2025 was a year. AI went bananas, platforms kept changing the rules, and brands had to work harder than ever to stay relevant. I've compiled my key learnings from the year. And if you don't feel like reading all this? Scroll to the bottom for my one key takeaway. So what actually mattered this year? Let's break it down. Strategy First, Always Before the tools, before the tactics, before the trending audio on TikTok, you need a strategy. The brands that won in 2025 were the ones that started with clear objectives, understood their audience deeply, and built a roadmap before touching a single tactic. Strategy isn't sexy, but it's the thing that makes everything else actually work. Own Your Channels This year reminded us, sometimes painfully, that rented land is risky land. Many brands learnt this year that you don't control social media platforms, but you do control your email list, your website, and your customer database. And you need to use it! The smartest brands in 2025 used social media to build awareness and drive traffic, but they converted that attention into owned channels. They grew their email lists, invested in killer websites, and created direct relationships with customers that no algorithm change could touch. AI is your assistant, not your strategy 2025 was the year AI tools became truly accessible to everyone and the year that we became experts in deciphering human vs robot content (did someone say em dash?). AI helped us write faster, analyse data better, and automate the boring stuff. But the brands that tried to let AI run their strategy ended up sounding like everyone else. The lesson? Use AI to enhance your work, not replace your thinking. Let it handle the grunt work so you can focus on the creative and strategic decisions that actually differentiate your brand. Brand Over Buzz Every week brought a new trend, a new platform feature, a new viral moment. But 2025 proved that trends are quick to move and buzz fades fast! What lasted? Strong brands. The companies that invested in clear positioning, consistent values, and authentic storytelling built something trends couldn't touch: trust and loyalty. When consumers had infinite choices and endless noise, they gravitated toward brands that felt reliable, recognisable, and real. Building a brand takes longer than chasing trends, it’s a slowwwww burn. Content Is Still King In a year saturated with AI-generated copy-and paste, the bar for what counts as "good" actually went up, not down. Audiences got better at sniffing out generic, soulless content, and they rewarded the brands that created something genuinely valuable. The winning content in 2025 educated, entertained, or inspired. It had a point of view. It solved real problems. It reflected the brand's personality and expertise. Integration Is The New Default Say no to siloed marketing channels. The most effective marketing was integrated by design. A piece of owned content gets amplified through paid ads, generates earned media coverage, and sparks social sharing. A PR moment drives traffic to owned channels and gets repurposed into social content. Everything connects, reinforces, and amplifies everything else. The brands that treated their channels as an ecosystem rather than separate buckets saw exponentially better results than those still operating in silos. Final Takeaway: Marketing In 2025 Was Human At It's Core Here's the thing: for all the technology, automation, and innovation this year brought, the most important lesson was the simplest one. Marketing is still about humans connecting with humans. The brands that won weren't the ones with the most advanced tools or the biggest budgets. They were the ones that understood their customers as people, communicated with empathy and authenticity, and built real relationships. Technology can help you scale, but it can't replace understanding, creativity, or genuine human connection. In 2025, we learned that the best marketing happens when we use all our shiny tools in service of something fundamentally human: helping people, telling true stories, and building trust. That's not changing anytime soon. Need help getting your marketing strategy sorted for 2026? Let's start a conversation around what your brand really needs and get strategic together.

