Assumption - You have a competitive product. You need a marketing/distribution support to get in front of the customers.
Medium to reach potential customers could be anything depending upon the target audience - Social media, Blog, Newsletter, Email, Web platforms like Indie Hackers or Starter story etc.
The problem is here potential.
Potential is too subjective.
I own a website, does that mean I’m a potential buyer for web design and SEO? No. I have 0 desires and intentions to make that purchase at this time.
Getting in front of high intent customers is better than potential. Anybody is technically potential, but if they have zero need for your solution, then who cares.