Do not put all your eggs in one basket. You have heard that so many times in so many different contexts. Effectively marketing that we are talking about is utilizing multiple marketing strategies that best fit to market your business.
Most new comers copy cat just one or two methods that others are doing, whether appropriate for your business or not. The best marketing strategy involves selecting and using numerous marketing approaches at the same time. This way if one or two methods temporarily not working well, you can still continue. You do not have to be completely out of business while you resolve the problem or come up with different strategy to replace the old one.
The more options and approaches you have for marketing, the more successful you can be in growing your company without interruption. And you will continue to move towards your goals even if you have setbacks in any one or two marketing approaches.
Do not just adopt two or three methods to bring in business. There are numerous methods for marketing a new business, for increasing traffic to your websites, and surviving during trough times, especially in the beginning years of your business.
Most new and unprepared entrepreneurs are making this same mistake. The reasons for that could be many. For example, they have not done their homework thoroughly, may be too busy, and cannot afford to have employees to help out. If you are determined to make your business successful, you should always avoid the single-approach marketing strategy. Instead use as many marketing methods as possible for your company.