Knowledge of how to market a product can help you grow your business sales quickly. When you begin to master that knowledge, you give your business an even better chance to succeed.
To understand your target audience and market your product to them, you’ll need to experiment with different marketing ideas.
In this article, you’ll find 10 effective marketing tips to promote your online business.
How to Market a Product
Know Your Audience. It shouldn’t need to be said, but you have to know your audience before you can market your product to them. Before you launch anything, a new service, or product, spend time doing competitor and market research. The research you do will help you both identify possible audiences and see if the marketplace is saturated or not, who else is selling similar services or products, as well as how they market them. Once you know the audience that is seamless for your product, you can then start planning how to market to them and not before.
Look at their user behaviour; what websites they spend time on, what social platforms, they utilise and then see how you can set yourself apart from your competitors in a way that your audience can identify with. That may be using a less formal tone on your website, or creating an iconic brand mascot that your audience will fall in love with (think meerkats) or by simply offering your service or product more efficiently than anyone else.
Start with Niche
It might be fun to dream of owning an ‘everything’ store like Walmart or Amazon, but that premise isn’t for everyone: sometimes niche is best.
Having a neutral brand name that doesn’t mention the niche is a good idea. When you first start building an online store, concentrate on developing a brand around a niche because through niche marketing it will then become simpler for you to identify and target potential customers or partners. It will also help you to become an expert in that niche, as you will know which marketing strategies work better for you in more specific terms, rather than a more generalised approach.
For example, you might start off as a sports shoe store. As your store begins to grow, you may start expanding into other relevant categories such as sports shoe accessories, or more general sportswear, or develop your own branded sportswear or fashion accessories such as hats and sunglasses. You won’t know which niche area to expand into until you get to know your customers, once you get to know your customers, you can start testing other relevant products to find further customers and expand your brand more.
The positioning and branding of your online store will also benefit as a result of niche marketing, and your brand credibility develops over time with the niche that you have chosen.
Build Strong Customer Relationships
Treat both your unhappy customers and your happy customers like your best friends. When consumers are unhappy, you need to put in extra effort to resolve issues.
Put yourself in the shoes off your clients. Imagine being beside yourself with excitement about receiving a product, and when it arrives, the quality is poor or it’s smaller than you expected and customer service didn’t resolve the issue to your satisfaction, we’ve all been there. If you have been left feeling frustrated, angry and disappointed, guess what? That’s how your unhappy customer feels. It can be a good idea to offer a refund, or a small, free gift but do whatever it takes to make them happy again, because one bad experience can have a massive knock on effect, what trying to build brand trust.
Now, there is always an emphasis placed on unhappy customers but what about the happy ones, do you respond to happy customers?
Most businesses don’t! But they should and you should too. If a customer is engaging constantly with your store, build a relationship with them. Thank the customers who write positive reviews, reply to emails where customers tell you they love your product. You turn happy customers into loyal customers, by building a relationship with them. Loyal customers spend more money in your store, who then becomes a brand ambassador who markets your product for you.
Elicit an Emotional Response
To effectively sell products online, you have to elicit an emotional response from consumers. Some of the ways you can do this is by adding product scarcity or urgency strategies such as countdown timers showcasing limited quantities, producing quality copy for things such as product descriptions using words like ‘right now’ or ‘today.’ or by having flash sales. If your product or service solves a problem, mention the problem and explain how that service or product solves that problem.
Images on your site can also elicit an emotional response. From the colours you use on your website, to the emotion on your model’s face, can lead your customers through your sales funnel. Doing some research on colour psychology can help elicit the right emotions, but don’t forget he most important thing; understand your target group.
Emotional connection is unparalleled when it comes to sales. It doesn’t matter if you’re executing either conventional or novel business ideas, if you find an emotional selling point that appeals to your customers and work towards promoting it through your content it prove invaluable when building relationships with customers and will show them, through your content or actions, as a brand that you care about the things they care about.
Find what appeals to your demographic and create emotional content that captures their attention and moves them to take action.
