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

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

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

6 Ways to Use Customer Reviews to Boost Your Brand’s Reputation

It’s often hard for customers to trust a business claiming to be the best. But when a local customer from Hamilton or a familiar face from Brokenwood says it? People are far more likely to believe it — and that’s marketing gold. That’s because customer reviews are one of the most powerful tools you’ve got in your back pocket to build trust and grow your business. Moreover, in New Zealand, where local loyalty still reigns supreme and everyone seems to know someone who knows someone, word-of-mouth matters. And online reviews? That’s just word-of-mouth in digital form.

That said, a glowing review from a real customer can do more for your reputation than any flashy sales pitch. For one thing, reviews tell stories. They show future customers what real people think and, more importantly, how you respond. So, how do you make the most of them? Here are six easy, practical tips to help turn customer feedback into your brand’s secret weapon.

1. Make it Easy to Leave Reviews

Here’s the thing: most people won’t leave a review unless you make it ridiculously easy. Not because they didn’t love your product or service, but because life gets busy. The dog’s barking, the kids are yelling, and your review form has 12 steps. Yeah, nah.

So, keep it simple. Ensure your review submission process is straightforward and user-friendly. Fewer clicks, more reviews. That’s the rule. And if your site is not following this, you might want to invest in better web development services. Our team of creators can help!

You can also add automatic post-purchase messages or emails asking for feedback. Something light like, “Thanks for your order! Got a minute to tell us what you think? Here’s the link.” And if you want bonus points? Encourage visual reviews, such as customers unboxing their new purchase on platforms like TikTok.

2. Put Your Reviews Front and Centre

You worked hard to earn those five stars, so don’t let them gather dust in a forgotten corner of your website. In fact, display your best reviews front and centre. For example, add a scrollable review slider near the top of your homepage, or drop a quote right next to your contact button.

And don’t stop at your website, either. Use reviews in your social media posts, pop a positive comment into your email signature, or even add one to your printed packaging. Just don’t go overboard, though. Aim to appear trustworthy and genuine.

3. Always Reply, Even to the Tough Ones

This part’s simple: respond to every review. Every single one. For the good ones, a quick “Thanks so much, we’re glad you loved it!” goes a long way. People appreciate being acknowledged, and it shows others you’re engaged.

Now, the bad reviews? We know they sting. But don’t panic, and definitely don’t get into a bad argument with the reviewer. Take a deep breath, stay calm, and reply professionally. Thank them for their feedback, apologise if something went wrong, and if there’s something you can do to fix it, say so.

Here’s why it matters: potential customers are watching. They want to see how you handle problems. A recent survey indicated that 89% of people expect businesses to reply to all reviews. Sure, it’s a US-based survey — but the results ring true for Kiwi businesses too.

4. Learn from What You're Hearing

Bad reviews aren’t the enemy. Flip your point of view and you’ll see that there’s a chance for improvement. Consider this: if several customers mention that your site is slow on mobile devices, you have a clear pattern of a problem, one that you can fix.

Then (and this bit’s important), let your customers know. Something as simple as “Thanks to your feedback, we’ve updated our website” shows you’re not just listening; you’re improving.

5. Share Reviews with Your Team (Yes, Even the Awkward Ones)

Reviews aren’t just for marketing. They’re for everyone in your business. For instance, if customers keep mentioning your site’s confusing navigation or slow load times, that’s one for the web team. (Again: need help? We know a thing or two about web development best practices, too!)

Positive reviews should be shared just as widely as the negative ones. Got a brilliant in-store experience? Give a shout-out to your frontline team in your team meeting. Or stick the great review on the lunchroom fridge. Some businesses reward employees mentioned in five-star reviews with small perks, like a coffee voucher or a spa voucher. The point? Everyone plays a role in shaping the customer experience. Celebrate that.

