It's this simple

Marketing and Advertising go hand in hand with your business expectations. If you expect to be in business for 10 years, then plan your marketing and advertising for the next 10 years.

The Best Strategy is the strategy that mirrors natural human behavior. And that is to build relationships.

It is going to take consistent, positive exposure and contact between you and your potential customers to build those relationships.

Don't ever expect to build a long term business by using short term, one or two shot advertising and marketing methods.

One more example:

Would you rather reach 10,000 people and convince them 10% of the way to buy from you?

OR:

Would you rather reach 1,000 people and convince them 100% of the way to buy from you?

The expense is the same, the results are vastly different.