digital marketing funnels

In addition to developing complete business website design and development projects the core of that which we here at Capid Houser deliver is our Full Service Digital Marketing Agency provision that in essence is made up of essentially taking a company’s top level core go to marketing business development strategy and; translating components of it into the digital marketing domain. The result of this translation of business plans is actually seen on the internet in the form of two main components [as we define marketing a business on the internet] which is that of Social Media and that of Search Engine Marketing.

In terms of Search Engine Marketing and the way that this links into a company’s strategy; for the purpose of this discussion this can be described by the fact that the vast majority of product and service research activities commence with consumers pulling up their favourite search engine and simply typing in whatever terms come up in their head in relation to that which they may be looking to purchase, hire or just simply to get more information on.

We mention the above due to the fact that the core of our search engine marketing agency execution practices is that of keyword research which links directly into the activities of the consumers as described above. Our performance of top level keyword research provides us with the foundation of that which we will make use of in order to develop content that we will publish on the internet.

This particular content that will be published will be based on the keyword database that we will compile, in summary – there will be links within the content – note that the content comes in various forms such as press releases, articles, blog posts, micro blogging, videos, emails, PDFs etc etc.

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With that said – note that in terms of ranking a company’s website [the process to ensure that a website {or it is best to say specific pages on a company website} comes up in the search engines after a consumer types in a keyword phrase into the search engines] – it is the [company or product / service specific] content that is published around the internet on other platforms and websites all emanating from varying IP addresses etc etc, with the links within the content pointing back to the company website that will all culminate in working towards the ranking of the website.

Social media marketing research can be used for business development in terms of digital marketing strategy development as the company in question can be seen …

… to be leading discussions, their goods and services along with the excellent customer service that is provided will [we hope] be shared around the various social media networks. All serving to broaden the scope of the organisation and to increase that which we call Brand Equity.

At the outset – our Full Service Digital Marketing Agency research will provide us with a foundation bed that we will be able to use in order to shape the organisation’s social media activity. Then we will be able to develop activities [just as we do with search engine marketing] that will culminate in customers arriving at our main business website or other location on the internet that will present the consumer with more details or further information in relation to the product or service that they showed interest in via social media or due to the specific keyword that was typed into a favourite portal.

The above has been constructed to set the scenario as to how the consumer arrives at the top of the digital marketing funnel. As there is so much talk about Business Funnel Models in general and specifically how this relates to marketing a business on the internet. The Digital Marketing Sales Funnel that we develop will of course be specific to our client’s business model as well as their target market client’s profile. As an example certain businesses require longer sales cycles so that it may take say six months from the initial touch point with the prospect before they end up becoming a paying client.

In other cases the sales cycle [or length of the buying process] may be days or even hours and therefore the social media search engine marketing funnel will be designed accordingly. The point being made is to put the appropriate facilities in place to ensure the prospect is never let go of in terms of constant communication until a decision is made either way in terms of them [the client] making a purchase decision or staying on potential purchase list as the top level strategy dictates.

So – in order to use the analogy of making sure that the client comes back into the physical [shoe, computer, clothes, jewellery or maybe food] store time and time again – when using business internet marketing part of the implementation of a high quality business digital marketing funnel will serve to put the marketing message in front of the client at set times in order to nudge them closer to making a decision.

Certain decision making criteria are put in place within the design process and for each decision made by the prospect – they can readily be defined as moving to specific levels within the digital marketing funnel. As a general rule of thumb – the top of the funnel is wide and therefore we have a larger pool of prospects at this level. As customers move further down the business funnel – there is of course less space and this correlates to less customers being found at lower levels within the funnel.

Again – in general terms we will see a rise in fees being paid by clients with fewer and fewer numbers of clients being found at the bottom of the business funnel and corresponding higher prices being paid. In some cases this may run into many 1000s of £s/$s and a set amount of clients may be targeted to purchase certain solutions at set prices within set periods of times [say 10 high ticket sales every month].

In coming to the end of this discussion – it is worth mentioning some of the [more technical] tools that we make use of in order to effectively implement a business digital internet marketing funnel. We feel a quality email [autoresponder] marketing platform is necessary  – as example – we often provide prospects with the option to download certain expert information packs in exchange for their email address. The type and form of the content of the information will be carefully designed to act as a decision point serving to act to say “if the prospect opts to download the said information they are candidates to move to the next level within the business process funnel”.

Another tools that we make use of is that of artificial intelligence based chatbot marketing in order to interact with the clients so that we can learn as much as possible about the prospect before we either speak to them in the phone [often necessary for high ticket sales] or they opt to become a paying customer.

So – it can be said that the implementation of a digital business internet marketing funnel serves to mimic the activities of that which takes place in the non computer business interaction world. So – without an effective digital marketing process in place – companies will not be getting as much out of their online presence as they otherwise would with one in place.

If you wish to learn more on how to get an effective search engine social media marketing funnel implemented for your business operations – learn about our Complete Search Engine, Social Media & Facebook Marketing Strategy Development & Execution Programme For Companies – go through our funnel, book an appointment and we will look forward to speaking with you.

