Launching a new product on the web can be an extremely daunting task. You have to create a new Twitter account, collect email addresses, write on a blog, start a Facebook page, go to conferences, and so on.

My question to you is will any of these things actually get you new customers? Chances are they won’t.

Don’t launch your company Twitter account until you are ready. It is a huge mental drain to get yourself to update it everyday.

Don’t start a blog until you are ready to post to it every few weeks with updates. No one is going to read your blog until you have a few customers or some publicity. It is major time-waster to have to update a blog after it has been launched. Instead focus on reaching out to existing industry specific blogs and writing on those.

Don’t start a Facebook page. In most cases all your Facebook likes will be the friends you spam. Wait to launch a Facebook page until you have customers and can leverage it to get more customers.

Don’t go to irrelevant conferences. Conferences are great and can be awesome to attend if your customers are actually there. Things like TechCrunch Disrupt and random tech events are fun (and possibly worth it if you can leverage it to get press). But in most cases it is a total waste of time and money if your customers are businesses owners outside of the tech scene. Instead go to conferences where your customers go to.

Stay focused on where your customers live and selling your product to them. That is what is going to make your business sustainable. Not being “social” right away.