1. Collect email addresses
Try to incentivise all visitors to your site to agree to give you their email address by signing up to your newsletter. The most effective way is to offer something in return, like a free e-book, a free guide, a free trial... Conversion rates from emails tend to be higher that other source of social media.
2. Focus on Customer Experience
Listen to your customers, engage with them through social media and feedback. Understand their behaviour through analysis (i.e. Google Analytics).
Always remember that your customers ARE your business. Without them, your business doesn’t exist. If you provide a great product and service, they will promote it for you. And best of all: for free!
3. Understand your customers
Understand who they are, which communities they belong to and what their general interests are. If you are for example targeting parents, you could ask to drop some leaflets locally at school, nurseries, GP and join targeted online communities.
4. Become the expert
Establishing yourself as an expert is not an overnight job. It takes a lot of time and effort, such as writing a good blog, to be seen as an expert. You would then have to participate in online forums/communities to answer the asked questions with your expert eye/knowledge.
PR should still be seriously considered as it can draw customers quickly and cheaply. In order to succeed, you will have to draft excellent articles that are worth publishing. Remember there is a lot of competition in that domain, so you’ll have to go the extra mile to stand out.