incahootsco2023

Your marketing infrastructure is nobody's job. That's becoming a serious problem.

Mon, 27 Apr 2026 02:12:49 GMT

This blog answers the question "Why isn't our marketing working as well as it should, even though we're spending money on the right tools and the right people?"

In most mid-sized Australian businesses, the tech layer that holds marketing together sits in a no man's land between the IT provider and the marketer. Neither owns it. Both assume the other does .

Here is a scenario that plays out constantly in Australian mid-market businesses. The marketing team wants to connect the CRM to the email platform so leads are automatically segmented and followed up. They raise it with the MSP. The MSP says it's a marketing tool question, not an IT question. They go back to the marketing agency. The agency says it's a technical integration, outside their scope. It sits in the too-hard basket ... until someone grips it all up. It's not normally a problem at larger companies, but at the medium business level where there are multiple external support contractors - it can be a problem.

Essentially the business is paying for three tools that don't talk to each other, running manual processes that should be automated, and making decisions based on reports that don't actually reflect reality — because the data flowing between systems is inconsistent, duplicated, or simply wrong.

This is the marketing operations problem. And in Australia's mid-market, it's almost entirely unaddressed at many places until it becomes a critical problem.

The no man's land nobody talks about

Marketing operations — or "marketing ops" — is the discipline that sits at the intersection of marketing strategy and technical infrastructure. We often refer to it as "martech" as well.

It covers everything that makes modern marketing actually function: how your tools are configured and connected, how data flows between them, how leads are tracked and attributed, how automations are built and maintained, and how performance is measured in a way that's actually reliable.

In large enterprises, this is a dedicated function. There are marketing operations managers, marketing technologists, and revenue operations teams. The infrastructure layer has owners, and those owners have seats at the strategic table.

In Australian mid-market businesses — say $10M to $200M revenue, 20 to 300 staff — this function almost never exists as a defined role. Instead, it falls into a gap between two parties who were never designed to own it:

The MSP

Manages hardware and network
Handles Microsoft 365 licences
Responds to IT support tickets
Maintains cybersecurity posture
Owns infrastructure uptime

The Marketer / Agency

Runs campaigns and content
Manages social and email
Develops creative assets
Reports on campaign results
Owns channel strategy

What falls through the gap

CRM configuration and data hygiene
Integrations between marketing tools
Marketing automation logic and maintenance
Lead tracking, attribution, and reporting accuracy
Privacy compliance across the martech stack
AI tool governance and data flows

None of these are IT problems in the traditional sense. None of them are pure marketing problems either. They require someone who understands both the technical architecture and the marketing strategy — and in most mid-sized Australian businesses, that person simply doesn't exist (except for our tech forward fractional CMO service )

Why this matters more in 2026 than it ever has

For years (well years ago ...), you could run a reasonably functional mid-market marketing operation with a CRM, an email tool and a website. The stack was simple enough that gaps in ownership didn't cause catastrophic failures. Marketers could muddle through.

That era is over. The average mid-market business now uses between 7 and 25 marketing tools. The global martech landscape has grown to over 15,000 solutions. AI is now embedded in most of those tools — changing how they behave, what data they need, and what governance they require. And Australia's Privacy Act reforms mean every tool that touches customer data is now a legal liability question as much as a marketing question.

Data integration has topped the list of marketing management challenges for mid-sized companies in 2025 — not strategy, not budget, not talent. The infrastructure layer is the number one problem, and most businesses have nobody assigned to fix it.

Most marketing teams can't connect strategic decisions to business outcomes because they never built the measurement infrastructure to track them. They layered AI on top of the same broken attribution models and manual reporting processes that were already failing. Proving ROI requires the internal muscle to define what success looks like and instrument it properly.

The businesses that are extracting real value from their marketing technology investment are not the ones with the most sophisticated tools. Organisations with strong operational muscle extract real value from adequate platforms. Organisations with weak muscle underutilise sophisticated systems because the teams can't run them. AI widens that gap faster than any previous technology cycle.

Three questions worth asking about your own business this week

→ If your marketing manager left tomorrow, would you know what tools you have, what they cost, and how they're connected? If the answer is no, you have a stack governance problem — and it's entirely normal for mid-sized businesses. The fix starts with a simple audit, not a major investment.

→ When a new lead comes in, can you trace the exact path they took — from first touchpoint to your CRM — and trust that the data is accurate? If you can't, your attribution is broken and your marketing decisions are being made on unreliable information. This is the most common and most expensive hidden problem in mid-market marketing.

→ Who in your business is accountable for your martech stack being compliant with Australia's Privacy Act? The responsibility for tools like tracking pixels and customer data platforms sits with you — not your agency and not your MSP. If nobody owns that accountability, you have a legal exposure sitting inside your marketing infrastructure right now.

Your AI agent doesn't know how to do your job yet. Here's how to teach it.

Sun, 19 Apr 2026 08:56:48 GMT

The blog answers the question: "How do you get your specific business knowledge into an AI permanently, so you don't have to re-explain yourself every time?"

A new standard called Agent Skills lets you download ready-made expertise for your AI (or build your own). It's one of the most practical AI developments for small business owners in 2026, and almost no one is talking about it.

When you first open an AI tool, it's like hiring a brilliant but completely blank-slate contractor. Highly capable. Knows nothing about your business, your industry, your standards, or how you do things. Hand it a task cold, and you'll get something generic. It answers the question ... but it doesn't know your question.

The missing piece has always been: how do you get your specific knowledge into the AI, permanently, so you don't have to explain yourself every single time?

Until recently, the only answer was manual briefing such as pasting your context in at the start of every conversation or more recently in 'project' style folders to provide context so you didn't have to repeat yourself.

That's changed. A new standard called Agent Skills, launched by Anthropic in October 2025 and rapidly adopted across the industry — gives AI tools something they've never had before: a permanent memory for how to do specific jobs , that you can install, share, download, and build on. ¹

What is an Agent Skill, in plain English?

Think of an Agent Skill like a staff training manual, but one your AI can actually read and follow.

When you bring on a new employee, you don't just hand them a task. You give them an onboarding document: how the business works, what good looks like, the process to follow, common mistakes to avoid. An Agent Skill is that document - written for an AI, in a format it can load automatically whenever it's relevant.

Without skills

Every time you open AI, you start from zero. Re-explain your business. Re-describe the task. Re-specify your tone. The AI has no memory of what you told it yesterday.

With skills

The AI loads the relevant expertise automatically. It already knows your quoting process, your communication style, your compliance requirements. You just describe the task.

Technically, a skill is a small structured file (a plain text document with a specific format) that lives on your device or in your AI platform. When you ask the AI to do something that matches a skill's purpose, it reads those instructions first. You don't have to invoke it manually. It just knows.

Why this matters now

The Agent Skills standard was launched in October 2025, adopted as an open standard in December 2025, and has since been incorporated into Claude, OpenAI's Codex, GitHub Copilot, and more than 20 other platforms. Google launched its own version inside Chrome in April 2026. This is infrastructure that's being built right now, and early adopters are gaining a genuine edge.

Two ways to get skills: download them or build your own

This is the part that makes Agent Skills genuinely accessible for non-technical business owners. You don't have to build everything from scratch.

There are already thousands of pre-built skills available in public libraries — created by other businesses, developers, and industry experts, covering a wide range of common tasks. Think of it like an app store, but instead of apps, you're downloading expertise. As of early 2026, one library alone lists over 2,600 ready-to-use skills.

Here are the kinds of skills that exist and are directly relevant to Australian SMEs:

What building your own AI skill actually involves

Here's the part that surprises most business owners: you don't need to write code. You don't need technical expertise. A skill is just a structured text document — closer to writing a well-organised staff handbook than building software.

Anthropic has stated that workers can create new skills simply by describing what they want to Claude, which then builds the skill file for them. In practice, creating your first custom skill for a non-technical business owner looks something like this:

2. Identify one repeated task that currently requires you to give a long briefing every time — or where the AI output is inconsistent because it doesn't know your standards. Good candidates: quote follow-ups, review responses, social captions, staff updates.

3. Describe it to your AI tool as if briefing a new employee. What does a great output look like? What should it always include? What should it never say? What's the process, step by step? What does success look like?

4. Ask the AI to package that into a skill file. In Claude, for example, you can say: "Turn these instructions into an Agent Skill I can save and reuse." It will produce a formatted SKILL.md document — your permanent training manual for that task.

5. Test and refine it. Run a few real tasks through the skill. Where does the output fall short? Add those instructions. Where does it over-engineer something simple? Trim it. A good skill gets better the more you use it — and unlike a human employee, it never forgets what it learned.

6. Share it with your team. Once a skill works well, anyone in your business can use it and get the same quality output. This is where the compounding begins — you've encoded your expertise into a reusable asset, not just a one-off result.

The business case: why this is worth your attention now

Gartner projects that 40% of small and mid-sized businesses will deploy at least one AI agent by the end of 2026 — up from roughly 8% at the start of 2025. The businesses getting ahead aren't necessarily using better AI. They're using the same tools more systematically — and skills are the mechanism that makes systematic use possible.

The analogy that holds: a tradie who buys an excellent drill but uses it freehand on every job will get inconsistent results. The same tradie who builds a jig — a reusable guide that ensures the drill hits the right spot every time — gets reliable, repeatable quality at speed. Skills are the jig.

There's also a competitive timing argument. The Agent Skills standard is less than six months old. The library of available skills is growing rapidly, but it's still early. The business owners who invest time in building their own skill libraries now — encoding their processes, their voice, their customer knowledge — will have a compounding asset that becomes harder and harder for competitors to replicate. Skills built on your specific business knowledge are, by definition, not available for anyone else to download.

One practical thing to do this week

Open your AI tool of choice — Claude, ChatGPT, Gemini, whichever you use. Think of the task you repeat most often that currently requires you to give the AI a long explanation. Write down, in plain English, everything a new employee would need to know to do that task to your standard.

Then paste it into the AI and say: "I want to turn this into a reusable skill file I can use every time I need this task done. Please structure it as an Agent Skill."

You'll have your first skill in about ten minutes. Run a few real tasks through it. Refine it once. Save it.

That's the beginning of a skill library — and the beginning of an AI that actually knows how to do your job.

How We Automated a Job Application Workflow Using WordPress and Dropbox — No Zapier Required

Tue, 14 Apr 2026 04:31:27 GMT

The blog answers the question: "How can a business automatically route job application CVs from a WordPress form into organised folders — without paying for automation software like Zapier?"

When a growing Australian business is hiring across multiple locations, the last thing the HR team should be doing is logging into WordPress to manually retrieve CVs (or plucking from a generic mailbox).

Yet for many small and mid-sized businesses, that's exactly what happens — form submissions pile up in the backend, files get missed, and candidates fall through the cracks.

We recently solved this problem for a client without a single line of paid automation software. No Zapier subscription . No third-party integration platform. Just a smart configuration of tools they already owned.

The Problem

The client was receiving job applications through a Gravity Forms form on their WordPress website. Applicants could select their preferred work location from a dropdown (covering several regional Queensland sites) and upload their CV directly through the form.

The issue? Everything stayed inside WordPress. The HR team had no easy way to access new applications without logging into the backend, and there was no structure to organise applicants by location. With hiring happening across multiple sites simultaneously, the process was slow and prone to human error.

They needed applications (specifically the uploaded CVs) to land automatically in Dropbox, organised by location, the moment someone hit submit.

The Solution - Gravity forms automation

Rather than reaching for a paid automation platform, we identified that the client already had everything they needed:

Gravity Forms Pro licence (already active on their WordPress site)
A Dropbox business account their team was already using daily

Gravity Forms Pro includes a native Dropbox Add-On ... a fact many WordPress site owners don't realise they have access to. Combined with a small custom configuration, this gave us a fully automated pipeline at zero additional software cost.

The setup involved three components working together:

1. The Gravity Forms Dropbox Add-On handles the file transfer — picking up the CV the moment the form is submitted and pushing it to Dropbox automatically.

2. A custom Dropbox app (created via the Dropbox Developer Console) gives Gravity Forms full access to the client's Dropbox folder structure, rather than the limited app-folder-only access that comes with the default connection. This is a lesser-known but critical step that unlocks the ability to write files anywhere in Dropbox.

3. A PHP filter added to the WordPress theme gives the integration dynamic folder path intelligence — meaning each CV lands in a subfolder named after the applicant's chosen location automatically. Rockhampton applicants go to the Rockhampton folder. Gladstone applicants go to Gladstone. No manual sorting required.

The Result

Now, the moment a candidate submits their application, their CV appears in the correct location-based folder inside Dropbox — typically within one to two minutes. The HR team receives applications in a familiar tool they already use every day, organised exactly how they need them, without touching WordPress at all.

The automation runs silently in the background with no ongoing subscription cost and no third-party platform dependency to manage or renew.

What This Tells Us About Automation

One of the most common misconceptions we encounter with Australian SMBs is that automation requires expensive platforms and complex setups. In many cases, the tools you're already paying for have more capability than you're using.

The right automation consultant doesn't just build workflows — they audit what you already have first.

In Cahoots Co. provides workflow automation services for businesses in Brisbane, Sydney and across Australia. If your team is doing manual work that software should be handling, we'd love to take a look. Get in touch.

WordPress Is Powerful. But Is It Right For Your Business?

Sat, 11 Apr 2026 22:57:27 GMT

The blog answers the question: "Should a small business owner without a dedicated developer actually use WordPress for their website?"

It powers 43% of the web and carries a loyal following.

But for small business owners without a dedicated developer, WordPress's hidden maintenance burden (and near-indefensible security surface) can quietly consume your time, budget, and peace of mind.

WordPress is free. Until it isn't.

When a new small business needs a website, WordPress is almost always the first suggestion on the table. It's open-source, there are thousands of themes, plugins exist for everything, and the initial cost is effectively zero.

But the sticker price is a fiction. What looks like a free website quickly reveals itself as an ongoing operational commitment that demands consistent technical attention; attention that most small business owners didn't sign up for and shouldn't have to give.

This isn't an argument that WordPress is bad software. For a development team or a dedicated digital operation, it can be an excellent choice. This is an argument that for the average Aussie small business owner who just wants a reliable, secure website (and wants to focus on actually running their business) WordPress may be the wrong tool, sold with the wrong expectations.

"Every hour spent troubleshooting WordPress is an hour not spent running or growing the business."

You cannot harden your way to safety.

The WordPress security narrative goes like this: install a security plugin, keep everything updated, use strong passwords, and you'll be fine. This advice isn't wrong, but it dramatically understates the scale of the problem.

According to the Patchstack State of WordPress Security in 2026 report, security researchers discovered 11,334 new vulnerabilities across the WordPress ecosystem in 2025. That is a 42% increase on 2024, which itself was a 34% increase on 2023. The trend is not levelling off — it is accelerating.

Key finding — Patchstack 2026

In 2025, 1,966 vulnerabilities received a high severity score — meaning they were likely to be exploited in automated mass-scale attacks. More high-severity vulnerabilities were discovered in 2025 than in the previous two years combined.

Crucially, the vast majority of these vulnerabilities (96%) don't come from WordPress core. They come from the plugins and themes that make WordPress useful in the first place. The contact form plugin, the SEO tool, the popup builder, the booking system, the slider: every plugin you install is a potential entry point, maintained by a third-party developer whose security practices you have no visibility over.

In 2024, 1,614 plugins were removed from the WordPress.org repository due to security concerns. Many sites running those plugins never received an automated warning. They remained vulnerable — and many still are.

Perhaps the most troubling finding from recent research: in 2024, more than half of plugin developers who were privately notified of a vulnerability did not patch the issue before it was publicly disclosed. That means attackers often learn about the flaw at the same time — or before — a fix is available.

And attackers are not sitting idle. Patchstack's data shows that exploitation often begins within hours of a public disclosure. For a small business owner checking in on their website once a week, that window is effectively invisible.

The hours add up to a real cost.

A WordPress site is not a set-and-forget system. It is a dynamic stack of interdependent components — core software, a theme, and anywhere from five to fifty plugins — each maintained by different developers on different schedules. When one updates, it can break another. When none update, the security exposure grows.

Industry estimates suggest the average business owner spends three to five hours per month on basic WordPress maintenance: updates, backups, checking that nothing has broken after an update, and investigating the occasional error. If your time is worth anything — and it is — that is a material hidden cost.

These costs compound quickly. Hosting, domain renewal, premium plugin licences, a security scanner, an SEO tool, a form builder — individually modest, collectively significant. A realistic annual budget for a professionally maintained small business WordPress site sits comfortably above $2,000 before any custom development is touched.

What does your business actually need?

WordPress makes sense for specific use cases: complex, content-heavy websites with dedicated technical resources; organisations that need deep customisation; developers building client sites they can actively maintain. It is a professional tool for professional contexts.

For a small business that needs a clean, fast, credible website (one that just works) the case is much weaker. Modern alternatives have matured considerably. Managed website builders like DUDA, Squarespace, Webflow, or Framer handle security patching, infrastructure, and updates at the platform level. You trade some (minor) customisation headroom for something more valuable: the ability to focus on your business rather than your website stack.

Security updates happen at the platform level — no plugin patching requiredHosting, SSL, backups, and CDN are typically bundled and managedNo plugin ecosystem means no third-party vulnerability surface to monitorPredictable, flat monthly pricing with no surprise incident costs

No developer dependency for routine content changes

This is not to say these platforms are perfect or without trade-offs. Migration away from them later can be awkward, customisation has real limits, and e-commerce functionality varies. But for the majority of small business websites — a Australian service business, a professional practice, a local retailer — these trade-offs are far less costly than the alternative.

The bottom line

WordPress is excellent software in the right hands. But "free and flexible" is not the same as "suitable for a business with no technical team." The security surface is vast and growing. The maintenance overhead is real and non-trivial.

The risk of a damaging incident is not theoretical.

Before choosing WordPress , ask one honest question: does your business have the time, budget, and technical capacity to maintain it properly? If the answer is no — or even maybe — there are better options built for exactly your situation.

The best website for your business is not the most powerful one. It is the one you can keep secure, working, and out of your way.

We Took the Client Anyway. Here's What It Cost Us.

Tue, 31 Mar 2026 11:13:36 GMT

Every agency has one of these stories.

A cautionary tale for web agencies and developers who've ever pushed down a gut feeling to close a deal — and the hard lessons we're still applying today.

Every agency has one of these stories. The project that, in hindsight, had disaster written all over it from the first call. You pushed through anyway, did the work, and somewhere between the third round of "can we just change one small thing" and the client insisting the whole thing was your fault, you found yourself wondering how you got there.

This is ours. We're sharing it not to vent, but because we genuinely believe that if more agencies talked honestly about this stuff, fewer of us would keep learning these lessons the hard way.

How it started: the prospect who came back

They'd approached us before. We went through the whole discovery process, put together a quote, and they didn't go with us. That's cool — it happens. Months later, they came back around. They'd shopped the market and, after considering their options, decided they wanted to work with us after all.

It sounds flattering. It wasn't. Looking back, it was the first red flag we missed — or more honestly, the one we acknowledged and then ignored. A client who shops around, can't commit, and eventually circles back isn't necessarily a client who now believes in your value. Sometimes they're a client who couldn't find a cheaper option they trusted, and you're now the default.

There was another dynamic at play that we underestimated: generational expectations. This client operated in a way where assumptions filled the gaps between conversations. No matter how much we documented, no matter what we put in writing, there was a persistent belief that things "should just work" in whatever way they had imaged— even if that image only lived with them. It created a communication gap we never fully closed.

The scope that quietly grew legs

The project was an e-commerce build on Shopify. Clear brief. Accepted quote. Agreed deliverables. And then, gradually, the edges started to blur.

It wasn't one big moment — it rarely is. It was the slow accumulation of small things. A "can we just add" here, a "we assumed that meant" there. Each one felt minor in isolation. Together, they added up to a project that bore increasingly little resemblance to what we'd scoped.

Then came the technical surprise. The client requested a change to how a unique matrix of calculated deposits would work on the site. On the surface — to them — it seemed like a small configuration tweak.

In practice, it required a level of customisation that the platform and the app we'd quoted simply couldn't support. We'd scoped a common percentage-based deposit solution using a Shopify app that did exactly that. What they now wanted was a granular, custom-logic deposit system — a fundamentally different build.

The gap between "I want X" and "I want X to work exactly like this specific thing I've visualised" is where most scope disputes are born. The client wasn't lying when they agreed to the original scope — they genuinely didn't know yet that what they wanted was something different and only shared it well into the project.

We explained the issue clearly. We explained it again. We advised them on what was achievable. We suggested similar pathways. The downstream delays and complications told a different story.

The content problem nobody talks about enough

If there's one thing that kills Shopify builds faster than scope creep, it's client-supplied content going sideways. We'd agreed from the start that the client would provide product imagery. This was an e-commerce site — product photography isn't optional, it's the whole point.

Midway through the build, they changed their minds. Not just about some images — they started removing product imagery from the plan altogether. For an online store. We raised this as strongly as we could without crossing into "we told you so" territory. We still believe that decision will be a material factor in how the site performs once it's live.

But here's the thing: we had no contractual mechanism to enforce the content brief. The scope said they'd supply it. There was no clause that defined what happened if they didn't, or changed their mind, or supplied something entirely different to what was discussed. That's on us.

"If the client doesn't deliver their part, you need a contract that says so clearly — not a conversation that assumes goodwill."

How it ended: blame, bad faith, and a decision to walk

Things deteriorated. The client began attributing failures — delays, unmet expectations, feature gaps — to us, despite the trail of change requests and ignored advice behind them. The calculated deposit feature became a particular flashpoint. Their position was that we'd agreed to deliver it.

Our position was that we'd agreed to deliver a specific app-based solution, and what they were now demanding was a custom build we'd never scoped or priced.

They offered to settle at 50% of the outstanding amount. We accepted it — not because we were in the wrong, but because the alternative was continuing to work with a client who wouldn't hear us. Some battles aren't worth winning if the cost is your team's energy, your reputation, and months of your calendar. We believe their site will struggle. We genuinely hope we're wrong.

But without a client who takes advice, the best-built platform in the world will underperform.

So what do we do differently now?

The survival guide: what we've changed

The uncomfortable truth about vetting

Proper client vetting will cost you some work. A more rigorous intake process, a more detailed contract, a harder set of questions before you quote — these things will occasionally cause a prospect to go elsewhere. That's the trade-off, and it's a real one, especially for smaller agencies where every project matters.

But here's the maths we now use: one bad project doesn't just cost you the margin on that job. It costs you the staff hours spent managing conflict instead of building. It costs you the opportunity cost of every other project those hours could have gone to. It costs you the mental load that lingers long after the final invoice. When you add that up, the project you "lost" because your contract was too thorough is looking pretty good.

We're not claiming to have this perfectly figured out. We're still refining our process, still finding the line between thorough and off-putting, still learning how to ask the hard questions without killing the relationship before it starts. But we're asking them now. That's new.

If you're reading this and a particular client just came to mind — trust that instinct. It's worth an extra conversation before you send the quote.

AI Agents in the real world ...

Tue, 17 Mar 2026 22:49:25 GMT

How small businesses are using AI Agents to handle leads

AI agents are a super hot topic at the moment, but for the average SME style business, what does that look like?

Here's an example. It's a basic one, but it's a practical one of when a lead comes in via a landing page, that email alert then goes to a Google mailbox. From there our agent, in this case Manus AI who has detailed prompt and guardrails, can manage that email.

The best part is that this AI Agent can provide more information if required, provide a booking link or respond via email. If the customer asks another question, as long as it's within the guardrails, the AI agent can respond with confidence.

If it gets too complex then it will outsource it back to a human. This allows a natural, instant response that's not clunky via a natural conversation flow within email. So the person has more questions, they get a response quickly and accurate while as the Agent owner, you know there are fail safes for when human intervention if it's required.

This saves us a heap of time. It's great for the customer.

The customer can get all the information they want and book their Meta Ads Training and do what they need to do without waiting for us to come back answering micro questions and things like that.

Need a hand with things like this? Reach out, we're here to help!

In Cahoots Co helps wedding planner launch new website

Wed, 04 Mar 2026 23:13:05 GMT

Congratulations to The Finery Wedding Specialists on taking delivery of their new website.

How a boutique NSW wedding planning agency rebuilt its entire digital presence — from platform selection and competitive analysis to SEO, Answer Engine Optimisation, and business development — to compete in the AI era.

A big congratulations to the team at The Finery Wedding Specialists , a NSW central coast wedding planning business.

After undertaking a deep local competitor analysis, we identified gaps within the legacy website and Google Business Profile to provide a data driven plan to improve online visibility across the Central Coast of New South Wales.

Understanding the Business: The Finery and Its Market

Before any website strategy could be developed, a thorough understanding of the business, its clients, and its competitive environment was essential. The Finery is led by head planner Kimberly, whose background in marketing and large-scale event management — including roles at venues such as the Sydney Cricket Ground — gives her a distinctive edge in the wedding industry. Her experience in project management, logistics, and content creation translates directly into the meticulous, client-first service The Finery provides.

The agency specialises in full-service wedding planning , on-the-day coordination, runsheet creation, vendor scouting, and venue sourcing. It serves couples across New South Wales who are time-poor, overwhelmed by the logistics of planning, or simply want to enjoy the journey without the stress. The Finery's positioning is clear: premium, boutique, and deeply personal.

This positioning is well-suited to the current market. Australia's wedding industry is a $4 billion annual market, supporting more than 15,000 active suppliers and servicing over 120,000 weddings per year.

Despite its scale, the market is dominated by small-to-medium enterprises — sole traders and family-run businesses — which means that a well-executed digital strategy can create a significant competitive advantage.

The Starting Point: A Critical Assessment of the Status Quo

The Finery's previous digital presence was built on Squarespace, a platform that serves as an excellent launchpad for new businesses. However, as the agency matured and its ambitions grew, the limitations of that platform became increasingly apparent. The expiration of their Squarespace account was not merely an administrative oversight; it was a signal that the existing digital infrastructure had run its course.

Squarespace is designed primarily for individual creators and small businesses that prioritise aesthetic simplicity over technical depth. While the platform has introduced newer AI-powered optimisation features, its underlying architecture offers limited control over the technical SEO elements that are critical for competitive search performance. For a business that needed to own its digital narrative and build a foundation for long-term organic growth, a more capable platform was necessary.

The audit of the previous site revealed several key gaps. There was no structured schema markup to help search engines understand the business's services, location, and reviews. Page speed and Core Web Vitals performance was not optimised to the standard required by Google's ranking algorithms.

The content architecture was not designed to capture the long-tail, question-based search queries that prospective clients use when beginning their wedding planning journey. And critically, there was no strategy in place to position The Finery as an authoritative voice in the emerging landscape of AI-powered search.

Competitive Analysis: Mapping the Digital Landscape

A thorough competitive analysis was conducted to understand the digital strategies of other wedding planners and coordinators operating in the Central Coast and broader NSW market. This research examined the websites, SEO performance, content strategies, and social media presence of key competitors.

The analysis revealed a striking pattern: the majority of wedding planning businesses in the region have not invested meaningfully in their digital presence beyond a basic website and an active Instagram account. Most competitor sites lack structured data, have minimal blog content, and are not optimised for the specific, intent-driven search queries that prospective clients use. This represents a significant opportunity.

The Platform Decision: Choosing Duda Over the Alternatives

The selection of a new CMS was one of the most consequential decisions in the entire project. The evaluation considered several platforms, including WordPress, Squarespace, Wix, Webflow, and Duda. Each was assessed against a set of criteria directly tied to the strategic goals of the project: performance, SEO capability, ease of management, scalability, and total cost of ownership.

Why Duda Emerged as the Clear Choice

Duda is an agency-first website platform that has been purpose-built for professional web designers and digital marketing agencies. Unlike consumer-oriented builders, it provides the depth of control and the breadth of features required to execute a sophisticated digital strategy.

Performance and Core Web Vitals. Google's Core Web Vitals — a set of metrics measuring loading speed (LCP), interactivity (INP), and visual stability (CLS) — are a confirmed ranking factor. Duda has become the first CMS to achieve an industry-leading 80% pass rate for Core Web Vitals across sites built on its platform.

This means that a website built on Duda starts with a significant performance advantage over competitors built on slower platforms. All Duda sites are automatically optimised for Google PageSpeed upon publishing and republishing, and are served through a global Content Delivery Network (CDN) that reduces load times for visitors across Australia.

Technical SEO Toolset. Duda's built-in SEO features are comprehensive and accessible without requiring developer intervention. The platform includes AI-powered metadata generation (titles and descriptions), AI-generated image alt-text, an SEO audit tool that provides a bird's-eye view of on-page performance, native schema markup support for business info, FAQs, videos, and blog posts, the IndexNow protocol for immediate content submission to search engines, automatic sitemap generation, and full control over robots.txt. For The Finery, the schema markup capabilities are particularly important, as structured data is a foundational element of both traditional SEO and AEO.

AEO-Ready Architecture. Duda's support for structured data and FAQ schema is directly relevant to AEO. When content is marked up with schema, AI systems can more easily parse and cite it in response to user queries. The platform's SEO/AEO settings panel provides a dedicated space for configuring these elements, reflecting Duda's awareness of the shifting search landscape.

Agency and Content Management. Duda's Editor 2.0 provides advanced design capabilities, including flexible container layouts, a native mega menu, and built-in photo editing tools including background removal. The platform's Content Library and Content Collection Form streamline the process of gathering and organising client assets. Multiple blog post layouts allow for a varied and engaging content strategy. These features collectively reduce the friction of building and maintaining a high-quality website over time.

The SEO Strategy: Building a Foundation for Organic Growth

With the platform selected, the SEO strategy was developed in layers, beginning with the technical foundation and building upward through on-page optimisation and content strategy.

Technical SEO

The technical SEO work focused on ensuring that every page of the new website is crawlable, indexable, and understandable to search engines. This involved implementing structured data markup across all key page types, including LocalBusiness schema for the homepage, Service schema for each package, FAQPage schema for the FAQ section, and BreadcrumbList schema for site navigation. These markup types help search engines understand the context and relationships between pages, and they are the same signals that AI answer engines use to evaluate and cite content.

The IndexNow integration is a particularly valuable feature. Rather than waiting for search engine crawlers to discover new or updated content, IndexNow allows Duda to proactively notify search engines the moment content is published or changed. For a business that will be regularly updating its blog and service pages, this ensures that new content enters the search index as quickly as possible.

Local SEO

Local search is the primary channel through which prospective clients discover wedding planners. When someone searches for "wedding planner Central Coast NSW" or "on-the-day coordinator Gosford," they are expressing a clear, high-intent need. Capturing this traffic requires a coordinated local SEO strategy.

The local SEO work for The Finery encompasses several interconnected activities. Optimising the Google Business Profile with accurate business information, service descriptions, photos, and a consistent review acquisition strategy is foundational. Building consistent Name, Address, and Phone (NAP) citations across key directories — including Easy Weddings, ABIA, Central Coast Weddings, and Oneflare — reinforces the business's local authority. The website's content architecture is designed to target location-specific keyword variations, ensuring that The Finery appears for searches across the full range of NSW locations it serves.

On-Page SEO and Content Architecture

The website's information architecture was designed to serve both users and search engines. Each page has a clear, singular purpose and is optimised for a specific set of related keywords. The homepage targets broad, high-intent terms, while individual service pages target more specific, long-tail queries. A dedicated FAQ section, marked up with FAQPage schema, addresses the most common questions prospective clients ask — both in search engines and, increasingly, in AI chat interfaces.

Answer Engine Optimisation: Preparing for the AI-Driven Future of Search

The most forward-looking element of this strategy is the focus on Answer Engine Optimisation (AEO). While the term is relatively new, the underlying principle is straightforward: as more consumers use AI-powered tools to find answers and recommendations, businesses must optimise their content to be selected and cited by those tools.

The Shifting Search Landscape

The search landscape is undergoing a fundamental transformation. Google's AI Overviews now appear at the top of many search results pages, providing synthesised answers before a user ever clicks a link. ChatGPT, with 900 million monthly users, and Gemini, with 650 million, have become significant channels for information discovery.

Perplexity and other AI-native search engines are growing rapidly. For a business like The Finery, this means that the question is no longer just "how do we rank on page one of Google?" but "how do we become the answer that AI systems recommend?"

Research published in 2025 provides a clear picture of how AI engines source their answers. According to a study analysing over one million citations across ChatGPT, Gemini, Claude, and other AI platforms, 82% of links cited by AI come from earned media sources, including journalistic coverage and third-party blogs.

Press release citations increased fivefold between July and December 2025, and approximately 50% of a brand's AI citations come from just 20 media outlets.

This data has profound implications for how The Finery should allocate its marketing investment.

The Three Pillars of AEO for The Finery

AEO is not a replacement for SEO; it is a strategic extension of it. The strategy for The Finery integrates three mutually reinforcing pillars.

Pillar One: Technical Foundation and Structured Data. The work done in technical SEO — particularly the implementation of schema markup and structured data — is the foundation of AEO. AI systems rely on clearly defined entities and structured information to understand what a business is, what it does, and who it serves. By implementing comprehensive schema across the site, The Finery becomes a clearly recognisable entity in the knowledge graphs that underpin AI search.

Pillar Two: Answer-Complete Content. The content strategy is designed to produce material that directly and comprehensively answers the questions that prospective clients ask. This goes beyond simple keyword targeting. Each piece of content is structured to provide a complete, authoritative answer to a specific question — the kind of answer that an AI system would be confident citing. This includes detailed guides on topics like "how to choose a wedding planner in NSW," comparison content explaining the difference between full planning and on-the-day coordination, and FAQ content addressing the most common concerns of couples in the planning process. Content is formatted with clear headings, concise paragraphs, and structured lists where appropriate, making it easy for both humans and AI models to parse and extract information.

Pillar Three: Digital PR and Authority Building. Given that 82% of AI citations come from earned media, building a presence in reputable publications and industry directories is a critical component of the AEO strategy. This involves actively pursuing features in wedding industry publications, contributing expert commentary to relevant media outlets, and building relationships with complementary businesses — photographers, florists, venues, celebrants — who can provide backlinks and co-created content. Each piece of earned media not only drives direct referral traffic but also strengthens the trust signals that AI engines use to evaluate the credibility of a source.

Why Your Marketing Manager Keeps Leaving (And What It's Actually Costing You)

Mon, 23 Feb 2026 20:34:48 GMT

I've had a version of this conversation more than a few times ...

A business owner, usually running a professional services or B2B company somewhere between 20 and 80 staff shares with me they've just lost their marketing manager (or the person lumped with that 'stuff'). And they're not sure whether to hire another one, outsource the whole thing, or just let the MD's assistant post on Instagram and muck around with the website and hope for the best.

If this sounds familiar, you're not alone. And the problem probably isn't your marketing manager .

The cycle most businesses don't realise they're in

Here's how it typically goes. Business is growing, leads are coming in, but marketing feels chaotic and reactive. Someone suggests hiring a dedicated marketing person. A marketing coordinator or marketing manager gets hired and usually someone reasonably capable, maybe a few years out of uni gets the gig.

And for a while, things feel better. Posts go out. The website gets some attention. A campaign or two gets launched.

Then, gradually, that person starts doing everything. They're booking the conference stand, writing the CEO's LinkedIn posts, redesigning the brochure, chasing down staff for headshots, managing the agency relationship, updating the website, running the ads, pulling together the quarterly report. They become the one-person marketing department doing the job of four people with the budget of zero point five.

Twelve to eighteen months in, they leave. Usually for somewhere with more support, a clearer career path, or honestly just less chaos.

You post the job again. The next person starts, inherits nothing ... no documentation, no strategy, no proper handover and the cycle begins again.

What's actually missing isn't a person, it's a layer

The reason the cycle keeps repeating isn't because you keep hiring the wrong people. It's because there's a structural gap between your business strategy and your marketing execution that no coordinator-level hire can fill.

What's missing is a strategic layer.

Someone who sits above the execution, sets the direction, makes the technology and data decisions, connects marketing activity back to revenue and gives your marketing person something coherent to execute against.

In a large company, that's a Chief Marketing Officer. In your company, you probably can't justify $200,000–$250,000 a year (plus super, plus oncosts) for a full-time CMO. So the strategic layer just... doesn't exist. And your marketing manager is left trying to do strategy , execution, reporting, and tool management all at once, without the experience or authority to do any of it properly.

That's not a people problem. It's a structure problem.

The real cost no one calculates

When I ask business owners how much their marketing staff turnover is costing them, they usually think about recruitment fees and the gap period while the role is vacant. Fair enough. But that's only a fraction of it.

Consider what's actually lost every time someone walks out the door:

Institutional knowledge. Your outgoing marketing manager knows which campaigns worked, why certain ad sets got turned off, what the previous agency did wrong, what the CRM data actually means. That knowledge walks out with them. The next person starts from scratch.

Continuity in your tech stack. If your marketing person was the only one who understood your marketing automation setup, your CRM workflows, or your ad account structure — and they leave — you've potentially just broken your marketing infrastructure without knowing it.

Campaign momentum. SEO, content strategy, and brand consistency all compound over time. Every reset costs you months of compounding that you'll never get back.

The hiring and onboarding cost itself. A realistic estimate for replacing a mid-level marketing hire — recruitment fees, lost productivity, onboarding time before the new person is up to speed sits somewhere between $15,000 and $30,000 per event. If this is happening every 18 months, that's a significant recurring cost that never appears on a single line in your P&L.

Why mid-market B2B companies are especially vulnerable to this

Consumer businesses often have more structured marketing functions earlier, partly because their revenue is more directly tied to marketing performance. In B2B, especially in professional services, a lot of revenue comes through referrals and relationships, which means marketing can feel optional for longer, and the case for proper investment gets delayed.

But that's changing fast. Buyers in B2B now research independently before ever speaking to a salesperson. Your digital presence, your content, your LinkedIn authority, and your SEO position matter more than they did five years ago. If your marketing function is perpetually in reset mode, you're falling further behind competitors who've figured this out ... and you may not notice until the pipeline gets quiet.

What the alternative actually looks like

The companies I see breaking this cycle aren't necessarily spending more on marketing. They're spending it differently.

Instead of a full-time coordinator trying to do everything, they have a fractional or part-time strategic layer — an experienced marketing operator who owns the strategy, manages the tech stack, sets the KPIs, and provides clear direction — combined with a leaner execution function underneath. That might be a junior internal person, a specialist freelancer for content or design, or a managed service for specific channels like Google Ads or SEO.

The strategic layer doesn't need to be full-time. Most mid-market businesses don't need a CMO in the building five days a week. They need someone with that level of experience and accountability available consistently — someone who shows up to the leadership team meetings, reviews the numbers, makes the calls, and keeps the whole thing pointed in the right direction.

That's a very different engagement model to a traditional agency retainer, and it's a very different structure to a single marketing hire carrying the whole load.

The questions worth asking yourself

Before you post that marketing manager job ad again, it's worth sitting with a few things:

Does your current marketing person have a clear strategy to execute against, or are they largely making it up as they go?

Do you have documented processes for your key marketing activities, or does everything live in one person's head?

Can you connect your marketing spend to pipeline and revenue in a way that's defensible in a board meeting? Do you know what your customer acquisition cost actually is?

If the honest answer to most of those is no — and for a lot of good businesses, it is — then hiring another coordinator isn't going to fix it. You need the strategic layer first.

If any of this is resonating, I'm always up for a conversation. You can grab 30 minutes with me at incahootsco.com.au or find out more about how we work with growing Brisbane and South East Queensland businesses as a fractional CMO .

Ben Hayward is the Director of In Cahoots Co., a marketing and automation agency based in Brookwater, Queensland. He works with B2B and professional services companies across Brisbane and South East Queensland on marketing strategy, technology implementation, and growth infrastructure.

The "Verification Loop": A Guide to Fault-Finding Meta Business Suite Issues (2026 Edition)

Mon, 23 Feb 2026 07:27:39 GMT

Navigating the Meta ecosystem in 2026 can feel like trying to solve a Rubik’s cube that changes colors every time you make a move ...

For many Australian businesses and NFPs, the biggest roadblock isn't the content ... it's the dreaded "Verification Loop" and other issue you can have with Meta business suite. If you've uploaded your ABN, ASIC certificates, and utility bills only to be told "More Information Required," you aren't alone. Here is the modern blueprint for fault-finding your Meta Business Portfolio.

1. The Nomenclature Shift: Business Manager vs. Portfolio

First, let’s get the terminology right. In 2026, the old "Business Manager" has been fully absorbed into the Business Portfolio .

Business Suite is your front-end (posting, replying, scheduling).
Business Portfolio is your back-end (security, ownership, verification). Fault-Finding Tip: Most verification errors occur because people try to fix "Back-end" problems using "Front-end" tools. Always head to Settings > Business Settings to manage your Portfolio.

2. The "Letter-for-Letter" Audit

Meta’s 2026 integrity system uses AI-driven OCR (Optical Character Recognition) to cross-reference your documents with government databases like the ACNC or ASIC .

The Mismatch Trap: If your ACNC record says "The Trustee for The Smith Family Foundation" but your Meta Portfolio just says "The Smith Family Foundation," the AI will auto-reject you.
The Address Mirror: Your address in Business Info must be a carbon copy of the address on your utility bill or bank statement. "Lvl 4" vs "Level 4" can be enough to trigger a loop.

3. Verification "Triggers" (The Developer Backdoor)

Sometimes, the "Start Verification" button is greyed out or simply doesn't work. In 2026, you often need a reason to be verified.

The App Loophole: If you are an NFP trying to run fundraisers, go to Meta for Developers and create a "Fundraiser App."
The Result: Linking a specific app to your Portfolio forces the system to prioritise your verification request because there is a functional "need" for it.

4. The 48-Hour "Support Silence"

One of the most common mistakes is "velocity spamming." If you’ve messaged support five times in three days, the 2026 algorithm flags your account for "High-Velocity Risk." * The Fix: Stop all submissions and messages for a full 48 hours. This allows the automated fraud-detection window to reset, giving your next (clean) submission a better chance of reaching a human specialist.

Summary: Stop Guessing, Start Matching

Fault-finding Meta isn't about trying more documents; it's about providing exact data. In the age of AI-driven compliance, the winner is the one who matches the government database the most precisely.

If you need a hand with Meta Business Suite in Australia - sing out! We're here to help.

The Rise of "Ghostflation": Why Your Unfinished Projects Are Costing You More Than You Think

Tue, 17 Feb 2026 20:38:40 GMT

If you've been running a consulting, project based or digital marketing/web dev business in Australia for more than five minutes, you already know this story ...

A new client comes in buzzing with energy. They love your ideas, they sign the agreement, the deposit lands in your account, and you kick things off.

Then... nothing.

You send a friendly follow-up. Crickets. You try again a few weeks later. More crickets. You start wondering if they've moved to a remote island with no Wi-Fi.

Then, somewhere between six and twelve months later, your inbox pings: *"Hey! So sorry for going quiet — life got crazy. But we're ready to push ahead now. When can we launch?"*

To them, it was just a little pause. To you, it's a full-blown financial headache — and it has a name.

So, What Exactly Is "Ghostflation"?

Ghostflation is the invisible cost that builds up when a client ghosts a project, then returns expecting to pick up right where you left off — at the same price you quoted them a year ago.

It sounds harmless enough on the surface. After all, they *did* pay a deposit. They're not asking for anything extra. But here's the thing: Australia's cost of doing business doesn't wait for your clients to get their act together. While their project was gathering dust in your project management tool, your overheads quietly kept climbing:

Wages and labour costs went up. Whether it's your team's pay rates or the freelancers you bring in for specialist work, labour costs in Australia have been trending upward. The quote you built 12 months ago wasn't built on today's rates.

Your software subscriptions crept higher. From your project management tools to your design software, your SEO platforms to your hosting environments — SaaS pricing doesn't stay still. Those small increases add up fast when you're running multiple tools.

Re-onboarding the project eats unbillable time . Getting back up to speed on a dormant project isn't a quick five-minute skim. It means digging through old files, reconnecting with what the client originally wanted, figuring out what's changed in their business or industry since you started, and integrating it back into your current workflow. That's real time. Time you won't be paid for.

Why This Matters More Than You'd Think for Aussie SMEs

For small and medium businesses in Australia, ghostflation isn't just a minor inconvenience — it can genuinely mess with your cash flow, your planning, and your sanity.

Think about the projects sitting in your pipeline right now that technically haven't been "cancelled." They're just... on hold. Those are zombie projects: not dead, not alive, just lurking. You can't schedule around them properly. You can't realistically offer that time to a new client who's ready to go. And if three or four of them all resurface in the same month, your team is suddenly drowning.

There's also the opportunity cost angle that's easy to overlook. Every slot that's being held — even loosely — for a ghost client is a slot that could have gone to someone ready to move with momentum. High-momentum clients are worth their weight in gold . They give you great case studies, strong referrals and the satisfaction of actually finishing something.

And then there's the part that stings the most: when you honour a 2025 price in 2026, you're effectively handing out a discount as a reward for someone who kept you waiting . That's not just bad for the bottom line, it sends the wrong signal about the value of your work.

Practical Ways to Protect Yourself (Learnt The Hard Way)

The good news? You don't need to become the world's most aggressive contract lawyer to get on top of this. A few clear, fair policies written into your agreements can make a real difference. Here's what works:

1. Put an Expiry Date on Your Quotes

Just like a supermarket special, your pricing shouldn't last forever. Make it standard practice to include a clause stating that if the project doesn't hit a key milestone within — say — three months due to client-side delays, the original pricing is no longer guaranteed. It'll be reviewed against current market rates when they're ready to restart. Most clients totally understand this when it's framed clearly upfront.

