How keep your Instagram Uniform

How keep your Instagram Uniform

There’s a lot of topics in google or even people saying how one should best use Instagram to promote their business. Whilst all of these are helpful, the overload in information can’t make decisions easier in branding your business, especially for start-up business owners.

So, should you follow the rules or break them?

I recently wrote a blog about the quality of the content or the quality of the creative coming you produce.   I think some people get really concerned about everything having to be perfect and polished, which I don’t believe is always the case. I think great content makes a big difference, but if you’re running a startup business, you don’t need your content to be in the same caliber as the big players in your industry. I know—because I don’t. Getting your content to 80% is more than enough and is good enough – if you remain CONSISTENT. 

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Using instagram to build an authentic following

How to create the ‘perfect’ Facebook Ad

A lot of people nowadays realise the potential of advertising on Facebook for their online businesses. A popular practice for businesses – especially with after the algorithm changes- is creating Facebook Ads. It is important that your business produces a Facebook Ad that attracts your audiences attention while creating desire for your product, turning your audience into potential customers. 


Here are my tips for creating a perfect Facebook Ad


Know your audience

You need to laser focus on who your target audience is. It is important to understand your audience and what appeals to them and what is relevant to them in relation to your business. This is what you need to consider before doing any creative or copy for your Facebook Ad. 

Knowing your audience gives you more information on the style of imagery, video or copy that your audience would relate to and the style that would capture their attention which would then create desire for your product.

Same with traditional advertising, you only have a very small window of opportunity for your ad to be seen by your audience. On average your ad has only 1.2 seconds to capture the attention of your audience when they’re scrolling through their feeds. This is why it is beneficial to have a targeted market. It is important to note that your ad should have the ability to stop the audience and get them to act or enough for them to notice several times for them to make the decision to act. 


Identify your objective

I’ve talked about identifying your objectives in my book, “I just want it to work”. For me, everything that you do should begin with setting the right objective and attaching these objectives to the right strategy. Create objectives that are relevant to your campaign and to your target audience.

The beauty about Facebook is that it provides you with insights into the type of objective that you would set.

For instance, say your objective would be “I need to get traffic to my website or to a landing page”. On Facebook you would select ‘Traffic’ as your objective for that post which aims to drive engagement and clicks through to your website. When you set this objective for your Ad, the goal is to entice or intrigue people to click through to your website.  


Create the Ad Objective

What do you want your ad to look like? So, Facebook has a number of different strategies that are available. The copy, imagery or the videos play a vital role when creating the ad’s objective. In my experience, we find that video ads tend to work best in capturing people’s attention quicker than just a static image. If you’re using static images, one of the things that we tend to recommend with advertising is what they call split testing. Split test or split testing is when you use a variety of images, video or copy in different combinations to test what combination works best, who gets the most engagement or action from your target audience. For instance, for our blog posts we use captivating landscape imagery which catches peoples attention when scrolling. Once they have stopped to look at the image, they then read the copy and get intrigued and click through to the blog. This strategy is important to note, as humans are wired visually. 

In my agency, what we do when we build campaigns is to use different combinations. For example, we might use 5 different images, we might even use 5 different pieces of copy, or 5 different images, we can use a video with 5 different pieces of copy. You see, when creating ads, our combinations gives us 20, 30 or even 40 ads just for one campaign.

And then we launch those ads and then we optimise those ads based on what the audiences are doing.

On our reports, we might find that the people are clicking more on the video rather than clicking on the static images. Or they may be leaning towards one combination of static images more than they’re leaning towards another combination of static images.

Ultimately, there’s a variety of strategies that you can employ to optimise that and get the best performance for your Facebook ads campaign.


Just to recap, creating a perfect Facebook Ad is all about keeping it really simple, think about your audience. Think about what appeals to them, consider the aim or goal that you want to achieve with your post and then match that with the right objective within the advertising manager on Facebook. Once you understand this, you can begin split testing different styles of posts to find out which work best and get the most engagement from your target audience. 


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Social media tools for Real Estate Agents

Imagine and think about the popular real estate agents that you know. Do you remember about the specific detail that the agent was known for? Every successful realtor in the market have their own brand.

Personal brands, just like my Kevin Spiteri brand other influencers out there, is the aim of every aspiring agent so that can people relate to them because having a brand differentiates you in the market.

