Used as a cornerstone to any marketing effort, it can take many forms, from print to online, influencer to SEO. Understanding your unique audience and where they will learn about solutions to fix their problems is paramount and often the beginning of the “balance” that needs to be orchestrated and nurtured. If they primarily consume print, place enough so they understand what they need to know about your offering but back it up with supplemental online and search engines. If they rely on their laptop as their primary source of news and information, go where they can find you. It sounds intuitive, but the devil is in the details, and there’s no “one size fits all” answer