You've put a lot of hard work into developing your products, but they're not selling.
Because great products don't sell themselves. You need to tell the world about them. You need to market them. In this post, we'll discuss how to get your products in front of potential buyers and turn them into repeat customers.
If you've read my previous articles, you know that I often compare your e-commerce business to a boat. The products are the engine, and your marketing is the fuel. But without the fuel, your engine can't run. Marketing is the fuel that your products need to sell, and thus the fuel that your business relies on to get anywhere.
But marketing is not easy. It's an ever-changing, complex field that can be difficult to navigate. You can market your products in many ways; some are more effective than others, and some are more expensive. The most important thing is to find the right mix of marketing strategies that work for your business and your budget. If you're not careful, you can end up wasting a lot of time and money on marketing efforts that don't produce results.
The most successful businesses are the ones that are best at communicating their products to their customers.
So how can you market your products the right way?
Make a list of your potential customers.
Who are the people most likely to buy your product? If you've already developed your customer avatar, that would be your best reference. At this point, you should have already identified their needs, desires, challenges, pain points and where you can find them.
If you haven't developed your customer avatar, I recommend you check out our Customer and Brand Avatars Mini-Series here.
Identify your marketing channels.
Where do your customers hang out? Once you've understood where your customers hang out, you can decide which marketing platform to use. There are many ways to market your products, but not all channels will be effective for every business.
For example, while social media is an excellent way to reach a large number of people at a low cost, it may not be the most effective way to reach business decision-makers.
Your business model might work better with paid advertising, but this will cost you money. The key is to figure out which channels will help you reach your target customers the most.
Develop a marketing plan.
Once you've identified your target customer and the channels you'll use to reach them, it's time to develop a marketing plan. There's no one-size-fits-all approach, and the marketing plan will be different for every business.
However, the following key elements should be included in any marketing plan: an overview of your business and products, a target market and customer avatar, marketing objectives, marketing methods, and how much you are willing to spend on all of it.
Implement your marketing plan.
After your marketing plan is developed, it's time to implement it. This is where the rubber meets the road. Execute your marketing plan and track your results. Adjust your plan as needed to make sure you're getting the most out of your efforts.
Marketing is a continuous process that should be looked at and changed often. The most successful businesses are the ones that are always testing and experimenting with new marketing ideas. So don't be afraid to try something new, even if it means making some mistakes along the way.
Bonus tip: Create a test sales page.
Create a sales page on your website and pretend you're already selling your products before they're fully completed and ready to launch. This will allow you to map your customers' journey when they visit your website to buy your products and remove any extra steps that will make their journey difficult.
You could even start a Kickstarter campaign or send the test page to your most loyal customers. Then, survey them to find out if they were interested in the promotion and felt compelled to buy. In any case, by doing so, you may test and refine the marketing language and approach that will work best for your product and audience.
Marketing is an important part of any business, but it is not always easy to execute well. To get the results your business needs to grow, the most important thing is to find the right mix of techniques that will work for you.