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10 Effective Ways How to Market a Product

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10 Effective Ways How to Market a Product

So you’ve crafted the perfect design, made the products you’ve always dreamed of having, set up your store, and are ready for the first sales to roll in . . . what now? It’s time to tell the world about your product! 

The hard work doesn’t stop when you’ve created a product and added it to your store (trust me, I know). In fact, marketing a product is just as important as making one.

The author and inspirational speaker Simon Sinek has said that “the hardest part is starting. Once you get that out of the way, you’ll find the rest of the journey much easier,” and he’s absolutely right.

To help you start your marketing journey, I’ll share several ways to market a product online and create a product marketing strategy. You can also find a downloadable checklist at the end of this article so you can use it whenever you plan to promote a product.

Let’s get started, shall we?

How to create a product marketing strategy: the basics

What is a product marketing strategy?

There’s no strict definition of what a product marketing strategy is, but to put it simply—it’s a plan that you create to understand how you’re going to reach your target audience and turn them into your customers. It can be a colorful visual or a simple list, and it should include these key elements: who you’re selling to, how you should promote the product, and what your goals are.


Why do you need it?

Planning is vital when it comes to, well, I’d say everything, but most importantly, your business. Having a written-down strategy that you can always have at hand will help you promote products more clearly, reach goals much faster, and allow you to communicate your vision to any teammates, collaborators, or customers.

Now that I’ve (hopefully) convinced you that the go-with-the-flow approach won’t be as effective as planning your way to the top, let’s go through some of the basic steps that’ll help you create a marketing strategy.


Researching the market and competitors

To better understand how and where to market a product, you should research your specific market and analyze your potential customers. The research will help you make decisions based on the existing market and understand how to compete with other brands.

Define your target audience

Defining your ideal customer is the most crucial point in your product marketing strategy. Every business owner wants to sell their product to as many people as possible, but there’s no one-product-fits-all. This is why it’s so important to advertise your product to people who will be interested in buying it and talking about your brand.

The first step in defining your audience is creating a detailed description of your target customer. For example, if you’re selling athleisure wear, outline who you see wearing it in terms of their identity, age group, income, location, style, hobbies, and so on.

The second step is understanding what problems these people might face and how your product can help fix them. To gather this information, you can search for feedback on your competitors’ products, research general market reports, or interview people who might be interested in your products.

Analyze your competitors’ work

Another important research point is to analyze your competitors and write down what works for them and what doesn’t. Explore their websites and social media profiles and use them as a source of inspiration to make something of your own.

Just keep in mind that copying ideas is still a no-go, and you should always be cautious when looking for inspiration. For example, if Nike is a brand that inspires you, don’t just replicate their style and campaigns to make an identical look or product (it’s also illegal). Instead, use their work to get some ideas and see how you can use them for your brand.

Specify your products’ strengths

Think about what makes your product stand out from similar products in the market. Use your product’s strengths as the selling points in your promos to let the buyers know why they should choose your product instead of any other. For example, if your product is made of recycled materials, or has a unique feature that similar products in the market don’t have, highlight it in the product name, description, and advertisements.

Read more: “32 Useful Market Research Tools for Startups and Established Businesses”


Determining promotional channels

After you’ve researched the market, got some ideas from other brands, and defined your target audience, it’s time to determine where you’ll promote the product.

There are multiple promotional channels where to market a product (and we’ll discuss some of the most popular ones later in this article) but you don’t have to use all of them to have a successful product marketing campaign.

The market research you’ve done before will help you understand which channels work the best for your product and audience. For example, if your target audience are Gen Zers who spend a lot of time on TikTok, that’s where you should promote your product the most actively. 

Read more: “Marketing to Gen Z, According to Gen Z [with Infographic]”


Setting the goals 

We’ve reached the last stop before you’re ready to decide how to promote your product which is setting the goals.

Your goals don’t have to be too ambitious or unrealistic—quite the opposite, they have to be something you genuinely believe can be achieved. A good tip is to make your goals based on the SMART methodology that’ll help you be more determined to reach the goals. 

The acronym SMART stands for specific, measurable, attainable, relevant, and time-bound; parameters you should try to base your goals upon.

