There is a tendency to want to market your business full time however this would require additional marketing staff and for most businesses this isn’t realistic.
Deciding on a strategy will hep keep you on target with message, method and budget. Your marketing strategy should be developed in consideration with your target customer persona and your USP or Unique Selling Proposition.
Marketing is the biggest overspent area despite budgeting. Everyone wants you to spend and donate to their event. Planning and sticking to your strategy helps you to say no to requests and gives you flexibility to adjust your marketing spending throughout the year.
Strategy is defined as your overall action using marketing activities and methods to execute the strategy. These methods should be consistent with those use by your target market persona. Restated, advertise where your customers will see it.
Once you have decided on your methods, consider developing a detailed plan including content development, frequency, and budget.