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…
Tagged ,

Localised Marketing Services and why they are making business sense

2012 – the year we all went local mad? 

Consumers and Companies Benefit From Location Based Services (LBS)

2012 is localised. I head that at a marketing innovations conference in March this year and my eye’s pick up. Having spent the majority of my working life helping small businesses communicate more effectively, I was intrigued. The key to this success is the integration of location based applications.

Today’s social media savvy consumer expects immediate response and thrives on instant gratification and conversation and this is exactly what location based services can done for businesses. 

% of business from across the pond that are realising the power that LMS’s can bring.


Businesses and marketer’s utilising location based apps (LBS), business can use their imagination and develop tactics to reward people for using those LBS’s and importantly for their patronage.  Example, why not reward people for “checking in” at a place of business or an event. A lot of businesses use loyalty and rightly so as part of their marketing strategy, so it makes perfect sense then to build ‘check-in’s’ into that loyalty program too. Proximity has always been  a key  factor for consumers; convenience, and loyalty. So uses localisation based marketing apps provide instant gratification to those walking through your door, sharing tips and experiences. It also means you can t offer discounts or free products / services to those customers who bother to ‘check in’. Thus creating brand advocates, who will perpetuate further conversation and importantly consumer content for future digital marketing activity. 

LBS audience is significant and growing

The recent Pew Internet & American Life Project survey found that about 74% of smartphone users use location-based services to find out information about what’s around them. In addition, one in five (18%) are checking in to local businesses — from restaurants to movie theatres — with geo-social services such as Foursquare.We have all witnessed the Smartphone adoption revolution. Alone in the past year growth has risen from 35% in 2011 to 46% in 2012. The amount of consumers who “check in” has grown by 50% since last year.  A prime example would be the recent Subway partnered with a location-based texting service in the UK to provide discount vouchers that can be scanned using smartphones. This is an innovative approach combining bar code recognition with location-based texting allowing consumers to take advantage of the offer right from their phones providing a convenient, relevant solution for a targeted segment of consumers.

Check – In’s are the most effective way to gain credibility and acceptance locally.

How LBS Can Help Your Business

  1. Word of mouth—We have previously mentioned ‘brand advocates’ and their value in developing that digital sales pipeline. We have all known for decades about the importance of recommendations and great customer service and there is still no more powerful way to market your business than through the words of a satisfied customer. An eMarketer Study in March 2011 found that the primary factor that influences US consumers to try a local business is recommendation from a friend (52%). So encourage and reward these brand advocates..!
  2. Reviews attached to each location/business– So, what happens if consumers aren’t ‘checking in’ or giving feedback? Could this be a polite way of saying that your services / products aren’t that good? There is only one way to find out ask for their feedback. Once you have this information, you’ll be in a position to react and plan accordingly.
  3. Provides insight into consumer’s interests— You have sent hours and hard graft getting customers  in your door, but you can’t stop there. You must plan through continuous improvement keep them coming back. The majority of LBS app’s can and will provide analytics, so the key is to plan and evaluate.  You must be sure to establish SMART goals and objectives and then monitor the results weekly and monthly.
  4. Enhance Event marketing and promotion—LBS is a way to tout your events and promotions to consumers right in your area.
  5. Improves search engine results – geo-tagged media returns higher search results.

Businesses Can Make the Most of LBS through?

  • Listening – LBS apps provide  a platform not only for consumers to check-in, but also to share. Therefore, it becomes so it is important to monitor comments and understand exactly what is being said. The most dynamic change that digital marketing has brought to the marketing arena is that customer now own the power in the relationship. They will talk, seek, exchange information about your business with or without your permission or even awareness. So you must understand what customers are saying and sharing about your business. It is also vital you interact timely to comments, suggestions and importantly complaints. Take advantage of the conversation to improve, recognise and reward your customers and convert them to your brand advocate.


  • Attracting more local social savvy customers – Though what is important is the the need to tailor offers to existing sales and marketing strategies or initiatives. Though you must ensure that these LBS offers are easy to share. The ‘word of mouth’ aspect where consumers openly share their experiences with their social networks is what you are aiming for from the LBS and Social initiatives and tactics.


  • Act on Insights Gained through LBS – As we have previously stated, analytics will enable you to evaluate which product / service offerings are working. You will also be able to understand behaviour of walk in traffic or to identify peak sales times, track visitors, customer demographics, and whenever possible, direct traffic to your web site. All of which will be vital in the planning and evaluation stages of your digital sales pipeline.


