Marketing Insights Blog

Kasia Jones discussing marketing strategy with a client

Marketing Insights

20 Years as a Perth Marketing Consultant: What I’ve Learned

After 20 years in marketing and a decade building McNaught Media, these are the lessons I keep returning to about strategy, relationships and sustainable growth.

25 August 2026 No Comments

Kasia Jones working on a practical Meta ads strategy

Meta Advertising

Meta Ads That Make Business Sense: A Practical Framework

A practical Meta ads strategy for setting foundations, understanding ROAS, testing responsibly and using automation without losing human judgement.

19 August 2026 No Comments

Business team reviewing Meta marketing performance

Meta Advertising

5 Meta Marketing Mistakes That Waste Time and Budget

Avoid five common Meta marketing mistakes that drain time and budget, and replace them with a practical system for better content and advertising.

18 August 2026 No Comments

Marketing Insights

Email marketing for beginners: Expert tips

This post was first published on the SBDC blog. Understand the power of email marketing According to Kasia, many business owners underestimate the power of

2 September 2024 No Comments

Marketing Insights

5 email marketing mistakes to avoid

Mistake #1: Thinking you don’t need email marketing Even you if you have built a large following through social media, email marketing should still have

2 September 2024 No Comments

Let's Get Social!

What could we actually get done in 5 hours? Quite a lot, as it turns out!

💬 Comment DIGITAL and I’ll send you the details.

Through the Australian Government-funded Digital Solutions program, eligible small businesses can access up to 5 hours of 1:1 digital support with me for just $110 inc. GST.

And these aren’t generic training sessions. We work on your business, your accounts and your priorities, which could include:
✔️ Meta ads and digital marketing ✔️ Facebook, Instagram and social media ✔️ Your website and Google Business Profile ✔️ Email marketing and automation ✔️ Canva and content creation ✔️ AI tools and ChatGPT ✔️ eCommerce and digital strategy

Sometimes we spend a session fixing something you’ve been stuck on. Sometimes we develop a strategy and action plan. Sometimes we get into your accounts and work through things together. It depends entirely on what will be most useful for your business.

Swipe through to see some recent client feedback and results, so you can see what that support can look like in practice.

I have limited advisory appointments available each month. If you’d like to work with me through Digital Solutions, comment DIGITAL or send me a message. I’ll share the registration steps, including how to select me as your advisor.

#digitalsolutions #digitalsolutionprovider #marketingcoach #metaadsexpert #digitalmarketingtraining

13 6

Friday was a day out of the office for the ‘Boldly in Business’ Conference in Wellard, bringing together women in business from across Perth for a full day of learning, conversations and connection.

There was a great mix of practical workshops, panel discussions and business stories, covering everything from AI and branding to systems, legal, finances and managing the mental load that comes with running a business.

After 10 years running McNaught Media, I still really value opportunities to get out from behind the laptop, learn from other business owners and have conversations with people who understand the realities of running a business.

A big thank you to Sarah @onlinesocialbutterfly for inviting me along, to @busybusinessau for being a sponsor and to @emberloungeau for organising the event!

Definitely a Friday well spent. 😊

#WomenInBusiness #PerthBusiness #SmallBusinessPerth #BusinessNetworking #FemaleFounders

28 4

Friday was a day out of the office for the ‘Boldly in Business’ Conference in Wellard, bringing together women in business from across Perth for a full day of learning, conversations and connection.

There was a great mix of practical workshops, panel discussions and business stories, covering everything from AI and branding to systems, legal, finances and managing the mental load that comes with running a business.

After 10 years running McNaught Media, I still really value opportunities to get out from behind the laptop, learn from other business owners and have conversations with people who understand the realities of running a business.

A big thank you to Sarah @onlinesocialbutterfly for inviting me along, to @busybusinessau for being a sponsor and to @emberloungeau for organising the event!

Definitely a Friday well spent. 😊

#WomenInBusiness #PerthBusiness #SmallBusinessPerth #BusinessNetworking #FemaleFounders

Want to get more reach from Facebook and Instagram without relying entirely on paid ads?

In our upcoming online workshop, we will look at how Facebook and Instagram decide what content gets seen, what you can do to improve your organic reach, and how to use both platforms more effectively to attract potential customers and grow your business.

