You have finally managed to start your dream business. Congratulations on taking the very first step. How do you ensure that your targeted clients know about your new product or company? How do you get clients as enthused about your new product as you are? How do you attract and retain customers in the short and long term? These are the exact questions that the marketing mix answers, synonymously referred to as the 4 Ps of marketing. What are they, and how do you use them to your firm's advantage? Let's find out...
Product
Product refers to the goods or services offered to your target market to meet their needs. Before you start any business, it's imperative to do your research well and ensure what you are offering meets a need that's currently unmet. Alternatively, you could provide the same products that meet the same need other companies do but does it uniquely.
Price
Price refers to the amount that your customers will be willing to pay for your product. The target market will guide you on the best price for your product. Premium customers will be attracted to high-quality products even if they are expensive. Customers with more disposable income will afford premium-priced products. Those with less disposable income will afford less costly goods and often prioritize quantity over quality. Others would purchase smaller amounts of your product frequently other than make one colossal purchase.
Place
Place comprises the whole process of availing the products to consumers where and when they require them. Some companies sell directly to consumers; others use intermediaries. Businesses should also decide on their physical, online, or hybrid location, guided by their target market's characteristics. Product availability is an important consideration to make under this marketing mix element. Customers are generally not forgiving when a business has stockouts when they need the products.
Promotion
Promotion involves a business's efforts to communicate with, attract and retain the targeted clients. Advertising, sales promotion, public relations, and direct marketing are among the most effective marketing techniques to achieve this goal. A company might have the best product offering, but if the targeted clients do not know about it, it will neither be good for the business nor the targeted clients.
Conclusion
The four elements in the marketing mix should be used in an integrated way to yield good results. As an entrepreneur, you need to make the necessary effort to understand your clients and choose a suitable market niche to serve that will allow your business to thrive, given its specific characteristics. Now that you know about the core elements of the marketing mix, you now have the information you need to scale up your fascinating entrepreneurial journey!

A most recent report by Statista shows there are 5.18 billion cyberspace users globally, equivalent to about sixty percent of the world’s population. Almost all internet users are social media users too. Whether you are a startup or a well-established business, you want to reach out to this enormous audience of people who could be your potential customers. Traditional marketing strategies have their unique merit.However, this article delves deeper into why digital marketing is vital for your business...
1. Targeted Reach
Web marketing can enable you to have specific messages for the different types of customers you are targeting. You can have this very targeted communication based on demographics and consumer behavior. For example, more mature social media users will be on Facebook. Younger ones will be on to Tik tok. You can therefore decide where to place your marketing message depending on your target age. Another example is that; individuals with unique needs and interests usually form Facebook or WhatsApp groups. As a fitness apparel merchandiser, you can target to market your sports products in groups formed by and comprising sports enthusiasts. These would be select potential clients for your business.
2. Wider Reach
Digital media have brought about increased globalization and enabled the glocalization of goods and services by firms. Your website can have language options to allow potential clients worldwide to interact with your company. Your product can be marketed to clients from around the globe using a well-thought-out e-marketing strategy. Some renowned influencers from various industries have worldwide followers on social media, and your company can leverage this by making these stars it's brand ambassadors.
3. Cost-Effectiveness
You can also adapt e-marketing strategies to suit your company’s budget. If you own a sole proprietorship, you can do the online marketing and only hire experts on a need basis. More prominent companies can spend more, but the expenditure will always be lower than traditional marketing to achieve the same results. This lower budget, however, can maintain the expected results. A good product advert on youtube or any other social media channel is mostly cheaper than alternative traditional advertising on TV and billboards. Yet it can have significant returns to the business if well executed.
4. Measurable Results
Using various data analytics tools, you can measure the effectiveness of different web marketing techniques in real time. You can then maintain a chosen strategy or exert more effort in the event of unsatisfactory results. Alternatively, based on the results, you can abandon the ineffective method or choose another plan quickly. As a business owner, you can use performance measurement tools like Adobe Analytics to get real-time data on views, impressions, pay-per-clicks, and conversion rates, among others, to make informed decisions. Collected and analyzed data can also guide your future digital marketing efforts. For example, a video might result in your firm receiving more client inquiries than a poster design. In future digital marketing execution, your business could opt for more video content.
5. Personalization of the Customer Experience
Through e-marketing, you can create a personal bond with each of your clients which is every business owner’s dream. As a business owner, this bond allows you to understand your customers' needs and wants better. Almost all e-marketing channels have comment and review sections by clients. These interactive platforms provide a unique way to build customer relationships by responding to their inquiries and comments. Email marketing is another good way to enhance personal contact with your clients. Email marketing creates a sense of exclusivity with clients, enabling you to acquire new customers or upsell and cross-sell to existing ones. You can also relay information about your new products or new product features to your email subscribers and lead them to your company’s website.
6. Easy to build brand awareness
The various web marketing channels can efficiently work together to create remarkably great results for your firm. You can integrate the different online marketing channels via synchronized and unified messaging about your brand. This integration will lead to synergy in raising your brand awareness and will have a more significant impact. For example, you can direct potential clients to your website through email marketing. Once on the website, you can give them the option of chatting directly with you via WhatsApp, linked to your site. Also, when you embed in your youtube video descriptions your Twitter, Linked In, Facebook, Pinterest, or other social or professional media handles, you can organically lead interested viewers to these different channels.
