When we talk about marketing in business, we often talk about marketing “systems.” But what does that mean?
For me, it’s two-faceted, especially when it comes to solopreneurs or small teams. First, you need a system for content creation and posting to ensure it gets done. That’s typically the biggest hurdle. A system doesn’t just lay out the steps and the timing, either. It gives you the confidence to get over the fear of marketing and just start putting content out there (at least, that’s what we’ve found with our Lean Marketing Lab scholars).
The second way the concept of a “system” plays out is in creating interconnected content that walks people through a journey with your business. Instead of creating multiple types of content that lead nowhere, we design this journey intentionally with the person who will be walking the path in mind.
The Mediocrity of Disconnected Marketing
“Good is the enemy of great.” Jim Collins
Let’s get honest about what “good” marketing looks like in most businesses today.
Good marketing means checking the boxes: publishing blog posts, maintaining social media presence, updating the website occasionally, maybe sending an email newsletter when you remember. Each piece might be well-crafted in isolation, but they exist as islands—disconnected assets that briefly capture attention before disappearing into the digital void.
Your virtual assistant might be executing these tasks perfectly. The blog posts are informative. The social media graphics look professional. The website functions properly. Yet conversion rates remain stubbornly low.
Why? Because “good” marketing treats each asset as a standalone achievement rather than part of a cohesive system.
The Cost of “Good Enough”
The true downside of disconnected marketing isn’t just suboptimal results—it’s the insidious doubt that begins to creep in about whether marketing is worth the investment at all.
When you put significant effort into creating content that doesn’t convert, you start questioning the entire enterprise. “Why bother with marketing?” becomes the frustrated refrain of business owners who’ve been doing “good” marketing for years without seeing the fantastic returns they were promised by every marketing guru out there.
The hidden cost manifests in:
- Lost trust-building opportunities with potential clients who encounter your brand only once
- Wasted content that could be repurposed across multiple channels
- Marketing fatigue as you constantly create new material without leveraging existing assets
- Inconsistent messaging that confuses rather than clarifies your value proposition
According to research from the Marketing Leadership Council, B2B customers complete nearly 60% of their purchasing decisions before ever speaking to a supplier. Without a comprehensive strategy that nurtures prospects through multiple touchpoints, you’re invisible during the most critical part of their journey.
The Greatness of Interconnected Systems
What elevates marketing from good to great isn’t working harder—it’s working smarter through interconnection.
Great marketing operates as an ecosystem where each element supports and amplifies the others. That blog post isn’t just a blog post; it’s a cornerstone of a content strategy that feeds social media, nurtures email subscribers, provides value to podcast listeners, and guides potential clients toward a carefully designed offer.
When I work with clients in Lean Marketing Lab, the first transformation we make is shifting from creating isolated assets to building integrated systems. The results are invariably the same: dramatically improved conversion rates without a proportional increase in effort.
The 10X Impact of Strategic Integration
Here’s what makes integrated marketing truly powerful:
Multiple Touchpoints Build Trust: Research shows that prospects need 7-13 interactions with your brand before they’re ready to purchase. An integrated strategy ensures they encounter your message repeatedly through different channels, building the familiarity that precedes trust.
Content Gets More Mileage: When your podcast informs your blog, which fuels your social media, which drives traffic to your lead magnet, you’re multiplying the impact of each creation effort.
Customer Journeys Become Intentional: Rather than hoping prospects find their way to your offer, you’re creating clear pathways that guide them through progressive stages of engagement.
Analytics Become Meaningful: When systems are connected, you can track prospects across touchpoints, understanding which combinations truly drive conversions.
Making the Leap from Good to Great
Transforming your marketing approach doesn’t require a complete overhaul overnight. Start with these practical steps:
- Audit your existing content to identify potential connections and repurposing opportunities
- Map ideal customer journeys from first touchpoint to purchase decision
- Create one complete system around your most valuable offer before expanding to others
- Focus on progressive engagement rather than immediate conversion
The shift from isolated marketing assets to interconnected systems is what will ultimately drive conversion rates from your marketing.
Is Your Marketing Good or Great?
Take a moment to consider your current approach. Are you creating disconnected content pieces, or are you building an interconnected marketing ecosystem?
If you’re still in the “good” category, don’t worry. Most businesses are. The path to greatness isn’t about doing more; it’s about doing differently.
Ready to transform your approach from good to great? The Lean Marketing Lab provides the framework, tools, and guidance to build marketing systems that convert casual browsers into loyal clients. For a taste of how this works in practice, check out our guide to podcast-powered marketing that shows how one content source can fuel your entire strategy.
Because when it comes to marketing, good might be the enemy of great, but systems are the pathway to excellence.