Influencer Marketing compared to Viral Marketing

Which aspect of digital marketing Is Best For Companies

Most business are actively looking for tools and techniques that they can make use of in order to increase the conversations target market customers are having in relation to the company, its associated brand along with the products and services that are being sold into the marketplace. Due to the current state of the penetration that traditional media allows, digital marketing agencies such as Capid Houser are making use of innovation such as as voice marketing, chatbot marketing, google reviews platform for businesses, as well as Online Appointment systems in order to grab the attention of prospective customer for lead generation and customer acquisition.

Now, many have heard of some of these marketing terms …

  • Word of mouth
  • Buzz marketing
  • Viral marketing

… well no matter what terminology that is attached to the above these are very effective methods of marketing the products and services of any company along with expanding the reach of its brand.

Viral as compared to Influencer Marketing : What Does This Mean ?

Viral digital marketing is a method that companies can use in which to capture customer’s as well as the media’s attention so that they are actually talking about & discussing the brand. Now, when it comes to Influencer Marketing this will be incorporated into our digital marketing agency services program and it can readily be broken down into two components : Customers direct experience in relation to the company brand, products and services and the things that they have to say about those experiences. This serves to generate buzz & news and end up becoming a source of content that gets consumed and shared and acts as a key component of any social media marketing strategy execution program. Many who are not early adopters may well say that this is not the conventional way in which to market a company.

Influencer marketing can be said to be about obtaining the media as well as the clients attention in order to get them to talk about the company brand in a manner that is both newsworthy as well as captivating so that
others want to share the content via their social media channels. The objective here is to initiate conversations – in order to make sure that individuals are continually talking about the brand that is associated with specific products and services that will be in turn picked up by the media, key market sector influencers so that this information will be shared. This method of digital marketing strategy execution means that the company will not be talking “at” customers but that they will be seen to be actually speaking “to” them.

Does Influencer Marketing Work For Companies ?

The digital marketing and advertising market has expanded and we can see that all kinds of companies are making an attempt gain market presence. It is for this reason in developing key go to market strategies innovation are at the core in getting a brand’s attention out to the marketplace at large – i.e. with customers and the media alike. So, it is for this for this reason that marketing professionals such as ourselves continue to look and search for ever more more creative means of getting their brand more attention and recognition in order to drive sales of products and services and in turn revenues.

It is important for companies to use these marketing methods with care and integrity so that customers do not end up mistrusting the company if they see that positive news have in someway been manufactured.

This is one reason why this form of digital marketing with the referrals coming from family, colleagues and friends in relation to the company’s products and services work so well. This is one reason why we see companies using google business reviews and other methods in order to boost referrals and recommendations that come from customers.

Influencer digital marketing will continue to assist in expanding interest from consumers by sharing quality experiences and information through social media marketing channels and networks which will in turn reach target market customers. This information will in turn be used for lead generation which in turn will help turn prospects into actual customers.

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

For the face of any business on the internet and the development of its online marketing strategy it is for sure very important to design and develop a high quality website that looks good and that represents your company. The overall objective has to be to convert visitors from the internet to the website into sales. When it comes to the online strategy development of the business it is recommended that the business’ marketing efforts need to go on the promotion of the website on the internet.

There are many aspects to marketing a business on the internet which includes :-

  • search engine optimisation
  • pay per click [Google Adwords] marketing
  • Website design and development

… and one critical strategy of marketing on the internet that is often neglected by business owners of all sizes is that of the development of their reputation on the internet [online reputation management strategies]. The definition of Reputation Management is engaging in the process of building a favorable reputation online, when this is done on a consistent basis it is effectively weakening any sort of negativeness that might be on the internet thereby damaging the credibility of your business.

Every business wants to be seen as the best when it comes to a comparison with their competitors and therefore become the business of choice in a given market category, in today’s technology enabled world Online Reputation Management Marketing is mandatory. Companies of all sizes should be doing everything in their power in order to have an ongoing view of what is being said regarding the business which will eventually eliminate any negative comments or references as they focus on putting out positive views, comments and testimonials.

For the purpose of this argument let’s take a look at an example, let’s assume that your customers wherever they may be in the world find the website of your business and also come across the business website of your competitor’s site on the major search engine results (Google, Yahoo & Bing).

Your business has no customer reviews or testimonials whatsoever
Your main rivals has 55 testimonials most of which are glowing and positive

Who do you think customers will pick (or who would you pick if you were a potential customer ?)

Or, let’s take another example …

Your rival has 20 excellent evaluations and 1 unfavorable assessment
Yet you have 10 great reviews and 10 negative ones.

Who do you believe customers will select?

If any business wants new and existing clients to choose and do business with its organization, that business should on an ongoing basis take the initiative to obtain positive testimonials, comments and assessments from clients. The question is often asked, how do they go about the process of obtaining the positive testimonials ? One of the most convenient ways is to merely ask happy consumers to go online to leave testimonials for any given business. There are many creative ways that a business can go about gathering positivity about the business and when asked most clients will not have a problem leaving a positive reviews for your business which will show how satisfied they have been with experiencing the products, services & offerings of the business.

