The heart and soul of every business is well, Marketing – that is to say that obviously no matter how good or groundbreaking the products or services of a company may be, it is of no use if the people for who those products and services are intended (target market segment) know nothing about their existence. Marketing is about delivering the message of a business to their chosen market segment and we as business owners know that this is a never ending and ongoing task.
The emergence of the internet has thrown up many challenges for many companies and the whole field of what we call Digital Marketing is something that must be done – why ? because of the widespread use of technology and the internet and now of course the daily useage of Mobile
Devices and Smart Phones being used every minute of every day to access the internet to search for news and information concerning companies and the products and services that they have to offer. This means that companies must be present on the internet in order to meet the needs of the end user consumers.
The problem is of course that digital marketing which includes …
- Search Engine Optimization
- Website Competitive Analysis
- Social Media Marketing
- Reputation Management Strategy Development
- Paid Advertising
… and more is not in the core competency set of many a company and they are faced with a choice of having to learn all about this field of marketing and then, having to keep up to date with all of the technological and internet marketing changes, all whilst updating their products and services as well as keeping up to date with their own business and industry. If is for this precise reasoning why so many businesses have chosen to work with specialist digital internet marketing companies so that they can implement the Digital Internet Marketing Strategy for them allowing the company to focus on its core business fundamentals.
After training and consulting in online marketing strategy development and providing limited digital marketing services in the past we at Capid Houser now offer the full Digital Marketing set that clients are able to use to get their business promoted so that the end user clients will be able to find them on the internet.
Digital marketing is here to stay, for the foreseeable future anyway 🙂 and companies of a certain size – who may not have the time and budget to develop internal internet digital marketing skills may well be advised to go the outsource route, look for a suitable business partner such as Capid Houser with the assurance that that their online marketing strategy development will get done. There will be no need to worry about training staff and keeping up to date – the strategy of partner organizations will be implemented via the internet for maximum effect and return on business investment.
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
- Video Marketing
- 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.
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 :-
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
- 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
There really is no argument from the professionals and from the non experts alike that if a business has a website then it must be promoting that website on an ongoing basis, that is to say there can never be a time when the business is not engaging in efforts to market its website to the world at large and specifically to its chosen end user target market segment. To promote a website so that it comes up in the search engine rankings there are two main options that a company can use – that is …
- PPC – Pay Per Click Advertising
- SEO – Search Engine Optimization
Therefore the question that is posed by many customers is what is the main difference between the two. In summary Search Engine Optimization for business marketing is for the long term and PPC pay per click marketing short term – those two statements do of course need some explaining.
Let’s take the situation where a company has just had a new website designed and developed by us here at Capid Houser and then the website is launched on the internet. By definition the search engines do not know that the website exists, there is little or no content relating to and linking back to the website on the internet which in turn in most cases will mean that that business website will not rank in the major search engines. If the client is prepared to wait for the time (depending on the market sector and competition this could be months) for their website to rank then we could go ahead and execute our experts SEO processes and in time your business website will be seen to rank in the search engines for specific keywords used by the end user clients.
Now consider the scenario where a company has a new website and it needs to have site visitors immediately coming to the website for whatever reasons, in this case we will setup and run a Pay Per Click campaign using the Google Adwords system. The campaign will allow us to display advertisements for your business website instantly after setup and you the business owner will pay whenever an internet user clicks on your advertisement. At times it could be a good strategy to run PPC campaigns for a newly launched website whilst running search engine optimization campaigns in parallel, after the website starts to get ranked then the business will receive visitors from the internet and it may make sense [depending on the marketing strategy of the business] to pull back on the PCC marketing spend, in time many companies [like us here at Capid Houser] depend solely on search engine optimization to bring visitors to its website.
There can be another ‘what if’ where a company has a well ranked website in its target market sector with plenty of website visitors and new clients coming into its market funnel consistently however, as a part of the marketing strategy of the organisation they could be running a special event that will be for a few days only and very time specific. Due to the long term nature of search engine optimisation to take effect – in this case it may make to sense to run a limited PPC campaign in the weeks leading up to the event. All of the traffic from this marketing activity will be funneled into the specific event leads and when the event is over we can simply ‘turn off’ the PPC marketing.
