Category Archives: Sales

Local marketing and initiatives through social media.

Localised marketing for small businesses

Bristol has created it own currency and already there is a waiting list for local shops and retailers to join the scheme. The idea which came from Germany, seems a perfect antidote to big business and linked with other digital ideas, it gives the the local small business the opportunity to communicate with their local audience, build loyalty and drive their sales pipeline effectively.

This got me thinking, are localised marketing initiatives the future? In an earlier article, enThralled discussed Localised Marketing Services (LMS) and how they could drive that all important footfall to your business locally. So ideas like exchange currency and localised marketing solution seem perfectly aligned for the small business.

Many social media marketing strategies are based upon the amount of fans or followers as well as the engagement levels that these followers to your business generate to your business. A superb way of creating this all important engagement and how this engagement at the local level win drive greater interaction with your business and ultimately increase sales. So how can small businesses use local sales and marketing ideas to grow their bottom line?

1) Utilising LMS via social media and mobile devices, customers can and should be using the check-in’s features to promote and distinguish your business. As we said in the previous blog, customers should be encouraged to use this type of service though loyalty programs. Tie LMS check-in’s with the idea of a localised currency and suddenly you have a great cominbination that dovetails eachother perfectly. If for example your local butcher purchases his meat from a local farm and promotes this via his website and social media. That will build localised awareness. Then, you come along and buy your meat and check-in via your mobile device.

2) This localised approach, integrating the physical and digital economy which enable small businesses to participate across multi-channel marketing. So what ideas can a local retailer implement to drive greater interaction?

3) Offering a gift card / voucher each month to a fan / follower based locally would certainly builds awareness, create interaction and importantly engagement with your local fan base and keeps them coming back every month. Though, make it worthwhile, £20 may not be enough if your products or services are of a greater value. Think what would make a difference to one of your followers and give them this!

4) Competitions are also a perfect way to drive interaction and engagement, make it relevant to your business or local area.

5) Get involved and drive engagement through Poll’s. Ask your audience their local news and their daily life or habits locally. Remember, don’t be direct and make sure the polls that do not directly relate to your business and make them interesting enough to make people get involved. Local issues and daily activities are perfect examples of poll’s and this type of digital interactive usually draws high proportions of respondents.

6) Start a photo, video or blog contest. Ask your audience to submit content from the local area and even that shows them using your products or services. Then choose the best content and then feature and promote it. This will create brand advocates locally and position you in the all important ‘share of mind’ ladder. This type of content sharing is perfect for engagement with the your local fans and followers, it builds loyalty and a sense of participation too with your business.

7) Sponsorships are also a great way to driving awareness of your business. Try and find local bloggers or blogs dedicated to your local area and look at sponsorship. This isn’t about product placement or endorsement of your business. This is once again about winning share of mind locally and create that brand awareness


Ideas to drive awareness and growth to your business by using giveaways

So where to start? 

  1. Give them a reason for the read / click /follow. Your  updates should always includes a trackable links to a free giveaway on your site. Use keywords and ensure the gift is  relevant to your audience. It would be brilliant if you could solve an issue  that you know your audience maybe having.
1.1 Trackable link should go to a dedicated landing page describing the benefits of the free giveaway. People are giving you their email – that is valuable. You mustn’t ever dump them into your .com home page! Or I will shoot you. (joking)
2. Include an opt-in sign up form on your landing page and have a call to action – “Sign up now to get your free report” and please please include a “no, we won’t sell your email to evil doers” privacy assurance in close proximity to the signup box. Make it above the fold, not down on the bottom of the page requiring scrolling to see it.
3. Thank you audience. This thank you page should present once they hit the “Send me my report!” button on the first landing page, otherwise known by lazy marketers as the “submit” button. Restate the benefits of the offer and give the link for the report.
3.1 On the back end, have a thank you email automatically generate based on the email form the prospect filled out. Thank them and give them the link to the report that lives on your website (the same page that automatically popped up when they first entered their info.) Do not include the report as an attachment. Many email systems will block that. Besides, you want to drive them to your website.
4.Create a series of follow up emails related to the report. Day 1 after download, ask if they were able to download that report ok. Day 3, mention a trick within the report to draw them into reading it. Day 7 continue the discussion about the report, and then, weekly after that, keep contacting. Be helpful, share tips, do not sell, sell, sell. This is nurturing, not attacking, ok? Always be can-spam compliant, but most email autoresponder systems will do this automatically.
4.1 Develop other value packed offers to add to your weekly email, only one per email and not every email. Understand the sales cycle and decision process enough to know what they might need next in deciding to choose your company. Did you start with a strategy document? Try adding some practical how-to tips. Webinars and even physical meetup events can be offered to help them better prepare to purchase.
5. Live, breathe, and love your statistics and metrics because these will give you all the insight and information you need. Make sure to that you are constantly testing what works and what does not.  Learn which keywords and phrases work best to get an opt-in, click throughs, attendance at virtual events, and ultimately sales. This is a harder part maybe, but once you set it up, it’s not that bad. Turn your best intuitive marketing guesses into c-suite worthy results.
Integrate physical and virtual techniques. Many B2B business cycles are 12-36 months, make sure you are utilising a CRM solution to track and monitor SPANCO throughout the sales pipeline…
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Let’s start by stating that ‘Intention’ is a critical facet of the search marketing. What I mean by ‘intention’ is what the user mean’s by their search phase or term. If we can get that right it will begin the process of crafting ads and landing page content. So, to make sure we are getting the best ROI and your marketing is working effectively in PPC, you’ll  need to truly understand what the user intended to receive upon searching in order to best deliver our services and information.

