You need a marketing plan if you are going to reach all your goals. For instance, will you market your company and services through direct mail? In this case, you need to dig even deeper to determine which methods will work best. Some companies turn to post cards, while others prefer sales letters.
Another thing to consider is your budget. No matter what type of marketing you are doing, it is important to stay on budget throughout the entire project. If you begin to spend more money than you have, problems will arise soon enough.
All in all, the way that you market your small business is up to you. Have a plan and a budget to ensure that you stay on track.