Pillars of Marketing

4 Pillars of Marketing to Transform Your Business



Now more than ever, businesses have a treasure-trove of marketing options at their fingertips. While there may be hundreds of platforms to choose from, it really boils down to 4 pillars of marketing that any business can use to generate interest and revenue.

Here are 4 Pillars of Marketing to Transform Your Business:

Direct Mail Marketing

Mail Marketing

Direct mail, also known as snail mail, is still an extremely effective form of marketing for generating leads today. Direct mail marketing is a method of brand awareness that delivers your marketing message physically to your prospect’s mailbox. Realtors, dentists, home services professionals, and restaurants are prime industries for direct mail.

Studies show that while email is much faster, recipients are much more likely to delete your email or not see it than they are to throw away a piece of direct mail. Especially if it has their name on it.

You can make your direct mail interactive with a call-to-action that requires them to do something with it. It can include a promotional offer that they can bring into your place of business. People are very likely to keep these types of offers, as opposed to throwing them away.

It seems that the digital age has made receiving a physical message in the form of a letter or postcard feel much more personal. If your direct mail marketing message is effective, this can be a wonderful way to cut through the noise of all the digital content your audience consumes each day.

Social Media

Social Media

Social media has changed the world as we know it forever. Big tech companies collect an insane amount of data each day. More than half of all web searches are now conducted through a mobile phone.

The use of the internet has grown about 7.5 percent since 2016, with more than 7 Billion people now online. Google now averages more than 40,000 web searches every second, leading to over 3.5 billion searches per day.

Social media is only growing by the minute. 46,740 photos are posted to Instagram every minute. Twitter reports 456,000 tweets a minute. At Least 120 business professionals join LinkedIn every minute. 4,146,600 YouTube videos are watched per minute. Facebook reports 32 billion active users per day.

As you can see, if your business is not using social media platforms to grow at scale, you are stuck in the stone ages! Despite this fact, over 50% of businesses still aren’t using social media to market and grow at scale.

Investing time and resources into social media marketing will make it much easier to increase awareness around your brand, products, and mission. Social media allows you to connect with your audience on a personal level and stay at the top of their mind when their need for your product or service comes up.

Social media marketing will allow you to greatly increase the traffic to your website, landing, and service pages, creating the opportunity to convert daily users into loyal consumers of your brand.

YouTube is one of the best popular social media channels for business. With over 4,146,600 videos watched per minute, this is a great platform to increase your sales exponentially. You can create a YouTube channel about your product or service, and create a regular schedule of video uploads that showcase the value your company offers.

How-to videos are among the most popular and commonly searched types of content on the platform. People are always searching for information about how to solve various problems they encounter in their daily lives. You can make tutorials about how to use your product or searches to intercept the search volume in your niche.

You can also share your brand story to create an emotional connection with your target audience. You can show the behind-the-scenes inner workings of your company, and how hard you and your teamwork to create value each day.

This will enable you to build an online community around your product or service, answer many commonly asked questions in the comments, and increase traffic to your website and landing pages.

Another popular platform that can be very effective to grow your business is Instagram. Instagram primarily focuses on photos and short videos as content. You can create a profile for your business, then create engaging content that speaks directly to your audience.

You can discover the commonly used hashtags that correlate with your brand, and easily see what the most popular ones are. Hash-tagging each post will cause the Instagram algorithm to show your content on the explore page of people in your target niche.

As they follow your page and your audience starts to grow, you can host contests and free giveaways to create excitement and exponential growth. You create a post for your new product launch and require your audience to like, comment, and tag three of their friends in the post to be entered into a free giveaway.

Email Marketing

Despite the bombardment of digital content that consumers see each day, email marketing is still an effective way to grow your audience. Studies show that email marketing is still the most effective way to market your products or services. Research shows that over 85% of adults check their email regularly.

If you use this medium right, it is proven to be the most powerful way to build and maintain relationships with your target audience. Regular marketing emails will keep your brand on the front of your customer’s mind when the need comes up for your product or service.

You can also use automation tools to create an automatic relationship-building email sequence with new customers who subscribe to your list. They will be sent a series of automatic emails over a set period of time that will work as a funnel to get them to buy into your brand.

You can build your email list by offering a digital product for free on your website and social media channels. This could be an e-book, how-to guide, etc. All you would require is that they enter their email on a landing page to receive the digital product. This will opt them into your email list and you can regularly send targeted and engaging emails, keep them updated on your products, and get them to buy.  

Search Engine Marketing

Search Engine Marketing

With google averaging 40,000 searches every second, it is imperative that your website be optimized for the search engine algorithm so your web content can reach the top and receive some of that traffic. This is called search engine optimization (SEO). If this is done the right way, you can greatly increase your amount of leads each day.

The first thing to do when optimizing your website for SEO is to do a keyword search and make a list of the most commonly searched keywords by your target market. These are the terms they are typing into Google when they search for a solution. You can even use the name of your local neighborhood, city, or state as keywords to rank higher when people are searching for your product or service in your local area.

Once you have a solid list of highly-searched terms, you want to ensure that these terms are used frequently on your website service pages. Your “about me” section, and other sections explaining your product or service, need to have these search terms. This will allow your website to rank higher when your target audience searches for these terms, and they will be able to find you.

You can now begin to create helpful blog content for your target audience that will help them find solutions to the problems they are searching for. You will place your keywords in this content so it will be shown at the top when they search. The more traffic your content is able to generate, the higher your website will rank when someone searches these terms.

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Tags business Business marketing Marketing social media
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Ariana Smith is a Marketing Manager at iDream Agency. She is passionate about Social Media and co-founder of Social Media Magazine.

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