Due to the changing state and formation of the global economies around the world, note that this is based on the so called already developed economies as well as those countries and regions that are classified as developing – with that said, we see that there is a growing trend in terms of people hiring Business Development and Marketing Consultants based on the number of Work From Home Businesses & Small Business Owners that are springing up. One of the reasons is that there is no longer the long term employment security where people work in one industry or company for years and years.

Now as we see so many small business and work from entrepreneur based companies springing up all over the place, one of the good things to come out of this is that people are compelled to get their branding and marketing messaging and passions in the form of delivering appropriate Category Marketing placed Marketing promotions and advertising out to the Target Customer in order to fulfill Entrepreneurial desires and Goals – given that the core competency of say Work From Home People may not be that of a Business Development Manager or Marketing Strategy Consultant there is a corresponding growing trend in terms of hiring external help to assist with the growth of the business.

This is where we turn things around and refer to the sloping economics demand curve and challenge our own mindset in terms of what we are willing to pay in order to get expert help with our business operations.

If someone is delivering the same or similiar services that everyone else is then the curve shows that they may well come in at lower prices, if we assume that someone who is a highly skilled Marketing Professional who is able to work on all aspects of the business including that of a Branding Strategy Consultant in line with Pricing Strategy & Pricing Products then they will most likely be the highend Mercedes model as opposed to the lower priced Nissan Micra.

Now, as in target marketing – one may be the perfect candidate for a Nissan Micra as opposed to a Tesla – but as a business owner, if you are looking to get the most out of working with a consultant then you may wish to consider what someone is charging and then think about the amount of value that that acually equates to – then decide if you want the Tesla / High End Mercedes or the Fiat Uno or Nissan Micra !! Stephen [Digital Marketing / Business Development Expert : conducted business in over 25 countries throughout Europe, the Far East and the USA. MBA, MSc, MCIM, certified in Advanced Google Analaytics, consulted with major corporates countless small business operations] – get in touch if you wish to discuss creating more unique versions of your products / services / coaching.

Whilst working in Marketing as an employee at HP I worked in the “Solutions” group for a while, – this department was setup in response to the changing needs of the marketplace as we were not marketing and selling to Europe, the Far East, Asia as well as the USA [of course] and was a cross between Research & Development & the Marketing Dept as there was a need to adapt according to the changes needs of the target market business we were interfacing with [mainly Original Equipment Manufacturers, Wholesalers, Distributors and other Channel Marketing Partners].

Now as I find myself working outside of any specific company in the capacity of a Marketing and Business Development Consultant and working with corporates as well as with Small Business Owners I find myself using some of the same principles used in managing clients who were purchases 10s of $Ms per annum. The solutions we created were a combination of hardward and software which we were then able to sell at much higher margins than if we were selling boxes of hardware alone.

The same principles apply when running Marketing Workshops & Business Consulting sessions with customers who have to sell lots and lots of small ticket items in order to generate significant revenues. The answer to the question that is often posed is to look deeply into the needs of the Ideal Client Profile & Market Segmentation classification of client as well as looking at that which is occuring within the market place at large.

With careful Marketing Strategyskill there always is a way to develop solutions or combinations of products and services that are unique the organisation in question & therefore have something that is unique .. …. Remember The Sloping Economics Demand Curve Which We Spoke About Before ???… ….. therefore providing the opportunity to sell at higher prices due to meeting the needs of the customer with something no one else can deliver.

What is your Unique Selling Point or Core Value Proposition or thing that you bring to the marketplace ?? Write it down, declare it to yourself and then build it into you market message and create a solution for the world.

If you ask me – I have a unique combination of …

Marketing Consultant | Digital Marketing | Search Engine Marketing | Social Media Marketing |Business Development | Neuro Linguistic Programming | Goal Setting | Personsal Development

… skills that you would normally need more than 1 person for.

