If your marketing budget is limited (and when is it not?) - choose to market to one thousand people ten times over the year than to market to ten thousand people all at once. Intensity, as always, beats extensiveness.
If everyone is running facebook ads, test out banners that no one uses anymore. If everyone is marketing online, market offline. If your pretty ads aren't working, try ugly ones. Do what others are not doing, and you'll do well.
