Digital marketing is huge and sometimes certain areas can get really crowded. Depending on your niche, it's important to focus on the type of marketing that works best for you. A mistake that a lot of people make is sticking to one general area or trying to tackle everything at once. It's important to diversify your approach and constantly come up with unique strategies.

{EDIT} An addition to this, I think it's important to market as a entropnenur or new business, but as long as you have a full understanding of WHAT you're doing and HOW you expect those results.

Ps, paid media should be a compliment to what you do in digital or other marketing spaces, never the leader