7. Convenience
The use of online marketing increases shopping convenience for your clients. Ease of shopping will attract them to your business, especially if the competing brands are still entirely on a brick-and-mortar modus operandi. Your potential clients can make the most complex purchases in the comfort of their homes or offices. Window shopping and all that it entails comprising price comparisons, quality comparisons, and reading other client reviews, can be done online by your potential customers. You can advertise your goods or services to prospective customers globally. You can then meet their needs efficiently without having a physical store, increasing your ease of operation. The Internet significantly reduces the costs for you and your clients. You can use AI tools like Jasper to create content and respond to client inquiries and comments, adding to your convenience as a business owner.
Final Thoughts
The benefits of adopting a digital marketing strategy far outweigh the costs, irrespective of the business's growth stage. Implementing online marketing can also be as straightforward or complex depending on how you want it to be or what you can afford. E-marketing is as accessible as it is essential in today’s world. The worst web marketing strategy is the one that’s never drafted in the first place. This article is a nudge to start working on your online marketing plan and gradually improve it if you already don't have one.

ImForza says 93% of online experiences begin with a search engine. This percentage is too high to be ignored if you want to attract organic traffic to your website. When managing your website, the finest SEO tools will help you to carry out keyword research, competitor analysis, on-page and technical SEO, content optimization, backlink analysis, ranking, and tracking, among other key digital marketing functions. Some of the full-service SEO tools will also help you in complete social media management. In this article, we look at some exceptional SEO tools for your consideration.
1. Semrush
Beginning Price: $129.95 / month
Free Trial: Yes, 14-day
Best For: All-in-One SEO Features
Key Features: Projects, Keywords to track (with daily updates), Keyword, domain, and backlink analytics, Historical data, Content Marketing Platform, Looker Studio Integration, Share of Voice metric, API Access
Semrush is one of the most popular SEO tools among digital marketers today. Semrush is an all-in-one tool, making it indispensable to most online marketers. Using Semrush, you can do SEO, content marketing, competitor search, and manage your social media marketing in one place. Using the Semrush Keyword Magic Tool, you can find missing keywords and gaps, secondary keywords, search intent, and SERP features to improve on-page optimization. The topic research feature will enable you to find secondary keywords, headlines, related searches to your topic, and relevant questions. Semrush SEO Content Template and SEO Writing Assistant will help you create content briefs, discover the word count for similar articles that have ranked, give competitors outlines for similar articles, rephrase, and help you improve your article’s readability score, among other features. Semrush is truly a digital marketing powerhouse that you can consider investing in. Pros and Cons
Pros
● Automated Reporting
● PPC Competitor Tracking
● Site health grade, including all errors
and warnings, and recommendations for site improvement
Cons
● Expensive Add Ons
● Not very user-friendly with difficult terminology, especially for beginners
● The free plan is very restrictive, and the paid plans are quite costly
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2. Ahrefs
Beginning Price: $ 99 / month
Free Trial: No ( Free Webmaster tools available)
Best For: Users who need data from multiple search engines
Key Features: Site Explorer, Site Audit, Keyword Explorer, Content Explorer and Rank Tracker
Ahrefs is a great tool to use to create content and optimize it. Also, it has an easy-to-use interface that will make your life easy as you navigate its various functionalities. Ahrefs Site Explorer will help you understand your competitors' backlinks and keywords. This information is useful for planning your digital marketing strategy to outrank these competitors. Using Ahrefs’ Keyword Explorer and Content Explorer, you will find ranking keywords and create optimized informative content briefs. Ahrefs AI is great at creating great briefs that will help you in the brainstorming stage. Ahrefs will also allow you to see the top-ranking articles from competing sites and provide an outline and keyword distribution. You can optimize your content using this information. By utilizing Ahrefs’ site audit and rank tracker, you can further optimize your site by identifying any technical or on-page SEO issues and getting updates on your site performance on your mobile and desktop. The freely accessible Ahrefs’ Webmaster tool is another great and useful addition to your digital marketer’s toolkit. You can use this readily available feature to monitor your SEO further and get ideas on resolving any detected issues. You can also know and improve your backlinks and keywords for increased organic traffic to your site. And yes, you got this right; this tool has a free plan!
Pros and Cons
Pros
● User-friendly interface
● Comprehensive Data
● Variety of tools
● Responsive Customer Support
Cons
● Basic plans have limited reporting functions
● Can be difficult for beginners
● Rather expensive with no free trial or plan
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3. Frase
Beginning Price: $14.99/month
Free Trial:Yes, 5-day at $1
Best for content optimization
Key Features: Content brief, content writing, content optimization, content analytics
If you are starting on a budget and want a powerful SEO tool, Frase is your solution. The basic package costs $12.66/month if paid annually. Frase is the most affordable package among the SEO tools I have covered in this article. Among its various capabilities, Frase AI will help you create full-length optimized briefs and get competitors' SERP metrics and content for your use. It will get you statistics and relevant related questions people ask on Google. Frase will help you get ahead of your competition if you utilize its unique functions.
