It is safe to say that the majority of the existing strategies that have been developed for small businesses (SMEs) as well as some of the larger corporations were originally developed before rise and rise of the internet in our personal and professional lives.

Now we have to deal with Search Engine Optimization, Social Media Marketing, Mobile Optimized Websites as well as the widespread use of Mobile Apps. The point being that to be successful, long standing business strategies need to be modified accordingly or said another way, the online strategies that are developed need to be done so by incorporating more traditional [offline] strategies into every activity that takes place on the internet.

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We like to stress the point that it is not about ranking a video on YouTube, or even ranking a website in Google, or about how many tweets that are put out. This is how we differentiate our services to clients when it comes to working with them to develop their go to market online strategies. It all starts by understanding their core business strategies, i.e. their :-

  • Channel Marketing Strategies
  • Branding Activities
  • Distribution Channels
  • Market Segmentation
  • Category Marketing Choices
  • Lifetime Client Value
  • Unique Value Proposition

… and the list can go on and on, the point is that using the internet does not mean that these core business fundamentals change. This is why we caution businesses that even if they do not work with us, they need to vet carefully who they work with.

The person or company who is the best technically may not be the best at making sure that your business’ marketing strategy is appropriately conveyed via online internet activities in relation to your business.

So in conclusion : your business’ strategy may well need to be modified accordingly to ensure that the internet is incorporated, you as the business owner do not need to know everything about how this is done but you need to make sure that whoever you use understands marketing fundamentals as well as the ins and outs of how to incorporate the internet in the go to market strategies of any corporation.

This is our specialty which we look to continue to develop, any question, comments or thoughts, feel free to get in touch.

To your business success,

-Stephen C Campbell

I have found that there is so much confusion around when it comes to developing and executing an effective internet marketing strategy. I use the word strategy deliberately as in discussion with various business leaders in London who have interfaced with many of those offering social media [with no experience working in marketing & developing marketing strategies] & internet marketing services; there seems to be a notion floating around that putting up a few facebook pages, twitter account and linkedin pages constitutes an internet strategy.

Having worked with and consulted for organizations such as Swatch Group China, Black & Decker, Iveco Trucks & Genworth Financial our business discussions centre defining markets, segmentation, branding, products, services and utimately revenue generation. Where the internet comes into play is how being used as a channel to market – that is either to :-

  • be used for communicating the message of the company
  • be used for delivering the product / service to the end user client

… of course, depending on the product or service offering the internet may be used for both of the above. If you are selling lathes or ball bearings then the internet will fit into your strategy for the purpose of promotion and communication of your message.

The internet is a very ‘big place’ and potential clients can be found

  • in forums
  • in vertical directories
  • via white papers
  • via podcasting
  • through organic search
  • via paid search
  • through video content
  • social media

… and the list could go on and on !! The question to be answered is – where do we find your potential clients on the internet – and how do we best service them in terms of delivering quality, relevant content [as opposed to spamming people after you’ve gotten them to “like” your Facebook page !!]. I say this tongue in cheek but, the point still remains that many organizations are doing themselves a misservice by relegating the internet marketing activities [in some cases] to those who have the most technical understanding.

To further drive the point home – the industrial purchaser looking for specifications on sopecific building materials, lubricating liquids, ball bearings, metals or such product – where do they have to go to find out about your products ??  If you are expecting them to visit your website then maybe you need to revisit your internet strategy as the internet is a bit bigger than your website !! Revisit the list above and determine whether or not they will find you in these internet locations.

I say – bring internet marketing into the boardroom, executive level managers – this is not just about social media. When you are looking to hire someone to assist with your internet strategies, have a business level strategy discussion that does not include the internet. As about

  • market segmentation
  • business to business marketing
  • branding fundamentals
  • new product introduction
  • price elasticity
  • channel marketing

… and if your [potential] consultant can engage with you at this level, and she has a firm grasp of the internet, she will most likely be able to assist you in using the internet in your business.

If you would like to discuss internet marketing consulting in your organization – feel free to get in touch.

To your internet marketing strategy success.

-Stephen C Campbell

As I was discussing during my radio program a few weeks ago, China is now officially the world’s second largest economy …

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… overtaking Japan and as far as we can see the business opportunities will continue to rise in the coming years. After my very first business consulting seminar in Shangai [in Channel Marketing Strategies] focussing on the Internet and Distribution,

it was very educational for me to learn from some of the executives who I was standing in front of for days delivering the first of many marketing strategy seminars and consulting sessions.

