The Five Pillars of Marketing Success
The pillars of marketing have traditionally been used to define marketing. Successful marketers ensure that each of the five marketing pillars works together to form a solid basis for their entire marketing activities. Marketing is critical to a company’s long-term success. The primary goal of marketing is to build a relationship with customers, understand their requirements, and meet those needs.
- Mobile visits to e-commerce websites result in purchases 3.5% of the time, whereas desktop visits result in purchases 3.9% of the time. (Statista, 2021)
- Almost one-quarter of businesses make investments in mobile optimization as a primary strategy for search engine optimization. (HubSpot, 2020)
- Customers are almost four times more loyal to companies that are environmentally responsible. (Net0, 2021)
- The most successful events are those that are shown at the beginning of videos, with a conversion rate of 12.7%. HubSpot Report
Pillar One: Focused Goals
A Random goal is saying something like, “I’d like to attract a few more clients to my business.” Not very compelling, is it?
A Focused goal is much more specific. “My goal is to land three new clients in the high-tech plastics business in the Houston area with an average project size of $30,000 each by the end of the year.”
The more detail, depth, and specificity about the goal, the better. You’ve thought through what you want to achieve and have confidence that you could deliver if you reach your goal. It’s so natural to you that you can taste it.
What is the Focused Goal for your marketing?
Pillar Two: Focused Program or Service
Random programs or services are generalized consulting, coaching or training programs. “I offer management consulting and training to corporations.” Vague, right? But this is often heard all the time.
A Focused Program or Service is more tangible. “I offer the high-tech plastics industry Management Acceleration Programs for emerging leaders in the industry.”
What is the Focused Program or Service you’re offering?
Pillar Three: Focused Target Market
In the above example, the target was the “high-tech plastics industry.” But it’s more common to hear things like, “I work with large companies who want to increase productivity.” This is too general and makes it hard for clients to know if you understand them and can help them.
A Focused target market is where you are clear about what kinds of people or companies can most benefit from your expertise. And then you articulate that clearly.
Who exactly is your Focused Target Market?
Pillar Four: Focused Message and Value Proposition
A Random message or value proposition tends to be too general and hard to pin down. It avoids making a promise that is meaningful to the prospective client.
Messages such as, “We offer the best service in the industry,” or “Smart insights into great management” are meaningless to your prospective clients. The value is not immediately apparent.
A Focused message or value proposition zeros in on precisely what your clients get and what it means to them. Admittedly, this can be the most challenging marketing pillar to pin down, and ultimately you have to test several different things.
A marketing message or value proposition is much more than a sound bite. Your message must permeate every aspect of your marketing, from your website to the emails you send out. Your prospects need to be constantly reminded of the value you offer.
What is your Focused Message or Value Proposition?
Pillar Five: Focused Marketing Strategy
A Random marketing strategy is much like the collection of marketing activities I outlined at the top of the article. You’re just all over the place, throwing something at the wall, hoping it will stick, with no organized system or plan.
A Focused marketing strategy is more like putting on a theatrical production, and you have the script, actors, rehearsals, and opening night executed on a strict timeline. You need to identify the right marketing strategy for your business, but the way you organize and implement the strategy is even more critical.
Developing a focused strategy is the most complex and challenging of the Five Pillars. You can’t just put together something haphazardly and hope you get the equivalent of a professional Shakespearian production.
What is your Focused Marketing Strategy?
If you build a focused plan with these five solid pillars, your marketing will work better and faster, attracting more of your ideal clients, usually at a higher rate.
