How to Differentiate Your Business When You’re Competing in a Saturated Market

Some industries feel like they’ve gone from wide open to wall-to-wall competitors in the space of a few years. E-commerce, marketing, fitness, coaching, cafés, you name it. And while the intense competition can make it harder to get noticed, it doesn’t mean it’s game over for the little guys. You don’t need the biggest ad budget or the flashiest website on the internet to win attention. What you do need is clarity, consistency, and a smart way to position yourself.

These days, providing a great product or service is just the baseline. You might have the best solution on the market, but if your brand doesn’t feel relatable, memorable, or trustworthy, it’s likely to get lost in the noise. In crowded spaces, your point of difference often has less to do with what you sell and more to do with how you sell it and the experience you create along the way.

To stand out in a crowded market, you need a clear, focused digital marketing strategy NZ businesses rely on. Here are seven practical ways to cut through the noise and make your brand memorable.

Get Crystal Clear on Who Your Audience Is

Businesses that try to be everything to everyone usually end up being no one’s first choice. Narrowing your focus might feel counterintuitive at first, especially when you’re eager to grow, but specificity is what helps people see themselves in your offer. It gives you the language, tone, and priorities that connect with real people, not a vague demographic. Whether you’re speaking to suburban mums or solo founders, your audience will respond better when you talk directly to them, not to the masses.

Focus on What Sets You Apart

In today’s crowded markets, sounding like everyone else only guarantees you get lost in the noise. Skip the buzzwords and vague promises. Instead, zero in on the real strengths that make your business stand out, whether it’s quick turnaround times, transparent pricing, a straightforward approach, or deep expertise in a niche. It doesn’t need to be flashy, just authentic and consistent.

Show Your Personality, Even if It's a Little Different

A little quirk goes a long way now that many brands have started to look and sound the same. You don’t even need to be outrageous, just human. Inject some humour, candour, or cheek into your copy to help people feel like they’re talking to a real person, not a faceless organisation. Your personality becomes part of your value, and it’s often the part people remember.

Sell Customers on Better Stories, Not Just Better Features

People want to retell stories, not bullet points. Sure, your product’s specs might be technically impressive. What’s going to stick with most customers, though, is how that product helped someone like them solve a real problem. Share how your service got a client through a crunch period, or how a customer unexpectedly became a brand advocate. No need to manufacture any tearjerkers; it’s enough to just share honest, human moments that help buyers see themselves in your success stories.

Make Every Interaction Count

Sometimes, it’s the small things that stick. A seamless onboarding, a thoughtful follow-up, or a checkout that doesn’t frustrate can turn a so-so experience into one people rave about. When you add a little care and polish to how customers interact with your brand, you go from just “fine” to genuinely memorable.

Back It Up with Social Proof That Feels Authentic

People want to hear from others like them before they take the leap. That’s why genuine social proof matters. Share reviews and testimonials that sound like real conversations, not polished marketing speak. When your feedback feels honest and reflects your brand’s personality, it builds trust naturally. It’s about letting your customers do the talking in a way that feels earned, not curated.

Be Where Your People Are, Not Just Where Everyone Else Is

It’s easy to fall into the trap of showing up everywhere at once, TikTok, LinkedIn, industry expos, the works. But unless you’ve got a limitless team and budget, spreading yourself thin won’t help you stand out. Instead, double down on where your ideal customers already spend their time. That might mean joining niche Facebook groups, collaborating with a local newsletter, or simply being present at the community events your competitors overlook. No matter what anyone else tells you, relevance will take you farther than reach ever will.

You don’t have to shout to stand out. Showing up with a clear purpose and genuine character is what makes your brand memorable. Building that kind of connection takes intention, and that’s where Author comes in. When you’re ready to carve your own space and speak directly to your audience, get in touch, and we’ll help you make it happen.

A note

Henry Blackwell

Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.

“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

5 Signs Your Brand Isn’t Resonating with the Right Audience and What You Can Do

You’ve got the visuals sorted: your logo’s sharp, the website’s polished, and your colour palette hits all the right notes.. On paper, you look like the next big thing. So why does it feel like you’re shouting into an empty room?

Yes, pouring time and money into branding is marketing 101, but a slick look is only half the story. A strong digital marketing strategy NZ businesses can trust starts with knowing exactly who you’re trying to reach. Pinpointing your audience lets you fluently speak their language and compel them to listen and act. Are you suspecting that your message is drifting past the people you really want to reach? Here are five unmistakable signs that your brand isn’t hitting the mark, and what you can do to get it back on track.

1. You're Getting Views, But No One's Taking Action

One clear sign you’re not connecting with the right people is when your inbox stays empty, or the few leads you get never convert into paying customers. You might be pumping out ads every month and racking up thousands of social media followers, yet your ‘Buy Now’ button gathers dust. Something’s definitely not landing.

There could be several reasons for this. Perhaps your ads are too broad or generic. It can also be that your landing page confuses people. Or your form is so long that it scares potential buyers off. The fix? Get painfully clear on your message and who it’s for. Your audience should understand what you do and why it’s relevant to them at first glance. They need to know exactly what step to take next, whether that’s buying, signing up, or picking up the phone.

2. Great Clients Feel Like a Happy Accident

Your dream client understands your value, pays on time, follows your process, and happily tells their friends about you. But if those perfect customers are few and far between, you’re likely trying to please too broad an audience.

Instead of watering your message down for the masses, zero in on what your best clients have in common. Then build your message around them. For example, if you’re a high-end landscaper, don’t waste your Instagram feed on cheap DIY lawn tips for renters. Rather, talk about dramatic garden transformations and showcase premium results for homeowners seeking beautiful gardens.

3. Your Emails Are Flatlining

If your open rates are low, it could be that your subject lines aren’t sparking interest or your content feels a little too formal, salesy, or stiff.

