Huddersfield’s 315 Bar & Restaurant recently celebrated the successful launch of their state-of the-art health spa, a welcome addition to the popular Lepton-based eating spot, who already offer quality contemporary cuisine, lavish bedrooms and a stylish event space.
Having worked with 315 from their initial set up in 2011, it has been great seeing this stylish establishment grow and extend.
The launch of the spa was a huge success and the restaurant saw a record number of covers from people eagerly anticipating their VIP health spa guided tour.
In the run-up to the spa opening, we ran a VIP email campaign, along with a new brochure and quirky treatment ‘menu’ which were produced and VIP invitations were also sent out.
In the aid of research we attended the event where we were wined and dined over a three course lunch, enjoyed a guided tour of the new facilities, which include a hydropool, salt steam room, raindance shower and bio sauna; and of course we were also treated to a nice glass of bubbly. Cheers!
Discover more about this project www.wilsondesignhouse.com/our-work
Chances are you have a business to advertise to the online world and it will generally fall into one of two categories, it’s either an online store or it’s an information ‘about my business’ style of website.
Either way and by whatever means people in whatever numbers, visit your website and leave.
Now there are lots of tools and programs available that will tell you how many people have visited your site, how long they’ve stayed there even which pages they have visited. But they still leave and you have no idea why they came, what they wanted or why they left.
How much would it benefit your business if a percentage of these visitors gave you their contact information just before they left?
Now this isn’t new stuff, in fact I’ve been writing and giving talks on this for over 10 years but after all this time I still don’t see any improvement in the number of businesses that actually implement it.
But if you do implement and add just this one thing to your existing website I guarantee you’ll soon start to see your website delivering leads and contacts to your inbox.
This will work in any business regardless of business type.
Below is an overview of the system I will go into more detail about each of the steps in future newsletters.
Difficulty level: Easy
Technical Ability: Easy, will require a small change to website
Step 1 – Create your Lead Magnet
People visit your website usually looking for an answer to a specific problem they may have. If they don’t find it on your website within a few clicks they will generally leave and move to the next site.
This is where you need to offer your Lead Magnet to the visitor.
What is a Lead Magnet?
Basically a Lead Magnet is something of a perceived high value to the visitor in exchange for their contact details.
It should be relative to your business and you want to create a real desire to download it. Simply put, the better and more desirable you can make you Lead Magnet the more leads you will get.
Different types of Lead Magnets
Ideal if you sell a wide range of products, the visitor may not have the time here and now to look through your entire product range, so give them the option to download your catalogue as a PDF and read through it later.
The “How to” guide
The how to guide is great if you don’t have a physical product to sell as it can be extremely versatile.
As the name suggests this type of magnet usually promises to tell visitors how to do something, how to solve a particular problem or how get the most from something, how to choose the right… you get the idea.
10 – ways/secrets/principles/top tips/things to do
It doesn’t have to be 10 ways, it could be 5 or 3 or 27 I hope you get the idea. But few people can resist the headline.
“9 Insider secrets you should know before you hire your next building contractor”
Just think of some of the things you do in your business that others don’t and say a paragraph about each of them.
The mini course
The mini course allow you to break up your content and deliver it in bite sized chunks. This can work for loads of businesses and helps build a good relationship with your reader.
Think about how someone would use your service or product – is there different stages to it? If so this is a perfect Lead Magnet to showcase your business and adds tons of value to the reader.
This type of Lead Magnet will only work if there is enough up front benefit to persuade visitors to sign up to become a member and your business needs to fit this business model.
There are other types of Lead Magnets but I hope this gives you a good starting point and please don’t think you have to create a 100 page fancy document for people to download.
It could be anything from a one page bullet point list or even a link to series of short videos.
The most important thing is to deliver value, do that and you’ll have customers racing back for more.
Next edition: What to do now you’ve got your lead.
If you would like to know more about creating a Lead Magnet for your business call Richard on 01226 771000 or email firstname.lastname@example.org
1. Toy’s R Us
It’s a magical place we’re on our way there… This soundtrack has been on our screens since the 80’s and we love the song as much today as we did back then.
