PLACE These days, when most marketers hear the words “place” or “placement”, they tend to think of online ad placements. In display advertising, Facebook advertising and even paid search advertising, businesses constantly fight for ad placement. However, that’s not what this P actually refers to. Instead, place refers to distribution or how your product will be provided to your customer. Now, you might think that this might be a hard P to test, but how you present your distribution network can sometimes have a big effect on your conversion rate. Take Amazon for example. Why do people love Amazon? Because of their distribution network.
Two-day shipping takes away a lot of the inconvenience of online shopping, so it allows Amazon to steal business away from local companies. You might not be able to advertise two-day shipping, but with a little thought and testing, you can figure out how to present your distribution policies in ways that increase customer trust and ultimately improve your conversion rate. PROMOTION This last P is perhaps the most important one. Your website doesn’t exist in a vacuum. People don’t show up on your site at random, look around, see something they like and decide to buy.
Marketing and sales is a process and by the time people are on your website, there’s a reason they’re there. Most of the time, that reason is the direct result of some sort of promotion strategy. Today, marketers have more advertising options than ever before. In addition to conventional marketing channels like billboards, TV spots, PR marketing, direct mail, etc, there are tons of online marketing channels to consider (paid search, social media marketing, email marketing, influencer marketing, etc). From a site content perspective, it’s important to understand all of the marketing channels that your business is using.