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1. It is an investment
It often gets forgotten that advertising is not an expense, but an investment. Much like financial investing, the goal is to make back more money than you put in. Return on investment is the name of the game.
2. Diversification is crucial
If your financial adviser recommended that you put all of your money into just one stock, you would probably start looking for a new financial adviser. The same logic applies to investing in advertising.
The key is to invest your money where your customers invest their time. This includes trade shows, industry publications, search marketing, content marketing, online display ads, and targeted newsletters.
3. Think long term
Investing is a long-term…