There can be no doubt that the world has changed in terms of how we communicate with each other, how we use mobile phones on a daily basis and how the visibility of a business on the Internet can translate into literally millions of dollars of revenue.
As the Internet is to be positioned as a key component of any company’s marketing strategy Apps for Businesses have become something that is almost a must have so that clients can have your business’ information at their fingertips. This is of course one reason why we (as a part of our consulting and Mobile Website development) have decided to develop Apps for Businesses.
Apps for local businesses are needed because customers almost have an expectation that your company will have Internet visibility, also with the ever increasing use of Mobile Marketing and of the App Store as promoted by Apple along with the Android Apps store, the marketplace have been accustomed to using Apps for all kinds of purposes. With that in mind, this plays straight into the strategy of the business owner i.e. give the marketplace what they are accustomed to, give them an App so that they can download be able to have constant access to your company’s news and information from their mobile device.
One of the most common questions that I get asked by those who are starting out in business; also by those who have been involved in business maybe for some time who maybe running a functioning business and making a decent living is : ‘just how to I actually go about developing a marketing strategy’ ??
At a recent networking event when speaking a business owner who by his own admission if well versed in the technology of his business (but not in the marketing) I spoke of the three pillars that I use when thinking about, explaining and developing a marketing or business strategy. They are :-
Channels To Market
… that is to say, we work on defining the category of the market that the Product or Service fits into, we then work on the marketing Channels. When it comes to channels we consider the channel that we use to deliver the product or service to the marketplace and secondly the channels that we use to push the message to the marker place through. And finally, we have to ensure that our preferred market segments are at the end of the channels that we use. That is the essence of the framework that I work through when refining and developing a marketing strategy.
Now, let’s assume we are you are selling massage therapy services [as one of my previous clients were]. For sure the channel for delivering the service would be in the therapist’s salon but they business owner will have many options in terms of channel marketing for delivering the branding message and services of the business to the market place at large. They can use direct mail, blogging, mobile, articles, newspapers, radio and more to deliver their message to the target market.
Next, we need to ensure that our product/service is positioned appropriately in terms of location, offering and pricing – a particular segment of the market may wish to pay say $15/hour for a massage but other high end clients may be perfectly happy to pay $100/hour if they see the value in what it is that you have to offer. The question is – which market segment is it that you will choose to target ? If this discussion we have covered the market segments and the category of the market that we wish to be positioned in.
So there you have it – an insight into my methodology for developing marketing strategies whether working with $multi billion clients in China [Swatch Group] or with a wedding reception services business such as http://www.lowcostchaircovers.co.uk/ that I consulted for last year.
In summary we want to be thinking of Channels, Market Segments and Product/Service categories.
To your marketing strategy development success,
Let me know if you wish to engage with myself and the team to assist you in your business.
The topics of Business, Sales, Marketing and the Internet and their relation to each other is perhaps one of the most relevant topics of conversation that need to be take seriously by all business owners.
It must be stated time and time again that it is the Sales and Marketing that is the heart and soul of any business – not the products and services that are on offer !
The last point made above is a tough one to take in for many business leaders that fall in love with what they have to offer to the public at large – [ i.e. their product or service]. When this happens, we see that the focus on presenting the message/brand to the marketplace that was originially targetted fall away from an external to internal direction of attention.
The process of marketing is used to effectively target just ‘who the products and services are for and then this is where the sales process takes over in order to effect the sale. As for the internet – it is a wonderful tool and the subject that I am being asked to speak about the most. In short – we have to use the internet as a supplementary tool to act in conjunction with the ‘standard offline strategies and processes that have been developed.
The internet for sure is a wonderful Sales and Marketing tool but first, any company needs to have well defined messages for which they will be making use of the internet in order to convey that message.
Yesterday, on my weekly Business Radio Program where I provide quality information on Business, Sales …..
…. Marketing, The Internet, Globalisation and more !! I made a brief book review of Sheila Elliott’s ‘My Business Is My Business [Learn How To Earn A Fortune’] as the content is bang in line with the theme of the program. Listen to the podcast above for the summary review but here are the main points covered [which are based upon the chapters of the book] :-
Why Do You Want To Start A Business ?
Putting Your Vision Into A Strategic Marketing Plan
Exuding/Creating Confidence In Your Business
Financing Your Business
Running A Customer Focussed Business
… in line with previous week’s discussions and our review of Tom Peter’s ‘The Brand You 50’ and the specific discussion on :-
What do I want to be ?
What do I want to stand for ?
Does my work matter ?
Am I making a difference ?
… [this is taken from page 18] >>> in line with that; if you’ve listened the program you will be familiar that I am always talking about the importance of
i.e. all products and service fit within a particular category of the market place, those products and services are sold to specific segments of the marketplace and finally those products and services must by definition pass through a marketing channel.
Sheila Elliott’s book ‘My Business Is My Business’ is spot on and very relevant in today’s economic climate, I will be completing the review sometime soon – in the meantime, do yourself a favour. Grab a copy !!!