Marketing is like life in many ways. One of the most significant similarities is in marketing, like in life, balance is important – too much of one thing can be detrimental to your well-being. In marketing, businesses and organizations need to find that delicate balance between various platforms and methodologies for reaching their current and desired customers. While finding a balance can be challenging, here are some tips and advice to help.

Identify your customers

When you know your customers, you will know where to reach them. Once you know where to reach your customers, take time to review also how to communicate with them.

Customers are everywhere

Remember that your clients are not just online. Just like they are not just in their car. And they are not just at their home. If you take nothing else away from this post, take that fact. You cannot just reach your customers in one domain.

Research. Research. Research.

Did you know that direct mail works? It does WHEN you have a good list. Did you know email campaigns work? They do WHEN you have a good list. Did you know billboards work? They do, WHEN you are in a strategic location (know how to find a good location, find out where your customers are… that is where you will find more potential customers). Did you know radio works? It does, WHEN you are on the right station, with the right message. We could go on and on, but, the key takeaway is this, quality and relevance are critical components to successful marketing. Take time to research (or work with an agency or partner who is unbiased) to find the best avenues to spread your message.

Don’t be hasty

Remember, Rome was not built in a day, and neither will your success from marketing campaigns. Good campaigns take time to build, craft, distribute and take hold. Please note this piece of advice isn’t to hang on to old campaigns forever hoping they will work, but take a deep breath and give any campaign time to work.

Ask your customers

Do you ask your customers how they heard about you? If you don’t, please take a few moments and ask. Usually, customers are happy to let you know how they found you and where they would have liked to have learned more.

While we live in a digital world, there is not only room for, but a distinct need for traditional marketing methods. Make sure to remember balance and apply that theory to your marketing.