Marketing Mix: 4Ps

This is ConvertX Radio, with episodes on actionable marketing tips and explanations. To get you closer to your client.

This episode goes back to the basics: the 4Ps of the marketing mix.

– I hear business owners worry about which social media channels to use before even having a clear offer.
– I often see that pricing is ad hoc.
– In the lockdowns, many companies struggled with switching their distribution channels to get their services and products to the customer.

With the right marketing mix, none of the above should be a problem.

Please, listen to the episode by clicking the below banner and get closer to your client.

TikTok: the new marketing heaven

This image has an empty alt attribute; its file name is Immagine-2021-06-11-110244-1.png

With more than 800 million active users Worldwide, TikTok is the newest trend in social media and one of the most popular social apps among teenagers, but not only! 

Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users to express their creativity to a marketing and advertising heaven in which brands obtain a very powerful engagement with consumers never seen before.

So, let’s better understand what’s this platform about, how it works and how to create a successful profile among all the others.

TikTok consists of 15- and 60-second user-recorded videos that allow for in-app editing and integration with the other major social players.

On TikTok there’s an audience for every voice, from teenagers to adults and old people too.

So, why companies should invest in this platform? 

TikTok for business is where you can unleash your brand’s creative side in order to connect with the audience of the entire World. How? Through video, only in shorter, bite-sized clips.

The TikTok algorithm: another plus point for businesses.

It’s known that TikTok has the highest engagement of any major social media platform. 

But how? 

Well, the For You section’s algorithms are based on the preferences and activity history of the individual users. So, it’s nearly impossible that two For You sections are going to be exactly the same. 

There are different factors that influence the For You section’s content:

  • user interactions like shares, followers, comments and likes
  • video information like the length, captions, sounds and hashtags 
  • account settings like the language and country 

So, why is TikTok a good opportunity for a brand? 

TikTok is viral now, it reaches a very huge audience, it grows your customers’ engagement and it allows you to show your business’ creative and human side. 

Where to start, then? 

Well, in this article I will cover these three mainstains in order to create an effective profile:

  • Define your Target Audience
  • Choose your message (create your own style)
  • Create the right content for your audience and discover when to promote it

And, after having defined these concepts, I’ll talk about the power of Analytics, the importance of collaborating with Influencers and other similar profiles.

Finally, I’ll share with you which tips are essential to keep in mind in order to have a good profile. 



This image has an empty alt attribute; its file name is ppt_slide_h_1.jpg

How to choose the right audience for your company?

It’s very simple. Based on your interests, hobbies, experiences, stories and thoughts you can choose your niche because, if you don’t have a niche, you’ll create content about nothing and for anyone.

Know your target audience:

The typical mistake on TikTok is trying to make content for everybody. 

But the reality is: to grow on TikTok (or in any other social media platform) you have to be more strategic. How? By choosing and deciding a specific target audience, and building content for them looking at their needs and tastes. 

These below are some questions that you can use in order to define your target audience: 

  • Do you target males, females, or both equally?
  • What age groups do you target?
  • Do you target people with a particular income level?
  • Do you target people with certain values?

In short words, in order to obtain a successful account, you should create the right videos for your dream viewers and, to do that efficiently, you first need to know precisely this group by doing research.

Smart tip: with the Pro Account you’ll be able to see your personal Analytics, essential in order to better understand your audience’s tastes and habits. 

But let’s leave this topic for the end of the article.  



The major part of the social media users does not dispose of any professional camera equipment; they simply create content with their phones, which is authentic to who they are. Use the same approach! By showing your brand’s true personality, followers will feel connected and related to you, which builds trust!

The brand is essential. 

Even without reading, your readers must be able to recognize your business, just by looking at your company’s brand. This is the reason why having a consistent brand image, style and colour is fundamental. Thus, your audience will immediately identify your business among all the others. 

The BIO: short, catchy and powerful 

Just like that. Your BIO should go straight to the point. Uploading a lot of content or descriptions is not the right strategy to use. Instead, use short sentences that are able to better represent your business and thoughts.

Be unique! Take advantage of your company’s personal stories, experiences, passions and personality, and demonstrate your knowledge and skills about your area of expertise in a funny way.

Remember that your profile has to reflect the true you! 

Why is it important to be consistent with all your social profiles?

Because otherwise your audience will get lost!

All your social accounts should have a similar look, above all if you are a business: you want a consistent brand look everywhere.

In some ways, businesses have an advantage here because you probably already have brand features. These could include logos, taglines, and an official colour scheme. You can use these, even if you have never been online before. 

