Digital Marketing Strategy

Zero marketing decisions should be made without data. No other task should proceed until this is in place.

Completed stack: PostHog + Google Search Console

Why not GA4? PostHog is more powerful for funnel and behaviour tracking, requires no cookie consent banner (cookie-free by default), and is free at current traffic levels. GA4 adds complexity without meaningful benefit for this use case.

PostHog setup — completed 2026-05-16

• ✓ PostHog JS snippet installed on all pages via Eleventy base layout
• ✓ Custom event for contact form submission: posthog.capture('contact form submitted')
• ✓ Custom event for contact form failure: posthog.capture('contact form failed')
• ✓ Session recordings enabled (all sessions, no triggers)
• ✓ Exception autocapture enabled — JS errors captured automatically
• ✓ UTM parameter tracking active — captured automatically on all pageviews
• ✓ User identify on form submit — contact form links session to name and email
• ✓ "Analytics basics" dashboard created in PostHog with 10 insights: pageviews, top pages, referring domains, UTM campaigns, visitors by country, total leads, lead submissions over time, contact form success rate, demo-to-contact funnel, lead sources
• ✓ GitHub Actions workflow updated to build site with PostHog token before deploying to S3

Google Search Console setup

• Verify ownership of hosposure.com.au in Search Console
• Submit the sitemap (/sitemap.xml)
• Monitor weekly: top queries, impression share, CTR for primary keywords

LLM visibility monitoring (manual, monthly)

No paid tool is necessary at current scale. Run the full query list in the AIO tab monthly across ChatGPT, Perplexity, and Google AI Overviews and record whether HospoSure appears.

Branded search volume in Google Search Console (people Googling "HospoSure" directly) is a useful proxy for LLM-driven awareness — track it monthly as a trend.

PostHog is installed and capturing pageviews, but we have no visibility into what happens after a visitor arrives. Without conversion events, snapshots measure traffic inputs only — not revenue outputs. This is the single highest-value analytics task remaining.

Why this matters

The marketing strategy is designed to drive demo signups and paid conversions. Until these events are firing, we cannot measure whether any channel, campaign, or content change is actually working. Traffic growing 20% means nothing if we don't know whether signups grew with it.

Events to instrument

Funnel to build in PostHog once events are live

1. $pageview (any page) → cta_clicked → demo_started → setup_fee_paid → subscription_started
2. Break down by utm_source to see which channels convert best end-to-end

Implementation notes

• PostHog JS is already loaded on the marketing site — CTA click and pricing view events can be added directly
• App events (demo_started, setup_fee_paid, subscription_started) require the posthog-node or posthog-js SDK in app.hosposure.com.au — use the same PostHog project token so events join up against the same person profiles
• Pass UTM params from the landing page into the app via URL or session storage so the acquisition source is preserved through the conversion

The homepage has a pricing section at /#pricing. This is not sufficient for SEO or paid ads. A dedicated /pricing page should:

• Mirror the three tiers (Free demo, $499 one-time, $39/month)
• Go deeper: inclusions per tier, FAQ (cancellation, free trial, data), comparison to DIY spreadsheets
• Frame the $499 as an investment against the cost of a bad first month of trading
• Have a single focused CTA: "Start your free demo"
• Become the landing page destination for future paid search ads

Files to create: src/pricing.html, src/_data/pricing.json

Replace the "Blog" nav link with "The Pass" — a branded resource hub for cafe founders. The existing blog posts are SEO assets and stay published at their current URLs; only the nav label and landing page change.

• Remove "Blog" from the main navigation
• Add "The Pass" to the nav, pointing to /the-pass/
• Create src/the-pass.html: curated resource hub with lead magnet opt-in above the fold
• Lead magnet: "The 10 Numbers Every Cafe Owner Must Know Before Opening" (downloadable PDF)
• Opt-in: first name + email only, delivered via Mailchimp (free tier)
• Add a secondary CTA on the homepage pointing to The Pass
• List existing blog posts and guides below the opt-in as free resources

Files: src/the-pass.html (new), update src/_includes/main.html nav

Custom rebuild using Claude Code. Replace the current Eleventy + Bootstrap 4 build (large pre-built theme, 8,642 lines, WOW.js animations) with a clean, modern SaaS-focused design built from scratch. Structural data (show.json sections, site.js schema/pricing/contact details) is preserved as the content source, but copy itself is in scope: the more playful visual direction calls for a more playful tone too, so hero and section copy gets rewritten as part of this rebuild rather than treated as presentation-only. Full plan, justification, and reference assets archived in marketing/website-rebuild/ (Lemon Squeezy reference screenshots, palette-preview.html).