To fix that, write like a real person. Use the language your audience speaks. If you run a garden centre, skip the subject line “Weekly Specials” and try “How to Stop Your Tomatoes from Giving Up on Life.” It’s relevant, it’s human, and it’s more likely to get opened. Helpful, relatable content doesn’t feel like a sales pitch; it feels like a friendly nudge. That’s the kind of email people look forward to.

4. You're Showing Up on Social... But It Feels One-Sided

You’re posting consistently, but the likes and comments just aren’t coming. It’s disheartening, especially when it feels like you’re doing all the right things. But if your content is stuck in promo mode, it’s no surprise people are tuning out. No one opens Instagram hoping to be sold to.

Instead, think of your feed like a conversation, not a catalogue. For example, if you run a local bakery, stop posting endless muffin promos. Instead, share behind-the-scenes clips, your team baking, or brand-related polls like “Is pineapple on pizza a crime?” Relatable content can help people connect with you, not just your product. And once they’re engaged, they’re much more likely to buy.

5. You're Always Justifying Your Prices

If you’re constantly hearing, “Love it, but can you do it cheaper?” you might be attracting the wrong audience — or sending mixed signals. For example, if you’re a wedding photographer charging premium rates, filling your feed with budget wedding hacks can undercut your value. It sets the wrong expectations and draws in clients who aren’t prepared to invest.

Instead, lead with your value. Show what sets you apart, and let people see the skill, time, and care behind your work. A short behind-the-scenes reel of you chasing golden hour (and climbing the hill to nail the shot) makes it clear they’re paying for more than a few snaps — they’re paying for expertise, experience, and commitment.

How to Tune Back in to the Right Audience

Spot any of these signs in your own business? Don’t panic, but don’t ignore them either. Start by digging into your numbers. Where are people dropping off? Which posts get traction, and which ones tank? Clarity starts with data.

Then, talk to your best customers. Ask what drew them in, what nearly made them walk, and what would make them rave about you to others. Their answers often reveal blind spots and open doors to better messaging, smarter offers, or even entirely new audiences.

Finally, experiment and adapt. Maybe you need less polish and more personality. Or shorter videos instead of long-winded blogs. Test a few ideas, double down on what clicks, and stay nimble, because what works today might not work next quarter.

Connect with Author, Connect with Your Audience

Branding that resonates is about making people feel seen and understood, not just shouting louder than your competitors. If you’re ready to stop guessing who you’re talking to and start building a brand that genuinely sticks, Author is here to help. Our digital marketing agency combines data-driven insights with human storytelling to help you cut through the noise and build real, lasting connections with the right audience.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

How to Create a More Human, More Relatable Brand Experience Even in Digital Spaces

We’re now a few years into the era of accessible, AI-generated content, and it’s been quite a mixed bag. While new generative AI technologies have allowed small businesses with limited budgets to produce polished-looking content at scale, most of these assets lack the warmth (or the secure copyright) of even the most perfunctorily made, human-produced assets.

This isn’t to say poor content didn’t exist before AI. Far from it. Still, “humanising” AI outputs is a lot more work than most businesses want to put in, and it shows. We’re now inundated by a flood of “AI slop” that often fails to connect with people at any meaningful level.

This can be a bigger problem than you think. No matter how “digital” your business is, people still want to interact with people. Or at the very least, they want the illusion of brands that act like people. Over the years, we’ve seen countless changes in how people act online. Yet, the desire for genuine human interaction remains an inseparable part of Auckland digital marketing.

That doesn’t mean your copy has to be casual or sprinkled with emojis. But it does mean every piece of content should feel like it was made by someone who understands people, not just a prompt. Whether you’re using AI tools or not, the goal is the same: centre the human experience. The brands that do this best are the brands that stand out.

Here are a few ways to make sure your brand stays human, even in digital spaces.

1. Start With a Clear, Emphatic Brand Voice

Every brand must have an identifiable voice. It’s how their followers know it’s them talking, whether they see their content on socials, email, or anywhere else. If your brand voice sounds a bit too dry or generic, it might be time for a refresh. You don’t have to be overly casual, but you do need a voice that feels human, relatable, and unmistakably yours.

Bring in the people who write or communicate on behalf of your brand and define a tone that fits your audience. Then commit to it. Whether it’s witty and sharp or warm with a bit of cheek, the key is consistency across every touchpoint.

2. Put Real People Front and Center

There’s no need to hide the humans behind the curtain—especially if you’re proud of the work and the people behind it. Share founder stories, team spotlights, or customer anecdotes in your public-facing emails and content. Highlight real experiences, even the ones that don’t come with polished lighting or pro-level editing. These days, it’s these moments of imperfection that often build the most trust.

3. Make Automation Feel Less...Automated

We all use automation in some way: it’s efficient, expected, and often necessary. But left unchecked, it can make your brand sound cold and corporate. A little lifelessness might fly under the radar, but there’s a tipping point. An email that starts with “Dear [First Name]” won’t win you any fans.

Whenever you’re sending something to anyone specific, be sure to personalise it. Forget about what’s convenient from a workflow perspective and be more intentional with how your business approaches its very human customers.

4. Design for People, Not Machines

It’s easy to get caught up in the details of optimisation. Maybe you trim the personality from your copy or prioritise keywords over clarity, all in the name of reach. But no matter how clever your strategy is, it still needs to work for actual people.

Real users should always come before Google’s bots or advice from an unrelated LinkedIn marketing guru. This means being deliberate in your navigation, content, and everything else that the wider public can interact with. Above all, it means delivering the authenticity that real humans crave.

5. Be Where Your Audience Already Is

You don’t have to be everywhere, but you should, at least, be where your people are. Whether it’s Instagram, LinkedIn, email, or TikTok, pick a few channels that align with your brand and where you do have an active audience. Use these platforms not just to promote your brand, but as a way to listen and interact with your customers.

6. Don't Just Broadcast; Invite Genuine Interaction

If your feed is just post after post with no replies, reactions, or responses, something’s missing. The best-performing brands don’t just talk, they listen. And their audiences notice.

