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Sonja Ceri

CMO at

Member Since June 2018

Byron Bay, NSW, 2481

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Australian based CMO Sonja Ceri is a regular commentator on the fast-paced media landscape. With a Masters in economics, 10 years of journalism experience and 7 years of agency Directorship, Sonja's interests go beyond text book marketing theory. Mum of one little girl. Agency Director at www.4dp.com.au

Qualified skills

Online Business
Sales and Marketing
Business Management
Ecommerce
Search Engine Optimisation (SEO)
Social Media
Offline and Direct Marketing
Digital Marketing
Leadership
Budgeting and Forecasting

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Reputation

Top 20%
Sales and Marketing
Top 20%
Social Media

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

What questions should you ask when choosing a social media agency?

 

Ask to see previous examples of their work to gauge if they are able to create the type of content you are looking for. Also ask them to create 3 -5 pieces of content for your company and see if they are aligned with your message and they type of content you want to be putting out there. Ask them how much time they think it will take each month to create the amount of content you require. And finally ask how much it will cost - you don't want to be hit with any hidden costs when you receive the invoice. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Search Engine Optimisation (SEO)

What can SEO companies or agencies do for you?

Search engine optimisation is pretty crucial in this day and age. Google now processes over 40,000 search queries every second on average. You definitely want your product or service to be in the top results of google searches so your potential customers can find you. And SEO takes time and knowledge - SEO companies and agencies know what they are doing and can help you increase your Google ranking a lot more efficiently. SEO involves many different aspects from keyword research, technical web development, user experience and much more.  

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

Are newsletters dead in email marketing?

 

If you are producing useful information that people want to read then no - newsletters definitely aren't dead. If you are producing newsletters just for the sake of it then there isn't really much point. You could be putting your time into something which is going to give you better ROI or is higher on your to do list. Write your newsletters from the point of your readers and before you put anything out think would I be interested in this if I were in their position? Is it adding any value or would it make them want to stop what they are doing in their busy lives to read it? Newsletters help keep your brand top of mind for your customers and when they have that problem you can solve they are likely to think of your organisation first. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

What are some of the best marketing ideas you've seen by small businesses?

If a small business can engage their audience I think this is the best type of marketing. If they can create a community around their brand their customers are more likely to remember them and use their products or services in the future. Some of those ideas I've seen include:

  • Successful Facebook Groups - if done well and have a good moderator.
  • Regular newsletters that provide useful information that people want to hear about. Don't just share stuff for the sake of it. 
  • An engaging social media presence that provides valuable information to its audience.
  • Social media campaigns where the audience can take part. 


There are loads more ways to do this but the main thing is that the marketing campaign is providing something to its audience - its not just about the brand. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

Can you still get leads or sales from Facebook without boosting post or buying ads?

 

Yes, you can still get leads but it isn't nearly as easy as a paid campaign. You need to have a highly engaged audience who will share your content with their friends and have time up your sleeve to do implement and monitor. Or have really successful content other people will want to share with their friends driving traffic back to your page or website. Paid advertising does cost upfront but in the long run you can save your precious time as you can really target the people you want to see your ads who are likely to purchase from you and ensure your content will be seen.  

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Customer Acquisition

What's your trick to increase click though rate from your landing pages?

 

To increase click-through rate from your landing page you need to be providing relevant, valuable information targeted to your audience. This starts before they even get to your landing page - your Google Ads, Facebook or whatever is driving the traffic to your landing page needs to be targeting the same people who are interested in the information that you are sharing.

Don't use click bait! You want to write your ads with similar language and information that is on your landing pages so your audience won't be disappointed when they get there. Then when looking at your landing page you want to provide a good balance of beautiful graphics and great content which is easy to read and set out clearly for your targeted audience to take in. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Search Engine Optimisation (SEO)

Why should your small business outsource SEO?

Search engines scan your website to ensure they are providing their user with the best source of information. The aim of Search Engine Optimisation is ensuring your website will provide the best experience to your user - in turn being exactly what the search engine is looking for. It's a huge topic which to do effectively can be extremely time consuming. 

