There can be no doubt at the time of writing that Digital Marketing and Strategic Social Media Management is a valuable tool when it comes to generating new business leads and connecting with existing clients. However there are still many business owners that are still not using a Digital Marketing Agency and wondering if this in addition to Social Media Marketing Management is truly worth the investment as a key component in the company’s marketing strategy development.

Digital Marketing is Effective : The sole purpose of successful online marketing is to utilize a social media campaign strategy at the lowest possible cost and risk investment, while maximizing sales potential and profit.

However, just having a website does not work anymore. Whether your business is an e-commerce company or a traditional brick and mortar business, with the right visibility and exposure, you can generate more online traffic, increasing sales and profit.

This form of connecting with clients costs much less in comparison with most other marketing strategies. Moreover, online marketing allows you to target your efforts all the way down to specific demographics, which no other type of advertising or marketing can accomplish.

Reaching out to clients using this marketing channel allows consumers to research and purchase your products and services at their own leisure, which is appealing to most consumers. Having a solid online presence allows them to do just that therefore putting them one step closer to doing business with your company.

If you want statistics, Strategic Social Media and Digital Marketing allows you to measure activities using appropriate tools. Practically all elements of a Digital Marketing campaign can be traced and tested in some form, including:

* Email Open Rates and Conversion Rates
* Website Traffic and Activity
* Social Traffic and Activity
* Video Views and Activity
* PPC (Pay Per Click) Results

Web analytics are also useful in being able to track the exposure, response, and overall effectiveness of online marketing by collecting, analyzing, and reporting back Internet data.

Here, advertisers can determine the best return on investment (ROI). Tracing and assessing can be accomplished immediately since most tracking tools can be easily setup and ready to go in just minutes. There are a number of steps you can take in order to successfully market your business online, from optimizing the copy writing on your company’s website for search engines to writing an e-newsletter and/or a blog.

This form of business marketing communications is a collaboration of elements that produce a successful online advertising strategy or campaign more commonly executed by a digital marketing agency as companies look to expand their investment in this form of business development. Recognizing the tools needed and making the most of them demands a huge amount of skill, expertise, and practice. The work that is put in eventually determines the level of accomplishment that will be achieved.

There can be no argument when it comes to the role that using a Digital Marketing Agency has to play in the overall development of the business strategy of organisations. The internet is of course channel to market in terms of …

  • Communicating the message of the business to its chosen target market segments
  • Delivering products and services to clients

We know that many larger companies make use of Social Media Marketing Agencies and have large budgets that are outside of the scope of smaller companies and as a consequence get great results from their available spend.

For the purpose of this discussion, let’s turn our attention to smaller organisations, possible those with multiple stores and outlets that may not be national and without the 10s of 1000s of £s or US$s marketing budgets to spend on a monthly basis. This is where of course many businesses choose to execute their online marketing by delegating the tasks to a member of staff. We see that they setup a Facebook page and then set about with the task of inviting friends, family and clients to ‘like their page.

The next ongoing task is to continue to update the page with fresh, relevant content that is engaging and the main point is that …

… Social Media Posting & Activity Should Function As Part Of A Marketing Strategy …

E.g. inviting people to like a Facebook page should serve to bring clients through the business’ marketing funnel but what we see is that in so many cases the company ends up with a like and not much else !!

This forms part of our digital consulting philosophy and is one of the reasons why our social media marketing agency for business what created and is serving clients so well.

We have developed a true process and system that runs for a minimum of 12 months and posts relevant, engaging and ongoing content that serves to generate news prospects, build a database for the company and then move on to transfer those prospects into clients.

As the subject of this discussion states, we also create and manage a Customer Relationship Management system for clients which acts a a digital marketing customer segmentation operation and email marketing systems enabling customers to run ongoing marketing promotions and loyalty contests based around parameters such as holidays and national holidays.

If you are a business owner frustrated with the returns that you are getting from your sporadic digital marketing efforts take a look at our integrated digital marketing campaigns process and then get in touch with Capid Houser to learn how we can be of service to you.

To your success,

– The Capid Houser Team

It is clear for all Small Business Owners and Marketing Executives working for large and small companies alike that they internet has to be somehow used in their business. There is of course a great deal of confusion around when it comes to how to use technology tools such as

  • Social Media
  • Web 2.0
  • Blogging
  • Video Marketing
  • Podcasting
  • Search Engine Optimization

… to enhance any business. I emphasise the word enhance as this comes up often during my business strategy consulting or training sessions. Often companies have spent 10s of 1000s of GPB or US$ maybe on a ‘fancy looking website or more often than not on some paid advertising campaign after which they are not able to demonstrate any real returns for the business.

[display_podcast]

Just as in the training session I gave last week to executives of a client in Paris, I stress the point to view the internet as part of the company’s channel marketing activities. Now, often smaller companies are not so structured that they think of their activities in terms of business fundamentals such as …

  • Market Segmentation
  • Channel Marketing
  • Ideal Client Profiling
  • Category Marketing

… so after a brief explanation I find it makes sense to put Online Channel Marketing activities into two main classifications :-

  • Promotional
  • Consumption

Consumption refers to the ability of the client to actually purchase and use the products or services of the company and/or to be able to order them. With some product categories e.g. digital and audio products these can be purchased and used right away, other products such as books, cosmetics, shoes and clothes may also be purchased online which may be deemed as consumption. So the purchase can always be made over the internet but the ability of the client to use the product is not always possible. This leads the provider of the product or service to get creative and to produce relevant content that will bring the end user client closer to the product. This could be in the form of …

  • Educational Material
  • Product Specifications
  • White Papers
  • Videos
  • Audio Podcasting
  • Training Collateral.

