Too many small to mid-sized businesses (SMBs) use the “guess and hope” method of marketing. That’s where you guess which marketing tactics will work. (Tactics are things like SEO, social media, email marketing, digital advertising, etc.) You implement these tactics and then hope they work. If you have loads of time and money to burn, have at it. If you want a more deliberate and strategic approach, then before you spend another dime on a marketing tactic, invest in a plan.