We have no shortage of product marketing strategies. But an eclectic mix of strategies, no matter how creative, will not result in a compelling marketing strategy. The different strategies and channels that work best will fit your product and business model.
Good marketing must fit your market and ultimately meet the needs of your target market. This is where a strategic marketing strategy comes into play. This guide will cover the most effective ways to market your product and ultimately drive more sales. It is not only effective for scraping products, all products can refer to the following methods.
As e-commerce expert Drew Sanocki explains in his three-multiplier framework, marketing for an e-commerce business is actually three-dimensional: Sustainable growth comes from increasing the total number of purchases per customer (purchase frequency, or F) , increase the average order value ( AOV ), and increase the total number of customers (C). Marketing that doesn’t address all three of these issues won’t scale.
Now, we’ll recommend some possible ways to do this. They are not only effective in our Gua Sha or Jade Roller industry, but for all products. Let’s get to the point.
9 Best Ways to Market Products
- Launch a loyalty program
- Create an email winback campaign
- Email or SMS to sign up for coupons
- Publish new projects on schedule
- Use the mean, median and mode to your advantage
- Perfect for cross-selling and up-selling
- Start with paid marketing to find your footing
- Build an organic flywheel for acquisitions
- Convert more traffic you have
Create Repeat Customers
Your repeat customers are like your back garden. They will bring you great value as long as you are willing to put in enough effort. For example, a customer might get a lot of value from your flagship product, but unlock more value by buying your product again or buying more from your full product line.
Loyal repeat customers bring more unexpected value. Once a customer makes a second purchase, you don’t need to spend another marketing dollar on it. If they think your product is good enough, they will even recommend it to their family or friends. Your repeat customers are one of the best ways to learn how to market your products successfully.
Repeat purchases are not free, though. You still need to invest strategically in the right areas and really focus on your target audience. While you could argue that “everything” has the potential to affect retention, brands should start with three main levers:
- Commodities. Customers want products that match their needs. They also look for high-quality items that meet or exceed their expectations. If you find a top seller that your customers love, consider putting it front and center on your website.
- Customer experience. Great customer service doesn’t mean making ends meet, but it does mean providing unexpected extras. This can be as simple as being available when your customers need you or offering free returns for any order.
- Marketing. You need the right marketing for the right customer at the right time. Strategies you might use: win-back email campaigns, lifecycle marketing, loyalty programs, or a new release structure to keep customers coming back.
Now, we’re talking about marketing, so let’s take a closer look. To increase the frequency of customer ordering, you need to develop a dedicated marketing plan. There are several common and effective product marketing strategies you can use.
1. Create A Customer Loyalty Program
Loyalty programs can be paid or free. Special promotions are offered to subscribed customers through this program. For example, customers pay a lifetime membership fee of $39.99 in your store, and you offer them some promotions, such as 5% discount on all products, free returns and exchanges, etc.
It can also be free. The point system used by many stores now is one of them. Customers can earn corresponding points for purchasing products in the store. They can use the points to get certain offers in your store, such as direct redemption for items or discounts by spending points on products.
But whether it’s paid or free, the purpose is to hopefully provide some kind of promotion to give customers a reason to come back to your store.
2. Create Customer Win-Back Emails
Email is the lifeblood of high-intent shoppers who have already visited your store and made a purchase. This makes it an ideal channel to encourage repeat purchases. It’s also a very effective way to re-engage existing customers who may not have purchased in a while.
One of the most valuable sequences you can create for your product marketing strategy is called a win-back campaign, which is a type of lifecycle marketing designed to attract customers based on where they are in the customer journey. In this case, the customer is post-purchase, so the correct message sent to them is one that encourages the return trip.
Drew Sanocki calls this type of win-back campaign a one-two punch because the goal is to convert first-time buyers (F1s) into repeat customers (F2s). Here’s how it works:
Target audience for email marketing campaigns: Set up your email campaigns to target first-time customers. Set the first email to be sent 30 days after purchase, provided they don’t make a second purchase during that time. Every subsequent email will be sent to your first customer list. You can set parameters to remove anyone who makes a purchase at any time throughout the email sequence.
Email 1: The first email will notify your customers of another product. Recommend products they might like based on their first purchase. Note that this email should not contain any discount information. Its purpose is to remind the customer that you have other products available to him that meet his needs.
Email 2: Sent 30 days after the first email. With this email you can offer a small discount, 5%-10% discount or free shipping on your next order, etc. Of course, the magnitude of the discount depends on your own actual profit margin.
Email 3: Sent 30 days after the second email. You can offer a bigger discount than the second email. For example 25%-30% discount. The strength of the discount still depends on your actual profit margin.
Email 4: This email may contain another offer, but since this email will not be sent until 120 days after customers purchase, it may be time to ask these customers if they are still interested in your store. To understand why they’re not interested, you can include a survey in your email asking what would lead them to buy.
You will then unsubscribe from anyone who has not been active or opened your emails in the past 60 days.
You don’t have to use email in this win back campaign if you don’t want to. You can use pop-ups, paid social ads, direct mail postcards—whatever you think will resonate best with your customers.
3. Email or SMS Registration Voucher
Email marketing is another effective strategy for your product marketing strategy. This is a great way to re-engage current and potential clients. To get people to opt-in to your list, consider using a popup when they visit your site for the first time and share an offer if they subscribe.
