If you haven't already, you need to determine your marketing objective. Without clear objectives driving your marketing efforts, how can you tell if you’re moving in the right direction and implementing the right strategies along the way?

To define that, you need to know the specific marketing objectives you’re working towards before you can start executing against any sort of plan. One tried-and-true framework is the S.M.A.R.T. approach, which means all of your objectives should be Specific, Measurable, Attainable, Realistic and Time bound. You can read more about that method in this blog I wrote: http://www.fieldboom.com/blog/marketing-objectives/.

You can also use the inbound marketing funnel to meet your objective. The key to marketing is to realize that the funnel is a linear, sequential process. You can’t skip ToFu and MoFu and turn strangers into customers. Everyone has to proceed through your funnel in order. Top, middle, then bottom. No exceptions.

Basically, start with your marketing objective and then measure it.