Digital Marketing: Our top five strategies to stay ahead of the digital curve

Digital Marketing: Our top five strategies to stay ahead of the digital curve

With people spending more time online than ever before, now is the perfect opportunity to explore, embrace and implement a range of digital marketing strategies, to ensure your business can engage your target audience and in doing so, also generate revenue.

Here are our five favourite digital marketing strategies that we believe are invaluable to succeeding in this fast-paced, digital world.

  1. Search Engine Optimisation (SEO)

What exactly is SEO?

SEO is the process of optimising your website to improve its visibility in search engine results pages (SERPS). This process combines a number of factors such as on-page optimisation (keywords, meta tags, and content quality), technical optimisation (site speed and mobile-friendliness), and off-page optimisation (backlinks).

Why do we need it?

There’s more to SEO than just three letters. SEO is basically the foundation of digital marketing as it helps businesses expand their online visibility, attracts relevant traffic, and builds a strong reputation. It's also an indispensable component of any digital marketing strategy, due to its cost-effectiveness and long-lasting impact.

  1. Social media marketing

Why use it?

Believe it or not, there’s more to social media than just using it to stalk your ex partners. Social media platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok provide low-cost opportunities to connect with your audience, build brand awareness, and drive traffic to your website. Through the development of a social media strategy that aligns with your business goals and creates compelling content, you can also use paid social media advertising to target specific demographics and boost your reach.

Video marketing

Everyone loves a good social media video and believe it or not, they are also a compelling digital marketing strategy that uses the power of your video content to engage and captivate audiences. Another advantage of video marketing is that they are highly shareable on social media, and can be used for storytelling, boosting conversions, and real-time engagement through live streaming. Given the rising trend of video-sharing  platforms such as TikTok and Youtube, video marketing, to put it simply, cannot be ignored. Plus, they’re also really fun to make!

  1. Content Marketing

 Tell your story

The main goal of content marketing is to attract and retain the attention of a target audience by producing useful, engaging and relevant material. This can be anything - podcasts, infographics, videos, articles or blogs. Basically, the goal is to establish your business as an authority in your industry and provide solutions or insights that address your target audience’s pain points.

Why do we need it?

Content keeps your audiences engaged and promotes conversation, builds consumer trust in your business and educates people, in an interactive and interesting way, about what you’re doing. Good quality, up-to-date content will also boost your website’s search engine ranking and drive organic traffic.

  1. Email Marketing:

What exactly is it?

Email marketing is a direct communication method that is effective for generating leads, promoting your business and establishing connections. It’s also a cost-effective way to engage with your audience, nurture leads, and drive conversions.

How to do it effectively?

Building an email list or database of interested subscribers allows you to send targeted and personalised messages, such as newsletters, promotions, and product updates. Automation tools can also help segment your list and send relevant content at the right times. You do need to be careful however, not to saturate your subscribers with material, otherwise your emails will end up in spam or worse, the unsubscribe button will be used in full force!

  1. Influencer marketing

In a nutshell, influencer marketing is partnering up with people who have a sizeable following and impact within a certain specialty or sector, and using them to market your goods or services to their interested clientele. Yes, it can be expensive, but the benefits of influencer marketing can be priceless. Influencers can not only leverage authentic endorsements, but they can also build trust and boost sales through credible recommendations, making it a valuable strategy for any kind of business.

The last word

Taking a comprehensive approach to digital marketing and encompassing as many of the above strategies into your marketing approach, rather than just adopting one method, is essential for remaining competitive and establishing long-term success for your business in the digital era.

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Black Friday & Cyber Monday

Black Friday & Cyber Monday

Don’t know about you, but I feel like we’re barreling towards Christmas at a rate of knots, but before we get there, we’ve got two key retail periods to contend with. Like ‘em or loathe ‘em, Black Friday (November 24) and Cyber Monday (November 27) are fast approaching and have become a bit of a big thing here in Straya. What essentially began as an American trend, these two days are now global consumer movements. Big ones. And given the cost of living these days, and the big event next month, consumers will be holding out and saving their cents in anticipation.