Ask questions. Invite comments. Run a quick poll. Then respond in a way that sounds like there’s a real person on the other end, because there should be. Interaction doesn’t have to mean constant conversation, but it does mean treating your audience like they’re part of it, not just watching it.

Make Your Brand Feel Human and Memorable

Looking good online is only part of the picture. If you want to be remembered, your brand needs to feel like more than just another ad.

At Author, we help businesses create digital experiences that are clear, relatable, and built to grow. If you’re looking to sharpen your brand voice and show up with more impact, get in touch.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

The Secret to Brand Consistency Across Every Digital Touchpoint

Today’s digital world means people can interact with your brand in dozens of ways, often in a single day. You might click a paid ad, scroll your Instagram, visit your site, sign up for a newsletter, and flick through your emails before dinner. That kind of reach is powerful. But it also comes with a big challenge: staying consistent. Sometimes, making your brand sound like the same brand on every platform can feel like doing a group project where everyone writes their bit in a different font.

But customers expect smooth, joined-up experiences. When your tone, visuals, and messaging shift from one channel to another, it chips away at brand trust. Consistency, on the other hand, builds familiarity, boosts recall, and makes it easier for people to connect with you, no matter where they meet you.

So, how do you get that consistency locked in? Here’s how to create a seamless brand experience across all your digital touchpoints.

1. Start with Clear Brand Guidelines

Think of this as your brand’s playbook. A solid set of brand guidelines should cover everything from logo use and colour palette to font choices, tone of voice, and visual style. Share it widely with your team and anyone you work with externally.

But don’t just flick it over and call it a day. Take time to walk external partners (like your provider of SEO services or your Facebook ad freelancer) through the brand. The more they get your brand, the more likely they’ll hit the mark.

2. Keep Visuals in Sync

People remember visuals faster than they remember words. That’s why using the same colours, logos, and image style across platforms is key. If your emails are calm and clean, but your Instagram feels like a neon carnival, your audience might wonder who you really are.

Consistency doesn’t mean copy-and-paste. It just means everything feels like it belongs in the same family. If your Instagram is soft pastels and illustrations, your email banners and website should echo that same look and feel.

3. Use a Unified Tone of Voice

While it’s true that visuals grab attention, it’s your tone of voice that builds customer trust and connection. Whether it’s friendly and conversational or sharp and professional, that voice needs to show up everywhere, from blog posts to Instagram captions to customer DMs.

If you’re playful and quirky on social, your emails don’t need to crack the same jokes, but they should still sound like they’re coming from the same person. Tone can flex a little across channels, but it should always feel like one brand, one voice.

4. Align You Messaging

Each digital channel tells a piece of your brand story. But if those pieces feel unrelated, the whole thing falls flat. That’s why your messaging needs to stay aligned across channels, even when you tailor it to different formats.

Say you’re launching eco-friendly packaging. The way you talk about that on your website, in emails, and on social should all echo the same message: sustainability matters to your brand. Different wording? Sure. Different story? Nope.

5. Use a Shared Content Calendar

A content calendar is more than a scheduling tool. It’s how you keep your message coordinated across platforms. Planning your content in one place helps you align visuals, timing, and tone—so everything works together, not against each other.

6. Train Your Team (Regularly)

Your team is your brand’s frontline across support emails, live chats, social replies, and sales calls. Make sure everyone’s working from the same blueprint with regular training and examples of what “on-brand” looks like.

It’s like running a great restaurant, every staff member, from front of house to the kitchen, needs to know what’s on the menu and how it should be served. That’s how you create a consistent, memorable experience.

Need a Hand Getting It Right? Author Can Help

Consistency doesn’t happen by accident. It takes planning, tools, and the right team behind you. At Author, we help brands show up clearly and confidently across every digital touchpoint, whether that’s through strategy, content, design, or ongoing support.

If you’re ready to unify your brand across platforms and make a stronger impression online, get in touch. We’ll help you build a cohesive digital presence that reflects who you are, everywhere you show up.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

10 Unexpected Sources of Inspiration for Your Next Digital Marketing Campaign

Marketing today is louder than ever. Your audience is dodging pop-ups, skipping ads, and swiping past perfectly polished campaigns with ninja-like reflexes. Creative fatigue is real.

That’s why some of the most impactful ideas don’t come from trend reports or audits—they come from the unexpected. Tapping into unusual sources can reset your thinking and reveal entirely new ways to connect.

Below, you’ll find 10 surprisingly effective places to look for your next big idea—tried, tested, and approved by one of Auckland’s most trusted digital marketing agencies.

Stand-Up Comedy Specials

Comedians are pros at audience engagement; they hook you in, build anticipation, and deliver payoffs that feel personal. Try watching how they use rhythm, relatability, and surprise to sharpen your sense of timing, tone, and copy. You don’t need to write punchlines, but borrowing their approach to connection could help your message land more memorably.

Museum Exhibition Design

Great exhibitions guide people through information in ways that make it easy for them to engage both mentally and emotionally, not unlike a good campaign. The way museums use space, lighting, and storytelling to build interest can inspire more thoughtful layouts and stronger narrative flow. Visit a few local favourites like Te Papa in Wellington or the Auckland War Memorial Museum next time you feel stuck, and you’ll likely find it easier to produce content that feels curated rather than cluttered.

Product Reviews

Few things cut through marketing fluff like an unfiltered customer review. When you dig into both the glowing praise and the brutal honesty, you’ll readily uncover what people actually care about, often in words far more relatable than anything you’d find in a brand guide. These snippets can help shape campaign angles, messaging tone, and even what you choose to highlight (or skip entirely).

Local Street Art and Graffiti

Street art isn’t just visual noise. It’s often a commentary, a protest, or a cultural pulse check, delivered with immediacy and style. The bold visuals and unexpected placements, as well as the unfiltered tone, can inspire campaigns that feel fresh and grounded. It’s never a bad idea to emulate their spirit and be less afraid to take risks, within reason, of course, so maybe leave the spray cans at home.