6. Keep an Eye Out for Fakes

We hate to say it, but not all reviews are honest. Some are fake—either from overly enthusiastic friends with multiple accounts, or worse, a sneaky competitor trying to bring you down. So, regularly review your reviews. If something seems off, investigate. Google, Facebook, and most review platforms let you report and flag suspicious activity.

Be cautious of a few questionable reviews that might overshadow the genuine ones. And whatever you do, don’t be tempted to write your own “anonymous” reviews. People can usually spot a fake faster than you can say “five stars.”

Build a Reputation People Can Trust

Customer reviews are more than digital gold stars. They’re the stories people tell about your brand. If you take the time to ask for them, respond to them, and act on them, you’ll not only build trust, you’ll build a better business.

So, here’s your homework: take five minutes today to read your most recent reviews. What are they telling you? Are you making the most of them? Are there areas for improvement you’ve been overlooking

And if your website keeps coming up in complaints (too slow, clunky, or not up to scratch) it might be time to invest in a site that works with your brand, not against it. That’s where we come in. Explore our web development and digital marketing services, and let’s create something your customers will love. Get in touch with us today.

A note

Henry Blackwell

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

– Director

6 Clear Signs Your Brand Identity Needs a Refresh

There’s no shame in admitting that your brand might be showing its age. Maybe your logo hasn’t changed since the days of Telecom phone cards or early Trade Me listings, or perhaps your messaging no longer matches how your business actually operates. It happens. Brands evolve, but sometimes, their identity subtly falls behind.

Remember, brand identity is so much more than a logo or a colour palette. It’s how your business presents itself across every platform, and more importantly, how customers feel when they connect with you. If that connection starts to fade, or if your visuals and voice no longer match who you truly are, your brand may need more than just a minor update; it could be time for a full-fledged identity refresh.

So, how do you know when it’s time to shake things up? Let’s dive into six clear signs that your brand identity could use an update.

1. Your Website Feels Outdated

Want an easy way to tell if your brand identity needs a refresh? Take a hard look at your website. If your homepage still showcases trends from 2014 or worse, loads at a snail’s pace, it’s not exactly sending a message of innovation and reliability, right? Visitors may not say it outright, but they can sense when a site is past its prime, and that can quietly chip away trust in your brand.

Refreshing your brand doesn’t mean scrapping everything, but since your website is your digital storefront, where people form their first impressions of your business, it has to keep up with what your enterprise is presently like. To ensure your online platform is modern, user-friendly, and aligned with your brand’s current identity, consider investing in web development services and working with a local team who understands the NZ market. With professional help, go beyond a facelift and build something that genuinely reflects who you are. You can create an online experience that reinforces trust, credibility, and customer engagement.

2. Your Target Audience Has Evolved

Your brand might have been a perfect fit for your audience when you first built it, but what about now? Over time, customers change—whether it’s their preferences, expectations, or the way they interact with brands. Maybe you’re now appealing to a new wave of Kiwi entrepreneurs or Gen Z customers who value sustainability and transparency, or your main audience now expects more personalisation, different values, or new communication channels.

If your brand identity is still stuck in the past, there’s a good chance that it’s missing the mark with the people you serve today. An outdated tone, look, or overall experience can create a disconnect, making it harder to maintain relevance and gain the trust of people. Reassessing your audience is a smart starting point. With this insight, you can update your brand to ensure your messaging, visuals, and customer experience align with the audience you have now, not the ones you had years ago. When your brand truly speaks to them in their language, engagement deepens and loyalty naturally follows.

3. Your Core Business or Offerings Have Shifted

It’s natural for companies to evolve–sometimes gradually, sometimes in bold new directions. But if your brand identity hasn’t kept pace, it’s like turning up to uni in your old school blazer. When businesses expand, shift focus, or enter different markets, their outward presence should reflect these changes. Otherwise, customers may struggle to understand what you truly offer, which could lead to confusion and missed opportunities for growth.

