There are so many choices out there – websites, social media, print advertising, direct marketing, billboards, display etc etc.

It’s easy to just try a little of this and a little of that to see what works.  Unfortunately the toe-in-the-water approach isn’t usually the best because you end up with a disconnect and a lack of focus.

Look at what you’re doing in your marketing, and answer these following questions:

• Do you have a consistent brand (both visual and in your message)?
• What is the focal point of your marketing? Whether it is your website, your social media or your telephone operators it helps to have a ‘hub’ toward which everything points.  In other words, you have created an overall objective.  Are you looking for fans or web visitors?  Either way, be clear.
• What is your final objective? Even if your immediate objective is to build a huge facebook fanbase, your final objective, presumably, is to make sales.  Have a plan for how that is going to happen.  Web visitors and fans don’t just turn into customers unless you have a clear plan for making that happen.

When all your materials work together toward a common objective your prospects may actually end up knowing what is expected of them (and that’s a good thing).