About James Eastland

Creating Customer Communities for companies selling B2B is my passion—shortening their sales cycle and building market leadership. My role sets the direction and vision of Lead Creation, tapping into the online experience of our large team of young professionals to implement cost effective strategies for B2B businesses.
6th November 2012

What can you REALLY Market on Facebook?

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Some businesses get confused about the marketing power of Facebook and I’d like to clear it up.

The first big question is:

Can you Market B2B?

Continue reading “What can you REALLY Market on Facebook?” »

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1st November 2012

Just like Sports, Play the Social Networks to Get Good at them!

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I’ve read some great coaching books about my favourite sport, tennis. Helpful? Yes. Made me a good tennis player? Not likely.

Becoming good involves getting on the court and practising with the ball machine, coaches and friends and playing lots of matches. Because the cliché is 100% true: practise does make perfect.

It’s the same with Social Networking: you only learn what it is capable of, if you get involved and start engaging. Continue reading “Just like Sports, Play the Social Networks to Get Good at them!” »

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30th October 2012

Trade Shows: Be Green AND Get Results

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Tons of brochures are handed out at trade shows, and 99% go unread into the bin. Complete waste of money and trees. The tools are now available to be much more effective and be green at the same time. Continue reading “Trade Shows: Be Green AND Get Results” »

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23rd October 2012

Business Networking: Tired, boring, needs a new model

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The giant industry that is business networking, trade shows and conferences has let the many new technologies and media pass it by.

The business models of the providers have virtually no integration with the many new technologies. Here are just 3 examples and our apologies for being so blunt about them:

Referral groups**: Meet every week, lots of small businesses. High turnover of members in nearly every group. Pay up front for 12 months, expensive and no guarantee of results. Pressure to give referrals to people you barely know. Compulsory attendance every week, so a big time investment, and you hear the same presentation over and over again from the other members. No integration to Social Media so you can’t stay in touch between meetings, and can’t connect to the many other groups around the country.

Trade Shows: Rent a stand, huge effort and cost to set it up and to send staff. You don’t know who is coming to the show so you can’t plan to meet them, and the organisers provide no way to stay in touch after the event.

Professional Conferences: Huge entry fees. Speakers who have paid to speak (= sponsors!) and therefore spruik their services. You have no knowledge of who’s attending so you can’t arrange meetings, and again no effective way to stay in touch. And what about webinars after the event to build on what you learnt and ask all those questions you’ve now thought of?

There is a better way. It’s simple and recognises the value of the scarcest resource in business: Time.

BizPlus launches on November 7th in Sydney and then we are rolling it out. You can learn more and book here.

**And yes, there are individual referral groups that work well. But we also know from extensive research that they are a tiny minority. And they ignore the powerful online tools.

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23rd October 2012

Is it Possible to Over-Optimize a B2B Website?

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In a word, “yes”. You can actually harm your online B2B marketing by trying to use too many keywords and designing your site to please Google rather than your human visitors.

Continue reading “Is it Possible to Over-Optimize a B2B Website?” »

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18th October 2012

The Five Laws of SEO for B2B Marketing

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That’s a lot of acronyms in one title! But we need to ask – is B2B marketing a lot different to marketing B2C businesses?

The answer is “yes – slightly” and here are the key SEO laws for companies selling to other businesses: Continue reading “The Five Laws of SEO for B2B Marketing” »

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16th October 2012

The Fundamentals of Great B2B Marketing Copy

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B2B marketing copy has specific differences to B2C copy, though there are many similarities. We have stripped the fundamentals down to provide an at-a-glance list of what great copy for a business audience should contain.

Continue reading “The Fundamentals of Great B2B Marketing Copy” »

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11th October 2012

The 9 Best Ways to Use Images in B2B Marketing

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To sum up our take on using images in B2B marketing we’d say: good words will work without pictures. But pictures add ‘zing’ to copy.

Images help break up large blocks of text and make a piece more visually appealing and effective. If you use them in your copy, make sure they’re the best pictures you can find to suit your content. Continue reading “The 9 Best Ways to Use Images in B2B Marketing” »

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9th October 2012

Once you find Keywords how do you use them for Lead Generation?

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There are more than 280 million web pages in Australia alone. If you are not making your website visible, you might as well be printing brochures and handing them out on the street outside your office. That’s OK for the local hardware store, but not for a business with a niche market they want to reach…..

You’ve defined the best keywords for your business; just by doing that you are way ahead of many other online businesses, some of which profess expertise in B2B marketing and lead generation. Continue reading “Once you find Keywords how do you use them for Lead Generation?” »

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4th October 2012

Using Google Keywords Tool to Find the Best B2B Marketing Keywords

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The importance of finding the right keywords to target for your B2B marketing cannot be overstated. Achieving that involves a process of filtering.

Where to Start – the Google Adwords Keyword Tool

We start with a large amount of keywords, and break these down according to our four rules of traffic, relevancy, competition and commerciality.

The most effective strategy is to use the free Google AdWords Keyword Tool. This was (obviously) developed by Google, and it will approximately estimate the traffic on your words.

Continue reading “Using Google Keywords Tool to Find the Best B2B Marketing Keywords” »

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