Every year at this time, everyone is hot under the collar to share their take on the hottest marketing vehicles or newest trends. Whether you sell B2B or B2C, you probably are feeling a tad overwhelmed by all the choices. You are not alone! But whether you are a technophile or not, there’s no denying that web-based marketing has become a veritable marketing toolkit you simply can’t ignore. But what can a small business owner – who is already juggling too many obligations – to do?? Must we be experts in all this new technology, and which choices are really getting measurable results?

Just to get you up to snuff on things, a partial view of the ever growing list of web-based marketing options, include:

* Rich media – video and flash-based files and clips posted on websites

* SEO (Search Engine optimization – for your website)

* Paid online advertising

* Blogs

* Podcasting

* Opt-in e-zines

* Email

So, do you invest in Pay-for-Click online ads or start blogging?? Should you start sending out an HTML-rich or plain text e-zine (online newsletter) or hire a video production team?? Not necessarily!

My take on this (and the opinion of many of my esteemed peers) is that you need to get back to basics first. Take a long, hard look at who you are, where your company is headed in the short- and long-term, and what makes you stand out with your clients. Next think seriously about your geographic footprint or reach, the areas you need to improve, like customer service or your software, hardware and systems. Then think of technology as just another tool in a sensibly planned marketing mix. The good news is that no matter what your budget is, you can and should mix things up, so that your message and brand gets out there in a targeted and productive way. The better news is that you do not need to do everything.

“Successful marketers will incorporate the latest and greatest tools into their marketing mix, but one of the first steps must include creation of a consistent brand, an “experience” that distinguishes your firm from your competitors,” says Joan Damico, a B2B marcom expert from J. Damico Marketing Communications, based in Walden , NY . Joan, who has given workshops on podcasting and branding, finds her technical writing business keeps her hopping, “It’s hard to keep up with all the options, though I’m planning on adding a few new marketing tools this year.”

Like so many other small business owners, Ilise Benun, a business promotion expert from Marketing Mentor, based out of Hoboken , NJ , has also found it hard to do it all. Yet, she recognizes that blogging is an effective marketing tool, so she has recently hired someone to handle blogging for her company. Since rich media is fast becoming the norm for most major brands (video clips can be found on news outlets, radio station websites, office supply sites, and professional association sites, as well as network television and movie production sites) Ilise has also just posted a video clip of herself talking about her services and her process on her website. She did the short clip herself, so no expensive video production costs were incurred. For an almost zero investment, she says the clip has brought in several new clients, who felt a connection with her after viewing it. Even so, Ilise, who specializes in mentoring creative and graphic design business owners, says that technology is not a magic bullet.

So what IS the magic bullet?? There is none, according to Ilise, but tried and true options like good, old-fashioned networking and cold calling, can get the job done. The first order of business should be to choose a market or several markets that you want to engage. Next up: find a couple of groups that bring those people together (like trade organizations, Chambers of Commerce, etc.). Take a few test drives at some events put on by these groups, and join the ones that are the best fit. Per Ilise, mine the membership directory; it is a terrific tool that can get you new clients.

Of course, Ilise is in sync with Joan; in that you first need to know your objectives and markets, develop a consistent message that speaks powerfully to each sector you are seeking to engage, and be able to articulate your value and benefits with gusto.

Marian Banker, President of Manhattan-based Prime Strategies, a business success coaching and training firm, feels that more people will be using web and email marketing, as they have become basic business tools for marketing, lead generation, credibility building, information, knowledge-sharing and of course – sales. Marion also states that value is at the core of things.

So don’t try to do it all. Remember that if you focus on less, odds are you can make those dream goals a reality. Try out different venues, until you find the unique mix of new technology and basic building blocks (like cold calling and networking) that has the most impact on your prospects and clients.
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Here’s my resources contact data:

Joan Damico, J Damico Marketing Communications
www.jdamico.net – 845-778-5095

Ilise Benun, Marketing Mentor
www.marketing-mentor.com – 201-653-0783

Marian Banker, Prime Strategies
www.primestrategies.com – 212-679-1209