There are a number of best practices -- and, generally, they are universal regardless of your product or service.
The one that I would stress above all others is: Understand Your Customer.
That is, resist the temptation to "jump in and build something", take some time to interview prospective customers. Understand what they want (be looking for clues, as Steve Jobs famously said, most consumers don't know what they want, but you can find sources of friction and answer those)
Talk to people. Understand what frustrates them with the current solution. What would their lives be like with your product? Do they *need* this? What happens if they don't have it? Are their implications if they don't buy? Is their FOMO (Fear Of Missing Out)?
A lot of entrepreneurs make a solution based on *their* perception of a problem without taking into consideration that their ideal customer may have a different need.
Good luck and let me know if I can help further,
I've been doing online marketing for over 9 years and have helped a lot of people/companies bring in sales.
Start with figuring out your target customer. What problems are they having? What blogs to they read? What events do they like to go to? What kind of education do they have? How old are they. The more specific you get, the easier it will be to direct targeted ads to that core target customer. These are the people that will take the least amount to "sell" before they pull the trigger.
Next set up ads on platforms like FB, Instagram, Etc. targeting your core customer to get them to your sales page.
Have you already built up inventory? As you know, the hard part about building physical product companies is they require a lot of capital outlay to build up inventory. A good way to work around this is do a crowdfunding campaign on Kickstarter or a related platform. It will help bring in capital to work with, and more importantly, prove there is a market for your product before risking all your money.
Let me know if you'd like to go more into detail with how this relates to your specific product.
My marketing agency has a free guide that will walk you through how to create a marketing strategy for a product or service. You can access it here: https://www.facebook.com/bloominari/app/307339332686535/?ref=page_internal
I also recently published a blog post regarding marketing strategies for new products, and maybe that can help you, too: http://www.bloominari.com/blog/good-marketing-strategy-for-new-product
Please let me know if you have other questions or need any help with executing strategies.