Here's How to Market a Product and Start Driving Sales
The success of a product or a brand requires a lot of work. These efforts begin with a good product and flourish with a great marketing plan. There is no success without a good product, and there is no success without an effective marketing plan.
Marketing strategies will help you introduce your product to potential customers and encourage them to make a purchase. As companies strive to communicate the value of their items to their audience, the methods they employ to captivate attention and drive engagement are as diverse as ever.
From traditional advertising tactics to social media marketing, and experiential campaigns, businesses have an extensive range of options at their disposal. In this article, we will list and explain 15 of these strategies. By knowing your target audience, planning carefully and employing your efforts wisely, success is just around the corner.
15 best ways to market a product
As mentioned above, the methods and strategies you can use to market your product are diverse. It will all depend on your target audience, your marketing budget, and your goals.
Here are 15 methods you can try to reach your audience and drive sales:
1. Product samples
Send free samples of your product to potential customers to let them experience its quality and benefits firsthand.
Distributing samples can be a highly effective marketing strategy for businesses to promote new products, changes, or variations. It allows customers to establish a stronger emotional connection with a brand and have a better understanding of the product’s value.
This strategy also helps to generate a buzz around the brand, especially if the samples are unique, innovative, or offer a new solution. This can increase brand recognition and visibility.
Once potential customers receive, try, and enjoy your product, they share their opinions with friends and family, which helps increase your reach.
At Odore, we are experts in creating sample distribution campaigns, developing a marketing plan that fits your needs and helps you showcase your product to new and existing customers.
One of the most valuable outcomes of product sampling is data collection. When distributing samples, you can collect information such as preferences and feedback from customers, which can guide your future marketing efforts.
When implementing a product sample strategy, ensure that the samples accurately represent your product’s quality and value. Odore can help you with planning effective campaigns.
2. Content marketing
Create valuable content, such as blog posts, videos, or infographics, that educates, entertains, or solves problems for your target audience.
Content marketing uses relevant information to engage and attract a target audience. When used effectively, it can play a crucial role in the success of your business, as it allows your brand to educate your target audience about products and encourage them to make an informed purchasing decision.
By consistently providing content, businesses establish themselves as knowledgeable and trustworthy sources of information in their industry. This authority also fosters trust among customers, making them more likely to consider and buy from the brand.
Content marketing also enables businesses to address the pain points and challenges of their target audience. By offering solutions through their products, businesses can position themselves as problem-solvers.
One advantage of this strategy is improved visibility. High-quality and relevant content can improve a business’s search engine rankings, making it easier for potential customers to find their products when searching online.
To execute a successful content marketing strategy, businesses should focus on understanding their audience, creating valuable content, maintaining consistency, and adapting their approach based on audience feedback and performance data.
3. Social media marketing
If you are active on Instagram, Facebook, or X (formerly known as Twitter), it is likely you have come across ads. This approach uses these platforms to engage with their audiences, share content, and run targeted ads.
Social media platforms are a powerful tool for businesses to market their products in the digital age. Since so many people are online and active in these spaces, marketing efforts can reach a vast audience and increase brand visibility and recognition.
These platforms also offer sophisticated targeting options based on demographics, interests, behaviours, and more. Businesses can create highly specific ad campaigns that reach their ideal customer, increasing the chance of a purchase.
In branded pages, businesses can also directly interact with their audience, building relationships and fostering brand loyalty. If encouraged to share their own content and opinion about the products, customers can help you amplify your brand’s reach and authenticity.
To effectively use social media marketing, businesses should research their audience and choose the platforms that align with the people they are trying to reach, creating engaging content, maintaining consistent posting schedules, and actively engaging with their followers. Social media marketing is a dynamic strategy that requires staying up-to-date with platform changes and adapting strategies accordingly.
4. Influencer marketing
Influencer marketing is a strategy that involves collaborating with individuals who have a significant and engaged following on social media. These online celebrities have the ability to impact the opinions and behaviours of their followers, which helps businesses effectively market their products.
Influencers have established trust and credibility with their followers. When they endorse a product, it is seen as more authentic and trustworthy compared to traditional advertisements.
Since they have followers who share similar interests and demographics, influencers can potentially reach the right people.
At Odore, we have worked with internet personalities by combining product sample distribution and influencer marketing. To launch the new fragrance Prada Paradox, we provided influencers with a link to claim a sample. Once they shared the link with their followers, we were able to track the success of the campaign and gather feedback from customers.
Depending on the platform in which they have the largest following, influencers can go into detail about a product and provide an in-depth review. Users are more inclined to listen to these personalities than they are to read a full analysis about it from the brand’s website.
5. Email marketing
Email marketing is a strategy that involves sending targeted emails to a group of recipients with the aim of promoting products, building relationships, and driving customer engagement.
With this approach, businesses can communicate directly with their audience, delivering personalised messages and offers directly to their inbox. Brands can segment their email list and tailor their messages, taking into consideration customers’ demographics, purchase history, and preferences.
