When I talk with clients about which marketing tools they should use or which marketing opportunities they should spend their time and money on, the two questions I always keep in mind are:
1. Does this get you to your goal (such as garnering 5 new clients in x new market by 2nd quarter)?
2. Is it related to your target market(s)?
If the answer is no to either or both, it’s not usually a good use of resources. This is especially important when you have limited time (and/or money) to spend on marketing.
Always choose very carefully and don’t just do something because it’s easy or cheap. For example, don’t buy a mailing list just because the salesman keeps calling if you aren’t certain that the list will get you to your target market.