Peter Curran, founder and business development manager at Digital Surfer, has expressed alarm at how common it is now for buyers to purchase businesses without gaining full control of their online presence, such as Google Business Profiles, social media accounts, and domain names.

Curran warned that this situation can adversely impact customer acquisition, credibility, and revenue.

“We’ve seen an increasing number of business buyers who assume that things like their Google Business Profile or Instagram account will just come with the purchase,” said Curran. “But unless it’s explicitly transferred and ownership details are updated, they’re often locked out, or worse, left starting from scratch.”

Curran added that the problem is not limited to business sales. Many businesses that engage digital agencies also find themselves without administrative access to their websites, ad accounts, or business profiles. In some cases, agencies register assets under their own name and fail to provide adequate transparency.

“We’ve had clients come to us who’ve spent tens of thousands with an agency, only to find out they can’t access their Google Ads account or website backend,” he noted. “That’s unacceptable. Businesses should always have ownership or administrative rights over their digital assets.”

Digital Surfer is advising business owners and buyers conduct a digital asset audit to ensure all critical logins and ownership details are accounted for, particularly the business’ Google Business Profile (GBP), website domain registrations, website hosting and CMS access, email hosting, Google Analytics and Google Ads accounts, and social media platforms such as Facebook, Instagram, and LinkedIn, among others.

“Digital presence is often one of the most valuable assets a business has,” said Curran. “Not having access means you’re operating blind – or not operating at all.”

The post Buyer beware: Are you missing key digital assets when you buy a business? appeared first on Inside Small Business.

Aussie small businesses lag behind their neighbours on three main fronts:

• Online revenue – Only 39 per cent of Australian small businesses generated more than 10 per cent of their revenue from online sales compared to 96 per cent of small businesses in Mainland China.
• Social media usage – Australia’s small businesses ranked the second least likely to use social media for business purposes, well behind other markets that include Mainland China and Vietnam.
• Adoption of new digital payment options – Australia’s small businesses ranked second last in receiving more than 10 per cent of sales through new digital and payment technologies such as PayPal and Apple Pay (49 per cent compared to 96 per cent of Mainland Chinese small businesses).

Tech investment isn’t improving profitability

One probable reason for Australian SMEs’ low investment in technology is the poor short-term returns.

Only 26 per cent of Australian small businesses reported that their technology investments last year improved their profitability – the second-lowest result among the surveyed markets.

In contrast, 88 per cent of Vietnamese small businesses saw profitability gains from their 2024 technology investments.

Compounding this matter is the finding that only 18 per cent of small businesses sought advice from IT consultants or specialists in their technology adoption efforts.

Laissez-faire attitude towards cybersecurity

Australian business owners also lag behind their global neighbours on cybersecurity. Only 39 per cent of them have proactively reviewed their cybersecurity measures within the past six months, compared to the survey average of 50.8 per cent.

This puts Australian small-business owners as the least proactive nation of business owners when it comes to cybersecurity measures.

But there could be a good reason for this – of all the APAC countries surveyed in this report, Australia’s business owners were the least likely to have experienced a cybersecurity incident over the past year. In fact, just 8.7 per cent of surveyed businesses said they lost time and/or money due to a cybersecurity incident in the past 12 months, compared to a high regional average of 39.6 per cent. Perhaps the slower uptake of tech among Australians is actually to their advantage.

This comparatively lower risk of cybersecurity incidents seems to be impacting Australian business owner attitudes: 23 per cent of Aussie small businesses expect a cyberattack this year, compared to the survey average of 41 per cent.

“Australian businesses have fallen well behind our friends in Asia and a comprehensive plan to urgently address this is needed from the next government,” said CPA Australia’s Business Investment and International Lead, Gavan Ord.

“The Singaporean government recently committed $150 million to support businesses adopt AI… . Our research from Singapore shows a link between the government’s announcements on funding and increased technology adoption by small businesses. The investment from the Singaporean government is paying off.”

The post Why Australian small businesses aren’t adopting tech as quickly as their counterparts across the APAC appeared first on Inside Small Business.

For small-business owners, these disruptions can be catastrophic. Losing access to a social media account can mean losing the ability to manage ads, process sales, or communicate with customers – and can thus be a direct hit to a business owner’s livelihood.

ISB has heard from a number of small-business owners about the challenges they face with large platforms like Meta (Facebook and Instagram) and Google, with the common thread being a glaring lack of accessible human support.