Say Black Cyber whaaat?

The origins of Black Friday, the day following Thanksgiving, date back to the 1960s, when police officers in Philadelphia used the term to describe the chaos that resulted when large numbers of suburban tourists came to the city to do their holiday shopping. The huge crowds created a headache for the police, who worked longer shifts, dealing with traffic jams, accidents, shoplifting and all sorts of other issues that come with big numbers of humans in one place. Cyber Monday, falling on the first Monday after the Thanksgiving holiday, is a 24-hour online shopping event, that was created by businesses to encourage people to shop online, but it’s now turned into an extension of the Black Friday sales. Regardless of the origins, these two dates are two of the busiest shopping days of the year globally, so if you can, jump on board.

The Countdown Begins

If you sell stuff, whether it’s actual things or services, consider whether you could take advantage of Black Friday and/or Cyber Monday. A couple of weeks out, start generating excitement by promoting the offers you’ll have available over those days, as they could be a mighty lucrative 48 hours for your business.

In saying that, it’s also important to make your promotion worth waiting for. There will be a lot of other promotional noise to cut through, so if you want customers knocking down your IRL or virtual doors, this is your once-a-year opportunity to give them something that is just too good to refuse. And giving them advance warning will allow them to plan who they will be spending their dollars with over that long weekend – make sure you are front of mind. 

5 Marketing Tips:

  1. Use your database to let your current and past customers know about your Black Friday and Cyber Monday sales. Make your email eyecatching and interesting and be straight to the point with your offers.
  2. Use your socials. Post on your business pages, and take advantage of local group pages, particularly if you have a special deal they need to know about! Avoid spamming these groups though, that could lead to you being banned, or trolled (eyeroll), so make sure it’s a good, genuine offer that is relevant to them.
  3. If you have a shop window, put up an old-fashioned poster, more people notice these than you think, and they’re a cost effective way of letting people know you’ll be having a huge Black Friday sale.
  4. If your offer is big and you have a bit of budget, then TV and radio advertising can also be cost-effective ways of promoting your offers.
  5. If you’re going to partake in Cyber Monday as well, make sure your website and online store are working efficiently to cope with more traffic than usual.

What are you waiting for?

Get to it! Find a good offer and start building excitement in the countdown to Black Friday and Cyber Monday - make it something worth waiting for. Then we can start planning for Christmas!

Stay fruity

Barefruit x

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Lismore City Council
Lennox Centenary
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Brand Building

brand Building

Brand building. Two words that Barefruit Marketing believe are crucial for startups to consider when establishing a new business. Not only does building an effective brand distinguish your startup from your competitors, but it also creates a unique identity for your business, one that will resonate with your customers, build trust and establish a connection with your target audience. If you’re not sure where to start, here are some of our top tips you should consider when building your brand.

  • Clearly define your brand and articulate its mission, values and unique selling proposition. Identify your competition and work out what sets you apart.
  • In order to tailor your brand messaging and resonate with potential customers, get to know your target audience and understand their needs, preferences and pain points.
  • Develop a strong online presence - creating a professional website and an active social media profile are essential ways of reaching and engaging with your audience.
  • Maintain a consistent tone and style in your messaging to reinforce your brand's identity by regularly engaging with your audience. Believe it or not, sharing the journey of your startup, its values and milestones, will forge strong connections with your customers.
  • Continuously evaluate your brand's performance, gather customer feedback, and be willing to adapt and evolve, as your startup grows and market conditions change.
  •  Use key performance indicators (KPIs) to measure the effectiveness of your brand-building efforts and make data-driven adjustments as needed.
  • Most importantly,  understand that authenticity is key to building trust with your audience. Be true to your values and foster a community, where customers can connect and share their experiences around your brand.

