The 7th marketing blueprint factor reveals how to connect all marketing elements into a seamless "dovetail circle" that generates consistent leads and sales. Learn the integration strategies that create business fortresses competitors can't penetrate.
Okay. And finally, the connector of all the pieces is the last thing that you do. This has to also be one of the most compelling things that you do for your business success. We're finally at number seven in our marketing blueprint... the factor that brings everything together into what I call the dovetail circle.
Here's the deal. We've spent a lot of time talking about the fact that your website, your story, your testimonials, your Google ratings, your video content, your compelling ads, and your customer experience are all important. And they absolutely are. But one of the things that most companies don't even scratch the surface on is what we consider the backend loop marketing strategy.
The backend loop connects all the dots into a complete circle, and as a result, it becomes what we call the dovetail circle. This integration is what separates successful businesses from those that struggle to generate consistent results.
Now, I didn't start off calling this approach "dovetailing," but the concept goes back to my grandfather's carpentry work. He used to build drawers and furniture, and I remember as a kid watching him work. He would pull out these beautiful drawers and I'd go "oh, that's neat!"
For those of you in the industry, or if you don't know, let me explain. In the back of a quality drawer you'll find something called a dovetail joint. A dovetail is a joint that basically locks two pieces of wood together with a triangular pattern, and it's the most seamless, most beautiful kind of joint you can put in furniture construction.
One day when my grandfather was talking about dovetailing, I asked him "Pop, what is a dovetail?" He told me "oh, it means they fit perfectly together and seamlessly together." So I've always believed the word dovetail simply means fits perfectly together.
In the world of marketing, we create a dovetail when you run all of these marketing elements at one time. You're creating a seamless impact for your customers, and they don't necessarily see it or feel it, but you do because you've taken the time and care to put all the pieces together strategically.
This seventh factor is the one that almost every company we've ever worked with has to learn from scratch. Now they might do some elements of it, but it's not about just doing it... it's about doing it well and doing it to the customer's advantage.
I'm going to give you both the secret strategies and what you need to understand. If you want to reduce your marketing costs, if you want to amplify your message, if you want to generate more profit than you've ever had in your company, this is the factor that connects all the dots.
And it's so simple that we always get surprised because most companies don't actually want to use it or implement it effectively. Why? Because it requires consistency and strategic thinking rather than random marketing activities.
Let's start with the simplicity of engaging with your audience through social media platforms. Most people think that by posting on social media they're doing advertising and marketing. Nothing could be further from the truth.
All social media should be used for is giving compelling information and providing value through your posts. Yes, pictures are important. Yes, all that social content matters. But you don't actually use those pieces as your primary marketing environment because posting a picture is not advertising, it's not marketing... it's just posting.
You have to post with purpose. Posting with purpose means having messages that connect with a whole set of other messages so that people think "oh, that makes sense" because your continuity and consistency are huge factors in building trust and recognition.
Most people say "oh, we post once or three times a month." That's not posting... that's completely lazy. If you don't care enough about being connected to your audience, then don't bother connecting to your audience at all. Because your audience will know you're not connected, they'll know you don't care, and if you don't care, why would they do business with you?
You need a variety of postings on a weekly basis. I would even suggest daily posting, depending on what kind of company you are. I've proven this strategy on multiple levels, but let me explain the psychology behind it.
Being consistent is the key. Let's say you start with once a week posting: "Here's something interesting that's going on. Here's something exciting we accomplished. Congratulations to this customer. We were so excited to complete this project."
But here's the crucial part... you make the messages about everyone else, not about yourself. This is the hardest concept to teach because social media culture is all about "look at me" with selfies and self-promotion.
If you make social media about everyone else, then everyone else wants to be featured on your social media because they might be the next one you highlight or amplify. The reality is that social media represents the freest version of marketing available, but it's only free and beneficial if your messaging strategy is executed correctly.
Now, you can hire multiple social media people to handle posting, but here's the critical question: are they marketers? Are they salespeople? Do they understand your overall message and strategy?
Do they connect the dots to your advertising campaigns? Do they connect to your website strategy? Do they connect to your video content and overall brand messaging?
If the answer is no to any of those questions, then you're throwing money away because everything needs to be strategically connected. When all your marketing is congruent and integrated, you create an entire system of availability and engagement that works synergistically.