2. Introduce a Project Restart Fee

If a project has been sitting dormant for more than 90 days, charge a restart fee before picking it back up. This covers the real cost of getting back up to speed — reviewing old files, running team catch-ups, and rescheduling the work into your current load. Keep it transparent and reasonable, and most fair-minded clients won't push back however given the economy in Australia this pushback is on the rise.

3. Be Clear That Deposits Aren't Indefinite Credits

Deposits are often misunderstood. Many clients assume they're just holding funds they can draw on whenever they feel like it. Your agreements should clearly state that if a project is abandoned — typically defined as 180 days without contact or meaningful progress — the deposit is forfeited to cover the cost of holding that slot and doing the preliminary work. This isn't about being harsh; it's about being honest about what their deposit actually represents.

4. Build an Inflation Buffer into High-Risk Quotes

If you've got a particular client type that has a history of going quiet — large organisations with complex internal approval chains, for example — it's worth factoring a small buffer into your initial quote. Alternatively, include a straightforward clause that allows for a modest price adjustment (something like 5–10%) if the project extends beyond 12 months. Again, transparency is everything here. Clients who see this in a contract and baulk are probably telling you something useful about what it'll be like to work with them.

A Quick Note on How to Frame This With Clients

None of this needs to be adversarial. The language you use matters enormously. Framing these policies as *protecting both parties* — which they genuinely do — tends to land much better than positioning them as punitive clauses.

Something like: *"We build these timelines into our agreements because projects tend to run most smoothly when there's momentum on both sides. This just ensures we can maintain the quality and pricing we've committed to without any nasty surprises for either of us."*

Most reasonable clients will nod along. And the ones who don't? Well, that's useful information too. Some will nod and agree, and then still push back ... unfortunately that's life.

The Bottom Line

Ghostflation is a real cost that's easy to overlook because it accumulates slowly and quietly. But across a year's worth of paused and restarted projects, it can represent thousands of dollars in eroded margins, lost opportunities and unbillable hours.

The businesses that protect themselves aren't the ones being difficult — they're the ones that have simply gotten clear about the true cost of their work and made sure their agreements reflect that reality.

If you've been absorbing these costs silently, now's a great time to revisit your client agreements and make a few small changes that could have a big impact on your year ahead.

SME: Should I invest in SEO or run paid ads?

Wed, 28 Jan 2026 04:55:08 GMT

Here's the truth: you're asking the wrong question when it comes to SEO vs Paid Ads

SEO and AEO (Answer Engine Optimisation) are like planting an epic vege patch. It takes time, consistent care, and patience ... but once it grows, it feeds you for years with minimal upkeep. You build trust, credibility, and a foundation that gets stronger over time.

Paid ads are like ordering take away. You get results instantly, exactly what you want, when you want it, but the moment you stop paying, the results stop coming.

So which one wins?

BOTH.

The smartest small businesses use paid ads to get quick wins and cash flow NOW, while simultaneously building their SEO/AEO foundation for sustainable growth LATER.

Think of it this way:

→ Ads = Your rocket fuel for immediate visibility

→ SEO/AEO = Your compounding asset that works 24/7

Start where you are:

• Tight budget? Focus on local SEO and content

• Need sales today? Run targeted ads to your best offer

• Got both? Split your resources strategically

The businesses that win are the ones that play both the short game AND the long game. Need a hand with a plan? Reach out to In Cahoots Co right here in Brisbane and Ipswich.

Case Study: How a Targeted LinkedIn Campaign Slashed Recruitment Costs for a Civil Construction Firm

Tue, 27 Jan 2026 22:06:35 GMT

The Challenge: Hiring Specialised Engineers

It's no secret that attracting specialised talent requires more than just a job posting. Talk to any growing company or HR manager and it takes quite an effort to find the right talent.

For niche industries like civil construction, finding experienced professionals in specific geographic locations presents a significant challenge. This case study demonstrates how a data-driven LinkedIn Ads campaign not only reached the right audience but also delivered outstanding recruitment results and a strong return on investment for a Queensland civil construction company.

The Challenge: Hiring engineers in a tough local Queensland market.

A prominent civil construction firm needed to recruit experienced Civil Site Engineers for projects across Queensland. The market is tight, and traditional recruitment methods were proving slow and costly. The goal was to efficiently connect with qualified candidates actively looking for new opportunities, without overspending on broad, untargeted advertising.

The Solution: A precision-targeted LinkedIn advertising strategy

We developed a highly focused LinkedIn advertising campaign designed to run over a three-month period. With a modest budget of just over $1,200, the strategy centred on crafting compelling ad copy that spoke directly to the career aspirations of seasoned engineers. By leveraging LinkedIn’s powerful targeting tools, we ensured the campaign was visible exclusively to professionals with the right experience and qualifications within the Queensland region.

Realistic results. Nothing cherry-picked here.

The campaign’s succesful outcome was evident in its performance metrics, which surpassed 2026 industry benchmarks for LI recruitment advertising. These are realistic metrics and not sugar coated.

Importantly , the campaign achieved a 5.00% Conversion Rate, meaning one in every twenty clicks resulted in a completed job application. This culminated in 27 relevant applications at an average Cost Per Conversion of just $46.79, proving the campaign’s ability to deliver tangible recruitment outcomes.

This campaign illustrates that a strategic, data-backed approach to LinkedIn advertising is a powerful tool for modern recruitment. By combining precise targeting with compelling messaging, the civil construction firm successfully filled its critical engineering roles in a competitive market, all while maintaining exceptional cost efficiency.

If your organisation is facing similar recruitment challenges and needs help navigating the complexities of LinkedIn advertising, contact our team today to learn how we can achieve these results for you.

In Cahoots Co provides fractional CMO support to RFDS

Tue, 27 Jan 2026 21:28:34 GMT

Fractional CMO support to assist with end of year operational workloads

When a national icon like the Royal Flying Doctor Service (RFDS) needs support, they require more than just a specialist who can hit the ground running, they need a strategic partner who can seamlessly integrate into their operations and manage a diverse portfolio of critical tasks. Our very own Fractional CMO, Ben Hayward , provided holistic, multi-faceted support to the RFDS, demonstrating the true breadth and value of this flexible leadership model.

Over an initial two-month, part time engagement, the work spanned everything from high-level project management and stakeholder coordination to the granular, day-to-day realities of digital marketing management. We provided comprehensive, on-demand expertise across the entire digital ecosystem.

Supporting a Federated Organisation

The RFDS is a dynamic organisation with state and territory sections, each with its own priorities and operational needs. Supporting the Federal office required a partner who could navigate this federated structure, respond to urgent state requests with agility, and manage a wide spectrum of digital platforms.

The core mandate was to provide consistent, reliable and expert support across multiple domains, including:

• Social Media Management: Monitoring a massive social media presence with over 1,300 carefully interactions reviewed reviewed during the period.

• Website & CMS Support: Assisting with website updates and troubleshooting.

• Project Coordination: Managing complex, multi-stakeholder projects like the CMS audit.

• Campaign Support: Assisting with critical campaigns, including LinkedIn recruiting and fundraising initiatives.

• Helpdesk & Technical Support: Resolving technical issues and managing access requests through Freshdesk.

The Fractional CMO in Action: A Multi-Portfolio Approach

As a Fractional CMO, Ben Hayward provided a flexible, senior-level resource that adapted to the organisation's needs. The engagement, structured around a 60-hour monthly retainer, covered a wide array of critical functions:

1. Strategic Project Leadership: The CMS Audit

As detailed previously, the website audit was a key project. The exercise required a structured, data-driven process. By leading the web crawl, creating interactive audit tools, and delivering a strategic report, we provided a clear roadmap for the future of the RFDS website. This was a high-level strategic initiative to help in-house team members build momentum leading into 2026.

2. Day-to-Day Digital Operations: Social Media & Community Management

Beyond strategic projects, a significant portion of the work involved hands-on management of the RFDS's vast social media presence. This included:

• Monitoring 1,328 posts through Statusbrew for sentiment and engagement.

• Managing community interactions, including responding to enquiries and escalating sensitive issues.

• Publishing content across Facebook, Instagram, and LinkedIn, including a custom-animated Christmas post that garnered over 189,000 views combined.

• Providing after-hours monitoring for critical posts to manage sentiment and risk.

This operational work was crucial for maintaining the RFDS's brand reputation and community engagement.

3. Cross-Functional Campaign & Technical Support

The role also required jumping in to support various teams with urgent needs. This included:

• LinkedIn Recruiting Campaign: Assisting with the complete setup, configuration, and billing reconciliation for a critical recruitment drive.

• Fundraising Support: Providing website assistance to the Victorian section for their fundraising campaigns.

• Helpdesk Support: Resolving Freshdesk tickets, covering everything from general advice to application access and IT support for various sections.

This demonstrates our Fractional CMO's ability to act as a versatile, cross-functional resource, filling gaps and providing expertise wherever it's needed most by large organisations. It was a privilege to work with such an iconic organisation and we look forward to providing assistance again in the near future.

Why a Fractional CMO Was the Right Choice

This engagement perfectly illustrates the power of the Fractional CMO model for large, complex organisations. The RFDS didn't need a full-time executive, nor did they need a collection of junior specialists. They needed a senior, strategic leader who could operate autonomously, manage a diverse portfolio, and provide technical hands-on expertise where it mattered most.

Ben Hayward was chosen for his ability to provide this holistic support. The success of the engagement proves that a Fractional CMO can deliver immense value by seamlessly blending high-level strategy with essential day-to-day execution, providing the exact support a dynamic organisation needs to thrive.

Is your organisation juggling multiple marketing priorities without the senior-level support you need? Contact Ben Hayward today to discuss how a Fractional CMO can provide the strategic leadership and hands-on expertise to drive your digital presence forward.

The Hidden Economics of AI: Understanding the Credit Economy

Thu, 15 Jan 2026 00:12:08 GMT

Why AI isn't always cheaper than human labour, and what businesses need to know

In the rush to adopt artificial intelligence, businesses are often sold on a simple narrative: AI is faster, cheaper and more efficient than human labour. Sound familiar?

While this can be true in many scenarios, there's a critical aspect of AI economics that rarely gets discussed (from what I can see) and that's the credit economy that powers modern AI services.

While most of us in business are familiar with traditional software with predictable per-seat licensing, AI operates on a consumption-based model where you pay for computational resources, measured in 'credits,' 'tokens,' or 'API calls.' This is super important to know if you planning large scale automation activities that use LLMs within the automation chain.

This fundamental shift in pricing structure creates hidden costs that can quickly outpace the expense of human labour for certain tasks. Let's examine why this matters and what it means for the typical growing Australian company.

What Is the AI Credit Economy?

The AI credit economy refers to the usage-based pricing model that underpins most commercial AI services. Whether you're using GPT-5, Claude, Gemini etc or custom machine learning models, you're typically charged based on consumption rather than a flat subscription fee.

Common AI pricing metrics include:

Tokens: Language models charge per token processed (roughly 0.75 words per token). Both input and output tokens count.

API calls: Vision models, speech recognition, and other specialised AI services charge per request. (Think AI voice agents which is becoming popular with Aussie trade businesses).

Compute hours: Training custom models or running inference on dedicated infrastructure charges by the hour for GPU/TPU time.

Credits/generations: Image generation services like DALL-E or Midjourney charge per image created.

This creates a dynamic where your costs scale directly with usage, which sounds reasonable until you start running real-world use cases that can easily become a business critical process.

Before you implement AI systems consider ...

Development and Integration: Building and maintaining AI integrations requires specialised engineering time. API changes, prompt engineering and error handling create ongoing maintenance costs.

Quality Assurance: AI outputs require verification. Whether it's hallucinations in language models or off-brand generated images, human review often remains necessary, adding labor costs on top of AI credits.

Failed Attempts: Unlike humans who learn from instructions, AI systems consume credits even when producing unusable results. Poor prompts, edge cases, and model limitations mean you're paying for failures. Educate your team on prompt creation or work with a consultant who can help.

Rate Limits and Scaling: Premium tiers with higher rate limits often cost significantly more. What starts as an affordable proof of concept can become expensive when scaled to production volumes.

Where AI could become more expensive than Australian staff ... in the longer term.

Consider these scenarios where AI's consumption-based pricing can exceed local labour costs for Australian SMEs ...

A Sydney-based e-commerce retailer processing 15,000 customer service enquiries monthly through ChatGPT-4 might pay around US$0.03 per interaction (approximately AU$0.045). That's AU$675 monthly in AI costs alone. Meanwhile, a part-time customer service representative working 20 hours per week at AU$28/hour (just above minimum wage) costs around AU$2,240 monthly including superannuation. The AI seems cheaper —until you factor in that the AI still requires human oversight for complex issues , API integration costs and the fact that a trained staff member can handle phone calls, complex complaints and build customer relationships that AI cannot.

Marketing Content for Tradies and Service Businesses

A Melbourne plumbing business using AI image generation for social media marketing posts might need 10-15 variations to get one usable image that doesn't look generic or have weird AI artifacts. At AU$0.06-0.12 per generation, creating 20 quality images for the month could cost AU$120-240 just in generation fees. A local graphic designer might charge AU$500-800 for the same package, but they'll deliver exactly what you need, understand Australian visual preferences and create a consistent and organic brand aesthetic. When you factor in the time spent prompting the AI and selecting from dozens of mediocre outputs due to lazy prompts, the 'cheap' AI option often isn't cheaper at all.

Document Processing for Professional Services

A Brisbane law firm or accounting practice using AI to analyse client documents faces a hidden cost trap. Large language models charge for every token in your prompt, including context. Analysing a standard contract (roughly 30,000 tokens) might cost AU$2.25-4.50 per document. For a firm processing 200 documents monthly, that's AU$450-900 in AI costs. A junior paralegal or accounting assistant at AU$55,000 annually (AU$4,583 monthly including super) can review these documents, learn your firm's specific requirements, flag issues AI might miss and handle related tasks. The will also more than likely become a senior member of your team in the longer run, being able to generate more revenue for your business (we all know how hard it is to recruit people these days). The AI only makes sense if you have massive, unpredictable volume spikes. Don't forget ... someone has be accountable for the AI. And if you're the company Director this will be you.

The Cost Trap: When Automation Becomes a Liability for SMEs

Perhaps the most dangerous scenario for Australian small businesses is what we call the automation lock-in trap—when a business becomes dependent on AI systems that grow increasingly expensive as the business scales, leaving owners feeling trapped by mounting costs they can't escape without damaging their operations.

The Seductive Pilot Phase

It starts innocuously. A business implements AI automation for a critical function like quote generation, booking confirmations, customer onboarding, or inventory descriptions. During the pilot phase with 100-200 transactions monthly, the costs seem negligible. AU$150-300 monthly for AI services that handle work previously requiring a staff member feels like a tremendous win, especially with Australian wage costs including superannuation, leave entitlements, and WorkCover.

Encouraged by the pilot's success, the business doubles down. They let the casual staff member go, integrate the AI deeply into their workflows, build dependencies in their website and CRM and train their team around AI-first processes. The automation becomes business-critical .

The Scaling Shock

A viral social post drives unexpected demand. Suddenly, the AI bill that was AU$200 monthly during the pilot is now AU$2,000—then AU$6,000—then AU$8,500. The per-unit cost hasn't changed, but the volume has exploded, and because AI pricing is in (or tied to) USD, exchange rate movements can add another 5-10% cost fluctuation.

What makes this particularly painful for SMEs is the mathematical reality: your costs scale linearly with usage, while your revenue often doesn't. If you're a tradie business where AI generates quotes, doubling your quote volume doesn't double your completed jobs —many quotes don't convert. Your AI costs are growing faster than your actual revenue.

Australian SME Example: The Perth Property Management Trap

Consider a Perth property management agency that automated tenant enquiry responses and maintenance request processing with AI. During their pilot managing 80 properties, they paid approximately AU$320 monthly for AI services, dramatically less than the AU$3,200 cost of the part-time admin assistant they let go.

Fast forward 15 months: through referrals and marketing, they're now managing 420 properties. Their AI costs have ballooned to AU$7,800 monthly (allowing for some volume optimisation). That's more than twice what two full-time admin staff would cost, but here's the problem:

• Their entire property management software is integrated with the AI system

• They've marketed themselves as offering '24/7 instant responses' to tenants

• Their website, tenant portal and owner reporting all depend on AI-generated summaries

• The admin staff who understood the old manual processes have moved on (loss of corporate knowledge)

• Landlords and tenants now expect the speed and availability only AI provides

Reverting to manual processing would mean hiring and training 2-3 admin staff (3-4 months minimum), rebuilding workflow systems, disappointing clients with slower response times and potentially losing the competitive advantage that's driving their growth. They're locked in, paying nearly AU$94,000 annually for AI service costs that are rising and they have no viable exit strategy.

Why Australian SMEs Are Particularly Vulnerable

Small and medium businesses in Australia face unique challenges that make this trap especially dangerous:

Currency exposure: AI services are priced in USD. When the Australian dollar weakens, your AI costs increase through no fault of your own. A 10% AUD depreciation means your AI bills increase by 10% overnight.

Tight labour markets: THIS IS A BIG ONE IN 2026! Once you let skilled staff go, rehiring in Australia's competitive employment market is expensive and time-consuming. You can't just 'turn staff back on' when AI becomes too costly.

Limited negotiating power: Unlike large enterprises, SMEs have zero leverage to negotiate better rates or volume discounts with AI providers. You pay the published price or you don't use the service.

Cash flow sensitivity: An unexpected AU$5,000-10,000 monthly cost increase can be devastating for a small business. Large companies absorb such fluctuations; SMEs feel them immediately in cash flow.

No backup systems: Enterprise businesses maintain redundant systems. SMEs typically can't afford this luxury—if the AI system becomes unaffordable, there's no Plan B ready to activate.

How Australian SMEs can avoid the trap

Preventing automation lock-in requires strategic foresight before you're trapped:

Model costs at Australian scale: Don't just calculate pilot costs in ideal conditions. Project what happens when volume increases 5×, 10×, or 20× based on your growth plans. Convert USD prices to AUD and add a 15% buffer for exchange rate movements. If the costs become prohibitive at scale, the solution isn't viable even if it's cheap today.

Keep a human backup option: Maintain documented manual processes and consider keeping one staff member who understands the 'old way.' This gives you an exit option and negotiating leverage. Even if unused 90% of the time, this insurance is worth the cost.

Set absolute cost thresholds: Define a dollar figure (e.g., 'if AI costs exceed AU$5,000 monthly' or 'if AI represents more than 8% of revenue') that automatically triggers a strategic review. Don't let costs creep up gradually until it's too late.

Build provider-agnostic systems: Use abstraction layers that allow you to swap AI providers with minimal code changes. Don't hardcode dependencies on a single vendor's API. This gives you options if pricing becomes unsustainable.

Maintain hybrid capability: The most resilient approach is often a hybrid model where AI handles routine tasks but staff manage exceptions, complex cases and relationship-building. This balances cost efficiency with human judgment and provides flexibility.

Consider open-source alternatives for critical functions: For truly critical, high-volume applications, investigate whether open-source models you can self-host on Australian servers offer better long-term economics. The upfront investment may pay off at scale and eliminates currency risk.

When AI makes financial sense for Australian SMEs

Despite these considerations, AI remains economically advantageous in specific scenarios for Australian businesses:

Seasonal peak handling: For businesses with predictable seasonal spikes (tax accountants in June, retailers in December, tourism operators in summer), AI can handle peak volume without hiring and training temporary staff who'll leave in 6-8 weeks.

After-hours service for time-sensitive industries: Tradies, medical practices, or professional services can use AI to handle after-hours enquiries without paying weekend or night shift premiums, which in Australia can be 150-200% of standard rates.

Multi-location consistency: Franchises or businesses with multiple locations can use AI to ensure consistent customer communications without hiring and training staff at each site.

Rapid testing and iteration: When you need to test 10 different marketing messages or analyse customer feedback patterns, AI provides speed and scale that manual analysis can't match—useful for validating ideas before committing resources.

Businesses that thrive in the AI era won't be those that blindly automate everything. They'll be those that carefully evaluate where AI delivers genuine value, model costs realistically at Australian scale, maintain strategic flexibility through hybrid approaches, and keep their businesses resilient to vendor dependency and cost shocks.

Is your WordPress site an easy target? How AI is changing the game for Australian small biz

Tue, 13 Jan 2026 20:19:27 GMT

In the past, many Australian business owners felt they had "security by obscurity."

The logic was: “I’m just a small local business; why would a hacker in another country care about my website?” and this is completely understandable. While it's easy as a small business owner to think that your website is always just going to be there ... you certainly feel the impact when it's not.

In 2024 and 2025, that logic officially became dangerous.

The rise of Artificial Intelligence (AI) has changed the "economics" of hacking. It’s no longer a human sitting at a desk trying to guess your password; it’s an automated AI bot scanning thousands of Australian sites per minute, looking for one specific thing: an out-of-date WordPress site .

The numbers every business owner (with a Wordpress website) needs to see

According to the latest ASD (Australian Signals Directorate) reports, cybercrime isn't just growing; it’s getting more expensive for the "little guy."

The Price of an Oversight: The average cost of a cyber breach for an Australian small business has jumped to over $46,000 . For medium businesses, that number skyrocketed to nearly $97,000 .

The "AI Speed" Factor: AI tools can now identify unpatched WordPress plugins (like old versions of Elementor or WooCommerce) 1,000 times faster than a human could two years ago.

A Growing Target: Every 6 minutes , a cybercrime is reported in Australia. With AI, hackers can now "cast a wider net," meaning small local sites are being caught in the crosshairs more than ever before.

Why AI Loves an Outdated WordPress Site

Think of an outdated WordPress site like a shopfront with a broken lock. In the old days, a thief had to walk past and notice the lock was broken. Today, AI is like a drone flying over the entire city with a hi res camera, instantly spotting every broken lock in every suburb simultaneously.

1. The "Plugin" Problem Over 50% of WordPress hacks happen through outdated plugins. AI bots specifically "fingerprint" your site to see what versions of software you are running. If you haven't updated that contact form or gallery plugin in six months, the AI already has the "key" to get in.

2. 24/7 Automated Attacks AI doesn't sleep. It spends 24 hours a day attempting "brute force" logins or injecting malicious code into sites that haven't kept their security headers up to date.

3. Evading Modern Security New AI-powered malware is "polymorphic." This means it can change its own code slightly to bypass the basic, free security plugins many Australian businesses rely on.

The good news ...

The "urgency" here isn't about fear, it’s about maintenance. Most of these AI-driven attacks are looking for the easiest possible path. By simply keeping your site updated, you move from being "low-hanging fruit" to a harder target.

At In Cahoots Co, we recommend three non-negotiables for 2026:

Monthly Maintenance: Never let your WordPress core or plugins sit more than 30 days without an update.
Managed Hosting: Move away from "bargain-bin" hosting. You need servers that have active, AI-driven firewalls to fight back against the bots. There are great local Australian hosting options you can use.
Real-Time Monitoring: If someone does try to get in, you need to know about it instantly, not three weeks later when your customers start seeing "account suspended" messages.

Is your site protected?

If you haven't logged into the back end of your website in a few months, your business might be more vulnerable than you think. Have a question or two? Reach out to In Cahoots Co today .

Case study: Fractional CMO support to VE Group

Sun, 11 Jan 2026 23:12:11 GMT

What does fractional CMO support to the civil construction and heavy haulage industry look like?

At In Cahoots Co , we don’t just "do" marketing; we become part of the engine for growing SMEs.

Our ongoing partnership with VE Group Australia is a prime example of how our Fractional CMO support bridges the gap between high-level executive strategy and technical execution.

As VE Group continues to scale, they reached a common crossroad: they needed experienced marketing leadership but didn’t necessarily require a full-time, in-house C-suite executive. They needed agility, situational awareness and a team that could execute across everything from SEO to organic social media creation, performance marketing (paid ads across meta and Linkedin) to strategic advice.

The Strategy: Embedding for Impact

Unlike traditional agencies that operate behind a ticket system, our Director embedded directly within the VE Group office. This "Fractional" approach allowed for:

Real-time Decision Making: Direct access to stakeholders meant we could pivot quickly and save the leadership team hours of back-and-forth emails.
Situational Awareness: By being in the building, we understood the company culture and operational nuances that a remote agency would miss. Authorised team members can reach out directly to maintain momentum from recruiting ads, to videography support for events.
Integrated Support: From videography, paid ads and photography to WordPress management , we ensured every asset produced aligned with the broader commercial goals.

Visibility in the Age of AI

A major priority for the first 12 months was a digital overhaul. VE Group is a leader in their field, and their online presence needed to reflect that.

We moved beyond traditional SEO, implementing AEO (Answer Engine Optimisation) strategies which will be a key focus in 2026. This ensures that as the digital landscape shifts toward AI-driven search, VE Group remains the authoritative answer for industry queries.

Building Human Connections

Digital is only one piece of the puzzle. We provided strategic advice to get the team back to basics: personal connections. We identified key Local Government Conferences and industry groups where VE Group needed a seat at the table. By associating "real people" with the brand, we’ve helped strengthen their reputation among key decision-makers. Networking at scale will be a key advantage in 2026 (regardless of industry) as a level of digital fatigue sets in and trust is harder to earn.

Omnichannel Execution

To support this visibility, we launched a multi-platform social strategy.

LinkedIn & Facebook: Established a professional yet accessible organic presence to build trust with B2B partners. Content focus spreads across operational and project highlights, through to a very positive staff culture, including awards and community/charity support.
Instagram & TikTok: Later in the year, we expanded into short-form video to showcase the "behind the scenes" of VE Group, humanising the brand and reaching a broader demographic.

Organic social media is an important piece of the puzzle, as it can also be used as a recruiting tool to attract the best talent, by sharing the employer of choice content.

The Result

By combining technical marketing with board-level strategic advice, VE Group now boasts a modern, future-proofed marketing ecosystem. They have the peace of mind that their digital assets (from their website to paid digital campaigns) are being managed by partners who are as invested in the business as they are.

Visibility Revolution: Brand Mentions are the New Backlinks

Mon, 05 Jan 2026 20:32:05 GMT

The dominance of Large Language Models (LLMs) and AI Overviews is fundamentally reshaping how authority is determined in generative search results.

Is your business AI ready for 2026? Undertake a quick health check - tap the image.

Traditional SEO tactics are now being supplemented by Answer Engine Optimisation (AEO).

LLMs are moving beyond simply counting traditional backlinks. Instead, they prioritise content quality, context, and co-occurrence ... specifically, brand mentions —to determine authority when formulating AI answers.

This means marketers (either your in-house team, or your agency) must strategically focus on earning non-linked brand mentions, as these signals significantly shape how AI search models rank and recommend content. At a local level, this can be anything from having your business/brand mentioned via community sponsorships (sports clubs websites for example). At a larger level, it's having your brand name mentioned on reputable channels across the digital landscape.

What can you do to get things moving in the right direction?

Implementing structured data.
Strengthening authority signals (brand mentions).
Developing answer-first content.

This content approach ensures that YOUR information is consumable by AI systems like Google's Search Generative Experience (SGE) or various LLM platforms, allowing your business to earn valuable placement in generative results.

If you would like a hand with this sort of thing, reach out to In Cahoots Co, your tech-forward AI marketing and automation partner.

Cheers - Ben (Director)

Building a Modern Fractional CMO Website: Behind the Scenes at In Cahoots Co

Sun, 14 Dec 2025 09:16:49 GMT

How we combined cutting-edge tech with smart UX to create a lead-generating sister site to In Cahoots Co Director Ben Hayward.

We recently wrapped up a project that I'm genuinely excited to share with you. It's a website for Ben Hayward's fractional CMO services , and honestly? It turned out to be one of those builds where everything just clicked. The kind of project where you get to use all the cool tech you've been wanting to try, but it's all in service of actually solving real business problems.

The Tech Stack: Modern, Fast, and Powerful

We built this on Next.js 14 with React 19 , TypeScript , and Tailwind CSS 4 . Why this stack? Because it gives us the best of everything, blazing fast performance, type safety that catches bugs before they happen, and a styling system that makes creating beautiful, responsive designs actually enjoyable. All this thanks to the guiding hand of Manus AI.

The backend runs on Express with tRPC , which means we get end-to-end type safety from the database all the way to the frontend. No more "oops, I typo'd that API endpoint" moments. If something's wrong, TypeScript tells you immediately.

For the database, we're using Drizzle ORM with a MySQL backend. It's lightweight, performant, and the schema-first approach means your database structure is always clear and documented in code.

The Features: Where Things Get Interesting

We integrated an AI-powered chat widget that sits in the bottom-right corner of every page. It's not just a chatbot ... it's actually intelligent. It understands Ben's services, can answer questions about fractional CMO work, and even qualifies leads through natural conversation.

The AI also shares Ben's Google Calendar booking link when appropriate, making it frictionless to schedule a discovery call. It's like having a 24/7 sales assistant who never gets tired or forgets to follow up.

2026-Style Interactions and Animations

Here's where we really had some fun. Modern websites need to feel alive, not static. We implemented several cutting-edge interaction patterns:

3D Tilt Effects : When you hover over the service cards, they tilt in 3D space following your cursor. It's subtle but creates this sense of depth and responsiveness that makes the site feel premium.

Cursor-Following Shine : A spotlight effect follows your mouse across the cards, creating a holographic, Apple-like quality. It's GPU-accelerated, so it runs at a smooth 60fps without any jank.

Particle Trails : Small teal particles spawn at your cursor position as you move across the service cards, fading out smoothly. It's the kind of detail that makes people go "wait, that's cool" without being distracting.

SEO and AEO Optimisation

We didn't just build a pretty website, we built one that will get found. The entire site is optimised for "fractional CMO Brisbane" and related keywords. Every page has proper meta tags, Open Graph tags for social sharing, and structured data markup.

The FAQ page has JSON-LD schema markup, which means Google can show it as rich snippets in search results. We also optimised for Answer Engine Optimisation (AEO)—the new frontier where AI assistants like ChatGPT, Gemini and Perplexity pull answers from websites. The content is structured to be easily understood and cited by these systems.

Mobile-First Responsive Design

This one's non-negotiable in 2025. The site looks gorgeous on desktop, but it's equally polished on mobile. We tested every interaction, every animation, every form on actual mobile devices. The AI chat widget, the service timeline, the testimonials—everything adapts beautifully to smaller screens.

What we ended up with is a website that does three things exceptionally well:

Establishes credibility immediately . The professional design, real testimonials, and clear value proposition tell visitors they're in the right place within seconds.

Engages visitors actively . The AI chat, smooth animations, and interactive elements keep people on the site longer and encourage exploration.

Captures leads effortlessly . Between the AI chat lead capture, contact form, and direct calendar booking links, there are multiple low-friction ways for interested prospects to take the next step.

What is a Fractional CMO?

Tue, 09 Dec 2025 08:15:46 GMT

Think of a Fractional CMO (Chief Marketing Officer) as a highly experienced, executive-level marketing leader you hire part-time.

Instead of paying the huge salary, benefits, and long-term commitment of a full-time executive, you get their expertise only for the "fraction" of time you actually need—perhaps a few days a month or a retainer for a specific project. They provide all services, in-house (best use case) so you have one resource that can provide marketing (and in our case, tech forward marketing and automation ) to medium and large organisations.

CMO: The "Chief Marketing Officer" is the most senior responsible for all marketing strategy , making sure it aligns with your overall business goals (like growing revenue or entering a new market). Things like that.

Fractional: They don't work for you full-time. They are a contractor or consultant who steps into that leadership or advisory role to set the direction, manage your existing marketing efforts (or agencies), and then step out, providing executive-level guidance without the overhead. They are in YOUR corner and can cover everything from social media, videography, strategy, AI, automations, social media management and much more. They can use their own agency or networks to deliver outcomes for your business without the full time hire price tag.

I n s hort, a Fractional CMO is a "Part-Time Marketing Boss" who focuses on strategy, not just doing the d ay-to-day tasks.

Value Proposition for a Medium-Sized Business

For a medium-sized business that is growing rapidly but can't yet justify a $200,000+ salary for a full-time executive, a Fractional CMO brings three main areas of value:

1. Executive-Level Expertise at a Fraction of the Cost

Access to Top Talent: You get a seasoned veteran—someone with 5, 10, 15+years of experience and a track record of success at larger companies—who would otherwise be financially out of reach.
Cost Efficiency: You only pay for the time you need their brainpower. This is significantly cheaper than a full-time executive salary, benefits, and recruitment costs.

2. Strategic Direction and Business Alignment

Clarity and Focus: They stop your marketing team or agencies from "spinning their wheels" on random tactics (like chasing social media trends) and instead create a clear, measurable roadmap that is directly tied to your company's revenue goals. They align marketing with sales.
Objective Perspective: Because they aren't bogged down in your company's daily politics or history, they bring a fresh, objective view to identify problems and opportunities your team might be missing.

3. Speed, Accountability, and Team Leadership

Faster Impact: They hit the ground running. There's no months-long hiring process or ramp-up period. They quickly assess your situation and start building momentum within weeks.
Accountability: Unlike many agencies or consultants who are only measured on "deliverables" (like a fixed number of blog posts), the CMO is focused on results —like improving lead quality, increasing customer acquisition, and driving commercial growth.
Team Development: They can mentor your existing junior marketing team, manage and hold your external agencies accountable, and help you structure your marketing department for future growth. They are part of YOUR team.

The Unskippable Ad: Why Billboards are the (not so) Secret Weapon for Local Brands in the Digital Age

Sun, 23 Nov 2025 06:34:05 GMT

The biggest misconception in modern marketing is that digital channels ( Google Ads , Social Media etc) have killed traditional advertising ...

And as many Australian small and medium-sized businesses (SMBs) would know, the opposite is true. Billboards, especially the new wave of Digital Out-of-Home (DOOH) , have evolved from static brand builders to powerful local performance drivers that supercharge your online marketing.

In a cluttered digital landscape, your marketing budget needs to work harder than ever. This piece is your essential guide to understanding why OOH is one of the smartest, most cost-effective investments (depending on location) you can make to build brand recognition and drive digital action right here in Australia.

Key Finding #1: Billboards Are the Unavoidable Engagement Channel

In an era defined by ad blockers, "skip" buttons, and endless scrolling, the physical presence of an Out-of-Home ad offers something unique: uninterrupted engagement and massive local reach.

Think about your own commute here in Brisbane and Ipswich. 78% of Australians notice outdoor advertising each month , and an impressive 74% see a billboard daily (Roy Morgan Single Source Survey). Unlike a social media ad that vanishes in a split second of scrolling, a roadside billboard is a massive, unmissable presence.

Zero Skip Rate: OOH is seamlessly integrated into the physical environment. Consumers are 2.5 times more alert when outside the home , making them more receptive to your message. Your brand gets guaranteed views without fighting ad blockers or "skip" buttons.

The Trust Factor: Brands seen on established, public displays like billboards are associated with scale, confidence, and credibility . For an SMB, this transfer of trust is invaluable, helping you look established and reputable against anonymous online competitors. 88% of Australians say brands on billboards stand out and are perceived as distinctive.

Key Finding #2: The OOH Multiplier Effect: Driving Digital Action

Billboards are no longer just for awareness; they are now a top-of-funnel performance channel designed to drive action. The magic happens when OOH bridges the physical and digital worlds, creating a "cognitive anchor" that increases the effectiveness of your other campaigns.

Australian data confirms that OOH is highly effective at influencing online behaviour:

Fueling Search: OOH can increase the effectiveness of your online and mobile campaigns by up to 40% . When commuters see your bold, memorable billboard, they are primed to search for you later.

Offline-to-Online Tracking: The guesswork is gone. Modern OOH is data-driven. SMBs can track the effectiveness of a specific billboard placement using:

QR Codes: Directing traffic to unique landing pages for instant measurement.
Geotargeting: Using anonymised mobile data to measure the lift in website traffic or foot traffic from people exposed to a specific billboard location versus a control group.

Key Finding #3: Building Bulletproof Local Brand Recognition

For Australian local businesses, a billboard is the ultimate tool to reinforce the brand signals that search engines like Google use for Local SEO.

Branded Search Lift is King: When people see your billboard and then search for your business name (e.g., " In Cahoots Co Digital Marketing " or " Ipswich Websites "), Google interprets this as a strong signal of relevance and authority in that geographic area. This branded search lift is crucial for boosting your visibility in the Local Pack and Google Maps—the digital storefront for local services.

Hyper-Local Targeting and Timing: The rise of Digital Out-of-Home (DOOH) has introduced incredible precision. You are no longer stuck with one static message for weeks.

A local coffee shop in Brisbane can promote "Hot Coffee Now" only on cold mornings, near a train station.
A mechanic can run a tyre ad during peak afternoon traffic when drivers are thinking about the drive home.

This dynamic capability allows for contextually relevant content that hits the customer at the ideal time and location, transforming a simple ad into a helpful, actionable suggestion. In fact, Digital OOH now accounts for over 75% of the total net media revenue in the Australian OOH market, proving its growing power and flexibility.

The Bottom Line for Your Budget

The Australian OOH market is booming, projected to reach $2.087 billion by 2030 . For SMBs, this growth doesn't signal higher costs; it signals innovation, better measurement, and more accessible opportunities.

Studies show that OOH campaigns can generate an average ROI of 497% , often delivering a lower Cost Per Thousand Impressions (CPM) than highly competitive digital channels. The key is strategic placement and bold creative that demands attention in just 6–8 seconds. Don't make it crowded with too much text and make sure the design is easy to digest, quickly.

Billboards are not competing with digital; they are amplifying it. They provide the bedrock of trust and awareness that makes your Instagram ad feel familiar and your Google search result feel authoritative.

Ready to stop blending in and start standing out?

Contact us today for a strategic OOH integration plan. We’ll show you how to leverage the unskippable power of billboards to stop commuters in their tracks and put your Australian business firmly on the map. Cheers - In Cahoots Co!

Statistics Used in Blog Post: Primary Source & Context

78% of Australians notice outdoor advertising each month , and 74% see a billboard daily. This data comes from Roy Morgan Single Source Survey , often cited in OMA (Outdoor Media Association) reports. The 78% figure is a long-standing key metric of OOH reach. 88% say brands on billboards stand out and are perceived as reputable.This claim is based on an OMA Survey , often used by industry members to demonstrate the strong impact and distinction of OOH advertising over other media channels.Digital OOH now accounts for over 75% of the total net media revenue in the Australian OOH market.This is the most current and frequently updated data point, reported quarterly by the Outdoor Media Association (OMA) . As of recent reports (2024–2025 data), the percentage is consistently at or above 75% , demonstrating Australia's world-leading adoption of Digital OOH (DOOH).OOH campaigns can generate an average ROI of 497% .This figure originates from a US study by the Out of Home Advertising Association of America (OAAA) , a key global partner to the OMA, and is heavily cited by Australian advertising agencies to illustrate the high profitability of the channel compared to others like search or social.OOH can increase the effectiveness of online/mobile campaigns by up to 40% .This type of metric is typically generated by Market Mix Modelling (MMM) studies conducted by large OOH operators (like oOh!media or JCDecaux) in partnership with independent analysts ( Analytic Partners is often cited) to prove the channel's "synergy" with digital media.

Stop Chasing Blue Links: Why Australian SMBs Need a 2026 SEO "Great Rethink"

Wed, 19 Nov 2025 18:53:00 GMT

The days of simply optimising for Google's "ten blue links" are behind us.

Keeping up? The world of search is evolving right before your eyes, and for Australian small and medium-sized businesses (SMBs), understanding these shifts isn't just an advantage ... it's a requirement (if you care about this stuff).

The days of simply optimising for Google's "ten blue links" are behind us. We’re moving into an era of Generative Engine Optimisation (GEO) , where AI-powered discovery agents, visual platforms, and community forums dictate how customers find information and, crucially, your brand. And yes, even your small business is a 'brand', particularly in local contexts and smaller communities.

It's time for a great rethink. If your SEO strategy hasn't adapted to these four key shifts, 2026 could see you left behind.

1. SEO Is Splintering Into New Discovery Paths

Discovery has fractured far beyond the traditional Google search results page. Your potential customers in Sydney, Melbourne, Brisbane, and beyond are no longer starting their buyer journey in one place. They're bouncing between TikTok for product reviews, Reddit for candid opinions, YouTube for "how-to" guides, and AI assistants like ChatGPT and Gemini for instant summaries before ever clicking through to a website. Your website is also transforming into a datasource beyond a visual user experience.

Traditional Top-of-Funnel (TOFU) content, once the bread and butter of many SEO strategies, has lost significant ground. AI systems are increasingly summarising information, providing answers directly on the platform without users needing to visit an external site. This "zero-click" (something we have been talking about for ages now ...) phenomenon means that if your content isn't optimised to be picked up by these AI overviews, you risk losing visibility entirely.

Why it matters for Australian SMBs: Visibility now requires showing up consistently across multiple platforms, not just traditional search engines. You need to meet your customers where they are, whether that's scrolling through a social feed, asking an AI a question, or seeking peer recommendations. Neglecting these new discovery channels means missing out on high-intent leads who are making decisions further down the funnel.

Actionable Insight: Start reallocating your content and platform strategy. Consider short-form video for TikTok and Instagram, detailed answer-based content for AI assistants, and engaging discussions on Reddit and industry forums.

2. Content AI Can’t Replicate Is Driving Results

In a world overflowing with AI-generated content, the ultimate differentiator is authenticity .

Top SEOs are reporting that the content performing best in 2026 is the kind AI simply can’t easily imitate. We’re talking about opinionated commentary, first-hand experience, data-rich insights, and multimedia storytelling . Generic, mass-produced text will be increasingly devalued; human perspective will be gold.

AI can synthesise existing data, but it cannot genuinely experience, empathise, or offer truly novel, nuanced opinions. This is where your small business, with its direct customer interactions and unique local knowledge, can shine. You've no doubt seen many local businesses embrace video and storytelling ... people are becoming less shy or letting the younger members of the team run their socials to leverage this.

SEO Opportunity for Australian SMBs: You must invest in formats and approaches that feel unmistakably human. It’s no longer enough to publish "helpful content" if it’s indistinguishable from a chatbot's output. You need content that’s un-cannibalisable (is that a word? – content that relies on your unique experiences, insights, and voice.

This includes:

Case studies with real client testimonials: Showing tangible results.
Founder/Expert interviews: Highlighting your team's genuine expertise.
Original research or local market insights: Data that only you possess.
Behind-the-scenes content: Building connection and trust.

The transition to a multi-platform, AI-driven discovery engine demands more than minor adjustments or one time tweaks. It requires a complete strategic overhaul. SEO in 2026 is becoming a holistic, multi-platform marketing discipline where success hinges on building genuine authority, understanding human expectations, and ensuring your brand is cited and trusted across every channel. For smaller businesses, it doesn't mean you have to spend thousands on a 'one time' fix ... it will require strategy and consistency.

If you plan on working with an external provider to help you, make sure you bring a collaborative mindset to get the best results - otherwise even the best laid plans will not come to fruition.

Need a hand? Reach out to Ben Hayward Digital Lead at In Cahoots Co right here in Brisbane and Ipswich.

From Concept to Conversion: Launching Deluke Group’s Stunning New WordPress Website

Mon, 10 Nov 2025 05:37:30 GMT

Another Wordpress business website delivered

The Challenge: Elevating a Digital Foundation

The Deluke Group’s existing (Squarespace) website no longer captured the scope and professionalism of their operations. They required a modern, user-friendly interface capable of segmenting their various services while maintaining a unified, strong brand identity.

The goal was clear: create a fast, intuitive site that simplifies navigation for their visitors and provides an easy-to-manage backend for their team. For In Cahoots Co , this meant rolling up our sleeves and crafting a bespoke solution from the ground up.

The Power of WordPress and Elementor Pro

To meet the Deluke Group’s need for both power and flexibility, we chose the industry-leading pairing: WordPress and Elementor Pro .

WordPress provides the stable, open-source foundation required for long-term scalability and security. We custom-developed the site within this ecosystem, ensuring clean code and optimal performance. Leveraging Elementor Pro allowed our design team to execute a pixel-perfect, highly dynamic layout without compromising on speed.

This combination ensures the site is not only beautiful today but also agile enough to evolve with their business needs tomorrow.

Furthermore, building on this foundation means Deluke Group is backed by a massive global community and a readily available network of support specialists. For any large enterprise, knowing you have reliable expertise on hand is crucial. If you’re located in South-East Queensland and seeking reliability for your site’s core functionality, trust that we operate as a leading Brisbane WordPress support agency , ensuring your investment is always secure, updated, and performing optimally.

A Cohesive Design for Complex Services

The final result is a seamless digital experience. We focused heavily on intuitive user experience (UX) design, creating clear pathways for visitors to explore Deluke Group’s specific offerings—from residential properties to commercial projects—without feeling overwhelmed. The site features:

Responsive Design: Flawless viewing across all devices, crucial for engaging professionals on the go.
Performance Optimisation: Lightning-fast load times, a key factor in improving search rankings and reducing bounce rates.
Strategic Calls to Action: Clear prompts designed to convert visitors into genuine leads.

The new website for Deluke Group is now a robust, lead-generating asset that truly represents their caliber and standing in the market. It’s a testament to what thoughtful design and expert development can achieve.

Partner with the Experts Who Deliver Results

If you’re a business owner or marketing manager based in the western corridor, looking for comprehensive digital strategy and execution, look no further. We are more than just developers; we are a dedicated Brisbane and Ipswich marketing agency that combines local knowledge with world-class digital expertise.

