Good advice and tips in this article for small businesses. I am not sure one could make it without a multiple visibility campaign, even during the ”old way”, but it is certain that you cannot today.
Excerpt: For small and medium businesses, channel marketing usually involves a mix of different media tools (think SEO/SEM, radio, direct mail, social media, and e-mail campaigns). Besides these media, there are other functional channel partners that can help promote your brand, such as your customer service reps, your sales force, your suppliers and your account team. To tap into each channel marketing opportunity and make the most of it, it helps to be aware of some common pitfalls that can sink your efforts.
Read full article via Optimize Channel Marketing for Small Business : Marketing :: American Express OPEN Forum.