Tag Archives: Marketing

enThralled is back

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Are you ready to be enThralled? 

 

After an hiatus, I am proud to back with a slightly different focus. enThralled Consultancy has decided to focus on small and medium sized businesses and their commercial successes. This focus is aligned perfectly with my and my partners expertise over the past 25 years: sales funnel and lead generation management, sales management, commercial tenders and the overarching marketing.

 

So, I will be posting a mixed array; some thought leadership, some stuff we just love and interest us. I hope you enjoy

 

enThralledc

 MRT

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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.

http://www.enthralled.biz

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Getting your social media right…

lot of people are wondering and asking if Social Media and their traditional marketing channels can or should even work hand in hand or should they to be kept apart?

Well, what do we know? Certainly social business is a different way of doing business that is for sure. It doesn’t play by the same rules as say advertising and it has the potential to affect the entire organization, from stakeholder to customer. But that isn’t a reason to run to the hills. In fact it might the reason to raise to the challenge and develop a Social Marketing campaign.

Potentially all those stakeholders now have easy access to platforms that can amplify their voices. It’s important to empower stakeholders so their voices will contribute to the success of your business and make them / utilise them as Brand Advocates . However, if you fail to understand and act accordingl you can make serious mistakes.

  • Facts & Figures:51% of Facebook users and 64% of Twitter users are more likely to buy from the brands they follow. (Source: Social Media Examiner) Consequences of this magnitude ought to be enough motivation to be serious about avoiding the common pitfalls

    So how can you make sure that you are utilising social media properly and don’t make those huge mistakes.

1. Lack of a Strategy or Plan

Most of the time social is introduced into marketing as a tactic. Usually an executive will either ask a question “Why aren’t we on Twiiter  Or “We need to be on ?,“ when most likely the underlying motive is really “we need to be on this platform because our competition is or everyone else is”. This reminds me of the mid 90’s and the phase where a lot of small / medium sized businesses ploughed head first into website and e-commence without one moment of thought or planning. Ask yourself; WHY – WHOM – WHEN – WHERE. 

It’s getting bigger and more diverse with each day.

Not having a plan / strategy is going to cost you in a variety of ways: Tactical approach suggests that social is simply another channel to be exploited; it’s often viewed as free marketing and handed over to the office junior. In fact only recently one of my most respected marketing colleges said the same… or updates and posts are added as a can not most do. Instead of well-planned and coordinated messages, customers are assaulted with a barrage of disjointed messages that don’t dovetail into the sales pipeline and the businesses over-arching strategy.

So apply some old fashion logic and “think before you speak,” jumping on the bandwagon “because everyone’s doing it,” can get you into trouble if you’re not intentional about having a plan first. & Importantly Two ears, one mouth. 

What I mean is read and take note of the conversations taking place about your business both good and bad and react properly, timely and thoughtfully. 

2. Broadcasting – Too much talking not enough listening

The traditional advertising model, sending messages to create brand awareness, hasn’t worked in the social marketing arena.  You need to engage and interest your audience in this arena; Recent statics reveal the 3 most important reasons small businesses leverage social media are:

  • Connecting with customers
  • Visibility
  • Self-promotion

It’s important that businesses focus on connecting with customers, make them feel special and wanted by you. Because if you can connect with prospects / customers by offering helpful solutions / advice  / insights you will be able to WIN SHARE OF MIND and that leads to SHARE OF WALLET. 

3. No one’s home

No posts, no responses, no activity whatsoever. An obvious risk is consumers will dismiss your brand as irrelevant and seek a competitor; equally concerning, this kind of presence leaves a company vulnerable to negative comments or customer’s expecting answers and being frustrated.

Take why the social marketing strategy has to be thought out and implemented properly. Don’t leave it to the junior in the office to post on her way home! Make integral to your sales and marketing plan and see where each post / blog fits along the sales pipeline.

Almost 60% of people worldwide say they expect brands to respond to social media comments regarding service at least most of the time, according to a new report. (Source: Mashable)

All it all it might seem too much, too difficult but with a little understanding and patience, Social Media marketing can make a massive difference to your bottom Line. 

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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.
Summary:
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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Integrated marketing strategy for leading restaurant group

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

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