1. Introducing the
NEW 4 P’s
of Inbound
Marketing

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. 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. 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. 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. Here are the new 4 P’s of Inbound Marketing
Profile/P
ersona
Pla
ce
Pro
duct Purch
asePath
P4

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. 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. 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. 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. 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. 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