Hero copy direction (folded in from the separate "Hero copy" task)

Write hero copy once the base layout is built — the hero structure determines what copy is needed and where. The current subheadline ("Pre-Opening Cafe Planning with Expert Recipe Templates and Square POS Integration") is a product list, not an outcome, and reads flat against the new bolder visual direction.

Pair the headline with a short, playful supporting line underneath, not just a restated feature list, then list what makes the confidence real. The three key features (Test Kitchen, Square POS integration, financial modelling) should appear in the hero or immediately below it, with Test Kitchen and Square foregrounded as the visual leads.

Tech stack

Adding @11ty/eleventy-img means existing manually-optimised images get re-processed through it for consistency (a one-off migration task) and build times increase slightly since images are processed at build time — worth it given this rebuild already touches every template's image markup.

Icon mapping: Flaticon → Heroicons

Audited every flaticon-* class actually referenced across src/_data/ and templates (not the full Flaticon font, most of which is unused) — 18 classes in use. Heroicons is a UI-icon set and does not include brand/social logos, so the 5 social icons stay as their existing brand-mark SVGs; only the 13 UI icons map across.

Mapping lives in the template layer (an 11ty shortcode taking the existing Flaticon class string and returning the matching Heroicon SVG) — nav.json and show.json icon field values stay untouched, preserving "structural data unchanged" for this piece.

Design reference: lemonsqueezy.com

Confirmed as the target look and feel. Structural patterns to replicate (see screenshots in marketing/website-rebuild/):

• Typography-led hero: large, bold, tight-line-height headline (4-5 lines, ~56-64px), short muted-grey subhead, single pill-shaped CTA. No clutter.
• Coloured eyebrow labels: short all-caps accent-coloured label above every section headline, paired with a bold headline and a muted-grey supporting paragraph with selective bold-black emphasis.
• Alternating section backgrounds: white and warm off-white bands, no borders — background colour alone creates rhythm.
• Flat colour-block panels, not card shadows: feature sections pair a text column with a solid flat-colour panel containing a screenshot/mockup. No drop shadows or gradients — colour blocking does the work.
• Numbered feature lists: thin-divider rows with a small numeral (01, 02, 03...) instead of icon grids.
• Pill buttons throughout: fully rounded corners on primary and secondary buttons.

Visual direction and palette

Primary green accent (#54af50) and heading/body text colour (#344767) stay unchanged — both are already used across Trustpilot, LinkedIn, Crunchbase, and the canonical entity description tracked in the offsite profile register, so a brand colour change would mean re-touching every external profile for no benefit. Everything else is made bolder and more playful per Michael's review (proposed in palette-preview.html):

No dark/navy hero — kept light and white-led throughout to suit the brighter palette. Inter or Geist typeface (self-hosted or Google Fonts, replacing Rubik). Flat colour-block panels carry no shadow; small UI/content cards keep a soft shadow with 12-16px radius. No carousels, no WOW.js scroll animations — CSS transitions only, with prefers-reduced-motion support.

Feature priority and homepage flow

Financial modelling is important but does not present well visually. Lead with the two tangible, time-saving features and use financial modelling as a credibility anchor.

Recommended homepage section order

1. Hero: outcome-first headline + app screenshot/mockup
2. Logo/social proof bar: star rating + review count immediately below hero
3. Test Kitchen section: flat-panel mockup, food photography, recipe count, time-saving message
4. Square POS section: flat-panel flow diagram or dual-screen mockup
5. Financial modelling: numbered-list stat callouts, bank-ready report message, pricing CTA lead-in
6. Testimonials
7. Pricing anchor and CTA

