The function of any business is to service its active set of clients and that is where the area of expertise will lie. In this technology enabled world most companies know that they need to have a website – even though there are many companies out there in the world who still do not even have a website for their business !! Company owners also know that the internet has a big part to play in making sure people actually know about the products and services that they have to offer.
This leads us on to how marketing and the ongoing development of business strategies have changed over time. This leaves business owners with a decision to make, spend the time learning about all of the complexities of pushing the marketing message of their company out to the internet or, bring in outside consultants [such as Stephen C Campbell Consulting] to look at their top level business strategies first, and from thereon look to be able to develop an internet strategy that will incorporate the [more traditional non internet] existing business strategies with what must be done online.
As it stands at the time of writing we are seeing a shift from the dominance of online Search Engine Optimization to that of the ‘votes that any company receives in terms of online reputation and reviews based on the comments and feedback given to the company online by its previous and existing clientele.
We are also seeing a major shift towards mobile, that is to say – the number of people accessing the internet from mobile devices will overtake that of the desktop very soon. So how does the business owner cope with just these two [major] shifts ?? With all that there is to learn in the world of Mobile Apps development and Mobile Optimized Website design, the standard business would have to diver their attention from their core competencies.
At times a company can afford to hire an expert which works at times but very often leaves the company at a disadvantage as this person becomes locked into industry specific activities and modes of operation.
As we run in house strategic level business training in the fields of :-
Business To Business Branding
Internet Strategy Development [how to incorporate with existing strategies]
… we have seen our service business grow as more and more companies need the internet marketing based benefits such as
Search Engine Optimization
Reputation Management and Marketing
Mobile Websites Design
Text Message Marketing
Mobile Apps for Business
… to propel their operations forward. We see the growth in the future of acting as the marketing arm of businesses as we have the inhouse expertise of the core services as well as the know how of blending the online activities with what needs to be done on the internet.
It is what we consider to be exciting times when it comes to our own company’s marketing strategy development as well as what we see when working to build the businesses of the organizations that we partner with.
Looking to make more use of the internet in your business ? do you have a website that was implemented by a designer and you have not yet seen any real changes in your business in terms of …
Online Reputation Management
Customer Satisfaction Rating
…. then feel free to get in touch with us so we can have a conversation to see how/where we can work with you to help your business grow.
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.
The large amount of interaction that can be had through the use of online methods is a key advantage to this type of marketing. With internet channel marketing, you can take advantage of the opportunity to more closely manage the whole experience of the user and refine this as it becomes necessary.
This is possible from the moment they visit the website, through the buying process and then all subsequent parts of the life cycle that a customer will go through. Your digital channel marketing strategy should make sure to integrate all these processes.
Doing this will make the provision of a coherent message during the whole experience that a customer has with your company easier to do and more effective. There is usually more of a strategic decision involved when it comes to coming up with a digital channel marketing plan over creating a traditional plan.
The reason for this is the fact that there is continuous activity involved in the strategies that are used for a digital marketing plan. The strategies, such as …
search engine optimization
customer relationship management
… tend to be more long term strategies meant to help bring more traffic and revenue, as well as provide greater customer retention.
This is why it is so important to do the research to find the supporting information you need to back up your formal strategy. The more diligent you are the less the risk that you will end up wasting time, money and resources. In order to set up your internet channel marketing strategy you need to figure out appropriate key performance indicators and objectives.
What you want to be able to achieve will be your objectives, possibly including such things as improved customer retention, a larger market share, or more brand awareness. The way that you will determine whether or not you have met those objectives is through the use of your key performance indicators.
Before setting an objective you have to
think about how much of an investment
would be required to meet that objective.
You want your strategy to be realistic, so you need to consider how much of a budget you would need to implement it; and achieve the objectives you are considering. It will help to make it easier to use objectives and priorities to divide up the financial resources available in the budget.
You then need to determine just what you will need to do in order to actually reach the objectives and goals that you have set. In order to do so you will need to properly select your target audience, and understand both your market position and the product that you are offering. These are the components of designing and implementing a digital multi channel marketing plan.
You need to understand where your target audience goes, when they go there, and what they do there so that you can determine which internet channel marketing methods would be the best for you to use.
The first problem which is normally uncovered is when working with a client who already has a website, the website normally looks pretty, was designed by a software development house and is normally the company’s brochure replicated online. It is then always interesting to examine the source of the website and in 9 times out of ten the website is not optimized, the small business owner does not know this, or exactly what this means.
A part of the consultation should focus on educating clients on exactly what search engine optimization means, what keywords are, linking and related strategies. The objective being to leave the client with a basic understanding of how to get their website recognized in their relevant market categories. In the long run, this knowledge should be worth thousands of dollars (providing the client takes the relevant action) to the company’s bottom line as they use their website as a business asset.
The next thing to focus on is on how to use some of the low cost and no cost tools which are available to gain visibility in the online world and in order to drive traffic to their website. A major focus should be on using the Web 2.0 technologies as much as possible, these mainly free resources are great for using as part of your company’s online marketing strategy which can and will drive your offline businesses.
Get in touch if you feel my international business experience can help you in your business ventures.
I’ll finish this up in the next post in a couple of day.