Marketing beyond lockdowns with a Brisbane digital marketing agency that garners traffic, leads and results.
Digital Marketing Specialist
We are a Brisbane based digital marketing agency leveraging a wealth of performance data to deliver the best results for our clients. We use the power of data in everything we do. It’s how we make decisions about the right strategy. It’s how we plan our next actions. It’s how we measure our campaigns to keep them on track to deliver exceptional return on investment.
Choosing the right Brisbane search marketing company for your business is an exciting task. There are hundreds of digital marketing companies in Brisbane to choose from. We know how important it is for you to find the right fit for your business. We have learnt through years of experience that every SEO campaign is different. We are always upfront about the time, investment and resources required to help you reach your goals.
Working with us, you’ll benefit from our full service digital marketing agency. Having a team made up of knowledgeable SEO consultants, web designers and developers means every facet of your digital presence will be looked after. There are more than 200 competing factors that impact how your business appears in Google. Our team’s combined skill set enables us to focus on the best on-site, off-site and technical elements to help your business make the best impression with Google.
“Since website launch we’ve seen our inbound enquiries increase and our new customers' perception change for the better.”
We specialise in helping Brisbane service-based businesses boost their digital presence and increase their sales online. We love helping clients reach heights that they didn’t know were possible with our services.
Our content writing is available as a stand alone service as well as in conjunction with other digital marketing services like SEO. Creating great content and ranking organically means we tailor a strategy to your business’ needs.
COVID-19 is changing consumer behavior, we’re here to help your business adapt and succeed through “locky-d”, “q-tine” and the like. There’s an abundance of ways you can redesign your marketing strategy to suit a pandemic planet. If anything, now might be the best time to boost your digital marketing with search engine optimisation. Across all industries, great SEO produces long lasting traffic that becomes the life-blood of leads, enquiries and sales.
We custom build websites from pixel perfect designs using WordPress and Elementor visual builder. We do this so that, at the end of a project, we can hand over a flawless website with full customisation freedom.
Our approach is entirely results driven. All of our work is based on real facts, real figures and real returns on your investment. Every decision that we make is centered around maximising the value of your website traffic.
As of 2021, there is no shortage of digital marketing agencies in Brisbane vying for your attention and business.
We’re a digital marketing agency for small businesses in Brisbane, staffed exclusively by SEO professionals. The SEO consultants that started Sonder will work on your digital marketing campaign. Our founders Tom and James continue to oversee every aspect of each campaign, ensuring that we are delivering the same, consistent service that we have used to get our own website to the first page of Google.
You know that you’ve got a great business, you’ve got a product/service that is going to improve how people do life, they just need to know about it! Having a great business idea and creating a business is a huge feat, but that’s only part of the struggle. You could have the best concept but it may not take off unless people actually know about it.
This is where marketing comes in. Marketing is an umbrella term that covers many different areas. But broadly, it’s how your business communicates its message to the wider community. It deals with everything from your logo and visuals, to the words you use and then how that message is distributed.
So why is it vital to have good marketing to get leads?
Simply, nobody is going to use your business if they don’t know what it’s about. Quality marketing means that potential customers are aware of what your business does and why they need to use your services. When your message is easy to understand and easy to read, then people are more likely to engage and read your materials. When your visuals are interesting and nice to look at, people are more likely to take notice of what you’re doping. Most importantly, when your website is easy to use, people are more likely to input their details or to buy your product. This carries on through your different marketing channels and how you choose to use them to best represent your brand.
Good marketing also helps your customers on their journey with you. Strategy and how people interact with your service are intrinsically linked to your marketing. A good marketing agency will also help you turn those who’ve undoubtedly had a fantastic experience with your brand to help you land more quality leads. This can be done through review and word-of-mouth marketing.
Marketing isn’t just there to help you attract quality leads, but also there to help you seal the deal and build your business. It is the gateway to your business taking off and thriving.
The million-dollar question, how do I get more conversions? Here at Sonder, we are big believers that digital marketing is the best way that you can convert your prospects into customers. Think of your digital presence as your storefront. It’s often the first impression that people will have of your business and the one that needs to be memorable.
Once you’ve attracted your quality leads using campaigns, your website is where you make the hard sell. It’s important to have a sales process that’s easy to understand and a website that intuitively guides your customer through the sale.
