WE RUN a successful business that caters for job seekers and is a definite niche market. We reach out to all job seekers, however we 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 can we get out there and be better known, be it through marketing campaigns or networking with larger organisations. If marketing campaigns are the answer, which ones are the most effective? If we should network, how do we do this?
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 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. Be proactive in your approach, do some research on what your competitors are doing, and talk to an expert who can give you the right advice.
I AM a qualified carbon manager and an auditor, and am planning to start my own small business as a consultant and auditor. I have decided and registered the name pointCarbon for my small business, which I plan to operate from Townsville and focus on small business in north Queensland. A friend has advised me 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?
It depends on where you think you'll get the majority of your business leads. 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 enquiries, 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 yours 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. If you want to use the name for the long term, I suggest you register pointCarbon as a trademark.
Join @markbouris on Twitter from 4pm (AEDT) 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@fairfaxmedia.com.au
Frequently Asked Questions about this Article…
What marketing strategies work best for a small job-seeker business wanting more clients?
There’s no one-size-fits-all answer — marketing works if it’s tried, tested and constantly tweaked. The article recommends a strategic, long-term approach that targets the right audiences. Useful avenues include advertising, PR, editorial and networking, but you should decide what you want to achieve first, research competitors and get expert advice rather than relying on quick fixes.
How can I market my small business without breaking the bank?
Marketing doesn’t have to be expensive, but your strategy must speak to the right audiences and deliver a clear message. Focus on cost-effective channels that match your goals, be consistent, don’t abandon tactics after one try, and consider researching competitors and consulting an expert to make limited spend more effective.
Should I prioritise networking with larger organisations or run marketing campaigns?
Both can work — the choice depends on your objectives. If you want local clients you might prioritise local media and networking; if you need scalable leads, marketing campaigns and an online presence matter more. Be strategic: define your goals, test approaches, and be proactive in networking and outreach.
Can I use a business name that’s similar to a large global firm (for example, Point Carbon vs a Thomson Reuters company)?
It depends on where your leads will come from. If you’re operating locally and targeting local media in Townsville, using a similar name may be fine. But if you expect website enquiries to be a major lead source, competing with a global company in the same industry will make it hard to rank in web searches. The article suggests running the name by your lawyer and, for long-term use, registering it as a trademark.
Is registering a .com.au domain OK if the global company uses .com?
You can use a .com.au domain, but be realistic about web discoverability. The article notes you’re unlikely to outrank a global competitor on web searches; if online leads are important, consider a different name or strong local identifiers on your site to position the business as Queensland-based.
Are there likely legal issues if my chosen name seems generic (like Point Carbon)?
The article suggests a generic name like Point Carbon is unlikely to cause legal problems, but it recommends checking with your lawyer. If you plan to use the name long term, consider registering it as a trademark to strengthen your position.
How can a small, local business stand out online against a global competitor?
The article advises using strong identifying factors that emphasise your local presence (for example, clearly positioning yourself as Queensland-based). Also invest in a consistent, targeted strategy rather than one-off efforts, research what competitors do, and seek expert help to improve your visibility.
Where can I get live small business advice mentioned in the article?
The piece invites readers to join Mark Bouris (@markbouris) on Twitter at 4pm (AEDT) for a live Small Business Q&A (#bizQandA). If you have a question for him, the article also says to email it to Adam Cooper at adam.cooper@fairfaxmedia.com.au. Mark Bouris is identified as executive chairman of Yellow Brick Road.
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