Start by writing some blog posts. Nothing fancy, just describing a common use case people have, that your product can fulfill. Look at the HN submissions from

Start by writing some blog posts. Nothing fancy, just describing a common use case people have, that your product can fulfill. Look at the HN submissions from Plausible.io (Plausible Analytics). They usually write blogs about changes to Google Analytics, the market leader. They don't mention Plausible until the end of the article. Why do they do it this way? Because they are trying to bring in traffic from search engines, and searchers are more likely to be looking for GA-related information than a small rival product. But if the rival's website can offer useful info about forthcoming changes to GA, maybe it's worth looking at them as a solution too. Their articles get a ton of comments on Hacker News. A link posted on HN will bring in more free lifetime traffic than a paid Google search ad (although you can do that too). https://news.ycombinator.com/from?site=plausible.io https://news.ycombinator.com/from?site=plausible.io