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How to Promote a Product Effectively?

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Riviera2012

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Hello to everyone!

I'll try to be brief: some months ago I created a product.

I started from the fact that I found a very strong need of the market and I noticed that a product that went to solve it could be excellent to sell. And it had no competition, since it is a very underestimated need, although present.

I started step by step, learning how to make graphics for packaging and I had it produced by a local supplier. The result looks professional and, although there is space for an improvement, it is good.

We come to the question of the thread: how to promote a product effectively?

In fact, I'm having problems in this step. I have an advantage because I am a web designer and for years I have worked with e-mail autoresponders, graphics, videos, e-commerces, photography and copywriting.

At the moment I'm promoting it with:

- E-commerce, structured as landing pages that identify the need, show how it works and push to purchase with a discount. Well made with copy and good photos (and videos too).

- Paid Facebook and Instagram advertising: a lot of likes, a lot of shares, zero negative comments and many clicks on the link. And people stay on the site for a long time, visiting more than a page.

- Organic social posts: on Facebook the result is zero, on Instagram I get some likes and a some followers for each post

- Blog articles: a few years ago I had good results with SEO for another project, but now it seems very difficult to index content. However sometimes I do it too, just to add it to the website, that so looks "more professional".

Everything is good. But the sales are too low: five pieces in two months.

I am waiting for the approval for the registration to Amazon: I discovered that many people, after seeing the product, look for it on Amazon. I'm in a country where online shopping is still underdeveloped, perhaps many are afraid to buy on an unknown site. So this is a step.

But then? I can't figure out how improve the sells.

- Email marketing? I do this by inserting a bonus in the box, redeemable with the email: in this way I can promote other products similar to the first one to existing costumers. Maybe I could ask for the email to give the discount, and that's an idea.

- Google ads I don't know how much sense it makes because the product is new and has no competitors, so I should bidding very generic keywords that I don't think will lead to anything.

- Affiliate marketing: in my country very little people promote affiliate products of a little-known site. Most do it with Amazon. I tried to contact people, but I didn't solve anything. When the product will be on Amazon, I will contact them to ask to put them on the site, since they already promote other products on Amazon. Maybe it can boosts conversions.

But what I can do more? Push more social advertisings?

Or there are there any other channels that I haven't considered?
 

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alexkuzmov

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Hello to everyone!

I'll try to be brief: some months ago I created a product.

I started from the fact that I found a very strong need of the market and I noticed that a product that went to solve it could be excellent to sell. And it had no competition, since it is a very underestimated need, although present.

I started step by step, learning how to make graphics for packaging and I had it produced by a local supplier. The result looks professional and, although there is space for an improvement, it is good.

We come to the question of the thread: how to promote a product effectively?

In fact, I'm having problems in this step. I have an advantage because I am a web designer and for years I have worked with e-mail autoresponders, graphics, videos, e-commerces, photography and copywriting.

At the moment I'm promoting it with:

- E-commerce, structured as landing pages that identify the need, show how it works and push to purchase with a discount. Well made with copy and good photos (and videos too).

- Paid Facebook and Instagram advertising: a lot of likes, a lot of shares, zero negative comments and many clicks on the link. And people stay on the site for a long time, visiting more than a page.

- Organic social posts: on Facebook the result is zero, on Instagram I get some likes and a some followers for each post

- Blog articles: a few years ago I had good results with SEO for another project, but now it seems very difficult to index content. However sometimes I do it too, just to add it to the website, that so looks "more professional".

Everything is good. But the sales are too low: five pieces in two months.

I am waiting for the approval for the registration to Amazon: I discovered that many people, after seeing the product, look for it on Amazon. I'm in a country where online shopping is still underdeveloped, perhaps many are afraid to buy on an unknown site. So this is a step.

But then? I can't figure out how improve the sells.

- Email marketing? I do this by inserting a bonus in the box, redeemable with the email: in this way I can promote other products similar to the first one to existing costumers. Maybe I could ask for the email to give the discount, and that's an idea.

- Google ads I don't know how much sense it makes because the product is new and has no competitors, so I should bidding very generic keywords that I don't think will lead to anything.

- Affiliate marketing: in my country very little people promote affiliate products of a little-known site. Most do it with Amazon. I tried to contact people, but I didn't solve anything. When the product will be on Amazon, I will contact them to ask to put them on the site, since they already promote other products on Amazon. Maybe it can boosts conversions.

