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John Eustace
Top 10% Sales and Marketing

Principal / Communications and Media Strategist at

Member Since March 2015

Clayton, VIC, 3168

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John believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive engagement.
His wide ranging skill set, and the experience he shares enhances the strategic advice and practical marketing assistance he provides. Importantly it ensures that what you gain from Bells and Whistles actually aligns with your real-world commercial possibilities.

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Official FAQ
Official FAQ, Inquisitor at SavvySME

Sales and Marketing

How to use pricing strategies in your marketing?

A pricing strategy that I liked a lot was encountered when I was invited to the “Wall Street” bar in Kuala Lumpur. Wall Street is a bar in the heart of Kuala Lumpur's business district. Its drinks prices fluctuate every few seconds, like shares listed on a stock market: when demand for a certain beer increases, so does its price; when vodka is not selling too well, the cost of a shot comes down. Management never let the prices get too high so they are unaffordable. Nor do they let the cost of a drink slip below their basic profit margin, except perhaps during a market crash. A few times each evening, prices of certain drinks, plummet to “record lows”, as if they were unpopular shares on the Malaysian stock exchange prompting a surge of buying activity.

John Eustace answered this question

What's the difference between a copywriter and an SEO copywriter?

The differences between a Copywriter & an SEO CopywriterWhilst essential wordsmith skills are shared by both and many practitioners cross-over between the two publication mediums, there are a number of individual disciplines that business owners should be aware of. A copywriter writes the words that communicate an idea or details about either a business, product, service, personality or cause. The copy is most often utilised to inform, advertise or promote the ambitions and/or interests of the copywriter's client. A proficient copywriter (whether SEO aligned or not), will always possess the essential skills of fully comprehending each client’s purpose to align their output to a defined marketing and communications strategy. They will acquire a sound understanding the target readership’s knowledge, issues and industry characteristics. An accomplished copywriter must become a genuine expert in their client’s field of influence so that they can realise and pre-empt opportunities to contribute creatively to conversations relevant to their client’s marketing objectives. Their copy can be published discreetly in the form of a letter or broadcast widely in print advertising or public relations (PR), newsletters & company profiles, video or telemarketing scripts, on brochures, posters & billboards, television commercials (TVC's) and radio advertisements. A copywriter's objective is to inform, educate, engage and/or convince readers and viewers through the art of wordsmithing. Someone who adopts the nomenclature of "SEO copywriter" is a wordsmith who understands that their output serves two masters, the human site visitor and the popular search engine algorithms who view their published words totally differently. They are an individual who specialised in preparing their client's copy for online publishing where it is encoded on to web pages and its "Search Engine Optimisation" (SEO) is most often an additional prerequisite. Online copy options include blogs, social media profiles and posts in addition to every word on a web page. An SEO copywriter creates copy that enhances their allied contributors' SEO, they must work closely with all graphic webpage contributors including designers, artists, videographers and photographers to ensure that all forms of published web content are optimised for the search engine's indexing and ranking algorithms. SEO copywriting techniques include crafting beneficial Metadata in addition to incorporating the most effective keywords to ensure that web crawlers recognise what each page's content is about, and can index its relevance to anticipated search words and phrases. Accomplished SEO copywriters will invariably insist on "long-form" copy (1,000 plus word count), as algorithms always rank them above pages with fewer words.Keyword research was once the exclusive realm on the SEO expert; nowadays SEO copyrighters have adopted a combination of wordsmithing and SEO abilities to provide a comprehensive service. A proficient SEO copywriter will make sure that all your online publications share six essential copy elements:Relevant & attention-grabbing headlines that respond to browser search criteria;Metadata that identifies the search results relevance and value;An introductory sentence that encapsulates each page's individual core messageA concise introductory paragraph that establishes the publisher's credibility and instructs the reader what to do next (Call to action).Are "word-rich," having at least a thousand words incorporating high ranking search terms (keywords) to heighten their SEO relevance ranking.Text hyperlinks to relevant related material within your site or elsewhere on the web. Backlinks remain important as long as they are only from other high ranking and relevant sources (avoid questionable offers of providing large quantities of backlinks to boost your SEO). Finally, once your website is published there is the matter of ongoing SEO; this is often not the role of a copywriter but a technical skill best managed by dedicated SEO providers. However, as additional communications are added to your site, and page content updated, it remains just as important to have your SEO copywriter prepare copy in keeping with your site's established content strategy and navigation structure as ad-hock additions can very often dilute the subject page's SEO. John Eustace in a communications consultant (and wordsmith) who believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive communications. !  

John Eustace answered this question

How to get my name out there?

Jake, I wish I had adollar for every time I have been asked this question! There are literally tens
of thousands of options that could “get your name out there,” however as a new
market entrant your first priority is to develop a profile within your local Ipswich
area. And focus on developing some positive local word of mouth. Join your
local BNI chapter (if there is a vacancy for a furniture removalist). Look for
other local groups who would benefit on your involvement (and pro-bono access
to you well branded truck), look for opportunities to assist someone who needs help,
could be following a fire or flood. Then make sure you get the attention of the
local media and some positive PR. Become known as a reliable and compassionate
supporter of locally supported issues (providing they are not divisive or
politically motivated). Don’t get carried away, be selective and contribute to
activities that will gain the most positive word of mouth. Once this begins to
generate some income get some professional help with your website and start to
support local PR with some paid advertising.Become very aware of exactly
what your competition is doing so that you have the ability to preempt any
steps they take to retard your progress. Because most of your early work will
be business they will have lost, established competitors will not roll over and
let you win so be prepared to fight for every job.Remember, it is always
other people who will get your name out there, so make certain they have plenty
of good things to say about you and your companies work.

