking.

Once you’ve defined your purpose, put it into words:

·       Write a brand story – Share the journey of your brand in narrative form—the origins, the key milestones, the challenges and your impact. It’s an inspiring way to highlight the passion and purpose behind what you do.

·       Create your vision, mission and values – Your vision is the future you want to create, your mission is how you’ll get there, and your brand’s values define the principles you stand by. This will communicate your commitment to your customers, creating a strong foundation for authentic engagement.

·       Talk about it across your copy – Infuse your brand story, mission and values into all of your content. Align your product descriptions, About page, blog posts and social captions with your brand’s core message.

Put personality into it

Building authenticity means being true to your brand’s personality. So avoid the ‘business-speak’ or, worse still, the generic, AI-generated tone. Instead, write in a way that’s conversational, human and jargon-free.

Start by figuring out your brand personality. Here are some words that might help you define it—pick 3-5 to keep it focused.

Confident / Friendly / Innovative / Professional / Playful / Sophisticated / Honest / Dependable / Empathetic / Dynamic / Casual / Optimistic / Adventurous / Minimalist / Traditional / Rebellious / Empowering / Approachable / Quirky / Intelligent / Humorous / Trustworthy / Bold / Sincere

One question I often ask my clients is: if your brand was a famous or celebrity personality, who would it be? This is a great way to pick it out if it’s not clear. Are you Steve Jobs, Ben Simmons, Margot Robbie or Celeste Barber?

You can then use these words to guide the tone and approach of your copy, for example:  

·       Confident, professional, authoritative – Use clear, direct language that conveys trust and expertise, creating a sense of reliability and command.

·       Friendly, approachable, warm – Keep the tone conversational, inviting and empathetic, making your brand feel easy to connect with.

·       Playful, humorous, lighthearted – Infuse wit, charm and fun, creating an entertaining and engaging tone that captures attention.

·       Innovative, bold, visionary – Use dynamic, forward-thinking language that challenges the norm and positions your brand as a leader in new ideas.

Speak to wants and needs

Whatever digital channel you’re using—whether it's your website, blogs, socials, emails, videos, or ads—make sure you’re connecting with your target audience on a personal level by addressing their values, pain points and aspirations.

Almost every channel involves words, so use each one as an opportunity.

Here’s how to do it:

Speaking to the values

Values are the beliefs or principles your audience really cares about, like sustainability, innovation, or family. When you understand these, you can align your messaging in a way that feels authentic.

How to find them

·       Ask them! Use surveys or check out feedback to see what matters most.

·       Watch social media comments and likes—people value what they engage with.

How to use them in copy

·       Address these values openly. If sustainability matters, talk about your eco-friendly materials or low-impact processes.

·       Use words that reflect their values. For a brand focused on community, try language like ‘Together, we’re making a difference.’

Speaking to the pain points

Pain points are the struggles, frustrations or daily annoyances your audience faces. When you show you understand these, you build trust—and you can show them how your brand helps solve their problems.

How to find them

Read customer reviews to spot common complaints.

Check-in with your sales or support teams; they often hear about these struggles firsthand.

How to use them in copy

Start by recognising the problem: ‘We know finding time for what matters isn’t easy.’

Position your product or service as the solution: “Spend less time cleaning and more time enjoying.”

Speaking to the aspirations

Aspirations are those future goals or dreams your audience hopes to achieve. Connecting with these shows that your brand can help them reach what they’re aiming for.

How to find them

Chat with customers or use focus groups to learn about their goals or future dreams.

Look at trending topics in your industry—what are people saying?

How to use them in your copy

Use inspiring, motivating language like ‘Take the first step toward a stress-free home’ or ‘Imagine your life, organised and simplified.’

Show how your brand can help them get there.

Focusing on values, pain points, and aspirations helps make your brand feel authentic because it shows that you genuinely understand and care.

Rather than just pitching a product, you’re engaging with what truly matters to them. When your messaging reflects these core aspects, it goes beyond typical ‘sales’ language and becomes more relatable, human and memorable.

Talk to me, I talk back

In the words of hip-hop artist T-Pain, “Talk to me, I talk back” (now back in the spotlight thanks to TikTok and Reels). This simple yet powerful line can be used as a helpful motto for how your brand engages with customers.

Every interaction—whether it's a social media comment, customer service email or survey response—is a chance to start a conversation. Setting up quick-response options like SMS or instant messaging on platforms like WhatsApp allows you to be even more accessible and responsive.

Two-way communication builds a genuine connection. When you actively listen and respond, customers feel seen and valued. When your brand listens, responds and adapts, it shows customers that you’re not just talking at them—you’re talking with them. This two-way exchange is the heart of authenticity.

This kind of engagement can go beyond just answering questions with words—it can mean adjusting your messaging based on feedback, refining products to meet real needs, or sharing customer stories and experiences with your brand.

According to recent data, brands that respond and adapt based on customer feedback earn greater loyalty and trust. It makes you human.

Use other people’s words

No, I don’t mean copy what other people are doing—that’s a big no and the antithesis of authenticity. What I mean is encourage your customers to spread the word by collecting and sharing their testimonials. Let their stories help tell yours.

Sharing real stories and experiences lets potential customers see how people like them feel about your brand.  It’s proof that your products or services have made a real difference in someone’s life, which is far more powerful than any marketing message you can craft.

When customers speak for you, it feels genuine, relatable and trustworthy—because it is.

Consistent words and action

Words are essential in building brand authenticity, setting the foundation for genuine connections that foster trust and loyalty.

But it's the actions behind those words—the follow-through, responsiveness, and true value you deliver—that make the difference.

Importantly, consistency is key to creating a cohesive brand experience. When your words share the same message and align with your actions time after time, that's when the real magic happens.

Thank you so much Kerrie! If you would also like to share your knowledge on All About Digital Marketing please leave a comment below or email louisaguiseauthor@gmail.com.

The art of building a brand authenticity with your words

Photo Credit: Unsplash - Patrik Michalicka

This week’s blog is all about words. Guest blogger Kerrie Brooks is the Owner and Lead Copywriter at KB Copywriting and mum of two boys. When she’s not at her laptop, you’ll probably find her at the beach, drinking tea (or wine) on her back deck, watching true crime or cuddling her dog. Connect with her on LinkedIn or visit kbcopywriting.com.au.

