Marketing your online store effectively requires a multifaceted approach that combines various strategies and tools to reach your target audience. 

Here are several effective methods to consider:
1. Optimize Your Website for SEO
Search Engine Optimization (SEO) is crucial for driving organic traffic to your online store. Here are some steps to optimize your site:
Keyword Research: Identify relevant keywords that potential customers might use to find products like yours. Use tools like Moz or Ahrefs.
On-page SEO: Optimize product descriptions, titles, and meta tags. For example, if you sell handmade jewelry, include keywords like "handmade silver rings" in your product titles and descriptions.
Content Marketing: Create a blog with articles related to your products. For instance, if you sell fitness gear, write about "The Best Exercises to Do at Home."

2. Leverage Social Media Marketing
Social media platforms are excellent for promoting your online store. Consider the following tactics:
Choose the Right Platforms: Focus on platforms where your target audience is most active. For example, Instagram and Pinterest are great for visual products.
Create Engaging Content: Share high-quality images, videos, and stories. Use tools like Canva to create visually appealing posts.
Run Paid Ads: Utilize Facebook and Instagram Ads to target specific demographics. For example, if you sell eco-friendly products, target users interested in sustainability.

3. Email Marketing
Email marketing remains one of the most effective ways to reach customers. Here’s how to implement it:
Build an Email List: Use pop-ups or offers (like discounts) to encourage visitors to subscribe to your newsletter.
Segment Your Audience: Divide your email list into segments based on customer behavior. For example, create segments for new customers, repeat buyers, and those who abandoned their carts.
Personalize Your Emails: Use customer names and recommend products based on their previous purchases. Tools like Mailchimp or Klaviyo can help with this.

4. Utilize Influencer Marketing
Partnering with influencers can help you reach a broader audience:
Identify Relevant Influencers: Look for influencers in your niche who have a genuine following. Use platforms like Upfluence to find suitable candidates.
Collaborate on Content: Send them products to review or feature on their channels. For instance, beauty brands often send products to beauty vloggers for unboxing videos.

5. Implement Referral Programs
Encourage existing customers to refer new customers by offering incentives:
Incentivize Referrals: Provide discounts or rewards for both the referrer and the new customer. For example, offer a 20% discount for each successful referral.
Use Referral Software: Consider tools like ReferralRock to manage your referral program effectively.

6. Analyze and Adjust Your Strategies
Regularly analyze your marketing efforts to understand what works and what doesn’t:
Use Analytics Tools: Utilize Google Analytics to track website traffic, conversion rates, and customer behavior.
Test and Optimize: Conduct A/B testing on your website and marketing campaigns. For example, test different email subject lines to see which has a higher open rate.

Conclusion
Effective marketing for your online store involves a combination of SEO, social media, email marketing, influencer partnerships, referral programs, and continuous analysis. By implementing these strategies, you can increase your visibility, attract more customers, and ultimately boost sales.
For further reading and resources, check out:
Neil Patel's Guide to SEO
Social Media Examiner
Shopify's Email Marketing Guide