Lately, when I talk with business owners, I often sense a fear of getting started in today’s marketing arena. Due to the myriad of choices available today, both entrepreneurs and owners of established companies are confused and uncertain as how best to spend their limited marketing dollars.

Today, effective marketing is more about brains than it is about budget. Here are my 4 quick pointers for getting started today:

1. Prototype like crazy. (Faster experiments = Better results)
2. Measure, but don’t over-measure. (Remember to trust your gut.)
3. Re-tool and correct. (Flexibility is key.)
4. Repeat. (When one strategy starts to garner results, do more of it.)

My best advice? Have no fear — just get started.

by Rebecca Cochran