Practical Digital Marketing for NZ Small Business 2025

Are you ready to transform your New Zealand small business’s digital presence from a constant source of stress into your most powerful business asset?

This course has been specifically crafted for Kiwi business owners who want real, practical results – not just marketing theory.

As a small business owner in New Zealand, you face unique challenges: a smaller market, tight budgets, limited time, and the constant pressure of competing with both local and international players. The good news? Your size and local presence can be your greatest advantage – if you know how to leverage them effectively.

This comprehensive course cuts through the overwhelming world of digital marketing to deliver exactly what you need to know, tailored specifically for the New Zealand market. You’ll learn practical, proven strategies that work for businesses your size, in your market.

From mastering local SEO and creating content that resonates with Kiwi audiences to implementing automation and AI tools and techniques that save you precious time, each lesson builds on the last to create a complete digital marketing system for your business. No fluff, no complicated jargon, and no strategies that only work for huge corporations with massive budgets. Just straight-forward, actionable techniques you can start implementing immediately to attract more customers and grow your business.

By the end of this course, you’ll have:

A clear digital marketing strategy tailored to your specific business and local market
Practical skills to manage and optimize your online presence effectively
Confidence in choosing and using the right digital tools for your needs
The ability to measure what’s working and adjust what isn’t
A solid understanding of how to comply with NZ regulations while building your brand

Whether you’re just starting out or looking to take your existing digital marketing to the next level, this course will give you the practical skills and confidence you need to succeed in today’s digital landscape.

Let’s turn your digital marketing from overwhelming to outstanding – the Kiwi way.

Course Content

Here’s what the course covers:

Lesson One: Foundational Digital Marketing Concepts

Ready to make your mark in the Kiwi marketplace? In this foundational lesson, you’ll discover how to craft a digital marketing strategy that works specifically for New Zealand’s unique business landscape. Whether you’re a café in Wellington or a tech startup in Auckland, you’ll learn how to identify and connect with your ideal customers, build a distinctive brand that resonates with local audiences, and map out customer journeys that convert browsers into loyal buyers. This practical foundation will set you up for sustainable growth in our competitive market.

Lesson One covers:

1.1 Digital Marketing Strategy Development

A well-defined strategy ensures marketing efforts are aligned with business goals and resources.
NZ small businesses often have constrained budgets and time, making prioritisation essential.
Allows for sustainable growth in a competitive local or global market.

1.2 Identifying Target Audiences and Creating Buyer Personas

NZ audiences can be diverse, including urban (e.g. Auckland, Wellington) and regional (e.g. Taranaki, Southland) consumers.
Understanding local consumer behaviours is essential for personalisation and relevance.
Helps small businesses stand out by tailoring messaging to specific customer segments.

1.3 Brand Identity and Positioning

A strong brand identity helps build trust and loyalty in a relatively small but competitive NZ market.
Consistent branding across all digital channels ensures recognition and professionalism.
Differentiates your business from both local and international competitors.

1.4 Understanding Customer Journeys and Touchpoints

Mapping out the customer journey helps you recognise the pivotal moments that influence purchase decisions.
Each touchpoint (e.g. website, social media, email) must be optimised for a seamless experience.
Ensures marketing budgets are spent effectively on the most impactful interactions.

Lesson Two: Website Optimisation

Is your website working as hard as you are? In this hands-on lesson, we’ll transform your website into a powerful business tool that captures and converts Kiwi customers. You’ll master the essentials of user-friendly design, learn how to manage your own content without relying on expensive developers, and discover the crucial elements of mobile optimisation that New Zealand’s smartphone-savvy consumers expect. Plus, you’ll gain practical strategies for creating landing pages that turn visitors into customers.

In Lesson Two, you’ll explore:

2.1 Website Design and User Experience (UX) Principles

A polished, user-friendly website instils trust and encourages conversions in a market that often values authenticity and credibility.
Good UX reduces bounce rates and increases the likelihood of word-of-mouth referrals.

2.2 Content Management Systems (CMS) Basics

A CMS (e.g. WordPress, Squarespace) allows non-technical staff to manage and update website content quickly.
Reduces reliance on expensive outsourced developers for minor changes.
Empowers small teams to remain agile in a rapidly changing marketplace.

2.3 Mobile Optimisation

With high mobile penetration in NZ, optimising for smartphones is critical.
Google prioritises mobile-friendly sites in search rankings, affecting local discoverability.

2.4 Landing Page Creation and Optimisation

Targeted landing pages increase conversion rates for specific campaigns or offers.
Well-optimised landing pages enhance user trust and reduce bounce.

