Today it is essential to know, anticipate and manage a customer’s expectations before they even decide to engage with your brand. Having your brand present in the moment when they are looking for a solution to a problem with the right content to help them is challenging. Without a marketing strategy and plan, your company maybe missing out on these key moments and choosing your competitors instead. With a solid strategy and plan you can connect your brand’s message with target audiences and ultimately convert them to customers and build advocates of the brand hopefully leading to referrals for more potential business.