With the needs, wants and desires of the customer continuing to change and evolve there is a corresponding impact on the company looking to get its message through to intended market segments. Those of you have watched some of my videos in the past or read my writings will be well aware that I form marketing campaigns and programmes around three main pillars i.e.

  • Categories
  • Channels
  • Market Segments

… of course within each pillar there are many variations to be considered but for the purposes of this article let’s focus in on the ever increasing important role that Digital Marketing has to play in promoting, branding and advertising the company.

With that said; it is important to note that I consider Digital Marketing as what it actually is and that is “another [ok it is a critically important one] channel to market [means of connecting with the customer] such as …

  • Direct Mail
  • Flyers
  • Billboards
  • Telephone
  • Phone
  • Radio

… and others in order to gain market intelligence and to educate and nurture the customer taking them through the marketing funnel each step taking the closer to become a paying client.

So back to the customer and the challenges that the company has when it is looking to continually develop and execute marketing campaigns.

First we have the larger companies that [may] have fully staffed marketing departments with marketing professionals that are able to keep up with the ever changing digital marketing landscape as well as looking at how the customer reacts to content, information, marketing and advertising so that however they end up viewing the brand of the company along with the associated products and services culminates in them favouring them over the competitors.

On the other hand we have organisations that maybe do not have a defined marketing department or, whose marketing is being taken care of as a side job or in addition to someone’s task; it may also be that the marketing’s task has been given to someone who may not be defined as a full blown marketing professional [not that someone who is not a marketing professional cannot perform the marketing task] – but the point being made is that at times we are need of falling back on disciplined marketing fundamentals in order to deal with the constant change within the [digital] marketing landscape.

When it comes to Digital Marketing we conveniently divide the activities into Search Engine Marketing and Social Media Marketing. Within the two we have to deal with trends, content creation, video marketing, email marketing, podcasting, image / graphics marketing, blogging and more activities that have to be executed on a daily basis in order to keep up. In addition to this if a company [without a dedicated digital marketing professional] comes up against a company with a fully functioning marketing department it may be fighting  losing battle.

 

Even if your business has an established customer base, the only way to continue to grow your business is by keeping your customers interested and happy as well as generating new leads into the business, one of the way of doing this is to make use a social media and digital marketing system that connects with clients for your business. These happy customers, in turn, produce more customers by way of positive reviews and word of mouth recommendations – not to mention feeding your bottom line with their repeat business. If you want to build and maintain customer relationships, try these 4 valuable customer retention strategies.

Blogs : Consumers love to keep up with the news. No matter what type of business you run, keeping an updated blog that focuses on your company and industry news will keep your customers interested in your product.

Blogs allow you to reach limitless readers, and they are automatically targeted by searches relevant to your industry or location. You can also use your blog to promote new products, sales, or upcoming events so your customers can stay involved in your business.

Sites like Blogger and WordPress offer beautiful blog templates that are simple to set up and easy to keep updated. Make it easy for your customers and potential customers to follow you online by linking your Facebook, Twitter, or other social media accounts to your blog.

Also, invite your readers to post their comments and make sure you respond to them in a timely manner so your customers feel their opinions are valued.

Loyalty Programs : The majority of any company’s income comes from repeat customers; that’s because it takes more advertising dollars to gain new customers than it does to keep your current ones.

So it only makes sense to focus on retention. Adding value to your existing customer’s experiences will keep them coming back and loyalty programs are an inexpensive way to accomplish this goal.

Discounts or free products will always appeal to customers who love your products and services. Therefore, keep implementing different types of rewards programs should go a long way in generating repeat sales from your existing customers.

Questionnaires & Surveys : Every customer has an opinion and, whether good or bad, they want to share that opinion. Offering questionnaires & surveys to your customers helps them feel involved in your company and lets them express their needs and wants.

When you design and offer surveys to your customers, be sure to show them their opinions are valued by taking steps to implement their suggestions where viable, or by offering to remedy any negative situation they may share with you.

Social Media Marketing

There is no denying social media has an effect on everyone with a computer or smart phone. When you invite your customers to interact with your business through social media accounts like Twitter, FourSquare, or Facebook, you keep your name close at hand while gaining valuable insight into your customer’s needs and wants. Assign one tech-savvy person to manage your media accounts and be sure to encourage your employees to interact with your customers while showing genuine concern for their opinions.