Ready to transform your online presence and discuss how a custom WordPress and Elementor Pro solution can drive your next phase of growth? Contact In Cahoots Co. today.

Wordpress for consultants: Another small business project complete

Mon, 10 Nov 2025 01:36:17 GMT

Lean and mean Wordpress site delivered for Rockhampton consultant

We're proud to have delivered another budget friendly independently hosted Wordpress website for a small consulting firm based in Rockhampton.

With a fixed budget and existing brand, we prioritised mobile device optimisation, local hosting (for speed and support), clean design (in line with existing branding) and content structure to get the most out of this client's budget. Being built of Wordpress gives the customer the freedom of updating the website at any stage, with any developer they may choose - keeping total ownership with the customer.

If you're looking for Wordpress support in Brisbane and beyond, reach out to our team at In Cahoots Co - where we can also help you with connecting Meta Ads tracking , automation options and even high quality video assets as well.

Does AI have a role in reviving trust on the internet?

Sat, 08 Nov 2025 22:38:21 GMT

While it's helpded destroy trust, can AI also be part of the solution?

Trust is dead on the internet - or at least that's what consumers are starting to believe. But here's the twist: artificial intelligence is actually forcing websites to become more authentic than ever before.

In Cahoots Co supports fundraising event

Tue, 04 Nov 2025 16:58:27 GMT

Capturing every moment with videography and photography services for the VE Group 2025 Charity Long Lunch

A huge congratulations to the VE GROUP AU team ( Bronwen Howell ) on an incredible fundraising effort supporting Breakthrough T1D .

The transport / civil construction community are incredibly generous and really got behind this cause raising over $355k in one afternoon!

In Cahoots Co was proud to manage videography /photography services to capture those special event moments as part of our fractional CMO support to VE Group.

Is your medium sized company looking for an in-house marketing option without the full time executive salary? A resource who can react and provide marketing support (like this) and other tech forward solutions (like automations ) quickly? Reach out to Ben Hayward to have a chat and see if we are the right fit for your business.

Wordpress for small business: Another website delivered for an Ipswich service business

Mon, 03 Nov 2025 01:54:02 GMT

Launching KI Lawncare: Contemporary Ipswich Website Design on a Small Business Budget

At In Cahoots Co., our goal is to empower small businesses with digital assets that look professional, perform flawlessly, and, most importantly, provide complete control to the client. We recently had the pleasure of delivering a brand-new website for KI Lawn Care in Ipswich, Queensland ... a project that perfectly demonstrates our philosophy of high-value, high-autonomy web development.

KI Lawn Care needed an online hub that matched their existing brand presence and effectively converted local traffic into booked jobs, all while adhering to a small business budget. The result is a contemporary, mobile-first WordPress site that sets them up for long-term success in the competitive Ipswich service market.

Phase 1: High-Performance Design on a Realistic Budget

A common challenge for service-based small businesses is achieving a premium look without the enterprise price tag. Our solution was to leverage the power and flexibility of the WordPress CMS , ensuring we delivered a contemporary design and seamless user experience (UX) across all devices.

Responsive Excellence: For a local service like KI Lawncare, most initial customer searches happen on a mobile phone. We prioritised a fast, responsive mobile design, ensuring that finding services, reading reviews, and most importantly, tapping the "Call Now" button is quick and effortless. Hosted locally here via the team at Conetix.

Branding Consistency: The new website was carefully developed to align with the client’s existing brand identity, reinforcing trust and professionalism with every visitor.

Clear Conversion Path: The core function of the site is to generate leads. We focused the Ipswich website design on clear calls-to-action (CTAs) for their main services—Lawn Mowing, Garden Maintenance, and Irrigation Design—making it simple for an Ipswich resident to get a quote.

Phase 2: Full Client Autonomy and Independent Australian Hosting

The website is hosted on independent Australian hosting , meaning the client retains full administrative rights and control over their entire digital asset.

“We believe a client should own their website outright. Our agency does not block access to your site or hold your digital assets hostage. This commitment gives the client full autonomy to work with anyone they choose for future enhancements and updates.”

This freedom means KI Lawn Care can confidently grow their business knowing their website data is protected under Australian data sovereignty laws and that they are never locked into a single provider.

Phase 3: Post-Launch Strategy and Brisbane WordPress Support

While we hand over the complete, self-managed keys to the website, our job doesn't end at launch. The decision to build on WordPress is a strategic one because it allows the client to manage their own content easily, but it also gives them access to a massive ecosystem of support.

As a local agency, we are perfectly positioned to offer expert follow-up for the client. Should KI Lawn Care need to add new services, implement advanced features, or simply require peace of mind, In Cahoots Co. is ready to step in.

E-E-A-T: Trust is the New Algorithm

Thu, 23 Oct 2025 00:55:26 GMT

Trust is the new algorithm, and the code is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

What the heck are we talking about now... things are moving fast! If you want AI (that now includes browsers like that recently released ChatGPT ) to cite you, you need to meet Google’s demanding criteria. And it is demanding ... of your time, resources and general budgets.

For Australian SMBs in 2026, Trust is the new algorithm , and the code is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). This framework is now the primary filter for AI-driven results. Websites are going from a destination to a datasource competing for visibility.

Playing the AI visibility game

Here’s how to pivot your content team to win the E-E-A-T game. This information is relevant regardless of the size of your business (as long as you care about showing up online).

If I could recommend on key action item (particularly for medium sized business) it's to move content creation authority from your marketing team to your internal experts (with the marketing team's help) to create authentic. original content based on real experts.

Have a question or two? Connect with us.

Free parking locations in Ipswich and map

Tue, 21 Oct 2025 19:57:10 GMT

Looking for free parking in Ipswich town centre (CBD)? Free parking map app below.

There are a range of free parking options across the Ipswich CBD connecting you to areas like Nicholas Street and the Top of Town precinct as well. Not to mention the various medical areas near the CBD. As always, availability may vary at different times, however we have put together this handy Ipswich city parking app so you can quickly find the best areas to park.

Find Free Parking in Ipswich: The Ultimate 2025 Guide

Many locals and visitors are constantly searching for "free parking Ipswich town centre" or a reliable "free parking Ipswich map," only to come up short as there is no real list. Until now ...

Finding a park isn't just about luck; it's about knowing where to look and understanding the rules.

1. Ipswich Town Centre & Nicholas Street Precinct

This is the heart of the city, and finding a spot here can be competitive. While there are paid options, knowing the Nicholas Street Precinct parking rates can be crucial for your budget. The real prize, however, is the elusive free park. Many drivers spend valuable time searching for free spots that are often already taken.

2. Key Destinations: Ipswich Hospital, Nicholas Street & Ipswich Civic Centre

Whether you have a meeting on Bell Street or you're catching a show at the Ipswich Civic Centre , parking is a top priority. These areas are notorious for being busy, and a lack of readily available parking can add unnecessary stress to your outing.

3. Understanding the Rules

It's not just about finding a spot; it's about keeping it. The Ipswich City Council Parking rules can be complex, with varying time limits and restrictions. Misinterpreting a sign can lead to an expensive parking ticket, turning a great day out into a costly one.

Here's a handy tool to solve your parking problems:

Live Free Parking Map: Stop guessing. Open the app to see a real-time map of estimated available free parks in the Ipswich town centre and surrounding areas based on time of day and nearby businesses.
Covers All Key Areas: Whether you're heading to the Nicholas Street Precinct, Bell Street, or the Civic Centre, our app has you covered.
Save Time & Money: Spend less time searching and no money on parking. It’s that simple.

Website Case Study: The Tervo Co. - Bridging Street Art Culture and Corporate Strategy

Tue, 21 Oct 2025 07:44:10 GMT

The Challenge: Balancing Authenticity and Corporate Appeal

I always get a little nervous creating digital assets for highly creative people and as a web development (and design) team we have to balance technical necessities against design flexibility. So when we were approached by The Tervo Co to design their website, needless to say - I was a little nervous (in a good way).

When approaching this project I had to reconcile one major factor. The Tervo Co. operates in two distinct worlds. On one hand, their work is grounded in the dynamic and often misunderstood culture of street and graffiti art. Authenticity is their currency; without it, they lose the respect of the artists and communities they represent. On the other hand, their clients are corporate and government entities who require clarity, professionalism, and confidence in project delivery at scale. How to we get this message across on a small phone screen?

Building a (website) bridge

Their new website had to bridge this gap. It needed to be visually bold and culturally genuine to appeal to art enthusiasts, while simultaneously being structured, professional, and strategic to build trust with a corporate audience. It had to be a digital gallery and a boardroom-ready proposal all in one. To meet this challenge, we opted for a bold, almost 'magazine' style look and feel to really let the video and image assets be the centre of attention.

After a thorough discovery process, we identified WordPress, powered by Elementor Pro, as the ideal platform. This combination offered the creative flexibility needed for a visually-driven brand and the robust framework required for a professional business tool. It was important to our client that he had full ownership of the resource which was another reason we avoided a proprietary CMS and opted for WP hosted right here in Australia. Our approach to this WordPress website design in Brisbane was multi-faceted, focusing on three core pillars:

1. A Premium, Visually-Driven Design: We chose a dark, minimalist design aesthetic to serve as a digital "gallery wall." This approach allows the vibrant, high-impact colours of The Tervo Co.’s mural projects (and videos) to dominate the user's attention. The bold typography and clean layout create a premium feel that elevates the perception of street art, presenting it as a high-value asset for placemaking and brand storytelling.

2. Clear, Strategic Communication: For the corporate audience, clarity is key. We structured the website with a clear user journey in mind. Services were broken down into distinct, easily understood categories such as "Mural Commissions," "Consultancy & Strategy," and "Workshops." The language used throughout the site was carefully crafted to speak to business outcomes, using phrases like "turn walls into landmarks and strategy into stories"—while reinforcing the company’s deep cultural credibility.

3. Building Trust and Authority: To solidify The Tervo Co.'s position as industry leaders, we integrated crucial trust-building elements. A dedicated "Media" section showcases features in prominent publications, providing powerful third-party validation. Highlighting their role in establishing Brisbane's first legal street art walls further demonstrates their authority and deep community engagement.

More than just a website, an actual tool to grow a dynamic business

The new Tervo Co. website is a resounding success. It stands as a testament to the power of strategic design in communicating a complex brand story. The platform successfully captures the passion and authenticity of street art culture while presenting a polished, professional face to the corporate world.

By leveraging the power and flexibility of WordPress, In Cahoots Co. delivered a scalable, easy-to-manage digital headquarters that empowers The Tervo Co. to grow its business. This project serves as a premier example of how thoughtful WordPress website design in Brisbane can translate a unique vision into a powerful and effective business asset.

The Biggest Meta Ads Shake-Up in Years: Your Guide to Thriving in 2025

Mon, 13 Oct 2025 22:52:21 GMT

The world of digital advertising is always moving ...

Every so often, a change comes along that fundamentally rewrites the rulebook. In late 2024 and throughout 2025, Meta rolled out exactly that: a massive overhaul of its ad engine, codenamed "Andromeda."

If your recent ad results have felt a bit different, or if you're wondering why old strategies aren't working anymore, this is the reason. But don't worry. This change is an incredible opportunity for those who adapt.

This guide will break down exactly what has changed, how you can adjust your strategy, and what kind of budget you need to succeed today.

The Paradigm Shift: From Who You Target to What You Show

For years, the key to a successful Meta Ads campaign was intricate audience targeting. We would spend hours layering interests, behaviours, and lookalike audiences to tell Meta exactly who to show our ads to.

The Andromeda update flips this model on its head.

Powered by a far more sophisticated AI, Meta’s system is now better at finding your ideal customer than any manual targeting could ever be. The single most important factor for success is no longer the audience you build, but the ad creative you provide.

In short, your creative is the new targeting.

You feed the machine a diverse range of high-quality images, videos, and ad copy. The AI then analyses these assets and intelligently finds the right people for each specific message, often uncovering new customer segments you didn't even know existed.

How to Adapt Your Strategy (and Win) in 2025

So, how do we adapt to this new reality? It comes down to two key strategic shifts.

1. Embrace Radical Creative Diversity One or two ads in a campaign won't cut it anymore. To give Meta's AI the fuel it needs, you must focus on producing a variety of ad creatives. This doesn't mean just changing the button colour. It means testing:

Different Hooks: Start your videos or headlines with completely different opening lines.
Different Angles: Address different customer pain points or desired outcomes.
Different Formats: Use a mix of static images, carousels, and videos (especially Reels-style short-form content).

The goal is to give the system a rich library of options to test and learn from.

2. Simplify Your Campaign Structure The days of dozens of granular ad sets are over. The new best practice is to simplify and consolidate. A modern, high-performing campaign structure often looks like this:

One Campaign: Focused on a single objective (e.g., Leads).
One Ad Set: Using broad targeting (e.g., just location, age, and gender).
Many Creatives: Housing all your diverse ads (8-15 or more) inside that single ad set.

This simple structure gives the algorithm maximum flexibility and data to find your winners, rather than restricting it with narrow, pre-defined audiences.

Budgeting for Success: What Does It Really Cost for a Local Business to run Meta Ads?

For a local business in 2025, here are our recommended daily starting budgets: eg, you are in a city like Ipswich QLD, with a catchment of 280,000 to 300,000 people.

Leads or Sales (Conversions): $20 - $50+ per day

While there are options for brand awareness and traffic campaigns, we do not recommend these for local service based business campaigns where you want to attract leads.

That $20-$50 daily budget for a leads campaign isn't an arbitrary number. It’s a strategic investment designed to overcome Meta's "learning phase." The budget works alongside your creative (so your creative is very important).

This is the critical initial period where the algorithm needs to gather enough data to learn how to deliver your ads effectively. To exit the learning phase and achieve stable, predictable results, the system needs to generate around 50 key events (in this case, leads) per week.

A budget under $20/day often fails to generate leads quickly enough, trapping your campaign in a state of permanent "learning limited," leading to wasted spend and inconsistent results.

A budget of $20-$50/day gives the system enough fuel to secure those conversions, exit the learning phase, and begin scaling your campaign efficiently.

The Future is Creative

The Andromeda update is a clear signal of where digital advertising (performance marketing on Meta) is headed. Success is no longer about outsmarting or gaming the algorithm with complex targeting; it's about empowering it with brilliant, diverse creative.

By simplifying your campaigns, investing in a variety of ads, and budgeting for data, you can leverage this powerful new system to drive incredible results for your business.

Need a hand with with your Meta Ads? Or would like some training so you can manage within your own business? Reach out to In Cahoots Co today.

Case Study: Automation & WordPress Support for a Brisbane Salon Marketplace

Mon, 13 Oct 2025 05:48:48 GMT

The Challenge: Streamlining Listings and Payments

For many online businesses, the tipping point between managing a website and the website managing you comes down to one thing: automation. Manual data entry, clunky user workflows, and disjointed systems can quickly consume valuable hours.

Recently, our team provided specialised WordPress support in Brisbane for a niche online marketplace in the salon industry. The client had an existing DIY project but needed critical enhancements to improve the user experience and, most importantly, automate their core business processes. This project is a perfect example of how targeted development can transform a website's efficiency.

The request? Streamlining Listings and Payments using Wordpress

The client's primary goal was to make the process of creating and managing listings seamless for both users and site administrators. Their existing system required significant manual intervention, and the user journey had several points of friction.

The key challenges were:

A Manual Content Pipeline: Form submissions for new ads had to be manually processed and created as listings, a time-consuming and error-prone task.

Clunky User Interface: Navigation was unintuitive, and the process for creating a listing lacked key features like photo uploads.

Limited and Confusing Payments: The site didn't have a credit card payment processor, which was confusingly labelled, and lacked the flexibility of conditional pricing for different ad types.

The Solution: A Custom Automation Engine and UX Overhaul within a fixed budget

The customer only had a small budget, however this doesn't mean that a solution cannot be found.

We tackled the project by focusing on two core areas: building a powerful backend automation engine and refining the front-end user experience.

1. Building a "Form-to-Post" Automation Pipeline

This was the heart of the project. We leveraged Gravity Forms to create a sophisticated workflow that eliminated the need for manual processing:

Automated Draft Creation: We configured an automation where user form submissions automatically create a draft listing post within WordPress, ready for a simple one-click approval by the admin.

Conditional Logic and Pricing: The forms were set up with conditional logic, allowing for different pricing structures based on the type of ad a user was creating.

Seamless Payment Integration: We linked the client's Stripe account directly to the forms, mapping the data to ensure all payment information was captured correctly. A live test transaction was completed to guarantee functionality.

Automated Notifications: A comprehensive notification system was built to keep everyone in the loop. This included specific admin and user email notifications for every ad type, such as "Salons for sale," "Create job ads," and "Free ad to sell items"

2. Enhancing the Front-End User Experience

A powerful backend needs an intuitive front-end. We made several key changes to improve site usability:

Upgraded Navigation: The old navigation buttons were replaced with a traditional, user-friendly header menu, and a new "Create an Ad" dropdown was added for clarity.

Homepage Redesign: The homepage was modified to feature two prominent graphical tiles, guiding users more effectively through their main choices.

Essential Form Features: We implemented the ability for users to upload photos to their listings and added a mandatory "Terms and Conditions" checkbox on all forms.

Going Above and Beyond: Comprehensive WordPress Support

True WordPress support goes beyond the initial quote. During the project, we also identified and resolved several underlying issues to ensure the site's stability and security, providing this extra work at no additional charge:

We fixed a persistent site admin email notification issue.

We assisted the client with their hosting migration to a new third-party provider.

We performed a full backup of the website to safeguard their data.

The Result: An Efficient, User-Friendly Marketplace

By implementing this series of strategic upgrades, we delivered a vastly improved platform. The client now has a streamlined, automated system that saves significant administrative time and provides a more professional and intuitive experience for their users.

This project underscores how targeted automation and expert WordPress support can solve real-world business challenges, creating a more efficient and profitable online platform.

Are you a Brisbane-based business struggling with manual processes or a clunky WordPress website? Contact us today to discuss how we can implement a custom automation solution for you.

*At the time of writing, the customer was still working on their own elements of the site and we will update this blog with their URL once we have permission to do so

Is Your Website Ready for an Audience That Isn't Human? The Rise of the Agentic Web.

Sun, 12 Oct 2025 07:51:46 GMT

So, What on Earth is the Agentic Web?

If you've spent any time in marketing (or business in general), you know the landscape is always shifting. But the change on the horizon right now isn't just another algorithm update—it's a fundamental rewiring of how the internet works. It's called the "agentic web," and for businesses in Brisbane and beyond, understanding it now is the key to staying ahead.

Think about how you use the internet now ...

You have a question or a task—book a flight, find a recipe, research a new software. You type in a query, click through links, and piece together the information yourself.

The agentic web flips that model on its head. Soon, you'll simply give a goal to an AI "agent" (think of a super-powered Siri or Google Assistant). You might say, "Find me the best-rated marketing automation software for a mid-sized business in Queensland that integrates with Xero and book a demo for next week." A bit hectic ... but you get the idea.

Your AI agent will then go off, browse websites, compare features, read reviews, and even interact with chatbots to complete the task. It will do the digital legwork for you. For that query to succeed, your website must serve up its information on a silver platter—not for a person, but for a machine. This means a huge portion of your future website 'visitors' won't be human at all. It's why we love using tools like Manus AI.

Why This Matters: The Dual Audience Dilemma

This creates a "dual audience" for your website:

The Human Audience: These are the people you're used to. They're influenced by your branding, your website's design, and the emotional connection your copy creates.

The AI Audience: These are the new visitors. They don't care about your beautiful hero image or your clever tagline. They care about clear, structured data. Can they easily find your pricing? Is your service information logically laid out? Can they understand what your business does in a fraction of a second?

If an AI agent can't quickly and easily understand your website, it will simply move on to a competitor's site that it can understand. Your business could be dismissed before a human decision-maker ever even knows you exist.

Getting Your Website Ready for Our New AI Overlords (Just Kidding... Mostly)

The good news is that preparing for the agentic web isn't about throwing out everything you know about good web design. In fact, many of the principles that make a website great for AI are also best practices for human users, especially when it comes to accessibility.

Here’s what you need to focus on:

Crystal-Clear Structure: Use proper headings (H1, H2, H3) to create a logical hierarchy. Ensure your navigation is intuitive. If a human can't easily find their way around, an AI agent definitely can't.
Content that Speaks Machine: This goes beyond keywords. It means using the right code (what developers call 'semantic HTML') so an AI can distinguish an address from a phone number, or a product feature from a customer testimonial. It’s about creating unmistakable context for machines.
Speed and Performance: AI agents don't have patience for slow-loading sites. A fast, technically sound website is non-negotiable.
Structured Data: This is like creating a "cheat sheet" for search engines and AI agents. Using schema markup, you can explicitly label key information on your site, like your business hours, location, services, and prices.

How In Cahoots Co is Navigating this New Era

Navigating this new era is more than a simple website update; it’s about building a robust digital foundation. At In Cahoots Co, this is precisely where we excel. We help Brisbane businesses get their digital houses in order, not just for today's marketing challenges, but for the web of tomorrow.

From technical SEO that pleases both humans and bots to building websites that are robust, clear, and ready for the agentic web, we're passionate about future-proofing our clients' success.

Ultimately, preparing for the agentic web isn’t just a defensive move, it's a must. Businesses that act now will become the trusted, go-to source for both human decision-makers and the AI agents that serve them, creating a powerful competitive edge.

Got questions about what this means for your business? Our team is always happy to chat . Reach out and let's start the conversation.

How a Fractional CMO with a Tech-Forward Skillset Can Revolutionise Your Medium-Sized Business

Tue, 30 Sep 2025 23:00:28 GMT

Brisbane, QLD – For medium-sized businesses grappling with the complexities of the modern marketing landscape, the Fractional Chief Marketing Officer (CMO) model is emerging as the smart choice for growing Brisbane companies.

This flexible, cost-effective solution provides access to experienced local marketing leadership without the hefty price tag of a full-time executive. When that Fractional CMO is equipped with a robust skillset in marketing technology (martech), automation , paid advertising , web management , artificial intelligence (AI), and content marketing, they become a powerful resource for sustainable growth and a significant competitive advantage over other SMB competitors.

Mind the gap ...

Medium-sized businesses often face a critical marketing gap. They have outgrown the capabilities of a junior marketing team (or that staff member who has been 'lumped' with the marketing stuff, but are not yet in a position to commit to a full-time resource. This leaves them struggling with a reactive, fragmented marketing approach, unable to leverage and keep up with modern tools and strategies to effectively reach their target audience and drive measurable results.

A Fractional CMO with a specialised , tech-forward skillset directly addresses these challenges, offering a clear pathway to sophisticated, data-driven marketing that delivers a tangible return on investment.

What does a CMO bring to the table?

The true value of a Fractional CMO lies in their ability to provide strategic direction and hands-on expertise across the entire marketing spectrum . For a medium-sized business, a leader with proficiency in the following areas can unlock unprecedented growth:

Marketing Technology (Martech) & Automation: The martech landscape is vast and can be overwhelming. A Fractional CMO with this expertise acts as your guide, selecting, implementing, and optimi s ing the right technology stack for your specific needs and budget. This eliminates wasted expenditure on ill-fitting tools and ensures seamless integration of platforms for a unified view of the customer journey. Furthermore, their automation prowess can streamline repetitive tasks, nurture leads effectively, and personali s e customer communication at scale, freeing up your team to focus on higher-value activities.

Paid Advertising & Performance Marketing: In a competitive digital arena, a well-executed paid advertising strategy is paramount. A Fractional CMO brings a strategic, data-driven approach to platforms like Google Ads , LinkedIn Ads, and social media advertising. They move beyond simple campaign setup to focus on sophisticated targeting, compelling ad copy, rigorous A/B testing (depending on platform), and detailed performance analysis. This ensures your advertising budget is allocated effectively, maximising lead generation and customer acquisition while providing clear, transparent reporting on ROI.

Web Management & User Experience (UX): Your website is your digital storefront and a critical conversion tool. A Fractional CMO with web management expertise will ensure it is not just aesthetically pleasing but also technically sound, user-friendly, and optimised for search engines (SEO and answer engines. They will focus on creating a seamless user experience that guides visitors towards desired actions, ultimately turning your website into a powerful lead-generation and sales engine.

Artificial Intelligence (AI) in Marketing: AI is no longer a futuristic concept but a practical tool for gaining a competitive edge. A forward-thinking Fractional CMO can leverage AI to analyse vast datasets, uncover customer insights, predict future trends, and personalise marketing messages with unparalleled precision. From AI-powered content creation and optimisation to predictive lead scoring and dynamic ad targeting, they can infuse your marketing with a level of intelligence that was once only accessible to large enterprises.

Content Marketing Strategy: Compelling content is the cornerstone of modern marketing. A strategic Fractional CMO will develop and oversee a content marketing program that builds brand authority, engages your target audience, and drives organic traffic. This includes everything from blog posts and whitepapers to videos and social media content, all aligned with your business objectives and distributed effectively across relevant channels. They will ensure your content resonates with your audience and positions your business as a trusted leader in your industry.

The Tangible Benefits for Your Business:

By engaging a Fractional CMO with this diverse and in-demand skillset, medium-sized businesses can expect to see a range of transformative benefits:

Strategic Leadership & Clear Direction: Move from ad-hoc marketing tactics to a cohesive, goal-oriented strategy that aligns with your overall business objectives.
Cost-Effectiveness & Flexibility: Gain the expertise of a senior marketing executive at a fraction of the cost of a full-time hire, with the flexibility to scale the engagement up or down as your needs evolve.
Increased Lead Generation & Sales: Drive a higher volume and quality of leads through targeted, data-driven campaigns and a seamless customer journey.
Improved ROI on Marketing Spend: Eliminate wasteful spending and ensure every marketing dollar is invested strategically for maximum impact and measurable returns.
Enhanced Brand Presence & Authority: Build a strong, consistent brand that resonates with your target audience and establishes you as a leader in your field.
Future-Proofing Your Business: Stay ahead of the curve by leveraging the latest marketing technologies and strategies, ensuring your business remains competitive in an ever-evolving digital landscape.

For medium-sized businesses in Australia looking to not just compete but to make an impact in their market, the strategic engagement of a Fractional CMO with a deep understanding of modern marketing tools and techniques is an investment in a smarter, more sustainable future. It is the key to unlocking your business's full growth potential. Have a question or two? Reach out I'm happy to answer any questions! Cheers Ben

The benefit of using custom gems in Google Gemini for your business

Sun, 31 Aug 2025 21:46:07 GMT

What are Custom Gems? And how can you use them within your business?

Small to medium businesses (SMBs) SHOULD be constantly seeking innovative ways to connect with their audience and streamline operations. It's just par for the course these days. That might be a bit of a brutal statement, but if you're not - your competition is.

Enter custom gems in Gemini , a powerful tool designed to help businesses work smarter, particularly if you are already using Google Workspace within your business.

What are Custom Gems?

Think of custom gems as bespoke applications or functionalities built on the Gemini platform. While Gemini offers a suite of useful features out of the box, custom gems allow you to tailor the platform to your unique business needs, creating a truly personalised experience for you and your team.

How can Custom Gems be used within my business?

Imagine a custom gem that automates your onboarding process for new employees, guiding them through necessary forms, training modules, and team introductions. Or perhaps a gem that manages project timelines, tracks task assignments, and sends automated reminders, ensuring nothing falls through the cracks. These tailored solutions eliminate manual errors, reduce administrative burden, and ensure consistent application of best practices across your organisation.

Example: Centralised and Dynamic Knowledge Bases

Forget scattered documents and outdated spreadsheets. A custom gem can serve as the backbone of an intelligent, dynamic knowledge base. This isn't just a static repository; it's a living system where:

Information is easily accessible: Employees can quickly find answers to common questions, access training materials, review company policies, or locate product specifications.

Content is curated and updated: Custom gems can be built to facilitate easy content creation, editing, and version control, ensuring that your knowledge base always reflects the most current information.

Learning is personalised: Imagine a gem that recommends relevant articles or training based on an employee's role or project, fostering continuous learning and skill development.

Collaboration is enhanced: Teams can contribute to and refine knowledge articles, sharing insights and best practices in a collaborative environment.

Enhanced Decision-Making with Internal Dashboards

Custom gems can pull data from various internal systems (CRM, ERP, accounting software) and present it in intuitive, real-time dashboards. This means managers and teams can:

Monitor key performance indicators (KPIs): Track project progress, sales figures, customer support metrics, or employee engagement in a consolidated view.

Identify bottlenecks: Quickly spot areas where processes are slowing down or resources are being underutilised.

Generate custom reports: Create on-demand reports tailored to specific internal stakeholders, providing the insights needed for strategic planning.

While the above were only a few examples, you can see that by providing powerful internal tools, you empower your team (or yourself) to work smarter and focus on more strategic tasks. This not only boosts productivity but also fosters a culture of innovation, as employees have the resources and streamlined processes to bring new ideas to fruition.

Have a question about AI within your business? Reach out to the team at In Cahoots Co for all things AI and automation.

In Cahoots Co completes Zapier Automation for Brisbane Business

Thu, 21 Aug 2025 19:10:09 GMT

Another Zapier automation project completed for an agile Brisbane business.

Bye bye manual duplication time wasting ... we've delivered another automation project . Using Zapier we helped this Brisbane company streamline leads from various locations (web, calendar apps, meta etc) into monday.com via a central Google Sheet (as they are already on Google Workspace) as a routing point to provide flexibility and redundancy. We even setup automated lead colour coding within Monday depending on what boxes were ticked on the web form.

And yeah, we know that some CRMs allow direct integration with certain apps however ...

This approach allows us to not only add and remove apps from the automation sequence with minimal interruptions, it also provides this team with a backup of leads in case any of their software stack becomes unavailable.

In Cahoots Co delivers new website to Sunshine Coast Law Firm

Mon, 18 Aug 2025 09:51:27 GMT

Yahoo! Another website project completed for Sunshine Coast legal team.

We’re thrilled to unveil the newly launched website for Cameron Rogers & Co . Solicitors —proudly built on WordPress , optimised for mobile , hosted in Australia , and local SEO focused to strengthen their presence in Buderim and the Sunshine Coast.

Why WordPress Was the Right CMS

WordPress empowers law firms with a user-friendly content management system.
It enables easy updates to key areas like “Practice Areas,” “Our Team,” and the “Blog” section.
Offers SEO-friendly features, including customisable URL slugs, meta tags, and mobile-responsive themes.

Built Mobile‑First for Client Experience

A mobile-optimised site ensures seamless browsing on smartphones—crucial for local clients searching on the go.
The result: fast loading times, improved readability, and intuitive navigation across devices.
Enhances user satisfaction and boosts rankings in Google’s mobile-first algorithm.

Australian Hosting: Fast, Secure & Local

Hosting the site within Australia guarantees faster loading for local users and supports data sovereignty.
Low latency improves overall site performance.
Proximity to the user base contributes positively to search visibility in Australian search results.

Looking for a local Brisbane and Ipswich website development team? Reach out to the team at In Cahoots Co and let's bring your website project to life!

Boosting Ipswich Businesses: Ready Finance Group's Strategic Approach with In Cahoots Co.

ben@incahootsco.com.au (Ben Hayward) — Wed, 30 Jul 2025 18:24:18 GMT

Strategic, data first approach in a competitive landscape

As your dedicated Ipswich digital marketing partner, In Cahoots Co. is excited to shine a spotlight on our recent work with the fantastic team at Ready Finance Group right here in Ipswich. We had the privilege of helping develop a hyper local strategy and communication through Strategic Marketing Plans , Meta Ads management and compelling high-quality videography services .

Ready Finance Group came to us seeking more effective ways to connect with their ideal clients and convey their valuable financial services. As a relatively new business, we recognised that an initial brand awareness campaign and precisely targeted advertising were a crucial first step to focus budget and resources in the right place.

For Ready Finance Group, we focused on two incredibly powerful tools to achieve their short term goals:

Strategic Meta Ads Management: We took the reins of Ready Finance Group's Meta (Facebook & Instagram) advertising campaigns. This wasn't just about launching ads; it was about in-depth strategy. Creative testing and optimised campaigns to target their specific audience within Ipswich and beyond, ensuring their message reached the right people at the right time. The creative flexibility of Meta Ads means maximum impact for every advertising dollar, helping to generate brand awareness and drive engagement.

High-Quality Videography Services: In a world where video dominates online content, we provided Ready Finance Group with professional videography to create engaging and informative video asset s. Vi deo brings their brand's story to life, making a powerful impression across social media and other digital channels including websites, email campaigns and more.

Strategy and Research

It's not all about digital ads and videos though. Before we got to that point, we undertook a competitive landscape and demographic analysis to identify gaps in the local finance market not being serviced by larger competitors and other offline touch points where we can achieve brand awareness goals in the first 3 months. This includes local sponsorships, 3rd party referral opportunities, static (traditional) advertising like billboards and more.

It's important to take a strategic, longer term approach so your growing business can achieve goals in a sustainable way.

Local Expertise, Global Standards: NuGrow's New Website is Live!

ben@incahootsco.com.au (Ben Hayward) — Wed, 30 Jul 2025 07:23:12 GMT

We're thrilled to announce the successful launch of a brand new website for our fantastic client, NuGrow!

This project was a true collaboration, and we're incredibly proud of the result: a modern, highly functional, and user-friendly online experience that truly reflects NuGrow's brand.

NuGrow came to us needing a significant upgrade. Their goal? A contemporary website that wasn't just visually appealing but also offered a seamless user experience across all devices. We understood their vision and got straight to work, leveraging the powerful combination of WordPress and Elementor Pro to bring it to life.

Why WordPress & Elementor Pro for Your Business?

For medium-sized business website designer needs, WordPress paired with Elementor Pro is an unbeatable combination. Here's why we champion it, and how it directly benefited NuGrow:

Design Flexibility & Mobile Optimisation: With Elementor Pro, we had unparalleled creative freedom to craft a unique, custom design for NuGrow. Crucially, we ensured the site is fully responsive and beautifully optimised for mobile devices . This means whether their visitors are on a desktop, tablet, or smartphone, they'll have an intuitive and engaging experience – a key factor in today's digital landscape.
Scalability for Growth: As NuGrow continues to grow, their website needs to grow with them. WordPress provides a robust, scalable foundation that can easily accommodate future expansions, new features, and increased content without a complete overhaul.
SEO Friendly: A well-built WordPress site is inherently SEO-friendly, making it easier for businesses like NuGrow to be found by potential customers searching online. We ensure all the technical elements are in place for better visibility.

The feedback from NuGrow has been fantastic, particularly regarding the improved user experience their customers are now enjoying. It's incredibly rewarding to see our work make a real difference!

In Cahoots Co helps CP Maintenance Contracting get social

Thu, 24 Jul 2025 21:26:18 GMT

When you work in some of the most remote places of Australia, having the time to setup social media can be a challenge.

Sometimes businesses need a helping hand establishing social media accounts , ad accounts and all that stuff. We're thrilled to help CP Maintenance Contracting (CPMC) get their social accounts up and running, and providing some guidance along the way. The team now have a content plan and the guys in the field will help document projects and snap a few pics here and there. We can't wait to see some of the projects this team work being shared via their socials. We'll be helping with advice, scheduling and ad account management along the way.

Google Ads is changing. How it will impact your business!

ben@incahootsco.com.au (Ben Hayward) — Sat, 12 Jul 2025 20:40:55 GMT

Do you run Google Ads? Phrase match is losing ground ... what your Ipswich and Brisbane based business needs to know!

Have you (or your ads manager) noticed that phrase match is losing ground to broad match?

And there are valid reasons why we preferred using phrase match (query control and relevancy for starters) compared to broad match when configuring ad accounts. However, Google has been pushing broad match pretty hard and as a result, phrase match is getting more expensive.

Broad match is uses signals unavailable to other match types, such as:

- Landing page content.
- Other keywords in the ad group.
- Previous user searches.
- Location.

Once Google began actively promoting broad match (around 2023), phrase match costs started rising disproportionately faster.

One broad match keyword can now do the work of 10 phrase match terms.

Given broad match’s preferential CPCs and phrase match’s rising costs and deteriorating quality, it may be time to accept that phrase is losing ground, for good.

How are your ads performing? Reach out to In Cahoots Co if you need a hand with your local Google Ads campaigns right here in Brisbane and Ipswich.

Low cost small business advertising and marketing ideas for 2025

ben@incahootsco.com.au (Ben Hayward) — Thu, 03 Jul 2025 18:41:48 GMT

Low cost marketing and advertising ideas for small business in 2025. Not everything has to be tied to AI and digital marketing!

Let's just jump straight to it!

Google Business Profile

The first and free thing you can do its setup a Google Business Profile . I can't stress this one enough in 2025 in the age of AI search summaries. Your Google Business Profile, when optimised, will help you stand out from the crowd in your local area. Make sure all of your contact details are correct and that you actively maintain it and grab as many reviews as you can. They are not only handy in helping your rank for local SEO, but you can use them in other areas of your business such as assets on your website, printed collateral etc

Local sponsorships

Some businesses will baulk at local sponsorships as it doesn't provide an 'instant' return - however the local exposure and good will generated will benefit your business in the longer term. Local community and sporting groups are often very thankful for your support, and will go above and beyond to promote your business via their channels which can include direct email newsletters, local signage and more. You can generate some decent exposure from as little as $200 or even better, offer in-kind support where you can share your service expertise in exchange for exposure.

In-person networking

Attend local events with traditional business groups (like chamber of commerce) or other local social events. There are often opportunities to sponsor tables, provide prizes or even be a guest speaker. Non-digital activities like this help build connections and relationships outside of social media bubbles. As a bonus, you can also often share on social media that you attended the event, what as great about it and position yourself as an active member of the business community. Video is great for this!

Referral incentives

Offer existing clients referral incentives, such as discounts on future services, a free little gift or other in-kind offers. You can also partner with other businesses to setup transaction based referral programs - but make sure you are partnering with quality businesses that will not tarnish your brand.

Friends and family. Let friends and family know you are looking for new business. It's simple and doesn't have to be a hard sell but it helps keep your business top of mind as they go about their lives and talk within their networks.

Social media

There is a perception that social media is free - and yeah, in a way, it is but it does have a time cost. Organic social media takes time to create and schedule (particularly creative stuff) and to stand out you really have to be ready to jump in front of the camera. The types of content you need to create are either humorous, controversial (eg your hot take on something), educational and ... authentic.

If you do not have the time and energy for that, you can consider a local paid ad campaign to start building brand awareness. The time you save from creating content can be invested back into your business (via the methods above) or dedicating more time to clients.

Your Q1 Digital Boost: Making the New Financial Year Count FY 25/26

ben@incahootsco.com.au (Ben Hayward) — Mon, 30 Jun 2025 20:48:24 GMT

New financial year. The perfect time to make positive changes within your business.

The new financial year is officially here, and for many businesses, it's a clean slate (well at least mentally) and a chance to hit reset, refine goals, and truly accelerate growth. While the thought of "more marketing" can feel overwhelming, this is actually the perfect time to identify strategic moves that will set you up for a successful year. And it doesn't mean you have to "do more" it's about being more strategic with your valuable time.

The first quarter is crucial for laying strong foundations. It's about smart actions, not just busy work.

Here are the key areas every Brisbane and Ipswich business should be looking at right now to make the most of Q1:

Refine Your Marketing Strategy for Clear Direction

Without a clear strategy , your marketing efforts are just shots in the dark. The new financial year is the ideal time to re-evaluate your objectives and ensure every digital activity is pulling in the same direction.

Q1 Action: What are your top 1-3 business goals for the next three months? Align your digital marketing strategy directly to these goals, identifying the most impactful channels and messages to get you there. This should be your first step before running ads , doing random marketing "stuff" or making changes to digital assets without knowing why you are doing it.

If you are a small business with a limited budget - investing in a strategy/plan should be your first investment before undertaking any other activities. Do not just straight into ads or other random activities without a plan - as you will more than likely end up disappointed and frustrated.

Prioritise for Maximum ROI (once you have your strategy in place)

You can't do everything at once. The beauty of a strong Q1 plan is focusing your energy on the digital activities that will deliver the most significant return on investment for your specific business based on your strategic marketing goals.

Q1 Action: Identify the 1-2 critical digital initiatives that will move the needle most for your bottom line this quarter. Investing wisely now pays dividends all year. It doesn't have to be a huge move, sometimes smarter (and smaller) changes can make a huge difference. For example, you may find that your audience isn't really hanging off Facebook or Instagram, but are more engaged on Linkedin or respond better to email campaigns. Or you may get more impact from a strategic non digital asset like a billboard . It's about focusing your time and resources where it really matters to your customers.

Unlock the Power of Automation & AI for Efficiency

If you are not using AI in some way shape or form by now, you are falling behind. It's important to remember that AI is a tool. If you're one of those people who are just using it for generic social media post creation, or ridged email responses - you're missing out on AI's full potential.

One area that is a game changer is using AI and automation to improve processes. Many businesses are still performing repetitive tasks manually that could be automated, or they're not leveraging AI to make their marketing smarter.

Q1 Action: Look for opportunities to automate lead nurturing, customer follow-ups, or even parts of your content creation. It's not just about marketing too - it also has real value in automating business processes using tools like Make and Zapier.
Create custom AIs that are trained on your tone of voice, products, services and more. Deploying AI tools strategically can free up valuable time and ensure your marketing efforts are always on point, even when you're busy.

Optimise Your Website for Peak Performance & Conversions

Just like other business assets, your website requires updates and maintenance to perform at it's best. Your website isn't just an online brochure; it's your first impression and source of truth online.

A slow, outdated, or confusing website will cost you customers, no matter how good your ads are .

Q1 Action: Focus on essential website health. Is it loading quickly? Is it mobile-friendly? Are visitors easily finding what they need and taking action (like filling out a form or calling)? Is the user experience good? Small improvements here can lead to a big jump in inquiries and sales. In the age of AI, voice search and summaries - it's more important than ever that your website is answering questions and providing value - not just keyword spam and generic AI content.

Website development complete congrats ClearPath Defence

ben@incahootsco.com.au (Ben Hayward) — Thu, 19 Jun 2025 15:20:19 GMT

Another website project complete: Congrats ClearPath Defence

Congrats to ClearPath Defence on taking delivery of their new website, hosted here in Australia via Conetix - Premier Web Hosting Provider .

ClearPath Defence brings clarity, collaboration, and creative problem-solving to Defence decision-making enabling smart investments, optimised capabilities, and future-ready strategies.

The site will grow and expand to meet business requirements into the future.

Designed by Lead Creative
Website development by In Cahoots Co

The Ipswich Economic Story in 2025

ben@incahootsco.com.au (Ben Hayward) — Sun, 15 Jun 2025 09:49:23 GMT

What are the largest industries in Ipswich? Where are the employment opportunities?

Website complete: Hotz Spark Electrical

ben@incahootsco.com.au (Ben Hayward) — Sun, 15 Jun 2025 08:41:47 GMT

Congratulations to the team at Hotz Spark Electrical on taking delivery of their new website.

The team at In Cahoots Co are thrilled to handover another website to local electrician Hotz Spark Electrical using the Wordpress CMS with Elementor Pro and hosted locally via Conetix.

Hotz Spark Electrical know your home is your most important investment—and they are here to keep it powered, safe, and up to code. Whether you’re renovating, building, or just need a quick fix, our team of licensed electricians delivers dependable residential electrical services with top-tier workmanship and a friendly, professional approach.

They offer a full range of residential and commercial electrical services across Ipswich. Support local business and get behind our local tradies when you can!

In Cahoots Co supports Ipswich Eagles AFC

ben@incahootsco.com.au (Ben Hayward) — Thu, 12 Jun 2025 00:01:03 GMT

In Cahoots Co jumps onboard as a 2025 sponsor for the Ipswich Eagles AFC

We're super proud to get behind this awesome local club here in Ipswich! The club was initially formed in 1966 as the RAAF Eagles, which was a RAAF team playing in the local BAFL competition.

During the Air Force years, the club won the Premiership in 1976 Division 2, 1980 Division 3, 1999 Division 2 Reserves.

Brisbane Businesses, Brace Yourselves: How AI is Reshaping Facebook Ads & How Your Agency Can Help

ben@incahootsco.com.au (Ben Hayward) — Sun, 08 Jun 2025 10:16:30 GMT

The digital advertising landscape is an ever-shifting beast.

Just when you think you've mastered one platform, a new wave of innovation rolls in. I personally sink about 15 hours a week into keeping up!

For Brisbane businesses, that wave is AI, and it's set to fundamentally reshape how we approach Meta (Facebook and Instagram) advertising. By 2026, Meta aims for fully AI-automated ad creation and targeting, a move that promises efficiency but also introduces complex new challenges.

So, will artificial intelligence simply take over your ad campaigns, leaving human strategists obsolete? Not quite. While AI is undeniably powerful, it doesn't diminish the need for human expertise, especially from a savvy, local Facebook advertising agency Brisbane businesses can trust.

Let's dive into what's changing and why your strategic partnership with a professional agency will be more critical than ever.

Understanding Meta's AI Automation: What's Changing in 2025?

You might have already noticed Meta’s push towards more automated solutions, like Advantage+ campaigns. But by 2026, the vision is far more expansive, aiming for a system where AI can handle almost everything from concept to conversion.

AI-Driven Creative Generation: Imagine providing a few product images and a brief objective, and Meta's AI churns out multiple variations of ad copy, headlines, and even short video clips. This isn't just basic templating; it's about AI learning what resonates with specific audiences and generating content on the fly. We're not yet sold on this .. and will have to wait and see!

