Category Archives: Marketing

Social Media site that small businesses have probably are not using and reasons why they should!

Social Media site that small businesses have probably are not using and reasons why they should! 

We have all heard about the main social media sites but that is only portion of the sites that can help you build your social media presence.

That is because some of the lesser-known sites are not promoted like, Facebook. Twitter, LinkedIn attract  a wide range of users, that it’s easy businesses owners and  marketers alike to simply concentrate on these popular sites. Truth be told, there are hundreds of other, niche social networks on the web that, depending on your particular audience or your goals, can also be well worth you investing time and money in growing presence following there.

Niche social sites are a valuable tool for a business, especially if these sites are for spe

cifics; events, eco-issues etc. The great thing about niche social networks is that they take the step of targeting and segmentation out of the marketer’s job!And we all know how much more effective your marketing can be when segmentation is involved, right? Therefore, here are five niche social sites that enThralled love.

1) Quora – often a forgotten social network, but it’s also one of the most valuable. Quora provides answers to almost any question you can think of. From questions about marketing to questions about coding, Quora provides a great resource to both users looking for answers, and marketers seeking to position themselves as thought leaders.

How Can You Use This Site?

Ask questions about your industry to collect direct insights into what your audience is thinking.

Answer questions about your company, industry, or even competitors. This will help you position yourself and your company as a thought leader. (Note: Disclose what company you’re from for t

he sake of transparency — and credibility!)

When possible, provide links to resources such as blog articles that help to answer users’ questions.

Network and connect with other businesses owners / managers on the network to see what is or isn’t working for them.

2) Meetup – Attending and planning events is an important part of any business life. Meetup makes this responsibility easi

er for almost every industry. Whether you’re hosting or looking to attend an event then Meetup provides a centralised network with information on the events happening in your area. If you need or want to reach, a particular industry can immediately identify the right events and connect with attendees even before they attend.

Be st way to use Meetup!

Identify relevant industry events to attend.

Publicise your own events and attract more attendees by industry or geography.

3) Care2

The trend toward “going green” isn’t exactly breaking, but it has caused an uptick in many marketers making sure their marketing campaigns use environmentally friendly processes. The social network, Care2, popped up as people came together to discuss this eco-friendly type of lifestyle and educate others about it. And more and more, marketers need to use these practices in everything they do to cater to this growing audience. By participating in this social network, marketers can educate themselves about the ways they can implement eco-friendly tactics into their marketing strategies.

How to best use this site?

Research, research, research! Implementing green strategies into your marketing isn’t easy. Learn what others are doing.

Talk to people in this community, and see what they really care about. What topics matter most? Is your marketing aligned?

Does your company sell products/services that cater to eco-friendly users? Then you’re golden! Research what eco-friendly issues are prevalent among your audience to inform your content creation, marketing, and product decisions to the  audience.

By enThralled Agency – the leading Lead Generation Agency for Small Businesses.

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Social media should be woven into the the very fabric of your database marketing

Social Media Followers Should Be a Part of Your Marketing Database

The majority of businesses whether large or small nowadays have a sales and marketing database. This database forms for many the very lifeblood of their business. It is the key to building relationships with key audiences and customers alike! But are businesses missing a vital ingredient and not incorporating social media information into their database? And from that Social Media insight and information the key information into the rest of your marketing efforts and overall strategy?

As a marketer, your strongest asset is your database of contacts: email and blog subscribers, leads, customers, and brand advocates . It’s the entire spectrum of your brand’s stakeholders. It’s the overall community of people who care about you in some form, regardless of how minuscule or extensive that care is. Your marketing database is the key component of your marketing — it’s the people you contact for every aspect of business. Interviewing fans. Converting leads. Contacting customers. Everything. And you know who has become an essential part of this list? Your social media followers. By using one unified marketing database, you can add a layer of social media insights to your existing contacts, thus gaining valuable information to target messages, nurture leads, and attract new contacts to your business. Now how do you actually do this?

