Marketing is a very common business concept, but one that I find is interpreted and applied very differently by business people. Marketing is often seen as a luxury, and not a necessity, so it is often first on the chopping block during budget cuts. Hundreds, if not thousands, of marketing books are published each year trying to influence the way business leaders plan and execute their marketing strategies. Over the years, Al Ries, Jack Trout, Robert Cialdini and Seth Godin are a few of the authors and consultants that have risen above the pack to make a major impact on the way we think about marketing. For most entrepreneurs who don’t have a direct background in marketing, sorting through the various theories of marketing can be a difficult thing. Part of the confusion lies in how we think about advertising, public relations, sales, and marketing.

I recently spoke with Bryan Carter, founder of thinkWEBSTORE.com, to get his thoughts on how entrepreneurs should approach their marketing strategies. Carter has a very interesting background in design, technology, psychology, and business. His experiences include being a national consultant and speaker, authoring journal and industry articles, working for a large advertising agency, and developing award winning multimedia learning tools. In 2007, he opened thinkWEBSTORE.com with a clear purpose in mind — to offer a “one-stop shop” for businesses and their marketing needs. The services offered include marketing strategy, website design and hosting, search engine optimization and marketing, e-mail marketing and advertising services for small and mid-sized businesses. Part of what makes Carter’s business model different is that he provides these services from a retail location versus a traditional office environment. Carter’s success is no accident. He knew his target market and designed a whole business around meeting the needs of that underserved market. Carter leveraged his experience and expertise in planning out the entire business concept in great detail and now has executed that plan diligently.

Many service professionals suffer from the “cobbler who has no shoes” problem, but Carter has certainly avoided that and done an excellent job of marketing his own business. Even though the economy tanked soon after it opened, thinkWEBSTORE.com is ahead of its goals, and Carter anticipates executing soon on his plans to expand the concept regionally and nationally. According to Carter, “Marketing is how you put all the pieces together of advertising, PR and sales. It is your overall strategy, which should be consistent and well thought out.” Carter described advertising as the tool that gets people to your door and sales as a delivery mechanism. Marketing, he emphasized, is where you “think through the details of your business including such things as pricing, positioning and delivery ability.” He also noted that while marketing is comprehensive, it does not have to be complicated. Carter also believes that a company’s website, regardless of the type of business, is really the core that should be used as a guide for all other aspects of marketing.

Operating a service business, Carter noted that he emphasizes quality as they key. In order to do that, he has a simple credo for his employees: Be aware; Think things through, and Own it! He pointed out that when you are aware and think things through, owning the issue is usually not a problem. I see many businesses where a lack or “ownership” is a major problem. Lack of ownership leads to no accountability, which usually results in disastrous results both for both customers and the company. Ultimately, Carter’s passion and business is about helping entrepreneurs help themselves. Many business owners come to thinkWEBSTORE.com with ideas and dreams, and Carter and his team help them accomplish them.

I am inspired by the detailed thought and planning that Carter puts into his business. For entrepreneurs and business people, I think we can all do better at being more diligent in thinking through the details of our business. This type of planning is a fluid and ongoing process, and one which is important for the long term success of a venture. For me, it involves a bit of a paradigm shift to try and clearly see a business through the eyes of the clients and prospective clients. Truly great businesses see this view. They design not only their products and services, but the entire experience to maximize it for their clientele. I am sure that we will continue to see the impact of Carter’s attention to this detail in the success of his business and his client’s businesses in the years to come.

Martin Willoughby, a business lawyer in Jackson, is a regular contributing columnist for the Mississippi Business Journal. He can be reached at mew@msbusinesslaw.com.

Has the Web changed Marketing Strategy? Yes, of course it has. Has it become a tool to help you organize your marketing efforts? You bet.

The fact is, developing your brand and marketing materials has never been easier. Websites have become the proving ground for all aspects of a company’s marketing presence before it is ever committed to the sunk cost and expense of more traditional materials such as print, video and audio that, once created, cannot be easily changed or changed at all.

Using your website as your marketing hub, you can develop and polish the look, the message and the content of your company and then use that to easily guide the development of everything from business cards to brochures to articles to online ads to billboards. Keeping your message and look consistent and on point has never been easier or more practical.