Build requirements

Build steps

1. Create redesign branch
2. Install tailwindcss, @tailwindcss/postcss, postcss, cssnano, alpinejs, heroicons, and @11ty/eleventy-img; remove Bootstrap and the plugins it doesn't need to keep running (WOW.js, Isotope, Magnific Popup, Owl Carousel). Keep the jQuery library itself loaded — jquery.validate.min.js (contact form) and jquery.ajaxchimp.min.js (The Pass's live Mailchimp signup) both depend on it and aren't migrated until step 6. Only drop jQuery core once contact-us and The Pass are rebuilt and confirmed working without it. Wire Tailwind into the build via an eleventy.before hook in .eleventy.js (PostCSS pipeline: Tailwind → cssnano) rather than a separate CLI watch process — one build process for both HTML and CSS, current recommended approach for Eleventy 3 + Tailwind v4.
3. Wire @11ty/eleventy-img into the image pipeline and re-process existing images through it for consistent responsive sizing — one-off migration, not per-page repeated work
4. Define design tokens (colours, type, spacing) in Tailwind's CSS-first @theme block
5. Build base layout (main.html) with nav and footer in Tailwind/Alpine, preserving schema, PostHog, and nav.json include-tag logic verbatim. Preserve the two conventions src/js/analytics.js depends on: every CTA stays a real <a href="...app.hosposure.com.au..."> (not an Alpine @click-handled button doing JS-only navigation), and every major section keeps an id attribute, since getSectionLabel() walks up via el.closest('[id]') to label which section a CTA click came from. Breaking either silently loses cta_clicked events or their section label — the exact regression fixed in a recent commit.
6. Build and approve homepage to 90% — use as visual reference for all other pages
7. Propagate to remaining pages in order: pricing → The Pass → guides → FAQ/about/contact → privacy/terms → legacy blog (if still linked)
8. Consolidate Schema.org into _includes/schema.njk
9. QA on the redesign branch (no separate staging environment exists) before merging to master — merge triggers a live S3 deploy per CLAUDE.md, so it requires explicit go-ahead, not an automatic last step

Pre-flight considerations

• Colour contrast on the bright panels: body/headline text on the flat tint panels stays the dark slate-blue (#344767), never white-on-pastel, to keep WCAG AA contrast. Check this explicitly once the homepage panels are built, since pastel yellow/pink backgrounds fail contrast fast with light text.
• Tailwind v4 browser support: v4 relies on modern CSS (cascade layers, color-mix) requiring roughly Safari 16.4+/Chrome 111+/Firefox 128+. Worth a quick check of the PostHog browser/device breakdown for hosposure.com.au traffic before committing, to confirm the audience (cafe founders, likely on recent phones/laptops) isn't meaningfully on older browsers.
• Copy review checkpoint: since section copy is now in scope alongside the hero (not just presentation), build in an explicit content review pass once the homepage is at 90%, separate from the visual sign-off, so tone changes get the same scrutiny as the redesign itself.

Depends on the website rebuild shipping first — don't theme the app against tokens still in flux. Goal: the click-through from the marketing site into app.hosposure.com.au feels like one product, not two. The app (hosposure.mui) is a completely different stack, React 19 + MUI 5 on Next.js, built on the "Material Dashboard 2 PRO" Creative Tim theme, with AWS Amplify for auth, so this is a token-translation exercise, not a copy of the website's Tailwind build.

Three theming surfaces to align, not one

• MUI theme (src/assets/theme/base/colors.js and friends) — covers every dashboard component. Highest leverage, lowest risk: one set of token files, cascades everywhere automatically.
• Amplify Studio theme (src/ui-components/studioTheme.js) — a separate token system for @aws-amplify/ui-react components, likely covering login/signup. This is the literal first screen after clicking through from the marketing site, so it matters most for the "feels seamless" perception, but is easy to forget since it's a different theming API to MUI's.
• Marketing site tokens (Tailwind @theme block) — the source everything else should match.

Recommended approach

1. Wait until the website rebuild's tokens are finalised and live, not while still in flux
2. Extract the final tokens (green accent, dark text colour, radius/spacing scale, light tint palette) into one shared source of truth — a small JSON/TS file referenced by both repos, rather than hex codes copy-pasted and left to drift again
3. Theme the MUI layer first using that shared source
4. Align the Amplify Studio theme to match — prioritise this given it's the actual transition screen
5. Shell-first: nav, sidebar, buttons, cards — the chrome around every screen — before touching dense functional screens
6. Leave deep data screens (financial modelling tables, menu builder) for a deliberately separate, later pass: apply the accent colour/radius/type there too, but don't import marketing-site patterns (flat colour panels, giant headlines) into dense working UI — usability over visual consistency for real work surfaces

Base tech stack: do we need to upgrade it first?

