You might know that your product or service is brilliantly wonderful, but how do you make sure everyone else knows, too?
I often come across products and brands which are a wonderful idea, but very little-known. Many entrepreneurs assume at this point that inbound marketing, like SEO and pay per click search, isn’t for them. It’s easy to see why, but you can create demand for your products, even if the keywords you’d assume people would use to find your products have very little search volume.
This type of challenge can be hard at every level of your business, from convincing investors that your product will work, to actually reaching your customers. You’ll probably plan display campaigns such as Google’s display network, Facebook or other social media advertising, and these are great ways to reach out to new audiences. You can harness inbound marketing methods too, though! Here’s how.
Know Your Audience
One of the most fundamental parts of any marketing campaign is to first understand your audience. Without that knowledge, every part of your strategy will be based on guesswork. Understanding your customer, whether they belong to a niche or are part of a larger audience group, is key.
What Problems does your target customer experience?
Your customer is probably actively searching for products related to yours. For example, imagine your new product is a television with a curved screen, which improves upon the television-watching experience, and that this product isn’t currently available anywhere else. Your customers are probably searching for high-tech TVs and other gadgets, smart TVs, Smart TV boxes or adaptors, and other similar products. Write a list of the searches your target customer might perform, including closely related searches, and those which might be quite different to your product, but still commonly sought after amongst your target audience group.
Solve your customers’ other problems.
Content marketing, after all, is about solving your customers’ problems, and improving their experience. So, you could use your ideas about your customers’ problems to write blog posts and help guides, create videos or infographics or link lists, or share images & ideas. If you were trying to get your curved TV known, you could write guides on the best smart TV adaptors, or review other products your customer might own, or buy with, their new TV. You can harness the power of searches your customer is already performing, to raise awareness of your new product.
Create mutual relationships.
This is where your SEO efforts can cross into other areas of marketing, including social and direct outreach. You have a list of your customer’s problems, you should also use this to make a list of products your customer can buy with your product, which complement it or add to the experience. Your curved TV might be bought with high-spec speakers, for example, so you’d write down a list of great products your customer might be interested in. You can then contact the producers of these, and let them know about your product. Reach out to them via social media, invite them to showcases or product feature demonstrations or link them to your video or website. You might not get responses from everyone you contact, but when you do, you have a powerful opportunity to get your brand known in your industry. Offer to guest blog, create mutually beneficial promotions and special offers, or feature their product on your website.
You can also use your own, existing products in the same way. For example, if you already have high-tech speakers which sell well, use this influence with your target audience to create demand for your new product.
Once you’ve reached out to your audience, you will likely begin to get searches for your product. You should be ready for this. Have a well-designed, usable, conversion-oriented website ready to go, whether you’re looking for leads and enquiries, direct sales, or something else. Have thoughtful, informational content written out, which will answer the questions you’ll want your customers to ask about your product. When your customers begin asking your questions, you want to be the one to provide them the answers, so make sure your answers are the most helpful available.