In a world obsessed with instant results, the most valuable marketing work often happens behind the scenes. This week, I want to talk about something that rarely makes it into case studies or highlight reels: the quiet, consistent effort that builds truly resilient brands. Two of my favorite clients came to me in 2020 to build up their brands and strengthen their marketing. On both, I worked as a part of a team, my focus was on social. One of these clients, I knew that I was part of the retirement plan. They needed to build up the numbers for the sale of the business, and what we didnโt calculate into the equation was the effect a solid brand has to make the business more valuable in the eyes of the purchaser. Now, this is bittersweet for me, both were in the process of closing the deal early this year with solid offers, and both told me it was the strong social brand that drew in the buyers. ย Iโll take the win of knowing I did good work for both.
Every successful brand has an iceberg quality to it. What customers and competitors seeโthe polished campaigns, the engaging content, the seamless customer experienceโis just the tip. Beneath the surface lie months or years of:
This invisible work isn't glamorous. It doesn't win awards. But it's what separates businesses that flash and fade from those that endure and grow.
In Tahoe-Truckee's seasonal business cycle, there's tremendous pressure to capitalize on peak periods. This often leads to a frantic push for immediate resultsโmore ads, more posts, more promotionsโwithout the foundation to support them. Did you remember to collect media from last year? ย Summer is around the corner, and itโs hard to create summer content with the weather we are having.
The paradox? The businesses that take time to build solid foundations during shoulder seasons are the ones that can truly maximize those peak opportunities when they arrive.
Patience isn't just a virtue in marketingโit's a competitive advantage.
None of these make for exciting social media posts. All of them make for stronger businesses.
The clients I work with are ongoing season after season. We spend the time refining their core message before launching any significant marketing efforts. While competitors raced to capitalize on the latest travel trend surges with flashy but inconsistent campaigns, I help my clients build durable, storm-resistant branding. With the tornado twisters we have wreaking havoc in our economy these days consistent, is trending.
The result? ย Their conversion rates were nearly double the industry average. Their customer acquisition costs were lower. And most importantly, their retention rates showed that the message was attracting the right customers, not just any customers.
This wasn't luck. It was the return on investment in the invisible work.
The most valuable marketing work often feels like nothing is happeningโuntil suddenly, everything is working.
If there is a topic youโd like to hear more about by all means comment below or direct message and Iโll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator
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