In the world of marketing, there always seems to be a new strategy to try, a new route to take, a new social media site or method of advertising that will reach a larger customer base and help your business succeed.

Managing all these new marketing techniques can be stressful: with so much promise in digital promotion and sales strategies, it’s easy to lose track of the old stand-by marketing methods. There’s something to be said, however, for marketing that takes place in the happy middle ground between purely digital and purely traditional marketing strategy. Staying on that middle ground doesn’t need to be as much of a challenge as you might think.

Using digital media sparingly and effectively

In terms of digital marketing, you don’t need to be on every social media site to make a name for your business. Instead, focus on the social media that most of your customers use, and make only occasional forays into other social media sites as mini-projects, rather than high-stress permanent commitments. Here’s your strategy:

1. Get on Facebook

Even most grandmothers are on Facebook these days. Make a Facebook page for your business and promote it to your customers when they make a purchase or consider your product. Update your Facebook status occasionally, with some media from the business (photos, videos, etc.), and information on upcoming promotions and events.

2. Create an effective website

Most people want a website to reference when they are looking for a product. Make sure that your site is regularly updated, user-friendly, and has all the information a customer might need. Make sure there are an FAQ and contact section for further questions.

3. Work on mini-promotions

Occasionally, it might be productive to hire a freelance blogger to promote your product on various social media sites. This can provide valuable information on your potential customer base for each site, and is less stressful than trying to manage these blogs/profiles full time.

Rely on traditional marketing

Sometimes fliers, public events, and ads in the paper are a great way to go. Especially in local settings, consider hosting an event or attending activities that will allow customers to view your product; then hand out business cards with the website and Facebook page information as you go. That way, people can get easy access to your product when they get home.

Among the suggestions for places to go with your product, consider events that pertain to your genre of product (art gallery openings, museums, music venues, etc.) or events that your company has helped to sponsor. Trade shows, flea markets, and farmers markets are often great places to get your name out to locals, as well.