Getting to the Heart of Business

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In this episode, we are joined by Chanelle Murray, Senior Social Media Lead at Uber. With over a decade of experience, Chanelle has worked with some of the world’s most recognised brands, helping to shape their digital and social media presence in an ever-evolving industry.

Chanelle is known for her innovative and results-driven approach, consistently delivering creative strategies that challenge the status quo and drive meaningful engagement. She has a proven ability to bring global campaigns to life at a local level, ensuring they resonate with diverse audiences.

Throughout our conversation, Chanelle shares her insights into the key elements of a strong digital strategy, the role of creativity in social media success, and how brands can stay ahead in today’s fast-moving digital landscape. Whether you're a marketing professional or just curious about the power of social media, this episode is packed with valuable takeaways.

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In this episode of Digital Marketing That Puts People First, we’re joined by Kate Boulo - Vice President of Marketing Essilor Luxottica. Kate is a seasoned marketing professional whose passion for brand marketing and communications is rooted in her drive to create meaningful connections between consumers and the brands they love.

Kate manages a diverse portfolio of retail brands, including OPSM, Sunglass Hut, Laubman & Pank, and EyeQ, alongside renowned eyewear brands like Ray-Ban, Burberry, Chanel, and many more. Her career spans both local and global roles, bringing a holistic 360° perspective to brand building. Kate’s approach combines business knowledge, retail strategy, creative thinking, and expertise in digital and social marketing.

Join us as we delve into her insights on crafting brands that truly resonate with consumers and how her passion for teamwork and collaboration has been key to her success.

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In this episode, we're diving into a crucial aspect of marketing that too many businesses overlook—building a Digital Marketing Playbook. Do you have a clear, actionable plan for your marketing efforts, or are you just throwing things at the wall to see what sticks?

Successful brands don’t leave things to chance. They spend time strategising and planning their marketing for the year ahead. When you see a big brand’s ad, you can bet that there’s been a lot of thought behind it—who it's targeting, what message it conveys, the channels it uses, and how success will be measured.

If you want your marketing efforts to pay off, you need a solid plan in place. That’s where the Digital Marketing Playbook comes in. Remember, if you fail to plan, you plan to fail. Join us as we walk you through the steps to create a playbook that will set your marketing up for success. Don’t miss out!

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In this episode, we chat with Ashton Bishop, a marketing expert with over 20 years of experience working with some of the world's biggest brands. Ashton has led major campaigns worth millions for companies valued in the billions. He's known for his specialty in Predatory Marketing, a unique strategy that helps brands grow by outsmarting their competition.

As a business owner and serial entrepreneur, Ashton brings fresh and challenging ideas to the table, always with a focus on what works best. He shares practical tips on how to think strategically in marketing, create standout campaigns, and achieve real results.

Whether you're a marketing professional, an entrepreneur, or just curious about the secrets behind successful brands, this episode is packed with useful insights and inspiration. Join us to hear from Ashton Bishop and learn how you can apply these ideas to boost your own brand's success. Don't miss this engaging and informative conversation!

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In this episode, we're joined by Vicki Wright, a seasoned Chief Marketing Officer with over 20 years of experience in transforming marketing teams and driving profitability across various industries. Vicki excels in deploying structured marketing strategies that not only foster trust but also attract ideal customers, crucial for achieving business growth.

Vicki's impressive corporate journey includes her tenure as Group Marketing Manager at Ruralco, where she oversaw a portfolio of 50 brands, and her previous role at Metcash. Her approach is renowned for its ability to engage communities and build lasting customer loyalty through a deep focus on customer needs and preferences.

If you're eager to elevate your brand's presence and identify barriers hindering your business growth, this insightful conversation with Vicki provides practical advice on implementing strategic, customer-centric marketing strategies. Join us as we delve into ways to unlock your business's potential with guidance from a seasoned marketing leader.

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In this episode, we sit down with Janice Lee-Fu, the Marketing Communications Director at doTerra Australia. Janice is a dynamic commercial leader passionate about building brands that forge meaningful connections with their audiences. Known for her agile and creative problem-solving skills, she thrives on finding innovative solutions to business challenges. Despite her focus on achieving commercial success, Janice prioritises people, fostering a collaborative team culture that encourages the execution of groundbreaking ideas.

Outside of her professional life, Janice is an avid Yoga and Pilates enthusiast and enjoys cooking with her partner, Kai. Her journey into low-tox living began as a mission to create a safe environment for her beloved Persian cats, Ayla and Leia. Join us as we explore Janice's unique approach to marketing and learn how she blends creativity, collaboration, and a people-first mindset to drive brand success.

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In this episode of "Digital Marketing That Puts People First", we are joined by Shaun Alexander - a seasoned sales and marketing executive. With over 15 years of experience in launching and growing digital media, technology, and entertainment ventures, Shaun brings a wealth of knowledge to the table.

Shaun's journey into the world of marketing ignited during his time at AWARD School in the early 2000s, where he uncovered the magic of connecting brands with people in creative ways. He honed his skills working for media publishers during the digital revolution's second wave, eventually rising to the role of National Sales Director for technology and gaming brands at CBS Interactive.

Transitioning to Pandora, Shaun made history as the platform's first Australian commercial hire, pioneering the introduction of digital audio advertising Down Under. Following Pandora's successful launch, Shaun was tapped to lead SoundCloud's operations in Australia and New Zealand, establishing their inaugural regional office.

But Shaun's expertise doesn't stop there. He's also made significant contributions as head of growth at Jaxsta, an ASX-listed music credits database. Currently, Shaun is advising Pluss Communities, a tech platform catering to the aged-care sector, and serving as Chief Commercial Officer for Incites, an Australian analytics startup.

Beyond his corporate roles, Shaun remains deeply involved in his community. He's a dedicated member of Northside Radio's marketing committee and has been hosting a music show since 2003. Additionally, he co-hosts a popular monthly soul music show on ABC Radio with Christine Anu.

Join us as Shaun shares his insights on how to prioritise people in digital marketing strategies, drawing from his rich and diverse experiences across various industries.

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In this episode, we chat with Andy Coffey, who heads digital efforts at the Mater Foundation. He's been in the digital world for almost 30 years, starting way back in 1994. Andy's career took him from entry-level jobs to high-ranking positions, and now he's back to more hands-on work.

Andy has loads of experience working for different companies, where he's done everything from marketing to technology and data. Even though he's won many awards, Andy's focus now is on making a positive difference. At the Mater Foundation, he leads projects that break records and help people.

Looking back on his career, Andy talks about how important it is to adapt to changes and keep learning. Balancing work, studies, and family life hasn't always been easy for him. He even started a Doctorate degree but had to stop when life got too busy.