2. Quality Street
The heart-warming Magic Moments advert where a little boy gives his favourite lollipop lady a box of chocolates making her day, aaahhh.
3. Yellow Pages
The little boy who is desperate to give his childhood sweetheart a kiss under the mistletoe, but he’s too short, so uses the Yellow Pages and just manages to reach for that mistletoe kiss, so sweet. This advert paved the way for short people everywhere to be asked ‘Need the Yellow Pages’. A great bit of advertising.
Their 2014 ‘Christmas is for sharing’ advert was a real tear-jerker. Made in conjunction with the Royal British Legion, it focuses on a Christmas Day football match between British and German forces back in 1914.
Looking for the best presents? Check this website.
This is what John Wanamaker, one of the largest retail merchants in America in the late 1800’s once said…
I quoted this to my team when we were having a meeting on how to promote an upcoming exhibition for a client.
You see, we use a lot of different media to promote this event. And we test all these media – vigorously.
We asked every visitor when they come to the exhibition how they heard about it.
When a visitor downloads a ticket, they have to tell us how they got there.
We study our analytics, we can see which links are working and those that aren’t.
We use different direct dial numbers that are exclusive to specific ads.
We use different web links for specific promotions… The list goes on…
And after we’ve done all this – at best, like Mr Wanamaker – I know we’re still only 50% right. Should I be happy with 50%? Dam right I am.
Earlier this year we promoted a different exhibition and we added radio to our marketing mix – the results were there to see. Home run.
So now because of this “new media success” we are adding radio to promote this exhibition, but we haven’t taken anything else out – just trimmed here and there. Always testing, monitoring and tweaking.
Are you doing the same with your marketing? Or do you just leave it to chance?
Times have changed, research into your business or your product can now be done, on the smart phone, anywhere. Buying decisions are now made long before a phone call to you is made or a visit to your store is done.
And whilst when asked, most customers will say to you “I found you on Google”
Remember this – unless you appear on page one of Google for the product you sell, or you are running a pay per click campaign, or there is another direct link to your site that you can measure and is directly accountable – something else got them there.
This is why perhaps that most traditional medias are often bypassed in favour of online medias and I can see why, online marketing allows you to monitor every single click, every like, every visit, there is a reason why people look for the best Los Angeles Facebook Ads Company. You can get a much more accurate feedback from online marketing and because you only “pay per click” and likes are “free” you may feel as though none of your marketing is being wasted.
If only that were true. Google Adwords has made it very easy for you to get visitors to your website, but at a cost and that cost is rising and if you want a good ROI (Return on Investment) you must constantly split test your account, research and fine tune. Do it well, build a good lead generator on your site, create a good follow up sequence and you can build a system using Adwords that will constantly bring you a stream of new customers on auto pilot. You’ll know your numbers, you’ll know your conversion rate, but you’ll never be 50% right. You should also try to connect your Google My Business accounts and manage GMB properties from one dashboard as suggected at www.localviking.com/schedule-google-posts.
No I’m afraid, getting your marketing right 100% of the time is something that people like me and you will strive to attain 100 years from now. But if you know, really know your market, develop a strong message, test different media and develop a system for converting enquiries into customers you’ll know your numbers, you’ll know your cost to acquire a customer (and there is always a cost). Then you’ll have a starting point on which to improve on.
The word unique is often overused, but in the case of 315 Bar & Restaurant in Lepton, opened last year, there really is nothing like it in the region.
With a string of successful event launches under their belt the team at Wilson Design House were approached to handle the marketing and launch of 315 Bar & Restaurant.
Our initial task was to create their corporate branding. This was incorporated onto the signage, menu’s, stationery, advertisements and more. Working closely with the owners and interior designer we ensured everything worked simultaneously, from the wallpaper to the menu’s.
- Superb interior design and photography take centre-stage
- A technical website delivered with simplicity
- **SPOTTED** 315 feature in the latest edition in Yorkshire Life
- Fixby Hall launch their wedding brochure
- New sports range showcased
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