Over to Kerrie…

Think about the last time you chose one brand over another. Likely, the decision wasn’t based solely on the product itself.

Here’s an example: I recently bought some toilet paper because I liked the fact the brand is big on eco and has colourful packaging with fun, quirky copy. It wasn’t the cheapest, but it stood out, and its stance and messages resonated with me.

It sounds crazy that I’d spend more on something you only wipe your butt with. But it just shows how, as customers, we’re no longer satisfied with just a quality product or service—we buy from brands with personality and authenticity.

Consumers heart authenticity

According to one popularly quoted stat, 88 per cent of consumers say authenticity is a key factor when deciding what brands they like and support. That’s huge.

But what exactly is authenticity? Most definitions define it as the quality of being real or genuine. In other words, an authentic brand aligns its actions, values and messaging in a way that feels honest, transparent and true to its identity.

As consumers today, we’re savvy, value-driven and want to connect with brands that reflect our values, feel genuine and make a positive impact. For businesses, it’s the key to being relatable and ultimately earning consumer trust and brand loyalty.

But how can you build this type of authenticity in your brand?

Turning authenticity into words

When it comes to building authentic brands, words are powerful. How you communicate can be the key that connects your values with your customers' experiences.

The question is: how do you infuse authenticity into your copy? Here are some ways to make your brand’s authenticity shine in your digital writing and messaging.

Word-out your ‘why’

Building an authentic brand starts with a strong foundation. It begins with sharing the ‘why’ behind your brand—what drives your work? What core values guide you? How do you aim to make a difference? This needs some deep thinking.

Once you’ve defined your purpose, put it into words:

·       Write a brand story – Share the journey of your brand in narrative form—the origins, the key milestones, the challenges and your impact. It’s an inspiring way to highlight the passion and purpose behind what you do.

·       Create your vision, mission and values – Your vision is the future you want to create, your mission is how you’ll get there, and your brand’s values define the principles you stand by. This will communicate your commitment to your customers, creating a strong foundation for authentic engagement.

·       Talk about it across your copy – Infuse your brand story, mission and values into all of your content. Align your product descriptions, About page, blog posts and social captions with your brand’s core message.

Put personality into it

Building authenticity means being true to your brand’s personality. So avoid the ‘business-speak’ or, worse still, the generic, AI-generated tone. Instead, write in a way that’s conversational, human and jargon-free.

Start by figuring out your brand personality. Here are some words that might help you define it—pick 3-5 to keep it focused.

Confident / Friendly / Innovative / Professional / Playful / Sophisticated / Honest / Dependable / Empathetic / Dynamic / Casual / Optimistic / Adventurous / Minimalist / Traditional / Rebellious / Empowering / Approachable / Quirky / Intelligent / Humorous / Trustworthy / Bold / Sincere

One question I often ask my clients is: if your brand was a famous or celebrity personality, who would it be? This is a great way to pick it out if it’s not clear. Are you Steve Jobs, Ben Simmons, Margot Robbie or Celeste Barber?

You can then use these words to guide the tone and approach of your copy, for example:  

·       Confident, professional, authoritative – Use clear, direct language that conveys trust and expertise, creating a sense of reliability and command.

·       Friendly, approachable, warm – Keep the tone conversational, inviting and empathetic, making your brand feel easy to connect with.

·       Playful, humorous, lighthearted – Infuse wit, charm and fun, creating an entertaining and engaging tone that captures attention.

·       Innovative, bold, visionary – Use dynamic, forward-thinking language that challenges the norm and positions your brand as a leader in new ideas.

Speak to wants and needs

Whatever digital channel you’re using—whether it's your website, blogs, socials, emails, videos, or ads—make sure you’re connecting with your target audience on a personal level by addressing their values, pain points and aspirations.

Almost every channel involves words, so use each one as an opportunity.

Here’s how to do it:

Speaking to the values

Values are the beliefs or principles your audience really cares about, like sustainability, innovation, or family. When you understand these, you can align your messaging in a way that feels authentic.

How to find them

·       Ask them! Use surveys or check out feedback to see what matters most.

·       Watch social media comments and likes—people value what they engage with.

How to use them in copy

·       Address these values openly. If sustainability matters, talk about your eco-friendly materials or low-impact processes.

·       Use words that reflect their values. For a brand focused on community, try language like ‘Together, we’re making a difference.’

Speaking to the pain points

Pain points are the struggles, frustrations or daily annoyances your audience faces. When you show you understand these, you build trust—and you can show them how your brand helps solve their problems.

How to find them

Read customer reviews to spot common complaints.

Check-in with your sales or support teams; they often hear about these struggles firsthand.

How to use them in copy

Start by recognising the problem: ‘We know finding time for what matters isn’t easy.’

Position your product or service as the solution: “Spend less time cleaning and more time enjoying.”

Speaking to the aspirations

Aspirations are those future goals or dreams your audience hopes to achieve. Connecting with these shows that your brand can help them reach what they’re aiming for.

How to find them

Chat with customers or use focus groups to learn about their goals or future dreams.

Look at trending topics in your industry—what are people saying?

How to use them in your copy

Use inspiring, motivating language like ‘Take the first step toward a stress-free home’ or ‘Imagine your life, organised and simplified.’

Show how your brand can help them get there.

Focusing on values, pain points, and aspirations helps make your brand feel authentic because it shows that you genuinely understand and care.

Rather than just pitching a product, you’re engaging with what truly matters to them. When your messaging reflects these core aspects, it goes beyond typical ‘sales’ language and becomes more relatable, human and memorable.

Talk to me, I talk back

In the words of hip-hop artist T-Pain, “Talk to me, I talk back” (now back in the spotlight thanks to TikTok and Reels). This simple yet powerful line can be used as a helpful motto for how your brand engages with customers.

Every interaction—whether it's a social media comment, customer service email or survey response—is a chance to start a conversation. Setting up quick-response options like SMS or instant messaging on platforms like WhatsApp allows you to be even more accessible and responsive.