Children's Books and Illustrations

Well-written children’s stories know how to be charming and emotionally resonant while also keeping things simple. That’s why they can often hit harder in a few pages than a 90-slide pitch deck can. Their use of metaphor, repetition, and visual storytelling can give you valuable cues for crafting campaigns that resonate quickly and across a wide audience. If you can explain your value like a bedtime story, you’re probably onto something.

Customer Service Chat Transcripts

There’s gold in your chat logs — real questions, frustrations, and even humour that reveal what your audience actually thinks and how they speak. Reviewing transcripts can help you spot common themes and improve your messaging. Plus, your customers may just appreciate it if you write in the same language they use, instead of what your brand team thinks sounds clever.

Job Listings in Other Industries

Reading job ads in sectors outside your own can expose you to emerging priorities, tone shifts, and even jargon-free ways to describe value. It’s a quiet but effective way to track what matters to people right now, plus it can spark creative positioning or unexpected campaign angles tailored to where your audience’s heads are at.

Escape Rooms and Puzzle Games

These aren’t just fun; they’re structured to activate players’ curiosity and secure their engagement. Escape rooms or puzzle-based games, by design, keep people thinking and participating. As such, they’re a great source of ideas for interactive campaigns, gamified content, or even more thoughtful user journeys. Want your audience to lean in instead of swipe away? This is a good place to start.

Sci-Fi and Dystopian Fiction

Speculative fiction often imagines alternative futures —some hopeful, some terrifying — that reflect our current social anxieties and aspirations. Whenever you’re working on messaging about innovation, ethics, tech, or disruption, these stories can help you frame your ideas in ways that feel more visionary or cautionary without sounding like you’re delivering a halftime speech at a rugby final.

Festival Posters and Gig Flyers

Low-budget, high-creativity designs are masters of doing more with less. Often made to catch attention in crowded, chaotic spaces, they rely on bold visuals, playful typography, and compelling messaging to stand out. It’s always worth looking into how they convey mood and energy in a single glance. Festival posters do what corporate ads often don’t: they stop you in your tracks with bold visuals, expressive fonts, and attitude. Studying them can help inject energy into even the most polished B2B campaign.

You don’t need a trend report to find your next great idea; you just have to have a willingness to look sideways instead of straight ahead. The more unexpected the source, the more original the outcome — it’s all about thinking outside the square. If you’re after fresh thinking or want a second set of eyes, our Auckland team is always here to help. And anytime you need a little extra boost, don’t hesitate to tap us at Author for top-tier digital marketing support. We’ve helped businesses of all kinds stand out in their niche, and we’re more than happy to do the same for you.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

The Ultimate NZ Guide to Building a High-Impact Digital Marketing Strategy in 2025

There used to be a time when simply having a website or a social media page was enough for a local café or tradie to count as doing digital marketing. A basic one-page site or a Facebook page with the occasional post was often enough, mainly because not every business had one. But fast forward to 2025, and that’s just the bare minimum. Today, you can’t just twiddle your thumbs and hope customers will stumble upon your business page. What you need is a more intentional digital marketing approach that truly draws them in, otherwise, you risk being overlooked by your ideal customers.

That said, being visible isn’t the only end goal, but rather to be memorable, relevant, and genuinely engaging to the right people. If you’re aiming to grow your presence, partnering with experts in digital marketing strategy in NZ can be a smart move. That’s what this guide is all about. We’ll offer some practical tips to help you build a high-impact digital marketing strategy that delivers real results.

1. Start With Goals Backed Up by Data

Before starting content creation or launching campaigns, it’s good to know exactly what you want to achieve. And we’re not talking here about vague ones like “Increase sales” or “Get more customers.” Instead, take a close look at your past data and use that as a springboard to come up with specific, measurable goals, like“Increase website conversions by 20% in the next 3 months” or “Grow email subscribers by 1,000 by 31 December 2025. Having clear, data-driven goals keeps you on track and stops you from throwing time and money at stuff that doesn’t really work. It also makes it way easier to see how you’re doing along the way, so you can tweak things as you go and keep moving in the right direction.

2. Know Your Crowd Well, Not Just Their Basics

Once your goals are clear, the next step is understanding who you’re actually trying to reach — not just the ‘what,’ but the ‘why’ behind their decisions. It’s not enough to know basic facts like age, gender, or location. You need to get inside their heads as well. What motivates them? What problems keep them up at night? What kind of content do they actually want to see and engage with? Here are a few concrete ways to get those insights:

Use Net Promoter Score (NPS) surveys to gauge customer satisfaction and gather open-ended feedback about what they value (or maybe even dislike) about your brand, products, or services.
Interview real customers or prospects. Even short conversations, 5 to 10 minutes long, may reveal surprising motivations and unmet needs.
Monitor social listening tools to track what your audience is saying online, especially in reviews, forums, and competitor pages.
Analyse on-site behaviour using heatmaps or session recordings to understand how users interact with your website or content.

Really understanding your audience helps you craft messages that actually resonate instead of just adding to the noise. When you know what makes them tick, you can create content that speaks directly to their needs and interests, making them feel seen and heard. That connection is what turns casual browsers into loyal customers.

3. Create Content That Adds Real Value

In a digital world saturated with content, it’s no surprise that people are becoming more selective about what they want to engage with. That’s why your marketing strategy can’t just revolve around pushing product after product. Rather, your focus should be on creating content that sparks their curiosity, encourages them to ask questions, or helps solve the problems they’re facing.

Imagine a skincare brand that doesn’t just push creams but instead shares dermatologist-recommended routines, features user stories, and offers helpful quizzes to guide customers in finding products for their skin type and lifestyle. This approach works on two levels. First, it builds trust by showing the audience that the brand truly knows its stuff. And second, it keeps people engaged and coming back for more because the brand delivers genuine value, not just sales pitches.

4. Optimise for Search and Voice

While SEO remains a key piece of the puzzle, it’s no longer just about keywords typed into Google. Voice search is becoming the norm, especially for quick, local queries. Say, a local cafe might get more eyes on its social media page by tailoring its content to answer questions like “Where can I get the best flat white near me?” Conversational language and FAQ-style content increase the chances of getting noticed by voice assistants, which means more customers walking through your door.