The truth is, everywhere you look, brands are trying to catch attention, and they ramp it up especially when it comes to the end and start of the year. If your brand doesn’t have a marketing plan to tap into that energy and high attention time, then you’re missing out on a huge opportunity. However, the good news is that kicking off the New Year with a smart, simple, strategic and intentional marketing moves doesn’t have to be complicated! Here’s a few ideas on how you can start strong, connect with your audience, and build momentum for 2026! Idea 1: Year In Review Round Up People love looking back almost as much as they love looking forward. Sending a “year in review” to your customers is like giving them a mini highlight reel of their relationship with your brand. Show them the products or services they interacted with the most and remind them why they love you. It feels personal and thoughtful and it taps into nostalgia in a way that generic promotional emails simply cannot. The key here is to make it human. How? Use images, fun stats, or even a short video to show them a snapshot of their year. Don’t just smash something out on AI, give it thought and intentionality. This isn’t just a recap, it’s a gentle nudge to get them back engaged with what you offer. Idea 2: New Year Quiz People love finding out what fits them best, they loveeee personalisation! A New Year quiz is a fun and interactive way to help customers discover what they want next. Whether it’s a personality quiz that points them to products or a quick survey that suggests services, it’s a chance to collect valuable insights while offering something genuinely helpful. Quizzes work because they feel personal. You’re not just shouting a promotion at them, you’re helping them navigate their choices and giving them a reason to engage with your brand. Every answer gives you data you can use to segment and improve your marketing throughout the year. Idea 3: Giveaways For Growth The start of the year is noisy. Everyone is trying to grab attention with big sales and flashy campaigns. A well-timed giveaway can cut through that noise. It’s a chance to grow your email list, attract new leads, and build your owned audience without relying solely on ads. The trick is to make it exciting and relevant. Tie the prize to your products or services and make participation simple. Not only do people love free stuff, but when you make it shareable, your reach can grow exponentially. Idea 4: Fresh Start Products The New Year is all about fresh starts and new habits. Highlight products or services that help your customers achieve their goals. Pair them with authentic customer reviews to show real-life benefits. The magic here is that it’s not about discounting everything to death. It’s about showing value and creating a sense of purpose around your offerings. People are more likely to invest in something that feels like it will genuinely help them kick off the year on the right foot. Idea 5: VIP Treatment Your most loyal customers are your best friends in business. Start the year by giving them something special. Early access, exclusive deals, or limited edition products make them feel seen and appreciated. Reach them on the channels they prefer. Whether it’s email, SMS, or even WhatsApp, showing that you understand their habits and giving them first dibs builds loyalty that lasts long after the New Year hype fades. My final thoughts, ideas & suggestions. All of these strategies have one thing in common: they put your audience first. They engage people where they are, give them something of value, and make them feel connected to your brand. You don’t need a massive budget or a complicated plan. You just need thoughtful, intentional, targeted, and personal marketing moves that resonate. When executed well, these small actions can lead to bigger wins in engagement, sales, and brand loyalty. If you’re ready to start the year with marketing that actually works, it’s time to act. Your audience is online, your competitors are already planning, and the tools are at your fingertips. Make this next year the year your marketing moves smarter, not harder.