Dynamic Personalisation at Scale: AI will serve highly personalised ad experiences to users in real-time. This means different individuals might see unique versions of your ad based on their Browse history, location, or expressed interests. For instance, an ad for a new car might show a different colour or feature set based on what the AI predicts a user will prefer.

Automated Targeting & Budget Optimisation: The "black box" of Meta's algorithms will become even more sophisticated. AI will take over audience selection, finding unexpected segments that convert, and dynamically allocating budgets across placements and audiences to maximise your Return on Ad Spend (ROAS) with minimal human intervention.

These changes are designed to make advertising more accessible and potentially more effective for businesses of all sizes. But every powerful tool comes with its own set of considerations.

The "Why" Behind the Hype: Benefits and Potential Pitfalls of Automated Ads

Meta’s vision for AI automation offers compelling benefits, especially for time-strapped medium-sized businesses:

Efficiency & Speed: AI can create, test, and optimise ad variations far faster than any human team, freeing up valuable time.

Scalability: It becomes easier to launch multiple campaigns, test a broader range of creative, and expand your reach without proportional increases in manual labour.

Optimisation Potential: Meta’s algorithms have access to vast datasets. In theory, their AI should be able to identify optimal audiences and ad placements with unprecedented accuracy.

Accessibility: For businesses without extensive in-house marketing teams, AI automation could lower the barrier to entry for sophisticated ad campaigns.

However, it’s not all smooth sailing. There are genuine concerns that arise with increasing automation:

Loss of Creative Control: Will AI-generated content truly reflect your brand's unique voice and aesthetic? There’s a risk of generic or 'safe' creative that blends into the noise.

"Black Box" Effect: The more automated the process, the less transparent it becomes. Understanding why an ad performed well or which audiences were targeted can be challenging, making strategic learning difficult.

Brand Safety & Consistency: Relying solely on AI to generate content carries a risk of unintended messaging or misaligned brand associations, especially if not carefully overseen.

Increased Dependency: As Meta’s AI becomes more dominant, businesses become even more reliant on the platform's proprietary systems, potentially limiting flexibility or alternative strategies.

Why a Brisbane Facebook Advertising Agency Remains An Essential Partner in the AI Era

Given these shifts, will your local Facebook advertising agency Brisbane still be relevant? Absolutely. In fact, their role pivots from tactical execution to strategic oversight, nuanced interpretation, and creative direction – areas where AI simply can't compete.

Here’s why human expertise is more critical than ever:

Strategic Oversight & Human Insight: AI optimises within parameters, but humans set the strategy. A top Facebook advertising agency Brisbane understands your overarching business goals , your unique market position in Queensland, and your customers' specific needs. They interpret data beyond surface-level metrics, telling you not just what happened, but why it matters for your business's long-term growth.

Brand Voice & Creative Nuance: While AI can generate ad elements, it lacks the innate understanding of subtle brand voice, emotional resonance, and cultural nuances that define a truly impactful ad. An agency ensures AI-generated content aligns perfectly with your brand identity and can override or refine AI suggestions when they miss the mark. They're also vital for developing the "hero" creative concepts that AI can then iterate upon.

Testing & Experimentation that Matters: While AI automates ad variations, a skilled agency designs strategic tests to uncover deeper insights. They can identify opportunities for A/B testing creative ideas outside Meta’s automated systems before feeding winning concepts back into the platform for AI to optimise.

Multi-Platform Strategy & Integration: Facebook and Instagram are powerful, but they’re just one piece of the puzzle. A comprehensive Our Brisbane Agency considers your entire digital ecosystem – your Google Ads, SEO, email marketing, and content strategy – ensuring consistent messaging and branding across all touchpoints for a truly cohesive approach.

Problem Solving & Crisis Management: Algorithms can falter. Ad accounts can be flagged. Performance can drop unexpectedly. In these scenarios, human expertise is invaluable. Your agency navigates Meta’s evolving policies, troubleshoots complex issues, and provides swift solutions when automated systems fall short.

Local Market Expertise: This is where a local agency truly shines. An In Cahoots Co. team understands the specific demographics, events, and consumer behaviours unique to Brisbane. They can tailor campaigns to resonate deeply with the local audience, even when AI is handling much of the automation, ensuring your ads connect with your community.

Preparing Your Brisbane Business for the AI-Driven Advertising Future

The shift towards AI in Meta Ads isn't a threat; it's an evolution. Here’s how Brisbane business owners can prepare:

Embrace AI, Don't Fear It: Understand how these tools can augment your efforts, allowing your team to focus on higher-level strategy.

Focus on High-Quality Inputs: The better your original assets (product images, brand guidelines, clear objectives), the better AI's output will be. "Garbage in, garbage out" still applies.

Define Your Brand Identity: A strong, consistent brand voice and clear guidelines are more critical than ever when AI is involved in generating copy and visuals.

Partner with Expertise: To truly harness the power of AI while safeguarding your brand and maximising your ROAS, partner with a seasoned Facebook advertising agency Brisbane that understands both the tech and the strategy.

Stay Informed: The landscape will continue to change. Regularly educate yourself on Meta’s updates and best practices.

New client website handed over: In House Catering Brisbane

ben@incahootsco.com.au (Ben Hayward) — Wed, 04 Jun 2025 03:05:04 GMT

The Secret Ingredient to Online Success: How In Cahoots Co. Elevated In House Food and Catering's Digital Presence

Your website isn't just an online brochure; it's a dynamic sales tool, a trust-builder, and often, the first impression a potential client has of your business. For In House Food and Catering , a premier catering service known for its exquisite culinary offerings and private chef experiences in Brisbane, their vision was clear: to establish a professional, impactful online presence that not only showcased their exceptional service but also made them easily discoverable for those seeking a private chef.

As a dedicated website developer in Ipswich , In Cahoots Co. was thrilled to partner with In House Food and Catering, taking their vision from concept to a stunning, high-performing digital reality. This project wasn't just about building a website; it was about understanding their unique needs, enhancing user experience, and delivering tangible business benefits.

Crafting a Professional Online Identity

In House Food and Catering's primary goal was to improve their online presence in a professional way, specifically aiming to be easily found for private chef services across Brisbane.

Our team at In Cahoots Co. understood that this required a strategic blend of captivating design and robust functionality. We designed a site that reflects the elegance and quality of their catering, creating an inviting space where potential clients could explore their services with ease and confidence.

For businesses seeking a web developer in Brisbane or surrounding areas, bringing a client's vision to life with precision and passion is paramount. In House Catering placed their trust in us, and we were committed to ensuring their new website truly represented their brand and aspirations.

The Power of Precision: Optimised Content for Engagement & Search

A beautiful website is only half the battle; it also needs to communicate effectively and be discoverable. For Catering Inhouse, we focused heavily on optimised content that speaks directly to their target audience while also appealing to search engines. Every piece of written content, from detailed menu descriptions to service explanations, was crafted to be informative and engaging.

We ensured that the content was not only optimised for desktop users but also seamlessly optimised for mobile devices . This critical step guarantees an exceptional user experience regardless of how a visitor accesses the site, addressing the modern reality of mobile-first Browse.

By strategically weaving in keywords like "private chef services Brisbane," we enhanced their visibility, helping hungry clients find exactly what they’re looking for.

The enhanced visuals on the website truly capture the artistry and deliciousness of In House Food and Catering. When potential clients see vibrant, professionally shot images, it immediately elevates the perception of quality and instils trust. This improved photography directly contributes to higher conversion rates because the visual appeal communicates the excellence of the food in a way words alone cannot. Beautiful imagery tantalises the senses, makes the offerings more tangible, and ultimately helps convert browsers into eager clients.

The Tangible Benefits: Impact & Results

The new website is more than just an aesthetic upgrade; it’s a strategic asset delivering real business benefits:

Elevated Online Presence: A professional, polished look that instills confidence.
Improved Discoverability: Enhanced SEO for key services like "private chef services Brisbane."
Increased Conversion Rates: Driven by compelling content and stunning photography.
Seamless User Experience: Intuitive navigation and mobile responsiveness across all devices.
Client Trust: A clear reflection of their culinary excellence, building rapport before the first interaction.

Ready to Bring Your Vision to Life?

Your business deserves an online presence that works hard for you. Whether you're a local business in Queensland or beyond, a well-designed, optimised website is the cornerstone of digital success.

Ready to transform your online presence like Catering Inhouse?

Explore our Ipswich Website Design services and see how we can bring your vision to life.

Curious about how optimised content and strategic digital marketing can boost your business's visibility and conversions?

Learn more about SEO in Ipswich and how our expertise can make a difference.

At In Cahoots Co ., we pride ourselves on building websites that not only look great but also deliver measurable results. Let's start a conversation about your next project!

We're back from Digital Marketers Australia Conference 2025

ben@incahootsco.com.au (Ben Hayward) — Tue, 06 May 2025 23:11:10 GMT

2 days in 30 seconds: That's a wrap - a great couple of days at the 2025 Digital Marketers Australia conference in Sydney.

No surprises (to us at least) that the conference opened with a focus on AI agents, tools and how automation can be used to scale marketing and business operations in general.

Something we didn't know much about was the rise of AI influencers (a great presentation by Angelique Schierz-Crusius ) and just how much this is already shaking up brands both big and small. In a way they are far from new, but if you want to see where it's going check out https://lnkd.in/dbRSvvQ5 as an example!

How you're being found online is also fundamentally changing, and SEO is going through some seismic changes at the moment and Brie Moreau provided an incredible in-depth look on how to maximise SEO in 2025. Never really thought of SEO as a 3D space, but there you go!

But it's not all about AI ... email is still a powerful source of connection within the marketing space (great preso by Dan Nikas which many smaller companies (outside of e-commerce) can often forget about and regardless of an endless selection of tools - strategy should still be front and centre.

Anyway - lots to take and congrats to the DMA team it was a great conference!

Congratulations to Expert Energy Co | Website delivered!

ben@incahootsco.com.au (Ben Hayward) — Thu, 01 May 2025 17:46:02 GMT

Another business website delivered for a great local Ipswich business.

In Cahoots Co is thrilled to deliver another small company website refresh project for the team at Expert Energy Co.

The website is built on the DUDA CMS, with Tradify functionality integrated into the contact page.

The site also includes optimised content that helps the business be found in search.

The business directed by Jayden Blanch who has over 10 years experience across multiple facets of the electrical industry and we're thrilled to be chosen for this website update project.

Looking for a great local website development team? Reach out to In Cahoots Co - we work with businesses both locally and across Australia!

Congratulations to JOH Engineering | Website delivered!

ben@incahootsco.com.au (Ben Hayward) — Mon, 28 Apr 2025 07:41:45 GMT

Another e-commerce website delivered for a great local Ipswich business.

In Cahoots Co is thrilled to deliver another Wordpress Woocommerce website for the team at JOH Auto General Engineering.

The website is built on the Wordpress CMS, with E-commerce functionality provided by Woocommerce and using the Elementor Pro builder.

Our team also provided handover documentation, including how to add items to the e-commerce store. We're big believers in businesses owning their own digital assess on independent platforms.

Looking for a great local website development team? Reach out to In Cahoots Co - we work with businesses both locally and across Australia!

Where Did They Come From? And Did They Stick Around? Referral Traffic vs. Engagement

ben@incahootsco.com.au (Ben Hayward) — Thu, 03 Apr 2025 03:53:53 GMT

Ever wonder where all those people visiting your website are coming from? And more importantly, what they're actually doing once they land on your digital doorstep?

If you're scratching your head about "referral traffic" and "engagement," you're in the right place! Let's break it down in easy to understand language and why it matter.

Referral Traffic: The Word-of-Mouth Crowd

Think of referral traffic as people who heard about your business from a friend, or saw an ad at another location. They clicked a link on another website, a social media post, or maybe even a directory listing, and they've found their way to your website.
Basically, it's traffic coming from other places on the internet.
Why is this good thing? Well, it means other people are talking about you! It's like a virtual thumbs-up. Plus, search engines like Google see these "shout-outs" as a sign that your website is worth visiting.

Engagement Traffic: Are They Loving Your Site?

Now, once your visitors have found your website, what are they doing? Are they browsing, asking questions, and checking out certain pages or products? Or are they taking one quick glance and heading right back out the door? That's engagement!
It's all about how visitors interact with your website.
We're looking at things like:
How long are they staying? (Are they browsing, or just a quick peek?)
Are they looking at more than one thing? (Are they interested in multiple products or service pages?)
Do they do what you want them to do? (Do they buy something, or fill out a form?)
Good engagement means people finding value on your site.. And that's super important, because happy visitors are more likely to become regular customers.

Referral traffic tells you how people found your website. (other websites, ads, etc.)

Engagement tells you what they did once they got inside. (Browsed, bought, left quickly.)

Why Should You Care?

Referral traffic helps you find new customers. It shows you which other websites or sources are sending you traffic, so you can focus on those sources.
Engagement helps you make your website better. If people are leaving quickly, you know you need to make some changes.

Need a hand with turning your website into an actual business asset? Reach out to your business focused website design agency here here in Ipswich.

A little strategy can make a difference

ben@incahootsco.com.au (Ben Hayward) — Mon, 31 Mar 2025 19:09:08 GMT

What does a holistic marketing strategy look like for small business?

At In Cahoots Co, we work with a wide range of business, from the humble start-up to growing medium sized companies. However, regardless of size, strategy matters in business, particularly when you do not have resources to burn.

We recently had the pleasure of sitting down with a new small business, Chandler Best Naturopathy (and Ipswich based tele-health naturopath) to help them grow their business from the inside, without necessarily outsourcing everything and spending mountains of money. In Cahoots Co provided an in-depth 3 month strategy, which can essentially be re-used each quarter, to keep the business on track and to build their digital footprint in a sustainable way.

What does a small business strategy look like?

It all starts by listening.

While we're sure many marketers have different approaches, we start by listening to the business owner.

What are their goals?
Overview of the business, pain points, things that have worked, what hasn't and anecdotal history and trends.
What does success look like?

After that we go into arguably the most important element - customer and market analysis - in other words "who are we servicing and what problem are we solving for them". This is an area where even the smallest business should take the time to really map out.

SWOT
Competitive landscape analysis (who are their key competitors?)
Identifying the ideal customer profile (demographics, behaviours, pain points). This one is super important!
Review of existing customer touch-points and engagement levels

We then go on to review legacy digital footprints (website fixes, performance assessment of current marketing efforts, identifying h igh-impact channels for the next three months, KPIs , budget and resource allocation , social media content plans and much more.

Why outsourcing your marketing isn't the best option in the beginning ...

We believe that micro + small business start-ups need all the help they can get in the beginning, and when money is short, education and planning go a long way. By providing a clear plan and help on what to focus on, even the most time poor business owner can use a strategy to lean on when decision and creative fatigue sets in! The key is to have patience - see it through! A lot can change in three months when you have patience and discipline in the business world.

Small business marketing strategies for Brisbane businesses

With AI and endless marketing tools and a population more distracted and time poor than ever, it is completely understandable that a small business owner can ask .... where do I begin?

If this is you - reach out and have a complimentary chat about your goals. We're here to help!

Attention is currency: What is the attention economy?

ben@incahootsco.com.au (Ben Hayward) — Mon, 24 Mar 2025 09:45:01 GMT

You might of heard about how we're living in the 'attention economy.' What does that mean?

Simply put, in a world overflowing with information, our attention has become a scarce and valuable resource. It's the new currency, and marketers are in a constant race to earn it.

Here's why attention matters:

Information Overload: We're bombarded with content daily. Cutting through the noise requires more than just shouting; it requires genuine engagement .
Finite Resource: Time is limited. Every second a consumer spends on your brand is a victory.
Value Beyond Clicks: True attention leads to deeper connections, brand loyalty, and ultimately, conversions.

So, how do you capture and hold attention?

Authenticity : Be real. Consumers can spot inauthenticity a mile away.
Value-Driven Content : Provide content that educates, entertains, or solves a problem .
Engage, Don't Just Broadcast : Foster conversations and build communities.
Respect the users time : Do not create content that wastes the users time.

Ultimately, the core of the attention economy lies in human connection . In a world dominated by algorithms and data, brands that prioritise empathy, understanding, and genuine interaction will stand out . It's about moving beyond fleeting impressions and fostering a sense of community, where consumers feel valued and heard. By focusing on building these authentic connections, you'll not only capture attention but also cultivate loyal advocates.

Is Gemini Deep Research worth it?

ben@incahootsco.com.au (Ben Hayward) — Fri, 14 Mar 2025 09:07:38 GMT

Business Strategy: How AI-Powered Deep Research Unlocks Hidden Opportunities

Okay ... be honest. Are you just using AI for things like sending robotic sounding emails or creating emoji riddled social media posts that use the words 'elevate and top-notch' 30 times? If so ... you are really missing out on the true benefits of AI .

What Does "Deep Research" Actually Mean?

We're constantly searching for tools and resources that give our clients a data driven edge.

Recently, we've been blown away by the power of deep research tools, and they can transform the way small and medium-sized businesses (particularly in our backyard of Brisbane and Ipswich) make informed decisions. It's time to move past 'lazy' uses of AI.

Think of deep research AI LLMS as having a highly efficient research assistant that can sift through vast amounts of data in seconds. It pulls information from a multitude of sources, including:

Online Presence: Websites, social media profiles, online directories, and customer reviews.

Market Trends: Industry reports, local economic data, and competitor analysis.

Customer Insights: Sentiment analysis of online conversations, customer demographics, and purchasing behaviours.

A real world example and benefits

In the slide above, you can see various steps in the deep research process as we used Gemini Deep Research to undertake an in-depth analysis for medium sized businesses within the city of Ipswich, Queensland, Australia.

Opportunity Identification: Deep research can uncover hidden opportunities that you might otherwise miss. This could include emerging market trends, underserved customer segments, or potential partnerships. For our business, In Cahoots Co , a marketing, automation and AI agency, we specifically want to work with medium sized businesses within growth industries. We used deep research to provide an in-depth opportunity analysis.

"To provide a broader context, it is useful to compare the number of medium-sized businesses to the total number of registered businesses in Ipswich. In 2024, the total number of registered businesses in the city was 13,049 3. Comparing the 340 medium-sized businesses to this total reveals that they constitute approximately 2.6% of the overall business population in Ipswich (calculated as 340 divided by 13,049 and multiplied by 100). While this indicates that medium-sized businesses are not the most numerous category, their significance to the local economy should not be understated. By definition, each of these 340 businesses employs between 20 and 199 people, suggesting a substantial collective contribution to job creation and overall economic activity within Ipswich."

Extract of report created with Gemini Deep Research

The data sourced helps us identify which industries are growing and also in decline. From there, we can tailor our outreach and service offering strategy to best serve these types of business. For businesses operating in a specific region like Ipswich or Brisbane, understanding the local market is essential. Deep research provides insights into local demographics, economic conditions, and community trends.

Make smarter decisions: The first one ... advance your knowledge!

AI-powered deep research is no longer a luxury; it's a necessity for SMBs that want to thrive in today's competitive landscape. By leveraging these tools, businesses in Ipswich and beyond can gain a significant advantage, make smarter decisions, and unlock new opportunities for growth.

Living in Ipswich, QLD: A Blend of Affordability, Lifestyle, and Connectivity

ben@incahootsco.com.au (Ben Hayward) — Fri, 21 Feb 2025 09:52:46 GMT

Ipswich offers a compelling alternative to the (relative) hustle and bustle of Brisbane while retaining excellent connectivity to the broader South East Queensland region.

If you're considering a move, Ipswich presents a unique blend of affordability, lifestyle, and accessibility that's attracting increasing attention. Let's delve into the key benefits of calling Ipswich home:

Affordability: Your Dollar Stretches Further

One of the most significant draws to Ipswich is its affordability compared to Brisbane and other major cities. Whether you're looking to buy or rent, you'll find that housing costs are generally more accessible, allowing you to get more for your money. This affordability extends beyond housing, with everyday expenses often lower than in larger metropolitan areas. This can free up your budget for leisure activities, travel, and other pursuits, contributing to a better quality of life.

Lifestyle: A Relaxed Pace with Urban Conveniences

Ipswich offers a more relaxed pace of life than Brisbane, providing a welcome escape from the constant rush. However, this doesn't mean sacrificing urban conveniences. The city boasts a growing selection of restaurants, cafes, and entertainment venues, ensuring there's always something to do. Parks and green spaces are abundant, offering opportunities for recreation and enjoying the outdoors. The Ipswich Riverwalk , for example, provides a beautiful setting for walking, cycling, and picnics. This balance of tranquillity and accessibility is a major draw for those seeking a more balanced lifestyle.

Connectivity: Easy Access to Brisbane and Beyond

Despite its relaxed atmosphere, Ipswich is remarkably well-connected. Located just a short drive or train ride from Brisbane, residents can easily access the capital city for work, entertainment, and other amenities. The proximity to major highways also makes it easy to explore other parts of South East Queensland, from the Gold Coast to the Sunshine Coast. This strategic location offers the best of both worlds: the peace and quiet of a smaller city with the convenience of easy access to major urban centres. The efficient public transport network further enhances connectivity, making it easy to get around without relying solely on a car.

Community: A Welcoming and Growing City

Ipswich is a city with a strong sense of community. The friendly atmosphere and welcoming nature of the locals make it easy to feel at home. The city is also experiencing significant growth, bringing with it new opportunities and a vibrant energy. This growth is attracting people from all walks of life, creating a diverse and dynamic community. The city council is (mostly) investing in infrastructure and amenities to support this growth, ensuring that Ipswich continues to be a desirable place to live.

Education and Employment: Opportunities for Growth

Ipswich offers a range of educational opportunities, from primary and secondary schools to tertiary institutions like the University of Southern Queensland. This ensures that residents have access to quality education at all levels. The city also boasts a growing economy, with opportunities in a variety of sectors, including healthcare, education, and manufacturing. The ongoing development of the region is creating new jobs and attracting investment, further enhancing the city's economic prospects.

History and Culture: A Rich Heritage

Ipswich has a rich history, evident in its heritage buildings and cultural attractions. The Ipswich Art Gallery and the Queensland Museum Railway Workshop are just a few examples of the city's commitment to preserving and showcasing its history and culture. Exploring these attractions provides a fascinating glimpse into the city's past and its evolution over time. The local council also supports a variety of cultural events and festivals throughout the year, adding to the city's vibrant atmosphere.

A Smart Choice for the Future

Ipswich is more than just an affordable alternative to Brisbane; it's a city with a bright future. The combination of affordability, lifestyle, connectivity, and community makes it an increasingly attractive place to live, work, and raise a family. As the city continues to grow and develop, it's poised to become an even more desirable destination in the years to come. If you're looking for a place that offers a balanced lifestyle without breaking the bank, Ipswich is definitely worth considering. Its blend of urban amenities and a relaxed atmosphere, coupled with its excellent connectivity, makes it a smart choice for those seeking a better quality of life.

Speak Easy: Optimising Your Digital Footprint for Voice Search

ben@incahootsco.com.au (Ben Hayward) — Mon, 17 Feb 2025 02:52:11 GMT

Voice search is changing the game. Learn how to optimise your website and online presence for voice search and capture a growing audience.

Chatterbox: Voice search is rapidly changing how people find information online, and businesses need to adapt. This post will explore practical strategies to optimise your digital footprint for voice search, ensuring you're heard loud and clear.

The Rise of Voice Search

Voice search isn't just a trend; it's a fundamental shift in user behavior. People are increasingly using voice assistants like Siri, Google and AI to search for information, make restaurant bookings, and interact with the digital world. Ignoring voice search optimisation is like ignoring a significant portion of your potential audience.

How Voice Search Works (and Why It's Different)

Voice search queries are typically conversational and use natural language. Users don't type "Italian restaurant Brisbane"; they ask, "Hey Siri, where's a good Italian restaurant near me?" This conversational nature requires a different approach to SEO .

Here's a breakdown of actionable strategies:

1. Content is King/Queen (But Make it Conversational):

Natural Language is Key: Ditch the stiff, keyword-stuffed copy. Write content that sounds natural and conversational, just like how people speak.

Answer the Questions: Structure your content around questions your target audience is likely to ask. FAQs, how-to guides, and articles that directly address common queries are goldmines for voice search.

Long-Tail Keywords Reign: Voice search often involves longer, more specific queries. Target long-tail keywords that reflect these conversational searches. Think "best organic dog food for small breeds" instead of just "dog food."

Local SEO: Your Voice Search Foundation:

Google My Business is Your Best Friend: Claim and meticulously optimise your Google My Business profile. Accuracy is paramount – ensure your name, address, phone number (NAP) , and hours are spot-on. Use relevant categories and craft a compelling business description.

Citations, Citations, Citations: List your business on reputable online directories and platforms, (TripAdvisor, industry-specific sites). Consistent NAP information across all platforms is crucial for local search visibility.

Location Pages for Multi-Location Businesses: If you have multiple locations, create dedicated location pages on your website. Each page should have unique content and specific information for that branch.

Mobile-First (and Fast)

Mobile-Friendliness is Non-Negotiable: Your website must be fully mobile-friendly. Voice search is often done on mobile devices, so a seamless mobile experience is essential.

Speed Matters: Optimise your website for lightning-fast loading times, especially on mobile. Voice search users expect quick answers.

Structured Data: Help Search Engines Understand You

Schema Markup is Your Secret Weapon: Implement schema markup on your website. This helps search engines understand the content on your pages, especially for local businesses. It can help display key information (NAP, hours, reviews) in voice search results.

Featured Snippets: The Voice Search Jackpot

Answer Directly and Concisely: Structure your content to directly answer common questions. This increases your chances of snagging a featured snippet, which are often read aloud in voice search results.

Keep it Brief: Get to the point quickly. Voice search answers need to be concise and easy to understand.

Voice Search Specific Tactics

Test, Test, Test: Use voice search yourself to see how your website and content perform. Identify areas for improvement.

Voice-Activated Actions (Future-Forward): Consider integrating voice-activated actions into your website or app. Imagine users booking appointments or making purchases with voice commands.

Content Strategy for the Voice Age

Content Length – A Balancing Act: While long-form content has its place, create short, digestible answers for voice consumption.

Content Formats – Think Beyond Text: Explore audio and video content to cater to voice search users.

User Intent – The Heart of the Matter: Focus on understanding the "why" behind voice searches. What are users trying to achieve? Tailor your content to meet those needs.

Monitoring and Analytics: Listen to the Data!

Track Voice Search Traffic: Monitor your website traffic to identify voice search trends.
Analyse Keyword Performance: Keep an eye on how your long-tail keywords are performing.

The Importance of Diversifying Review Platforms for Your Business

ben@incahootsco.com.au (Ben Hayward) — Fri, 14 Feb 2025 03:50:42 GMT

Reviews, reviews, reviews! Why diversification matters.

Improved Online Visibility (this one is a no-brainer).

Diversifying your review platforms also boosts your online presence. Search engines prioritise businesses with a broad review footprint , especially when these reviews are spread across high-traffic platforms like Google, Trustpilot, TripAdvisor, and Facebook. This enhances your local SEO rankings, making it easier for potential customers to find your business.

Put simply, when people see your business positively reviewed across multiple sites, it builds trust and encourages engagement.

Mitigating Risk

No platform is immune to technical issues, policy changes, or account suspensions. Imagine losing access to years of reviews due to a sudden account problem or an algorithm update. Having reviews across multiple platforms ensures your reputation remains intact even if one platform becomes unavailable. This strategy creates a safety net, reducing the risk of losing customer feedback and damaging your business credibility.

Reaching a Broader Audience

Different review platforms attract different types of audiences. For example:

Google, Bing and Facebook appeal to a general audience, covering a wide range of services and products.

Place like TripAdvisor are more niche-specific, with TripAdvisor serving travel and hospitality industries.

By diversifying, you can reach various customer demographics, expanding your business’s visibility and market reach.

Generating More Customer Insights

Reviews collected from multiple platforms provide valuable insights from a broader customer base. This diversity allows you to identify patterns and trends, helping you refine your products or services.

Building Long-Term Customer Relationships

When customers see your business engaging on multiple platforms, it creates an impression of a business that values transparency and customer interaction. Responding to reviews—whether they are positive or negative—demonstrates your commitment to customer satisfaction. This not only builds trust but also fosters long-term loyalty.

How to Implement a Diversified Review Strategy

Identify Relevant Platforms – Focus on platforms where your target audience is most active. For local businesses, Google business profile is an essential.
Encourage Customers to Leave Reviews – Make it easy for customers to leave feedback on various platforms. Send follow-up emails with direct links, or use QR codes at physical locations.
Respond to Reviews – Stay active on each platform by regularly responding to customer feedback. This shows potential customers that you’re attentive and committed to improving your business.
Monitor and Analyse – Use tools to track reviews across multiple platforms, ensuring you’re aware of new feedback and can respond promptly.

Conclusion

Well, you have made it this far. Congrats LOL.

But jokes aside, in an uber competitive digital landscape, diversifying your review strategy is not just a good idea—it’s essential. Spreading reviews across multiple platforms ensures your business remains visible, credible, and resilient to unexpected challenges.

Take the time to develop a comprehensive review strategy , and you’ll see long-term benefits in your reputation, customer engagement, and overall growth.

NAP Consistency: The Unsung Hero of Local SEO (and Why You're Losing Customers Without It)

ben@incahootsco.com.au (Ben Hayward) — Tue, 11 Feb 2025 10:18:47 GMT

Sometimes, the most impactful strategies are the simplest.

In the world of local search engine optimisation (SEO), we often focus on a few tactics: keyword research, content marketing, link building . But sometimes, the most impactful strategies are the simplest. Enter NAP consistency – a foundational element often overlooked, yet crucial for local businesses. NAP stands for Name, Address, and Phone number. And ensuring these three pieces of information are consistent across the web is more important than you might think.

Why? Because inconsistent NAP information confuses search engines, frustrates customers, and ultimately costs you business .

The Search Engine Struggle:

Imagine you're Google. Your job is to connect users with the most relevant and reliable businesses. You find multiple listings for "Joe's Pizza," but the address and phone number are different on each one. Which listing do you trust? Which one is the real Joe's Pizza? This confusion makes it difficult for search engines to verify your business's legitimacy and can negatively impact your local search ranking. Inconsistent NAP data can bury your listing in search results, making it harder for potential customers to find you.

The Customer Frustration:

Now, imagine you're a hungry customer craving pizza. You find Dazza's Pizza online, but the phone number listed is disconnected. You find another listing, but the address is outdated. Frustrated, you might just give up and order from a different pizza place. Inconsistent NAP information creates a poor user experience, leading to lost customers and damaged reputation. It makes your business appear unprofessional and unreliable.

The Local SEO Boost:

NAP consistency is a critical ranking factor for local SEO. Search engines use NAP information to verify your business's location and build trust. When your NAP is consistent across multiple reputable online directories, it signals to search engines that your business is legitimate and established. This can significantly improve your visibility in local search results and map packs, driving more traffic to your website and physical location.

Where NAP Inconsistencies Lurk:

NAP inconsistencies can creep in from various sources:

Old Websites: If you've updated your business information but haven't updated your website, you might have outdated NAP data.
Online Directories: Listing your business on online directories is essential for local SEO, but it's crucial to ensure your NAP is consistent across all of them.
Social Media Profiles: Don't forget to update your NAP on your social media profiles.
Third-Party Data Aggregators: Data aggregators collect business information from various sources and distribute it to other platforms. Inaccurate data at the source can lead to widespread inconsistencies.

How to Fix NAP Inconsistencies:

Audit Your Existing Listings: Use online tools or manually search for your business online to identify any listings with inconsistent NAP information.
Update Your Website: Ensure your website's contact page and footer have accurate and consistent NAP data.
Claim and Correct Listings: Claim your business listings on major online directories and correct any inaccuracies.
Use a Data Aggregator: Consider using a data aggregator service to manage your NAP information and ensure consistency across the web.
Be Consistent Going Forward: Develop a system for managing your NAP information and ensure it's updated consistently whenever you make changes to your business information.

The Bottom Line:

Yay ... you made it this far. I'm proud of you. So ... by now you know that NAP consistency is a fundamental element of local SEO that often gets overlooked. By ensuring your Name, Address, and Phone number are consistent across the web, you can improve your search engine rankings, enhance customer experience, and ultimately drive more business. Don't let NAP inconsistencies cost you customers – take the time to audit and correct your listings today. It's a small effort with a big payoff.

From Listing to Lead Magnet: Mastering Your GBP for AEO and Local SEO

ben@incahootsco.com.au (Ben Hayward) — Sat, 08 Feb 2025 05:47:15 GMT

The Busy Business Owner's Guide to Google Business Profile Success in 2025 — Simple Strategies for Maximum Impact

Download our easy to follow 15 page guide and start seeing more online results being generated by your Google Business Profile. Cheers!

This guide provides busy business owners with a practical, step-by-step approach to maximising their Google Business Profile (GBP) in 2025. It emphasises the increasing importance of GBP in the age of Answer Engine Optimisation (AEO) , where search engines prioritise providing direct answers to user queries.

The guide demystifies AEO, explaining how to optimise a GBP profile for these types of searches using relevant keywords, detailed product/service listings, and consistent NAP (Name, Address, Phone number) information.

It highlights the benefits of regular GBP updates, including improved search visibility, enhanced customer engagement, showcasing business personality, and maintaining relevance. The guide offers actionable advice on creating engaging posts, highlighting new offerings, and running promotions. It also underscores the crucial role of online reviews in local SEO, providing tips for encouraging reviews and best practices for responding to both positive and negative feedback.

Key Benefits of following this guide:

Increased Visibility: Learn how to optimize your GBP for AEO, ensuring your business appears in search results, especially in the coveted "answer boxes" and local map packs.

Improved Local SEO: Understand how a well-maintained GBP, including positive reviews, boosts your local search ranking, making it easier for local customers to find you.

Enhanced Customer Engagement: Discover how regular updates and engaging content keep your GBP fresh and attract customer interaction, fostering stronger relationships.

Better Online Reputation: Learn how to encourage and manage online reviews, building trust and credibility with potential customers.

Time Savings: The guide provides concise, actionable advice, recognising the time constraints of busy business owners. This guide aims to help you efficiently manage your GBP without overwhelming jargon.

Increased Leads and Sales: By improving visibility, engagement, and reputation, the guide ultimately aims to help businesses attract more customers and boost their bottom line.

Competitive Advantage: By following the strategies outlined in the guide, businesses can gain a competitive edge in their local market.

What is Attribution in Meta Ads? (And Why It Matters for Your ROI)

ben@incahootsco.com.au (Ben Hayward) — Fri, 07 Feb 2025 17:37:32 GMT

Confused about attribution in Meta ads? This guide breaks down what it is, why it's crucial, and how to use it to maximise your ad spend and measure campaign success.

For any aussie business, understanding where your conversions come from is paramount. With Meta ads, you're likely running multiple campaigns, targeting different audiences, and using various ad sets. Attribution helps you connect the dots between your ads and the actions you care about, like purchases, sign-ups, or website visits. This insights post will explain what attribution is in Meta ads, why it's essential, and how to leverage it for better results.

What is Attribution in Meta Ads?

Attribution, in the context of Meta ads , is the process of determining which ad or touchpoint in a customer's journey deserves credit for a conversion . It's about understanding which interactions influenced a user to take a desired action.

Imagine a customer who sees your Facebook ad, then clicks on your Instagram Story ad a few days later, and finally makes a purchase after visiting your website directly. Attribution modeling helps you decide how much credit each of those touchpoints (Facebook ad, Instagram Story ad, website visit) should receive for the final conversion.

Why is Attribution Important?

Accurate Measurement: Attribution provides a more accurate picture of your campaign performance. Without it, you might be over- or under-crediting certain ads, leading to skewed data and poor decisions.

Budget Optimisation: By understanding which ads are truly driving conversions, you can allocate your budget more effectively. You can invest more in high-performing campaigns and scale back on those that aren't delivering.

Improved Targeting: Attribution insights can reveal which audiences are most likely to convert after interacting with specific ads. This allows you to refine your targeting and reach the most valuable customers.

Better Creative: Knowing which ads are contributing to conversions can inform your creative strategy. You can identify successful elements and replicate them in future campaigns.

Demonstrating ROI: Attribution provides the data you need to demonstrate the return on investment (ROI) of your Meta ad campaigns. This is crucial for justifying your ad spend and securing future budgets.

Meta's Attribution Models

Meta offers several attribution models, each with its own way of assigning credit:

Last-Click/Last-Touch: The default model. All credit goes to the last clicked ad before the conversion. Simple but can be misleading if other touch points played a role.

First-Click/First-Touch: All credit goes to the first clicked ad. Useful for understanding initial awareness but ignores subsequent interactions.

Linear: Credit is distributed evenly across all touchpoints in the customer journey.

Time Decay: More credit is given to touchpoints closer to the conversion. Recognises the increasing influence of later interactions.

Position-Based (or U-Shaped): 40% credit is assigned to the first and last clicks, with the remaining 20% distributed evenly across other touch points.

Custom: Allows you to define your own attribution rules based on your specific business goals and customer journey.

Choosing the Right Attribution Model

The best attribution model for you depends on your business goals and the complexity of your customer journey. If you have a short sales cycle, last-click might be sufficient. For longer, more complex journeys, time decay or position-based models might be more appropriate. Consider experimenting with different models to see which provides the most valuable insights.

Key Considerations for Meta Ad Attribution:

Attribution Window: This is the timeframe within which a click or view is attributed to a conversion. Meta allows you to customise this window.

View-Through Conversions: Meta also tracks view-through conversions, where someone sees your ad but doesn't click, and later converts. You can choose whether or not to include these in your attribution reporting.

Cross-Device Conversions: Customers often interact with your ads on multiple devices. Meta's attribution can track these cross-device conversions to provide a more complete picture.

That's a wrap!

Understanding and effectively using attribution in Meta ads is crucial for maximising your advertising ROI. By choosing the right attribution model and analysing the data, you can optimise your campaigns, target the right audiences, and demonstrate the value of your marketing efforts. Don't leave your attribution strategy to chance—take control and make data-driven decisions. Need a hand with your META ads campaign in Brisbane or Australia? Reach out to our team.

Click Through the Noise: Understanding and Optimising Your Click-Through Rate (CTR)

ben@incahootsco.com.au (Ben Hayward) — Sun, 02 Feb 2025 03:14:47 GMT

Getting your message seen is only half the battle. The real challenge is getting people to engage with that message . That's where Click-Through Rate (CTR) comes in.

CTR is a crucial metric that measures how often people click on your ad or link, giving you valuable insights into the effectiveness of your campaigns .

What is CTR?

CTR is the percentage of people who see your ad or link and actually click on it. A higher CTR generally indicates that your ad is resonating with your target audience and that your messaging is compelling.

The CTR Formula:

CTR is calculated as:

CTR = (Number of Clicks / Number of Impressions) x 100

Number of Clicks: The total number of clicks your ad or link received.

Number of Impressions: The total number of times your ad or link was displayed.

Why Does CTR Matter?

Relevance Indicator: CTR is a direct reflection of how relevant your ad is to the people seeing it. A low CTR suggests that your targeting or messaging might be off.

Quality Score (for Paid Ads): In platforms like Google Ads , CTR directly impacts your Quality Score. A higher Quality Score can lead to lower ad costs and better ad positioning.

Website Traffic Driver: Clicks are the gateway to your website. A higher CTR means more traffic, which is essential for lead generation and conversions.

Performance Benchmark: CTR allows you to compare the performance of different ads, campaigns, or even different ad platforms.

What to Look for When Running Campaigns:

Industry Benchmarks: Research average CTRs for your industry to get a sense of what's considered "good." However, remember that benchmarks are just guidelines , and your specific goals and target audience will also play a role.

Historical Data: Track your own CTR over time to identify trends and see how your campaigns are performing relative to your past efforts.

A/B Testing: Experiment with different ad creatives, headlines, and calls to action to see what resonates best with your audience and drives higher CTR.

Segmentation: Analyse CTR by different audience segments (e.g., demographics, interests) to identify which groups are most responsive to your ads. This allows for more targeted campaigns.

Landing Page Experience: A high CTR is great, but it's only the first step. Ensure that your landing page is relevant to your ad and provides a positive user experience. A disconnect between the ad and the landing page can lead to high bounce rates and low conversions.

Platform Specifics: CTR expectations can vary across different advertising platforms. For example, social media ads might have different CTR benchmarks than search ads.

Improving Your CTR:

Compelling Ad Copy: Write clear, concise, and engaging ad copy that highlights the benefits of your product or service. Have some fun! Test different combinations of words and creative assets to see what works.

Strong Call to Action: Tell people exactly what you want them to do (e.g., "Shop Now," "Learn More," "Get a Free Quote"). Just remember - this is great for middle and bottom of funnel content.

Targeted Audience: Ensure your ads are being shown to the right people. Refine your targeting based on demographics, interests, and behaviours.

Relevant Keywords: Use relevant keywords in your ad copy and targeting (especially for search ads).

Eye-Catching Visuals: Use high-quality images or videos that grab attention and complement your ad copy.

Mobile Optimisation: Make sure your ads and landing pages are optimized for mobile devices.

That's a wrap - conclusion:

CTR is a vital metric for measuring the success of your digital marketing campaigns. By understanding what CTR is, how it's calculated, and what factors influence it, you can optimise your campaigns to drive more clicks, traffic, and ultimately, conversions. Don't just aim for a high CTR; aim for qualified clicks that lead to meaningful business outcomes.

If you're looking for Google ads and managed Meta ads support - we're here to help! We also provide training as well for those you want to take real ownership of their campaigns. Cheers - Ben

CPM Demystified: Understanding the Cost of Reaching Your Audience

ben@incahootsco.com.au (Ben Hayward) — Mon, 27 Jan 2025 23:47:32 GMT

META ADS Education series: What is CTM and why is it a key metric?

Ever wondered how much it really costs to get your message in front of potential customers? That's where CPM comes in. CPM stands for "Cost Per Mile" (or sometimes "Cost Per Thousand") and is a key metric in advertising that tells you how much you're paying to reach 1,000 people with your ad.

How is CPM calculated?

CPM = (Total Ad Spend / Number of Impressions) x 1000

Total Ad Spend: The total amount of money you spent on your advertising campaign.

Number of Impressions: The number of times your ad was displayed.

Why is CPM Important?

Budgeting and Planning: CPM helps you understand the cost-effectiveness of your campaigns and allocate your budget wisely.

Comparing Performance: You can use CPM to compare the cost-efficiency of different ad platforms, campaigns , or even different ad creatives.

Evaluating Reach: CPM gives you a sense of how far your advertising budget is going in terms of reaching your target audience.

Measuring CPM During Campaigns

Most advertising platforms (like Facebook Ads, Google Ads , etc.) provide CPM data within their reporting dashboards. You can usually find it alongside other key metrics like clicks, conversions, and impressions.

What to look for

Benchmarks: Compare your CPM to industry benchmarks or your own historical data to see if you're getting a good value. Keep in mind that CPMs can vary significantly depending on factors like industry, target audience, ad placement, and time of year.

Trends: Track your CPM over time to identify any significant increases or decreases. This can help you pinpoint issues with your campaigns or opportunities for optimisation.

Relationship to Other Metrics: Don't just focus on CPM in isolation. Look at it in conjunction with other metrics like click-through rate (CTR) and conversion rate to get a holistic view of your campaign performance.

Google Ads vs Meta Ads: Choosing the Right Platform for Your Business

ben@incahootsco.com.au (Ben Hayward) — Sat, 18 Jan 2025 20:06:05 GMT

What will work best for YOUR business?

We get asked this a lot, which is better for my business? Google Ads and Meta Ads (formerly Facebook Ads) . Both platforms offer powerful tools to reach your target audience, but they operate in fundamentally different ways. Understanding these key differences is crucial to maximising your return on investment (ROI).

Google Ads: Intent-Driven Marketing

Google Ads operates on a search-based model. Users actively seek information, products, or services by entering keywords into Google's search engine. Your ads appear based on the relevance of your chosen keywords to the user's search query. This makes Google Ads ideal for capturing users who are already interested in what you offer.

So, if you're a tradie business, professional service or offer an already known product or service - Google ads would be a great option for you.

Meta Ads: Interest-Based Marketing

Meta Ads, on the other hand, focuses on targeting users based on their interests, demographics, and behaviors . Your ads appear on platforms like Facebook, Instagram, and Messenger, seamlessly integrating into the user's social experience. This allows you to reach a broader audience and introduce them to your brand, even if they haven't explicitly searched for your products or services. We also love the additional creative options here - eg, video! You've no doubt seen some very clever top-of-funnel ads in your own feed.

Key Differences at a Glance

Use Case Scenarios

Google Ads:

Driving immediate sales: Target users actively searching for products or services you offer.
Generating leads: Capture contact information from potential customers.
Increasing brand awareness: Appear at the top of search results for relevant keywords.

Meta Ads:

Building brand awareness: Reach a broad audience and introduce them to your brand.
Driving engagement: Encourage users to like, comment, and share your content.
Retargeting website visitors: Show ads to users who have previously interacted with your website.

Choosing the Right Platform

The best platform for your business depends on your specific goals and target audience.

Consider Google Ads if:
You want to reach users actively searching for your products or services.
You have a high-converting website.
You're willing to invest in a potentially higher cost-per-click (CPC).

Consider Meta Ads if:
You want to build brand awareness and reach a broad audience.
You have strong visuals and engaging content.
You're looking for a more affordable advertising option.

Often, a combination of both Google Ads and Meta Ads yields the best results. By leveraging the strengths of each platform, you can create a comprehensive digital marketing strategy that reaches your target audience at every stage of the buyer's journey.

If you're unsure which platform is right for you, our team of digital marketing experts can help. Contact us today for a free consultation.

