As a business strategy consulting working with businesses from multiple market sectors on an international basis there are certain trends that are so dominant that for ongoing consulting and training sessions I cannot help but point them out.
One of these trends is the astounding use of mobile devices (smart phones, iPads, tablet computers & other mobile devices) by the population at large. Of course it could be pointed out that this is mainly for personal & social purposes; however – the business person must also consider those business purchasers looking for information (as we consider business to business marketing) and; those end user clients who are out searching for news and information using their mobile devices. Given the small screen size, it is becoming critical not to present searchers with a full blow website but with the reduced options given by your business mobile website.
One of the things to point out is that for those searching for news and information using their mobile devices is that they probably are not looking to read essays on your company, latest press releases and full length biographies concerning your business’ executive staff.
More to the point is that they wish to contact your company and find out where you are located. Granted, in some cases it may be that internet searchers are looking for detailed information but for the purpose of the mobile website – I am of the opinion that ‘less is more’. That is to say – when it comes to the options given on a mobile website, present the user with contact details and location information as a basis and; give them the option to access the full blow business wesbite as well.
As a business strategy consultant I am pointing out the fact that the options presented in your mobile marketing business website should be a subset of your ongoing business strategy (not an afterthought or something passed on to someone in the company who has some technical information & knowhow !).
What we call a ‘tap to call’ mobile marketing wesbite will be sufficient for the majority of businesses; this would in most cases have location map details included allowing the searcher to easily contact your company (and will have the option to access your full website).
Managers and business leaders – please do not relegate the decision making regarding the mobile business website that your company must have down to the technical staff. Bring the decision and strategy direction up to the business level discussions where revenue generation is being considered and how the company can bring more customers into the marketing funnel.
Mobile marketing business strategy is included as a full session in my consulting and training work – if you’d like to engage with a consultant with an international perspective and experience in working with multiple blue chip organisations, feel free to get in touch in order to discuss your business and internet [including mobile] marketing strategy today.
The visual and audio summary of the Business To Business Marketing and Branding seminar and consulting process that I follow may be viewed/listened to in the video below for those who prefer to take in information from an audio and visual perspective :-
For a quick rundown of the sections that we will go through should you employ me to conduct consulting/training in your organization is as follows :-
Differences Between B2C & B2B Branding
Reasoning behind the structure is to first give a grounding in the fundamentals of the topic, to look at some of the terminology and establish the overall framework and methodology for marketing and establish branding excellence to other organizations as opposed to the more common marketing and branding targeted to individual consumers.
It is important to make clear distinctions between the branding and marketing process in terms of the goal of selling products and services to other organizations. Whether your business to business marketing efforts are for the purpose of the partner company reselling your products as a component of their finished product [as part of an OEM business partnership] or; for the purpose of the partner organisation reselling or distributing your product – there are key fundamentals that need to be brought to mind and paid attention to if one organisation is going to be successful selling to another as the success of the selling company and the one selling to the end user are tied.
The Equity of the Brand is explored in the “Branding Dimensions” section and gives the marketer the fundamental business parameters on which to focus on in order to raise the equity of the brand in order to make the selling, marketing of the organization’s products and/or services run more smoothly.
The “Branding Process” section deals with some of the organizational complexities that need to be address if successful B2B Branding and Marketing ongoing campaigns are to be executed within the company. Ownership and management involvement is a key component that is addressed as this is one of the reasons why companies fail to make as much out of the B2B Products & Services as they otherwise could be if they do not adopt some of the structure and process management highlighted within this consulting process.
Finally we look at why some organizations fail in their B2B marketing and branding efforts by examining real life cases in order to extract the key learnings so we make sure that we do not make the same mistakes.
Do get in touch if you would like to discuss receiving some B2B branding and/or marketing consulting and training within your company.
I was priveleged to act as a resident Business Consultant at the latest BStartup show at Olympia which took place …
… on Thurs 26th anf Fri 27th November 2009.
I conducted Business Strategy Consultations for many businesses, however in particular we worked with www.InMarketingConsultancy.com who was ably represented by Rosamaria Reig.
The company works to assist Spanish based companies to conduct business in the UK and also those UK based organisations who need marketing expertise to be able to operate and sell in the Spanish market.
Blogging is one area of using the internet that is misunderstood. Blogs are seperate and distinct from a ‘standard website, blogs are in nature dynamic with frequently changing content and is a vehicle that is used strategically to drive business and branding.
Small business owners have a great oppotunity to compete on a global stage by making use of their blog, the business owner must understand that they actually do not have to produce all of the content that appears on their blog [even though I write all (I have one guest writer) the content on mine !] if they are not that that way inclined :-
Use your blog to build your brand online
All top sports people, politicians, celebrities use blogs
Use your blog to promote your expertise
Use your blog to give relevant content to the world reinforcing your brand
Making use of the new technologies which includes blogging should be an integral part of any company’s ongoing marketing strategy; starting today – make it a part of yours. If you do not know what to do then, get help, ask, barter, negotiation : get in touch with me and we’ll see how we can help you on your way.
At the end of last year my business partner and Public Relations Expert Kelvin Graham put on an event at Cass Business School where I spoke about Marketing Strategy Development with a focus on using the internet as a primary marketing channel. You may listen to an exerpt here – let me know what you think
Key points :-
Branding is a key component of a company’s marketing strategy
Consider what your brand is
Determine how you will communicate your brand to the world at large
Ponder your brand as the business owner
Consider the brand of the company as seperate and distinct from your personal brand
Ok, so let’s continue with these thoughts on Small Businesses making use of Business Consultants :-
Making using of a business consultant certainly does not mean that one does not have the requisite skills to run their business.