Checked current versions against latest (2026-06-16):

Recommendation: don't bundle the MUI v5→v9 upgrade into this theming work. MUI v5 is still fully supported and its theming system (the part this task actually touches) works fine as-is. The jump to v9 spans several major versions with real breaking changes along the way (Pigment CSS as a styling option, Grid component changes, Emotion defaults), and is exactly the kind of large, separate migration that deserves its own scoped project with its own test pass, not something silently absorbed into a visual-alignment task on a production app with live customer data. Track the MUI upgrade as its own future tech-debt item, prioritised only if there's a concrete driver (security advisory, deprecated API blocking something, a feature only available in newer MUI) — not "because it's not the latest."

Three of HospoSure's strongest features are either absent or buried. These need to be surface-level, named, and specific.

These three features separate HospoSure from a generic spreadsheet. They should appear in the hero, features section, and pricing page.

For each feature, write:

• A one-sentence headline that leads with the benefit
• A two-sentence description
• A supporting visual (screenshot or gif)

Files to update: src/_data/show.json features and hero sections

9 real 5-star reviews exist in structured data. Two are named businesses ("The Chai Room", "Little Shop of Waffles" in Sydney). Ensure they are visible above the fold or close to it.

Add the Trustpilot widget if not already present.

Done: Hero social proof strip added (5 stars + 4.3/5 + Trustpilot link). Star ratings uncommented on all 8 rated review cards. Trustpilot widget swapped from Review Collector to MicroStar display.

Current flow: visitor goes to app with no price anchor. Add:

1. A brief pricing mention on the homepage: "Free demo, then $499 one-time"
2. A "What happens after the demo?" section on the homepage
3. In the app: surface the upgrade prompt after a meaningful action, not on arrival

Instagram (https://www.instagram.com/hospo_sureau) is defined in src/_data/site.js but is not included in the sameAs array on the Organization schema. LinkedIn and Facebook are present. Adding Instagram completes the social profile set and strengthens entity recognition by Google and LLMs.

Fix: In src/_data/site.js, add instagram to the sameAs array alongside linkedIn and facebook. One line change.

"How to open a cafe in Australia" and related queries are high-intent searches from people actively planning to spend money. HospoSure is the exact answer. Ranking for these terms is a compounding long-term asset.

Every major AI tool surfaces answers differently under the hood, but the signals they all respond to are the same: well-indexed content, clear product descriptions, and credible third-party citations. One strategy covers all of them.

The common thread: be findable, well-described, and well-cited. A product with strong organic rankings, consistent entity language, directory listings, and named reviews will surface across all of these tools — because those signals feed both search indexing and the training data that LLMs draw from.

Tactics confirmed ineffective by Google — do not action

• Creating llms.txt files
• Chunking content into small pieces for AI comprehension
• Rewriting content specifically for AI systems
• Over-emphasising structured data as a requirement for AI visibility
• Pursuing inauthentic mentions across the web

Primary keywords — use in H1, page title, URL

Secondary keywords — use in H2/H3, body copy, features

Target query clusters

Keyword research findings (competitor gap analysis)

Research against clevercafecompany.com.au and thehospitalitycoach.net. Keywords below are either uncontested or competitors ranking poorly — priority targets for new content and on-page optimisation.

Competitor research conducted against clevercafecompany.com.au and thehospitalitycoach.net using keyword gap analysis. Volumes sourced from keyword research tool data. Verify in GSC once site is indexed.

ATO benchmarks opportunity: "ato benchmark" (600/mth) and "ato benchmarks" (300/mth) are high-volume informational keywords where competitors rank very poorly (pos 47 and 62). A single guide covering ATO cafe benchmarks for labour, COGS, and overheads could capture significant organic traffic and directly supports HospoSure's financial modelling messaging.

