Managing your marketing assets


What you focus on grows (and improves). So it makes sense to pay attention to the tools and resources that help you build and manage your practice.

Make a list of your marketing assets. Start with your clients. Yes, all of them, past and present.

Each client can bring you repeat business and referrals. They can promote your content and events, send traffic to your website, provide testimonials and reviews, introduce you to other professionals they work with, give you ideas for blog posts, support the businesses and causes of your other clients and contacts, and the list goes on.

If they’re not on a list, it’s too easy to forget them.

Next on your list: anyone who has ever provided you with referrals and/or anyone who is influential in your target market and, therefore, could send you referrals.

Your employees are an asset. They can help (or hurt) you in keeping clients and others happy. Add them to the list.

You know a lot of other people who should also be on your list–prospective clients, potential referral sources, people who provide services to you (copywriters, consultants, artists, other experts), bloggers, editors, centers of influence in your niche market, colleagues and friends who inspire or encourage you, etc.

They should be on your list, too.

Your marketing assets also include:

  • Your website(s)
  • Your email subscriber list
  • Your social media profiles
  • Your marketing documents and other collateral (reports, ads, sales copy, emails, templates, keywords, etc.)
  • Ideas for posts, articles, promotions
  • Notes about your niche market and the key people in it
  • Stories, jokes, examples for presentations, etc.
  • Blogs and authors you follow

And we could go on.

They all have value to you. Add them to your list so you don’t forget them.

Once you have a list, pay attention to it. Schedule days to review your list and associated notes so you can nurture your relationships, update and improve your content, and get ideas for what to do next.

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