John Eustace answered this question

What are the best ways to market for a community-based cafe?

Well Maggie that all depends on how you define a community-based cafe. What is it that makes the cafe in some way different, special of relevant to said community? Does it have any specialities specific to the community it intends to serve? Is it located within a community hub, are there competitors? When all is said and done it is impractical to determine a way to market without that market (i.e. the community) being well defined and fully researched.

Copywriting and Content Marketing

Plagarisim in Journalism | Unmasked as a fraud – All too easy!

Some naive individuals forget that a person researching business information and insights on-line browses through enormous quantities of content, almost on a daily basis. It is astounding to me just how many times I come across material claimed and publishes by an individual that is almost identical to items I have viewed before. I recently looked at a piece about the importance of personal brand...

John Eustace answered this question

John Eustace answered this question

How do I increase turnover?

There are countless ways to increase your turnover, however, turnover can never be relied upon to pay your bills. Profit is what is required for that.So ask another quextion about how to generate more profit and be spacific about what you are doing (or apparently not doing) to generate same.

John Eustace answered this question

What are the most effective PR strategies today?

The role of Public Relations (PR) is to establish and maintain relationships with an organization's target audience, the media, government
and other opinion leaders. PR’s common responsibilities include designing communications
campaigns, working with the press to stimulate publicity, arranging interviews
for company spokespeople, writing speeches for company leaders, acting as an
organization's spokesperson, preparing clients for press conferences, media
interviews and appearances, speeches, writing website and social media content,
managing company reputation (crisis management), managing internal
communications, and marketing activities like brand awareness, event management
and sponsorship opportunities in addition to the narrow view of writing media
releases and other content for news,.PR can (and is) applied effectively in a myriad of various
roles from propaganda and subversion to building genuine or virtual preconceptions
within a given sector of society. PR’s vehicles (or media) are as numerous as
the messages it can communicate (or falsify). The most effective strategies today are exactly the same strategies
that have historically worked best since the beginning of time. Success in the
field of public relations requires a deep understanding of the interests and
concerns of each of your client's many publics. So the all-time winning strategy
is one that effectively addresses those concerns or aspirations and employs the
most powerful weapons in your public relations arsenal.

John Eustace answered this question

Is digital marketing taking over traditional marketing?

This is another of those old chestnut questions that pre-supposes that there is some genuine delineation between digital and traditional. As if Digital is something just discovered and considered separate from other marketing activities and disciplines.Let’s get one concept straight – Marketing is marketing, the addition of a prefix (i.e. Direct; Digital; Gorilla; Interruption), is just a simple way of defining what area of the art or science you are discussing.Digital refers to a platform/medium used within marketing for over a quarter of a century to carry, transmit and display ideas and messages (text pictures sound etc.)So every time that someone else asks if digital marketing is taking over traditional marketing for the hundred-thousandths time I feel the need to state the bleedingly obvious again – NO!

John Eustace answered this question

How do you research international markets?

The answer to how you research international markets dependssolely on what it is that you want to discover. Are you interested in consumer
trends, local legislation, trade incentives, licensing or distribution options,
cultural preferences? There are a million factors that could be of significant to
your enterprise, and they will be different in each country. If you are in Australia Austrade provide an excellent service,
they have briefing documents on the market characteristics and barriers to
entry on most countries and offices in almost all Australian consulates with
trained staff able to provide feedback and even set up appointments for you.

John Eustace answered this question

How To Attract Young Marketing Talent For A Small Business?

I am fascinated to know what is behind your desire to attract young marketing talent to a small organisation. As experience, capability and talent are not always associated with ‘young,’ also the age of your potential marketing employee may not prove to have any genuine relevance to the commercial success of your small organisation.If you are (as it would seem) a young individual planning a start-up but lacking adequate marketing skills you could do worse than to outsource to a seasoned (not so young) marketing mentor in the short to medium term. Once you have established cash-flow and some commercial stability, then you can rationally take on the expense and responsibility of up-skilling a less expensive younger (and talented) marketing employee. I would never suggest that age and talent are connected but experience will almost always trump talent (at any age).

John Eustace answered this question

Do I need a business plan?

Do you need a business plan! If you needed to ask this question, than maybe there is no point Colin. Serendipity or failure are the only other options, it is a no-brainer.

John Eustace answered this question

Where do I get a government grant to start a new business?

Government grants are generally available to companies with an established track record (and sound financials), that need certain types of fiscal
assistance not available from traditional lenders (Banks), to achieve something
specific and significant to qualify.It would be a first if there were a grant scheme to assist
people to start a whole new enterprise.What country are you in Tamara?

John Eustace answered this question

What is the focus of SME social media - the customer or the general public?

"The general public" cannot realistically, commercially of culturally be considered a target market (or as customers).All media (social or otherwise), claiming to be for the
general public, is by its very definition far from focused. You can only ever
focus on customers, a microcosm of a specific section of the general public.

John Eustace answered this question

What social media does my business need?

This has become a very common question, as many business owners are still struggling to come to grips with the role and relevance of social media in their business. To answer this question in isolation would be foolish, as whether or not social media has a role to play is solely dependent on your business plan and the marketing strategy it dictates.The choice and preferences for certain social media are different depending on the nature of your business and who you intend to target as your clientele.It is also quite possible that your business may not need social media at all!