Build a custom CRM with AppSheet

ben@incahootsco.com.au (Ben Hayward) — Fri, 17 Jan 2025 20:04:28 GMT

Transform Your Business with Google AppSheet - No-Code App Development

Hi there! Are you looking for a way to streamline your business operations, improve efficiency, and boost productivity?

Google AppSheet is the answer.

AppSheet is a no-code application development platform that allows you to quickly and easily create custom mobile and web applications without writing a single line of code. This means you can automate tasks, improve data collection, and make better decisions, all without the need for traditional developers. Faster deployment times, lower costs.

Google AppSheet Developer right here in Australia

Our local Australian team is here to help you make the most of this awesome platform that will transform how you do all the 'boring' stuff within your business - making life easier for you and your team!

AppSheet for Small Businesses:

For small businesses, AppSheet can be a game-changer. It's an affordable way to:

Automate tasks: Say goodbye to manual data entry and tedious paperwork. AppSheet can automate tasks like inventory tracking, appointment scheduling, and customer follow-up.
Improve customer service: Build custom apps to provide faster and more efficient customer service.
Gain a competitive edge: Develop innovative solutions that set you apart from the competition.

Examples of AppSheet apps for small businesses:

Inventory Management: Track stock levels, receive low stock alerts, and automate ordering.
Simple CRM: Manage customer interactions, track leads, and close more deals.
Appointment Scheduling: Allow customers to book appointments online and manage your schedule efficiently.

AppSheet for Medium Businesses:

As your business grows, AppSheet grows with you. It provides the tools you need to:

Streamline operations: Connect different parts of your business and automate complex workflows.
Improve collaboration: Give your team the tools they need to work together effectively.
Gain valuable insights: Collect and analyze data to make better business decisions.

Example apps for medium sized businesses

Field Data Collection: Empower your field teams to collect data in real-time, with or without an internet connection.

Project Management: Manage projects, track progress, and collaborate with team members.

Customer Support and Feedback: Collect customer feedback, track issues, and resolve problems quickly.

AppSheet for Large Enterprises:

AppSheet is powerful enough to meet the needs of even the largest enterprises. It can help you:

Improve enterprise-wide efficiency: Automate complex workflows and integrate with existing systems.
Drive digital transformation: Embrace innovation and create a more agile business.
Reduce IT costs: Build and deploy custom applications without the need for expensive developers.

Examples of AppSheet apps for large enterprises:

Enterprise-grade workflow automation: Streamline processes across departments and improve efficiency.
Data analysis and reporting dashboards: Gain insights into your business performance and make data-driven decisions.
Legacy system integration: Connect AppSheet to your existing systems to modernize your infrastructure.

Why Choose In Cahoots CO for Your Google AppSheet Development?

At In Cahoots Co, we have a team of experienced AppSheet developers who can help you build custom applications that meet your specific business needs. We offer:

Expert Consultation: We'll work with you to understand your requirements and design a solution that fits your budget.
Custom App Development: We'll build a high-quality, user-friendly app that meets your exact specifications.
Ongoing Support: We'll provide ongoing support and maintenance to ensure your app runs smoothly.

Chat to Ben or Sam today to discuss your requirements.

Marketing Jobs Ipswich

ben@incahootsco.com.au (Ben Hayward) — Thu, 16 Jan 2025 19:12:01 GMT

We're on the lookout to work with experienced local freelancers and marketing professionals.

In Cahoots Co specialises in working with small, medium and growing organisations to provide a full suite of marketing and automation services (including AI integration). Where absolutely possible, we prefer to work with local Ipswich creatives, marketing and martech professionals.

We're currently on the lookout of specialists with skills in,

Email marketing campaigns
Content creation (managed social media)

We routinely work with other local marketing peeps - so if you are looking for more local projects, reach out for a chat and coffee.

Cheers

Ben

Zero-Click Marketing: What It Is and Why You Should Care

ben@incahootsco.com.au (Ben Hayward) — Wed, 15 Jan 2025 19:50:05 GMT

Understanding Zero-Click Marketing

Zero-click marketing refers to the practice of optimising your content to appear in the "zero-click" search results , which are the results that appear at the top of the search engine results page (SERP) and provide the answer to the user's query directly on the SERP, without requiring them to click on any link. These results can take various forms, such as featured snippets, knowledge panels, or answer boxes.

Why is Zero-Click Marketing Important?

Increased Visibility: By appearing in the zero-click search results, your content gains immediate visibility and prominence, capturing the user's attention before they even have a chance to scroll down the page.

Enhanced Brand Authority: When your content is featured in the zero-click search results, it positions your brand as an authority on the topic, building trust and credibility with your audience.

Improved User Experience: Zero-click search results provide users with quick and easy access to the information they need, enhancing their overall search experience.

Higher Conversion Rates: While zero-click searches may not directly drive traffic to your website, they can still contribute to higher conversion rates by increasing brand awareness and establishing your expertise.

How to Optimise for Zero-Click Searches

Understand User Intent: The first step to optimising for zero-click searches is to understand the intent behind the user's query. What are they looking for? What kind of information do they need?
Create High-Quality Content: Your content should be comprehensive, accurate, and well-structured to provide the best possible answer to the user's query.
Use Structured Data: Structured data helps search engines understand the content on your page, making it more likely to appear in the zero-click search results.
Optimise for Featured Snippets: Featured snippets are a common type of zero-click search result. To optimise for featured snippets, use clear and concise language, answer the user's query directly, and use headings and subheadings to structure your content.

Examples of Zero-Click Marketing in Action

Featured Snippets: When you search for "best cafe in Ipswich, Queensland," you might see a featured snippet at the top of the SERP that provides a guide on the best coffee shops in Ipswich.

Knowledge Panels: If you search for a specific person, place, or thing, you might see a knowledge panel on the right-hand side of the SERP that provides a summary of information about that entity.

Answer Boxes: When you ask a question like "what is the capital of Queensland?", you might see an answer box at the top of the SERP that provides the answer directly.

Why Should Aussie Small and Medium Businesses Care?

Leveling the Playing Field: Zero-click marketing democratises visibility. It's not just about who has the biggest ad budget. By creating high-quality, optimised content, SMEs can outrank larger competitors in those coveted top spots.
Building Trust and Authority: When your business appears in a featured snippet or knowledge panel, it instantly positions you as a trusted source. This builds credibility and encourages users to choose you over unknown competitors.
Maximizing Limited Resources: SMEs often have limited marketing budgets. Zero-click marketing allows them to optimise existing content and resources to gain maximum visibility without expensive ad campaigns.
Reaching Local Customers: For local businesses, zero-click is crucial. Optimising for "near me" searches can drive foot traffic by providing customers with instant access to location, hours, and reviews.

The AI Agent Advantage: Why Your Business Needs One

ben@incahootsco.com.au (Ben Hayward) — Wed, 15 Jan 2025 01:22:50 GMT

Supercharge Your Business with AI Agents

What are AI Agents?

Put simply, Artificial intelligence (AI) agents are software programs that can interact with their environment to complete tasks. They can be used for a variety of purposes, including customer service, marketing , and sales.

AI agents can be a great way for Aussie small and medium-sized businesses (SMBs) to improve productivity and reduce costs. Here are some of the (high level) benefits of using AI agents:

Improved customer service: AI agents can provide 24/7 customer support, answer questions, and resolve issues quickly. This can free up your human customer service representatives to focus on more complex tasks. Check out our example on the home page of the In Cahoots Co website! or give it a go via the widget to the bottom right of this blog! (best on phone or you need a mic).

Increased sales: AI agents can be used to identify and target potential customers, generate leads, and close deals. This can help your business to grow revenue.

Reduced costs: AI agents can automate repetitive tasks, freeing up your employees to focus on more important work. This can help you to reduce your labour costs.

Improved decision-making: AI agents can analyse data and provide insights that can help you make better decisions about your business.

How to get started with AI agents

If you're interested in using AI agents in your business, there are a few things you need to do:

Identify your needs: What do you want AI agents to do for you?

Choose the right AI agent: There are many different AI agents available, so it's important to choose one that meets your specific needs.

Implement the AI agent: Once you've chosen an AI agent, you need to implement it in your business. This may involve integrating the AI agent with your existing systems.

Train the AI agent: AI agents need to be trained on your data in order to be effective.

Monitor the AI agent: Once your AI agent is up and running, it's important to monitor it to ensure that it is working properly and that it is meeting your needs.

Using AI agents can be a great way for small and medium-sized businesses to improve their productivity, reduce costs, and grow their business.

If you're considering using AI agents, I encourage you to do some research first and explore the different options that are available - or if you are not sure, we are here to help!

Challenges of using AI agents

AI agents can be complex to implement and require substantial computing resources or require software subscriptions at various price points. However, the benefits of using AI agents can outweigh the challenges for many small and medium-sized businesses.

If you're considering using AI agents in your business, it's important to be aware of the challenges involved. However, with careful planning and execution, you can successfully implement AI agents and reap the benefits.

If you would like help or just simply curious about what platforms or solutions could benefit your business, reach out to Ben Hayward at In Cahoots Co to learn more!

Website Design Brisbane Price: Get a Website That Works for Your Business

ben@incahootsco.com.au (Ben Hayward) — Mon, 13 Jan 2025 01:14:39 GMT

Understanding Website Costs in Brisbane

Running a business in Brisbane is awesome, but getting a website that actually works for you can be confusing. Ever wondered why some websites cost a few hundred bucks while others cost thousands? Let's break it down in a way that makes sense.

Why Website Prices Vary

Just like buying a car, websites come with different features and levels of "oomph." Here are the main things that affect the price:

Features and Functionality

Think of this as what your website does. Do you need a simple online brochure to showcase your services? Or do you need a full-blown online store with customer logins, payment processing, and fancy animations? The more bells and whistles, the higher the price tag.

Design Complexity

A sleek, modern design that captures your brand's personality takes time and expertise. We're talking custom graphics, user-friendly layouts, and those little details that make your website stand out from the crowd.

Content Creation

Words matter! Compelling website copy that engages your audience and ranks well on Google is essential. We can help you craft the perfect message, or you can provide your own content.

Ongoing Maintenance

Once your website is live, it needs a cozy home (hosting) and regular check-ups (updates) to stay secure and perform at its best. We offer different maintenance packages to suit your needs.

Local Expertise

We're not just website wizards; we're also proud Brisbanites and Ipswichians! We understand the local market and can help you connect with your target audience right here in our awesome city. We can meet in-person, online or at your office location*

Client-Focused Approach

We believe in building strong relationships with our clients. We listen to your needs, answer your questions (no tech jargon!), and work closely with you every step of the way.

Transparent Pricing

No hidden fees or surprises here! We'll provide you with a clear and detailed quote upfront, so you know exactly what to expect.

How Much Does a Website Cost in Brisbane? A 2025 Guide for Growing Businesses

ben@incahootsco.com.au (Ben Hayward) — Fri, 03 Jan 2025 09:31:47 GMT

We get it. You're a busy business owner in Brisbane. You know you need a website, but the moment you start searching for "website design costs," you're bombarded with vague answers like "it depends." Frustrating, right?

At In Cahoots Co , we believe in transparency and clear communication. This guide cuts through the jargon and gives you a realistic idea of website costs in Brisbane, especially if you're a growing business in professional services, NDIS, construction, manufacturing, or a service-based industry.

Website Costs: Why "It Depends" Isn't a Helpful Answer

Every business is unique, and so is every website. A simple "brochure" website for a local cafe will naturally cost less than a sophisticated e-commerce platform for a fashion retailer.

But that doesn't mean you can't get a good grasp of what to expect. Let's break down the key factors that influence website costs in Brisbane.

Factors That Influence Website Cost in Brisbane

Website Types:

Brochure Website: This is your online storefront, showcasing your services, contact information, and maybe a blog.

E-commerce Website: If you're selling products online, you'll need a website with secure payment gateways, product catalogs, and inventory management.

Web Application: For more complex needs like online booking systems, membership portals, or custom software integrations, you'll need a web application.

Features and Functionality: Do you need contact forms, online booking, customer logins, or interactive maps? The more features, the higher the cost.

Design Complexity: A custom-designed website tailored to your brand will cost more than using a pre-made template. The number of pages and the complexity of the design also play a role.

Content Creation: High-quality website copy, professional photography , and engaging videos are essential for attracting and converting visitors.

SEO and Digital Marketing : To get found online, your website needs to be optimised for search engines. This includes keyword research, on-page optimisation, and potentially initial SEO setup.

Ongoing Maintenance: Website hosting, security updates, content updates, and technical support all contribute to the ongoing cost of your website.

Ballpark Website Costs for Brisbane Businesses

While exact pricing varies, here's a general idea of what you can expect:

Basic Brochure Website: $5,000 - $15,000 - Perfect for establishing an online presence and showcasing your services.

E-commerce Website: $10,000 - $50,000 - Essential for selling products online, with features like product catalogs, shopping carts, and payment gateways.

Custom Web Application: $30,000+ - Tailored solutions for complex business needs, such as online booking systems or bespoke software integrations.

Hidden Website Costs to Watch Out For

Cheap Templates: While tempting, cheap templates often come with limited customisation options and may require expensive plugins or extensions down the line.

Ongoing Costs: Factor in the cost of website hosting, domain registration, security updates, and premium plugins.

DIY Website Builders: While seemingly cost-effective, the time and frustration involved in building and maintaining a DIY website can outweigh the initial savings.

How to Budget for Your Website Project

Prioritise: Determine your must-have features and functionalities.

Phased Development: Consider starting with a basic website and adding more advanced features later as your budget allows.

Ongoing Costs: Don't forget to factor in ongoing maintenance and support costs.

Get a Personalised Website Quote from In Cahoots Co

At In Cahoots Co, we understand the unique needs of Brisbane businesses. Whether you're a professional services firm, an NDIS provider, a construction company, or a manufacturer, we can help you create a website that drives results.

What is Answer Engine Optimisation (AEO)?

ben@incahootsco.com.au (Ben Hayward) — Sun, 29 Dec 2024 19:47:02 GMT

Listen to audio ��

You’ve heard of search engine optimisation (SEO), but what is Answer Engine Optimisation?

AEO is changing how we find information online – and this includes your business.

"Hey Siri, find me the best cafe near me!" Sound familiar? We're all using voice search to find things these days, and that's changing how businesses need to think about getting found online. Forget just keywords – it's time to embrace Answer Engine Optimisation (AEO)!

What is Answer Engine Optimisation (AEO)?

AEO is all about giving people the exact answers they're looking for, right when they need them. Think of it like this: Google, Siri, Alexa (does anyone in Australia use Alexa?) – they're not just search engines anymore, they're answer engines . They want to provide quick, direct answers, not just a list of websites.

Traditional SEO was about getting your website to the top of the search results page. AEO is about getting your business into the "answer box" – that featured snippet at the top where Google highlights the best answer.

How AEO Works (The Nitty-Gritty)

AEO digs deeper than keywords. It looks at the meaning behind what people are searching for (their intent ). It uses things like:

Structured Data: This is like giving Google a cheat sheet about your business – your address, phone number, services, etc. – in a way it can easily understand.
Knowledge Graphs: These are massive databases that connect information together. AEO uses them to understand the relationships between things and provide more complete answers.
Semantic Search: This helps answer engines understand the nuances of language, like synonyms, context, and even the sentiment behind a search.

Answer engines use all this info to find the most relevant, accurate, and concise answer to a user's question. That answer could be in the form of:

Featured Snippets: Those little boxes at the top of the search results page with a direct answer.
Knowledge Panels: Boxes that appear on the right side of the search results with key information about a business or topic.
Voice Search Answers: The spoken responses you get from Siri, Alexa, and Google Assistant.

Why AEO Matters for Your Business (aka, Why You Should Care)

Be Seen: AEO helps your business stand out from the crowd and grab those top spots in search results.
More Clicks: When you're providing the best answer, people are more likely to click on your link.
Build Trust: Being the go-to source for information makes you look like an expert in your field.
Happy Customers: Giving people what they want, quickly and easily, makes for happy customers (this one is super important for service based businesses).
Win at Voice Search: With more people using voice search, AEO is key to getting your business heard.

Key comparisons: SEO vs AEO

So ... what does that all mean? Here's our conclusion.

AEO is the future of search. By focusing on providing valuable answers and optimising for answer engines, you can boost your online visibility, attract more customers, and stay ahead of the curve.

Ready to take your online presence to the next level with AEO? Contact us today – we're here to help!

6 Social Media Myths Australian Business Owners Need to Ditch

ben@incahootsco.com.au (Ben Hayward) — Mon, 23 Dec 2024 20:21:21 GMT

Let's talk about some persistent social media myths ...

Myth 1: AI - Generated Content Gets Penalised?

This one comes up a fair bit with our clients. So ... AI-generated content won't get you in trouble with the algorithms of platforms like Facebook, Instagram, or LinkedIn. In fact, AI tools can be a (not so) secret weapon in your content arsenal. Think of them as your tireless assistants, helping you brainstorm captivating captions, write compelling blog post outlines, or even draft engaging scripts for your videos. Just remember to always review and add your unique human touch to ensure the content truly reflects your brand voice and resonates with your audience. After all ... you are writing your content for humans!

Myth 2: Organic Reach is Dead?

The rumours of organic reach's demise have been doing the rounds a fair bit lately.

While it's true that social media platforms prioritise content from friends and family, that doesn't mean your business can't get a piece of the pie. By consistently posting high-quality (useful) content that provides genuine value to your audience , using relevant keywords to improve searchability, and actively engaging with your followers, you can still achieve a respectable organic reach. Don't underestimate the power of authentic connection and community building!

Myth 3: Engagement Metrics are Vanity Metrics

Think likes, comments, and shares are just for show?

Engagement metrics are far from vanity metrics. They're valuable indicators of how your content is performing and what resonates with your audience. Pay close attention to these metrics to understand which types of posts spark conversations, drive traffic to your website , and ultimately contribute to your business goals . Use this data to refine your content strategy and deliver more of what your audience loves.

Myth 4: Short-Form Video is the Only Way to Go

While it's true that platforms like TikTok and Instagram Reels have put short-form video in the spotlight, don't discount the power of other content formats.

A well-rounded content strategy includes a mix of eye-catching images, informative and engaging text-based posts, and yes, even longer-form videos when appropriate. The key is to understand your audience's preferences and diversify your content to keep them interested and coming back for more.

We bang on about this all of the time - but having a strategy, regardless of your business size is super important to make sure your resources are going to the right place.

Myth 5: Posting at the "Best" Times is Crucial

While timing can be a factor in social media success, it's not the be-all and end-all. Don't get bogged down trying to pinpoint the exact "best" time to post. Instead, focus on consistency and quality. Develop a regular posting schedule that you can realistically maintain, and prioritise creating content that your audience will find valuable and engaging . Experiment with different posting times to see what works best for your specific audience and adjust your strategy accordingly.

Need a hand when it comes to social media strategy and planning? We specialise in helping growing companies free their staff from social media management and content creation. Reach out anytime!

In Cahoots Co rebrands and builds new website for NDIS provider

ben@incahootsco.com.au (Ben Hayward) — Wed, 11 Dec 2024 07:51:23 GMT

A shiny new brand and a website to match for DATSS

In Cahoots Co was ... well, very proud to be in cahoots with DATSS in helping this trusted and growing business recently re-brand and update their online presence!

The passionate DATSS team provide staff to aged care facilities, hostels, community and in private homes.

In Cahoots Co partnered with other local designers to help bring this multi-layered branding and digital project together, allowing the DATSS team to hit the ground running in 2025 with their new brand and website .

Looking for local Ipswich and Brisbane brand and website designers?

Strategy focused. Data driven. We're your tech focused digital marketing partner who wants to see you succeed regardless of your goals or size of business. With no lock-in contracts we take great pride in building long lasting relationships. You focus on your business - we're here to help with all things digital across Ipswich and Brisbane.

Accessing Nicholas Street Precinct | Ipswich's New Entertainment Precinct

ben@incahootsco.com.au (Ben Hayward) — Sun, 08 Dec 2024 05:59:21 GMT

Can you drive down Nicholas St. Ipswich? Sure can!

Nicholas Street in Ipswich has undergone a remarkable transformation , emerging as a vibrant hub for dining, entertainment, and culture. While direct vehicular access along Nicholas Street is restricted to enhance pedestrian safety and create a more inviting atmosphere, visitors can conveniently access the precinct via nearby parking facilities and public transport options.

How to get to Nicholas St

Visitors are encouraged to use the dedicated Nicholas Street Precinct car park, accessible via Bremer Street. This facility offers over 1,000 undercover spaces, with free parking for up to 3 hours on weekdays and complimentary parking on weekends Nicholas St.

Additionally, a taxi rank is conveniently located on Bell Street, opposite the Ipswich Train Station, providing easy access to the precinct.

Dining and Entertainment Highlights

The Nicholas Street Precinct boasts a diverse array of dining options catering to various tastes:

Gelatissimo : Indulge in a delightful selection of handcrafted gelato, perfect for a sweet treat during your visit.
Sushi Hyo : Experience authentic Japanese cuisine with a variety of fresh sushi and traditional dishes.
Bun Bun Bao : Savor the flavors of Vietnamese street food, featuring a range of bao buns and other delectable offerings.
Zambrero : Enjoy modern Mexican fare with a focus on healthy and flavorful ingredients.
Stellarossa : Relax with a cup of premium coffee complemented by a selection of café-style meals.
Hotel Commonwealth: A beautiful hotel that has serves modern Australian food

Entertainment

For entertainment, the precinct is home to a state-of-the-art HOYTS cinema, offering six screens equipped with cutting-edge technology, including comfortable daybeds and D-BOX seats that synchronise motion with on-screen action Hoyts

Additionally, General Public provides a unique "eatertainery" experience, combining dining with activities such as bowling and arcade games.

Plan Your Visit to Nicholas Street

To make the most of your visit to the Nicholas Street Precinct, consider checking the latest event schedules and dining options available on the official website. Whether you're seeking a culinary adventure, entertainment, or cultural enrichment, Nicholas Street offers a dynamic and welcoming environment for all.

Looking to promote your business within the city of Ipswich? The In Cahoots Co team take great pride in working with local businesses to help them be seen, heard and found in a digital world. We're passionate about building websites , strategic campaigns , Meta and Google Ads and much much more ... so reach out for an obligation free meeting today.

Another Tradie website developed and online

ben@incahootsco.com.au (Ben Hayward) — Wed, 20 Nov 2024 19:19:54 GMT

What makes a great Tradie website?

First up - a big congratulations to Wiltec Electrical on taking delivery of their new website. This busy Toowoomba trade business is taking a more strategic approach to their online presence partnering with In Cahoots Co to develop their website so they can focus on what matters most - their business.

When building websites for trade businesses, there are a few things we take into consideration from day one. We'll break down what your Tradie website should have and why planning ahead is important.

What should your Tradie website look like?

First and foremost - you are in a very competitive space. Unless you are the only plumber, sparkie or handyman in your town - standing out online is going to be a challenge. Your tradie website is your source of truth, your own space to highlight services, experience, testimonials, social proof (project updates) and more. It should also have dedicated service pages, optimised for local search (SEO) so people can find you online. It will also act as an anchor point for any paid ad activity, like Google Ads or Meta Ads (if you choose to send people to you website in-lieu of 1st party forms). You'll also be able to add these links to any other lead source, such as ServiceM8.

Optimise for mobile devices
Optimise content for local search from the beginning
Link to social media pages and Google business listing
Structure site with individual landing pages for paid campaigns, such as Google Ads or Meta Ads.
Make sure to internally link pages to assist with SEO from day one
Include a clear call-to-action on your home page so it's easy for people to contact you. Many people are just looking for quotes - so make it easy for them to connect.
Look at setting up automations so you do not miss any web forms, or new leads via social media.
Review how people are finding you via your website's in-built analytics or tools like Google Search Console.

Re-brand complete for an awesome local product

ben@incahootsco.com.au (Ben Hayward) — Tue, 19 Nov 2024 23:27:35 GMT

Re-brand completed as In Cahoots Co helps company launch new product

In Cahoots Co was proud to be chosen as the lead marketing agency helping Western Roofing Solutions bring a new product to market.

The Roof-A-Skate has been in 'low-key' use for a while now - and has been tried and tested within large commercial roofing projects.

In Cahoots Co will is collaborating with the team across the full spectrum of marketing activities, including brand design , strategy , website development and paid digital .

It's been a great project for our team to work on (including partnering with other local creatives) to bring this project to life within a short time-frame.

How In Cahoots Co is helping bring this product into the digital world

Branding and identity including logo design and style guide.
Launch strategy so everyone is on the same page and focusing resources to where they need to be the most
Website design
Social media page creation and development of creative assets. Our team will assist with management as well.
Other consulting and assistance as required.

We love these types of projects! Keep your eyes peeling for the Roof-A-Skate in the near future!

How to Do Digital Marketing for a Small Business

ben@incahootsco.com.au (Ben Hayward) — Thu, 14 Nov 2024 09:07:23 GMT

Digital marketing can feel overwhelming for small businesses, but it’s essential that you are found via online channels.

While it can seem overwhelming, with the right approach, any business can grow its presence, connect with customers, and boost sales. But where do you start?

Here’s a quick guide to getting started with digital marketing for small businesses, whether you’re doing it on your own or looking to bring in a boutique marketing agency with the tools and expertise you might not have in-house. Let's break it down!

Build a Functional and Attractive Website

Your website is your digital storefront (or office front) and for potential customers, it’s often their first impression of your business, so you’ll want it to be both functional and attractive. Here’s how to make sure it’s ready to convert visitors into customers:

Choose the Right Platform : Platforms like WordPress, DUDA and Shopify offer flexibility and e-commerce capabilities, making them ideal for small businesses.
Focus on Design and Usability : A clean, professional look paired with easy navigation is crucial. Mobile optimisation is non-negotiable—more than half of online traffic is mobile and growing particularly in Australia.
SEO Fundamentals : A well-built website is optimised for search engines. This involves using relevant keywords, optimsing load times, and creating clear navigation paths that search engines love.
While we are on that topic, in 2024 it's also important that you rank in BING ... as AI platforms like ChatGPT source information from their allied search engines.

Not sure where to start? A boutique digital marketing agency can help here. Small agencies often have web developers with specialised technical knowledge, so they can create a polished website that’s SEO-ready right out of the gate.

Create Email Campaigns — and Automate Them

Email marketing is one of the most effective ways to keep in touch with your customers and is often forgotten about by small business. It’s also a low-cost way to nurture leads and encourage repeat purchases.

Build Your List : Start by collecting emails through your website and in-store, if applicable. Offer a small incentive, like a discount code, in exchange for sign-ups.
Automate Follow-Ups : Email marketing automation can help you stay in touch without manual work. You can set up “welcome” sequences, follow-ups after purchases, and even re-engagement campaigns for customers who haven’t bought in a while.

If you are time poor, a boutique agency or freelancer can set up and manage your email campaigns with ease. They often have access to advanced automation tools that help segment and target your audience more precisely than standard tools allow.

Pay for the Right Advertising

Paid ads can help get your business in front of new customers quickly, especially if you’re targeting local or niche markets.

Search Ads : Google Ads lets you target people searching for your services. You can control the budget, choose your keywords, and measure results accurately.
Social Media Ads : Facebook, Instagram, and other platforms allow precise targeting based on demographics, interests, and behaviors. These platforms offer fantastic opportunities to reach highly specific audiences.

Setting up and managing paid ads effectively can be tricky, which is why it might make sense to work with a someone who know's ads. They bring expertise in targeting and analytics, ensuring you’re getting the most for your budget.

Build Your Social Media Presence

We're all content creators now right? Sure feels like it ...

Social media is essential for building brand awareness and engaging with your customers. For small businesses, it’s about creating a community rather than aiming for a vast follower count.

Choose Your Platforms : Focus on the platforms your audience uses most. For instance, if you’re a visually-driven brand, Instagram may be key, while LinkedIn might work better for B2B businesses.

Post Consistently : Regular posts keep your brand top of mind. Consider using a social media calendar to plan out posts and stay organised.

Engage with Followers : Social media isn’t just about pushing content; it’s about engaging with customers. Reply to comments, answer questions, and encourage conversation to build loyalty.

Social media can be time-consuming, but if you need a hand (so you can focus on your business) people with social media expertise can take over or assist, helping you with content planning, scheduling, and analytics to refine your approach over time.

Run Attractive Promotions

Everyone loves a good deal! This works great for retail and hospo businesses as well.

Promotions are a great way to generate interest in your business, encourage new customers to try your products, or reward loyal clients.

Flash Sales : Short-term discounts drive urgency and can be particularly effective for seasonal products or events. Just be careful not to do it too often, or at predictable intervals ...
Referral Programs : Offer discounts or perks to customers who refer friends. It’s a great way to leverage word-of-mouth marketing.
Bundles and Discounts : Creating attractive bundles can increase your average order value and introduce customers to a broader range of your products or services.

With a solid website, smart email campaigns, targeted ads, and a little help from the right agency, you’ll be well on your way to digital marketing success. Remember, consistency is key, and every effort you make brings you one step closer to your goals!

Need a hand? Connect with In Cahoots Co with a free 30 minute discovery session.

Cheers

Ben

Branding uplift: Novo Lifts

ben@incahootsco.com.au (Ben Hayward) — Fri, 04 Oct 2024 21:31:26 GMT

Ausco Lifts receives a fresh new look

New brand launched! Congratulations to Novo Lifts on their new logo + brand identity after a recent business name change prompted the need for a fresh new look.

"Novo Lifts specialise in the supply, installation, repairs and maintenance of residential elevators & lifts."

In Cahoots Co collaborated with the team to work through a new brand identity, from concept, right though to the final approved brand and logo. Our process is one of true collaboration, where the team could see how design process unfold via shared project files allow the Novo Lifts team be true partners in the design journey.

Nestled in the heart of Ipswich , our team of dedicated professionals are passionate about elevating your brand's image. From innovative logo design to comprehensive branding solutions, we've got you covered.

1. Own your design and files. Full commercial use ... no tricky fine print.
2. Where absolutley possible, we use local Ipswich designers. We project manage if part of a larger campaign or refer you to a designer that fits your goals and budget.
3. Local touch. High standards!

We look forward to seeing the new identity roll out across the business, from signage to digital assets.

Brand refresh for Performance Garage Doors

ben@incahootsco.com.au (Ben Hayward) — Sun, 29 Sep 2024 22:47:49 GMT

Performance Garage Doors collaborates with In Cahoots Co to bring new brand to life

With a new owner taking over the business, and an eye potentially expand into other areas into the future, In Cahoots Co was chosen to create a new identity that can grow with the business now and into the future.

Performance Garage Doors specialises in providing high-quality garage doors and related services across Brisbane, Ipswich, and the Sunshine Coast.

They offer a wide range of products, including roller, sectional, tilt, and custom-designed garage doors, with services including installation, repairs, and maintenance, along with a selection of openers, remotes, and spare parts. Known for their fast service, reliable products, and excellent customer support, they help homeowners with all their garage door needs, from replacement to routine servicing. The team focuses on durability and customer satisfaction.

The brief

In Cahoots Co was asked to create a modern, clean design with a corporate feel and look. The design had to be flexible to accomodate future potential sub-brands while avoiding intricate fonts and designs (which often do not translate well to the real world). It's often something people can forget about as while some deigns look great on high resolution screens, they may not transfer well to other applications like uniforms, printing and more.

The process

Design brands can be one of the most challenging areas of any marketing activity - for the client and also for agencies or freelancers engaged to assist them. It's about striking a balance between a brand that speaks to the market, the client is proud of and importantly, represents the true spirit of the business. It's not only about where the business is now, but where it wants to be in the future.

After a briefing session and competitor analysis, we work with clients to go through branding concept rounds to refine design elements, colour palettes, fonts and sub variations of the logo and style guide. This process allows not only the delivery of the brand in a timely manner, but allows all parties to see the progression of the brand from concept to approved design.

More than a logo

In an age of AI and a billion 'logo generator' apps, it's important to remember that your brand and logo need to actually speak to your market, and truly reflect the quality of your business. There is real value in working with a human you can talk to and to really get a feel for your business and goals, and translate into a design that reflects and importantly, grows with your business.

Need help with branding and logo design? Reach out to our team for a complimentary discovery session.

Discover the Best Restaurants in Ipswich QLD: A Culinary Journey

ben@incahootsco.com.au (Ben Hayward) — Mon, 16 Sep 2024 09:59:05 GMT

Whether you're a local or a visitor, discovering the best restaurants in Ipswich QLD is a delightful adventure waiting to happen ... and we'll just mention a few of the many.

Nestled in the heart of Queensland, Ipswich is a city rich in history and culture. Beyond its heritage buildings and scenic landscapes, Ipswich boasts a vibrant culinary scene that caters to all taste buds - and budgets.

Let's break down some great local restaurants in no particular order.

Heisenberg Haus

Address: 164 Brisbane St, Ipswich QLD 4305

Bringing a giant pork knuckle of Germany to Ipswich, Heisenberg Haus specialises in hearty German fare. From schnitzels to bratwursts and a selection of German beers, it's the perfect spot for a casual and satisfying meal. It's also the perfect place to. celebrate special occasions and more.

The beer garden comes alive on weekends and is pure magic in spring and summer.

The Cottage Restaurant

Address: 108 Limestone St, Ipswich QLD 4305

Housed in a beautifully restored 1860s heritage-listed building, The Cottage Restaurant offers an exquisite fine dining experience. With a menu that focuses on modern Australian cuisine, guests can enjoy dishes crafted from locally sourced ingredients in an elegant atmosphere.

Fourthchild Cafe Restaurant & Lounge Bar

Address: 6/126 Brisbane St, Ipswich QLD 4305

A favourite among locals, Fourth Child serves up contemporary Australian dishes for breakfast, lunch, and dinner. The relaxed ambiance and commitment to using fresh, local produce make it a must-visit spot any time of the day. It's recently changed hands and the new owners will no doubt make it their own.

We love the back deck on a spring afternoon!

Farm-to-Table Delights

Many restaurants in Ipswich focus on farm-to-table dining, emphasising fresh, locally sourced ingredients. Establishments like Fourth Child and The Cottage prioritise sustainability and support local farmers, ensuring quality in every bite. Heisenberg Haus sources quality meats from local suppliers.

Tips for Dining in Ipswich

Reservations: Popular restaurants can fill up quickly, especially on weekends. It's advisable to book a table in advance. So in other words, book online!
Dietary Requirements: Most restaurants offer vegetarian, vegan, and gluten-free options. Check menus online or call ahead to ensure your needs are accommodated.
Local Events: Keep an eye out for food festivals and markets, like the Ipswich Twilight Markets, to sample a variety of local offerings.

So .. what are you waiting for?

Ipswich, QLD , is more than just a historical city ... it's a culinary destination waiting to be explored. From elegant fine dining to cozy cafes and international cuisines, the city's restaurants offer something for everyone. So, embark on a gastronomic journey and discover the best that Ipswich has to offer.

If you're a hospitality business looking for a marketing edge in Ipswich, reach out to our team today. We're here to help you be seen, heard and found in Ipswich. Drop in for a coffee at In Cahoots Co today.

In Cahoots Co brings Somerset Civic Centre to life online

ben@incahootsco.com.au (Ben Hayward) — Sun, 01 Sep 2024 19:22:59 GMT

With a guest capacity of 600 in theatre style , the auditorium can comfortably seat 300 for dining and is serviced by a well-appointed commercial kitchen and bar.

In Cahoots Co was pleased to be chosen to work with the team at Somerset Civic Centre to bring the Somerset Civic Centre to life online. The team had a clear vision for the function and general 'look and feel' of the site, with the ability to populate events, links to ticket sales and more.

The website is build on Wordpress with Elementor and features a clean and functional design, which had to take into consideration that internal team members would be updating site content from time to time, including new events.

You can check out the new site here -> https://somersetciviccentre.com.au/

How a Marketing Funnel Helps Businesses Using Paid Digital Advertising Like Meta and Google Ads

ben@incahootsco.com.au (Ben Hayward) — Sun, 01 Sep 2024 18:42:25 GMT

A well-structured marketing funnel can be a game-changer, guiding customers from awareness to conversion.

In this little insights piece, we'll explore how Ipswich and Brisbane businesses can leverage paid digital advertising on platforms like Meta (formerly Facebook) and Google Ads to effectively navigate their marketing funnels .... ultimately driving growth and increasing sales or bookings. Simple right? Well there is a bit to it but we'll go over the basics below.

Understanding the Marketing Funnel

You might already know how a marketing funnel works ... but we know many business owners often don't understand the full process. We'll quickly go over it here so we're all on the same page.

In very simple terms, a marketing funnel is a model that illustrates the customer journey from the initial awareness of a product or service to the final purchase decision. It typically consists of several stages: Awareness, Interest, Consideration, Intent, Evaluation, and Purchase. Each stage represents a different level of engagement and interaction with potential customers. We're going to focus on how paid ads play a role in this funnel.

1. Awareness

At the top of the funnel, the goal is to create awareness about your brand and offerings. Paid digital advertising on platforms like Meta and Google Ads can effectively reach a broad audience.

Meta Ads: Utilise eye-catching visuals and engaging content to capture attention. Target specific demographics and interests to ensure your ads reach the right audience.

Google Ads: Use search ads to appear when potential customers are actively searching for products or services related to your business. This can help you gain visibility and attract traffic to your website.

2. Interest

Once potential customers are aware of your brand, the next step is to pique their interest.

Meta Ads: Create informative and entertaining content that resonates with your audience. Consider using video ads or carousel ads to showcase multiple products or services.

Google Ads: Implement display ads to retarget users who have previously visited your website, reminding them of your offerings and encouraging them to explore further.

3. Consideration

At this stage, customers are evaluating their options. It's crucial to provide them with valuable information that sets your business apart.

Meta Ads: Share customer testimonials, case studies, or product demonstrations to build credibility and trust. Use lead generation ads to collect contact information for follow-up.

Google Ads: If you are in retail/e-commerce for example, you could utilise shopping ads to showcase your products with images, prices, and descriptions, making it easier for customers to compare options.

4. Intent

When potential customers show intent to purchase, it's essential to guide them toward making a decision.

Meta Ads: Use dynamic ads to show personalised product recommendations based on user behaviour. Offer limited-time promotions or a compelling offer to create urgency.

Google Ads: Implement re-marketing campaigns to target users who have shown interest in your products, reminding them of what they left behind.

5. Evaluation

During the evaluation stage, customers are weighing their options (think of your own experiences when you have bought products yourself). Providing clear and compelling reasons to choose your business is vital - particularly during cost of living pressures we are experiencing in Australia.

Meta Ads: Highlight unique selling points, such as free shipping, easy returns, or exceptional customer service. Use ads that encourage users to visit your website for more information.

Google Ads: Use ad extensions to provide additional information, such as customer ratings, reviews, or FAQs, to help customers make informed decisions.

6. Purchase

The final stage of the funnel is the purchase. Your goal is to make this process as seamless as possible.

Meta Ads: Create ads that lead directly to your checkout page or offer a simple way for customers to complete their purchase.

Google Ads: Optimise your landing pages for conversions, ensuring that they are user-friendly and provide all necessary information to finalise the sale.

Final say ...

Any marketing strategy should be holistic, and not just be purely digital (in my opinion), however, by utilising paid advertising on platforms like Meta and Google Ads, businesses can guide potential customers through each stage of "the funnel", ultimately leading to increased conversions (sales or bookings).

Understanding your audience and tailoring your messaging to their needs at each stage is key to maximising the impact of your marketing efforts ... and we'll talk about that particular aspect in another insights piece soon! Cheers Ben

Is Ipswich QLD a good place to live? Discover why this growing city is the perfect home!

ben@incahootsco.com.au (Ben Hayward) — Mon, 12 Aug 2024 22:14:51 GMT

If you've been asking yourself, "Is Ipswich a good place to live?" , you're not alone.

In recent years, many people have considered a move to this growing city, just west of Brisbane, for its affordability, excellent schools, and abundant recreational facilities. Many more have acted on that, moving from Brisbane, wider Queensland and even interstate.

Ipswich is not a suburb of Brisbane ; it’s a thriving city with it's own identity with a lot to offer. Whether you’re a young family, a professional, or someone looking for a more relaxed lifestyle, Ipswich has something for everyone. Let’s explore why Ipswich QLD might just be the perfect place for you to call home.

But why do people move to Queensland oldest provincial city in 2024?

1. Connectivity to South East Queensland

One of the most appealing aspects of living in Ipswich is its excellent connectivity to South East Queensland. Located just 40 kilometers from Brisbane, Ipswich offers the perfect blend of city and suburban living.

Thanks to various public transport options, including regular train services and major highways like the Ipswich Motorway, commuting to Brisbane or other neighbouring cities is a breeze (depending on traffic conditions). This makes Ipswich an ideal location for those who work in the city but prefer the peace and affordability of suburban life.

Beyond Brisbane, Ipswich also provides easy access to other key locations in South East Queensland. Whether you're heading to the Gold Coast for a weekend getaway or exploring the Sunshine Coast, Ipswich’s central location means you’re never too far from your next adventure. The well-developed road networks make it easy to connect with friends, family, and business opportunities throughout the region.

Better Housing Affordability

When considering "Is Ipswich QLD a good place to live?", one of the standout benefits is the city's housing affordability compared to other markets.

Compared to Brisbane and other major cities in Queensland, Ipswich offers more affordable property options , making it a popular choice for first-home buyers, families, and investors alike.

The variety of housing options in Ipswich is impressive, ranging from charming Queenslander homes to modern townhouses and spacious family homes.

The cost of living can also be lower compared to Brisbane, allowing residents to enjoy a more comfortable lifestyle without the financial strain. This affordability doesn’t come at the cost of amenities or quality of life; in fact, Ipswich is known for its vibrant community spirit and established local businesses, making it a smart choice for those looking to settle down without breaking the bank.

3. Established Schools and Educational Facilities

For families with children, education is often a top priority when choosing where to live.

Ipswich excels in this area with its wide range of established schools and educational facilities. The city is home to some of Queensland's top schools, both public and private, catering to all age groups.

Schools like Ipswich Grammar School , St. Edmund’s College , and Ipswich Girls' Grammar School have long histories of academic excellence and offer a supportive environment for students to thrive. Additionally, the proximity to tertiary institutions, including the University of Southern Queensland's Ipswich campus, means that higher education is easily accessible for local residents. This ensures that families can stay in Ipswich from kindergarten right through to university, making it a long-term option for many.

4. Abundant Recreational Facilities and Natural Beauty

If you're an outdoor enthusiast or simply enjoy spending time in nature, Ipswich won't disappoint. The city is blessed with numerous parks, nature reserves, and recreational facilities that cater to all ages and interests. Whether you’re looking for a place to jog, cycle, picnic, or simply relax, there’s no shortage of options.

One of the standout features is the stunning Queens Park, one of the oldest parks in Queensland. It offers everything from walking trails and playgrounds to a 'zoo' , making it a favourite spot for families and nature lovers.

The nearby Limestone Park and the expansive White Rock-Spring Mountain Conservation Estate offer even more opportunities for outdoor activities like hiking, bird watching, and mountain biking.

For those who prefer indoor activities, Ipswich boasts modern leisure centres, swimming pools, and sports complexes that cater to various interests, including swimming, fitness classes, and team sports. The city also has a strong community focus with numerous events and festivals held throughout the year, providing endless entertainment and opportunities to connect with neighbours.

There's no shortage of reasons to make the move to Ipswich. From its unbeatable connectivity to South East Queensland and affordable housing options to its excellent schools and abundant recreational facilities, Ipswich offers a lifestyle that balances convenience, community, and comfort.

If you're looking to make the move for business reasons, then this link will be handy for you! Visit https://profile.id.com.au/ipswich/ to crunch the numbers around demographics and population projections. And ... if you are a local business looking to partner with a marketing and automation agency that understands the nuances of Ipswich, then please reach out! The coffee is on us!

The Best Bar and Restaurant in Ipswich: Heisenberg Haus

ben@incahootsco.com.au (Ben Hayward) — Fri, 26 Jul 2024 10:22:48 GMT

Nestled in the heart of Ipswich, this bar stands out not just for its drinks and German inspired menu, but for an all-around welcoming experience.

When it comes to finding the best bar in Ipswich, look no further than Heisenberg Haus, a unique restaurant that locals and visitors alike are raving about. This is not just my opinion - the venue has over 1000+ positive Google reviews!

Nestled in the heart of Ipswich, this bar stands out not just for its drinks but for an all-around exceptional experience. Here’s why this place deserves the title of the best bar in Ipswich (in my opinion) ...

A true family run business. Generous hospitality.

From the moment you walk in, you’re greeted by a team of friendly and attentive staff. Dale, Karen and the crew set the tone for a delightful visit, making you feel right at home. Whether you’re a first-time visitor or a regular, staff go out of their way to ensure your experience is wonderful. The customer service is consistently praised for being friendly and helpful in online reviews and if you are a regular, the staff will remember your favourite beverage ...

Delectable Food with Generous Portions ... Prost!

One of the highlights of Heisenberg Haus is undoubtedly the food. Described as beautiful and delicious by many patrons, the dishes not only look good but taste even better. The portion sizes are generous , ensuring you leave with a satisfied appetite. From hearty mains to delightful appetizers, there’s something to please every palate. The pork knuckle, in particular, has received rave reviews for being very filling and flavorful. In fact, it’s so generous that many patrons, like myself, end up taking leftovers home. Just make sure you save enough room for dessert – you won’t want to miss out on their sweet offerings!

