In my last post I talked a bit about the different strategies – tactics – one could use in an online campaign. Today I’m going to walk you through how to actually decide which strategies to use. First, come up with a budget. Pay-per-click, banners, etc. are more expensive than article marketing or even a search engine optimized (SEO) news release campaign. You can allocate your funds across different tactics, both online and off. For example, SEO,…
This week I would like to begin to address a question I get asked quite frequently – how much money should I spend on marketing and how should this be allocated between competing tactics? The first thing I always say is to never put all your eggs in one basket. Marketing is an art but yet there is very much of a scientific element that comes into play when analyzing the data (this assumes you…