Get in touch … Stephen [conducted business in over 25 countries throughout Europe, the Far East & the USA. MBA, MSc, MCIM, certified in Advanced Google Analytics, Master NLP Practitioner, Certificate in Microbiome research

In this video I take some time out to discuss what I consider to one of the fundamentals of business development that companies need to take into consideration which is that of channel marketing. When we refer to Channel Marketing we are able to conveniently divided it into two main fundamentals.

1) Delivering products and services to end user clients
2) The promotion of those products and services to target market segments

When we make reference to what is known as Digital Marketing we continue to make the point to clients and seminar participants that they should view this as a conduit or path that interfaces with the client and conveniently sits alongside other paths that companies are able to make use of in order to connect with the client [that would have been defined during the Ideal Client Profiling phase of the business development strategy].

So in reference to that which we discussed above the fact is that businesses also need to determine how they will use the online world in order to be a key component of the implementation of core business development strategies and in essence effect points 1) and 2) above.

Now when we drill down to put a focus on the digital marketing path from customer to clients which itself sits next to the other conduits that any company is able to use in order to interface with target market customers – we again perform a segmentation exercise and the two main pillars that we focus on are that of …

  … Search Engine Marketing | Social Media Marketing …

Search Engine Marketing Strategies are effected by taking into account Keyword Research in relation to that which clients and prospects have been typing into the search engines in relation to the organisation’s products and services in association with its brand and that of the activities of key competitors, the body of data is to be used as a foundation for content creation and publication and married into the products, services and forward planning methodologies of the company in question.

The content that will be developed as part of the execution of the business’ search and social media marketing execution will be published which will contain contextual linking which is a vital part of the factors that serve to rank website pages.

All organisations need to adopt a coherent consistent and ongoing business branding, product and service promotion as well as digital marketing funnel lead generation related content publication approach in order to establish its presence on the internet and to maintain a competitive advantage within the marketplace that it operates within.

Both search engines and social media are to be used to skillfully guide prospects [in terms of lead generation] through a defined digital marketing funnel as the objective is always to be making all of the activities that take place within the two main digital marketing channels count in terms of building branding equity, driving up levels of engagement as well as continuing to execute lead generation strategies on a daily basis.

That which has been discussed above comes a component of what I call the COMPLETE Product Service Marketplace Development Marketing & Digital Strategy Consulting Programme where I work with companies of different shapes, sizes, market sectors and geographies to define, develop and assist with executing their go to market strategy. A core fundamental of the business development plan will be how the organisation makes use of the online world in order to execute the designed strategy. To learn more – visit the link above.

In its most basic form we can think of channel marketing as a path or route that connects companies to its target market end user customer. Marketing Channels may readily be defined as coming in two main forms – one form is to actually deliver the products and services into the hand of the purchaser, now as we just referred to some basic understandings of this topic – this is where things can being to get really complicated; especially when we consider the business fundamental of distribution channel marketing. In short this is where a company or manufacturer delegates the responsibility for the delivery of goods over to third party companies; we mentioned that things can complicated and this is what we refer to.

In some cases the length of the distribution channel can be very long [when we refer to distribution channel lengths we speak of the number of intermediary companies that sit in between the manufacturer and the end user] so if say there are seven [7] layers to be passed through before the purchaser is able to consume the goods then this within itself will [by definition] present the parent company with certain challenges, not just in terms of maintaining product quality but also in relation to …

… making sure that the message of the brand that relates to the products and services remain strong by the time it passes through to the end of the chain. Before we move on, it is worth considering the last point – as there are a classification of company that along with delegating the transportation to intermediaries, the actual marketing collateral will be given to the third party partners and it will be their responsibility to promote awareness down through the distribution chain.

So without going into any more details in terms of channel marketing development using distribution channel partners [this includes value added resellers, wholesalers, retailers & others] this is a factor that needs to be considered for all businesses especially the small business owner who may not have the strength of brand equity that will serve to counteract any dilution of the marketing messages that may occur whilst passing through the various links of the marketing chain.

