The most difficult task regarding your web presence these days is not getting it set up well, but rather keeping it well-maintained. How do you manage to keep a good ranking for the long haul? Landing on the first page of search results is becoming more and more important. 99% of users performing a search click on a result on the first page of search queries. 60% choose the very first result. A good strategy needs to be developed – one that has the achievement of marketing goals as its main focus. The 4Ps can help with this.
The 4Ps are used in the development and implementation of a marketing strategy and stand for Product, Price, Place, and Promotion. With this approach, the target group is the main focus. The product to be produced is created in an innovative way with the target group in mind. Setting prices also must happen fairly, since cost-effectiveness is critical. Place represents the company’s distribution policy. The question of how the product will be delivered to customers is raised. The last P, Promotion, represents communication via social media, for example, and the planning of campaigns, etc.
Back in the 1950s when Jerome McCarthy created the 4 Ps, a physical product was the center of the approach. The specific challenges of marketing services were not taken into consideration. This is why in addition to the 4Ps, three further elements (people, processes, physical evidence) were later added. Optimization of a website and thus the internet presence ensures that more visitors click on the site, incurring an increase in sales. SEO is thus part of the distribution policy.
In the best-case scenario, the Google ranking will be pushed further to the top.
However, the fact that the website gains more visitors, thus increasing traffic, is not the only advantage. Thanks to this traffic, the company can collect more data from their customers and is then able to analyze their behavior on the website. The website can then be optimized and constructed even more attractively for visitors.
Regarding the People element, search engine optimization has a positive influence on the job market because employee acquisition is boosted. In process management, data plays a larger role as a basis for making important decisions. Additional ways to improve optimization can also be determined. Physical Evidence represents the design and presentation of the company, such as fonts and logos, which are part of a company’s brand recognition. Brand recognition increases a visitor’s trust in a company at the same time. Visitors “have heard of” that company and thus don’t click away immediately, which sends positive signals about that company to Google. Implementing this marketing mix allows a company to be optimized for the long run and profit from these measures. At the same time, customers are engaged and part of the process, SEO costs are reduced, and product sales go up.
