The Six Pillars Of A Complete Marketing Strategy

As a Marketing Consultant, a common question my clients ask me is: "what are the necessary elements I should be including in my Marketing strategy?" 

While the answer is not complicated on the surface, it can be quite an extensive process and require a lot of strategic planning. However, this shouldn't be avoided as you can discover a lot about your business and its identity when creating a proper Marketing Strategy.

Here are the six pillars of Marketing to help guide you. 

An effective Marketing strategy needs to do six key things, all of which are interrelated:

1. Promote
2. Educate
3. Attract
4. Support 
5. Solidify
6. Broaden​

They all have to be done simultaneously in a continuous cycle, because your customers will all be at different stages. So, while one customer may be getting promoted to, the next may be being educated, and another, converted and so on.  

By fulfilling and actively executing initiatives from each pillar, your business will be covering all areas and communicating at all stages of the buying process. This Marketing structure is thorough and will ensure you're maximising your marketing strength to work best for you in all areas of the business.

Here is a further explanation of each pillar and some examples that your business can adopt. 

(1) Promote
This is all about letting potential customers know who you are.

• Advertising and promotion
• Social Media Posts
• Business Pages
• Paid social media advertising
• Google Adwords
• Networking
• Business Partnerships

(2) Educate
Now people know about you, you want to let them know you are a key opinion leader.

• Set up a blog on your website
• LinkedIn comments, sharing and articles
• Facebook content  
• Regular content posts
• Papers and articles
• Newsletters

(3) Attract
They are keen, so now you lay down a call to action and an incentive to contact you.

• Stronger driving content plus call-to-action
• "What we do" video
• "Why choose us" video 
• Value, customer-based incentives that appeal

(4) Support
When they contact you, you need marketing to support your sales efforts.

• Pre-sale materials
• Sales Aids
• After-sale materials

(5) Solidify
You've made the sale or contract, now you need to retain them and keep them happy.

• Regular surveys
• Reminders and "check-ins"
• Phone call scripts
• Regular surveys
• Feedback channels

(6) Broaden
Now it's time to get your satisfied customers to work for you.

• Customer testimonials
• Customer video
• Shareable content via social media
• Surveys and satisfaction
• Incentives for customer referrals 

If your business is conducting efficient and effective marketing tactics at each pillar, then congratulations! You have a solid Marketing approach and will be experiencing amazing results! If not, then perhaps you need to work out where your tactics may not be as effective as they could be and bolster each pillar so the whole marketing strategy is working for your business.  

How Can Melotti Media Copywriting Help You With Your Content and Marketing?

At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!

If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
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