Small business marketing

Small Business Digital Marketing

This is one of our small business marketing success stories from 2019. Combining our marketing, website design, social media management, public relations and photography expertise we helped created the brand identity for Fish Cove in Rose Bay, Sydney. It was featured in Broadsheet Sydney and by Not Quite Nigella within weeks of opening.

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Fish Cove small business marketing by La Lente Photography


We knew the owners Michael and Patty who used our professional cafe photography service in Sydney for their previous small business ‘Brunch and Co’ located in Alexandria. They decided to return to the industry they knew best, opening a fish and chips shop in Rose Bay called Fish Cove.

With an absolute clean sheet of paper to work with, their brief was simple; provide a small business marketing service to help launch their new brand and be an easily found fish and chip shop in the affluent Rose Bay & Double Bay area.

Small Business Marketing for Fish Cove in Rose Bay

Our marketing work for Fish Cove.

Our contracted period was to covered the April 2019 launch period while providing all the tools to enable the Fish Cove team to continue to develop their business. The focus was establishing a solid marketing platform to ensure Consumers could discover the new brand, especially in the face of strong existing local competition.


These are the key areas we worked on & their profiles below

  • Brand positioning story and unique selling proposition.
  • New website design including Menu, Review, Blog and Contact pages.
  • Search engine optimisation for keywords and relevant phrases.
  • Website hosting, Domain, URL and branded email set up.
  • Facebook, Instagram social media profile set ups with community management.
  • Google My Business listing profile optimisation.
  • Review site profile set up on Trip Advisor & Yelp, Zomato.
  • Store, staff and menu photography.
  • Public relations and influencer outreach.
  • Google Analytics & Search Console set up and performance reporting.

The results we delivered.

Fish Cove review on Not Quite Nigella website from small business marketing by La Lente Photography in Sydney

The small business marketing services we provided delivered immediate results that were all tracked and measured using Google Analytics, Google Search Console & Google My Business reporting tools. This gave the owners complete transparency at all times. 


Fish Cove was able to rank on the first page of local Google searches for fish and chips, beating 15+ year established competition in the area.


The combination of brand positioning story and on-trend unique selling propositions also caught the eye of top 20 Australian food blogger Not Quite Nigella and local food directory Broadsheet Sydney.  


Here are some highlights after a few weeks;

  • 1st page Google Rank for key terms
    2.70 - Rose Bay Fish
    2.93 - Fish Shop Rose Bay
    3.32 - Fish and Chips Rose Bay
    3.65 - Fish Rose Bay
    3.80 - Rose Bay Fish and Chips
    3.87 - Rose Bay Fish Shop
    4.06 - Seafood Rose Bay
    5.22 - Fish and Chips Double Bay
    5.80 - Rose Bay Seafood
    5.91 - Fish on the Bay Rose Bay
    8.18 - Fish
    9.33 - Fish at the Bay Rose Bay (Competitor)
    10.4 - Seafood Double Bay
    11.3 - Fish Burger Near Me
    12.1 - Fish on the Bay (Competitor)
  • Top 20 position on Google for over 50 search types
  • Over 150 search words or phrases ranking on Google searches.
  • Over 6,000 Google interactions via Search or Maps.
  • Over 1,000 website visits within a few weeks.
  • Over 300 Instagram followers with 95% of them Sydney based, $0 ad-spend.
  • Over 3,300 website page views and 1.35 min avg session time.
  • More than 30 positive reviews.
  • Review on Not Quite Nigella, a top 20 Australian food blog.
  • Review on Broadsheet Sydney & feature on their Instagram feed.
  • Intranet portal to host images, collateral & all brand materials.

Our recommendations.

Fish Cove small business marketing on Instagram by La Lente Photography

While it is always easy to highlight the great marketing achievments delivered we also make sure we provide recommendations for our clients to follow after our contract is completed. For Fish Cove we had suggested that they focus on the following areas;

  • Continue to post photos of their food using bright, natural light.
  • Respond directly to every review left by Customers.
  • Don't use robot services or 'shortcuts' to build followers.
  • Don't spend money on 'boosting' social media posts.
  • Share content across all platforms especially Google My Business.
  • Don't run giveaways or cheap promotions.
  • Make sure social media posts talk deeply food.
  • Replicate posts and photos on Google My Business

Reviews of our marketing work

Here are some reviews of our marketing services that have been written by people we have worked closely with.

I engaged Paul to help tighten up my website. He was quick and gave good advice on where I could improve my sites language to be better found and more accessible.

Adam Beaumont
Director - With Purpose Consulting

I engaged Paul to provide marketing inputs to help our brand generate more leads. In a very short time he uncovered a number of marketing execution gaps, especially with our digital marketing. What impressed us was his ability to very quickly grasp lots of technical information and deliver a marketing audit that gave us a framework of practical steps across our sales & marketing teams to improve our results. 12 months on and Paul’s mix of website and seo development has seen the brand enjoy record visitor numbers, our highest ever organic search volumes & a constant flow of quality, Australian leads. His common sense, data driven approach to marketing has given us results that previous (very costly) agencies failed to deliver.

Michael Larobina
Chief Executive Officer - Realserve

“I’ve just navigated the website and gotta say I’m really blown away….looks Modern…jumps out at you and is so consumer informative…not to mention all the examples of work and case studies. Kudos to you for a mammoth effort.

We engaged Paul D’Ambra to revitalise our tired old website. Paul worked with our team diligently ensuring he educated himself on all aspects of our business and then went to work on creating an amazing website – Fresh – Interactive and Consumer informative.

I’m amazed at his professional work ethic and attention to detail.

Blown away by the end result and very grateful.”

Tony Hrvatin
Director - Genesis Retail Displays

“Contacted Paul after getting pushed around the ringer with other companies, straight from the start he told me what i needed to do to improve my company and gave me a detailed quote explaining this. very! very! happy with my new website and look forward to working with you further to develop my marketing strategies.”

Dylan Doncevski
Director of Passion Built

“Paul, thank you so much for the on-line marketing audit. Volumes of insight and practical examples of what needs to be done. Paul provides value well beyond expectations. We now have The Playbook!”

Andrew Mansfield
Director Genesis Retail Displays

“I feel like you have gone above and beyond what we were expecting. Really appreciate your efforts, also as an engineer loved the science backed nature of the whole process as well.

When above and beyond to ensure we got the best possible service. Paul also has great technical insights into the backend of SEO which really helped us to boost our profile.”

Shem Richards
Founder - Goldilocks Suit Pty Ltd

“Paul did a full website overhaul for us….in 10 days! Not only was he able to hit this timeline but he produced a very rich site. Our website gives our customers confidence, attracts far more prospective customers and provides a space that lives up to our mission. Impressive work Paul!

The process has been detailed, which has resulted in a very impressive site. The depth of the website is the key positive feedback from a lot of people who I’ve already shared it with.”

Jamin Richards
Director - Goldilocks Pty Ltd

“Paul at La Lente has recently been helping us with some backend website audits and it’s been a huge help to the company. Paul peels back the layers of secrecy around the backend of websites and tells you what works and what doesn’t – simple! So much easier and yet, his work is detailed and we’re already seeing the benefits. Would recommend Paul to anyone who’s not sure if they’re website is working at its optimum!”

Social Media Manager, Ozone Clinic

“The audit is like nothing I have ever seen before! Can’t wait to get through all of the points and dominate online with your help!”

James Becerra
Director - Switch Health Group