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The NEW 4 P's of Inbound Marketing

Remember the old, product centric 4Ps of marketing, product, place, price, and promotion. While still useful, they don't help you to engage with customers. A factor that is so important in todays marketing climate. That's where inbound marketing comes in. Here we'll show you the new 4Ps of marketing that will help you to connect and engage with customers when and where they want to be reached.

The NEW 4 P's of Inbound Marketing

  1. 1. Introducing the NEW 4 P’s of Inbound Marketing
  2. 2. Remember the 4 P’s of Marketing from your Marketing 101 class? Product: What you’re selling Place: Your distribution channel to get your product to people Price: Your product cost Promotion: Pushing your product to the masses
  3. 3. These 4 P’s are fine; however, note how product-centric they are. Their focus is on pushing a product rather than on engaging in a meaningful dialogue with likely customers.
  4. 4. Inbound marketing, on the other hand, is about connecting through attraction. Your aim as an inbound marketer is to pull in prospective customers rather than push products.
  5. 5. So, while the original “4 P’s of Marketing” do still serve a purpose, let’s talk about evolving your marketing into the inbound realm.
  6. 6. Here are the new 4 P’s of Inbound Marketing Profile/P ersona Pla ce Pro duct Purch asePath P4
  7. 7. A profile is an overview of your target customer group, while a persona is an individual portrait of a buyer that you develop over time. Knowing about your key target customer groups is essential. The more you know about who your buyers, shoppers, and non-buyers are, the better you can communicate to their individual needs. 1 Profile / Persona
  8. 8. 2 Product Of course, your product is still important; it’s how you satisfy customers and make money. If you view each product as an inverted pyramid, you can see the product as a purchase process, each with its own unique path to purchase. A I D A wareness nterest esire ction
  9. 9. Connecting with people is easiest when you greet them on their terms. That means providing multiple points for visitors to enter your site. These could be onsite pages or landing pages offering entry at each of the four stages of the buying cycle. These shortcuts allow customers to access their desired content quickly, increasing conversion. 3 Place in the Purchase Cycle
  10. 10. Every customer takes a unique path to purchase. Mapping these paths helps in connecting to customers at multiple points in the buying cycle. Too often, encouragement only comes at the end of the journey. In reality, a majority of your visitors aren’t ready to buy yet because they’re only researching or shopping. 4 Purchase Path to Conversion
  11. 11. Consumers research, shop, and purchase when and where they want, on their own schedules. Inbound Marketing can help you connect and engage with customers when and where they want to be reached.
  12. 12. Learn more with Inbound Marketing For Dummies by Scott Anderson Miller Cover photo © Yuri_Arcurs Teamwork photo © laflor / Getty Images Blue arrow art © zirui01 / Getty Images Shopping mobile © Anna Zielinska / iStockphoto Funnel © olm26250 / iStockphoto Doors © maroznc / Getty Images Card purchase © shirhan / iStockphoto Professor © zhang bo / iStockphoto Wiley is a registered trademark of John Wiley & Sons, Inc. Learn more with by Scott Anderson Miller Learn more with Inbound Marketing For Dummies by Scott Anderson Miller

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