Their personal brand helps you remember them and eventually that’s what draws you in to do business with them. People do business with people. This is not a business to consumer transaction, this is not a business to business transaction. You’ll then realize, it’s one person doing business with another person and that’s how we do business. It’s about the brand and the personality.

You’ll see a lot of real estate agents go the extra mile in building their brand by putting themselves on billboards which can be seen on buses and bus stops. They’re trying to achieve that above the line branding that major brand awareness creates so that they can deliver familiarity. They want to be seen as familiar, they want to be remembered, so when they are seen in the streets it would be easier for somebody to go and say “Hey, I know you! You’re that agent with the ABC company or You’re that agent with XYZ company”.

And there are so many real estate agents that have built their personal brand and have won businesses on the fact that people want them to sell their house to, buy from them or engage in an auction or negotiation with them. The trend now is that people are now are looking into the personality of those individual agents before purchasing a home.

Realtors can greatly benefit from using social media when building their brand. To help you build your personal brand as a realtor, here are the 3 social media tools that I believe agents should be active in.


Is a tool that you can use from a professional standpoint. This platform allows you to network with business owners, with individuals within a particular geography that you are working within. It gives you an advantage to position yourself professionally and in regards to your professional content about the real estate industry. Your knowledge and expertise showcased in this platform can help you build or grow your influence.


Facebook is going to give you that broader demographic, that broader population, it allows you to be hyper local. So, hyper local means you got a geography that your targeting. It allows you to be really well positioned within that geography that you’re targeting when you’re buying or selling houses.

So, if you’re fostering the sale of houses and linking it with potential buyers or conversely looking for listings to be able to sell those houses, Facebook is a very good way of introducing yourself within the community.


Instagram works similarly with Facebook except that it’s focused on capturing visual and Instagram stories. Instagram has hashtags and from a hashtag’s perspective, it can give you a lot of reach. It allows you to showcase some of your properties. It allows you to talk or build your personality in the Instagram stories. People who are locally based can follow you, can find you, they can see your attitude and personality, and get a good understanding of who you are as an individual.


These social media tools would be the best tools to use to help grow your personal brand and your influence within your local area.

And then nothing beats the good old fashioned tactical marketing — getting face to face with individuals, joining community events, being involved in your community and genuinely just wanting to immerse yourself in what you do and what happens around your community. Because that’s what’s going to give you that respect.

It’s going to give you that recognition and its definitely going to help activate your audience. You may be able to build that audience of people who they may not be willing to sell their house now but in 2,3,4 or 5 years, they certainly can become your potential buyers. And when that happens, you would like them to be able to remember you as the one that they would consult when it comes to buying a house.

The beauty about the social media tools is it allows you to communicate and set yourself as an authority in a particular niche and be able to do it at scale in a really efficient way as it happens.

Being at the auction, being at the open home, being at the first visitation, whatever it might be – these are the moments that you can capture and use as a tool to build your brand. Capturing these in your phone is such an easy tool to get that action as it happens– real time. It’s great knowing that you can continually build your personal brand and your influence while sharing your expertise and knowledge of your market and your community with your audience. Social Media tools helps create a win-win situation for both realtors and buyers.



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Benefits and limitations of social media platforms


With most people relying on the internet to find local businesses nowadays, business has the power to reach millions of potential customers. Businesses are starting to realize that they need to start activating multiple platforms to reach their target audience and stay competitive.

To establish an online presence, using one or two platforms is what I typically recommend for small business owners. For growing businesses that wants to activate different target audiences, business or channels, I’d recommend using social media management tools to manage different social media platforms for different businesses.

Prior establishing your presence online and reaching customers worldwide, we’ve listed the benefits and limitations of social media management tools to help you make an informed decision.


  • It allows you to consolidate the management of one business into one place as opposed to having to go to the individual channels. For instance, there are many reasons why a company would have multiple social pages and imagine how hard it would be when you have to login and logout of each individual profile and network to check all the messages. Having been able to manage all accounts and profiles in one spot saves you the time and effort needed to constantly juggle accounts
  • It typically also offers services that you can’t see in another channel offers. As an example, Facebook, LinkedIn and other channels allows scheduling while Instagram doesn’t. Instagram still requires an approval from a phone to post.


