The 7Ps that make a great marketing strategy

Back in the early 80s, when I was undertaking quite a bit of management training I became familiar with 7Ps. Proper Preparation & Planning Prevents Pretty Poor Performance*.

When I moved from IT Support Engineer and Consultant in to Internet Marketing I learned about a different 7Ps, the 7Ps of Marketing:

Hand pressing a quality button - yu MUST have quality in your marketing
  • Product/Service
  • Price
  • Place
  • People
  • Process
  • Physical Evidence
  • Promotion



Sometimes, when I introduce myself as a marketing professional, some conclude that I work with “advertising”. As you’ll see as you read on, you’ll see that advertising is just one part of marketing communications, which is one of the 7 Ps of marketing.  

I’ve touched really briefly on the various elements of the marketing mix – but please get in touch if I can help you work through anything in particular, email andy@enterprise-oms.co.uk or give me a call on 01793 238020.

This is just a snapshot of the breakdown of marketing.  But it is good to sit back from your business and challenge yourself with some of these questions.

Product/Service: 

  • Is there a market for what you do? How do you know?
  • Why should people buy what you offer at all and why should they buy from you?
  • What makes you different from your competition?
  • Who is your competition – when did you last do a competitive SWOT?
  • What are the overall growth trends in your sector?
  • What is your sales pattern? What area of your sales is strongest and why and can you harness this strength elsewhere?
  • And what area is weakest? What are you doing about it?
  • How well do you treat your customers?
  • Which profitable customers can you win from whom? Who? How? Why? Where? When?

Price

  • Have you built value into your pricing?
  • Are you competitive?
  • Is your cost enough for you to work with profit?
  • How do you set your price?
  • Will you discount?
  • How will you avoid being always known for discounting?
  • What do your competitors do?
  • Keep It simple

Place

  • How easy/convenient is it for your customers to buy from you?
  • Where and how are you currently selling your products and services?
  • What are the opportunities to extend these?

If you are selling a service on the web, are you supporting with testimonials and case studies?

People

  • Are your people one of your main strengths of your business?
  • Or are you the bottle neck in your company? Are you better than everyone else and does everything have to come through you first?
  • What type of leader are you?
  • What is the path for your team to voice their concerns other than coming through you?
  • Are your people your best ambassadors or are they whinging about you/the business as soon as they are out of the door?
  • Are they as well trained as they can possibly be?
  • Did you involve your team when you last undertook a company SWOT (strengths, weaknesses, opportunities and threats) –really powerful.

Process

One of the vital Ps but often overlooked and often designed for the company’s benefit rather than the customer’s. Ask yourself:

  • Can your team deliver a consistent level of service to all customers and at all times?
  • Customer retention is critical.. how failsafe is your process to ensure you don’t lose any?
  • How effective is your sales process?
  • What processes have you in place for telephone answering/billing/communication with your clients/recommendations/operations/

Physical Evidence (Brand)

Your brand is defined as

  • Signs by which you are known and remembered
  • A bundle of explicit/implicit promises
  • A reflection of personality
  • A statement of position.

Have you thought about/discussed what does your company stand for? What’s its personality and philosophy? What’s your one key brand promise to your customers?

Your brand is so much more than your logo.  Think about a new visitor’s journey to your web site – does this reflect the look and feel of any communication they have had from you hitherto?  Will they recognise this as being part of the same business?  Have you had your website made mobile friendly?  Really important.

A few hours spent on this are far from fluffy nonsense. 

Promotion (Communication)

Just a few from the hundreds of options

  • Off line
    • Face to face
    • Word of Mouth referral
    • Networking
    • Telesales as part of a process
    • PR
    • Exhibitions and events
    • Direct marketing and sales letters with appropriate follow up driving to the web
    • Postcards
    • Events and seminars
    • Advertising but think carefully before you embark here. One off random ads are a waste of time and money! Is it the right target market?  Don’t be dazzled by offers…

On line

  • Website and how are you pushing your web? Does your copy talk about ‘you’, ie the reader?  Are you  making regular blog posts and updates?  Have you considered more SEO, more PPC,  back links, etc
  • Online videos on YouTube – how to/ about/testimonials – so many options.
  • Social media – which platforms should you invest time in?
  • Facebook, LinkedIn, Twitter, Pinterest advertising.
  • Email news and updates

So then, back to the management version:
Just think how powerful your marketing strategy will be when you combine the planning from my original 7Ps with the focus provided by the 7Ps of marketing.

