If you think your products will sell themselves, you're dreaming. In addition to paid search, SEO, and social media, you might want to consider more traditional forms of marketing and PR as well.

There's a lot of debate whether or not press releases are worthwhile anymore. I've heard good arguments come from both sides, and to be perfectly honest, for most online stores it's hard to say whether the juice will be worth the squeeze.
Companies like Apple can send a release and 2 seconds after it hits the wire there are headlines in every paper and on every TV station in the world. On the other hand, you can spend $500 and send a press release to +35,000 media outlets and be ignored by every single one of them.
At any rate, sending a news release does have its undeniable benefits. Even if it doesn't generate any coverage, it will at least pop up in Google Search when someone is looking for more information on your store or product. If you're ready to give it a shot, here's a beginners guide to writing and sending your first press release:
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