Think of Your Social Media Database Like Your Email Database

Your email database consists of contacts who have subscribed to receive email communication from you. They have opted in to receive your marketing resources, announcements and promotions, and (if your email list is healthy) should be interacting with your content by opening, clicking, and forwarding these emails. Your social media database works in a similar fashion. It consists of followers and fans who want to engage with your brand online. They’re retweeting, resharing, and repinning your posts. Clearly, they have an interest in the things that you are saying and the product(s)/service(s) you have to offer.

In this context, the interests and actions of your email recipients and social followers overlap. The act of opting in to receive email updates from a company is very similar to, for instance, hitting the ‘Like’ button on a Facebook Page. The future of social media and the key to expanding the size of your marketing database is contingent upon the growth of your social media database. The more followers you attract, the larger your pool of people to turn into strong advocates of your brand. And boy does this open a whole new bucket of opportunities for your marketing as a whole!

Example Use Cases of This New Social Future

1) Share the Right Content With the Right People

The problem with followers in social media is that you cannot measure the extent to which these fans are actually engaging with your brand. You don’t know the specific people interacting with your updates. Allocate a few hours weekly to discovering these people. Look at who is retweeting and commenting on your content, and cross-reference that with your contacts database. HubSpot allows you to do this automatically. Our new Social Contacts tool allows you to click on any social message you’ve sent and see exactly who clicked and/or shared it. (You can even dig deeper and explore the number of leads and customers that resulted from that effort.)

Now, instead of sending mass email blasts, you can directly contact and nurture those leads who are actually interacting with your brand. And by interacting with them, you’re using their social media following to help extend your brand to a new audience. This constant, positive, and targeted sharing of information will ultimately help grow your pool of evangelists, which will ultimately help you in other areas of your marketing.

2) Send Product- or Service-Oriented Emails

When it comes to email marketing, your boss most likely wants you to send communication about your product or service. Meanwhile, as a marketer, you likely want to email broader lead generation content in order to boost engagement. Fear not — there is balance between the two, and it comes down to segmentation. When you monitor the people who engage with your social media content, separate them into groups and allow those interested in your product/service to receive more communication about your special deals. Of course, make sure these users have already opted in to receive email communication from your company.

One seamless way to do this is by using the HubSpot-HootSuite integration app. You can use the app to see which contacts from your database are talking on social media, and then send them customized email communications after seeing that they’re further down the marketing funnel.

3) Use Social Media Lead Intelligence in Sales Calls

Marketers are increasingly invested in social media: According to Social Media Examiner’s 2012 Social Media Marketing Industry Report, 59% of marketers report spending six hours or more on it weekly. But they’re still struggling to find a reliable way to use social to boost sales. It’s simple: use social media information to personalize calls. Examine the difference between these two phone calls:

“Hi Anum, I noticed you work in HubSpot’s marketing department and thought you might be interested in learning about how our product that helps you do better marketing. When is a good time to chat?”


“Hi Anum, Thanks for sharing our latest ebook on Twitter! We really appreciate the support. Did you enjoy the read? Do you have any questions still lingering after checking out our content, and if so, could I help clarify or provide further assistance?”

The first call sounds like an average lukewarm call: when the sales rep has some information about the prospect they are calling, but not enough to start a meaningful conversation. The second call scripted in the role play is much more personalized and helpful. It shows that the salesperson isn’t just calling out of the blue. There is a clear reason, backed up by a clear action, and followed up with a clear benefit to the lead. Such is the power of social media intelligence in the sales process!

Now that you’ve learned why social following is critical in building up your marketing database and have seen some powerful examples of using social lead intelligence to follow up with leads in the sales process, it’s time to embrace the next generation of social media marketing. The social media sphere is constantly changing, and by figuring out how to effectively use social media and being on the front edge of how these channels will be used, you’ll find success on social channels before your competitors get around to finally investing time.