Smart tip: TikTok isn’t the place for squeaky-clean first impressions and fake smiles. It’s a place for authentic entertainment, humour, and fun. Just let go!


It’s obvious to say that the content and the way of advertising it depends on your specific audience. 

One of the advantages of TikTok is that you don’t have to struggle to come up with new and unique content ideas. The platform is based around community engagement and hashtags so all you have to do is find existing content and make it your own.

It’s not a formal or uber-professional platform; it’s a space for users and brands to experiment with trends, act silly and playful, and show another side of themselves. 

Your unique brand story and personality will differentiate you from others in the same category. 

There’s just one aspect always to keep in mind: the brevity of videos and captions is essential. Also because nowadays people have less time to look at social media or read stuff. 

How often do you have to post?

If you hope to go viral, you have to make sufficient content for people to notice you. If you keep a low profile, your videos are unlikely to appear often in people’s feeds.

Ideally, you should upload a new video each weekday.

When is the best time to post on TikTok?

Well, it depends. On what?

  • where is your audience located 
  • what time your audience is available

How can you find out these information? Look at your analytics!

Smart tip: the “How to”, tutorials and “Before/After” videos are really successful and create a lot of engagement. Try them!



With the Pro Account, you can view your business’ analytics; essential for better knowing your audience. Besides that, your Analytics will show you a much better understanding of how our TikTok account is performing, by showing statistical information related to your posts and followers. 

In short words Analytics should be regularly checked in order to see:

  • if you are achieving your goals
  • your personal overviews (video and profiles views, followers)
  • your content screen; this allows you to understand which content generates the best results (what kind of video your followers liked the most)
  • your audience’s analysis; this gives you very specific information about your followers (age, country, tastes, availability). If your followers don’t match with your dream target audience means that you’re creating the wrong content.  
This image has an empty alt attribute; its file name is TikTok-Analytics-1024x656.png



This image has an empty alt attribute; its file name is Immagine-2021-06-11-115247.png

Teamwork with other similar profiles can be useful in order to gain more exposure, followers and you can come up with new ideas. 

Feedbacks, comments and DM are essential in order to understand what followers think.

It is crucial that you view, like, and comment on other people’s videos. Engagement is part of TikTok’s algorithm, and the more you interact with people, the more your videos will end up on their For You pages.

What about influencers? 

Well, like on the other social platforms, you can use influencer marketing to expand your reach. Influencers on TikTok have varying numbers of followers, and therefore, varying degrees of influence.

As a brand, you can approach relevant TikTok influencers and propose a working relationship with them but it’s important to be strategic about whom you partner with. If your brand sells beauty accessories, working with a video game influencer isn’t the best fit. Find influencers who work within your niche and whose personalities align with your brand’s values.

For a certain level of pay, TikTok influencers might:

  • Talk about your product in a TikTok video
  • Post about it in the video description.
  • Link to your brand in the description.

Smart tip: connect with a specific pod. What’s a pod? A group of like-minded TikTok creators on messaging platforms who work together. 



Before leaving you, I would like to share some important tips in order to set up and maintain a good and successful account on TikTok: 

  • Don’t mess up your username, otherwise, your followers will be confused and you risk losing them. 
  • Remember to update your profile regularly paying attention to the new trends.  Smart tip: avoid using old video, items or music.
  • Have and maintain your own style and theme by using your brand’s colours, creativity and thoughts. Be different and not a cheap knockoff of someone else!
  • Don’t use a lot of hashtags
  • Keep your audience engaged: like, share, comments and tell your own stories and experiences.
  • Don’t ignore your sounds: One of TikTok’s key differences has been its liberal use of music in the videos that people share. TikTok makes it incredibly easy to add music to 15-second video clips, having made legal arrangements with most of the major music companies to permit the use of copyright music extracts. 
  • Come up with a consistent look and feel 
  • Upload content regularly by using a content calendar  

Ok then, here we are! I hope that this guide has been helpful for you. 

TikTok has become an active part of digital marketing now and it doesn’t seem to be going anywhere. 

So get familiar with the app and have some fun!


Sources: I’ve just completed the “How to build your personal brand on TikTok” free course on Influencer Marketing Hub. I really learned a lot from it.

Highly recommended!

Here’s the link: Social Media Marketing Courses | Free Social Media & Influencer Courses (

Bio of the author – Sara Grange, Marketing Manager

This article was written by Sara Grange, Marketing Manager of Francis Cooper.