2.5 Conversion Rate Optimisation (CRO)

Even small improvements in conversion rates can yield significant increases in revenue.
Optimising existing traffic can be more cost-effective than acquiring new traffic.

Lesson Three: Search Engine Optimisation (SEO) & Answer Engine Optimisation (AEO)

Want to be found by local customers when they’re actively searching for your products or services? This lesson demystifies SEO & AEO for the New Zealand market, showing you exactly how to climb Google’s rankings for searches in your area (and, with AEO, how to optimise your content for next-generation AI search engines such as Google AI Overviews, Perplexity.ai and SearchGPT). You’ll learn practical techniques for local keyword research, discover how to optimize your Google My Business listing for ‘near me’ searches, and master the art of building valuable backlinks from trusted Kiwi sources. No technical jargon – just clear, actionable steps to improve your visibility.

Lesson Three covers:

3.1 On-Page and Technical SEO/AEO

Proper SEO ensures discoverability in local and regional searches.
Technical SEO keeps your site compliant with Google’s ever-evolving algorithms.
AEO will make your site a potential source of AI answers as well

3.2 Keyword Research and Implementation

Finding local or niche-specific keywords can help you rank for highly targeted searches.
Building content around these keywords increases traffic quality and conversions.

3.3 Local SEO/AEO Strategies

Essential for businesses serving a defined local community (e.g. café in Wellington, tradies in Auckland).
Improves visibility for “near me” searches and local map listings.

3.4 Link Building Techniques

High-quality backlinks boost domain authority and search rankings.
Local websites, directories, and industry-related publications can provide relevant, credible links.

3.5 Google My Business Optimisation

A fully optimised Google My Business listing drives local in-person traffic and online enquiries.
Improves appearance in Google Maps and local search results.

Lesson Four: Content Marketing

Transform your expertise into content that connects with Kiwi audiences. In this lesson, you’ll learn how to create engaging content that speaks directly to New Zealand customers, from compelling blog posts to eye-catching visuals (and how to use AI to streamline content creation, through AI-assisted words, pictures, presentations and even videos). We’ll show you how to tell your business’s unique story in a way that resonates with local values and builds lasting trust. You’ll walk away with practical tools and templates to create content that not only attracts attention but drives real business results.

Through Lesson Four, you’ll learn about:

4.1 Content Strategy Development

A clear strategy ensures consistent, high-quality content that resonates with Kiwi audiences.
Builds brand authority and trust, positioning you as a thought leader in your niche.

4.2 Blog Post Writing and Optimisation

Regular, optimised blog posts help you rank in search results and nurture customer relationships.
Providing valuable insights encourages sharing and positions you as an industry expert.

4.3 Visual Content Creation (Infographics, Images, Presentations, Videos)

Eye-catching visuals can significantly improve engagement and shareability.
Infographics are particularly effective for explaining complex data or concepts in an easily digestible format.

4.4 Content Distribution Strategies

Even great content needs a solid plan for distribution to reach potential customers.
A multi-channel approach (e.g. email, social media, industry forums) maximises exposure.

4.5 Storytelling Techniques for Brand Building

Story-driven content can humanise your brand, appealing to NZ audiences who value authenticity.
Differentiates you from competitors by sharing unique behind-the-scenes narratives.

Lesson Five: Social Media Marketing

Crack the code of social media success for the New Zealand market. This lesson shows you exactly which platforms your Kiwi customers are using and how to reach them effectively. You’ll learn practical strategies for creating engaging content, building an active community, and leveraging local micro-influencers – all without breaking the bank. Whether you’re a boutique retailer or a service provider, you’ll discover how to turn social media into a reliable source of new customers.

In Lesson 5, we’ll delve into:

5.1 Platform Selection and Strategy

Different platforms cater to varying demographics and content styles (e.g. Instagram for visual appeal, LinkedIn for B2B, Facebook for older audiences, TikTok for younger appeal).
Strategic selection prevents wasted resources on channels that don’t align with your audience.

5.2 Content Creation for Social Media

Engaging, creative content fosters loyalty and organic growth without excessive ad spend.
Consistency in voice and aesthetics reinforces brand identity.

5.3 Community Management and Engagement

Active community management strengthens customer relationships and brand loyalty.
Quick responses to comments and messages demonstrate professionalism and care.

5.4 Social Media Advertising

Paid ads offer targeted reach, which is crucial for local or niche segments.
Can be cost-effective if managed properly, yielding clear ROI.

