Promoting a product is not always easy. Here I leave you 20 very effective ways to promote an online product.
There are many more ways than we usually use. Some will be clear, but others are sure to inspire you. They are not ordered by efficiency or performance, simply because for each business they will have a different effect.
# 1 – Email marketing
Long and hard we talked in this blog of the advantages of emailing. We have given you advice so that your email marketing campaign is successful and we have told you how the segmentation of your lists should be.
Nowadays email marketing contains some features that make it an ideal way to promote products. Mainly because we have the express consent of the client to get in touch with him and we also know very well what his interests are (including his purchase history).
# 2 – PPC
Also called SEM is the way to use the search intentions of the clients expressed in a transactional way to sell in certain phases of the customer journey in which it is in full discovery and / or comparison.
Usually we refer to Google Adwords, but any campaign that is made through Pay Per Click would be included in this category.
# 3 – Social Ads
Social networks have been revealed as a good place to promote a product. On the one hand, because to a large extent there is always a social component in the recommendation, and on the other hand, because they offer us a segmentation by interests and sociodemographic data that is not so precise in any other medium.
If you want to explore how to post in Facebook Ads you can take a look at our complete guide.
# 4 – Loyalty programs
It costs much more to attract a new customer than to have him repeat the purchase one that is already captured. Put all your effort in retaining the clients that you have already achieved and extend their life cycle.
Take advantage of these customers of other products to present them, via loyalty programs, offers of other products exclusively. You will reinforce this feeling of exclusivity and at the same time it will serve as a product promotion.
# 5 – Referral Marketing
There is no more credible recommendation for a client than the one given among equals. If you can get your customers to recommend that product that you want to activate in the market, your sales will increase.
Promote reviews, analysis or unboxings of the products to generate that interest in your target audience.
# 6 – Upselling and Cross Selling
Do not stay with what each customer will buy. If you introduce cross-selling mechanisms in the product listings or in your email marketing campaigns or offer them an upgrade to a superior product, you will play with the customer’s knowledge and the proximity of the moment of purchase.
# 7 – Recover carts
Have you noticed that users leave their forgotten products in the shopping cart? If you want to know why this happens, I recommend you read this post.
The important thing is that you bear in mind that users are very close to buying, tease them, tell them that you have saved their products and that they can still make the purchase and have them at home very soon. Here the transactional mails come into play.
# 8 – Content Marketing
Use your own means to create interesting resources for your potential clients. From infographics to posts on your blog, all strategic content is likely to make you enter the customer’s mind proactively on your part.
He will be the one who looks for the content and will not appreciate a direct commercial intention, rather the sale will come from the implicit recommendation that involves presenting informatively the virtues of the product (and the solution it represents for your needs).
# 9 – Video marketing
It is one of the most successful formats on the Internet. From the prism of the promotion it is very interesting because it allows a three-dimensional vision of the product, allows to play with the storytelling again and offers the user a context of use in which he can see himself.
Product videos integrated into product listings, video tutorials, 360, live connections … there are many ways to use video marketing to sell more.
# 10 – Instagram
I know that I have spoken before of Social Ads and that Facebook campaigns are managed on Instagram as well. What happens is that for certain sectors within eCommerce (especially those with a more millennial segmentation) it deserves a separate chapter.
The “organic” possibilities are increasing. In fact, we already discussed the possibilities of doing promotion in the famous Instagram Stories and the possibility of tagging products in the publications with Instagram Shopping.
# 11 – Pop Up Stores
Let’s stop seeing eCommerce as something different or isolated from retail. Increasingly, the user is facing the market from the omnichannel and the more complete the shopping experience, the better results you will get globally.
Opening a store may not be available to all or simply not be 100% operational. For those cases in which you want to promote a product in a timely manner you can resort to Pop Up Stores or ephemeral stores that only remain active for a limited period of time.
# 12 – Permanent showrooms
It is a concept that seeks to extend the strategy that the Pop Up store would take one step further. Offer the customer a meeting point with the brand and the products to which they can go to make them tangible.
If you make presentations in your showroom and combine it with a streaming video broadcast from there, you will enhance the scope and engagement.
# 13 – Influencer marketing
The users are tremendously reactive to the prescription capacity of those influencers whom they follow, respect and, in a certain way, emulate.
An influencer marketing strategy to promote a product means that we directly get in touch with the community of certain popular accounts on the networks with the guarantee of the recommendation of the owner.
# 14 – Purchase guides
One of our favorite formats for any eCommerce. They are especially useful in periods of high seasonality and are collections of ideas for different audiences at different times.
Shopping guide for Valentine’s Day, father’s day or even segmentation by type of user that also work very well as a means of promotion, such as gifts for children from 8 to 10 years old, for example.
# 15 – Contests
This is as old as the trade itself but it acquired a higher dimension when social networks came into play and opened the range of possibilities.
Use all the means at your disposal (clear social networks, but also your blog or the store itself) to encourage participation. It is always important that the product to be promoted is the center of mechanics, make sure to make it very attractive so that the participants who do not win will consider buying it anyway.
# 16 – Store on Facebook
We used to mention Instagram Shopping, the stores within your Facebook company page that are created from the same catalog and offer a commercial layer to an eminently social network.
We recommend that you try to upload your product list and use the Facebook stores as a complement to your eCommerce.
# 17 – Advertising on Amazon
If you are one of those sellers who have been encouraged to enter the Amazon marketplace you can encourage the promotion and sale of products using its advertising platform.
Amazon ads are somewhat limited in options (practically consist of promoting products) but can be useful to encourage sales within the platform, obviously do not let traffic directly to your store.
# 18 – SEO
SEO is organic positioning in search engines, that is, non-sponsored results.
The main advantage that it has is that, when it consolidates, it becomes a source of considerable traffic that does not require a per-click payment. I would not say it’s free because it requires resources and time, but it’s very advantageous.
If you want to use organic positioning as a way to promote a product, I recommend you start with this SEO tips for eCommerce.
# 19 – Sponsoring
The sponsorships allow you to reach your target audience from a position of patronage, in some way they will see you as a company that does something for the community and that represents a great benefit for your branding.
In addition, you will have the possibility to do product placement in the events (putting your product in view of potential customers), appear on the websites, blogs and social channels of the sponsored…
# 20 – Coupons
Another critical motivation for users is the price. Customers will be encouraged to buy any product that has a discount, right?
Use discount coupons on those promotional items, use a validity that generates urgency and that is valid exclusively on that or those products.