Test kitchen library opportunity: "cafe recipe library" and "pre-costed cafe recipes" have no competitors ranking. These queries match the test kitchen library directly and should be targeted by a dedicated guide or landing page. High purchase intent, low competition.

Square menu export opportunity: "export menu to Square POS" and related queries are bottom-of-funnel with no competitors targeting them. A short guide or feature page on the Square menu integration could capture high-intent visitors who are actively setting up their cafe POS.

• Every page needs a unique, keyword-rich <title> and meta description
• Add descriptive alt text to all images
• Add an H1 to every page if missing
• Verify structured data with Google's Rich Results Test after implementation
• Fix aggregateRating.ratingCount in site.js to match actual review count

Schema.org implementation — priority order

Schema.org remains relevant for Google rich results and LLM/AIO visibility. Focus on the four high-value types below. Legislation type for Terms and Privacy pages is not worth implementing. Google: Intro to structured data · Rich Results Test

Schema.org properties — SoftwareApplication (homepage)

Schema.org properties — Organization (sitewide)

Homepage optimisation checklist

• H1 contains the primary seed keyword
• Clear statement of what HospoSure is, who it is for, and what makes it different
• Internal links to main feature/service sections
• Links to recent blog posts and guides
• FAQ section present and linked
• Real photos and video integrated (not stock)
• Step-by-step product walkthrough visible on the page
• Pricing section present and accurate
• Social proof (Trustpilot reviews) above the fold or near CTA

Blog post optimisation checklist

• Primary keyword in H1, first paragraph, and at least one H2
• Target keyword density approximately 2% across the post
• Internal links to at least 2 other posts and to the pricing or demo page
• FAQ section at the bottom targeting long-tail variants
• Author byline present
• Date published and date updated visible
• At least one real image with descriptive alt text
• CTA at the end linking to demo or pricing

Per-page title and meta description targets

Current page structure for reference when planning content updates or schema implementation.

Navigation: Home · The Pass · FAQ · About Us · Contact Us · Sign In

11 posts exist. Before writing new content:

1. Use PostHog or GSC to identify the top 3 posts by traffic
2. Strengthen those three first: update facts, add internal links, improve headings, expand thin sections
3. Interlink posts to each other and back to the pricing/demo CTA

Keyword density: Aim for approximately 2% usage of the primary keyword throughout each piece of content. Use semantic variations naturally rather than forcing exact matches. Google: Creating helpful content

Content by funnel stage

Plan content across all three stages. Awareness content drives traffic; consideration and decision content drives conversions.

New posts to prioritise

Priority: The ATO benchmarks post targets 600+ monthly searches where competitors rank very poorly — write it first. Case studies and "X vs Y" comparisons are the biggest content gaps; plan at least one of each in Phase 2.

• Sitemap submitted to GSC
• Canonical tags on all pages
• No broken internal links
• Mobile-friendly (verify in GSC)
• Core Web Vitals passing (check in GSC)
• HTTPS throughout
• Robots.txt correct (not blocking crawl of important pages)

PageSpeed Insights · Google Search Console · Google SEO Starter Guide

Each keyword cluster needs at least one dedicated guide page to rank. Without a purpose-built page, a cluster will not appear in GSC regardless of on-page work elsewhere. Guides live at root URLs (/slug/) using the existing guide layout. Priority order is based on search volume, competition, and product fit.

Page structure for each guide: URL slug matching the primary keyword. H1 containing the primary keyword. 1,500 to 2,000 words covering the topic thoroughly. FAQ section at the bottom targeting long-tail variants. Internal links to related cluster guides and the demo CTA. One or two external links to authoritative sources (ATO, Square docs, etc.).

The blog is being retired. All posts move to the guides format at root URLs (/slug/). The blog index (/blog/) redirects to /guides/. A new guides summary page (/guides/) is created to list all guides. hosposure-partners-with-square is dropped with no redirect.

Content migration plan

Definition of done

• All posts above migrated to src/guides/ using guide layout (no author byline, no post date, hero and FAQ sections added)
• 301 redirects configured for all migrated posts
• /blog/ index 301 redirects to /guides/
• /guides/ summary page live, listing all guides with title, description, and cluster tag
• Nav updated to remove blog link, add guides link
• Old src/blog/ directory and blog.html template removed
• GSC monitored for redirect coverage after deploy

The monthly LLM visibility check is currently manual. Partial automation is achievable today using LLM APIs. Full automation is not possible — Google AI Overviews has no API and must remain a manual browser check.

