Where most small businesses (and marketing agencies representing small businesses) go wrong is that they focus on the minutiae.
That usually means they force themselves onto social media audiences and/or the media (with a blatant disregard for what the audiences want) and/or they focus too much on an ‘ideal’ customer (“my customer is 34, likes bananas, has 2 kids, drives a blue Mercedes and hates small dogs”) disregarding all others; as well as throwing away more mass-appeal opportunities that will better help attract said ‘ideal’ customer.
Start with what your marketing goals are and work back from there – looking at how we can use mass-marketing and broad audiences to make all your marketing dreams come true (no matter how unique / rare your customers are).