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Newsletters can be one of the most effective marketing tools. Virtually all professional marketers rate them at number one.
Some businesses do very well on social media, others less so. It takes quite a lot of effort and is slow to respond but can be an excellent way of client generation.
Adwords keep your site at or near the top of Google. In niche industries they are cheap, and in mainstream, high earning industries they are expensive. No surprise there.
I can advise if they will be worth using, help isolate the best keywords to target and set up a monitoring system.
Other forms of marketing are effective too. “Old fashioned” leaflets work well, van livery, local press, radio can all play a part. One to always use is directory entries. Most will be pretty useless but one decent new client a year will more than pay off the effort involved. I’ll supply a list of directories based on your business for you to submit to.