There are always many questions about product promotion. After all, any advertising campaign is a unique combination of promotion channels, target audience, ad creatives and value propositions.
Everything becomes much more complicated if it is a completely unknown product for the market, for which demand has not yet been formed. This article contains everything you need to know about promoting a new product.
Choosing a Promotion Method
Where can you find target buyers for a product on the Internet that they don’t know about yet?
The most common way to promote online is contextual advertising in Facebook, Bing, Youtube and Google Ads. You customize how your ads are shown to users based on their search queries, interests, and characteristics.
However, if you are going to promote a new product, they are not yet searched for in search engines. Even if it’s a very cool and useful thing, no one knows about it. Classic contextual advertising on the search for keywords with the name of the product will not give results.
A working option is near – target traffic .
An important point: these are networks (Facebook & Bing, Google). Not a search by any means.
Processing near-targeted traffic is not an easy task. There is no guarantee that this will work. But, as the cases of our users show, it is possible. We will describe the most striking example later in the article.
There Are Other, More Budgetary, Ways To Promote A New Product.
1. SEO Website Promotion
Here again, the question is, which search queries to catch the desired audience. And top ranking is not an end in itself, as it provides more traffic, but does not guarantee that this traffic will be targeted.
2. Social Media Promotion
An important advantage of this option, in addition to being cheap, is coverage. Minus – “cold” audience, not ready to buy.
Yes, the target audience is also “cold”, but it takes more time to warm up the audience on social networks. In addition, the task of social networks is to engage users with interesting content that still needs to be regularly created in large quantities.
Step 1: Describe The Benefits Of The Product
An example of a new product that we have successfully promoted with the help of contextual advertising is a franchise from the non-bank financial organization “Money in Business”.
In essence, they are selling their own legal framework. With a CRM system, scripts, templates, a call center and launching advertising campaigns.
The main advantage of the service is getting money in 3 days without providing accounting and tax reports. This is also the uniqueness of the offer, since banks do not provide such conditions.
The main audience is the owners of MFOs (microfinance organizations) + credit brokers.
MFI owners are completely out of the control of the Central Bank, and credit brokers get an increase in market share.
Step 2: Find And Segment Your Target Audience
The question to be answered is which audience is most likely to be interested in your product?
In this case, you work with near-target traffic, so collect all possible queries that reflect the needs of the target audience, both informational and commercial.
Step 3: Writing Advertisements
The ad, as one link from the marketing link, should reflect the need, which is reflected in the group of key queries.
Usually, we put the most important product benefits into ads, which will hook the user and force them to click through the ad to find out the details.
With existing products, everything is easier: you have already roughly studied the audience, what is important for them in the product, how you are better than your competitors, and write about this in the advertisement.
If you are promoting a new product, you do not yet have obvious competitors, therefore, you do not need to build up from them.
The task is to put in the minds of the audience the idea that your product can be useful to them, what problems it can solve. Emphasize values that are important for each segment separately.
Step 4: Write Value Propositions For Each Segment
An offer that is aimed as accurately as possible at the needs of a particular visitor allows you to significantly increase the conversion into calls, requests, orders.
The landing page is the final point where the user decides to leave a request or leave. If you managed to get into his need and attract him with the help of a catchy ad, now you need to convince that your offer is what he needs, what he is looking for.
When promoting a new product, you need to present it as a more optimal alternative to the usual solution, which has already outlived its usefulness.