You know how the mantra in investing is "Diversify, diversify, diversify?" Well, the same goes for marketing. In order to get the best results from your marketing investment, you need to implement a multi-pronged marketing approach.
At some point, a friendly advertising person is going to give you a sales pitch on the "marketing tool that will change your business forever." Don't be seduced by it. You don't want to tie up your marketing budget for the next 6 to 12 months in the Yellow Pages or in direct mail.
Instead, simply sit down and create your marketing portfolio. Decide how much you can spend on what and where you believe you'll get the best results. Remember that this plan is subject to change if you find out that one type of marketing is much more effective than others. Also remember that sometimes the wording or design of a flyer or direct mail piece may put people off, so never give up on a technique after the first try.
Learn more about creating a multi-pronged marketing approach when you read the entire article (link above).
Blogged by Joshua Feinberg