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No business can deny the power and significance of the Internet as a marketing channel.
A much more debatable topic (and a more important one) is how you utilize online channels for your marketing. Specifically, how do you stand out when every competing business also leverages these same channels and strategies?
The answer lies with the very fundamentals that businesses have been using for decades: the 5 P’s of marketing.
This discussion will answer what are the 5 marketing strategies to boost online presence and how you can make the most of every tactic you use, especially pay-per-click (PPC) ads.
Let’s get started.
What Are The 5 Marketing Strategies? Why Do They Matter?
If you’ve ever taken a course on marketing, one of the first lessons is about the 5 P’s of marketing. These are the foundational building blocks that you need to successfully market your company, no matter what channel or strategy you’re using.
The 5 P’s of marketing are:
- Product
- Price
- Place
- People
- Promotion
Product
The first P aims to answer two simple questions:
1. What are you selling?
We often think of products in terms of physical, tangible goods, like something you’d buy at a store or online. However, the Product component of the 5 P’s of marketing also includes intangible services.
Your product needs to be clearly defined and well-thought-out, which leads to the second question.
2. What makes your product special?
Your product needs to have key selling points that trigger consumers to purchase. These are the features, traits and other things that make your product valuable and unique.
Unique is particularly essential when marketing in a competitive industry. There may be many products similar to yours. So, you need to define what makes your offering better than the competition.
Price
How much will your product cost? This may seem like a straightforward question, but there are many factors you must consider.
- Quality: The quality of your products is a significant factor in pricing. A high-quality product may use expensive materials or more sophisticated manufacturing processes, which incurs more costs and a higher end-price for the product.
- Competition: If similar products already exist, these items have already set the pricing market. You need to think strategically about how to price your products to compete with these other products and secure your own spot in the market.
- Demand: When products are in high demand, customers are more willing to pay a higher price. This is especially true in cases where supply is limited.
- Strategy: Aside from your selling price, you also have to consider pricing strategies, including special offers, discounts, loyalty programs, price-matching and other efforts that affect your price. These special pricing events entice customers that want to save money.
Place
The old saying of “there’s a time and a place for everything,” is extremely relevant to marketing your products. The third ‘P,’ placement, answers where you’ll market your product. For online marketing, placement determines which digital channels you’ll use to attract customers.
You want to take the time to identify the channels that customers actively use to discover new products and shop online. The goal is to get your products directly in front of your target audience and at the right time.
People
So far, we’ve used terms like “customers,” “target audience” and “consumers” to describe the people that might buy your products. These are general words we commonly use, but you never want to be so vague about who your customers actually are.
In online marketing, there is always thick competition. If you don’t know your customers better than the competition, you’ll lose business to them constantly.
Modern audience insights go beyond simple demographics (age, gender, income level and so on). Now, you have to know your customers’ specific interests and beliefs – even the most minuscule details matter.
Promotion
Consumers like to do business with people they know. This is why the age of door-to-door salesmen is long over and why we don’t trust telemarketers.
Promotion is how you get your customers familiar with your company and its products.
This step in the 5 P’s of marketing includes how you increase awareness of your brands and products, such as public relations, advertising and your individual marketing tactics.
It’s crucial to plan these activities strategically. Promotion costs money. If you spend too much to promote your business, it takes away from your profits.
How To Create A Successful Strategy Using The 5 P’s Of Marketing?
Now that we’ve reviewed the 5 P’s of marketing, it’s time to apply this framework to build a successful marketing strategy. This process includes 5 steps you should follow each time you launch a new product.
Step 1: State Your Marketing Goals
You need to design your marketing efforts to serve a specific purpose. You need to outline this in your business goals. These goals will direct your strategies and help you measure the success of your efforts.
Since marketing is a multi-step process, you may have more than one goal active at the same time.
Marketing goals should be specific, measurable and have a precise time frame, even if that time frame is long-term.
For example: “Our marketing goal is to generate 50 new clients by Q1.” This specifically states the goal, offers a clear time frame and a value (50 new clients) that you can easily track and measure.
Step 2: Research Your Market
A substantial amount of research goes into devising a successful marketing strategy. When researching your market, there are several aspects to cover.
- Market Size: How many customers are in-market for products like yours?
- Sales Volume: How much money do customers spend on these products?
- Market Growth: How much has the market grown recently and can you forecast its future growth?
- Demographics: What types of people buy your products?
- Regulations: Are there any laws or policies impacting the sale of your products?
- Social Trends: Are there any other external trends that influence the market?
Your market research insights will help inform the later sections of your marketing strategy, including details about your customers, competitors and more.
Step 3: Identify Your Audience
Using your market research will help you flush out your audience profile. This outline details the needs, interests, attitudes and more about your target customer.
A complete audience profile includes buying patterns that dictate where, when and how customers shop for your products.
