Complexity is the enemy of completion for small businesses. Most people are wearing too many hats to implement a complex marketing plan. So, it is important to keep it simple to make sure it gets done.
In addition, there are many different ways you can market your business, such as search engine advertising, Facebook, public relations, email marketing and at least fifty other options. There is no way that a small business can take on most of these. The important thing is to choose the marketing channel where you can reach your target market and focus there.
Start with a single channel and optimize it. Once you have it working really well, then you can add another marketing channel. When you keep it simple, you can focus on making each channel work well for you.
This is from a whitepaper I recently put together. You can get the full whitepaper here.