How to grow your business with multichannel prospecting

By Shari Altman

Adding paid search gives you one hedge against those risks. The more numerous and varied your prospecting techniques, the less external environments will impact you because you have options. Your prospecting business is able to weather the storms that hit any one media.

Diverse prospecting also leaves you less vulnerable to competitors because it puts more acquisition arrows in your prospecting quiver.  But don't ignore competitors' efforts — study your competitors as well as related businesses trying to reach the same audience. Which media types do they use repeatedly? Repeat ads in the same medium by one or more competitors means you should consider that medium as well.