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Demystifying the ever-changing world of digital marketing. In every episode, we’ll bring you content and conversations designed to build clarity around digital marketing. We want to help you build a deeper understanding of how it works within your business and why it’s important that your marketing puts people first. You’ll get to know James, our deep-diving Managing Director and Jess, our many-talented Sales and Marketing Manager. Be a fly on the wall as they swap stories and fun-facts while sharing valuable marketing advice. Plus, from time to time you’ll hear from other experts within TheOnlineCo., as they share their own wisdom and experience in their particular areas of digital marketing.
Episodes
Thursday Sep 07, 2023
Thursday Sep 07, 2023
Episode Summary:
In this episode, we focus on marketing expert Audrey Barucchi. Audrey's journey in the world of marketing is nothing short of inspiring, and her contributions throughout her career have been truly transformative.
Audrey's expertise in marketing and communication played a pivotal role in her previous position at Calix Limited. In 2012, she assumed an executive role as General Marketing Manager. During her time in this position, Audrey demonstrated unparalleled expertise in marketing and communication, becoming a driving force behind the company's success including their listing on the Australian Stock Exchange in 2018.
Throughout her career, Audrey has accomplished remarkable feats in marketing. She has been responsible for shaping brand identities, enhancing customer relationships, managing high-profile public relations and events, and collaborating closely with business development and sales teams to execute innovative sales and marketing strategies.
In this episode, we delve into Audrey's marketing philosophy, which is firmly rooted in a people-first approach. Audrey shares insights into the intricacies of digital strategy development and reveals the unique challenges and strategies involved in her marketing endeavors.
Drawing from her wealth of experience, Audrey imparts invaluable advice for fellow marketers and business owners navigating the complexities of today's marketing landscape. She also offers insights on working with internal teams versus agencies and reflects on the wisdom she wishes she could have shared with herself earlier in her career.
If you're eager to learn from a marketing pro who is a true expert in her field, this episode is a must-listen. Prepare yourself for an engaging and informative discussion that will leave you with practical takeaways for your own marketing endeavors, all centered around Audrey's remarkable journey and her dedication to putting people first in her strategies.
Learn More:
- More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Tuesday Feb 28, 2023
Tuesday Feb 28, 2023
Episode Summary:
Are you aware of the ‘Marketing Funnel’? This episode of Digital Marketing That Puts People First explores the process of bringing potential customers down the funnel and making a sale. Are you best utilising the Marketing Funnel? And what does this look like with a digital application?
The ‘Marketing Funnel’ is a consumer-focused marketing model developed by Elias St. Elmo Lewis. It illustrates the customer journey towards the purchase of a product or service.
Throughout this episode, we talk about the implementation of this model in your own marketing strategies, and the importance of bringing your customers on a purchase journey. This means we must continue to understand the intent of the customer.
How easy is it? Well, if you keep people first in this process you simplify things significantly.
As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. As well as Strategic Manager, Christie Mcdougall. We want to ensure you feel confident in your digital marketing and that you see results.
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Learn More:
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of business/
Thursday Jan 19, 2023
Thursday Jan 19, 2023
As we step into 2023, we believe that this is a great time to start looking at or start updating your keyword strategy. And keyword strategy is exactly the focus of this episode. Are you being strategic in your approach to your keywords?
If you want people to find you on Google or any other search engine, you need to understand which keywords they are typing into the search bar. This ensures your brand and services/products are found. Throughout this episode, we talk about including those keywords on your website, and trusting Google’s algorithm to show your website.
This means we need to understand the intent of the customer. We need to do keyword research to find out which keywords are most valuable & we need to cluster keywords that are similar and then create content that genuinely helps people.
How easy is it? Well, if you keep people first in this process you simplify things significantly.
We hope these tips help you create a successful keyword strategy for 2023!
As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. As well as our SEO Manager of TheOnlineCo, Rich Brown. We want to ensure you feel confident in your digital marketing and that you see results.
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Learn More:
- More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Thursday Dec 01, 2022
Thursday Dec 01, 2022
The end of the year is upon us, and soon it’ll be 2023. As the year wraps up, it’s a good time to reflect on what 2022 has been for you and your business and what next year could look like. Christmas is around the corner, and there is no better time to go through the 12 days of Christmas for digital marketing.
TheOnlineCo team has put together 12 easier steps you can do in December to help you start 2023 off with a bang. These steps will help you analyse this last year and plan out a strategy for 2023
Take some time to reflect on your achievements over the past year. What went well? What didn’t go as planned? What lessons did you learn? This information will be helpful as you begin to plan your goals for the following year.