  • Using social media management platforms has its drawbacks as well. Like Hootsuite, it’s also being known to cause effectively penalties by the algorithm of the social media platform that it’s being posted to. So, there’s has been times where we’ve seen the reach of the post that’s came from a social media management tool being posted on Facebook has not received the same amount of reach as opposed to the post that’s been placed organically on Facebook. Another instance would be posts sent via Facebook scheduler which is intended to go live at an optimum time coming from the scheduler may not always perform as well as compared to something being posted live, real time, as it happens.
  • When using social media platforms, there will be varying softwares that one would use. These softwares has the tendency to have bugs or to have issues that can cause scheduling issues, image issues, not rendering the image the way that you want it to, not picking up on links in the same way other social media platform might. So, there’s still like little nuisances about it which can impact the performance of the social media management tool.


As an agency, we use social media platforms because we have to juggle different accounts since we have multiple clients and it’s a helpful tool for us.

So, we have a mixed of strategies where we use these social media platforms but we ensure that we select how these platforms can add value to the posts and content that we manage.

For instance, we’ll schedule some things in Facebook then we will use a third-party tool, a software, to manage our LinkedIn and Instagram. Then, we post live to Instagram, and we approve that live from our phones as it happens. It’s the same thing that we do when scheduling posts in twitter.

If you’re a franchise business and you have a hundred outlets around the country and you need to be responsible at a national level for posting across all of them, then, a tool like a Hootsuite, is very valuable in having multiple pages, and being able to create one post that’s gets posted across multiple pages helps you save tons of effort and time.

Meanwhile, if you’re a business startup that is just posting across multiple platforms such as LinkedIn, twitter, Instagram, Facebook as an example then it may be overkill and may not be necessary to have a social media management platform. I’d suggest to better spend the energy and time in making sure that your content is more relevant to the individual platforms and the audiences that are on those platforms rather than just trying to make it more convenient to get that content out there.

Ultimately, for businesses that are looking into using these social media platforms, whether you are a small startup or a large corporation, I’d suggest to look at the pricing, the features and how well these platforms can help scale your business and reach your target audience.



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engaging with customers

The key to creating content that will be valuable to your perfect customer

In my next blog I aim to answer a question that came in from a local business owner, Laura, who wants to know what type of content she should be posting to enhance engagement from her target audience. 

“I’ve read everywhere that I should publish content that is valuable for my target audience. But it seems that what is valuable to my target audience is not really connected with services offered by my company. So, what should I publish on the company’s page?” – Says Laura, a start-up business owner.

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The Key to an Entrepreneur’s Mindset

I recently got asked what the mindset of a successful entrepreneur is.

I feel humbled to have been asked this question, however, whilst I do have an element of success and I have a number of businesses that are performing quite well, for me, this is just the beginning. And perhaps a lot of the successful entreprenures of this world feel the same,  they may not see themselves as being overly successful either, in that it’s a journey, not a destination.

But going back to the question about the mindset of the successful entrepreneur, I can only really share what my mindset is, which is what I know, and I’m sure every entrepreneur has a different view on what makes up the mindset of a successful entrepreneur. But I think, first and foremost, for me, it’s tenacity. It’s just being relentless in your approach to anything that you’re doing.

So, I am a big believer in it being an ‘all or nothing’ exercise. I don’t think you can be half in and half-hearted on any one thing in particular. What motivates me is just knowing that I’m making a commitment to something, just like a marriage, just like being in a sports team, just like being part of a gym, or being on a board of directors. You make a commitment to be part of something, and that commitment is what drives your mindset to stay focused on that end goal, whatever that may be.

I think a component of an entrepreneur’s mindset is drawn from the hunger and the need or the willingness to achieve, which may come from a background of hardship, as it does with me. I draw upon the fact that my dad migrated from Malta to Canada and couldn’t speak a word of English and struggled with his reading and writing. And he still made something of himself and he was still able to work. And that’s because he let his work do the talking, because he was an amazing craftsman. And my mother, quite well educated, also migrated from Malta to Canada and although educated she chose to be a stay-at-home mum and take care of the family. So, it is these sacrifices that I draw upon to motivate me to succeed. Knowing that whatever the circumstances, my parents were able to make it work and put food on our table and send us to a private school.