In addition to developing your guide to marketing materials, the Web is also an excellent marketing research tool. Not only can you see which pages interest your visitors the most, but by promoting your website address in all of your marketing efforts you are inviting your audience to come visit your site. And, a portion of your audience will. By tracking your web traffic you can get a decent idea of the response rate of your advertising and campaign efforts.

* New TV commercial? Track it.
* Just attended a conference in Orlando and handed out over 250 business cards? Track it.
* Just had a write-up in the local business journal? Track it!

Comparing your traffic and the costs of each effort can give you a general idea of your Return On Investment (ROI). The results may surprise you!

The proper and most efficient evolution of your business identity and marketing materials can save you money and make all of your efforts consistent, synergistic and more effective.

(1) Logo – Establish your mark
(2) Website – Establish your look, your message, your extended content
(3) Promote – Business Cards, Letterhead, Envelopes, Brochures, Sales Literature, Catalogs, Video, Radio, Print Ads, Online Ads, Email Marketing, Direct Mail, Billboards, Apparel, Gear

Don’t put the cart before the horse!
(1) The first thing to establish is your logo. (2) From the logo a look can begin to evolve and be developed, along with your messaging and content in the form of a website. (3) It’s time to promote your company. Once finalized, these elements can be used to generate any marketing and support materials you need.

If you are using the Web correctly, it has added a dynamic element to your marketing tool set that you will never give up. It has become the hub of all marketing efforts including conceptualization, message development, content development, public trials, visual treatment, general tracking and the source for nearly all marketing materials.

If you have questions or would like more information on how to maximize the use of your website and online presence in your overall marketing strategy, contact thinkWEBSTORE.com at (601) 856-2000.

Ridgeland, Mississippi

This small business team is hard to beat. Small and large businesses alike are utilizing thinkWEBSTORE.com and Advanced Microsystems to boost their business and add stability to their technology solutions. And, the budgetary benefits can be significant.

In today’s ultra-competitive environment, where businesses are streamlining operations and costs, here are two local companies that are always busy. In fact, they have continued to grow despite the down economy. Both companies have developed a solid reputation in the tri-county area as the “go-to” places for websites and computer support. Bryan Carter, managing partner for thinkWEBSTORE.com, explains, “We make technology easy and marketing make sense. That is always our goal.”

Having a knowledgeable computer support team on call 24/7 without incurring the costs of full-time staffing has proven to be a very efficient use of resources for many Mississippi companies. Advanced Microsystems (AMS) has been in operation for over twelve years. According to owner Jitu Patel, “We are always available and make sure everything works the first time. Our clients like us for that reason.” AMS provides networking, installation, software support and computer repair services. Patel, a Mississippi State graduate, moved the operation to the current Ridgeland, Mississippi location in January 2008 to join business partner, Carter, and thinkWEBSTORE.com.

Sister company thinkWEBSTORE.com is unique for a marketing venture because it combines the disciplines of business, design, technology, usability, psychology and advertising. “We are able to provide a great deal of insight and the result is common-sense solutions that just work,” states Carter. Custom designed and developed website packages start at $1199. Carter, a native of Louisville, Kentucky, formed thinkWEBSTORE.com after working with and consulting with several large corporations including IBM, AT&T, NCR, Home Depot and Educational Testing Solutions. thinkWEBSTORE.com’s service offerings include website design and development, web hosting, graphic design, Search Engine Optimization (SEO), Business Identity (logos, business cards, letterhead) and brochures.

“We’re excited about our businesses and we are proud to have a lot of loyal clients,” says Carter. Both thinkWEBSTORE.com and AMS work with a wide range of businesses including medical groups, industrial companies, law practices, construction companies, retailers, real estate companies, developers, churches, consulting companies, agricultural companies, media companies and many more. If you are looking for expertise and local accountability, these partner businesses are well suited. Either business can be contacted for free estimates.

thinkWEBSTORE.com and Advanced Microsystems are located in Ridgeland, Mississippi on Lake Harbour Drive across from Primos Cafe. Store hours are 8:30am to 5:30pm Monday through Friday.

For more information on websites, search engine optimization, hosting and other marketing and web services, contact thinkWEBSTORE.com at (601)856-2000 or visit www.thinkwebstore.com. For more information on networking, network administration, computer repair and software support, contact Advanced Microsystems at (601)914-5657.

