Principal at Gravell Insights, LLC
You have been given some excellent advice already. My only additional thought is to focus on what value your business brings to your target market or what need it fulfills - try not to stray too far from that core competency. Keep your ads simple and always inclusive of your primary value. Straying too far from core value may confuse your primary audience. Also, do some research to understand or validate what sources your target market trusts and uses. Then focus most of your ad efforts there with adjancent sources where appropriate.
This professional recommends the following next steps:
- Document and refer back often to the core value and unmet needs that your business brings to your target market.
- Research media sources that your target market trust and utilize.
- Stay focused on those trusted and utilized media sources. And evaluate adjacent sources as appropriate.