Katherine MacPherson profile image

Katherine MacPherson
Top 10% Offline and Direct Marketing

Principal at

Member Since August 2013

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81 FOLLOWERS

Still trying to figure out what she wants to be when she grows up, Katherine has spent the last 15 years working across a range of industries, always creatively designing and managing marketing projects.
Katherine understands business, and builds marketing strategies to get the best out of your marketing dollar. Katherine has a ‘thing’ for Seth Godin (look him up!) and thinks she can sing but knows she can’t dance.

Katherine MacPherson answered this question

Would you pitch advertising/design/marketing concepts to clients?

If the objective is to get like-minds together in a room to deliver amazing outcomes for the client, then sure, I don't know what creative wouldn't want to be involved! A bunch of creative minds in a room may be a little bit like herding cats, but it opens the box to a broad range of possibilities for the client - especially where the experience and interest of the creatives is diverse. 

I agree that the mechanics of the model need to be explored further, but you've got a 9.5 from me. 

Katherine MacPherson answered this question

Neil Steggall
Neil Steggall, Partner at Wardour Capital Partners

Social Media

How important is grammar and syntax in social media?

At the end of the day, Social Media is a way to converse with your community. While Twitter is restrictive with the number of characters available (and therefore the audience is a bit more forgiving), I tend to agree with the majority here that bad grammar is bad communication - regardless of your audience. Always put your best foot forward, and find a way to get your message across quickly and in few words to get the cut through. 

Katherine MacPherson answered this question

What is the best way to find backlink opportunities?

Go back to your objectives: what's the purpose of the link? Is it to improve your SEO? Then it should be done through genuine content. Creating reciprocal links is certainly valuable, but this is not a sustainable growth plan. Geniune content is the way to go. Check out this article for more information: http://www.thehunterbox.com.au/generate-right-traffic-smart-seo-techniques/

Katherine MacPherson answered this question

Brian Le Mon
Brian Le Mon, Founder & CEO at Ethical Outsourcing

Customer Acquisition

Has anyone tried a paid referral system to get new customers?

Hi Brian, 

Paid referrals are a great way of generating leads, but my first question would be what 'free' options have you explored? Do you have a strong call to action on your website - compelling lead generation opportunities for you to capture details of your prospective clients? Are you giving something away to compel people to find out more about you and your business?  Have you got strong testimonials to support the business results that you're already achieving for your customers? 

Paid referral systems are an excellent way of reaching new markets but I'm inclined to suggest that you look within your existing network first - not only will it save you some cash in the first instance, but your lead conversion will be higher. 

So what are you doing to add value to your existing and prospective customers to entice them? And what systems do you have in place to capture their details and turn them from 'interested' to 'sold'. 

If you're hell bent on going with a paid referral option, I'd recommend that you qualify the prospective audience base, and customise the message very clearly to meet their requirements. Savvy SME has recently launched a system that might suit you - my suggestion would be to test and measure any paid system, and understand the true value of a genuine referral. This will help you to determine what you're prepared to pay for them. 

I hope this has been helpful. 

Katherine

Selling Online

How retailers can create an amazing online experience

Online sales in Australia represented $14.1 billion in the last year, representing 6.3% of total retail spend. And this is growing.    Recent Australian research shows that pure-play retailers still represent 70% of consumer spending online. But retailers are catching on – and with sophisticated omni-channel strategies (and a big budget for marketing and systems development) – they’re ...

Search Engine Optimisation (SEO)

Keeping Google happy with smart SEO

There’s a right way to do SEO, and a wrong. When it comes to search engines, Google makes the rules – and they’re constantly evolving to ensure that they deliver the most relevant and credible content to their users. Search Engine Optimisation (SEO) is one component of smart website design which Google can use to measure and reward you for being relevant and credible. Get it wrong, and SE...

Business Management

A crash course in time management for business owners

Not an uncommon issue is the juggling act of being a business owner - the success of (and sometimes, every function of) the business comes back to you. If not managed, time management can become the downfall of your business, your health or relationships. Burnout is not an option. So here’s a few things that I’ve learned along the way about staying on top of it all – and leaving the office...