Your audience will change over time, meaning these patterns are also going to shift. Thus, you need to always revisit your audience profile and adjust it to fit the current trends.
Don’t lose sight of your existing customers as you make edits to your audience profile. You don’t want to disenchant your current audience in the pursuit of capturing the attention of new users.
Step 4: Understand Your Competition
Aside from profiling your customers, you also need to do the same for your competitors. There’s a lot of value to gain in keeping an eye on what the opposition is doing. Particularly, you want to investigate how they are approaching their marketing.
Studying the competition’s strategies helps you discover ways to counter them in the market and serve customers in fresh ways. Again, it’s all about standing out from the crowd!
If you’re a new business and at a loss for how to approach your marketing, seeing how competitors attract customers may offer valuable intelligence to help inform your own strategies.
However, don’t borrow too much from your competitors. You might lose what makes your business unique.
Step 5: Develop Strategies
You have all of the details you need to begin marketing. All that is left is to decide which strategies you’ll use to complete your marketing goals.
Not only should these strategies be relevant to your goals, but they also need to appeal to the market and your customers and be distinctly different from what the competition is bringing to the table.
The next section will answer what are the 5 marketing strategies you should implement to grow your online presence.
What Are The Best Tactics To Boost Your Online Presence?
The tactics you choose to implement in your strategies will depend mainly on your market research and business goals.
For example, if your primary goal is to establish brand awareness, you want to pursue individual strategies known for improving brand visibility and reputation. On the other hand, a sales-focused goal requires a high-selling approach.
Market research can also dictate what are the best marketing strategies to boost your online presence and where your audience is most active.
That said, there are some strategies that every business should utilize first.
What are the 5 marketing strategies you can’t ignore?
- Content marketing
- Social media marketing
- Email marketing
- SEO
- Pay-Per-Click Advertising
1. Content Marketing
Every online marketing strategy depends on your ability to deliver great content to your target audience. Content marketing is the act of creating specific pieces on your site and channel that help improve your pages’ visibility on the Internet.
Content marketing achieves several objectives valuable to your business:
- Greater visibility on search engines
- Other websites may link to your content if they find it useful
- Answer key questions and concerns that customers frequently ask
- Explain complex concepts that may be necessary for customers to understand your product
- Humanize your business with personal stories and company values
In answering what are the 5 marketing strategies to boost online presence, content marketing has to be your first step. It will even help you with the other 4 strategies on the list.
2. Social Media Marketing
Of all of the digital channels available to businesses, the majority fall under the tag of social media. Facebook, Twitter, Instagram, LinkedIn and many other services allow customers and businesses to interact.
Social media channels provide an ideal place for customers to share experiences, ask questions and pose their concerns. It’s also an excellent channel to share content and bring more people to your website.
Thus, social media marketing supports several goals:
- Increase website traffic and brand awareness
- Nurture leads and brand loyalty
- Improving communication with customers
- Engaging audiences with useful and fun content
- Interacting with others to create a sense of community
3. Email Marketing
The downside to social media marketing is the challenge of getting your posts to stand out. Everyone’s social media feeds feature lots of content from hundreds to thousands of unique sources. There’s little guarantee that your customers will see your posts.
This is where email marketing comes up to bat. Once you have a customer’s email address, you can send marketing messages directly to their inbox. Emails have a high open-rate and keep your customers informed about the latest offers and products.
Plus, you can personalize emails to each unique customer for maximum value and relevance.
4. Search Engine Optimization (SEO)
Search engines have become everyone’s go-to method for research, shopping and everything in between. SEO is the process of increasing your site’s reputation with search engines to show up higher on relevant searches.
The higher your search rankings, the more likely you will attract clicks and traffic to your website. This traffic can turn into valuable sales and other opportunities for your business.
There is one drawback to SEO. While it is an extremely vital part of a successful online marketing strategy, SEO rankings take significant time to establish.
5. Pay-Per-Click Advertising (PPC)
Considering the value of being present on search engines, waiting for SEO practices to build your organic rankings may take too long. Luckily, there is a shortcut: pay-per-click advertising, also known as PPC.
PPC advertising is a strategy where you bid to put your business at the top of relevant search results pages. If someone clicks your search ad, you pay a fee, which is why it’s called “pay-per-click.”
You can also think of PPC as a way of paying for traffic to your website.
All of the 5 marketing strategies to boost your online presence, PPC is the only one with a direct cost. So, you want to approach it carefully to ensure you invest your money wisely.
How PPC Signal Helps You Get The Most Of Your Paid Search Advertising?
Pay-per-click advertising holds lots of value for marketers. Again, it is possibly the best of the 5 marketing strategies discussed because it directly improves your website traffic, which is valuable for any business goal.
The problem is that this strategy is incredibly competitive and challenging. It’s not a simple matter of selecting a few keywords, starting a campaign and then sitting back and waiting for your site to receive more traffic.