Two-way communication builds a genuine connection. When you actively listen and respond, customers feel seen and valued. When your brand listens, responds and adapts, it shows customers that you’re not just talking at them—you’re talking with them. This two-way exchange is the heart of authenticity.

This kind of engagement can go beyond just answering questions with words—it can mean adjusting your messaging based on feedback, refining products to meet real needs, or sharing customer stories and experiences with your brand.

According to recent data, brands that respond and adapt based on customer feedback earn greater loyalty and trust. It makes you human.

Use other people’s words

No, I don’t mean copy what other people are doing—that’s a big no and the antithesis of authenticity. What I mean is encourage your customers to spread the word by collecting and sharing their testimonials. Let their stories help tell yours.

Sharing real stories and experiences lets potential customers see how people like them feel about your brand.  It’s proof that your products or services have made a real difference in someone’s life, which is far more powerful than any marketing message you can craft.

When customers speak for you, it feels genuine, relatable and trustworthy—because it is.

Consistent words and action

Words are essential in building brand authenticity, setting the foundation for genuine connections that foster trust and loyalty.

But it's the actions behind those words—the follow-through, responsiveness, and true value you deliver—that make the difference.

Importantly, consistency is key to creating a cohesive brand experience. When your words share the same message and align with your actions time after time, that's when the real magic happens.

Thank you so much Kerrie! If you would also like to share your knowledge on All About Digital Marketing please leave a comment below or email louisaguiseauthor@gmail.com.

Free Marketing Talk

Wednesday 11th December 2024
7pm (GMT)

@louisaguiseauthorPut your phone down and have a much healthier relationship with technology in my new book How to Leave a Group Chat. #booktok #nonfictionbooktok #authortok #newauthor #howtoleaveagroupchat #technology #smartphoneuse #whatsapp #booksbooks #book #nonfictionbooks #nonfictionbook #availablenow #outnow #newbook #welshauthor #pumpkinschoice #waterstones #bookshop #buyabook #bookstobuy #booktobuy #buyabook #bookstore #waterstonesbookstore #top20amazon #popularpsychology #selfhelpbook #messenger #writer #writerslife #authorslife #WritingCommunity #tiktokwritingcommunity #authorsoftiktok #writersoftiktok [image error]Tiktok failed to load.

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I have been doing marketing and communications for over 12 years, and this year I achieved my dream to get into print.

Once you are a published author, that is when the marketing starts - if you want to sell any books that is.

And once you are a Marketer, people always take you aside and ask you to tell them all about marketing - and it’s a huge subject! So, as I was asked by a fellow Writer’s Group member to explain what I am doing and how I am selling my book How to Leave a Group Chat, I thought it would be the perfect opportunity to hold an event where I would tell many people at once how to sell their books, and answer any questions you might have.

Join me on Zoom this Wednesday 11th December at 7pm where I’ll be going through some top-level marketing tips - with the main focus being on book marketing.

Sign up via meetup.com

Oh, and subscribe to this blog too - because there’s not enough time in the world to cover everything related to book marketing, so I’ll be sharing more marketing tips right here.

Subscribe now

How to Leave a Group Chat was published by The Book Guild on the 24th June 2024. It’s a new book about the relationship between you and your phone, and how to improve it.

The future of digital marketing – Digital PR

Photo by Gantas Vaičiulėnas from pexels.com: https://www.pexels.com/photo/white-moon-on-hands-3278643/

This week’s guest blogger on All About Digital Marketing is Tom Valcanis, Head of Digital PR at Smith Brothers Media. He is a member of the Australian General Semantics Society, has a healthy interest in media ecology, and this week he’s going to tell us what he thinks the future of Digital Marketing looks like.

Over to Tom…

The diffusion of innovations, according to the “father” of the topic Everett Rogers follows an s-curve. First, those in the know adopt a new technology or solution. Then, a few more. There’s an inflection point – a critical mass adoption – and anyone who lags behind is left eating the dust of the early adopters.

Also, according to Rogers, notable innovation curves take varying paths. For example, the fax machine was invented in 1846 as Alexander Bain’s “Electric Printing Telegraph”, was used throughout the early 20th century by newspapers and news wires to transmit photographs, and eventually was the de facto way of transmitting documents from the end of the 1970s until the emergence of broadband internet in the early 2000s. Rogers wrote, “it took over 100 years for fax machines to become an overnight success.”

With new media comes new opportunities. The medium is the message, as theorist Marshall McLuhan wrote over 60 years ago. What used to be separate media – the newspaper for the eye as a surrogate for the ear and the radio for the ear as a surrogate for the eye – is now blended together. A “newspaper” can have video content alongside podcasts (radio on demand) and even interactive modules.

This mashup culture caught on relatively quickly – at least compared to the fax machine – after the smartphone revolution of 2007. In media terms, it was indeed a revolution: the media theorist Jacques Ellul remarking that the advent of the computer meant there was no going back to what was used before; there is absolutely no nostalgia for adding machines, horse-drawn carts, or slates and chalk. You couldn’t run a business or a household on one at any rate. Further echoing Ellul, is media ecologist Neil Postman, who remarked “a [media] technology within which a human culture grows […] it gives form to a culture’s politics, social organisation, and habitual ways of thinking.” Many have ridden these winds of change to great success. Others may decry what the culture has become due the nature of the media that shapes it. (If you don’t know what skibidi toilet ohio means, you’re doing better than I.)

If the old paradigm is being replaced by the new, public relations as we understand it must also be reconstructed in view of the new media culture.

Defining Digital PR

If public relations are the art and science of shaping public opinion through the media, then digital PR must just be an extension of this into the digital realm. Though there is some merit to this argument, it is missing the critical ingredient that reflects the media culture at present. That being the mashup, remix, and social media culture. “Virality” as it was known prior to the smartphone revolution was precipitated largely organically. That is to say, content that rocketed through the S-curve was seemingly self-initiated, self-sustaining, and unaided by artificial forces such as algorithmic trickery or paid advertising. Most “viral” sensations these days are inauthentic, non-organic, and often scripted. “Fakeness” is the biggest sin in the Church of the Chronically Online.