This could be a 10% discount on their first order or free shipping. Not only will you now be able to email them, but they will be more inclined to make a purchase using the promotion you just offered. You can do the same with texting. Postscript is a Shopify plugin that allows you to keep in touch with your customers via SMS messages.
4. Publish New Projects on Schedule
If you plan to have new products in your online store frequently, consider scheduling product launches on the same day of the week or the same day of the month. If your customers know about a new release date, they’re more likely to visit your website to see what it is, or more likely to open a notification email. For the loyal fans of your store, they will be excited about new products released every week.
Increase Order Value to Increase Revenue
Increasing the average value of your order is an effective way to boost your revenue, and it’s not as complicated as you might think. In order to build an effective strategy around average order value (AOV), you need to know the average, median, and mode of orders. We’ll also cover how to cross-sell and up-sell.
5. Use the Mean, Median and Mode to Your Advantage
First, let’s define terms you probably haven’t seen since 4th grade math class.
l Mean: Average order value (traditional AOV)
l Median: The median of all order values
l Mode: the order value with the highest frequency
The average order value is easy to understand and is the average of the sum of all your order values. And that’s the number we need to raise. The mode is the data that appears most frequently among all your orders. But we often find a phenomenon. For example, the mode of orders in your store is $30, but the average order value may be around $40 because the average is easily affected by the price of the order.
There are many ways to increase the AOV of an order, you can refer to the ways. For example, the most common order value in your store is $30, and we may offer free shipping on purchases of $45 and more. to guide customers to increase the value of their purchases.
6. Improve Cross-Selling and Up-Selling
Offering free shipping may not be right for your business. Rest assured, there are other strategies you can employ, such as cross-selling and upselling, that will help increase the value of your overall order.
l Cross-selling is when you invite customers to buy complementary items. Cross-sell suggestions are most effective when a customer is viewing their cart, similar to the impulse-buying aisle a shopper might walk through in a brick-and-mortar store.
l Upsell is when you encourage customers to buy a higher-end similar product. Upselling on product pages is more effective before a customer commits to buying a specific item.
The idea of cross-selling and up-selling is that when you have a compelling product, 10%–20% of your customers are willing to spend a lot more than the average customer. Your goal is to understand what they want so you can offer those products and upgrades. From there, you can use tools to automatically provide up-sell and cross-sell recommendations, or you can provide these recommendations yourself through other methods, such as email, phone, or live chat.
Add New Customers Using Traditional Methods
Paid social media marketing and influencer marketing are both effective marketing channels. They help you validate your product and scale it cost-effectively.
7. Start with Paid Marketing to Find a Foothold
Paid social media marketing and influencer marketing are both effective marketing channels. They help you validate your product and scale it cost-effectively.
Have you ever seen someone with a large social media account post their favorite product and then offer their followers a unique discount code? This is influencer marketing, and it works very well. However, it is impossible for you to make a splash on social media without a proper marketing strategy.
Here’s how it works: Brands reach out to influencers they think will like their products. They offer something in return for influencers to talk about the product on their social media platforms. It can be a lot of money, but many brands just offer some products to influencers for free.
Influencers will then talk about the product an agreed-upon number of times on their social media platforms. For example, you could ask an influencer to post about your product twice on Instagram, or you might agree to an Instagram post and an Instagram Story feature — it’s up to you which content you think will appeal to you the most resonate with the target audience. If your target market likes an influencer in your niche, paying an influencer to promote your product can be a huge marketing win. Of course, the cost is proportional to the influencer’s fan base. So to ensure effectiveness, be sure to carefully identify whether the influencer’s fans are your product’s audience.
You can also go the traditional route and pay social media platforms like Facebook, Instagram or even Pinterest to show your ads to potential customers. You can set up social ads yourself or work with agencies on the channels you see fit. Considering the cost, setting up your own social ads is the best option.
8. Build An Organic Flywheel for Acquisitions
This means playing a long game with channels like content marketing and SEO (Search Engine Optimization). Content marketing is the practice of using natural (non-paid) tools such as blog posts, videos, social media, podcasts or emails to educate your target market. You’ll optimize your content to rank on the first page of Google searches to increase your brand awareness and website traffic. Creating content is one of those marketing strategies whose benefits increase over time. Traffic from paid acquisitions like search engine marketing dries up when you stop paying, and organic traffic from content marketing can lead to hockey stick growth when done right.
9. Convert More Traffic
You probably already have a lot of traffic coming into your store, so instead of focusing on getting more traffic, you need to dig into converting the traffic you currently have. This is called Conversion Rate Optimization (CRO). CRO is easy to automate, cheaper than buying traffic, and increases the return on investment (ROI) of paid traffic placement.
Think of it this way: You’re using a funnel to refill your hand sanitizer container, but the funnel has a few holes in the side that cause a lot of soap to seep out. Your customer funnel may be experiencing the same problem. Instead of buying more soap, you can fix the funnel from the start and save resources.
How to convert more traffic? It’s all about improving the customer experience. Therefore, you need to optimize the loading speed of your store, optimize the page layout, and make the page beautiful and concise. You should also spend some thought on the layout of your products, as far as possible to ensure that customers can immediately see the products that appeal to them when they enter the page.
Great Marketing Sells More Products
It sounds simple. However, a well thought out and strategic product marketing strategy will take your business growth to the next level. Great marketing will help you acquire new customers, but it’s the missing element in customer retention that many brands forget. Remember, your job is to re-engage customers who have already bought from you before you start to attract more customers. The key is knowing how to market the product effectively.