John Eustace answered this question

Who Do Industry Marketing In Property Contract Cleaning Business?

Familia ground for Bells and Whistles Emma. Can I be of assistance?

John Eustace answered this question

How do you measure marketing success?

It all depends on what your marketing effort was supposed to have achieved Pamela! Did it happen or not?To deploy any meaningful measure you must determine 4 key objectives, what final result are are targeting, how much, by when and on what terms. None of these criteria are defined in your question.

John Eustace answered this question

What is branding?

Branding is the application and/of use of logos, symbols, words, sounds, fragrances or product design to promote consumer awareness to either goods and services identity.

John Eustace answered this question

Why would you hire a copywriter?

One of the largest issues is the fact that many (doubtless most) business owners can’t readily see the value of a good copywriter until they have experienced the results that can be achieved. Megan’s first comment was very true, an objective view is usually able to see through the ubiquitous me- too clichéd nonsense that forms most DIY copy.The signs are very obvious usually stating that they are “a leader” in something or other, are “passionate” about their business, are “customer focussed” and offer “complete solutions!” Paragraphs invariably begin with the word “We,” are concerned with how long they have been in business and the expertise of their friendly staff.DIY copy is almost invariably all about the author, rarely about the reader and usually devoid of any discernible marketing value. This may sound harsh, but I have been introducing all my clients to the fact that nobody genuinely cares about them or the product/service they offer for the last 40 years. Never lose sight of the fact Marko that people only care about what is in it for them. Therefore, an accomplished copywriter will be able to convince your readers that what you have will deliver precisely the thing they most desire! That is why you would hire a copywriter!

John Eustace answered this question

Can you recommend good web developers in Sydney?

Whomever you approach Yee, make certain you receive a comprehensive proposal demonstrating that they have a clear understanding of
the sites target audience and precisely what you want it to achieve. It must
also contain all costs associated with ongoing maintenance, hosting, updating
and optimisation. I have read some fascinating documents over the years that
contained technical flim-flam, very little genuine substance and ambiguous pricing.There are many applications that rank web pages so use one
or two on the proposer’s own, http://www.evolvingseo.com/2012/01/24/the-ultimate-list-of-rank-checkers/?utm_source=www.inbound.org.
this will lead to some very interesting conversation.Talk directly to site owners featured in their portfolio,
ask all the questions that you need answers for, particularly about the development
process and the level of control extended to their clients.Make sure you also receive a detailed introduction to the
proposed site’s back-end and are confident that they can instruct your people on
how to use all its facilities.Before you part with your cash (and prior to the site being
published) ask for evidence that any 3rd party licensed material has
actually been paid for and is licensed for your use (unencumbered).

John Eustace answered this question

Any recommendations on driving traffic and sales for website?

Your question far too broad to respond constructively Kari. It all depends what you have on your website and who it is for. There are differing techniques for generating traffic, sign-ups and converting sales. Possibly thousands of variations in all three categories. What is your objective, and quantify the minimum you identify as your nvestment.

John Eustace answered this question

Ananda Raj Pandey
Ananda Raj Pandey, Developer at SavvySME

Web Development

Can I use the same ABN to register multiple websites?

You can register as many as you like (or can). Remember to register misspellings too as often people will enter a business search frenetically,

John Eustace answered this question

Has anyone used cinema advertising for their business?

Cinema advertising can be most effective for developing andmaintaining local awareness. If your business is easily accessible to
individuals who attend the screen/s you advertise on. Cinema awareness campaigns are essentially a long game and continuity
is therefore important. Most people won’t remember a single ad but will
eventually become familiar with your brand and offer after multiple trips to
the cinema. Prior to committing to a cinema campaign it is always
worthwhile to visit the screen look at the patrons – are they really your
target audience? Check out who is currently advertising and call them all to
see if they will be renewing their subscription and what level/value of
business they are able to associate with their cinema advertising.

John Eustace answered this question

Can anyone give me some tips with expos?

The Warwick Merry book that Monika has recommended will help set you up very nicely indeed. It covers many of the elements you must get right. Preparation and follow up is essential, resource planning for both is often overlooked or grossly underestimated. If you have 200+ enquiries to respond to you must have them prioritised, who needs a follow up within 24 hours and who can happily wait a week! Hot prospects followed up more that 10 days after the Expo ends will by then have cooled significantly. Three tips I always find me exhibiting clients appreciate are:1 'Wear comfortable shoes', as you will be on your feat for
at least 8 hours, Even better, take a 2nd pair and change them midway through
the day, it makes a real difference to your endurance, stature and presence and
it really shows when prospects approach your stand.2 Never stand on the front edge of your stand adjacent to
the visitor’s corridor. Step back to expose a clear and inviting area of vacant
floor where a visitor can comfortably enter your inviting display.3 And most importantly make certain all your exhibition
staff master the art of the 60 second sales call, this will ensure that you don’t
get bogged down discussing details with one prospect, whilst 4 others pass you
buy because your already busy. Happy to provide details on fast tracking prospect
qualification, interest logging and politely getting them off your stand
feeling they have been efficiently and courteously looked after.

John Eustace answered this question

Todd Dewey
Todd Dewey, Consultant at Oakton

Social Media

How do I create a social media strategy for my business?