Combining your marketing knowledge to create a good strategy/plan using the 7Ps of Marketing coupled with the the 7Ps of Management managing implementation will surely lead to improved business performance.

But there are few quick wins when it comes to marketing, the more you work at it, the better it becomes. So, remember to take time away from working IN your business, (doing the business stuff) to work ON your business, doing the stuff that makes your business better. Set aside time on a weekly basis – little and often on a regular basis.

Remember though, I’m an Internet Marketing specialist although I’ll be more than happy to talk over other elements of your marketing activities and help where I can, Digital Marketing is where my skill set lies. If you have any questions, call me on 01793 238020, email andy@enterprise-oms.co.uk or just search Chief SEO Officer

*Oh, and of course we didn’t learn “pretty poor performance” we used a far more pithy term than “pretty”

How to optimise your YouTube videos


You can watch the video, listen to the podcast or read on

YouTube, great isn’t it – more cat videos than you can watch in a lifetime! 

However, it’s also a great source of information AND a really powerful way to reach web users who prefer to watch videos rather than read stuff. Imagine you want to learn how to fly fish. Just go to Google and search “learn how to fly fish” for example, and Google shows you that there are 135 million results and the top is dominated by YouTube videos .

Google search results for Fly Fishing

Getting Started with Video Marketing

Making videos has never been easier with great quality cameras in our phones, our tablets, our digital cameras – the list of devices goes on.

Before you start recording, however, you need to make sure that your video has a purpose. Then you need to make a short list of keywords that are relevant.

As you record your video and add your commentary you need to make sure that you use these words and phrases from your list.

For the video accompanying this blog I’ve concentrated on “optimising your video”, “making your video easy to find” and “SEO for YouTube” 

Watch your video, does it look OK? Does it sound OK? If you are happy then you’re ready to move to the next step.

Uploading your video to YouTube

Once you’ve recorded your video and checked to make sure that you are happy with it the next step is to upload it to YouTube. Now you need to make the video easy to find and and make it easy for Google to understand what it’s about so that your video stands a chance of appearing in Google results, not just in YouTube search.

Next on the “to-do list” is to do is give your video a name that includes the types of words that people might be using when searching – so for the video that goes with this blog I’ve called the video “How to optimise your YouTube video”

Then you need a description so that YouTube can understand what the video is about.

Finally you need to add captions, in other words translate your speech in to text so that watchers don’t have to turn their speakers up or plug their headphones in. YouTube will automatically create the captions but you need to check that their speech t text translation has translated accurately and if there are errors you can go in and correct them.

Vimeo.com

Although powerful, YouTube has a number of annoying traits – not least

1/ The ability to show “People who watched this video also watched……” 
2/ The ability to place annoying adverts on your video – ads which might come from your competition if you’re not careful.

So, before you embed your video in your website or share through your Social Media channels and email campaigns get on over to https://vimeo.com and set up a free account.

Vimeo is a “YouTube for professionals” and doesn’t take Ads and won’t recommend similar videos so your viewers wont get dragged away down the YouTube rabbit warren and forget where they started. 

As a professional video platform it is mainly funded by subscription accounts but the free account should be more than adequate for your use.

Use the Vimeo embedding tools to add your video to your website, your blog, any email marketing that you conduct and your social media

And that’s it. If you have any problems with recording your video, optimising your video or anything else to do with your digital marketing then just give me a call on 01793 238020 for a free, obligation free, chat or drop me an email to andy@enterprise-oms.co.uk