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Graham Arrowsmith
Communities and Collections

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NEWS: Amazon Masterclass for people in the UK. Adam Hudson provides his No BS guide to setting up your Amazon business.

SCHEDULE IT NOW: Wednesday, 19th July 2017 at 11am UK Time

#startups #students #university #graduate #entrepreneur #sme

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I've spoken to lots of businesses who have spent lots of money on SEO and PPC and not really had the results they wanted. If that's you, this post is for you? Why? Because it is all about lead generation that turns into phenomenal conversion rates. If you want to market your business locally, this post is the next thing to read, digest then take action upon.

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One The Next 100 Days Podcast, Graham Arrowsmith and Kevin Appleby interviewed Mike Stodola, formerly of GKIC and now Chief Marketing Officer at Elite Capital Partners. Mike explains how businesses spend lots of money on getting leads, but fail to take simply steps to capitalise on them. Listen to Mike on Stitcher explain the 5 Steps to Convert More Leads. #leadconversion #leadmanagement #salesconversion #acquisition #leads #leadflow #crm #marketing

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Local Search Marketing for Multiple Site Businesses

Local search marketing has gradually moved from Yellow Pages to online search engines. If your multi-site business is not getting regular phone calls from people eager to buy, then this article is for you.

Most Yellow Pages ads were and are the name, rank and serial number variety. Here’s the name of my business, this is what we do, here’s our number or address. Very few of them stray into lead generation. Yet, those that do attract leads on their Yellow Pages ads were and are being smart.

Not everyone is ready to buy. The thing about people is they will buy as and when they are ready to buy, not when you want the sale. Some are ready now, some are open to the idea of buying soon and others aren’t thinking of it but could be. Some people know they aren’t interested.

Buying cycle
People buy when they are ready

Smart marketers attract people by providing value-first. They offer this through lead magnets, webinars, video content, even gated blog articles.

Back to local search marketing…

When someone prefixes or suffixes a search with a geography, they are signalling something very important. That they are almost ready to buy. They want to find someplace local to them to satiate their desire to act.

Gartner research estimates 70% of search is long-tail, geographically based.
local search, local search marketing, marketing, retail marketing, selling to local people, local search, long-tail keyowrds, geo-targeting

Single or two-word keywords are very popular. If you are in the insurance business, ‘insurance’ will get many thousands of searches weekly. With lots of insurance businesses wanting to be ranked on page one, competition for these keywords is fiercely competitive and expensive.

For smaller businesses, who sensibly do not follow the search strategy of their bigger competitors, there is some smug/good news. These ‘fat head’ searches do not convert as well as ‘long-tail’ searches. They are akin to browsing in a shop.

Long-tail keywords identify people later in the buying cycle. If the local search was ‘engineering insurance Leeds’ the person searching is looking for a conversation with a local vendor or engineering insurance. The browsing is done. The local search demonstrates intention to purchase, locally. Now it is time to talk.

There will be far fewer keyword searches for ‘engineering insurance leeds’, but if your business had a solution wouldn’t you want them to give you a call? Of course, you would.

27% of all searches Google sees are new to them. This is because search terms are longer, more complex, with an expectation of a specific answer required.

Why get someone to call?
Local search marketing capitalises on a person’s buying commitment. If the search was “emergency electrician Northampton” the person does not want a report on the 5 things they need to know about household electrics, they want help. Now.

Your business wants a call from a prospective buyer because you can help steer them to the right sales solution for them. A telephone call helps you assess their specific requirement, address outstanding concerns, and crucially you can pivot the conversation per the dialogue.

If your business has multiple sites, such as an insurance broker, a care home, a hotel chain, a franchise operation or a retail network, then attract buyers through a long-tail keyword Google Adword and SEO strategy. With a telephone call to action.

Local search is not just about PPC (pay per click) either. You want to ensure your business exploits natural search too. Up to 36% of users click PPC, the other 64% click the natural search results within Google. The local carousel (Google Maps) is clicked 28% of those users, with 72% clicking the natural results that appear below the local carousel.

Don’t miss out on the opportunity that a long-tail keyword search brings. It is a solid buying signal. Heed it by engaging the prospect in conversation.

eSales Hub help companies get sales from local search. They make the phone ring with willing buyers.

If you have the capability to do all this in your company, then get to it.

However, working with leaders in this field, eSales Hub, my experience is that is unlikely. They have patent pending technology that leverages 28 complex moving parts to make local search work for multiple sites.

