With millions and millions of websites on the internet today, individuals and companies are constantly looking for ways to make their Digital Marketing Strategy Development efforts bear fruit. With increasing amounts of people who are potential clients and suppliers turning to the internet; we see that the business website owner must find ways to capture visitor’s attention so that the website visitor will be able to listen to the message that the business wishes to present to its intended target market customers.

It is widely known that the use of Multi Media as a component of Digital Marketing Strategy development is now the way to go at this stage of the evolution of marketing one’s business on the internet. For many companies however, they do not have the resources available in house to be able to produce quality videos on a consistent basis that will portray the brand of the organisation and strengthen relationships with clients.

If you are reading this as a business owners it is assumed that you are the owner of a website, that is taken for granted these days !! However the other question to consider is to what extent your company is making use of video as a core component of its digital marketing strategy development. We cover video marketing in the seminars and workshops on this topic [http://www.stephenccampbell.com/internet-marketing-training/] but the question to consider now is what your business may be missing out on if this method of customer interaction is not being fully utilised.

As the use of mobile phones and always on internet connectivity continues to rise, it is those companies who are able to effectively use the digital form of channel marketing to guide prospects through the sales cycle that will be seen to succeed most in the online marketing world in which we live.

Should you wish to discuss any digital marketing strategy development need, feel free to get in touch – you can check out a summary of our monthly service offering in the video above.

To your 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

I had an interesting conversation today with a colleague [Mark Stonham] and we were discussing strategy development and the conversation, for a while became centred around the internet. It was then that I started to talk about my concept of how I feel the internet should be viewed and positioned as a key component of a company’s marketing strategy.

Those of you have read my thoughts before will know that I position the internet as a [nother] marketing channel that organisations can use to get their message out to the world at large, this channel can be used to collect market intelligence, survey customers as well as being used to deliver the products and services of the company to the client.

I also went on to stress the point

that I believe that not enough

attention is paid to segmenting the

internet itself as a channel to market.

What do I mean by this ? well – the internet itself provides multiple sub channels that can be used to communicate with – some of them are :-

  • blogging
  • article marketing
  • video marketing
  • email marketing
  • social media marketing

… it is through these marketing channel that we as marketers and business leaders need to make sure that we communicate effectively with those who are to become our customers. For that to happen those clients must be interfacing with us through specific sub internet channels.

It is here that I can see where many companies are potentially making costly strategy development errors in not taking the time up front to develop their internet channel marketing strategy. It is here that they will be told which internet sub channels their clients are interfacing with most and direct them with respect to how much effort, time and energy should be directed towards any one or multple internet marketing sub channel.

Having said that, I do understand that there are many social media marketing experts that push the idea that using this form of marketing on the internet is all that is necessary – needless to say, I disagree as …

Strategy should precedes execution

… and this stands true for marketing on the internet as it does if you were to be selling products and services into a new country.

As always, I hope you find this useful – and do feel free to hit the contact button above and get in touch if you would like to discuss business consulting, training, coaching, speaking or mentoring services.

To your business success.

-Stephen C Campbell

Now to finish up this post.

Indeed, adding streaming video is a present day infomercial, personalized for the Internet. Since this has more personal and direct connection to your visitors, it has greater influence on your customers than any other form of advertising. Experts are predicting a personalized video marketing as a new trend in the near future, this would be like the autoresponders used currently in internet marketing personalization.

Could you imagine the good effects of adding streaming video ? Of course, this would help strengthen your relationship with your prospects. This would eventually contribute to more sales for you as the marketer! From a standard traditional marketing point of view – videos are here to spread your message to target customers. It is wise to get on the bandwagon and appreciate having video on a webpage now and become a leader in this vital phase of the evolution of presenting ones product and services to the world via the internet.

It is my opinion that as every business should have a presence and brand building process on the internet, those who are already on the internet should be looking to take advantage of having streaming video as part of their marketing efforts.

To use streaming vidoe on your website and choose from a selection of professional actors to convery your message to the world visit http://www.affordablewebsitevideo.com/

Stephen C Campbell