A well-designed website will minimise the clicks between browsing and sale to ensure make the experience simple and stress-free. The CTA’s and instructions will be easy to find and follow. If your customers want reviews on what they’re buying, it’s best to have them on the same page as the product to minimise them clicking off the page. It’s the small optimisations that make your website accessible to your community.
Campaigns campaigns campaigns! The number of different campaigns you can run and how you use them can be confusing and hard to understand. Firstly this is because there are so many opportunities, so many channels to focus on, and if you’re anything like us, there are too many fantastic ideas. So how do you choose the right idea, the right time, the right channel, and the right target audience?
It all starts with having a comprehensive understanding of how each channel operates, what to use them for and how to optimise your campaign to get the results you want. While this understanding is key, you also need to understand what your customer is looking for and how to communicate that message through to them.
What messaging works?
With every communication that your business has, there should be a strategy behind it. The copy on your website homepage should direct people to a call to action (CTA). If you’re sending an email, you should be trying to direct people through to your website or have a CTA on the email to direct people towards.
So when you’re running campaigns, it’s extra important to consider the messaging and the point of the campaign.
What channels should I use to run campaigns?
So, let’s say that your business has an awesome new product in stock that you want to promote and sell. You know that the strategy for your upcoming campaigns will be to sell this product that you know your customers are going to love. How do you go about it?
Choose one idea and stick to it. Do you want to talk about the functionality of the product, do you want to focus on customer reviews of the product, or perhaps do you want to focus on the fact that your business has an exclusive deal to stock this groovy new product? If you focus on all of these the messaging might be confusing and a bit overwhelming, sometimes it’s best to focus on one strategy and perfect it rather than using a “spray and pray strategy” which involves throwing every possibility out there and hoping one works.
Say you want to focus on showing customer reviews as everyone who purchases the product loves it. Where are you going to pop these messages? Here’s a handy list of some channels that you could use to promote your product:
Each channel needs a different approach to get the best results possible. For email, you’ll be marketing to people who are already aware and interested in your brand. However, if you’re using ads to promote your brand, you may be speaking to people who haven’t necessarily heard of your brand before and to market to them effectively, you’ll need a different approach.
We get this question a lot! The answer is a resounding yes. Blogs work for so many different reasons and if you don’t have one, you’re missing out on some excellent exposure. But we will say this, blogs can be an awesome tool so long as your business is using them correctly and has the right content strategy to match. There are two key reasons why we think all businesses should have a blog:
Blogs for SEO
Who doesn’t love some extra SEO points? A blog is an excellent way to keep your website up to date and on top of the latest trends in your industry. If you’re writing about topics in your industry that your target market is interested in, then chances are they’re also searching for this content. That means that Google will pick up on certain keywords that people are searching for regularly and prioritise pages where these terms can be found.
When you write a blog, you can actually research what terms people are searching for regularly and optimise your blog to ensure you’re talking about those keywords. So not only will people be clicking through to your blog because they’re on your mailing list, but they’ll also be finding your work through search engines.
Blogs for brand positioning
The second reason that you should be creating blogs, is so that you can position your brand as a leader in your industry. SEO is great for getting clicks, but if your business is supplying content that people want to read and that gives new and interesting ideas about different topics in your industry, then people will view your business highly.
A blog is a great way to give your brand credibility and gravitas authentically. Let’s be honest, you know your business, and you know what your customers are looking for. Put that into action and give your community some interesting tidbits that will keep them coming back for more.
Posting on social media, who doesn’t love it! Well, not all of us. Posting on social media can be a tedious and time-consuming task, particularly when trying to appease the algorithm. With every site, there is a different algorithm and different peak times to post and also varying lengths that you should write to. It’s a lot of work to put in and you don’t even know if people will see it.
So do I really need to be posting on social media? It can seem like a shot in the dark and too much effort to what you actually harvest. But keeping an active online presence is vitally important to your brand.
It may not be what you want to hear, but an online presence is necessary for business in this day and age. Many people use social media as proof that your business exists and is legit. The absence of a social media presence can be a red flag to potential customers that maybe your business isn’t trustworthy and that maybe there are better options out there.
At a minimum, having a social media presence is highly desirable. But why stop there? It can be daunting to post on social media, and you may not get a lot of engagement on every post, but it’s still better to post regularly so that prospective customers can see that your business is still active. An inactive social media account could signify that your business may not be currently trading or may not be as up to date as other competitors.