For example, if you’ve expanded into strategy consulting but still look like a boutique design studio, you could be underselling your value and weakening trust and credibility. Take a step back and assess how your offerings have changed. If your visual assets, messaging, or tone don’t reflect that evolution, it’s a clear signal to recalibrate and align your brand with your current direction. Ultimately, your brand identity should reflect who you are today, because staying relevant isn’t just about what you offer, but how well you communicate it.

4. Your Brand Messaging Lacks Clarity and Consistency

If someone asked ten people from your team to describe your brand, would they all say the same thing or give ten different answers? When your messaging is vague or inconsistent, or when it changes depending on the platform and conversations, it’s a telltale sign that your brand identity needs attention. Mixed signals reflect a deep identity issue, one that can confuse customers, affect your credibility, and dilute your brand’s impact. This will make it more challenging for your business to stand out.

Clear, consistent messaging isn’t just about having a catchy tagline or polished copy. It’s about aligning what you say, how you say it, and where you say it, regardless of whether it’s on your website, social media platforms, marketing campaigns, or even how your team speaks about your business during meetings or sales calls. Keep in mind that a strong brand voice not only makes communication clearer; it also builds reputation, improves recognition, and ensures your message resonates with your target audience.

5. You're Not Standing Out in a Crowded Market

Standing out in today’s market can feel like trying to talk in a loud, crowded room. If your brand sounds just like everyone else, it’s easy to get drowned out. Whether it’s your visuals or messaging, or perhaps your overall positioning, blending in makes it harder for customers to remember you. Are you and your competitors starting to look and sound alike? If so, that’s your cue to give your brand the boost it needs.

A thoughtful refresh helps sharpen your identity, ensuring your brand is both unique and compelling. This might mean refining your positioning or taking a bolder visual direction, and maybe even honing a distinct tone that’s hard to ignore. The goal is to be remembered — for the right reasons.

6. You're Experiencing a Decline in Engagement or Recognition

If your audiences aren’t engaging like they used to, it’s worth asking: has your brand lost its spark? A drop in engagement, maybe, or perhaps fewer clicks and lukewarm responses can be subtle but telling signs that your brand no longer connects the way it used to. While fluctuations happen, a long-term downward trend suggests a deeper issue that you shouldn’t brush off as just a glitch in the algorithm.

Keep an eye on your website analytics—tools like Google Analytics or locally-based tools can help you spot trends. If you’re putting in the work but not seeing the traction, your brand may not be the same as it was. From modernising your design to refining your tone to match your evolving business, improving your brand identity can bring back the recognition and relevance it once had. At the end of the day, the right update could be the reset your engagement strategy needs.

A brand identity that truly reflects your business and everything it stands for isn’t just a nice-to-have; it’s a powerful tool for growth, connection, and lasting impact. If one or more of the signs here resonate with your brand and you’re ready to take action, get hold of us today. We at Author specialise in helping businesses build brand identities that feel right — and work hard for your business. Let us, together, refresh, refine, and reintroduce your brand with confidence.

A note

Henry Blackwell

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

– Director

5 Ways to Keep Your Brand Authentic in the Age of AI

Many of us find it challenging to define what authenticity means today. This is partly because it’s become completely normal for businesses to outsource virtually every aspect of their operations, including their branding.

It arguably started with the rise of modern advertising, when it became standard practice to entrust one’s image to third-party marketing and agencies. However, things took an especially strange turn with the recent introduction of generative AI. Now, anyone can seemingly Churn out decent-looking branded content with ease. It’s not difficult to see how this has caused many to question how “real” this content is.

But staying authentic isn’t just about doing everything yourself. It’s not just about the tools you use, like AI or outsourcing. More than anything, it’s about sticking to your values in a consistent and honest way.

Everyone’s had access to generative AI tools for the past few years, but not everyone who uses them creates the same kind of impression. Clearly, using these clever tools won’t necessarily make you inauthentic. If that were true, then anyone who has outsourced their branding would also be seen as inauthentic.