Personalisation has been proven to increase online sales. Marketers make as much as 20% more by personalising their website. You can distinguish the shopping experience in a number of ways. You can suggest products based on customers’ previous browsing experience, recommending sizes based on a customer’s weight and height to help them determine their best fit, through retargeting; sending emails with their actual name on or welcoming them onto your website with salutations such as, ‘Welcome back Olivia’ when a customer logs in.
Personalisation, shouldn’t just be limited to consumers seeing their names at the top of an email, it is more about providing relevant content specifically for them. Personalisation is about creating brand trust and convenience for your consumers. It should create or develop the emotional response we talked about earlier, when a page or email is sent to them, make them interested or excited to hear from you and leave them wanting to find out more. By personalising the shopping experience your customer will be more likely to make a purchase, creating better relations with your target customers.
Creating Gift Guides
Focussing on creating gift guides during the holiday season is standard practice, but creating them months in advance will allow your content a chance to begin ranking in search engines.
If you sell lingerie, you might want to think about creating gift guides for anniversaries, bridal showers, weddings, hen parties, or Valentine’s Day. If you sell men’s clothing you might create gift guides for Black Friday, Christmas, or Father’s Day. But don’t forget your niche gift guides for specific audiences. This will help monetise your blog content by ‘recommending’ products in your store. You can also add a buy now button for products on your blog posts.
Promote your online business by writing content for other blogs. Have a link back to your own website or product within the article or in an author bio at the end. Through guest blogging, you can share your niche expertise with others elevating your status as an expert.
The key to monetising any traffic from these guest posts is to use retargeting ads on your store and have them running constantly. So if a lead lands on your site and doesn’t make a purchase, you can continue to remarket to them through ads.
When choosing suitable websites for guest blogging, focus on complementary or relevant niches (a relevant niche, might see you write guest posts on blogs within your niche that don’t have online stores). A complementary niche would be one that has a similar target audience but sells different products such as exercise equipment, if you sell apparel, or store partnering with a suitable brand. Guest blogging is one of the best ways to build relationships that may help you in the long run by developing both business opportunities and connections, through brand value, and link building.
Reusing Customer Generated Content
As your popularity grows, your customers will start sharing images of your products. It’s a great idea to then add those pictures to your store or website and then repost them on your social media platforms and tag them. When someone new visits your website, and they see the customer photo they’ll be more compelled to make a purchase of their own as they know what the received product looks like and happy the customer is because they liked what they received enough to then share their own pictures, similar in many ways to a product review.
Encourage customers to leave a review with pictures on your store which you can then use to share on your social media. It keeps costs low as it shows off different angles and images of your product without you having to invest in further product photography. Asking customers for permission before creating ads with their faces on is the way to go and don’t forget to credit them.
What Type of Content Should You Be Creating
Content opportunities are everywhere, you can use blogs, eBooks, articles, infographics, videos, social media, or anything else to spread your content. But the main question you should ask is, what type of content you want to invest in? You need to create engaging, brand-enriching content to get noticed online. You can use tools like BuzzSumo to see what the most shared articles are within your niche, or on a competitor’s website and even your own site!
By analysing what type of content is shared most, you can improve the type of content you create for yourself and hopefully then create better content that provides added value to your potential or existing clients. By offering valuable content, you also increase your odds of having your content shared, thus increasing your audience size and boosting your sales.
There are also tools such as CoSchedule’s, Headline Analyzer, which can create headlines which attract higher click-through rates. When you have done your content properly, it allows you to bond with your customers in a unique way, and can help build trust as well as keep your users informed and up to date.
Create YouTube Videos
Did you know that YouTube has more than a 1.5 billion monthly users, I’ll just let that sink in.
The platform is so extensive that it can be accessed in 80 different languages, that’s 95% of the world’s languages. YouTube provides your brand a unique sales channel through which you can market your products, and for users to both experience and share it in a simple and popular format.
Creating regular content can help you provide added value for your customers, increase brand awareness and improve your sales. The problem is that you’ll need to commit time and resources to create videos and regularly. To start with, you might want to make several videos a week and then decrease it to once a week after you’ve built up a sizeable audience. If you sell sports apparel you might create style tips videos. If you sell tranquillity you might create videos about goal setting, organisation, or mindfulness. In the long run, you need to determine how to provide value to your customers based on your niche.