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.

About Stephen C Campbell

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