This is an issue I deal with so regularly it is obvious that even the most savvy business owners are simply bewildered by the role and relevance
of Facebook in a B2B context.I believe that there are a few businesses that can make some
financial headway on Facebook, although it is totally impossible to find a single
reliable and quantified case study to support that view.There have been so called “social media marketeers” falling
out of every tree (for at least the last 10 years); you will undoubtedly
attract the attention of many by posing your question here. Simply request that any would-be supplier provide an attributed
and quantified case study on a Facebook campaign that they have conducted themselves
(no 3rd party hearsay or meaningless statistics), that converted a
commercially acceptable quantity of Facebook friends into genuine paying customers.
A successful assessment of the example’s real world ROI (and a call to their
reference client), is the only justifiable reason to consider a social media strategy
to address your enterprises fiscal objective.

John Eustace answered this question

How Many People Look At Local Newspapers For Local Events?

Simple test in 2 parts - 1 See if anyone is promoting anything similar (to a like audience) in your local paper.If not ring the editor and suggest that they do a profile editorial on your (unique to the aria) new service,2 If there is anything similar call them and ask them to quantify the response they have had and if they are intending to repeat their promotion.

John Eustace answered this question

Do you have marketing rules you constantly remind yourself of?

The key marketing rule I have to remind all my clients of is that nobody actually cares about them or their business. Consumers care even less
about the clichéd marketing rhetoric they continuously spout and prospects have
no time or interest in listening to your brand’s story. It is a harsh reality,
but only when you appreciate that customers are only reliably interested in
what you proposition has in it for them, marketing becomes far less challenging
and significantly more effective!

John Eustace answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Search Engine Optimisation (SEO)

Is SEO categorised as part of IT or Marketing?

Marketing (nothing to do with IT)

John Eustace answered this question

What are some of the best ways to promote a new website?

A question that would benefit from some additionalinformation (in addition to the site’s newness) as it is impossible to respond constructively
to such generalisation Michelle. Why do you want to promote it? What douse it contain?
Who are likely to find it of most value? What makes it so outstanding that it
is worthy of promotion?Without some specifics all you are likely to attract is a avalanche of random viewpoints potentially irreverent and maybe even detrimental to your purpose.

John Eustace answered this question

What fonts do you find the most professional?

Typography says a lot about you and your business. What fonts are the most or least professional depends solely on the nature of your business and the market you operate within. There is no definitive font but there are many styles that can be perceived as inappropriate.

John Eustace answered this question

Mark Halstead
Mark Halstead, Managing Director at iCumulus

Social Media

Can social media work for B2C lead generation cost effectively?

There is a mountain of hearsay and unqualified anecdotes that support the position that SM is an essential element in all B2C marketing. Let’s see what responses your question generates Mark. I have been seeking
genuine evidence to support this hypothesis for many years (without ever
receiving any quantified or attributable evidence).One good SM case study that avoids quoting the numbers of valueless
‘likes’ as a result would be a start!

John Eustace answered this question

Which email marketing service is the best?

There are so many options, ‘the best’ depends on whether you have a large database to mail to or multiple yet smaller ones as pricing (and
freebies) vary usually on this criteria. Most offer very similar services and
facilities so define exactly what you want, then prioritise those features rather
than guessing what might best suite your objectives.If you have a reasonable Customer
Relationship Management (CRM) platform then pick one that supports it with
workable bridges, or pick a CRM with an inbuilt email campaign management
facility.These technical considerations are however less important
(by far) than your communication’s substance, timing, relevance and persuasive
powers. Therefore seek out genuine advice on how to structure and run an
influential email campaign designed to achieve your primary marketing
objectives. Get that right then the carrier (and its cost) you select as the
best is less of an issue!

John Eustace answered this question

How do I increase my facebook page likes?

This is a vary dangerous mindset Tracey. Facebook "likes" have virtually no correlation to either the success or failure of your tutoring business.Simply stop concerning yourself with such insignificant social media issues that have almost no baring on your enterprise's fortunes.If your desire is additional bookings then there are hundreds of more pressing things your marketing efforts should be addressing.

John Eustace answered this question

Neil Steggall
Neil Steggall, Partner at Wardour Capital Partners

Social Media

How do you measure the ROI for your Social Media?

It is fascinating that whenever this type of question israised that there individuals who respond with essentially unquantified 3rd
party examples or references to expert guides published by social media proponents.
Never (yes never) have I had the pleasure of reading one attributable
quantified response that delivers real data and a commercially realistic ROI.The total absence of any examples either means that Social
Media is so fantastic that everyone who has mastered it now wants to keep their
secret, alternatively that it really doesn’t work, and all the hype we are
bombarded with is simply snake-oil propaganda peddled by the social media industry.Is there anyone out there who can provide real evidence to prove
me wrong?

John Eustace answered this question

John Eustace answered this question

Is link building dead, not just for SEO but for traffic as well?

Link building always has and will continue to be a valuable marketing asset for as ling as the fundamentals of the internet remain as is. Whilst link building is among the most poorly understood and aggressively abused SEO techniques it remains essential to the core workings of the Internet.

John Eustace answered this question

Why and IS social media marketing important for all businesses?

For some business types Social Media is definitely questionable, and for others a total wast of precious marketing resources. There are however some business models that do well with social media, so there is no single answer to this question when it mentions "all businesses".

John Eustace answered this question

Do you think there are benefits with working with a business coach?

The very fact that you asked this question Ben makes it's answer glaringly obvious! Find a good one with great credentials (and a little grey hair), make certain you keep away from any franchised perorations that push a coaching formula.

John Eustace answered this question

How feasible is 30-40k a month doing web design and SEO as a new company?