Remember that brand building is an ongoing process that takes time, consistency and effort.

It’s about crafting a compelling narrative and delivering on your brand's promise at every interaction

It’s about being authentic in your mission and engaging with your audience. 

So what are you waiting for? Start building your brand today.

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Lismore City Council
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Take Advantage of Black Friday Sales

Take Advantage of Black Friday sales

Black is back baby

Whether you’re a fan or not, Black Friday, on November 24, is fast approaching and although it originated in the States, it’s now a worldwide shopping phenomenon which you might want to partake in.

Given the high cost of living and the fact people are very conscious of how they’re spending their money, Black Friday is a great opportunity to entice customers into your store in the lead up to Christmas, with an awesome offer they can’t refuse.

A good sale goes a long way

Consumers are a savvy bunch, you know that because you are one. We are looking for, and we know a good deal when we see one. We can also see straight through lacklustre offers and will go somewhere else if we can’t see the value. So make sure you’re prepared with a good sale or offer - remember it’s just for 24 hours, so go for it!

The Lennox community has a huge range of excellent businesses, including cafes, restaurants, gifting, beauty, clothing, food and art, not forgetting the deli, gym, hair, nails, restaurant, health foods and more, down at Epiq. The Black Friday sale can apply to everyone. 

Just do it 

If you’re a cafe or a restaurant, why not offer a two for one meal deal for the day, or a complimentary coffee or wine (yes please) with a meal? Hair and beauty, now’s your chance to start promoting a special offer, perhaps a free blow dry or head massage for customers who book in for Black Friday? Gyms could offer a free trial class or half-price membership and our galleries and art stores could offer flash sales – there is so much opportunity – and it is for one day only.

Spread the word

Let locals know about what’s going to be on offer now, so they can start planning on where they’re going to spend their hard-earned cash. Use your database and start sending out emails. Get on your socials and promote the day, or even put posters up in your shop window - it’s a cheap way to advertise and very effective. 

Whatever you do in the lead-up to Black Friday, make it memorable and make it worth getting out of bed for. There will be a lot of other Black Friday promotional noise to cut through. It’s only 24 hours, don’t waste a second.

Stay fruity 

Barefruit x

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Lismore City Council
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Barefruit Marketing: Cherry on Top at Ballina Business Excellence Awards

Barefruit Marketing: Cherry on Top at Ballina Business Excellence Awards

Testament to their ongoing work in the local community and their dedication to networking and collaboration, Barefruit Marketing was awarded ‘Employer of Choice’ (for a business with less than 21 employees), for the second year running, at the recent Ballina Shire Business Excellence Awards, which recognises and rewards excellence in business. 

Claire Harding, co-founder of Barefruit Marketing also received the ‘Outstanding Business Leader’ award, demonstrating her ongoing commitment to her workplace, the industry and the community. With over thirty years of marketing experience, as well as her outstanding dedication to her staff and the continual expansion of Barefruit, it was little wonder she scooped the coveted award and recognition.

Aside from their commitment to providing a supportive and forward-thinking work environment that focuses on honesty and transparency, Barefruit have always believed in the importance of working with the local Northern Rivers community and go to great lengths to forge new relationships, network and connect businesses with each other.  Understanding the power of collaboration and cooperation, both Claire and fellow co-founder Evan Harding, actively promote other businesses on their platforms, attend regular networking events and are continuously work on developing new business. 

With the mantra of taking nothing for granted, be it personal or professional, and with ‘fun’ as their core value at the workplace, it’s little wonder Barefruit also took out the ‘Employer of Choice’ award, for the second time in a row.  With a creative work environment, weekly team meetings and regular professional development, (and wine of course), Claire and Evan go out of their way to ensure that coming into work is something to look forward to, rather than dread.

