Think of your marketing plans as your stock portfolio - diversify, diversify, diversify! You would never want to put all your money into one stock (think Enron!) Nor do you want to put all your marketing budget into one approach.
Instead, be wary of sales pitches. From the Yellow Pages to direct mail, advertising agents will try to sell you on their product. It's easy to say, "Yes," when you don't have specific plans for your marketing budget for the year. The basic key is to plan ahead so you know when to say yes and when to pass up an opportunity until another time.
Remember not all marketing activities should cost money; some of the best tools (networking at small business meetings in your area) may not cost a dime. Also remember that people hold seminars for a reason: they bring people in, so hold your own seminars for prospective clients.
Find out more about how to effectively market yourself and your company as well as the best way to diversify your marketing portfolio in the complete article (link above).
Submitted by Joshua Feinberg