A marketing campaign is a strong component to capturing traffic and creating new leads. These leads can get hopefully one day be channeled into your sales work flow. Organic growth through word of mouth and virality is great, but the odds are stacked. You need to have a well designed campaign for your company to get steady growth. The goal should be to create a campaign that leverages many mediums and put you in front of many people. Traditional media is great but can be expensive, the new cost effective way of targeting your users directly is through social media.