Search professionals and agencies often talk about “mapping consumer intent to the search query” in order to better optimize campaign performance. While that sounds great in an elevator pitch or on a companies website but  how does this help your business grow and how can you ensure you are matching the user’s intention is married to your products and services?

  • Silo Your Keywords

When we think about the traditional method of organizing keywords, we often look to the website’s content architecture for guidance. We’ll also look at campaign performance objectives and begin to refine our categorisations based on the ability to maximize ROI out of the campaign. While both approaches are valid, and recommended, you should also look to break out keywords into “intention” silo’s.

There are three main intention silo’s:

  1. Research 

  2. Consideration

  3. Purchase






After you’ve developed your keyword list, assign each term to one of the three silo’s and then concentrate on stage two. .

  •  Assign Landing Pages

This step can become quite challenging, because often there is limited content available, and much of that content is dedicated to the “purchase intention.” The major issue is that business owners and marketer’s want so badly to capture the order that we end up missing the opportunities to provide real value at the research phase.

Importantly, the consideration phase. The key must is to avoid asking the consumer too much too soon. Make sure you are providing the user the content they crave, and nurture that relationship to gain the sale in the future. Remember shop today buy another.


  •   Tailor Your Ad Copy 

This one seems pretty intuitive, but must be stated. Tailor your ad copy to the consumer’s intention, and make sure your call to action maps to the assigned intention bucket.If you’re writing copy for the “consideration” silo , make sure you highlight your value propositions, and use words like “learn” and “research” rather than going straight to a “buy now” call to action.

Remember, it’s not always about the immediate sale. This is all about the sales pipeline…developing that relationship along and making sure that you get a repeat customer. 

  • Determine KPIs

Determining the KPIs for each intention silo is both the most difficult and the most rewarding step. It’s the most difficult, because many times, secondary KPIs and not readily available, are not the primary optimisation point, and most likely don’t carry an established value to the client or internal stakeholder. It’s also the most rewarding, because they provide the insights into the effectiveness of your dedication to providing a quality search experience across the full consumer lifecycle and your sales pipeline. 

Getting more for your budget with PPC marketing

Social Media and Social Lead Nurturing statistic that make great reading. 

HubSpot recently released these statistic that show that social media is a truly vital aspect of the marketing mix but that marketer’s are still struggling to come to terms with the medium.

1) Failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers. (Source: GartnerThis isn’t rocket science, it plain old customer service via the most interactive medium out there. It is so important, that when customers interact with you via social, you repsond quickly and effectively to their needs / wants. 

2) 37% of brands would like to use social media engagement to create customer-tailored marketing campaigns. (Source: Forrester

3) 75% of B2B companies do not measure or quantify social media engagement. (Source: Satmetrix) Difficulty here is how to measure and what is the benchmark for Social. Enthralled Consultancy would recommend seeing how social media engagement is effecting your sales pipeline from start to finish in a given time and then set SMART objectives in terms of increases throughout the sales pipeline. 

4) 51% of the top 20% of B2B marketers generating leads through social media use social sharing tools, compared to the industry average of 39%. (Source: Aberdeen

5) 84% of B2B marketers use social media in some form. (Source: Aberdeen

6) Marketers spend an average of 4-6 hours a week on social media. (Source: Social Media Examiner

7) Currently, marketers allocate 7.6% of their budgets to social media. CMOs expect that number to reach 18.8% in the next five years. (Source: CMO Survey

8) 60.2% of marketers are looking for analysis options, as well as other analytics options, in their social media management tools. (Source: SEOmoz

9) Regardless, marketers still continue to struggle with integrating social media into the company’s overall strategy. On a scale of 1-7, only 6.8% of respondents believe that social media is “very integrated” into their strategy (the highest rank for the question), while 16.7% believe that it’s not integrated at all (the lowest rank for the question). (Source: CMO Survey

What These Social Media Stats Say About the Future of Marketing

There are a few key takeaways from these social media stats. First, marketers are increasingly using social media. It’s no longer a matter of “you have to be on social.” It’s a matter of “we’re active on social.” and that you have a well thought out strategy that uses social to engage and enlighten your audiences. Without the planning and strategy, clearly, marketer’s are struggling to see both ROI and vision via Social.

