The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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July 16, 2019

Join the Step Change Customer-Centricity Masterclass

Step Change, Culture & Leadership

Modern customers are savvy and sceptical. Businesses can no longer win because of their scale, professionalism, and history. It’s those that put the customer’s best interest at heart who perform better and win.

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July 15, 2019

Customer-Centricity and the Banking Royal Commission

Finance, Culture & Leadership

In the past, customers often trusted banks on the basis of their scale, professionalism, and history. Today, customers are more likely to measure the trustworthiness of a bank based on their customer service and support. Customer-centricity is likely to be the key to winning over customers again.

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July 11, 2019

What Is Challenger Brand Marketing?

Marketing Strategy, Challenger Brands

Are you a challenger brand looking for the right marketing strategy that can help you stand out from market leaders in your industry?  We take a look at challenger brand marketing and how adopting a challenger mindset in your category can set you up to win. 

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July 5, 2019

Content Marketing for Retail Brands: Improving Customer Experience through Content

Digital, Content Marketing, Retail

Many retailers today are struggling to deliver the seamless online experience that customers want with a limited marketing budget. How can content marketing help them bridge this gap and improve the customer experience? 

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July 4, 2019

Content Marketing for Financial Services Post-Royal Commission

Finance, Digital, Content Marketing

In the wake of the Royal Commission, where the reputation of financial services institutions is at an all-time low, marketing leaders have been asking themselves: “How can I convince our clients to trust us now? Where can we spend our marketing dollars in a way that will yield a positive return?”

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June 28, 2019

Customer Value Proposition for Retail: How to Turn Browsers to Buyers

Business Strategy, Retail

Retailers are killing value. With consumers having more choices than ever before, mistakes that retailers make can be costly.

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June 26, 2019

7 Digital Marketing Strategies for Retail

Marketing Strategy, Digital, Retail

In the age of new retail, are your digital marketing strategies still relevant? The line between multiple devices and channels are blurring. To win customers, retail brands need to be able to follow and understand the customer journey throughout multiple touchpoints.

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June 21, 2019

An Ecommerce Marketer’s Guide to Behavioural Email Marketing

Marketing Strategy, Digital, Ecommerce

You can quite easily take all of that ‘big data’ collected on your ecommerce website and use it to fuel your email marketing campaigns. By implementing a number of simple triggers, you can create an automated sales-converting machine. Yes, we’re still talking about email.

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June 18, 2019

Local Marketing Strategy: Improving Brand Awareness through Location

Marketing Strategy, Digital

Local area marketing is a big boost for local brands mainly because Google uses a searcher’s location to promote relevant local businesses.

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June 13, 2019

7 Digital Marketing Strategies for Healthcare

Marketing Strategy, Digital, Healthcare

Digital transformation has accelerated the game for healthcare. Patients now have more options and methods to monitor their health online or seek care. For healthcare brands, the clear path to success today is in establishing a solid online presence and effectively implementing mobile-first digital marketing strategies that get you front and centre to patients who are online.

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June 11, 2019

10 Ecommerce Brands with Standout Content Marketing

Ecommerce

Many e-commerce brands have used the power of great content marketing to their advantage and have seen amazing results. In this article, we highlight 10 brands we’ve noticed so far that understand e-commerce content marketing and know how to do it right.

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June 10, 2019

4 Effective Ways to Convert Leads to Customers in Financial Services

Finance, Marketing Strategy, Digital, Marketing Technology

In the financial services industry, converting leads to customers is vital. But with the speed of change in the marketing and technology space and in the wake of the Banking Royal Commission, marketing leaders in the finance industry are overwhelmed by the challenge of managing a genuine experience with their target customers, thus improving lead conversion.

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June 7, 2019

Challenger Brands in Australia that Will Take Off in 2019

Challenger Brands

Standing out as a brand in a noisy market is next to impossible. If you’re not Amazon or Google or Apple, then your brand could drown in the sea of brands trying to win the war for attention. That is unless you adopt the challenger mindset.

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May 31, 2019

What Is a Challenger Brand?

Marketing Strategy, Challenger Brands

Challenger brands don’t spend the money that market leaders do for promotion, R&D, or operations. So how do successful challengers outperform market leaders even with scarce resources?