The other aspect of using the internet for business and why topics such as Search Engine Optimization are so critical is that even if the end user client cannot physically use the product or service over the internet – the company will certainly always be able to creatively use the internet to promote that which it is selling. This promotional part of using the internet as a marketing channel is becoming more and more important and the discussion I believe must always be made as high as possible up the organizational chain. That is to say – because the implementation of the using the tools for the internet may be technical [the how] – the actual ‘why we are using social media or video marketing should be made at the strategic level.

While this does pose some challenges as it will necessitate higher level management becoming familiar with internet technology to some degree. The payback to the organization or company in terms of brand building and increased customer satisfaction will ultimately reflect back to the business in terms of revenue generation and/or stabilized market share.

Stephen C Campbell MBA, MSc

The short answer to the question as to why so many businesses are using Digital Marketing is that ‘companies need to be where their clients are’. A more detailed explanation of online marketing for business comes down to the field of …

  • Channel Marketing and that of
  • Market Segmentation

Channel Marketing can be conveniently split into two aspects, that of promoting the products and services of a company and that of actually delivering the products and services of a company into the hands of the end user client. Digital Marketing has become so prevalent due to the widespread use of the internet triggered by increasing availability of technology along with the prices that seem to keep going down as the functionality of the technology actually increases.

[display_podcast]

Of course – not all companies are able to deliver their goods into the hands of their chosen market segment via the internet but all companies are able to promote using the tools that Digital Marketing have to offer to …

  • Generate Leads
  • Educate Clients and
  • Interact with Questions, Queries and Comments.

For the purpose of this discussion we at Capid Houser think it best not to focus purely on the technology tools but rather on how they fit into various silos in order to form various sub internet marketing channels which are used for specific marketing activities of a company. Let’s take …..

Search Engine Optimization

….. most companies know that they should have a website even though they may not have gotten round to having one developed. Now consider the fact that so many businesses do have a website for their company but when we perform an analysis on that website, it is hardly getting visitors and traffic and simply does not rank in any of the major search engines. When we key in the main industry keywords for the business we see all their competitors and at time the website does not appear in the 1st 10 pages [100 results] of results. The website is a critical part of the face of a business online but failing to implement the digital marketing component of making sure that the people who the business or website is intended will actually come across the website when they go to the internet to look for information in the target industry.

The key point to make is that there are many facets to digital marketing and depending on the business; a combination of them must be used in order to bring clients into the marketing funnel of the business. If the target market of a company congregates on social media sites then it will make sense to employ aggressive and ongoing social media campaign, the business to business purchaser may be on the internet looking for specifications and useability data and in this case educational videos, podcasts and membership sites may be used in order to interact with the target market.

In our opinion at Capid Houser there is no one size fits all approach to the development of a digital marketing strategy of an organization and this is why we employ a consultative approach, there may be 10 clients that for whom we all use the following …

  • Social Media Marketing
  • Reputation Management
  • Search Engine Optimization
  • Website Analysis & Competitive Reporting

… however the degree to which each component is used will vary depending on the industry of the business and their chosen target market segments. We will consult with the business, understand its strategy and then from this develop a Digital Marketing plan in order to promote the business and raise its visibility to its chosen target market segment.

If you are looking to make more of the internet within your business, maybe looking to outsource the mountain of activities that need to be executed on a daily basis ? why not get in touch with Capid Houser to see how we can assist your business realise its dreams in the internet marketing world.

When dealing with how appropriate the internet is for developing strategies for either Business to Business or Business to Consumer we at Capid Houser like to go back to the basics of  the basic strategy of the company.

Let’s assume that a company is selling it products and services mainly in a Business To Business manner, we would in this case recommend that relevant content is created and used to educate the B2B buyers in order to give them confidence in the products, services and operations of the business. This could be used in the form of …

  • Membership Sites
  • Videos
  • Podcasts
  • PDFs
  • Blogging.

The various forms on content would be appropriated to include …

  • Specifications
  • Testing Results
  • Tolerances
  • White Papers

This is targeted to the B2B marketing professionals so that they will have all of the information they need before they have to ask – putting one company in a stronger position that its competitors. This  would be used for the ‘Push Marketing strategies.

We can also use the internet to create the ‘Pull Marketing strategies as we want the end users to know about the products that they will be purchasing from the B2B channel marketing partner too. But the difference is that the type of information that we service this market segment with would not be detailed specification type information given to the B2B audience. In this case the internet channels such as Forums and Vertical Blogging as well as other video content portals can be used to educate the end user.

So we use the internet for B2B and B2C, the Business customer would be pushing this into the marketing and end users would be asking for & pulling the product from the marketplace. This is strategic Digital Internet Marketing, not just a case of Social Media or any one aspect of Digital Marketing !!

The conclusion is that marketing on the internet for business can be a complicated and multi faceted operation – this is why we at Capid Houser consult with your business on your digital business internet marketing strategies before we implement.