In today's business environment advertising online seems to be the default way to gain leads for your business. Our position is that every business needs to have a handful of tools for lead generation that fit their business model. The set of tools that works for your business is what we call your "Marketing Tools".

The Five Main Types of Marketing

There are five main types of marketing (with many sub-types):

  1. Advertising
  2. Educational
  3. Direct
  4. Cause Marketing
  5. Word of Mouth

It is important to recognize that marketing is not new, and that online marketing is just a new delivery method. Every non-profit or for profit business needs to consider which types are best suited to their situation and after that, decide on implementation.




Cause Marketing

Word of Mouth

Marketing Toolsets

Marketing Toolsets are groups of marketing types and their priority in your business or non-profit.

A business that uses online advertising, print advertising and networking prioritized in that order would have a Toolset like this:

  1. Online Advertising
  2. Print Advertising
  3. Networking

How many items belong in a Marketing Toolset?

There is no hard and fast rule. We consider many factors when advising you on the best toolset for your business.

Advertising And Word Of Mouth Pie Chart

Shown as a Pie Chart this Marketing Toolset represents:

  1. Word of Mouth 60%
  2. Advertising 40%*

*NOTE: There are different positions regarding whether Advertising must be paid for or not. In our model, Google My Business fits under Advertising even if no money is paid to Google.