So we have spoken about the physical act of placing goods and services into the hands of the customer – we have done this in terms of distribution marketing in order to illustrate the point however the principles should be taken through and applied to the reader’s business development situation. One worthwhile exercise is to consider how many links there are in the chain in terms of delivering your company’s services and goods to your chosen target market segment [and here again I am making the assumption that structured processes have been adhered to in order to assist the organisation in adequately defining the profile of their ideal client] and ponder how well the brand is represented whilst being funneled through the distribution chain.

If the customer is in another country and we are dealing with physical goods then this specific aspect of marketing strategy development needs to be carefully examined and appropriate systems and processes put in place in order to deal with any negative impact that may be encountered and experienced both by the end user and the parent company. So this aspect of channel marketing of actually putting the service into the hand of the customer can be considered in multiple forms such as in the case of a life coach that delivers one on one sessions – if the client is in the same town then of course face to face meetings may be entirely possible, if in another country they internet technologies may be considered or; the strategic decision may be made to only deal with clients within a specific geographical location. These are all top level business fundamental decisions that should be considered and made at the outset.

That which fits hand in glove with the delivery of goods and services is that of the promotion of the company, associated brands that relate to that which is being sold into the marketplace at large. Of course – if no one learns of the existence of that which they may be interested in the matters related to distributing goods will not even come into question. So we now refer to the other aspect of channel marketing which deals with the pushing of the message of the company and its brand in terms of the promotion, advertising and marketing of specific products and services. In line with this and in terms of developing a coherent go to market business development plan the next question to answer is “how do we market to the customers” or “which marketing channels shall we use in order to get brand message into the minds of the target market customers” ?

In short – the most appropriate channels to market to utilise in terms of the advertising and promotion of the company will in some shape or form be roughly defined if the structured systematic ideal client profile exercise is carried out as we touched on above. With that said, let’s imagine that we have developed some sort of widget for a particular manufacturing based vertical industry – in this case the choice may be made to concentrate on the industry specific magazine and publications. Placing advertisements in these paper based brochures will serve to reach intended markets and then one may choose to supplement these activities using direct mail as well as flyers and attending trade shows and other industry specific events. This is channel marketing in action – ensuring that the correct message is crafted for the identified client and then that this message is funneled down through the most appropriate path or route in order to fulfill some top level business objective [as defined by the top level company strategy].

Each business type will have to determine the best course of action and most appropriate methods they choose in order to deliver goods and services as well as promotion and marketing. With that said – no matter the business type, market sectors or profile of the identified ideal client – the how to market a business on the internet – question should be factored into the discussions. At this point the decision may be made to work with a full service digital marketing agency which with the appropriate level of expertise will be able to accomplish defining all of the above in terms of the “who” the customers is; “how” we are going to put the products / services into the hand the customer and the necessary steps for getting the message out to the world.

Search Engine Marketing as well as Social Media Advertising has become a critical component in terms of business development due to the fact that so many customers commence their search for news, information, research and general content related to good and services by using the internet. Even in terms of industrial type organisations looking for machinery [for arguments sake] – the research will start with the internet …..

….. and the forward thinking company will look to respond to search engine queries as well as social media discussions in the form of white papers, video content and other technical information that can serve to act as lead generation through educating the customer and carefully and strategically guiding them through the company’s marketing funnel.

Whilst this is not a discussion regarding how to market a business on the internet per se it is worth noting that any ongoing digital marketing strategy implementation plan ought to be based on content; this definition of content [we say] should be based on keyword research – the data gained from such activity will tell us with certainty that which [prospective] clients have been looking for and researching via Google, Yahoo & Bing – when we are in receipt of such information we [in terms of marketing] will be able to develop articles, blog posts, videos, emails [used in lead generation] and articles that may be strategically used throughout any search engine marketing as well as social media marketing strategies development and execution.

Again – it may make sense in terms of the focus of the company and employees to work with a partner search engine social media marketing company that will be able to use the keyword research identified above as a basis for not only creating content but also in using links within the content that will in turn upon being indexed and spidered by the search engine robots that act to rank company websites and pages within those websites. The complex tasks of ranking company related websites along with targeted Web 2.0 blogging platforms along with various other internet properties such as bookmarking sites and social profiles may well be best left to an expert digital marketing agency that is well versed in performing these complex tasks day in and day out and therefore leaving the partner company to focus in providing excellence in terms of customers satisfaction and improving product quality.

