You could start with my APELA framework.

Awareness:

The first consideration is the size of your target audience. If your product or service is only relevant to a small number of people, it will be more effective to reach them directly by LinkedIn or email.

If on the other hand, they are numerous then indirect will be more effective (E.g. paid search and social, partnership marketing and targetted advertising)

If the buying cycle for your product or service is long (e.g a car) then you must create awareness and maintain recall. This is best achieved by capturing contact details via inbound content-based marketing (automated ideally) and sending out a regular newsletter.

If on the other hand your product or service has a short sales cycle (e.g. coffee)then you need constant visibility.

Either way, you need awareness and recall.

For more about APELA and the next 5 stages of the customer engagement chorology:
https://www.linkedin.com/pulse/meet-apela-chronology-customer-engagement-mark-walmsley/

God luck

Mark Walmsley
mark@markwalmsley.co.uk