Your website is there to be used, so how do you get people on it? There’s a dizzying array of possibilities to get people onto your website, but it all depends on your time capacity, your budget, and your messaging.
A great way to drive traffic to your websites would be to create targeted campaigns. Besides running campaigns to get people on your website, it’s also great to optimise your website for SEO.
Optimising your website for certain keywords means that search engines are more likely to pick them up and recommend them to potential customers when they’re searching for those terms. For example, if you run a plumbing company and you use keywords on your home page like, “burst pipe” and “local Brisbane plumber” you’ll find that when someone searches “pipe burst, Brisbane plumber” your page will be prioritised. That’s because Google is always looking for pages that have relevant keywords.
A great way to continually drive people to your websites is by having ongoing ad campaigns. Remarketing ads or retargeting ads advertise to those who’ve already been on your website looking at certain products or services. So when your prospective customers are perusing social media or their favourite blog, they’ll be reminded of the product that they saw on your website earlier. Chances are, they might even click through to revisit and hopefully purchase. These ads are a great way to drive already interested parties through to your website.
Blogs are another great way to drive traffic to your website. Consider guest blogging or sitting down and taking a stab at it yourself. Hosting content that people want to read is a great way to boost readership on your website and get the clicks you need for Google to recognize you as an authority.
Your digital marketing strategy should include your whole online presence. Everything from your website, to your google my business page, to your social media, and even the emails you send. It’s your logo, your imagery, and your tone of voice. If it’s on the internet and it involves your brand, then it should be a part of your digital marketing strategy.
A good digital marketing strategy should include a list of campaigns that your business is running and the timing schedules of when they begin and end as well as the projected outcomes. Everything in your strategy should have projections and evaluation dates. The only way that your marketing will improve is if you’re constantly testing and measuring the results.
Every strategy should have campaigns optimised for the channels they’ll be promoted to. If you’re using email to promote a service a certain way, then you should strategise around how the email is laid out, what the copy says and where to place the CTA’s. Your digital marketing strategy will include when this email should be sent, who it should be sent to and how you’re going to track open rates, retention rates and click-throughs. It should also include follow-up ideas and how they’re going to affect the process.
The more in-depth your strategy is, the better your results will be in the future. It’s ok to not get it right, but you need to know why something isn’t working. The only way that you can know why something isn’t working is if you have the right tests and balances to measure all of your marketing efforts. This is why a digital marketing strategy is so vital for your business to succeed.
So how do you make a good marketing strategy that is sustainable? As we’ve mentioned here, a good digital marketing strategy is comprehensive and covers your entire online presence, that’s a lot of work to set up but also just as much work to maintain on an ongoing basis. It can be quite overwhelming for any business to maintain this, even ones with fully kitted out marketing teams. If you need help creating our digital marketing strategy or if you need help maintaining your strategy and keeping your online platforms up to date, then don’t hesitate to give us a call to see how we can help out.
Content marketing is one of the most effective ways you can engage customers and drive them to your website. It’s about creating content that people want to consume and will actively seek out.
So what format does this content come in? Content marketing can come in any format you want it to, the more creative it is the more likely it that people might seek it out. It can be anything from a blog, a youtube video, a TikTok, a book to even in-person events. The primary objective of these engagements will be to build your brand as a leader in your industry by providing content that people want to consume and will take time out of their day to consume. Content marketing can be anything you want it to be, the limit is only ever set by your team and your budget.
What is content marketing in the digital world? One of the largest formats of content marketing is the blog. Anyone can sit down on their laptop and smash out a few words and call it a blog which makes it one of the most accessible forms of content marketing. Because there are so many blogs out there, it can be hard to stand out unless you have a brilliant copywriter and an excellent SEO strategy to compliment. This is where it becomes so necessary to have a quality marketing team that can optimise content and ensure it’s getting to the right channels.
Your digital content marketing strategy should also draw upon the trends of your target market. If you’re looking to target teens, then marketing on TikTok and youtube should be prioritised over a blog. It all depends on where your audience spends their time. There isn’t always a perfect formula for content marketing, but it’s always better to have content than not having anything.
If you’re interested in developing your content strategy that’s aligned to your brand and speaks directly to your audience then we would love to talk to you about what the best direction for your business should be.
SEO stands for “search engine optimisation”. That’s the answer to the whole question right? If only the answer were that simple. SEO is an ongoing process that optimises your website and online presence to be preferenced for search engine rankings. Every day search engines like google get over 5.6 billion searches, so your business needs to capitalise on this traffic and take your business to where the people are.