5. Be Present across Multiple Channels

Customers tend to jump between social media, emails, websites, and even messaging apps. If your marketing strategy only focuses on one channel, you’re selling yourself short. To stay competitive, your brand needs to show up consistently across all the platforms your audience uses. This kind of multi-channel presence builds familiarity over time. When people repeatedly see the same tone, style, and messaging, your brand naturally becomes a recognisable part of their digital routine.

Do they prefer quick answers via chat? Be on WhatsApp, Viber, or Telegram. Are they drawn to visual content? Set up an Instagram account. Do they want in-depth information that they can read at their own pace? That’s where email newsletters come in. The goal is to be available in the ways that feel most natural to them, making it easier for people to connect with your brand on their own terms.

6. Leverage First-Party Data Responsibly

As third-party cookies are being phased out, first-party data — information your customers willingly share with you — is becoming your bread and butter. As referenced in point 2 above, your digital marketing toolkit could then include elements like quizzes, polls, and surveys that encourage users to share their preferences, needs, or challenges so you can tailor your approach more effectively.

This kind of approach gives you insights that let you personalise customer experiences in a way that feels helpful, not pushy. Make sure you’re putting that data to good use in your messaging and ads so you’re giving people what they actually want. As a bonus, it also shows your brand’s commitment to transparency and respecting privacy, a sentiment that resonates well with today’s customers.

7. Keep an Eye on What's Working (and What's Not)

Always be ready to reinvent your strategy to figure out what really works. That’s where tracking your campaign performance and digging into the data really comes in. If you’re running a content strategy for your business, for instance, you might need to test different tones, topics, or formats to figure out what your audience actually enjoys engaging with.

As you gain a clearer sense of what works and what doesn’t, you can focus on the content that performs well. At the same time, you can refine or even drop what doesn’t quite hit the mark. Patience will be your best friend here since real results don’t happen overnight, but as long as you stick with it, it’ll definitely be worth it.

High-impact digital marketing for this year and beyond is all about meeting your audience where they are and making every interaction meaningful. When you make it possible for people to connect with your brand the way they want to, you’re far more likely to turn casual visitors into loyal customers. Whether you’re just starting or refining a mature strategy, our team at Author can help you cut through the noise and make an impact.

At Author, we specialise in helping businesses achieve exactly that through tailored digital marketing strategies that cover everything from brand development and website design to SEO and content strategy. Get in touch with us today, and let’s build a high-impact digital marketing strategy that’ll give your business a boost.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

Boosting Your Brand’s Local Visibility with Location-Based Marketing

You know those moments when your phone buzzes and it’s a nearby Mojo café offering a cheeky discount on your favourite flat white? That’s location-based marketing in action. It’s a strategy that uses real-time data to serve ads or content based on where your potential customer is. It might feel like magic, but it’s really just clever tech doing what it does best — connecting people to what’s nearby.

So how does it work? Location-based marketing uses data from mobile devices, GPS, and Wi-Fi to pinpoint where someone is. It also uses Bluetooth beacons—small devices that send signals to nearby phones, like those in some Auckland shopping centres—to deliver targeted marketing messages. These messages come in many forms, including that of an in-app push notification, a Google ad that shows up just when someone’s nearby, or a timely SMS with a coupon. With effective web development services, you can customise your website. Show localised content to visitors based on where they are. In short, location-based marketing is all about getting the right message to the right person at the right place and time.

Why Local Targeting Packs a Punch

If you’re running a business in New Zealand or Australia, you’re probably already juggling a lot of responsibilities. With so many things on your plate, why should location-based marketing make it onto your radar?

First, because it’s targeted. Far from casting a wide net and hoping for the best, location-based marketing lets you reach people nearby who are more likely to act on your offers. Think about it: would you rather advertise your lunch special to the entire country or to hungry people within 500 metres of your café?

Second, it’s personal. Customers are more inclined to engage with messages that feel relevant to them at the moment. And when people feel like you ‘get’ them, they tend to trust your brand and start building a relationship with your business.

Moreover, location-based marketing can give you a leg up on the competition. Let’s say your business is able to reach out to nearby consumers and provide them with offers. The next time they need something that you offer, there’s a good chance that those buyers will head to your shop. This gives you an advantage over the establishment next door that didn’t leverage location-based marketing.

The Operational Impact of Going Local

While location-based marketing is primarily used to improve business visibility, its application doesn’t just stop there. It’s also possible for this strategy to have a lasting impact on how you run your business.

For starters, it helps you make smarter decisions. With insights into when and where people are engaging with your content, you can adjust your opening hours, stock levels, and even staffing to better match demand. For example, if you notice more foot traffic after school lets out, you might stock up on snacks or add extra staff to handle the after-school rush. Let’s say foot traffic spikes around 3PM on Thursdays near your store. This detail alone can help you know when to schedule more staff and have extra inventory ready.

It can also make your promotions more efficient. Instead of offering a blanket 10% off for everyone, you could offer 15% off during off-peak hours to people nearby. That way, you’re filling in slow periods without losing margin during busy times. This helps you:

Boost sales when you actually need them
Keep your margins healthier
Avoid crowding during peak hours

And if you have multiple locations, you can tailor your marketing to each site. Maybe one store gets a lot of foot traffic in the morning, while another is busier at lunch. Location-based data helps you fine-tune your approach so each location performs at its best.

You might even find opportunities to collaborate with other local businesses. For instance, if your customers often visit a nearby gym like Les Mills, you could run a campaign offering post-workout discounts.

Getting It Right with the Right Help

As powerful as location-based marketing is, it’s not something you want to fumble your way through. Implementing this strategy means you need to consider privacy regulations, manage platforms, and optimise campaigns. Done right, it can feel like you’re reading your customers’ minds. Done wrong, it risks crossing the line into spam or invading customer trust.

