I've been on this forum for 10 years now.
I've consulted with companies that do tens of $millions per year.
Here is what I would do:
If you've just started or been planning your online business.
I would concentrate on traffic and conversions.
You need to get in front of your audience with your message. You need to stand out. Your have to have a unique message.
Get your message in front of as many people as you can.
There are Tons of traffic sources. Start a website with your posts, articles, etc... Spread your message, get your hands dirty. Upload your pdfs into document sharing websites, find relevant websites where people hang out.
Connect with influencers.
Go to buzzsumo (dot) com and find influencers. Connect with them and tell them how you can help them, offer something valuable. Offer to help them first without any expectations of a return favor. Get noticed.
Build a website and build a landing page.
Make your goal to build email lists. Your lead magnet should also be something else than just an ebook. Think outside the box and create something really unique that they don't get anywhere else.
An email list is a true asset. Connect with your potential customers. Create a cult. Create a following.
Tell your story. How you got started. People love good stories. People remember them.
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Convert your traffic into an email list. Create an asset. Make them know, like and trust you.