The main aim of your marketing is to get the right message in front of the right people and do this consistently from them to build a relationship, knowledge and trust in you as this will make them more likely to become a customer.
The right messages are those which help solve a problem, issue or need that your customer has or perceives they have. The message is not to tell them about your solution but to recognise and acknowledge the issue they have and then go on to provide some options to address their need. This can be doing it themselves or introducing ways they can do it themselves or then suggesting how your product or service can meet their needs.
How you get the right message to your customer will depend upon that customer and where they are. That is where you need to be delivering your messages, right where your customer is looking for ways to solve their need. Be that social media, in a classroom, at an exhibition or networking event or via email.
Don't fall into the "I've put out an advert, that's my marketing complete now" bracket like so many. Marketing is about consistency over a period of time so that your customer knows you are reliable, knowledgeable and trust worthy. Moreover, as well as consistency, you need to monitor what is working and testing alternatives especially if something is not working.
There is no point in doing a couple of adverts then saying well that didn't work. Keep working at it and monitoring, adjusting and re-implementing.