Having managament from different industries all desiring to have their needs met meets with certain challenges, however as I am striving for excellence – I was happy to stretch myself up into new comfort zones.

With there being a shift from China just acting as a manufacturing arm for many of the world’s Multi National Companies to being an economy that is innovating and producing goods and services that needed domestically and internationally, we see a corresponding need to learn from the west in terms of process management and strategy development. The point is that – by learning in the form of taking in business consultants from the West, the country will save itself years in terms of trial and error, not to mention the amount of money that goes with that.

With all of the dynamics that goes into piecing the economies of the world together, as a business consultant I can see many opportunities for strategyt consultants like myself to lending a hand to the development of the economy of China.

With that said, I look forward to many more interactions and learning from as well as assisting Chinese [based] companies to grow and prosper as the dependency on the strength of business China continues to be one that is growing.

Marketing training programs are essential to businesses given that marketing is the heart and soul of any organisation.

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In addition to this, taking into consideration that we are living in tough economic times where there is a constant battle going on for the products and services of the organisation in question to get noticed by the end user customer.

With budgets being cut in all areas of businesses, executives realise that the amount of attention and focus that is put on marketing training programs has a direct bearing on product sales and revenue generation. Whilst executing the marketing training programs that I provide and working with company leaders and personnel directly we can see various trends within most organisations.

One trend is the danger of continuing to do what has always been done, this is where credit has to be given to managers who continue to make monies available for staff at all levels within the organisation to attend marketing seminars and workshops. Of course, it is important to make sure that the appropriate marketing training provider is chosen to be able to provide relevant perspective and challenging questions and comments to the attendees.

Indeed, it is the diversity of thought and perspective gained from paying attention not only to the industry in which we work but by also looking at works in other industries and applying specific principles to our organisation. This is where a skilled marketing trainer with a varied background, education and experience can be worth their weight in gold to any organisation and contribute to generating extra revenues and acquiring new customers and holding onto existing ones.

If your organisation is stalling or suffering from doing the same things over and over again, could it be that paying attention to existing marketing strategies and well as …

  • Developing Marketing Channels
  • Ideal Client Profiles
  • Understanding the Contribution Margins with Distributors
  • Developing New Marketing Categories …

… help towards the overall development of the business ?

Always interested in knowing what you think – make a comment or hit the contact tab above.

-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.

Now that you are convinced of the need for multi channel marketing, you should consider all of the different options available and how they might be useful to you.

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First, there are the more traditional print marketing strategies, such as

  • direct mailings
  • inserts in various papers
  • magazines
  • catalog ads

Next, you can do email marketing campaigns. You can use your customer database, or you can use squeeze pages to get potential new clients to market to. You can also use co registration or advertise on other people’s newsletters.

Another big trend is to use social media, either by placing advertisements or adding blogs or videos. You can join different networks as well to get your company name out there.

Search engine marketing is another common strategy. You want to do things that will get your website listed near the top of the results through various SEO techniques, as well as using RSS feeds, pay-per-click campaigns, link building campaigns, and tagging.

Radio and television ads can also be used, including short or long ads or infomercials.

Take advantage of free and paid public relations opportunities, and use inbound and outbound sales calls and teleconferences as well in order to market your product.

Joint ventures with other companies that offer complimentary products can also be of great benefit.

You will have access to their customer databases and marketing efforts as well as your own, and as long as the products are complimentary you should be able to increase your sales since the target audience of both products should be similar.

It is a great way to reach new people that are likely to be interested in what you have to offer.

The options listed above are just a few of the opportunities you can take advantage of in order to set up your multi channel marketing campaign.

At the end of the day, your goal for all social media projects should be to earn some type of return. Now, this return might not be immediate; and it may even take months or even a year to realize.  But with that said, your goal should still be a return.

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This is a continuation of providing information from my how to make money online product [InternetAndDirectMarketing.com]. In the bonus I have recorded a 2 CD set on social media marketing strategies. Now back to the theme. With that in mind, think about how you can make your social media marketing ventures more profitable. One way you can do this is to cut down on the amount of time you spend doing things that aren’t profitable.

For instance, on a daily basis, you might receive Facebook friend requests, Twitter follower requests, and other requests; however, rather than processing each one as it becomes available, you should think about doing it on a weekly (or at least daily basis). Alternatively, you might consider using social networking sites with your phone.
This will allow you to make requests, accept requests, and perform updates when you have free time, but are not near a computer.

