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How Will You Promote Your Product Online?

Table of Contents

 

You can sell your products on e-commerce platforms like Amazon, eBay, AliExpress, and Etsy. You can also sell them on your business website or social media platforms through Facebook Marketplace and Instagram Shop. Some of the most popular E-commerce shopping cart options are Shopify, Woo-commerce (WordPress), as well as affiliate marketing.

You can use many different ways to promote a product online.

Some of the most common and easy ways to promote your product online are writing blogs, marketing on Facebook and Instagram, sending out emails to your subscriber’s list, and many more that you’ll find above.

Without a sound marketing strategy to guide you, you will face an uphill battle to establish long-term customer relationships.

Great marketing sells more products. It sounds deceptively simple. But a thoughtful and strategic marketing strategy will take your business growth to the next level.

Great marketing will help you acquire new customers, but it’s the missing ingredient to customer retention that so many brands forget about.

Remember that before you set out to get more customers, your job is to re-engage customers who have already purchased from you.

Yet, hope is not all lost when reaching your target audience. There are still a few tips and tricks that could help you connect with consumers.

Learning how to market a product can be difficult to start, but with the help of this guide, you’ll be marketing products online like a pro in no time!

Here are a few ways you can effectively market your product.

Start filling your sales pipeline today

What Is Product Marketing?

Marketing your product online isn’t what it used to be. It has gotten a lot more difficult to get consumers to notice your business among all the competition.

Product marketing varies from product to product, and it’s hard to generalize a single method that will ensure great results across the board.

According to Statista, ecommerce sales are predicted to surpass $735 billion by 2022.

So, if you own an ecommerce business, it’s high time that you start brainstorming multiple ways to promote a product.

To determine your business’s suitable methods, deep knowledge of your product, target audience, and the marketplace is necessary.

Selling online can be a challenging, thankless job sometimes. Since you are your own boss, you have to handle it all, and learn how to market a product professionally.

These tips and tricks listed throughout this guide can take the confusion out of marketing products online, and help you drive more traffic to your online store.

From marketing to existing customers to acquiring new ones, let’s look at 21 tactics to drive traffic to your new online store.

Loyalty Programs

Loyalty programs are an effective way to promote your ecommerce business and products because they offer an incentive for your customers to return to your online store.

Your customer base is like a garden. If you tend to your customers, you often can grow both the value they receive and the value that comes back to your business.

Loyalty programs are effective because they give customers a reason to return to your online store, whether to use the points they’ve accumulated for a free gift, get free shipping, or receive a percentage off their purchase price.

SMS Signup Coupons

If you had asked somebody about how to promote a product a few years ago, SMS marketing would’ve been one of the top ways.

Although old, SMS marketing is still an excellent way to send out news about your products to your customers.

With this technique, you will be able to get their numbers for future promotions, while providing them an incentive to purchase using the discount they got.

Offer Free Product Samples

One of the biggest obstacles you have to overcome with new customers is the purchase decision.

People are often so anxious about spending money on a new product.

Still, if you provide a select number of your product to consumers as free samples or as an incentive for a greater purchase, you are boosting exposure to your product and, in turn, its future promotion.

Google Analytics

While you’re fighting for your first sale, it’s imperative to spend time analyzing your traffic in Google Analytics. You never know what you’re going to learn.

Analytics will show you what your customers are doing on your site, including which web pages they enter, the time they spend on particular pages, and their route to leave your site.

Occasionally, some tools will display additional information, for instance, how frequently a customer visits your site.

It won’t cost you a penny, either. It’s a completely free service, allowing you to measure your traffic in more ways than you can think of.

It’s important to understand what’s driving your CPC up. As a very broad demographic, it’s simply more competitive to reach women. More businesses are marketing to them.

You’ll find that these and similar factors increase your ad spend on every social media platform.

Pay attention to what your analytics tools tell you to keep costs low while making more sales.

Your expected click-through rate (CTR) is about .90%, but some industries do better than others.

If you need a hand getting started, Simply Business offers a comprehensive guide, covering everything you need to know.

Partner With Complementary Brands

Create partnerships with other brands to cross-promote. Find a business with a similar target audience, but a complementary product.

Each business partner is reaching a whole new yet relevant audience. For example, if you sell outdoor gear, a relevant partnership could be with a brand focused on hiking shoes.

Actual methods for cross-promotion can vary.

It’s safe to say, people who watch videos or share photos of a certain topic enjoy that said topic, so knowing about your product would add value to their lives.