Pros and Cons
Pros
● A 5-day fee plan available at just $1.
● Great competitor research tool
● Frase AI writer can write complete content.
● Has a compilation of most asked questions which can be used to enrich your content
● Great integration with Google Search Console, Google Docs, Hubspot CRM, and WordPress.
Cons
● Weak introductions and conclusions by the AI tool
● Its costly for the entire tool ($80/month)
● Expensive add-ons
● Doesn’t differentiate British and American words
● Cant export to word
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4. NeuralText
Beginning Price: $19 / month
Free Trial: Yes, 5-day plan at $1
Best for numerous AI template options
Key Features: Keyword Research and Clustering tools, content brief, content grader, content creation, Free people also ask too, Free AI tools
Neuraltext is your one-stop shop for all your content creation needs. Neural text will enable you to research keywords, build content briefs, optimize your written content, and use its high-powered AI feature to get ideas. Neural Text’s Keyword Ideas will get you the most likely keywords, annual trends, search volume, and keyword difficulty levels. With the help of the Content Brief tool, you will get the word count, SERP position, score, and an outline for each page that ranks for a keyword. With Neuraltexts’ numerous AI templates, you can always be sure of getting a few ideas whenever you have a mind block. If you are a solopreneur, the starter plan costs $ 19, which is great for all the benefits you will enjoy.
Pros and Cons
Pros
· Many useful features available · Easy integration with Google Docs · Powerful keyword research tool
Cons
· The structure of sentences on its AI templates can be improved · Not the best quality of content brief generation and content optimization · A bit difficult to master especially for beginners
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5. Market Muse
Beginning Price: $0 / month
Free Trial: Yes, 7-day. Free tier available
Best For: Content Optimization
Key Features: Competitive Content Analysis, Content Clusters, Content Planning, Keyword Research, Content Brief Generator, Content Optimization
Market Muse is yet another digital marketing powerhouse that’s worth your attention. Yes, it costs a pretty penny, but all for the right reasons. This robust digital marketing tool is also the only one, among the ones I have covered in this article, that has a free plan for beginners or if you are working on a budget. Market Muse’s competitive content analysis tool will enable you to see the strengths and gaps of the top twenty ranking articles. This visual map is very useful since it allows you to create optimized content based on keywords with high search volume that your competitors have omitted. Market Muse is also useful in content clustering, planning, and keyword research. Market Muse's unique keyword research feature will show you the keyword search intent, which will help you build your content briefs. Market Muse Content Brief Generator and the Optimize function will assist you in drafting great content briefs that are optimized. This great tool is well worth your consideration in your content creation work.
Pros and Cons
Pros
· Best content optimization too available
· Has a free tier
Cons
· Costly for the other tiers apart from the free tier
· Not very easy to master especially for beginners
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6. Clearscope
Beginning Price: $ 170 / month
Free Trial: No
Best For: On-page optimization
Key Features: Content Reports, Content Inventory Pages
Clearscope has an easy-to-navigate user interface, even for beginners. This tool is great for keyword research through its Keyword Discovery function, which allows you to search keywords or URLs. Clearscope will show you keyword difficulty, the search volume, and the competition for the keywords, which is useful for planning your brief. Clearscope is great for competitive analysis. You get to see top-ranking articles and their outlines and optimize your content. If you want content not based on guesswork, Clearscope is your ally.
Pros and Cons
Pros
· Great tool for on-page optimization
· Integration with Google Docs and WordPress
· Multilingual support (5 languages) Cons
· Easy to use
· No backlink tool available
· Solely focused on content optimization
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7. Content Harmony
Beginning Price: $10 /trial
Free Trial: No (Affordable trial price)
Best for content marketing briefs
Key Features: Keyword reports, search intents, content briefs, content optimization, unlimited users, unlimited projects and rollover credits
If your goal is harmonized, optimized, and data-driven content, then Content Harmony is a great place to start looking as a digital marketing professional. Content Harmony sets itself apart from competing brands by sharing the images and videos used in competing articles that rank. The images and videos can spark your mind to create infographics and images for your articles. Once you have created a project, you will use a keyword to generate a content workflow report. This report will show you the search intent, topic analysis, outlines of rival ranking pages, and competitor’s data page. The competitors’ data page will show you the readability level, word count, backlinks, images, and videos on these rival pages. This information is significant in creating your own optimized content.
Pros and Cons
Pros
· Gives image ideas with examples from the SERPs
· Great content brief creation tool
· User-friendly interface
· Content grader available
Cons
· Costlier per brief in comparison to other tools
· Interface lacks intuitiveness
· Limited integration
· Limited customization
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Final Thoughts
SEO tools are crucial for improving your website's search engine visibility, driving organic traffic, and staying competitive in the online marketplace. They provide data-driven insights and automation that make the complex task of SEO more manageable and effective. However, there’s a plethora of SEO tools in the market today. Among the options available to you, it is important to pick one that aligns with your budget and goals and remember these are tools, not substitutes for your innate creativity as a content creator.