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 strategic pillars of Marketing to help guide your Marketing Strategy.
What are the 6 pillars of Marketing?
An effective Marketing strategy needs to address six key activities, all of which are interrelated.
These are known as strategic Marketing pillars.
Each pillar relates to a different part of the customer's journey or experience with your business, which is why every business must have a plan in place to action each step.
Here is a basic run down of the pillars of marketing strategy and some suggestions of what to do for each.
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.
This is all about letting potential customers know who you are.
How do you raise brand awareness with your target customers?
Now people know about you, you want to let them know you are a key opinion leader.
How do you prove that your brand is relevant to them?
They are keen, so now you must lay down a call to action and an incentive to contact you.
How will you address their concerns and inspire them to take action?
When they contact you, you need marketing to support your sales efforts.
What branded marketing collateral are you providing at your touch points to help the conversion process?
You've made the sale or contract - now you need to retain them and keep them happy.
How are you nurturing their interest, delighting them and turning them into loyal advocates?
Now it's time to get your satisfied customers to work for you.
How are you encouraging your brand advocates to spread the word about you?
If your business is conducting efficient and effective marketing tactics at each pillar, then congratulations!
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 Marketing tactics may not be as effective as they could be and bolster each pillar so your whole marketing strategy is working for your business.
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