WE RUN a successful business that caters to job seekers and is a definite niche market. We reach out to all job seekers but do not know how to dominate the market. We have assisted thousands of job seekers finding employment and also have a very high success rate in the process we deliver. I would like to know how we can be more well-known.
Marketing campaigns aren't something you can buy off the shelf they only work if they're tried, tested and constantly tweaked to achieve your business goals. The effectiveness of marketing depends on the commitment from the business and the implementation of a long-term strategy it is not a quick fix.
If you're looking to get more clients in the door, you're right in assuming that getting your name out in the marketplace has to be a priority. There are plenty of marketing avenues to get your business some attention advertising, PR, editorial and networking are a few that generally work. But you need to be strategic in your approach and know what you want to achieve before figuring out how you're going to achieve it.
Marketing doesn't have to break the bank, but your strategy does have to talk to the right audiences and deliver a clear message. Spend some time considering your options and don't fall into the trap of trying one thing and letting it fall by the wayside.
I AM a qualified carbon manager and an auditor, and am planning to start my own small business as a consultant and an auditor. After a lot of thought, I have registered the name pointCarbon for my small business, which I plan to operate from Townsville. When discussing this name with a friend, he advised me that there is a very large company, owned by Thomson Reuters, based in Europe with the name Point Carbon, which deals in carbon trading, energy insights and markets on a global level. Its website is Pointcarbon.com. Can I use my preferred business name and use a website pointcarbon.com.au? Are there legal issues to be aware of or should I try to come up with a different name?
If you're planning on marketing your business in the local media and you want to run a small, tight ship in Townsville, you'll probably be OK. But if you foresee a majority of your business coming from website inquiries, you might want to reconsider the name.
It's doubtful that people will confuse your company with the Thomson Reuters one, but the hard truth is that you'll never be on top of a web search if you're up against a global company in the same industry. If you're dead set on the name and think the web will be a good lead generator for you, make sure you have strong identifying factors that position you as a Queensland-based business.
Point Carbon seems generic enough that you won't run into legal problems, but run it by your lawyer anyway. I suggest you register pointCarbon as a trademark.
Join @markbouris on Twitter from 4pm today for live Small Business Q&A #bizQandA
Mark Bouris is executive chairman of Yellow Brick Road, a wealth-management company and small business adviser that offers products and services for home loans, financial planning, insurance, superannuation, investments, accounting and tax: ybr.com.au.
If you have a question for Mark Bouris email it to Adam Cooper at adam.cooper@fairfairfaxmedia.com.au
Frequently Asked Questions about this Article…
Why is a long-term marketing strategy important for a small business?
Marketing isn’t a quick fix — campaigns only work when they’re tried, tested and constantly tweaked. A long-term marketing strategy requires commitment from the business, clear goals, and ongoing implementation to build recognition and deliver results.
What marketing channels work best for a niche job-seeker or recruitment business?
Common and effective channels include advertising, public relations, editorial coverage and networking. The key is to be strategic: know your goals, target the right audiences and deliver a clear message rather than trying lots of one-off tactics.
How can I market my business on a tight budget without wasting money?
You don’t need a huge budget, but you do need focus. Choose channels that reach your target audience, craft a clear message, test and tweak campaigns over time, and avoid trying something once and abandoning it before you know if it works.
If I register a local domain like pointcarbon.com.au, will I be competing with the global Point Carbon (Thomson Reuters)?
You’ll likely be fine for local marketing and Townsville media, but if you expect most leads from website searches you’ll struggle to outrank a global company in the same industry. Consider how much business will come from online search before committing to the name.
Are there legal issues using the name Point Carbon for a small consultancy?
Point Carbon appears generic enough that legal problems are unlikely, but you should run the name by your lawyer. The article also suggests registering the name as a trademark to protect your brand.
Will customers confuse my Queensland-based consultancy with Thomson Reuters’ Point Carbon?
The article says it’s doubtful people will confuse the two companies, especially if you position yourself clearly as a Queensland-based business. However, you should use strong identifying factors to differentiate your firm online and locally.
What practical first steps can I take to make my job-seeker business more well-known?
Start by defining what you want to achieve, identify your target audiences, choose the most relevant channels (PR, editorial, networking, advertising), craft a clear message, and commit to testing and refining campaigns over time.
Who provided the small-business marketing advice in the article?
The advice comes from Mark Bouris, executive chairman of Yellow Brick Road, a wealth-management and small business adviser. The article also notes you can send questions to Adam Cooper at adam.cooper@fairfairfaxmedia.com.au.
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