Does your marketing involve a website, a social media account and not much else? While it’s a good place to start, marketing strategist Loan Kien, firmly believes the key to small business success lies in having an integrated marketing approach (aka a marketing ecosystem).
We’re not gonna lie, building a marketing ecosystem can be overwhelming upfront, but once you’ve built a solid foundation you’ll be astounded by how impactful (and sustainable) a multi-pronged approach is.
Read on to learn more about Loan’s approach to small business marketing and how she built her own business(es).
Hey Loan, welcome to the blog! Could you please introduce yourself and explain what you do for those who don’t know you?
Hi! I’m Loan. Originally from Vietnam, after a short stint in the UK for boarding school, I came to Australia to pursue my Bachelor’s Degree in Marketing, I unexpectedly fell in love with nature and the people here and haven’t left since.
Currently based in Melbourne, I run a boutique marketing & consulting agency, The Digital Octopus, and a website design studio Website Assembly.
My marketing and consulting agency, The Digital Octopus, specialises in helping premium brands and businesses establish their presence and grow online with strategic messaging, organic social media content, email marketing, and digital ads.
Making a difference is one of my core personal and professional values, so I love working with businesses that care beyond profits, take pride in their craft, and strive to be the best in what they do. Our portfolio of clients includes a diverse range of sustainable and conscious brands based across Australia.
I’m also a Business Mentor with Melbourne Innovation Centre — a Victorian Government initiative funded by the Australian Federal Government to help Victorian businesses (with 1-20 employees) grow their business online.
With my experience operating a professional service business, I’ve recently started Website Assembly — a boutique website design agency that helps service-based businesses build professional, tasteful, and high-converting websites in one week!
How and when did The Digital Octopus get started?
The Digital Octopus was an accidental venture. I was working on a different business idea in 2019 while freelancing on the side to support myself financially.
In just a few months, the income from freelancing quickly surpassed that from my other business. So I went all in, establishing The Digital Octopus as a boutique agency in late 2020 and have never looked back.
What has been your biggest business learning so far?
For your business to grow, you need to take risks, invest early and obsess over your clients’ and customers’ success.
Last year, I started working with a business coach and invested heavily in my business. And at times, I felt it’d be so much better to have more money in my bank account instead. But fast forward a few months, I’m so glad I took the risk because the investment has paid off tenfold.
I think too many small business owners wait too long until they invest a serious amount into their business (whether that’s in their branding, website, marketing, copywriting, etc).
Those that manage to survive and thrive are the ones that invest early (from day 1!) in their branding, website and marketing efforts. If you don’t take your business seriously, no one will.
What aspect of marketing are you most passionate about?
Integrated marketing — blending different marketing channels together to meet customers at every touch point (aka a marketing ecosystem).
Recently, it’s everything that has to do with automation. I do a lot of work with founders whose marketing resources are limited so everything they do needs leverage. For that reason, automation is a game-changer for them.
What is “The Octopus Marketing Framework” and why did you create it?
A solid marketing foundation is the one thing that separates a business from a fast-growing and thriving business. Having worked with many small to medium-sized businesses, I know that most business owners think marketing means having a website and building a following on social media.
The truth? Marketing is much more than that.
Consistent branding, strategic brand messaging, and effective communication through carefully selected marketing channels are critical to building brand awareness, attracting the right type of customers, and converting them into buyers and loyal customers.
That’s why I created the Octopus Marketing Strategy Framework — a framework that integrates multiple high-impact marketing channels to help business owners create a marketing ecosystem so they can be more consistent and purposeful with their marketing efforts.
Here are 5 key elements in the Octopus Marketing Strategy Framework:
1. Messaging
Clarify your brand messaging to position you as the go-to brand.
2. Website optimisation
Optimise your website for conversion to turn visitors into buyers and clients.
3. Organic social media presence
Establish an organic social media content strategy to attract new customers and nurture existing customers.
4. Email automation
Use email marketing automation for conversion, drive traffic to the website and build a direct relationship with your customers.
5. Digital ads
Use Facebook and Instagram ads to expand your reach, increase website traffic and scale your sales.
The idea of having to master your social media content creation, Meta ads, and email marketing might make you feel overwhelmed. But once done, they will work together like a well-oiled machine to help you take your business to the next level!
If you could share one piece of marketing advice with every small business owner what would it be?
Am I allowed two?
One: automate your marketing wherever you can, and work smart.
Two: take free marketing advice on social media with a pinch of salt.
What goals (personal or business-related) do you have for the year ahead?
Progress to advanced in tennis so I can win more matches (I’m a tennis fanatic, super competitive and hate losing) and help every client that I come in contact with achieve significant growth in their business.