She loves being creative and she always pays attention to new trends, successful marketing tools and strategies.

If you’d like to contact her, please reach out to her vie LinkedIn: Sara Grange | LinkedIn

How to be successful on Instagram even without beautiful content (an opportunity for professional services too)

If you are in professional services like me, maybe using Instagram effectively and creating intriguing posts to attract more followers is a real challenge. 

This is exactly why, in this blog post, I will show how Francis Cooper has successfully rebranded its profile and taken advantage of Instagram as much as possible. 

But not only! Indeed, I will share with you the power of creativity, which elements are essential to establish and how to use them effectively (colours and fonts), which pictures are better to use when you don’t have beautiful content to advertise, and how captions, storytelling and personal thoughts might be a real strength for your business’ image.   

Checking out our Instagram profile during our free time has become part of the daily routine for everyone. That is why this platform has proven to be a really powerful marketing tool for businesses looking to expand their presence and the visibility of their product.

Actually, Instagram is the go-to place for over 300 million active people (30 million Instagram users in the UK) to explore and share their passions, photos, likes, videos, and stories every single day. 

Now, uploading and advertising cool content and products like wonderful landscape pictures, dream trips, funny quotes and fashionable clothing relatively achieve success; they are beautiful in themselves! 

But when your business has to advertise serious, informative and sometimes complicated or abstract content, how can you make it appealing to your audience?  

It’s a challenge!

So, where to start?

When the Francis Cooper team decided to rebrand our company’s Instagram profile and, having had successful results, I would like to share our guidelines and tips with you. 

What I firstly suggest is to look at your profile and bring out all the aspects that you want to change or ameliorate. You can also look at other similar profiles and pick some ideas that you like and that you can reuse (without copying them obviously) in your account.

This is how I started working on Francis Cooper profile. 

Actually, after having thought it over, sharing opinions and taking a look at other business accounts with our similar content, I identified some key aspects to work on and improve:

  • The first impression of the profile (grab readers’ attention immediately with an appealing profile)
  • Creativity (choose your brand’s colour, have a dynamic profile with different posts’ forms, but remember to have always a fil rouge to follow, stay consistent with fonts, avoid overused pictures)
  • Relationship with our audience (make the most of your captions, share quotes, stories and personal thoughts that speak to your audience)
  • Post consistency/Continuity in posting

So, the question is: how do you make sure that your brand stands out from amongst the rest?

And that is why making the right first impression is essential. Grabbing people’s attention at a glance is directly related to the brand’s creativity.

Standing out with creativity:

A great benefit of this platform is that it offers many ways to get creative. On Instagram, you can go wild coming up with new ways to draw attention and add followers and new customers. 

In simple words, Instagram is where you can showcase your business’ personality.

How can you do that? By mixing different elements of your brand, such as specific contents, images, videos, products and colours. 

This will allow your business to establish its brand identity, create a holistic creative experience for your community and drive brand recall. 

As I already mentioned, remember to pay attention to colours!

Colours are one of the strongest non-verbal forms of communications that you can use. They can instantly evoke emotions and experiences. 

Having a specific colour that represents the personality of your business is essential. Some of the most successful Instagram accounts tend to use a select colour palette for their posts; this will help you to create a distinct style.

Francis Cooper has chosen the red colour, in order to show power, action, passion for marketing and hard work, the vibrancy of our team, but also warmth and closeness to our customers. 

Smart tip: If you want to discover which meanings are hidden behind colour and which one will suit better with your business and philosophy, check them at the end of the article. 

The same goes for fonts.

Text overlays on photos and videos have become increasingly important on Instagram, above all for businesses. Since texts play a key role in your account, it’s important to also think about the font you’re using and how it relates to the other contents.  

Basically, the key concept to keep in mind is that each post should not be carried out individually, but it is an integral part of a bigger picture. Each content has to be aligned with your brand’s overall aesthetic and brand colours. 

Thus you will create continuity, value and accuracy. 

Smart tip: focus on dynamism, avoid monotony! Always try to create “movement”. You should alternate images, videos, written and minimal posts, writing and pictures together…get creative! In doing so, your followers will never get bored. 

Which photos are better to use?

That’s the biggest challenge of our professions. 

Dealing with meetings, workshops and business events, instead of wonderful landscapes and locations, it’s always hard to choose the right intriguing picture in order to catch our readers’ attention.  

What I suggest you?

In short words: avoid generic, overused and obvious pictures.

You can’t use beautiful photos, but you can show to your followers your customers’ feedback and reactions, or what they will receive by choosing you and your business.