Despite his struggles, Andy's family means everything to him. He might not be great at music, and he's dyslexic, but his dedication to his loved ones never wavers. Join us as we dive into Andy's experiences, what he's learned, and how his work has made a big impact.

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Episode Summary:

In this episode, we delve into the dynamic world of Hope Media, tracing its journey from the Christian Broadcasting Association's establishment in 1953 to its current status as a leading player in Australia's media landscape. Beth and Lucy, key figures at Hope Media, share their insights and experiences in navigating the ever-changing media environment.

Lucy, the Brand Manager for Hope Media, boasts a diverse background with a Business Management Degree from City University in London. Having spent over a decade working for not-for-profit organisations while consulting for other companies, Lucy brings a unique perspective to the table. She is also a self-taught graphic designer, adding a creative flair to her skill set. Lucy believes that the field of marketing has undergone significant changes in recent years, challenging the industry to adapt and evolve.

Beth, an experienced Digital Content Manager at Hope Media, brings a wealth of expertise from the not-for-profit and broadcast media industries. Her impressive background includes roles in journalism, radio, media relations, crisis management, and event management. Beth's well-rounded digital skill set, including a certificate in Full Stack Web Development from Codemaster Institute in WA, positions her as a valuable asset to the organisation.

Throughout the episode, Beth and Lucy discuss the transformative journey of Hope Media and highlight the challenges and opportunities presented by the evolving media landscape. With approximately 800,000 monthly listeners, Hope 103.2 in Sydney stands out as the largest community radio station in Australia, reflecting the organisation's commitment to reaching and impacting diverse audiences.

As they share their experiences, Beth and Lucy shed light on the ongoing shifts in marketing and media, emphasising the need for continuous adaptation in an industry where not everyone may have caught on to the recent changes. "Hope Unveiled" is an insightful exploration of Hope Media's rich history, the talents of its key players, and the ever-evolving nature of Christian media in the contemporary world.

Learn More:

More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/

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Episode Summary:

In this Episode, we are joined by Mike Jeffrey. Mike is an experienced professional who blends community service and innovative tech solutions. Formerly leading marketing, communications, and fundraising at Wesley Mission Qld (WMQ), Mike discusses his shift to CEO at Pluss Communities — a tech startup reshaping aged care and retirement living through customised community apps.

Exploring Mike's three-decade commitment to community service irrespective of boundaries, the conversation highlights his enduring passion for assisting those in need. At Pluss Communities, Mike uses technology to strengthen community ties, positively impacting lives and fostering vibrant social connections.

Mike's extensive career spans diverse roles, ranging from executive leadership, youth work, education, content creation, event management, and public speaking. He's held senior positions in marketing, fundraising, communications, customer relations, sales, and community service management.

This podcast unveils Mike's personal motivations driving his marketing career, shedding light on the pivotal moment he discovered his enthusiasm for this field. His unique journey from Wesley Mission Qld to spearheading a tech startup provides insights into his evolving roles and experiences, culminating in his current mission of empowering communities through innovative technology.

Listeners gain deep insights into Mike's marketing philosophy, centred on putting people first. Join this engaging conversation with Mike Jeffrey, offering a comprehensive insight into his journey, core values, and the principles shaping his impactful approach to modern marketing.

Learn More:

More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/
Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/

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Episode Summary:

In this episode, we are joined by Vicki Fletcher. Vicki serves as the Global Content and Creative leader for Flight Centre and boasts a wealth of experience as a content marketer adept at navigating ever-changing markets.

As a skilled wordsmith, editor, and digital communicator, Vicki understands the power of storytelling to captivate audiences and drive conversions. With a diverse skill set and a history of collaborating with various teams, she possesses the versatility required to cover all facets of content marketing.

Vicki's work has been featured in prestigious publications such as Amnesty International, The Sydney Morning Herald, and The Canberra Times. Her expertise spans across diverse industries, from travel and photography to health brands and music journalism, providing insights that cater to aspiring marketers, seasoned professionals, and anyone curious about the role of content in today's world.

In this episode, we dive into Vicki's personal journey, exploring her passion for marketing and her trajectory to her current position at Flight Centre. Vicki shares her unique marketing philosophy and discusses the challenges she encounters in her role. She highlights the significance of placing people at the core of marketing and reveals her approach to crafting a robust digital strategy, shedding light on the pivotal factors that have influenced her strategy.

We also delve into the common challenges that businesses face in marketing, with Vicki providing valuable advice for fellow marketers and business owners. To wrap things up, we ask Vicki to reflect on her journey by posing the question: "If you could speak to yourself from 10 years ago, what advice would you offer?"

Join us for an engaging conversation that delves deep into the world of digital marketing, with a particular focus on the importance of prioritizing people. Vicki Fletcher's extensive knowledge and experience are sure to inspire marketers and business owners alike.

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/

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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/

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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.

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/

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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.

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/

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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.

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

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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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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.

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.

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.

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

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/

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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

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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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

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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.

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?

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/

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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.

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

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/

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Do you know if your website actually gets you any business?

In this episode of Digital Marketing That Puts People First we ask you the question ‘Is your website telling people to bugger off?’ And by that we mean, is it clear to visitors to your site exactly what it is that you do? If it isn’t then perhaps your site is (accidentally) telling people to go elsewhere.

As a rule of thumb, you have less than 10 seconds to convince people to stay on your website, and there are 3 psychological triggers you need in order to get people to stay. If you don't fulfil these three things, then visitors to your site will leave and go and visit your competitor's sites instead.

If, however, your site convinces people to stay longer than the first 10 seconds, then what happens is that people stay longer, much longer on your site and only then does your website stand a chance of generating you any business.

So, in this episode, we’re going to give you three tools to use in assessing your website. And then we'll talk through some examples of how to fix your homepage so get more people to stay and turn into leads.

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.

Key Moments:

1:11 - New name for the Podcast

6:00 – The 10 second rule

8:06 – Think, Feel, Do test – does your website pass?

22:10 – The clarity test? Do people understand what it is that you do?

Learn More:

Explore all Season 1 and Bonus Episodes of Getting To The Heart of Business https://theonlineco.net/getting-to-the-heart-of-business/
More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/

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Have you ever thought of SEO as a bit of a mystery? Have you ever wanted to know which SEO tasks you should be doing?

In this episode, we talk about the hugely important and mysterious topic that is SEO. SEO stands for Search Engine Optimisation and is the process of making your website friendly to Google (and other search engines).

As always, you'll hear from James Parnwell Founder and Managing Director of TheOnlineCo. - plus our special guest Rich Brown, Head of SEO here at TheOnlineCo.

