How to Successfully Market a Product Online
When you have a product to market online, you need to know which techniques to employ to get the results that you want. Digital marketing enables any business to promote their products online, even if their budget is small. However, the downside is that there is often a lot of competition to face, and getting your products seen can take a lot of work. You need to know how to promote your products so that your target audience can find them and you can be seen over all of the other brands competing for their attention.
If you want to successfully market your products online, follow these tips to make your product more visible.
Build a Great Website
Any online marketing needs to start with a great website. Your website is your primary online marketing asset, where people can go for a central source of information and buy your products, regardless of whether you are an online furniture retailer or a software house that develops a wide range of apps, ranging from scheduling tools to an event planning app. For many people selling online, this will mean creating not just a website but an online store. By using a custom eCommerce web design company like WebX360, you can make it a lot easier to build a website and online store that offers a fantastic customer experience. And if you're designing your Shopify site yourself, you may want to use one of these Shopify page builders to further customize your site.
A good ecommerce website needs to be informative, easy to use, and eye-catching. Marketing your products means doing everything that you can to show visitors to your site while they should make a purchase. That means that you should offer a site that's good to look at and clear visuals of your product, but you also need to offer as much information as possible to help customers make a decision.
If you want your ecommerce website to be usable, consider what visitors will be looking for and how they will use your site. Two things that you might want to consider are how your products (if you have multiple options) should be arranged and how people can find products on your site. Give your visitors good options for filtering and sorting your products by putting products into different categories and tagging them with different features too, such as color, size, and price. A good search function will also help visitors to find the products that they need in your online store.
Optimize Your Site for Search Engines
Your website likely won't be much good without optimizing it for search engines. Of course, you can pay for advertising too, but it's best not to rely on paid methods of advertising alone. If you ever need to cut your marketing budget, it's helpful if your site can still hold its own in search engine results. 68% of online experiences start with a search engine. SEO involves a wide variety of techniques, but there are some simple things that are easy to get started with. First of all, researching the keywords that you want to use and making sure to use them across your site is a good start. Assign a keyword to each page and use it in your meta title tag and description to help it show up in search engines.
If you have an online store, you might want to get your products into Google Shopping. Since 2020, Shopping has been open to free listings. To take advantage of this, you need to make sure you have a Google Merchant Center account. This is where you can import your products from your online store so that they can be shown in organic Shopping results.
Use Paid Ads
As well as working on SEO, you should consider paid advertising options for your site. Paid ads are useful because they can give you pretty much immediate results, whereas SEO marketing can take months to produce visible results. Paid advertising options include search engine marketing and PPC ads, affiliate marketing, and more. These digital advertising options are often a lot more affordable compared to marketing a product using offline methods. Plus, 50% of people arriving on a site from paid ads are more likely to buy compared to people arriving via an organic link.
Search engine marketing (SEM) is sometimes used to refer to both SEO and paid search marketing, but many people use it only for paid methods. Paid search is advertising that is promoted in search engine results. It often takes the form of pay-per-click (PPC) advertising and includes ad platforms such as Google Ads and Bing Ads. It allows you to target certain keywords and also to narrow down your audience using a range of factors, such as location and interests. You can connect Google Ads to your Google Merchant Center account, which allows you to create a Shopping campaign and promote your products through the listings on Google.
Paid advertising options are available elsewhere too, such as on social media. Most social media platforms have advertising options and they often provide great tools for analytics. If you know which social media site or app to find your audience on, paying to advertise on them can be valuable.
Market on Social Media
As well as using paid ads on social media, you should make the most of organic social media marketing. More than 3.6 billion people around the world use social media, so it's an essential marketing tool. Social media can be a tool for sharing content, linking to your website and products, engaging with your audience, and even providing customer service. You can use it in many different ways to increase your brand recognition and drive traffic to your site.
Choosing the right platforms for social media marketing is important. Here's a brief look at each one:
- Facebook - very widely used, but younger people have moved to other platforms
- Instagram - a very visual platform, ideal for promoting physical products, with a wide user base
- Twitter - a good platform for businesses, with easy targeting, using hashtags and @ handles, as well as ads that perform well
- LinkedIn - because it's aimed at professionals and businesses, it's best for B2B businesses and networking
- YouTube - video content is essential if you want your audience's attention and YouTube is great for uploading and sharing your videos
Social media can allow you to market your product in several ways. You can share your content, post about things that interest your audience, and even sell directly from some social media platforms. It’s an excellent way to create more engagement with your audience. Creating impactful social media content and ads is also incredibly easy using online tools like Canva.
Social media advertising options are very useful too. They provide excellent targeting options so you can make sure your ads are reaching the right audience. Facebook and Instagram advertising are even connected, so you can take care of two different platforms at once. You'll find plenty of options for your social media ads, with lots of different formats that allow you to advertise your products in different ways. Some are text-based while others offer more visual options, including images and videos.
Content marketing ties into other methods of promotion that you should use for your products online. Good content is necessary for SEO, as well as social media marketing. You can create content in a variety of forms, including blog posts and articles, case studies and white papers, infographics, videos, and more. Part of content marketing is sharing your content too, including posting it on social media, sending it in emails, and PR. You need good content to optimize your site for search engines and you need good content behind your PPC campaigns too. In 2020, 84% of companies had a content strategy, compared to 77% in the previous year. If you don't already have one, it's time to get onboard.
There are many different techniques and strategies that you can use to successfully market your product online. Consider the ways your target audience is searching for products that they need to choose the right methods.