A lot of tools promise easy results, but to truly get the most out of this approach, you need more than just tech. You need a strategy that fits your brand and your market, especially in a diverse and mobile-heavy region like ANZ.

Need Help? That's Where the Author Team Comes In

Author can help you get more people through the door, increase local awareness, or run more cost-effective campaigns. For starters, our digital marketing agency offers web development services that can fully support your location-based digital marketing strategy.

If you’re curious about how location-based marketing could fit into your strategy, get in touch with us. You can reach us by leaving a message on our Contact Page. Our team has extensive experience working closely with ANZ-based businesses, and we can help you stay visible and relevant to your target market without blowing your budget or your bandwidth.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

7 Tips to Make Your Website Content Shareable and Boost Social Media Engagement in New Zealand

A good website isn’t just about looking sharp. It’s also about being heard, seen, and shared. So, your content should do more than sit quietly on your site. Instead, it should reach the right people, spark conversation, and encourage engagement.

In a country as connected and community-driven as New Zealand, this becomes even more important. Whether you’re running a boutique café in Wellington or an eco-tour company in Rotorua, your success online depends on how well you engage your audience and how easily they can spread your message. So, how do you make content that connects and spreads organically in a uniquely Kiwi context? Start with these seven practical tips.

1. Craft Headlines That Speak to Real People

To begin with, you might have a brilliant article, but no one will click on the link if the headline falls flat. It doesn’t need to be clever. But it needs to be clear and relatable. One that draws people in. Think of it like a family gathering or over a flat white. Which do you think people will respond to: “An Analysis of Emerging Market Trends in E-Commerce,” or “Why Are Kiwi Shoppers Buying More From Temu, Shein, and Aliexpress”?

2. Tell Stories That Resonate

Framing your content through storytelling shows how your work makes a difference in real life and makes your message easier to remember. So, share real experiences, use familiar settings, and draw on local references.

For example, we love sharing case studies of clients who have overcome a challenge with help from our web design services in New Zealand. That’s because we know people relate to people, not just brands. Moreover, they are more likely to share what makes them laugh, think, or feel seen. That’s why it’s helpful to tap into everyday challenges or shared aspirations. As such, create content that aligns with something bigger than just your service or product. If you run a gym, for example, a short video on how to stay active during winter can resonate deeply with Kiwis trying to stay motivated through colder months. After all, it’s a practical, fun, and relatable piece of content for locals who want to fight the instinct to hibernate during this season.

3. Make It Easy to Share - Literally

Now, let’s address the practical side. Would you believe it? Many websites still hide their sharing buttons like they’re a secret! Don’t let your website be like this. Instead, make social sharing as easy and inviting as possible. In fact, place visible, clickable options where they matter most: at the top of your post to catch people early, alongside key points to prompt mid-read action, and again at the end as a final nudge.

In addition, link these buttons to the platforms your audience uses most. That might mean Facebook, Instagram, X (formerly Twitter), LinkedIn, TikTok, or Pinterest, depending on your target audience. The easier you make the process, the more likely people will do it.

Also, consider adding plugins or tools that allow one-click sharing with pre-written messages. That extra convenience makes a difference, especially on mobile. And don’t forget to include gentle prompts. A simple line like “Know someone who needs this? Share it with them” can help increase your shares.

4. Know Where Your Audience Is and Speak Their Language

Related to the tip above, you need to understand your audience to know where they hang out in the digital world. For example, if your target market is young professionals in Auckland, chances are, they’re active on LinkedIn and TikTok. Meanwhile, if you’re selling handmade goods, your audience might prefer Instagram and Pinterest. You don’t have to base your data on a guess. Look at your site analytics and social media insights to see where your visitors are coming from.

Once you know where they are, tailor your message to fit the tone of each platform. For instance, you could adopt a professional but still conversational tone on LinkedIn and a humorous and friendly tone on Instagram. You may post about the same article, but you could tweak it to match the tone of the virtual location.

5. Use Visuals That Grab Attention

People scroll fast. Great visuals stop the scroll. A well-placed image or graphic can be the difference between someone skimming past your post or diving in. To make visuals work harder for you, aim for content that feels authentic and relevant to your message. Instead of relying solely on generic stock photos, opt for images that reflect New Zealand life — think local landscapes, regional events, footy on the weekend, or familiar neighbourhood settings. This helps your audience see themselves in your brand and builds a stronger connection. Use design tools available at your disposal to personalise stock imagery if custom photography isn’t an option for you.

Also consider using GIFs to inject humour, as well as quick videos to explain ideas. Even emojis, when used thoughtfully, can make your content more expressive and more likely to get noticed.

6. Design for Skim-Reading

Here’s another practical tip: break your text with subheadings, images, and short paragraphs. By doing so, you make it easy for readers to spot the value of your content even when they’re just skimming through it. Moreover, if your audience can grasp the main idea at a glance, they’re more likely to stay with you and more likely to share what they’ve just learnt.

7. Engage and Respond

Finally, sharing shouldn’t be a one-way street. Once your content is out there, join the conversation. So, if someone comments on a post you shared on Facebook or X, for example, make sure to reply. Or if they share your content and then tag your business page, then thank them for the effort. This individual-level engagement builds trust and shows that your business listens. As a result, your audience will feel acknowledged, and they will be more likely to keep engaging. That kind of genuine interaction does more for your reputation than any paid ad ever could.

Improve Your Content, Improve Your Engagement

Making your website content shareable and boosting social media engagement isn’t about quick fixes or fleeting fads; it’s about content that reflects who you are and resonates with who you’re speaking to – easily and effortlessly. Over time, small shifts such as a better text layout or scroll-stopping visuals will help your content travel further and bring more of the right people to your doorstep.

And if you’re ready to create a website that gets noticed and shared, get in touch with Author today. We’d love to help you turn your content into a powerful tool for connection and growth.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

6 Ways to Boost Awareness of Your SME in New Zealand

Imagine you’ve just launched your SME. Maybe you’ve set up shop in Auckland, kicked things off from a co-working space in Wellington, or even started up in a small regional town where everyone knows your name. Your website is live, your products are prepped, and you’re fully prepared to welcome customers. But instead of a flood of inquiries, there’s deafening silence. Despite all your efforts, it feels like no one knows you exist.