Here are some examples of goals you can set for your marketing campaign:

  • Reach X amount of sales during the Y holiday period
  • Attract X new customers in the month of Y
  • Have X orders placed during the Y campaign
  • Gain X social media followers on Y platform Z days after a post
  • Have X new homepage visitors in Y days

If you’ve just started out, your product marketing strategy doesn’t have to be overly complex and hard to fulfill—choose a few promotional channels you know you’ll keep up with and set attainable goals. As long as you have a plan on what to do and how to do it, you’re on a great start!

Now let’s continue our ride and learn how you can advertise your products.


How to market a product

Social media marketing

Social media is one of the most powerful marketing tools that has probably ever existed, and it’s beginner-friendly because it costs nothing to get started. Statistics show that more than half of the global population are active social media users, making social media platforms a perfect place to not only market your products, but also attract like-minded people and build your audience.

Learn more: Guide to Using Instagram Hashtags

Here’s how to market your products on the most popular social media platforms.

Create content that represents your brand

There are multiple social media platforms and each will require slightly different content. The most popular ones currently are Facebook, YouTube, Instagram, and TikTok, and most businesses use at least one of them to promote their products.

Facebook

Facebook works as a digital business card for your brand, so here you should add a brief description of your brand and products. This is also the platform where people will most likely look for any business updates, reviews, and active deals, so make sure to regularly share them on Facebook. 

Aside from the serious stuff, Facebook is also a place where you can entertain your customers and host Facebook Live events to talk about your products, brand, or any topic related to your business. For example, beauty brand Glamnetic often holds Facebook Live events to share tutorials on how to use their products. 

On Facebook, you can also repost other users’ posts, upload fun memes, and engage with your followers by answering their comments. Here’s an example by the fashion brand Princess Poly who posted a meme that’s relevant to their brand and target audience.

A collage of the actress Lauren Conrad on the TV show "The Hills"

Source: Princess Polly

YouTube

Even though YouTube posts might require more production and editing skills, it’s an awesome platform where you can talk about your products, tell the story behind them, and get more up close and personal with your followers. 

Make YouTube videos that show how your products work, what their benefits are, and share the different ways your customers can use them. This way people will get to know the product better and have more trust in purchasing it. 

Instagram

Instagram is the home of polished pictures and themed feeds. Its users usually follow accounts that they find inspiring or educational, and appreciate frequent content (but not spammy either). 

For example, if you’re a clothing brand, you can post photos with full outfits that are trendy and match your brand’s style. Here’s an example of the clothing brand’s M.92 Instagram feed where they not only post pictures of their products but also show how they look on different people.

A collage of 9 pictures by the brand M.92. that show outfits with their products.

Source: @m.92_clothing on Instagram

But remember that not all your posts have to be about the product and selling only. You can mix your product photos with inspirational, educational, or any other visually appealing content as well. For example, if you sell customized mugs, why not create a post with a recipe of the best matcha latte, or a refreshing iced tea. 

Instagram Stories, on the other hand, is the place to post more laid-back content, create polls, share behind-the-scenes, answer questions, and engage with your followers on a more personal level. Here you can also share interesting bits of your day as a business owner.

TikTok 

Social media marketing has never been the same since the short video platform TikTok skyrocketed with its unique algorithm that’s based on each user’s interests, interactions, location, and other details.

On TikTok, you can showcase your products by adapting them to the most popular trends and sounds. Its algorithm works in a way that shows your videos to people with similar interests, so it’s very likely for a brand to show up on the target customer’s feed. For completely free!

There’s a common misconception that TikTok is a platform for Gen Z and younger generations only, though statistics show it’s almost just as popular among older generations. However, if you’re still not sure about TikTok but are into the short video format, you can try Instagram Reels. Instagram Reels have a very similar concept to TikTok and can contribute a lot in gaining more followers and, consequently, more customers. 

As you can tell, nowadays, buyers are more interested in seeing the dynamic behind-the-scenes of brands and learning about the struggles that used to be concealed by the perfectly edited pictures. Use this trend in your brand’s favor.

