The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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July 12, 2018

The Ultimate Guide to Creating Actionable Buyer Personas

Marketing Strategy, Digital

Buyer personas. Either you have them but your team doesn’t know how to use them, so they’re good as gone — or your team simply skipped creating one to get to the ‘real work’.

While many companies are aware of the general importance of personas, they don’t fully understand what it is they’re trying to do when they create them.

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July 3, 2018

How to Successfully Launch a Product Online [with Case Studies]

Marketing Strategy, Digital, Business Growth

Even Amazon‘s $685 billion market value couldn‘t save the Amazon Fire. Launching a product online takes a lot of work — and it‘s something that can elude even the largest companies in the world.

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June 21, 2018

What Is Digital Transformation?

Digital

Digital transformation — you may have heard this term in a recent digital conference you’ve attended, or you may be even assigned to lead one. And you’re not the only one, because right now, it is a big focus in growing organisations.

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June 14, 2018

Expanding Your Business: Are You Ready to Enter a New Market?

Digital

If you have thought about venturing into a new market to expand your reach, promote brand awareness, or increase revenue, there are few key points you need to consider first. And it’s not as simple as you may think.

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May 10, 2018

Blog SEO Checklist: How to Make Your Content Rank in Google

Digital, Content Marketing

A blog is a powerful tool every business should have. If you want to stay relevant and competitive, if you want to be found online, a business blog is a necessity. It’s simply the most effective tactic that allows you to attract, engage, and nurture leads as they go through the stages in your marketing funnel.

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April 19, 2018

Supercharge Your Customer Planning to Transform Your Marketing

Digital

Every year, businesses spend thousands of dollars on campaigns that would just fail. Why? Because they missed to focus on one vital thing: relevance.

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April 10, 2018

The Content Marketing Roundup: 20 Stats, Tips, Trends in 2018

Digital, Content Marketing

In today’s fast-paced digital world, businesses operate in a time where attention is scarce and content is everywhere. Businesses who are serious about reaching out to their consumers are upping their game to win their attention.

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April 5, 2018

The Content Marketing Funnel Playbook: A Systematic Approach to Promoting Your Brand

Digital, Content Marketing

Marketers are facing a dilemma today. On one hand, it’s becoming clear that creating content is not only an effective way to raise publicity for their companies, but it’s also essential to do so. On the other hand, so many companies are using content that consumers have become overexposed to.

The typical consumer sees hundreds of articles, blog posts, videos, and other forms of content per day and only manage to fully consume or remember a small fraction of them.

Unless your content marketing strategy can stand out from the rest, there’s no way to convert viewers and readers to consumers.

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March 29, 2018

Digital Marketing KPIs You Should be Tracking

Digital

Throughout the Director’s Guide to Digital series, we’ve established the need for digital to be fully integrated into your marketing strategy. Still, you can’t add any real value to your digital marketing efforts until you can measure performance and track how digital has added to the success of your overall strategy.

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March 28, 2018

Email Analytics: 5 Email Marketing Metrics You Need to Measure Your Success

Marketing Strategy, Digital

If you think that email marketing is dead and that using email to reach your audience is an outdated approach, here are some statistics to prove that it’s here to stay and it’s not slowing down anytime in the future.

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March 1, 2018

Who Says You Can’t Use Digital in Government?

Digital

Let me start by thanking all our clients who have given us the chance to prove this and believed in us. You know who you are.

Many still believe that some of today’s modern marketing techniques, particularly in digital, just won’t work when communicating with government departments.

To this, we say: Rubbish!

Digital marketing knows no bounds. And when we talk about modern marketing techniques that can be used in government, these can refer to content marketing, performance media, social media marketing, and marketing automation, amongst others.

Here’s why we think digital has a place in government.

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February 22, 2018

Where Do CEOs Plan to Invest for Growth in 2018?

Business Strategy, Digital, Business Growth

We recently surveyed 133 CEOs, Directors of Marketing and Sales, and CMOs to find out where companies are likely to invest for growth. 

We found that most young executives are aiming to increase investment across the board more than older executives. We also found it interesting that smaller cities like Adelaide are more adventurous in terms of virtual reality or augmented reality than Sydney or Melbourne.

The highlight of our survey reveals the key areas where business leaders plan to invest to grow their businesses this year.

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February 16, 2018

What Makes a Great Digital Marketing Campaign?

Digital

In an ever-changing and highly competitive digital environment, not having a solid digital marketing campaign is a lost opportunity to attract new leads, engage your audience, and drive them through the funnel for actual conversion.

Still, so many businesses out there do not have a digital marketing strategy or know how to run an effective marketing campaign online. 

