Risk #6: Ignoring Other Marketing Channels
Blogs and social media are ideal for initiating direct, informal, engaged conversations with your customers. But they're not a panacea. They're an additional communications channel and shouldn't replace e-newsletters, static web pages, or other collateral materials and marketing programs. Plenty of potential customers aren't looking for you online.
By counting on social media alone to connect with your community, you alienate potential customers trying to find you in other ways—at trade shows, in industry journals, at events, and by real-world word of mouth. The online audience is definitely growing. A Miniwatts Marketing Group study based on information from the US Census Bureau and Nielsen/NetRatings ...
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