You would need to prove a reliable and persuasive ROI to have someone commit at this high level!

Copywriting and Content Marketing

Plagarisim in Journalism | Unmasked as a fraud – All too easy!

Some naive individuals forget that a person researching business information and insights on-line browses through enormous quantities of content, almost on a daily basis. It is astounding to me just how many times I come across material claimed and publishes by an individual that is almost identical to items I have viewed before. I recently looked at a piece about the importance of personal brand...

John Eustace answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Sales and Marketing

How to use pricing strategies in your marketing?

A pricing strategy that I liked a lot was encountered when I was invited to the “Wall Street” bar in Kuala Lumpur. Wall Street is a bar in the heart of Kuala Lumpur's business district. Its drinks prices fluctuate every few seconds, like shares listed on a stock market: when demand for a certain beer increases, so does its price; when vodka is not selling too well, the cost of a shot comes down. Management never let the prices get too high so they are unaffordable. Nor do they let the cost of a drink slip below their basic profit margin, except perhaps during a market crash. A few times each evening, prices of certain drinks, plummet to “record lows”, as if they were unpopular shares on the Malaysian stock exchange prompting a surge of buying activity.

John Eustace answered this question

What's the difference between a copywriter and an SEO copywriter?

The differences between a Copywriter & an SEO CopywriterWhilst essential wordsmith skills are shared by both and many practitioners cross-over between the two publication mediums, there are a number of individual disciplines that business owners should be aware of. A copywriter writes the words that communicate an idea or details about either a business, product, service, personality or cause. The copy is most often utilised to inform, advertise or promote the ambitions and/or interests of the copywriter's client. A proficient copywriter (whether SEO aligned or not), will always possess the essential skills of fully comprehending each client’s purpose to align their output to a defined marketing and communications strategy. They will acquire a sound understanding the target readership’s knowledge, issues and industry characteristics. An accomplished copywriter must become a genuine expert in their client’s field of influence so that they can realise and pre-empt opportunities to contribute creatively to conversations relevant to their client’s marketing objectives. Their copy can be published discreetly in the form of a letter or broadcast widely in print advertising or public relations (PR), newsletters & company profiles, video or telemarketing scripts, on brochures, posters & billboards, television commercials (TVC's) and radio advertisements. A copywriter's objective is to inform, educate, engage and/or convince readers and viewers through the art of wordsmithing. Someone who adopts the nomenclature of "SEO copywriter" is a wordsmith who understands that their output serves two masters, the human site visitor and the popular search engine algorithms who view their published words totally differently. They are an individual who specialised in preparing their client's copy for online publishing where it is encoded on to web pages and its "Search Engine Optimisation" (SEO) is most often an additional prerequisite. Online copy options include blogs, social media profiles and posts in addition to every word on a web page. An SEO copywriter creates copy that enhances their allied contributors' SEO, they must work closely with all graphic webpage contributors including designers, artists, videographers and photographers to ensure that all forms of published web content are optimised for the search engine's indexing and ranking algorithms. SEO copywriting techniques include crafting beneficial Metadata in addition to incorporating the most effective keywords to ensure that web crawlers recognise what each page's content is about, and can index its relevance to anticipated search words and phrases. Accomplished SEO copywriters will invariably insist on "long-form" copy (1,000 plus word count), as algorithms always rank them above pages with fewer words.Keyword research was once the exclusive realm on the SEO expert; nowadays SEO copyrighters have adopted a combination of wordsmithing and SEO abilities to provide a comprehensive service. A proficient SEO copywriter will make sure that all your online publications share six essential copy elements:Relevant & attention-grabbing headlines that respond to browser search criteria;Metadata that identifies the search results relevance and value;An introductory sentence that encapsulates each page's individual core messageA concise introductory paragraph that establishes the publisher's credibility and instructs the reader what to do next (Call to action).Are "word-rich," having at least a thousand words incorporating high ranking search terms (keywords) to heighten their SEO relevance ranking.Text hyperlinks to relevant related material within your site or elsewhere on the web. Backlinks remain important as long as they are only from other high ranking and relevant sources (avoid questionable offers of providing large quantities of backlinks to boost your SEO). Finally, once your website is published there is the matter of ongoing SEO; this is often not the role of a copywriter but a technical skill best managed by dedicated SEO providers. However, as additional communications are added to your site, and page content updated, it remains just as important to have your SEO copywriter prepare copy in keeping with your site's established content strategy and navigation structure as ad-hock additions can very often dilute the subject page's SEO. John Eustace in a communications consultant (and wordsmith) who believes in strategy-first, then aligning content with intent. Having worked for 40 years across multiple marketing disciplines and in all creative media, John understands the value and roles of informed and persuasive communications. !  

John Eustace answered this question

How to get my name out there?

Jake, I wish I had adollar for every time I have been asked this question! There are literally tens
of thousands of options that could “get your name out there,” however as a new
market entrant your first priority is to develop a profile within your local Ipswich
area. And focus on developing some positive local word of mouth. Join your
local BNI chapter (if there is a vacancy for a furniture removalist). Look for
other local groups who would benefit on your involvement (and pro-bono access
to you well branded truck), look for opportunities to assist someone who needs help,
could be following a fire or flood. Then make sure you get the attention of the
local media and some positive PR. Become known as a reliable and compassionate
supporter of locally supported issues (providing they are not divisive or
politically motivated). Don’t get carried away, be selective and contribute to
activities that will gain the most positive word of mouth. Once this begins to
generate some income get some professional help with your website and start to
support local PR with some paid advertising.Become very aware of exactly
what your competition is doing so that you have the ability to preempt any
steps they take to retard your progress. Because most of your early work will
be business they will have lost, established competitors will not roll over and
let you win so be prepared to fight for every job.Remember, it is always
other people who will get your name out there, so make certain they have plenty
of good things to say about you and your companies work.