Still, if you totally depend on a machine or technology to create images or to think up your marketing copy for you, the output probably won’t be as authentic-feeling as you would hope. Thankfully, a more thoughtful approach will help you take advantage of AI’s efficiency while still making it clear that there are real people behind the brand. Let’s go through some practical tips for keeping your brand voice real and relatable in today’s AI-driven world.

1. Inject Local Nuances

Today’s generative AI tools usually draw from a global pool of assets, often with a heavy bias towards the expectations of American audiences. Whether you’re generating images or marketing copy, you’re likely to get all kinds of Americanisms from spelling to visual references. At best, the results can feel generic and a bit uninspiring.

Fortunately, this is something you can fix. For starters, if you’re a company marketing to audiences in New Zealand, you have to make sure your outputs reflect New Zealand English conventions. But more than that, weave in local turns of phrase and cultural references where appropriate. For Auckland digital marketing copy, for example, place-specific shortenings such as “Rewa” for “Manurewa” and “Kura” for “Papakura” give an authentic local touch.

2. Always Ask Yourself: "Would We Say It Like This?"

If you’ve ever written copy for a living, you know that it can be a drag. AI tools can make everything so much faster, and it’s quite tempting to just use the outputs as is. While you may be able to get away with it a couple of times, you’ll eventually be left with content that’s generic and uninspired.

Before publishing anything AI-assisted, ask yourself: Does this sound like something we’d actually say as a brand? If it doesn’t feel right, consider rewriting it. If your brand means even more to you, then everything you generate should get once or twice over. If it doesn’t sound like something you or your people would say out loud, it probably does not belong in your content.

3. Use AI as a Drafting Tool, Not the Final Word

Despite what we just said, there’s nothing wrong with using AI to help generate ideas or even first drafts. It can be a great time-saver, especially if you already have something specific in mind. However, directly copying and pasting AI outputs into your website or emails can come across as inauthentic. The final piece should always have input from someone who understands your brand and audience.

4. Don't Just Write Copy; Tell Real Stories

While you don’t want your website and email campaigns to be littered with typos, you must get a feel for when to back things off. Though some polish is good, being technically “perfect” has nothing to do with authenticity. Quite the opposite. The heartfelt, funny, relatable, and slightly unexpected are seldom perfect, at least, in a grammatical sense. AI tends to smooth all the rough edges, but these are the things that show how real you really are. Things like sharing stories from local customers or your founder’s journey in their own words go a long way in showcasing that there are real people behind your brand.

5. Be Transparent About How You Use AI

Being secretive about how your branding is created can undermine your authenticity. If you’re using AI tools in content creation, then own it. Your customers are smarter than you might think, and they will eventually know, one way or another.

The good news is that most people are fine with automation as long as it’s helpful. A quick disclaimer or an editorial note explaining that AI assisted with your content is usually enough. When in doubt, err on the side of transparency. At the end of the day, that is what makes you authentic, not the tools you use.

Authors Keep It Real

Though content creation is now dominated by automation, maintaining brand authenticity is still very much a human job. If you’re looking to expand your digital reach without losing your je nais se quoi, the pros at Author are here to help. Whether you need strategic guidance or hands-on support, we offer digital marketing services steeped in authenticity. Contact us today to explore how we can help you maintain your brand’s authenticity.

A note

Henry Blackwell

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

– Director

5 Creative Strategies to Build Brand Trust and Loyalty in a Sceptical Market

Today’s consumers are more discerning and selective than ever. It’s no wonder people are more guarded if you had to deal with endless streams of sponsored posts and inflated promises from companies that didn’t deliver? It’s not that customers don’t want to trust your brand, but they’ve learned the hard way not to take everything at face value. That means they’re asking tougher questions and choosing where to spend their money more carefully.

This change in attitude may seem intimidating, but viewing it as progress can make it easier to navigate. A more discerning market pushes brands to be more transparent, more thoughtful, and and, above all, more human. Trust isn’t built through marketing speak or clever slogans; rather, it’s earned through actions that feel real. And the good news? Earning that trust doesn’t require a huge budget, just a bit of creativity and a genuine interest in doing right by your audience.

