Marketing doesn’t have to feel overwhelming. When you focus on the basics, you can build a strong strategy that attracts the right people and grows your business with intention.
At the heart of every lasting brand is a clear marketing strategy that connects with a defined target audience on a deeper level. It’s not just about being seen, it’s about being felt, understood, and remembered.
The 7 P’s of Marketing
To begin building a strong foundation, let’s look at where it all started.
The 4 P’s of Marketing were popularized in the 1950s by Neil Borden, a Harvard advertising professor, as part of what he called the marketing mix.
These four core elements: Product, Price, Place, and Promotion, gave businesses a simple but powerful way to build and communicate their value.
Even in today’s digital world, these principles remain essential for small businesses, nonprofits, and community organizations looking to grow with purpose. However, as service-based industries and customer experience gained more focus, the model evolved.
Today, many marketers use the expanded framework known as the 7 P’s of Marketing. The original four remain, but three new elements have been added to reflect a more modern, people-centered approach:
The Original 4 P’s:
- Product: What you offer your audience.
- Price: What it costs (money, time, or effort).
- Place: Where people can access it.
- Promotion: How you communicate it to the world.
The 3 Additional P’s:
- People: Everyone involved in delivering the product or experience, from team members to customer support.
- Process: The steps and systems that create a smooth, consistent experience for your audience.
- Physical Evidence: Tangible proof of your value, like testimonials, packaging, signage, or digital presence.
5 Main Types of Digital Marketing
Once you’ve clarified your 7 P’s of Marketing, what you offer, how it’s priced, who’s involved, and the systems that support it, the next big question becomes: how and where do you promote it?
In today’s world, digital marketing opens the door to promoting your brand in powerful, cost-effective ways that meet people right where they are, on their phones, in their inboxes, and across their favorite platforms. Especially for small businesses and nonprofits, digital tools help level the playing field, enabling them to build awareness, deepen relationships, and drive action without a huge budget.
Here are five of the most important types of digital marketing to consider as you bring your strategy to life:
- Search Engine Optimization (SEO): Optimizing your website and content for search engines helps people find you when they need you. Keywords like “marketing fundamentals for small businesses and nonprofits” help connect your brand to relevant searches.
- Email Marketing: Build relationships with your audience through consistent, value-packed emails. Great for updates, fundraising, offers, or insights.
- Social Media Marketing: Meet your audience where they already are. Use platforms like Instagram, Facebook, LinkedIn, or TikTok to share your story, build trust, and encourage organic engagement.
- Content Marketing: Publishing helpful, educational, or inspiring content builds authority and gives people a reason to return to your site.
- Paid Advertising (PPC & Social Ads): Boost visibility with ads that target your ideal audience. Even a small budget can go a long way with smart targeting.
Keep an Eye on Marketing Trends
Marketing moves fast, but you don’t have to chase every trend. Instead, keep an eye on evolving tools, platforms, and audience behaviors. Staying informed helps you adapt and grow sustainably.
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At the end of the day, successful marketing isn’t about doing everything; it’s about doing the right things, consistently and with intention. When you start with strong fundamentals, choose smart channels, and lead with clarity, your brand stands out for all the right reasons.
When you’re ready to elevate your marketing strategy, Rapport delivers creative that connects and strategy that performs.
