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.
Running a business can be a very profitable venture if you’re using the correct tools to bring in the revenue. Imagine being able to get in touch with each of your employees with the push of a button, and get in contact with consumer that live nowhere near your business, all with one mobile application.
The problem is, it can be hard to monitor exactly how well your business is doing while on the go, and increasingly hard to run a business when you’re out of town. There’s no need to worry any longer about just how your business is doing while you’re away, by using the applications provides by MCommerce. This article will tell a little more about this revolutionary application that can expand your business at an incredible rate.
MCommerce has a set of very unique and progressive digital devices and applications that allow the user to keep in touch with all staff members involved with their business, and using the applications provides users a way to track all incoming and outgoing expenses that their business or company goes through on a day to day basis. This means that even while on the go, you don’t have to worry about the welfare of your business, and can easily and quickly get in touch with any of the staff members or employees that you need to reach.
The MCommerce mobile business applications that are available have revolutionized the way business is carried out. The ability to communicate with your employees through the application allows you to expand your business through other ventures, even while you’re away from the business itself. In addition to communication with the employees, your business can get in direct contact with the consumers of your product.
The Mobile Commerce applications allow you to increase your customer base substantially, without the customer ever being forced to step through your doors. The buying and selling system offered by MCommerce allows you to sell to customers and set up shipping orders without ever having to see them in person. This helps with long distance business exchanges, and can expand your market substantially.
In conclusion, if you’re looking to have a well-running and ever-expanding business, the MCommerce applications are a must have. Don’t waste your time and money looking for other ways to sell your product online; instead, use the plenty of different services provided by MCommerce, and watch your business and customer base expand substantially.
If you are in business then like it or not, you have to accept that your current and potential clients are searching for the products and services that you have to offer by using the major Search Engines of the world i.e. Yahoo, Google, Bing.
Your consumers increasingly spend more and more time using the search engines to locate, products, services and information that you want to sell to them ! And unless you as a business owner strategically work to make sure that those who are searching for your products, services and information find YOUR details [and not that provided by your competitors] you are missing out on opportunities to bring clients into your marketing funnel.
It is a sad fact that most business owners focus solely on paid search – Google Adwords being the most widely known method of advertising your website. This is despite the fact that according to recent data
88 Percent Of Online Search $$££s Are Spent On Paid Advertising
85 Percent OF Searchers Click On Organic Results
If only business owners could understand and grasp the fact that Search Engine Marketing presents a really unique Opportunity to connect with potential customers – they would divert some of their Paid Advertising Budget and dedicate it to attracting Search Engine Customers.
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.
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
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.
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.
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,
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.
Business to business marketing and branding is at the heart of society considering that the majority of goods and services that we purchase are in fact a subset of what goes on in the b2b branding and marketing realms. This aspect of business development is being given a lot of attention and for good reason when we consider that in some cases the sales process can take years but – securing a business to business supplier contract could means many tens of thousands of dollars of revenues.
In my training and consulting I have developed a framework from which to move on to craft a business strategy in marketing and branding products and services to another business. Much of this comes from my experience when managing in the OEM [original equipment manufacturer] business unit for Hewlett Packard [in Europe, Japan, the U.S. and S.E. Asia].
Some things to consider :-
… and many other terms which need to be understand and worked on in order to develop excellence as a business to business supplier.
When we consider that the strength of the business that we are selling to is directly proportional to the strength of the brand of the weakest component – we want to ensure that our brand is not the cause of say –
the production line stopping
end user customers having to make returns
The above is when we consider product quality but what about sales and marketing ?
Of course we will take steps to market our products to our business partner but whose responsibility is it to create pull in the market place ? Could we take steps to co market our business partners product ? Considering that the more that they sell the more revenue we will generate – depending on our product and/or service, maybe we could move from simply selling product to a business partner and leaving them to perform all of the marketing promotion.
Maybe we could move to education the market place, training our business to business partner and many other specific activities depending on the development of the strategy.
Strategy development can take many months but in the first instance I would typically run a day’s seminar on the topic [anywhere in the world – based on demand]. Hopefully, I have touched on a few points which can serve as food for thought so you can take and use in your business.
Should you wish to make contact to explore working together – do not hesitate to get in touch.
OEM marketing and business development is where I spend a few years managing clients within Europe, the United States and the Far East. It is an exciting part of business to be involved in as so many people are unware of the fact that when they are driving a car or using a computer – that many of the components in the product are not manufactured and developed by the company that has its name stamped on it.
This is where OEM – Original Equipment Manufacturer – business development comes into play where the 10s of millions of $s of revenue are generated where companies supply various parts and components to other companies. This could be :-
… and many other components parts that are necessary to manufacturing lines operating.
I was reading an interesting article the other day about the Billions, yes Billions of dollars that GE as a company adds to its bottom line in additional revenue because of the power of the GE brand. The question I ask myself, consulting clients and seminar attendees is – how much does your brand allow you to …
charge more for your products and services
get clients coming to you
add to your bottomline revenue ..
… and the list could go on. Of course, what we are talking about here is the amount of Brand Equity that we have in the market place that can be translated into revenues.
Now, depending on what business you are in, you may develop a strategic plan to base your brand equity around what you consider to be your strength in the market place. This could be in the …
… and other aspects of the business that can be used to differentiate you from the competition.
It is of course important to state that what any company focusses on may radically change based upon whether they are focussing their efforts on …
Business To Business or in the Business To Consumer
… marketing strategy development and branding activities.