I’ve been in the digital marketing game for a while now and I’ve seen a lot of trends come and go.
But one thing that’s always stayed consistent is the power of online promotion.
It’s the key to getting your product noticed in a crowded marketplace.
And trust me these days it’s more crowded than ever!
So how do you cut through the noise and make your product stand out? Well I’ve got some tried and true methods that I’ve personally used and seen work wonders for others.
Let’s dive in!
Building in Public: The Transparent Approach
there’s something powerful about sharing your journey both the good and the bad.
It creates a sense of connection trust and even a little bit of rooting interest.
Think of it like a behind-the-scenes peek into the world of building a product.
Imagine this: you’re starting a new business and you decide to document every step of the way.
You share your successes your setbacks and your learning curve.
It might feel a bit vulnerable but it can be a must.
People become invested in your success and they’re more likely to spread the word about your product.
This is exactly what Andrey Azimov did when he decided to “build in public” with his journey as an indie hacker.
Back in 2018 he quit his job with a dream to make software without any outside investment.
He was living in Bali at the time and his goal was to reach $1000 in monthly recurring revenue within a year.
He had only learned to code recently and had only released three products before launching this ambitious challenge.
It wasn’t a glamorous start.
However he was transparent about his progress his challenges and even his setbacks.
He tweeted about it blogged about it and shared his revenue charts online.
People were skeptical at first but as his commitment became evident he started gaining traction.
People began following his journey cheering him on and even donating to him on Patreon.
And of course they started buying his products!
The Email List: Your Loyal Fan Club
Think of an email list as your very own loyal fan club.
You can nurture them with content updates and special offers fostering a strong connection.
It’s the cornerstone of a successful online promotion strategy.
The best part? You can start building your email list even before you launch your product.
How? Create a compelling landing page that “sells” the idea of your product but instead of asking for pre-orders ask for email addresses.
This way you’re gathering a list of people who are genuinely interested in what you’re offering.
Let’s take a look at marketing expert Taylor Pearson who used this strategy for his book “The End of Jobs.” He built a landing page promising a free copy of the book to anyone who subscribed.
This helped him generate buzz and build anticipation for the launch.
Now you might think giving away your product for free is a bad idea but it’s actually a smart tactic.
It creates a sense of urgency and encourages people to buy the full version.
It also helps you build a loyal audience who are eager to hear about your future releases.
The Value-Packed Course: Sharing Your Expertise
This one is a classic for good reason.
Creating a free online course on a topic relevant to your target audience is a fantastic way to attract new people and build goodwill.
Think of it as offering a sneak peek into your expertise.
The key is to create a course that provides genuine value.
It should offer solutions to a problem your audience is struggling with.
It’s not just about promoting your product; it’s about establishing yourself as an expert and building trust.
Ahrefs the renowned SEO software company is a great example.
They created a free online course called “Blogging for Business” that teaches people how to grow their blogs through SEO.
It’s a comprehensive course with almost 5 hours of expert advice available on YouTube.
This course has attracted thousands of views and the people who watch it are likely part of Ahrefs’ target audience.
This means that the traffic generated by the free course is highly valuable and it helps solidify Ahrefs’ reputation as a leading SEO tool provider.
The Free App: Giving a Taste of What’s to Come
This is a fantastic strategy for software companies allowing them to showcase their premium product without asking for anything in return.
But it can also be applied to a wide range of businesses.
Think outside the box! What kind of free app could benefit your potential customers?
Take Ahrefs for example.
They offer several free SEO tools alongside their paid software.
The Website Authority Checker is a popular free tool that allows users to assess the authority of any website.
This helps attract potential customers and gets them familiar with Ahrefs’ software.
Even if they don’t need the premium software right now they’ll be more likely to consider it in the future.
Casper the mattress brand took a different approach with their free app Insomnobot-3000. This chatbot chats with people who have insomnia helping them fall asleep.
It provides a valuable service while building goodwill and strengthening the relationship between Casper and their potential customers.
The Webinars: Interactive Expertise and Engagement
Webinars are an excellent way to connect with your audience share your expertise and subtly promote your product.
It’s all about providing value!
