It is always a good idea to have some sort of a marketing strategy as this will allow you to plan what you want to do throughout the year and give you goals to aim towards. It can be easy to get carried away with investing in multiple marketing avenues without really checking if they are giving you a decent return on your investment. If you are using multiple companies for your marketing then you may also find that they overlap their services meaning that you are paying twice for the same thing, or even missing out a significant marketing avenue.

Ideally, you want to have one person or a team of people within your organisation that are responsible for your marketing. It may be that you need to outsource the marketing if you do not have the knowledge and experience in house, but they should be responsible for overseeing that any third party company that you are using is doing what they should be.

When creating a marketing strategy try to think of short term and long term goals and some things are pretty instant and others take time.