If you’re after reliable digital marketing in Auckland, we’re here to help—with loads of practical advice to get you started. We’re in your corner with lots of expert advice. To start with, let’s explore a few practical, low-fluff strategies you can use to build lasting trust and loyalty without trying to be everything to everyone.

Show the Humans Behind the Brand

People naturally gravitate towards stories, not statements. When your brand’s public face is all product features and polished ads, you’re missing a chance to connect on a more personal level. Letting your audience meet the people behind the scenes makes your business feel less like a faceless company and more like a group of real individuals they can relate to. There are many creative ways to achieve this, tailored to your resources and style; there are casual videos, Q&As, and team blog posts, which can all be a hit with your audience.

You don’t have to spill your deepest secrets or record your Monday meetings, but a little visibility goes a long way. Even a lighthearted Instagram story introducing your customer support team can help your audience feel like they know who they’re talking to. Bonus points if you’re willing to show a few bloopers, since it turns out that relatability is far more appealing than perfection.

Turn Customers into Co-Creators

Doesn’t it feel good to be asked for your opinion, especially if that opinion helps shape something real? Your customers feel the same, so why not invite them to contribute to your operations somehow? You could have them help out with a new product design, service features, or even campaign ideas. It’s a great way to make them feel seen and heard, and more importantly, it gives them a reason to root for you.

This doesn’t have to be a massive production. Run a vote for your next product colourway, ask for packaging feedback, or get name suggestions for a new feature. When people see their input reflected in your final output, they’re more likely to buy and stick around. They might even recommend your brand to their friends and family; that’s free marketing for you and more enthusiastic buyers on the way before you know it.

Own Your Flaws Publicly

No one buys perfection anymore. There’s more than enough curated content and polished branding to go around. In comparison, admitting where you’ve gone wrong (and what you’re doing to fix it) can be surprisingly refreshing. Customers don’t expect you to get everything right the first time. They do, however, want to know that you’re honest, responsive, and learning as you go.

If you’ve experienced shipping delays or a campaign that didn’t resonate, it’s okay to acknowledge it. In fact, owning up to mistakes can humanise your brand and even encourage your customers to trust you more. A short update explaining what happened and how you’re making things better can turn a complaint into a comeback story.

Run Flash Help Campaigns

Doing good doesn’t always need to be scheduled and branded in the form of a full campaign. In fact, some of the most trust-building moments happen when you act quickly and without fanfare. Now and then, life throws a curveball that leaves your audience in a bind. Think weather crises, pandemics, or economic crunches. Act fast to support them in these instances, and you’ll surely leave a lasting impression. Maybe it means waiving fees during a difficult month, offering free resources, or simply extending more generous return policies when people need them most. These gestures don’t need to be expensive or elaborate. They just need to be timely, sincere, and clearly about the customer, not the PR.

Set Up a Referral Programme

Let’s face it: people trust their friends far more than they trust ads. That’s why referrals work, both as a marketing tactic and as a trust-building tool. A happy customer who shares your brand with their circle is essentially lending you some of their own credibility. It’s social proof, but in pyjamas and group chats.

A good referral programme doesn’t have to be complicated. Offer something simple (a discount, credit, or freebie) for both the referrer and the referred. Make it easy to use and even easier to share. It’ll feel like a big win when you manage to simultaneously gain a new customer and give your existing ones a reason to pat themselves on the back.

It’s true that trust is harder for businesses to earn than ever, but as long as you know what you’re about as a brand, this won’t be anything to freak out over. In an environment like this, the brands that stand out will be the ones that are willing to get honest, be a little creative, and show their customers their human face.Our team at Author is here to help you connect meaningfully with your audience. Reach out for a chat today and let’s discuss how we can elevate your brand’s presence.

A note

Henry Blackwell

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

– Director