Any business must have paying customers in order to actually well, stay in business. We can readily classify client into various formats

those who:…

  • are doing business with us today
  • have already done business with us
  • need our products and services but have no relationship with us
  • are actually in our market funnel

Whatever the case all customers that fall into each category will need to be nurtured accordingly. Let’s take a look at each classification of customers in turn.

 

Current Customers

This category of client has somehow gone through the marketing funnel and one is providing services and / or products to them already. In terms of this lead the question is ‘how can we get them to come back and do more business with us’ ? in this case it makes sense to consider complimentary services or creating solutions that can be added to the initial purchases. In many cases developing a continuity based program is a great way to ensure consistent ongoing revenues..

No Relationship

These are referred to as cold leads and therefore the lead generation will be based on criteria pertaining to their search engine or social behaviour; bringing them cold will need good content, relevant content that will enable us to contact them again using retargeting this time looking to exchange their contact details.

Previous Customers

Unlike the current customers – this classification have experienced business with the company but some time has passed since they have experienced our services. With all of the contact information in hand a reactivation campaign can be made to be very targeted with an offer based on their previous purchase decision in order to bring them back as a customer. Direct Email Marketing may work well with this.

Previous Customers

Unlike the current customers – this classification have experienced business with the company but some time has passed since they have experienced our services. With all of the contact information in hand a reactivation campaign can be made to be very targeted with an offer based on their previous purchase decision in order to bring them back as a customer. Direct Email Marketing may work well with this.

As we can all see, mobile marketing as well as mobile advertising is a terrific way for a variety of business types to get the word out. The beauty of this type of marketing is that it is instantaneous and targeted. Mobile marketing and advertising is in fact a coherent channel to market, and one that organisations need to take seriously as a major promotion channel.

The message of the business in question will undoubtedly be read immediately after it has been sent out by the business marketing departments, and as organisations use mobile marketing as a part of a clever marketing strategy, they are able to offer their customers enticing incentives for following through on the offers given by the company.

Considering how competitive most fields of business are,  as a business owner you must do everything you can to stay in touch with your customers and to offer them services and/or products that they will purchase from you.

Instead of having to rely on email marketing which can become costly and often returns very few results-you can send your message wirelessly and you are all but guaranteed that your targeted customers will indeed read the text messages immediately and will likely act on them as well.

I’ll be writing more about this current, innovative and exciting marketing method in future posts. Any comments, let me know.

-Stephen C Campbell


digital online marketing

A successful internet marketing strategy requires the right amount of resources to be allocated. These resources include funding, technology, and staff levels.

You should first figure out what capabilities you have internally, so that you can determine whether or not you have the skill and knowledge you need internally or whether you will have to outsource some of the work.

After you have determined which type of internet marketing would be the most appropriate you will need to figure out the best way to track your efforts and measure their effectiveness.

You need to find a technology that will help you to keep track of and create reports on your progress in terms of your key progress indicators.

This ability to measure and track your efforts is part of the reason why companies are choosing methods of marketing. You can get a lot of useful information when you use the proper technology to track performance and activity so that you can better tweak your future campaigns to get optimum results.

For the best results, your Internet Channel Marketing

Strategies should be designed to help

with specific objectives of your business.

Your digital strategy will most likely need to be developed apart from the offline marketing strategy. This is due to the fact that internet marketing methods engage audiences and generate responses from them in a different manner than traditional marketing methods.

However, all of the channel marketing strategies you use, whether digital or traditional in nature, should still be complementary to one another and consistent with one another.

digital internet marketing

These days the big thing in marketing is taking advantage of all of the digital options that are available to you. These tend to be a lot cheaper than using many of the print forms of advertising, so there is no reason not to venture into using at least some of these marketing methods.

In many cases it will only cost you the time and effort to develop the campaign itself. The strategies that are used in digital channel marketing are similar to those used in traditional marketing. The main elements that are used for the creation of a strategy still include …

  • objective setting
  • customer segmentation
  • resource auditing
  • positioning
  • targeting.

Your digital channel marketing strategy should begin with the selection of a target audience.

You will want to target a group based on your product,

brand, and positioning and do so in

the most effective manner that you can.

This means that you will need to do some research on the market, set appropriate objectives, and then implement strategies that will help you to actually meet the objectives that you have set.

