How Many Pillars? 

The income in your business is like the roof of the Parthenon—supported by pillars.

When you have many pillars, the roof is extremely secure. Even if one pillar fails or crumbles, the roof remains steady and strong—just like the Parthenon, which has stood the test of time for thousands of years. However, if your roof is supported by only one, two, or even three pillars, the risk is much higher. If something happens to just one of them, your revenue can quickly tumble, putting your business in a vulnerable position.

This is where your marketing approach comes into play. Do you rely on the “diving board” method—putting all your weight and resources onto a single marketing channel, much like a lone diving board jutting out on its own? Or does your business have many pillars, each one representing a different, reliable source of leads and applicants?

When your marketing pillars are well into the double figures, you enjoy a steady, consistent flow of opportunities. Even if one or more pillars falters, it doesn’t matter—you’re resilient enough to withstand the change. This level of diversification is especially important during times of rapid change, when old methods may lose effectiveness and new opportunities emerge. The businesses with many pillars are always best equipped to adapt and thrive.

To be truly successful and secure, your business should aim for a pillar count well into double figures. Anything less, and you could be leaving money on the table—and risking your revenue’s stability.

So, ask yourself: is your business balanced on a single diving board, or is it supported by a strong foundation of pillars?

 Now’s the time to get building!

Many businesses I have helped in the past have said 

"Peter there isn't that many ways to market my business" 

My answer yes there is:

1. Company Website (SEO-optimised)
2. Google Ads (AdWords/PPC)
3. Search Engine Optimisation (SEO)
4. Social Media Marketing (LinkedIn, Facebook, X/Twitter, Instagram, TikTok)
5. Content Marketing (blogs, articles, guides, whitepapers)
6. Email Marketing Campaigns
7. Leaflet/Flyer Distribution
8. Direct Mail Campaigns
9. Networking Events & Trade Shows
10. Industry Conferences & Exhibitions
11. Business Networking Groups (e.g., BNI, Chamber of Commerce)
12. Referral Programmes (customer or partner referrals)
13. Customer Testimonials & Case Studies
14. Online Reviews (Google, Trustpilot, Yelp)
15. Video Marketing (YouTube, social media, website)
16. Webinars & Online Workshops
17. Podcast Sponsorships or Guest Appearances
18. Influencer Marketing
19. Affiliate Marketing
20. Strategic Partnerships & Collaborations
21. Community Sponsorships (local events, sports teams)
22. Press Releases (local or industry media)
23. Public Relations & Media Coverage
24. Branded Merchandise (giveaways, promotional products)
25. Vehicle Signage & Wraps
26. Outdoor Advertising (billboards, banners)
27. Radio Advertising
28. TV Advertising
29. Print Advertising (magazines, newspapers, trade journals)
30. Sponsoring Awards or Industry Events
31. SMS/Text Message Marketing
32. Remarketing/Retargeting Campaigns
33. Google My Business Optimisation
34. Listing on Online Directories (Yell, Checkatrade, industry directories)
35. Cold Calling/Telemarketing
36. Door-to-Door Canvassing
37. In-store Promotions & Point-of-Sale Displays
38. Loyalty & Reward Schemes
39. Free Trials or Samples
40. Product Demonstrations (in-person or online)
41. Hosting Open Days or Site Tours
42. Pop-up Shops or Stalls
43. Community Outreach/Charity Involvement
44. Educational Content (Knowledge Centre, FAQs, how-to videos)
45. User-Generated Content Campaigns
46. Interactive Tools/Calculators on Website
47. Customer Surveys & Feedback Campaigns
48. QR Codes on Marketing Materials
49. Mobile App Marketing
50. Trade Association Memberships & Listings
51. Cross-promotion with Complementary Businesses
52. Limited-time Offers & Flash Sales
53. Seasonal Campaigns
54. Competitions & Giveaways
55. Employee Advocacy (staff sharing content)
56. Guest Blogging on Industry Sites
57. Native Advertising (sponsored content on news sites)
58. Community Forums & Groups (Reddit, Facebook Groups)
59. Answering Questions on Quora or Industry Forums
60. Hosting or Participating in Charity Events