for online traffic for your website, you can make your fb,twitter etc. social media more active. and submit your software to the website. Also you can try email makketing and seo.
Promote your software by creating a website in your domain. From here you can share your website using social media, blog posts, blog comments, forum posts, etc. You may also need SEO experts in your industry. =) Hope this helps!
advertising is one of the most important part for introducing any product to the people.so you can try different social media network for advertising purposes.