Akin to their unicorn abilities, Barefruit stand out from the crowd by offering pro bono services to a number of local not-for-profits and charity organisations, such as Biala Support Services and Rafiki Mwema, a charity that raises awareness for traumatised children that live in Kenya, and sponsor community events, such as the Love Lennox Festival and the XXX soccer team/sports ground.

Given their success at the Ballina Shire Business Awards, Barefruit  are also now finalists for these categories at the Northern Rivers Regional Business Awards, to be held on September 16.

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The Power of People

The Power of People

Stop, collaborate and listen…

Without collaboration, networking and connection, there is no local business community. Forging strong relationships with all our business partners has always been an important part of the way we roll, and we believe that focusing on honest and transparent work relationships leads to productive and long-term partnerships, as well as the development of new and exciting business opportunities.

IRL networking

They might sound old-fashioned if you’re under 30, but actively participating in face-to-face networking, sharing your knowledge and expertise, and really engaging with others, will help build relationships and establish you as a reputable and trusted person people want to do business with. This ultimately helps build your brand and drive new business. Networking events (we like the ones with free breakfast or wine) are a great way to get yourself out there.

Networking can be challenging if you’re not a fan of public speaking (or people), but believe me, putting yourself out there will help you develop these skills. The wine helps too (haha), but seriously, the more you network, the more confident you’ll become about speaking about your business and what you can offer. I used to be physically sick before new business meetings, but now, after regularly attending networking events (and getting all grown up), I still get a little sweaty, but no more vom.

Give back

Offering your services pro-bono, such as organising an event, writing a column for a the best mag in town (ahem), or designing a logo for a local charity, is a great way to establish long-term relationships and keep you, and your business, front of mind. Sponsoring a local team, charity or event, is another great way to connect with the community – and it makes you feel all warm and fuzzy inside.

In small communities like ours, recommendation and word of mouth is very powerful, so if you’re doing something good in the community, people will get to know about it.

Winner winner, chicken dinner

Local business awards are a great way to meet potential new clients, connect with the business community and have a laugh, something we all need to do, often. We can vouch for this - the business awards we’ve entered over the years have generated some great connections and long-lasting relationships, locally and further afield.

Remember, if we’re still in business after what the last few years have thrown at us - we’re all winners.

Barefruit x

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Lismore City Council
Lennox Centenary
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Should your business be using Insta Reels and TikTok’s in 2023?

Haven’t you heard Instagram reels are taking over the world!!... just kidding, but also not really. Currently Instagram Reels and TikTok videos are all the new rage and heck we are all here for it! They are short, fun and engaging videos ranging anywhere from 10-90seconds in length. They give business’s an opportunity to showcase their businesses personality and make creative content that is easily digestible. With the busy nature of many consumers lives, they simply just don’t have the time to be sitting on their phone reading long paragraphs from businesses, nor do they want to… as let’s be real ‘ain’t nobody got time for dat’!

What are the Advantages of using video media forms (reels and TikTok)?

Now here’s why Instagram Reels and TikTok’s will become your knight in shining armour this year! Currently Instagram’s algorithm is favouring reels. This means that when you post one, Instagram will be more likely to push your content out and recommend it to other potential customers who don’t yet follow you. Instagram is loving reels so much they even got their own page on the new Instagram update last year, meaning they are now more visible then ever!

What to consider when creating your video

Let’s be real no one wants to watch a video that is boring and just plain blah, so it’s important to keep in mind these key things when creating your content!

1. Educating your audience

Educating your audience on your product or service offering should be at the top of your priority list when it comes to your social media marketing strategy! It’s important to show how your product works, its value, and identify why it’s the clear winner over its key competitors.

2. Utilising Trending Sounds to boost your audience reach

Using trending sounds is a great way to help boost your videos traffic! Using trending sounds with less than 10K reel uses will help to boost your content even more as it means your video will be one of the most shown under that sound! Utilising trending sounds gives your video a better opportunity to be featured on Instagram’s ‘Explore Page’ and TikTok’s ‘For You Page’ which is basically like gold for social media! The Instagram explore page alone gets foot traffic of approximately 200million users each day and half a million users every month.

