Now on to partii of the sample of the recent Business Strategy presentation given at Cass Business School : this sample is talking about the process of Category Marketing.
Key points :-
- Focus on Category Marketing
- Take time to carefully determine which specific category your product or service fits into
- The category of the market that you occupy will determine how you reach your end user
Capid Houser is a Bristol based strategic business marketing organisation which is headed by Stephen C Campbell who is someone who is always leading in his industry by embracing change and the new technologies.
The latest service launched by the company is the provision of Internet Marketing Traffic generation service largely designed to move companies towards dominating in their local markets. It has been recognized that most companies who decide to use a website normally launches a site which exists in cyber space and in many cases may as well not exist in terms of being recognized within the scope of the overall internet.
Capid Houser (http://www.capidhouser.com/) has a website design and development arm and in the past whilst providing quality websites, noted that the businesses did not have any focused internet traffic being directed to it. With experience in managing hundreds of websites in different marketing niches, Stephen decided that the company should package its internal Internet Traffic Generation processes and offer this as a service to the end user customer. The services focusses on more of a long term strategy as opposed to using pay per click, it leans towards building hundreds of permanent backlinks into your internet presence over time. The process when broken down uses some of the following components :-
- Article Marketing
- Video Distribution
- Press Releases
- Reciprocial Linking
.. and the list goes on. It is largely recognized that with the current trends that we see in the progress of the new technologies and the subsequent useage of those technologies, it is imperative for businesses to make using the internet as a marketing channel a key component of their overall business strategies. It is with this trend in mind that Stephen C Campbell and Capid Houser has decided to offer this ‘you do not have to lift a finger’ service to enable companies to appear in the search engines and in various strategic locations around the internet.
The service differs to the more well know pay per click traffic generation method in that, after the minimum advised three months of traffic generation; the website of the business in question will be left with hundreds of permanent backlinks and references to it coming from numerous locations around the internet.
With his vast international background, Campbell recognizes that businesses from all around the globe may wish to take advantage of this service and there has opened up the service to any company wishing to dominate within its local market.
If you are looking to build long term equity into your current internet presence then you are strongly advised to get in touch with Capid Houser to learn more about the service – today at http://www.capidhouser.com/.
Our consulting not only consists of developing world class go to market strategies and designing custom websites, we also coach clients how to use their websites as a part of their overall business strategy. As the internet becomes more and more of a dominant marketing channel, it pays to know where to find the experts in order to help you in taking your business to the next level by leveraging the power of the internet as a primary marketing channel.
In the last post, I have an example how one of our product was put on the first page of google using our tried and tested internet marketing strategies. Now here is another example – enjoy and do get in touch if there is anything we can do to assist you, remember taking action is the one thing which seperates successful people from those who procrastinate and tell all the stories why they cannot; as opposed to why they can or should. Check out the video :-
And do please get back to me shoule you have any comments.
To your fantastic business success.
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
- Channel Strategies
- Category Marketing
…. 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 ?
Many of the small work from home business I consult with have little or no internet presence. By that I mean; even if they do have a website – it may as well not be there as it receives little or no traffic; and in cases is not even indexed in any of the major search engines. Any traditional small business (whether you be a make up artist, woodworker, plumber, clockmaker or massage therapist) is leaving on the table by not building a long term business strategy (most do not have a strategy at all !) which includes using the internet in its appropriate marketing channel.
Building a strong foundation and presence on the internet will mean that you build your brand, it will open up the doors to customers and partnerships on a worldwide basis and lead the business to the path where it is generating revenue whether the owner is working or not.
One of the best and most effective things any small business can do is to start running and operating a blog as a part of the overall business strategy. This will include having the blog hosted on the company’s own servers (more on this in another post) and a long term plan regarding the posts that will be added in order to educated the world and build an online relationship with potential clients.
Another things that traditional businesses are not wary of is of the revenue that is generated annually from the sales of digital information products. The point here is that I am yet to come across anyh business which was not able to create a series of digital products (such as one I created for my own business here ) which can be sold over and over and over again.