📅 Friday 25 September 2026
⏰ 9am – 11am AWST
💻 Online workshop

We’ll cover:
✨ Understanding the Facebook and Instagram algorithm
✨ How to improve your organic reach
✨ Marketing your business confidently on Facebook and Instagram
✨ Attracting potential customers and increasing website traffic
✨ Using social media to support sales and conversions

This is an entry-level workshop, ideal for WA small business owners wanting to build their profile and get more from their social media marketing.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

🎟️ Book your place now by clicking the link in our bio.

#SocialMediaMarketing #InstagramMarketing #FacebookMarketing #SmallBusinessMarketing #DigitalMarketing

10 0

If you’ve been meaning to get on top of your digital marketing but keep putting it off, this is a very affordable way to get expert help tailored to your business.

Through the Digital Solutions program, eligible WA and QLD businesses can access up to 5 hours of one-to-one digital advice for just $110 including GST.

We can use the sessions to work through the areas that will actually make a difference for your business – whether that’s Meta ads, social media, email marketing, AI tools, content, digital strategy, eCommerce or simply figuring out what you should be focusing on next.

It’s practical, personalised support based on your actual business and what you need help with.

Want the details on how to sign up and work with me? Send me a message and I’ll send them through.

#DigitalMarketing #SmallBusinessAustralia #SocialMediaMarketing #MetaAds #SmallBusinessTips

The Digital Solutions program is funded by the Australian Government and delivered by @busybusinessau

24 4

If you’ve been meaning to get on top of your digital marketing but keep putting it off, this is a very affordable way to get expert help tailored to your business.

Through the Digital Solutions program, eligible WA and QLD businesses can access up to 5 hours of one-to-one digital advice for just $110 including GST.

We can use the sessions to work through the areas that will actually make a difference for your business – whether that’s Meta ads, social media, email marketing, AI tools, content, digital strategy, eCommerce or simply figuring out what you should be focusing on next.

It’s practical, personalised support based on your actual business and what you need help with.

Want the details on how to sign up and work with me? Send me a message and I’ll send them through.

#DigitalMarketing #SmallBusinessAustralia #SocialMediaMarketing #MetaAds #SmallBusinessTips

The Digital Solutions program is funded by the Australian Government and delivered by @busybusinessau

A proper introduction was overdue.

I’ve spent years helping businesses become clearer, more visible and more strategic online, while staying very comfortable behind the scenes myself. That is changing.

You can expect more practical, honest content about Meta Ads, social media, AI, content and the digital tools that are genuinely useful in business — including what is working, what is overhyped and where I see businesses wasting time or money.

I’ll also share more from my workshops, client work and the occasional glimpse of life on the bush block — animals included.

#DigitalMarketing #MetaAds #SocialMediaMarketing #MarketingStrategy #SmallBusinessMarketing

39 16

A proper introduction was overdue.

I’ve spent years helping businesses become clearer, more visible and more strategic online, while staying very comfortable behind the scenes myself. That is changing.

You can expect more practical, honest content about Meta Ads, social media, AI, content and the digital tools that are genuinely useful in business — including what is working, what is overhyped and where I see businesses wasting time or money.

I’ll also share more from my workshops, client work and the occasional glimpse of life on the bush block — animals included.

#DigitalMarketing #MetaAds #SocialMediaMarketing #MarketingStrategy #SmallBusinessMarketing

Twenty years in marketing—and the tools have changed enormously.

Platforms have appeared and disappeared. Customer expectations have grown. Data has become more accessible, and AI has transformed how quickly we can create and test ideas.

But the lessons I keep returning to are surprisingly consistent:
• Strategy must come before the channel • Marketing works best when everything is connected • Consistency depends on systems • Data needs context • The human voice matters more than ever

In my latest article, I share eight lessons from two decades in marketing and ten years building McNaught Media.

You don’t need to be everywhere. You need to be clear, consistent and useful in the places that matter.

Read the full article via the link in my bio.

#marketingtipsforbusiness #socialmediaforbusiness #femalefounder #businessownerlife #marketingexpert

13 0

Twenty years in marketing—and the tools have changed enormously.