One of the main advantages to using a strategic business specialist is that they can take a look at ones business with a critical eye and help one fine tune it. They can help to see what can be improved with the operations and what needs to be changed.
The fact is that the advice that will be given by using a specialist strategic visionary and expert business marketing consultant may not always easy to hear, but the advice may help to advance ones company.
Taking the steps to hiring a strategic business consultant really goes on to help people see that the business owner cares enough about their company to actually go and ask another person, that is someone who is more experienced and knowledgeable, how it can run more smoothly and how they can improve upon the operations.
When we analyse some of the reasons why the smaller companies fail, we can see that the reasons can be put down to to lack of a strategic business plan to follow. Getting outside help can assist move the operation forward in the right direction.
So in summary, with the use of the internet one is now able to get expert from the other side of the globe, so do not let anything act as a barrier or hindrance. Make mentoring and coaching something as a matter of course that you have as a part of your business’ overall strategy and direction.
Any thoughts or comments please get in touch and let me know if there is anything I can do to help you with the direction of your business.
This is the first of a two part post on the subject of Business Consulting with small businesses. You see, I speak with a lot of small business owner and am constantly suprised at how many of them try to do everything themselves, are generally resistant to change are typically not marketers and in most cases have never made use of an expert marketing consultant to help them to get where they want to get to, in as short as possible time – here goes …
It is a matter of course that businesses will continue to make use of the skills of strategic business and marketing consultants. We see this on a constant basis with the larger corporates filling in the gaps of knowledge and skills as a matter of course by hiring in professionals who are skilled in specific areas that are needed by the company at any given point in time.
When it comes to dealing with some of the smaller companies we see that it is not uncommon for those business owners being wary of hiring in business consultants, for many and varied reasons including the fact that they feel inadequate and not in charge of all of skills required to run their company.
We know that that is really the wrong view to take, and in actuality that view is really far from the truth. As mentioned above there are many very successful people in business who use business consultants to help them amongst other things to develop their niche marketing strategies. The thing about these specialists is that they can take a look at your business with an unbiased and impartial view. These specialist should be looked upon as an editor of a newspaper. When people write articles for the newspaper, often they cannot see the mistakes that they have made. The editor takes the article and fine tunes it to look and read the very best that it can.
I am often asked ‘what is a blog’ or ‘what part does the internet play in growing my business’ and other similiar questions that relate to using the new technologies (such as email marketing) for all businesses including the corporates and small and work from home businesses. Often companies have a website but in many cases their website presence actually serves no purpose with respect to actually building the brand of the business.
In my consulting work – I go to great lengths to explain how the internet should be used as a part of the overall business strategy of the business. Granted, most businesses know that they should have a website and in my experience that is because everyone else has a website. The key point is that the internet is one of the best not to mention most cost effective ways that any business can use to build their brand and blast their message literally the world over.
Of course before the branding campaign can commence, due diligence must be done in respect to actually determining it is that the brand of the company actually is. As well as being able to build the brand using the internet, this is where the skill in the process of marketing comes into play and the cost effective use of using consultants will pay for itself in both time and money.
So what is the most effective method that one can use to build ones brand on the internet ? I recommend using specific blogging strategies after of course you have taken time out to develop your sales and marketing strategies. Some of the things that you can do is to determine the subject of your blog and then look to connect with other people the world over via your blog who are commenting on the same subject.
Also, you should start to produce material via your blog – setting yourself apart as the expert in your field and business. As your blog is optimized (by us) it will be picked up and over time will be picked up by those who are interested in your field and will surely but steadily build your brand.
This is but a brief discussion on how you can use specific internet marketing strategies to build your brand as you build your business in line with your overall business marketing strategy, that is whether you are a large corporate or a small work from home business.
If there is anything we can do to help you on your way – get in touch, also interested in any comments you may have.
The product is a no-frills, and straight-to-the-point marketing book. This short, 24-hour get-up-and-go product. It is designed to help you start making money on-line and using other methods. Practical marketing only has a few keypoints. We hammer home everything you need to get started – SUCCESSFULLY!
More and more I am incorporating the use of the internet as key component of the business strategies of the companies I do consulting work for. The point that I work to get across to clients is that they should be using their internet presence to act as equity for their business. What do I mean by this ? Well, most companies (small work from home businesses as well as the large corporates !!) may well have a website but it actually serves no purpose in terms of acting as realy equity for the business. In many cases the website actually received no or very little traffic as the business owner’s concern is with having a website as opposed to incorporating the internet presence into the overall company’s business strategy.
We have the world class expertise to create information products (we have many, many of our own) and to drive traffic to the website. Below is an example of one of the products we have created for ourselve in a ever growing and popular market niche :- (for the best clarity watch the video by clicking here [it may well take some time to load])
As I mention business strategy, that leads me on to another point – most of the small businesses I come across have no business plan or marketing strategy. At times company’s may put a basic plan together in order to get money from the banks but this is not the same as having a coherent market focussed business strategy dealing with components such as :-
Ideal Client Profile
…. and the list can go on. I cover this and more when I work with clients and even provide a service where we create information products which are complimentary to their core ‘bricks and mortar’ business and give them the strategies to bring visitors to their main and auxiliary websites. After all, what is the point in having a website if noone ever visits the site to see what you have to offer ?