Your business most likely has fierce competitors and you need to start with differentiating yourself, from them.
You need to begin by influencing consumers decisions, behaviours and beliefs, before the purchase is made. You must create a compelling brand, to building trust in the market place. Most businesses marketing objectives will fall into one of two categories, displace the leading competitors, or create a new category to set you apart, the latter known as disruptive positioning.
The ultimate goal is to guide the consumer to believe that your products is the best choice, through past experience, education or external marketing influences. By changing the consumer perceptions intentionally or accidentally, add up to influence. The objective of marketing is to directly influence your audience to favour your brand, or to creating doubt or dissatisfaction in your competitor’s brand.