But what I can do more? Push more social advertisings?

Or there are there any other channels that I haven't considered?
It would help to know what the product is.
Can you share some details?
 
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Riviera2012

Riviera2012

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It would help to know what the product is.
Can you share some details?
Mmh, you can see it lika a dog bowl, but that is it has functions that make it totally different from the original one. I'm sorry I can't be more precise.
 

Tiago

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Who already has the customers you want and that is non-competitive with you?
 
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Riviera2012

Riviera2012

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Who already has the customers you want and that is non-competitive with you?
Good question.

I tried to think about it, but I couldn't find much. Everyone I know who could serve these customers sell similar services and would see their revenue decrease.

I tried to contact many site owners who deal with reviews or similar products too, to try to set up collaborations, or example in affiliation, giving them percentages of each purchase made with their link.

But I often clash with walls: they only want payments in advance for their reviews and I don't have this kind of budget.
 

Tiago

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Maybe think a bit more laterally. They don't have to be in the same business, just have the same clients.

For example, if it's something for pets, since you mentioned it is shaped like a dog bowl, it could be pet shops, veterinarians, dog walkers, animal beauty pageant associations etc..

If you want more help with this and don't want to disclose your product here, send me a personal message.
 
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Riviera2012

Riviera2012

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Maybe think a bit more laterally. They don't have to be in the same business, just have the same clients.

For example, if it's something for pets, since you mentioned it is shaped like a dog bowl, it could be pet shops, veterinarians, dog walkers, animal beauty pageant associations etc..

If you want more help with this and don't want to disclose your product here, send me a personal message.
Thank you.

In the last months I tried to contact people with (maybe) similar customers, but nothing happened: it's like if they are afraid that their customers, if buy my product, than don't have enough money for them. :happy:

I tried to introduct the affiliate program too, so they can take a percentage, but the answer was something like "if they buy my product, I earn more". Of course, we weren't competitors, but they're answer was like it. Maybe I choose too much close-minded people.

Probably I should check out again for more business-oriented people, but it's a little hard.
 

MikeS

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Apr 26, 2018
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Hello to everyone!

I'll try to be brief: some months ago I created a product.

I started from the fact that I found a very strong need of the market and I noticed that a product that went to solve it could be excellent to sell. And it had no competition, since it is a very underestimated need, although present.

I started step by step, learning how to make graphics for packaging and I had it produced by a local supplier. The result looks professional and, although there is space for an improvement, it is good.

We come to the question of the thread: how to promote a product effectively?

In fact, I'm having problems in this step. I have an advantage because I am a web designer and for years I have worked with e-mail autoresponders, graphics, videos, e-commerces, photography and copywriting.

At the moment I'm promoting it with:

- E-commerce, structured as landing pages that identify the need, show how it works and push to purchase with a discount. Well made with copy and good photos (and videos too).

- Paid Facebook and Instagram advertising: a lot of likes, a lot of shares, zero negative comments and many clicks on the link. And people stay on the site for a long time, visiting more than a page.

- Organic social posts: on Facebook the result is zero, on Instagram I get some likes and a some followers for each post

- Blog articles: a few years ago I had good results with SEO for another project, but now it seems very difficult to index content. However sometimes I do it too, just to add it to the website, that so looks "more professional".

Everything is good. But the sales are too low: five pieces in two months.

I am waiting for the approval for the registration to Amazon: I discovered that many people, after seeing the product, look for it on Amazon. I'm in a country where online shopping is still underdeveloped, perhaps many are afraid to buy on an unknown site. So this is a step.

But then? I can't figure out how improve the sells.

- Email marketing? I do this by inserting a bonus in the box, redeemable with the email: in this way I can promote other products similar to the first one to existing costumers. Maybe I could ask for the email to give the discount, and that's an idea.

- Google ads I don't know how much sense it makes because the product is new and has no competitors, so I should bidding very generic keywords that I don't think will lead to anything.

- Affiliate marketing: in my country very little people promote affiliate products of a little-known site. Most do it with Amazon. I tried to contact people, but I didn't solve anything. When the product will be on Amazon, I will contact them to ask to put them on the site, since they already promote other products on Amazon. Maybe it can boosts conversions.

