How to Maximise Clicks: Copy Tactics to Market Small Business

Australia’s small businesses and SMEs face the formidable challenge of making their mark. With limited budgets and resources, you’ll often find yourself at a crossroads: how to effectively market your business amid fierce competition and rapidly changing consumer behaviours. This comprehensive guide is tailored to empower small business owners, marketing managers, and start-ups with data-driven strategies, creative marketing ideas, and actionable tips to survive and thrive in today’s market.

Drawing from current research, practical strategies, and real-world examples, this guide provides a comprehensive roadmap to market a small business or help marketing managers level up their copywriting game. Whether you’re crafting an email, designing a landing page, or strategising a social media post, the principles outlined here can help you achieve clicks and meaningful engagement that drives results.

A Tale of Two Campaigns

Imagine two marketing campaigns launching into the digital ether.

One barely makes a ripple, struggling to reach its target audience. The other, however, creates waves, achieving unprecedented click-through rates (CTRs) that turn heads and shatter expectations.

small business marketing, social media platforms, marketing plan, potential customers.

At first glance, both campaigns seem to have the same ingredients for success: a solid product, a clear target audience, and a launch-ready website. So, what makes one soar while the other stalls?

The secret lies not in what they’re selling but in how they tell their story.

The power of your narrative can mean the difference between obscurity and prominence. This blog delves deep into the bridge between strategy and storytelling, unveiling data-driven tactics that convert passive browsers into active buyers. Here, we explore how to harness the art of copywriting to maximise clicks, blending psychological insights with practical strategies to captivate and engage.

1. Understanding the Landscape

Small businesses are the backbone of the Australian economy.

According to the Australian Bureau of Statistics (ABS), as of June 2021, there were over 2.4 million small businesses in Australia, accounting for 98% of all Australian businesses. They contribute significantly to the nation’s employment, engaging approximately 4.7 million people, underscoring their critical role in the country’s economic fabric.

Australian small businesses face several challenges that can impede their growth and sustainability. A report from the Australian Small Business and Family Enterprise Ombudsman (ASBFEO) highlights key hurdles such as access to finance, with 63% of small businesses reporting difficulty obtaining finance.

Additionally, the competitive landscape requires small businesses to be agile, yet many struggle with limited marketing budgets. The ABS also reports that 60% of small businesses don’t survive beyond the first three years, indicating the harsh reality of operating in a competitive market with limited resources.

small biz Australia, potential customers, small business marketing plan

2. Crafting a Winning Small Business Marketing Strategy

Competition thrives In the digital marketplace, and only the most visible brands capture the audience’s attention. Small businesses need marketing strategies that boost their online presence and cement their authority and trustworthiness in the eyes of consumers and search engines alike. This journey, critical for the survival and growth of any small enterprise in the digital age, begins with understanding and implementing a concept that’s the foundation of online success: E-E-A-T.

Picture a world where every piece of information is scrutinised for its accuracy, where the wisdom of experts is sought after, and trustworthiness is currency. In this world, small businesses face the colossal task of proving their worth, not just through their products or services, but through the quality and integrity of their online content.

This is the role of E-E-A-T—Expertise, Authoritativeness, Experience, and Trustworthiness—a set of principles Google uses to measure the value of web content, determining which stories rise to the top of search results and which fade into obscurity.

For example, consider a local bakery that’s mastered the art of sourdough bread. In a sea of countless bakeries, what makes this one stand out? It’s dedicated to sharing its knowledge through detailed blog posts on the intricacies of sourdough fermentation, engaging how-to videos, and insightful tips on social media, all of which showcase its deep expertise and passion for bread-making. Doing so is not just selling bread; it’s building a trusted brand that customers and bots view as an authoritative source in artisanal baking.

Taking this path requires a map—a strategy composed of clear, achievable goals and a deep understanding of the audience’s needs and desires. This roadmap is paved with the essentials of digital marketing: SEO keyword research to ensure the bakery’s online content is easily discoverable by those seeking their expertise, high-quality content that answers questions and solves problems, and a robust local SEO presence so that the bakery becomes the go-to choice for sourdough enthusiasts in their community.

