Figure out your audience and best tactics BEFORE handing it off to someone else.
With that I mean: you, as the business owner, should be getting those initial customers. Then you should keep talking to those customers. Learn all about them: where they live online, what channels they frequent.
And then clone those initial customers (or at least the ones you want more of). Figure out how you can get more of those at scale. That’s where marketing comes in.
It’s all about understanding the customer, solving their problems and repeating a successful process of getting them into the fold.