As we see marketing continuing to change in terms of the requirements of the end user clients, it is clear that the use of Mobile as a marketing channel is one aspect of business that cannot be ignored any longer. In our consultancy we are currently targeting the legal sector, identified various companies to work with as we see that this is a market sector that people are accessing via their mobile devices on a daily rising basis.
The point to make is that as you can imagine, the reasons why people will call law firms vary widely and more and more people are calling law firms from their Smart Phones & Mobile Devices. Now, if you ask the question regarding what the core competency of Legal Companies are it is of course in the legal expertise which they charge for. It is not about keeping up to date with the latest movements and updates when it comes to marketing on the internet which includes the strategic use of Mobile Websites and Apps.
With the vast majority of the legal firms websites that we survey not having a mobile optimized website the first step is to make contact and to get a mobile optimized website designed and developed. Generally speaking we advise clients to use their Mobile Website for bringing in new customers and clients into their marketing funnel, when we go on to develop and App this is typically used to connect with and keep in touch with those who have developed an ongoing relationship with the law firms.
The specific functionality of the mobile website and app for the legal profession will of course vary based on the actual service offering of the law firm. This is where our Marketing Consulting expertise comes into play as we consult with our clients before we design and develop any Mobile Website or App. This is to stress the point that we are Marketing Strategy Consultant and the use of the mobile website and app are an extension of the marketing strategy of the company we are dealing with.
In summary, this is about Marketing Strategy Development and challenging those who have been given marketing development opportunities within the law firm [typically they will not be marketing professionals] to embrace this particular marketing channel upon which they can use to expand and promote their business.
To learn more about mobile marketing in the legal sector click on the link and contact us so we can begin working together, get the free report or read more of the excellent mobile marketing content that is provided there.
To your mobile marketing success,
Stephen C Campbell
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
- Branding Dimensions
- Branding Process
- Branding Pitfalls
- Case Studies
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.
-Stephen C Campbell
I gave a presentation the other week about the process of marketing and the internet. It was interesting to see the reaction and anticipation of the audience when I got through some 30 minutes of the business marketing strategy information output without really going into any real depth about the internet.
The point that I am always trying to make is how to view the internet as a part of the overal business marketing strategy of any organisation. Of course all large and small companies know that they need to have a website, this is where I see so many problems in relation to the development and execution of a business internet marketing strategy. That is to say, there often is no strategy – the website is ‘thrown onto the internet because the Small Business Owner has been told that they must have a website [which is true – I would say].
As I develop key Business Marketing Strategies from conception to implementation it is the message of the organisation that needs to be clearly understood by the business owner before that message can be communicated by any medium. That is where it comes to the message that I am constantly putting forth …
View the internet as a Marketing Channel
- If your message is not clear
- If you have not defined your key Marketing Segments
- If you have not identified the most appropriate Channels To Market
- If you have not taken the time to define the Profile of your Ideal Client.
… And of course the list could go on with all of the components that a Strategic Business Internet Marketing Consultant [the function that I provide] bring to any business. As you would hire a chef to prepare the food in your restaurant [and not try to learn how to cook yourself] – hire in a Business Marketing Strategy Consultant to help take your business to the next level.
Any comments, let me know, if you need any consulting – get in touch.
-Stephen C Campbell
In this exerpt from the presentation given at Cass Business School in November 2008. Here I talk about Channel Marketing and the importance of ensuring that you have carefully defined your Channel Marketing Strategies. In particular, businesses should be making full and complete use of the Internet as a Primary Marketing Channel through which they can present their message to the end user customer base at large.
Key points :-
- Channel Marketing strategy definition
- Use the internet as a [primary] marketing channel
- Adding Innovation into your business model
- Supply and demand
- Ideal Client Profiling
- Pricing Strategies are driven by the amount of uniqueness built into your product
- Pricing is also drive by the particular Channel to Market that is used by the business
- Product funnel : developing a range of product and services to offer the end user marketplace
Do let me know if you have any comments, get in touch as I’d be happy to discuss.
Stephen C Cambpell
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