But what I can do more? Push more social advertisings?

Or there are there any other channels that I haven't considered?
What makes you believe that you've found a 'very strong need of the market' when you are struggling to make sales?

This can mean a few things.
A) Your market is too small.
B) There is not a 'very strong need of the market'
C) Your product is so good that people don't believe it is possible.

I could probably go on but I don't have time for that.

Based on your initial post, my suggestion is:
Don't spread yourself too thin. Pick one advertising channel and make it work before you get to scaling to more channels.

You have a few buyers! Great! Contact them, tell them that you will pay them if they will be willing to answer some questions. Ask them what lead them to buy your product and worship every response. Keep asking why about everything. Just don't be annoying and figure out multiple ways to ask it. That will tell you more about who they are and when did they realize that they need something like your product. That will give you a few hints on where to go with your advertising.

Get ready to burn some money. Make sure you have some cash flow to back-up your business in the beginning. Don't get stressed about losing money, it is an investment. Just stay alive and keep pumping money into customer acquisition. Testing new things costs money, be prepared for that!

I gotta go but feel free to ask questions. Good luck!
 
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Riviera2012

Riviera2012

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What makes you believe that you've found a 'very strong need of the market' when you are struggling to make sales?

This can mean a few things.
A) Your market is too small.
B) There is not a 'very strong need of the market'
C) Your product is so good that people don't believe it is possible.

I could probably go on but I don't have time for that.
I'm not sure about it.

I mean, I don't wanna be the guy who freak out for his product while others don't. Maybe I see a need where it doesn't exist: I'm inexperienced in this field, I have never sold physical products.

But I don't think that just the fact that a product solves a need, then is bought immediately. Unless it's a cure for a disease, people tend to procrastinate and buy when certain conditions arise.

An example? TMF of MJ has been my favorite book ever. I love it.

But when Unscripted came out, I didn't buy it right away. I didn't have enough time to read and kept it on my wishlist for years, waiting the right moment.

I purchased it when:

- I purchased other products on Amazon and it came in my mind it was there, waiting for me
- I had enough free time to read it
- I felt dissatisfied with my financial situation and searched a solution

The "need" for certain people is more present in some moments of their life. When this increases and they have to solve the "problem" and they see advertising, then they buy. I think that the goal for advertising is hammer a nail in your audience mind: they should remember that if they have a problem, your product will solve it. So, when problem became painful, they'll buy.

Or rather, this is how I see it. Maybe I'm wrong and the need is not so extreme, but now I'm in the game and I have to play. :happy:

Don't spread yourself too thin. Pick one advertising channel and make it work before you get to scaling to more channels.

You have a few buyers! Great! Contact them, tell them that you will pay them if they will be willing to answer some questions. Ask them what lead them to buy your product and worship every response. Keep asking why about everything. Just don't be annoying and figure out multiple ways to ask it. That will tell you more about who they are and when did they realize that they need something like your product. That will give you a few hints on where to go with your advertising.

Get ready to burn some money. Make sure you have some cash flow to back-up your business in the beginning. Don't get stressed about losing money, it is an investment. Just stay alive and keep pumping money into customer acquisition. Testing new things costs money, be prepared for that!

I gotta go but feel free to ask questions. Good luck!
This is a very good idea.

I had fear to be annoying, but definitely worth it. I could also give discount coupons/complementary products for free in exchange for feedbacks.;)
 

Pritesh

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- Paid Facebook and Instagram advertising: a lot of likes, a lot of shares, zero negative comments and many clicks on the link. And people stay on the site for a long time, visiting more than a page.
Are you just boosting posts? Boosting posts/Engagement ads for e-commerce is the biggest mistake you could make, it's literally throwing money into the water.

You shouldn't have lots of likes and lots of shares, I'm assuming you're running engagement ads. Facebook will show your content to people who are more likely to "like" and "engage" with the ad rather than purchasing. You are targeting literally the wrong bucket of audience.

Just to give you an idea, I had an ecom store that had $480k Revenue in 13 months. I used a single ad (single post id) on Facebook to get all my sales. Over $200k was spent on that single post id. The post has 1760 TOTAL likes, 891 total shares and 8296 purchases. The Buyers audience bucket in facebook/ people who actually buy stuff rarely like or share or comment on posts.
Boosting posts on Facebook is the biggest scam, and honestly, I see so many businesses do it. Well, good for the people who actually know how to run ads I suppose.
 