Integrated marketing strategy for leading restaurant group


A leading North Yorkshire chain of restaurants engaged Enthralled to develop the following strategy to build awareness, create dialogue and drive business growth.


Email copy that sells your business

Writing Email Marketing Copy That Sells

Writing your email marketing copy that make your audience react accordingly to your campaign strategy is one of the most difficult element in any successful email marketing campaign.

It is even worse if you’re trying to sell a product or service and imagine trying to write compelling copy asking for a donation? You want to make sure you hit all their triggers and emotions, so below are ideas you can think about and put to work when writing copy that sells in your campaigns.

Benefits not features: I can’t stress how important it is for you to answer your recipient’s question, “So what” I would teach this principle to each sales person that I trained over the years. Put yourself in your customers shoes and ask What’s it going to do for me?” ”

Too many businesses I have worked for have spent too much time and energy getting caught up in focusing on themselves rather than their recipients. Recipients should always be the focus of the copy and it should be all about those benefits. Product X has this feature, which means your life will be easier to manage because ?

Use Subheads – Getting the attention of your readers using subheads is always a great idea. It breaks up your thoughts and gets to the heart of what you’re selling or telling the recipient. Add this principle of copywriting to writing in small chunks.

You need to get to your point fast in small succinct paragraphs and if they want more detailed information give them the option of links off.

Use Bullets – Bullets break up points or benefits so that your readers can get your information quickly and easily.

Testimonial evidence. This has been the the real skip-change in digital marketing recently and it will only grow and grow. For over 100 years, Direct Marketers have understood that nothing sells your product better than your customers. But get REAL people and evidence, don’t make up great testimonials, people can tell. In fact go one stage further, make REAL people part of the campaign treatment, use their stories as the copy and content. It will sell, I guarantee it!

Finally and I wish that all emails finished this way, “Ask For The Order’
The majority of my time is spent working with Small and medium sized businesses getting them to think about their Calls TO ACTIONS throughout all of their marketing communications. Buy Now” link or your “Call 1-800..” copy. IYou should definitely display your call-to-action above the fold so that your recipients don’t have to scroll down to find your offer links.

Don’t be afraid to get in your recipient’s face either, be BOLD and STRONG if that’s what you told them you’d be sending them, they expect it and probably want it. Use expiration dates and bold colors, and make sure to link from everywhere you can in your email to get your recipients to act now!

Enthralled Consultancy is a specialist Sales & Marketing consultancy that specialise in Lead Generation programmes and communications for small and medium sized businesses in the United Kingdom.

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How to make your emails stand out.

Be specific,sounds more like a new band on a talent show but when it comes to creating a successful digital campaign, there isn’t two more useful words. Imagine, If you bumped into a friend and they said “My weekly news!” you’d be unlikely to stop and chat and would probably be on your way to delate the, from all your contacts too! But how about if they said “Fancy trying that new pub on the high street for a pint?” Well an entirely different matter….

We need to instantly engage people. This means avoiding vague subject lines that tell the reader nothing about the content of the email. Yours is one of many emails that your customers receive on any given day. If you don’t interest them from the get-go, they won’t stop to listen.

Add context
No matter how big your brand, people are not sat waiting for your newsletter. Yet subject lines like these pop up every day:
*June’s newsletter
*Weekly alert 9 May
*Offers of the week
Try a more enticing subject line, lithat suggest the content is bite-sized and interesting: Five French films everyone should see this month. Avoid unhelpful subject lines like this one from TfL: “New travel information”.

Front-load key information
With subject lines, as with all online content, key messages need to come first. In this way, you cater for people who are skim-reading their inbox in a hurry. Some newsletters have strong subject lines but, because they begin with the name of the email newsletter, the lines lose their punch. This also makes them unscannable in a crowded inbox.

Make your ‘Sender’ line work in harmony
If your name is already in your ‘Sender’ line, you don’t need to repeat it in your subject line. Your customer already knows who you are, so repeating your name is a waste of precious words.

