Some of your marketing assets aren’t, well, yours. At least not fully. Your business has owned assets and rented assets. Here’s what that means.
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Some of your marketing assets aren’t, well, yours. At least not fully.
Your business has owned assets and rented assets. Here’s what that means.
Anything that can’t be taken away from you is an owned marketing asset. Some examples of these assets are:
Assets you rent are those that *can* be taken away or removed by an external party, such as a social media accounts. If a social media platform gets shut down -- all your content disappears. While you may have the content stored internally, which can be republished elsewhere, it has currently lost its value as a working marketing asset.
Just because Instagram could be deleted one day doesn’t mean you should avoid building brand awareness on the platform. In fact, we encourage using both owned and non-owned assets as integral parts of your marketing strategy. Some advantages of growing your own assets include the following:
You have endless marketing opportunities within your reach and only the time and budget for so many. Here are a few ways to invest in owned assets, such as your website and email list.
One of the most important ways to invest in your website is to purchase many variations of your domain. This allows you to buy and build digital territory. Whether you currently have plans to use these domains or not, it’s just as important that no one else gets them. If you don't purchase these variations, someone else may do so, diluting or negatively impacting your Brand. Other strategies include:
Emails can be tricky. It’s a direct line to your audience, but if you contact them too little or too often, they will either forget about you or avoid you. Here are a few strategies for leveraging your email list:
The best marketing strategies include a targeted approach through owned and rented channels. The nitty gritty will depend on your business and its specific goals for the short and long term.
Need help turning your assets into assets? We have some ideas.
Your message is more than what you do. It's why you do it. A message demonstrates you care as much about providing a solution as you do selling a product or a service.
Your "Brand" is the feeling people get when they interact with your company. Design and branding are visual tools to establish your Brand, and nothing is more powerful than a Brand that resonates.
Online advertising provides powerful tools to reach your ideal clients. Websites are the hub that coordinates both traditional and digital marketing strategies to convert engagement into leads.
Video and photography are more than just content for your website and social media. They are powerful storytelling tools that stand apart from all other forms of communication by creating a personal connection.