The Diabetes and Endocrine Institute (Jackson, MS) launches it’s new website design, www.diabetesandendocrineinstitute.org, providing news on classes, recipes and about the institute. Established by Dr. Wayne Woo in Jackson, Mississippi, the institute and Dr. Woo have become known for a holistic approach to diabetes care and lifestyle. See a list of thinkWEBSTORE.com websites at www.thinkwebstore.com/websites.

Thor Products (Jackson, MS) launches it’s new e-commerce website design, www.thorproducts.com, where visitors can buy various cleaning products online. Thor Products has had a long time relationship with Viking and continues to provide stainless steel and other cleaning products that compliment Viking appliance purchases. See a list of thinkWEBSTORE.com websites at www.thinkwebstore.com/websites.

thinkWEBSTORE.com becomes a Google Apps^TM Authorized Reseller.  The highly requested Google Apps Premier Edition services for businesses incorporates Google^TM world class email hosting services, interfaces and spam and anti-virus filtering as a business solution.  This eliminates costly equipment, software and maintenance costs for businesses of all sizes.  The Google Apps suite includes calendaring, business applications (word processing, spreadsheet, presentation), company website tools, file storage, chat and video, all through Google servers.  This “cloud computing” solution is one of the first practical, mainstream solutions of its size with such a comprehensive application package.  Calendars, documents and websites can be shared with other users simply, which used to require applications such as Microsoft Exchange.  Google Apps can be used along with Microsoft Office products for those who aren’t comfortable leaving their Microsoft tools.  Google Apps offers security, utility and flexibility for the business community and eliminates the need to be tied to a single computer to access your data.

Social Media Marketing has hit mainstream.  And, while MySpace has been thrown under the bus, Facebook and Twitter are thriving.  How well?  Well rumors of Google’s interest in Twitter are all the rage and if Google’s track record of picking winning online strategies is any indication then don’t expect this wave to end anytime soon.

Not only has social media technology hit mainstream, yes, even grandparents are checking out Facebook and blogs to see the latest pictures and videos of their grand kids, businesses have seen this as an opportunity to market their products and services.

Social Media Marketing using applications like Facebook and Twitter are allowing businesses to market to their customers in real and near real time on their terms, and the public is responding.  This new form of communication is opt in.  People choose to receive messages and updates from their fellow Facebook and Twitter users.  These days that group is not just friends and family, it includes celebrities, media outlets and yes, businesses.

Businesses benefit from getting a dedicated audience, ready to hear what they have to say.  To marketers, this is pure gold.  However, businesses beware.  If you do not use this medium correctly you can do more harm than good.  While social channels provide unprecidented access to potential customers, the social market is a fickle one.  And, if you come across poorly, you cannot only be dropped, you can become blacklisted by your customer base.

It is important that ANY messages you send out to your social network not be seen as SPAM, mundane or worthless.  Anything you send must have value.  The way to determine that value is by first having an in-depth understanding of your audience.  By effectively predicting what your audience deems worthwhile, you can have a significant impact on your customer relations and your sales in an almost real-time and fluid way that cannot be rivaled by any other form of media.  The loyalty you can instill in your customer community and your ability to attract them to your offerings may surprise you.

While no marketing tool is a silver bullet, each has its place and Social Media Marketing has secured its place as a viable mainstream strategy.

Contact thinkWEBSTORE.com for more information on Social Media Marketing, Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

thinkWEBSTORE.com is a Mississippi based company that specializes in website design, web technologies, logo design, business identity and marketing strategy. thinkWEBSTORE.com is co-located with Advanced Microsystems (www.advmicrosystems.com), a company specializing in computer repair, networking and network administration.

www.thinkwebstore.com
info@thinkwebstore.com
601-856-2000
655 Lake Harbour Drive
Ridgeland, MS 39157

Read more about Social Media Marketing, SEO and SEM at thinkWEBSTORE.com

MCH Transportation (Jackson, MS) launches it’s new website design, www.mchtrans.com, promoting its national trucking transportation services.  Headquartered in Jackson, Mississippi, MCH has several offices in the US and serves many large Southeastern and Midwestern clients with its comprehensive range of transportation service offerings.  See a list of thinkWEBSTORE.com websites at www.thinkwebstore.com/websites.