To cater for the large need in the market place I ahev extended my standard consulting program to include the design and development of a full scale internet markey system, 1 month worth of four intensive 3 to 4 hour strategy sessions and then the continuation of driving traffic to the wesbite using tried and tested internet marketing strategies. We use these strategies to manage our portfolio of over 100 websites. If you like to know more, and have an interest in taking your business to the next level and connecting with people in your field the world over – please do get in touch.
To your continued success,
Stephen C Campbell
The businesses which set themselves apart from the rest are the ones which constantly innovate and implement creative sales and marketing strategies in order to ensure that the company’s product and services get to the end user based upon the actual profile of the end user customer. The company’s which generate the most revenue are the ones which define their marketing channels and also carefully define the profile of their end users. In order to do this company’s constantly update their business strategy and tweak their sales and marketing strategy so that the constantly changing marketplace does not leave them moving in the wrong direction.
Where can the work from home business person go to improve their sales and marketing and business strategy skills ? Well, the internet is the place to turn to there are some great resources out there and the business person should certainly set aside time to develop their business skills. Look at this as a professional sport and strive to be the best as you can and follow proven strategies and have your marketing channels defined along with you market segmentation and provide the best service as possible to your end use customer.
Stephen C Campbell
All businesses need a fresh supply of new prospects on an ongoing basis which hopefully in time will turn into customers and lead to increased revenue generation. In order for this to happen businesses need to constanly execute their marketing strategies which has previously been designed to target their ideal clients. There are of course various ways to find and keep new customers, however in the wired world in which we live, there is no better way of finding new customers that using the internet.
Buyers turn to the internet to look for information on a wide range of topics, in the normal buying process initial online searches turn into purchases. When companies build an emailing list they then are able to contact their customers with latest offers and details of some of the changes and directions of their business.
If you are starting or building your business then I seriously suggest that you look at using the internet as a major part of your go to market strategy and look to build an email list today. There is a free resource which I have come across which I am using to increase the size of my list – I urge you to take a list as the amount of business that is passing through the internet is only set to increase !
You do realise the fact that Microsoft has put in a bid for Yahoo only serves to underline the fact that the internet will continue to pay a major part in future business transactions. To being building your list online now go take a look at https://www.stephenccampbell.com/recommends/freeleads/.
To your Business Building success,
Stephen C Campbell
I worked with Scott and Caspar a couple of years ago, they run April Media [http://www.AprilMedia.co.uk] …
… Music which is a Specialist audio branding and music composition agency based in London.
Being a business already in operation with existing clients, I worked to look over their existing Business Marketing Strategy plans.
Every company or small / home business exists for the purpose of providing their product or service to the market place. With this point in mind it is sometimes baffling not to mention amazing that a great deal of businesses do not spend time on market segmentation (or niche marketing and we will use the terms interchangeably) as a regular part of their business strategy planning sessions. Failure to focus on implementations of market segmentation essentially means that the given business may well end up selling their product or service into a section of the market place which is not as good as a fit as it otherwise could have been. To develop your Market Segmentation or Niche Marketing strategy consider the following process steps :-
- Determine which set of Market Segmentation criteria you will use within your company for a specific product or service. You can segment the population by Age, Race, Earning Capacity, Geographic Location, Skin Colour, Language Abilities, Marital Status and so the list can go on. You need to determine which set of characteristics you will use to determine you target market.
- Determine if you need to further segment any of the major categories identified above. E.G. you may identify Music Lovers as a segment of the market however, on closer inspection you may find that you need to further segment by classification of music, Jazz, Rock, R&B etc and the list can go on.
- Consider which section of the population fits with your product or service, E.G. you are selling a sports car with two seats which costs in excess of $60K. Would you spend thousands of dollars sending out leaflets to young mothers with children at school or would you go to college campuses to target postgraduate students ? Of course not but in effect this is what many small businesses do.
- Look for the group of people within society willing to pay you the maximum amount of money for your product or service.
- Stand from your company’s point of view the landscape which is called the marketplace, this will help you to determine who your ideal client is.
In summary, there are various components which make up a marketing strategy, niche marketing or market segmentation strategies play a major part in the overall marketing strategy of any organization or small business. Use the process above as a template for your niche marketing planning exercises, this will chang ethe way you approach your business in the future.
Stephen C Campbell