A Taste of Germany: A Variety of Beers

Beer enthusiasts will be thrilled with the variety of German beers available. Whether you’re a fan of light lagers or robust dark ales, the selection here promises to quench your thirst and expand your beer horizons. Pair your meal with one of their finely curated beers for a truly authentic experience. The large drinks selection, including many German beers, ensures there's something for everyone. Prost!

Family-Friendly and Convenient Amenities

Heisenberg Haus is not just about great food and drinks; it's also family-friendly with amenities like high chairs for kids and clean, well-maintained bathrooms onsite. The atmosphere is enhanced by upbeat music (did I hear Ja Rule playing there one night ...) that isn't overpowering, allowing for easy conversation without the need to yell. The restaurant also offers great accessibility features, including wheelchair access, making it convenient for all guests.

Catering to Dietary Restrictions

For those with dietary restrictions, Heisenberg Haus goes the extra mile to cater to your needs. They handle food intolerances like gluten and dairy really well, offering different side dishes to accommodate these requirements without compromising on taste or quality.

A Place You'll Want to Return To

The combination of friendly staff, delicious food, an impressive beer selection, and a welcoming atmosphere makes Heisenberg Haus a place you’ll want to return to time and again. Many visitors are saying online that they plan come back for more, and as a regular myself, it's no surprise. With high praise for its quality service, generous portions, and delightful ambiance, Heisenberg Haus clearly stands out as a high-quality family-run restaurant.

Understanding the Key Differences Between Google Ads and META Ads for Australian Small Businesses

ben@incahootsco.com.au (Ben Hayward) — Sun, 21 Jul 2024 09:22:06 GMT

Listen to audio

Let's explore the key differences between Google Ads and META (formerly Facebook) Ads

Hey there! So, here's the deal - as small business owners and growing companies, we know you've probably wondered this before: "Which advertising platform should I choose to help my business thrive and grow?" It's a pretty important question, right? Especially for businesses in Ipswich and Brisbane, where picking the right advertising platform can really make a big difference.

In this insights update, we're going to break down the main differences between Google Ads and META (formerly Facebook) Ads. We'll chat about the perks of each for different types of businesses and scenarios. So, are you ready to dig into it? Let's get this show on the road!

Overview of Google Ads and META Ads

Okay ... so you might be aware of this but Google Ads is a powerful online advertising platform developed by Google. It allows businesses to display ads on Google's search engine results pages, YouTube, and across a vast network of partner websites. Google Ads is known for its ability to target users based on their search queries, making it ideal for businesses looking to capture high-intent customers. It's a great platform for service based businesses where people already know what they want to search for.

META Ads, on the other hand, is an advertising platform offered by Facebook that includes placements on Facebook, Instagram, Messenger, and the Audience Network. META Ads excel in targeting users based on their interests, demographics, and behaviors, offering a more passive approach to reaching potential customers.

Key Differences Between Google Ads and META Ads

Ad Placement and Formats:

Google Ads offers a variety of ad formats including search ads, display ads, YouTube ads, and shopping ads. These formats are designed to capture users at different stages of the buying funnel. This is a great option for service based businesses too!

META Ads provide feed ads, story ads, video ads, carousel ads, and marketplace ads. These formats are highly visual and interactive, aiming to engage users within their social media experiences. This platform is great for visual products or services, so think along the lines of e-commerce, hospitality and creative industries.

Targeting Capabilities:

Google Ads allows businesses to target users based on keywords, location, and audience characteristics. This targeting is particularly effective for capturing users with high purchase intent.

META Ads excel in demographic, interest, and behaviour targeting. Businesses can create highly specific audience segments, making it easier to reach the right users with personalised messages. One important thing to note here is that you must invest in your creative ... making your ads interesting and relevant!

Cost Structure:

Both platforms offer CPC (Cost-Per-Click), CPM (Cost-Per-Thousand Impressions), and CPA (Cost-Per-Acquisition) models. However, the average costs can differ. Generally, Google Ads may have higher CPC due to the competitive nature of search intent targeting, while META Ads can be more cost-effective for brand awareness campaigns.

User Intent:

Google Ads targets users who are actively searching for specific information, products, or services. This high intent can lead to higher conversion rates.

META Ads targets users based on their social media activity, making the ads more passive. However, this can be beneficial for awareness and engagement campaigns.

Exploring the Advantages of Using Google Ads for your Brisbane and Ipswich business

Search Intent Targeting:

One of the biggest advantages of Google Ads is its ability to target users based on search queries. For example, a local vet in Ipswich can target ads to users searching for “veterinary services near me,” leading to higher conversion rates.

Diverse Ad Formats:

Google Ads offers a variety of ad formats that can cater to different marketing goals. From search ads that capture immediate intent to display ads that build brand awareness, businesses can create comprehensive campaigns that reach users at different stages of the buying funnel.

Local Business Targeting:

For local businesses in Ipswich and Brisbane, Google Ads offers robust location targeting options. By using local search ads and integrating Google My Business, businesses can ensure their ads are seen by potential customers in their immediate vicinity.

Benefits of META Ads for your Brisbane and Ipswich business

Audience Targeting:

META Ads provide advanced targeting options that go beyond keywords. Businesses can target users based on detailed demographic data, interests, and behaviours. This allows for highly personalised and effective ad campaigns.

Engagement and Brand Awareness:

Ads on this platform are known for their engaging and interactive formats. Whether it’s a video ad on Facebook or a carousel ad on Instagram, businesses can create visually appealing content that captures attention and fosters engagement.

Community Building:

META Ads are particularly effective for businesses looking to build and nurture a community around their brand. For example, a local cafe in Brisbane can use META Ads to showcase their vibe, share updates, and interact with customers, creating a loyal customer base.

Use case scenarios - which is the best for you?

Google Ads:

Service-based businesses: Local plumbers, electricians, and veterinary clinics in Ipswich can benefit from Google Ads by targeting users actively searching for their services.
E-commerce businesses: Companies selling products online can use Google Shopping ads to reach users searching for specific items, driving traffic and sales.

META Ads:

Local restaurants and cafes: Businesses looking to build a community and engage customers can use META Ads to share updates, promote events, and interact with followers.
Event planners and entertainment businesses: META Ads are ideal for promoting local events and gatherings, reaching a wide audience based on interests and behaviours.

Conclusion

Both Google Ads and META Ads offer unique advantages for small businesses in Ipswich and Brisbane. Google Ads is excellent for targeting high-intent users through search, while META Ads excel in engagement and community building through advanced targeting.

Ultimately, the choice between the two depends on your business goals, target audience, and budget. By experimenting with both platforms, local businesses can find the perfect mix to achieve their marketing objectives and drive growth.

How much does it cost to design a website?

ben@incahootsco.com.au (Ben Hayward) — Sun, 16 Jun 2024 20:51:32 GMT

How much should I pay someone to build a website?

Its one of the first considerations many have when looking to work with a designer is how much?

Like most things within any marketplace, there will be various offers and providers with varying levels of expertise. It's just like buying a car - it all depends on what your goals are and what you require. Looks, experience, functionality - this list goes on.

How much does a website designer typically charge in Australia?

An experienced website designer will typically charge between $75 - $150 an hour. But there is an important caveat here - that price can vary depending on the goals and complexity of the site.

Price vs value: What are your goals?

We'll be blunt there. Around 90% of the websites on the internet get next to no organic traffic. The reasons for this are many, but in reality, there are millions of DIY websites out there literally sitting there and doing nothing besides being a link off a social media page. They were not designed to be found for a search term, provide a great experience or lack integrations and automations to bring real value to their owner. It's a classic case of "I will save some money now" at the expense of making more in the longer term because you invested in your digital presence from the get got

Questions a website designer should be asking your small and medium business

If you are asking for a website and received a fixed quote without any of the following questions being asked ... you could be setting yourself up for a world of pain down the track.

What are you goals for the site and who is your audience?
Do you wish to be found for any particular search terms or niche? If so it is a competitive space?
Do you need to be able to manage yourself and value ease of use or do you need a CMS that offers a high level of custom functionality and custom integrations?
If you are going to manage your website, will you have the time to keep the website up-to-date with relevant content and features your visitors will value? Do you have a support arrangement in place if something goes wrong? Do you have a budget for maintenance (either your time or funds) for 3rd party help when you need it.

Your image online - your website matters

Whether it's a side hustle or the start of a new business journey - you should carefully consider how you want to be perceived online. By taking the time to invest in your digital assets, you will show your market you are a serious business that cares about your customers and importantly and takes pride in your product and services (speaking of which ... you will need an awesome brand too ... so avoid the DIY logos and work with a designer to build a brand that can grow with your goals) ...

The New Era of Social Media Marketing: Why Entertainment Is King

ben@incahootsco.com.au (Ben Hayward) — Sat, 11 May 2024 10:46:16 GMT

The big shift you probably didn't miss ... but are also ignoring for your business social media channels

The biggest shift in social media marketing over the past five years hasn’t been short-form video, or even the development of generative AI . The key evolution, from a marketing-specific perspective, has been the move away from interaction and towards straight entertainment. You've seen it yourself ... but are you using it?

Content consumption ... how things have changed

As Australians, we've seen our fair share of trends come and go, but one thing remains constant: our love for good entertainment (particularly when it focuses on things relevant to us). With the rise of platforms like TikTok and Instagram, where content consumption is at an all-time high, you've probably noticed a bit of a shift.

Users are no longer just looking for interaction; they want to be entertained . They scroll through feeds not to buy but to laugh, learn, and connect emotionally with content. This evolution in viewer habits signals a prime opportunity for businesses: to captivate an audience through entertainment.

Why entertainment works at the top of the funnel

Understanding the marketing funnel is crucial, especially the 'awareness' stage at the very top. This is where potential customers first come into contact with your brand, and you only get one shot to make a good impression. Here’s where entertainment is a game changer. It serves not just to attract but also to hold the attention of potential customers. When content is enjoyable, viewers are more likely to remember your brand and share your content, increasing reach and impact. Simple right? But when you take a moment to think about it - it is something you have probably experienced with brands you follow and engage with.

Strategies for incorporating entertainment into social media

So, how can your business make the most of this change? Start by understanding your audience deeply—what do they find entertaining? Is it humor, heartwarming stories, or perhaps educational content that feels like a light bulb moment? Whatever it is, weaving these elements into your social media can transform your brand's engagement rates.

Be Authentic: Audiences can spot a hard sell from miles away, so keep it genuine.
Mix It Up: Use a variety of content formats, from videos and memes to interactive polls, keeping your feed fresh and exciting.
Engage Through Stories: Everyone loves a good story, so tell yours in a way that embodies your brand values and entertains your audience simultaneously.

Challenges and considerations

Shifting focus towards entertainment doesn't come without its hurdles. Ensuring brand consistency and measuring the ROI of entertaining content are common challenges as is avoiding creating content that just misses the mark or at worst - offends people deeply. It’s vital to set clear goals and use analytics to track what works and what doesn’t. Remember, the goal is to entertain, but also to align this content with your broader business objectives.

Makes sense right? More than a trend.

Entertainment in social media marketing isn’t just a trend; it’s a powerful strategy to enhance brand awareness and engagement. By captivating an audience through entertainment, you're more likely to convert them into customers down the line while building brand awareness. All the good things we want to happen when marketing our businesses!

Think your social media strategy needs a bit of a revamp? Why not inject some entertainment into your content and see how your audience responds? For more tips and updates, don't forget to subscribe to our newsletter and follow us on our social channels. Let’s make marketing fun again!

Making the most of video on Facebook in 2024

ben@incahootsco.com.au (Ben Hayward) — Mon, 01 Apr 2024 19:49:25 GMT

Video content on Facebook continues to dominate user engagement metrics in 2024

It’s the age of video content. No shi*t Sherlock I hear you say – but it’s easy to think that this space is dominated by platforms like TikTok, Instagram and YouTube and that Facebook has somehow melted away into the background.

Well, that would be the wrong assumption. Facebook user numbers not only remain steady, but continue to grow and pound for pound, still one of the best platforms to reach the widest audience. So, if you are creating video content for other platforms, then don’t forget about factoring Facebook into your mix.

What are the benefits of uploading videos directly to Facebook?

One of the first things that jumps out here is natively uploaded videos to Facebook play automatically as users scroll through their feeds, giving you more of a chance to capture their precious attention in the first 3 seconds – and most of us know by now that attention equals more eyes on your product or service. This is a far better option than sharing videos that require someone to ‘click to play’.

What should also come as no surprise is that natively uploaded videos tend to generate more organic engagement (likes, comments shares etc) which is what the algorithm rewards. One super important caveat here is that your content must still be relevant to your target audience and importantly, provide value to foster those vital engagement metrics.

Data nerds

Once you have your video content dialed in, it’s time to test and review. Give your video some space to run and then measure key metrics via Facebook’s detailed analytics for native videos.

This data allows you to gain insights into how your audience interacts with your content and includes view count, watch time, and engagement metrics, which are invaluable for refining your video strategy to better meet your audience's preferences.

Playlists

Once you have a bunch of awesome video content stacked up, it’s time to take advantage of playlists. Organising videos into playlists and series encourages binge-watching behavior (which we are all guilty of at some point ...) keeping your audience engaged with your content for longer periods. This strategy not only increases the average time spent on your page but also builds anticipation for future content which will foster a loyal viewer base.

Evolving Consumer Preferences

The preference for video content over text and static images continues to grow. Users are more likely to consume and engage with video content, making it a powerful tool for storytelling, brand promotion, and customer engagement.

Increase in Ad Effectiveness

We know first hand that video performs better.

Data has also shown that video drives more conversions and sales compared to other ad formats. The dynamic and engaging nature of video content captures user attention, making it a potent tool for advertising campaigns. That awesome video you made for your organic social media feeds would also make for great paid ad content – particularly if it did well organically.

So there you go! A few good reasons to keep Facebook front of mind when creating video content - and importantly, consider posting it natively to see the best results. Need a hand or help with your marketing goals? No problem, reach out to our team - we're located in Ipswich Queensland Australia but help people all over the country achieve their digital marketing goals.

Cheers - Ben

New website launched!

ben@incahootsco.com.au (Ben Hayward) — Fri, 08 Mar 2024 19:52:12 GMT

Congratulations to Aussie Motorcycle Movers

Congratulations to Michael from Aussie Motorcycle Movers for taking delivery of his new website!

Mick has over 35 years of riding experience and a passion for motorsport and has now extended this passion to helping others move their pride and joy.

They specialise in moving motorcycles, buggies, ATVs, and much more. our dedicated logistics network will ensure your bike arrives on time, in pristine condition.

Why You Need an Optimised Landing Page on Your Website for Ad Campaigns

ben@incahootsco.com.au (Ben Hayward) — Sun, 18 Feb 2024 18:18:58 GMT

Every click counts.

In the vast ocean of digital advertising, where every click counts and every dollar spent matters (looking at you small business owners), having an optimised landing page can make all the difference.

If you're a business owner or staff member dipping your toes into paid online advertising, ensuring your website has a well-crafted landing page can be the secret sauce that not only saves you money but also skyrockets your ad performance. Let's dive into why optimising your landing page is crucial, how it can save you money, and ultimately improve your ad campaigns.

Understanding Landing Pages

Let's clarify what a landing page is and why it matters. Simply put, a landing page is a standalone web page designed specifically for a marketing or advertising campaign. Its sole purpose is to convert visitors into leads or customers, typically by encouraging them to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a resource.

Benefits of Optimised Landing Pages

Now that we understand the basics, let's explore the benefits that come with having an optimised landing page on your website.

1. Saving Money for Small Business Owners

Imagine every click on your ad costing you money. With an optimised landing page, you can make sure that every click counts. By tailoring your landing page to align seamlessly with your ad campaign, you can increase the chances of visitors completing the desired action, whether it's making a purchase or filling out a contact form. This means you're getting more bang for your buck, as each click is more likely to result in a conversion. This is particularly important for Google Ads campaigns!

2. Improving Ad Performance

In addition to saving money, optimised landing pages can significantly enhance the performance of your ad campaigns.

How? By providing a highly relevant and engaging experience for visitors who click on your ads. When your landing page delivers exactly what your audience is looking for, they're more likely to stay engaged, explore further, and ultimately convert. This leads to higher click-through rates (CTRs), improved quality scores, and ultimately better ad rankings.

What are the key elements of a landing page?

Now that we've covered the benefits, let's talk about what makes a landing page truly optimised. Here are some key elements to keep in mind:

Clear Call-to-Action (CTA)

Your CTA is the linchpin of your landing page. It should be prominently displayed and clearly communicate the action you want visitors to take. Whether it's "Buy Now," "Sign Up Today," or "Get Started," make sure it's compelling and impossible to miss. Don't forget to have some fun here - the goal might always be a hard sell.

Compelling Headlines and Copy

Your headline is the first thing visitors see when they land on your page. Make it captivating and relevant to your ad campaign. Your copy should also be concise, persuasive, and focused on the benefits of your offer. People's attention spans are short!

Mobile Responsiveness

In an increasingly mobile world, it's crucial that your landing page looks and performs flawlessly on all devices, from smartphones to tablets to desktops. A responsive design ensures a seamless experience for every visitor, regardless of their preferred device.

Fast Loading Times

Attention spans are short, especially online. If your landing page takes too long to load, you risk losing potential customers before they've even had a chance to see your offer. Aim for lightning-fast loading times to keep visitors engaged and prevent them from bouncing. You can achieve this by compressing image files, avoiding video at the top of the page and more.

Improving Ad Performance with Your Landing Page

But it's not just about saving money; optimised landing pages can also supercharge the performance of your ad campaigns in numerous ways.

But it's not just about saving money; landing pages can also supercharge the performance of your ad campaigns in numerous ways.

Better Quality Score

Quality score plays a crucial role in determining the effectiveness and cost of your ads. By optimising your landing pages for relevance and user experience, you can improve your quality score, leading to higher ad rankings, lower CPCs, and increased visibility.

Increased Relevance

When your landing page delivers exactly what your audience is looking for, it enhances the overall relevance of your ad campaign. This not only improves the user experience but also increases the likelihood of conversion, ultimately driving better results for your business. At the end of the day, that's what we are here for right?

Higher Ad Ranking

By improving your quality score and relevance, optimized landing pages can help your ads achieve higher rankings in search engine results pages (SERPs). This means more visibility, more clicks, and ultimately more conversions for your business..

Tips for Creating Effective Landing Pages

If you have made it this far ... then you certainly understand the importance of optimised landing pages. We've banged on enough about that. So here are some tips to help you create ones that drive results:

Know Your Audience

Understanding your target audience is key to creating landing pages that resonate with them. Take the time to research their needs, preferences, and pain points, and tailor your messaging accordingly.

A/B Testing

Don't settle for mediocre results; constantly test and iterate on your landing pages to find what works best. Experiment with different headlines, CTAs, layouts, and visuals to optimise for maximum conversions. Importantly ... have patience.

Utilise Persuasive Design Elements

From compelling visuals to persuasive copywriting, every element of your landing page should work together to persuade visitors to take action. Use testimonials, social proof, and compelling imagery to build trust and credibility with your audience.

In Cahoots Co is an Ipswich based digital marketing and website design agency, working closely with growing local Ipswich business owners and other businesses across Queensland and Australia. Have a chat to our team about website design , paid digital ads and marketing strategy today. The coffee is on us!

New websites launched

ben@incahootsco.com.au (Ben Hayward) — Sat, 10 Feb 2024 20:24:38 GMT

Start small. Go large.

Sometimes the hardest part to getting your business online is just "starting". It can be for many reasons - time poor - being the most common one but also not knowing exactly what is needed to get online. Can I do it myself? Do I need help? What the heck is SEO optimisation? You know ... all those things. We've recently helped a few small companies get online with our sister agency Ipswich Websites.

JPG Spec Bolting

One of the coolest things about building websites is learning about new industries. JPG Specialist Bolting Solutions uses induction heating for precise and localised heat transfer for a faster and safer method of loosening/tightening nuts on large diameter bolts and studs. This business already had an established presence in the market, but reached a point where they needed an online presence to build social proof and to be more easily found online.

Cappo's Event Entertainment

This project was more than just building a website. The young business owner knows the value of time and advice, and wanted to partner with an agency that would help him build an affordable business tool and not just a website. While he was focusing on other areas of his business, we worked to develop a website that will scale with his business from the beginning. We chose a CMS that is easy to maintain, looks great on mobile and importantly optimised for his chosen SEO keywords from the beginning. From here we'll work with the owner on other SEO optimisation and content strategies, add all PPC / Social ads tracking codes and continue to provide advice on the best way to make the most of his website as a functional business tool.

Facebook Form Ads will make you cry

ben@incahootsco.com.au (Ben Hayward) — Wed, 07 Feb 2024 02:37:42 GMT

The Crucial Role of Qualifying Questions in Facebook Form Ads: A Double-Edged Sword Of Tears

There are many different types of tears. You can add Facebook Form Ads to that list.

If you don't want to cry over this type of ad by wasting your money ... read on ��

You know the ads we're talking about. Facebook Form Ads have emerged as a powerful tool for advertisers aiming to generate leads directly within the platform ... which is Facebook's goal. They don't want people leaving the platform if they can help it. Totally get it ... but why are they popular?

They're popular because this type of ad streamlines the user's journey, allowing potential customers to submit their information through a pre-filled form without leaving Facebook. Simple and quick.

But be warned! Despite their convenience and potential for high conversion rates, Facebook Form Ads can become a your nightmare if not optimised with the right qualifying questions. We'll say that again... you MUST have the right qualifying questions.

What happens when you do not focus on qualifying questions

Increased Irrelevant (aka time wasting) Leads: Without carefully crafted qualifying questions, you risk attracting a high volume of leads that are not genuinely interested in their product or service. This not only wastes resources but also skews performance metrics, making it challenging to gauge the campaign's true effectiveness. I have no idea why people click through if they are not interested ... but it happens.

Wasted Ad Spend: Each lead generated costs money. When an ad campaign fails to include specific qualifying questions, it's akin to casting a wide net in the ocean and hoping to catch a specific fish. The broader the net, the more unwanted catch you're likely to haul in, increasing your costs without proportionate returns.

Lower Conversion Rates: The ultimate goal of any ad campaign is to convert leads into customers (duh). A form campaign filled with irrelevant leads is less likely to convert, leading to lower overall conversion rates and a higher cost per acquisition (meaning you are wasting money).

Poor User Experience: For users, encountering a form that doesn't seem tailored to their needs or interests can be off-putting. The lack of relevant qualifying questions may lead to a perception that the brand doesn't understand their needs, potentially damaging your brand's (business) reputation and user trust.

Asking the right form questions

Enhanced Lead Quality: By asking specific, relevant questions, you filter out those who are less likely to be interested in your offering, ensuring that you're spending resources on leads with a higher potential to convert.

Improved Conversion Rates: With a pool of high-quality leads, your sales team (LOL also you if running a small business) can focus their efforts more effectively, leading to improved conversion rates and a better return on investment.

Cost Efficiency: Every marketer knows the importance of optimising ad spend. By improving lead quality and conversion rates, you're essentially getting more bang for your buck, reducing the cost per lead and cost per acquisition.

Better User Engagement: Tailored questions can also enhance the user experience, making potential customers feel understood and valued. This positive interaction increases the likelihood of conversion and fosters a stronger connection with the brand.

Crafting the Perfect Qualifying Questions

The art of selecting the right qualifying questions involves a deep understanding of your target audience and what motivates them. Consider the following when crafting your questions:

Relevance : Ensure each question is directly related to the product or service you're offering.
Clarity : Avoid ambiguity to ensure responses are useful and actionable.
Brevity : Keep questions concise to maintain user engagement. Attention spans are short enough ... but it is a balancing act.

Anyway ... there you go. Some handy tips on how to make the most of your Facebook Form Ads. Cheers - Ben

What is ad fatigue?

ben@incahootsco.com.au (Ben Hayward) — Mon, 05 Feb 2024 03:49:28 GMT

Yawn ... what is ad fatigue and ways to address it!

Let’s jump straight into it.

Ad fatigue occurs when an audience is exposed to the same ads repeatedly , leading to a decrease in engagement and diminished ad effectiveness.

And there is a price to pay when it comes to ad fatigue ... literally.

Some advertising (social media channels) have begun to increase the cost of impressions to penalise advertisers (aka you) for overusing the same creative content for extended periods.

A delicate balance

The core of the problem of ad fatigue lies in the delicate balance between frequency and relevance. While repetition is a key aspect of ensuring ad recall, overexposure can lead to boredom and irritation , causing your audience to disengage.

This disengagement is not just a minor setback; it's a critical issue (read costly) that can lead to increased costs and decreased ROI, as platforms like Facebook, Google, and Instagram adjust their algorithms to prioritise user experience over repetitive content.

How combat ad fatigue!

Refresh your creative content regularly: The most straightforward way to combat ad fatigue is by regularly updating your ad creatives. This does not mean a complete overhaul with every campaign but rather introducing variations in imagery, headlines, and call-to-actions (CTAs) to keep your content fresh and engaging.
Leverage audience segmentation: Tailoring your ads to specific segments of your audience can significantly increase their effectiveness. By customising your messages to meet the unique needs and interests of different groups, you're less likely to wear out your welcome. Now ... I'm aware that with new ad variations and technologies (like Meta's advantage plus) there is encouragement to 'go wide' and let the algorithm sort it out, however it doesn't hurt to consider audience segmentation.
I mplement A/B Testing : Continuous A/B testing of your ads can provide valuable insights into what resonates with your audience and what doesn't. This data-driven approach allows you to refine your strategy and avoid the pitfalls of ad fatigue by constantly evolving.
Utilise Ad Scheduling and Frequency Capping : Control how often your audience sees your ads by using ad scheduling and frequency capping features available on most advertising platforms. This helps in maintaining visibility without overwhelming your audience.. For example you may choose not to run ads after business hours etc.
Explore New Ad Formats and Channels : Diversifying your ad formats and exploring new channels can help you reach your audience in different ways, reducing the risk of ad fatigue. Interactive ads, video content, and influencer collaborations can offer fresh perspectives and re-engage disinterested audiences. Be creative and test and adjust - you have powerful metrics at your fingertips to see what's working and what isn't.

So ... you've made it this far. Thanks for that - I hope you found this blog helpful. So a quick re-cap. Navigating the challenges of ad fatigue in paid digital advertising requires a blend of creativity, strategic planning, and data-driven decision-making.

By refreshing your creative content, leveraging audience segmentation, and exploring new ad formats , you can maintain the effectiveness of your campaigns without incurring unnecessary costs.

If you want to know more, just reach out. We love helping people make the most of their digital ads budget.

Cheers

Ben

The Marketing Power of Community Sponsorship: A Local Approach

ben@incahootsco.com.au (Ben Hayward) — Sat, 06 Jan 2024 02:52:57 GMT

In today’s world, where digital marketing reigns supreme, the human touch of community involvement remains a powerful tool in a brand’s (aka your businesses) arsenal.

Tangible Benefits: Visibility and Brand Recognition

If you live in the city of Ipswich, you know that local events and sports teams hold a special place in the hearts of locals. When your business supports entities like Ipswich Basketball or Rugby League, the tangible benefits are pretty clear.

Your company’s name and logo become a familiar sight at games and events, and start to become ingrained in the local consciousness. This visibility extends beyond the field or court, as local media (and the organisations themselves) often highlight sponsors ... amplifying brand recognition!

Moreover, community sponsorships often translate into increased traffic – both to physical stores and online platforms. Locals love to support locals! This direct link between sponsorship and increased business is a tangible measure of the success of community involvement.

Intangible Benefits: Building Relationships and Trust

Beyond the visible perks, the intangible benefits of community sponsorships are perhaps even more significant. By supporting local teams and events, businesses like yours can build deep, lasting relationships with the community.

This involvement goes a long way in establishing trust – a crucial element in today’s business landscape where authenticity is highly valued.

Sponsorship also demonstrates a commitment to local development, which resonates well with locals who prefer businesses that invest back into their community. This sense of corporate social responsibility, while intangible, is a powerful force in building a loyal customer base.

The Ripple Effect: Community Well-being and Brand Loyalty

In a tight-knit community like Ipswich, the effects of sponsorship extend far beyond immediate marketing benefits.

When businesses invest in local teams, organisations and events, they contribute to the community's overall well-being. In turn, this community well-being creates a positive association with the sponsoring business. This association builds brand loyalty that is less about the immediate transaction and more about long-term relationships.

A Strategic Move in the Digital Age

In a digital age, where online presence is paramount, community sponsorships offer a unique way to blend traditional marketing with digital strategies.

You can leverage these sponsorships online – sharing stories, celebrating local achievements, and engaging with the community through social media platforms.

A Win-Win Strategy

Community sponsorships are a win-win for businesses and the community. For In Cahoots Co, the investment in local teams like Ipswich Basketball and Brothers Rugby League Club (seniors) goes beyond mere marketing – it’s about building a legacy in the community.

The tangible benefits of increased visibility and business, coupled with the intangible rewards of trust and loyalty, make community sponsorships an invaluable strategy in the modern marketing landscape, especially in a uber connected town like Ipswich.

Why Your Website is a Crucial Business Asset: The Value of Professional Ipswich Website Design

ben@incahootsco.com.au (Ben Hayward) — Sat, 09 Dec 2023 21:29:44 GMT

In today's digital-first world, your website is more than just an online brochure; it's a vital business asset.

As business owners, understanding this is crucial, especially when it comes to making decisions about how your website is built and maintained. At In Cahoots Co, we believe in empowering businesses in Ipswich with website designs that are not just visually appealing but are strategic business tools (this is super important and something that can be forgotten when DIY) . Here's why you should view your website as an essential asset and why working with a professional developer is a game-changer.

First Impressions Count

On average, you have less than 3 seconds to make a good first impression. Your website is often the first point of contact for potential customers. In a world where attention spans are short, making a strong, immediate impression is key . Professional website design ensures that your site is not only visually appealing but also user-friendly and reflective of your brand's values and professionalism.

Customisation to fit your unique business needs

Your business is unique, and your website should reflect that regardless of whether you are a tradie or a larger company. Collaborating with you, website designers understand the nuances of your business and can create a website that aligns with your specific goals and target audience. This customisation is vital for standing out in the competitive Ipswich and wider Brisbane market.

Enhanced Credibility and Trust

A professionally designed website instills confidence in your customers. It shows that you take your business seriously and are willing to invest in quality . This is particularly important in areas like Ipswich, where local businesses thrive on community trust and reputation (if you are from Ipswich, you will know this better than anyone).

SEO: Being Found Online

SEO (Search Engine Optimisation) isn't just a buzzword; it's a necessity. A professional website developer understands the intricacies of SEO, ensuring that your site is optimised for search engines from the beginning (note ... ongoing SEO maintenance is crucial). This means your business has a better chance of appearing in top search results when potential customers look for services like " Ipswich website design ."

Mobile Responsiveness

With the dominant use of smartphones for internet browsing , your website must perform flawlessly on mobile devices. Professional designers ensure your site is responsive, providing a seamless experience for users on any device.

Ongoing Support and Security

Websites require continuous updates and maintenance for optimal performance and security. Professional developers provide ongoing support (which you will need from time to time), keeping your site secure from potential threats and ensuring it runs smoothly, saving you time and hassle.

Competitive Edge

In a digital landscape where every business is vying for attention , having a professionally designed website gives you a competitive edge. It demonstrates to your customers that you are a leader in your field, willing to invest in the best tools to serve them.

Put simply, digital presence is intertwined with business success and viewing your website as a key business asset is not just smart; it's essentia l. By choosing to work with professional website creators like In Cahoots Co , you're investing in a tool that will not only elevate your brand but also drive tangible business results. Remember, in the realm of business, your website is more than just a page on the internet; it's a reflection of your commitment to quality, innovation, and customer experience.

Looking to give your business the digital edge it deserves in Ipswich? Reach out to us at In Cahoots Co, and let's start crafting a website that propels your business forward.

Cheers

Ben

The art of being found: SEO tips for small and medium business

ben@incahootsco.com.au (Ben Hayward) — Sat, 25 Nov 2023 03:52:36 GMT

Finding the right words: Ipswich business SEO tips!

Are you looking to ramp up your online presence? Well, you're in the right place . Let's dive into the world of SEO, specifically tailored for your growing business. This is not just about getting your website to the top of Google search results; it’s about making your business shine online in a holistic way. Our Director of Digital Strategy (Ben) breaks it down.

Right words. Better content.

First things first, keyword research is your new best friend. Think about what your Ipswich customers are typing into Google. These are the golden nuggets that will make your content relatable and easy to find.

At In Cahoots Co, we use industry leading tools to help us help you! You can also do this yourself if you have the time - but just remember not all keywords are made equal. We can help you here.

Content remains as important as ever

Quality content is the backbone of good SEO. Whether it's blog posts about the latest trends in your Ipswich industry, or informative articles, make sure it’s engaging and valuable to your audience. This not only helps with SEO but establishes you as a local authority.

Fine-Tuning Your Business Website

Each page on your site is a potential goldmine. Use the right tags and descriptions, and don't forget those images! Even adding alt text can give you an edge over a competitor. Pro tip - use keywords in your image filenames as well!

Link it up!

Internal linking is like showing your customers around your digital home. It helps them find exactly what they need.

Think Local, Act Local

For small business, local SEO is your secret weapon. Get listed on Google My Business, and sprinkle some local Ipswich knowledge into your content so you show up in local search.

Stay Fresh and Relevant

Keep your content updated. It's like keeping your storefront inviting and fresh – it shows you're active and engaged.

Measure, Learn, Grow

Tools like Google Analytics are like your business's growth diary. Keep an eye on them to understand what's working.

Social Media - Your Digital Megaphone

Use social media to amplify your presence. Share your content and engage with the community. As we like to say at our Ipswich Digital Marketing Agency ... it helps you be seen, heard and found!

UX is Your MVP

Lastly, a great user experience on your site means happy visitors and potentially higher rankings.

We've helped many local Ipswich business rank up in Google - it's what we love doing. It's probably how you also found us :)

What is a marketing funnel?

ben@incahootsco.com.au (Ben Hayward) — Sun, 08 Oct 2023 20:20:49 GMT

We break down the three stages

You've probably heard the term "marketing funnel" thrown around a bit if you have ever dealt with an agency, or have an internal marketing team. But what does it all mean?

Essentially, a marketing funnel describes the journey a customer takes from the moment they first learn about your business (aka your brand) to the point of making a financial transaction. This could be a simple product purchase, to a subscription or paying for a professional service.

Top Of Funnel

This is the awareness stage. People here are just becoming aware of your brand or product. In terms of digital ads, think of broad audience campaigns on platforms like Facebook or Instagram that raise brand awareness. For small businesses, ToFu content could be educational blog posts, videos, or social media posts that provide value and attract potential customers without necessarily selling anything directly. You've seen this content without even realising it ... particularly from brands that make interesting or funny content without 'selling'.

Middle Of Funnel

At this point, the potential customer is considering their options about your product or service within the marketplace. Here, any paid digital ads might be more targeted, like retargeting ads that show products someone looked at but didn't purchase. Content at this stage might be reviews, testimonials, or comparison charts. User generated content is also a great option here.

Bottom Of Funnel

This is the decision-making stage. Again, paid digital ads here could be discounts, promotions, or final push messages to get the customer to make a purchase. For small businesses, this might be a special offer for first-time customers or a limited-time discount.

Overall, paid digital ads play a crucial role in this funnel, especially in driving traffic from the top to the bottom. Platforms like Facebook and Instagram allow businesses to target specific audience segments, ensuring that the right people see the right content at the right time in their buyer's journey ... which at the end of the day will lead to more sales for your Ipswich business.

Do I Really Need a Logo for My Business in 2023?

ben@incahootsco.com.au (Ben Hayward) — Sat, 07 Oct 2023 06:13:05 GMT

It's all about first impressions

Do I really need a logo for my business?

We've come across a few businesses that have done quite well for themselves without a real brand identity ... until a certain point where they find they need 'something'. They find that without a brand (or logo) it can be hard to stand out when new competitors come onto the scene.

So ... the significance of a logo for a business cannot be understated.

Whether you're a budding entrepreneur starting up in Ipswich or a seasoned business owner looking for a rebrand (we can help you here too), the decision to invest in a logo shouldn't be taken lightly. It's also a project that requires significant collaboration particularly if you have multiple people within the business that need to sign off.

Anywho, here are five compelling reasons why every business, regardless of its size, should have a well-designed logo:

First Impressions Matter

A logo is often the first interaction potential clients have with your brand... (think about your own experiences here when looking for products or services ... how did you react?).

A well-designed logo will convey professionalism, trustworthiness, and the values your business stands for, all in a matter of seconds. Luckily, our Ipswich graphic designers bring experience and a human touch to make it happen.

Brand Recognition: In today's cluttered marketplace, brand differentiation is crucial. Let's be honest ... it's noisy out there and your social feed can sometimes resemble junk mail that's built up over the weekend.

A distinctive logo ensures that your business stands out and is easily identifiable. Over time, this emblem becomes synonymous with your brand, allowing customers to recognise your products or services instantly.

Conveys Business Identity: A logo isn't just an image; it should tell a story. It takes in your business's mission, values, and the products or services you offer. Through colors, fonts, and design elements, your logo can communicate essential details about your brand to your target audience.

Builds Trust and Credibility: In a world where customers have endless choices, trust is a decisive factor in purchasing decisions. A professional logo signals to customers that you are committed to your business and are not a fleeting entity (this one is important) . It suggests stability, reliability, and a promise of quality.

Enhances Marketing Efforts: It's a no brainer that we know the value of this point ... w hether you're running online ad campaigns, handing out business cards, or displaying banners at local events, your logo is the cornerstone of all marketing materials. It provides consistency across different platforms, reinforcing your brand's message and positioning in the market.

We could go on and on about the importance of brandy identity but if you have made it this far, you know that as well ;)

If you are looking at creating a new brand, or are looking for a great local Ipswich graphic designer then reach out to our team for a complimentary chat anytime. We're located at 180 Brisbane St Ipswich or you can reach out via our website.

Cheers - In Cahoots Co

Human graphic designers vs AI ...

ben@incahootsco.com.au (Ben Hayward) — Thu, 05 Oct 2023 08:43:46 GMT

Should you choose AI tools over a human graphic designer?

Rise of the machines: There's no denying the rise of AI-generated graphics and user-friendly tools like Canva (a great tool by the way). While these resources can be convenient for quick designs, when it comes to professional, unique, and legally sound graphics, it's hard to beat the touch of a human graphic designer.

Why's that? Well allow us to share some insights ...

With a human it's all about you and your vision

A human designer ( it's still weird using that kind of term but here we are ) understands the nuances, emotions, and the underlying message your business (and brand) wants to convey. They can assess your brand's tone, ethos, and target audience, crafting unique designs that resonate with your industry or target market.

Beyond Algorithms: AI tools often rely on patterns and algorithms. This can limit creativity, resulting in generic or designs that just don't fit. A human designer isn't bound by these constraints and can think outside the box.

Something you actually own: Legal peace of mind!

Ownership : When you work with a human graphic designer, the rights to the designs often transfer to you. This ensures that you legally own the image ... this is super important for obvious reasons. The last thing you want to have to do is a rebrand down the track - would could be quite expensive.

Avoiding Generic Imagery : Tools like Canva might have users inadvertently select graphics that others are using too. Unique designs reduce brand confusion and potential legal issues around ownership.

Graphic design: The value of collaboration

Feedback Loop : Working with a real graphic designer allows for a two-way conversation. Designers can take feedback, iterate, and refine designs until they're perfect. You can actually meet with them or chat over the phone or video call. Things that can make all the difference.

Building Relationships : Over time, a human graphic designer gets to know your brand inside out, ensuring consistency and growth in design strategy. They get to know you! Also bonus if you want to share a glass of wine after a successful project LOL.

Emotional intelligence in graphic design

Crafting a Story : Every brand has a story. Humans are inherently storytellers (since we could communicate) and a human graphic designer can weave your brand's narrative into every design.

Reading Emotions : An AI might not pick up on the emotional undertones a project requires, but a human will ... well must of em (conditionals apply ha)

So ... have we convinced you yet?

While AI-generated graphics and design tools have their place for quick, straightforward projects, a human graphic designer offers a depth of expertise, creativity, and personal touch that machines are yet to replicate. We're lucky in Ipswich Queensland to have many talented local graphic designers that can work with you.

By choosing to work with a human, you're investing in unique designs, building lasting brand relationships, and ensuring you stand out in a crowded digital space.

Our prediction: We actually see a full circle moment where human designers are valued more than generic designs and people are prepared to pay for value and unique designs over quick, generic options... but AI continues to advance who knows' what will come next.

Hey ... watch that tone! Leverage ChatGPT's tone modifiers

ben@incahootsco.com.au (Ben Hayward) — Tue, 05 Sep 2023 08:35:35 GMT

It's about how you ask ... l everaging ChatGPT's tone modifiers

The digital world has witnessed unprecedented growth in 2023, and artificial intelligence is at the heart of this revolution. That part is a no brainer ... we all know that (well most of us). ChatGPT by OpenAI is a notable trailblazer (but there are others), serving as a go-to resource for quick answers, conversation, and even business support.

Ipswich businesses are among the many that recognise the potential of ChatGPT, even more so if they know about "Tone Modifiers."

But what exactly are these tone modifiers, and how can they uplift your interaction with AI? Let's dive a little deeper so you can give tone modifiers a crack.

What are Tone Modifiers?

Imagine sending a text and having control over its emotional undertone (would come in handy for general chats come to think of it). Tone modifiers allow you to do just that. With these cues, you can instruct ChatGPT to respond in a specific tone , ranging from friendly and professional to urgent and persuasive.

Think of them as the emotional seasoning to your conversational dish. Okay ... that's a little deep but you get the idea.

Give me an example please ...

Business-Friendly: Tailoring the tone can make client interactions more harmonious. Ipswich businesses, for instance, can set a friendly yet professional tone during customer service inquiries ... just make sure it matches your audience/demographic.
Context Matters: Some communications demand an authoritative and informative tone. With tone modifiers, achieving that is a piece of cake.
Adaptable: Whether it’s casual conversation or a formal presentation, ChatGPT’s tone modifiers make the bot as versatile as a Swiss knife.

How to use Chat GPT tone modifiers?

Incorporating tone modifiers is as easy as ordering a special fried rice from Noodle City in Bell St. Just insert the desired tone keyword in your query or instruction. For example, asking ChatGPT to "Summarise this report in an authoritative and informative tone" will yield a summary imbued with a sense of expertise and factual density.

Some examples ...

Is there a catch?

Despite their charm, tone modifiers are not foolproof. They might falter when nuances or complex emotions are at play. Also, availability may vary depending on your ChatGPT version (ie ... you might need to pay up for better results).

Wrapping up

The advent of tone modifiers is setting a new standard for AI, adding an emotional layer to its responses. These tools empower businesses in Ipswich to interact more naturally and effectively with their digital assets. ChatGPT with tone modifiers is not just a chatbot; it's an emotionally intelligent assistant waiting to serve you.

Author Ben thought AI would solve all of this problems. If anything, it created more ... (LOL we joke ... right?). If you are an Ipswich business wanting to learn a little more about AI, reach out to Ben from In Cahoots Co Digital Marketing today . We are located in the heart of Ipswich and are always up for a coffee.

Turning Negatives into Positives: How to Respond to Negative Online Comments

ben@incahootsco.com.au (Ben Hayward) — Mon, 04 Sep 2023 00:05:31 GMT

Don't ignore. Address!

"Let's be honest, your first response is typically a giant "WTF!!!"

It's 2025 and in an age where everyone has a voice and a platform , negative comments can emerge from various online channels at anytime. The more you 'put yourself out there' the more chances it can happen ... but it doesn't have to be a negative (although it feels like that at first).

For business owners who depend on their online presence, these comments can be unsettling to say the least. Let's be honest, your first response is typically a giant "WTF!!!" But fret not; there's always a constructive way to deal with them. Here's how you can turn a potential reputation crisis into an opportunity for growth.

Sober assessment of the interaction

Investigate: Before responding, make sure you understand the issue by researching the background. This helps you in addressing the problem in a knowledgeable manner.
Immediate Response: Time is of the essence. Respond as soon as possible to show you are active and attentive. This doesn't mean in 2 seconds, but don't leave it hanging.
Be Authentic: A canned response is easy to spot. Write a personalised reply to show you take this things seriously.

How to Respond: The Professional & Friendly Way

Be Polite: Even if the comment is disrespectful, maintain a polite and respectful tone. You are responding not only to the person who complained, but showing others how you treat customers.
Acknowledge the Issue: Let the customer know you are aware of the problem without immediately blaming anyone.
Offer a Solution: If possible, outline the steps you're taking to rectify the issue. This shows accountability.
Take it Offline: For more serious issues, suggest moving the conversation to private channels like direct message or email.
Follow-up: After the issue is resolved, follow-up to ensure the customer is satisfied.

Here's an example ... but obviously you can add your own spin on it depending on your audience or industry.

"Hi [Customer's Name], we're really sorry you've had a less-than-ideal experience with our service. We understand how important [Issue] is, and we'd like to make it right. Could we discuss this in more detail via [Direct Message/Email]? We're committed to resolving this issue to your satisfaction." - [staff member name] including a name is important to show that someone is handling the complaint.

Turning a negative into a positive

Showcase Customer Service: A negative comment is an opportunity to demonstrate your high level of customer service publicly. This is the first thing to remember regardless what type of business you are.
Feedback Loop: Negative comments provide valuable feedback. Use them to improve your service/product.
Win Back Trust: Sometimes resolving an issue efficiently can turn a dissatisfied customer into a loyal one.
Educate: Use the platform to educate the audience on how you're improving, based on the feedback received.