Consider using influencer marketing. Influencers have large online audiences, and have the power to “influence” that audience’s purchasing behavior.

Working with the right influencer can get your product in front of many potential customers, increasing your brand awareness.

Some companies offer expert influencer marketing services if you’re looking to partner with a team for marketing products online.

Influencer marketing is a relatively new concept in the product promotion world but is growing fast.

You can ask the influencer to post about your product twice on Instagram.

For example, you might agree to one Instagram post and one Instagram Story feature—it’s up to you and what you think will resonate best with your target audience.

OMA The Label uses influencer marketing to spread the word about its jewelry on Instagram.

You can also go the traditional route and pay a social media platform, like Facebook, Instagram, or even Pinterest, to show your ads to prospective customers.

Encourage Reviews From Happy Customers

As a genuine small-town paper salesman named Dwight K. Schrute once said, “TripAdvisor is the lifeblood of the agro-tourism industry.” That translates here too.

Reviews are the lifeblood of ecommerce businesses.

Because shoppers can’t see and feel the products in person, they rely on third parties to give their opinions before purchasing online, particularly if they’ve never shopped with you before.

You can encourage customers to review your products by creating and automating the process of asking for reviews and following up.

Make it as easy as possible for customers to leave reviews by providing a template with questions to answer.

As e-commerce expert Drew Sanocki explains in his Three Multipliers Framework, marketing for ecommerce businesses is three-dimensional.

Sustainable growth comes from increasing the total number of purchases per customer (purchase frequency, or F), increasing the average order value (AOV), and increasing the total number of customers (C).

Whether you want more reviews on your website, social media, Amazon, or wherever else they would make an impact, you shouldn’t shy away from asking for them.

If you’re focused on local SEO, positive reviews can help your business.

Video Marketing

If video matters to so many people, you shouldn’t think about how to market a product online without including product videos.

Two types of videos work great for marketing products online: explainer videos and product demo videos.

Explainer Videos: These videos tell viewers how a certain product works and how it will make their lives better. These videos employ storytelling to address customer pain points and share solutions to common problems.

Product Demo Videos: These videos put the words to action by demonstrating the product in action.

Once you create your product videos, share them with your audience on social media, embed them on your website, use them as video ads, or send them with your email marketing.

Online Events And Discussions

As online communication and events surge, there may be opportunities to increase brand awareness with target communities.

Leverage your expertise by participating in webinars or virtual conferences to get the word out about your business.

Find any opportunities for virtual malls and marketplaces like Privy.com‘s new marketplace, and take advantage of them.

Pay-Per-Click Advertising

PPC advertising can be an effective way to bring your ecommerce website in front of fresh eyes. Consider targeting longer tail keywords with high intent for conversion.

Even if there is a lower search volume for a more specific phrase, you may also have less competition and are more likely to reach the exact audience you’re looking for.

Use Entry Pop-ups

The best time to grab your visitors’ attention is when they open your website. That’s what entry pop-ups allow you to do.

With an entry pop-up, you can promote a new product and increase its visibility right from the start.

Social Media Marketing

With your online business, you’ll want to take every opportunity to boost your digital engagement.

When it comes to how to market a product online, social media marketing is the best answer.

No marketing campaign is complete without social media.

Sites like Facebook, Twitter, and LinkedIn are excellent free, or inexpensive — depending on whether or not you opt for paid advertising — ways to spread the word about your business and reach out to interested consumers who may be more amenable to giving their information.

Most social platforms now offer a space where people can buy and sell.

Facebook, for example, has the Facebook Marketplace where users can put up their products for sale to local and global audiences.

Similarly, Instagram Shop features products and their price tags that you can buy directly from the brand.

Twitter’s simplicity makes it one of the most effective ways to engage your target market.

With all of these social media accounts, check your settings and have them open to the public.

Have a friend or professional go through your social media accounts for feedback on what to change, fix, or improve.

An excellent method for finding potential customers is to proactively search for people tweeting questions about your industry and reach out to them in a helpful way.

The idea is not to pitch or even mention your products – just be helpful.

Increase referrals, reviews, and other promoter activity through social media marketing and email marketing. Improve visibility in places you don’t have to pay for a click.

Paid social media marketing and influencer marketing both fall into this bucket. They can help you validate your product and cost-effectively scale them.

That includes organic search results through SEO and social media platforms with social media marketing.

Another benefit is that customers/prospects can ask questions about the product in the comments section. Their questions and your answers can serve as an organic FAQ.

The post can link to a landing page or blog post with more information.