Google and other search engines like Bing use software that scans pages on the internet, pulling information from them so that complex algorithms can determine where those pages should appear when people look for associated information. There are so many factors that search engines take into account when they figure out what should be optimized. Everything from the user interface of your website, the images you use, relevant links, and your website copy is considered by search engines.
Search engines want to refer their users to the best website possible where people will get the information they need in one or two clicks. There are a few other ways that search engines do this besides looking at just your website, they also look at referring websites. If you’re an authority on a certain topic or in a specific industry, a lot of websites will link to your website. Search engines pick up on this and prioritise your content as other websites are referring their traffic through to your website.
A way that people will find your content, is when you use terms in your website copy that people are searching for. These are called keywords. It’s important that with every page on your website you select several keywords to optimise for. You can track what keywords are being used locally and by your target audience if you have the right software. There are different recommendations around when to use certain keywords and in what sections of your website copy, that’s why it’s so important to have a digital marketing agency to help you optimise your pages.
Design is such an important part of your website. You need to be able to direct people where to go to find certain information and to buy your product or order your service. If your website is poorly made or is outdated, search engines will recognise this through the code on your website and if people aren’t clicking your links. That’s why it’s so important to have a well-designed website that has a logical flow. Good-looking websites aren’t just important for aesthetics, they’re also necessary for you to conduct your business.
I have links on my website, that counts as link building, right? Not quite. Link building is the process of getting other websites to link through to your website. This signals through to search engines that your business is an authority on a certain topic and they will therefore prioritise your website.
So how do you go about getting people to refer to your websites? This is the difficult bit and there is no correct formula for every business because it’ll be different for everyone. The best and easiest way to get links built for your website is to go through a digital marketing agency and let them do the hard work for you.
Not all links are created equal either. Some links people pay to get, some links are genuine referrals and some are spam links. There are certain tools like Ahrefs and SEM rush that can show a page’s backlink profile, but even these websites can’t pinpoint a search engine’s actual algorithm or give you a recommended backlink strategy.
Link building also doesn’t just funnel traffic to your website. To show Google that your business is an authority on the topic you’re writing about, it’s important you also link off to sources that are an authority. What this shows is that you know when to refer your audience to resources that have a reputation for being legitimate.
You don’t need us to tell you that sometimes you need to spend money to make money. This holds true for your marketing efforts. If you don’t sink time and money into getting your message and your brand out there, then you’re probably not going to get as much traffic as you want.
Of course, you can decrease your advertising costs and select smaller services, and keep your marketing spread quite restricted, but that means you’re not going to have a great reward when you’re looking at your results. If you’re going to invest in your marketing and advertising then you don’t want to do half the job.
Particularly when it comes to your digital presence. Everything about your brand that appears online is going to be linked together, so if you have a good website but your social media platforms are not up to date, then potential customers might assume that your business isn’t going as strong as it may have previously. This is why it’s so important to involve a digital marketing agency in decisions regarding your online presence because we can provide evidence-based reasons for every recommendation we give to you.
Digital marketing agencies can also provide great advice about how to lower and reprioritise your budget in ways that will lessen the disruption if that’s something that needs to happen. So if you need to invest your money more into product research, we can optimise what’s left of your marketing spend to either focus on digital ads, content marketing, or anything else. This will of course be dependent on what your current campaign and strategies are, but a digital agency can provide research and proof to back up every claim.
It is! Most people that are viewing your website or any content will be viewing it on their mobile device. This is why it’s so important to always optimise your content for mobile devices. Whether it be a youtube video that you need to size so people will always be able to read and see what is happening or if it’s a Facebook post that has an image with writing that may not be viewable on a phone. Everything needs to be consumable for a smaller screen.
This goes for your website too. People don’t only use their phones for social media. It’s just as important to make sure that your website is completely responsive to all device sizes. Why is this so important? When your website is only made for larger screen sizes, there will be certain breaks that appear when viewed on a tablet or phone. Just because you use a website builder, that doesn’t always mean that the sizing will be consistent or adjusted correctly when viewed at a smaller size.
What about content marketing on your phone? Because people spend most of their media consumption time on their phones, the content they want to see should be optimised for mobile. So if you’re creating a blog, you shouldn’t assume that it’s just going to be read on a computer, chances are people will be reading this on their commute to work, when they’re on their lunch break, or doing anything else where they want a quick break. This content should be super easy to digest, with no big blocks of text and a text size that’s easy to see.