Remember, if you are not retaining your customers, you are losing them. By implementing these 4 valuable customer retention strategies, you will continue to build your business by taking a proactive role in influencing your customer’s desire to stay with you.

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

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.

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 [https://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

One of the most common questions that I get asked by those who are starting out in business; also by those who have been involved in business maybe for some time who maybe running a functioning business and making a decent living is : ‘just how to I actually go about developing a marketing strategy’ ??

At a recent networking event when speaking a business owner who by his own admission if well versed in the technology of his business (but not in the marketing) I spoke of the three pillars that I use when thinking about, explaining and developing a marketing or business strategy. They are :-

  • Product/Service categories
  • Channels To Market
  • Market Segmentation

… that is to say, we work on defining the category of the market that the Product or Service fits into, we then work on the marketing Channels. When it comes to channels we consider the channel that we use to deliver the product or service to the marketplace and secondly the channels that we use to push the message to the marker place through. And finally, we have to ensure that our preferred market segments are at the end of the channels that we use. That is the essence of the framework that I work through when refining and developing a marketing strategy.

Now, let’s assume we are you are selling massage therapy services [as one of my previous clients were]. For sure the channel for delivering the service would be in the therapist’s salon but they business owner will have many options in terms of channel marketing for delivering the branding message and services of the business to the market place at large. They can use direct mail, blogging, mobile, articles, newspapers, radio and more to deliver their message to the target market.

Next, we need to ensure that our product/service is positioned appropriately in terms of location, offering and pricing – a particular segment of the market may wish to pay say $15/hour for a massage but other high end clients may be perfectly happy to pay $100/hour if they see the value in what it is that you have to offer. The question is – which market segment is it that you will choose to target ? If this discussion we have covered the market segments and the category of the market that we wish to be positioned in.

So there you have it – an insight into my methodology for developing marketing strategies whether working with $multi billion clients in China [Swatch Group] or with a wedding reception services business such as http://www.lowcostchaircovers.co.uk/ that I consulted for last year.

In summary we want to be thinking of Channels, Market Segments and Product/Service categories.

To your marketing strategy development success,

Let me know if you wish to engage with myself and the team to assist you in your business.

-Success,

-Stephen C Campbell

 

One of the programs that I run in companies and in public seminars is that of Business To Business Branding [Marketing & OEM Development]. Why is this topic so much in demand ? Because in the interconnected world and economy that we live in, more and more business are dependant on selling their Products and Services to other businesses. That is to say, the bulk of the marketing activities are focusses on individual customers within other companies as opposed to final end user individual consumers.

The point to be highlighted is that there are specific differences and complexities when it comes to the branding and marketing process as related to selling to other companies. Most marketing material and branding specifics are based on targetting end user consumers.

Let’s briefly explore this further in terms of the sale of television sets.

Business To Consumer : The electrical outlet store is focussed on selling A TV to the couple, student or individual – they may focus on how they television will look in their home, how easy it is to use and how they can maybe spread the cost over a period of time.

Business To Business : Or OEM [Original Equipment Manufacturer] situations where a TV manufacturer is selling its TV sets to other businesses, they may rebrand and sell to the end user or sell as is to the end user on a distribution basis. The focus of the branding and marketing efforts are on the needs of the BUSINESS that is performing the rebranding or that will be distributing the televisions regionally, nationally or globally. The sale quantities will be in the 1000s or 10000s, focus will be on supply chain, on time delivery and of the quality of the Tvs. The decision whether or not to purchase will depend on group decisions within the purchasing company – as opposed to the individual who purchased the television for their living room.

These basis distinctions above is fed into the Brand Equity equation and we work through this throughout the training based around Business To Business Marketing And Branding.

Hope you found this useful, feel free to get in touch if you have any comments or if you would like to take on some Business to Business Consulting or Training within your organisation.

To your business to business marketing and branding success,

-Stephen C Campbell

PS : For a summary of the Business to Business Marketing & Branding seminar and            consulting process that I employ visit Business Branding & Marketing Consulting Process.

I had an interesting conversation today with a colleague [Mark Stonham] and we were discussing business strategy development and the conversation, for a while became centred around the internet and that of digital marketing. 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 digital [search engine and social media] marketing strategy.