Note that in closing it is important to state that the research and content that may be generated and used for search engine marketing and lead generated can be appropriately repurposed and make use of within the various social media channels. So in conclusion – carefully paying attention to the topic of channel marketing and its two main components and; carefully developing go to market business development planning based around these marketing fundamentals will pay the company in question back in dividends in terms of the leads that it generates, the level of customer satisfaction, product / service enhancements which all related to increasing sales of good and the revenue that gets generated by such activities.

Feel free to share this information with marketing professionals, colleagues or business owners if you find it useful and thought provoking – if you’d like to work with me then please view the marketing strategy business development process that I use as a framework for developing top level company strategies as well as the associated digital marketing planning. Also, if you have any questions or simply wish to discuss any of these topics then please do drop me an email. Regards : Stephen C Campbell

When it comes to establishing expertise on the internet in a particular field; one can use social media and build out the content network to do so. For effective social media as well as the development and execution of facebook business marketing strategies in addition to the use of the content produced on blogs, articles and in press releases for search engine marketing purposes. Consider these aspects of establishing expertise in facebook marketing, search engine and social media marketing.

The Quality Of The Content :

Perhaps one of the most important things that can be carried out is to ensure that one is consistently releasing content that is factual, well researched and seen to provide value to those who are reading it. When this is done it will mean that the company in question or particular expert will be sharing insightful and needed advice and tips that potential customers will not be getting from another expert or company operating in a particular market.

Being more specific :

we do know that writing blog posts that contain lots of information and that are in depth have become more and more popular over time. We do know that we can read large quantities of generic posts on a particular subject, it is indeed those that actively blog and take the time out to really go deep when it comes to a topic all designed to provide the most value to the target market customer.

As a business, company or subject matter expert professional looking to promote their products, services and brand by Creating a Facebook Marketing Strategy as well as making use of social media marketing in general in addition to building out the content network for search engine marketing; it is essential to make sure that what which is being offered is information that visitors or potential customers will not be able to get from anywhere else – after a while clients will find out they start to actively seek out the your opinion as the expert.

It can be said that expert status will not happen over night and it will take time therefore, one will need to ensure consistency so that customers continue to gain confidence.

Be Ready To Communicate And Answer Questions :

It is essential to come across as a real approachable human. Do not be afraid to display personality – now while the company or professional wants to come across as an expert it is also important to be looked upon as an entity that is down to earth as this can help to promote brand integrity.

Consider This :

Most people prefer to receive up to date information from an expert company or professional in a particular field who is able to explain things well and also answer questions. The company needs to come across as “real and this helps to continually build trust.

Be In Alignment :

In conclusion, it is important to be in alignment with those who are trusted authorities in a particular market. This can take many forms – one of which is to get other experts to vouch for you as an expert of company owner; but if they do not making mention of other experts may still assist those who read the content that the company puts out by virtue of the association which in turns works to boost credibility.

Why do I make the statement “Strategic Digital Marketing” – well, this is in line the feedback provided by clients in consulting, training and digital marketing services delivery capacities. This perspective that I have developed over time is based on my corporate marketing management experiences in account management, business development and executing numerous new product introductions with clients worldwide. It is also based on the fact that along with the work carried out with our sister Full Service Bristol Digital Marketing Agency that every activity that takes place in terms in terms of social media and search engine marketing should be tied back directly to the brand of the business, its core value proposition and viewed as a channel marketing business development perspective.

Before we get down and involved with talking about how many tweets we will publish every day, or how to set up email marketing campaigns, video marketing, latent semantic indexing or content publishing – I take the approach of going back to business strategy basics and taking a look at the top level business strategy of the company, including looking at the brand equity of the company, its products and services, key channels to market and how we can harness the power of search engines and social media in order to connect the message of the company through the digital marketing channel [using video marketing, email marketing, podcasting, blogging, micro blogging, marketing funnels, autoresponders etc etc] to the end user with the aim of generating leads, building the brand of the business and ultimately leading to incremental revenues.