Once you have your goals in place, it’s time to create a plan of action to achieve them. This plan should include specific tactics and strategies that you will use.
We hope these tips help you create a successful marketing strategy for 2023!
As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and TheOnlineCo team, Rich Brown, Heidi Jones and Kelista Puddle. We want to ensure you feel confident in your digital marketing and that you see results.
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Key Moments:
02:14 – 1st day of Christmas – Take a moment to dream about what you want your business to look like in 2023
03:05 – 2nd day of Christmas – Get your website loading faster
04:08 – 3rd day of Christmas – Looking at what worked in PPC this year and what next year might look like.
04:55 – 4th day of Christmas – Test your customer’s online experience
06:20 – 5th day of Christmas – Automate your CRM
07:42 – 6th day of Christmas – GA4
08:54 – 7th day of Christmas – Video In digital marketing
10:23 – 8th day of Christmas – Optimise your LinkedIn profile
13:26 – 9th day of Christmas – Understanding your customer
14:37 – 10th day of Christmas – Google updates
17:27 – 11th day of Christmas – How to stand out to your customers
19:32 – 12th day of Christmas – Enjoy the holidays
***
Learn More:
- More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Monday Oct 31, 2022
Monday Oct 31, 2022
SEO is an essential component of digital marketing, helping your clients find you in search engines like Google and Bing. At first, SEO can seem overwhelming, and we often find that our clients who have tried to use SEO in the past, have found it confusing and have struggled to find success in it. As the foundation is essential to the structure of a house, we need a rock-solid SEO plan. We can then spend the following 12 months putting together the SEO processes to help more people find your website, getting you more leads so you can grow your business.
SEO exploration is the work that must be done to create a solid foundation to build your SEO and help you develop a strategy.
In this episode, we will discuss those four stages of SEO exploration; keyword mapping, siloing, the 50+ checklist and the 12-month rollout plan. We will go through how to find the best keywords to help you find clients and ensure your website is correctly set up. We also discuss how to structure a 12-month rollout plan.
As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Rich Brown, our SEO Manager at TheOnlineCo. We want to make sure you feel confident in your SEO and digital marketing and that you see results.
***
Key Moments:
03:28 - Stage One – Keyword Mapping
13:41 - Stage Two – Siloing
21:40 - Stage Three – The 50+ Point Checklist
25:48 - Stage Four – 12-Month Rollout Plan
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Learn More:
- More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Monday Oct 10, 2022
Monday Oct 10, 2022
All digital marketing needs a plan, and the best strategy is specific to your business. Unfortunately, we often hear of businesses who want to follow a marketing plan because another company found it successful. While this can be an excellent start, what works for one company may not work for another.
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An ideal digital marketing plan is strategic and should consider a company's individual needs. A great way of doing this is by looking at your competitors and customers. Analyzing your business's competitors allows you to see what worked before and if there are any gaps your company could fill. Probably the most crucial thing a digital marketing plan should consider is the customer. Doing this will allow you to utilize better marketing tactics with a higher chance of interacting with your customers.
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The Digital Marketing Playbook is our digital marketing plan. We make sure we truly understand the business and the industry before we start developing a digital marketing plan and consider different marketing tactics. This includes social media, SEO, google ads and email marketing.
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As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Christie McDougall, our Digital Strategy Manager at TheOnlineCo. We want to make sure you feel confident in your digital marketing and that you see results.
***
Key Moments:
3:44 Competition Analysis
6:09 Brand Voice
11:38 What is SEO?
14:18 Google Ads
16:47 Social Media
24:25 Email
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Learn More:
- More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Thursday Sep 01, 2022
Thursday Sep 01, 2022
We often see digital marketing that just doesn’t work. They have the right idea, investing in Facebook Ads or utilising SEO, but it just falls short. In this episode of Digital Marketing that Puts People First, we talk about an effective digital marketing strategy that can help you achieve your business goals.
An effective digital marketing strategy requires three components: strategy, tactics, and execution. Strategy is about your customers and how best to serve them. Tactics are the specific platforms you are going to use, i.e. Facebook Ads, and Google Ads. Finally, execution ensures everything is in place, and you have a plan.
The reason many digital marketing strategies fall short is that they don’t take people into account. People are the key to a successful digital marketing strategy. Understanding what your audience whats and needs will help you create a strategy that works.