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May 30, 2019

Content Marketing for Nonprofits: How to Inspire More Donors and Volunteers to Action

Digital, Content Marketing, Not-for-Profits

Your mission and core beliefs alone won’t be enough to rally more sponsors and build stronger advocacy. With the strength of NFPs being donations and volunteers, how can you appeal to people’s emotions and intellect? With limited resources, what’s the best way to get your audience to care for your cause and give back?

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May 27, 2019

The Robot Will See You Now: AI In The ER

Business Growth, Healthcare, Aged Care, Pharmaceutical, Software

What is the future of healthcare and work? Are robots stealing our jobs? What is the future of work?

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May 24, 2019

What Good Business Strategy Means to a Board

Business Strategy

Boards are essential to your business’s strategic success. They can add great value to your strategy, but to do so, they need to be involved in more than just your yearly off-site strategic planning.

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May 23, 2019

What Australia’s Fastest-Growing Brands Are Doing in Their Marketing Strategy

Marketing Strategy, Digital, Healthcare, Professional Services, Saas, Real Estate, Travel

How did Australia’s fastest-growing brands get to where they are? In this article, we look at some of today’s rising stars and the marketing strategy that helped drive them to the top.  

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May 16, 2019

Demystifying Marketing Technology to the Board

Digital, Marketing Technology

With marketing technology (martech) becoming a more important part of mainstream business strategy, getting the buy-in from the top brass is essential.

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May 14, 2019

How to Build and Improve Your Strategic Plans

As your business strives for growth, having the right strategy in place paves the road to success. But what does it take to deliver the best strategy? And how do you ensure you create a strong strategic plan that you can fully implement from start to finish?

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May 10, 2019

Distinctive vs Differentiated Brands

Branding

Should brands aim to be different or distinctive? What is the difference between the two, and how do these strategies add value to the branding equation? We take a closer look at shared evidence and form our own conclusions on why distinctiveness stumps differentiation.

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May 9, 2019

How to Build a Customer-Centric Culture: Key Takeaways from Our Event

Culture & Leadership

Here’s a recap on the biggest takeaways from last month’s Step Change Open Haus event, How to Build a Customer-Centric Culture.

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May 7, 2019

Scaling Growth: Step Change Celebrates Its 10th Year

Step Change

As a startup agency that began with just two people, Step Change has come a long way in becoming a strategically led marketing agency celebrating its 10th year.  

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May 3, 2019

Brand Growth: How to Make Your Brand Distinct

Branding

Many brands aim for differentiation in their growth strategy. But is being different all it really takes to stand out?

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May 2, 2019

Key Search Engine Statistics to Help You Rank Better in 2019

The question today is no longer about the need for an SEO strategy — it’s whether or not your SEO strategy is the right one for your business. Here are the top search engine statistics in shareable infographics format to inform your strategy this year.

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April 26, 2019

How Madonna Would Have Handled the Financial Services Royal Commission

Business Strategy, Finance, Marketing Strategy

Australian banks and financial institutions are losing the faith of the consumer. It isn’t a problem of regulation or profit alone. It’s a problem of public perception.

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April 23, 2019

Why Cross-Functional Teams and Integrated Service Offerings Deliver More Value

Business Strategy, Marketing Strategy, The Big 6 Challenges

Whether it’s launching a new product line or executing a new strategy to increase brand awareness or implementing your internal comms strategy, there is one thing we know that’s certain: collaboration and integration across multiple teams are keys to get the job done and get results. But this is not always easy.

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April 16, 2019

Brand Valuation: Measuring the Value of a Brand

Branding, Marketing Strategy

Do you know how much your brand is worth? Although brand valuation can be difficult to measure, since a brand is an intangible asset, knowing its worth is useful not only for your business strategy but also in shaping your marketing strategy.

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April 12, 2019

B2B Personalisation: What Do Customers Really Want?

Marketing Strategy, Digital

Personalised customer experience is no longer a rarity that’s saved for the top companies; instead, it’s the new digital imperative for businesses of all industries and sizes. B2B buyers now expect to experience a one-to-one experience at some point during their purchasing journey. However, delivering on this expectation is an entirely different challenge that has left many businesses struggling to connect.

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April 11, 2019

How to Increase Your Customer Lifetime Value and Gain Revenue

Business Strategy, Marketing Strategy

Customer lifetime value is a critical factor in business success, but not all companies are tracking it. Many companies do not measure it, do not know what it is, or choose to completely ignore it.

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