Social Media Statistics: Driving greater integration

E-newsletter for small businesses that can help your growth

1.The From Label – a place for you to let your audience know who you are

The from label is your way of saying hello to your audience (“Hi Jane, this is X”). You want it to be the most recognizable part of your business. Strong from labels are typically your company name, your most famous product or your first and last name, depending on what your company does and how it is structured. After you pick a from label make sure to keep it consistent, changing your from label after you have built trust within your group would be the fastest way to be ignored or worse have people unsubscribe.

2. The Subject Line

The reason your audience opens your email Subject lines are the equivalent of a newsletter headline, they need to be eye catching and build interest. But when you are coming up with your subject line never forget the basics:

Stick to 40-50 characters
Don’t repeat your from label
Don’t use all caps and avoid overusing punctuation

3. The Content 

Why people keep coming back for more
The content you include in each of your newsletters is what can help you build a strong relationship with your audience. It is best to try and connect with each person, personalizing your messages with fields like first name, last name or company name are great ways to start. Another way to make that connection is by sharing your knowledge or fun fact each month, making each tidbit relevant is the best way to go. great ways to start. Another way to make that connection is by sharing your knowledge or fun fact each month, making each tidbit relevant is the best way to go.

Ways to Assist for Scanning

Limit to 3-5 topics/articles

Include links to additional information or redirect to your blog or website

Bold headlines and key words Whitespace is a good thing

Add in columns for newsletters with multiple messages

4. Newsletters are not a place to sell sell sell.

Newsletters are a way for you to keep the lines of communication open so that when a customer is ready to purchase they think of you first. Now that is does not mean you cannot include any promotions or offers in your newsletters, customers have said they are okay with sales messages if they believe the overall message of the newsletter has value. Value, however, isn’t length. Remember this is an email newsletter and you should keep your messages to a reasonable length and always assist with scanning.

5. Easy E-newsletter Content Topics.

A Message from the Expert- A short paragraph from you to your audience or an introduction that drives recipients to your blog for a feature length article.

Customer Testimonial- A simple quote from a happy customer about how you helped them, a measurable result achieved, or link to a video testimonial that you host on YouTube.

An Offer – Do you have a white paper, discount, or promotion currently running to announce?

Event Schedule- Link to the event page on your website or directly to an industry event you plan to attend.

Quick Fact- What’s the post popular selling product last month? What do your customers view as the greatest challenge for them next year

Enthralled Consultancy help small and medium sized businesses with their digital sales and marketing.

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.


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.

How to increase your sales team performance in these difficult times

How to increase your sales and keep growth on track.

I have spent over twenty fives years selling and helping sales teams achieve their goals and objectives. In the current economic climate, it’s never been so tough to stand out from your competitors and really drive sales achievement through.
However, there are still some fundamental techniques that you should be using.
The following 5 ideas are ways your sales team can not merely survive, but actually grow during 2012.
  1. Increasing your advertising and marketing budget. 
  2. Utilising the power of leverage. 
  3. Focusing your efforts where they’ll be most useful. 
  4. Correctly training your employees. 
  5. Supplying excellent customer service that creates an experience.
1. The first point I made is to actually increase your marketing budget. What seems strange to me, is that most companies in a recession reduce or even stop their marketing spend. Yet it is at this very moment you need to win hearts and minds of prospects.
You need to be seen, be bold and be creative. You need your products and services to stand out.
I have worked for too many companies who make this very mistake of  considering their marketing an expense, as an alternative to an investment, and wind up destroying their business by cutting back in this region and losing market share.
2. The second thought is to use the energy of leverage by hiring a company to do your business prospecting. They are so many ways nowadays to prospect: Telemarketing, Email marketing, Social Media to name but a few. Where an outsourced company can help your business is through leverage their expertise in these fields.
No-one knows your business better than you and the same applies to leverage leads and prospect. This idea is linked to the first point. When times get tough, don’t always turn to ‘sharpening your pencil’ as the right answer. Usually, it is more to do with increasing customers.
3. If you have followed the two earlier points, you will be in a position now to concentrate your sales efforts where they matter the most, closing sales, seeing more customers, giving excellent customer services etc.
4. Training is a vital part of any sales function, creating the right sales structure and then making sure your sales team have the right skills for their job, selling.
5. Great customer service is what makes first time buyers repeat customers. There is nothing more wasteful than having spent time, money and energy acquiring customers, only to lose them.
Invest time in understanding what your customers want and, importantly, how they see your services. And remember, you have two types of customers: internal and external.
Don’t just get the opinion from outside your business, look inside too and ask them how they see your service levels. Go the extra mile, make customers feel special, but remember, customer services isn’t enough in 2012, you need customer experiences.
I always try and get our clients to think about the brands / services that they love and what is it that gives them that experience.
Enthralled Consultancy helps SME’s with their Sales & Marketing.