A Foundation for your Marketing Formula

by | May 30, 2023 | Strategic Planning

“Marketing” is a broad term. It covers anything from radio advertisements to old-school hand-lettered signage to NFC business cards and everything in between. Although there are hundreds of elements you could include in your marketing strategy, we have five favorites that we consider foundational for any business. These are the 5 marketing elements that we recommend to every business we know.

Logo + Branding

Your brand is the basis for your business’s marketing. From your logo and color palette to your messaging and brand script, your brand informs how you create content and present your products or services. Having clear messaging guidelines, versatile logo designs, and typography and color palettes will help keep your marketing cohesive and unique.

Social Media

Social media is a great way to nurture your audience. When you post tips and tricks, resources, or testimonials, your followers are reminded why they like your product or service, keeping you top-of-mind for when they’re ready to make a purchase. By creating a strong social media presence, you can build brand awareness, connect with your audience, and generate leads.

Email Marketing

Email marketing is a guaranteed way to show up in front of your audience. While your reach on social media is limited by lots of factors (algorithm, anyone?), you can be sure your email will end up in inboxes—and if your subject line is good enough, they might even open it! Businesses can use email marketing to nurture their audience as well as ask for the sale.

Lead-Generating Ads

Lead-generating ads leverage social media to collect information from leads (usually an email address) in exchange for something like a resource, discount, or free trial. For around $5/day you can start collecting leads on Facebook and Instagram. These ads are a great way to attract new customers and reach people who are not yet following you on social media or subscribed to your email list.


Your website is your space on the internet. Unlike with social media or email, when users are on your website, they are not distracted by other businesses’ content. Your website is a great place to sell to your audience via direct and transitional calls to action—collect email addresses, book calls, and even make sales all without customers leaving your site!

Of course, there are more ways to market your business (networking, printed materials, e-commerce ads, billboards and other signage, TV and radio ads…the list goes on). These 5 marketing elements are our favorites because they work together to attract, nurture, and sell to your audience in the digital space.

Do you have a handle on each of these marketing elements?