Search is King
Phone books are only good for propping up short legs on tables these days. Everybody uses search engines to find stuff. So, your company needs good SEO (Search Engine Optimization). To sell stuff you have to get well placed where people are looking: Google and Bing.
But, before you cast your net into that well-stocked bass pond, make sure it is in the right place in your marketing strategy. Not first. There are at least three things that have to be done well before you can gain the best advantage from SEO.
What are the possibly as yet unimagined needs of the marketplace you wish to serve? What can you invent that meets those needs in an original way? How can you create something distinctive or repackage something in an original way? And, innovation doesn't have to mean a high startup cost tech invention. It can just be a proprietary methodology such as "The 5 Step Smithen Method for Cleaning Pools".
How can you package your innovation so that it stands out as distinctive in its marketplace? What special benefits does it offer that need highlighting? How does it make the consumer experience captivating? Think of Apple's packaging. Invent your own words and phrases to describe it. This way, as people learn the special language of how you describe your innovation, they will search for that and you can lock in the top spots on search engine rankings for those terms preemptively.
Once you have created an innovation and perfected your branding of it, the next step is to get press. Send a press release through one of the online services like PRWeb and, if it's a local market, to key people in your local press. If it's an inexpensive product, send a free sample to reviewers. Of course it has to be good, so you get good reviews. But then, the reviews will be golden and they will link back to your site, which is very important to increasing your search rankings.
So, yes, SEO is very important but it shouldn't be at the top of the pipeline of marketing activities. The best way to do it is invent names for innovations and teach people to look for them. This way you aren't going for just a slice of the pie of an existing market but, instead, inventing a new market.