SEO is a big topic and with so many tasks to be done, it's hard to know where to start. So together, James and Rich are going to give you a list of seven things you can do today. If you've been doing SEO on your website for a while, this may act as a checklist, however, if you're new to SEO, then these seven items are the perfect place to start.

One of the things we pride ourselves on here at TheOnlineCo., is not using jargon where possible. The problem with SEO is, that's a bit hard, because some things only have a technical name. So in this episode Rich will give a technical answer in as clear English as he possibly can and James will give an analogy of how that works. This way you get two perspectives on the action point and fingers crossed, you'll then be able to anchor both the technical and the real world.

Key Moments:

4:18 – Action Item #1: Make your homepage clear as crystal

8:48 – Action Item #2: Optimise the meta titles of your webpage

12:54 – Action Item #3: Make your website load more quickly

17:52 – Action Item #4: See what Google is showing for your website site: ’yourwebsite’

20:45 – Action Item #5: Submit a properly formatted site map to Google

25:07 – Action Item #6: Write an article that answers a customer's question

28:03 – Action Item #7: Keyword is the most important part of SEO but it’s massive

Learn More:

Lighthouse chrome extension

Squoosh

Free Google Tools

Search Console

Check what pages Google is showing for your site: Site:’yourwebsite’

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Ever made a mistake running Google Ads? Wish you knew how to avoid making those mistakes?

We've been running Google Ads for clients for well over a decade now and so it's pretty safe to say we know what makes for a successful campaign. In today's episode, we discuss the top 15 mistakes people usually make when running Google Ads, and how you can avoid making them.

Learn more from Heidi Jones (Google Ads expert and SEM manager at TheOnlineCo.) and James Parnwell (Founder and Managing Director at TheOnlineCo.)

Heidi and James bring their expert gold to the conversation and will help you to define success for your Google Ads campaign by taking you through some of our experiences with Google Ads over the past 12 years.

Key Moments

1:55 - Mistake #1: Having all keywords bunched together in the one ad group.

3:45 - Mistake #2: Conversion tracking is not set up or set up incorrectly.

5:58 - Mistake #3: Incorrect match types, everything is broad match.

7:42 - Mistake #4: Having a budget which is too small

9:42 - Mistake #5: Not using negative keywords

11:03 - Mistake #6: Sending people to the wrong page

13:08 - Mistake #7: Using manual bidding strategies

15:48 - Mistake #8: Positioning yourself as position #1

17:56 - Mistake #9: Not using extensions

20:01 - Mistake #10: Incorrect location targeting

21:32 - Mistake #11: Not giving the campaign enough time

24:10 - Mistake #12: Too many optimisations

27:35 - Mistake #13: Assuming the wrong search intent

30:36 - Mistake #14: Focusing on the wrong metrics

32:37 - Mistake #15: Not following up your leads and turning them into sales

33:57 - Bonus - Searching for your own ads

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What’s the fuss about Google Ads?

In true marketing fashion, we did a whole stack of keyword research to answer the internet’s top seven most Googled questions about Google Ads. At TheOnlineCo, we've been running Google Ads for clients for about 12 years now, so it’s safe to say we know all the ins and outs of running a successful campaign. In this episode, we demystify all the things you're wondering about Google ads, including when to use it and when not to use it.

Learn more from Heidi Jones, Google Ads expert and SEM manager at TheOnlineCo, and James Parnwell, Founder and Managing Director of TheOnlineCo. Heidi and James bring their expert gold to the conversation and will help you to define success for your Google Ads campaign, take you through some of our experiences with Google Ads over the past 12 years, as well as unpack the misconceptions around the link between SEO and Google Ads.

And as a bonus, we explain the Google Ad grant program for not-for-profits! Yes, you read that right, there is a specific Google Ads program for not-for-profits.

Key Moments 3:52 – Working with Google Ads expert, Heidi Jones

7:04 – Is Google ads, the same as AdWords?

7:45 – Does Google Ads really work? Is Google Ads worth it?

12:20 – Are Google Ads effective?

16:28 – Does Google Ads improve SEO?

19:37 – Is Google Ads for free?

22:50 – Should I use Google Ads?

25:49 – Can I do Google Ads myself?

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When we embarked on launching a podcast, we had no idea just how diverse and fascinating the stories of our interview guests would be – or how much wisdom we would glean from them!

In this episode, the finale for Season 1 of the podcast, James and Jess roundup the 9 biggest lessons they learnt across 22 interviews with Aussie business owners from around the country.

The 9 Big Lessons We Learnt 1 - Formal Education is NOT Linked with Business Success Our interview guests varied wildly in their levels of formal education – some had a Masters or a PhD; others left school at Year 10. But ALL of them were on a path of lifelong learning.

2 - Everybody Hurts REM were right when they wrote the famous song – and it’s definitely true for business owners! None of our podcast guests had gotten through business without catastrophes and pain.

3 - Partnerships are Like Marriage For those we interviewed who are in a business partnership, this was a common theme: that being in a business partnership isn’t easy, and takes a whole lot of trust, co-operation and compromise.

4 - Everybody’s Story is Fascinating From circus performers to executive coaches; from academics to inventors and self-made entrepreneurs – all of the 22 business stories featured on Season 1 were fascinating in their own way.

5 - Business Owners Often Work Too Hard! If you found yourself saying “Yes and Amen” to the above statement, you should probably head straight to Episodes 11 and 12 for some advice on burnout prevention! Many of the people we interviewed spoke of the stress and strain of business, and times of exhaustion. That’s why we got a burnout expert in for a double-episode focusing on the importance of taking care of yourself!

6 - Adversity is the Birthplace of Breakthrough For nearly every story of adversity, there were silver linings, and growth that came after the “storm’’ was over.

7 - Uniqueness is Vital to Successful Marketing As we interviewed our guests we saw a pattern emerging: businesses tend to do well once they really knew their niche, or their lane, and stick to it!

8 - Business Takes Passion, Courage and A Dream For every story of adversity in business, there was also a basic foundation of a driving passion and dream, that keeps our interview guests getting up in the morning to take on another day.

9 - Word of Mouth is Marketing 101 Time and time again our interview guests confirmed one of the basics of marketing: if your product or service is good enough to spread through word of mouth, chances are you’re onto a winning formula.

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If you’ve ever had that little voice in your head saying, ‘I can’t’, Jodie Bruce-Clarke and Anastasia Adams are here to tell you, ‘You can!’

They’re the two women behind the business ‘Rise Women’ – a confidence coaching agency built around a philosophy that confidence isn’t something you’re born with; it’s something everyone can learn.