John Eustace answered this question

What are the best ways to market for a community-based cafe?

Well Maggie that all depends on how you define a community-based cafe. What is it that makes the cafe in some way different, special of relevant to said community? Does it have any specialities specific to the community it intends to serve? Is it located within a community hub, are there competitors? When all is said and done it is impractical to determine a way to market without that market (i.e. the community) being well defined and fully researched.

John Eustace answered this question

John Eustace answered this question

How do I increase turnover?

There are countless ways to increase your turnover, however, turnover can never be relied upon to pay your bills. Profit is what is required for that.So ask another quextion about how to generate more profit and be spacific about what you are doing (or apparently not doing) to generate same.

John Eustace answered this question

What are the most effective PR strategies today?

The role of Public Relations (PR) is to establish and maintain relationships with an organization's target audience, the media, government
and other opinion leaders. PR’s common responsibilities include designing communications
campaigns, working with the press to stimulate publicity, arranging interviews
for company spokespeople, writing speeches for company leaders, acting as an
organization's spokesperson, preparing clients for press conferences, media
interviews and appearances, speeches, writing website and social media content,
managing company reputation (crisis management), managing internal
communications, and marketing activities like brand awareness, event management
and sponsorship opportunities in addition to the narrow view of writing media
releases and other content for news,.PR can (and is) applied effectively in a myriad of various
roles from propaganda and subversion to building genuine or virtual preconceptions
within a given sector of society. PR’s vehicles (or media) are as numerous as
the messages it can communicate (or falsify). The most effective strategies today are exactly the same strategies
that have historically worked best since the beginning of time. Success in the
field of public relations requires a deep understanding of the interests and
concerns of each of your client's many publics. So the all-time winning strategy
is one that effectively addresses those concerns or aspirations and employs the
most powerful weapons in your public relations arsenal.

John Eustace answered this question

Is digital marketing taking over traditional marketing?

This is another of those old chestnut questions that pre-supposes that there is some genuine delineation between digital and traditional. As if Digital is something just discovered and considered separate from other marketing activities and disciplines.Let’s get one concept straight – Marketing is marketing, the addition of a prefix (i.e. Direct; Digital; Gorilla; Interruption), is just a simple way of defining what area of the art or science you are discussing.Digital refers to a platform/medium used within marketing for over a quarter of a century to carry, transmit and display ideas and messages (text pictures sound etc.)So every time that someone else asks if digital marketing is taking over traditional marketing for the hundred-thousandths time I feel the need to state the bleedingly obvious again – NO!

John Eustace answered this question

How do you research international markets?

The answer to how you research international markets dependssolely on what it is that you want to discover. Are you interested in consumer
trends, local legislation, trade incentives, licensing or distribution options,
cultural preferences? There are a million factors that could be of significant to
your enterprise, and they will be different in each country. If you are in Australia Austrade provide an excellent service,
they have briefing documents on the market characteristics and barriers to
entry on most countries and offices in almost all Australian consulates with
trained staff able to provide feedback and even set up appointments for you.

John Eustace answered this question

How To Attract Young Marketing Talent For A Small Business?

I am fascinated to know what is behind your desire to attract young marketing talent to a small organisation. As experience, capability and talent are not always associated with ‘young,’ also the age of your potential marketing employee may not prove to have any genuine relevance to the commercial success of your small organisation.If you are (as it would seem) a young individual planning a start-up but lacking adequate marketing skills you could do worse than to outsource to a seasoned (not so young) marketing mentor in the short to medium term. Once you have established cash-flow and some commercial stability, then you can rationally take on the expense and responsibility of up-skilling a less expensive younger (and talented) marketing employee. I would never suggest that age and talent are connected but experience will almost always trump talent (at any age).

John Eustace answered this question

Do I need a business plan?

Do you need a business plan! If you needed to ask this question, than maybe there is no point Colin. Serendipity or failure are the only other options, it is a no-brainer.

John Eustace answered this question

Where do I get a government grant to start a new business?

Government grants are generally available to companies with an established track record (and sound financials), that need certain types of fiscal
assistance not available from traditional lenders (Banks), to achieve something
specific and significant to qualify.It would be a first if there were a grant scheme to assist
people to start a whole new enterprise.What country are you in Tamara?

John Eustace answered this question

What is the focus of SME social media - the customer or the general public?

"The general public" cannot realistically, commercially of culturally be considered a target market (or as customers).All media (social or otherwise), claiming to be for the
general public, is by its very definition far from focused. You can only ever
focus on customers, a microcosm of a specific section of the general public.

John Eustace answered this question

What social media does my business need?

This has become a very common question, as many business owners are still struggling to come to grips with the role and relevance of social media in their business. To answer this question in isolation would be foolish, as whether or not social media has a role to play is solely dependent on your business plan and the marketing strategy it dictates.The choice and preferences for certain social media are different depending on the nature of your business and who you intend to target as your clientele.It is also quite possible that your business may not need social media at all!

John Eustace answered this question

Who Do Industry Marketing In Property Contract Cleaning Business?

