Start with the audience
Define who buys, where they spend time online and which problems you solve better than alternatives. That clarity drives channel choice, not the other way around.
Channels
Combine owned assets (site, email) with earned attention (SEO, partnerships) and paid tests where measurement is reliable. Keep experiments small and time-boxed.
Document what you learn; in early-stage teams, the risk is repeating the same failed campaign because nobody wrote down the result.
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