While you should undertake a diversified marketing strategy, it may be unrealistic or inefficient to do it all for all of the time. Use your web tracking tools and tools that are offered by various engines to track individual campaigns. Account for the time and money you spend on each, how many visitors each yields, and how many of those visitors convert to sales, and in how long. This will give you an idea of the value of each campaign. In addition, track the less quantifiable results of the campaign – does a certain campaign clue you into a new customer need? Did you identify new keywords? Have you gained new partners or affiliates? You can then judge which campaigns support your goals and streamline your marketing strategy accordingly.
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