Many business owners invest the most money in developing their products that they don't have any marketing budget in place when they launch. They've also spent long hours developing their product, that marketing becomes only an afterthought. When you have a website or an e-commerce store, concentrate on making it search engine friendly (SEO). So it is that when a potential client is searching for specific keywords related to your product, then the search engine will direct them to your website. SEO will be an ongoing plan; therefore, don't anticipate vast amounts of traffic coming from Google at first, even if you're using all of the correct keywords.