Not all negative comments or reviews are justified. Sometimes people will simply say things that simply never happened, or have inflated a response to serve another purpose, but regardless stick to the above advice to manage the situation.

Pro Tip : After resolving the issue, kindly ask the customer to update their negative comment or leave a new review. This will show future customers that you take their concerns seriously and address them promptly. It doesn't hurt to ask!

Remember, no business is immune to negative comments. It's how you handle them that sets you apart.

4 Considerations Before Building an E-commerce Website

ben@incahootsco.com.au (Ben Hayward) — Thu, 03 Aug 2023 01:27:26 GMT

E-commerce websites: What you need to know in 2024

As a local Ipswich and Brisbane website design agency, In Cahoots Co understands that building an e-commerce website requires meticulous planning and strategic implementation.

Not only have we delivered a number of projects for clients ( like this ) we have also created them for our own business! Even the smallest project requires the same fundamentals as if you were planning a larger e-commerce business, so take the time to consider a few things before you throw yourself in the deep end.

Here are the top four considerations to bear in mind before embarking on this exciting (and sometimes stressful) digital journey.

Understanding Your Business Goals

Before engaging with a website designer (or doing it yourself), it's crucial to have clear business objectives in mind!. Whether your goals relate to brand awareness, boosting sales, or improving customer engagement, a well-defined vision will guide the website design process and ensure the final product aligns with your business aspirations. We're big believers in having your business plan sorted first before starting your website (or any digital marketing for that matter).

Choosing the right name and domain

Your online store's name and domain are fundamental aspects of your brand identity. This needs to be memorable, easy to remember, and ideally contain relevant keywords (but not in a super spamming way).

Having a Variety of Payment Options

Given the diverse payment preferences of customers, your online store should accommodate as many payment methods as possible. Think about your own online shopping preferences ... you might prefer PayPal or Google Pay when you shop online.

This flexibility will enhance the customer experience, increase conversions, and improve customer loyalty. All the things you want when running an e-commerce website (shout out to our client SugarCoats who do this very well ... check out their site here

SEO ... and it's more than just showing up in Google search in 2024

In 2024, a successful e-commerce website needs to be seen, heard, and found. It's important to take a holistic approach, as search engine optimisation covers not only technical, optimised/engaging content and off page activities, but also increasingly includes social media. More and more people are turning to social media platforms to find things in search, particular platforms like TikTok.

Ipswich Digital Marketing - let's have a coffee!

Hey Ben here! At In Cahoots Co, we harness the power of digital marketing to create a bespoke storytelling and digital strategies for our clients across Ipswich, Brisbane and beyond.

As an local Ipswich digital marketing agency, we believe in telling your brand's story with purpose and clarity. By amplifying your brand through strategic digital marketing techniques, we ensure your business is seen, heard, and found in the ever-evolving digital landscape.

From the conception to execution, we meticulously craft campaigns designed to attract attention, stimulate interest, and convert your target audience.

We're about sparking conversations and turning interactions into meaningful business results . We align your digital strategy with your business goals, creating campaigns that transcend beyond ordinary.

Anyway, that's enough about us. We're looking forward to working with you! Let's have a chat about your goals over a coffee in our Brisbane St office located in the heart of Ipswich.

Cheers

Ben

Local collaboration at its best: Unraveling the impact of In Cahoots Co's recruitment campaign for JBS Ipswich

ben@incahootsco.com.au (Ben Hayward) — Mon, 31 Jul 2023 19:11:50 GMT

It All Starts Here: The heart of JBS Ipswich's local awareness and recruiting campaign

How we love working with local businesses, especially those with our community at their heart. JBS Ipswich is one such business.

In Cahoots Co was engaged by JBS Ipswich to create a deliver a fully integrated marketing campaign to support their human resources department with the delivery of a targeted recruitment and local awareness campaign within Ipswich and the western corridor.

Raising the profile: Promoting JBS Ipswich's brand through hyper-local community marketing

The program goals were:

To position JBS as an employer of choice and help fill a set number of new roles.
To increase employee morale and pride within JBS Dinmore, resulting in applicant referrals. 
To create a marketing campaign framework that can be implemented across other sites as required. 
To raise the profile of the JBS business and brand, in Ipswich, through the delivery of a hyper-local community marketing campaign through local engagement and paid digital advertising.
To help JBS Dinmore to achieve its goal of returning to full production run.

To achieve these goals, a content strategy and key messaging document were created, and a campaign specific website ( www.jbsipswichcareers.com.au ) produced, for registrations of interest.

The campaign theme of “JBS Ipswich … it all starts here” was used as the core of all marketing messaging.

The numbers: Ipswich recruiting campaign

700+ job applications and counting
16,000 unique campaign website visitors
285,588 unique meta accounts reached (Facebook + Instagram)
1,815,568 paid ad impressions
Low cost per lead (submitted applications)

This recruitment campaign is ongoing, and can be dialled up or down as required, in support of the local site’s recruitment needs.

Campaign breakdown

The campaign elements included:

Storytelling Strategy
Video interviews with key personnel at its core
All interviews were transcribed so content could be used in blogs and social media quotes
Internal Communications
Support the HR team in the delivery of internal communications – newsletters, posters, key messaging etc
Community Outreach 
Sponsorship identification and liaison with existing sponsors
Digital Campaign 
Creation of a campaign website
Organic social media campaign, featuring key personnel
Paid Advertising 
Paid digital campaign across three social media pillars
Convenience and cinema advertising
Outdoor / billboard ads
Business + Stakeholder Outreach
Outreach to key stakeholders, including elected representatives
Media Relations
Media support as required
Issues and Crisis Prep
Creation of an issues and crisis management plan
Collateral and Asset Creation
Creation of posters, loyalty cards etc, plus distribution of posters through local cafes

In Cahoots Co is a creative marketing agency located in the Top of Town, Ipswich. We combine the power of storytelling with data driven marketing campaigns to help growing companies achieve their business goals.

Let's connect over a coffee sometime!

Website account permissions

ben@incahootsco.com.au (Ben Hayward) — Fri, 30 Jun 2023 18:37:01 GMT

What kind of access can I share with my staff?

Your In Cahoots Co / Ipswich Websites comes in-built with some great access control features so you can delegate the access amongst your team members. Below is a quick snapshot of access levels you can share.

The importance of asking questions in business

Mon, 08 May 2023 23:15:55 GMT

Hey you … business owner … I have a question for you

When was the last time you sat down and asked yourself some tough questions about your business? Yes, it’s a question about questions. Stay with me.

And I don’t mean questions about what you do on a day-to-day, business as usual basis. I mean strategic questions, challenging questions, questions that are confronting to ask and even more confronting to answer.

Odds are, it’s been a while. And that’s okay! I know it’s easy to get so caught up with running the business (aka working in the business), it’s almost impossible to make the time to step back and work on the business.

I get it. Guilty as charged, your honour.

"I warned them that I’d be coming with questions. All. The. Questions."

Ask questions: business strategy

Ironically, while I can forget to ask them of myself about our business (whoops, sorry Ben!), I love posing challenging questions to my clients, especially when it comes to better understanding (or even creating) their business strategy.

Recently, I had the pleasure of spending four hours with an incredible business that wants to take their brand to the next level. Watch this space – it’s a cracker!

I warned them that I’d be coming with questions. All. The. Questions.

They were ready for them, so they said. However, by the end of the four hours, they admitted that I had asked them questions that they hadn’t even considered.

And few of them were actually about their marketing. The bulk were about their strategy, their business, their customers, their products and services, their promises, the problems they’re solving, their values … and the beautiful, engaging stories they have to tell their customers.

Are you really "marketing ready"?

You see, you can ask all the questions in the world about your marketing, but if you haven’t done the work on your strategy, structure, and storytelling (via the art of question asking), you’re really not “marketing ready”.

As we left the meeting, the general manager told me that it had been the most productive session he’d ever been involved in, because of the questions I asked. I had left him with a completely different view of his business and where he wanted to take it. His eyes had been opened to new possibilities. Yeah, I was pretty chuffed about that.

While I’ll happily come into your organisation with my question asking strategy hat on, any time, you don’t need an Alli to start the process (although, I’m super useful!). You can harness the power of asking questions today. Right now. Do it!

No such thing as a dumb question

And, that old adage is true … there really is no such thing as a dumb question. In fact, being willing to ask dumb questions is, ironically, one of the smartest things you can do.

Because asking questions pushes you out of your comfort zone and forces you to think about what you might be, what you could be, not just what or who you are today.

Deep, right?

Asking the right questions might take you from selling products A, B and C with a 20 per cent profit margin, to selling just product F, with a 50 per cent profit margin.

A good question asking session, one in which you’re committed to digging deep and being honest, might steer you in a completely different direction and shine a spotlight on new possibilities and opportunities.

So, if you’re up for a question asking session that helps you to explore your strategy, structure, and storytelling, to ensure you’re “marketing ready” reach out today!

Are you ready for the big questions?

Are terms and conditions legally binding Australia? Why your website needs T&Cs

ben@incahootsco.com.au (Ben Hayward) — Mon, 08 May 2023 08:35:18 GMT

Don’t skip the fine print

One thing that can often surprise small business owners and sole traders is the importance of having terms and conditions on their website. Some people may think they are too small … or have never had any ‘dramas’ in the past but it’s something you do not want to put on the back burner and ideally, have sorted before you go online.

So why does it matter?

Firstly, terms and conditions protect your business from potential legal issues.

Having clear and concise terms and conditions can help prevent misunderstandings between you and your customers, as it outlines the rules and regulations that govern your website. At this point you might say, well … no one reads them anyway but that’s a responsibility of the consumer or site visitor and it's a requirement that you provide them.

Put simply, it will help protect you in case of a dispute, such as a customer making false claims or trying to misuse your website for fraudulent activities. Without terms and conditions, you could be left vulnerable to legal action or other consequences that could harm your business. Terms and conditions will save you considerable stress.

Establish trust with your customers

When customers visit your website, they want to know that they are dealing with a professional and trustworthy business. Having terms and conditions can help establish this trust by showing that you are transparent about your business practices and are committed to protecting your customers' rights.

It can also help customers understand what they can expect when interacting with your website, which can increase their confidence in your business. Make sure to also let your customers know that your terms and conditions can change at anytime, and if they do, advise them via your various communications channels.

Minimise disputes with customers

By setting clear guidelines and expectations, you can reduce the likelihood of disputes arising in the first place. For example, if you clearly outline your returns policy in your terms and conditions, customers will know what to expect if they need to return a product. This can prevent misunderstandings and frustrations that can lead to disputes.

Comply with Australian laws and regulations

There are many laws and regulations that businesses in Australia must comply with, such as Australian Consumer Law. By including relevant clauses in your terms and conditions, you can ensure that your business is operating legally and is not at risk of fines or other penalties.

Protect your intellectual property

If your website includes original content or trademarks, you can use your terms and conditions to protect them. For example, you can include clauses that prohibit customers from using your content or trademarks without permission. This can help prevent others from using your intellectual property without your permission, which can harm your business.

So .. what are you waiting for?

So if you have made it this far, it should be pretty clear by now how important having T&Cs on your website is. Having terms and conditions on your Australian website is essential for protecting your business, establishing trust with your customers, avoiding disputes, complying with Australian laws and regulations, and protecting your intellectual property.

As a small business owner, it can be easy to overlook the importance of terms and conditions, but they are a crucial aspect of any website.

If you need help creating your terms and conditions, consider consulting a lawyer or using a template from a reputable source. By taking the time to create clear and comprehensive terms and conditions, you can help ensure the success of your business for years to come.

What the heck are H tags and why do they matter?

ben@incahootsco.com.au (Ben Hayward) — Wed, 19 Apr 2023 05:18:21 GMT

Why are H tags important?

If you’ve ever been asked to create a blog (or any website content for that matter), then you may have heard about H tags. But why are they important?

Let’s break it down.

What are H tags?

H tags, or heading tags, are HTML elements that are used to help structure and organise content on a webpage. Like with anything digital, there is a nice simple ranking structure. The H tags range from H1 to H6, with H1 being the most important and H6 being the least important. Simple right?

What’s the difference between H tag numbers?

The main difference between H tags is the level of hierarchy they represent. So, for example, the H1 tag is used for the main title of the page, and the ‘lower ranked’ H tags are used for subheadings and subtopics within the content.

So, say you are writing a blog or new page on your site, you might use an H2 tag for the main section headings (not main page title), and then use H3 tags for sub-sections within those sections.

Why is it important?

The importance of H tags lies in their ability to provide structure and organisation to your content. This makes it easier for both readers and search engines to understand the main topics and subtopics of your content. When it’s easier to read, your content is more likely to be consumed and even shared.

We can’t talk about content without mentioning SEO, and H tags provide a consistent manner to help improve the visibility of your written content in search engine results. Search engines like Google use headings as a kind of map to understand what your content is about and determine which keywords and phrases are important.

It's all about the humans

Another benefit of having H headings is plain and simple readability. As we touched on above, by breaking down your content into digestible sections with clear headings, you are making it easier for people to skim and understand your content.

So, there you go, now you’re an H tag expert! Next time you are adding content to your site make sure to remember the importance of H tags and how it can help you be seen, heard and found in a digital world.

In Cahoots Co is a marketing agency based in Ipswich, Queensland with clients across the sunshine state and beyond. We help business communicate, collaborate and connect with their target markets. In Cahoots Co is your creative marketing agency that leads with strategy.

3 Key Benefits of Outsourcing Social Media Management That You Can't Ignore

ben@incahootsco.com.au (Ben Hayward) — Fri, 07 Apr 2023 20:27:00 GMT

In 2023, social media continues to be an integral part of any business's marketing strategy

However, managing social media platforms can be a daunting task for Brisbane and Ipswich businesses, especially when they have limited resources, time and expertise. This is where outsourcing social media management comes into play.

Put simply, outsourcing social media management not only saves time and resources but also brings in several benefits that your business cannot afford to ignore. In this insights post, we'll outline the three key benefits of outsourcing social media management that businesses can leverage to grow their online presence and ultimately, their bottom line (the good part).

Managed Social Media: Save time and increase productivity

It doesn't matter if you are a small business in Ipswich or a growing company in Brisbane, in today's fast-paced business environment and mixed economy, time is of the essence.

Business owners and managers (of all company sizes) are constantly looking for ways to streamline operations, reduce costs, and increase productivity. One area where outsourcing can make a significant difference is in social media management.

Outsourcing social media management allows your business (and staff) to focus on true areas of expertise, improving productivity. Take a moment to really think about how much time your staff (who you employed for other roles) are pouring into managing your social media management. Those hours add up!

By delegating the task of social media management to a professional agency or freelancer, you can free up valuable time and resources that can be allocated to other important areas of your business.

Engaging a local social media agency or freelancer provides access to specialised skills and expertise. Social media management is a specialised field that requires a deep understanding of the various social media platforms, the latest trends and technologies, and the ability to create compelling content that resonates with your target audience. By outsourcing to a professional, you can tap into this expertise and ensure that your social media presence is optimised for maximum impact.

Outsourcing can save businesses money by reducing the need for in-house staff and resources. This one can be easily overlooked. Employing and training in-house staff to manage your social media accounts can be time-consuming and expensive. By outsourcing, you can avoid these costs and only pay for the services you need, when you need them.

Professional social media management will improve brand image and customer engagement . By working with a professional agency or freelancer, you can ensure that your social media presence is consistent, engaging, and aligned with your brand values. This will help to build trust and credibility with your target audience and ultimately drive more traffic and sales to your business.

Outsourcing social media management is a smart investment for any business looking to improve productivity, reduce costs, and boost brand image and customer engagement. By working with a professional social media agency (like In Cahoots Co here in Ipswich) you can tap into specialised skills and expertise, save time and money, and achieve better results than you could on your own.

Managed Social Media: Access to specialised expertise and resources

One of the most significant benefits of outsourcing social media management is the access to specialised expertise and resources that businesses may not have in-house. Social media management requires a unique set of skills and knowledge that many businesses may not possess or have the time to develop. So if you are looking for social media management in Brisbane ... we are the team that will help you!

Benefit #1: Cost Savings

Outsourcing social media management can save businesses money in the long run. By outsourcing, businesses can avoid the costs of hiring and training new employees, as well as the costs associated with purchasing and maintaining the necessary tools and technologies. Additionally, outsourcing allows businesses to pay for only the services they need, which can be more cost-effective than hiring a full-time employee.

Benefit #2: Increased Efficiency

Outsourcing social media management can also increase efficiency within a business. By outsourcing this task, Brisbane and Ipswich businesses can focus on their core competencies and leave the social media management to people like us. This can result in more streamlined processes and increased productivity.

Benefit #3: Access to Expertise and Resources

Outsourcing social media management provides businesses with access to specialised knowledge and tools that they may not have in-house. Social media management agencies have the expertise and resources to stay up-to-date on the latest social media trends and technologies. They also have access to advanced analytics tools that can provide businesses with valuable insights into their social media performance.

What to do before building your e-commerce website

ben@incahootsco.com.au (Ben Hayward) — Wed, 05 Apr 2023 20:00:03 GMT

Thinking of dipping your toe into the world of e-commerce?

Regardless of what you are planning to sell, there are a few key things to think about before even building your e-commerce website!

What is the best platform for you?

This one is super important. You'll need to choose the right platform and hosting provider. There are many, many options available, so consider your budget and the complexity of your products when making this decision. If you plan on maintaining and managing yourself, then options like Shopify or ECWID might be a great option. Other platforms might be more appropriate if you have big plans. Research, research, research!

User experience

Next up is design and user experience. You can map this out and plan before you DIY build or engage a website developer. Either way, it will make your life easier by having a clear design and framework mapped out.

It’s a no brainer in 2023 that your website needs to be visually appealing, easy to navigate, and intuitive to use.

Make sure it works well on both desktop and mobile devices and that it's secure with SSL certificates and encryption to protect customer data. Look online for inspiration and experiences you have admired … just remember that large companies have big development budgets, and it might be hard for you to replicate an experience you have seen online (think customisable features, code and integrations) within your budget.

The fine print

This one can be easily forgotten in all the excitement of trying to get your website online. An important aspect of an e-commerce website is having a clear set of terms and conditions. This outlines the rules and regulations that customers must follow when using the site. This should cover payment, delivery, returns, and refunds, as well as any legal disclaimers or limitations of liability. You know … all that fun stuff!

While we are on the topic of returns, it's essential to have a fair and clear returns policy that outlines how customers can return products, the timeframe for doing so, and what conditions must be met for a refund or exchange. Remember they must be in line with Australian state and federal consumer laws.

Privacy policies for e-commerce

To comply with relevant data and privacy protection laws, your website should have a privacy policy that explains how customer data is collected, used, and stored. This should be easy to find on your site and transparent in its language.

There are templates online, however if you are serious about your business, we would recommend working with a professional to draft up your privacy policy. It should also be revisited at least every 12 months to ensure it’s still relevant.

Ongoing costs

Shipping costs can be a significant expense for e-commerce businesses. You need to decide how you'll handle shipping costs, whether that's offering free shipping over a certain threshold, charging a flat rate, or using a third-party provider for better rates. This one is also important when considering integration into your chosen e-commerce platform.

Marketing after launch: Don’t forget to consider what costs will be involved in ongoing marketing support for your e-commerce website after launch. Paid digital advertising for e-commerce sites can be complex across social media channels, Google search and other channels. Carefully consider if you have the capacity (budget) to maintain the rage after launch!

Ongoing support : Are you going to maintain the site yourself or are you going to require support from a developer or support team? It's important to value what your own time is worth ... while it might be tempting to 'save money' by doing it yourself, you may find that you sinking countless hours into managing the site where it can be more effective to outsource your support.

By taking a sober moment to consider the above, you can build an e-commerce website that works for your business. It will be effective, profitable, and legally compliant. It may seem like a lot of work, but it's worth it in the long run if you start with the right building blocks!

Why AI copywriting isn’t always the “smartest” option

Tue, 04 Apr 2023 22:25:35 GMT

Confession time ...

When I read about the artificial intelligence (AI) content and copywriting tools taking the marketing world by storm, like OpenAI’s ChatGTP, I freaked out a little bit. Okay, a lot.

As a professional writer, I’ve been honing my storytelling skills for almost 30 years (yep, I am that old). Suddenly, I felt redundant. Perhaps a little like the customer service staff at Woolies and Coles when the self-service checkouts were first installed.

"I love words. I love stories and their ability to genuinely connect people through emotions. Storytelling, if you ask me, is an artform. A gift. It’s my thing."

Yet here I was looking down the barrel of being dispensable, expendable, and dare I say it, a wee bit useless. Once talked down from the ledge, thanks Ben Hayward , I decided to face the fear head on and check it out.

Bloody impressive

I must admit, AI is bloody impressive. My jaw hit the floor the first time I asked for a 1000-word blog on a random subject. It was so speedy and (mostly) accurate. Watching it unfold before my eyes was as terrifying as it was impressive.

AI does not do emotion. How can it? It’s not a human being with lived experiences and feelings. It can’t understand your brand’s values or target audiences. It can’t recall and share experiences and genuine sentiment. It certainly cannot understand your marketing strategy.

Don’t get me wrong – it’s a tool us marketing types should embrace. Used in the right way and for the right reasons, it can help us to be more efficient, optimise digital campaigns and complete research quickly.

AI lacks emotion

So, yes you can use AI to form the basis of a quick blog or piece of content, but without emotions it’s just boring, factual AI generated words. Yawn. Will it appeal to your customers? Hmmm … probably not.

"Creativity and the art of storytelling needs to be applied if you’re wanting to connect with and engage your readers and customers."

That all said, I will definitely use AI more often as it's here to stay. It’s a nifty little tool.

However, I now know that AI won’t ever replace me or my copywriting friends, and our ability to draw on experiences, emotions, and empathy to connect people through the beautiful art of storytelling. That, dear reader, is a gift only humans have.

6 reasons it might be time for a brand refresh

Wed, 15 Mar 2023 06:12:30 GMT

If you have a business, it’s highly likely you have a logo … a really important part of your brand identity.

It’s the instantly recognisable part of your brand. It helps to tell your story, establish who you are and what you do, engage with your customers, and communicate professionalism and trust.

A modern, professional, well-designed, up-up-date logo can make or break a business.

Which begs the question … how long has it been since you have had a truly impartial look at your logo?

Does it still cut the mustard?

Is it a relevant representation of who you are, what you do, and why your customers should choose you and your brand?

If you’ve been in business for a while, and if you’re being truly honest with yourself, the answer may be no. It may be time for a logo refresh.

If you’re unsure, maybe check out your competition. Does your logo sit well alongside theirs? Or do their brands demand more attention because they are more modern?

There are many benefits to investing in a logo refresh or full rebranding. And yes, it’s an investment in your brand, business, and future earnings.

So why should you rebrand?

Because your current logo is outdated and daggy

Sorry, I’m just being honest. If you haven’t updated your logo for many years it’s likely that it’s no longer coming across as modern and professional. An outdated logo can make your brand look old-fashioned. By updating your logo, you can show your customers that you're a modern, forward-thinking business.

Also – hot tip – simple is best.

To target new customers / audiences

Many businesses start out targeting a certain demographic, but this can change over time. For example, if your business targeted an older generation when it first launched but has morphed to focus on a younger demographic, it’s time your logo is updated to reflect this shift.

Brand evolution – it’s a natural thing

Brands and businesses evolve over time. Things change. Services evolve and grow. Your company’s vision, values and mission may have evolved. Your logo should reflect who you are as a brand and business. If this changes, so should your logo.

Merger or acquisition

If your business has merged with or acquired another company, a new logo is imperative. This will signal the beginning of a new era and a new business, to your customers.

Legal reasons

There are all kinds of legal reasons you may need to brand – including intellectual property and trademark infringements. You may not have a choice but to rebrand!

New name, new logo

If you have decided to change the name of your business, it’s definitely time for a new brand identity. Resist the temptation to “save money” by using the same logo and font and just changing the words. This is a most excellent opportunity to refresh and rebrand!

Remember – your logo is an incredibly important part of your brand and your business. You should invest in it, just as you invest in the training of your people, your advertising, and in new equipment.

Once you’ve decided that it’s time to rebrand … consult a professional. Sure, you can use online platforms like Canva, for free, but remember that you don’t own your logo if it’s created on Canva. Nope. Anyone can use the same logo – without any repercussions. Before you know it, you could be one of a thousand businesses in your industry with the same logo.

Using a professional marketing and design company , who can align your logo with your values, vision, mission and business goals, is the only way to go. And remember – always invest in a style guide too! More on that later.

Show your profile some love

ben@incahootsco.com.au (Ben Hayward) — Tue, 14 Mar 2023 06:54:25 GMT

Don't neglect (or forget) about your Google Business Profile

As an Ipswich or Brisbane small business owner, you know that creating a strong online presence is crucial for reaching your target audience and growing your business. That part is a no brainer.

One important aspect that many busy business owners can forget about is having an active and up-to-date Google Business Profile .

In this post, we'll outline why it's so important to keep updated and highlight five key things small business owners should focus on when managing their Google Business Profile. Let's get into it!

1. Be active

First of all, having an active Google Business Profile can help your business appear higher in search results. You probably didn't know that one did you? Yep ... it can really give you a boost in local search.

When a potential customer searches for your business or a related keyword on Google, your business profile will appear prominently on the right-hand side of the search results page, providing key information such as your address, phone number, and hours of operation and all that jazz. This is valuable real estate , and having an up-to-date profile can help ensure that your business is visible to potential customers.

2. Key details

Secondly, a Google Business Profile provides customers with important information about your business.

This includes your address, phone number, website, and hours of operation, as well as reviews and photos from other customers . That last one is super important ... many customers will check reviews and photos to make that key decision to interact with your business.

By ensuring that this information is accurate and up to date, you are making it easier for customers make informed decisions about whether to visit your Ipswich business. Simple hey?

Summary:

Keep your information up to date: Make sure your address, phone number, website, and hours of operation are accurate and up to date. This will help customers find your business and avoid confusion.

3. Build relationships

Thirdly, an active Google Business Profile can help you engage with customers and build a relationship with them.

You can respond to customer reviews, answer questions, and post updates about your business, such as new products or special offers.

This will help you build trust with your customers and encourage them to become repeat customers or even better ... advocates for your business! A win win all round.

4. All the data you can handle

Fourthly, a Google Business Profile can provide valuable insights into your customers and how they interact with your business (behaviour).

You can see how many people have viewed your profile, how they found your business, and what actions they took, such as calling your business or visiting your website. These insights are presented in an easy to digest form ... so don't think you have to be some data nerd to interpret it all.

This information will help you better understand your customers and make informed decisions about your future marketing and advertising strategies (like paid ads etc)

5. Stand out from the crowd

Finally, an active Google Business Profile can help you stand out from the competition.

By providing a complete and up-to-date profile with high-quality photos and positive reviews, you can show how your business is trustworthy and reliable. This will give you an edge over competitors who may have outdated or incomplete profiles.

I want to rank up in Google ... but how?

ben@incahootsco.com.au (Ben Hayward) — Wed, 08 Mar 2023 18:38:43 GMT

No rambling intro here people, we’re going to jump straight into it! Search Engine Optimisation (SEO)

Did you know that up to 75% of people don't even bother checking the second page of search results? It's true! That's why having your online content optimised to rank on the first page of search results is crucial, be it if you are a sole trader or a growing Ipswich company.

This process is known as Search Engine Optimisation or SEO for short. By ranking at the top of search engine results pages (SERPs), you can attract more traffic to your website, which can lead to an increase in qualified leads, brand awareness and at the end of the day … more sales.

So, if you ask us ... it's essential to invest in SEO if you want your business to thrive online.

Where do I begin with SEO as a smaller business?

Create content that resonates with your target market or likely search intent
Embrace change. The digital landscape is constantly changing and your competitors may already be taking advantage of AI tools to rank up in Google search results.
Need for speed. Make sure your website is optimsed for Google Core Web vitals.
Build those links! The more quality websites your site is linked to … the better.

Do I have to be a bigger business to take advantage of SEO?

Absolutely not. View our case study below.

DRC Electrical in Springfield Lakes had a goal of ranking in the top 3 for a local search term ‘Springfield Lakes Electrician’. In Cahoots Co devised a local search strategy which has resulted in the business now ranking an average of first place for this search term.

Can In Cahoots Co help me here? - Yes, we can! Connect with Ben today for all things digital marketing in Ipswich.

Know your Facebook Ad types

ben@incahootsco.com.au (Ben Hayward) — Wed, 22 Feb 2023 09:21:33 GMT

Not ad types are created equal. Learn which Facebook ad types can work for you!

There are plenty of ways to improve your social media marketing with a variety of different ad types. But which one to use ... and when? We break down the different types of Facebook Ads you can add to your digital marketing strategy.

Growth ads

As the name suggests, these types of ads are designed to get your page likes and up that follower count.

Traffic ads

The goal of this ad type is to drive as much social media traffic as possible to your site and be extension, your products or services.

Promo posts

This type of ad is where you pick a pre-existing piece of content (that has perhaps done well organically) and push to a larger audience. Think of it as a paid boost to your organic posts.

Conversion ads

These ads are designed to drive people to your website and engage with your preferred conversion point while on your site (or app). This could be a product sale, a form completion or another goal that you wish to count as a conversion.

Retargeting ads

You know those ads that pop up in Facebok after you visit a website or search for something on Google? Yep ... these are those ads. This type of ad can be a game changer when configured correctly.

Event ads

As the name suggests, these are perfect for businesses or organisations that wish to promote events to as many people as possible.

Do you have questions about Facebook ads or would just like to simply know how they can help your business? Reach out to our team for an obligation free chat.

In Cahoots Co is your strategic marketing partner located in the heart of Ipswich, Queensland working with growing companies to achieve business goals by being seen, heard, found and known in a digital world.

Your 2023 business digital marketing to do list

ben@incahootsco.com.au (Ben Hayward) — Sat, 07 Jan 2023 00:23:45 GMT

What your growing Ipswich business needs to review as you kick off 2023!

New year, new business goals! Give yourself (and your business) the best chance of achieving success in the digital world by taking a moment to review your digital channels and other tools. Let’s get straight to it.

Review your website content

Is it up to date? Have you expanded your product range or service offering for 2023? Make sure your website is up to date with detailed descriptions and clear call-to-actions. Another important consideration here is how your information is written – is it optimised for your desired search terms (SEO)? Working with a copywriter is a great way to not only write engaging content, but to be found in search.

Your website design

Time for a refresh? Design trends come and go, and it’s important your website has a functional and engaging design suitable for your target market. While there really isn’t ‘one size fits all’ approach, what is a must is that your website provides a great user experience allowing you to increase your chances of lead conversion.

Bonus tip: When was the last time you checked out your website on a mobile device? More than 60% of your website traffic will come from mobile devices so it’s important to make sure your website provides a great mobile experience!

Update your Google Business Profile

Have your operating hours changed? Do you need to update your services and products? Make sure your Google Business profile reflects your business status quo. You will be surprised how effective this tool can be when proactively used! Take a moment to review your statistics (that are usually emailed to you) to see how many customers are engaging with your profile via chat, phone calls or emails.

Bonus tip: Treat your Google Business Profile as another social media channel. You can upload images, posts etc which will give you a boost when customers are conducting local searches. If you have chat enabled, make sure to keep an eye on it as you do not want to leave customers waiting for a response!

Review your customer communication

It’s no secret that it’s easier to market to existing customers compared to winning over new ones. Make sure your customer database is being used the right way by promoting relevant products to the right customers using tools like your CRM or email marketing platforms like Mailchimp. It’s a great way to promote sales or give special discounts to loyal customers.

Map out your social media plan

This one can easily fall by the wayside particularly for the busy business owner for staff member who posts ‘when they have time’. Take a moment to create a content plan and pre-schedule for the month ahead. If you don’t have the time to manage this yourself, you can work with a marketing agency to handle this part for you. It’s a smart move too … as they have the experience and tools to create engaging social media content while you focus on running your business.

Create a marketing budget

If you are in growth mode, it's a smart move to create a marketing budget to help you achieve your 2023 goals. Even a small budget being used the right way can yield positive results for your business. It’s far smarter to have an ongoing campaign (even at a lower price point) than to engage in stop/start paid digital marketing activities. Over time your campaigns become smarter with your ads being served to people who are likely to engage with your products or services.

Human copywriters vs AI: 2023 content trends

ben@incahootsco.com.au (Ben Hayward) — Tue, 20 Dec 2022 20:56:02 GMT

Can human copywriters survive the onslaught of AI content creators

By Ben Hayward: Digital Strategy In Cahoots Co

The new normal

One sure fire way to start an lively 'chat' in my office is to mention the growing trend of AI copywriting with my colleague , who happens to be a very creative and experienced writer of over 30 years. As you can imagine, a professional writer wouldn't be too thrilled about the thought of AI replacing the need for genuine human content creation and storytelling ... but can it be avoided? Or does AI fall short where it matters ...

The human advantage

One of the key differences between human copywriters (like my mate Alli) and AI content generators is the ability to understand and convey emotion.

Human copywriters are able to understand and express the tone, sentiment, and emotion behind a message, which is something that AI content generators often struggle with. This is particularly important when it comes to marketing and advertising, as the ability to connect with an audience on an emotional level is crucial for successful campaigns.

Another important aspect of writing is the ability to tailor content to a specific audience. Human copywriters are able to understand and cater to the needs and preferences of their target audience, something that AI content generators are not able to do.

This can be critical when it comes to writing content for different languages, cultures, or markets, as the nuances of language and culture can be difficult for an AI to understand.

Experience and perspective

As human copywriters are well ... human, this allows them to bring their own unique perspectives and experiences to the writing process. Professional copywriters bring a level of depth and authenticity to their writing, which is something that AI content generators cannot replicate (yet). Real people are also able to bring their own creativity and originality to their work, which can be essential for standing out in a crowded online world.

Limitations of AI at the present time

Now, while I'm conscious that AI is rapidly improving every day (looking at you Chat GPT ) there are practical considerations to keep in mind when it comes to AI content generators.

While they may be able to produce large amounts of text quickly, they often produce content that is repetitive, formulaic, and lacking in depth (linking back to our human advantages above). This can lead to content that is not engaging or interesting for readers which will ultimately undermine the effectiveness of marketing and advertising efforts.

Do I still need a copywriter in the age of AI

If you've made it this far into the blog, I hope I've convinced you that you do (particularly for your business marketing requirements). While I do not class myself as a professional writer, I do know the value of working with copywriters for website and marketing campaign purposes.

While AI content generators may have some useful applications, they are often no match for the depth, nuance, and creativity of a human copywriter.

When it comes to crafting compelling and effective marketing and advertising campaigns, it's my humble opinion that human copywriters are the better choice.

What do you think?

What is the ideal marketing campaign?

ben@incahootsco.com.au (Ben Hayward) — Thu, 15 Dec 2022 05:25:47 GMT

Is there a simple marketing campaign formula?

There is no one-size-fits-all answer to this question, as the ideal marketing campaign will depend on the specific goals and target audience of the business in question.

However, there are some general principles that can help guide the development of a successful marketing campaign.

First, it's important to have a clear understanding of your target audience and what motivates them. This will help you create messaging and content that resonates with them and encourages them to take the desired action.

Next, it's critical to have a well-defined objective for your marketing campaign. This could be increasing brand awareness, generating leads, or driving sales, for example. Having a clear objective will help you focus your efforts and measure the success of your campaign.

It's also important to create a compelling and consistent message that accurately represents your brand and resonates with your target audience. This should be conveyed across all marketing channels, including social media, email, and advertising.

On top of all that, a successful marketing campaign should be carefully planned and executed, with clear timelines and milestones . It's also important to continually monitor and analyse the results of your campaign and make adjustments as needed to improve its effectiveness.

Overall, the ideal marketing campaign will be tailored to the specific goals and target audience of the business, and will be carefully planned, executed, and monitored to ensure its success. Sounds simple right?

Why outsourcing your social media is a great business move!

ben@incahootsco.com.au (Ben Hayward) — Fri, 04 Nov 2022 01:52:48 GMT

Social media is a powerful business tool when used the right way

“I don’t have time to manage my social media”

“A staff member manages socials when they have time”

We’ve heard these comments plenty of times from small business owners or those in leadership positions of growing businesses. Often, it can be perceived that handing over social media responsibilities to an internal team member or two can be a cost saving choice.

But how much time are your valuable team members (who you hired for other reasons) spending on researching, designing, copywriting and scheduling social media posts?

When you take a moment to think about it (and their hourly rate) it can be far more cost effective to outsource your social media.

What are the benefits of partnering with an agency?

Firstly, it will save you time and money.
Free up your in-house staff to focus on their areas of expertise, which in turn has a more positive impact on revenue and employee satisfaction
You leverage the experience of an agency who do this type of work everyday
Scale up and scale down depending on your requirements
An agency can talk you through your results and analytics, helping you make better business decisions when it comes to your content marketing
Costs are controlled. You know exactly what you are getting without having to wonder how much time you or a staff member have dedicated to social media that week. Remember … what is your internal hourly rate? We can guarantee your time is better invested elsewhere.

Typically, you will work with a dedicated account manager who will learn your business goals, industry jargon and research your sector to make sure content is resonating with the right audience.

In Cahoots Co can help you manage your social media

As a local Ipswich Digital Marketing Agency, In Cahoots Co can free up your internal staff from social media management while building your online brand and engaging your community via a strategic approach.

The only question you will be left asking is … why didn’t I do it sooner?

Working in your business vs working on your business ...

ben@incahootsco.com.au (Ben Hayward) — Fri, 28 Oct 2022 19:12:39 GMT

Your number one client is .... you!

We often talk to clients about the difference between working within their business versus working ON their business.

But what does that really mean?

Outside of the day-to-day running on your business, It's important to make time to review your services, processes, tools and many other things that not only keep you in business, but will help your grow and achieve your goals.

We do this on a regular basis, and it's a win-win all round. The time you invest to improve will not only add value to the business but also yourself as an individual - which at the end of the day is a benefit to your customers/clients as well!

What did we focus on during our recent review?

Asking ourselves if our core business tools are still providing value to meet the requirements of clients
Exploring new platforms to deliver better results for our business
A tonne of research into emerging trends both within out own industry and also those of our clients
Exploring new revenue streams
Improving internal processes so we can hit the ground running in 2023

It doesn't always have to be grandiose, world changing stuff. Making simple, incremental changes will have a positive impact in a sustainable way without adding to stress and burnout.

In Cahoots Co is an Ipswich based marketing and communications agency that works with growing businesses to achieve strategic marketing goals. We also have a lot of fun doing it! Reach out for a coffee and chat to see how we can help you.

In Cahoots Co presents at Tradies In Business Conference (Gold Coast)

ben@incahootsco.com.au (Ben Hayward) — Wed, 26 Oct 2022 01:00:22 GMT

Ben & Alli share insights at conference to help tradie businesses be found online

In Cahoots Co were thrilled to be given the opportunity to share insights at the recent Tradies In Business conference held on the Gold Coast.

Tradies in Business mission is simple. Build a better tradie business without the bullsh*t and is the brainchild of Nic and Waz who have a passion for helping tradies grow their business to achieve lifestyle goals.

So what did we talk about?

Ben and Alli focused on 4 simple ways to help tradie businesses be found online.

The first might seem simple enough but can be hard to get perfect for time poor business owners, and that was focusing on a kick arse website. Your website is your 'source of truth' and is where first impressions count. We outlined the importance of a website that truly is an extension of your business, and designed in such a way that is helps attract the right type of customer.

Review your website data to see how people are finding you and engaging with you.
Design your pages to maximise the chances of your preferred conversion path (ie, contact forms, direct phone calls)
Invest time into creating content and share via your social media channels. Drive traffic and visitation back to your website. Remember, create content for humans! The days of keyword spamming are long gone.
If you are running PPC ads, make sure you have the relevant tracking code added to your website (meta pixel, Google tags etc)

Organic and local SEO

Once your website is launched or updated, it requires ongoing maintenance like any other business tool. It pays to invest in keeping your site relevant and up-to-date. Talk about recent projects that include industry or service search times while reminding yourself to create content for real people. Answer (ie write about) common questions people might have about your product or service, share project updates to show that your business is active and delivering a quality service and more.

Don't forget about your Google Business Profile. You can share updates here too! Once you have created new content for your website, share via your google business profile to help with local SEO.

Also, your Google Business Profile is a great place to obtain reviews. Don't be shy ... ask customers to leave reviews to build up 3rd party trust. Customer reviews are a powerful way to drive potential new customers to your business.

Paid digital

If you are in growth mode, then paid digital is a powerful tool to help drive new business online. Social media platforms and Google make it very easy to get started ... however there are some things to watch out for as you may not get the results you hope for by taking this approach. Ben and Alli touched on the importance of,

Setting up ads the right way the first time. Make sure you have all relevant tracking codes and conversion metrics configured. You'll also need (or should) have dedicated landing pages for each campaign tailored to the product or service you are selling. This way, you will be able to measure your results.

Conversions: What is your preferred conversion point? Do you prefer phone calls to the business, or would you rather online forms to be completed? Regardless of the path, this is an important consideration from the get go. Don't forget to update your team that you are running new campaigns, so they are ready to take an increase in calls or process online requests in a timely manner ... otherwise your well tuned campaign could go off the rails at a point you never considered.

Return on advertising spend (ROAS). If you don't set everything up correctly in the beginning, it can be hard to measure your results. You do not want to be guessing here ... and there is no reason you should be. WIth analytics and correctly configured campaigns, you can see exactly where your leads are coming from and how they are converting.

Organic social media

T his is one area that can be neglected by a busy business owner or as a secondary task for a busy team member ... but it pays to be proactive with your social media.

Alli Grant talked about the importance of having a strategy in place here. Regardless of the content, it should serve a strategic purpose with a clear call to action.

Always link back to your source of truth (website or campaign landing page)
Have a clear call to action
Be strategic ... content should be contributing to your business goals
Stay on brand. Keep your look and feel consistent. A style guide or creation of templates can help you and your team achieve this.

In Cahoots Co is an Ipswich Digital Marketing Agency that will help your business be seen, heard, found and known in a competitive digital world. We place strategy at the core of every engagement, no matter how big or small. Speak to us about managed social media, website creation, digital solutions, marketing strategies and more. Reach out to Alli Grant or Ben Hayward via the button below.

Ready for 2023? Things to consider when it comes to a website spring clean ...

ben@incahootsco.com.au (Ben Hayward) — Mon, 17 Oct 2022 08:20:53 GMT

Ready for 2023? Things to consider when it comes to a website spring clean ...

If you’re in business, you are no doubt asking yourself a question many others are at this time of year ... where has the year gone? You are also probably starting to think about a well-earned break over the Christmas period and possibly even your 2023 business goals. It’s a topic we have started to talk about around our office and yes, like you, we are also looking forward to a little break (but also excited for 2023).

However, before we all pack our bags, this time of year presents an opportunity for a digital spring clean which will serve you well as you rocket into 2023.

But where to start?

Review your website data and content

With nearly a year of data now behind you, it’s the perfect time to take a look at your analytics and review how your website performed. How did people find you? Which content had the most impact and views? Is your website contributing to your business goals?

Reach out to your website manager and ask for a report (if you are an Ipswich websites / In Cahoots Co client just login and review your stats via your client login) and reach out if you have questions! We’re here to help.

Once you’ve had a chance to review your site and data, consider which areas need improvement to achieve your 2023 goals. Remember, if you are aiming to be found via certain keywords (SEO) new content can take time to have an impact when it comes to search results, so start refreshing now to see results in 2023.

News and blogs

Using your website as a ‘source of truth’ for your content is a great way to not only drive traffic to your site and show the world you are an active business, but also helps with populating your social media channels and email campaigns.

If you haven't posted content in a while, this time of year is great for sharing and creating content about recent projects leading up to Christmas. Share imagery, video and other information via your blog tool and promote to the world! We know many businesses are also embracing podcasts which is great to see … don’t forget to transcribe that content and add to your website to get the most out of it when it comes to SEO.

Is it time for a redesign?

If your website is a few years old, it might be time for a design refresh to not only improve the look of the site but to also to improve the user experience. Going back to our first point, use this data to help you make informed decisions here. Make your most popular content easy to find and update where required or review your primary call-to-actions to make them front and centre in any new design.

Activate (and use) your Google Business Profile

It always surprises me how many businesses fail to really leverage the power of their Google Business Profiles. Many will initially setup and then forget as the hectic daily pace of running a business takes over … or they forget who has access to the profile and can’t update it. In a nutshell, you should treat your business profile as another social media channel by sharing updates and embracing the other features this service provides such as product listings and so forth. It’s also a great place to show off your reviews and you can share a custom review link with clients to encourage them to leave a positive comment for the world to see. Your Google Business Profile a powerful local SEO tool that will help drive customers to your business … so make sure it’s optimised for your business!

Build (and encourage) links to your site

Link building is an important aspect of any SEO activity as this helps build website ‘ authority’ . While not all links are created equal (some may harm your rankings) if you do have your business listed with online directories make sure all links are up-to-date and pointing towards your site. This can be anything from your local chamber of commerce directory to larger entities like yellow pages online. If you regularly collaborate with other businesses, reach and ask if they will link to your content to help build your website authority. If your business regularly provides commentary to local journalists, make sure to ask if they can link to your company page within their story … your website will thank you.

In Cahoots Co is an Ipswich digital marketing and communications agency located in the heart of the city. We love working with growing companies to help them achieve business and marketing goals.