Facebook, created by Mark Zuckerberg and Eduardo Saverin, was released to the public in 2006 as a social media platform. As competition for attention grew ever more fierce, social media companies’ algorithms intentionally throttle organic reach to increase dependence on business advertising. The average engagement rate of an organic Facebook post ranges from a dismal 2.58% to a meagre 1.52%.

If legacy PR was the act of advertising or increasing the reach of one’s business through the news media and circumventing their pay-to-play model, Digital PR is a riff on Douglas Rushkoff’s “Media Virus” theory – to propagate a story or narrative through the media culture and position it as organic and authentic without continued reliance on sponsored content or paid advertising. If our BS detectors are the antibodies that attack blatant advertising and “shilling,” Digital PR aims to increase the value of a brand through its content and ability to reach as many people as possible; much like the legacy PR of old.

Did you know… Zuckerberg’s project prior to Facebook was a site called “FaceMash”, an application to rate the attractiveness of women, which was shut down by Harvard University shortly after its launch.

Artificial Intelligence and the death of SEO

Search Engine Optimisation, perhaps in the next ten years or so, may become an evolutionary dead end. Large Language Models such as OpenAI’s ChatGPT and Google’s Gemini are supplanting organic search results with computer generated ones instead. If you simply want to know the answer, Google as an advertising platform (US$247.85 billion worth, accounting for 77% of its total revenue in 2023) would much rather have your eyeball glued to their page instead of clicking off somewhere else for *gasp* free.

The holy grail of SEO is to gain backlinks – the currency of the web – placed within high authority, high ranking websites. The highest of the high being authoritative and trustworthy news sites. The legacy media is riding an ever-diminishing wave of decades-built trust in the pursuit of clicks and activism masquerading as objective journalism.

Digital PR, at least in this first age, is equally focused on driving organic Search Engine Results Pages to favour clients and brands. In 2024, a do-follow, high competition keyword anchored link from a site like the ABC or CNN is almost worth its weight in gold. PPC advertising on such sites is renting eyeballs (or impossible, in the case of nationalised broadcasters); Digital PR is an attempt to buy those eyeballs for as long as possible paying as little as possible for the highest rate of return. It can be laser targeted at the most credible sources found within subcultures or communities for maximum impact. It’s not about covert influence or spreading misinformation; it’s about brands owning their narrative, establishing lasting credibility, and increasing their reach.

That New Digital PR Smell

If our current WEIRD (Western, Educated, Industrialised, Rich, and Democatic) media culture is built around “continuous partial attention” as former Facebook engineer and “Like” button inventor (also ironically, founder of task management software Asana) Justin Rosenstein described to The Guardian, the “hypodermic needle” or “agenda setting” function of the legacy media is rendered inert. As an on-demand and partially attentive culture, Digital PR attempts to organically re-introduce virality, improve the sentiment and control of information around one’s brand, and become “impossible to ignore.”

Digital PR isn’t just a bolt on of rinse-and-repeat SEO with traditional legacy PR techniques. It is a reengineering of crafting narratives for brands or individuals, co-opting the natural information flow of new digital channels. Though seeing your brand show up in a newspaper is great, it’s also a dead end in terms of attention and reach. Having a link on a web page to increase your trust and authority is (almost) forever. Whereas PR in the old days was discrete, Digital PR is continuous – and therein lies the beauty of this novel approach.

Let’s put it this way: If you were a miner in the old west, would you rather a stick of dynamite that did its thing once or exploded a thousand times? If you instinctively know the answer, you also know the future of media influence.

Thank you so much Tom for sharing your insights! If you also have something to share on the All About Digital Marketing blog, leave a comment below or email me at louisaguiseauthor@gmail.com.

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Enhancing Visibility in Niche Markets

Image copyright Viktor Ritsvall. Sourced from unsplash.com.

This week’s blog has a touch of glamour. Our guest blogger is Asif Ahemd, an SEO Strategist for Beno, a luxury yachat company based in Dubai where he specializes in enhancing visibility for luxury brands through innovative SEO strategies. Passionate about creative digital marketing approaches tailored for niche markets, outside of work, Asif enjoys reading, traveling, and spending quality time with his family. He’s going to tell us how to hone in on your SEO to really get your brand noticed.

SEO stands for Search Engine Optimisation. If you are unfamiliar with this practice, you might like to read my previous blog about SEO for beginners first, so that you are able to better understand this post.

Over to Asif…

In the realm of digital marketing, SEO strategies often focus on high-volume keywords and mainstream audiences. However, for luxury brands in niche markets, the approach must be more tailored. High-end brands, from luxury yachts to exclusive travel services, cater to discerning clients who expect sophistication, exclusivity, and a premium experience. Here, we explore SEO strategies specifically designed to enhance visibility for luxury brands within niche markets, drawing from real-world examples and insights.

1. Understanding Niche Market Keywords: Targeted Keyword Research

For luxury brands, keyword research goes beyond general high-traffic terms. Instead, it involves pinpointing the specific, often lower-volume keywords that reflect the needs of affluent customers. To create this strategic keyword framework, focus on:

Long-Tail Keywords: Use long-tail phrases that capture both the exclusivity and specificity of your offerings. For example, instead of optimizing solely for "yacht rental," a luxury brand might target "luxury yacht rental in Dubai" or "private yacht charter Santorini."

Geo-Targeted Keywords: Luxury brands often operate in specific regions, making localized SEO crucial. Use geo-targeted keywords that match the high-end destinations and areas where affluent clients are searching for services.

Experience-Oriented Terms: Words like “exclusive,” “luxury,” “VIP,” and “tailored” resonate well with high-end customers. Incorporate these terms where appropriate to attract those searching for premium experiences.

In practice, Beno, a luxury yacht rental brand, successfully leverages niche keywords like "Santorini yacht rental" and “Dubai luxury yacht experience” to attract a targeted audience, ensuring that each search term speaks directly to the exclusivity of their service.