Create fun, fast-paced videos that showcase your products, production process, people behind the brand, exclusive sneak peeks, and top it off with background music. Here’s an example of cosmetics brand Madara revealing some of their behind-the-brand content from a photoshoot:


Read more: “27 Essential Content Marketing Tools to Skyrocket Your Branding Efforts”

Collaborate with microinfluencers and brand ambassadors

Have you ever wondered why influencer marketing is so popular even among the most elite brands such as BMW, Chanel, or Hilton? That’s because finding the right spokesperson for your brand is almost a fool-proof way of driving your discoverability and sales.

Microinfluencers are social media influencers with around 2,000 to 50,000 followers. Even though they have considerably small audiences, their followers are more loyal, and usually have more trust in the influencer’s product suggestions compared to, say, what they might read in an online review.


To find microinfluencers you would want to work with, search for hashtags relevant to your product on social media and look for people who already promote similar products. You can also use special tools that are designed to help you find creators that’ll suit your brand the most. Klear, for example, is an influencer marketing tool that offers free and subscription-based plans to help you find influencers based on their following, skills, location, and many other factors.

Here’s one example of how the European food company Alpro collaborated with a microinfluencer on Instagram:

A woman standing next to a man pouring Alpro milk in her coffee cup.

Source: @miettedierckx on Instagram

Another option is to work with brand ambassadors. Brand ambassadors are people who support the brand and represent it online and offline. As opposed to influencers, they work with a brand for an extended period of time and help contribute to its long-term growth. Brand ambassadors usually promote products without charge in exchange for free merchandise, but they can also work on a monthly or hourly fee. You can also offer your brand ambassadors an affiliate program where they earn a commission from the sales of the product they’re promoting.

Read more: “5 Steps for Running the Perfect Microinfluencer Campaign”

Run ad campaigns on Facebook and Instagram

If you’re willing to spend some more money on product promotion, you can market products using paid Facebook and Instagram adverts. 

Despite what you may have heard, Facebook is still the most popular social media platform out there, which means that your target customer is likely already using it on the regular. That’s why paid ads on the platform are a great way to raise your brand’s awareness and invite Facebook users to check out your products. The ads can be targeted directly to your ideal customer and the results of an ad campaign can be easily measured.

Here’s an example of a product ad on Facebook:

Two pictures of models wearing Gymshark products. The call-to-action button says "shop now".

Source: Gymshark

To make an ad, create eye-catching visuals that show your product, add a short description, and include a call-to-action button that invites people to visit your website. If you’re interested in more details about Facebook advertising, make sure to bookmark our blog post “Facebook Ads for Beginners: Guide to Facebook Promotions”.


Email marketing

Even if it might seem that our email inboxes are flooded with promos that no one ever reads, email marketing remains at the top of all marketing channels. The reason for it still outwinning the social media platforms is that almost everyone uses their email daily, and the number is still growing each year.

Run email campaigns

Whether it’s the holiday season or a new product launch—use it as the theme for an email campaign and send it out to your subscribers! Marketing emails are a great way to promote holiday discounts, offers, or any sale you’re having on the website. Remember to add bold texts and visuals that invite the receiver to visit your website, like in this email:


Source: J.Crew

You can also create an email marketing campaign that offers special discounts just for your email list to make your customers feel more special and appreciated. 

Read more: “Email Marketing Strategies for Better Results”

Send out regular newsletters

Another way to promote products via email is by sending out regular newsletters to your email subscribers. Newsletters are usually less salesy than regular email campaigns and focus more on giving updates, inspiring, or educating the readers. 

For example, if you have a clothing brand, you can create a themed newsletter that includes some ideas of how your products could be worn or styled, for example, like in this newsletter:

A yellow themed newsletter that has pictures of the brand's products and models wearing them.

Source: Monki

Send out your newsletters weekly, monthly, or even quarterly—whatever fits your customer base the best. Add an eye-catching headline that gives an idea of what the email will be about and create quality content that your subscribers will enjoy and look forward to. I know that email writing is a skill that takes some practice to master, so we’ve shared some useful tips in our blog “Email Copywriting Tips to Keep Customers Happy” to help you get started.

There are endless options on how and where to market a product but the essential part is that it doesn’t have to be about straight-up selling all the time. Remember to always stay true to your brand and build a relationship with your customers. Create content and campaigns that reflect your brand’s authenticity and values and target them to like-minded people.

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