Business Marketing Strategy
Business marketing strategy is at the heart of most business and industrial efforts, and when economic times get rocky, it can become the life support system for floundering commerce. At one time it was the simple idea of a sandwich sign carried around the neighborhood advertising the menu at a local diner or the tinkle of the bell announcing the arrival of the ice cream vendor. Then Madison Avenue got in the business and "A diamond is forever" and "Apple Pie and Chevrolet" were born, and suddenly marketing became an art form. And then came the introduction of the Internet and then business marketing strategy took on almost a scientific aura to it. But whatever future road that promotion techniques take, they will all attempt to shape and mold public opinion and perception. The marketers have done a pretty good job of doing that in the past fifty years.
But there should not be the perception that promotion is just advertising. It's really about the way all employees in a company approach their jobs and about how that company tries to position itself among the competition. It is in many ways an attitude that sales, marketing, research and development, administrative and executive departments all have towards the conducting of business. Marketing in the 21st century is all about is about the positioning of a company and the branding of its label, quality and availability into the minds of consumers. It's all about the mastering of the Internet and getting the attention of the tens of millions of surfers who make hundreds of millions of hits every day. The 21st century business marketing strategy will include the following components in its portfolio:
As already mentioned, having a way for a product to stand out (positioning) from the crowd is extremely important. Usually the first impressions that customers have with a product are the ones that remain, no matter how much success is later experienced. Oftentimes names of products have to go through changes to erase the first impressions that products may have garnered. God has declared that anyone who hasn't been changed by the transforming power of His spirit will not enter heaven. Good works and deeds cannot make that change and neither can being religious, but the change God requires is described this way: "Therefore if any man be in Christ he is a new creature: old things are passd away; behold all things are become new." (II Corinthians 5:17)
21 century business marketing strategy begins with a good website that helps customers quickly find useful information not only about one's products and services but also links to other sites for additional help and possibilities. The website must be fully search engine optimized making it an easy find on many of the major search engines results pages. This process is done through the strategically placed uses of keyword phrases and other words that could be used when a customer is looking for help from a particular product or service. But just as important in the business marketing strategy of today's commerce climate is the understanding and use of affiliate marketing. This type of marketing, when done correctly can increase dramatically the size of a company's footprint across the five billion or so pages of Internet information. By the effective use if affiliate promotion, a company can gain new customers and generate leads not imagined fifteen years ago.
Because a business marketing strategy is mainly focused around the optimum use of the Internet which can quite easily be handled by a company's marketing department, the use of direct mail, media ads and other mediums might be more easily handled by outside sources. Some types of more traditional business marketing strategy efforts can be quite labor intensive and not as cost effective as outsourcing them. But Internet promotions can be handled in house if there is a small staff devoted to the various efforts. A company can join already developed affiliate networks or work on creating their own, which can be managed through network software on the company's own server. Once the company's brand has been positioned, the website developed and optimized and the affiliate marketing network developed, the focus can switch to lead generation.
In today's Internet focused commerce atmosphere, the idea of contacting fifty million potential customers is routine. There are dozens of promotional firms online ready to assist any business in making that kind of massive promotional blitz happen but the problem is the same as that unsolicited direct mail that everyone gets in their home mailbox. As the person is walking back to the house, the dreaded separation process happens, and by the time the door open most of the stuff is headed for the trash without even a consideration. And while the per piece cost of direct mail pieces thrown in the trash is much higher than emails deleted, the idea of wasting time, effort and money on forty nine million, nine hundred and ninety nine thousand deletions is off putting.
Targeted lead generation is a powerful weapon in the new business marketing strategy paradigm. Targeted email lists that contain recipients already primed for one's message and that have been thoroughly vetted for your company's exact target audience make email promotions much more interesting and powerful. Adding to the potential of email promotion is the use of newsletters and blog subscriptions as a way to generate customers' interest in your company's potential to solve their problems. Offering to hold webinars, seminars and workshops on various customer needs is also part of the promotional plans a company can use. And viral email marketing techniques can take those targeted list blitzes to new heights of success.
But there should not be the perception that promotion is just advertising. It's really about the way all employees in a company approach their jobs and about how that company tries to position itself among the competition. It is in many ways an attitude that sales, marketing, research and development, administrative and executive departments all have towards the conducting of business. Marketing in the 21st century is all about is about the positioning of a company and the branding of its label, quality and availability into the minds of consumers. It's all about the mastering of the Internet and getting the attention of the tens of millions of surfers who make hundreds of millions of hits every day. The 21st century business marketing strategy will include the following components in its portfolio:
As already mentioned, having a way for a product to stand out (positioning) from the crowd is extremely important. Usually the first impressions that customers have with a product are the ones that remain, no matter how much success is later experienced. Oftentimes names of products have to go through changes to erase the first impressions that products may have garnered. God has declared that anyone who hasn't been changed by the transforming power of His spirit will not enter heaven. Good works and deeds cannot make that change and neither can being religious, but the change God requires is described this way: "Therefore if any man be in Christ he is a new creature: old things are passd away; behold all things are become new." (II Corinthians 5:17)
21 century business marketing strategy begins with a good website that helps customers quickly find useful information not only about one's products and services but also links to other sites for additional help and possibilities. The website must be fully search engine optimized making it an easy find on many of the major search engines results pages. This process is done through the strategically placed uses of keyword phrases and other words that could be used when a customer is looking for help from a particular product or service. But just as important in the business marketing strategy of today's commerce climate is the understanding and use of affiliate marketing. This type of marketing, when done correctly can increase dramatically the size of a company's footprint across the five billion or so pages of Internet information. By the effective use if affiliate promotion, a company can gain new customers and generate leads not imagined fifteen years ago.
Because a business marketing strategy is mainly focused around the optimum use of the Internet which can quite easily be handled by a company's marketing department, the use of direct mail, media ads and other mediums might be more easily handled by outside sources. Some types of more traditional business marketing strategy efforts can be quite labor intensive and not as cost effective as outsourcing them. But Internet promotions can be handled in house if there is a small staff devoted to the various efforts. A company can join already developed affiliate networks or work on creating their own, which can be managed through network software on the company's own server. Once the company's brand has been positioned, the website developed and optimized and the affiliate marketing network developed, the focus can switch to lead generation.
In today's Internet focused commerce atmosphere, the idea of contacting fifty million potential customers is routine. There are dozens of promotional firms online ready to assist any business in making that kind of massive promotional blitz happen but the problem is the same as that unsolicited direct mail that everyone gets in their home mailbox. As the person is walking back to the house, the dreaded separation process happens, and by the time the door open most of the stuff is headed for the trash without even a consideration. And while the per piece cost of direct mail pieces thrown in the trash is much higher than emails deleted, the idea of wasting time, effort and money on forty nine million, nine hundred and ninety nine thousand deletions is off putting.
Targeted lead generation is a powerful weapon in the new business marketing strategy paradigm. Targeted email lists that contain recipients already primed for one's message and that have been thoroughly vetted for your company's exact target audience make email promotions much more interesting and powerful. Adding to the potential of email promotion is the use of newsletters and blog subscriptions as a way to generate customers' interest in your company's potential to solve their problems. Offering to hold webinars, seminars and workshops on various customer needs is also part of the promotional plans a company can use. And viral email marketing techniques can take those targeted list blitzes to new heights of success.
Business Marketing Strategy
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