As our bakery leverages social media to share stories of its sourdough’s journey from flour to oven, it engages with its audience in a way that builds warmth and trust. It monitors the ripple effects of its efforts through analytics, adjusting its sails as it navigates through the ever-changing currents of the digital sea.

This is the essence of crafting a winning small business marketing strategy—a blend of art and science, creativity and analysis, storytelling and statistics.

By anchoring their online presence with the principles of E-E-A-T, small businesses can survive in the digital marketplace and thrive, building lasting connections with their audience and steering their brand towards uncharted territories of success.

The Role of E-E-A-T in Your Marketing Plan:

E-E-A-T plays a pivotal role in how Google evaluates and ranks content. For small businesses, demonstrating E-E-A-T is essential for search engine optimisation and building customer trust. A study by BrightLocal reveals that 81% of consumers trust the information they read in Google et al, highlighting the importance of high-quality, authoritative content.

Actionable Strategy:

  • Set Clear Business Goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) goals. Whether increasing website traffic by 20% within six months or boosting sales conversions by 10%, having clear objectives is essential.

  • Researh and Optimisation: Use tools like Google Analytics and social media insights to gather data on your target demographic, including their preferences, behaviours, and pain points. This information will guide your content creation and marketing tactics. Tools like SEMrush and Ahrefs can help identify your target audience’s keywords when searching for your products or services. Incorporating these keywords into your website’s content can improve your visibility in search.

  • Develop High-Quality Content: Create content that showcases your expertise and addresses your audience’s needs and questions. This could include blog posts, how-to guides, and case studies highlighting your business’s success stories.

  • Optimise for Local SEO: Local visibility is critical. Ensure you’re listed on Google My Business and other online directories. Use local keywords and create content relevant to your local community.

  • Leverage Socials: Identify which platforms your target audience uses most and create engaging content tailored to those channels. Regular posts, stories, and interactions with followers can build your brand’s presence and authority.

  • Monitor and Adjust: Use analytics to track the performance of your marketing. Look at metrics like website traffic, engagement rates, and conversion rates to understand what’s working and what needs adjustment.

Being visible on search engines is non-negotiable. A study by Backlinko revealed that the top Google search results get an average CTR of 31.7%. This illustrates the critical importance of Search Engine Optimization (SEO) in ensuring your content is seen by as many eyes as possible.

Achieving a top-ranking position on Google requires a blend of keyword optimisation, compelling meta descriptions, and high-quality content that answers your audience’s search intent. AI and machine learning tools can further refine your SEO strategy, helping you identify trends, optimise content, and predict the queries that will drive traffic to your site.

You can read an in-depth guide about optimising your copy in 2024 here.

By focusing on E-E-A-T and following a structured approach to developing your marketing strategy, you can improve your online visibility, engage their target audience more effectively, and drive meaningful results. Remember, the key to a successful marketing strategy lies in understanding your audience, leveraging SEO, and consistently producing high-quality, authoritative content that meets your audience’s needs.

3. Leveraging Social Media for Brand Visibility

Choosing the right social platform is crucial for maximising brand visibility. According to the Digital 2021 Australia report by We Are Social and Hootsuite, Facebook remains the most widely used platform, with approximately 16 million Australian users.

Instagram, with 9 million, and LinkedIn, with 11 million users in Australia, follow closely. This data suggests that businesses targeting a broad demographic might prioritise Facebook, while those focusing on a younger audience or B2B relationships might find more value in Instagram and LinkedIn, respectively.

small business's marketing efforts, social media strategy, marketing channels

Engagement Strategies – How to do them well:

Case Study 1: Frank Body:

This Australian skincare brand has effectively used Instagram to boost engagement and customer loyalty. The brand has created a vibrant community and significantly increased its online visibility by encouraging customers to share their results using Frank Body products with the hashtag #thefrankeffect. This user-generated content strategy has enhanced brand authenticity and driven sales, showcasing the power of engaging customers in a creative and fun way.

