Researching your market and keywords is the first step to creating a valuable marketing strategy. You already know your customers, but do you know how your customers behave online? This is vital information to have as you build your site.
Goals and KPIs
In order to give yourself the best chance to succeed, you need to set realistic and relevant goals. Your marketing goals should drive your business goals, and should offer a direct path to meeting those goals.
Messaging and Identity
Reaching your goals will require everyone to know what the most valuable things about your company are. Creating a consistent feel and message will help drive that point home every time your customer interacts with your business.
You know what you want to say, you know how you want to say it, and you know what effects you want to see. Now it's time to plan and execute your marketing tactics across various media and to measure your efforts' effectiveness.