Images shouldn’t be superficial, but they should evoke powerful emotions. Workshops, for example, everyone knows them, but, instead of showing people talking around a table, think of what people will gain attending your workshop.

Make a deeper reasoning and go beyond the easier representation of what you want to say or advertise.    

Storytelling and personal thoughts make your business relatable:

Instagram is a great way to show potential customers that you are more than just a faceless corporation. This can be done through many of the app’s features, especially with videos and stories by showing, for example, the behind-the-scenes or your team members, clients’ testimonials, but also captions are powerful and you can really make a deeper impression.

Establishing a strong relationship with your followers, sharing thoughts, tips, feelings and emotions will make your profile unique instead of superficial and similar to all the others.

Make the most of your captions:

Instagram captions are usually used to enhance your content, but they are also an excellent way to build rapport, trust and credibility with followers, as well as showing that there’s a human side to your business. If consumers see you as more than an entity looking to take their money, then they may be more trusting of your brand.

Smart tip: share quotes that speak to your audience! They are incredibly popular on Instagram. Actually, quotes are a great way to reinforce your brand vision, values, what you stand for, and they can drive a lot of engagement. 


Here’s the part you’ve been waiting for: the results that my Instagram profile has achieved the following and applying these strategies. 

Let’s start with the results related to the business. I realized that, with this kind of advertisement and content, posts are more appealing and our followers are more inclined to sign up for our events. This allows us to found new strategic partnerships, gain more visibility on the platform and discover interesting opportunities. 

Regarding our readers, we have received many positive compliments, the number of followers has increased and clients and prospects want to connect with us. Besides, involving them with captions and quotes, they feel free to share with us their point of views and feedback, feeling part of our team.  

And all this makes us happy and proud of our work!

Ok dear readers, we are at the end of the article. 

Just another little tip always to remember before leaving you: as most of the things in our life, all the suggestions above mentioned are little pieces of a big puzzle and only together with other marketing channels and tools can really work and be successful.


Colours meanings: Which colour better represents your business? 

Red: Attention-getting, warmth, power, passion, action. Red raises the blood pressure, and makes people hungry.

Yellow: Joyful, curiosity, happiness, warmth. Yellow is attention grabbing, and promotes happiness and warmth.

Orange: Affordable, creative, light-hearted, and youthful. Orange combines the effect of red and yellow, exciting, and may drive appetite.

Green: Healing, quiet, environmental, fresh. Green represents vitality and renewal, and is eco-friendly and soothing.

Blue: Calming, confidence, dignity, loyalty, trustworthiness. Blue is popular in government and medical companies for its authoritative appeal and ability to evoke success and security.

Purple: Expensive, nobility, regal, sophisticated, and spiritual. Purple is a blend of red and blue, and is viewed to have confidence and warmth.

Pink: Feminine, innocent, and gentle. Pink is often used to add female appeal, and represents innocence and delicateness.

White: Peace, purity, cleanliness. White shouldn’t be underestimated.

Brown: Natural and earthy, rough, and utility. Brown is used to represent construction, and depth.

Black: Distinctive, serious, and authority. Black is sophisticated and classic, just like a clean-cut suit.


Bio of the author – Sara Grange, Marketing Manager

This article was written by Sara Grange, Marketing Manager of Francis Cooper.

She loves being creative and she has been managing Instagram for 9 years (here’s her profile: Sara🍀 (@saragrange_) • Foto e video di Instagram). 

Recently, she successfully rebranded Francis Cooper’s profile.

If you’d like to contact her, please reach out to her vie LinkedIn: Sara Grange | LinkedIn

Profit and Gloss Blog

Marketing know & how for entrepreneurs

Marketing Mix: 4Ps

Marketing Mix: 4Ps

This is ConvertX Radio, with episodes on actionable marketing tips and explanations. To get you closer to your client. This episode goes back to the basics: the 4Ps of the marketing mix. - I hear business owners worry about which social media channels to use before...

read more
TikTok: the new marketing heaven

TikTok: the new marketing heaven

With more than 800 million active users Worldwide, TikTok is the newest trend in social media and one of the most popular social apps among teenagers, but not only!  Since its inception in 2018, TikTok has evolved from a video-creation app solely meant for users...

read more
Writing for social media

Writing for social media

Writing for social media: everyone does it, right? But when you do it as a business, it’s a little bit more complicated than just posting something that I like. In the business world, writing for social media doesn’t only mean sharing stuff, but also networking...

read more
How to write high-converting landing pages?

How to write high-converting landing pages?

