The function of any business is to service its active set of clients and that is where the area of expertise will lie. In this technology enabled world most companies know that they need to have a website – even though there are many companies out there in the world who still do not even have a website for their business !! Company owners also know that the internet has a big part to play in making sure people actually know about the products and services that they have to offer.

This leads us on to how marketing and the ongoing development of business strategies have changed over time. This leaves business owners with a decision to make, spend the time learning about all of the complexities of pushing the marketing message of their company out to the internet or, bring in outside consultants [such as Stephen C Campbell Consulting] to look at their top level business strategies first, and from thereon look to be able to develop an internet strategy that will incorporate the [more traditional non internet] existing business strategies with what must be done online.

As it stands at the time of writing we are seeing a shift from the dominance of online Search Engine Optimization to that of the ‘votes that any company receives in terms of online reputation and reviews based on the comments and feedback given to the company online by its previous and existing clientele.

We are also seeing a major shift towards mobile, that is to say – the number of people accessing the internet from mobile devices will overtake that of the desktop very soon. So how does the business owner cope with just these two [major] shifts ?? With all that there is to learn in the world of Mobile Apps development and Mobile Optimized Website design, the standard business would have to diver their attention from their core competencies.

At times a company can afford to hire an expert which works at times but very often leaves the company at a disadvantage as this person becomes locked into industry specific activities and modes of operation.

As we run in house strategic level business training in the fields of :-

  • Business To Business Branding
  • Channel Marketing
  • Internet Strategy Development [how to incorporate with existing strategies]

… we have seen our service business grow as more and more companies need the internet marketing based benefits such as

  • Search Engine Optimization
  • Reputation Management and Marketing
  • Mobile Websites Design
  • Text Message Marketing
  • Mobile Apps for Business

… to propel their operations forward. We see the growth in the future of acting as the marketing arm of businesses as we have the inhouse expertise of the core services as well as the know how of blending the online activities with what needs to be done on the internet.

It is what we consider to be exciting times when it comes to our own company’s marketing strategy development as well as what we see when working to build the businesses of the organizations that we partner with.

Looking to make more use of the internet in your business ? do you have a website that was implemented by a designer and you have not yet seen any real changes in your business in terms of …

  • Lead Generation
  • Online Reputation Management
  • Customer Satisfaction Rating

…. then feel free to get in touch with us so we can have a conversation to see how/where we can work with you to help your business grow.

To your marketing strategy development success.

Stephen C Campbell

As we see marketing continuing to change in terms of the requirements of the end user clients, it is clear that the use of Mobile as a marketing channel is one aspect of business that cannot be ignored any longer. In our consultancy we are currently targeting the legal sector, identified various companies to work with as we see that this is a market sector that people are accessing via their mobile devices on a daily rising basis.

The point to make is that as you can imagine, the reasons why people will call law firms vary widely and more and more people are calling law firms from their Smart Phones & Mobile Devices. Now, if you ask the question regarding what the core competency of Legal Companies are it is of course in the legal expertise which they charge for. It is not about keeping up to date with the latest movements and updates when it comes to marketing on the internet which includes the strategic use of Mobile Websites and Apps.

With the vast majority of the legal firms websites that we survey not having a mobile optimized website the first step is to make contact and to get a mobile optimized website designed and developed. Generally speaking we advise clients to use their Mobile Website for bringing in new customers and clients into their marketing funnel, when we go on to develop and App this is typically used to connect with and keep in touch with those who have developed an ongoing relationship with the law firms.

The specific functionality of the mobile website and app for the legal profession will of course vary based on the actual service offering of the law firm. This is where our Marketing Consulting expertise comes into play as we consult with our clients before we design and develop any Mobile Website or App. This is to stress the point that we are Marketing Strategy Consultant and the use of the mobile website and app are an extension of the marketing strategy of the company we are dealing with.

In summary, this is about Marketing Strategy Development and challenging those who have been given marketing development opportunities within the law firm [typically they will not be marketing professionals] to embrace this particular marketing channel upon which they can use to expand and promote their business.

To learn more about mobile marketing in the legal sector click on the link and contact us so we can begin working together, get the free report or read more of the excellent mobile marketing content that is provided there.

To your mobile marketing success,

Stephen C Campbell

In this day and age more and more people [i.e. your clients and customers!] turn to their computers and mobile devices and  hence the Internet to look for LOCAL products and services.  Long gone are the days when people pick up the Yellow Pages first to find what they what they need – just because the internet is so accessible with the amount of smartphones in use. Stop a moment and think about it when was the last time you picked up a copy of the Yellow Pages to look for information ?