What can be automated

API access and cost per tool

Script

marketing/check-ai-visibility.js — Node.js script that queries ChatGPT, Claude, and Gemini with all target queries, checks each response for "HospoSure", and writes results to marketing/ai-visibility-YYYY-MM-DD.csv. Run monthly.

Required .env keys (missing keys are skipped gracefully):

• OPENAI_API_KEY — platform.openai.com/api-keys
• ANTHROPIC_API_KEY — console.anthropic.com/settings/keys
• GEMINI_API_KEY — aistudio.google.com/app/apikey (free)

Definition of done

• API keys added to .env for OpenAI, Anthropic, and Gemini
• Script runs successfully and produces a CSV baseline
• Perplexity, Google AIO, and Grok checked manually and results recorded in the AIO visibility tracker in Metrics
• Script run monthly alongside the GSC review
• Evaluate dedicated GEO tracking tool (Otterly.ai, Peec.ai) once site is ranking and there is meaningful data to track

One new AISO-targeted post per month. Prioritise depth over volume. A single 2,000-word post that fully answers a high-intent query is worth more than five 500-word posts.

Use this or a variant wherever the brand appears: directories, partner sites, press mentions, social bios. Consistent entity language helps Google and LLMs recognise HospoSure as a named product in a specific category.

Run each query manually in ChatGPT, Perplexity, and Google AI Overviews monthly. Record whether HospoSure appears, where in the response, and how it is described. Branded search volume in GSC ("HospoSure" queries) is a useful proxy for LLM-driven awareness — track it monthly as a trend.

Target queries by cluster

Tracking signals

Offsite profile register

Master list of every offsite profile, so entity copy, contact details, and login access stay tracked in one place. Update the "Last touched" column whenever a profile is created or edited.

Citations — business directory mentions

Citations (consistent name, URL, and contact details across directories) build trust signals for Google. Focus on Australian and hospitality-relevant directories first.

Q&A sites

Answering relevant questions on Q&A platforms builds brand visibility and can generate referral traffic. Focus on genuine, helpful answers — do not spam links.

Clever Cafe Company is already converting. This model works. Scale it.

Offer: referral commission per paid conversion, co-branded content, or resource sharing.

Target 3–5 backlinks per quarter from relevant sites.

Ask satisfied customers at the right moment:

1. After they complete their first financial model (in-app prompt)
2. After they receive their bank-ready report
3. After a successful opening (follow-up email at 30 days post-onboarding)

Ask for: Trustpilot review, Google review, and optionally refer a friend. One click per ask.

LinkedIn content pillars

• The numbers behind opening a cafe (financial insight posts)
• Customer results and named business stories
• Behind the product: what we built and why
• Practical tips: cafe planning, menu costing, Square POS

Facebook page posting is not included. Page reach has declined sharply; effort is better spent in Groups where the audience is active and engaged. A Facebook page should exist for completeness and Meta Ads infrastructure but is not a posting channel.

Setup checklist

• LinkedIn company page: complete bio, logo, banner, and website link
• Instagram business account: consistent handle, bio with link to demo, highlights set up
• TikTok business account: consistent handle, bio with link to demo
• YouTube channel: branding, channel description, playlist structure for tutorials vs tips
• Facebook page: complete profile for completeness and Ads infrastructure (not a primary posting channel)
• UTM parameters on all bio and description links to track social traffic in GA4

Weekly rhythm

• Monday: practical tip or numbers post (educational, shareable)
• Thursday: customer story, product update, or market commentary (trust-building)

Visual direction

• Clean, data-forward graphics using brand green and dark navy
• Real cafe imagery where licensed or user-submitted
• Consistent template for tip carousels (Canva or Figma master)
• No stock photo clichés: avoid generic coffee shop imagery without context

TikTok's algorithm surfaces content to non-followers based on topic relevance, making it the highest organic reach opportunity of any channel for an account with zero audience. The cafe startup niche has active content but very few SaaS tools present, which is a gap worth occupying early.