5.5 Influencer Marketing for Small Businesses

Micro-influencers in NZ’s local communities can drive word-of-mouth and trust.
Collaborative content can broaden your reach to new audiences without large budgets.

Lesson Six: Email Marketing

Master the most direct and profitable way to communicate with your customers. In this lesson, you’ll learn how to build and nurture an email list that becomes a valuable business asset. From designing eye-catching campaigns to setting up automated sequences that save you time, you’ll discover how to use email marketing to drive repeat business and referrals. Plus, you’ll learn how to stay compliant with New Zealand’s privacy laws while maintaining strong relationships with your subscribers.

Lesson Six includes:

6.1 Email List Building and Segmentation

An owned audience (email list) is crucial for direct communication without relying on social algorithms.
Proper segmentation increases engagement and reduces unsubscribes.

6.2 Email Campaign Design and Copywriting

Professionally designed emails convey credibility and encourage reader interaction.
Strong copy and compelling subject lines boost open rates and click-throughs.

6.3 Automation and Drip Campaigns

Automated campaigns save time, nurturing leads or keeping existing customers engaged.
Drip campaigns can guide customers through a structured journey, such as an onboarding or re-engagement series.

6.4 A/B Testing and Optimisation

Testing small changes (subject lines, send times, CTA wording) can produce significant improvements in results.
Increases ROI by identifying what resonates best with your audience.

6.5 Legal Considerations and Best Practices

Must comply with NZ Unsolicited Electronic Messages Act and privacy regulations to avoid fines and protect brand reputation.
Ethical email practices maintain customer trust and reduce unsubscribe rates.

Lesson Seven: Pay-Per-Click (PPC) Advertising

Ready to get immediate visibility for your business in Google search results? This lesson breaks down the complexities of Google Ads into practical, manageable steps for Kiwi businesses. You’ll learn how to set up and manage campaigns that drive qualified local traffic without wasting your budget. Whether you’re targeting customers in your neighbourhood or across New Zealand, you’ll discover how to create compelling ads, manage your bidding effectively, and use remarketing to bring interested prospects back to your site.

Most of NZ’s digital marketing dollars go to Google Ads, so it’s important to master:

7.1 Google Ads Fundamentals

Google Ads can quickly place your offerings in front of high-intent searchers, boosting visibility.
Effective for competing with larger brands on select keywords if managed carefully.

7.2 Campaign Structure and Management

Well-structured campaigns allow better budget control and performance tracking.
Prevents overlap and wasted spend on non-converting terms.

7.3 Ad Copywriting and Design

Relevant, compelling copy increases click-through rates and quality scores.
Effective design and messaging directly influence conversion outcomes.
How AI can help
What you can learn from your competitors (and from global advertisers in your industry)

7.4 Bidding Strategies and Budget Management

Automated bidding strategies (e.g. Target CPA) can simplify campaign management.
Thoughtful budget allocation prevents overspending and maximises ROI.

7.5 Remarketing and Audience Targeting

Remarketing can significantly boost conversions by reminding past visitors about your offer.
Advanced targeting (by demographics or interests) ensures ads appear to the most relevant prospects.

Lesson Eight: Analytics and Reporting

Turn data into decisions that grow your business. In this no-nonsense lesson, you’ll learn how to set up and interpret Google Analytics in a way that actually makes sense for your small business. No more drowning in meaningless metrics – we’ll focus on the numbers that matter for Kiwi businesses and show you how to use them to make smart marketing decisions. You’ll walk away knowing exactly how to measure your success and prove the return on your marketing investment.

Numbers matter, and in Lesson Eight we’ll discuss how you can make them work for you, by covering:

8.1 Google Analytics Setup and Usage

Analytics provide critical insights into audience behaviour, traffic sources, and campaign performance.
Informed data analysis guides smarter marketing decisions.

8.2 Key Performance Indicators (KPIs) for Small Businesses

Tracking relevant KPIs ensures you focus on what matters (e.g. leads, sales, repeat customers).
Helps justify marketing spend by demonstrating tangible results.

8.3 Data Interpretation and Actionable Insights

Raw data is only helpful if translated into insights that drive action.
Understanding trends and behaviours leads to continuous improvement in marketing.

8.4 Creating and Presenting Marketing Reports

Clear, concise reporting helps small business owners or teams make quick, data-driven decisions.
Consolidates performance metrics in one place for easy reference.

