Six Pillar Marketing Strategy

All of our digital marketing services and strategies are built on the foundation of six marketing pillars or principles. Here is a quick overview of our direct marketing strategy you can start implementing immediately for your business.

Start with ONE offer, ONE audience, and ONE plan

Each product or service requires a unique marketing approach, considering factors like target markets, competitors, ideal customers, and messaging. Every pillar will be distinct for each product or service.

Pick a niche

Your target market is not everyone. Determine who has the problem your solution solves and consider aspects like price, service, and quality. Focus on an industry or type of business that offers personal satisfaction, delivers value to customers, and ensures profitability.

Analyze competitors

Identify direct and indirect competitors and compare your solution against theirs feature-by-feature. Determine your competitive advantage and develop the benefits and advantages of each distinctive feature.

Create a client persona or avatar

Knowing who you’re speaking to enables you to communicate with them more effectively. Base your avatar on existing clients or prospective ones, and consider demographics, interests, and psychographics.

By thoroughly understanding your target audience, you can create personalized and powerful marketing messages that resonate with your ideal customers. This empathetic approach allows you to connect with your audience on a deeper level, leading to more successful marketing campaigns.

Identify the Problem

Understanding your audience’s pain points is crucial in crafting a compelling marketing message. Start by describing the challenges they face in detail, focusing on the immediate and long-term consequences on a personal, emotional, social, and professional level. By showing empathy towards your audience’s struggles, you can create a connection that will make your messaging more impactful.

Present the Solution

Once you have identified the problem, it’s time to showcase the benefits of resolving it. Describe how your product or service can alleviate the pain points and paint a vivid picture of life without those challenges. By highlighting the positive outcomes, you can inspire your audience to take action and consider your solution as the answer to their problems.

Establish Authority

To build trust with your audience, explain the process behind your solution and showcase the features, benefits, and advantages it offers. Demonstrating your expertise and the value your product or service provides will strengthen your marketing message and make it more persuasive.

Address Objections

Anticipate and tackle common objections related to beliefs, past experiences, and fear of the unknown. Bring up these concerns proactively and defuse them ahead of time, so prospects can confidently make a decision. Addressing objections demonstrates that you understand your audience’s concerns and are prepared to address them, making your solution even more appealing.

Craft an Elevator Pitch

Combine the problem, solution, target audience, and promise to overcome the biggest objection into a concise and persuasive statement. An effective elevator pitch can quickly grab your audience’s attention and pique their interest in your product or service, making it a powerful tool in your marketing arsenal.

Use Testimonials as Proof

Collect believable and powerful testimonials from customers that directly address and defuse objections. Third-party endorsements can significantly enhance your message’s credibility and show potential customers that others have found success with your solution. Encourage customers to share their experiences and highlight the most persuasive aspects of their testimonials.

Offer Risk Reversal

Minimize the perceived risks associated with your product or service by offering guarantees, free trials, or money-back promises. Consider branding your risk reversal strategy for added impact. By alleviating potential concerns and making it easier for prospects to say “yes,” you can increase the likelihood of conversions and strengthen your marketing message.

Emphasize Uniqueness

Choose a unique selling point that sets you apart from the competition and highlight it in your messaging. Emphasizing what makes your product or service different will capture your audience’s attention and position you as the preferred solution provider in their minds.

By following these guidelines and crafting marketing messages with empathy and a deep understanding of your audience’s needs, you can inspire them to take action, ultimately leading to increased conversions and growth for your business.

Customer Awareness Levels

First, we need to determine the awareness level of your potential customers. Depending on their familiarity with their problems, potential solutions, and your brand, we can categorize them into five levels: Unaware, Problem Aware, Solution Aware, Brand Aware, and Most Aware. This classification helps us tailor the right messages and choose suitable media platforms for each audience segment.

Marketing Funnel: The Framework of Your Digital Advertising

Your marketing funnel can be divided into three main segments: Top of Funnel (Cold Audiences), Middle of Funnel (Warm Audiences), and Bottom of Funnel (Hot Audiences). Each segment caters to different audience awareness levels and requires specific media creatives and placements to achieve its goals.

Advertising: Creative and Media Planning

Your advertising should align with your brand values, style, and emotional appeal. Consistency in logos, fonts, colors, images, and copy is crucial to establish a strong brand identity. You’ll also need a mix of content formats, such as blog posts, articles, case studies, testimonials, sales copy, and scripts for videos, to create an engaging marketing campaign.

Placement: Media Buying

Selecting the right placements for your ads involves targeting, budgeting, and choosing between organic and paid options. Your website serves as your online marketing home base, featuring your home page, blog, landing pages for opt-ins, and sales pages integrated with an email service provider.

By understanding the different media options and how they fit into your marketing funnel, you can create a tailored advertising strategy that reaches your audience effectively and drives your business growth.

Why Collect Leads: Hunting vs. Farming

Unlike the high-energy, sporadic outcomes of hunting-style marketing, such as cold calling, farming-style marketing like direct marketing spreads the energy out over time and yields more reliable results. The goal is to focus your marketing resources on a smaller, more engaged audience, rather than treating all prospects equally.

Audience Segmentation and Lead Capture

Lead capture allows you to identify audience members who are genuinely interested in your offer. By nurturing these leads, you can concentrate your selling efforts on a smaller, more receptive group of people.

The Purpose of Your Ads and Landing Pages

Your ads should separate the interested from the uninterested and drive prospects to your landing page. The landing page’s primary function is to sell the desired next action, such as downloading a lead magnet or signing up for a newsletter.

Lead Magnets: An Ethical Bribe

Lead magnets offer value in exchange for contact information, leveraging the principle of reciprocity and positioning your brand as an expert. Examples of lead magnets include reports, digital tools, case studies, surveys, free samples, webinars, low-ticket items, and coupons.

