I started my marketing company to help Treasure Valley businesses succeed. When they do well, my business does well. We're in this together.

That's why we encourage our clients to take advantage of the two-way conversations that social media offer.

Here are some tips we've learned:

1. Repurpose your efforts. Whether shooting video footage, writing ad copy for a television campaign, or using recorded material to create a video for your home page, retool your efforts for different audiences. Finding or inventing ways to communicate with your various audiences are great ways to make the most of your marketing dollars.

2. Have a consistent look and feel for your overall brand appeal, but tailor the message to the medium you are using for your various audiences. For example, if we devise a campaign that includes video production, graphic design and Web initiatives, use them all in a concerted effort. A consistent look and feel will sustain the message across various mediums, making it memorable and more effective.

3. Brevity is a good thing. Because there are no time restrictions online, your video message can go longer than a 30-seconds TV ad or 60 seconds of radio. But we've found that people want a short, concise message, unless it's a training session or entertainment program. For print messages, the same concept applies. Less is more. White space is a good thing, and people can go to the Web site for details.

4. Content is king. If the message is clever and well-produced, or abounds with credible, valid content, people will feel compelled to pass the link along to others. This is the definition of a "viral campaign." Start by becoming more relevant than your competition. An organization can demonstrate through cost-effective recorded testimonials, case studies, and customer success stories how a product or service is uniquely situated to answer a consumer's needs.

5. Be traditional, too. Traditional media have several advantages over digital media. They are more portable, they occur with an intrinsic state of permanence and credibility, and they exist in the material world in highly respected places like magazines, newspapers and television. In today's world, however, to maximize your exposure, both traditional and new media marketing methods need to be used.

Rhea Allen is founder and president of Peppershock Media. She can be reached at rhea@peppershock.com or (208) 461-5070.

Starting Up is a series published on Thursdays. The columns grew from discussions between the Statesman and local tech and entrepreneurial leaders and are coordinated by Julie Howard, a marketing specialist for the Idaho Department of Commerce. Reach her at julie.howard@commerce.idaho.gov.