In our interview with the pair, you’ll not only gain valuable business insights. You’ll also learn how Anastasia used to struggle with her confidence and self-worth, and how her self-belief has blossomed in the process of building the business…. As well as the childhood experiences that shaped Jodie’s passion for self-improvement; and the life-changing book she wrote, that almost never made it to the bookshop shelves.

With the confidence principles this pair share, by the end of the episode you’ll be ready to take on the world.

Key Moments 03:16– A family crisis opens Jodie up to the world of personal transformation.

05:00 – While working as a life coach, Jodie discovers the untapped market for women's confidence coaching.

06:40 – Jodie and Anastasia meet – and a powerful partnership is formed.

16:37 - Time to publish that book!

22:30 – An unexpected outcome of COVID-19: Rise Women goes global!

26:47 - Plans for the future - more online courses.

34:12 - When their publisher went bankrupt; it was make or break time for Rise Women.

37:31 – It's vital to have confidence in your brand, your voice and your message.

***

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If there was ever a podcast episode that resembled War and Peace, this one has got to be it.

For the ultrasound training company Zedu, there were a few years where it seemed like everything was against them.

They faced detractors in the medical industry; identity theft by a competitor; a business ‘divorce’; the 2019 bushfires; and the impact of COVID. But owners Suean Pascoe and Michael Duncan are not quitters.

All of these trials have helped them to refine their business, and build a vibrant, energetic brand that stands out in the market like a beacon.

***

Key Moments 04:00 – A personal tragedy highlights the vital importance of ultrasound training.

09:50 – Backlash from industry professionals.

10:50 – Identity theft forces a company name change.

20:04 – Family health crisis, cashflow troubles and business ‘divorce’.

24:06 – COVID hits and forces Zedu to be closed for 292 days during lockdown.

26:20 – Zedu goes online: “Trying to pivot education is like trying to turn the Titanic on a dime.”

34:30 – Strength through hardship: “A tough sword has to go through fire – and they’ve put us through fire so look out!”

***

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In the early 2000s, as day spas and health retreats were exploding in popularity, Vanessa Main was at the forefront – living a glamorous yet high-pressured, jet setting life, setting up day spas in hotels around the world.

These days, she’s back on home turf, applying everything she learned in the first half of her career, to educating business owners in the beauty, wellness and day spa industry.

Her business is called LOFT Inc. It stands for Leverage, Optimise, Focus, Thrive; and that’s exactly what she helps business people do. The principles she shares in our interview are rich in wisdom, and applicable to all business owners, regardless of what industry you’re in.

***

Key Moments 05:00 – Vanessa flunks her HSC, discovers her passion for health and wellness.

07:06 – “I slept in my office in Homebush ...I took in a mattress for the Olympics and Paralympics.”

09:37 – Travelling the world, managing day spas takes its toll. Time for sabbatical.

13:56 – LOFT Inc. is born, to support day spa owners around Australia.

15:22 – Leverage, Optimise, Focus, Thrive - breaking down the four ingredients.

24:43 – Learning to focus and productise her business.

36:24 – The importance of self-care.

***

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Phil Thompson has had two career paths that couldn’t be more different: Circus Performing, and Financial Planning! He's the owner of a company called Skye Wealth, specialising in life insurance.

You’ll hear why he made such a radical career change; how his first few years in the financial game were spent working very hard, with little reward…. and how a few brave decisions made all the difference!

***

Key Moments 03:20 – After a dramatic career change, Phil saw an opportunity and took the plunge, with help from family.

08:46 – Laser focussed on caring for existing clients

10:32 – 3-years of feeling stuck in a rut.

13:21 – Phil finds his niche.

15:00 – Skye Wealth goes online.

19:37 – Covid hits -- and Phil was in the perfect position.

24:38 - Lessons in hiring.

31:06 – Future plans: the digital nomad life.

***

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When Sally Irwin moved to Berlin with her husband’s diplomacy work, she had no idea how much it would change her life.

There, she came face to face with modern day slavery and the sex trafficking trade, working as a volunteer to help enslaved, abused and traumatised young women.

On her return home, she founded The Freedom Hub – a social enterprise that helps survivors of human trafficking, who find themselves trapped in modern day slavery in Australia. Through a Survivor School, young women are being restored to health and independence.

And through businesses such as cafes, online retail, and event spaces, The Freedom Hub raises its own funds to do it.

***

Key Moments 06:55 – Sally is challenged, early in her career, by the poor integrity often found in big business.

09:40 – Sally comes face to face with modern day slavery for the first time.

10:54 – "I literally watched girls dying... They were selling themselves for 2 Euros.”

12:32 – Once home from Europe, Sally is devastated to learn that modern day slavery exists here in Australia as well.

13:45 - How people become trapped in slavery in Australia; the role of The Freedom Hub.

22:34 – The Freedom Hub is funded through its own business enterprises.

30:41 - The challenges of being a startup.

34:00 - HR for start-ups: it’s important to get right.

40:10 - Practical ways you can make a difference - individually, and as a business.

45:20 – Plans for the future: helping survivors across Australia and internationally.

***

LEARN MORE

More about The Freedom Hub
Explore all episodes of Getting to the Heart of Business

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Justine Lightowler isn’t the first woman on our podcast who ‘birthed’ her business while she was on maternity leave!

It was a family camping trip, and a need for some extra income, that drove Justine to start buying and selling camping gear on eBay. That became a hobby… which turned into an online store… which grew into a business… and today, Campsmart is a serious player in the online caravanning and camping market.

In our interview Justine talks about the joys of serving Australia’s active community of caravanners and campers; the challenges of growing a business while raising little ones; and the frightening experience of launching a brand-new product—days before the COVID pandemic hit!

KEY MOMENTS 04:50 - It all started with a camping trip... and a little purchase on ebay.

08:31 - With a business underway, Justine's range of products expands, and she hires a warehouse and some staff.

13:38 - Justine designs and launches her first original product - and then COVID hits.

19:00 - Digital marketing is what has built Campsmart’s reputation.

22:43 - Justine’s advice on running a business and a family? “I just do the best I can, with everything. I don’t aim to be perfect at anything.”

24:00 - The rewards of the business.

LEARN MORE * Connect with Justine on LinkedIn * More about Campsmart * Explore all episodes of Getting to the Heart of Business

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Cast your mind back to the 90s, and you might remember seeing t-shirts and bumper stickers plastered with the word ATTITUDE…

They were the work of a young guy named Justin Herald, whose T-shirt slogans struck a chord with Aussies, and his business quickly went national, then global. But surprisingly, he started the brand quite by accident, with less than $50 to his name.

Several million dollars later, he sold Attitude, and became a highly sought after speaker and trainer, through his company Customer Culture - teaching businesses how to treat customers better. He believes a lot of business leaders could fix their growth problems if they just put themselves in their customer’s shoes…

KEY MOMENTS 05:02 – Justin's teenage attitude lands him his first business idea.