It includes keyword research, keyword optimisation, increasing backlinks to help the trust score of your site and ensuring the length of content on each webpage is over 300 words amongst other things. Then there's the technical side which can be tricky for someone without web development knowledge. From issues with unminified or uncompressed JavaScript and CSS files, to pages with slow load speed or low HTML/Text ratio.

You can find programs like SEMRush which once set up points out what needs optimising on your site but it isn't cheap, can be time consuming and you need to understand how to use it effectively. Someone who already has this knowledge is definitely able to do this for you a lot quicker than working it out yourself.   
 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

What's the best social media marketing strategy for a professional service business?


Social Media Marketing in the professional service industry has often been thought of as not exactly professional, or maybe you feel like you’re only doing it because you ‘should’ be. But the advantages of social media are massive so you might be missing opportunities if you’re not, and there are many strategies and tools to help you along the way.

Everyone has an idea on the best strategy but a successful social media marketing strategy put very simply is a summary of everything you plan to do and hope to achieve on your social media. It guides your actions and lets you know whether you're succeeding or failing. Every post, reply, like, and comment should have a purpose. Which leads us to exactly where you should start, by setting goals. Below are the simplified steps for a successful social marketing strategy.

  1. Set Goals!
    Like any marketing campaign determining your goals is an incredibly important first step. Make them SMART goals (Specific, Measurable, Attainable, Relevant and Time-Bound). For example: Increase Brand Awareness by increasing Facebook likes by 100 by March 1st. Then break that down to how many new likes you need per week or even each day to achieve your goal.
  2. Plan!
    To figure out how to achieve your SMART goals. Write down the detailed steps to achieve them. For example: Create a Facebook Page Likes Campaign for February targeting your specific audience).
  3. Implement!
    Once you have your detailed plan you need to put it into practice and hold yourself accountable to ensuring it gets done.
  4. Report!
    This is incredibly important to work out where you are going right (and where you need to improve). If you get into the habit of doing it within the first week of every month you can compare statistics easily and see how your action steps in the implementation process are performing.


 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

Why and when should you call a marketing or advertising agency for help?

So you started a new company. An online webshop where you sell your handmade jewelry. Or you launched an app to connect traders with the right people. Or you just published a book that you want to promote. You are probably extremely proud of your product and you want everyone to know about it. But you quickly realise there is no easy way to get your excitement heard.

A different scenario. You have been in your business for a while and you’ve put a lot of thought and effort in your marketing strategies. But you’re still waiting for the results that you were hoping to get. You have tried different strategies and approaches but you can’t put your finger on what’s going wrong.

Both these problems have the same solution: a marketing agency. Bring in a creative agency that can assist you with all your marketing will help your business grow rapidly. Marketing agencies are well experienced and have extensive knowledge on different aspects of marketing programs. They have a team of experts ready for you and know exactly how to get you the boost in sales you were hoping for.

By using a marketing effort you can get the guidance you were looking for. Together with the agency you look at what your targets are, what you’ve been doing so far and what went wrong. After this digital audit, they develop - together with you - a marketing strategy that aligns with your mission.

But it doesn’t stop there. Marketing agencies don’t just paint the big picture and leave you with an official or technical marketing strategy document. They will also help you with the implementation and training of your team, and they will assist you as long as you need.

And if you want, agencies can also just fully take over. They manage your social media accounts, control your website, help you with setting up your monthly newsletters and run ads to get more traffic or brand awareness. With a marketing agency behind the wheel that makes sure you’re heading in the right direction, you have more time to focus on what you want to achieve.

Marketing agencies are flexible and can be hired for exactly those aspects of your marketing that you want to outsource. Furthermore, marketing agencies are available without breaking the bank and often turn out to be more cost efficient. By investing your marketing budget is someone with the expertise needed to reach your targets, you can trust that your ROI will increase significantly.

So whether you’re a small business in its infancy or a multi-dollar company that just isn’t getting bang for their marketing buck: hiring a marketing agency will help you with implementing a fresh marketing approach that will lead to better outcomes for your business.
www.4dp.com.au

Digital Marketing

The Era of Chatbots has Already Come to an End

Successful businesses are based on positive relationships with their customers. How can the integration of technologies improve these relationships? Let's explore some reports of well-known sources about chatbots and how they influence businesses and customers.  Do people like to do business with people or bots? What about the future? Relationships matter to businesses. That’s especially tr...