If that sounds familiar, you’re not alone. Many small and medium-sized enterprises (SMEs) face the same challenge. In a crowded digital and real-world marketplace dominated by bigger brands, standing out can feel almost impossible, even if you offer an exceptional product or service.

Fortunately, the facts are on your side. With the right strategies, you can build brand awareness and start making meaningful impressions on the people who matter most to your business, all without burning through your budget or chasing every passing trend.

Sounds challenging? Keep reading, as we’ll walk you through practical, proven approaches to get your SME front and centre stage, turning visibility into lasting connections for your business.

Optimise Your Online Presence with Local SEO

If you’ve typed “SEO services Auckland” into a search bar before, chances are you’ve been looking for ways to make your business more visible to potential customers in New Zealand. But visibility alone isn’t enough. People need to notice your business, remember it, and, most importantly, engage with it. That’s where local SEO comes in.

Standing out starts with making sure your business listing on local search platforms such as Google Business Profile and NZ directories like Yellow or Neighbourly are accurate and up to date. Yes, even those holiday hours matter, as nobody likes showing up to a locked door. You should also keep your business details consistent across directories so search engines can confidently display your SME in relevant results. Strengthen this visibility further by incorporating location-specific keywords into your website content and creating content tailored to your local audience.

Think of it like putting your business on the map, literally. The more locally relevant signals you send, the better your chances of getting noticed by people actively searching for what you offer.

Build Strategic Partnerships and Collaborations

Growing your SME’s visibility doesn’t have to be a solo mission. One of the smartest ways to expand your reach is by teaming up with other businesses that align with your purpose and values but aren’t direct competitors. Think of it as getting introduced to new audiences, but without the awkward networking events and forced elevator pitches.

Let’s say you run a boutique café. You can partner with a local bookshop in Ponsonby or a farmers’ market in Hawke’s Bay. Co-branded events or giveaways are a great way to introduce your brand to a whole new circle of customers — people whose interests may overlap with, but go beyond, the products you offer. Service-based SMEs can do the same by collaborating on bundled offers, referrals, or even joint educational content like how-to guides or workshops.

The key is to choose partners whose audiences naturally overlap with yours. When done right, it’s a win-win. You both gain exposure, and customers get more reasons to engage with your business.

Leverage Social Media to Tell Your Brand Story

People don’t just buy products; they connect with brands that feel real. Social media is your chance to build that connection. With a consistent presence and a strong identity, your brand can reach a wider audience – no massive ad budgets required.

While it’s tempting to be everywhere at once, focus initially on one or two platforms where your audience is most active. Platforms like Facebook, Instagram, and LinkedIn are where most online conversations happen. Use these online spaces to bring your brand to life. Share behind-the-scenes moments, highlight customer shoutouts, celebrate team milestones, or even toss in a fun poll now and then. Don’t be a bot. Stiff, corporate language won’t spark engagement, but a warm, human voice will. And above all, tell stories. Whether it’s the journey that brought your business to life or the passion that drives you, stories create familiarity, turning passive scrollers into engaged followers who will remember your brand.

Participate in Community and Industry Events

You don’t need a flashy setup or stacks of promotional freebies to make an impression at local events. The secret lies in engaging in meaningful conversations and making genuine connections. Whether it’s your local A&P show, a pop-up market along State Highway 1, or a Chamber of Commerce breakfast, in-person interactions leave a lasting impact that digital marketing often can’t replicate.

Even attending as a guest can open doors of opportunity. Introduce yourself, exchange business cards (yes, they’re still relevant), and spark interest by sharing insights into what you do. Want to take it further? Consider speaking at an event, hosting a demo, or leading a workshop. Contributing through events like these helps you stand out and build brand recognition.

Remember, the more actively you engage with the community, the more memorable your business becomes long after the event ends.

Implement Referral and Loyalty Programmes

People love sharing a good find, especially when there’s something in it for them. That’s why referral and loyalty programmes work so well. When customers genuinely like a business, they’re happy to spread the word, and a small incentive makes it even easier to turn this recommendation into action.

You don’t need anything overly complicated. A simple “refer a friend and get 10% off your next service” can be just the right nudge. For regular customers, a loyalty card where they can earn points towards exclusive discounts and rewards encourages repeat visits and keeps your brand top of mind. The goal is to make them feel appreciated for their continued support.

Here’s the best part: referred customers already heard good things about you, which means you’ll spend less time convincing them to patronise your business and more time delivering a great experience.

Invest in Content Marketing That Educates and Adds Value

You know your industry inside and out, so why not let your content do the talking? People appreciate businesses that share helpful information, not just promotions. A well-timed blog post, a how-to guide, or even a quick tip can make your brand stand out before customers even realise they need you.

Think of the questions you hear all the time or the common mistakes you see in your field. Turn those into easy-to-digest tips, short videos, or explainers that people actually want to read. Keep in mind that your content doesn’t have to be groundbreaking; it just has to be useful and easy to understand.

In the long run, this kind of content will do more than just educate. It will position your SME as a go-to resource or thought leader, which is exactly the kind of outcome our digital marketing agency aims to support through tailored content strategies that truly resonate with your audience.

Build Awareness about Your Business - and More!

Beyond ensuring visibility, building awareness is about creating meaningful connections and offering real value to your audience. Whether through strategic collaborations, engaging content, or community involvement, the right approach can turn recognition into lasting loyalty.

Ready to grow your SME in New Zealand? Get in touch with Author for a free strategy session tailored to Kiwi businesses. Let’s craft a strategy that puts your brand in front of the right people — effectively and authentically.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director

6 Personalisation Strategies to Make Your Customers Feel Valued

Today’s consumers have plenty of choices. From online stores and service providers to social media ads and newsletters, customers face a steady stream of competing messages and offers every single day. As a result, it’s become increasingly tricky for businesses to cut through the noise and grab their attention in a meaningful way.