This approach I believe is the responsible approach to take when dealing with company owners that may not be that familiar with some of the complexities when it comes to developing and executing go to market digital customer communication strategies.

These business owners can at times become confused with some of the jargon that is thrown at them by prospective digital marketing service providers.  It is for this reason why we adopt what we believe is the methodological approach to take by ensuring that everything is approached from a tops down strategic business development and marketing management point of view.

First we will use our various analysis tools in order to scope out what I like to call the Digital Marketing Footprint of the company which will be determined by all of the [effective] digital marketing development activities that have been executed for or on behalf of the company in question.

This digital marketing footprint will be used in conjunction with the top level marketing strategy of the company including its Brand Equity along with that of its Core Value Proposition, definition of its Ideal Client Profile and the major Marketing Channels [distributors, resellers, retail outlets, ecommerce etc] that would have been carefully chosen in order to interface with those customers.

It is worth noting that when we refer to interfacing and communicating with customers we make reference to this both from a product / service purchasing point of view as well as a marketing message receipt perspective. Armed with this information puts us in a position to design, develop and then execute the company specific search engine and social media marketing programme.

When executed strategically and methodically from a marketing strategy and business development perspective with the long term view of accomplishing a number of objectives including build the brand of the company, extending the reach of the organisation, raising product / services awareness, generating leads and ultimately driving revenues forwards – with testing and re – engineering of the methods as appropriate; then results will be seen over time as we build out the content network in line with expanding the social media network of the organisation in question.

Feel free to take the information and content contained here and put it to work within your business straight away – we of course have our sister Digital Marketing Agency [Capid Houser] on hand with all of the analysis tools, systems, expert staff and software applications on hand that can be put to hand to work within your business with haste – so do feel free to get in touch in order to discuss service provision if you so wish.

As we continue to live in uncertain economic times and that of job [relatively speaking] uncertainty many are choosing to express themselves through starting their own business and as we know it all starts from an idea. With that said we know that having an idea is not enough, we need to have determined and strategic in nature action in order to build, grow and maintain a functioning business that services customers with targeted products and services.

There are of course many aspect to business and with the varying numbers of companies that we see in the marketplace it is often said that Marketing is the heart and soul of business; and for good reason – as we see this as being the component within organisations that works to get the message of the products and services through to end users customers. I tend to structure any public workshop around differing themes in order to bring forth key concepts and to reinforce the key learning points for attendees to be able to walk away with actionable working points.

With that said the next workshop will be based around four Pillars Of Digital Marketing …

  • Search
  • Social
  • Content
  • Branding

… as we look to bring corporate level Business Development, Social Media Marketing and Search Engine Marketing development and execution methodologies to the community at large.

It promises to be an information packed event so; and is intended for different segments of the market. It may be that one is looking to kick start their small business marketing; this could be in the early start up phases or indeed some revenues could be coming in with the owner looking to ramp things up in the coming months. Or another classification of customer could be someone who is in full time employment and thinking about starting a side business. Whatever the case there lies a large classification of people within the community that would wholly benefit from spending some time focused on bring their business idea to fruition and putting their products and services into the hands of target market customers.

Come along and walk away with a framework for taking your idea to the next level. Digital Marketing Seminar Tickets Are Available Here and I state publicly – there is a Money Back Guarantee – I will refund 100% of your monies if at the end of the workshop you feel you have not received at least twice the value of your ticket !! Can’t get fairer than that can we 🙂 Join the rest who have already purchased’ get your ticket now before the price rises hashtagdigitalmarketing hashtagsocialmediamarketing hashtagbusinessdevelopment

This component of marketing on the internet has become a core component within the development and execution of digital marketing strategies and is seen in some aspects of business development to be dominating internet marketing in terms of the type of content marketing that is being composed and published in order to convey the message of the brand in question.