10:05 – His business goes viral, the old-fashioned way.

16:47 - Justin thrives on challenge: “Some of my staff think I created COVID because I just love having a problem - that's the way I operate the best.”

19:45 - Covid hits, and Justin pivots as his speaking career goes quiet and his online courses gain traction.

24:52 - Justin believes that good old-fashioned customer service is the key to business success.

38:14 - Working to educate the next generation of business owners.

42:47 - Exciting new projects on the horizon... but Justin’s keeping his lips sealed.

LEARN MORE * More about Justin's speaking at JustinHerald.com. * More about Junior Entrepreneur * Explore Getting to the Heart of Business episodes

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Today's interview guest has possibly the most colourful story we've had on the podcast so far.

She's Annika Saigi, owner of a busy network of yoga studios in Western Sydney called Nin Yoga – and her journey has been a bit like a roller coaster ride in a theme park... It started at a video game arcade, with a detour into the circus arts, then adventures in India, and – just as she was launching a yoga studio – there was that painful little thing called the COVID pandemic.

Thankfully, Annika has lived to tell the tale, and in our interview she shared some of her amazing transformation from a young Video Game arcade manager, into a successful business woman.

KEY MOMENTS 3:22 - It all started with an obsession with Japanese culture and gaming.

5:18 - When the Gaming Arcade Annika is running is sold, she's forced to reconsider her career options.

7:51 – Dance and circus tricks become Annika’s new obsession.

10:18 - A trip to India, and a Yoga course changes everything. Nin Yoga the business is born.

11:19 - Covid strikes – and Annika is ready to hit back.

21:52 - How motherhood impacted Nin Yoga

LEARN MORE * Connect with Annika on LinkedIn * More about Nin Yoga * Explore all episodes of Getting to the Heart of Business

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In today’s episode you’ll get to know a young man who started his entrepreneurial journey before he’d even finished uni: he is Rowan Kunz, the director of Art of Smart, a student coaching and mentoring college in Sydney.

Rowan’s a big-picture thinker: his team doesn’t just help kids with study techniques and maths exams, (although that’s a part of it)…. They are on a far greater mission: to help a generation of young people discover their passions, set some life goals—and achieve them!

But despite his young-successful-entrepreneur story, Rowan’s made his fair share of mistakes, too. In our interview he opens up about how his own ego, and an attraction to shiny new tech startups, got in the way of his business growth in the early years.

KEY MOMENTS 03:12 Halfway through a law degree, Rowan realises lawyering isn’t for him - and starts his entrepreneurial journey, by helping students to succeed at study and life.

13:00 – To market his business Rowan becomes an author at the tender age of 21.

18:00 – An entrepreneurial family background meant business was in Rowan’s DNA

22:25 – “I thought I was Elon Musk” – Rowan was an innovator, but admits that ego got in the way.

24:20 – Rowan reflects on the lessons he’s learnt from his mistakes.

37:11 – Advice for parents on guiding their children towards their futures.

41:49 – Content Marketing is a big part of Rowan’s business growth strategy.

44:40 - What does the future hold for Art of Smart?

LEARN MORE * More about Art of Smart * Connect with Rowan on LinkedIn * Explore all episodes of Getting to the Heart of Business

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For Kara Foscholo and Amanda Semaan, running a complex and multi-layered business wasn't even slightly on their radar, when they first embarked on a uni degree together.

But when a research opportunity came their way, enabling them to invest in discovering better disability care, their passion took over. And as they say, the rest is history!

When Active Ability was founded, it was the first of its kind – mobile therapy, specifically for those with intellectual disability, brain injury and mental illness. These days, their team of 65 therapists works with hundreds of clients throughout the Greater Sydney, Wollongong and Sunshine Coast regions.

With the business growing quickly, the struggle to balance work and family has been difficult for the two young mums. Though they’re grateful for the privilege of doing what they do, both Kara and Amanda took their laptops to the hospital when their babies came along so they could continue to work. It’s a balance which they say they’re still trying to master!

This is an honest, inspiring story, highlighting the success that can come from the right combination of passion, skill, and commitment .

Key Moments 05:00 – Neither Kara nor Amanda were planning on being business owners!

07:00 – An opportunity comes along to improve exercise physiology for disability.

10:00 – The Active Ability magic sauce is created: fun, bespoke ‘exercise’.

17:00 – Launching Active Ability, while navigating the ever-changing NDIS.

20:00 – Learning how to grow quickly, while maintaining quality service.

24:18 – Time to bring in some outside help.

33:38 – Success comes with a cost, which can be difficult to balance.

Learn More * Connect with Amanda and Kara on LinkedIn * More about Active Ability * Explore all episodes of Getting to the Heart of Business

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When a series of difficult life experiences left psychologist Valerie Ling suffering from burnout - she knew it was time to get help in her business.

And so began the growth of a busy psychology practice called the Centre for Effective Living. In this episode Valerie – who’s now an expert in the treatment and prevention of burnout – tells the story of her lifelong entrepreneurship streak - and her passion to build organisations that make the world a healthier, happier place.

(This two-part series continues next episode, where Valerie shares her expert advice on burnout in business.)

KEY MOMENTS 03:29 - “I didn't even know what psychology was…” Valerie undertakes a double degree in Law and Psychology.

06:09 - Valerie’s entrepreneurial streak surfaces at age nine.

07:17 - By age 13, Valerie has started her own small enterprise teaching music.

08:12 – Valerie ‘meets a boy’, moves to Singapore to start a family - and begins practising psychology.

09:45 - Burnout hits Valerie, she resigns from her job and suffers a terrible grief.

13:43 - Back in Australia with young children, Valerie opens her own clinic.

16:39 - Valerie develops a regular reflective practice to maintain her own mental health and begins proactively building a healthier, more sustainable business model.

22:13 – The story behind the ‘Centre for Effective Living’.

28:19 – What Valerie has learnt about marketing.

LEARN MORE * Connect with Valerie Ling on LinkedIn * More about Centre for Effective Living * Explore all episodes of Getting to the Heart of Business

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When we sat down to hear the story of psychologist and burnout expert Dr Valerie Ling from the Centre for Effective Living, we had a feeling it was going to be one of our most helpful episodes yet—and we weren’t disappointed.

In this episode, (the second in a two-part series), Valerie dives into her expertise on the treatment and prevention of burnout – a path many business leaders often (sadly) travel.

Valerie’s an expert on the topic, has been given the nickname ‘Doctor Burnout’, heads up a team of therapists who help people recover from the condition, and has a passion to help leaders of all kinds to live more effective and balanced lives. Not only that, she once travelled through the valley of burnout herself – and knows first hand how it feels (and how not to go there!) Her advice is invaluable.

