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Ray Welling

The mobile revolution

Ray Welling

Mobile web use is growing at a rate eight times faster than the desktop web. In 2010, 12% of all Google queries were mobile. more »

Reasons to be cheerful

Ray Welling

When you focus on day-to-day issues, you can become convinced there are lots of negative things to deal with. more »

Google+ Pages – good for business?

Ray Welling

Should you take set up Google+ for your business? If you do, will you be posting a billboard in what will soon become a desert? more »

The SLOW guide to small business

Ray Welling

How can going slow help you compete in business? You need to demonstrate how the philosophy of slow applies to your business, and why it presents a strong value proposition. more »

What you can learn from Steve Jobs

Ray Welling

There have been many tributes but it’s worth reflecting on how Jobs’s work principles relate to small business marketing. more »

Develop a low-maintenance marketing strategy

Ray Welling

In marketing, as with gardening, it’s important to remember that ‘low-maintenance’ is very different to ‘no-maintenance’. more »

Build a business that is good for you

Ray Welling

Marketing is basically about convincing people to buy a desirable thing from you, but do we take too narrow a view of it? more »

Jim Morrison and the importance of relevance

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If you can understand how to relate your message to the concerns of your audience, you’ll get your point across more easily. more »

New wine, old bottles

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On leafing 1950s books on ‘modern business’, I was surprised by how relevant much of the information still was. more »

How do you feed the beast without going broke?

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I’ve written in this blog previously about the extra demands on your business time created by new technology. One of the biggest pressures is the pressure to publish. Rebecca Lieb, former chief editor of ClickZ and head of information merchant Econsultancy in the US, said to me in an interview, “Brands are not just businesses; they’re now media companies.” As a result, she said, all businesses now have to think like an editor. That means you need to stop viewing your marketing with a campaign mindset (with a beginning, middle … more »

Target those who need you most

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Our politicians have shown they could learn a thing or two from small business when it comes to marketing their wares. You can be the best at something, but if people don’t know about it, that fact won’t get you anywhere. The federal election brought home for me the importance of positioning and promotion when you’re marketing your business. The shambolic campaign and aftermath showed that you can be running the only western economy to emerge unscathed from the global financial crisis, which should be enough to get you elected … more »

You can’t do it all

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Technology can help you accomplish a wide range of business tasks without needing to engage other people to get them done. But that doesn’t mean that it’s the way you should use it. In a past life, I worked for the 2000 Sydney Olympics writing speeches for the CEO of the Paralympic Games. Most of the speeches I wrote back then revolved around the same ?theme: interdependence. The CEO would often explain to audiences that when you’re a child, you’re dependent upon your parents for all your needs. As you … more »

Wawa’s the buzz on Facebook?

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When discussing social media for small business, people often tell me “a Facebook page is fine for big companies and major brands who have an army of people and something to say, but I’m a small business. What on earth do I have to say that would make my customers want to connect with me while they’re chatting with their friends?” They’re correct that Facebook is an effective investment for brands like Coke (22 million fans – NB, their page was started by fans, not the company), Starbucks (20 million), … more »

New ways to make Jan happy

Ray Welling

Most of you would remember the Yellow Pages “Not happy, Jan” ads from a few years ago, where an assistant was avoiding her boss because the Yellow Pages had just come out and she had forgotten to book the company’s ad. As she scurries down the street, the boss spies her and shouts out the window, “Not happy, Jan!” It was a really memorable campaign (I still hear that phrase in common use), and it highlighted how critical it was to have your business listed in the one directory that … more »

The more things change… the more things change

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When the iPad was released last year, there was a cacophony of ooohs and aaahs as geeks, early adopters and visionaries welcomed Apple’s shiny new thing. But if you listened carefully, you could also hear sighs and mumbles. That was from the people who were saying under their breath, “Oh s@!?# – another new technology to try and master – I give up!” As a small business operator, it can be frustrating to try and stay on top of all of the technologies that may or may not be relevant … more »

Four steps can build your reputation

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Do you care what potential customers think of you? Of course you do! But, apart from giving current customers your best effort (which I’m sure everyone who reads Nett does), what are you doing to influence those thoughts, to build your reputation? Odds are, not much. Research shows that very few small businesses follow a reputation-building strategy. Of course, other business activities implemented for different strategic reasons may also help build your reputation. But few small business owners make a pragmatic and premeditated decision to invest in building a corporate … more »

True wisdom, or lazy marketing?

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Crowdsourcing can be a powerful tool for customer-centred thinking. But don’t let it take the place of thinking for yourself. “All of us is smarter than one of us” is a current mantra of digital marketing. Ever since James Surowiecki published The Wisdom of Crowds, his 2004 best-seller about the aggregation of information in groups, people have been using social media technology to tap into customer ideas and create buzz to come up with ideas for new products, product features, logos and even corporate social responsibility programs. Of course, the … more »

Thought leadership: you’re a publisher now – like it or not

Businesses are beginning to understand that, along with the products and services that they offer, one of their core products is information. Have you seen those YouTube clips that attempt to depict the impact of the internet/social media/mobile technology? Set to music from some post-modern act, they use dancing fonts and transforming graphics to display some mind-blowing statistics (“if Facebook was a country it would be the third largest in the world” and “social media has overtaken pornography as the number one activity on the web”). If people are now … more »

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With the number of Australian small businesses growing, NETT provides a one-stop shop of information to get your business working for you. Crammed full of helpful articles, tips and small business advice, NETT gathers expert advice from Australian small business owners, industry experts and online professionals and houses it all in an easy-to-follow format. Reaching across a wealth of topics from technology to search optimisation and resources. NETT focuses on assisting Australian small business and providing better business advice to allow you to build a strong online presence.