Both Online and Offline channels are equally important in order to promote your brand. Marketing and Advertising play a vital role.

Keyword selection is the first step when you plan to promote your business, no matter it is done in-house or through SEO Outsourcing. Shortlist some of the most important industry specific keywords that you wish to target.

There are quite a few SEO tools that can help you in the most appropriate selection of the keywords. Some of the best paid SEO Tools are Ahrefs, SEMRush, Moz, Serpstat etc. As far as only keyword selection is concerned, I personally prefer to use Google Adwords and Keyword Planner. It is a free tool provided by the Search Engine Google itself.

Most of the times business owners prefer to look out for the Industry specific target keywords and try to include the keywords in their Startup Names.

This strategy is both beneficial as well as risky at times.

Beneficial because it might be slightly easy to get your business website rank better on the keywords which are a part of your brand name, however, at the same time you need to be careful while following this practice because if you ever wish to expand your horizon or change the products and services offered, brand names with old target keywords might result in hindering you from new opportunities.