Lesson Nine: E-commerce Marketing

Whether you’re selling locally crafted goods or importing products for the NZ market, this lesson will show you how to turn your online store into a sales machine. Learn how to create product pages that convert, manage your shopping feeds effectively, and implement retention strategies that keep Kiwi customers coming back for more. You’ll discover practical techniques for standing out in New Zealand’s growing e-commerce landscape while building a loyal customer base.

Tackle the basics of e-commerce marketing by understanding:

9.1 Product Page Optimisation

Well-optimised product pages increase conversions and minimise cart abandonment.
Must balance visual appeal with informative descriptions, especially for unique local products.

9.2 Shopping Feed Management

Accurate product feeds in Google Shopping or other marketplaces expand visibility.
Clean data feeds ensure customers see correct information, reducing returns or complaints.

9.3 E-commerce Specific SEO Techniques

Product-based SEO can outperform competitors if done correctly (e.g. focusing on local relevance).
High-quality product descriptions and site structure help rankings and user experience.

9.4 Customer Retention Strategies

Retaining customers can be more profitable than constantly acquiring new ones.
Loyalty programmes and targeted emails can encourage repeat purchases and referrals.

Lesson Ten: Video Marketing

Bring your business to life through video without breaking the bank. This lesson shows you how to create engaging video content that resonates with Kiwi audiences, even on a small business budget. From smartphone filming tips to live streaming strategies, from AI presenters to AI-enhanced product shots, you’ll learn how to use video to showcase your products, share your story, and build genuine connections with your audience. Discover how local businesses are using YouTube and live video to grow their customer base across New Zealand.

Join us to discover:

10.1 Video Content Strategy

Video is highly engaging and can showcase products, services, or stories effectively.
Helps connect with audiences who prefer visual over text-based content.

10.2 YouTube Optimisation and Advertising

YouTube is the second-largest search engine, offering substantial reach.
Optimised video content can rank well for popular how-to or review queries.

10.3 Vertical Video with TikTok, Instagram & Facebook Reels and YouTube Shorts

You need to master Short Form Vertical Video to reach today’s younger audiences.
You have 2 seconds to capture their interest or they’ve already swiped on.

10.4 Live Streaming for Small Businesses

Live events can create a sense of immediacy and exclusivity, ideal for product launches or Q&A sessions.
Encourages real-time interaction, boosting community engagement and trust.

10.5 Video Production Basics on a Budget

Effective videos can be produced using smartphones and basic editing software.
Professional-looking content is achievable without a large financial outlay.
Explore the wide range of AI tools now available to help at every level

Lesson Eleven: Marketing Automation

Stop doing everything manually and start working smarter. This lesson reveals how even the smallest NZ businesses can use automation to deliver personalized customer experiences at scale. You’ll learn how to set up systems that nurture leads, score prospects, and maintain relationships with customers automatically – all while maintaining that personal touch Kiwi customers expect. Perfect for busy business owners who want to grow without working around the clock.

It may seem daunting at first, but you’ll soon feel comfortable with:

11.1 Customer Relationship Management (CRM) Basics

A CRM system streamlines customer data management and interactions, critical for scaling a growing business.
Centralises sales, marketing, and support data for better customer insights.

11.2 Marketing Automation Tools and Techniques

Automation saves time on repetitive tasks like email follow-ups, social posting, or lead scoring.
Ensures timely, relevant communications that can boost conversions.

11.3 Lead Nurturing and Scoring

Helps prioritise high-value leads, maximising sales efficiency.
Aligns marketing and sales efforts by targeting prospects who are most likely to convert.

11.4 Personalisation Strategies

Personalised experiences stand out in a crowded digital landscape, increasing customer satisfaction.
Leverages customer data for more meaningful interactions.

11.5 AI Agents

What you need to know about these self-executing AI programs that will easily complete multi-step processes on your behalf
How AI Agents are expected to transform business operations at every level

Lesson Twelve: Digital Marketing Tools and Resources

Cut through the confusion of choosing marketing tools and discover the exact solutions that work for NZ small businesses. This lesson focuses on affordable, user-friendly tools that deliver real results. You’ll learn which free and low-cost options can replace expensive enterprise solutions, and how to use project management tools to keep your marketing efforts organized and effective. Save time and money while getting professional results.

In Lesson Twelve, learn about:

12.1 Essential Tools for Small Business Marketing

The right tools enable efficient management of campaigns despite small teams and limited budgets.
Automation and analytics tools can streamline processes and provide crucial insights.

12.2 Free and Low-Cost Marketing Solutions

Free or inexpensive tools (e.g. MailerLite, Buffer) are budget-friendly yet powerful.
Ideal for starting out or experimenting with new tactics.