Offline and Direct Marketing

Get in-person social: Using real-world networking to grow your business

It’s not what you know, it’s who you know.  We’ve all heard it, and many of us have found it to be true. Networking can be the best opportunity you will have for generating real leads and growth for your business. At the core, in-person networking is about building relationships. And like any good relationship, business relationships take time – building rapport, knowledge and most of ...

Selling Online

How retailers can create an amazing online experience

Online sales in Australia represented $14.1 billion in the last year, representing 6.3% of total retail spend. And this is growing.    Recent Australian research shows that pure-play retailers still represent 70% of consumer spending online. But retailers are catching on – and with sophisticated omni-channel strategies (and a big budget for marketing and systems development) – they’re ...

Search Engine Optimisation (SEO)

Keeping Google happy with smart SEO

There’s a right way to do SEO, and a wrong. When it comes to search engines, Google makes the rules – and they’re constantly evolving to ensure that they deliver the most relevant and credible content to their users. Search Engine Optimisation (SEO) is one component of smart website design which Google can use to measure and reward you for being relevant and credible. Get it wrong, and SE...

Business Management

A crash course in time management for business owners

Not an uncommon issue is the juggling act of being a business owner - the success of (and sometimes, every function of) the business comes back to you. If not managed, time management can become the downfall of your business, your health or relationships. Burnout is not an option. So here’s a few things that I’ve learned along the way about staying on top of it all – and leaving the office...

Offline and Direct Marketing

Get in-person social: Using real-world networking to grow your business

It’s not what you know, it’s who you know.  We’ve all heard it, and many of us have found it to be true. Networking can be the best opportunity you will have for generating real leads and growth for your business. At the core, in-person networking is about building relationships. And like any good relationship, business relationships take time – building rapport, knowledge and most of ...

Katherine MacPherson answered this question

Would you pitch advertising/design/marketing concepts to clients?

If the objective is to get like-minds together in a room to deliver amazing outcomes for the client, then sure, I don't know what creative wouldn't want to be involved! A bunch of creative minds in a room may be a little bit like herding cats, but it opens the box to a broad range of possibilities for the client - especially where the experience and interest of the creatives is diverse. 

I agree that the mechanics of the model need to be explored further, but you've got a 9.5 from me. 

Katherine MacPherson answered this question

Neil Steggall
Neil Steggall, Partner at Wardour Capital Partners

Social Media

How important is grammar and syntax in social media?

At the end of the day, Social Media is a way to converse with your community. While Twitter is restrictive with the number of characters available (and therefore the audience is a bit more forgiving), I tend to agree with the majority here that bad grammar is bad communication - regardless of your audience. Always put your best foot forward, and find a way to get your message across quickly and in few words to get the cut through. 

Katherine MacPherson answered this question

What is the best way to find backlink opportunities?

Go back to your objectives: what's the purpose of the link? Is it to improve your SEO? Then it should be done through genuine content. Creating reciprocal links is certainly valuable, but this is not a sustainable growth plan. Geniune content is the way to go. Check out this article for more information: http://www.thehunterbox.com.au/generate-right-traffic-smart-seo-techniques/

Katherine MacPherson answered this question

Brian Le Mon
Brian Le Mon, Founder & CEO at Ethical Outsourcing

Customer Acquisition

Has anyone tried a paid referral system to get new customers?

Hi Brian, 

Paid referrals are a great way of generating leads, but my first question would be what 'free' options have you explored? Do you have a strong call to action on your website - compelling lead generation opportunities for you to capture details of your prospective clients? Are you giving something away to compel people to find out more about you and your business?  Have you got strong testimonials to support the business results that you're already achieving for your customers? 

Paid referral systems are an excellent way of reaching new markets but I'm inclined to suggest that you look within your existing network first - not only will it save you some cash in the first instance, but your lead conversion will be higher. 

So what are you doing to add value to your existing and prospective customers to entice them? And what systems do you have in place to capture their details and turn them from 'interested' to 'sold'. 

If you're hell bent on going with a paid referral option, I'd recommend that you qualify the prospective audience base, and customise the message very clearly to meet their requirements. Savvy SME has recently launched a system that might suit you - my suggestion would be to test and measure any paid system, and understand the true value of a genuine referral. This will help you to determine what you're prepared to pay for them. 

I hope this has been helpful. 

Katherine

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