Another aspect of online reputation marketing management is for a business to carefully check out and engage with various social network audiences as these are congregating points where consumers broadcast their viewpoints concerning business experiences (good or bad). With ongoing Reputation Management Activities your business will be there to reply to and take care of any issues, the key point is that all are they to see your business responding to feedback and thereby showing clients that you business cares.

If you take some to take a look on the social networks you will be able to observe that a few of your competitors have negative online feedback & assessments and have upon further investigation you will see that those businesses do not bother to react to the bad feedback.

As you look to improve the overall talk, feedback and comments and general positiveness that is out there on the internet regarding your business – let us take care of your business reputation management marketing strategy development – so contact us to learn how we can help you build your business further using reputation management.

Stephen C Campbell

Digital Marketing Strategies need to be developed and implemented for many millions of companies so that they can bring in new leads that are using the internet so that they can turn them fee paying customers in due course. The question of which technology tools of the internet [from the digital marketing suite of tools] should be used is a topic that at the forefront of many marketing managers and business leaders.

One of the aspects of digital marketing is that of Social Media Marketing and it is important to note that there are reports that come to the conclusion that Social Media has a much lower effect on Brand Building when compares to Search Engine Marketing.  The point to make here is that some forms of Digital Marketing will serve the needs of a business better than others – this is where Capid Houser’s initial business strategy consultation comes into play as we take time to look at your business structure before implementing your Digital Internet Marketing Strategy. It is important to note that there is no ‘one size fits all’ approach that can [in our opinion] be applied to a business. Instead we tend to develop a combination of …

  • Website Competitive Analysis
  • Search Engine Optimization Marketing
  • Social Media Marketing
  • Reputation Management Marketing
  • Local Buzz Marketing

… strategies for a company with varying percentages of focus on each aspect of digital marketing being implemented depending on what is to be accomplished for the organization.

The challenge for corporations is to find the correct Internet Channel to use instead of jumping head first into using one particular aspect of marketing on the internet.

It is our experience [see if this is true for your business] that many companies are ‘jumping into the internet and doing ‘activities without developing a real strategy and as a consequence are wasting a lot of money. We recently spoke to one company spending more than 10000GBP/month on paid advertising with no real data or metrics to measure the effectiveness in building the business.

We at Capid Houser do advocate Search Engine Marketing as it is a fact that most internet users respond to the Organic Search Results rather than paid, so in various cases we look to reduce the spending on paid advertising and shift this to SEO, Content and Link Building as we look to transition that organization to producing quality content for their Search Engine Marketing strategy.

If you’d like to explore how digital internet marketing strategies can be used in your business to bring in more leads, enhance the value your company gives to customers and ultimately drive revenue – read more about how we at Capid Houser work and then feel free to contact us to see how we can assist your business.

We at Capid Houser execute digital marketing programs for clients after we have consulted with them on their go to market strategy and have an understand of their …

  • Ideal Client Profile
  • Target Market Segments
  • Operating Market Categories.

It is only after we have an in depth understanding of the more ‘standard or some say ‘offline business and marketing strategy that we can then begin the process of translating this to using the various tools of the internet to execute the marketing, promotion and advertising of the company.

Often we are in the business of promoting a business, its brand, website, products and services using digital marketing to accomplish our tasks. Some of the main tools we use for this are that of …

  • Search Engine Optimization
  • Social Media Marketing
  • Reputation Management Marketing.

It is important to note that there really is no ‘one size fits all’ approach to a business when we begin the SEO process. For example before we implement we have to go through a detailed Keyword Research Process so that we can determine the searching patterns of clients & competitive websites in order to determine how we can go about creating relevant content that is the core of the ranking of a business website.

Often the complexity of a SEO campaign is not appreciate as there are many websites out there on the internet advertising say a $1000 / month SEO package, this can be purchased by any business. We do not adopt this approach as a small business looking for internet exposure in say a local town will require a different approach to a company looking for national or even international exposure. It will normally take longer for us to achieve rankings for the latter given the competition will be stronger, it is never ‘easy to rank a local company and keep them in their position in the Search Engine Ranking Positions and will require different approaches and resources than for a more competitive market.

As mentioned above we in most cases use the tools of Search Engine Optimization, Social Media Marketing & Reputation Management Marketing however, the degree to which we use each will vary depending on the market industry and the competition. It should be noted that all of the above contributes to internet exposure for a business as users are congregated on Social Media [used for Social Media Marketing] as well as on the various review sites [used for Reputation Management Marketing] so they can be communicated with their. The activities on these portals also do contribute to the ranking in the search engines however the SEO process itself is largely responsible for the rankings in Google, Yahoo & Bing and for say a given monthly fee of say £5000 we could put more resources into SEO in the first months and then reallocate resource into the other two as results start to appear.

The point to make is that just as companies take months and sometimes years to develop a coherent marketing strategy to deliver products and services via a defined marketing channel to connect with specific target market segments. Developing a Digital Marketing Strategy takes time and to do it right we need to use a consultative approach when working with your business.

If you are looking to develop your Internet Digital Marketing Strategy further – then get in touch so that we can arrange a time to talk.