2. Building a Premium Brand Image Through Content and UX

For luxury brands, the website experience must reflect the high standards clients expect. Content should showcase the brand’s unique value and communicate an aura of exclusivity:

Visual Storytelling: High-quality imagery, immersive videos, and elegant design are essential. Content should allow prospective clients to envision the luxury experience. For instance, a yacht rental site could feature videos of exclusive destinations and well-crafted tours to highlight what makes their offering unique.

Quality Over Quantity: Unlike typical SEO strategies that push for frequent publishing, luxury brands should focus on fewer, high-quality pieces of content. A well-constructed article on "The Ultimate Guide to Private Yacht Charters" may yield more engaged readers than multiple generic posts.

User Experience: Ensure a seamless user experience (UX) that reflects a luxury standard. Fast load times, a mobile-optimized interface, and an intuitive navigation structure all contribute to a premium feel. Technical SEO practices, like optimizing images and using schema markup, can enhance the browsing experience while supporting search rankings.

3. Leveraging Local SEO to Capture Affluent Audiences

Luxury services often serve specific locations, making local SEO an effective tool for driving visibility within targeted areas:

Google My Business (GMB) Optimization: A well optimized GMB profile can help you achieve higher rankings in local search. Use high-quality photos, detailed service descriptions, and precise location information to create a strong presence.

Localized Content: Create blog posts and guides around luxury activities in the area. For example, Beno could publish an article like "Top Luxury Yacht Destinations in the Mediterranean" to target location-based keywords and provide valuable information that attracts affluent clients.

Local Backlinks: Links from respected travel blogs, luxury lifestyle publications, and high-end tourism sites can elevate your brand’s local authority and appeal.

4. Cultivating Exclusivity Through Content Strategy

Luxury consumers are often driven by exclusivity and unique experiences, so content should reflect this high-end approach:

Invite-Only Offers and Content: Offer exclusive guides or insider tips that require an email sign-up. Positioning content as "members-only" adds a layer of allure, while also capturing leads.

Thought Leadership and Expertise: Publish in-depth articles that showcase expertise within the luxury industry. Topics like "Why Yacht Charters Are the Ultimate Luxury Getaway" can establish your brand as an authority in niche markets.

Seasonal Content Strategy: Luxury demand often spikes around particular seasons or events. Publish timely content that aligns with peak booking times, such as "Holiday Yacht Charter Guide" or "Best Summer Destinations for Yacht Enthusiasts."

5. Balancing SEO with Exclusivity in Link-Building Strategies

Link-building for luxury brands requires careful attention. While link quantity is valuable, link quality and context are paramount for high-end brands. Some effective strategies include:

Guest Blogging on Luxury Sites: Collaborate with high-end lifestyle publications to share valuable insights. Articles on topics like "Why Luxury Yacht Rentals are the Future of Elite Travel" provide quality backlinks while positioning your brand as part of the exclusive travel sphere.

Building Links from Influential Industry Sources: Partner with respected luxury influencers or websites to gain reputable backlinks. Links from luxury travel blogs, high-net-worth newsletters, or travel review sites boost credibility while reaching the right audience.

Case Studies and White Papers: Create content that luxury media outlets and high-end bloggers would want to link to. An in-depth case study on "How Luxury Brands Are Adapting to Digital Marketing Trends" can attract attention from industry professionals.

6. Analytics and Adjustment: Tracking and Fine-Tuning Your Luxury SEO Strategy

As with any SEO campaign, measuring performance is essential. Luxury brands, however, may see success differently, focusing on engagement metrics and conversion rates over sheer traffic. Track indicators like:

Organic Search Traffic: Volume is extremely significant in keywords strategy. Focus on high volume keywords esp high intent keywords to increase the chances of conversion

On-Site Engagement: High-end clients typically spend more time engaging with content. 

Conversion Rates for Exclusive Offers: Track conversions specifically related to gated content or invite-only events to measure how effectively you’re capturing interest.

Conclusion

For luxury brands in niche markets, a well-executed SEO strategy is about more than visibility; it's about crafting a premium online experience that resonates with high-end clients. By focusing on tailored keyword research, exclusive content, local SEO, and selective link-building, luxury brands can position themselves as leaders in their space while attracting affluent, discerning audiences. When applied thoughtfully, SEO for luxury brands not only drives traffic but enhances the exclusivity and allure that these brands represent.

Thank you Asif for explaining this subject so well. If you have any questions for Asif, leave a comment and he might just answer them.

I love collaborating with talented Marketers and businesses, if you also have some knowledge to contribute, leave a comment below or email me at louisaguiseauthor@gmail.com.

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Overcoming the challenges of brand tracking

Image copyright Lukas from pexels.com

This week on the All About Digital Marketing blog we welcome our next guest blogger Joy Corkery, Head of Content at Latana, a company that helps other companies and organisations to accurately measure and track how people perceive their brand. Joy has over 10 years of marketing experience and she’s currently responsible for overseeing Latana's content strategy, blending a deep understanding of data-driven insights with a knack for storytelling to engage audiences and drive brand impact.

Over to Joy…

In today’s competitive landscape, measuring brand perception accurately is a significant challenge for marketers. While traditional brand tracking methods have been foundational, they often fall short in delivering the insights needed to navigate the complexities of modern markets. This article delves into the prevalent issues marketers face with conventional brand tracking approaches and explores how innovative brand tracking methodologies are providing effective solutions.

Problems with traditional brand tracking methods

Traditional brand tracking methods predominantly rely on surveys and research panels. These approaches involve gathering data through structured questionnaires and large sample sizes to ensure the reliability of insights. Despite their long-standing use, several critical issues undermine the effectiveness of these methods.

One of the major problems is the data collection process itself. Traditional surveys often require lengthy questionnaires, which can lead to respondent fatigue. As participants become weary of answering numerous questions, their engagement and the quality of their responses tend to decline. This fatigue can result in inaccurate or incomplete data, compromising the overall reliability of the insights gathered. Additionally, the need for large sample sizes to achieve statistical significance adds complexity and cost, especially when targeting specific niches or smaller demographics.