“No support channel offered”

When start-up founder Elliot Cohen was locked out of his business’ Facebook account due to an issue with two-factor authentication, support options from the platform were non-existent.

“There was no support channel offered,” Cohen said. “We had two ad accounts running ads which I could no longer optimise or edit, two company Facebook pages where we could not leave updates. And furthermore, we couldn’t respond to comments or enquiries about our growing business that came through messenger or via comments.”

Cohen said his business was forking out almost $1000 per week for Facebook advertising at the time. The only way to stop the ads was to cancel their business’ credit card and let the ads run out of budget.

“Eventually, I started reaching out to Facebook employees over LinkedIn,” the business owner recounted. “I finally got through to one of them – who I just happened to be at uni with – who helped out and sent me some verification codes I could use.”

Cohen said that the ordeal lasted over a month and significantly impacted his business.

“An endless loop”

Beau Ushay works with small-business social media accounts daily through his business, Virtual Marketing Management, and has similar frustrations.

“Everything is automated and you can never get help from a human,” said the marketing specialist. “You get stuck in an endless feedback loop that resolves nothing.”

Even high-profile users aren’t immune. Ushay said that a senior government official who he worked with received no support from Meta when their Instagram was hacked.

“With no human to talk to and the automated solutions going in circles, I believe they’ve given up,” he said.

The cost of support

Laura Dew, director of marketing agency The Wonder Co, receives a large percentage of new clients who come to her specifically to solve issues around social media support.

“I’d say around 20 per cent of new clients are coming to us with some Meta legacy issues that they or their last agency couldn’t solve themselves,” she explained.

Dew said the only way she can help these clients is to use her business’ designated Meta representative.

“Without our designated Meta representative escalating it, the tickets tend to just lead to an endless stream of DMs that lead you round in circles and get you nowhere, and close out automatically very quickly, if you don’t have the knowledge of the platforms,” she explained. 

Like Cohen, Dew’s small-business clients only get help by making contact with a human on the inside. Dew told ISB that she was offered a Meta representative due to hitting “a significant amount” of ad spend.

Meta doesn’t make it easy for businesses to access this kind of support. According to the platform’s Business Help Centre, account managers are assigned proactively, with no way for advertisers to request one.

What can small-business owners do?

The surest way to avoid this problem, according to Dew, is to safeguard your social media accounts before an incident has occurred.

“Have two-factor authentication security set up across all social media platforms and their corresponding business and ads manager accounts,” she said.

Small-business owners might also want to regularly back up account data and contact lists, and explore alternative platforms to reduce reliance on one. If you’re a heavy user of one particular platform, saving the contact details of marketing agencies or freelancers with access to an employee of that platform could be a good insurance policy.

Ultimately, the platforms themselves should be doing more to help their business clients, no matter how small these clients are.

“They need a customer service department that can help small business owners who spend money advertising on Meta solve these problems easily on their own,” said Dew.

The post Small businesses struggling with social media account support appeared first on Inside Small Business.

Build a local reputation

Building a strong local reputation can create a powerful foundation for your growth. Think about the benefit or impact your business can have on the local community and use that as the foundation for your story. Whether it’s creating jobs, supporting a local cause, or offering a service that solves a community need, pitch a story that highlights the positive change you’re creating. Local outlets are drawn to stories that resonate with their readers and listeners and reflect the spirit of the community.

By focusing on meaningful contributions, you not only create organic word-of-mouth but also lay the groundwork for authentic relationships within your community. Remember: PR isn’t just about exposure, it’s about building trust and showing the heart behind your business.

Become a storyteller

In the world of PR, stories are what truly stick. Consumers don’t just want to hear about a new product; they want to know why it matters. Highlighting the human side of your business—whether it’s your founder’s inspiring journey, a team member’s extraordinary efforts, or the challenges your employees have overcome, can breathe life into your brand and forge an emotional bond with your audience.

Utilising social media and influencers

While traditional PR channels like TV and newspapers are valuable, social media has become an essential platform for connecting businesses with customers worldwide. Platforms like Instagram, LinkedIn and TikTok offer opportunities to share behind-the-scenes moments, customer testimonials, product launches, and brand news. With the right hashtags, geo-tags, and engaging content, you can expand your reach and build stronger relationships with your audience.

Social media also opens the door to influencer collaborations, a powerful tool for small businesses aiming to grow. Partner with influencers whose values align with your brand to amplify your message and boost credibility. Their endorsement can help attract attention far beyond your local audience, giving your business a competitive edge in a crowded market.