As a results focused provider, eSales Hub has developed relevant procedures to gain better natural search listings:

Multiple landing pages, with relevant high quality local content.
Responsive design and use of accelerated mobile pages.
Secure content, realistic reviews that represent the service or product.

What makes raving fans of eSales Hub is their ability to use tracking technology on keywords and telephony. All calls are recorded. Also by tracking the call to a specific search terms, cost savings over current PPC spend and increases in average invoice value are delivered.

To discover more about local search marketing and the eSales Hub commercial “Pay As You Grow” model, then please get in touch with Graham Arrowsmith or 01535 654930 or via email

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Monthly Printed Newsletters
Create a Proper Newsletter Marketing Strategy to Drive Business Growth

If you saw a headline about newsletters, most readers will think the topic is newsletters sent by email.

Not so. Open rates on emails are declining badly. You hardly need me to tell you your inbox is full. Everyone has multiple email addresses and many going unchecked. Not too clever if your newsletter goes to the un-read inbox.

The newsletters in this article are 100% physical. They are printed and sent through the mail. To you personally at your one address.

Some readers will already be sending newsletters. I spoke to the Managing Partner of a leading local law firm yesterday and his well-branded firm encouragingly does send printed newsletters. They send them just three times a year. You think that’s enough? It isn’t. Are you thinking that you do not want your customers to tire of receiving your newsletters?

TIP #1 A newsletter is not a business update.

If you pack your newsletter with stuff about your business, your customers will tire faster than a fat bloke running for a bus to get to the gym.
If you are guilty of packing your newsletter with scintillating updates all about your business and industry, then you are missing the point. If you understand this fully your business could be set to make a lot more money. Your customers just aren’t interested in your products as such. It’s all about people.

Imagine you are a dentist. You may think your patients are interested in before and after pictures of teeth, new procedures and the latest flossing product. They aren’t. I doubt even fellow dentists would be.

STOP NOW if you are producing ‘company brochure newsletters’!
The most likely reason why my legal friend is mailing his newsletter so infrequently is probably because he thinks he needs to keep his brand top of mind – YES. He will also be thinking his clients may benefit from lots of information about other stuff they do – NO. Lots no, some yes. If your newsletter is so intensively about your firm, you are making a fundamental miscalculation.

TIP #2 Monthly is better than quarterly.

Your newsletter should go to existing customers and those who have expressed an interest in working with you. A regular physical newsletter sets you apart from your competitors. They are highly unlikely to be doing this.

Thinking they are right? Do not mix up their strategies with what is best for your business though. If they are the crowd, run the other way.

Frequency does keep you top of mind. That’s why monthly eclipses quarterly. This is important, because in the next month, your customers may just be having a conversation with someone-else about your solution. Your newsletter can prompt them ahead of time to recognise they are in this particular dialogue and then remember you and be willing to refer you. A frequent newsletter frames their response during those critical times when they are discussing things with others where you might help.

Can you hold your newsletters to get you referrals?

TIP #3 Printed newsletters say you care.

Your customers are getting fewer personalised mailings. They get very few personal letters. When we get a personal letter we love it. So your monthly newsletter fills a ‘personal letter’ gap. We crave being recognised. Your customers have already shown they know, like and trust you. So your newsletter offers them a way to get to know you better. It offers you a way to be seen to be appreciating them too.

I touched on email newsletters above. They are not the answer to any question involving significant profit growth. Open rates are the inverse of postal ‘open rates’. Remember, people love personal mail. Your newsletter can and should be personal.

Print says you care. Email suggests you are cheap.

Why is caring about your customers SO IMPORTANT? The number one reason why people leave you is that they perceive you do not care about them. 68% of people who leave, think you are indifferent to them. Apathy breeds attrition.Newsletter, Newsletters, Customer Renetion, Customer Attrition, Why Do Customers Leave?, Referrals, Customer Referrals

If you take away your ‘relationship’ with your customers, what is left?
Price. And that’s not really where you want to be is it?

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Coming now!

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Is MyLetterBox the answer to the Fundraising Preference Service?

UK Charities are currently being called to discuss the implementation of the Sir Stuart Etherington review into charities, following public reaction to the way fundraising practise has evolved.

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Charity Data Services Offer

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More about - included FREE of CHARGE as part of the 5 Step Promotion for Charities

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5 Step Promotion for Charities 

AN amazing package for UK charities
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