2025 has been one of our most memorable years to date and I think it’ll go down as one I remember for many years to come. Why? I’m so glad you asked… it’s been equally incredible with growth and extremely challenging. We have expanded our team not just to handle the current workload but to push our creativity to the next level. Our new team members are incredibly talented and skilled people who bring a fresh perspective to Hey. One that I felt was much needed, some may say a revival! They’ve experts in their field and have really taken our campaigns bigger, bolder and more creative than I could have ever imagined. There were standout moments that defined this year for me, they include (if you dare to know): Hosting our second team retreat in the Gold Coast Hinterland Moving into our brand new renovated Hey HQ on Raff Street in Toowoomba Growing the team with incredible new talent joining us from overseas Bringing the city to life with marketing activations Watching our creative campaigns and websites hit new heights Seeing brands get a fresh new lease on life through some clever and very creative rebrands Handling a large scale state campaign for local council & state Government around Waste & Recycling - bringing creativity to make a seemingly boring topic interesting! Hannah got engaged! 💍 Josh got engaged and then got married! Welcoming baby Walter Riehl into the world. We are setting a new benchmark for our creativity and execution standards moving forward. I believe the team has absolutely nailed the value we pinned for this year : “be bold and push creative limits”. Josh, Max, Greg and I want to say a huge thank you to everyone, team and clients who helped us be bold and push creative limits in 2025. We feel so blessed to have worked with over 140 different brands in 2025 alone from Toowoomba, interstate and overseas. If we thought 2025 was big then I cannot wait to show you what we’re intentionally & strategically lining up for 2026! Watch this space. Signing off - Maddie Riehl & the Hey team

Is SEO Really Dead? (Spoiler: Not Quite) Despite what you may think or have read online, SEO is not dead, but it is absolutely changing. And yes, with AI generated summaries now appearing at the top of Google results, zero click searches are very much a thing. Your impressions might rise, but your site traffic might not. Stop Crying Over Missed Clicks Here is what we actually think: do not fixate on the clicks you are not getting. Instead, lean into the clicks you can win. The game is no longer just about ranking for certain keywords, it is now about getting your copy recommended by AI driven engines and generative platforms. That is where the future of discovery is headed. Welcoming in GEO and AEO Say hello to GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation). These are not just buzzwords, they are the new playgrounds for high intent traffic. We are talking about people asking big, open-ended questions and AI tools crawling to find exactly the kind of thoughtful, in depth content that answers those questions. The Numbers Don't Lie... Let us look at the data. In June 2025, platforms like ChatGPT, Perplexity, and Gemini generated over 1.13 billion referral visits. Now that does still lag Google’s 191 billion, but it is up 357 percent from June 2024. That kind of growth is not a fluke, it's a signal, people are using AI like search engines. Content That AI Loves Here is another important bit: most of that AI driven traffic goes to blog posts, guides, and long form educational content. Product pages are not performing the same. According to a study by previsible.io, they capture less than one percent of AI referred traffic. Why is that? Because AI tools prioritise value, depth, and information over hard sell pages. Rethink Your SEO Strategy If your SEO game is still all about transactional or product focused content, you might be missing out. AI referrals favour content that provides real value - teaching, explaining, and diving deep into topics. Think guides, explainers, big questions, not just “shop now.” The smarter play is to align your content with what generative engines love to surface. Early Adopters Always Win Here is a truth from history: every major shift in SEO gave early adopters a huge head start. We saw that with mobile first indexing, with featured snippets, with social search. Now AI referrals are the next wave. Brands that lean in early will be the ones AI recommends and those who wait risk playing catch up. SEO Isn't Dying, It Is Evolving Let us be crystal clear if we weren't already, SEO is not dying, it is evolving. The basics remain the same: high quality content, valuable insights, and smart optimisation. What is shifting is how that content is found and who surfaces it for users. AI is just another part of the discovery journey now. The Bottom Line So, is SEO dead? Absolutely not. It is alive, kicking, and more exciting than ever for marketers who are ready to adapt. If you are still sitting on a static website or not regularly creating blog content, now is the time to act. By adding a blog or regularly updating your website, you are not just keeping up with trends, you are positioning your brand to be recommended by AI platforms, capture high intent traffic, and stay ahead of competitors.  Do not wait for the next shift to leave you behind. Start creating, start publishing, and make your website work as hard as you do - that’s where we come in.

