4 Pillars of Marketing

In today's universe, businesses are popping up left and right. People are starting their own companies and Forbes believes that 2018 is the year all of that could be a huge year for entrepreneurs. 

While great ideas are stemming all over, we have to take a step back and make sure those great ideas have a good foundation before we put them into market. We do so by considering the 4 Pillars of Marketing. 

1. Defining the Target Audience

WHEN YOU DEFINE YOUR TARGET AUDIENCE, YOU CAN BE MORE EFFECTIVE IN HOW YOU REACH THEM. BECAUSE YOU HAVE DEFINED WHO THEY ARE, WHAT THEY ARE INTERESTED IN AND WHAT THEY ARE DOING, IT MAKES IT EASIER FOR YOU TO MAKE CREATIVE, CHOOSE YOUR CHANNEL FOR MEDIA, AND DETERMINE FREQUENCY OF INTERACTIONS.

2. Finding Your Brand Voice

A BRAND VOICE IS THE CONSISTENT EXPRESSION OF A BRAND THROUGHOUT ALL FORMS OF CONTENT THAT EXPRESS THE PERSONALITY OF THE BRAND. WHEN YOU THINK OF YOUR BRAND, YOU SHOULD BE ABLE TO DESCRIBE HOW YOU WANT PEOPLE TO INTERPRET YOUR BRAND. 

YOUR BRAND VOICE SHOULD ALSO RELATE TO HOW YOUR TARGET AUDIENCE COMMUNICATES

3. Determine The Message

FIGURE OUT WHAT IT IS YOU NEED TO SAY IN ORDER FOR YOUR BRAND TO BE HEARD. AT THE SAME TIME, CONSIDER THIS: THE MESSAGE DOESN’T ALWAYS NEED TO BE VERBAL. THIS IS WHERE THE CREATIVE AND MESSAGE PLACEMENT COME INTO PLAY. YOU CAN CHOOSE VISUAL CUES THAT ENCOURAGE SOMEONE TO TAKE ACTION. 
ALSO, THINK ABOUT WHERE YOUR TARGET AUDIENCE IS GOING TO CONSUME THE MESSAGE. CONTENT SHOULD BE TAILORED FOR THE PLACE IT WILL BE DELIVERED.

4. Measurable Results

THIS IS OFTEN CALLED A KPI OR A KEY PERFORMANCE INDICATOR. THIS IS DEFINED BEFORE YOU LAUNCH YOUR PROGRAM AND IS USED TO DETERMINE WHETHER YOUR CAMPAIGN WAS A SUCCESS. 

WHEN YOUR KPI IS DEFINED AT THE START OF A PROGRAM, YOU CAN TAILOR OR OPTIMIZE YOUR CAMPAIGN TO FIT THOSE NEEDS.  

For the complete walkthrough, download the workbook below.

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