Those of you have read my thoughts before will know that I position the internet and that of digital marketing as a [nother] marketing channel that business, companies and various organisations looking to market their products and services are able to make use of in order to get their marketing message out to the world at large i.e. their target market customers that would have been defined during the business strategy development phase, this particular marketing channel can be used to collect market intelligence, survey customers [nowadays this can be accomplished making of of chatbot marketing] as well as being used to deliver the products and services [or a digital component] 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 is the exact meaning behind the statement I make above ? well – the internet and digital marketing itself provides multiple sub channels that can be used to communicate with – there are many that can be used for marketing execution for sure but for brevity some of them are :-

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

… it is through these marketing channels 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 digital internet marketing 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 digital internet channel marketing strategies. 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 multiple 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

This is a critical question that is being answered on a daily basis by the most successful corporations, small business, entrepreneurs as well as marketers around the world. This extremely important topic of promotional marketing is one that is relevant for every business and the point can be stressed that it does not matter no matter what industry ]niche or market segment] or size of the organisation for that matter. In other words the question to be answered is that of :-

what is you Promotional Channel Marketing Strategy ?

… of course, we know that when we speak of Channel Marketing this particular aspect of business development can readily be split into two main categories …

1] That of delivering the company’s products and/or services to the end user customer market place and …

2] The specific channel that may be used in order to promote the company’s products / services.

In some cases a company may choose to use the same go to market channel for both the consumption and the delivery but in many cases there will need to be a careful blend of pushing the message of the organisation through specific channels and, using various channels more than others and therefore driving customers to take specific actions in order to get them to enter the top of the marketing funnel.

One of the best things any business can start to do any time is to take some time out and take a blank piece of paper and consider the blend of marketing channels that they are actively using to promote products and services to the world at large [chosen target market segments].

The blend of and between marketing channels is critically important as the combination that is used will in fact be based on the results of the market segmentation development activities in line with who you the company is selling to and where [in terms of marketing channels] they congregate in terms of what the best medium is to use to deliver the unique value proposition’s message to them.

This is but one small part of a component of developing a business strategy.

Thoughts, comments ? want to work together [nationally or internationally] ? feel free to get in touch.

-Stephen C Campbell

In recent months, much of my work has been centred around that of Channel Marketing and I cover specifically that of  what we call “Multi Channel Marketing” which is being expected and demanded by the end user customer more and more these days. So – why Multi Channel Marketing ? one may ask. Well it is for the exact reason that is has been shown that many people will not end up purchasing a product until they have heard about it through a number of different sources or what we call marketing channels.

This is why it is so important not to focus all your marketing efforts just on one channel, such as :-

  • Print Advertising
  • Flyers
  • Leaflets
  • Word of moout
  • Email
  • or even Television Advertising.

There are so many different marketing channels that are available for any company to make use of in order to a) promote its products and services and b) to actually deliver given products and services into the hands of customers, with that said it is advisable to make the efforts to divide up and spread out company advertising and marketing efforts and making use that multiple marketing channels are used. This is particularly true when we speak of digital marketing; this in itself is a marketing channel that can readily be further sub divided into sub digital marketing channel through which specific and targeted marketing messages can be pushed.

Looking into multi channel marketing further, another reason why companies may well want to look deeper into making use of multi channel marketing a key component of their top level business development strategies is the fact that different channels are likely to reach different target market segment customers. One simple classification can be made with the use or non use of digital marketing; it is clear that some customers that may wish to be reach may spend a lot of time on the internet, whilst a certain segment of the population may not want to or care for using computers in their everyday lives.

When it comes to the topic of direct marketing; the evidence shows that some people just tend to throw away direct marketing mail items without even looking at them, while others always look to see what type of deal are on offer from the company in question.

The points above are made in order to illustrate the fact that by using multiple marketing channels companies will be able to reach more people in total with their product and service offering messages. Of course with any coherent marketing strategy development and execution appropriate research into the desired target market in advance will determine which types & classfications of channel marketing to make use of. Marketing professionals will then be able to determine which channels to market are more likely to reach the client that they are attempting to reach.

When it comes to online internet and digital marketing [search engine and social media] methods this can a great way to reach those that are known to be tied to their technologies that continually interface with the internet, on the internet there will be certain clients [all of this would be defined within the definition of the ideal client profile for the business] while more traditional print, radio, and television advertising might be better methods for reaching those that are maybe more elderly or prefer not to be using the internet as often as other target market clients.