Be topical and up to date
This will help you stand out in a crowded inbox. With holiday bookings up by as much as 60% thanks to the recent bad weather, this easyJet subject line ticks all the boxes for me: *Escape the rain – holiday deals from £145.

Test, test, test
Split testing subject lines on a regular basis is the best way to find out what works well for your audience.Email marketing is a direct marketing discipline, so apply the same methods and tactics/em>

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Does your advert have the proposition factor

One of the most important factors in making your advertising ‘sing’ is creating a clear and understandable proposition. Each advertisement must make a proposition to the consumer, not just show-window advertising. Each advertisement must say to each reader: ‘Buy this product, and you will get this specific benefit. Sales people have since the dawn of time have been using benefits instead of features to sell their products.

The fact is simple, people love benefits! For example, if you make a tire that cannot be punctured and you can promise 75,000 miles without a flat, guaranteed, you have made a strong benefit proposition (promise) to the consumer.

The proposition must be one that the competition either cannot, or does not, offer. Otherwise it is simply “me-too” marketing the overriding principle is to create a unique benefit for your customers. It must be unique-either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.” If you sell toothpaste and your benefit is that it protects against cavities, you are making the same promise as other toothpaste brands. In fact I would say that this benefit has almost become a Feature and the benefit would be the reduced dental bills you would get from using this toothpaste.

The proposition must be so strong i.e., pull over new customers to your product.” What this means is the unique benefit you promise must be a benefit people want or think they do!
A unique benefit that nobody cares about is worthless.
For example, saying your toothpaste is the only toothpaste that comes in an indestructible steel tube is unique worthless, it is a prime example of ‘so what’ thinking that is so often the downfall of a good marketing campaign.

Thoug, saying that your toothpaste guarantees fresh breath for 24 hours, no matter if you smoke or what type of foods you eat is a strong unique benefit that people care about and that other toothpaste companies are not offering.

So really think about the proposition you are trying to create and will it win hearts and minds?

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Are the 4P’s still relevant in today’s digital marketing mix

Are the 4 P’s still working today in digital marketing today?

I still remember my first week at Ten10 Communications in London, thinking I had arrived in the big, bright world of advertising and marketing and how I was bound to become one of those creative ad men who would create something truly unique or be overseeing wonderful commercials being shot in the sun.

I travel home each night eager to learn something new exciting and that first week it was the 4 P’s of marketing. Price, Product, Promotion, Placement.

My Account Manager give my their CIM workbook. Over the next twelve months it became my foundation stone all my campaign logic was based on those principles.

Nearly twenty years later though the question has to be asked? Do they still form the foundation of today’s marketing mix?

So let’s quickly review what they meant;

What product is offered by British Telecom? It is certainly much more than the cables and telephone hand- sets which they provide. It is communication, reassurance when you call an elderly relative, happiness when you receive a call from somebody you love, excitement when you hear good news and sadness when you hear bad, and relief when he says he will come round at 10.00pm on Sunday night. Similarly a hotel is much more than a place to stay to sleep and eat. It may be a surrogate home when you are away on business, a haven of refuge when you are stranded, or a prison if you find yourself caught up in, say, the Gulf conflict. It may be a place to relax, to work, to entertain or be entertained, to confer or just to lie around in the sun. Deciding what business you are in, what your product is, is one of the key issues of marketing and to decide, you need information from your customers.

Promotion is about telling people what you have to offer. It is not entirely separate from the product because what is said and how it is said influences how the product is seen. You sell ‘the sizzle not the sausages’, you certainly do not sell ‘carbonated water with vegetable extracts’, you sell Coke with all the images of sun, youth, vitality, and world-wide harmony.
Promotion includes advertising but also includes direct mail, public relations, printed brochures, presence at travel trade shows, and participation in joint marketing schemes. Promotion can be very expensive and it is often difficult to decide whether or not it is successful.

