To make your marketing plan most effective, you should create a schedule for implementing it. Marketing done on a regular basis (even when you're working!) is a great way to ensure that jobs are "in the pipeline" (in various stages of being locked in) at all times thus creating a relatively steady flow of work.
The main questions involved with creating a marketing plan schedule are:
1. What marketing materials do you want to deliver, and to which audience(s)?
2. When and how will you deliver these marketing materials?
3. When and how will you follow up to those marketing deliveries?
These questions are addressed further in the "Finding Work" section of this knowledgebase.