Using Cs and Ps In Your Digital Marketing Plan

Got a business to promote? Developing a digital marketing plan is the key to success. With the right approach and ample knowledge of online platforms, you can create a comprehensive strategy that will maximize your reach and boost your bottom line.

You can use letters of the alphabet like ‘C’ and ‘P’ to ensure you have all digital marketing components covered in your plan. Using letters also makes it easy to remember what your business is focusing on and what it’s leaving out.

In this business blog, we will look at how knowing some ‘C’s and ‘P’s is useful in creating a digital marketing plan that outshines the competition.

The ‘C’s Of Marketing

There are many core components of marketing, starting with the letter ‘C. You can create a list and then ensure your digital marketing plan has them covered.

Customer

Knowing your customer is vital. You can not create digital marketing campaigns that convert if you don’t know how to present them to your target customer.

Target loyal customers with the best offers

A business will not be successful if it tries to target everyone. Your marketing system needs to focus on your target audience and not much else. In other words, who is the target demographic? These people will always be interested in what your company has to offer. If you are still stumped about your target audience, consider grouping your customers into the following factors:

Lifecycle

Consider how long the customer has been with your company, as repeat and long-term customers are the most loyal.

Different segments

Categorize customers based on geography, purchase history, behavior, and demographics.

Problem

What does the customer need help with? Determine how your service or product can help.

Convenience

Make it easy for your customers to find your business. You need to be where your customer spends time online. Typically it’s social media and search so you will need professional and active social media profiles as well as Adwords and a website that has EAT (expertise, experience, authority, and trust) to attract your customers.

You will need to invest in SEO and content.

Content

Your website will play a key role in providing content, i.e., publishing relevant news, views, and updates on your blog, sharing them to your social media profiles, and in your email marketing campaigns. Content and SEO go hand in hand for getting found in search. Your content will present in organic search results, and your aim is to get as many first-page results for your website as possible.

Search Engine Marketing

Your content can also be used in SEM (search engine marketing), a form of paid search marketing. The Ads you see at the top of keyword search results are SEM campaigns.

Community

To earn authority, your business will need a community of followers. People who follow your blog and social media presence will converse with you and your followers online and click the links you share. This activity is viewed highly by Google as it is organic, not paid and shows your business has its own organic community; it’s not just paying for website traffic.

CRO

Conversion Rate Optimisation is used to improve your offering so you get more sales. It’s using the data and customer insights from your website, social media presence, and advertising to improve the marketing message and reduce the campaign cost.

The Ps of Marketing

The four Ps of marketing are simply – product, price, place, and promotion.

Product

What are you selling? Who wants it? What are its USPs? How well you know your product or service dictates how to market it and if it will be a first in the market, like Apple’s touchscreen or whether it competes well on something else like price.

Price

When consumers value your product or service, they are willing to pay its price. Therefore getting the price right and the marketing message presenting the value for money is key to selling more.

Promotion

The marketing message will attract or repeal customers. You can have the best product, but with a failed marketing message, it can remain the world’s best-kept secret. Work hard on the promotional message and content to hit it off with it’s targeted audience.

Investopedia named Absolut vodka as a product that first failed in its advertising campaign until it created an advertising campaign that resonated with its targeted audience of skiers, hikers, and discerning holidaymakers.

Place

Where are you marketing your offering? Remember, convenience is key so your marketing campaigns must be where your customers can find them. Consider collaborations in your social media marketing.

Summing Up

It’s not always easy to remember all the core components of digital marketing. Using the alphabet like the letters C and P will help you stay focussed on what your campaigns need and what you need to measure to keep delivering results for your business.