Engage an agency for expert guidance

As your business grows, working with a professional PR agency can take your strategy to the next level. A good agency brings not just expertise but also valuable media connections and a strategic approach that’s tailored to your brand. By partnering with a PR agency, you gain access to a network of seasoned professionals who know how to get your brand noticed. Their experience can be especially helpful if you’re looking to take your business national or even global, helping to raise your profile and connect with a wider audience.

Don’t forget press releases

Press releases may feel old school, but they still have a place. A press release should only be used when there’s genuine news to share, such as product launches, partnerships, or milestones. Focus on crafting a newsworthy, concise, and engaging story that offers value to journalists and your audience and avoid littering it with company messaging and jargon.

To amplify its impact, pair your press release with tailored pitches, compelling imagery, videos, or interview opportunities. Target outlets that align with your industry and audience, locally and nationally. Avoid relying solely on press release distribution services, as personalised follow-ups can ensure your news stands out in busy inboxes. The goal is to inform, not annoy.

Never be afraid to think bigger

Australia’s geographic isolation can sometimes make it tempting to view domestic success as the ultimate goal—but it doesn’t have to be. Taking your local business national isn’t just about securing media coverage; it’s about broadening your horizons. Stay open to fresh partnerships, innovative collaborations, and bold business models that can propel your growth beyond Aussie borders.

If your ambition is to go big, remember that every small PR effort adds up. From local shoutouts to international media coverage, each move builds your reputation, attracts diverse audiences, and positions your business for success

The post PR hacks to transform your local business into a beloved Aussie brand appeared first on Inside Small Business.

Microsoft introduces AI agents

Microsoft has unveiled its autonomous artificial intelligence agents, or virtual employees, that can perform various tasks related to sales, service, finance, and supply chain operations.

Under Microsoft’s Copilot Studio, customers can now build their own AI agents, as well as deploy 10 “off-the-shelf” bots. These agents can carry out a range of tasks such as handling client queries, identifying sales leads, and managing supply chains, among others.

Microsoft chief executive Satya Nadella said that the tool would reduce “drudgery” and raise productivity by freeing up time to carry out more valuable tasks.

Asked about fears of AI’s impact on employment, Charles Lamanna, corporate vice president of Microsoft, says that these AI agents would serve more as “enablers” and “empowerment tools” rather than potential replacements for human employees.

Canva’s “dream” now a reality

Canva has launched a new AI-powered feature after acquiring Sydney start-up Leonardo.ai. Canva acquired the AI image generator in July as part of its efforts to broaden the scope of its AI tools.

Canva’s “Dream Lab” is an AI image generation tool that Canva claims can generate up to 15 different types of graphics, including 3D renders and illustrations, as well as generate multi-subject images and photorealistic portraits.

Canva says that it hopes to make “Dream Lab” available to all users very soon.

Meta turns to facial recognition to fight fraud

Meta is set to roll out a facial recognition feature on Facebook and Instagram amid its ongoing struggles to combat fraudulent activity on those platforms.

At the moment, it has rolled out the feature to 50,000 users worldwide who have been identified as public figures and, as such, have been historically impacted by scammers who impersonate celebrities to promote products or services, some of them of dubious reputation. The security feature will require users to upload a “video selfie” that will be compared against profile pictures on the account they’re trying to access. 

Amid privacy concerns that have hounded Meta over the years, the company has assured that the data to be used for this feature will adhere to strict privacy laws and regulations.

Social media enhancements introduced

Beyond AI, some social media platforms showed off some new capabilities that their users can take advantage of.

After a two-month testing period, Instagram is readying a broader launch for its profile cards feature, which are digitally flippable panels with a QR code for immediate connection on one side and a profile overview and summary on the other. Instagram says that the feature will provide a simple way for people to connect to the user’s Instagram presence.

Meanwhile, Threads has launched analytics on mobile, which will make it easier for users to keep tabs on their performance in the platform, offering data on post views, shares, likes, and replies. 

Finally, TikTok has announced that it is partnering with location data company InMarket on a new measurement solution that will help businesses measure the actual impact of their TikTok ads on in-store visits through InMarket’s conversion tracking process.

As tech continues to evolve, small businesses have more tools at their disposal to streamline operations, engage customers, and stay competitive.

The post Six recent tech developments that SMEs should know appeared first on Inside Small Business.