The accuracy of the data is another significant concern. To boost participation rates, surveys frequently offer incentives such as cash rewards or gift cards. While these incentives are intended to motivate engagement, they can lead to unreliable data. Participants may rush through surveys to claim their reward, providing inconsistent or random answers that do not genuinely reflect their opinions. Furthermore, the prevalence of survey fraud compounds these issues. Survey fraud includes practices such as using automated bots to fill out surveys, which skews results and undermines the credibility of the data. Industry estimates suggest that a notable portion of online survey responses could be fraudulent, casting doubt on the accuracy of insights derived from traditional methods.

Another challenge with traditional brand tracking is the difficulty in capturing real-time data. Traditional methods often rely on periodic surveys, which means that the data collected can be outdated by the time it is analyzed and acted upon. This lag in data availability can hinder a brand's ability to respond quickly to shifts in consumer sentiment or market trends, leaving them at a competitive disadvantage.

Innovative methodologies addressing current challenges

To overcome the challenges associated with traditional brand tracking, innovative methodologies have emerged, offering solutions that enhance the effectiveness and reliability of brand measurement. These advanced approaches address many of the limitations inherent in conventional methods, providing more accurate and actionable insights.

One key advancement is the integration of diverse data sources. Modern brand tracking now incorporates data from various channels, including social media, online behaviour, and direct customer interactions. This multi-source approach allows brands to gain a more comprehensive view of their performance and consumer sentiment. By combining data from different touchpoints, marketers can achieve a more nuanced understanding of how their brand is perceived across various platforms and contexts.

Advanced sampling techniques represent another significant improvement. Instead of relying solely on traditional survey panels, new methodologies use targeted digital panels and real-time feedback mechanisms to reach relevant and engaged audiences. These approaches minimize the risk of fraud and improve response quality by engaging genuine participants who are motivated by their interest in the topic rather than monetary incentives. This shift ensures that the data collected is more reliable and reflective of actual consumer opinions.

Dynamic and interactive surveys are also transforming brand tracking. Unlike static surveys, these tools adapt in real-time based on respondents' answers, reducing survey fatigue and enhancing data accuracy. By adjusting questions according to the participant's responses, these surveys maintain relevance throughout the process, ensuring that the insights gathered are more precise and meaningful. This adaptability helps prevent the common issues of rushed or inconsistent answers associated with traditional survey methods.

Another innovative approach is the use of advanced analytics to derive deeper insights from the collected data. Modern methodologies employ sophisticated algorithms and data visualization techniques to identify patterns and trends that may not be apparent from raw data alone. These advanced analytics tools provide marketers with actionable insights and allow them to make more informed decisions based on comprehensive data analysis.

Emerging trends in brand tracking

As the field of brand tracking continues to evolve, several emerging trends are shaping the future of measurement. One prominent trend is the integration of data from multiple sources. Brands are increasingly combining insights from social media, online interactions, and customer feedback to create a holistic view of brand performance. This integrated approach provides a more complete picture of how a brand is perceived and allows for more informed strategic decisions.

Predictive analytics is another trend gaining traction. By analyzing historical data and current trends, brands can forecast future consumer behaviour and market conditions. This proactive approach enables brands to anticipate changes and adjust their strategies before shifts occur, rather than reacting to trends after they have already impacted the market. Predictive analytics provides a forward-looking perspective that helps brands stay ahead of the curve and make strategic decisions based on anticipated developments.

Personalization is also becoming increasingly important in brand tracking. Advanced methodologies now allow for customized tracking metrics and reports tailored to specific brand objectives and market conditions. This level of personalization ensures that the insights gained are highly relevant and actionable. By aligning tracking metrics with individual brand goals, marketers can obtain more precise and useful information that directly supports their strategic objectives.

Conclusion

Marketers face significant challenges with traditional brand tracking methods, including issues with data collection, accuracy, and timeliness. Innovative methodologies are addressing these problems by integrating diverse data sources, employing advanced sampling techniques, and utilizing dynamic surveys. These advancements offer more reliable and actionable insights into brand performance, helping brands overcome the limitations of conventional methods.

As brand tracking continues to evolve, emerging trends such as multi-source data integration, predictive analytics, and personalization will further enhance measurement capabilities. Embracing these innovative approaches will enable marketers to gain a clearer understanding of their brand’s position in the market and make more informed strategic decisions.

By addressing the shortcomings of traditional brand tracking and leveraging modern solutions, brands can achieve more accurate and insightful measurements. This improved understanding of brand perception will ultimately lead to more effective strategies and a stronger competitive edge in today’s rapidly changing market.

Thank you Joy! If you would also like to be a guest blogger for All About Digital Marketing please comment below or email louisaguiseauthor@gmail.com.

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Why are reviews important?

Paddington Bear in Reading town centre reading How to Leave a Group chat infront of Waterstones Broad Street. Credit: Louisa Guise

There is one thing that can really help your brand, business, or book, and that’s customer reviews. In this day and age, people likely find your business online, and they might well have come across your advert or site without much idea of who you are. So how can they know that you are a valid, authentic, credible organisation or individual who can meet their needs without any hassle?

That’s where reviews come in.

Reasons why reviews are importantReviews verify you as a good brand

Most customers (some sources suggest as many as 59%) want proof before parting with their hand-earned cash, and reviews confirm that your business or product is worth engaging with to meet their need.

Reviews help optimise your online presence

The more relevant content you have online, the more likely the crawlers are to recognise you and display information about you when a customer does an online search.

Reviews can increase sales

As well as verifying you as a worthy business, or your product as a worthy product, a collection of good reviews could tip the balance between you acquiring someone’s custom or not. Even one little tiny detail could tip the scales in your favour.

Reviews are another way to engage with customers

Most review platforms allow you to respond to your customers, and a business that is actively engaging with customers comes across as more credible than one that doesn’t. Even this small action could tip the scales, and the sales, in your favour.

They are good feedback for you

As hard as you try, there could be blind spots or failings with your business or product. There might be something about your product or service that customers don’t like, and reviews can quickly highlight these. You can quickly turn negatives into positives by fixing anything that isn’t working, or even improving anything that is.