If you’re creating content specifically for phones, maybe think about apps that people are using regularly on their phones. This could be Instagram, TikTok, or Reddit. Then think about how you can use those mediums to best represent your business. When you have a piece of content made specifically for a particular platform that takes into account the current trends, it’s much more likely to gain some level of traction.
Marketing is marketing, right? Not quite! There is a lot of crossover between digital marketing and regular marketing. The core elements of your brand will stay the same, your logo, the images you use, and the tone of voice that you use in your copy. But certain changes need to be made to best take advantage of the medium.
Digital marketing has more of a formula to follow than regular marketing. Everything that’s on the internet is crawled through by search engines, so there need to be certain keywords mentioned to get the recognition your page deserves. So everything from your email copy through to your blog and social media should be optimised. You’re still able to be creative and have fun with your content and brand, there are just a few more rules to follow if you want that content to go far and get plenty of clicks.
With regular marketing, these considerations aren’t needed. There is more liberty to play around with branding and copy ideas as there aren’t specific words that need to be used. A great example of some “regular marketing” would be assets like menus, brochures, business cards, and pamphlets.
A good marketing agency will be able to work with your business to create content and assets for both digital marketing and “regular marketing” to ensure your brand is best represented. For some businesses, the primary focus will just be online so there may not be too much of a need to create too much in-person collateral.
Unfortunately, you’re not going to like this answer. The rules that search engines use to prioritise certain web pages and pick content change all the time. Nothing stays the same on the internet for long and the algorithms are constantly evolving so it’s important to keep updating your continent.
But do I know what to update and what to keep the same? Unless you’re constantly keeping an eye on the latest updates and testing SEO patterns it can be really hard to know how to keep your website relevant. Sometimes Google and Bing will update their website crawler to prioritise websites with certain word counts on each page or how many menu layers you have and they won’t give you any warning. So one day your traffic might take a big hit and you won’t be too sure why.
This is why it’s so important to have a digital marketing agency that can work with your team to identify how your traffic flow is going and figure out how to harness all opportunities. A team of experts that are always on top of the latest digital trends will help your business harness all opportunities and make adjustments to your website when there are any algorithm changes.
Even with no algorithm changes, the one thing that search engines will always prioritise is web pages that are updated regularly. No search engine wants to send people stale and outdated content. That’s why in the first few pages of google there will always be content that is relevant from this year or perhaps the year prior at the latest. Updating content on your website can already be quite a time-consuming when you’re creating new ideas, but spending time going through old content and optimising it can be quite a drain, particularly if you’re not sure what you should update.
A digital marketing agency with the right strategy will know what web pages to update and what times and when to create new content on certain topics. At Sonder, we are proactive in helping our clients update their website and content so they’re never left behind and always ahead of the curve.
No two marketing agencies are the same. Every agency has a different scope that their teams work too. Some agencies are specialists and will only work with digital ad campaigns, only build websites and focus on SEO or only look at graphic design and branding. Others will look at your business from a holistic perspective and consider everything before making recommendations about how you should proceed.
At Sonder, we group ourselves into the holistic category. We consider your entire online presence before we make recommendations about how your business should appear. If you want certain work done on content or design, we are more than happy to oblige but we will always consider your broader marketing efforts when we provide work. We are also an agency that can work with your business to create a completely new website while optimising your social media accounts and creating in-person merchandise.
When selecting a digital marketing agency, it’s also important to find one that’s happy to work with your budget. If an agency doesn’t have staggered options or is willing to work with you, then it’s probably not worth trying to cut parts off to try and get it to work. At Sonder we work with our clients to develop the scope together and agree on work that’s going to fit the required budget.
Apart from the nitty-gritty details, you should choose a marketing agency that you’re going to work well with. There’s no point engaging with an agency that is misaligned with your values and that won’t work well for your team. Working with a marketing agency shouldn’t be hard and if it is, you may not be working with the right people.
Marketing agencies also shouldn’t be trying to confuse you with digital marketing terms that are hard to understand. Yes, there are strange algorithms and keyword strategies and a plethora of other terms that may be foreign. But your digital marketing agency shouldn’t leave you confused about what these terms mean, they should be explaining to you what’s happening so that you can understand and feel confident in their ability to execute their strategy.