Here’s how you can prepare your business to cash in on Q2’s festive spending with a multichannel marketing plan that doesn’t wipe out your margins.

Establish a competitive pricing strategy

Think through your discount approach well ahead of time. Aim for something enticing that doesn’t sacrifice too much margin. A 20 per cent site-wide discount is a strong starting point for Click Frenzy. Save deeper discounts for Black Friday and Cyber Monday when shoppers expect bigger price drops. Boxing Day? Keep it around 20-30 per cent. You might even consider throwing in an archive sale somewhere to clear old stock with higher markdowns. Or offer shoppers the option to build their own bundle to give them a sense of personalisation and encourage higher average order value (AOV).

Build a dedicated sales page

Make sure your website has a dedicated sales page that’s accessible from the main menu – even ahead of sales launching. This helps customers navigate directly to offers.

It’s also a great way to gather data in the lead-up to sales. Set up a form on the page to capture email addresses for early access to sales – those sign-ups are golden when it comes to launching your offers and can also enhance retargeting later. Make sure to have tracking in place and optimise the page for the right keywords.

Shoppers will also be Googling your brand name alongside the sale, so make sure they can find you.

Launch your sales early

Don’t wait until Black Friday to roll out your big offer. Each year, brands are going live with their deals earlier and earlier. And many shoppers have snapped up the best deals before the official BFCM weekend even starts.

Getting in early ensures you’re not missing out.

Drive sales around the clock with email

Relying on social media alone is a risky strategy. You can’t control how many people the algorithms show your content. With email, you’re in charge. It’s like owning access to your audience, versus renting. You control how many inboxes your email marketing campaigns land in. Plus, automated emails can drive sales even when you sleep.

Set up abandoned cart recovery, welcome sequences, and post-purchase flows to keep customers engaged. Your website doesn’t shut up shop for the day, so neither should your marketing.

Amplify reach and acquire new customers with digital advertising

When discounts are on the table, people are more likely to switch brands or try new things. This makes sales-packed Q2 the perfect time to put some budget into digital advertising to amplify reach and get in front of potential customers who may not know your brand yet.

Although initial sales might come with slimmer margins, the long game is all about expanding your customer base. When repeat purchases start rolling in (and they will), you’ll enjoy a higher customer lifetime value (CLTV) and a better return on your ad investment.

Advocate for thoughtful consumption

Remember to encourage responsible consumption. As consumers grow more conscious of sustainability, they expect brands to reflect those values. We’re in the midst of a climate crisis, and the endless cycle of hauls and throwaway trends is only making things worse. While sales events are a great way to drive revenue and offer value, they shouldn’t fuel a frenzy of mindless buying. Brands have a responsibility to promote smarter, more thoughtful purchases – not just more stuff. Positioning your brand this way can resonate with customers and build long-term trust not only during Q2 but also beyond.

If you’re after more sales season tips, ISB has amassed a treasure trove over the years.

The post Actionable tips to cash in on this year’s holiday sales season appeared first on Inside Small Business.

I am fortunate in that I am starting my business with a 20-year TV career behind me, which allows me to use some good contacts and skills. And use I have! Here are some of the key things I did to give my brand exposure on a budget.

Get your product to the right people

When I launched The Cut Jewellery, The Logies were on around the same time. I reached out to Sylvia Jeffries and Edwina Bartholomew, two of my favourite newsreaders, and asked them if they wanted to wear my jewellery on the red carpet. Stunning photos were taken of them both, which I posted to social media and flagged the news that they were wearing my designs with the relevant tabloids.

When you have a fashion/jewellery business, it helps if people can see what your designs look like on other people. If you can get some popular personalities or anyone relevant in your space to wear your brand, it is a great way to build credibility. You can leverage that win on your socials and possibly use it for a PR pitch, too, if they are open to it.

Craft your story

People are interested in people, so crafting a good brand story or sharing interesting information about yourself that takes people on a journey to how you got to where you are now is a good way to get your brand out there. Consider:

• Who is your target audience?
• Where are they at in life?
• Is there anything you can share that is relatable and inspirational to that group?
• How does your business fit into their lives?
• What stories can you tell that can tie that in while also relevant to your brand?

Create compelling content

For my social media, newsletter, and PR media plan, it is essential to create compelling content on relevant topics to showcase your business and explain why people want to come to you.