Ess

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Jan 22, 2020
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Can you use your ecommerce sales as leverage to get into small retailers?
Is your branding strong? If it's not and you might just look like another rando Alibaba dog bowl. Strong branding will separate you from the herd.

ECommerce is saturated and products need a strong emotional appeal to sell well. If customers can see your product before they buy you might be able to convert more sales
 

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Riviera2012

Riviera2012

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Are you just boosting posts? Boosting posts/Engagement ads for e-commerce is the biggest mistake you could make, it's literally throwing money into the water.

You shouldn't have lots of likes and lots of shares, I'm assuming you're running engagement ads. Facebook will show your content to people who are more likely to "like" and "engage" with the ad rather than purchasing. You are targeting literally the wrong bucket of audience.
No, I don't use boosting posts/engagement ads. I also noticed that with this type of ad most people commented without even clicking on the ad to visit the site.

I'm using traffic ads.

The ads goal is to bring traffic to a landing page of the site, where is shown how the product works, the benefits, why buy it, ecc. ecc. and the button to redirect people to the product page.

I say that in my opinion the product is good because, despite this, I know (especially on Instagram) that a lot of people "liked" it, send the ads by message to friends or save it to favorites. And many, of course, clicked the ads to visit the landing page. And they visit the product page too.

Then I use retargeting ads with conversions goal for people who spent a lot of time on the landing or visited the purchase form. Here too many people click again on the ad to return to the site, spend a lot of time in the product page, then go out again.

Just to give you an idea, I had an ecom store that had $480k Revenue in 13 months. I used a single ad (single post id) on Facebook to get all my sales. Over $200k was spent on that single post id. The post has 1760 TOTAL likes, 891 total shares and 8296 purchases. The Buyers audience bucket in facebook/ people who actually buy stuff rarely like or share or comment on posts.
Boosting posts on Facebook is the biggest scam, and honestly, I see so many businesses do it. Well, good for the people who actually know how to run ads I suppose.
What type of ad did you use? Traffic, or conversions?

Can you use your ecommerce sales as leverage to get into small retailers?
Is your branding strong? If it's not and you might just look like another rando Alibaba dog bowl. Strong branding will separate you from the herd.

ECommerce is saturated and products need a strong emotional appeal to sell well. If customers can see your product before they buy you might be able to convert more sales
I hope branding is good. And some people asked me where they can see it in a shop.

I contacted retailers and told them that I have customers who are searching in the shops, but they aren't interested. The product is not yet well known, on social media it still has few likes and therefore they don't trust it.
 

Pritesh

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No, I don't use boosting posts/engagement ads. I also noticed that with this type of ad most people commented without even clicking on the ad to visit the site.

I'm using traffic ads.

The ads goal is to bring traffic to a landing page of the site, where is shown how the product works, the benefits, why buy it, ecc. ecc. and the button to redirect people to the product page.

I say that in my opinion the product is good because, despite this, I know (especially on Instagram) that a lot of people "liked" it, send the ads by message to friends or save it to favorites. And many, of course, clicked the ads to visit the landing page. And they visit the product page too.

Then I use retargeting ads with conversions goal for people who spent a lot of time on the landing or visited the purchase form. Here too many people click again on the ad to return to the site, spend a lot of time in the product page, then go out again.


What type of ad did you use? Traffic, or conversions?


I hope branding is good. And some people asked me where they can see it in a shop.

I contacted retailers and told them that I have customers who are searching in the shops, but they aren't interested. The product is not yet well known, on social media it still has few likes and therefore they don't trust it.
Dude traffic ads are similar, they send you literally the bottom of the barrel people.

Run conversion ads for eCommerce products, that's it.
But, it's not as easy. The cost per click for running a conversion ad is really high because of competition and you better be sure that your audience research, creatives and the product is good, otherwise you'll be bleeding money.

I suggest watching a few videos on Youtube for ads setup for eCommerce, there are plenty and you have to put the work in to weed out the ones just there to earn ad revenue using clickbait.
 

Ess

New Contributor
Jan 22, 2020
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19
14
No, I don't use boosting posts/engagement ads. I also noticed that with this type of ad most people commented without even clicking on the ad to visit the site.