For a through the line campaign, you will want to plan how to integrate your digital marketing into your multi channel marketing strategy. Digital marketing is not unlike any other marketing method. In order to provide real value it must fit in well with the overall strategy that is planned for your business.

It is important that you be able to analyze the results of your strategy, so it needs to include targets and objectives that are clearly stated. Regardless of whether you are going to use an email, search, or mobile platform to deliver your message to your target audience, the approach and the strategy that you use should make sense given the behavior of that audience.

You need to make sure that you are not trying

to communicate with users in a manner

that isn’t likely to reach them.

Your marketing message must be communicated clearly and must differentiate you from competitors when you use digital marketing campaigns …

…just as it would have to be with any other type of channel marketing campaign. You can use various channels in order to get people to come to your website, including mentioning your website in radio or TV ads or placing it in print ads or on billboards.

It is very interesting for me as a Business Marketing Strategy consultant to see how much of a shift of an emphasis

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there has been in terms of corporations focussing on making use of internet marketing consultants. We know that a large percentage of the cost of getting a product to the end user is taken up in distribution channel management and dynamics and; this is an area that I spend a lot of time consulting in. However, with that said the internet is being used to assist with distribution channel management as well as in pushing products through various other channels to get to the end user.

So what should companies [large and small] do in order to get going with fully incorporating the internet into their overall business marketing strategies ?? I would advise to stop and consider two aspects :-

  • The internet as a promotion channel
  • The internet as a consumption channel

That is to say, ensure that there are two distinct strategies on the table for tackling how the organisation communicates with the end user in order to get the message of the product and/or service out to the world at large using the internet. Second, consider how existing products/service may be modified in order to allow the user customer to sample or fully consume the company’s offerings via the internet.

These are but two of the items that I consider when going through the thought process of developing a marketing strategy and using the internet as a primary marketing channel.

Any thoughts / comments / want me to help to your business ?

Feel free to get in touch ?

-Stephen C Campbell

Internet marketing training programs are growing in demand as more and more corporations are correctly placing the internet in its correct

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position in terms of the overall business strategy development activities that will determine where the company is going.

The question is, where is the internet to be placed in terms of the development of the corporations marketing strategy and the answer is as a marketing channel.

Channel marketing is a component of the ever popular marketing mix, more commonly known as the 4 P’s and comes under the Promotion and Place P’s :-

  1. Promotion is for getting the message out to the world at large
  2. Place is for the channel where the user purchases the product and/or service

For the small business owner and work from home entrepreneur – I have developed the Internet And Direct Marketing blueprint which is an internet marketing training course designed to give the internet marketing entrepreneur the tools to market their product making full use of the internet.

As for the corporates – they should look at the internet in two ways :-

  • As a marketing channel to promote the products and services of the organisation
  • As a distribution channel from which the end user customer will end up consuming the products/services as developed by the organisation

If you are reading this as a result of you wanting to gain some expertise in making use of the internet as a marketing channel, check out the internet and direct marketing blueprint.

Any thoughts, comments ? get in touch and let me know.

To your Internet Channel Marketing success,

-Stephen C Campbell


As this was written years ago I was in the middle of preparing material to deliver corporate business strategy training and was preparing to cover social media marketing strategies as social media marketing strategy for business is very topical these days and becoming more of an important marketing channel for companies both large and small and from varying market sectors.

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The case in point is that when many corporations look to make use of the new technologies – there is very often confusion and overwhelm in terms of which direction to follow; which tools to use, how often etc. Shall they use :-

  • Blogs
  • Search Engines
  • News Engines
  • Other Websites
  • Micro Blogging
  • Peer Reviews
  • Feeds

…. and the list could go on and on. It is unfortunate that at times the key message and brand communication of the corporation is thrown out as companies dive into making use of social media for business.

The key lesson, learning or take away point is to put critical focus on the organisation’s message from this strategic approach you should be able to determine which of the hundreds of platforms are most suitable for you to both communicate your message and to [most importantly] listen to what current and prospective clients have to say.

As we roll out our strategic seminars that focus on combining the new technologies with ‘traditional existing business marketing strategies – do get in touch if you’d like us to deliver at your venue [no matter where you are in the world] or work remotely to help you shape your strategies.

I update this post in April 2015 and the video above being recorded at the beginning of the day as I prepare to deliver a Strategic Social Media Marketing consulting and training seminar as the company I was hired by look to enhance their presence within the social media networks.

