Managing a business requires appropriate marketing tactics. But more importantly, you need to start with an exceptional piece of merchandise.
A digital product is not much different. You need to know how to leverage your marketing tactics to promote your product efficiently. You also need to reach a wider target audience, connect with them, and convert them into loyal customers.
What’s a digital product?
I could not find a more straightforward definition than the one given by Wikipedia: “Digital goods or e-goods are intangible goods that exist in digital form.”
Examples include photos, eBooks, downloadable music, online courses, blog posts, digital subscriptions, downloadable software, mobile apps, cloud-based services and much more.
Everyone and everything is transferring to the digital world. And that’s where the customers are. If you’re thinking of an innovative road to success, creating and marketing a digital product is a sign that you are headed in the right direction.
Finding the right marketing channel
The route or channel that a company takes to reach their ideal consumer depends on the type of product at hand. In this sense, it’s key to focus on marketing channels that will not only help to nurture an audience and heighten demand for the product but also to deliver the product itself.
The numerous marketing and sales channel options at your fingertips offer major flexibility to let your business grow. The important part is finding the right mix of marketing channels for your digital product. If you use multiple channels, it increases the chances that you’ll achieve the fastest, most effective delivery to your customer possible, alongside an optimal user experience. However, you must find the best online selling platform to help amplify your reach, resonance and revenue.
Identifying the best platforms on which to build your sales presences depends heavily on the behavioral patterns of your target audience. Often companies need help finding the channels they want to emphasize for their digital products.
If you are confused about where to begin, here are some ideas that can get you started in the right direction.
1. Word of mouth
Not surprisingly, a survey carried out by Ipsos OTX showed that only 4% of consumers think that the marketing industry behaves with integrity. People believe people – not brands. It sounds funny, but it makes sense, right?
So what can marketers do to persuade customers to trust them? Since people trust customers over marketers, they rely more on customer reviews and recommendations.
Consumer behavior is constantly in flux. To create the best reviews, you need to stay focused on providing a valuable product and top-notch customer service. More importantly, offline and online marketing can spread information about your digital product. Salesforce found that 87% of marketers see integration across all platforms as essential to boosting visibility, leads and customers.
2. Social media
Advertising is expensive, and that’s not going to change anytime soon. Social media is a great way to market your product with its sheer number of users – over 2.7 billion around the world. So brands generally find it convenient and effective to promote their brands on this marketing channel.
According to SmallBizTrends, 90% of marketers acknowledge that social media has increased exposure for their brands. Instapage.com affirms that on Instagram alone, 75% of users take action (e.g., visiting a website) after viewing an ad.
Analytics tools can also help companies keep track of marketing performance metrics, from visitors all the way to the conversion point, where the revenue is. As an integral part of optimizing your marketing funnel, you need to know the lifetime value of your customers and what makes the ones who spend the most with you want to keep coming back.
3. Content marketing, especially with visuals
Because of the number of online businesses, all marketing channels are crowded, especially content marketing. Blogging is so popular that most are regurgitating information. So if you do not produce amazing, new content, you will not easily attract views, social shares or links.
Neil Patel claims that consumers are up to 85% more likely to buy a product after watching a video. According to Blue Corona, most brands exhibit a 27% higher click-through rate and a 34% higher online conversion. Similarly, posts with images produce 180% more engagement.
So it’s no wonder that video content and images are on the rise – it’s the future of content. Visuals are more engaging and interactive. They help brands cut through the monotonous noise of content marketing – as long as it’s useful, relevant and resonates with your audience.
4. Search engine optimization (SEO) and conversion rate optimization (CRO)
Nine Stats has proclaimed that 93% of all online experiences start through search. So organic SEO is the foundation of online visibility, especially when we’re talking about digital products, where there isn’t really anything to make visible in non-virtual spaces.
For your digital product to be viable in today’s market, your product must be discoverable on the web. Using longtail keywords, metatags, links, and engaging content are just a few aspects to consider.
More importantly, conversion optimization helps squeeze more conversions from the traffic that visits your page. This will ultimately lead to more sales and allow you to remain competitive and stay ahead.
5. Email marketing
Email marketing will enable you to keep in touch with current customers as well as visitors who land on your website. It is one of the traditional digital marketing channels that are effective and inexpensive.
As you send customers newsletters, digests, catalogs, direct advertisements, etc., more leads are generated, brand awareness increases, and conversion rates improve. According to Communications Hub, the right approach can send your ROI spiking up to 4300%. Impressive!
To make your email marketing more powerful, make sure you build, and maintain a rapport with your potential clients as well as existing customers. Emails should be short, personalized and easy to read as they initiate an action.
Identify your highest-performing marketing channel
This is just a concise list of some creative ideas that can help to fill your funnel with new leads. There are more options available. Think about marketing campaigns that are the most suitable for your digital product.
Marketing trends are constantly changing, and newer channels are evolving. The latest addition includes webinars and podcasts. Consider reassessing your tactics and tools regularly to see whether innovative ideas like these can positively influence your sales. A/B test your ads and post-click landing pages to maximize your lead generation efforts. And if you’re working with a service provider, make sure that your PPC agency does this too.
Depending upon your goals and the demands of your target audience, identify your highest-performing marketing channels that help fill your funnel with new leads. Concentrate on those that maximize sales. Refine your marketing strategy and implement techniques that will allow you to reach a wider, more relevant customer base. Streamline communications between you and your customers.
Consider devising an integrated promotional campaign consisting of multiple channels to produce better results. Create a marketing mix that will help you get ahead of the competition. It’s a definite way to break away from the crowd and provide something of more value to your customers. And, if you need help with any of these tactics, learn more about Thrive Internet Marketing Agency and how our team of strategists can help!