Key Moments 02:27 - Valerie shares her own burnout story: “I had a client walk in saying that I looked terrible.”

05:17 – Burnout – the warning signs.

09:52 – Steps to recovery if you’re burnt out.

11:32 – Valerie shares her Six 'R’s’ of burnout prevention.

17:04 – Avenues for affordable counselling.

19:01 – Hope for anyone suffering burnout: you can not only recover, but find a better, healthier normal than before.

21:53 – What is post traumatic growth?

Learn More * Connect with Valerie Ling on LinkedIn * More about Centre for Effective Living * Explore all episodes of Getting to the Heart of Business

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Phil Callaghan is a tech entrepreneur who bootstrapped his business from his own piggybank – and transformed the way the trucking industry works in Australia.

Conceived at a time when smartphones were in their infancy, Loadshift has effectively changed how truckers and shippers communicate - through what is now a very high-tech, online marketplace. It's revolutionised the way the industry works, and today, the Loadshift team have so much data at their fingertips, that they're able to see economy trends and shifts happening in real-time - weeks before we hear about it on the evening news.

But Phil's journey hasn't been smooth sailing. He hit many speedbumps on the road to success, and in fact when he first launched his business, it simply didn’t work. He's also faced his fair share of opposition in business - including personal threats, a court battle, and a long struggle to make the business financially sustainable.

Phil is an innovator ahead of the curve. His story is one of determination and grit which highlights the fact that if something doesn’t work first time, tweak and try again!

KEY MOMENTS 4:08 - Phil gets his start in the family agriculture business - and notices a gap in the transport industry

9:42 - How it all began: “I’m a tech entrepreneur who bootstrapped his business.”

12:41 - “As a business owner, you’ve gotta find your tribe, your group of followers.”

15:39 - Failure to launch. What next?

18:11 – What does sustainable growth look like?

21:45 – Time for a price rise.

24:22 – Changing life for the ‘little guys’ in business.

26:06 - Phil and the Loadshift team face one of their biggest battles.

31:48 – Impact of 2020 border closures on the industry.

34:17 - Phil and his business undergo a major identity shift.

LEARN MORE

Connect with Phil Callaghan on LinkedIn - https://www.linkedin.com/in/philip-callaghan/
More about Loadshift - https://www.loadshift.com.au/
Explore all episodes - https://theonlineco.net/getting-to-the-heart-of-business/#podcasts

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It’s the perfect story of a Stay at Home Mum with a hobby that goes viral. But peek behind the beautifully curated Instagram feed to hear about the real-life journey which has taken Wild Indiana from a back bedroom operation to a national brand.

It all started with a play gym made by Laura’s husband, Luke. With nine months maternity leave ahead of her, Laura began selling a few on Instagram.

Then she happened upon a certain silicone baby's bowl, and entered the importing game.

When Covid hit and an Instagram influencer shared a post, Wild Indiana went viral - reaching seven figures and a social following of over 34,000.

Laura’s story of courage, tenacity, and a heart to help other mums - is incredibly inspiring.

KEY MOMENTS

03:48 - Laura discovers her knack for selling on Instagram, before the rest of the world catches on.

07:46 - A new product range enables Laura to support and encourage mums, while building a successful business.

12:17 – Laura enters the world of importing and overseas manufacture.

13:00 - Sales triple when an influencer shares an Instagram post – and Covid helps online purchases to soar.

17:00 - Time to move house. The back room just isn’t big enough for this growing business!

19:31 - After a few kinks along the way, Laura is grateful to the forgiving customers who have stuck with Wild Indiana through the growing years.

22:17 – From a painful experience, Laura reshaped her business.

24:00 - Laura shares some tips for Instagram marketing.

29:29 - When the rubber hits the road, Laura revisits her motivations, and her idea of success.

LEARN MORE

Connect with Laura Turner on Instagram - https://www.instagram.com/wild_indiana/
More about Wild Indiana - https://www.wildindiana.com.au/
Explore all episodes - https://theonlineco.net/getting-to-the-heart-of-business/#podcasts

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The story of Steve’s business, Right Property Group is a classic story of diving in the deep end.

As a respected authority in the Australian investment property game, Steve makes regular appearances on TV and in print and is known as an industry pioneer.

But the way he started out in property investment, is quite surprising.

He was on track to continue in his family’s beef export business – until he met a girl (now his wife) - who was a successful property investor. Never afraid to put “skin in the game”, Steve switched career paths, and took the dive - to focus on investment.

What’s incredible about Steve is – even though he’s seen over a billion dollars cross his desk having negotiated over 5,000 property deals, he doesn’t lose sleep at night worrying about all those zeros. That’s because he clearly knows his industry inside out—and he also knows more than a thing or two about running a successful business.

Steve shares with searing honesty about his wins and losses, and how he learned the hard way, that greed and ego are often at the root of failure.

KEY MOMENTS

03:03 – Growing up, Steve knew he was destined to be in business, learning from his father who ran a beef export company.

05:50 – He wheels and deals in high-stakes property – but Steve is a low-risk taker.

08:20 – Everything changed the day Steve met a girl…

10:03 – “Patient and tactically aggressive” – the qualities that have made Steve a good investor.

13:43 – Steve’s first investment property – he admits “greed and ego” got in the way

21:07 – Lessons learnt during the Global Financial Crisis and the COVID-19 crisis.

23:54 – A chat about media, social media, and market forces.

26:28 –Right Property Group specialises in an emerging industry called buyer’s advocacy.

28:44 – Industries like real estate and digital marketing are full of ‘sharks’.

34:18 – When do you let go of an unfruitful enterprise? Steve shares his thoughts.

LEARN MORE

More about Right Property Group – https://rightpropertygroup.com.au/
Find Steve on Linkedin https://www.linkedin.com/in/steve-waters-474aa129/
Explore all episodes – https://theonlineco.net/getting-to-the-heart-of-business/#podcasts

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If you’re writing an action-drama novel, and you need a great storyline, you might look to the fascinating life of Roger Vertannes for inspiration.

Growing up the youngest of 10 kids, Roger learnt that if you want brand new football boots, you’ll have to work for them… and so at the tender age of 12, he joined the family business.

Since then, his journey has been full of adventure: wheeling and dealing in the Middle East; starting up a national franchise in the UK; immigrating to Australia and reinventing himself as a business broker. Now, he’s in demand advising other business leaders, through his work as a Certified EOS Implementer™️ at Leadership Counts - using a unique set of tools called the ‘Entrepreneurial Operating System’. In our interview, Roger opens up about some of the toughest lessons he’s learnt in business; what happens when you don’t watch your balance sheet; and the great rewards that come when you know your values - and run your business by them.