One of the strategies we use at Exposure Marketing is going to really upset other marketing companies, and honestly, I don't care. I'll tell you why I don't care... because I'm tired of people charging businesses for theoretical approaches that cost money and generate no measurable results.
The reason I'm sharing this complete blueprint is so you can get real results without paying anybody if you choose to implement it yourself. How's that for disrupting the marketing industry?
Here's what I know from decades of experience: if your company is being charged for things like SEO and backlinks as the primary conversion strategy, you need to understand something important.
Every marketing company we encounter talks about digital strategies and claims they can get you on the first page of Google. But getting on the first page of Google doesn't automatically generate sales. Why? Because if your website, your content, your messaging, and all the other blueprint elements we've covered don't connect strategically, it doesn't matter what your Google ranking is.
Here's the fundamental issue: most marketing companies know SEO tactics, but very few of them have ever been salespeople, marketing professionals, or actual business owners who've invested thousands of dollars testing strategies, training teams, and generating real profits.
The first rule we tell every client: if you're hiring somebody for marketing and they haven't invested their own money testing the strategies they're recommending to you, be very careful.
We've spent tens of thousands... actually hundreds of thousands of dollars over the years figuring out what actually works versus what sounds good in theory. That means we're giving you strategies based on proven results, not theoretical concepts or academic knowledge.
Engaging with your audience goes beyond social media. Remember the content videos we discussed in previous blueprint factors? Remember the educational content about "seven things you need to know about finding a roofer, electrician, plumber, contractor" or whatever your specialty happens to be?
Why can't you be the expert providing that valuable information on YouTube? YouTube represents one of the most powerful content distribution platforms available, and it becomes part of your connection strategy with your audience.
When you create valuable content and share it through YouTube, it becomes part of your overall marketing ecosystem. You can reference these videos in your social media posts, include them in your email marketing, and drive traffic back to your website.
Content creation extends beyond video into written articles. Write articles about your industry expertise: "Plumbing techniques for modern homes" or "Electrical safety standards for 2025" or "Roofing materials that last decades."
Most companies never invest in content marketing because it seems complex, but it's actually very powerful for building authority and trust. Content engages with your audience and establishes your expertise in ways that traditional advertising simply cannot achieve.
All of this content marketing has to be connected to your ads, your compelling offers, your website strategy, your customer testimonials, and most importantly, your authentic business story.
The moment you're willing to get on video and tell your authentic story, everything changes at a level that's difficult to describe. Why? Because if you're willing to be authentic and vulnerable on video, your customers will be willing to do the same.
This creates a psychological connection and trust level that transforms how people respond to your business. Video storytelling isn't just about looking professional... it's about being real, genuine, and building relationships that lead to long-term customer loyalty.
Now, the final and most important part of dovetailing your marketing is the most underutilized aspect of audience engagement: connecting with your customers on a daily or weekly basis through strategic email marketing.
The number one compelling piece of marketing integration is email marketing. Most people don't realize you can generate up to 36 times return on investment for every dollar spent on email marketing. That number can fluctuate... it could be as high as 50 times return, or as low as 30 times, but imagine a 36x return on your marketing investment.
Do you currently send weekly email messages to your audience? Compelling stories about renovations you completed, projects you finished, or customer success stories that demonstrate your expertise and care?
People love authentic stories. Now it might seem strange, but think about it this way: your business story connects to your audience initially, so why can't weekly stories continue connecting to that same audience?
We implement this email marketing strategy across the board for all our clients. Here's how it works in practice.
Imagine you go back to your website strategy with lead capture in the fold. You capture leads by offering something compelling or valuable in exchange for contact information. This follows the law of reciprocation we've discussed throughout the blueprint.
By capturing email addresses, you're generating a list of potential clients, and sometimes they need to go on a customer journey with you before they're ready to purchase. That journey happens through strategic email sequences where you can tell them about events, completed projects, and customer success stories.
You can generate an email every week that tells a story connecting to your audience. This builds more trust over time, and sometimes customers need weeks or months before they're ready to make purchasing decisions.
In home services businesses, people often think "I'm considering getting my deck rebuilt, but I'll probably do it in the spring" or "We're thinking about that bathroom renovation, but we need to save up first."
