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Avoid obfuscating the brand’s story by researching new marketing opportunities before spending a large chunk of the budget on things that distract rather than enhance. If you’re uncertain what the right choices are, don’t be afraid to ask someone.

Social media is a great example. Now that everyone is familiar with what it is, the best ways to utilize it are still being explored. One approach that continues to resonate with online audiences: use social media as a way of conversing with customers rather than selling to them, no matter how counterintuitive that seems. Stifle the urge to self-promote and instead interact as a friend, rather than a company. You’ll find that people are much more receptive to your brand and its message.