New businesses need to adopt marketing strategies that grow awareness of their differentiated offering. Simply put, they need net new customers and no one knows about them. Everything is about awareness.
Often strategies like content marketing are effective at this, to help spread the word of the offering. It is low cost, easy to start and fast to get into market. However PR should also be considered. And awareness mediums such as radio, print & billboards. Tv may also be appropriate, depending on the budget and initial marketing objectives.