In the world of marketing in general there are many moving parts and changes in terms of terminology and also when it comes to tools and techniques that can be made use of in order to enhance the way that target market customers are interfaced with. No matter what aspect of marketing is used or what terms are used to describe the tactic what really matters is how effective the method that is used to convey the message of the company in relation to key products and services.

One such term is that of Below The Line Marketing and in general this describes the strategies that companies use in order to promote products and services are via various media outlets other than what we see is in the mainstream which is that of radio, television, billboards, print [newspapers & magazines], and various film formats.

When we here at Capid Houser speak about Below The Line Marketing we apply it to Digital [a combination of Social Media & Search Engine] Marketing we incorporate this into our company client promotion and advertising campaigns. Part of the reasoning behind our school of thinking is that we develop full service digital marketing campaigns that are intended for specific target market client segments.

When we here at Capid Houser speak about Below The Line Marketing we apply it to Digital [a combination of Social Media & Search Engine] Marketing we incorporate this into our company client promotion and advertising campaigns. Part of the reasoning behind our school of thinking is that we develop full service digital marketing campaigns that are intended for specific target market client segments.

This applies for two aspects of digital business development that we recognise being that of Lead Generation in order to guide prospects through the marketing funnel with a view to converting them into paying customers and; for existing customers who depending on the business will end up becoming repeat paying customers as well as customer advocates which in turn has its own lead generation and brand building component of business development built into it.

By implementing Below The Line Marketing using core strategic techniques; it enables the company to get the most out of its advertising spend – as we work within our bristol digital marketing agency in order to provide excellence to clients in the form of internet marketing consulting, training and service delivery.

The implementation of strategic digital marketing funnels along with targeted email marketing which is in turn fuelled by chatbot agent marketing [which will further work to narrow down the focus of the customer as the artificial intelligence based agent will handle interfacing with the] all work together to make sure that when the customer eventually speaks with the company; they are actually a “qualified prospect” as they would have already answered various questions  and proven their suitability to be further engaged with the company.

The customer engagement that is implemented via the chatbot marketing agent is made possible by making use of data that would have been gathered in the market research phase [remember keyword as well as social media analysis !!] as well as data points such as customer support enquiries made by existing customers. These can all be factored into the digital marketing business development implementation phase of the company that will service to make the below the line marketing strategy execution even more effective in terms of lead generation and that of existing client nurturing.

So – terminology aside [BTL Marketing / ATL Marketing / TTL Marketing etc etc]; it is the core search engine and social media marketing agency strategy development and execution that is designed to interface with specific target market sectors as may be determined by where they interface [e.g. blogger, facebook, twitter, pinterest or maybe wordpress.com or via specified search engines or – How they connect such as will require the use of mobile marketing that within itself has become an important subset of business communication in line with that of ‘speaking to customers through targeted permission based email marketing.

Many company’s, business owners and marketing departments that have a presence on Facebook do not have the pixel installed on their website [we know this to be true because we use this as part of our analysis to find Facebook Marketing Clients]. Many companies may just not be aware of the pixel and of how to actually set it up. If some are aware they may not thing it is worth the hassle to learn all that needs to be learnt in order to get it installed and working in order to use Facebook Marketing Agency Strategies within their business operations.

However, smart business owners and expert marketers and advertisers know that if you want to truly succeed with Facebook Ads, then you need the Facebook pixel to be installed whether they set it up themselves or whether they choose to work with a third party company.

Facebook’s pixel installation on a company website is a key component when it comes to answering the question “How to use Facebook for business marketing”; note that the pixel installation is free and if the business is not technically inclined, a social media and search engine marketing agency such as Capid Houser can always install the code for any business they work with. The installation will be included within the Digital Marketing Makeover program.

To continue the discussion here is just but one reason why companies will get best out of their go to marketing social media marketing and advertising plans to give justification as to why organisations all over the world are engaging in strategic social media and facebook marketing for lead generation, brand build and revenue generation that stems from sales of products and services.

Create Of Facebook Custom Audiences.

With the Facebook platform there is an audience targeting tool which when used in sync with a top level business strategy will prove to be extremely useful as it enables companies to really focus in on the type of customer that they target with ads, the targeting will all be based on various factors such as customer’s location, their age, gender, interests, hobbies, and so much more.

Now with the use of the pixel, and bear in mind that this is not used in isolation but it is used in direction relation to the company’s top level business development strategy and therefore allow companies to take customer targeting to the next level. Companies are now able to target [as we do as a part of the Digital Marketing Makeover program] who have previously visited the company website, so marketers know that they are writing marketing messages for those who have already experienced the company in some way as they have already visited specific pages on the company website.

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.

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.

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.