I have been in the marketing industry for almost 8 years now. I have worked selling yellowpages, I have owned my own small business, and I was the founder of a very large SEO
/SEM company that served hundreds of organizations all over the country.
The one thing that I learned in my years is that there are many great avenues available to business owners to advertise with. Any marketing is good marketing if it is doing what it is supposed to do.
People create conclusions of what the best marketing is using anecdotal data rather than cold hard facts. How do you really know how many people actually called you from your SEO
or SEM? How do you know if you are losing potential customers because someone answered the phone in your office and just didn't care.
My point is, it really doesn't matter where you market, as long as you market smart. You do this by collecting good data that tells a story about what the outcome really is when you send out 10,000 post cards or buy 200 clicks from Google. Did you actually have interested prospects call you from this and were you able to convert them into customers?
Google analytics is a great tool to track web traffic on your site and I highly recommend it. I have some friends that are developing another tool that takes this one step further. It is called CallGrader and like GA, it is free. I would combine both of these products to any online marketing campaign to get the complete picture of what is really happening. Collecting both online and offline data will give you a huge competitive edge and put you strides ahead of your competition.
I hope this post was informative and happy marketing to you!