Businesses need a holistic online marketing strategy to engage, acquire and retain customers. Individual tactics are better than nothing, but getting the best results requires a total web presence consisting of the following.
Reputation: consumers are conditioned to research you before they buy so make sure you're monitoring all the important places where consumers are talking about you like Facebook, Twitter, Google Places, Yelp and other review sites. And of course you must implement a process for getting a fresh stream of positive reviews.
Search: search engine marketing (PPC) is a proven way to get leads quickly and when combined with organic search (SEO) you can significantly lift the likelihood of a consumer click/conversion. You create a total presence on search engines by buying it (advertising), claiming it (local directories) and building it (content marketing). Another way to describe this is paid reach and earned reach.
Display Advertising: if you're doing radio, TV, print or billboard advertising then you really should shift some of that budget to online display ads. Display is a highly targeted, and therefore cost effective, way to build awareness for your brand with local consumers. And oh by the way, combining display with search can give you a nice lift in conversions.
Social: consumers are spending a crazy amount of time on Facebook every day and "liking" (following) brands that they identify with. Tons of research shows that consumers use a mix of search and social to find and research companies before they buy. So if you don't have a social presence you're missing out on an easy and inexpensive way to bring your business to life online and build relationships with customers. Plus both Google and Bing are actively using social "likes" and shares in their algorithms that power organic search rank so a healthy social presence helps improve your search presence.