Going back even 10 years, the marketing mix for any business was quite straightforward: have strategies for your 4 ‘P’s – product, price, place and promotion. With all these covered you were well on your way to a strong marketing strategy. Today the marketing mix looks a bit different. The reason, or course, is the ascendance of digital marketing. That doesn’t mean that traditional marketing is no longer relevant – but it does mean that your business needs to be much more flexible and willing to adapt to the digital age. Improving your marketing mix for 2017 could include any (or all) of the following:
There’s no doubt that Google is making it harder for businesses to be found on the first page of searches. Changing algorithms and encouraging the creation of more useful, accurate and relevant content in the name of ‘user experience’ Google’s tactics mean that ‘content marketing’ is one of the biggest buzzwords in digital marketing. The balance has shifted from straightforward advertising to producing entertaining and engaging content, drawing consumers in through a voice they trust. ‘Influencers’ – such as bloggers and social media advocates – influence brand opinion and awareness to help spread the word about your brand. Celebrity influencers can be hard to find and expensive to add to your marketing budget, but it doesn’t have to be about celebrity so much as identifying an individual or group who will resonate with your customers and potential customers, and who will use their own influence to help you grow your following. The results can be dramatic if you connect with the right influencers.
Well planned and orchestrated use of social media, posting regular well thought out content, can increase brand awareness, show through social media interactions how good your customer service is, and how much you value your customers.
There are opportunities through social media to convert leads into sales, by building relationships with potential as well as existing customers. Providing useful information and being responsive to questions on a social platform can mean the difference between winning or losing a sale. Make the most of this type of media by being able to add that personal, human touch in your online interactions.
Social media also offers you the possibility of gaining valuable customer insights. Adverts run through platforms such as Twitter and Facebook allow you to view automatic metrics for each campaign. You can check how ‘far’ your post reach, how many people interact with your post or advert and how many clicks it gets. Once you know how well your posts are received you can learn what needs to be changed or improved for even better engagement next time. Social media interactions can, over time, help businesses better their search engine rankings.
“It is increasingly hard to separate price and promotion. It is more appropriate to talk about value.” Matt Barwell, Britvic
Do Things Differently to Your Competitors
With such a wide variety of tools available now to increase awareness of your business, you have ever increasing opportunities to think outside the 4 P’s box, to be more flexible and inventive, and to do things differently to your competitors. Check out what your competitors are doing and do whatever your competitors are not doing to attract new clients. This might be linking up with a complementary organisation to host an event where you can share each other’s contact list and gain access to a bigger database. Or find a blogger, in a niche market who can help spread the word about your organisation to their followers too.
There is still a place for the 4P’s, but in today’s fast moving digital age, to stay on top of the competition you also need to stay on top of the new tools and platforms that your customers are engaging with. Contact Web Adept UK today and we can assist you with your marketing mix and digital marketing strategy.