Assess your current marketing actions. What works, what doesn't work. What can be improved, what you should stop doing. Assess all your current channels. Assess your brand. Is your brand in line with what you want to be, is it in line with your vision?

The most important question you can ask yourself here is, am I speaking to the right audience? And is the way I am approaching them effective? Once you have answered all these questions you will have a clear idea on what actions you will take next.

Among the main elements of an effective marketing strategy is the acknowledgement that your existing and prospective customers will fall into specific groups or segments, characterized by their "demands".

Using "personas" can help you identify and categorize your customer segmentation. Building personas will force you to dig deeper into who your customers are, what their interests are, and more importantly, what their problems are.

Identifying these groups' needs through market research, and then addressing them much more successfully than your opponents, should be the focus of your strategy.

You can then develop a marketing strategy that fits the customer needs and requirements and that is focused on your current strengths. For instance, if your certain number of customers is trying to find the best quality available, then your marketing action on them should be to draw attention to the quality of your products.

Making bias free SWOT analysis should be your starting point . Create a document where you refer and analyze all your current strengths, weaknesses, opportunities and threats. Conducting market research will help you to build a more honest image of your standing in the market. You can reach out to your current customers as well as analyze your direct competitors as deeply as possible.

A vital component frequently overlooked is constantly assessing your strategy. This increases your reactivity and flexibility to changes in your market, as well as help you take decisions on future marketing actions. A simple, yet effective way to do so is asking how your customers heard about you at the first place.