I'm using traffic ads.

The ads goal is to bring traffic to a landing page of the site, where is shown how the product works, the benefits, why buy it, ecc. ecc. and the button to redirect people to the product page.

I say that in my opinion the product is good because, despite this, I know (especially on Instagram) that a lot of people "liked" it, send the ads by message to friends or save it to favorites. And many, of course, clicked the ads to visit the landing page. And they visit the product page too.

Then I use retargeting ads with conversions goal for people who spent a lot of time on the landing or visited the purchase form. Here too many people click again on the ad to return to the site, spend a lot of time in the product page, then go out again.


What type of ad did you use? Traffic, or conversions?


I hope branding is good. And some people asked me where they can see it in a shop.

I contacted retailers and told them that I have customers who are searching in the shops, but they aren't interested. The product is not yet well known, on social media it still has few likes and therefore they don't trust it.
I think you just need time to the brand out there. Maybe bribe customers for an honest review and a picture of your product in their home with their dogs? That'll give other customers proof and something to relate to as well.
 
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Riviera2012

Riviera2012

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I suggest watching a few videos on Youtube for ads setup for eCommerce, there are plenty and you have to put the work in to weed out the ones just there to earn ad revenue using clickbait.
Can you recommend any channels that you found useful?

There is a lot of choice around and if you have any name, it could be useful to others who read this thread too. ;)

I think you just need time to the brand out there. Maybe bribe customers for an honest review and a picture of your product in their home with their dogs? That'll give other customers proof and something to relate to as well.
This is a good idea.

I'm giving a discount for post a review in the website, but tell them to post in a social network profile could be definitely better and hit their friends too!
 

Pritesh

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Can you recommend any channels that you found useful?

There is a lot of choice around and if you have any name, it could be useful to others who read this thread too. ;)
I haven't watched Youtube videos for running fb ads for years now, but when I did Alex Fedotoff and Depesh Mandalia were pretty good.
 

Tiago

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Thank you.

In the last months I tried to contact people with (maybe) similar customers, but nothing happened: it's like if they are afraid that their customers, if buy my product, than don't have enough money for them. :happy:

I tried to introduct the affiliate program too, so they can take a percentage, but the answer was something like "if they buy my product, I earn more". Of course, we weren't competitors, but they're answer was like it. Maybe I choose too much close-minded people.

Probably I should check out again for more business-oriented people, but it's a little hard.
Well, will they lose money/customers if they buy your product?

If you're sure it won't, you can ask for a small test, just to validate.

And how many people did you reach out to? Was it a big enough sample?

What is hard in checking out business-oriented people? Is it finding them, having conversations with them, confidence...?
 
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Riviera2012

Riviera2012

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Well, will they lose money/customers if they buy your product?

If you're sure it won't, you can ask for a small test, just to validate.

And how many people did you reach out to? Was it a big enough sample?

What is hard in checking out business-oriented people? Is it finding them, having conversations with them, confidence...?
I don't think that they'll lose money, but a lot of people think we live in a world of limited resources, and the more there is for one, the less there is for the other. Not exaclty the "win-win" thinking.

However find out business-oriented people is pretty difficult for me. Or they think you're trying to cheat them, or they think you're a "little fish" and should not give your attention. Or ask for a lot of money, just for review your product.

I'm trying to contact no-profit entities too, why I think that a lot of people that follow them can find the product useful. I proposed the affiliate program, so they can use the profits to finance charity events, but it didn't interest them.

I'd like follow this last road, cause I think is a very useful product for people who follow this associations. But often they're not so profit-oriented...
 

MikeS

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I'm not sure about it.

I mean, I don't wanna be the guy who freak out for his product while others don't. Maybe I see a need where it doesn't exist: I'm inexperienced in this field, I have never sold physical products.

But I don't think that just the fact that a product solves a need, then is bought immediately. Unless it's a cure for a disease, people tend to procrastinate and buy when certain conditions arise.

An example? TMF of MJ has been my favorite book ever. I love it.

But when Unscripted came out, I didn't buy it right away. I didn't have enough time to read and kept it on my wishlist for years, waiting the right moment.