Email marketing becomes one of the most powerful connecting tools for maintaining that relationship and keeping your business top-of-mind during their decision-making process.
Email marketing allows you to drive people back to your website, back to your story, back to new articles, back to compelling videos or educational content, back to special offers and promotions. All of this creates what we call a circle of business.
In that circle of business, you generate more connectivity and activate the law of reciprocation with your audience multiple times. When you put all these pieces together strategically, you create an entire world around your company, your business, and your message.
This systematic approach gives you the ability to convert potential customers into actual customers at a much higher rate than businesses using isolated marketing tactics.
Videos generate high visual content connection rates, but emails connect all the dots at the end of the customer journey. Whether it's absolutely critical for you to generate more leads, more customers, and more sales, your blueprint for success requires integration rather than isolated efforts.
If you only focus on one or two marketing elements and they don't work, you ask yourself why. It's always the same conversation with our clients: "Why can't I just focus on this one thing?" or "Can't I just do website optimization?" or "Can't I just focus on social media?"
You can focus on just one or two elements, but when you integrate the complete circle, you create a fortress around your business because everywhere potential customers go, they're going to encounter your message and your brand.
Think about it this way: you wanted to be on the first page of Google, so you hired someone for SEO. But what if you also had YouTube videos, educational articles, optimized website content, strategic advertisements, and consistent email marketing?
Content integration is the actual key to sustainable Google rankings because Google algorithms love comprehensive, valuable content that serves users' needs.
When you have Google reviews, customer testimonials, video content, educational articles, and ongoing email marketing with continuing stories, your customers develop trust, see value, and ultimately choose to do business with you over competitors.
This integrated marketing approach creates compound benefits over time. Each element reinforces the others, creating a marketing ecosystem that works even when you're not actively promoting.
Customers encounter your brand multiple times across different channels, all presenting consistent messaging that builds recognition and trust. This repeated exposure through various touchpoints creates what psychologists call the "mere exposure effect"... people develop preferences for things they encounter frequently.
When potential customers see your educational YouTube videos, read your helpful articles, receive your valuable weekly emails, encounter your social media content, and visit your optimized website, they don't just see you as another service provider. They see you as the obvious expert choice in your market.
Start by auditing your current marketing efforts. Are your social media posts connected to your website content? Does your email marketing reference your educational articles and videos? Do your advertisements drive traffic to optimized landing pages that capture leads for follow-up sequences?
Most businesses operate with fragmented marketing efforts that work against each other rather than synergistically. Social media points in one direction, the website sends a different message, email marketing feels disconnected, and advertisements create confusion rather than clarity.
When you dovetail your marketing properly, every touchpoint reinforces your core message, builds trust, and guides prospects through a logical customer journey from awareness to purchase to loyalty and referrals.
The beautiful thing about dovetailed marketing is that results become measurable and predictable. When someone joins your email list from your website, engages with your social media content, watches your educational videos, and reads your helpful articles, you can track their journey and optimize each touchpoint.
This systematic approach allows you to identify which elements generate the highest conversion rates and invest more resources in the most effective strategies while maintaining the integrated approach that makes everything work together.
Individual results will vary based on industry, implementation quality, and market conditions, but businesses using integrated dovetailing strategies consistently generate better results than those relying on isolated marketing tactics.
Don't let this information overwhelm you. Start by choosing one connection point and implementing it well. Maybe begin by ensuring your social media content references your website resources. Or start a weekly email newsletter that tells customer success stories while driving traffic back to your educational content.
The key is consistent implementation rather than perfect execution. Each week you maintain these connections, your marketing becomes more powerful and your business becomes more visible to ideal customers.
Remember that dovetailing your marketing isn't about doing more work... it's about making the work you're already doing more effective by connecting all the pieces into a cohesive system.
When you understand how to dovetail your marketing elements properly, you create a business fortress that competitors find difficult to penetrate because they're only using isolated tactics while you're operating a comprehensive system.
This is what separates businesses that dominate their markets from those that struggle for customers. The choice is yours, but the blueprint is proven, and the results speak for themselves when implemented consistently and strategically.
Your dovetailed marketing system becomes your competitive advantage, your lead generation machine, and your pathway to sustainable business growth that continues working even when you're focused on serving customers rather than constantly searching for new ones.
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