The Internet is the first place people look when they need to find information on any product or service, with the use of mobile devices and smartphones the internet has truly become an integral part of our daily lives – this is why we created the Reputation Management Marketing Solution for Businesses.

To give you an idea about how powerful Internet usage is amongst consumers, here are a few statistics:

  • Almost 250 million searches for products and businesses are performed per day on Google alone.
  • DM News reported that 35% of all Internet searches are local.
  • comScore reported that 90% of local commercial searches result in offline bricks and mortar purchases.
  • Online marketing is expected to be 15% of all media advertisement spending in 2013. It’s currently approximately 7.6%.

With billions of LOCAL searches being performed online each month, the Internet has officially surpassed the printed Yellow Pages book, newspapers, and other traditional marketing methods when it comes to overall effectiveness.

Online marketing has even gone beyond the computer… mobile phone Internet usage is also growing at astonishing rates, which we will discuss in more detail later in this report.

The global connection created by the Internet has changed the way the world communicates, gathers information, and markets its products and services.

While the technology is fascinating, this global connection has also created problems for some local business owners.

As a business strategy consulting working with businesses from multiple market sectors on an international basis there are certain trends that are so dominant that for ongoing consulting and training sessions I cannot help but point them out.

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One of these trends is the astounding use of mobile devices (smart phones, iPads, tablet computers & other mobile devices) by the population at large. Of course it could be pointed out that this is mainly for personal & social purposes; however – the business person must also consider those business purchasers looking for information (as we consider business to business marketing) and; those end user clients who are out searching for news and information using their mobile devices. Given the small screen size, it is becoming critical not to present searchers with a full blow website but with the reduced options given by your business mobile website.

One of the things to point out is that for those searching for news and information using their mobile devices is that they probably are not looking to read essays on your company, latest press releases and full length biographies concerning your business’ executive staff.

More to the point is that they wish to contact your company and find out where you are located. Granted, in some cases it may be that internet searchers are looking for detailed information but for the purpose of the mobile website – I am of the opinion that ‘less is more’. That is to say – when it comes to the options given on a mobile website, present the user with contact details and location information as a basis and; give them the option to access the full blow business wesbite as well.

As a business strategy consultant I am pointing out the fact that the options presented in your mobile marketing business website should be a subset of your ongoing business strategy (not an afterthought or something passed on to someone in the company who has some technical information & knowhow !).

What we call a ‘tap to call’ mobile marketing wesbite will be sufficient for the majority of businesses; this would in most cases have location map details included allowing the searcher to easily contact your company (and will have the option to access your full website).

Managers and business leaders – please do not relegate the decision making regarding the mobile business website that your company must have down to the technical staff. Bring the decision and strategy direction up to the business level discussions where revenue generation is being considered and how the company can bring more customers into the marketing funnel.

Mobile marketing business strategy is included as a full session in my consulting and training work – if you’d like to engage with a consultant with an international perspective and experience in working with multiple blue chip organisations, feel free to get in touch in order to discuss your business and internet [including mobile] marketing strategy today.

To your business success,

-Stephen C Campbell

It is taken as standard that all businesses will have a website presence these days. Just consider the questions that you ask when someone is informing you about their business whether it be the largest corporate or a Small & Medium Enterprise organisation. At some point in time their website address will come up in the conversation or maybe viewed on a business card.

Now consider the rise in use of mobile phone, or should we say – smart phones and the number of tablet devices that are being used to access the internet on a daily basis. It is with that in mind we can attach the significance of businesses making their websites easily accessible for mobile devices.

So the question is, are you a local business owner ? are you responsible for marketing your business and for getting the message out to the world at large ? if so then what is the current state of your website in terms of allowing clients to have easy access to the content that they are looking for within your site.

Due to the market demand and customer feedback we have started to provide mobile marketing websites for businesses – take a look at our sister websites over at http://www.MobileMarketingBusinessWebsites.com/ which will give you an idea of the what a mobile website is, why you need it for your business and how you can get in touch with us so you too can have the right mobile website for your business.

When we say ‘the right’ mobile website for your business, what do we mean ? well to be brief, most of the times when someone is searching on a mobile phone, they are not interested in reading an essay on your company, they most probably want to know your location and in many cases just want to call your business. This is where the ‘Tap To Call’ mobile website comes into play – this gives the searcher a simple mobile website of your business with only a few options, one of which is a BIG BUTTON which when they tap it; they call direct to your company.

As you continue to plan and refine your business strategy – be sure to include the mobile marketing specifics into all of the marketing execution that you do.

