What is a Marketing Asset?

In the dynamic and ever-evolving world of marketing, success can depend on a variety of factors. One crucial part that often goes unnoticed, but is the backbone of any marketing strategy, is a marketing asset. But what exactly is a marketing asset, and why is it so important? If you’ve worked with me, listened to me speak or have joined me in the BUSINESS SUCCESS NETWORK community you will have heard me go on (and on) about marketing assets. Marketing assets and helping others achieve the best marketing assets for their business has been a huge part of my business for the last 6-7 years with me helping business owners to evaluate what they’ve got, what they need next and what they need for the future growth of their business. In this blog we’ll break down the basics when it comes to marketing assets and what you need to know.

Defining Marketing Assets

Marketing assets are the tangible or intangible resources that a company uses to promote its products or services, enhance its brand image, and ultimately drive sales. These assets can take various forms, from physical materials like brochures and business cards to digital resources like websites and social media accounts. Why not grab a pen and paper and make a list of all your marketing assets, then as you go through this blog lets see if you add more to your list. I bet you’ve got more than you realise (or one’s you know you should have but haven’t!).

Types of Marketing Assets

There are many types of marketing assets and if you asked someone to give you an example you’d end up with a huge list so let’s break ‘Marketing Assets’ down into sub categories and give you some examples.

Digital Assets

These include websites, social media profiles (think Facebook, LinkedIn, X, Instagram, Threads, ZZ, TikTok- the list of social media platforms goes on and on), email campaigns, blog content, and multimedia content like videos and infographics. In the digital age, these assets are often the first point of contact between a brand and its audience. With this in mind what do your digital assets say about you?

Branding Assets

Branding assets are more than just logos, it’s your whole brand guidelines and other visual elements, these help establish and maintain brand identity. Branding assets will be the things that stick in people’s minds and help them to remember your business. Think about your colours, fonts, tone and make sure they are consistent throughout your channels.

Content Assets

High-quality written, visual, or multimedia content that informs, educates, and engages the target audience. This includes blog posts, articles, whitepapers, and e-books. It also includes published or self published books which are a brilliant asset for raising your credibility and showcasing your expertise.

Customer Data

Information collected from customer interactions, such as contact details and purchasing history, used for personalised marketing campaigns. Customer data is a hugely important asset to any business.

Physical Assets

Physical assets are traditional marketing materials like business cards, company brochures, marketing or event flyers, and promotional merchandise. This includes things like banners, magazines. Having physical assets to take to events and networking can help you stand out and be memorable.

Intellectual Property

Patents, trademarks, and copyrights that protect a company’s unique products, services, and content. These are really valuable assets that help protect your business.

The Importance of Marketing Assets

Marketing assets are very important to any business of any size. I help small businesses with their marketing assets to help them compete in todays world. Here’s a few reasons why your marketing assets are important.

Consistency

Marketing assets ensure a consistent and cohesive brand image across various channels. Consistency is key for building brand recognition and trust. A Brand expert/graphic designer is worth their weight in gold for this reason. You want your brand to look professional and showcase your expertise. Make sure when customers visit your website or social media channels they are consistent so the visitor knows they are in the right place.

Efficiency

Having a library of marketing assets streamlines the creation of new campaigns and materials. It saves time and resources. My top tip is to have an ‘Assets Folder’ on your desktop with all your assets ready to go as soon as you need them. Things like having a selection of headshots ready for different uses saves time and having them readily available means you can say ‘Yes’ to more opportunities quicker!

Audience Engagement

Well-crafted assets capture the audience’s attention and provide value. Engaged customers are more likely to become loyal customers.

Measurement

Many marketing assets can be tracked and analysed, providing valuable insights into the effectiveness of different strategies. Knowing your numbers is key to business growth.

Creating and Managing Marketing Assets

There’s a number of things to think about when looking into the best marketing assets for your business. Here’s some things to remember:

Identify Your Audience

Understanding your target audience is the first step in creating effective marketing assets. Tailor your content to their preferences and needs.

Invest in Quality

High-quality assets reflect positively on your brand. Whether it’s a professional website or well-researched blog posts, quality matters.

Stay Consistent

Maintain a consistent tone, style, and visual identity across all your assets to reinforce your brand’s image.

Regular Updates

Keep your assets up to date. Refresh your content, update information, and adapt to changing trends and technology.

Protect Intellectual Property

Ensure that your intellectual property is protected to safeguard your brand’s uniqueness.

Marketing assets are the building blocks of a successful marketing strategy. They represent a company’s identity, facilitate engagement, and drive growth. By investing in and effectively managing these assets, businesses can stay competitive in an ever-changing marketing landscape.

So, the next time you launch a marketing campaign or design a new webpage, remember the power of your marketing assets in shaping the success of your brand.

I hope you’ve created a list of all the assets you have and you possibly have an idea of what you need too. This is where I come in. I can help you make sense of your list, we can look at what you have, what you need now and what you need in the future and work out an action plan to achieve it. Maybe you are new in business and haven’t given much thought to your brand except your logo and you’re now wondering what happens next? or maybe you’ve been in business a while and you’re thinking you need an injection of energy and a new set of eyes on your marketing assets?

Drop me a message through the ‘Contact Us’ page to book a marketing assets power hour or a call to see how I can help you standout.