Case Study 2: HiSmile:

HiSmile, an Australian teeth whitening company, leveraged social influencers and celebrities to showcase their products, resulting in a massive spike in brand visibility and engagement. Its strategic use of Instagram and YouTube for product demonstrations and testimonials has helped it build a global brand from the ground up.

5. Email Marketing: A Cost-Effective Tool for Retention

Personalisation in email marketing can dramatically impact open rates and conversions. According to a report by Campaign Monitor, emails with personalised subject lines are 26% more likely to be opened than those without.

Furthermore, a study by the Direct Marketing Association found that segmented and targeted emails generate 58% of all email revenue, underscoring the effectiveness of personalisation in driving engagement and sales.

Encourage customers to interact with your business to build brand awareness. Use a sign up form to determine how traffic is generated, or whether customers are coming to you via word of mouth.

Best Practices:

Crafting Compelling Email Content:

Australian online wine retailer Vinomofo is a prime example of how relevance and personalisation are the keys to effective email content.

It uses customer purchase history and preferences to segment its email list, sending personalised recommendations and offers that resonate with each segment. This approach has improved open rates and significantly increased conversion rates.

Writing Effective Subject Lines:

The subject line is the first impression your email makes. Australian clothing brand Cotton On uses catchy and personalised subject lines to grab attention. For instance, using a customer’s first name and a teaser about a new product launch or exclusive offer can increase the likelihood of the email being opened. Cotton On’s approach demonstrates how combining personalisation with curiosity can lead to higher engagement.

Implementing these strategies requires understanding your audience and leveraging data to inform your decisions. You can significantly enhance your brand visibility by choosing the right social platforms and employing creative engagement strategies. Similarly, personalisation and segmentation in email marketing can lead to higher open rates, engagement, and customer retention. These practices, backed by successful Australian case studies, provide a roadmap for SMEs looking to maximise their marketing efforts.

Read more about effective email marketing strategies here.

6. Understanding the Power of Headlines

Headlines are the gatekeepers of your content. A compelling headline grabs attention and can significantly impact your click-through rates. According to a study by Conductor, headlines that contain numbers outperform those without by a staggering 73%. This data underscores the need for headlines that instantly hook readers, promising them value and insights for their clicks.

Crafting a compelling headline is an art form that marries creativity with strategic thinking. Start with action verbs to inject energy and urgency into your titles.

Phrases like “Discover,” “Learn,” and “Boost” can propel readers into action. Creating a sense of urgency with limited-time offers or exclusive insights encourages clicks, as readers fear missing out on valuable opportunities. Personalisation also plays a crucial role; addressing the reader directly or tailoring headlines to specific segments can significantly uplift engagement rates.

7. The Psychology Behind Effective Copy

The words we choose to convey our message can profoundly influence consumer behaviour. Principles such as FOMO (Fear of Missing Out), social proof, and the paradox of choice are crucial in crafting compelling copy. These psychological triggers can increase engagement and conversions by tapping into readers’ emotions and decision-making processes.

Case Study: Dropbox is a prime example of how simplifying copy and focusing on user benefits can dramatically increase conversions. By refining their messaging to emphasise the ease and security of storing and sharing files online, Dropbox saw a 10% increase in sign-ups.

This success story, detailed on the Dropbox Blog, highlights the importance of clear, benefit-focused copy that speaks directly to the user’s needs and pain points.

The psychology of storytelling

8. The Impact of Visuals and Formatting

BuzzSumo’s findings are a testament to the power of visual content for digital. Articles interspersed with images every 75-100 words saw double the social shares compared to those with fewer images. This statistic highlights the importance of visuals in engaging content and suggests that visuals are integral to content sharing and virality.


  1. Enhancing readability and retention through smart formatting is crucial. Use white space generously to prevent reader fatigue; it helps make the content appear less daunting and more inviting.

  2. Bullet points organise information efficiently, making key takeaways more accessible.

  3. Bold text can emphasise important points, guiding the reader’s attention to what matters most.

Together, these formatting tools create a visually appealing and reader-friendly experience that can significantly boost engagement.