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February 1, 2018

The Hierarchy of Content Engagement

Digital

With today’s digital space overloaded with so much content, cutting through the noise is only half the battle won.

You need to get your audience to complete the content engagement hierarchy to drive actual conversion.

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January 25, 2018

Transform Your UX Design through a Customer-Centric Strategy

Digital

We have recently seen an interplay between design and business strategy in the digital landscape. With key players setting the pace for how we can tailor design towards the user experience, we then ask, does it really make a difference?

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January 1, 2018

How to Develop a Data-Driven Business Strategy

Business Strategy, Digital

Big data has been described as the “new oil” as far as business assets go. However, a better analogy might be the Wild West. It is fairly easy for any business to now leverage BI and data to make decisions; however, the “how” still isn’t clear, and neither is the application. 

According to KPMG, when the strategy is data-driven, it helps to make sense of structured and unstructured data and applies that knowledge to a wide range of business functions. The result is that there is no more guess work, and results can become more predictable. Far more predictable than conventional forecasting techniques based on static historical financial reports.

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November 30, 2017

What CMOs Need to Know about Digital Marketing

Digital

Today, the emergence of new digital trends has virtually transformed digital marketing overnight, and CMOs need to pay attention.

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November 24, 2017

23 Digital Marketing Trends to Help Challengers Plan for 2018

Digital

Planning a digital marketing strategy for businesses in 2018 has never been a more exciting time. With technological trends that have emerged, marketers are left with great opportunities to connect with their brand’s target audience.

In this blog post, we share digital marketing trends that leaders of challenger brands should know to plan their strategy for 2018.

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October 6, 2017

Reporting on Digital Performance to the Board

Digital

With over 800 companies in Australia appointing Chief Digital Officers, it is undeniable that digital has found its way to be part of the strategic core of many businesses.

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September 12, 2017

The War for Attention: How World-Class Brands Stand Out

Digital

As you’re reading this post, there’s an overabundance of content screaming to get noticed online. In fact, every minute, people publish 1,400 new blog posts, send 150,000 emails, share 3.3 million pieces of content on Facebook, and upload a total of 500 hours of video to YouTube. Every minute.

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August 14, 2017

Full Use of MDF: How to Make the Most of Joint Marketing Funds

Technology, Marketing Strategy, Digital

Every cent your company leaves on the table is a missed opportunity, allowing your competitors to gain resources and customers that could have been yours. If you work with a vendor or manufacturer, there is a good change that you are not using potential marketing funds that are available to you.

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July 5, 2017

100 Tested and Proven Tactics to Boost Your Web Conversions

Digital

If you’re doing online marketing, there’s no doubt that you are interested in maximising the rate of conversion when potential and returning customers visit your page.

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June 6, 2017

Step Change News: ASX-Listed Tech Company Launches Redesigned Website

Step Change, Step Change Client, Digital
The industry-leading tech solutions company, Codan, has launched their well thought-out website that provides the answers their potential customer seeks.
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May 16, 2017

State of Inbound 2017: Is Your Website Converting?

Digital

There are many ways to generate leads for your business. Advertising, referrals, cold calling, buying names — you’ve probably done some of these to sell your product or service. But there’s one tool marketers miss to use to its full potential to generate more leads.

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February 15, 2017

Underdog Reminder Series – Embedded Innovation

Marketing Strategy, Digital, underdog marketing
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February 10, 2017

10 Signs You're Delivering a Trustworthy Content

Digital
PT. Barnum never said that a suspicious person was born every minute, but he probably should have. People are generally wary of things found on the internet, but there are things you can do to combat this tendency. 
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February 8, 2017

Why Having a Blog Should Be at the Top of Your Priority List

Digital

Content marketing increases a business’s bottom line. 88% of all consumers consult the internet to compare businesses before they decide whether or not they want to buy. Their deciding factor? The content readily available for them on the internet.

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February 8, 2017

Underdog Reminder Series – Automagic

Branding, Digital, underdog marketing
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February 7, 2017

3 Smart Digital Marketing Hacks You Need to Know for 2017

Scale, Digital

Make your business stand out from the competition in 2017 with these three digital marketing hacks. The rise in digital technology means most people can usually be found carrying a mobile device or laptop. The landscape of marketing online is very different from the traditional approach of brochures and television ads. These three tips will no doubt be fuelling the way businesses should market in the next few years.

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January 18, 2017

Is Your Website Converting Leads? 3 Tips to Kickstarting Lead Generation

Digital

Websites aren’t just a storefront. They are a critical means of lead generation for businesses. With around 3.2 billion people online, websites give businesses an unprecedented amount of access to potential customers.

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