Ok, let’s face it. There are a million different ways to market a business today. There’s everything from the tried and true direct mail and email marketing to new social media marketing like Twitter and Facebook.

With so much hype surrounding new and evolving marketing channels it’s hard not to get caught up thinking, my company should be on Facebook or how do I post a Tweet?

Of course, you don’t want to be lagging behind if a new marketing medium is changing how your industry communicates. But before you dive headlong into any new marketing strategy, think to yourself, does this bring value to my clients? If the answer is yes, start creating that Facebook account. If the answer is no, or I’m not sure, you might want to drop back and punt. Examine your current marketing efforts and decide if your direct mail campaigns, email marketing, search engine marketing or whatever marketing you’re currently doing is as fine tuned and efficient as it could be. You want to make the most of the marketing you’re currently engaged in, before moving on to something new.

Remember, marketing, although measureable and often predictable, is not a finite science. What works wonders one year, may yield completely different results the next. The goal is to find the right mix that works for you and your clients.

There’s always room for experimentation – but it shouldn’t come at the expense of core efforts.