With the widepsread use of the internet that has been seen to seemingly come into contact with [almost] all areas of our lives; it is interesting to see how there has been a shift in marketing strategy development in general that is towards the increasing amount of important that is being placed upon that of marketing and advertising to that of connecting with existing clients and generating leads using the digital realm – in other words using digital marketing strategy development as a key component in the top level business strategy of the business or organisation in question, now even within the digital marketing aspect of business development there have been changes when it comes to …

  • Reputation Management Marketing

  • Search Engine Marketing

  • Video Marketing

  • Social Media Marketing

  • Email Marketing

It is important to note that the reference to the terms above are that which we describe as Digital Marketing Sub Channels. With that said; it is indeed interesting to see how there has been a shift in marketing and advertising to that of connecting with clients using [some of] the Digital Marketing Sub Channels. In viewing them as seperate entities [Marketing Channels] as we do here at Capid Houser allows us to more effectively effect the promotion of products and services to end user clients that have been identified and classified by the business in question or following our preliminary research as a key component of the Digital Marketing Makeover process.

We at Capid Houser offer services within the above digital marketing channels and in recent months we have been putting more efforts into getting clients moving with the social media marketing agency as there are so many ‘dead facebook business pages out there that in fact are not serving any real purpose in terms of getting more clients through the door for their respective companies and; generating additional revenues.

When we speak of Digital marketing in terms of Business Strategy Development it is of course but one aspect of what we call Channel Marketing or put another way; one path that a company uses to actually get into contact with the end user customer, as mentioned above we refer to this as a Digital Marketing Sub Channel and the most appropriate sub channel to use will only be determined after we have gone through the marketing segmentation exercise in order to get really clear when it comes to the “Who” we are marketing our products and services to.

There are various parameters that we can use in order to execute the market segmentation of our customers and when it comes to the Digital Marketing Sub Channels that we are able to make use of to connect with clients there are of course many but for arguments sake here are but a few …

  • Pay Per Click
  • Cost Per Action
  • Search Engine Marketing
  • Reputation Management
  • Video Marketing
  • Podcasting
  • Social Media Marketing
  • Youtube

… and of course; the list could go on and on. But the focus is on that of Social Media Marketing and when we segment this aspect of Digital Channel Marketing we come to the place on the internet that billions of people on the planet are spending their time and that is Facebook.

It stands to reason that if their are so many people congregated in one place, all giving their opinions and buying preferences then this is actually a goldmine for businesses to connect with their prospective clients. No matter where you are in the evolution of your business, you are advised to take a look at the place that Facebook Marketing has to play in your business.

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.

Within the digital marketing field things are progressing and moving at a rapid pace; when it comes to interfacing with the customer at the company website – conversational marketing with the use of ChatBots which has Artificial Intelligence technologies at its core is on the rise. We here at Capid Houser are in line with the power that Strategic AI ChatBot Marketing can bring to the implementation of the marketing strategy of any business.

One of the wonderful aspects of using conversational marketing with Chatbots is that they only get activated when a person arrives at the website that the ChatBot has been installed on. At this point in time the business can interact with customers no matter what time of day it may be.

Preprogrammed automatic responses can me made to do so many things for any company as an example users can be shown a restaurant menu or a list of services that a beauty salon may have on offer. The action can be triggered by various keywords or triggers that can be used to initiate multi topic discussions, these conversation can be programmed to get right to the bottom of issues that the customers may be experiencing.

Understand the problem, queries or issues that customers are experiencing will assist the company in understand the customer more deeply and therefore refine the business development strategy than in turn will be used to gain more customers and generate incremental revenues.

ChatBots are here to stay – as they can be intelligently utilised to increase the amount of customer interaction, answering questions and from a process driven point of view review all responses and then after careful analysis refine marketing development.

This is how the current digital marketing strategies are being played out and when it comes to dealing with customer support – chatbots are an excellent way to handle this necessary part of any business operations. Using ChatBots for customer service queries can push clients down into the sales pipeline and lead to revenue generation.

With customer support in mind and linking this back to digital marketing content generation and publication that in turn brings customers to the company website will assist the company in gaining the maximum return on the investment made in terms of digital marketing.

So the thing to do is to develop a coherent online marketing strategy – uniting all social and search engine marketing channels to drive traffic to the marketing chatbot with a view to engaging the customer and enhancing the view of the company’s brand, products and services.

Again – it is wise to carefully and strategically place ChatBots on specific pages on the company website; in this way we are able to grab customers attention and generate as many ChatBot initiated conversations as possible.

The key to website marketing success is search engine optimization or SEO. Obviously, as a business owner, you want your website to be listed among the top search results when people search for something related to your products or services. Now, while there are many ways to enhance the search engine ranking of your company’s website, it is important to note that strategic social media marketing for business that results in significant social media marketing signals are an important piece of the puzzle.

However, some business owners are under the assumption that the more page “Likes” and “Followers” they get on social media, the better success they will achieve as a result in terms of search engine rankings. If you have 400,000 followers on Google+, Twitter or Facebook, that must mean you are well-known to the search engines, right?