You will see from the video that there is a focus on Channel Marketing, as I approach this topic we have many channels that businesses use to interface with the market such as Telephone, Radio, Direct Mail and of course the Digital Marketing Channel, we can then further segment this channel to market to get down to the Social Media Marketing channel. In consulting I do stress the point that the other channels to market as appropriate need to be interfaced with, and we recommend an integrated approach tying in e.g. Direct Mail and the Telephone with the Social Media Marketing activities.

Whatever final plan is implemented depends of course on the market sector being operated within and the specific needs of the business in question, there is no ‘cookie cutter’ approach, therefore we adopt a strategic digital marketing and social media approach when advising and working with businesses and we suggest you take the same approach when embarking on looking at and refining your own company’s digital marketing and social media strategies.

Thanks for reading,

Stephen C Campbell

The topics of Business, Sales, Marketing and the Internet and their relation to each other is perhaps one of the most relevant topics of conversation that need to be take seriously by all business owners.

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It must be stated time and time again that it is the Sales and Marketing that is the heart and soul of any business – not the products and services that are on offer !

The last point made above is a tough one to take in for many business leaders that fall in love with what they have to offer to the public at large – [ i.e. their product or service]. When this happens, we see that the focus on presenting the message/brand to the marketplace that was originially targetted fall away from an external to internal direction of attention.

The process of marketing is used to effectively target just ‘who the products and services are for and then this is where the sales process takes over in order to effect the sale. As for the internet – it is a wonderful tool and the subject that I am being asked to speak about the most. In short – we have to use the internet as a supplementary tool to act in conjunction with the ‘standard offline strategies and processes that have been developed.

The internet for sure is a wonderful Sales and Marketing tool but first, any company needs to have well defined messages for which they will be making use of the internet in order to convey that message.

Any thoughts on this ? need my services ? get in touch.

Best,

-StephenCC


I gave a presentation the other week about the process of marketing and the internet. It was interesting to see the reaction and anticipation of the audience when I got through some 30 minutes of the business marketing strategy information output without really going into any real depth about the internet.

The point that I am always trying to make is how to view the internet as a part of the overal business marketing strategy of any organisation. Of course all large and small companies know that they need to have a website, this is where I see so many problems in relation to the development and execution of a business internet marketing strategy. That is to say, there often is no strategy – the website is ‘thrown onto the internet because the Small Business Owner has been told that they must have a website [which is true – I would say].

As I develop key Business Marketing Strategies from conception to implementation it is the message of the organisation that needs to be clearly understood by the business owner before that message can be communicated by any medium. That is where it comes to the message that I am constantly putting forth …

View the internet as a Marketing Channel

  • If your message is not clear
  • If you have not defined your key Marketing Segments
  • If you have not identified the most appropriate Channels To Market
  • If you have not taken the time to define the Profile of your Ideal Client.

… And of course the list could go on with all of the components that a Strategic Business Internet Marketing Consultant [the function that I provide] bring to any business. As you would hire a chef to prepare the food in your restaurant [and not try to learn how to cook yourself] – hire in a Business Marketing Strategy Consultant to help take your business to the next level.

Any comments, let me know, if  you need any consulting – get in touch.

Best,

-Stephen C  Campbell

It is essential if you are starting a new, home-based business that you plan every possible thing that could happen. Not only does this help you reach a goal for the future, it also helps if you are trying to get financing for your

home-based business. This important information is what makes up a home business model. And there are four basic components of each stage of building a business. A great business model can only be composed after the components of each stage have been identified.

The components of a home business model include the infrastructure. The core capabilities are capabilities and competencies necessary to execute a company’s business model. The partner network is the business alliances with complement other aspects of the business model and the value configuration, which is the rationale that makes a business mutually beneficial for a business as well as its customers. The offering of a home business model is the value proposition.

These are the products and services a business offers. In short, it is what the customer gets for what the customer pays. A customer can evaluate a company’s value on two broad dimensions with multiple subsets. The vendors marketing and sales efforts offer a customer value proposition. Next come the customers. You need to know who your target customers are, the target audience for your business products and services.

The distribution channel is the means, which a company delivers its goods and services to a customer. This could be through a simple means as the postal service or a major trucking company driving your products across country. Customer relationship is key in a business model.