The 7 Layered Cake of Marketing.

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This one lesson took me awhile to learn but is worth millions and millions of dollars.

I am an online marketer. 

For those of you who don't  know what that means — that means I  optimize websites for the search engines.

This means that when you type in a certain phrase in google, I optimize my own sites and client's sites to get ranked for those search terms.

However, I often must remind myself that I'm a marketer.

While I personally am partial to online marketing for many good reasons (mainly due to control and low costs)….I'm a marketer first and foremost.

My point is that online marketing is only one of 7 different marketing mediums.

Good marketers use all 7 together to build a successful marketing campaign.

If you can use all 7 mediums, I promise you will see an increase in traffic and conversions.

Let's start briefly discussing the various mediums and how you can begin to use one to feed off another.

The 7 different marketing mediums are as follows:

1. Internet (of course, my favorite)

2. Television

3. Radio

4. Trade Shows or Seminars

5. Direct Mail

6. Sales People or (telemarketing)

7. Print /and or Brochures and Promo Pieces

So, the key is to use all 7 to feed of one another.

For example, a targeted, tracked and tested online advertising may have a "call to action" for the client to call inbound to a call center where #1 would leverage #6.

Another example which is common is to have the client log on to a website following a radio or television commercial.

These strategies work. And the more you can use the strategies the better off you'll be.

Here is a quick example of using 5 marketing weapons.

The Call to action is for the client to call inbound to a call center after they've heard a radio commercial.

Once the operator answers (inbound calls are so much easier than outbound calls) the operator can ask the client if they would like a free brochure and quickly tell them the benefit of this brochure and instant coupon.

Now, the company has the client's name and address, the company can include #7 and have a printed call to action for the client to logon to the company website to learn even more information.

After a few days, the company can thank the company and start with a direct mail campaign and invite the client to a free trade show or seminar.

Its very powerful.

The problem is most companies focus on one or maybe two of these strategies and become complacent (me included)

Get creative, track and test your efforts.