Why Creating Once and Converting for Months Is the Smartest Marketing Move

Want to know why creating once and converting for months is the smartest marketing move? For small businesses time and money are both precious resources. Whether you are creating all of your marketing yourself or hiring someone else to do it you’ll want the time and / or money you invest into marketing to get great results. Yet so many small business owners focus on short-term marketing. They create social media posts and send out email newsletters. These types of marketing can bring in the sales, but to keep sales following new social media posts and new email newsletters have to be sent, which means new content is constantly having to be created. In many cases this type of marketing is a ticking timebomb, but there is another way. Keep on reading to find out why creating once and converting for months is the smartest marketing move.

 

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WHY CREATING ONCE AND CONVERTING FOR MONTHS IS THE SMARTEST MARKETING MOVE

 

The problem with content that has a short-life span

If you are a small business owner the first type of marketing you decided to use is social media marketing. Social media marketing is great when you are starting your business. It is free to open an account. You probably have some knowledge of how the platform works from personal use. And it gives you access to billions of people around the world. There are many reasons why it’s a great place to start, but the major downside is that content lives for a short time.

 

Plenty of business makes plenty of money just from social media, but the major issue is the constant pressure to keep on creating new content. And not just new content that sells, but new content that gets seen. Given then constant changes on social media it can feel like a battle to keep up. For many small business owners whilst they can post regularly on social media after a while it becomes draining. But without any other marketing in place the pressure to keep making sales keeps making them post. But there is another way.

 

 

Shifting your focus to creating marketing assets – assets that are created once and convert for months (even years)

There are so many ways to market your business online (as well as offline) and the best shift you can make is to think about creating marketing assets. An asset is a resource that provides future benefits and your marketing can do just that. Rather than thinking of marketing as a throwaway activity that is valuable for just a few days you should be thinking of it as something that you invest in now, but will continue to bring you benefits for months or years.

And there isn’t just one way to do this, which means no matter what type of business you have and your preferences for content creation and marketing you can embrace this marketing mindset.

 

TAKE YOUR MARKETING TO THE NEXT LEVEL – JOIN SHINE ONLINE   Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us. To find out more and to join SHINE ONLINE click here

 

The benefits of creating marketing assets where you create once, but they convert for months 

 

Smart use of your time

Whilst creating a marketing asset may take longer than a social media post or an email newsletter, proportionally it is a much better use of your time. For example, you could spend 30-60 minutes creating a social media posts that lives for a few days and makes a few sales. But you could spend 2-3 making a blog post or video that is optimised for search and then brings in a few sales every single week.

 

Builds a strong online presence

If someone decides to follow you on social media they might have a quick glance back through a few old social media posts, but on the whole, they’ll just be interested in future posts. Even though you have poured endless hours into those social media posts they aren’t building a stronger online presence. Whereas if you decided to create a blog, podcast or YouTube channel you’d have a bank of content that people would binge. This type of content people naturally will look through your back catalogue, especially if you’ve built a bingeable bank of content (find out more about how to build a bingeable bank of content here)

 

Takes the pressure of having to be actively marketing your business every week

When you invest in creating marketing assets that you create once and convert for months you’ll have the luxury of being able to make sales whether you are actively marketing your business or not. Now whilst most businesses will continue to be actively marketing their business using short-term marketing (such as social media posts and email newsletters) it isn’t a necessity. Sales won’t come to a complete spot if they want or need to take a break.

 

Examples of marketing assets that you create once and convert for months (or years)

 

Example 1: Long-form content that is optimised for search

I’m going to start with this example as this has been the backbone of my business. I have been blogging weekly since 2020 and that makes new people aware of my business every single day. On average every month 60-70% of my website traffic is from search, with the majority being people coming to read a specific blog post.

 

To be clear not all long-form content is a marketing assets. In fact, even in my blog strategy I have a combination of blog posts that are for search and some that aren’t. However, if you are creating long-form content that is optimised for search and then in that content you are referencing a lead magnet or a paid offer then this can be a great way of having a piece of marketing that is generating leads and sales for months or years.

 

Example 2: An automated email sequence 

Another great example of a marketing asset that you can create once and will convert for months is an automated email sequence. Automated email sequences are a series of emails that will be sent to a subscriber based on an action they’ve taken. For example, the most common usage for an automated email sequence is a follow up sequence after someone has signed up for a lead magnet. Now the beauty of an automated email sequence is that once you’ve set it up once it will continue to run. So if you are continuing to promote that lead magnet – either in your marketing or you’ve mentioned it whilst on podcast interviews etc – then everytime someone new signs up for your lead magnet that sequence will be sent out.

 

LEARN HOW TO HOW TO MARKET YOUR BUSINESS SO IT GETS EASIER AND CREATES BETTER RESULTS  Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us. To find out more and to join SHINE ONLINE click here

 

Shifting your marketing mindset to creating marketing assets

To be clear if tomorrow you decided to stop all short-term marketing and focus on long-term marketing your business will likely suffer a dip in sales. In the first instance, you’ll need to carry on with your short-term marketing and start building up your long-term marketing underneath.

 

The first thing to do is think about what marketing assets make the most sense for your business. There are so many options and you can’t and shouldn’t try to do everything.

 

Look at what marketing you’ve already got in place and now thinking about creating marketing assets rather than disposable marketing what should you be focusing on.

 

And remember you can start small. Even committing to creating to one marketing asset per month will be valuable to your business in the long-term due to the compounding effect of marketing assets.

 

That’s it! You now know why creating once and converting for months is the smartest marketing move.

 

When time is your most precious asset it’s important to focus not just on the immediate return, but the overall return. And without a doubt over time focusing on create once and converting for months content will results in more sales, and more predictability in your sales too.

 

If you now feel ready to switch to thinking long-term about your marketing and investing in create marketing that lasts for months or even years then I’d love to help you inside Shine Online.

 

JOIN SHINE ONLINE AND FOCUS ON MARKETING THAT IS EFFECTIVE, EFFICIENT AND ATTRACTS YOUR DREAM CLIENTS. As you can see there are multiple things to consider when marketing your own business, especially if you want to do so in a way that gets results, but doesn’t burn you out. Shine Online is for business owners who want to make the most of online marketing. If you want to do marketing that feels good and get great results come and join us. Find out more and join SHINE ONLINE here.