Tired of hearing the same marketing buzzwords that mean… well, nothing? You’re not alone. From “disruptive” to “game-changer,” these overused phrases can make your brand sound generic instead of genuine. Here’s how to ditch the fluff and speak with clarity, confidence, and real credibility. 1. Disruptive 🚫 Meaningless unless you’re actually changing an industry. ✅ Instead: “New approach”, “Innovative solution”, or explain how it’s different. 2. Authentic 🚫 Overused to the point of irony. ✅ Instead: Show the authenticity — don’t say it. Use storytelling, real voices, real people. 3. Synergy 🚫 Jargon-heavy and vague. ✅ Instead: “Working better together”, “Collaboration”, “Combined strengths”. 4. Game-changer 🚫 Unless it actually changes the game, this feels hollow. ✅ Instead: “Real impact on…”, “Major improvement in…” 5. Next-Gen/Next-Level 🚫 Lacks specificity. Next what? ✅ Instead: Explain what’s improved or different — faster? Easier? More powerful? 6. Cutting-Edge/Leading-Edge 🚫 Everyone claims this. Few prove it. ✅ Instead: Use a concrete example of the technology or practice that sets you apart. 7. Leverage 🚫 Sounds corporate and stiff. ✅ Use “Use”, “Apply”, “Tap into” instead — simpler and clearer. 8. Growth Hacking 🚫 Buzzwordy and often associated with spammy tactics. ✅ Instead: “Rapid growth strategy”, “Smart marketing tactics”. 9. Scalable 🚫 Can feel like investor speak, not customer-focused. ✅ Explain why it scales: “Built to grow with your business”. 10. Low Hanging Fruit 🚫 Feels lazy and condescending. ✅ Instead: “Quick wins”, “Immediate opportunities”. 11. Holistic 🚫 Vague and often misused. ✅ Instead: “All-in-one”, “Complete solution”, or be specific about what’s included. 12. Robust 🚫 Generic and unclear. ✅ Describe what’s strong about it.... durable? Secure? Flexible? 13. Paradigm Shift 🚫 Dramatic for the sake of drama. ✅ Be concrete: “A new way to think about…” 14. Optimize 🚫 Valid word, but can be overused without substance. ✅ Instead: Say what’s being improved, and how. 15. Value Added 🚫 Redundant. (If it doesn’t add value, why mention it?) ✅ Just say what the actual benefit is. If you can’t explain it simply, your customer won’t understand it either. Buzzwords feel safe, but they water down your message. Try swapping them for clear, conversational language that’s backed by proof, stories, or results. Need help sharpening your brand voice? Let’s make your message clear.

Let's be real: right now, somewhere out there, your ideal customer is lying in bed watching a 12-second video of someone making pasta. Or folding laundry. Or taking you through their day in the life. Everywhere you look online, short-form video is setting the pace. From quick product reveals to fast how-to tips & behind-the-scenes snippets, bite-sized clips are now driving the way people interact online. If your brand isn’t speaking this language yet, we need to talk. Why Short Form Video Is King Let’s be honest, our attention spans are short. Thanks to TikTok, Instagram Reels, and the hypnotic pull of doom scrolling, we've all become masters of the split-second swipe or scroll. If something doesn't grab us immediately, we're gone. The great news is that this isn’t bad news for brands. It’s actually an incredible opportunity. Short-form video content has opened the door to connect with people in a way that feels immediate and authentic. In just a few seconds, brands can tell a story, highlight a product or spark curiosity, all while showing up where your audience already is (their ‘For You’ pages at 10pm!) The beauty of these platforms is the interaction they can create. Comments, shares and likes give direct & instant feedback, helping brands see what works and refine their approach on the go. How Do You Actually Do This In Your Social Media Mix? The heart of short form video is storytelling. Not in a fancy, corporate or over-produced way. We're talking real, human storytelling that makes people stop mid-scroll and pay attention. In an endless feed of content, standing out means showing up as you - addressing pain points, sharing wins, and maybe cracking a joke or two. Here's how to get started without overthinking it: 1. Know Your Audience Take the time to learn what your customers actually care about by using surveys, website analytics & social media insights to uncover their interests and challenges. Then build clear audience profiles so your content speaks directly to the people you want to reach. 2. Tell Real Stories Share genuine moments. Behind-the-scenes footage of your team, customer wins & even the occasional blooper. Authenticity builds trust faster than any polished ad ever could. And if humour fits your brand? Use it, but just keep it natural! 3. Inspire & Connect Highlight real wins and challenges that align with your brand values. Show empathy and keep your content relevant to what’s happening right now, this makes your brand feel more human and relatable. 4. Focus On Quality, But Keep It Real Yes, optimise for each platform. Yes, use good lighting and clear audio. But don't get so caught up in perfection that you lose the vibe. Encourage engagement by asking questions, sharing hot takes, or inviting opinions. The proof? It's in the pudding. Short-form video isn't just a nice-to-have; it's a game-changer. Our Hey clients have seen wild results, like one business that scored a 272% increase in impressions across Instagram and Facebook. We achieved this by partnering with a local journalist & influencer in our region to create authentic UGC style content - showcasing real local talent, asking quick-fire fire digestible questions & sharing off-the-cuff moments that resonated with the community. If you're still on the fence about short-form video, let this be your nudge. Your audience is already scrolling. The platforms are ready. The tools are there. All you need is the courage to hit record and be yourself.

