How do you market computer software?

My background is a building architect, I have my own firm which I need to market, and instagram seems to be the best fit for showing images. But for software, I don't think instagram is a good fit. I am here on Product Hunt because it seems to be a good place to start to make people aware of your product, but that lasts one day, so I need to find long term strategies to get my app in front of potential customers. Any advice. FYI, my app Marlowe launches this Saturday June 6th.