Depends on a startup and the types of users. Here're some examples by types of how my team does go-to-market. 👇
1 - B2B SaaS:
(i) - build a landing page with clear product description, fair advantages, price and don't forget to set conversion points there;
(ii) - build an ICP dividing TA on segments;
(iii) - Find communities (slack, discord, others) where groups of decision makers are;
(iiii) reach out them with indirect advertising - ask how they already solve the problem/do they want to try to solve it differently?/do they want a trial?
(iiiii) consider the referral program for early adopters to convert them into advocates
2 - B2C SaaS
(i) - the same as above;
(ii) - the same as above, but consider if you need to have both sides at the platform (demand and supply); For example, we promoted an immigration platform Visxa that helped immigrants to solve their cases and, at the same time, needed lawyers who worked with requests.
(iii) - For customers (immigrants) we launched campaigns. They were based on pains and were launched in Facebook as the TA was well presented there. To attract lawyers we analyzed communities and reached them manually through LI (LI is for business and job opportunities initially, so lawyers willingly answered messages)
3 - B2C app
(i) - LP
(ii) - AppStore and PlayMarket optimization
(iii) - Multichannel direct advertising basing on ICP
(iiiI) - Partnering with companies/products that work with the same TA and provide complementary offers