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It’s easy to be overwhelmed by a seemingly endless list of online marketing recommendations.  With the plethora of digital options such as email, SEO, PPC, and social media competing for your attention, how do you decide how to allocate time and budget resources?  Here’s some guiding principles: (that are prioritized, of course).

Strategy first, tactics second  –

You need to know where you’re going before you choose the vehicle to get there. Some marketing vehicles are better than others depending on what you’re doing, and who you’re trying to reach. If your ideal customer is over the age of 50, Twitter may not be the best place to start your marketing efforts.

Keep working what’s already working –

Is much of your business coming from organic search?  There’s a good chance there’s still some low-hanging fruit ripe for the picking.  A 10% improvement on your top performing marketing tactic is more effective than a 50% improvement on your worst performing one.

Fail quickly, and fail inexpensively –

There’s no harm in trying something new that doesn’t work, just cut your losses early.  Don’t invest too heavily, despite what any of your peers say, until you see promising results.

Expect tangible results –

While the benefit of every marketing activity is not as easily measured, you should be seeing results in some way.  Don’t accept “branding