Approach your IT marketing and advertising with a multi-pronged approach. Think about your retirement account or your investment portfolio. Would you really want to put all of your money into one stock? You probably wouldn't have wanted it to be Anderson or Enron! As you'll learn in this article, you don't want to put all of your marketing eggs in one basket.

IT Marketing: Don't Be Seduced by a Sales Pitch

People get seduced by a sales pitch from a friendly advertising person, whether it's for direct mail, or the Yellow Pages, or some other type of advertising vehicle. They don't have an idea of what they want to do marketing-wise over the next six to 12 months. They don't really have a marketing budget or a marketing plan, and then they end up becoming overly dependent or overly weighted in that particular advertising vehicle.

Come up with your marketing portfolio. That might include a mixture of networking and getting active in a couple of organizations in your area. Don't forget to hold your own seminars-not just go to others'. You can demonstrating your credibility by getting a room of prospects together and talking about a topic that you feel passionately about, that you have knowledge about and that just happens to be about something your company specializes in. This is very effective for IT marketing.

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