5 P's to Effective Marketing
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The E-Book Connections
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The E-Book Connections Newsletter
5 P's to Effective Marketing
Febuary 2004 #1
The E-Book Connection
(C)Eugenia Bivines, 2004eb
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5 P's to Effective Marketing
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You've done everything right in your site design.
Your navigation is clear and simple to use, graphics
load quickly and the design is pleasing as easy to
look at. Even the best design cannot guarantee your
site success. If you want to succeed and stand out,
you will need to incorporate important marketing elements
into your site's design.

The essential elements of marketing are easy to re-
member and include the following:eb product, price,
promotion, physical distribution and people.

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Product
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Identify what it is that you are really selling.
Don't worry about complicated schemes, just focus on
making it clear what you are selling. Start by identifying
the benefits of your product. Be sure to point out the
things that your customers can really identify with. It
is a good idea to focus on how the product solves
problems and adds value for your customer base.

Once you've identified the benefits and values, take a
step back and ask the hard question, "So what?" This
forces you to uncover the core benefits of your product
and anticipate your customers' concerns. You will also
discover even deeper benefits and value that you never
even thought of for your product.

To more indepth information of on The 5 P's of Effective
Marketing Products

mailto:tmisbizop1@sitesell.com

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Price
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What numbers can say about your product.
Internet buyers are more price sensitive than traditional
consumers. Why? Because they can easily shop around
for competitive pricing and features. Your pricing should
be competitive, yet still allow you to turn a profit. Your
pricing structure can say a lot about your product.

If priced too high, it can drive customers away, while a
price that is too low may leave potential customers won-
dering what is wrong with the product. Find ways to create
values. Justify your pricing. Spell out what customers get.
If it is 24/7-customer support and weekly updates, let them
know.

A low price shouldn't be the only competitive edge your
product has. While the price may motivate customers to
buy, don't forget to back it up with features and value
because if price is the only thing that entices your customers,
rest assured that someday, someone will beat your price
and nab your customers.

To discover " How much money Your leaving on the table?"
Get more indepth information The 5 P's of Effective
Marketing Pricing

mailto: tpmsbizop1@sitesell.com

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Promotion
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Promote on your site.
Don't spend all the time and effort trying to attract visitors
without promoting your products and services. Motivate
your customers to positive action by adding call to action
statements throughout your site. List testimonials and
customer statements about the value of the product.

If your product is related to other Web sites, list links to
those sites for customers to look at. Case studies are also
a good way to demonstrate how your product produces
results or solutions in a variety of situations. Don't over-
look the traditional promotions that tout "saving up to 15%"
or getting added support. Offer value-added services.

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Physical Distribution
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Distribution beyond product delivery.
The distribution of your product goes beyond just getting
the product to your customers. Don't forget to make it easy
for them to not only receive the product, but also use and
return it if necessary. If the product requires assembly or
installation be sure that clear concise instructions are in-
cluded and even available online.

Have a clear return policy indicating time limits and any
other conditions well in advance. Make them aware from
the beginning instead of surprising them down the road.
In the end, even a customer who returned a product can
still be a satisfied customer-based on their experience in
dealing with you and your site.

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People
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Provide customer service.
Two-way communication can help you build relationships
with your customers and result in more closed sales. Internet
shoppers are fairly independent, but can become easily
disillusioned with your site and product if the information
they need is not accessible.

Even if you have a small operation, customer support is
fairly easy to implement. Have clear links to support in-
formation throughout the site including the purchasing
process. Any place where transition is required should
have clear links just in case customers need help.

Make support policies clear. If you plan to offer support
only for certain hours of the day, indicate that on your
page. Set expectations. Let your customers know when
you'll get back to them. It takes you an average of 3 hours
to respond to an email, let customers know. People, in
general, are easier to work with when they know what to
expect ahead of time.

The 5 P's of marketing can help you improve your site
where it matters most-in the content and overall customer
satisfaction of your site. By combining the elements of
product, pricing, promotion, physical distribution and
people with your site's design elements, you'll be on your
way to more success on the Internet.

Get your free Getting Started Action Guide
http://pages.ivillage.com/qebbs/ebookconnection

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