Saying the marketing space is saturated is the understatement of the year.
I was impressed to see myself playing victim to the saturated market bs I hear everywhere.
I preach authenticity and normally have zero issue finding mine in any space. Until this year. I’ll be honest, I was a little surprised to catch myself being a b**** about it.
That’s not my normal, so finding myself there was equal parts humbling and comical.
I’m big on showing all the way up. Going all in in life, love, and work. No half measures, no excuses.
So imagine my surprise when I realized I hadn’t touched a single thing on my website in over a year. And it showed.
I could give you 27 reasons why. But the truth? I was playing victim to the saturated market story I was telling myself and using it as a very convenient excuse to keep being a b****.
So I did something about it.
I overhauled my site. Updated my areas of expertise to fully reflect what I actually do now. Then I got to work creating content that genuinely matters to me, to my current clients, and to the ones who haven’t found me yet.
You know what happened?
I went from zero clicks, the kind of website that only gets traffic if you personally hand someone the link, to 21K unique visitors and 99 clicks in 28 days.
I laid the victim story to rest. I showed all the way up. And it moved the needle in a way I couldn’t ignore.
I’ve been in the entrepreneurial space for a long time, and I genuinely believe it is the most refining thing to ever enter my world. There are probably still areas where I’m being a b**** about it. I’m self-aware enough to know that. But this one?
This one’s done.
What about you?
Are you holding onto a victim story somewhere in your body, your mindset, or your business?
Part 2: What I look at when I assess a clients marketing.
Being heavy on content creation, it would be easy to assume that when I assess a client’s marketing I lean straight into their content.
That couldn’t be further from the truth.
I look at a series of things that get us all clear on what’s actually needed to ensure content can convert. Four of them specifically.
1. Offer Clarity
2. Customer Journey
3. Content to Business Alignment
4. Measured Reality
Offer Clarity
You might be shocked at how many people are unclear on their offer and how to explain it in simple terms. We start here and get very clear on what’s being sold and whether it actually makes sense as presented.
This can be a real challenge when you offer numerous things. I say this as someone who has lived it. Offer clarity is the foundation of every marketing system. If the offer isn’t clear, no amount of content strategy, paid ads, or platform optimization will compensate for it.
This is where most audits need to start and where most businesses have more work to do than they realize. Your offers, your website copy, and your content all need to line up. When they don’t, everything else is just noise.
Customer Journey
Where does a potential client first encounter your business and what happens next? I map this out step by step from first touchpoint to signed contract.
What I’m looking for is friction. Places where the journey breaks down, requires too much effort, or asks for commitment before enough trust has been established. Almost every business has at least two or three significant friction points that are quietly killing their conversion rate.
The goal isn’t a perfect process. It’s a journey with no unnecessary obstacles between curiosity and conversion.
Content to Business Alignment
This is where I do examine content. Less so what you’re doing on social and more so what you’re actually saying and how it’s being interpreted.
There is almost always some friction between what’s being created, how it’s being received, and how it aligns to the business. This is where the magic happens. This is where we start making real traction.
Measured Reality
You know what number doesn’t count? Probably the one you find the most ego boosting.
If you’re only measuring likes and follows you are missing the entire point of your data. What I want to see is evidence that someone is tracking profile visits, link clicks, inquiry rates, and conversion from specific content types. No measurement system means no optimization. We’re just guessing.
What This Tells Me
By the time I’ve assessed these four areas I know where the real problems are. And they’re almost never where the client thought they were when we started.
That’s the value of a strategic audit over a content review. Content is the output. Strategy is the system that makes the output worth creating.
If you’ve been wondering whether your marketing foundation is solid or whether you’re building great content on shaky ground, that’s exactly what the Fractional CMO Resource Library was designed to help you assess.
I’m giving away a free strategy session. BOOK HERE!
I took some time at the end of March to travel and meet my youngest granddaughter.
Some of you know that my kids gifted me with three grandkids in 2025, bringing my total to eight. Eight grandkids. I’m still taking that in.
Miss Juniper isn’t making her digital debut just yet, so I’ll just say this. She has her daddy’s big blue eyes and she is the sweetest little gem I’ve met yet.
I haven’t hit 50 and by May I’m told grandbaby number nine will be here.
Here’s what I’ve found along this journey of parenthood and now grandparenthood. I am almost always a step or two behind. I learned to become a daughter when I became a parent. I learned to become a parent when I became a grandparent.
I can’t help but wonder if that’s entirely by design.
You are the magic the world needs. Especially in your business. You fuel it.
How do you feel about what you’re feeding your business and yourself?
Leslie Lyon
P.S. Questions are my absolute favorite and honestly how I create most of my content. If you have one, send it. FAQ’s are everything.
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