TikTok notes

• Hook in the first 2 seconds is everything: lead with a surprising number, a common mistake, or a direct question
• Captions matter: many viewers watch without sound
• Repurpose to Instagram Reels immediately after posting on TikTok (same video, same caption adapted)
• Do not overthink production: authentic, direct-to-camera or screen-share style outperforms polished for this audience

YouTube videos rank in both Google and YouTube search. A tutorial titled "How to build a cafe cash flow projection" will surface for years with no ongoing effort. This is the highest durable-value content investment available.

YouTube channel structure

• Playlist 1: Cafe financial planning (tutorials)
• Playlist 2: Menu costing and recipe development (tutorials)
• Playlist 3: HospoSure product guides (walkthroughs)
• Playlist 4: Shorts (repurposed TikTok/Reels)

SEO approach

• Title: lead with the search query, e.g. "Cafe cash flow projection: how to build one from scratch"
• Description: first 2 lines visible before "more" should include the primary keyword and a link to the demo
• Tags: use exact-match and semantic variations of target keywords
• Chapters: timestamp every section so Google can surface the relevant moment in search results

Community channels are not broadcast channels. The goal is to be genuinely present and helpful where the audience already gathers, not to post promotions. Trust built in communities converts better than any ad.

Facebook Groups

Reddit

Rule for both channels: never post a promotional link without first providing genuine value in the same thread. Spam reports in groups or subreddits will get the account banned and do more damage than the post was worth.

One blog post or guide should generate multiple social assets. The goal is maximum reach from minimum creation effort.

Scheduling tools to evaluate

• Buffer (free tier covers 3 channels, 10 posts queued; paid tier adds TikTok and YouTube)
• Later (strong Instagram and TikTok scheduling, link-in-bio tool)
• Native scheduling via LinkedIn, Meta Business Suite, and TikTok Studio if keeping costs at zero
• YouTube Studio for scheduling YouTube uploads

Review these monthly alongside the main Metrics and Targets dashboard. The headline number is demo signups attributed to social. Everything else is a leading indicator.

LinkedIn KPIs

Instagram KPIs

TikTok KPIs

YouTube KPIs

Cross-channel KPIs

Definition of done for Phase 2 social activation

• LinkedIn, Instagram, TikTok, and YouTube channels set up and branded
• All active channels posting at stated cadence for 4 consecutive weeks
• UTM links on all bio and description URLs capturing in GA4
• First monthly KPI review completed with data across all channels
• Repurposing workflow running: each blog post generating assets for at least 3 channels

Do not activate paid social before organic posting is consistent for at least 6 weeks. Paid amplifies what already works. Spending on content that has not proven organic engagement is wasted budget.

Audience targeting parameters (LinkedIn)

• Location: Australia
• Job title: cafe owner, restaurant owner, hospitality operator, food and beverage manager
• Company size: 1–10 employees
• Industry: restaurants, food and beverages, hospitality

Triggered on opt-in.

Triggered when someone starts a demo but has not paid.

Triggered 30 days after becoming a paid customer.

Start with Mailchimp (free up to 500 contacts, 1,000 emails/month). Migrate to ActiveCampaign or ConvertKit when sequences become more complex or the list exceeds 500.

9 real 5-star Trustpilot reviews exist in structured data. Two mention named businesses in Sydney. This is a strong foundation. The gap is that these reviews are not being actively grown or distributed.

Reviews feed three things simultaneously: conversion (social proof on-site), AIO (LLMs cite named reviews), and trust (Trustpilot widget). Google Business Profile is not applicable as HospoSure is an online-only business with no physical premises.

Ask at the right moment, not randomly. Three moments where customers are most likely to say yes:

1. After completing their first financial model in the app (in-app prompt)
2. After downloading their bank-ready report (high-value moment)
3. 45 days after becoming a paid customer (via automated email)

Make it one click. Direct link to the review platform. No login friction where possible.

Respond to every review, positive or negative.

• Positive: short, personal, mention the customer's business or detail if they shared it
• Negative: acknowledge the issue, offer to resolve via email, do not argue publicly

Responses signal to both Google and potential customers that the business is active and cares.

Reviews that include the product name, category, and location are more likely to be cited by LLMs. When asking for reviews, a brief prompt helps:

Do not script it. Just surface the idea.