12.3 Productivity and Project Management Tools

Tools like Trello, Asana, or Monday.com help keep tasks organised, ensuring projects meet deadlines.
Improves collaboration, especially if staff are remote or split across multiple locations.

Lesson Thirteen: Legal and Ethical Considerations

Protect your business while building trust with your customers. This essential lesson breaks down key regulations into practical, actionable guidelines for your digital marketing. Learn how to handle customer data responsibly, create ethical marketing campaigns, and protect your intellectual property. This knowledge isn’t just about avoiding problems – it’s about building a trusted brand that Kiwi customers feel confident doing business with.

Pay close attention to:

13.1 Privacy Laws and Data Protection

Non-compliance with the Privacy Act and other relevant legislation can lead to fines and reputational damage.
Building trust is crucial, so responsible handling of customer data is essential.

13.2 Ethical Marketing Practices

Ethical practices foster consumer trust and long-term brand loyalty.
Avoid misleading claims or deceptive tactics that could damage your reputation.

13.3 Copyright and Intellectual Property Basics

Using unlicensed images, music, or content can result in legal action or fines.
Protecting your own IP (logo, brand name) is also essential.

Lesson Fourteen: Measuring and Optimising ROI

Make every marketing dollar count. In this final lesson, you’ll learn how to measure and maximize the return on your marketing investment – crucial skills for any NZ small business owner. Discover how to allocate your budget across different channels for maximum impact, calculate the true ROI of your marketing activities, and continuously improve your results. You’ll walk away with practical strategies to ensure your marketing efforts deliver real, measurable value to your business.

In this lesson, you’ll explore:

14.1 Budget Allocation Across Digital Channels

Strategic allocation ensures that money is funnelled into channels with the highest potential returns.
Minimises wasted spend and maximises overall marketing efficiency.

14.2 ROI Calculation for Different Marketing Activities

Determining ROI helps justify your marketing spend and guides future investments.
Clear ROI metrics can support decision-making when expanding or cutting campaigns.

14.3 Continuous Improvement Strategies

Marketing is an iterative process; ongoing refinements can significantly improve results.
Staying ahead of changes in consumer behaviour and technology ensures competitiveness.

Conclusion

By addressing each element of digital marketing through this comprehensive course, NZ small business owners can develop robust marketing strategies tailored to local needs and constraints. With a clear, step-by-step approach—backed by the best practices and action steps provided—you’ll be well on your way to building a sustainable, competitive digital presence in the New Zealand marketplace.

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TIMING

The “Practical Digital Marketing for NZ Small Business 2025” Course begins on Wednesday 29 January, 2025.

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INVESTMENT

This fourteen-part online training course is available for $897+GST. However we offer an Early Bird Discount of $100 — pay just $797+GST for bookings received by Wednesday 22 January, 2025.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by debit or credit card through PayPal by clicking here:

If you would prefer to pay by bank deposit, or require an invoice, please send an email to info@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the “Practical Digital Marketing for NZ Small Business 2025” online training course.

If you have any questions, or would like more information, please email us at info@socialmedia.org.nz

FAQ

How does the course work?

Every lesson includes Action Steps so that you can start implementing what you’ve just learned, along with Quick Wins so that you can apply your newfound knowledge immediately.

Is the course live?

No, everything is online, conducted on a web-based e-learning software platform. Once a lesson is released, you can access it whenever you wish, anytime 24/7, in accordance with your own timetable). You proceed at your own pace, accessing materials online.

What’s the course format?

This particular online training course provides content in a variety of multimedia forms, including text, images, videos, slideshows, presentations and PDF files. No special software is required to participate, you access it through a web browser (eg Chrome, Firefox, Edge, Safari).

How often are lessons released?

Course lessons will be provided weekly, on Mondays, over twelve weeks. We release content on a weekly schedule because we review (and where necessary update) the contents of each lesson just before release, to ensure that the material is as up-to-date as possible — social media marketing is constantly changing, so we aim to ensure that the lessons reflect the latest developments.

How long will each lesson take?

We typically recommend you allow 1-2 hours per lesson.

What happens if I need help?

Interaction with the course tutor is enabled via email (with telephone backup if required).

What are people saying about these courses?

Feedback from previous digital marketing training course and workshop participants:

It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it – Nikki H.
Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
“this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
“thought the information within was outstanding” – Ed P, General Manager
“What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
“I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
“Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
“Rapt with what I have seen of the course” — Julia R, fashion editor
“I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
“Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
“I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer

COURSE CREATION AND TUTORING

This course has been created and is tutored by Michael Carney.