Figure 4 : Improvement in Marketing Assets by Program Participants
• Consistency when posting on Instagram ( and social media ) is one of the key factors of a successful organic content strategy . Posting consistently signals to followers and to the Instagram algorithm that you see Instagram as an integral part of your communication strategy . That is why the indicator , Instagram Minimum Posts was selected . It measures the businesses that posted consistently and a minimum of twice per week over a period of time prior to the assessment . Only 17 % of businesses met this criterion , leaving much room for improvement in Australian small businesses .
• Finally , the application of geotags ( Location ) on posts is included as a key indicator . It demonstrates the businesses ’ understanding of the relationship between mobile phones and Instagram usage and how users can discover content through geotags on the app . 78 % of businesses are foregoing the opportunity to have their content discovered because they are not consistently adding a location tag to their posts , a simple yet important missed opportunity .
PROVEN RESULTS IN IMPROVING DIGITAL CAPABILITIES Industry capability programs conducted by Tourism Tribe have provided data to measure the impact of relevant and practical training and support . The data demonstrates that in as little as three months , a business can improve their marketing assets , validating the usability of the Digital Engagement Health Check ™ when integrated into a quality development program .
The data is drawn from an initial and secondary assessment , conducted during the industry capability program , on average over a three-month timeline . It provides a reliable measure of the success of the program .
Figure 4 shows that an overall improvement of 11.4 % is achievable , with greatest improvements in Facebook and Instagram at 22.5 % and 19.5 % respectively .
Navii and Tourism Tribe deliver business support and training that results in quick translation of new knowledge into skills and in turn , into action . A cohesive combination of assessment , online and face to face education , and personalised coaching , all underpinned by expert support , have proven to be effective and deliver results in the businesses . For more information about the research or to understand the opportunities for businesses in your network , contact Navii or Tourism Tribe .
ABOUT THE AUTHOR
LIZ WARD Liz is a digital strategist known for her work in building capability in the small business and tourism sectors through the many strategic projects and innovative training and mentoring approaches she has formulated and led . Liz has 25 years ’ experience specialising in business strategy , marketing and technology , uniquely blending knowledge and expertise for the benefit of businesses across Australia and the world . She is an innovator and a creator of break-through strategies . Liz has pioneered many first-time strategic initiatives that have had lasting impacts including creating Queensland ’ s first destination websites and starting up the Australian Tourism Data Warehouse and being its CEO for over ten years . Liz is the co-founder of the awardwinning online learning and support platforms Navii . com . au and TourismTribe . com , which support businesses on their journey to business growth and digital adaptation . She is a sought after consultant , keynote presenter , workshop trainer and mentor renowned for her practical advice and engaging communication style .
VOL 16 NO 1 2023 20 www . edaustralia . com . au