Most strategy problems are thinking problems. When an SME owner can name the customer, the problem and the one metric that matters, the plan usually writes itself.
The trap is mistaking activity for direction. New channels, new tools and new campaigns feel like progress, but without a clear answer to who the customer is and why they should choose you, they compound cost rather than growth.
Start with three questions. Who exactly is the customer? What do they struggle with in the week they go looking for help? What would make choosing you the obvious decision? Write the answers in plain language, then let every marketing decision defer to them.