Taken from my latest product on how to make money on the internet, I cover several social media marketing

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strategies, one of which is making use of LinkedIn. Here is the tactic in full, if you wish to get more details on the internet marketing training program then follow the link.

If you’re not familiar with LinkedIn, you might be surprised to find out that they’ve already collected information about you; and have used it to construct a profile that might include some or all of the following information :

  • 1) where you went to college
  • 2) what jobs you hold or have held in the past
  • 3) what businesses you have owned or own
  • 4) miscellaneous personal and professional information about you.

If you want to control what that profile says; and to use it to network with other business owners and potential clients, it’s a good idea to start by creating a profile.

Once you do that, you have a lot of options in terms of promotion and networking; however, for now, simply worry about getting the ball rolling by creating a profile.

Stephen C Campbell

london internet marketing

When we look at the overall economy of the united kingdom it is amazing to consider how much revenue is generated in London alone and; the amount of businesses that are starting up on a weekly basis.

Now – we do know that many businesses have readily understood how critical it is to make full use of the internet as a marketing channel which has lead to the demand for london internet marketing consultants.

Business owners who are looking for products and services turn to the internet in order to make their initial assessments, on the other hand corporates, small businesses and work from home organisations are doing all that they can in order to deliver their message via the internet to their chosen target market.

With all that has been said, it is unfortunate that for some and internet marketing strategy is not much more that having a pretty looking website, this is where making sure that making full use of the skills and competencies of a professional who can demonstrate their expertise in using the internet as a marketing channel comes into play.

As well as developing coherent go to marketing business strategies, we are able to integrate the internet and all of its components into your :-

  • Branding message
  • Marketing channel strategy
  • Category marketing options
  • Pricing
  • Ideal client profiling
  • Distribution channels

… and all of other possible components needed to develop an ongoing marketing strategy.

As you read this post, consider your need of some of the services that we are able to bring to your business in terms of kick starting your day to day activities through the development of your internet marketing based business marketing strategy.

As always, any thoughts or comments ? Get in touch.

-Stephen C Campbell

When we look at the makeup of corporations, we can readily identify the different functions that makeup the organisation. Some of the more common functions are :-

  • Research And Development
  • Sales
  • Marketing
  • Human Resource Management
  • Finance
  • Manufacturing
  • Logistics
  • Facilties

.. and we could go on adding to the list. Now if we are to ask the question as to what most important functions are, we would most likely get different responses depending on who we posed the question to.

As the reason for the existence of any organisation is to provide its products and services to specific end user customers and; no matter how fantastic the research development engineers are, how streamlined the manufacturing department has become, how well the employees are looked after – if not enough attention is put into the Sales and Marketing functions; there will of course not be enough clients who are purchasing from the corporation.

I’d like to make the statement that Sales and Marketing is the Heart and Soul of every business and the failure to pay significant attention to this part of the business will ultimately end in the failure of the organisation.

To illustrate the point – let’s talk about my favourite company at this point in time when I am looking to illustrate excellence in the Sales and Marketing function – that company is Apple. To learn more about Apple’s latest and fantastic release I suggest you read apple ipad reviews by following the link. In recent years we have seen changes in Apple’s distribution strategies and walking into any Apple store will enable anyone to see what every company looks for – Raving Fanatics – who are passionate about the organisation’s products and services.

During my business radion program when going through the Marketing Mix – I posed the questions :-

  • Were there smart phones before the iPhone
  • Was there downloadable music before iTunes
  • Were there MP3 players before the iPod

and …

  • Were there Tablet PCs before the iPad ?

… the answer to all are Yes and yet Apple, through excellence is Sales and Marketing Strategies dominate in each specific Marketing Category. Time will tell as the iPad starts to sell internationally. At the time of writing – the iPad is yet to be release here in the UK and I for one cannot wait to get mine !!

To summarise – never fall so much in love with the products and services of the organisation so that you lose focus in constantly engaging with the targetted end user clients – they at the end of the day are the ones who must be depended upon to make consistent purchases from the organisation in order to keep the company in business.

The constant ongoing refinement and development [and execution] of the Sales and Marketing Strategies of the company – from large corporate to Small and Medium Enterprise, right down to the Solo Preneur will ensure the success of the business endeavour.

Any thoughts / comments.

Let me know,

Stephen C Campbell