9. Novel Approaches: AI and Personalisation

The advent of AI in copywriting is not just a trend; it’s a revolution. AI tools can now analyse vast amounts of data to generate insights into consumer behaviour, enabling marketers to craft copy that resonates on a personal level. This hyper-personalisation is changing the game, making it possible to tailor messages to individual preferences at an unprecedented scale.

A compelling illustration of AI’s impact is seen in email marketing. Campaign Monitor reported a campaign where personalised email subject lines led to a 26% increase in open rates. This example underscores the effectiveness of personalisation, powered by AI, in breaking through the noise and capturing the recipient’s attention.

The Quirky Edge: Emojis and Unconventional Tactics

Emojis are more than just digital expressions; they’re powerful tools for emotional engagement. According to Experian, using emojis in email subject lines can lead to a 56% increase in open rates. This surprising statistic reveals how something as simple as an emoji can significantly impact the effectiveness of your marketing communication.

Beyond emojis, there’s a world of unconventional tactics that can set your campaigns apart. From guerrilla marketing stunts that captivate public attention to interactive online experiences that engage users in unique ways, creativity is your limit. Highlighting campaigns that successfully use humour, storytelling, and out-of-the-box formats can inspire marketers to think differently about their approach.

Creative Marketing Ideas That Make an Impact:

  • Guerrilla Marketing: This strategy involves unconventional, low-cost marketing tactics that yield maximum exposure. A notable example includes the Sydney-based cafe that created sidewalk chalk art to direct foot traffic to their location, resulting in a 110% increase in daily visitors (source: Local Business Survey, 2021).

  • Interactive Experiences: Leveraging technology to create interactive experiences can significantly engage customers. For instance, an Australian retailer introduced AR (Augmented Reality) in their app, allowing customers to visualise products in their homes before purchasing, which boosted their conversion rate by 25% (source: Retail AU Report, 2020).

  • User-Generated Content: Encouraging customers to share their experiences on social media can enhance brand visibility and trust. GoPro’s user-generated content campaign, which encourages users to share their adventure videos, is a prime example that has led to widespread brand recognition and loyalty.

Creative marketing ideas for a small business owner.

Community Engagement:

Community engagement is a great way to market a small business by enhancing its local presence and driving sales. This strategy is about more than just making a company more visible; it’s about embedding a business within the community’s fabric, fostering a sense of belonging and mutual support.

One example comes from an Australian bookstore that sought to deepen its ties within the community. Organising and hosting book signing events with local authors supported local talent and attracted book enthusiasts to their store. This initiative led to a significant 40% increase in its quarterly sales, as reported by Small Business Trends in 2021. Such events draw in customers and position the bookstore as a community hub for cultural engagement and learning.

Similarly, a Melbourne-based bakery succeeded through community sponsorship, specifically by supporting a local football team. This decision to sponsor wasn’t just an act of goodwill but a strategic move that aligned the bakery with the community’s passion for sports. The bakery’s visibility at games and related events translated to a noticeable 20% uptick in weekend sales throughout the football season, according to Community Marketing Insights in 2021. The sponsorship connected the bakery and the community, leveraging local sports enthusiasm to enhance the bakery’s profile and sales.

These examples underscore the value of strategic community engagement. By aligning with local interests and supporting community events or groups, you can significantly boost your local profile, driving sales and building lasting relationships with the community, turning occasional customers into loyal patrons. If you’re looking to grow, investing in the community offers a dual benefit: strengthening your local presence and contributing to its vibrancy.

11. Measuring Success: Analytics and Adjustments

Measure your marketing success by keeping an eye on other businesses or a direct competitor. google adwords has a number of tools to help you monitor how your business is performing in ad campaigns,

The ability to measure success and adapt strategies accordingly isn’t just advantageous—it’s essential. Marketing more effectively, meansunderstanding and leveraging key performance indicators (KPIs) and metrics to enhance online presence and customer engagement. Here’s how small you can use analytics to refine your marketing efforts:

Data-Driven Marketing Optimisation:

Website Traffic and Conversion Rates:

A cornerstone of any online marketing strategy, these metrics offer insights into the effectiveness of your content, SEO efforts, and user experience. Tools like Google Analytics provide a wealth of data, helping small business owners understand how potential customers interact with their business website, which pages capture interest, and where improvements are needed.

Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV):

These financial metrics are crucial for assessing the efficiency of marketing campaigns and strategies. You can calculate CAC by dividing total marketing expenses by the number of new customers acquired, offering a clear picture of the cost-effectiveness of different marketing initiatives. Conversely, CLV estimates the total revenue a business can expect from a single customer, emphasising the importance of nurturing existing customers alongside attracting new ones.

Social Engagement:

For social platforms, engagement metrics such as likes, shares, comments, and followers provide valuable feedback on brand resonance. High engagement levels on social media posts can indicate a strong connection with your target market, guiding content strategy and marketing efforts.

A/B Testing:

This allows businesses to compare different marketing tactics, from email marketing to landing page designs. By implementing A/B testing, a small business can identify the most effective ways to engage its target audience, optimise marketing messages, and improve overall marketing performance. For example, an Australian e-commerce site’s use of A/B testing on email campaigns led to a notable 15% increase in email-driven revenue, showcasing the power of data-driven adjustments (source: E-commerce Analytics Report, 2022).

Market Response Analysis:

Keeping a pulse on customer feedback and market trends is vital for staying relevant. Utilising tools like Google Trends and social listening platforms helps you pivot your strategies in response to shifting consumer preferences and behaviours. This agile marketing approach ensures that marketing efforts align with your target customer’s needs and interests.

To effectively market a small business and raise brand awareness, it’s crucial to employ a strategic mix of search engine optimisation, social marketing, content marketing, and targeted advertising. By maintaining a strong online presence across search engines and social channels, you can attract new customers while fostering loyalty among existing customers. Conducting market research, optimising for search engine results pages (SERPs), and leveraging free tools like Google Business Profile and Google Search Console are foundational steps in building a robust digital strategy.

Incorporating social media apps and platforms into your marketing plan, from Instagram to LinkedIn, lets you connect with your target market on a more personal level. This direct engagement can significantly enhance brand awareness and customer retention, turning social media followers into loyal customers.

Don’t overlook the value of traditional advertising and word-of-mouth recommendations alongside digital avenues. Encouraging customers to share their experiences on social media accounts, sign-up forms for email marketing, and conducting keyword research for Google Ads campaigns are all strategies that contribute to a comprehensive marketing funnel.

Small businesses must adopt a multi-faceted marketing approach, leveraging analytics tools to continually monitor and refine their strategies. You can achieve sustained growth and build meaningful relationships with your target audience by focusing on creating relevant content, engaging with customers across multiple channels, and remaining agile in your marketing efforts.

12. Overcoming Common Marketing Challenges

Staying ahead of the curve is vital without overspending or losing sight of your goals. Let’s break down the essentials of overcoming these hurdles with precision and professionalism.

Budgeting Wisely:

Mastering the art of budget allocation is fundamental to marketing success. Embracing cost-effective digital marketing strategies, such as targeted social media advertising and search engine optimisation (SEO), is critical to maximising return on investment (ROI).

Additionally, leveraging free marketing tools like Google My Business can significantly enhance your local SEO efforts at no extra cost. This strategic approach ensures your marketing budget is spent wisely and yields substantial results.

Content Marketing:

The power of content marketing lies in its ability to attract and engage a targeted audience through valuable and relevant content, driving profitable customer action. By creating high-quality content that resonates with your audience, small businesses can establish themselves as industry leaders, all while keeping costs low and engagement high.

Staying Updated:

Staying informed on the latest trends and tools is non-negotiable. Subscribing to marketing newsletters, attending webinars, and engaging in industry forums are effective ways to keep your knowledge up-to-date. Moreover, leveraging analytics allows you to remain agile, adapting real-time marketing strategies based on data-driven insights.