Platforms have appeared and disappeared. Customer expectations have grown. Data has become more accessible, and AI has transformed how quickly we can create and test ideas.

But the lessons I keep returning to are surprisingly consistent:
• Strategy must come before the channel • Marketing works best when everything is connected • Consistency depends on systems • Data needs context • The human voice matters more than ever

In my latest article, I share eight lessons from two decades in marketing and ten years building McNaught Media.

You don’t need to be everywhere. You need to be clear, consistent and useful in the places that matter.

Read the full article via the link in my bio.

#marketingtipsforbusiness #socialmediaforbusiness #femalefounder #businessownerlife #marketingexpert

Meta ads don’t need to feel like gambling.

One of the biggest mistakes I see is business owners jumping into Ads Manager before they’ve worked out the business maths.

I get it. The platform makes it feel as though another targeting tweak, new creative or bigger budget will fix everything.
But before you spend another dollar, you need to know:
• What is a customer actually worth to your business? • What can you afford to pay to acquire them? • Is your website or landing page doing its job? • What happens after someone clicks?

ROAS is useful, but it isn’t the whole story. A campaign can look great inside Ads Manager and still not be profitable once you include margins, fees, fulfilment and creative costs.

In my latest article, I break down the six-part framework I use to make Meta advertising more considered, measurable and a lot less intimidating.

Swipe through the carousel, save it for later and if you want to learn even more on this topic you can read the full article via the link in bio.

#metaadstips #metaadsexpert #metaadsmanager #metaadsstrategy #metaadsagency

15 0

Meta ads don’t need to feel like gambling.

One of the biggest mistakes I see is business owners jumping into Ads Manager before they’ve worked out the business maths.

I get it. The platform makes it feel as though another targeting tweak, new creative or bigger budget will fix everything.
But before you spend another dollar, you need to know:
• What is a customer actually worth to your business? • What can you afford to pay to acquire them? • Is your website or landing page doing its job? • What happens after someone clicks?

ROAS is useful, but it isn’t the whole story. A campaign can look great inside Ads Manager and still not be profitable once you include margins, fees, fulfilment and creative costs.

In my latest article, I break down the six-part framework I use to make Meta advertising more considered, measurable and a lot less intimidating.

Swipe through the carousel, save it for later and if you want to learn even more on this topic you can read the full article via the link in bio.

#metaadstips #metaadsexpert #metaadsmanager #metaadsstrategy #metaadsagency

Join this online workshop to learn how to create email campaigns that nurture leads, engage customers and prompt action.

In this practical Creating Email Marketing Campaigns online session, you’ll learn how to plan, write, automate and improve your emails—without sending the same generic message to everyone.

• Friday, 11 September
• 9am–11am AWST
• Live online | $20
• Tickets: via link in bio

You’ll learn how to:

• Segment your audience to make your emails more relevant
• Write stronger subject lines, email copy and calls to action
• Create automated workflows that nurture leads and customers
• Compare Mailchimp, MailerLite, Marsello, Klaviyo and other platforms
• Improve email deliverability and increase your chances of reaching the inbox
• Track results and use them to improve future campaigns

You’ll leave with a clearer understanding of the platforms, campaigns and automations that suit your business.

Your ticket includes the live workshop, seven-day recording access and copies of the resources shared.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

Book your place by clicking the link in our bio section.

#EmailMarketing #EmailCampaigns #SmallBusinessWA #PerthBusinessOwners

8 0

Join this online workshop to learn how to create email campaigns that nurture leads, engage customers and prompt action.

In this practical Creating Email Marketing Campaigns online session, you’ll learn how to plan, write, automate and improve your emails—without sending the same generic message to everyone.

• Friday, 11 September
• 9am–11am AWST
• Live online | $20
• Tickets: via link in bio

You’ll learn how to:

• Segment your audience to make your emails more relevant
• Write stronger subject lines, email copy and calls to action
• Create automated workflows that nurture leads and customers
• Compare Mailchimp, MailerLite, Marsello, Klaviyo and other platforms
• Improve email deliverability and increase your chances of reaching the inbox
• Track results and use them to improve future campaigns

You’ll leave with a clearer understanding of the platforms, campaigns and automations that suit your business.