Familia ground for Bells and Whistles Emma. Can I be of assistance?

John Eustace answered this question

How do you measure marketing success?

It all depends on what your marketing effort was supposed to have achieved Pamela! Did it happen or not?To deploy any meaningful measure you must determine 4 key objectives, what final result are are targeting, how much, by when and on what terms. None of these criteria are defined in your question.

John Eustace answered this question

What is branding?

Branding is the application and/of use of logos, symbols, words, sounds, fragrances or product design to promote consumer awareness to either goods and services identity.

John Eustace answered this question

Why would you hire a copywriter?

One of the largest issues is the fact that many (doubtless most) business owners can’t readily see the value of a good copywriter until they have experienced the results that can be achieved. Megan’s first comment was very true, an objective view is usually able to see through the ubiquitous me- too clichéd nonsense that forms most DIY copy.The signs are very obvious usually stating that they are “a leader” in something or other, are “passionate” about their business, are “customer focussed” and offer “complete solutions!” Paragraphs invariably begin with the word “We,” are concerned with how long they have been in business and the expertise of their friendly staff.DIY copy is almost invariably all about the author, rarely about the reader and usually devoid of any discernible marketing value. This may sound harsh, but I have been introducing all my clients to the fact that nobody genuinely cares about them or the product/service they offer for the last 40 years. Never lose sight of the fact Marko that people only care about what is in it for them. Therefore, an accomplished copywriter will be able to convince your readers that what you have will deliver precisely the thing they most desire! That is why you would hire a copywriter!

John Eustace answered this question

Can you recommend good web developers in Sydney?

Whomever you approach Yee, make certain you receive a comprehensive proposal demonstrating that they have a clear understanding of
the sites target audience and precisely what you want it to achieve. It must
also contain all costs associated with ongoing maintenance, hosting, updating
and optimisation. I have read some fascinating documents over the years that
contained technical flim-flam, very little genuine substance and ambiguous pricing.There are many applications that rank web pages so use one
or two on the proposer’s own, http://www.evolvingseo.com/2012/01/24/the-ultimate-list-of-rank-checkers/?utm_source=www.inbound.org.
this will lead to some very interesting conversation.Talk directly to site owners featured in their portfolio,
ask all the questions that you need answers for, particularly about the development
process and the level of control extended to their clients.Make sure you also receive a detailed introduction to the
proposed site’s back-end and are confident that they can instruct your people on
how to use all its facilities.Before you part with your cash (and prior to the site being
published) ask for evidence that any 3rd party licensed material has
actually been paid for and is licensed for your use (unencumbered).

John Eustace answered this question

Any recommendations on driving traffic and sales for website?

Your question far too broad to respond constructively Kari. It all depends what you have on your website and who it is for. There are differing techniques for generating traffic, sign-ups and converting sales. Possibly thousands of variations in all three categories. What is your objective, and quantify the minimum you identify as your nvestment.

John Eustace answered this question

Ananda Raj Pandey
Ananda Raj Pandey, Developer at SavvySME

Web Development

Can I use the same ABN to register multiple websites?

You can register as many as you like (or can). Remember to register misspellings too as often people will enter a business search frenetically,

John Eustace answered this question

Has anyone used cinema advertising for their business?

Cinema advertising can be most effective for developing andmaintaining local awareness. If your business is easily accessible to
individuals who attend the screen/s you advertise on. Cinema awareness campaigns are essentially a long game and continuity
is therefore important. Most people won’t remember a single ad but will
eventually become familiar with your brand and offer after multiple trips to
the cinema. Prior to committing to a cinema campaign it is always
worthwhile to visit the screen look at the patrons – are they really your
target audience? Check out who is currently advertising and call them all to
see if they will be renewing their subscription and what level/value of
business they are able to associate with their cinema advertising.

John Eustace answered this question

Can anyone give me some tips with expos?

The Warwick Merry book that Monika has recommended will help set you up very nicely indeed. It covers many of the elements you must get right. Preparation and follow up is essential, resource planning for both is often overlooked or grossly underestimated. If you have 200+ enquiries to respond to you must have them prioritised, who needs a follow up within 24 hours and who can happily wait a week! Hot prospects followed up more that 10 days after the Expo ends will by then have cooled significantly. Three tips I always find me exhibiting clients appreciate are:1 'Wear comfortable shoes', as you will be on your feat for
at least 8 hours, Even better, take a 2nd pair and change them midway through
the day, it makes a real difference to your endurance, stature and presence and
it really shows when prospects approach your stand.2 Never stand on the front edge of your stand adjacent to
the visitor’s corridor. Step back to expose a clear and inviting area of vacant
floor where a visitor can comfortably enter your inviting display.3 And most importantly make certain all your exhibition
staff master the art of the 60 second sales call, this will ensure that you don’t
get bogged down discussing details with one prospect, whilst 4 others pass you
buy because your already busy. Happy to provide details on fast tracking prospect
qualification, interest logging and politely getting them off your stand
feeling they have been efficiently and courteously looked after.

John Eustace answered this question

Todd Dewey
Todd Dewey, Consultant at Oakton

Social Media

How do I create a social media strategy for my business?

