The channels by which we communicate are forever changing and multiplying — the Internet in particular has revolutionized the way we communicate, not only between each other, but with our favorite companies.

Identify the channels that work for you. A mistake that many businesses make is to take the machine gun approach, when a sharply focused single shot can be much more effective and efficient, not to mention less messy. In fact, unless you carefully consider your customer and know where to find them, it is unlikely you are reaching them at all — merely spending money without maximizing the returns.

Ask your customers how they have heard about you, and apply what you can from their answers to reach new ones. For example, if you have been marketing your business online, but most of your customers have come through referrals from other customers, you should dial down your web presence and think of ways to encourage more referrals.

Also, make sure you have a Business Credit Card that rewards you for engaging with your customers. With the Starwood Preferred Guest® Business Credit Card from American Express OPEN (SM), virtually every purchase can earn you Starpoints® for free night awards at over 860 Starwood® hotels and resorts like Westin®, Sheraton®, and W Hotels® in addition to Award flights on over 30 major airlines.

Plus, you get automatic discounts with companies like Yahoo! Search Marketing, helping put your business in front of your best prospects easily and cost-effectively.

Apply now.