Questions abound: should you continue your print advertising? Is internet marketing going to pay off? Should you make time for social networking?
You know the answers already. If something works for you, go with it – and it doesn’t take as long as you think to discover what works. Getting value from any marketing channel is a great way to determine whether to use it.
However, it’s important to stay ahead of the curve. Don’t wait until the last newspaper rolls off the press to start scanning the horizon for other valuable marketing channels. It doesn’t hurt to develop marketing channels before you actually need them.
This doesn’t mean you have to start spending half your day writing blog posts or finding something clever to tweet. Poke around, scan information, check out anything that looks interesting. Nothing wrong with a little old fashioned networking - find out what your colleagues and suppliers think. Of course, talk to your customers. In other words, don’t be afraid to test the water because you don’t know when you might need to jump in.
Whatever you do, wherever your media search takes you, support your brand. The familiarity of your brand will help you and your customers transition across marketing channels. Reinforcing your brand also gives you a direction for content on new channels.
Your brand is everything you do - in everything you do, every tweet, connection or link, remember your brand.