Renee Ballard

Where social media sits in the Marketing Mix

10 years ago, we didn’t have social media en masse like now, but we did have marketing. Some say that prostitution is the world’s oldest trade, but you could argue it’s marketing because someone had to identify the need first.

The Marketing Mix is an old school concept that’s still relevant and widely used today. It’s a four pillared guideline that covers all the ways your business gets its products in front of your customers, and then compels them to buy it.

The Marketing Mix is a culmination of the 4 Ps of marketing:

Product

  • Design
  • Packaging
  • Range

Price

  • Setting
  • Discounts
  • Payment methods

Placement

  • Distribution
  • Inventory
  • Consumption

Promotion

  • Personal selling
  • Advertising
  • Public relations

This is a broad overview and there is a lot more depth we could go into. But at this two tier level, you can see we haven’t even mentioned social media yet, it’s even further down the Promotion track.

Promotion

  • Personal selling
  • Advertising
  • Communications
    • Public relations
      • Publicity stunts
      • Media releases
      • Brand ambassadors
      • Sponsorships
    • Social media
      • Channels, eg Facebook, Twitter, Instagram
      • Your channels
      • Other people’s channels

You can see social media sits in the fourth tier of the Marketing Mix and all of the Marketing Mix is geared to making sales, so it’s a little unfair of us to blame it for not making sales if we aren’t sharing the load across all the mix. If you’re finding your social media stalling in its duty to make you sales, then it’s time to helicopter up and look at the 4 Ps in their totality to see where you can alleviate some of the pressure off social media’s shoulders:

  • Does your product come in a range of sizes? Does it do what it says on the label?
  • Is priced correctly to your target audience, is the price too high or too low for their expectations?
  • Where can people buy your product? Can it be shipped anywhere in the world or are there freight restrictions?
  • Are you talking about your business out loud? Is it easy to find out more about your products?

Social media is still a wonderful sales tool, but it works even better if we keep it in perspective!

2 Comments

  1. Pat Donovan on August 24, 2017 at 11:09 pm

    Thanks Renee, this is helpful! As I’m just starting out and certified less than a month it’s been interesting to see how my marketing ( or lack thereof) is working. Personal conversation is still the best way to build a client base!

  2. Renée Ballard on August 25, 2017 at 12:23 am

    Hi Pat,
    Congrats on becoming certified!
    Putting yourself in front of your potential clients is always a powerful way to connect.

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