3 Marketing Assets That Actually Drive Revenue

There’s a reason marketing feels hard for a lot of small business owners.

Executing effective marketing requires time and consistency. If you’re not actually seeing results from it, it becomes the first thing you stop doing in favor of the million and one other things on your plate – particularly if you are a solopreneur or small team.

But when marketing does work? Oh the feeling 🙌🏻 That’s when you tend to remember it’s the one thing you can’t afford to roll off your neverending to-do list.

The problem most small businesses run into isn’t that they need to send more emails or post every day on social media. Instead, it’s that the marketing pieces they do have in place are not working together.

Here’s the good news:

A solid marketing structure for your business – you know, the kind that brings in leads, nurtures them, and helps you close more sales – is built on just three primary marketing assets:

➞ A positioning-driven website
➞ An email system
➞ A content engine

There’s more here than meets the eye. Let’s take a closer look at each and how they work together to amplify your message and your bottom line.

A Website That Converts (Not Just Exists)

Websites come in all shapes and sizes. There’s no shortage of options, like Squarespace, WordPress, and Showit, when it comes to choosing where to build and host your website.

But the thing most websites get wrong isn’t the platform, the font, or even the colors chosen – though believe me we have seen all of the above (and fixed it 😉). It’s being unclear on what you do and who you do it for – aka your positioning.

While it may be more exciting to jump into figuring out the bells and whistles and appearance of your online storefront, in order for it to be effective, you need to first hammer out details like:

➞ who your ideal client is
➞ what they’re struggling with, and
➞ the way you talk about how you can help them better than anyone else.

Get those things right, and your website becomes the asset that draws your ideal client in, pre-qualifies leads, shortens sales cycles, and builds trust before you ever get on the phone.

Sending Emails Isn’t the Same as Email Marketing

If you’re already doing email marketing, great! But there’s a big difference between sending some email blasts every few months and treating email marketing like an integral part of your marketing machine.

A random send every now and then isn’t going to add up to more leads, better leads, or more sales. And to the people who do receive those emails? It signals that your brand is just as inconsistent on the inside.

A strategic email marketing program, though, can:

➞ welcome and nurture new leads,
➞ help you tailor your message to different audiences with segmentation, and
➞ re-engage inactive contacts with a win-back campaign

Underutilizing your email system is costing you, in time, leads, and revenue you didn’t know you were leaving on the table.

Content Without Strategy Is Just Noise

Content creation: You either love it or you hate it. But odds are, unless you’re creating content that’s tied to a researched and documented marketing strategy, it’s probably not doing much to further your business goals.

First things first, you need a compass to guide what content you create and when you share it. That’s where content pillars come in.

Creating content around solid, brand-aligned content pillars will ensure that every piece you publish is working for your business.

Beyond pillars, being honest about your capacity and resources to create content is the first step to outlining a repeatable process to distribute your content. Because creating without distributing is just talking to yourself.

Content marketing may feel like a frivolous part of your marketing plan with its trends and b-roll style videos that tend to dominate your feed, but when it’s connected to your strategy, it does more work than you think, like:

➞ building authority,
➞ driving traffic to your website, and
➞ clearing the path to conversion

When it comes to content creation, consistency beats virality any day.

How the Three Work Together

Okay, so you need these three things, but how do they actually work together to make you more money?

Let’s bring it home.

1. The aligned content you publish drives more traffic to your website.

2. Your website, built around dialed-in positioning, converts casual visitors into leads who hand over their email addresses.

3. Those email addresses go into your email marketing system where you nurture them, build trust, and close the deal.

TL;DR – This Is Not About Doing More Marketing

It’s about building marketing that works while you sleep.

The business owners who that feel like they’re constantly running to keep up with the Kardashians (😱) are usually the ones with campaigns, but no foundation.

Every lead feels like a hustle, every slow month feels like a crisis. Because when you don’t have infrastructure, everything depends on you being on and let’s be real: it’s exhausting!

The businesses that grow steadily, the ones that generate leads consistently, close sales more easily, and retain clients longer, have built the three assets we just walked through. (#speakingfromexperience) Maybe not perfectly, or all at once. But intentionally.

So here’s your audit check list:

➞ Which of the three is the weakest point in your business right now?
➞ Is it your website? Are you still presenting your business the way it looked two years ago?
➞ Is it your email system? Or lack thereof?
➞ Is it your content? Are you creating when you have time instead of building it into a real engine?

If you aren’t sure where to start, that’s exactly what we’re here for. Book a discovery call.