Product Marketing, What To Do by Brian Newmark
Looking to market your products online?
Most off line businesses at some point of time realize that going online will help them catch a huge market that locally isnāt possible at all.
Surely, thereās digital products that is the easiest to market as there is no shipping involved. Shipping can be optional though, but in general all you need is an email to send out a digital product in the form of ebooks, software and pretty much any other digital content.
However, whatever be the product, it is the marketing that will decide how good it will do in terms of sales.
Here, in this article, we will discuss several tips to do product marketing effectively.
1) Improve the Product:
Before you start marketing it, you should be absolutely sure of how good your product really is. Always remember, more you market a poor product, the faster it fails.
It costs to do marketing, your reputation with the product will be at stake and once it goes bad, it will be pretty difficult to get things back into shape even if you fix the errors. It is far convenient to work on your product first and hence take it as the first step.
With an improved product that beats the competition, generates less errors, is easy to use and look good – you will get the most bang out of your every single spent marketing buck.
2) Package it:
Something that is packaged well, sells better.
If you are selling ebooks, package it with similar ebooks, give one out for free and make it look discounted if they buy more. If you are selling membership plans, make a few subscription or sales price options. Set a cheaper option with limited features, do an optimal price option with standard features and mark it as recommended or best buy package. Do a package for the high end which has ultimate features.
Packaging is the key to sell more and sell efficiently.
3) Set up the Funnels:
With product marketing, you might not get a sale every time a customer lands on your site. This is something that is common and even if you are generating sales from a fraction of your visitors, you are still doing well. This is normal for product sales and the conversion can be improved all the time. However, what we donāt want is a complete loss when a visitor leaves your shop.
This is not an off line world where people can just leave. Yes, some of them will leave but for most of them, we need a subscription option so that they get subscribed even if they donāt buy anything immediately.
What you need is a good email subscriber list using services like aweber or mailchimp. When a visitor leaves the site or while they are casually browsing your site, get them to sign up on your subscription list. Offer them perhaps a taste of your product or anything else that you can giveaway and get them to drop in their email ids.
Once they are in your subscription funnel, you can pitch them an update any time and increase your product sales.
4) PPC marketing:
Now, itās time for some serious marketing.
When it comes to marketing products, there is simply nothing better than PPC. With pay per click advertisement models and platforms like adwords or even facebook ads, any product can be marketed very efficiently and quickly.
Add that to the demographic information, and not only has the marketing become efficient, it becomes cost effective as well. Demographics information helps marketers to target the people that are specifically interested in the product. If your product is for the single mothers, perhaps in the age group of 25 to 55 and are working part time and lives in a particular country or state or city, the demographic details will help to achieve exactly that.
5) Social media
Social media is the easiest way to sell products. If you are having well developed and active social profiles on twitter, facebook, pinterest, Linkedin or Google+ you are already one step ahead of the competition while doing product marketing.
Products can be sold by posting updates on your social profiles. This is the most cost effective way to market your products. Make your tweets interesting, give discounts and special offers and make it attractive to gain more sales.
Social media is a gold mine for marketing products, but it will only work if we do the basics properly. Social profiles are the launch pads to promote anything on the social media and unless your social profiles are up to scratch, gaining anything much out of social media is impossible. For product marketing, it is important to build up your social profiles as a priority step. This helps in two ways, one it increases sales and the other it increases the goodwill and reputation of the product itself which will all add up to effective product marketing.
By Brian Newmark