Not exactly; while studies have shown a correlation between higher search rankings and page activity, they may not be directly related. A Google employee, Matt Cutts, made a statement saying, “you have this many followers on Twitter or this many likes on Facebook, to the best of my knowledge, we don’t currently have any signals like that in our web search ranking algorithms”

In other words, just because you have thousands of page Likes and Twitter followers does not mean your website will rank higher on Google searches.

Social Media Content is Powerful : It’s all about valuable, quality content. Search engine ranking fundamentals have changed in the past few years; today, human-friendly content rules the world of search engine marketing. Since social media is mostly about posting and sharing great content, it definitely enhances the ability of your business websites to be found in the search engines.

Content that is shared often across social media is viewed as “quality information” by “credible sources” that should be ranked accordingly. As a result, it is indexed and can show up in the search results.

Social Media is the New Link Juice : Having quality links back to your website is one way to strengthen the efforts that you go to so that your chosen target market segments will come across your company’s website when they type in related search terms in the main search engines. Gone are the days when we could just buy a bunch of backlinks from random sources; the search engines got smart and decided that any old backlink won’t cut it. Socials signals from sites such as Twitter, Google+, and Facebook are powerful, credible backlinks to your website that will definitely contribute to your overall SEO efforts.

Social Engagement Matters
: If you use sites such as Google+, Facebook, Twitter, and YouTube to share links and other connections to your website, chances are better that more people will check it out and talk about it. Once people are talking about something, sharing links, and posting about the content, social signals kick up a notch.

Speaking of Google+… obviously, this is Google’s favorite social media platform. Therefore, being consistent and active there is a surefire way to give your business’ website the best chance of being found.

Social Media Profiles Rank in Search Engines
: Social media profiles also rank in the search engines, which is a great way for additional exposure. If you do a search for any company’s brand name, they are social media profiles are likely to show up in the results.

In conclusion, using a social media marketing agency will help you to broaden your online presence and this will definitely play a huge role in your search engine rankings. While there is no definite outline on how it all works together, it is a fact that using a digital marketing agency will make a valuable addition to your business’ efforts. Focus on consistent engagement and creating great, shareable content and you’re on your way.

It is interesting to see how there has been a shift in marketing and advertising to that of connecting with clients using the digital realm, even within the digital marketing aspect of business development there have been changes within the …

  • Reputation Marketing
  • Search Engine Marketing
  • Social Media Marketing

… sub digital marketing channels relating to more effectively promoting products and services to end user clients. We at Capid Houser offer services within the above digital marketing channels and in recent months we have been putting more efforts into getting clients moving with the social media marketing agency as there are so many ‘dead facebook business pages out there that in fact are not serving any real purpose in terms of getting more clients through the door for their respective companies and; generating additional revenues.

Digital marketing is of course one aspect of what we call Channel Marketing or one path that a company uses to actually get into contact with the end user customer, we could call this a Digital Marketing Sub Channel after we have segmented Channel Marketing. The Digital Marketing Channel itself when segmented can be narrowed down to various aspects such as …

  • Pay Per Click
  • Cost Per Action
  • Search Engine Marketing
  • Reputation Management
  • Video Marketing
  • Podcasting
  • Social Media Marketing
  • Youtube

… and of course; the list could go on and on. But the focus is on that of Social Media Marketing and when we segment this aspect of Digital Channel Marketing we come to the place on the internet that billions of people on the planet are spending their time and that is Facebook.

It stands to reason that if their are so many people congregated in one place, all giving their opinions and buying preferences then this is actually a goldmine for businesses to connect with their prospective clients. No matter where you are in the evolution of your business, you are advised to take a look at the place that Facebook Marketing has to play in your business.

It is interesting to see how there has been a shift in marketing and advertising to that of connecting with clients using the digital realm, even within the digital marketing aspect of business development there have been changes within the …

  • Reputation Marketing
  • Search Engine Marketing
  • Social Media Marketing

… sub digital marketing channels relating to more effectively promoting products and services to end user clients. We at Capid Houser offer services within the above digital marketing channels and in recent months we have been putting more efforts into getting clients moving with the social media marketing agency as there are so many ‘dead facebook business pages out there that in fact are not serving any real purpose in terms of getting more clients through the door for their respective companies and; generating additional revenues.

Digital marketing is of course one aspect of what we call Channel Marketing or one path that a company uses to actually get into contact with the end user customer, we could call this a Digital Marketing Sub Channel after we have segmented Channel Marketing. The Digital Marketing Channel itself when segmented can be narrowed down to various aspects such as …

  • Pay Per Click
  • Cost Per Action
  • Search Engine Marketing
  • Reputation Management
  • Video Marketing
  • Podcasting
  • Social Media Marketing
  • Youtube

… and of course; the list could go on and on. But the focus is on that of Social Media Marketing and when we segment this aspect of Digital Channel Marketing we come to the place on the internet that billions of people on the planet are spending their time and that is Facebook.