Your ticket includes the live workshop, seven-day recording access and copies of the resources shared.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

Book your place by clicking the link in our bio section.

#EmailMarketing #EmailCampaigns #SmallBusinessWA #PerthBusinessOwners

Is your social content leading anywhere?

Instagram and Facebook can help people discover your business—but one post, Reel or advertisement shouldn’t have to do everything.

A stronger sales pathway has four clear stages:
• Discovery — reach the right people
• Trust — give them a reason to believe you
• Action — make the next step obvious and easy
• Follow-up — stay connected with people who aren’t ready yet

Before creating your next post, ask yourself:
Where should someone go next—and have I made that step easy?

I’ve unpacked the full pathway, with practical checks for your content, website and Meta advertising, in my latest article.

Read it now by clicking the link in bio.

#SmallBusinessMarketing #SocialMediaStrategy #MetaMarketing #DigitalMarketing #SmallBusinessWA

11 0

Is your social content leading anywhere?

Instagram and Facebook can help people discover your business—but one post, Reel or advertisement shouldn’t have to do everything.

A stronger sales pathway has four clear stages:
• Discovery — reach the right people
• Trust — give them a reason to believe you
• Action — make the next step obvious and easy
• Follow-up — stay connected with people who aren’t ready yet

Before creating your next post, ask yourself:
Where should someone go next—and have I made that step easy?

I’ve unpacked the full pathway, with practical checks for your content, website and Meta advertising, in my latest article.

Read it now by clicking the link in bio.

#SmallBusinessMarketing #SocialMediaStrategy #MetaMarketing #DigitalMarketing #SmallBusinessWA

Join this online workshop to learn how to transform everyday business content into Reels and Stories that reach new people, build trust and prompt action.

In this practical Instagram Reels and Stories online session, you’ll learn how to create content with a clear purpose—without needing to dance, follow every trend or become an influencer.

• Friday, 4 September
• 9am–11am AWST
• Live online | $20
• Tickets available via link in bio.

You’ll learn how to:
• Structure Reels using a hook, point, proof and call to action
• Use Stories to encourage replies, DMs and link clicks
• Turn customer questions, products and behind-the-scenes moments into content
• Write stronger captions, on-screen text and calls to action
• Understand which results to track beyond likes

You’ll also develop one Reel idea, one Story idea and a practical seven-day action plan for your business.

Your ticket includes the live workshop, seven-day recording access and copies of the resources shared.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

Book your place by clicking the link in our bio section.

#InstagramForBusiness #InstagramReels #InstagramStories #SmallBusinessWA #PerthBusinessOwners

9 0

Join this online workshop to learn how to transform everyday business content into Reels and Stories that reach new people, build trust and prompt action.

In this practical Instagram Reels and Stories online session, you’ll learn how to create content with a clear purpose—without needing to dance, follow every trend or become an influencer.

• Friday, 4 September
• 9am–11am AWST
• Live online | $20
• Tickets available via link in bio.

You’ll learn how to:
• Structure Reels using a hook, point, proof and call to action
• Use Stories to encourage replies, DMs and link clicks
• Turn customer questions, products and behind-the-scenes moments into content
• Write stronger captions, on-screen text and calls to action
• Understand which results to track beyond likes

You’ll also develop one Reel idea, one Story idea and a practical seven-day action plan for your business.

Your ticket includes the live workshop, seven-day recording access and copies of the resources shared.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

Book your place by clicking the link in our bio section.

#InstagramForBusiness #InstagramReels #InstagramStories #SmallBusinessWA #PerthBusinessOwners

I’m excited to share that I’m once again delivering online, one-to-one advisory sessions through the Digital Solutions program!

Eligible small businesses can access up to 5 hours of one-to-one advisory support for a one-off upfront cost of $110 (including GST).

Whether you’re looking to build a stronger foundation or refine your digital marketing strategy, these sessions are designed to give you practical, personalised support for your business.
Having mentored over 1,500 business owners across Australia, I understand that every business is different.

We can tailor your sessions to help you:
✔︎ develop your social media and content strategy ✔︎ improve your Meta advertising ✔︎ explore AI tools and Canva ✔︎ strengthen your email marketing ✔︎ grow your business through selling online

Businesses experiencing demonstrated financial hardship may access this support at no cost.