KEY MOMENTS IN THIS EPISODE

03:22- The youngest of 10 kids, Roger starts learning about business as a 12-year-old.

07:22 – At 17, Roger joins the family export trade, and finds his niche in the Middle East.

11:55 – A crushing blow in the family business leads to some serious soul-searching.

16:24 – With his brother, Roger starts a business that changes the face of sports education.

22:58 – ‘Team Elite’ is a roaring success – until they hit cash-flow issues.

27:10 – A plan begins to form: shape up, sell up – and leave the country!

29:00 – Roger immigrates, with a mix of “What the hell am I doing?”, and a deep a sense of ‘calling’.

31:20 – Landing in Australia, Roger is confronted by a lot of closed doors.

33:30 – A famous cricketing family gives Roger his first break.

37:31 – Roger explains EOS – the ‘Entrepreneurial Operating System’.

41:48 – Advice for business people who are feeling ‘stuck’.

43:34 – The struggle is real: balancing business life and family life.

BOOKS & RESOURCES MENTIONED IN THIS EPISODE

Drive by Daniel Pink
Traction by Gino Wickman
Good to Great by James C. Collins
Free Downloadable EOS Tools at eosworldwide.com

LEARN MORE

Connect with Roger Vertannes on Linkedin - https://www.linkedin.com/in/rogervertannes/
More about Leadership Counts - https://leadershipcounts.com.au/
Explore all episodes - https://theonlineco.net/getting-to-the-heart-of-business/#podcasts

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When we turned up to interview Josh Nicholls at Platinum Electricians HQ, it felt like we were stepping into a trendy Silicon Valley tech-startup.

It’s full of bright, ultra-modern décor; there’s inspirational slogans on the walls, and a buzz of motivation in the room. It’s a long way from Josh’s days as a young apprentice electrician, facing up to workplace bullying. He now heads up around 300 employees with franchises around Australia, and having a happy and thriving workplace culture is one of his highest values.

In our interview he shares some of the keys to his success - as well as his biggest challenges, how he survived COVID-19, and what’s kept him going strong for close to 20 years.

James and Jess then explore some of Platinum’s marketing strategies – like their 21-Point Customer Experience checklist – and share tips on finding your own USP.

KEY MOMENTS

04:07 – Leaving school at 15, Josh’s electrical career got off to a rough start - in an apprenticeship where bullying was common. But the experience had a silver lining.

06:15 – Josh’s first day as a business owner – “I’ll never forget the new car smell”.

08:05 – Growing as a business leader - “I learnt to leverage off others”.

12:35 – The difference between Leadership and Management.

17:17 – To grow a business you need to have humility and hand responsibilities over to others.

19:11 – Josh explains his “wow” principle: wowing his customers with “Crazy Customer Service”

21:53 – Establishing your business’s Culture and Values.

25:46 – For Josh and his wife their “Why” is to be a blessing to others, through a charitable Foundation.

28:30 – “The first million is hardest” – Josh explains why.

30:18 – Josh's toughest times in business, and how he navigated Covid-19.

33:54 – Work life balance – how Josh achieves it.

41:46 – James and Jess discuss how to develop a USP in your business.

BOOKS MENTIONED BY JOSH IN OUR INTERVIEW

'The E Myth – Why Most Businesses Don’t Work and What to Do About It' – by Michael Gerber
'Start With Why: How Great Leaders Inspire Everyone to Take Action' - by Simon Sinek.
'Delivering Happiness: A Path to Profits, Passion and Purpose' – by Tony Hsieh

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LEARN MORE

More about Platinum Electricians https://www.platinumelectricians.com.au/
Platinum’s 10 Core Values - https://www.platinumelectricians.com.au/about-us/
Explore all episodes https://theonlineco.net/getting-to-the-heart-of-business/#podcasts

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Karen Lebsanft is a business powerhouse.

She's the woman behind Kurrajong Kitchen, the Aussie snack brand famous for their Lavosh crackers, first baked at a little restaurant in the foothills of the Blue Mountains - and now found in supermarkets across Australia.

Karen has won awards in Australia and the USA, she’s appeared on Foxtel's Industry Leaders TV Series, and is in demand as a speaker and business couples mentor.

In our interview at Kurrajong Kitchen HQ (where we may or may not have pocketed some of those iconic crackers), Karen shared countless gems of wisdom learnt through nearly 30 years in the business.

You’ll hear some of the keys to the company’s growth – like customer care, and a tireless commitment to quality. You’ll also learn how they’ve made it through several crisis moments – including droughts, recessions, a pandemic…. and a giant face-off with Arnott’s.

James and Jess wrap up with some digital marketing tips, such as monitoring what your customers are saying about you online.

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KEY MOMENTS IN THIS EPISODE

03:20 – Karen takes us back to 1993, to a little restaurant in the foothills of the Blue Mountains.

09:29 – Growing a network of buyers was hard yakka – one supermarket at a time.

12:00 – Big brands came along wanting to buy Kurrajong Kitchen out.

12:59 – Every business has to deal with some element of risk. Karen’s risk profile is high.

14:42 – Kurrajong Kitchen’s resolve to stay all-Australian became crucial when COVID-19 hit.

17:12 – Karen opens up about some of the mistakes and lessons learnt through her 28 years in business.

18:40 – When Arnott’s came out with a similar product, Karen thought she would lose everything.

23:09 – In 2012, Kurrajong Kitchen faced a major crisis.

29:20 – Karen shares some of her keys to resilience and stress management.

32:00 – Brand isn’t just about logos, colour and design. It’s also about reputation and quality.

34:17 – How Karen’s childhood experiences shaped her future.

36:30 – Karen now spends a lot of her time mentoring other couples in business.

37:49 – James and Jess discuss brand consistency; and share tips on social media marketing.

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LEARN MORE

Karen Lebsanft mentors couples in business and is an in-demand guest speaker. Find out more at www.karenlebsanft.com.
Explore the Kurrajong Kitchen range of products at www.kurrajongkitchen.com.au.

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If you’re in a business partnership, and it sometimes feels a bit like a marriage – then you’re not alone!

That’s how Kirsty Farrugia describes it, in this fascinating interview about her business, The Art of Decluttering. It’s a professional organizing co, run by Kirsty and her business partner and long-time friend, Amy Revell. Together they also host a highly successful podcast of the same name.

In her interview, Kirsty shares about the massive journey of personal growth she’s been on while working in the partnership – including both the struggles, and the great rewards.