  • Location Based Services: The truth is out there?
  1. On-location check-in like Foursquare: Foursquare is a location mapping and social networking service that allows users to let their friends know what they are up to by checking in to different venues. This is great for businesses as it helps them track consumers whereabouts as well as the things they are saying about each venue. There are other similar services like SCVNGR, Yelp to name a few.
  2. Social Coupons like Groupon or Living Social: Groupon is a marketing service that offers its subscribers daily discount coupons by email, Facebook and Twitter feeds. Typical Groupon deals focus on local restaurants, stores, services, events and regional products. Today, there are thirty-five million registered Groupon users worldwide. Usually these services make the offer contingent on a minimum number of users accepting the offer before it can be redeemed.
  3. Review-based apps – Check for UK based review solutions and LBS’s 
  4. Local Social Event News like Bizzy offer a different approach for sharing and finding local businesses, particularly restaurants and bars. Instead of a “check-in” as on apps like Foursquare, Bizzy has “check-outs.” The app is designed to encourage more reviews than other sites such as Yelp. Bizzy is designed to encourage more participation through quick reviews with buttons (“Love it,” “OK” or “No Thx”) that people can click instead of writing a review. In tech lingo that’s called “frictionless.” People can also upload a photo of a dish as a sort of review. Check-outs with photos get more comments and feedback which has encouraged more people.

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.


Six steps on how a small business can use Social Media to drive leads.

I recently came across a report that said since 2010, 67% of marketers plan to increase their use of social media channels including blogs, Twitter, and Facebook. These weren’t the usual suspects, who have been using social media to generate leads through ‘thought leadership’ and evidential marketing for some time. These were smaller businesses who have realised that Social Media isn’t going  away and used properly, it can become a the most vital tool in your business armoury.

The most worrying aspect though for small businesses is what should their Social Media strategy look like and how to  integrate social media into their marketing and business  plans. Without a well thought out plan the risk is that you’ll be  sucked into a social media time sink.

  •  Who are you?

This is the most important question you will ask yourself? Who are your audience, what do they want from you? Interaction, insight, reference, information or pure offers. Think about your offline brand and it’s core values. What do you stand for? How is the business perceived by your customers and importantly your prospects.

  • Go Spend time with your sales people. Understand your current conversion rates and why prospects don’t buy from you. This information is far more powerful than why they do! Use it to build your social strategy. EX: If you are perceived as being expensive, you need to position your social around thought leadership and the added value your products / services bring. Evidential testimonies would be perfect her
  • The majority of business owners want to jump straight to leads and bottom line business but it isn’t as easy as that. What’s important is to understand your social media goals and objectives and how they tie into your overall company goals.

 Keep it Specific, Measurable, Attainable, Realistic/Relevant, and Timely = S.M.A.R.T. Don’t expect instant result and don’t set objectives that aren’t inline with your digital abilities. Ex: If you want 1000 Twitter followers in the first week, how reasonable is that? Can you spend the time needed to generate that number and are they worth it? If you are based like me on the beautiful Yorkshire Coast, it is nice having followers in American but I am never going to sell them my consultancy services. Yet York and Hull are realistic targets for me. 

  • Research, Research, and Research Develop a list of social media sites where you can potentially engage with people.  The list will most likely start off with Twitter, Facebook, LinkedIn. Though each of these have their own uses and identities. Select blogs and forums too, check out each of the social media sites on your list and do additional research to determine relevancy by searching for your brand name, your competitors, and your target keywords. Start  making connections by following the conversation and join in, its the best way to get noticed, followed. .
  • Measure ResultsYou have goals and objectives, right?  That means you should be able to measure  your success. Increased followers / fans and importantly their interaction with your business. Remember to join up all the dots internally. If sales get a new enquiry or sale, make sure their are asking where they found you.  
  • Analyse, Adapt, and ImproveYour social media strategy doesn’t end with measurement; it goes beyond that.  You need to analyze your social media campaigns, adapt any new findings into your current processes, and improve your efforts.

 Consider the social media platforms like blogs, Twitter, Facebook, etc., as tactics that tie into the social media strategy.  In other words, outline your digital  strategy and support that strategy with tactics. 

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.

Tagged , ,

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>

Tagged ,