3. Create clear, engaging, and fun visuals

The whole point of Instagram reels and TikTok’s is to generate content that is fast, engaging, and eye-catching! With these videos, comes an opportunity to reflect your brands personality, pull in more like-minded consumers and consequently increase brand engagement. Creating videos that feature yourself the owner, staff and your workplace environment is a great way of making your customers feel like they are a part of your community and know you personally, therefor increasing consumer confidence. Both Instagram reels and TikTok’s gives creators the opportunity to utilise visual filter effects, text layovers, stickers, songs and GIFs… all tools helping to create content that is engaging.

What should my reels be about?

We understand how hard it can be when it comes to creating content, so we have listed a few ideas to get you started!

Content ideas:

  • Answering FAQ’s
  • Tips
  • Behind the scenes
  • Sales or specials
  • Product usage
  • Meet the team
  • Getting involved in funny trends


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Lismore City Council
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Shooting on a budget

Photoshoots on a budget

They say a picture tells a thousand words and these days, given the power of brand images on social media, it’s probably even more. We all know great photographs, videos and images are the make or break when it comes to showcasing your product or business. Blurred, distant or pixelated images are obviously not going to win you any fans, but in saying that, gone are the days when you need to spend a motza on a camera or professional, to get the content you need for some (not all) of your marketing.

That’s right, the phone sitting in your pocket is pretty damn impressive and if your model doesn’t date back to 1998, it will more than likely rival the quality of an expensive camera. If you’re considering updating your images and promoting your brand, we have a few tips and tricks for you to get the ball rolling, or in this case, the camera clicking.

Plan, plan, plan

Believe it or not, planning your shoot is just as important as taking the actual photos. It’s important to consider the kind of content you want, as well as how it will actually be used in the creative vision for your brand. It’s also imperative to identify your key audience to ensure your brand’s message is visually consistent across all channels. We recommend storyboarding, as it is  an effective way to plan out what you actually want to achieve on the day of your shoot. Being prepared across timings, props and locations, will guarantee a smooth-running, cost-effective photoshoot.

Lights, Camera, Action

Once you’ve got the plan for the day under control, it’s time to get creative (and have some fun at the same time). Ditch the expensive studio lighting, hit the outdoors and take advantage of the incredible natural sunlight we have in this part of the world. If you do need to amp up the brightness, use a windscreen sun reflector for an inexpensive lighting hack. Explore unusual angles, rather than shooting from the same spot all the time. This will not only allow you to get closer to the subject in an original and thought-provoking manner, but will produce more interesting results than the standard head shot that you see on LinkedIn!

Let’s leave the shell-shocked surprised looks the flash creates aside and use diffused light instead. Portrait mode adds an extra stand-out element to your photos (but beware, it also highlights wrinkles!) and using interesting props or our beautiful, natural surroundings will make your pictures truly memorable. If getting visually creative isn’t really your thing, bribe one of your team with coffee and an early finish, and let them take the reins. Who knows, you might actually  have a budding photographer on your hands!

Make a good photo great

Before you upload your new photos, be sure to go through them carefully and take the time to edit them. There are a range of free, or cheap, tools and apps that are easy to use and are designed to enhance the lighting, texture and quality of your shots. Even if you know next to nothing about taking photos, aside from where to find the camera app in your phone, you’ll still be able to garner amazing new content for your brand and most importantly, save money!

Check out the full Byron Wave article here


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Lismore City Council
Lennox Centenary
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Social Media: The Ultimate Tool for Local Businesses

For local Lennox businesses, social media is your ultimate wingman, to help you showcase and share your products and services with the local community. With social media, you can create a buzz, have a giggle with your customers, and build a loyal following that will stick with you through the good times and the bad times (but we don’t want anymore of those).

