Marketing your product online has one bad rule. It's not a rule so much as a practice. Whether it's good or bad, I'll leave down to you to decide. Here it is.
In order to market your product effectively online, you at least need a presence on each of the major social networks.
I'm talking social network accounts here. Google+, Facebook and Twitter. Without a doubt the most popular networks out there, and if you want to market your product you need an account for each of these networks so that you have an outlet for your product. I'm aware that you don't need to be sitting on these accounts on a daily basis to monitor it, but it does require some maintenance. And that's my problem. Why do you need to have an account in these networks just to market your goods? Is there an alternative?
There is and it's probably been staring you in the face since you sat down at your desk this morning with your coffee.
Long forgotten as the first popular form of sharing content, email has been increasingly replaced by social network forms of communications. It is one of the last remaining forms of open communication that just works. You can send a message to anyone providing you know their email address. It doesn't matter which email service you use, which client you use or even if it's self-hosted. Email just works and it cuts across the borders of social networks easily. Straight to the people that matter. The people who buy and could potentially buy your product.
You might be able to reach more people by managing a separate account on each network, but do you have time for that? I sure as hell don't.
Lately I've seen a resurgence in the use of email by others to market their products and services. Newsletters are an increasingly great way to market your product to others. Letting people know of changes and offers in your product keeps your customers up to date. A call to action at the end of the email is also a great way to encourage potential customers to check out your product or even buy your product.
The best thing about it though is that it's already there.
Waiting to be used. Marketing your product starts with an email to the right person. Sometimes that's all that's needed to start selling your product.