Price is the one element in the marketing mix, which is what the 4 Ps are called, which provides revenue. The other three involve cost, which may explain why marketing is less popular than it might be. Price is often determined by the cost, with a margin being added to yield a profit or return on the investment. Marketing, however, would recommend using price strategically to help to achieve the goals of the business, varying the price according to the level of demand and the willingness of the market to pay the price. Marketing is about giving each product or business its ‘unique selling proposition’ so that it is different from all competitive products and can command a premium price.
Price is also an indicator of quality, particularly for the first time buyer, and while it remains so, subsequent purchases are much more concerned with judgement of value for money.

Place really means distribution. You can buy a packet of tissues almost anywhere but the places where you can buy tourism are relatively few. Nor is tourism very well packaged in the domestic market: It is much easier to buy an all-inclusive holiday abroad than to buy one in the UK.

Definition provided by Stuart Riley -Marketing Dept of Lancaster University.

So what as changed if anything?

Well for starter one of my hero’s, Philip Kotler started to talk about the 4C’s. Place has become Convenience to our end users. Customers are now truly king, with the ability to where and when they purchase. Retailing is now all about click and mortar, online is now driven by social media pages. Social media phenomenons like Groupon are changign the face of localised placement.

But there is still placement. You still need to place you product / service somewhere but it’s now dictated by the customer. They are choosing where and how to buy your products and you need to reactive positively to that interaction.

Price has become the in so ways the COST to the consumer. Traditionally it was the revenue making element of the 4 P’s. However, now you have to consider how that perceived cost would affect the purchasers decision making process. What is meant by this is, if they hadn’t brought your product what could they brought instead.

A brand new car for instance give the would be purchaser a great deal of alternative choices. Holiday / Luxury goods etc. So the Price / Cost has to be measured in line with the alternatives and opportunities that exist.

Promotion is Communication. If anything little as changed here, you still need to promote your product / service to your target audience. Though what is changing is how we do that and the rise of brand advocates in that communication process.

It’s no longer all about push communications but more importantly pull communications that our target audience generate themselves through their own activities and peer communications. I have been talking about ALL MEDIA CUSTOMER ENGINEERING for over ten years. Is there true consistency of brand / core differentials / messaging etc across all your brands touch points?

If the answer is no, then that where mis-communication takes place and create confusion because you are not controlling the messages.

Finally, Product became Needs and Wants for the customer. The mentality has changed, it’s no longer about ‘if you build it, they will come”. You have to understand what your target audience wants and desires.

So in summary, the 4 P’s are still there and form must strategic marketing but they’ve changed. The reason, we’ve changed and are continuing to change too.

Presenting like Apple.


Present like a champ!

If you are like me and love Apple, then almost certainly you love the way their present and the master of that art form was the late great Steve Jobs. For years, alone on a stage, steve would capture of attention and drive home his message and make people want to rush out and buy whichever product he was launching. The question is how did he manage that? Below are 5 ways, that you can add that Job’s magic to your next presentation.

  1. Think about your audience and importantly plan the presentation out on paper. Preparation is king when it comes to presentations, knowing who will be listening, what their interests are, maybe who their customers are all massively importantly in pitching and presenting.
  2. Sell Benefits. How many times have we heard this but let’s be honest how many time do we fall down the same trapdoor? Benefits make people’s life better! There give a value add to your services, product, they make it sing!
  3. Find a villain! I don’t actually mean a person or competitor but something that makes your audiences life more difficult and make that the central villain in your presentation! Though remember to pitch your solution against that villain and make sure it clear that your solution removes that villain.
  4. Sell Dreams. For years, I have been impressing upon clients the importance of selling a dream! Use words like imagine and bingo you do! Ask people what they want and then sell them that dream back with your product / service involved. 
  5. If a picture and paint a thousand words. Images are the most powerful yet probably under used item in presentations, people overload their slides with bullet points and text but very rarely use a simple, powerful image! Be honest, didn’t Steve’s image grab your attention? 

These ideas are just some of the ways you can add that winning formula to your presentations too.