Digital Marketing

The Era of Chatbots has Already Come to an End

Successful businesses are based on positive relationships with their customers. How can the integration of technologies improve these relationships? Let's explore some reports of well-known sources about chatbots and how they influence businesses and customers.  Do people like to do business with people or bots? What about the future? Relationships matter to businesses. That’s especially tr...

Social Media

Facebook Rolls Out A/B Split Testing for Content

A/B split tests for content are now available for Facebook. Find out all the pros and cons. Is there anything concrete nowadays about the content you have created for the social media? Strengthening the concept: does this mean it makes everything easier?  Creating social media content is a lot of work. You don’t know how your audience is reacting to content until you have published it. Which ...

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

What questions should you ask when choosing a social media agency?

 

Ask to see previous examples of their work to gauge if they are able to create the type of content you are looking for. Also ask them to create 3 -5 pieces of content for your company and see if they are aligned with your message and they type of content you want to be putting out there. Ask them how much time they think it will take each month to create the amount of content you require. And finally ask how much it will cost - you don't want to be hit with any hidden costs when you receive the invoice. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Search Engine Optimisation (SEO)

What can SEO companies or agencies do for you?

Search engine optimisation is pretty crucial in this day and age. Google now processes over 40,000 search queries every second on average. You definitely want your product or service to be in the top results of google searches so your potential customers can find you. And SEO takes time and knowledge - SEO companies and agencies know what they are doing and can help you increase your Google ranking a lot more efficiently. SEO involves many different aspects from keyword research, technical web development, user experience and much more.  

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

Are newsletters dead in email marketing?

 

If you are producing useful information that people want to read then no - newsletters definitely aren't dead. If you are producing newsletters just for the sake of it then there isn't really much point. You could be putting your time into something which is going to give you better ROI or is higher on your to do list. Write your newsletters from the point of your readers and before you put anything out think would I be interested in this if I were in their position? Is it adding any value or would it make them want to stop what they are doing in their busy lives to read it? Newsletters help keep your brand top of mind for your customers and when they have that problem you can solve they are likely to think of your organisation first. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

What are some of the best marketing ideas you've seen by small businesses?

If a small business can engage their audience I think this is the best type of marketing. If they can create a community around their brand their customers are more likely to remember them and use their products or services in the future. Some of those ideas I've seen include:

  • Successful Facebook Groups - if done well and have a good moderator.
  • Regular newsletters that provide useful information that people want to hear about. Don't just share stuff for the sake of it. 
  • An engaging social media presence that provides valuable information to its audience.
  • Social media campaigns where the audience can take part. 


There are loads more ways to do this but the main thing is that the marketing campaign is providing something to its audience - its not just about the brand. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

Can you still get leads or sales from Facebook without boosting post or buying ads?

 

Yes, you can still get leads but it isn't nearly as easy as a paid campaign. You need to have a highly engaged audience who will share your content with their friends and have time up your sleeve to do implement and monitor. Or have really successful content other people will want to share with their friends driving traffic back to your page or website. Paid advertising does cost upfront but in the long run you can save your precious time as you can really target the people you want to see your ads who are likely to purchase from you and ensure your content will be seen.  

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Customer Acquisition

What's your trick to increase click though rate from your landing pages?

 

To increase click-through rate from your landing page you need to be providing relevant, valuable information targeted to your audience. This starts before they even get to your landing page - your Google Ads, Facebook or whatever is driving the traffic to your landing page needs to be targeting the same people who are interested in the information that you are sharing.

Don't use click bait! You want to write your ads with similar language and information that is on your landing pages so your audience won't be disappointed when they get there. Then when looking at your landing page you want to provide a good balance of beautiful graphics and great content which is easy to read and set out clearly for your targeted audience to take in. 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Search Engine Optimisation (SEO)

Why should your small business outsource SEO?

Search engines scan your website to ensure they are providing their user with the best source of information. The aim of Search Engine Optimisation is ensuring your website will provide the best experience to your user - in turn being exactly what the search engine is looking for. It's a huge topic which to do effectively can be extremely time consuming. 

