I would trust the idea of word of mouth, which is essentially what fuels social media, and put less money in clever marketing which, I think, served my ego a little more than my bottom line. My marketing now is almost entirely based on relationships and connections—it is more about story than about positioning statements and branding.
David duChemin is a world and humanitarian assignment photographer, best-selling author, international workshop leader, and accidental founder of Craft & Vision. His eBook How To Feed A Starving Artist is a must-read for creative people who want to get a handle on their finances so they can continue to do what they love with greater freedom. When not chasing adventure and looking for beauty, David is based in Vancouver, Canada. His work can be seen online at DavidduChemin.com.