From a practical perspective you need:
- Basic SEO, combined with quality content.
- A consistent social media presence.
- Focused PPC Ad - landing page combinations.
Which social media platforms should I use? The big five are Facebook, YouTube, Twitter, LinkedIn and Instagram with the choice and emphasis based on your intended audience. Social media takes a lot of time and dedication. For it to be effective you must be consistent with your postings. Posting something every day is a big task but that's how the successful companies do it.
Before starting a PPC campaign ..understand your keywords and study your competitors. Long-tail keywords cost less per click and convert better. You may want to read some of the PPC strategy training material available at both Google and Bing.