Move closer to customer step by step. Think of a funnel-based marketing process like AIDA: attention -> interest -> desire -> action (https://en.wikipedia.org/w

Move closer to customer step by step. Think of a funnel-based marketing process like AIDA: attention -> interest -> desire -> action (https://en.wikipedia.org/wiki/AIDA_(marketing) https://en.wikipedia.org/wiki/AIDA_(marketing)). In the first stage - attention - use whatever grabs target group's attention. It can be very broad. Think of how beautiful ladies, beaches and kittens are used in advertising (yes, they all work like magic). Once they start looking at you, go somewhat closer to what you do, start creating interest in your solution. There are tons of successful companies where the road from attention is long and windy. We all dream of people searching exactly for our solution and immediately converting, but quite often that's not the case - and it's OK. Marketing and sales can be hard. First example that came to mind is Buffer. A lot of the marketing they do is not related to their product area. It's just a good attention-grabber.