It has become so prevalent with digital marketing agencies & strategists alike looking to gain maximum engagement with target market customer segments by delivering core components of the marketing message via this medium that Cisco has been seen to state that vlog content will take over sixty-nine percent of all internet content in the near future. This is a prediction that we can actually see rapidly becoming a reality.

Developing A Video Blog

Delivering a marketing message using a video blog as the medium has become an excellent choice for providing rich sources of information, knowledge as well as being able to provide a level of entertainment to the customer.

If one wishes to gain an understanding of the popularity of vlogging it is just a simple matter of making a quick internet search and one will be amazed that so many marketing professionals and consumers of information prefer to source information through video content than any other medium.

So let’s assume that as a business owner or marketing professional one has decided to take the plunge use video content in their marketing. Experience shows that this could be deemed as a smart move. However, one should not be fooled into thinking that it will be ‘easier’ to get the marketing message out to the world at large than plain and simple blogging.

Market and Advertise Using Video

With 300 hours of video being uploaded onto YouTube every minute, and some percentage of that will be companies that are marketing products and services – the marketing professional or business owner will have to learn the ins and outs of video Seach Engine Marketing if they ever wish to stand out from the crowd.

Fortunately, we have the necessary skills, competencies and know hows to assist any organisation as this aspect of communicating with the customer is a key component of our digital marketing strategy development and execution processes and procedures.

If you are interested in learning more on how our organisation can provide the heavy lifting and expertise in providing this form of marketing as a service – then get in touch to begin the discussion.

The thought process among many is that all businesses need to continue to develop and grow otherwise they will eventually be seen to have died or; competitors will be preferred by those target market sectors that we generating revenues for the organisation. In consulting we look at various parameters within the business such as …

  • Lead Generation
  • New Products & Services
  • Ideal Client Profiling
  • Digital Marketing Strategy Development
  • Business Branding
  • Customer Sati9sfaction

… and various other factors that can be thrown into the mix to determine how the business is to develop or why it is not !! For the purpose of this post let’s focus on some stated parameters in order to break this oh so important topic down so that the relevant takeaways can be utilised with immediate effect.

Develop Brand Equity

The Equity Of The Brand of an organisation enables the company to accomplish certain things within the market place that it would not otherwise have been able to do if the Brand Equity is not as high as it happens to be within the mind of the customer. We focus on what we consider to be the four main components of this business fundamental and that is …

  1. Customer Loyalty
  2. Perceived Quality
  3. Awareness
  4. Associations

One can see that 1) and 2) can be classified as based on the transactional nature of the relationship with the clients; this will tell us how we performing in relation to the competition. Having regular meetings based around these parameters and working towards building these metrics into the organisation will work on this aspect of the Brand Equity. Considering Parts 3) & 4) we one is able to determine that this is focused more on the outbound marketing and development of the core Value Propostion of the company. This is to ensure that this is continuously and effectively communicated to channel partners, customers, media and relevant parties using defined marketing promotion channels as appropriate.

Refine Customer Understanding

A main contributory factor leading to …

  • The loss of a major customer or of
  • Not being able to penetrate a market segment or the
  • Failure of a new product introduction

… can be traced to the lack of understanding of the target market customer. If a customer is already on board it is imperative to have processes and procedures in place that will aid in building on the needs, wants and expectations of the client base in order to always be on hand to present solutions and services that will change according to ongoing market driven requirements.

Digital channel Marketing

In consulting and training one of the things we strive to highlight is that of Applying Channel Marketing Principles To That Of Digital Marketing – in this case social media is a subset of digital marketing and within the social media marketing sub channel we can further segment to specific paths to reach the customer. It is important to take time out and utilise the data and information gathered in understand the customer and apply this to marketing activities within the social media marketing arena. This approach will drive which platforms and made use of, the type of content that is generated along with the frequency of output, the connection and a whole host of parameters that are necessary in order to drive an effective digital marketing campaign.