The holiday season is upon us, also referred to as the ‘silly’ season, and for small to medium businesses, it's a golden opportunity to boost sales and strengthen customer relationships. But with the digital landscape buzzing with festive promotions, how can you ensure your brand or business stands out without breaking the bank? Here are some practical, no-nonsense strategies to make the most of this silly season: Flash Sales & Social-Only Deals The end-of-year rush is prime time for exclusive deals. Flash sales, especially those exclusive to your social media followers or website visitors, can create a sense of urgency and reward loyalty. Black Friday and Cyber Monday are your chances to offer irresistible deals that drive traffic and conversions. Boxing Day is a perfect opportunity for customers to grab items they missed before the holidays now at discounted prices. To maximize impact, use compelling calls to action like “Hurry, limited time only!” or “Exclusive deal for our followers.” Consider adding perks such as free shipping, gifts with purchase, or buy-one-get-one-free offers to sweeten the deal. Stick to What Works The holiday season is not the time to test unproven marketing tactics. Rely on the strategies that have worked for you throughout the year. Consistency in messaging and branding helps maintain customer trust and recognition. Pay attention to what your customers have shown interest in leading up to the holiday period. Focus your campaigns on these popular items or services to increase the likelihood of conversion & leave testing new waters to the new year. Engage Through Social Media Social media is a powerful tool for reaching your audience during the holidays. Utilise both paid and organic posts to promote your seasonal offers. Paid ads can target your audience with creative campaigns that highlight your holiday deals. Organic posts can encourage engagement with messages like “Tag a friend to win a holiday gift” or “Share your holiday shopping list with us.” Optimise Your Website For Holiday Traffic Ensure your website is ready to handle the increased traffic during the holiday season. A seamless online experience can make the difference between a sale and a lost opportunity. Fast loading times are critical as slow websites can drive customers away. Make sure your site is mobile-friendly and easy to navigate so customers can find products and complete purchases quickly. Clear contact information including customer support and store locations is also essential. Build Relationships, Not Just Sales While the holiday season is a prime time for sales, it is also an opportunity to build lasting relationships with your customers. Personalized communication, exceptional customer service, and a genuine brand voice can turn one-time buyers into loyal patrons. Remember, the goal is not just to boost sales but to create memorable experiences that keep customers coming back long after the holidays are over. By implementing these strategies, you can navigate the silly season with confidence, ensuring your business not only survives but thrives during this bustling time of year. Want To Learn More? Sign up with your email address below to download your free “Silly Marketing Season 101” handbook, and get all the tips you need to make this holiday season a success.