Squeeze Pages or Opt-in Landing Pages

Squeeze pages are designed to encourage visitors to make a decision and provide only the necessary information to get the opt-in. The promise of an immediate payoff should be compelling enough to reduce resistance while still qualifying the lead.

Types of Lead Capture Actions

Lead capture actions can include website forms and email, phone calls, text messages, and social media messaging.

By understanding the importance of lead capture and collection, segmenting your audience, and employing the right tools and strategies, you’ll be able to turn prospects into paying customers more effectively and efficiently.

The Middle of Your Funnel: Nurturing Leads

Leads are prospects who have shown interest in your offering and are qualified to take action. Once you have collected leads, the nurturing process aims to increase their level of interest from vague curiosity to a strong desire to purchase.

Your Automated Sales System

By harmonizing the strategies of Pillar 4 and Pillar 5, your automated sales system can successfully guide prospects through the sales funnel. As you capture leads and consistently follow up with them, you nurture their interest in your offerings and cultivate a strong desire to make a purchase.

This integrated approach, supported by the right EMS or CRM, ensures that your sales process is efficient, personalized, and effective, paving the way for lasting success in your business endeavors.

The Role of Email Management Systems and Customer Relationship Management Systems

EMS and CRM play a vital role in maintaining engagement with your leads, providing an organized platform for communication and relationship-building. An EMS is best suited for larger markets, where the sale requires a smaller commitment in time, money, and resources. CRM, on the other hand, is ideal for longer or more complex sales processes that involve multiple touchpoints with a sales consultant.

Regardless of the system you choose, both options enable you to store leads and communicate with them through targeted messaging. This targeted communication helps build trust and rapport, ultimately increasing the likelihood that your prospects will convert into paying customers.

The Power of Your List

Your list is the foundation for ongoing communication with prospects, allowing you to transition from a bothersome pest to a welcome guest who helps protect them from their problem. With a list, you can test various offers, learn from their success or failure, and optimize your messaging for better results.

It’s All About Relationships

Ultimately, the power of Pillar 5 lies in its ability to transform your business from a mere service provider to a trusted partner in your customers’ lives. By building meaningful relationships and adding value through consistent follow-up, you genuinely understand their needs and concerns. This empathetic, narrative-driven approach positions your brand as a caring protector and expert, guiding prospects from initial interest to enthusiastic advocacy for your business. Embrace the strategies outlined in Pillar 5 and witness the profound impact they can have on your business’s longevity and success.

Conversion Rate Optimization

Embark on a deep dive into the world of conversion rate optimization. Understand the importance of continuous improvement in your marketing efforts and how to effectively analyze your audience’s behavior. Apply targeted strategies to captivate your leads and convert them into loyal customers, ultimately leading to sustainable business growth.

Setting Up Tracking & Analytics

Uncover the crucial role that tracking and analytics play in shaping your direct marketing strategy. Delve into the key differences between tracking, which focuses on what happened, and analytics, which is about finding valuable insights within the data. Learn how to set up tracking and analytics tools that allow you to make informed, data-driven decisions and optimize your marketing campaigns.

Remove Obstacles to the Sale

Identify and address barriers that may be hindering your prospects from making a purchase. By pinpointing and eliminating these obstacles, you’ll create a smoother buying process, making it easier for leads to transition into satisfied customers.

Maintain Trust with Positioning

Explore the vital role of positioning in building trust with your potential customers. Learn how consistently providing valuable education and maintaining a professional expert image can strengthen your relationship with leads, leading to increased trust and a higher likelihood of them choosing your solution.

Developing Pricing Strategies

Master the art of creating effective pricing strategies that cater to different customer preferences. Learn how to offer multiple package options to increase perceived value and prevent overwhelming your customers. Discover the benefits of bundling products or services instead of discounting them, ultimately leading to higher profit margins and satisfied customers.

Optimizing Your Conversion Process

Finally, delve into the intricacies of optimizing your conversion process, from pre-qualifying meetings and booking appointments to delivering persuasive sales presentations and closing deals. By mastering the steps required to guide your leads through the buyer’s journey, you’ll be well on your way to turning them into satisfied, paying customers who contribute to the long-term success of your business.

In conclusion, each pillar of our comprehensive marketing strategy plays a crucial role in shaping the success of your business. By meticulously crafting and integrating every aspect, from targeting your ideal audience to closing sales and optimizing conversions, you create a harmonious and effective marketing ecosystem. As you navigate through this journey, remember the importance of empathy, building trust, and maintaining a strong connection with your customers. These values, combined with your strategic efforts, will pave the way for a thriving business that consistently evolves, grows, and exceeds expectations

All of our digital marketing services and strategies are built on the foundation of six marketing pillars or principles. Here is a quick overview of our direct marketing strategy you can start implementing immediately for your business.

Start with ONE offer, ONE audience, and ONE plan

Each product or service requires a unique marketing approach, considering factors like target markets, competitors, ideal customers, and messaging. Every pillar will be distinct for each product or service.

Pick a niche

Your target market is not everyone. Determine who has the problem your solution solves and consider aspects like price, service, and quality. Focus on an industry or type of business that offers personal satisfaction, delivers value to customers, and ensures profitability.

Analyze competitors

Identify direct and indirect competitors and compare your solution against theirs feature-by-feature. Determine your competitive advantage and develop the benefits and advantages of each distinctive feature.

Create a client persona or avatar

Knowing who you’re speaking to enables you to communicate with them more effectively. Base your avatar on existing clients or prospective ones, and consider demographics, interests, and psychographics.

By thoroughly understanding your target audience, you can create personalized and powerful marketing messages that resonate with your ideal customers. This empathetic approach allows you to connect with your audience on a deeper level, leading to more successful marketing campaigns.