If you’d like to work with me, click the link in my bio and complete the @busybusinessau Digital Solutions intake form.

Under “How did you hear about us?”, select “Digital Advisor”, then select “Kasia Jones” under “Advisor name”.

#digitalsolutions #SmallBusiness #GrowDigital #DigitalSolutions

11 2

I’m excited to share that I’m once again delivering online, one-to-one advisory sessions through the Digital Solutions program!

Eligible small businesses can access up to 5 hours of one-to-one advisory support for a one-off upfront cost of $110 (including GST).

Whether you’re looking to build a stronger foundation or refine your digital marketing strategy, these sessions are designed to give you practical, personalised support for your business.
Having mentored over 1,500 business owners across Australia, I understand that every business is different.

We can tailor your sessions to help you:
✔︎ develop your social media and content strategy ✔︎ improve your Meta advertising ✔︎ explore AI tools and Canva ✔︎ strengthen your email marketing ✔︎ grow your business through selling online

Businesses experiencing demonstrated financial hardship may access this support at no cost.

If you’d like to work with me, click the link in my bio and complete the @busybusinessau Digital Solutions intake form.

Under “How did you hear about us?”, select “Digital Advisor”, then select “Kasia Jones” under “Advisor name”.

#digitalsolutions #SmallBusiness #GrowDigital #DigitalSolutions

Stop starting from scratch every time you need a social post, flyer or presentation.

In this practical Canva for Business workshop, you’ll find out how to create polished, on-brand marketing materials faster.

• Friday, 21 August
• 9am–11am AWST
• Live online | $20 (tickets available via link in bio)

You’ll learn how to:
• Set up your brand colours, fonts and logos
• Choose and customise templates for your business
• Apply simple design principles
• Decide whether Canva Free or Canva Pro is right for you
• Use time-saving AI tools, including Magic Layers and Background Remover

You’ll leave with a clearer brand setup, reusable templates and the confidence to create consistent marketing without starting from scratch.

Your ticket includes the live workshop, seven-day recording access and copies of the resources shared.

This workshop is offered at a reduced cost thanks to substantial funding from the Government of Western Australia.

Book your place by clicking the link in our bio section.

#CanvaForBusiness #CanvaWorkshop #SmallBusinessWA #PerthBusinessOwners #perthbusinessevents

5 0

This morning I had the pleasure of joining Lachie on Behind the Scenes, a media podcast by @radiovoice.program where Lachie interviews people working across the media industry and explores what really happens behind the scenes.

We chatted about social media, Meta ads, copywriting, AI, brand building, and the practical things business owners can do to market themselves more clearly and confidently online.

I also shared a little about my own career path, starting McNaught Media back in 2016, and some of the lessons I’ve learned after more than 18 years in marketing and communications.

RadioVoice runs a skills-building program that gives students, including young people living with mild disabilities, the opportunity to gain practical experience in radio, media and podcasting.

A big thank you to Lachie, Daz Smith and the team at RadioVoice for having me on and for the important work you do through this program.

You can listen to the episode now by clicking the link in my bio.

#inclusivemedia #marketingexpert #podcastguest #metaadsexpert #digitalmarketingtips

19 4

Upcoming online workshop: Connect Your Online and In-Store Sales 💻 🛒 ✔︎

Retail customers don’t always follow a straight path. They might discover you online, visit your store, compare options on social media, browse your website, then come back later to buy.

In this online workshop, I’ll show retail business owners how to connect the dots between their physical store and online channels, so the customer experience feels more seamless and commercially focused.

💻 Online workshop
🗓️ Tuesday, 23 June
⏰ 9am – 11am AWST
🎫 Tickets: $20

We’ll cover:
• How customers research, shop and connect across online and in-store touchpoints
• Mapping your customer journey
• Reducing drop-offs and increasing conversions
• Choosing the right mix of online platforms and tools
• Building a practical digital sales funnel
• Balancing foot traffic with digital engagement

This workshop is subsidised by the State Government through the Small Business Development Corporation, making tickets available for just $20.

Book now by clicking the link in our bio.

