David Hernandez shares some marketing tips in this week's HFN, including using influencers, reviews, and SEO. I'd add that David didn't mention an important feature: choice. Choice, also know as selection or inventory, is a major underlying factor for all other marketing tools. If there is no selection or a lack of online, then no matter how good ur marketing is--a customer can't buy online because the item does NOT exist online. Fundamentally your store has to have all items online in order to allow your marketing to be acted upon.