So if reviews are so important, how do I encourage people to review my business or product (or book)?Ask them

You can add a pop-up to your site, or email your customer after you have made a transaction to encourage them to leave a review.

Use a little help

There are programmes which can automate your review process, or you can sign up to a site such as Trustpilot where customers can leave reviews at any time of day or night.

Sweeten the deal

A discount off their next purchase (bonus – repeat business!), a charity donation per review or a competition can encourage customers to leave a review. Also, if you’re using a site like Ebay or Airbnb, the incentive is that customer and business each leave a review for each other, increasing the credibility of both parties.

Of course not everyone will leave a review, but each review is one more than you had before.

Finally, I said that you could win an Amazon voucher

Speaking of reviews, it’s competition time! I need reviews for my book How to Leave a Group Chat, so leave a review for my book on Good Reads and you could be in with a chance of winning a £15 Amazon Voucher.

It’s that simple! If you would also like to paste your review onto another site – Amazon, or the site of the bookshop where you bought my book you can obtain extra entries, but I must be able to identify from the review who wrote it (and be able to locate it).

As a book can take some time to read, this competition is open from now until Sunday 19th January 2025.

Good luck and happy reviewing!

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Competition Terms and conditions apply. Competition ends 23:59 GTM Sunday 19th January 2025. The prize is 1x Amazon voucher to the value of £15 – that’s in pounds sterling. No alternative prize will be offered. The winner must have read my book How to Leave a Group Chat in either a print or e-book format to be eligible and have reviewed it on Goodreads. Additional entries can be obtained if the reviewer leaves reviews on other websites, such as Amazon.com, but these additional reviews must be flagged to the author. The winner will be drawn at random and in order to receive their prize I must be able to identify who they are. If the winner doesn’t respond for 2 weeks, I reserve the right to draw another winner in their place.

Is Your Domain Name Helping or Hurting Your Brand’s Success?

Image from Shutterstock, provided by and used with the permission of Brandzilla.

So what’s in a name? Well ladies and gentlemen, this week we have another guest blogger and he’s going to tell us. Cliff Bregman is the Founder and Lead Broker at Brandzilla, Australia’s premier domain name marketplace.

Over to Cliff…

In today’s crowded digital marketplace, standing out is essential. Businesses pour endless energy into social media, SEO, and content strategies to capture attention. But many overlook one critical component—one that could make or break your brand’s online identity: your domain name.

Your domain name is not just a web address; it’s a critical representation of your business online. If you’ve chosen a complicated, forgettable, or irrelevant domain, it might be quietly turning away customers and costing you valuable traffic. Let’s explore how your domain plays a significant role in shaping your brand’s perception and success.

Why Your Domain Name Is More Than Just a URL

A domain is one of the first things people notice when encountering your business online. It forms part of your brand’s first impression and can have a lasting impact on how customers perceive your professionalism and credibility. Yet, too many businesses treat their domain as an afterthought—something they registered ages ago and haven’t reconsidered since.

But here’s the thing: a poorly chosen domain can result in missed opportunities. Imagine potential customers searching for your business but ending up at a competitor’s site because your domain was too tricky to remember. Or worse, they can’t find you at all online because your domain is too complex or irrelevant. That’s not just frustrating—it’s a missed business opportunity.

The Most Common Domain Name Pitfalls

Let’s dive into the most frequent domain mistakes businesses make and why these errors could be costing you customers.

Too Complex or Lengthy

Have you ever seen a domain like “top-services-24x7-plumbing.com.au”? A slight exaggeration, but you get the point! These long-winded domains are crammed with unnecessary words and characters, making them hard to remember or type correctly. The more complicated your domain, the more likely your audience will forget or mistype it—leading to lost traffic. Simplicity is vital when it comes to domain names.

Lack of Relevance

Your domain should reflect who you are and what you offer. If your domain doesn’t give users an immediate understanding of your business, they will likely move on. Even worse, search engines may struggle to identify your site’s relevance, hurting your SEO. A domain that’s intuitive and aligned with your industry can help attract the right audience and improve your search rankings.

Missed Branding Opportunities

A domain is more than just a functional web address—it’s a branding tool. If your domain name is bland or forgettable, it fails to create a solid first impression. In today’s hyper-competitive market, every detail matters, and a unique, catchy domain can make your brand memorable before visitors even click through to your site.

How the Right Domain Name Can Boost Your Brand

Now that we’ve covered the common mistakes let’s look at what makes a standout domain and how it can propel your business forward. A domain that’s easy to remember, simple to spell, and aligned with your brand message can do wonders for your brand.

Instant Recall and Memorability

A straightforward, catchy domain name is much easier for users to remember, making it more likely they’ll return when they need your services. Think of it this way: if they can’t remember your domain, they may not remember your business.

Credibility and Trust

A professional, clear domain name instantly builds trust with your audience. On the other hand, a confusing or overly complex domain may raise doubts about the legitimacy of your business. First-time visitors might question your professionalism based solely on the difficulty of finding you online. A clean, simple domain makes your brand feel more established and trustworthy.

SEO and Search Visibility

Your domain name can play an essential role in your SEO strategy. A keyword-rich domain that’s relevant to your business can potentially give you a boost in search engine rankings, making it easier for potential customers to find you. When search engines can quickly identify what your site is about, it increases the chances of your website ranking higher for relevant queries.

Extensions Matter

Domain extensions also play a crucial role in shaping trust and credibility for your business. The right extension can signal professionalism and help your audience feel more confident in your brand. For businesses targeting Australian consumers, this is especially important. A 2023 report by auDA (Australia’s domain name authority) found that 53% of Australians will only purchase from a company online if it has an extension ending in .au. This means that opting for a local domain extension makes your business appear more legitimate and increases the likelihood of attracting and converting local customers. Choosing the right extension can be just as important as selecting the right name the precedes the extension.

Does Your Domain Name Pass the Test?

Take a moment to evaluate your current domain. Is it easy to remember? Does it accurately reflect your business? Here’s a quick checklist to determine whether your domain is working for or against you:

Is it simple to spell? If people have to think twice about how to spell your domain, that’s a red flag.

Is it concise? Shorter domains are easier to remember and less prone to mistakes.