To your mobile marketing success,

-Stephen C Campbell

 

The topic of the relevance of the use of internet marketing for business to business sales is one that often gets posed by those marketing decision makers who get presented with options for spending money on things such as :-

  • Search engine marketing
  • Social media marketing
  • Content generation
  • Podcasting
  • Video marketing

… and other internet marketing tools and techniques that (of course) should only be deployed as part of a defined strategic internet marketing plan that fits into the organization’s business strategy.

So, to the question of whether or not a SME, multi million or even billion dollar company can make use of the internet to sell items that other businesses need to function.

To deal with this question adequately in this post, let’s remind ourselves of some of the characteristics of business to business sales which consist of :-

  • Typically long sales cycles
  • Ateamof decision makers
  • Long term contracts

… there are of course other points to consider but those above will suffice for our discussion in hand.

First if we consider the sales cycle we need to bear in mind that the search for information on specification, functionality and other parameters in many instances take place online first, this is of course in addition to the traditional methods of browsing catalogues for the information needed to ultimately make a purchase decision. With the growth of the use of mobile devices and more people turning to the internet to consume the information they are looking for, the opportunity exists for businesses all over the world to be the ones providing the information (also outside of their main company website domain) in order to lead clients through stages of the sales cycle.

So we have touched on the sales cycle which could last for weeks, months or even years. The point is that our company can be the source producing the content that ourtargetend users require, this can be in the audio, video. text, multimedia, webinars and other forms that the internet allows us to produce content in. If the client needs ball bearing specification information, we can make it as easy as possible for them to find that information with us as the source.

As for the decision makers, the structure of the information that we produce should be crafted in a manner that will call for relevant viewing and input from various stake holders within the organisation (of course we will understand ourtargetmarket well enough to know who these decision makers are !!). As we engage with the decision makers this falls into the length of the sales cycle and the more engaged the prospective clients are, the more they will value our expertise and authority which at the time of the purchase will make the price become less relevant (in terms of them using a high price as a reason not to purchase).

In essence for business to business marketing, the smart thing to do is not to aim for on the spot purchases, whilst this could result in desired outcomes, the thing to aim for is that of quality lead generation. Using the Internet Channel Marketing framework, your company will decide which of the internet marketing tools is the most appropriate for engaging with yourtargetmarket for building relationships and taking them through the process of the sales cycle, binding them into our organisation as the go to source for quality education related to the products and services – that can be purchased elsewhere.

In conclusion, when the choice is to be made, the relationship that has been developed by using the internet marketing tools will result in us being as one of the main choices when it comes to making that all important purchase decision.

Is the internet appropriate for Business To Business Marketing ?  absolutely so, if you are not actively using the internet for market to and engage with other businesses. Take a look at how you can integrate the internet with your existing business strategies today.

Any thoughts or comments ??

Feel free to get in touch – just hit the contact button above.

To you business internet marketing success.

Stephen C Campbell

qr codes marketing mistakes

Common mistakes business owners make when using QR Codes and how to avoid them

QR Codes are two-dimensional codes that connect mobile users to your online presence and can be a powerful marketing strategy. However since it is a new trend, there often costly mistakes that business owners make that can be avoided. This article looks at the common mistakes and how to avoid them when using QR Codes to market your small business. Here are three that I have picked out for the purpose of this article.

1. Not having a clearly defined campaign strategy.
Often business owners will jump ahead of themselves, print a few QR Codes, stick them somewhere and hope something happens. Yet for QR Codes to be effective, they must be the end result of a well thought overall strategy that is based on plenty of market research.

It is important to have specific goals your business wants to achieve such as to get moreFacebooklikes, to subscribe more people to your newsletter, to increase sales in the month of November 2011 etc.

In addition, it is vital to conduct thorough market research on yourtargetmarket and to know how well they understand what QR Codes are, how to scan them etc. If you’retargetmarket is technophobic, you will need to incorporate a lot of educational instructions or decide that  QR Codes may not be a good idea.

2. Not testing your QR Codes
A surprising mistake business owners make is not testing their codes. Although QR Codes are free to generate, your media ads are paid for so if a code is faulty, you will have wasted a lot of money on your ads.
You should test your code in the following ways:
* Make sure they work on various mobile devices
* Make sure they work with various code reading apps
* Make sure the color contrast between the code and its background is friendly so that it’s possible to scan the code. Plus make sure the code is sized correctly.
* If you are using codes in outdoor locations, go to each of those sites and check that there is Wi-Fi in the location. After all with no internet connection, QR Codes will not connect to your website.