Bekit
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- Aug 13, 2018
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We are positively sure our product offers a great improvement and concrete benefits over all the others Ps and we believe our P, lets call it "O", is going to render all other Ps obsolete.
There are plenty of mother's blogs and posts recommending X.
If both of these things are true, reach out to all the mommy bloggers with a free product in exchange for them to write an article sharing their opinion.
Do this in a coordinated manner so that the internet blows up with a ton of articles that are all gushing about, "Oh my goodness, I used to use X, and I thought it was the best, but now that I have discovered O, I'm never going back!" This will naturally send a strong signal to Google that the answer to "what is the best P?" is now different than it used to be.
I would suggest that you build a massive list of all the mommy bloggers and reach out to them all within a short time frame so that from the point of view of your potential customers, O is suddenly everywhere they look.
Additional ways to support this:
- Google Display ads
- Google Search ads for queries like "What is the best P"
- Facebook ads
- Amazon ads
- Print ads in niche publications
- Joint deal with a tangential product that's not a competitor - e.g. Coupons for O inserted in the packaging for N, which people would buy around the same time they would buy P
- Affiliate links for the mommy bloggers so that they will get a % cut of any products that sell if readers buy through their link
- Mommy YouTubers (send them the product for unboxing & review)
- Write up a new product announcement (in press release style, google the guidelines) and send it out through prweb.com so that it might get picked up in the news media. Include high-quality product & brand photos and make sure you insert a link to your product page. You might get some SEO value out of this, but in most cases they'll give you a nofollow link. Still, it doesn't hurt to try. Even if they remove your link completely, there's still value in a brand mention.
- Write up a few sample variations of the kind of article you'd hope the mommy bloggers will write for you so that if they agree the product is great but don't have a lot of time, they can just paste in your text and go. Offer to them that you can give them swipe copy if it would be easier for them, and then if they take you up on it, send one of the sample articles.
- Have the person who is the "face" of your brand write up a nice, heartwarming story about the product and get it published on multiple guest blogs and podcasts. [Again, build a giant list of potential blogs & podcasts where you'd like to appear and do strategic outreach.] I suggest the following structure: (1) I had problem A. (2) I thought about solving it with P. (3) But I wasn't happy with P because of [___ reasons]. (4) So I went on a journey to try to improve on P. (5) I ran into so many [___ obstacles] that I had to overcome. (6) Finally, I came up with O. (6) Yay! Now my life is [description of the transformation after solving the problem].
- Find the quickest way for people to grasp the advantage of O. If the value skew you've come up with is obvious from a photo, then plaster the photos all over the internet. If it takes a video, make a video and a gif. Use these in your ads. If it takes more explanation in words, focus on copy that is punchy and gets the point across in as few words as possible.
- If you cannot afford the marketing for the product without losing all your profit, then you might not have it priced correctly to be a sustainable business. If your exclusive reference point is "We must set our price the same as X," yet "O is so much better that it will make X obsolete," then you might get away with a higher price. Focus on LIFETIME customer value of acquiring a customer when determining your marketing budget. Obviously, without knowing the product, I can't speak definitively to this, but just food for thought. Every product will need some marketing. Set your margins to include funding for at least some marketing, even if it's just grassroots at the beginning.