First, depends on the main focus of your practice (i.e. adults, kids, couples, Christians, etc.) relative to target population. Next is aiming at multiple levels of marketing (not a bad word by the way), in different directions, that are adaptive to your community, agewise and geographically. After taking a deep and broad assessment, do a gap matrix analysis to discern the real needs and desires out there. Next...network, network, network...while making your social media, Google & FB ads and your website connect well and SOE high. Hope that helps.