3 Pillars of Marketing Defined

3 Pillars of Marketing Defined

3 Pillars of Marketing Defined – Make Customers’ Lives Easier, Lower Risk, and Increase Your Competitive Advantage

Marketing is about convincing people that they should choose your product over other alternatives in the consumer market. This is why marketing is vital in any business. But the truth is, formulating a marketing strategy is not always easy.

It’s not just about advertising or trying to reach as many potential customers as possible. It’s not limited to market research and identifying which market you should focus on. It’s a very broad range of activities designed to increase sales.

So if you’re trying to come up with a viable marketing strategy, make sure you include the 3 pillars of every successful marketing strategy:

  1. Make Customers’ Lives Easier. This is perhaps the most well-known marketing staple. Every customer asks why they should buy your product or service, so you need to have your answers ready. You need to have a list of concrete benefits to emphasize. You need to underscore everything your product can do to make the lives of your customers easier.

But you’re not limited to what your product can do. You also need to realize what your marketing and sales people can do to make things easier for your customers.

That means you should make your products accessible and easy to find.  It means you should have a website that is properly optimized for SEO. And your ecommerce payment scheme should be easy to use and easy to trust. Your customer service department should be friendly and approachable too.

Everything should be easy.

  1. Lower Risk. Every time a customer considers buying something, at the back of their mind there’s always this speck of worry that they may be throwing their money away. Buying is always a risk. Your product may not work or it may not be durable. They may even worry about whether your product is not just useless—but possibly dangerous.

This is why part of your marketing strategy should be to make sure you alleviate all your customers’ worries. You can point to the long history of your company or the proven expertise of your people. Trustworthy reviews and testimonials can really help. Warranties and money-back guarantees demonstrate your confidence in your products. You can even mention that the product meets the standards of reputable quality inspectors.

Even the appearance of your website should be trustworthy, and the appearance of your product should look like it’s topnotch. The people who work for you should look professional as well.

  1. Increase Your Competitive Advantage. To boost sales, you need to make yourself different from your competitors. And that difference should make you the better option.

Take price, for instance. This is the classic competitive advantage. Nothing catches the interest of customers than a product that’s just as good as the competition, except it is priced lower.

Or you can have the same price as your competitors but you offer customers more value for their money. Point out every way in which you’re better than your competitors. Maybe your product is more effective or more durable. There must be at least one aspect in which your product or service is better—emphasize that in your marketing.

There’s no cookie-cutter strategy in marketing. Every business and every product is different. But whatever your business is, your marketing efforts can go a long way when you include these three pillars in your overall marketing strategy.

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