These days, a strong online presence in the business world is essential to long-term success. Not only will it get you noticed amongst your competitors, it’ll also help to drive sales, build good connections with customers, plus it’s a great way to tell your brand’s story.
Creating a digital plan for your business doesn’t need to cost a fortune, there are countless ways to make a big impact through simple and cost-effective strategies, it’s just about having the know-how to get it right.
Meet Annelise, CEO of Pink Digital, a full-service digital marketing agency whose mission is to help Australian brands to really get a handle on the digital opportunities at their fingertips. Annelise and her team specialise in everything from paid ads and social strategy, to influencer campaigns and crafting tailormade showstopping content.
Pink Digital understand the pressures businesses face when attempting to carve out their space in the digital world. There’s so much at stake, with competitors battling it out on this vast and crowded playing field. It really is a case of ‘speak up and stand out’ when it comes to getting results.
Read on to discover how to build a strong online presence that packs a punch. Annelise will take us through her top tips for business owners to elevate their digital marketing strategy and get their brand noticed. Welcome Annelise!
1. What’s one common mistake you see small businesses make online?
Trying to do too much too soon. It’s easy to get caught up chasing every social platform, every trend, and every audience. But spreading yourself thin usually leads to generic content and missed opportunities. The brands that grow fastest are the ones that are crystal clear on who they are for and what makes them different. Focus on depth, not width. Own your space and build from there.
2. How can businesses make the most of a limited digital marketing budget?
Start by making sure your foundation is strong. Before spending a cent, check that your website is easy to navigate, your brand message is clear, and your product looks great online. Then pick one or two digital channels that suit your audience best and test small. Creative matters more than ever. One strong piece of content can do more than a big spend.
3. Is influencer marketing still worth it for small brands? How do you do it right?
Absolutely. But it’s less about influencers and more about influence. You don’t need the biggest names. You need the right voices. Work with people who genuinely love your product and speak directly to your ideal customer. Micro and nano influencers can create content that feels authentic and drives results. Think of it more as a trusted recommendation than a flashy promotion.
4. What’s a “quick win” a small business could implement today to improve their online presence?
Share your founder story. It’s one of your most powerful marketing tools. Why did you start your business? What do you care about? This kind of content consistently outperforms overly polished or AI-generated posts. Your audience wants real. A simple video or post from the founder talking about the mission behind the brand builds connection and trust. Real creative beats the algorithm every time.
5. What advice would you give to a business just starting out online with no followers or ads running?
Start small, but start with purpose. Post consistently with a clear message about what you offer and who it helps. Talk like a human, not a billboard. Share behind the scenes, customer stories, or the journey so far. From there, test a small lead generation campaign or giveaway to grow your email list. Don’t worry about being perfect. Just be clear, consistent, and human.
6. What’s the biggest lesson you’ve learned as a digital marketer and business owner?
The most powerful brands are built on connection. In a world full of noise, trust and storytelling cut through. The biggest wins we’ve had come from leaning into creative that feels real and telling stories people actually care about. Build real relationships. Focus on strategy and creative that speaks to the right people. Keep showing up with value and authenticity and the results follow.