In reality, it is an extremely data-intensive strategy because so many factors influence the performance of your ad campaigns. If you don’t pay attention to your PPC metrics, you won’t achieve the results you need from your PPC strategies.
To simplify the complexity of managing your PPC campaigns, we recommend using PPC Signal.
What Is PPC Signal?
The need for a data-driven approach is clearly evident in PPC advertising. Unlocking insights in your PPC data is the key to consistently running successful ad campaigns.
But, there’s a negative side to Google Ads data. Your PPC campaigns produce an unmanageable amount of data that is constantly changing. Keeping your head above the constant ups and downs of your metrics and keywords isn’t possible on your own.
That’s why PPC Signal is a much-needed marketing analysis tool for PPC advertisers. It is a marketing automation software that simplifies these data complexities to make it easier to manage your PPC campaigns.
It is the best PPC optimization tool to run successful campaigns and keep yourself at the top of the paid Google rankings.
How Does PPC Signal Work?
PPC Signal runs on machine learning algorithms to automatically analyze your Google Ads campaigns and look for notable changes in performance.
It compares current ad performance to past periods to find what’s working and what isn’t. When the system detects a significant change or abnormal deviation, it analyzes the data and packages the details as a complete insight.
Each packaged insight appears on your main PPC Signal dashboard. Here is an example:
In this sample screenshot, there are 21 active changes to the account. This includes shifts, trends, outliers, anomalies and other occurrences, whether positive or negative.
You can think of PPC Signal as an early warning alarm system that lets you know when areas of your account need more attention. It makes it exceptionally easy to stay on top of changes to your ad performance and quickly resolve risks or capitalize on potential opportunities.
You’ll be sure to stay firmly on top of the ad rankings with the PPC Signal system!
Complete Insights Every Day
Without a tool like PPC Signal, you might spend hours each day analyzing your PPC data and only detecting one or two noteworthy changes. This makes complete insights few and far between.
PPC Signal not only saves you this tremendous expenditure of time, leaving you with more hours to focus on more critical tasks, but it also ensures that you always have new insights to explore.
Thus, daily improvement to your PPC campaigns can finally be a reality.
It’s worth mentioning that PPC Signal is not the only automated Google Ads optimization tool but it is a life savior of PPC managers. However, it is one of the few to provide complete insights. Other tools only showcase what’s changing, but do not go to the level of detail that PPC Signal does.
Here is an example of a single insight detected by PPC Signal.
In this simple window, you can see what’s changing, when the change started, how significant the difference is and so much more. You can explore each individual signal to see even greater details.
You can even take action right from the PPC Signal interface!
Filter Your Data By What Matters Most
In discussing what are the 5 marketing strategies to boost online presence and the 5 P’s of marketing, we’ve talked about how every business is unique and has its own goals, challenges, strengths, weaknesses, etc.
The same is true of your PPC data. The insights you find most valuable may not be the same as what another business prioritizes.
PPC Signal offers several filtering options to allow you to find the insights and changes that matter most to you.
In a large account, you may have hundreds of active changes present at one time. PPC Signal’s filtering options enable you to zero in on the most crucial insights.
You can filter by:
- Account
- Campaign
- Ad Group
- Keyword
- Time of day
- Device type
- Geographic location
- Metric type
- Signal type
- And more
For instance, if your primary marketing goal is brand awareness, you can filter your active insights by impressions, impression share and other awareness-focused marketing metrics.
These filtering options are just another way that PPC Signal saves you time and allows you to change your account more efficiently and effectively.
FAQs:
What are the main 5 marketing strategies for the online world?
The 5 main marketing strategies to pay attention to are social media marketing, SEO, PPC, email marketing and content marketing.
What is the best PPC strategy?
The best PPC strategy boils down to one word: effort. The more time and work you put into your campaigns, the greater your results. The trick is knowing where and how to improve your strategies to achieve the highest performance.
To do this, you have to navigate the mountains of data your campaigns produce. It can be extremely taxing and challenging to navigate all of this information. That’s why PPC Signal exists. It makes it almost effortless to adopt a data-driven approach to improving and optimizing your PPC campaigns.
Wrap Up
Let’s recap what we’ve learned:
What are the 5 P’s of marketing?
- Product
- Price
- Place
- People
- Promotion
What are the 5 marketing strategies to boost online presence?
- Content marketing
- Social media marketing
- Email marketing
- SEO
- Pay-Per-Click Advertising (PPC)
Which is a best tool to optimize Google Ads campaigns?
PPC Signal is a best tool to use for your Google ads campaigns. It gives you best signals or alerts which need your attention to be fixed on high priority. It will save you countless hours and headaches, while also helping you grow your campaigns rapidly.
It’s the best Google Ads optimization tool out there!
