So you have a product that you believe everyone is going to want. You have set it go live on your online shop and it doesn’t sell as well as you have hoped. Don’t worry, there’s are a number of steps you can take to insure your product does well from the moment it hits your online shop. In this day and age a potential customer needs to have around 16 encounters with a brand before they decide to purchase a product. This is especially true for online brands as there is so much noise on the internet.
Creating products that people want is one of the most important steps in forming a successful brand. What emotional need is your product fulfilling? Is it a need or a want? Is your product timeless or is it based on a trend cycle? Market research is a sure way to ensure your product will sell well on release. Conducting market research can be very helpful in analyzing how your product will do once it hits the online market.
Market research can be done in a number of ways:
- Survey questionnaires.
- Product testing.
- Brand awareness.
- Customer observation.
Branding is what separates the bad from the good. It’s the feeling and meaning behind a product. What are the values of your brand? How do you create brand loyalty for the long term? Create a branding document and a mission statement which will be translated in all of your products and services will drive brand awareness and potential sales.
Anticipation of your product is a great way to insure a demand before release. You can achieve this by designing ‘sneak peak’ previews, coming soon imagery and videos, behind the scenes/ making of content etc. This is where you can get creative and get your customer excited about this upcoming product. Take a look at Nike trainer releases as a great example of this.
Instagram is a great tool to attract potential customers and interact with current ones. Interesting imagery is key to a successful Instagram as well as full time interaction. You should be spending a few hours a day on interactions and uploading between 3/5 images daily.
Working with influencers can help you get the exposure you need. Find influencers that are right for your niche and who will present the product in an authentic way to their audience. Create a healthy mix of micro and larger audience influencers to reach the maximum audience. Do not ask or expect too much from influencers as forced advertising will kill your brand in the eyes of savvy customer who already knows when they are been pushed to buy a product.
When it comes to online advertising Facebook is by far cheaper than Google Ads for now. Take advantage of all the different types of advert formats Facebook is offering at the moment and experiment with these ads. In my personal experience video ads and canvas ads work brilliantly for products. Make sure to narrow down on your audience with locations, age, gender and interests.
These are just some of the ways you can go forward with marketing your products online. If you would like me to go into details on some of these marketing techniques please do not hesitate to contact me.