The Three Stages of Marketing: Preparation, Assets, and Distribution

Devin Paxton
Jun 19
2 min read

Too many businesses pour money into ads and campaigns and still don’t see results. Why? Because they jump straight to the tactics without building the right foundation.

Marketing doesn’t start with ads.It starts with clarity.

In this guide, we’ll break down the three essential stages of marketing every business needs to understand to grow sustainably:

Preparation
Marketing Assets
Distribution

Stage 1: Business Fundamentals & Brand Positioning

Before you touch a single ad platform or publish a single piece of content, you need to understand:

🎯 Target Demographic

Who are you trying to reach?What do they care about?What problem are you solving for them?

🌟 Brand Positioning

How is your business different from competitors?What’s your unique edge in the market?

💎 Value Propositions

What tangible value do you bring to your audience?What makes you worth their time and money?

📢 Messaging

What is the tone, voice, and language you’ll use to connect with your audience?How do you consistently communicate your offer in a way that resonates?

Tip: Many businesses struggle with performance not because their ads are bad — but because their message isn’t clear. Start here.

Stage 2: Building Your Marketing Assets

Once your foundation is set, it’s time to build the tools that will communicate your message.

🧰 Key Marketing Assets Include:

Advertising creatives (ad copy, banners, hooks)
Videos (brand videos, explainers, testimonials)
Website (homepage, product pages, blog)
Landing Pages (conversion-focused destinations for ads and campaigns)

These assets should clearly express everything you developed in Stage 1. They’re the bridge between your strategy and your audience.

Stage 3: Channels and Campaigns

With a clear message and the right assets in place, you’re finally ready to distribute your marketing. This is where most people start — but it’s actually the final step.

📣 There are Four Main Distribution Paths:

1. Advertising

Social Ads (Instagram, Facebook, TikTok, LinkedIn, X)
Search (Google, Bing)
Display / Native Ads
TV / Audio / Podcasts
Print and Other Channels

2. Content Marketing

SEO and blogs
Social media content
Email marketing
Video (YouTube, reels, shorts)

3. Direct Sales

Cold outreach (email, phone, DMs)
Networking and personal selling

4. Referrals

Word of mouth
Affiliate marketing
Strategic partnerships

Your choice of channel should depend on your budget, target audience, and business goals. But no matter which path you choose, it will not work if your fundamentals aren’t in place.

Wrapping Up: Where Should You Focus?

If you’re not getting traction from your marketing, take a step back.Are your business fundamentals strong?Are your assets aligned with your brand message?Are you using the right distribution channel for your audience?