As a small business owner why should you invest in marketing tactics that haven't worked in the past? Unless you know why certain methods haven't worked, you don't know the problem with the tactic itself.
Look at online visibility.
In today's internet world, you cannot establish online visibility with a website alone.
You website is the "hub" of your online presence.
You can then create links back to your website from social media sites, articles you have written, videos you have posted and local search engines.
Keep in mind that you will probably not get results from online visibility as quickly as offline promotion.
However, the cost is much lower and in time you will see results.
Look at your online banners.
If a banner is not getting the click through rate you expected, look at the venue.
Banners do work if you are targeting the right audience.
Is there a better place for your banner? Look at more than just the click through from the banner.
How is your conversion rate once someone does click through? Are they signing up for our newsletter or other free offer? If you have a high conversion rate, then you are reaching your target market.
Social Media.
Many businesses with whom I work say to me "I tried Facebook and it didn't work.
" Keep in mind that Social Media requires an active presence on a consistent basis.
Make sure that you have business page that is separate from your personal account.
Then, I recommend that you set up a schedule and determine how much time you are going to spend each day on this marketing method.
Provide links to good information provided on your blog.
Allow your fans to comment on your wall and interact with them.
Create events such as contests where they can interact with each other.
After reviewing your marketing strategies, ask yourself these questions:

1. Did you send the right message? Did that message include the right keywords? Was the message eye appealing to my audience?
2. Did the medium I selected reach the right person? This includes print, online and in-person contacts.
   As I mentioned earlier, you may have the right message on the wrong platform.
   
3. Was the venue selected right for my audience? It takes time to really understand your target audience and creative ways to reach that audience.
   A good example is trying to reach the Baby Boomer generation and older.
   Having a place on Google and ignoring Bing as a search site is a mistake.
   Most computers today come with MSN/Bing as the default browser and many people in this market don't know how to change the default.
   Simple change in your platform could me a big difference in your visibility.
   
4. Did you track your results? Not only the click through to your website or blog but also the number of converted customers to your email list, purchasing your product or walking through your door.
   I am always surprised at how many brick and motor businesses are not asking new customers how they found out about them.
   Also, did you track the results long enough? With online marketing especially it can take some time to see results.
   

If you feel that you have done the right things to brand and market your business - congratulations! If not, this is a good time to review and make a course correction.