Be seen, heard, found and known in a digital world with In Cahoots Co.

Add and edit products in your store

ben@incahootsco.com.au (Ben Hayward) — Tue, 27 Sep 2022 06:09:15 GMT

Updating products in your e-commerce store

This blog is for clients of Ipswich Websites and In Cahoots Co who have build e-commerce websites with us via the ECWID plugin.

You can add or edit what products are in your store from the store control panel's catalog. Alternatively, you can use a CSV to import products.

Add Products

To add a product to your store:

1. In the left panel, click eCommerce, and then click Manage Store.

2. Click Catalog, and then click +Add New Product.

3. Type a product name, SKU (identifying number), weight, image, price, and description.

Click Save.

4. Add any further products you like.

5. Once you have saved a product, it will appear in your products menu.

Edit Products

To edit a product in your store:

In the left panel, click eCommerce, and then click Manage Store.

2. Click Catalog.

3. Next to the product you want to edit, click Edit Product.

4. Make changes to the product details.

5. Click Save.

Delete Products

In the left panel, click eCommerce, and then click Manage Store.

2. Click Catalog, and then click Products.

3. Next to the product you want to delete, click Edit Product, then select Delete Product.

Your business online: 5 things busy small businesses owners should focus on right now!

ben@incahootsco.com.au (Ben Hayward) — Wed, 14 Sep 2022 19:04:17 GMT

Are you a small business owner who is too time poor or just mentally exhausted to focus on anything but your core business? It’s a bit cliché but not without reason ...

Typically, your digital marketing activities start off with enthusiasm but when the drum beat of your working day kicks off you can find yourself with little time or energy to focus on other areas of the business (like marketing). And those days can turn into months and before you know it, your digital presence isn’t what it used to be ...

What can you do get things back on track? Here are 5 things to focus on right now that will give your growing business a digital kick!

Be found with a Google Business Profile

Google Business Profile : Do you have one? If not … you need to sort that out! If you have one but it is not up to date … refer to our previous sentence. Your Google Business Profile is a powerful (and free) tool to help your business be found online. It is straight forward … add your key contact details, products, services, prices, images and more. One feature that you should also embrace is the ability to share updates (similar to social media posts) with links to your site and more. Use that word count to give your business a great little local SEO (Search Engine Optimisation) boost.

Your social media pages

Your social media pages: How do your pages look? Do they have consistent branding, contact details and actual content? The last thing you want is for a customer to stumble across your page only finding old content or simply none. Take some time out to schedule regular content to keep your pages active to build your following and community. Big tip here is to embrace video … you do not need to have a heavily edited video. Start with your smart phone and take it from there!

Your customer database

Customer database: Do you have a customer database that can be used for email marketing purposes? Email marketing is a terrific way to keep existing customers updated about your products and services. There are some things to remember here, like making sure your customers have the option to opt out of marketing emails and to not overdo it! Otherwise, you’ll see your unsubscribe rates climb. Make sure your communications have a genuine purpose or offer that will resonate with the recipient.

Your website

Your website: When was the last time it was updated? Is the design still contemporary or does it need a refresh? In 2022, if you do not have a functional website with your key services and products front and center, you are losing money. It’s that simple. If your DIY website from a few years ago isn’t bringing in new leads or helping your business grow, then it’s time to engage a professional to turn your website into a genuine business tool.

Pay per click

Paid ads: Have you dabbled in DIY pay-per-click ads? While you can also do this yourself, we highly recommend working with an experienced paid ads specialist. It might cost you more up front; however, you will see a greater return on advertising spend (ROAS) than if you do it yourself. Paid ads are a fantastic way to connect with new customers and with analytics, you can see what is working … and what is not!

If you can find the time to focus on the items we listed above, you will be rewarded with new business and growth when it comes to your online activities.

The good news is that you do not have to do it all yourself! Outsourcing your digital marketing activities can be more cost effective than pouring your own time into managing your marketing … which is why many growing companies choose to be in cahoots with us!

In Cahoots Co are your local Ipswich digital marketing specialists. Let’s chat about your goals!

What is SEO? Five search engine optimisation tips

ben@incahootsco.com.au (Ben Hayward) — Mon, 15 Aug 2022 08:46:25 GMT

When was the last time you checked your ranking in search results?

Will your website show up in a search for what YOU want to be found for … and quickly? It’s a question I’m often asked when building a new website.

The answer is complex, and has a lot to do with search engine optimisation (SEO).

Sadly, there is no one trick way to “rank up”! It takes commitment, hard work, and ongoing maintenance to achieve and keep your search ranking.

And even if you’re doing all the ‘right things’ to maintain this ranking, Google can and will throw the odd curve ball at you, via its algorithm updates. It’s a constant process as you battle competitors (and the algorithm) to be found on page one.

What are some things you can do?

1. Update your site content and create new content regularly! Optimising your site content is one of the easier ways to improve your rankings. First and foremost, make sure your content (words, pictures, video) are great. There is no point in creating blogs and other content if they provide no value to your website and business. Create content for humans!

2. Optimise imagery. This one can be easy to forget. First and foremost, make sure images are compressed. Don’t upload a photo straight from your phone or camera as these large file sizes will impact your page speed with longer load times. Additionally, consider the file formats you are using. For example, JPEG is a format that can be used for images with lots of colours (ie a photo), whereas an SVG file format is great for vector images (like logo files etc).

Bonus tip: Give your images a relevant file name. Choose relevant, descriptive keywords before uploading them to your site.

3. Make sure your site is mobile friendly. What you may not know is that Google uses an index that only counts the mobile version of websites. A significant amount of website traffic comes from mobile devices, so it’s important to ensure your website performs well on these devices.

4.Test your page load speed! Use tools like Google Page Speed Insights to see where you can make improvements.

5. Don’t forget local SEO. When your business serves a specific location or geographic area, it’s important not to neglect your Google Business Profile. Keep this handy tool up-to-date, share content, reply to (and encourage) reviews.

Now, this list is by no means exhaustive, but as you can see there is plenty to do to give your website the rankings edge. Other notable mentions include backlink building to improve site authority, keyword research, optimising for featured snippets, and internal linking.

If all of the above has already been delegated to your ‘too hard basket’, why not reach out to our team to devise a strategy that works for your business?

Ben Hayward is our digital strategy guy and loves helping businesses in Ipswich be found in search. In Cahoots Co will help your business be found in a noisy digital world. Ask us about SEO! Connect with Ben via the button below.

Domain registration, website hosting and business email. What’s the difference?

ben@incahootsco.com.au (Ben Hayward) — Sun, 07 Aug 2022 00:26:22 GMT

For a busy business owner, it can be easy to get confused between all the different elements required to not only bring a website online, but to keep it online.

Put simply, while all are closely related, there are some key differences. First things first … let’s talk about your domain. People can’t find your website without one!

What is a domain? 3 key points

Domain registrars: This is the entity that provides you with a domain name (ie www.yourbusiness.com.au). It’s how people find you on the internet! In this way, think of it as a street address that helps people find you online … pointing them in the right direction. It’s not the actual house (ie your website), just an address to help people get there. Domain registrars store your registration information but do not host the content on your website. Domain registration is typically a yearly renewal process.

You can have email addresses attached to a domain, which is what you come across everyday (ie bill@yourbusiness.com.au). Your actual email data will live on a server somewhere hosted by an email provider (like Office 365 or your website hosting partner if they offer this service).

Business email addresses are separate from your website. Some hosting providers offer services to setup business email for you (quick note … Ipswich Websites/In Cahoots Co doesn’t provide this service however can point you in the right direction). Depending on the number of email addresses required and your staff numbers, it may be best to engage a managed IT services company.

T here are many registrars in Australia, both locally and internationally owned (Think GoDaddy or Crazy Domains). Many DIY web builders like Wix or Squarespace will also offer you a service to register a domain.

Website hosting. Where your website content actually ‘lives’ ...

So, you’ve secured a unique domain name for your business and now you need to point it towards your awesome new website. How does that work? This is website hosting.

Your website content ‘lives’ on a server. This is a space that is provided to you to store all website content (files, photos, videos, code etc). When you build a new website with Ipswich Websites or In Cahoots Co, we become your web host.

This is what you are paying for when you receive a monthly/yearly hosting bill … you’re paying ‘rent’ to provide a home on a server for your website data. Once your website is built, your website designer will ask you for your hosting details so they can link your domain to your website. It’s like building a house on a vacant block of land with a street address. You have an address; you’ve built the house and once you share the address people can find and visit you.

A recap

Your domain registration ( eg www.yourcompany.com.au) is an address to help you be found online. You can also attach email addresses to a domain.
Your website host provides a space on a server for your content to live (eg your website). Once the website is built, it’s pointed towards your domain! (www.yourcompany.com.au). All data on the internet lives on a server somewhere. The buzzword ‘cloud’ is just another name for a server ��

Clear as mud? We hope that helps you understand the difference between domains and website hosting. As always, if you have any questions, please do not hesitate to reach out to our team.

We're In Cahoots Co! An Ipswich Digital Marketing agency that helps you be seen, heard, found and known in a competitive digital world. Connect with Alli Grant or Ben Hayward today for an obligation free chat!

12 things I’ve learned in 12 months of business

ben@incahootsco.com.au (Ben Hayward) — Wed, 06 Jul 2022 20:16:28 GMT

Alli Grant : Ben and I recently celebrated 12 months in business together. Yay us! Aside from rejoicing in the fact that we haven’t killed each other (yet!), there’s so much to be proud of.

When you own and operate a small business, it’s easy to be so busy being busy that you forget to stop and smell the roses. To celebrate the wins and learn from the losses. To high five yourself (and each other) for how far you have come and what you have achieved.

I decided to sit down and reflect on the year that was, and what I have learned after 12 months running a digital marketing and communications agency in my home town with one of my favourite humans (if you tell Ben I said that I’ll deny it).

While this isn’t my first rodeo – I have owned several small businesses in the past – what I have learned is that each venture teaches me something about myself, reminds me of life lessons I’d forgotten, and challenges me in new and unusual ways.

1. Own your lane

I’ve been doing this communications thing for coming up to … actually … never mind … let’s just say a very long time. And I’m bloody good at it. I also love a strategy and a pitch. Oh yes I do! But when it comes to digital marketing, I can hold my own, but I’m no expert. That’s Ben. He’s the guru. So, in our business, we committed to owning our lane and sticking to it. We can’t be experts in everything, but between us, we’ve pretty much got it all covered.

2. Don't take the "no"personally

As they say, you can’t win them all. It’s easy to take a “no” or even a “no response” from a potential client as a personal attack. It’s not. Sure, it’s disappointing, but there could be a million reasons why you weren’t the right agency for said potential client. So, we make like Taylor and “shake it off”. Next!

3. Honesty in business is everything

Life happens, and sometimes it gets in the way of meeting deadlines, especially during this era of Covid 19, oh and if you happen to have kids. How do we deal with distractions and delays? We tell the client straight up. Sorry Mrs Client, we’re going to miss that deadline and here’s why. They always respect the honesty, as life happens to them too. Honesty is always the best policy.

4. Celebrate every little victory

Every client win deserves a celebration, no matter how big or small. That celebration might be as small as a high five or a coffee, or as significant as a delicious steak lunch with a few wines (yes, we did that recently!). The important thing is to stop and acknowledge the win.

5. Learn from the failures

Sometimes we stuff up. Sometimes we rush and produce less than optimal results. Sometimes we just get stuff wrong. Especially as a new business. But we are committed to learning from every failure. To owning the boo-boos and talking them through.

6. Push yourself out of your comfort zone

Maths was my worst subject at school. I hate numbers. I’m a words person, yet in our business, I manage the budget and projections. Why? Dunno. But I do. And I have had to learn to lean into that discomfort and do it anyway. Stepping out of my comfort zone has been really rewarding!

7. Burn out is real

Burn out is a real threat for small business owners, especially in year one. Ben, I’m looking at you! It’s so important to be aware of how much work and stress we can handle, and to take time out when required. Because, news flash, there isn’t a spare Alli or Ben. I’m not going to lie, this is a tough one to manage. Ben – my hat is tipped to you and how much you do!

8. Failing to plan is planning to fail

The first question we ask potential clients is whether they have a business plan or strategy. Honestly, most don’t. Confession – we were one of those businesses early on, but we fixed that. Over the last year, our strategy has changed several times, and that’s okay, because when you have a plan you can change it. We also drafted a list of “rules of engagement” about the type of work we will and won’t do, learning as we go. And we are all over our budget forecast and capacity. Planning is key!

9. Surround yourself with experts

From day one, we committed to focusing on what we were good at and outsourcing the rest. As such, the In Cahoots Co team consists of a bookkeeper, accountant, and insurance broker. We also have a team of digital marketing and comms specialists on hand to help us when we need it. Yes, we are surrounded by specialists, and this enables us to focus on what we do best.

10. Go with your gut feel

This is a big one in business. No matter how much you need the money, sometimes you have to listen to your gut and say no to a potential client or opportunity. We have learned this the hard way! Subsequently, we committed to creating a list of non-negotiable rules of engagement that we constantly add to. And we sanity check every decision as a team. Yep, team work really does make the dream work.

11. Reward yourself

Every Monday, Ben and I have a BAMAS (Ben and Alli Appreciation Society) breakfast, paid for by the business. We also finish up early on the odd Friday to partake in a beverage or two. And we have one heck of a 12-month anniversary celebration planned. Ben will occasionally finish early to hang out with his son, and I pull up stumps every Thursday to take my little princess to cheer training. This financial year, we even plan to treat ourselves to the odd massage. While we don’t have an epic people and culture budget, we appreciate the importance of rewarding ourselves, and making the most of one of the benefits that should come with owning your own business – flexibility for our family. That’s why we are doing this, after all.

12. Be grateful

The first year is hard. Oh yes it is, but it’s also rewarding. We have so much to be grateful for! We’re grateful for our clients who trust us with their business, our referral partners who believe in us, our super star team members, and our family and friends.

I’m super grateful for Ben. As much as we drive each other nuts, daily, we make one hell of a team, and I wouldn’t want to do this with anyone else. Thanks Benny!

I am so incredibly proud of what we have achieved over the past 12 months, and I cannot wait to see what year two will deliver. Spoiler alert – we’ve come bolting out of the gate …

Sponsorships and your brand

ben@incahootsco.com.au (Ben Hayward) — Tue, 28 Jun 2022 02:06:32 GMT

Alli Grant talks about sponsorships with West Bremer Radio

Alli Grant talks to Rachel Vickary about how small business can leverage local sponsorships even without a large marketing budget.

Often small businesses can feel they are too small to get involved in sponsorships ... but the good news is sponsorships do not have to cost you an arm and a leg. It can be a very cost effective way to connect with a new customer base while also giving back to your community.

Launching a new side-hustle or fledging small business in the new FY?

ben@incahootsco.com.au (Ben Hayward) — Sat, 25 Jun 2022 22:54:29 GMT

You've made the decision to launch! Fantastic ... but what next?

Start your new side-hustle or fledging small business the way you want to finish. Why being 'brilliant at the basics' pays off from day one.

New financial year. New business beginnings.

It’s not surprising at this time of year that many who have been contemplating starting that new side-hustle or small business look to the new financial year as a start date. It makes perfect sense from an accounting and finance point of view and many people might be investing a healthy tax return to kick start their new small venture.

As a digital marketing agency here in Ipswich, we do notice an increase in enquires around new small businesses, how to start online, social media and more. You know … the fun and exciting stuff when building a new small business. However, before you jump into that there are some other things to consider before you pour over logo revisions and start pumping out social media posts …

First and foremost, have a chat to your accountant . Your accountant will go through the building blocks of your business (structures, business registrations etc) and this is how you start ‘the way you want to finish.’

What do I mean by starting the way you want to finish? It means setting yourself up so your business can scale from your very first sale.

Setup a separate bank account for the business, even if it is just a side-hustle.

Accounting and invoicing software. Think of subscription platforms like Xero. It’s a powerful tool for small businesses and will allow you to take care of everything from invoicing to payment reminders, suppliers, client contacts forecasting and much more. You can share access with your bookkeeper and accountant to make things easier at tax time … saving you precious time as well!

"Did you know that you can also accept credit card payments via Xero with payment integrations like Stripe, Square and Paypal? While there are fees associated with these platforms, it always helps to be easy to pay! "

Research and invest in a customer relationship management (CRM) software platform from day dot. If you are doing everything by yourself (which no doubt you are) you need some smart software tools to make your life easier. CRMs will help you understand your clients better, show engagement history, provide consistent customer service, assist with targeted marketing and much more.

With these building blocks in place, you can now focus on your digital assets like websites, social media, or e-commerce platforms knowing you are ready to do business! Now, this list is by no means exhaustive and your particular side-hustle or business idea may have other building blocks that are required but the message is the same. Start how you want to finish and make sure you have the systems in place from day one to support growth into day 10, 100 ... and 1000. You never know where your new business will take you!

In Cahoots Co is an Ipswich digital marketing agency that specialises in strategic marketing for growing companies across Ipswich, Brisbane and the wider South East. We offer free 30 minute discovery sessions and if you visit us in person, we'll even shout a coffee!

Add and Edit Blog Posts

ben@incahootsco.com.au (Ben Hayward) — Sun, 12 Jun 2022 00:23:55 GMT

How to add and edit blog posts on your website

The Blog feature lets you create, maintain, and publish articles on your site. It provides tools to edit your individual post and blog designs, letting you provide a reliable stream of personalised content to attract visitors and create interest in your site.

Create Blog Posts

To create new blog posts:

In the left panel, click Blog.
Click New Post.
Type a Post title for the blog, and select the Post author.
To add a main image, click +Image and select or upload an image.
Click Start.

Edit Blog Posts

To edit existing blog posts:

In the left panel, click Blog, and then click Manage Posts.
Next to the post you want to edit, click the Edit (✎) icon.

To edit the post settings associated with a blog post, click the Post Settings ⚙️ icon

Manage Posts

To add, publish, unpublish, edit, or remove posts from your blog, in the left panel, click Blog, and then click Manage Posts.

Blog Stats

As part of our stats module, we track blog posts page views. To see blog stats, from the dashboard, click Stats, and then click Content Data. See the Individual Page Details section for information on blogs.

Blog Permissions

Blog permissions can be added to team permissions. By default, the Admin permissions group included blog permissions.

Edit Layout

Change the design of the blog post page. Any changes you make to this page affects how all posts display on your blog. You can add widgets to enable additional text, graphics, social media, and other effects. Editing the post design only changes the general layout of posts by adding or deleting widgets, rows, and columns. This does not let you change the text or graphics of an individual post.

To edit the layout of all blogs, in the left panel, click Blog, and then click Edit Layout.

About Blogs

ben@incahootsco.com.au (Ben Hayward) — Sun, 12 Jun 2022 00:16:07 GMT

Making the most of your Ipswich Websites blog tool

Use the blog editor to set up a new blog and add posts. Two editing modes work together seamlessly so you can design the perfect blog for your business and update it easily with new posts that look great, have the content you want, and are optimised for SEO. The two editing modes are Layout mode and Post mode.

Layout Mode

Layout mode is where you set the structure for all of your blog posts, both current and future. In this mode, you set the layout for elements that appear in every post, such as blog title, author, main image, and so on. These elements are connected to the content of individual posts, so all posts have a consistent structure. This is important for SEO and makes your blog easier for visitors to read.

As for the content of each post, the space designated for this in Layout mode is the content placeholder. While you cannot edit the content here, you can add elements around it. For example, you can add columns, rows and sections above, below and adjacent to the content placeholder.

Any changes you make in Layout mode are updated in all posts. For example, if you add a section under the content placeholder in Layout mode, this section appears, exactly as it appears in Layout mode, in every blog post.

Note: All of the changes you make in Layout mode affect every blog post.

To use Layout mode, in the left panel, click Blog, and then click Edit Layout.
For changes in Layout Mode to be visible online, you must republish the site.

Post Mode

Post mode is where you go to write individual blog posts. You have complete freedom over the content of each post (contained within the content placeholder section that is visible in Layout mode), and can add any widgets that you want. Editing a post is just like editing a page in the editor.

When you are in Post mode, add any elements that you want to a specific post. For example, if you are working on a post that has multiple images, you can add several Image widgets. If a specific post requires a map, add a Map widget here.

Note: All of the changes you make to an individual post in Post mode affect only that post.

To use Post mode for a specific blog post, in the left panel, click Blog, and then click Manage Posts. Click a blog in the list, or click the Edit (✎) icon to open the blog in Post mode.
For changes in Post Mode to be visible online, you must republish the post.

Manage Posts

Manage Posts allows you to do the following:

Create new posts
Access post settings via the gear tool
Search posts by title and author
Sort posts by status – draft or published
Preview, duplicate or delete posts
Edit posts by selecting the editing tool, clicking on the post name or clicking on the post thumbnail
Publish or republish posts

There is infinite scrolling and a search function here, so posts are easy to find.

Blog Settings

When you create a new blog, a pop up appears that prompts you to name the blog and set a thumbnail, title and description for it. All of these details can be changed later in Blog Settings.

Add Blog Widgets

The following blog widgets are available: All Posts, Recent Posts and Search Posts. These widgets make your blog accessible from any location on your site.

Any blog widget can be added to any post on your site. For example, you can add the All Posts widget for your home page and to your blog.

What is content marketing?

ben@incahootsco.com.au (Ben Hayward) — Tue, 07 Jun 2022 06:40:51 GMT

Content marketing isn't new, however it's still as relevant as ever!

So ... what is content marketing?

Content marketing is the process of creating and distributing valuable and relevant content to attract, acquire and engage a clearly defined audience with the goal of generating profitable customer actions . After all, most of us are in business to make a profit, however other organisations such as NFPs and government also engage in content marketing. It plays an extremely important role in getting your digital marketing strategy off the ground. It's usually the first thing you'll do before any other digital marketing activity, because if you don't have any content then it's hard to do anything else!

A proven 'must have' addition to your overall marketing plans

While it's been around for years, and although many businesses have found success with it, they may not understand why or how to fully maximise its potential. It's a proven, must-have addition to digital marketing and can provide huge returns for businesses of all sizes. It's one of the key parts of digital marketing because it provides the opportunity for your business to create high-quality content that will connect with your target audience on an emotional level and encourage them to take action.

"Content Marketing plays an extremely important role in getting your digital marketing strategy off the ground."

Before you get started ...

Before you get started with your content marketing plan, it's important to take a step back and make sure that you have a clear understanding of what is involved in the process. A successful content marketing campaign requires careful planning, so it's best if you start by writing down everything that comes to mind when thinking of your business goals and objectives.

Next, think about how these objectives can be achieved by creating relevant content. Content should be informative, helpful and insightful. It could be entertaining ... and if this last category fits with your brand, it can be very powerful when done well. Overall, it should be engaging.

"If you want your content marketing campaign to achieve the results you want, it's important to know what you want your goals to be"

The 3 main types of content, and how to strike a balance between them

There are three main types of content, including owned, paid, and earned (or free). You need to strike a balance between these three types of content.

Owned content is content you own and control. This includes your website, blog, social media channels (Facebook Page, TikTok, Twitter Account, etc.), and even your YouTube channel. Owned content can also be physical items such as brochures or merchandise that help promote your brand.

Paid content includes things like sponsored posts on Facebook or Google Ads that drive people to websites with relevant information about the product or service being promoted.

Earned content comes from sources such as word-of-mouth recommendations from satisfied customers that drive traffic back to your website. The key to earning this type of traffic is building trust so people feel comfortable sharing their experiences with others in their network who may be interested in what you have to offer as well!

Content marketing is an important part of any digital marketing strategy. It's what drives people to your website and helps build relationships with customers. It will also give you a competitive advantage over other businesses that don't have a content marketing strategy.

Want to have a chat about a marketing plan for your growing Brisbane or Ipswich company? Connect with our team for a complimentary chat and coffee via the button below.

Are you an entrepreneur or a business owner?

ben@incahootsco.com.au (Ben Hayward) — Mon, 06 Jun 2022 05:40:52 GMT

I'm in awe of anyone with the courage to start their own business or venture

It’s not for the faint-hearted. It’s a rollercoaster ride. And, frankly, it can be completely terrifying, especially if you’re not a natural risk taker (which, incidentally, I am).

In addition to spending considerable time in the corporate world and local and state government, I’ve owned several businesses over the past 25 years, and, during this time, I have had the pleasure of working with hundreds of business owners.

But does being the owner of a small business mean you’re an entrepreneur?

It’s a question I have been pondering for a while, as, quite frankly, I don’t think the two are mutually exclusive. I personally think a “business owner” is more of a job title, while being an entrepreneur is more of a mindset and way of life.

Let’s break this down a little further.

A small business owner is a person who owns and runs a business to make a profit. They make the decisions and are first-in-line to claim the profits, with a focus on the community they serve.

My experience has shown me that a “business owner” might start a venture because they stumble across a great opportunity, they see it as a natural progression, they don’t want to work for someone else, or they don’t know what else to do (as they only have one core skill or craft).

Incidentally, these are perfectly excellent reasons for starting and running a business.

However, an entrepreneur is someone who creates and organises a business, with the benefit of taking an opportunity. They’re not necessarily driven by profit but view profit as a way to measure success. Profit is a by-product of their work.

In my experience, I think entrepreneurs are driven by a passion for doing things better or differently, sourcing or creating new opportunities, or making a real impact (aka leaving a legacy). Generally, entrepreneurs are driven by innovation or pursuing a new idea.

There is no right or wrong definition here. You can be one hell of a successful business owner, who is perfectly content with your life and business (and raking in the cash). If that’s you – well bloody done. You’re living your dream.

"At In Cahoots Co, we have clients that fit comfortably into both categories. Some clients are driven by a purpose, passion and the desire to do something new, and others are happy to continue to succeed in their business, focusing on what they do well."

Personally, I think there’s an innate sense of freedom that comes with being an entrepreneur. You don’t feel obliged to follow the status quo and are generally open to taking chances. You’re less likely to fear failure, although, ironically, probably a little more likely to experience it. You’re also probably focused more on a long-term plan or future, rather than a short-term operational output.

That said, there’s an incredible sense of purpose and a laser sharp focus that comes with being a more traditional business owner, on being committed to being the best at what you do. In this space, it’s easy to trade “time for money” though, which can be a challenge.

The purpose of this blog wasn’t to divide the small business community or create a sense of us and them. There is no right or wrong here.

However, understanding which category you fall into might help you better understand yourself, why you’re starting your venture, and where you want to take it. It can also help you to set boundaries and frame your expectations so that ultimately, you are fulfilled and successful, no matter what you do.

Alli Grant is our communications and storytelling guru here at In Cahoots Co and has owned and run some successful ventures during her career. If you would like to connect with Alli reach out here.

How to best embrace LinkedIn for your business in 2022

ben@incahootsco.com.au (Ben Hayward) — Sun, 05 Jun 2022 20:17:25 GMT

As networking and connection in the real world becomes more and more challenging, people are turning to LinkedIn to connect with likeminded individuals, as well as to grow their business online, with great success.

If you’re unsure how to grab the attention of a potential customer, client or partner, these simple tips will assist. Like anything, practice makes perfect (especially when it comes to posting), so we suggest trying out a few of the suggestions below and monitor your success.

1. Be authentic

Once upon a time, LinkedIn was all about shameless promotion. And while yes, it’s still important to plug your business and show off your services or products (in small doses), today connection comes from authentic, genuine content and commentary.

Ultimately, people want to buy from and work with people they trust. Share your opinions, ask questions, tell real stories, and be honest … and watch your followers grow. Oh and make sure your call to action is clear, so people know where to go to learn more.

2. Stop them in their tracks

We all know that video and graphics are king when it comes to social media posts. LinkedIn is no different. Capture your audience’s attention with a catchy visual, a striking headline, or a video. You want to stop them from scrolling past your content so make it worth their while. Make them want to stop by grabbing their attention and draw them into your message or content.

3. Be engaging

We’ve pointed out that authenticity is imperative if you want to build genuine relationships on LinkedIn. So is engagement. Make sure that you reply to, or at the very least acknowledge every comment. Your tone of voice should be consistent across all channels, which will help your customers to get to know you and your brand better.

Your brand is your business, and branding is extremely important on LinkedIn.

4. Make your content easy to digest

Say goodbye to jargon-heavy, wordy posts. Readability and flow is really important on LinkedIn. Instead, use bullet points or smaller, one-sentence paragraphs that encourage readers to keep on reading. Ultimately, we want them to “read more”.

5. Consistency is key

When it comes to LinkedIn, consistency is key. There is no point spending time on research and drafting content if you’re only going to post every few months. Learn about your customers – how often are they on LinkedIn? When do they engage? What other posts do they engage with? As a rule, posts between 8am and 2pm get the most engagement than lose posted earlier or later in the day. Some businesses post daily, others a few times a week. Decide on what works for your stakeholders and be consistent.

6. Know your purpose

What is it that you’re wanting to achieve? What do your customers want to read? If you’re not providing content that they need and want, you’re just wasting your time.

Make sure each post has a challenge, opportunity, or benefit (unless it’s a celebratory or birthday post) and ask members of your business or team to share and react with it so the engagement continues to grow.

If you’re not providing valuable content, you will not get the engagement you desire … it’s as simple as that.

Knowing your purpose is key on LinkedIn, and you can only grow with valuable posts that deliver on this purpose to your target customers.

Looking to up your LinkedIn business presence but are too time poor to research, draft and create content? Connect with our team to find out how we can your business be seen, heard and found on LinkedIn. In Cahoots Co is a digital marketing and storytelling agency working with businesses across Ipswich, Brisbane and the Gold Coast.

Your time is best spent generating revenue in other ways

ben@incahootsco.com.au (Ben Hayward) — Wed, 01 Jun 2022 04:06:17 GMT

In the age of web builders, do I really need a web design agency?

It’s a question I’m asked often by potential clients, especially if the quote appears to them to be “a little high”. And I get it.

It all comes down to that age old debate … perception v reality. Or, in this case, value vs cost.

As a consumer, I am often caught in the value vs cost debate. Weighing up the cost of a product or service vs the value the product or service brings to my life is paramount, especially when it comes to the importance I place on my own time. We’ll get to that a little later.

The DIY approach …

“ I built my last website on platform A, and it wasn’t that difficult, so I just need you to XYZ .”

With platforms like Squarespace, Shopify and Wix, jumping into building your own website has become a far more viable option. These platforms are specifically designed to make life easier for people who are dipping their toe into this space and can also be budget-friendly, particularly if you are just starting out in business or need a website for a side-hustle or hobby.

There’s no need for advanced coding skills, and if you have an interest in learning how the platform works, it’s a reasonable option. For people who do not have the budget to engage a full-time web designer, I recommend this approach. Go for it! We all need to start somewhere and there are thousands of online tutorials you can learn from to help you build that first website.

So, build it and they will come? No, not always.

You now have a shiny new website (which you have proudly designed yourself) and the know-how to use it. As a bonus, you have saved a stack of money by doing it yourself (if you don’t equate the time spent to an hourly rate). But what’s next?

Let’s get real!

If your site has a business purpose, do you have the time to keep it relevant, up-to-date and SEO optimised, ensure your Google Core Vitals are compliant, write engaging content and implement the latest integrations? Yep, that’s a lot to stay on top of, as well as running your business.

Creating your website is only the first step.

If people can’t find you or are not engaging with your brand when they do find you, then you have a problem – particularly if you rely on the site to generate leads.

I’ve been asked to ‘rescue’ a few DIY websites, and once I’ve explained the ins and outs to my client, they generally say, “I wish I came to you first; I would have saved so much time.”

And this brings us back to the cost vs value debate.

Cost vs value …

If you’re an electrician, where is your valuable time best spent?

Generating new business, quoting customers, completing jobs, and sending invoices is probably higher up on the priority list than managing your website or making sure it is ranking on the first page of Google.

Your time is best spent generating revenue in other ways.

It’s the same in our business. While there are many new skills I could learn to save a few dollars (aka bookkeeping), it’s smarter to spend that time doing the things I’m good at and letting the professionals do their thing. That’s ultimately what you get when you use a dedicated web design agency to build and manage your site.

You’re putting your website in the hands of an expert so you can spend this time on what you do best. Horse for courses, and all that.

Website designers and developers know what needs to be done at the beginning, during and post website build so you get the best value for your investment. They know the importance of SEO optimisation, competitor research, how to improve your website loading times, making sure your site looks great on mobile, integrating payment options and building your e-commerce offerings the right way.

We appreciate that great copywriting will not only drive conversions on your website but will attract the right search traffic in the first place. We stay up to date with industry trends and are there to take a phone call when you need something fixed.

And this is exactly how I work with my accountant or bookkeeper. I pay them to do what they do best, so I am freed up to focus on what I do best. It’s a win-win for all involved.

Because cheaper doesn’t always provide the best value for you and your business in the long run.

Business plan: The first plan you must have!

ben@incahootsco.com.au (Ben Hayward) — Wed, 01 Jun 2022 03:54:41 GMT

Skipped the business plan and jumped straight to the marketing phase of your business journey?

You’ve made the decision. You’re going to pursue that cracker of a business idea. Motivation and energy are in abundance and you’re ready to rock. So, you jump straight into the fun stuff of wanting to build a logo/brand and website …

Don’t do that.

You need to have a business plan in place first. Without a solid business plan, market research (including ideal customer/product research), risk mitigation, analysis and many other aspects of a modern business plan, you are setting yourself up for a bumpy (and frustrating) ride.

How is it linked to my marketing plan?

Your marketing plan is there to support and amplify the goals of your business plan. Your marketing strategy needs a target market … and this will be identified during your business planning stage. It also helps you prioritise where you allocate precious funds during the start-up phase of your business. For example, you wouldn’t invest your time and money into digital marketing when you are not sure of who your target market is first.

But don’t I need an online presence straight away?

There are certainly elements within this space that you have to work on early. Once you register your business name, register your domain name. Park those social media and Google Business pages with your new name to make sure they are yours and even setup a business email against your new domain name. Build a temporary landing page while you get everything else sorted, so once you your business plan is finalised, you can quickly build up your brand online.

Final thoughts

Overall, it’s really never been easier to get an idea off the ground and into the marketplace thanks to an abundant amount of easily accessible information, digital tools, platforms and advice. And while it’s a fast-moving world out there within the digital world, the value of a business plan remains the same today as it has since commerce began.

Remember a plan can change and it doesn’t have to overly complex … but you do need one! It’s easier to change an existing plan than to not have one at all.

Ben Hayward is a three coffee a day Director of Digital Strategy at In Cahoots Co . We're an Ipswich based Digital Marketing Agency helping business and organisations be seen, heard and found in a digital world.

The importance of having a marketing strategy

ben@incahootsco.com.au (Ben Hayward) — Wed, 01 Jun 2022 03:16:24 GMT

“Without strategy, execution is aimless. Without execution, strategy is useless.” Morris Chang, CEO TMSC

by Alli Grant

So, I’m going to ask you a question about your business, and I need you to answer it honestly, okay?

Do you have a marketing strategy?

And by marketing strategy, I mean a detailed plan that outlines what you want to achieve in your business and how you’re going to use marketing tactics to help achieve it.

Simply “doing marketing stuff” like posting on social media, sending e-newsletters and writing blogs doesn’t mean you have a strategy; it means you are delivering lots of tactics. You’re busy doing stuff.

“Tactics without strategy is the noise before defeat,” said Sun Tzu

Harsh? Maybe. But true.

We all know that digital marketing is crucial to the survival of any small business. But in this instance, I’m going to have to challenge Nike’s ‘Just Do It’ slogan and suggest that you don’t just do it unless you know why you are doing it, who you are doing it for, what you are doing, and how you can measure the success of what has been done.

Then you can totally make like Nike!

Strategy and tactics must go hand in hand for a business to achieve a measure of true momentum, but an effective strategy must be in place before any set of tactics make sense.

Generally, small business owners aren’t blessed oodles of time in to which to market their business, let alone create a detailed strategy, so I understand why it seems better to do something rather than nothing.

I have a client who invests quite heavily in social media. The other day we had a heart to heart about why he was doing what he was doing, and he couldn’t tell me. He was posting and running ads for the sake of posting and running ads.

There was no strategy. No goals. No end game. No measurement. Sufficed to say, we put a stop to all social media and have been working on a marketing strategy. Watch this space – I know he’s going to absolutely slay it!

If this sounds like you, it might be time to down tools and strategise. You won’t regret it. Of course, we can help you (insert not so subtle plug for In Cahoots Co here), but to get your started, we suggest you ponder these questions …

Do you know who your target audiences are?
Do you understand your landscape, your competitors, the sandpit that you play in?
Are you using the right channels to reach your audiences, with a clear purpose?
Are your channels optimised and amplified?
Do you have a content plan?
Are you sharing authentic, powerful stories with your audience?
Do you have the digital skills to tweak and pivot as required?
Do you know the keywords for your industry?
Are you measuring your marketing activity?
Do you understand the power of SEO and how to be found?

Answering these questions will help you on your way towards creating a marketing strategy for your business. Otherwise, you’re just firing a gun in the dark.

In Cahoots Co is an Ipswich based Digital Marketing Agency with a laser like focus on combining digital strategy with the art of storytelling; amplifying your brand with purpose. If you are looking for a team to help you achieve digital marketing goals then we are the people you want to be in cahoots with!

How to improve your Google Business Profile in 2022

ben@incahootsco.com.au (Ben Hayward) — Wed, 01 Jun 2022 01:19:41 GMT

Your business listing is a powerful (and free) tool for your small business

Firstly … what is a Google business profile?

Many of you would be familiar with the Google business profiles from when you have conducted your own searches (particularly on mobile devices). They are the profiles that pop-up when you are looking for services near you.

We’ll mention here that this tool has recently had a name change from Google My Business (which you may be more familiar with) to Google Business Profile (GBP). Business owners can use the platform to create (or claim) a business listing. They are particularly powerful for businesses with a fixed location/address that people can visit in person. At the end of the day, the point of having a GBP is so that your business shows up on Google Maps, provide important information and facilitate customer reviews.

Plays nicely with others

Your Google Business Profile can be linked to your website and other digital assets. A tip I like to share with clients is to include your review link in follow-up communications. The more reviews you have, the better your profile will perform in local search while providing that valuable 3rd party endorsement. You can grab your unique link from within your GBP during setup (or anytime you login to manage your profile).

Why it matters to small business

“I can’t find you!” … it’s the last thing you want to hear over the phone or an email from a potential customer. Without a Google Business Profile it’s highly unlikely that you will show up on Google Maps and the local pack . It’s also a key element of an SEO strategy (if you have one).

Pro tip: Keep your details up to date. You’ll be surprised how many listings are out of date. We'll show you how to do that ... keep reading.

How to open a business profile

Simple! Start here and follow the prompts. If you already have a Google email (Gmail) address that’s fantastic. If not, and you would like to tie your business email to the account, you can create an account from scratch. Make sure to have your basic business details handy, have access to the company email and a mobile phone you plan to link to the account.

I'm setup and ready to go! What's next?

Fantastic. You’ve created an account and now want to put your profile to work. We want to give our Google Business Profile the best chance of success by making sure we do a few things first.

Review your NAP information: No, we don’t mean your weekend napping schedule … your NAP information can be found by the Info tab once you login to your profile.

Review your business name and make sure it is listed correctly. Is it consistent with your business name on other platforms and directories? For example, you may have a listing with a local chamber of commerce or other service. Even simple things like making sure it matches any signage at your physical business location is important.

Review your address and make sure all details are correct. It’s important to note you do not have to add an address however it’s highly recommended if suitable for your business type.

Triple check that phone number! If your business has multiple phones, make sure to have a chat within the business as to which number will be the primary contact point. This makes it easier for the business and an overall better customer experience when the phone is answered by someone expecting calls!

Add your business description. If you have an existing website , you can borrow information from there to ensure you have consistency across your digital channels. Don’t forget to select your business category as well!

Customer reviews. This one is a biggie. Make sure you are not only monitoring customer reviews but responding to them … good or bad. It shows the business values customer service and is engaged with their market. A great little tip here is to also add some of your keywords into your response to assist with local SEO.

Add your products and services. If you run a local Ipswich business have some fixed products or services, then be sure to add them to your profile. You can setup categories and make sure to again be descriptive and include your keywords.

Picture perfect. Add photos of your business to your Google Business Profile. So, for example, if you are a local fabricator, you could include pictures of your work or if you run a local café, some great photos of your signature offerings. Remember, there are preferred size formats here for logos and banner/cover photos (250x250 pixels and 1024 x 768 pixels respectively).

Attributes feature. This is the area where you add other information unique to the business. Think along the lines of wheelchair accessible entry ways, seating or identifying if your business has amenities such as gender-neutral toilets.

Post away! A great feature which people can forget about is the ability to post updates and information such as special offers or what’s new etc. We highly recommend using this feature so if you create a blog on your website and share to social media, don’t forget to share it to your Google business profile as well.

Summary

If you’ve made it this far, I’m hoping you should be well and truly sold on the benefits of setting up and proactively managing your Google Business Profile.

We know not all Ipswich business owners have the time to manage these things (let alone develop their own local SEO strategies) and are here to help. Reach out to the author (Ben) for a complimentary chat about your digital marketing goals.

incahootsco2023

Your marketing infrastructure is nobody's job. That's becoming a serious problem.

This blog answers the question "Why isn't our marketing working as well as it should, even though we're spending money on the right tools and the right people?"

In most mid-sized Australian businesses, the tech layer that holds marketing together sits in a no man's land between the IT provider and the marketer. Neither owns it. Both assume the other does .

The no man's land nobody talks about

Why this matters more in 2026 than it ever has

Three questions worth asking about your own business this week

Your AI agent doesn't know how to do your job yet. Here's how to teach it.

The blog answers the question: "How do you get your specific business knowledge into an AI permanently, so you don't have to re-explain yourself every time?"

A new standard called Agent Skills lets you download ready-made expertise for your AI (or build your own). It's one of the most practical AI developments for small business owners in 2026, and almost no one is talking about it.

What is an Agent Skill, in plain English?

Two ways to get skills: download them or build your own

What building your own AI skill actually involves

The business case: why this is worth your attention now

One practical thing to do this week

How We Automated a Job Application Workflow Using WordPress and Dropbox — No Zapier Required

The blog answers the question: "How can a business automatically route job application CVs from a WordPress form into organised folders — without paying for automation software like Zapier?"

When a growing Australian business is hiring across multiple locations, the last thing the HR team should be doing is logging into WordPress to manually retrieve CVs (or plucking from a generic mailbox).

Yet for many small and mid-sized businesses, that's exactly what happens — form submissions pile up in the backend, files get missed, and candidates fall through the cracks.

The Problem

The Solution - Gravity forms automation

The Result

What This Tells Us About Automation

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WordPress Is Powerful. But Is It Right For Your Business?

The blog answers the question: "Should a small business owner without a dedicated developer actually use WordPress for their website?"

It powers 43% of the web and carries a loyal following.

But for small business owners without a dedicated developer, WordPress's hidden maintenance burden (and near-indefensible security surface) can quietly consume your time, budget, and peace of mind.

WordPress is free. Until it isn't.

You cannot harden your way to safety.

The hours add up to a real cost.

What does your business actually need?

﻿

The bottom line

We Took the Client Anyway. Here's What It Cost Us.

Every agency has one of these stories.

How it started: the prospect who came back

The scope that quietly grew legs

The content problem nobody talks about enough

How it ended: blame, bad faith, and a decision to walk

The survival guide: what we've changed

The uncomfortable truth about vetting

AI Agents in the real world ...

How small businesses are using AI Agents to handle leads

In Cahoots Co helps wedding planner launch new website

Congratulations to The Finery Wedding Specialists on taking delivery of their new website.

Understanding the Business: The Finery and Its Market

The Starting Point: A Critical Assessment of the Status Quo

Competitive Analysis: Mapping the Digital Landscape

The Platform Decision: Choosing Duda Over the Alternatives

The SEO Strategy: Building a Foundation for Organic Growth

Why Your Marketing Manager Keeps Leaving (And What It's Actually Costing You)

I've had a version of this conversation more than a few times ...

The cycle most businesses don't realise they're in

What's actually missing isn't a person, it's a layer

The real cost no one calculates

Why mid-market B2B companies are especially vulnerable to this

What the alternative actually looks like

The questions worth asking yourself

The "Verification Loop": A Guide to Fault-Finding Meta Business Suite Issues (2026 Edition)

Navigating the Meta ecosystem in 2026 can feel like trying to solve a Rubik’s cube that changes colors every time you make a move ...

1. The Nomenclature Shift: Business Manager vs. Portfolio

2. The "Letter-for-Letter" Audit

3. Verification "Triggers" (The Developer Backdoor)

4. The 48-Hour "Support Silence"

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Summary: Stop Guessing, Start Matching

The Rise of "Ghostflation": Why Your Unfinished Projects Are Costing You More Than You Think

So, What Exactly Is "Ghostflation"?

Why This Matters More Than You'd Think for Aussie SMEs

Practical Ways to Protect Yourself (Learnt The Hard Way)

A Quick Note on How to Frame This With Clients

The Bottom Line

SME: Should I invest in SEO or run paid ads?

Here's the truth: you're asking the wrong question when it comes to SEO vs Paid Ads

Case Study: How a Targeted LinkedIn Campaign Slashed Recruitment Costs for a Civil Construction Firm

The Challenge: Hiring Specialised Engineers

The Challenge: Hiring engineers in a tough local Queensland market.

The Solution: A precision-targeted LinkedIn advertising strategy

In Cahoots Co provides fractional CMO support to RFDS

The Cost Trap: When Automation Becomes a Liability for SMEs