She also gives us a fascinating insight into the powerful emotional ties people have with their clutter—and what happens when you’re in a client’s home, an “landmine”explodes…

KEY MOMENTS IN THIS EPISODE

03:43 - She may be a professional organizer, but Kirsty admits she was once a chaotic “red hot mess”!

07:51 – Feeling restless as a stay-at-home mum, Kirsty took a leap of faith. The story of how the business began.

14:17– It’s an ironic moment when two pro-declutterers, realise their business is rather… cluttered!

16:04 – Anyone in a business partnership will agree – it’s not easy! Kirsty talks about the personal struggles of letting go, and making room for someone else’s wishes.

23:12 - Relationship before profit, Generosity: two of the values at the heart of Kirsty’s business.

25:24 – A thriving Facebook Group has been a key to the Art of Declutterings’s success.

26:11 – “Landmines” – a unique hazard of the decluttering profession.

31:23 – Kirsty talks about her great passion for helping people find freedom.

35:00 – Is it possible to ‘declutter’ your business? We ask Kirsty for her advice.

39:28 – James and Jess talk about the business strategy of identifying gaps in the market.

43:09 – Using Facebook Groups as a business tool.

LEARN MORE

Find out more about Kirsty and her work at www.theartofdecluttering.com.au.

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The growth of Limcora Group is a great Aussie success story. Starting as a little family plumbing co handed down from father to son, it's now grown into a major player in the construction industry with more than 60 staff, working on major development projects in Sydney and interstate.

James caught up with the two couples at the head of the business, Evan and Amy Graham, and Alex and Natalie Nelson, and it was a revealing insight into the highs and the lows of running a complex, multi-faceted company.

The team, affectionately labelled in their WhatsApp chat as the 'Awesome Foursome', share some of the keys to their growth, the challenges and tensions they’ve faced together – and how two couples can run a big business together and still stay the best of friends - (they even go on joint family holidays!)

KEY MOMENTS IN THIS EPISODE

03:47 – At age 21, Evan Graham snapped up the opportunity of a lifetime - and found himself managing a team nearly all older than him.

06:24 – The guys explain how diversification has paid off for Limcora.

10:10 – Alex Nelson shares how he handled being “the new guy” when he first joined Limcora - and the mindset that helped him to grow the business.

13:07 – The more staff you have, the more complexity in your business. We discuss the challenges of managing a large team.

14:44 – Alex shares the story of a young plumber who left with a poor attitude - and came back a different person.

18:15 – We ask the team how they work as a management team made up of two couples.

19:21 – A chat with the 'Awesome Foursome' about work-life balance, and the pressures of juggling business and family.

27:27 – Evan and Alex share about some of the toughest times they've faced, and the hard lessons they’ve learnt about stress management.

LEARN MORE

Limcora Group are plumbing and drainage contractors based out of the Hawkesbury in Sydney's West - https://limcora.com.au/

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With degrees in law AND advertising, Amanda Little is a family lawyer with a difference.

As you'll hear in our fascinating and at-times hilarious interview, she’s an innovator, a breaker of glass ceilings—and an incurable entrepreneur who’s known to buy domain names on her holidays. She's the “ten-new-ideas-before-breakfast” type.

Amanda shares what made her step away from a big city law firm to start out on her own, and how she juggles being a wife, a mum, a lawyer and a business owner at the same time.

You’ll hear about her approach to hiring, budgeting and business growing pains; why workplace shenanigans are high on her agenda; and how Amanda’s nearly-all-female team survived COVID-19, after "falling off a fiscal cliff". Together they led the way in finding new ways for lawyers to operate.

KEY MOMENTS IN THIS EPISODE:

07:15 – Amanda talks about some of the areas of business where lawyers often struggle.

10:14 – Both James and Amanda recall their first hiring experiences, and what made those early staffing decisions a success.

14:25 – Amanda shares why being a flexible, adaptable workplace is so important to her – and how it’s attracted brilliant staff.

18:28 - The growing pains and keys to growth in Amanda’s early years in business.

23:35 – How manage an overactive creative brain that is always coming up with new ideas.

27:55 – Surviving 2020: “We fell off a fiscal cliff, the work dried up instantly.”

30:37 – Amanda realized she was losing money by hiring too many juniors, and had to undergo a major paradigm shift.

35:24 - Amanda discusses the value of investing in outsourcing.

36:51 – A fun workplace is one that staff don’t want to leave – Amanda shares how she’s created a culture of fun.

LEARN MORE

Amanda Little is a family lawyer and head of the Western Sydney law firm Amanda Little & Associates - https://www.amandalittleassociates.com.au/

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Paul Donovan was working an impressive, well-paid job in a Fortune-500 pharmaceutical co, when he decided to leave it all behind.

Starting out from ground zero, he became a solo consultant under the name The Change Company. Now, 21 years later, he's in high demand, consulting to high-flying, senior executives, helping them to clarify their vision, fix their culture, resolve conflict, and succeed in the corporate world.

But it hasn’t all been smooth sailing. In our interview, Paul opens up about some intensely personal moments - including the terror of losing all his clients on day one; and the corporate gig that turned into a train-wreck.

He also gives us a fascinating insight into what it’s like to sit in a room with executives at loggerheads, and guide them to a place of reconciliation. And you’ll catch some of Paul’s expertise, too, on handling conflict, and creating a more safe and honest workplace .

KEY MOMENTS IN THIS EPISODE

03:17 – Leaving his well-paying job, Paul took a risk and went solo as a consultant. The day of his farewell, he found out that he’d just lost every single one of his startup clients…

05:52 – Paul describes a unique strategy to help himself feel positive when phoning prospective clients.

10:32 - 10 years into his business, Paul tried to grow a bigger team… and it didn't go as planned.

15:28 – Anxiety and stress management … Paul shares the strategies he’s used to manage his anxiety levels.

22:45 – Paul shares about the time he spoke at an event and it turned into a train wreck - and how he used that experience to grow as a person, and as a business.

28:29 – A sneak peek inside a coaching session, where executives of a large firm are in intense conflict.

32:35 – The strategies Paul uses to help a group in conflict.

37:33 – Psychologically safe workplaces – what are they, and how do we create them?

41:36 – Paul leaves us with a great tip for starting a new business venture.

LEARN MORE

Paul Donovan is a Corporate Facilitator and Coach at The Change Company, https://www.thechangecompany.com.au/
For the full list of Paul's most influential books head to the Episode page at https://theonlineco.net/podcast.

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In our launch season of Getting to the Heart of Business, we dive deep to mine the gold in some brilliant business owners. A lawyer who breaks every mould, a coach of high-flying corporate execs, leaders in the construction industry, a decluttering-expert-slash-podcaster... and more. Enjoy this sneak peek....

Getting to the Heart of Business: Recent Episodes

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