Focus your efforts through your marketing plan. Take the time to sit down and figure out what your product is, who it's for, why they want it. Pick some ways to get information to those potential customers. Then go looking for the online tools to help make that happen. This will focus your search efforts and keep you from severe info damage.
It is important to budget some time to looking for new things: new marketing tools, new places to put ads, new web sites with a fan base you haven't touched... new podcasts you might get interviewed on, or places to send review copies. Things keep changing, so plan on spending time to keep up.
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