If you have a niche audience or loyal following, you may also want to use a custom hashtag in your promotion post.

This will not only expand the reach of your campaigns, but may also inspire customers to share posts and pictures to their accounts, using the custom hashtag.

Invite customers to share pictures of themselves using your product for added social proof.

BlackMilk pulls the hashtagged pictures into their product pages so other customers can see how the clothing fits and looks on others and how fun it is to wear.

Regardless of which social media platforms you decide to use, you need to get the most out of your ad budget. If you don’t, they’re not the “best” for you.

And ensure you regularly update social media platforms. Some social media platforms don’t need to be updated periodically.

In addition to generating more excitement and buyers for your new offering, the increased engagement with your social media account will likely drive more traffic to your website, put your business in front of new customers, and create a fun means of connecting with your audience.

Check-in on it once or twice a month to ensure everything runs smoothly.

These platforms won’t haul in customers as the busier sites will, but your time was well spent if it takes you 10 minutes to set up for one of two great customers.

This will lead to higher user-generated content, which is an amazing promotion technique.

Blurring the lines among social media, websites and e-commerce mean these important marketing methods are no longer stand-alone components.

Instead, they’re one large, fully-branded push to increase sales.

Run A Social Media Contest

Social media contests are a fun, easy way of connecting with customers and bringing in more fans/followers and prospects for your business.

Facebook contests garner an average of 34% new customers per campaign, which is a great way to combat the platform’s low organic reach.

As far as positioning is concerned, the winner(s) of your Facebook or Instagram giveaway should gain the opportunity to be the first to get their hands on your new offering, and get it for free or at a discounted rate.

Social Media Ads

Scrolling through your social feeds, you’ll notice a ton of ads. It’s a great idea to get your online store in on the action.

Facebook and Instagram are the most popular places to post social media ads (but don’t be afraid to look at other options).

Social media is a great place to focus ad spend because you know people are spending time on social platforms.

If you were going to buy a billboard, which road would be the best to put it on? Think about social media advertising like this, too.

If your audience spends a lot of time on Instagram but not Twitter, you’ll want to focus your spending on Instagram. You can use photos and videos in your ads, but start small.

A photo ad can be a great way to get your product in front of new people.

Run A Survey

Consumer surveys are an ideal tool for obtaining honest feedback.

Unlike your friends and family, consumers have no qualms about hurting your feelings by picking at your web design or marketing material.

To run your survey, you can use online apps like Survey Monkey and Qualaroo to create online surveys.

QuestionPro has a list of 45+ questions to ask e-commerce visitors, which can help you get the most out of your feedback.

Amazon

Depending on where you sell, you’ll have to pay fees and/or a commission on your products, so try not to go overboard if you’re on a tight budget.

Have you heard of Amazon? It’s this up-and-coming e-commerce platform everyone’s talking about.

In all seriousness, Amazon is a great (and not new) place to sell and advertise your products. You can even create a virtual storefront for people to browse all of your offerings.

Google My Business

Marketing products online doesn’t only have to lead to an online sale. Don’t forget about driving foot traffic to your store.

If you have a Google My Business profile, make sure it’s up to date so people can find your business when they search for it.

Content Marketing

For your first audience, people who know about you, you should have a direct line to them — either through email communications, content marketing, or via social media.

You can communicate with them directly and for “free” (not counting any budget you might spend on tools).

For your second audience, you’ll need to find ways for them to discover the products you have that meet their needs.

This can involve search engine optimization (SEO), content creation (like blogging), and search engine marketing.

And for your third audience, you’ll need to think about brand awareness.

Blogs, podcasts, whitepapers, and other forms of content marketing can be a great way to take advantage of search engine optimization and lead consumers directly to your product.

Topics can range from your industry to specific issues your product can address.

If you can create epic content regularly, you’ll begin to see the power of content marketing via social media shares, search engines, etc.

All of this is covered in our guide to content marketing.

Be sure to announce the content across all of your marketing channels, not just the social platform you’re using to run the main campaign.

This includes your other social media channels, website, email newsletters, and even paid ads.

Email Marketing

According to DMA, email has an average ROI of $42 per $1 spent — not too shabby. Building your email list, however, costs very little.

Data is arguably the most important currency of any business, especially those selling their products online.

So building an email list is an indispensable way to create a lasting bond with your customers.

Be sure to offer some kind of incentive to encourage users to enter their email addresses and follow up on content, supporting your business and its product throughout.

Having a list of emails from previous and potential customers means you can get your information, products, and content into their mailboxes.

