Greenlight as a process has numerous issues, among them being buried in Steam, a process that makes no sense to anyone and a lack of proper updating. However, that is not what we are here to discuss at this time beyond in how it impacts the story here.
Given the hidden process of Greenlight and the fact that a lot of games stall out at a certain interest level, game developers have attempted to come up with different ways to promote their game. Sometimes that is through other game shops like Greenman Gaming, Indiestand, Desura, Gamersgate, and so forth. Sometimes, it is via promoting it on social media, getting out and talking a lot and doing whatever you can. Oftentimes, it is a mixture of various things that small business’ everywhere are known to face – trying to run and work on your product while promoting it.