The first and most important thing is to figure out where your customers are. I saw a question not too long ago that said they wanted to market to "middle aged women who are into fashion". Then you should spend all of your time on Pintrest!
I've taught a lot of wedding professionals how to specifically target brides using Facebook. For instance, we would run ads to women between the ages of 22-35 who had changed their status to "engaged" in the last 6 months.
So, first figure out what websites or social networks your customers love. Then build your platform there. Meanwhile, you need to have a strong website that you're driving traffic to, so you don't build your online "house" on rented property (facebook, twitter, pintrest, etc). That way if the rules change at any of those sites, you've built a following at your website as well.
I'm currently launching a company that does exactly this for my business clients. I help create an online "personality" for businesses. If you have more questions, please don't hesitate to schedule a call.