Gear up your marketing efforts for 2013

As you think about your business marketing strategy for the coming year, it’s important to consider all of the various strategies and tactics, from TV advertising to print to social media.

There’s been a lot of talk about social media, and many brands are using Facebook, Twitter and other social media sites effectively. Frankly, if you’re in consumer products, consumer services or entertainment, you really need a presence there as part of your branding efforts and also for your PR strategy.

Yet beware of the consultants out there who over-promise what can be achieved here. These so-called experts look for big fees to get companies to make big investments here. Sometimes these investments are warranted, other times they are not. Now we’re seeing some of the backlash as described in this Yahoo! article. The argument here may be a bit extreme, as they assert that most social media marketing is a waste of time. That’s ridiculous when you consider the branding aspects that aren’t even addressed in the article. But it offers good information about the over-promised benefits. Be careful on how you spend money here.

Of course there remains more traditional methods like business cards, brochures and other print materials. You can of course shop around online at places like 48 hour print so it’s not like it was 15 years ago when you needed to use local providers. Now that you can compare prices online printing is much cheaper. Also, there are still many potential customers and partners who react to nicely printed brochures, so keep that in mind for your business as well. Not every business can be entirely virtual.

Assuming the fiscal cliff gets resolved soon, there are plenty of indications that the economy is ready to take off. Consumer confidence is up, so take advantage of the opportunity and work on some serious marketing efforts for next year.

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