The beauty of webinars is their interactivity.
They can be live or pre-recorded but live webinars offer that “event” feel and allow you to engage with your audience in real-time.
Think live chat shoutouts and even Q&A sessions.
Nick Stephenson a bestselling author and writing coach uses webinars to promote his products.
But they aren’t just sales pitches; they offer real value to aspiring authors.
He covers topics like how to get published how to build an audience and how to market your books.
He also provides resources and tips that help writers succeed.
Webinars can help you grow your email list establish yourself as an expert and subtly introduce your products to a receptive audience.
It’s a win-win!
The Power of Paid Advertising: Targeting and Building Momentum
Let’s talk about the elephant in the room: paid advertising.
While it can be a powerful tool many people are hesitant to use it.
But it can be incredibly effective for building your email list and generating momentum for your product.
Noah Kagan founder of AppSumo and Sumo famously used Facebook ads to get thousands of email subscribers for just $1 each.
He emphasizes two key elements:
- Drive traffic to valuable content: Before asking for email addresses give people a reason to subscribe. Share valuable content that resonates with your target audience.
- Retargeting is key: Use retargeting to show ads to people who have already engaged with your content. This means they’re already interested in your topic making them more likely to sign up for your email list.
Noah used this strategy with an article titled “Why I Walked Out on Tony Robbins.” He drove traffic to the article using Facebook ads and then retargeted those who visited the article with ads that led to his email list landing page.
The idea is to give them a taste of your content first then present them with the opportunity to join your email list.
Collaboration and Influencer Marketing: Beyond the Typical Shoutout
Influencer marketing can be a powerful tool but the traditional approach of paying influencers for a simple shoutout is losing its effectiveness.
People are becoming increasingly aware of these paid promotions.
Instead of treating influencers like billboards focus on collaborating with them.
Involve them in the creative process and work together to develop something original and unique.
Remember influencers are experts at attracting attention on social media.
Use their expertise and creativity to your advantage.
Don’t be afraid to ask for their input and suggestions.
Safeguard a brand known for its personal safety products partnered with TikTok celebrity Michael Le to create a fun and engaging TikTok ad.
It garnered over a hundred million views and 2.9 million likes demonstrating the power of creative collaboration.
Turning Controversy Into Opportunity: The Art of Crisis Management
Let’s face it; sometimes controversies arise.
Your initial instinct might be to shy away but don’t be afraid to confront them head-on.
Every controversy presents an opportunity for growth and even a boost in brand recognition.
The beer industry witnessed an entertaining clash between Brew Dog and Aldi the national supermarket chain.
Aldi released an IPA that was suspiciously similar to Brew Dog’s popular Punk IPA leading to accusations of plagiarism on social media.
However Brew Dog’s founders didn’t play the victim.
They responded with humor announcing their own “Yaldi IPA” on Twitter which led to a back-and-forth exchange with Aldi.
The result? Both companies generated a ton of free publicity and even created a collaborative beer project.
QR Codes: Bridging the Gap Between Offline and Online
QR codes have been around for a while but they’re still a valuable tool for creating unique marketing campaigns that combine offline and online elements.
The idea is simple: place QR codes on physical items brochures or promotional materials.
When scanned with a smartphone it instantly directs people to your website landing page or a specific piece of content.
Kinsta a premium hosting provider used QR codes to promote their popular blog article “How to Speed Up Your WordPress Site.” They turned the article into a free paper book and included a QR code so readers could access the always-up-to-date online version.
This created a unique marketing campaign that generated goodwill and drove traffic to their website.
Stay Ahead of the Curve: The Constant Evolution of Marketing
Remember marketing is a constantly evolving field.
What works today might not work tomorrow.
It’s crucial to stay ahead of the curve and continuously experiment with new approaches.
Don’t become complacent with your current marketing strategy.
Explore new strategies learn from others and try to put a fresh spin on existing methods.
The moment you stop evolving you risk falling behind your competitors.
So there you have it! Nine creative ways to effectively promote your product online.
Remember it’s not about choosing one single strategy; it’s about combining them to create a powerful and impactful marketing campaign.
And most importantly have fun with it!