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.
It all starts with a spark, an initial plan that clearly states your goals, objectives, and how to generate real growth for your business. It all starts with a plan that lays out how we'll hit your marketing targets. We create clear strategies that guide your business towards real growth.
Anyone can run ads, but not everyone understands your audience, your strategic positioning in the market, and how to ignite an instant connection with your potential customers. This is where we come in. We launch your campaigns with speed and precision while keeping an eye on the results. Our ads grab attention, and our analytics make sure every move counts.
Your website is where visitors become customers. We build and optimize it to make sure you're seen by the right people, at the right time. We design and maintain websites that are built for conversion. We then implement long-term SEO strategies to keep your content fresh and increase your search rankings and connect with your target audience.