Thinking of running a Black Friday or Cyber Monday email blitz but worried your messages will get lost in the noise? That’s a very fair and real concern. But if you’re going to play along with BF & CM here’s a little go-to cheat sheet from us to you. Warm Them Up Early Don’t wait until the week of. Start teasing your offers weeks ahead. Send sneak peeks, early-access invites, or countdowns to build anticipation and prime your list for action. Segment Smartly One size doesn’t fit all. Use behaviour, purchase history, or customer value to segment your list. Reward loyal customers with VIP access, treat cart abandoners differently, and tailor offers based on what your segments care about. Diversify Your Offers Don’t just stick to one type of discount. Mix it up with bundles, buy one get one, freebies, or free shipping. Sometimes perceived value, like a gift or bundle, outperforms a straight discount. Make Scarcity Work For You Flash sales, quantity limits, or time-limited deals spark urgency. Use countdown timers, low-stock alerts, or “only a few left” messaging to push people to act. Tell A Story If offering steep discounts isn’t viable, tell a story. Share your brand’s journey, product inspiration, or customer stories to create emotional pull, especially when discounts are limited. Reward Your Top Customers Make your best buyers feel special. Give them early access, exclusive offers, or sneak-peek emails before you open sales to everyone else. Keep Your Emails Clean & Bold Your email needs to be scannable in a sea of promotions. Use strong imagery, short but clear copy, and visible calls to action. Include animation only if it enhances the message. Use Dynamic Content Trigger urgency with live elements like countdown clocks or low-stock messages. Personalised content such as product recommendations from past purchases can help drive clicks. Show Off A Little Include reviews, testimonials, or trust signals in your emails to reduce hesitation and enhance credibility. Craft Subject Lines That Cut Through Your subject line must grab attention fast. Use intrigue, urgency, and relevance to the offer to stand out in crowded inboxes. Time It Right During Black Friday and Cyber Monday, inboxes are overflowing. To cut through the noise, experiment with sending your emails at less common times. Early mornings, late evenings, or even weekends can help your campaigns land when competition is lower and visibility is higher. Pick Your Audience It’s also worth being strategic about who you send to. Instead of blasting your entire database, focus on the subscribers who are actually engaging with your emails. Clean Your List Before The Big Push Remove unengaged contacts ahead of time. It improves deliverability and reduces the risk of hitting spam filters during heavy sending periods. Multi Channel It!!! Don't Rely Only On Email Combine your emails with SMS, push notifications, or social media to maximise reach. Multiple touchpoints help when inboxes are overloaded. Follow Up After The Sale Once Cyber Monday ends, don’t stop communicating. Send thank-you messages, request reviews, promote related products, or start a welcome journey for new customers to keep them engaged. Want A Little More Help? Sign up with your email below for a free Klaviyo audit on your account & find out how to get the most out of your email marketing this Black Friday & Cyber Monday. Only 3 spots available in first week of November 🏃🏻🏃🏼‍♀️ 

Black Friday isn’t just for big-box retailers and eCommerce giants. Professional services and small businesses absolutely can (and should!) get involved in BFCM — you just have to get a little creative with what you’re offering and how you promote it. Here’s how: 1. Package your services like products Create limited-time service bundles or discounted packages that feel “Black Friday-worthy.” Examples: Accountants: End-of-year tax check + business health review Photographers: Mini shoot sessions with a BFCM discount Consultants/Coaches: 3-session packages at 20% off Make it time-bound. Make it feel exclusive. Slap a countdown timer on it and boom — instant urgency. 2. Offer Giftable Options Turn your service into a gift someone can give. Gift vouchers for your service “Book now, use later” offers for the holidays or new year Group discounts (e.g. buy a branding session, get a free strategy call for a friend) People love buying experiences, not just things. 3. Run a ‘VIP-Only’ Promotion Instead of going wide, go deep. Offer an exclusive deal to your best clients, email list, or followers. E.g. “We don’t usually do discounts, but here’s 25% off our most popular service for 24 hours — just for our email fam.” It feels personal and builds loyalty. 4. Create Urgency Without Slashing Prices If you don’t want to discount heavily, add value instead: Bonus inclusions (free consultation, template, review session) Extended support Upgrade to premium service for the base price You still ride the BFCM wave, without undercutting your worth. 5. Lean into Social & Email People expect BFCM emails and posts — so don’t sit this one out! Build anticipation: “Coming soon…” Share sneak peeks and behind-the-scenes prep Use countdowns, urgency-based subject lines, and fun social reels This is your chance to remind people you exist and you’re offering something special. 6. Partner with Other Local Business Legends Join forces with complementary businesses to create a BFCM bundle. A beauty therapist + pilates studio “Glow & Flow” package A dog groomer + pet photographer special It increases reach and makes it more exciting for your customers. You don’t need a warehouse of TVs or a Shopify store to join BFCM. You just need a great offer, a smart angle, some creative execution (that’s where we come in!) and a way to get it in front of the right people (also where we come in!). Your service is valuable, BFCM is your excuse to shout about it. Loudly. Let’s start a conversation around what your brand really needs and get strategic together.