Which is for your business – SEO or PPC ? we say that SEO is for the long run so if you plan to be in business this time next year and the year after then sign up for our advanced SEO business marketing strategy development to ensure that relevant content and links for your business based on industry specific keywords are produced which will result in enhanced search engine rankings in the major search engines of the world i.e. Google, Yahoo & Bing.
We here at Capid Houser would be delighted to act as an extension of your online marketing department to provide expert SEO or PPC services so do get in touch to learn how we can help to take your business forward on the internet.
Stephen C Campbell
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.
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.
There is now no argument for most business owners whether or not they need to have a website to showcase their products or services to the world in general and specifically to their desired end user target market. Having a website that looks good and that represents the company is of course necessary and website design and development for business is one of our service offerings. But for now please consider that as the website is the face of your business it will do your business no good whatsoever if it cannot be found by those who you wish to engage with and to sell to.
Search Engine Optimization for a business can be seen as one of the most critical aspects of that company’s go to market strategy and making sure that use is made of the right professional SEO company should be taken seriously. Many business owners do not appreciate some of the complexities of what goes into getting a website ranking on the higher pages of the search engines (Google, Yahoo and Bing) and also many people only focus on the main website homepage URL as a demonstration of the strength of how well they are ranking.
Consider the fact that your company may offer multiple products and services, the way that keyword research and SEO works means that it will be very difficult to rank a homepage URL for too many terms, we normally would limit this to 2 or 3 main keywords and related terms. Our approach is to also focus our attention on the inner pages of the website so that when users are searching the internet they not only will come across your website’s homepage but also will enter into your website [marketing funnel] on various other pages that relate to the specific product or service that you have to offer.
This can become a very complex and sometimes overwhelming discussion and this is why we take a consultative SEO business management approach with all of the clients we work with. If you want to know more please do take a look at our search engine optimization report for business which will give you more information regarding our approach in working with making sure our clients’ business websites are ranking in the search engines.
Consider the amount of monies as a percentage of revenues that larger companies are spending on their marketing in funding full scales staff and campaigns on an ongoing basis – with that in mind you can gain an insight into why we have no standard pricing as the amount of work that we carry out depends on how difficult it will be to market any business on the internet. Please contact us to learn more about our SEO for business services so that we can be of service to you to ultimately help you to grow your revenues and customer base.
-Stephen C Campbell
Lots of businesses suffer with the fact that their websites have been up and running for a lengthy time, however it is not attracting the quality traffic they expected to obtain. Meanwhile, lots of their competitors are getting all the attention from local consumers, which is painfully taking away business from them. It is fairly obvious that there are lots of companies
in your local area that offer the very same solutions and/or products/services as you do in your business. This suggests that you’re contending for the exact same market, in addition to the exact same top spots in the online search engine results such as Google, Yahoo & Bing.
The success of a web site for your business is primarily determined by the Online Search Engine Optimization methods used in marketing the business website and promoting its exposure. If your company’s website is not showing up higher in the search engine rankings it is time that you implemented a strategy to obtain better rankings.
However the very first thing that you should do is to determine precisely where your website stands in terms of optimization. This website analysis and audit procedure includes such elements such as your
- present positioning in the search engine rankings
- keyword phrase effectiveness
- traffic flow to your website
You ought to carry out online search engine searches for keyword phrase terms that relate to your business that you have included in your Search Engine Optimization project and figure out what position your website ranks at for specific search terms. This ought to be duplicated on all significant search engines since people will certainly utilize different search engines such as Google, Yahoo & Bing to find the products and services that you are selling.
Use analytic devices to obtain a detailed picture of your web site and all the functions happening within the site. Internet website traffic is the key factor in showing you just exactly how efficient your SEO initiatives are. Yes, the ‘amount’ of quality traffic is important, however the ‘kind’ of traffic is even more important. Because you are targeting specific markets & keywords, your SEO initiatives must focus on geo-targeted keywords.
After you determine your positioning in the online search engine rankings and the quantity of web traffic coming to your company’s website, you must compare the rankings against your competitor’s sites. With adequate details on where you stand, you can now check out your web site and Search Engine Optimization efforts from an educated standpoint.
Outranking your competitors is the goal of any business who is struggling to get more attention from their local customers online. Nonetheless, getting there takes a great deal of effort, devotion, and consistency. Once you delve down into your own Online search engine Advertising and marketing efforts, you will be equipped with details and information that will help you to
continue to push your competitors down the search engine rankings as you climb.
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.