If you are reviewing your marketing strategy, there may come a time when you think about changing your current marketing plans to go down another route. There is always an element of risk involved when stopping or starting any new marketing, so you need to think carefully before making any sorts or changes. If your marketing is working well then you may decide to not mess with it. If possible, expand your current marketing budget to allow you to trial a spend in another area whilst continuing with your current marketing strategy.
It is vital that you have a way of checking how successful your marketing is. You can do this in a number of ways, but if it is all online, then a stats package such as Google Analytics can be extremely useful. If the idea is that you want to get as much traffic to your site as possible, then be sure to see what sort of traffic you are getting at present. You can then start to track the increase or indeed decrease in this traffic once you start investing in other avenues. Some online marketing can take months to show the results and others can work instantly.
Pay per click for example, can gain you traffic within a few hours of going live. Search Engine Optimisation techniques such as link building or article writing may take six months plus to see any real change. A good web agency will manage your expectations upfront and ensure that you know exactly what sorts of results you can expect. Be wary of any agency that promises you top positions on the search engines through organic search results as although they may have many techniques that they can use that may work well, they cannot guarantee number one results unless you opt for paid for advertising.
Social media is a great platform to expand your business and much of it is free. You will need to be able to invest your time in it and if you are not experienced in using it, then you may wish to enlist the help of a social media marketing expert. If you do decide to move some of your marketing budget into other avenues then do not be scared to move it back if you find that things are not working out as you helped. Often your site can recover quite quickly from loss of rankings if the situation is resolved in a timely manner