Online advertising
Advertising platforms such as Facebook and Google connect to a LOT of people. And they offer a lot of options to create a targeted audience so you can get your ads in front of the right people.
There is risk involved with ads, of course, because there is no guaranteed return on your investment and they are not a magic bullet. Therefore, I wouldn't recommend paid online advertising to any business just starting out. Instead, I would recommend you first build your business through referrals.
Online advertising is great for established businesses looking to grow. The ads can help you make connections outside your referral networks. They can act as fuel to complement your marketing plan and help more people learn about and interact with your business.
Before you start advertising, you should consider your goals, target audience, and budget. You can optimize your ads for clicks, calls, or conversions. You can target keywords, competitors, “look-alike” audiences, and more. And you need to decide how much you are willing to spend. The CPM (cost per million impressions) fluctuates, sometimes quarterly or weekly. On holidays you may see costs rise as well, so you not only need to plan how much you are willing to spend, but you also need to plan when not to advertise.
Paid advertising can help expand your reach and target specific audiences, just remember there is no guaranteed return.