It includes keyword research, keyword optimisation, increasing backlinks to help the trust score of your site and ensuring the length of content on each webpage is over 300 words amongst other things. Then there's the technical side which can be tricky for someone without web development knowledge. From issues with unminified or uncompressed JavaScript and CSS files, to pages with slow load speed or low HTML/Text ratio.

You can find programs like SEMRush which once set up points out what needs optimising on your site but it isn't cheap, can be time consuming and you need to understand how to use it effectively. Someone who already has this knowledge is definitely able to do this for you a lot quicker than working it out yourself.   
 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Social Media

What's the best social media marketing strategy for a professional service business?


Social Media Marketing in the professional service industry has often been thought of as not exactly professional, or maybe you feel like you’re only doing it because you ‘should’ be. But the advantages of social media are massive so you might be missing opportunities if you’re not, and there are many strategies and tools to help you along the way.

Everyone has an idea on the best strategy but a successful social media marketing strategy put very simply is a summary of everything you plan to do and hope to achieve on your social media. It guides your actions and lets you know whether you're succeeding or failing. Every post, reply, like, and comment should have a purpose. Which leads us to exactly where you should start, by setting goals. Below are the simplified steps for a successful social marketing strategy.

  1. Set Goals!
    Like any marketing campaign determining your goals is an incredibly important first step. Make them SMART goals (Specific, Measurable, Attainable, Relevant and Time-Bound). For example: Increase Brand Awareness by increasing Facebook likes by 100 by March 1st. Then break that down to how many new likes you need per week or even each day to achieve your goal.
  2. Plan!
    To figure out how to achieve your SMART goals. Write down the detailed steps to achieve them. For example: Create a Facebook Page Likes Campaign for February targeting your specific audience).
  3. Implement!
    Once you have your detailed plan you need to put it into practice and hold yourself accountable to ensuring it gets done.
  4. Report!
    This is incredibly important to work out where you are going right (and where you need to improve). If you get into the habit of doing it within the first week of every month you can compare statistics easily and see how your action steps in the implementation process are performing.


 

Sonja Ceri answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Asked this question - Sales and Marketing

Why and when should you call a marketing or advertising agency for help?

So you started a new company. An online webshop where you sell your handmade jewelry. Or you launched an app to connect traders with the right people. Or you just published a book that you want to promote. You are probably extremely proud of your product and you want everyone to know about it. But you quickly realise there is no easy way to get your excitement heard.

A different scenario. You have been in your business for a while and you’ve put a lot of thought and effort in your marketing strategies. But you’re still waiting for the results that you were hoping to get. You have tried different strategies and approaches but you can’t put your finger on what’s going wrong.

Both these problems have the same solution: a marketing agency. Bring in a creative agency that can assist you with all your marketing will help your business grow rapidly. Marketing agencies are well experienced and have extensive knowledge on different aspects of marketing programs. They have a team of experts ready for you and know exactly how to get you the boost in sales you were hoping for.

By using a marketing effort you can get the guidance you were looking for. Together with the agency you look at what your targets are, what you’ve been doing so far and what went wrong. After this digital audit, they develop - together with you - a marketing strategy that aligns with your mission.

But it doesn’t stop there. Marketing agencies don’t just paint the big picture and leave you with an official or technical marketing strategy document. They will also help you with the implementation and training of your team, and they will assist you as long as you need.

And if you want, agencies can also just fully take over. They manage your social media accounts, control your website, help you with setting up your monthly newsletters and run ads to get more traffic or brand awareness. With a marketing agency behind the wheel that makes sure you’re heading in the right direction, you have more time to focus on what you want to achieve.

Marketing agencies are flexible and can be hired for exactly those aspects of your marketing that you want to outsource. Furthermore, marketing agencies are available without breaking the bank and often turn out to be more cost efficient. By investing your marketing budget is someone with the expertise needed to reach your targets, you can trust that your ROI will increase significantly.

So whether you’re a small business in its infancy or a multi-dollar company that just isn’t getting bang for their marketing buck: hiring a marketing agency will help you with implementing a fresh marketing approach that will lead to better outcomes for your business.
www.4dp.com.au

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