Should you blog? Twitter? Run a magazine ad? Hold a promotion? Start a Face book group? Create a YouTube video?
The answer is simple: maybe.
Unfortunately, what makes sense for you won't make sense for everyone. Yet self-purported experts are quick to try to sell you on their magic recipe.
Don't buy it.
There is a growing chasm between everything you could be doing and the stuff you will realistically do. Underdogs should focus on the latter, not the former. By this I mean you should focus on the tactics that you have the time, resources and inclination to do right.
You can't do it all. (Sorry, if this is the first time you've heard this.) So what can you do? Research. Learn. Talk to people. Especially your customers. Then pick ONE NEW TACTIC and try it. Don't phone it in. Do it. Dedicate a bit of time every day to it. Then (I think this is the hard part) stick with it. I think it takes at least six months to judge whether almost any tactic is working or not. Sometimes longer.
Don't let yourself me overwhelmed. Despite all this discussion about "new media," the core issue has not changed. We all enjoy a scarcity of resources. So we have to pick which media, new or old, to pursue.
Stop being washed over by all the blather about this or that tactic. Focus on one thing you can do well and try it.