Email Marketing Strategies

If we have learned anything from recent changes in social media platform algorithms it is that as business owners and marketers we need to be in as much control as possible of how and when we are able to communicate with our pool of target market prospects. Leaving the decision as to whether or not our message is displayed to customers or having to solely rely on search engine ranking positioning [yes businesses should be continually engaging in search engine marketing and paid advertising should be a part of the marketing mix] is not something that is totally recommended. Put another way, as soon as it is possible we advocate developing a direct communication path with the customers and using email is a tried and tested method that will bypass other paths. All digital, direct, print, radio, tv etc, etc marketing should have a goal of getting the prospect to exchange their email address so that further marketing, promotions and product / service related education may be provided directly to email inboxes.

Build The Business Networking Contacts

Through the internet and via contacts, acquaintances & [ex] colleagues the business owners should continually be looking for how the company can be expanded through the link that can be made through the contacts built up within the rolodex. Always be on the lookout for connections and for how you can provide the opportunity to another business to expand and offer their products and services through one of your contacts. In this way you will be remembered and the contacts made on the internet can be brought to life and translated into real revenue generation.

When employed in the corporate world I recall vividly going through some of the first diversity training workshops put on by the company. These were all focused around the women versus men working together topic and the relevant issues which arose from that.

As things progressed the voices of individuals from the other many dimensions of diversity started to be heard and; now it is clearly acknowledged that we need to pay attention to employees from all of the dimensions Of diversity in order to craft out effective diversity strategies which lead organizations developing and maintaining a competitive advantage in the marketplace.

Workplace Diversity Classifications

So what are these dimensions Of Diversity of which we speak? Well, there are many and here are some to consider …

  • Thinking styles
  • Language
  • Ethnicity
  • Religion
  • Political perspectives
  • Experiences growing up location wise
  • Nationality
  • Job level
  • Race
  • Culture
  • Skills
  • Gender
  • Physical abilities
  • Sexual orientation
  • Age
  • Sex

These dimensions Of diversity lead to us acting in a particular fashion and carrying out our day to day work activities in our own particular style.

Each individual whilst acting within their particular style according to their view of the world have the basic needs of being appreciated and acknowledged. Their ideas of how a company should design and develop and product or service and; sell that product or service into the marketplace need to be incorporated into the decision making process. This is especially important when we bear in mind that the organization’s products and services are being sold into an ever increasing diverse marketplace.

Diversity Management Leadership

With the makeup of the typical management structures of today’s companies it is critical to have the structure and processes in place which ensure that effective career progression, recognition, acknowledgment and reward for all employees. The higher level management will need to go through relevant training and to fully embrace diversity with the lead of the human resources department.

The way this is implemented will of course differ from organization to organization but we may well see management spending time with individuals in order to understand the world from their point of view. This could take the form of one of meetings and/or social events. However I would advise a mentoring / mentee relationship which gives both parties a view into each others world.

It may be the case that a high level corporate manager comes from a middle class background, attended private schools and went straight through to a prestigious university and from there through various programs is managing as expected. And it must be said, is well equipped to do so. However, this individual may well have no real life experience of dealing with members of the community that are not like themselves so, when they are faced with dealing with individuals like this within the workplace they are left outside of their comfort zones.

In the same organization you may have some other well educated individuals from say the black and ethnic minority communities who is very talented however, the manager may not have life experience of dealing with this type of individual.

(The above is for illustration purposes only, we could use an example where the managers are strictly religious and have to deal with employees who are well capable and may be in a gay relationship this could cause the manager not to value that individual and in turn that individual’s career may not be progressed as it otherwise would have and the company ends up not running in the most efficient way)

The way this individual’s ideas, suggestions and opinions are processed due to the manager’s bias may lead to inefficient development and marketing strategies. These will all in turn lead onto the company not operating in an as efficient a manner as it otherwise would be if all of the quality ideas and suggestions were taken on board.

This illustrated some of my thought processes behind devising an effective diversity strategy in bringing together the management team, human resources and individuals from the differing dimensions of diversity in order to improve company efficiency and overall employee satisfaction as well as enhancing the company’s competitive advantage.