It stands to reason that if their are so many people congregated in one place, all giving their opinions and buying preferences then this is actually a goldmine for businesses to connect with their prospective clients. No matter where you are in the evolution of your business, you are advised to take a look at the place that Facebook Marketing has to play in your business.

If you run a business, company or corporation, you’ve probably heard a lot of buzz surrounding what we call ‘Digital Marketing’, but sitting in front of a computer all day can be incredibly time-consuming, and time is precious when trying to increase your overall revenues. No business should be all alone when trying to sell a product and/or service and digital marketing should most definitely be used to help the company to achieve its objectives.

Mobile applications are available to help develop your business, and they don’t take more than a few minutes every now and then [once they have been setup appropriately] at the times of your choosing to expand your overall customer base. Read on to find out more about digital marketing, and exactly how it can expand your business in terms of helping with your overall business management and reaching different market segments.

Benefits of Digital Marketing

Digital marketing can help in bringing all the different parts of a business’ communications together in one place, all in the palm of your hand or computer screen. Mobile business management allows you to keep in contact with each and every one of your employees all from your fingertips. Perhaps one of the most important and essential aspects of a successful business is that of travelling to meet with clients and using digital marketing tools provides the ability to travel and still monitor business communications from any point on the planet [with internet connectivity].

When running and looking to expand the reach of a business; getting in contact with clients that wouldn’t normally see or hear about the business’ products and/or services is an essential of moving into new markets. Digital Marketing makes it possible to expand your client-base significantly, and at the end of the day, having a bigger client-base provides a batter chance for overall revenues to be increased significantly.

Getting in touch with new clients has never been easier once your digital marketing strategies have been developed and are being executed. By using facilities available with Mobile Commerce applications your client base will be able to find your business location much more easily; therefore giving you the chance to bring more clients into the marketing funnel. If your business is solely online (or selling products that are found elsewhere) digital marketing allows you to send your products to customers that live anywhere that you choose to ship to.

Final Words

If you do happen to be running a business, whether it’s already successful or not, there is a very sure way to increase the gross revenue of your business, as well as the customers that remain loyal to you. Digital marketing allows you to keep in constant contact with and; allows you to gain new customers from other locations from that of the location of your business. Do yourself a favor, and look into developing a digital marketing plan from a strategic perspective for your business.

The question regarding how useful Digital Marketing is for various areas of Business Development continue to asked by business leaders and marketing professionals and in particular how much of an impact Digital Marketing can have on increasing and improving business when companies are selling to the end user market place via a classic …

Manufacturer/Company  ===> Dealer/Distributor/VARs  ===> End User

… model where the main company sells its products and services to the end users via Distribution Channel Partners. The Dealers, Distributors and Value Added Resellers are largely responsible for interfacing with the clients in terms of product demonstration, dispensing marketing collateral and

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in essence they act as the face of the company. Depending on the agreement with the Channel Partner; the Manufacturer may have to deal with the fact that many other competing products are being sold by their Channel Partners and therefore the amount of time that can be given to the active promotion and marketing of their product (the only thing that the manufacturer really care about !) is limited.

The marketing through the Channel Partners (which is traditionally funded partially or in whole by the manufacturer) is what we call “Push Marketing” as the …

  • Brand Awareness
  • Instore Promotions
  • Marketing

… is pushed to the market place via the Channel Partner.

When it comes to the use of Digital Marketing the manufacturer now has the option to use a percentage of the marketing funding paid to the Channel Partners and divert this to a coherent Digital Marketing Strategy. So what should this look like ?

We advocate Pull Marketing where Digital Marketing Strategies (such as Search Engine Optimisation & Marketing, Social Media Marketing, Reputation Management, Video Marketing) are used to raise the awareness of the brand in the market place at large. This in turn will lead to the end user being more aware of the Products/Services that the manufacturer has to offer and of course it is the Channel Partners that will end up fulfilling the market need.

How could this work in reality ? let’s assume we are acting as consultants for you as a manufacturer we could develop a program where our Digital Marketing activities are targeted to each region that is serviced by chosen Channel Partners, the campaign could be developed to drive traffic to each Regional Channel Partner by educating the market place and building the brand by marketing and extolling the virtues of the Products and Services.

Creating Buzz in Local Markets, raising visibility through Search Engine Marketing, Joining the conversation in the Social Networks, educatyion clients through Video Marketing and building the equity of the brand through Strategic Reputation Management Marketing are some of the ways that Digital Marketing could be used to drive business revenues for any manufacturer that is selling its products and services to the end user market place via Channel Partners (Dealers, Distributors, Value Added Resellers).

Should you wish to know more on how we at Capid Houser can help raise the visibility of your business in the marketplace using Digital Internet Marketing Strategies for your Distribution Channel Marketing Business – we at Capid Houser would be glad to hear from you so please do get in touch.

outsource digital marketing

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

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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
  • 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.

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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