As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Jess Colusso, our Sales and Marketing Manager at TheOnlineCo. We want to make sure you feel confident in your digital marketing and that you see results
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Key Moments:
0:57 Story of Disaster Digital Marketing Strategy
3:16 First Component – Strategy
5:40 Boiling Strategy Down to One Question
12:25 Second Component – Tactics
16:01 Third Component – Execution
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Learn More:
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Tuesday Aug 09, 2022
Tuesday Aug 09, 2022
Have you ever tried marketing to “get some leads?” And did it perhaps not work out so well? One of the most common reasons for this is because your marketing didn’t resonate with actual humans. So don’t go looking for “leads”, go looking for “people” that you can genuinely help with a fair exchange of trade.
Marketing is a people business first, technology comes second and in this episode of Digital Marketing that Puts People First we talk about possibly the most important part of any marketing effort and that is understanding your customers.
This is where our tagline of Digital Marketing That Puts People First comes in and if you want to grow your business you first need to have a deep understanding of who your customers are, what their problems are, and how your product or service is going to solve that problem. The better you know this the better your marketing will be.
As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. and Jess Colusso our Sales and Marketing Manager at TheOnlineCo. If you've ever struggled to truly understand who your customer is then this episode is worth listening to!
Key Moments:
1:46 A great example of ‘icky’ marketing – what NOT to do!
5:09 The Story Theory
9:24 The story theory applied to business
11:27 A example of a customer story we have written for one of our customers
16:24 Breaking down the customer persona
22:26 Combining the big picture and little picture for maximum effect
Learn More:
- More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
- Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Wednesday Jul 13, 2022
Wednesday Jul 13, 2022
Have you ever considered running your own Facebooks ads? Maybe you’ve already given it a shot and thought that they weren't very successful, or perhaps they are performing well and you’re wondering if they could be doing better?
In this episode of Digital Marketing That Puts People First we ask the question ‘Should I DIY Facebook Ads?’ Now we know we’re an agency that provides this service, but we promise to give you an unbiased perspective on when you can and should DIY your Facebook Ads, as well as when you should get a professional involved as there are cases to be made for both.
As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. and Jess Colusso our Sales and Marketing Manager at TheOnlineCo. As well as Christie McDougall, Head of Strategy at TheOnlineCo. and a Facebook Ads expert!
It’s fair to say that Facebook and the social media advertising landscape in general is constantly changing. From the targeting options available to the actual layout out and interface of the platforms, it can be hard to keep up let alone be ahead of the game and have new ads ready to go quickly and so we want to talk through 5 key things you should consider when deciding whether or not to DIY your Facebook Ads or if you should get an expert involved.
We’ll look at the size of your business and why that even matters, we explain the time involved with managing campaigns and if it’s worth your time. We’ll also unpack the reasons why you need to be able to track results correctly, we’ll look at what all the changes mean for small to medium businesses and how to keep up with them and we explain what to do when ads just don’t work.
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Key Moments:
1:00 Meet Christie McDougall – Facebook Ads pro and Head of Strategy at TheOnlineCo.
5:18 Consideration #1 - What is the size of your business?
10:56 Consideration #2 - How much time does it take to set up and manage campaigns?
13:28 When does the chewing gum lose its flavour and what to do about it.
14:50 Can’t I just ‘Boost’ posts?
20:27 Consideration #3 - Can you set up tracking to measure results properly?
24:46 What does not measuring results and dieting have in common?
26:27 Consideration #4 – Are you willing to keep up with all the changes and what do they mean for small to medium and businesses?
32:39 Consideration #5 - What if the ads don’t work? Are you able to problem solve?
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Learn More:
More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/
Thursday Jun 16, 2022
Thursday Jun 16, 2022
How do you truly know who your competitors are and whether or not they’re out performing you?
In this episode of Digital Marketing That Puts People First we ask you the question ‘Are your competitors beating you?’ And what we mean by that is, do you know who your actual competitors are and do you know what their strengths and weakness are?
Over the years we’ve developed a process for identifying and assessing the competition and today we want to share that process with you so that you can assess the competition in your industry and give yourself a clear picture of how you are positioned against them.
We’ll explain to you how to find who your competitors are (not just the 2 or 3 main ones you know of), show you how to use a traffic light system to get a 10,000 foot (big picture) overview of them all, we’ll talk you through how to identify what opportunities and conversely what threats are in your industry based on the research you’ve done.
As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. As well as Jess Colusso our Sales and Marketing Manager at TheOnlineCo.
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Key Moments:
1:13 How do you find your competition
3:45 How to get a 10,000 foot (big picture) overview of the competition
4:14 The traffic light system
9:14 How to see what Facebook and Instagram ads your competitors are running
20:30 Can you identify opportunities in your industry
27:57 Can you identify threats to your business
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Learn More:
More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/
Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/