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Do you know where you should be establishing brand presence? There are a dizzying number of options available, from traditional marketing to digital marketing to the multitude of sub-categories in each. Social media marketing alone has over 200 active social media networking sites for you to consider. So which of these channels deserve our marketing dollar? The answer: be where your customers are. It only makes sense. These are the people most likely to give you money, so why not focus your attention on those channels? This, unfortunately, is not as obvious as it sounds. I’ve spoken to companies who insist on marketing to certain channels (like print advertising) because that’s how it’s always been done. Or deciding to start an Instagram campaign because everyone is on it—except their ideal customers. Yes, you could make a case for expanding into new channels to break into new markets, but to be honest that is a gamble few companies can afford. Why break into a new market when you still haven’t gotten the most out of your ideal one? According to Accenture, 51% of U.S. consumers are loyal to brands that interact with them through their preferred channels of communication. So why not invest where it counts? How do I know where they are? Simple: you ask them. Train your inbound sales reps to ask “how did you find us?” as part of their script. Make sure those answers are recorded, tracked and analyzed by your marketing team. You’ll need it to figure out which of your marketing campaigns are driving calls. You can also ask customers to fill out short digital surveys that try to capture who they are and what led them to you. If you have an integrated marketing platform like Hubspot, you can link the survey form to your CRM and instantly update the entry with the latest information. Lastly, do your due diligence and evaluate every marketing channel you currently run. Which ones are currently performing? Which ones are not? If you are about to launch a social media campaign, determine whether or not your best customers would realistically use that channel to communicate with you. You can’t afford to waste money and effort marketing to the wrong channels. It sounds intimidating to suddenly stop mid-campaign and re-evaluate, but the benefits will far outweigh the potential penalties.   Patrick Icasas,B2B Blogger, Copywriter, and Content Marketing Consultant LinkedIn:  

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