Leery Kiwi Businesses Urged To Be More Adventurous

Bruised by a Covid impacted economy, signs are that Kiwi business owners are more reluctant than ever to try new things or commit to long term plans and—even in some instances less trusting of the data.

The pandemic, the rising cost of living, shortages in supply and staff, increasing competition and a big shift to do digital has impacted business leaders’ appetite for giving things a go.

Matt Moore, Managing Director Harper Digital—one of NZ’s leading digital marketing agencies—said that those who do trust the data are ultimately rewarded in the long run, but fear and worry is keeping many from committing.

“In many ways the emotion is perfectly understandable because businesses have been through some tough times, but the digital landscape is continually changing, and businesses need to evolve their marketing strategies to stay ahead of the competition.

“We’re urging business owners and leaders to be a bit more adventurous and to try new things.”

Moore said that while digital marketing may seem like a game of chance, data gives an element of certainty, particularly when a business knows it has to move but doesn’t know where or when.

His advice to companies ‘caught in the headlights’ is to be more adventurous and go where their competitors fear to tread.

1. Get predictable

Moore said while pre-Covid channels like word-of-mouth had driven a steady flow of sales leads, it was a channel that was unpredictable, uncontrollable, and losing steam.

“You need a predictable, scalable system for generating new customers. This means a systemic process for engaging, capturing, converting, and nurturing customers. You want an actionable plan for acquiring new customers, retaining existing customers and leveraging good reviews.”

2. Boots and all

Moore said it wasn’t unusual for business owners to want to ‘dabble’ by spending small amounts of money here and there to see what works and what doesn’t, but this type of tyre kicking activity will only lead to disappointment.

“The reality is that if you want to compete, you need to match what your competitors are spending. If your competition is spending $3,000 per month on advertising, your $600 isn’t going to cut it; you’re wasting your money.”

3. Know your market

Moore advises business owners to study conditions, research supply shortages and changes in customer behaviour. Let data inform the plan in the context of the changes you’re seeing in the market.

“Let the data inform you—not rule you and adapt to changing conditions. For example, we have clients who sell Merino socks. In winter they switch to a direct sales model, in the summer months they focus on brand building. That’s what changing with the times looks like.”

For more information see: https://harperdigital.co.nz/

ABOUT

Harper Digital is a Digital Marketing Agency based in Auckland, New Zealand. The agency works with businesses throughout New Zealand and Australia of all sizes to create, maintain and optimise their online presence.

Harper Digital was founded in 2016 by a team of expert digital marketers with over 20 years’ combined experience in managing and optimising the online presence of SMEs. 100% NZ owned and operated, Harper Digital also serves businesses of all sizes throughout the Asia-pacific region, including Australia and Singapore.

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