Kevin Spiteri

Another aspect of my life that I draw upon is the fact that I grew up in the Western Suburbs of Sydney, in a single income family. Being that we never had much money left over after food and bills, I was 14 when I decided that if I wanted things for myself I would have to work for them myself as my parents were doing everything they could. I decided from a very young age that I was hungry for success and I wanted to be able to buy the things I wanted for me and not rely upon anyone else to get it for me. And so I constantly draw on that feeling that I had from a very young age and this is what motivates me to succeed.

I think where a lot of people go wrong is by having a sense of entitlement. Whether that be an entitlement that their parents support them, or an entitlement to a pay rise a work, I think if you remove that sense of entitlement, that is the key to an entrepreneurs mindset. Because once you stop feeling entitled, you just work for it. You work for what you want, rather than waiting for it to come to you.

Lastly, and most importantly, is the willingness to fail. Being able to understand that you may fail dismally and being strong enough to accept it is key. And that’s something that again I am very comfortable with, because if you come from nothing you understand that you’ve got effectively nothing to lose. And that’s not to say that you shouldnt calculate your risks, but rather, you need to back yourself, back your knowledge, skill set and network. And understand that there are lessons to be learned in failing.

So, for me, I think they are the three things that contribute to the entrepreneur’s mindset and they’re the things that resonate and work with me. Hopefully, that, it’ll inspire you or entice you to figure what it is that motivates and drives you to success.


If you’re interested in learning more and you feel that you need a simplified guide to business marketing strategies feel free to grab a copy of my book or reach out to me on Facebook or LinkedIn. I’ll be more than happy to help if you have any questions or uncertainties in regards to your business or marketing strategy.

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Instagram story at music festival

The 3 Platforms to be using in 2018

What are the three biggest trends for social media in 2018?

I would like to start this blog by noting that each of the social media platforms available all have their own features and benefits, each with the attention of a different type of demographic.  Obviously, the dominating platforms are Facebook and Instagram, with Snapchat on the rise,  and from a professional perspective, LinkedIn.  But the three I believe your business or personal profile should focus on are  Facebook, Instagram and LinkedIn. And within these different channels or platforms, I want to highlight the different features that you should be taking advantage of in 2018.

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nike brand ambassador

How to use Brand Ambassadors favourably for your business

Are you using brand ambassadors to build your brand and online presence?

Back in my corporate days, finding somebody famous or who had attention of an audience, to become your ambassador was quite an expensive exercise, and it still can be depending on who it is. But what I love about ambassadors and social media in particular is that now it can be a relatively cost effective strategy to implement for your brand. I recently wrote a blog about how to use micro influencers on social media, which I recommend reading if you have questioned using a brand ambassador, as the concept is relatively the same.

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Winestains Barossa

Micro Influencers, Marketing of the Future

I am writing my next blog to outline what a micro influencer is, and how you can activate them for the benefit of your business.

We live in a world of social media, and there are many ways to use this to our advantage, such as the plethora of ‘Insta-famous’, micro influencers.

So, what is a micro influencer you might ask? For me, I define a micro influencer as somebody who has influence over a direct network of people, say on their various social media platforms such as Instagram, Snapchat, Pinterest and Facebook. Now, focusing on the amount of followers these people have can be one way at determining if they are an influencer, but paying careful attention to the actual people following them is key. Because these are the people who you want as you clients or customers. So, the aim here is to get the mico influencer to ‘seed’ or ‘plug’ your product in the hope that their audience will follow and purchase such products.

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Mens K1 200m at Penrith Regatta Centre 2017

A guide to athlete sponsorship

A guide that explains how athletes can approach companies asking for sponsorship, and how businesses can leverage sponsorship to their advantage.

I am writing this blog because I had a great question come in from a professional athlete who wants to know how to use social platforms to gain sponsorship. This question came about because he wanted to know if Instagram is enough to be gaining attention from potential sponsors, or whether he should create a website with a blog and generate attention this way.

And it’s a great question because when it comes to personal brands and when it comes to leveraging that personal brand for sponsorship and understanding where and how to play is so important. I would recommend that the first thing you do is to put yourself in the eyes of the potential sponsors. So, I would like to start by touching on this from the perspective of the potential sponsor.

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