I specialise in lab-grown diamonds, so I make sure I share topics that sell the dream of my pieces and educate on them. For example

• Are lab-grown diamonds as valuable as mined diamonds?
• How to choose a lab-grown diamond
• What to expect at a bespoke engagement ring appointment
• Engagement stories of couples who have a ring designed by the business

All these angles educate on my area of expertise and sell the dream/story around why people are coming to me in the first place, and that is for stunning jewellery and amazing memories.

Get involved in topical conversations.

Getting involved in topical conversations is also a good idea to create affordable buzz around your brand. This year, Emrata repurposed her wedding ring and created her own “divorce ring”. We pitched story ideas into the media around it, put up some polls on social media to see what others think and even dived into some controversial topics such as what to do with your engagement ring if you don’t get married.

It all got tongues wagging, and people engaged with our socials, which is often a good thing.

Leverage organic social media

Social media is powerful. It is a great way to reach your audience and speak to them directly. When you are starting out, leverage organic social media as much as possible. Post once a day, respond to people quickly, and use polls and other tools to get people to interact with you. This is a good way to get people engaged and keep them coming back.

The post How to maximise brand exposure on a budget appeared first on Inside Small Business.

It’s no secret that social-media platforms like Facebook, Pinterest or Twitter can be powerful marketing tools for businesses. For limited expenditure, you can reach a large number of people instantly, and studies have found that 71 per cent of internet users are more likely to purchase from a brand that they are following on social media¹.

So what happens when someone posts something about your product or service that you don’t agree with? Is it okay to respond?

The answer is yes, but as swimwear company Seafolly and competitor Madden recently discovered, there are some important things to keep in mind in terms of your own liability.

Stick with the facts

Do your research before making comments about someone else on Facebook, or any other social-media site. When in doubt, keep your response to a factual account and avoid describing what you think your competitor’s state of mind was when they posted. If you get it wrong, they can sue you (even though their comments about you were misleading and deceptive).

Keep your response factual and avoid describing what you think your competitor’s state of mind was when they posted. If you get it wrong, they can sue you.

Let’s take an example. High-end clothing boutique Company A asks a Chinese woman eating Chinese takeaway food, dripping with sauce, not to enter until she finishes eating and wipes her hands. Competitor Company X only hears the words ‘no Chinese’ and posts on its Facebook page: ‘Company A is being racist because it didn’t let a Chinese woman into its shop!’.

If Company A retaliates with: ‘Company X has no idea what it’s talking about and is just being malicious to injure us’, you may well be liable for misleading and deceptive conduct. Why? If Company X genuinely believed that Company A was being racist, it would not be considered malicious. It’s safer to simply state the facts: ‘Company X has misstated what occurred. We asked a lady of Chinese descent to finish her Chinese food before coming into our shop because it might have soiled some of our clothes.’

Your ‘personal’ comments

Another tricky one is your personal social media page. If any of your ‘friends’ or connections on your personal account are in your industry, statements you make about people or companies may be in trade or commerce. This means that liability can arise under the Australian Consumer Law for any misleading or deceptive statements that you or they make – even when that statement is ‘hidden’ among other accurate statements.

Finally, remember that once a statement is made on social media, it can spread, quickly! Usually, the more people exposed to a misleading or deceptive statement, the higher the damages will be. Similarly, the longer those posts are on the site before removal, the higher the damages. Even if the party about whom the statement was made does not lose any sales as a result, they can still claim damages for loss of reputation.

For more on Seafolly and Madden, search ‘Seafolly’ here.

Brought to you by Liz Lawson, Davies Collison Cave

1 INTA Bulletin, Vol. 68, No. 16, ‘The Brand Evolution: How social media is changing the brand conversation’

The post Get smart on social media appeared first on Inside Small Business.

Linda Coles, Wrightbooks/Wiley

Here’s a step-by-step guide to successfully promote your business or skills through social media.

Linda Coles is a social-media specialist and one of only 400 LinkedIn influencers.

Time spent on social media is time spent marketing your business and communicating with your prospects and clients.

You’ll create your own social-media plan while learning more about about Facebook, LinkedIn, Twitter, YouTube, Google+, Pinterest, Vine and Instagram; the six principles that apply when something goes viral; revamping your website for the extra traffic from your enhanced social-media efforts.

Once you’ve read this practical book and set up your pages, you’ll need to spend 30 minutes a day on social media, and that’s time spent on marketing your business and communicating with your prospects and clients.

Jackey Coyle

The post Marketing with social media appeared first on Inside Small Business.