#SmallBusinessWA #RetailMarketing #DigitalMarketing #SmallBusinessWorkshop #eCommerce

4 0

Upcoming online workshop: Connect Your Online and In-Store Sales 💻 🛒 ✔︎

Retail customers don’t always follow a straight path. They might discover you online, visit your store, compare options on social media, browse your website, then come back later to buy.

In this online workshop, I’ll show retail business owners how to connect the dots between their physical store and online channels, so the customer experience feels more seamless and commercially focused.

💻 Online workshop
🗓️ Tuesday, 23 June
⏰ 9am – 11am AWST
🎫 Tickets: $20

We’ll cover:
• How customers research, shop and connect across online and in-store touchpoints
• Mapping your customer journey
• Reducing drop-offs and increasing conversions
• Choosing the right mix of online platforms and tools
• Building a practical digital sales funnel
• Balancing foot traffic with digital engagement

This workshop is subsidised by the State Government through the Small Business Development Corporation, making tickets available for just $20.

Book now by clicking the link in our bio.

#SmallBusinessWA #RetailMarketing #DigitalMarketing #SmallBusinessWorkshop #eCommerce

Upcoming online workshop: Automate Your Marketing 🦾

Want to make your marketing work harder without adding more manual tasks to your week?

In this practical online workshop, Bob Jones from the McNaught Media training team will walk you through how marketing automation can help you streamline your processes, nurture leads and create a more efficient customer journey.

💻 Online workshop
🗓️ Friday, 19 June
⏰ 12pm – 2pm AWST
🎫 Tickets: $20

You’ll learn about:
• Marketing automation tools you can use in your business
• Automated email marketing strategies
• Customer journey mapping
• Lead nurturing
• CRM and automation integration
• Analysing and improving your workflows

This workshop is subsidised by the State Government through the Small Business Development Corporation, making tickets available for just $20.

If you can`t make the time of the workshop, you will have access to the recording for 7 days afterwards.

Book now via the link in our bio section.

#SmallBusinessWA #MarketingAutomation #DigitalMarketing #SmallBusinessMarketing #WASmallBusiness

5 1

Upcoming online workshop: Automate Your Marketing 🦾

Want to make your marketing work harder without adding more manual tasks to your week?

In this practical online workshop, Bob Jones from the McNaught Media training team will walk you through how marketing automation can help you streamline your processes, nurture leads and create a more efficient customer journey.

💻 Online workshop
🗓️ Friday, 19 June
⏰ 12pm – 2pm AWST
🎫 Tickets: $20

You’ll learn about:
• Marketing automation tools you can use in your business
• Automated email marketing strategies
• Customer journey mapping
• Lead nurturing
• CRM and automation integration
• Analysing and improving your workflows

This workshop is subsidised by the State Government through the Small Business Development Corporation, making tickets available for just $20.

If you can't make the time of the workshop, you will have access to the recording for 7 days afterwards.

Book now via the link in our bio section.

#SmallBusinessWA #MarketingAutomation #DigitalMarketing #SmallBusinessMarketing #WASmallBusiness

Instagram has changed — and small businesses need to change with it. 📲

This morning, I ran an online Instagram Reels & Stories workshop with a brilliant group of WA small business owners.

Here are 5 key takeaways for 2026:

1. Reels get you discovered. Stories build trust.
Reels help new people find you. Stories help those people feel connected enough to buy, book or enquire. You need both.

2. Hashtags are no longer the main game.
Instagram is now much more search-driven. Use clear keywords in your captions, on-screen text, bio and profile name so the algorithm understands what your content is about.

3. Your grid is no longer just square.
The 3:4 preview means your feed needs to be designed more intentionally. Check how your posts look before publishing.

4. Hooks matter more than ever.
You have seconds to stop the scroll. Start with the problem, result, question or bold statement — not a slow intro.

5. Stories are where conversion often happens.
Polls, questions, behind-the-scenes updates, testimonials and direct CTAs help move people from passive viewer to active customer.

Instagram in 2026 is less about posting more, and more about posting with purpose.

Thanks to everyone who joined this morning.

Comment YES below if you’d like me to send you the link for my Introduction to Instagram workshop coming up next week.

#InstagramMarketing #SocialMediaMarketing #SmallBusinessWA #InstagramTips #DigitalMarketingWA

23 6

Load More Follow on Instagram