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This sets them apart and email list gains them valuable testimonials (earned), some of which are posted on their website (owned). No marketing is free. Remember there's a cost to email list each category of marketing - time, money or both. Many small business owners email list underestimate the cost of their precious time invested in the marketing they do in-house. Owned and earned marketing takes effort and creativity to develop and email list leverage at any scale but it's worth it.
If you want your content to spread through social media and email list for social discussions to spring up around your products or email list services, you have to put effort into developing your social media channels. You must build your social media profiles, engage with customers and create interesting content. You must also do it consistently, week in and week out. Paying attention to your Twitter account once every 5 months will not accomplish much.