Writing an effective landing page has its rules. A good landing page, actually, goes beyond simply creating and designing something that “looks good”. It's much more a conversation with the reader we have to understand what customers think and be able to reflect...

read more

Profit and Gloss Blog Marketing know & how for entrepreneurs MARKETING LOVE LETTERS EVERY FRIDAY Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It's not a newsletter but a conversation with my lovely readers. They...

read more
LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy That brings you business What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these...

read more


Every Friday I send a Marketing Love Letter packed with marketing wins, losses and lessons. It’s not a newsletter but a conversation with my lovely readers. They regularly get back to me with compliments like “To say that it was helpful is an understatement.” or “You should publish a book and include these.”

Fill in the form below and you get the next one. (And there’s a link in each letter to unsubscribe.)

By signing up you agree to receive epic content and offers from me that I will always carefully craft to help your marketing (And if not, you can always leave me. See our Privacy Policy here.)

Sign up

* indicates required

Ready to Stand Out From the Crowd?

LEAD LinkedIn Strategy [video + article]

LEAD LinkedIn Strategy

That brings you business

What are the main LinkedIn user types, what to do to be seen as a leader on LinkedIn and to get leads out of it, how to build a strategy that you can easily follow? In this post, we are going to answer all these questions for you to make your LinkedIn experience worthy. (Below the article, you can watch my video on the topic.)

4 types of LinkedIn users 

Sales Pitcher 

This type of users is reaching out for you to sell their services from messages, sending you sales pitches or some quick call all the time. Sometimes they are even chasing you and we are all overwhelmed by this type of users. Aren’t we? 


This type of users is connecting with you on LinkedIn and then disappear. They never comment, they never post, you can’t engage with them because they are not there. 

Social Butterfly 

This type of users is closest to the best, we can say. They are posting, they have an opinion about everything, they post about everything not only their businesses. You know they are there however, they don’t think of the main goal of LinkedIn. They don’t have a strategy and that is the problem. 

LinkedIn Strategist  

This type of users is aware of what they are doing. They don’t spend too much time to search for what to post, how to comment. Because they already have a strategy and this is so rare. 

You should think of LinkedIn as a platform to grow your business. Therefore, the things you need to do on this platform shouldn’t be different from your real-life business strategy. For example, if you go to a networking event, would you go and directly talk about yourself? You should build a relationship with people on LinkedIn who either become your client or lead you to that. And generally, vice versa. So let’s dive deep into the LEAD LinkedIn Strategy. 

If you want to be a LinkedIn Strategist

Look at the 30-day LinkedIn Challenge here. A self-service one-month course to get you into the habit of using Linkedin and have business out of it.

LEAD LinkedIn Strategy

Link to connections

Engage with your audience

Assist others

Develop the relationship

Link to connections 

There are 2 types of connections you need to have on LinkedIn. The first one is just people you know. Even if they are not your target audience, even if they can’t become your clients they know people who know people. So if you are in front of them they may refer you. But make sure your profile is ready to connect! 

The second one is your target audience. In this group, you can build a strategy to connect with your clients or people who can lead you to them. Be mindful and strategic and connect with those who will be good for your business even if you don’t know them.

-Engage with your audience

So you have already connected with the right people, now it’s time to be in front of them. Which means, to post. You don’t have to and you should not post every day. We recommend you to post once a week or two. Let them see you. You can also set up events on LinkedIn, you can run webinars, you can set up your group, a page so they can engage with you easily. 

-Assist others 

You can start by commenting on other people’s posts so you can build a relationship with them. By doing this, you are also in front of their connections. Also, you can write a recommendation about your connections, which may be so helpful while you are building your relationships. 

-Develop the relationship

You are doing a business on LinkedIn so don’t be shy to act like it. Set up a meeting! Meet with those people you have already built a relationship with. Get to know each other, develop your relationship further. 

Content Cube for LinkedIn 

  1. Educate your connections on any subject
  2. Tell a story
  3. Offer something that will make your connections closer to you
  4. Testimonial 

Divide your month into four, so basically choose one of the contents above and post each of them for a week. 4 weeks, 4 contents. Set your monthly calendar and stay committed to it. Use text, photo, video or slides.  We promise you will get the results back shortly. 

The article was written by Timea Kadar, marketing strategist and trainer. Timea has been running LinkedIn courses for over a year and has helped over 500 business owners use it strategically and have consistent business out of it. If you want to build your LinkedIn strategy one task at a time, look at the legendary 30-day LinkedIn Challenge here.