4Ps of Link Building Campaigns

I was traveling in my car the other day and this thought crossed my mind: About exploring 4Ps of Marketing Mix (I know lot more Ps -3 Ps to be precise - have been added since its inception.) and extending it into Link building process.

Product
Product in marketing will be our website. Website which is being promoted for securing links, needs to be well packaged (should look good -visually attractive), should have attractive fonts and should create benefit to the linking site (so called the customer in marketing world, who will be deciding whether to link/buy or not.)

Like every company, every webmaster need to best present the website they are marketing for links so that it’s a win-win deal for both: the site linking to you and your own site.

A normal or badly designed website will have a less chance of securing good linking partners where as a professionally designed site will have little resistance to linking.

Price
Price of the product in marketing will be the SEO benefit/value the linking website will get from Link building.

In other words, “What price the linking website will pay when linked?”. Will it be profitable (get valuable link back, get PR benefit etc) to go for the linking or will it be a loss (gets flagged for linking to a BAD site) to the linking site?

Price is one of the most crucial factors bearing on the outcome of webmasters’ decision.

Place
Location of your product! That is how well your website is placed on the SERPs. It goes in marketing, if your consumers don’t know where your product is placed/available, how will be they able to know it and finally buy it.

Similarly, which place the linking website will find its link on (Home page, resource page, site-wide footer link etc) and how easily accessible (maximum 2 clicks away is acceptible) will be for other visitors (customers in marketing) visiting the site will determine if the linking is profitable or not.

Well placed link will find many webmasters, same as a well placed product will get noticed more and there is high chance of visitors buying it.

Promotion

A well promoted product will have many buyers and also have high recall value in buyers mind. Similarly, a well promoted website (lots of link-backs- high link popularity) will have no problem convincing other webmasters in linking to it.

So, initial promotion of the website so that it becomes an authoritative site, will have many website linking to it even without asking for it. For instance, Wikipedia, people link to it even when Wikipedia never asked them.

So, in the end you will see the same principles of marketing mix being utilized or practiced knowingly or unknowingly (those who are unaware of 4Ps/7Ps of marketing) while doing link building for their websites.

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This entry was posted on Saturday, December 9th, 2006 at 5:36 am and is filed under SEO Buzz, Online marketing buzz, Social Networking buzzwords. You can follow responses via our RSS 2.0 feed. You can leave a response or trackback from your site.

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