This is an issue I deal with so regularly it is obvious that even the most savvy business owners are simply bewildered by the role and relevance
of Facebook in a B2B context.I believe that there are a few businesses that can make some
financial headway on Facebook, although it is totally impossible to find a single
reliable and quantified case study to support that view.There have been so called “social media marketeers” falling
out of every tree (for at least the last 10 years); you will undoubtedly
attract the attention of many by posing your question here. Simply request that any would-be supplier provide an attributed
and quantified case study on a Facebook campaign that they have conducted themselves
(no 3rd party hearsay or meaningless statistics), that converted a
commercially acceptable quantity of Facebook friends into genuine paying customers.
A successful assessment of the example’s real world ROI (and a call to their
reference client), is the only justifiable reason to consider a social media strategy
to address your enterprises fiscal objective.

John Eustace answered this question

How Many People Look At Local Newspapers For Local Events?

Simple test in 2 parts - 1 See if anyone is promoting anything similar (to a like audience) in your local paper.If not ring the editor and suggest that they do a profile editorial on your (unique to the aria) new service,2 If there is anything similar call them and ask them to quantify the response they have had and if they are intending to repeat their promotion.

John Eustace answered this question

Do you have marketing rules you constantly remind yourself of?

The key marketing rule I have to remind all my clients of is that nobody actually cares about them or their business. Consumers care even less
about the clichéd marketing rhetoric they continuously spout and prospects have
no time or interest in listening to your brand’s story. It is a harsh reality,
but only when you appreciate that customers are only reliably interested in
what you proposition has in it for them, marketing becomes far less challenging
and significantly more effective!

John Eustace answered this question

Ling Lee
Ling Lee, at Digital Marketing and Personal Branding

Search Engine Optimisation (SEO)

Is SEO categorised as part of IT or Marketing?

Marketing (nothing to do with IT)

John Eustace answered this question

What are some of the best ways to promote a new website?

A question that would benefit from some additionalinformation (in addition to the site’s newness) as it is impossible to respond constructively
to such generalisation Michelle. Why do you want to promote it? What douse it contain?
Who are likely to find it of most value? What makes it so outstanding that it
is worthy of promotion?Without some specifics all you are likely to attract is a avalanche of random viewpoints potentially irreverent and maybe even detrimental to your purpose.

John Eustace answered this question

What fonts do you find the most professional?

Typography says a lot about you and your business. What fonts are the most or least professional depends solely on the nature of your business and the market you operate within. There is no definitive font but there are many styles that can be perceived as inappropriate.

John Eustace answered this question

Mark Halstead
Mark Halstead, Managing Director at iCumulus

Social Media

Can social media work for B2C lead generation cost effectively?

There is a mountain of hearsay and unqualified anecdotes that support the position that SM is an essential element in all B2C marketing. Let’s see what responses your question generates Mark. I have been seeking
genuine evidence to support this hypothesis for many years (without ever
receiving any quantified or attributable evidence).One good SM case study that avoids quoting the numbers of valueless
‘likes’ as a result would be a start!

John Eustace answered this question

Which email marketing service is the best?

There are so many options, ‘the best’ depends on whether you have a large database to mail to or multiple yet smaller ones as pricing (and
freebies) vary usually on this criteria. Most offer very similar services and
facilities so define exactly what you want, then prioritise those features rather
than guessing what might best suite your objectives.If you have a reasonable Customer
Relationship Management (CRM) platform then pick one that supports it with
workable bridges, or pick a CRM with an inbuilt email campaign management
facility.These technical considerations are however less important
(by far) than your communication’s substance, timing, relevance and persuasive
powers. Therefore seek out genuine advice on how to structure and run an
influential email campaign designed to achieve your primary marketing
objectives. Get that right then the carrier (and its cost) you select as the
best is less of an issue!

John Eustace answered this question

How do I increase my facebook page likes?

This is a vary dangerous mindset Tracey. Facebook "likes" have virtually no correlation to either the success or failure of your tutoring business.Simply stop concerning yourself with such insignificant social media issues that have almost no baring on your enterprise's fortunes.If your desire is additional bookings then there are hundreds of more pressing things your marketing efforts should be addressing.

John Eustace answered this question

Neil Steggall
Neil Steggall, Partner at Wardour Capital Partners

Social Media

How do you measure the ROI for your Social Media?

It is fascinating that whenever this type of question israised that there individuals who respond with essentially unquantified 3rd
party examples or references to expert guides published by social media proponents.
Never (yes never) have I had the pleasure of reading one attributable
quantified response that delivers real data and a commercially realistic ROI.The total absence of any examples either means that Social
Media is so fantastic that everyone who has mastered it now wants to keep their
secret, alternatively that it really doesn’t work, and all the hype we are
bombarded with is simply snake-oil propaganda peddled by the social media industry.Is there anyone out there who can provide real evidence to prove
me wrong?

John Eustace answered this question

John Eustace answered this question

Is link building dead, not just for SEO but for traffic as well?

Link building always has and will continue to be a valuable marketing asset for as ling as the fundamentals of the internet remain as is. Whilst link building is among the most poorly understood and aggressively abused SEO techniques it remains essential to the core workings of the Internet.

John Eustace answered this question

Why and IS social media marketing important for all businesses?

For some business types Social Media is definitely questionable, and for others a total wast of precious marketing resources. There are however some business models that do well with social media, so there is no single answer to this question when it mentions "all businesses".

John Eustace answered this question

Do you think there are benefits with working with a business coach?

The very fact that you asked this question Ben makes it's answer glaringly obvious! Find a good one with great credentials (and a little grey hair), make certain you keep away from any franchised perorations that push a coaching formula.

John Eustace answered this question

How feasible is 30-40k a month doing web design and SEO as a new company?

You would need to prove a reliable and persuasive ROI to have someone commit at this high level!

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