Google is really where everyone should start. You should use Adwords [only exact and phrase match] and display and use very targeted keywords for both. Next make sure you are capturing email leads and mail them weekly unless until they become customers or they don't convert in a reasonable period of time. Co-promotions that leverage your email database are very effective as well. Do the basics on Social media but don't think you can drive your business with that, focus on the things you can drive. Last is SEO which is the "long game". It takes time to get ranked at any meaning full level. There are a number of strategies that work but don't expect it to help feed the kids tonight or later this week even. Set your site up correctly with the proper "readable" meta tags, alt tag your images and get PR and then get more PR. Links in are really what matters... that and site speed, and more links in.