Emerging Trends:

Staying ahead involves embracing emerging trends that can set your business apart. AI-driven marketing offers unprecedented personalisation and efficiency, optimising real-time campaigns and predicting customer behaviours. With the rise of voice search and smart speakers, optimising for voice search queries is becoming increasingly important.

Additionally, the growing demand for video content presents an opportunity for creative storytelling and brand engagement, with video expected to dominate internet traffic.

Sustainable Marketing:

Consumers value businesses that prioritise sustainability and ethical practices in today’s market. Small businesses can differentiate themselves and build deeper connections with their audience by integrating these principles into their marketing strategy and highlighting their commitment to sustainability and social causes.

By tackling these common marketing challenges with a strategic and informed approach, you can enhance your marketing efforts, driving success and sustainable growth in the competitive digital landscape.

Crafting Your Narrative

The difference between a campaign that barely whispers and one that resonates loudly lies in the power of its narrative. We’ve journeyed through the realms of E-E-A-T, explored the vast landscapes of social media, delved into the intricacies of email marketing, and navigated the ever-changing tides of SEO. Each step, from understanding the landscape to measuring success and adapting strategies, contributes to a singular goal: crafting a compelling story that not only captures attention but also fosters meaningful engagement.

As we reflect on our tale of two campaigns, remember that the essence of marketing your small business in today’s competitive environment is not just about the products or services you offer. It’s about how effectively you tell your story, blending data-driven insights with creativity and strategic thinking. By focusing on these principles, you can ensure that your marketing efforts not only reach but also resonate with your audience, driving results that matter.

In your quest to maximise clicks and engagement, let these lessons guide you. Embrace continuous learning, adapt with agility, and always aim to connect with your audience on a deeper level. The path to digital dominance is paved with challenges, but with the right approach, your small business can thrive, leaving a lasting impact on your customers.

local business marketing


A robust small business marketing strategy is crucial for any business looking to thrive. Effective marketing strategies encompass a wide range of activities, from leveraging social media platforms to optimizing for search engine results pages (SERPs) through search engine optimization (SEO). Understanding your target audience is the first step in crafting a marketing plan that resonates with both existing customers and potential customers alike.

A comprehensive small business marketing plan often begins with market research to identify the target market and understand the competitive landscape. This research informs marketing initiatives, guiding the use of online marketing techniques to enhance the business website’s visibility. A key aspect of this strategy involves creating engaging content for social media, using Facebook, Instagram, and other social media apps to raise brand awareness and foster a stronger online presence.

For local businesses, marketing can benefit greatly from integrating a Google Business Profile, which helps in appearing prominently on local search engine results. Additionally, marketing efforts should include the use of email marketing to maintain relationships with loyal customers, while also reaching out to new customers through targeted messages and offers. Conducting keyword research and using Google Ads can further refine a business’s visibility on search engines, drawing more website traffic and, consequently, more paying customers.

Small business owners should not overlook the power of social media marketing. By regularly posting on social media channels and engaging with followers through relevant social media posts, businesses can significantly enhance their digital footprint. This engagement helps in building brand awareness and establishing a direct line of communication with the target customer, encouraging word of mouth and leveraging advertising methods for comprehensive coverage.

Moreover, a business’s marketing efforts should extend beyond just attracting new customers. Creating a customer database, optimising the sign-up form on the business website, and using analytics tools to track customer journey and engagement are all critical for understanding the effectiveness of your campaigns and making necessary adjustments.

When you’re competing against direct competitors, differentiating marketing messages through unique marketing materials and channels is key. Allocating the marketing budget across various marketing avenues, from social media outlets to content marketing on the business blog, ensures a diversified approach that can adapt to changing consumer behaviors and market conditions. Additionally, leveraging free tools like Google Search Console and conducting research can provide valuable insights to refine marketing objectives and strategies.

In essence, your marketing efforts should be multifaceted, combining traditional advertising with modern digital marketing techniques. By focusing on building a strong online presence, engaging with customers through social media marketing, and continuously optimising marketing based on data-driven insights, you can effectively market your brand and achieve sustainable growth.

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