Does it align with your brand? If your domain doesn’t convey what your business is about, you’re leaving room for confusion, which can drive away potential customers.

Consider this: how many customers have failed to reach your site because your domain name was too long, too complicated, or didn’t clearly represent what your business offers?

The Psychology Behind Memorable Domain Names

Why do some domain names stick with us while others are instantly forgotten? It all comes down to cognitive load. The simpler and cleaner a domain, the easier our brains can process and recall. There’s a reason major brands like Google and Apple chose short, memorable domain names—they reduce cognitive friction, making them easy to remember and trust.

Cognitive Ease

Shorter, simpler domains require less mental effort to remember. When your audience doesn’t have to work hard to recall your website’s address, they’re more likely to return.

Building Instant Trust

A well-crafted domain name signals professionalism and credibility. In contrast, a domain overloaded with extra words, numbers, or symbols can raise doubts. Customers trust businesses that are easy to find, and your domain plays a crucial role in establishing that trust.

Instant Brand Recognition

A domain that reflects your brand and industry creates an immediate connection in people’s minds. For example, a domain like “sydneyplumbing.com.au” instantly tells potential customers what your business does and where it’s located, minimising confusion and maximising recall.

Time to Reassess: Is Your Domain Working for You?

Your domain name should be one of your brand’s most vital assets, not a liability. If your domain is complicated, irrelevant, or forgettable, it might be time to change. 

At Brandzilla, we specialise in helping businesses find Australian premium domains that align perfectly with their brand to help drive success.

Not sure if your current domain name is holding your brand back? Contact Brandzilla today, and we’ll help you choose a domain that reflects your business, attracts traffic, and boosts your brand’s credibility.

Thank you Cliff! If you would also like to contribute to the All About Digital Marketing blog please comment below or email louisaguiseauthor@gmail.com.

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How do I write a book?

The topic being addressed in today’s blog seems, well, a little obvious. Yet time and time again I see posts in writing groups on Facebook, or occasionally Twitter (aka X) that ask, “How do I write a book?”. And this is the very reason that I am writing this blog, because people do keep asking “How do I write?” or “How do I write a book?”.

I suppose it’s not possible to turn back time and redo those English lessons that you should have paid attention to at school. So, here’s the next best thing.

Firstly – who are you, and why are you the person to write this book?

This isn’t just a disruptive question to interrupt the flow of this How do I write a book blog post. These are the questions that every agent or publisher is going to be asking once they have received a manuscript from you, so it’s worth considering before you write.

For example: I’m Louisa Guise and I’m the author of How to Leave a Group Chat, a book about balancing your relationship with your smartphone. As I am a published author, have a long career as a content writer and also a poet, I think it’s fair to say that I am in a good position to write a blog about how to write a book.

What you write might just come, that writer’s phenomenon of pieces just writing themselves. But even if you don’t have a backstory, it’s worth coming up with one for later down the line.

Back to the blog – How do I write a book?

Step 1: Get a pen and paper, or a computer, typewriter or a smartphone (I have written in my notes programme or even in unsent text messages when times are desperate).

Step 2: Write a word.

Step 3: Write more words so that you have a sentence.

That’s it! Just keep writing. See what comes.

Plotting your book

Some books flow on their own, but some require a bit of plotting to ensure that this happens. My own book How to Leave a Group Chat (pictured above) began life as pages and pages of notes because it’s a non-fiction book and I wanted to ensure that the information that I was writing was structured, cohereant and that information was not accidently repeated (or contradictory!).

The pages of notes were arranged something like this:

Introduction

Flowery text

Talk generally about….

Mention….

Introduce Chapter 1

Chapter 1

Introduce chapter

Talk about X

Talk about Y

Plotting a text doesn’t just help you arrange it, it can help you locate things later and it can make cutting or rearranging text easier. I updated my notes throughout the entire writing process.

What comes next?

Eventually you’ll build up an abundance of text forming paragraphs and paragraphs that will become your chapters.

When should a chapter end?

A chapter should end when it feels right to you. There’s no hard or fast rule about this. To get a feel for this, read. Read the books that interest you, that captivate you, or even those that don’t. Reading is the best way to become a better writer.

Where should I write my book?

I’ve become accustomed to writing my book at my desk because I can no longer do without two screens, but I have previously written on my bed, on public transport, at the dining table or even on the sofa. Some people like to write in the library, or at a cafe. Generally anywhere calm or comfortable without distractions is recommended.

@louisaguiseauthorWhere do you write yours? #booktok #writer #writers #writersoftiktok #book #books #editing #editing101 #editingskills #inthemaking [image error]Tiktok failed to load.

Enable 3rd party cookies or use another browserShould I use AI to write?

Long answer short – No! The point of writing is that well-constructed texts are crafted from the beautiful minds of those with talent and imagination. AI programmes have neither talent nor imagination. They are not magic, and they do not construct prose out of nothing, but instead pull in words from content that already exists. This could leave you liable to plagiarism, or gross inaccuracies – both factual and grammatical. If you use AI, you are not a writer and it’s not your own work. It’s also unfair on those who are writers.

Redrafts

You’re unlikely to have a masterpiece after one draft. Every so often read back through your work and make changes to make it even better. Again, there are no rules about how often this should be done. A good amount of writing is intuition, and that comes with practice.

No redrafting is complete without proof reading – I have already covered proof reading previously in another blog post.

Assistance for writers

Writing-wise, my best resource (aside from education and books) is my writer’s group Caversham Writers. Having the support of other writers to bounce ideas off, review work and learn from has been invaluable. Group leader Adrian recently started a Caversham Writer’s Substack which I also recommend you check out for more information.

I recommend that you join a local writer’s group or start your own. Attend events at your local library or a local book festival. And read, just read everything!

Not everyone is a writer

Practice can make perfect, however not everyone is a writer. And that’s okay. There are lots of other ways to share great ideas too such as art, podcasts or videos. The great thing about the internet is that it’s easier than ever to find your people and share your great ideas with them.

I hope that I have answered the question “How do I write a book?”. If you have any other questions, or want to share your own experience or tips, leave a comment below.

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