1st wheel is PR, and reaching out to bloggers. Best time to do this is before you launch. develop a relationship, tell them you want to pick their brain for feedback. Of course not everyone will respond, maybe even 1%. But those handful can easily lead to 1000 new users.
2nd wheel is content marketing (or SEO). Develop content where you share information with others. People will see you as an expert, and give you attention. That's where you can link your content to your product.
1st wheel is PR, and reaching out to bloggers. Best time to do this is before you launch. develop a relationship, tell them you want to pick their brain for feedback. Of course not everyone will respond, maybe even 1%. But those handful can easily lead to 1000 new users.
2nd wheel is content marketing (or SEO). Develop content where you share information with others. People will see you as an expert, and give you attention. That's where you can link your content to your product.
A great example is EngineYard: http://www.engineyard.com/blog/2009/your-pages-will-load-fas... They created this blog to tell you tips about Rails, so people are interested right away. But they then connected it to their product and how it can help.
3rd wheel is build engagement into your product. Make something people will naturally want to tell others about.