Have a blog newsletter form separate from your rewards emails or a weekly coupon update that’s separate from industry news.

Send different emails to different audiences based on their engagement with your brand. You can do this with several email marketing tools, including EmailMarketingFX.

In contrast, updates made to your Facebook page and Twitter handle will rarely reach your entire following, due to time zone differences and social media algorithms.

If you need some more advice on getting started, here’s a perfect beginner’s guide to email marketing tools.

Write Blog Posts & Promote Then On Social Media Platforms & Search Engines

When promoting your new product or service, you may not have a landing page for customers or subscribers to go to.

After all, your new offering could just be an upgrade on an existing platform or account.

In this case, your goal may not be to get more customers, but to engage your existing customers or re-engage dormant customers.

Having a blog post written on the newly launched item is a great way to go into depth on all of the details, features, and benefits you would otherwise include on a landing page, and you can share the link to the blog post via your emails or social media

Use Google Ads

Ads are a universal promotion tool, and this guide will help you figure out where to best place an ad for your online store, and how to phrase it to attract customers.

Using Google Ads for search engine marketing allows you to bid on keywords, so that you can show up first in search engine results pages.

You can use free keyword research tools, like KeywordsFX and Ubersuggest, or paid tools like Ahrefs and SEMrush, to gather data on which keywords you should target.

Getting the coveted “top spot” is what search engine optimization is all about — but, a head’s up, Google Ads will still show up first.

Affiliate Marketing

You’ve probably seen ads when clicking through different websites online, but have you ever wondered how some of these ads appear?

In some cases, they may be part of an affiliate marketing program.

Trying to sell your products alone can be difficult, so why not share the load with others?

As passive income has continued to grow in popularity, so has the concept of online affiliate programs.

For a commission, sellers will help you promote your product online, essentially doing the job of marketing it.

While this is more of a slow burn approach than other methods, affiliate marketing proves that it works wonders for certain kinds of products and services.

Affiliate marketing is when you let other people market your products and send you website traffic. In return, you pay them a percentage of any sales from their efforts.

Track their marketing efforts can by providing a unique hyperlink or coupon code.

For example, a website owner may post your affiliate link for a blue sweater for sale on your website.

If one of his website visitors clicks the link and then buys the blue sweater, you’ll have made a sale, and as an affiliate, the website owner will be entitled to a percentage of that sale.

Design Your Online Store To Look The Part

First impressions are everything, and when it comes to selling online, first impressions rely heavily on web design.

The key to driving organic traffic to your ecommerce website is SEO. You need to make your site easy to find for people who aren’t familiar with your brand, but who need your products.

Once your store is set up, you can promote your site to your existing customer base.

Visitors need to understand your brand and products without too much scrolling or exploring. Furthermore, navigating your catalog should be easy, if not enjoyable.

Start filling your sales pipeline today

A Major Downfall of Online Marketing

Setting up your e-commerce store is no easy task, but plenty of online shoppers are ready to spend cash online.

Self-doubt is a major inhibition to having a successful online store.

It’s hard to get out there and market yourself if you compare your store to others or feel like you are unqualified to do the detailed jobs running an online business requires.

When you feel this way, take a step back and revisit your e-commerce strategy:

  • What is your goal?
  • Is your online store your main source of income or side hustle?
  • What does your eCommerce site do besides bring in money?
  • What makes you passionate about running this online store?

Remember, even huge companies with an entire floor of employees devoted to statistically promoting ads have failures; it’s just a fact of business.

Make notes about why your ad failed and move on to a different strategy. Take note of the time of year you posted, where you posted the ad, and who your target audience was.

With social media ad flops, check your hashtags and your target audience.

  • Are the hashtags you used still popular and relevant?
  • What are the new tags that you could include in your next post?
  • As cliché as it sounds, check out what the young people are doing to get your next ad idea.

Kennected's Revolutionary Product

Given the specifics of your industry and your business itself, there’s no telling which marketing strategies will be most effective.

The approaches we’ve detailed above are just a few of the possible routes you can take to market your product, and we recommend extensive testing to help isolate which methods work best for your specific needs.

Our digital marketing agency specializes in lead generation via LinkedIn. Contact us for a demonstration to see if any products are best for your business.

Cloud Kennect is your go-to source for lead generation in digital marketing. Check out our blog, free resources, and other tools that make online advertising easy.

At Kennected, we believe digital marketing doesn’t have to be complex, and big goals aren’t just for big businesses.

We’re all about relationships, not revenue.

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