Build a string brand on Social Media

Unleash your business's full potential and give your profiles a makeover that will make even the Kardashians jealous. Think about your brand personality and your brand colours and create scroll-stopping images and graphics. Is your bio up to date? Make it informative and engaging that your followers feel like they're chatting with their new bestie. Don't forget to include a link to your website or online store so they can easily find their way to your amazing products and services. With a strong brand presence on social media, your local business will shine brighter than the Norfolk Pine at Christmas!

Engage with your followers

The true magic of social media lies in the power of connection. Connect with your followers and make them feel like part of your business family. Respond to comments, ask questions, and create polls. Don't be afraid to show your followers what goes on behind the scenes of your business - think of it like a VIP backstage pass to your company's awesomeness! Last but not least, make sure to big up your team and show off their amazing achievements. The more you engage with your followers, the more they'll feel like they're part of the inner circle - and that's some serious social media magic.

Run Social Media Contests

Who doesn't love a good contest? Social media contests are a great way to generate buzz, increase engagement, and reward your loyal followers. You could offer a free product or service to the winner, or a discount code for their next purchase. Make sure to promote the contest across all your social media channels and encourage followers to share it with their friends.

Partner with local influences

Another way to elevate your local business is to partner with local influencers. We’re talking about the local legend that everyone knows and loves (they don’t need a massive following). These are people who can help promote your brand to their audience. Reach out to people that align with your brand values and see if they're interested in collaborating. You could offer them a free product or service in exchange for a social media shoutout or review.

We’ve said this before, but if your business isn’t already on social media, what ya doin – jump on in! Social is a powerful tool for local businesses to connect with their community, build a strong brand presence, and lift their marketing game. By following these tips and tricks, you'll be well on your way to social media stardom. So, go forth and conquer!


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Lismore City Council
Lennox Centenary
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Building Trust With Your Audience

We're going to dive into a topic that can make or break a business - trust. Let's get started with some fun ways to build trust with your customers and take your business to the next level.

Don't be fake

Be yourself! When it comes to building trust with your audience, be the real you, be authentic and be genuine. Know-it-alls get the eyerolls and if that’s not you, reveal your honest, transparent, and sincere side. Show your audience you're a human being with flaws and quirks just like them. Being relatable will build a rapport and connection with your audience.

Showcase your expertise

If you want to gain your audience's trust, you got to show them what you're made of. One of the best ways to do this is by showcasing your awesomeness. Whether you're creating cool graphics, making the best coffee in town or selling surfboards, sharing your knowledge and expertise will show your audience you really know your stuff. When they can see you're the real deal, they're more likely to trust your business, products, or services. So, let yourself shine!

Engage with your audience

Building trust is a two-way street, so get in there and engage with your audience. Respond to comments and messages in a timely way, ask for feedback, and create a dialogue – all will help create a sense of community and trust. When your audience knows they can reach out to you and actually get a response, they're more likely to trust you and your brand. So, don't be a stranger - get in there and start chatting.

Be transparent

It's all about transparency, baby. That means being upfront about your products, services, and policies. Don't try to hide anything or your audience will sniff it out in an instant and think you’re pulling a fast one – destroying any trust that had built up. If you make a mistake – own it! We're all human, and your customers will appreciate that you are one too.

Deliver on your promises

If you want to build trust, you gotta deliver the goods. If you promise a certain level of quality, service, or support, you need to deliver on it, consistently. Don't make promises you can't keep and then fall short. You could be forgiven occasionally, but constant let downs will kill trust in your brand. Better to under-promise and over-deliver!

Building trust isn't easy, but it's ooo-so-important for any business to succeed. So, have fun, be real, show off your skills, chat it up with your audience and deliver on your promises… and you are winning! Do all the things, it’ll create a customer base that trusts you – and they’re the ones that'll have your back through the good times and the not so good times.


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Lismore City Council
Lennox Centenary
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