Businesses have changed their models of conducting sales and marketing. They have shifted from brick and mortar models to click and mortar, where everything has to be available online and in stores as well. The basic step to online appearance is to create a Wikipedia page. Once you have the page then opt for different accounts on social media, do email marketing, promote affiliate marketing, allow two-way interaction with customers, bring interactive sessions for them. Hold online contests for your product distribution. This is how to start an online appearance.
Can you suggest something else?