Get To IT, Product Marketing Done Right, by Brian Newmark
There are always 2 sides of an online marketing campaign.
One is the sneaky way to do it which often backfires. The other is a more trusted way which does not bring quick results but sustains results overtime.
When product marketing is done right, it brings with itself many things which include conversion, brand loyalty, reputation, customer loyalty, leads etc.
It is more than just sales; it is about a complete process.
Here, in this article, we will discuss several ways by which a product marketing campaign can be done right.
1) Do a Launch:
A product launch is an absolute must for any product before the marketing starts. If possible, an early update with a coming soon page can be helpful. At this stage the product is not ready, so a press release containing more details about the upcoming product can be very helpful. This will grow interest for the product in the target market.
It is also important to have some social buttons and an email subscription form to catch the leads. Once the product launches, those who left their email ids can be contacted and updated about the product.
2) PPC via Adwords:
For selling products nothing can be as effective as PPC platforms like adwords. With adwords, one can target pretty much the entire internet as the publishing platform adsense, where the ad gets published, is used by a huge number of website owners. Adwords can also get you placed on the search engine ranking pages as sponsored ads.
If the right keywords are targeted, adwords alone is enough to dive in sales.
3) PPC via Social Media:
Social media can‚Äôt be underestimated. With platforms like facebook and twitter that has strong demographic data and covers pretty much everyone on the internet, their official advertisement system is yet another option for the PPC marketers.
Facebook ads offer a variety of options, such as sidebar ads or sponsored posts or simply boosting posts to reach a greater audience. Keywords play a good role here as well.
4) Organic Social Media:
Social media has gone really niche with sites like Pinterest or Reddit rising up to a great audience by the day. It is still difficult to reach the audience of these social networks via paid channels. This is where content and its merit becomes important. Having great content on your site and using it as content marketing system helps dive traffic to products via these networks.
Pinterest is particularly good for selling products. If your product is targeted to a female audience, then Pinterest is an absolute must.
5) Search Engine Optimization:
Organic search traffic is still the best when it comes to conversions.
Search traffic can be achieved with great content and optimizations. With great content linked to product pages and sometimes the products itself, driving sales becomes a lot easier. This is a technique that affiliate marketers have been using for some time and it can work well for selling own products too.
6) Email marketing:
Maintaining a responsive email subscriber list helps a lot with product marketing.
Selling any visitor on the first attempt is almost impossible. The conversion rate of first time visitors to a site is always poor. The best thing that can be done is to get a lead, get the visitor to drop his email.
Once you get their email, start sending them some useful information. Get them hooked into your emails so that they start to expect and wait for your next email. This is where soft sale comes into play. Hint them about buying your products; give a small mention about a new or upcoming product. Get them to try your products once in a while.
On the internet, the more your give away, the more you get back in return.
Contest is one such marketing method where you give away cash and products to a lucky few but generate awareness and marketing for your products that reach a huge and targeted audience.
Any marketing activity costs money. Contest is no exception unless you find sponsors. However, contest is something that generates a lot of buzz; other marketers take part in it and often write about it and spread it on the social media. This brings in a lot of interest about the content which is all great for marketing.
Product marketing is a tricky thing, as it requires conversion. Simply getting traffic and buzz is not helpful unless it brings some kind of a result. This result or conversion can be in the form of a sale which is easy to count, or a lead in the form of a social follow or share or dropping an email id etc. This lead can be later used for promoting the product and gain benefit out of it.
Targeting your product marketing to generate brand loyalty and building repeat customers is far better than chasing direct sales.