One solution to this is personalisation, which, as we’re sure you’ll have long realised, goes beyond simply using a customer’s first name in every interaction. It’s about thoughtfully tailoring experiences so customers feel genuinely seen and understood. When done right, it can transform how your brand is perceived by existing and potential customers. Eventually, it can help convert first-time transactions into long-term relationships. Indeed, for any business looking to strengthen their digital marketing strategy in NZ, personalisation can provide a competitive edge, and our digital marketing agency can help you with that.

Now, let’s dive into some proven ways to get personal with your customers–without getting weird about it.

1. Understand Your Customer Beyond the Basics

Personalisation starts with properly addressing your customers, so make it a point to know their names. Just don’t overdo it, or you’ll end up sounding like a game show host: “Thanks, Matt. Want a flat white, Matt? Great choice, Matt.” That gets old really fast, and it will soon start feeling like you’re one of them pushy sales bots rather than someone who actually cares about customers. Instead, drop names when it feels right, not like you’re ticking off a checklist.

Go further by understanding what your customers care about, what drives their decisions, and how they prefer to engage. You can do this by leveraging past purchase data to build well-rounded customer profiles. Are they into sustainable products? Do they wait for sales? Would they jump on a limited-edition dog hoodie the moment it drops? These insights let you create content and offers that feel genuinely relevant.

And finally, keep your messaging local and relatable. A casual tone with subtle nods to Kiwi culture, for example, can go a long way. After all, nobody wants to be treated like customer #347. They want to feel like a real person buying a product, asking a question, or simply reaching out.

2. Use Dynamic Content to Deliver Personalised Experiences

Dynamic content allows visitors to create their own journey. Instead of a one-size-fits-all message, your website, emails, or app can adapt based on who’s visiting and what they’ve done before.

That could mean showing different homepage banners based on browsing habits or sending emails with product suggestions tailored to past purchases, as if you’re saying, “Yes, we did notice you have excellent taste in linen bedding.”

It’s especially powerful when you refer to previous interactions. If someone’s already bought a camera from you, suggesting accessories or offering tips on using it says, “Hey, we remember you, and we’re here to help,” not, “Wait, who are you again?” This kind of follow-up builds trust and makes the customer feel like more than just another order number in the system.

So, how do you deliver dynamic content in practice? Start by integrating customer data tools like Customer Relationship Management (CRMs), email marketing platforms, and website analytics. As touched on earlier, you can track user activity and preferences, like what pages of your website they visit, what they leave in their cart, or what they’ve purchased before. Then, use this data to set rules or triggers. For example, if someone frequently browses eco-friendly products, you can automatically highlight sustainable options or eco-tips in your marketing emails for them. It’s like having a digital shop assistant who remembers their preferences, but without the awkward small talk.

3. Meet Customers on Their Preferred Channels

Let’s face it, everyone has their own way of staying in touch. Some prefer to interact with businesses through emails, while others only check messages when Instagram reminds them they’ve got DMs waiting. Meeting customers where they want to talk makes your communication feel a whole lot more personal.

This means offering multiple channels like email, SMS, chat, or even social DMs (as long as it’s not 3 a.m., unless it’s urgent). Letting customers choose their preferred method of contact empowers them and makes it easier for you to have meaningful interactions.

If someone reaches out via Instagram, respond there. If they signed up for SMS alerts, don’t bombard their inbox with emails about the same promo. Channel preferences are a form of personalisation that’s easy to respect, and customers notice when you get it right.

4. Train Frontline Staff to Deliver Personalised Interactions

While algorithms are useful, nothing beats the human touch, and your customer-facing team plays a big role in delivering the kind of personalisation people actually appreciate. With that in mind, train your staff to respond like real humans, not walking scripts. Sure, the classic “How may I help you today?” still has its place, but sometimes what’s really needed is a bit of empathy, humour, or just a more natural response.

It also helps to equip your team with the right customer insights, where appropriate. Knowing whether someone is a first-time shopper or a long-time VIP can change the tone of the conversation. If a repeat customer returns, even a simple, “Thanks for shopping with us again!” can make them feel recognised. These small, unscripted moments help build rapport, and often the difference between a one-off sale and a loyal customer.

5. Leverage Customer Feedback and Act on it Quickly

Asking for feedback is great, but it’s even better when you act on it quickly. Whether it’s a glowing five-star review or a more constructive comment, customer feedback offers valuable insights that can help you personalise and improve the experience.

If someone had a less-than-ideal interaction with your business, make sure to respond promptly and take the time to investigate what went wrong. Even a simple message like, “We’re really sorry that happened. Rest assured, we’re looking into it,” lets them know their voice matters. On the flip side, if someone leaves a positive review, don’t forget to thank them. A little gratitude goes a long way–and who knows? That simple expression of thanks might just turn into another sale down the road.

6. Create Personalised Loyalty Programs

If you’re going to reward loyalty, you might as well make it personal. Generic points-for-purchases programmes are fine, but adding layers of relevance makes them way more engaging. Think birthday discounts, exclusive perks based on past purchases, or early access to products you know they’ll love.

A personalised loyalty programme says, “We remember you, and we value your business,” without needing to shout it from the rooftop. Bonus points if you can add a local touch, like rewards that can be redeemed at favourite neighbourhood cafés or local events. With thoughtful rewards like these, your customers might just tell their mates about your brand.

Final Words

In a world where there’s an abundance of options, personalisation helps your brand stand out. It also makes your business relevant and relatable. Essentially, personalisation is all about understanding what your customer needs and treating people like, well, people.

If you’re ready to elevate your brand’s customer experience through smart, human-centred personalisation, we’d love to help. We at Author believe in crafting tailored strategies that connect, convert, and leave a lasting impression on your customers. Don’t hesitate to contact us and enquire about how we can make your brand feel more like “you” and help your customers feel more valued.

A note

Henry Blackwell

This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”

– Director