During tough economic times it’s important to get the most value out of your marketing dollars. One of the first things I advice my clients to do is to build an integrated marketing campaign that is based on a strategic combination of advertising and publicity.

Effectively blending advertising and publicity in your marketing campaign provides you with many benefits. Advertising provides guaranteed placement in the media, complete control over the content, and it also helps maintain brand recognition. Publicity provides you with a wide amount of exposure for the least amount of money. It also enhances your credibility, because publicity has the implied endorsement of the media. In addition, publicity has longevity, because it provides you with a permanent record. By using publicity as strong component of your campaign, you can use advertising as a strategic complement. This will help you maximize your marketing dollars.

Building stronger relationships with your existing customer base is also a sound marketing investment during uncertain times. It is more cost effective to build customer loyalty with your existing customer base then it is to establish new clients. One of the ways businesses are effectively doing this is through the use of social media. Community and relationships matter online. Through the world wide web you can build better relationships with your customers.

It has become a standard for businesses to have professional websites. However, websites need to be more than just glitz and glamour. They also need to be search engine friendly. Learning how to set up your website for maximum search engine optimization is a worthy investment in your future. Internet use will only continue to skyrocket, and businesses need to get on board the technological wave or they will be at a disadvantage in the future.

Social networks such as Facebook and LinkedIn also provide free exposure to a worldwide pool of potential customers. Thousands and thousands of businesses are utilizing social networks to connect with new customers at virtually no cost. Blogging & micro-blogging are another way people are expanding their business networks, and establishing loyalty with existing customers.

Businesses are also leveraging their relationships with their customers by building their email list, and sending out ezines (newsletters delivered via email). By showing your customers through regular communications that you care about them, you strengthen your relationship and build loyalty. People will enjoy your ezines if you send them information that is useful to them. Develop a dynamic communication plan that shares your expertise, offers relevant information, engages your audience, and catches their eyes, and mind.

To learn more about marketing, publicity, and internet marketing, join Mary Traynor in her upcoming classes at VITEC-Continuing Education & Training, Maui Community College. February 2009 classes include Promoting Your Business in the Media, February 2 & 9, 2009. Under $15 with the A & B Training Bonus. A class in Internet Marketing & Publicity will follow on February 23, 2009. Under $10 with the A & B Training Bonus. For more information or to register please call VITEC-Continuing Education & Training, Maui Community College (808) 984-3231.