I purchased it when:

- I purchased other products on Amazon and it came in my mind it was there, waiting for me
- I had enough free time to read it
- I felt dissatisfied with my financial situation and searched a solution

The "need" for certain people is more present in some moments of their life. When this increases and they have to solve the "problem" and they see advertising, then they buy. I think that the goal for advertising is hammer a nail in your audience mind: they should remember that if they have a problem, your product will solve it. So, when problem became painful, they'll buy.

Or rather, this is how I see it. Maybe I'm wrong and the need is not so extreme, but now I'm in the game and I have to play. :happy:
Yeah, that is why I recommend you to ask your buyers about their decision-making process. It can tell you so much.

This is a very good idea.

I had fear to be annoying, but definitely worth it. I could also give discount coupons/complementary products for free in exchange for feedbacks.;)
Yeah you're getting it the right way! :)
 

Tiago

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I don't think that they'll lose money, but a lot of people think we live in a world of limited resources, and the more there is for one, the less there is for the other. Not exaclty the "win-win" thinking.

However find out business-oriented people is pretty difficult for me. Or they think you're trying to cheat them, or they think you're a "little fish" and should not give your attention. Or ask for a lot of money, just for review your product.

I'm trying to contact no-profit entities too, why I think that a lot of people that follow them can find the product useful. I proposed the affiliate program, so they can use the profits to finance charity events, but it didn't interest them.

I'd like follow this last road, cause I think is a very useful product for people who follow this associations. But often they're not so profit-oriented...
I see two things here:

1. Contact more people. Eventually you’re going to find people who have a win/win mindset.

I just contacted 30 people to get two positive responses using the same format. It may sound like little, but if I contact 300 people I get twenty positive responses.

2. Discover what people’s hot buttons are, what they care about. I am in conversation with a potential partner where I can bring him between 60-225k/year and profit myself between 250-400k/year, but the conversation around profit was very short.

Through researching him I found that fatherhood is very important to him, so we talked about how this venture will impact his legacy. It made it 10x more compelling for him than money.

Does this help?
 
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Riviera2012

Riviera2012

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I see two things here:

1. Contact more people. Eventually you’re going to find people who have a win/win mindset.

I just contacted 30 people to get two positive responses using the same format. It may sound like little, but if I contact 300 people I get twenty positive responses.

2. Discover what people’s hot buttons are, what they care about. I am in conversation with a potential partner where I can bring him between 60-225k/year and profit myself between 250-400k/year, but the conversation around profit was very short.

Through researching him I found that fatherhood is very important to him, so we talked about how this venture will impact his legacy. It made it 10x more compelling for him than money.

Does this help?
Definitely yes. ;)

I should improve two things:

- Contact more people without being discouraged by negative feedbacks
- Improve face-to-face (or email-to-email) communication

I'm not always good at social relationships, there's some self-improvement work to do. :happy::rofl:
 

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Tiago

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Definitely yes. ;)

I should improve two things:

- Contact more people without being discouraged by negative feedbacks
- Improve face-to-face (or email-to-email) communication

I'm not always good at social relationships, there's some self-improvement work to do. :happy::rofl:
If you’re not good at it, can you hire someone that’s good at social relationships that will do the work for you, and you give them a share of the revenue?

You can just “suck it up and do it”, but in my experience, that’s not effective and won’t last long. You can go at it knowing where you’re strong at, and seeking for help where you’re not the best at.
 
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Riviera2012

Riviera2012

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If you’re not good at it, can you hire someone that’s good at social relationships that will do the work for you, and you give them a share of the revenue?

You can just “suck it up and do it”, but in my experience, that’s not effective and won’t last long. You can go at it knowing where you’re strong at, and seeking for help where you’re not the best at.
You're right, but I've not enough budget for hire a person.

And, if I have to hire a person and pay him only with revenue, it's the initial problem: convince someone to be paid with part of the profits when you're a nobody. :happy:

However in these day I structured an internal affiliate program: the rules are pretty simple, and I opened it to micro-influencers too and let share the link in social network accounts, whatsapp groups, etc., with very simple rules so it can be used by newbie too.

In the meantime, I am concentrating on Facebook/Instagram campaigns: I am doing various tests using conversions as an objective and I have implemented various retargeting methods, both with Facebook and with email.

I hope that by opening the amazon channel too, things can improve. If it is the lack of confidence to buy from an unknown site, it could help a lot, at least in the beginning (despite the lack of control).:clench::fistbump:
 

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