Email is a powerful channel for announcing launches, updates, and enhancements. Since there are no word limits, brands can use this channel to provide educational content and help customers understand the value of the product.
In past campaigns, Odore has encouraged customers to claim a product sample by inserting information such as their email address. The encouragement of a product sample allowed brands to collect important data and maintain a flow of communication with interested people.
Emails can also be used to collect feedback about customers’ experiences, which can lead to product improvements and guide future marketing strategies.
6. Search Engine Optimisation (SEO)
This approach is aimed at improving a website’s visibility and ranking on search engine results pages. SEO involves optimising various elements of a website, making it more likely to appear in relevant search queries.
Higher search engine rankings result in increased visibility for a business’s website and its products, making it easier for potential customers to find them. Brands that appear on the first page of search results are often perceived as more credible and trustworthy by users, leading to higher click-through rates.
To effectively put this strategy in place, businesses should conduct keyword research, optimise on-page elements (such as meta tags, headers, and content), build high-quality backlinks, ensure mobile-friendliness, monitor search trends, and stay updated with search engine algorithm changes. Combining SEO with other marketing strategies can create a comprehensive approach that maximises the impact of product promotion.
7. Pay-per-click advertising
Through pay-per-click advertising, businesses create and display ads on various online platforms. Advertisers pay a fee each time their ad is clicked, driving traffic to their website or landing page. PPC ads appear at the top of search engine results and on relevant websites, providing instant visibility to a targeted audience.
One of the advantages of this marketing approach is targeting people based on specific keywords, demographics, locations, interests and behaviours. This is also a beneficial method when it comes to budgeting. Advertisers set a daily or campaign budget, preventing overspending.
Unlike organic methods like SEO, PPC delivers immediate results. Ads can start generating traffic and conversions as soon as the campaign is launched. Even if users don’t click on the ad, exposure to the brand name and product can enhance brand recognition and recall.
8. Referral programs
Referral programs, also known as word-of-mouth marketing or refer-a-friend programs, encourage existing customers to refer new customers to a business in exchange for rewards, discounts, or other incentives. These programs leverage the power of personal recommendations.
Acquiring new customers through referrals is often more cost-effective than traditional advertising methods, as the business is essentially outsourcing its marketing efforts to satisfied customers. These new potential buyers tend to be higher-quality leads because they are more likely to be genuinely interested in the product, thanks to the endorsement of someone they trust.
The method is also interesting when it comes to existing customers. These programs give them a role in the business’s growth and success, fostering a sense of loyalty.
9. Loyalty programs
Similar to referral programs, loyalty programs offer rewards, incentives, and benefits to customers who make frequent purchases or engage with a business over time. This strategy is designed to encourage repeat business and build customer loyalty.
Loyalty programs enable businesses to collect valuable customer data such as purchase history, preferences, and demographics. In turn, this data helps tailor marketing efforts to specific segments and personalise marketing messages, offers, and recommendations.
Customers who are part of a loyalty program may be less price-sensitive because they are focused on earning rewards, which can result in higher profit margins for the business. They are also more likely to become brand advocates, promoting the business and its products.
To ensure success, brands should align the program with their brand values and customer preferences, communicate the benefits clearly, ensure ease of participation, and regularly evaluate and refine the program based on customer feedback and performance metrics.
10. Public relations
PR is a strategic communication practice that focuses on building positive relationships between a business and its various stakeholders, including customers, media, investors, employees, and the general public. PR plays a crucial role in helping businesses market their products effectively.
Media coverage and positive reviews contribute to building the business’s credibility and trustworthiness in the eyes of the public, which translates into higher consumer confidence in the products being promoted. Securing this coverage is the role of public relations professionals, who craft compelling narratives about the business, its products, and its mission.
When issues arise, PR professionals can also manage crisis situations by addressing concerns transparently and effectively. This preserves the brand’s reputation and maintains consumer confidence in the products.
11. Trade shows and events
Brands can participate in industry-related trade shows, conferences, and events to showcase their product and network with potential customers. This can be a valuable marketing strategy for businesses looking to effectively promote their products, as trade events provide a unique opportunity to engage directly with potential customers and establish deeper connections.
Events offer an ideal platform for unveiling new products, generating excitement, and capturing the attention of industry insiders, media, and potential buyers.
To leverage trade shows and events effectively, businesses should thoroughly plan their participation, design an appealing booth or display, prepare marketing materials, train staff, set clear goals, and measure their success by evaluating the leads, connections, and sales generated as a result of their participation.
12. Guerrilla marketing
Guerrilla marketing is a creative and unconventional marketing strategy that aims to capture the attention of the target audience in unexpected and memorable ways. It often involves low-cost tactics that leverage creativity, innovation, and surprise to generate buzz and engagement.
A well-executed guerrilla marketing campaign has the potential to go viral on social media and other online platforms, greatly amplifying the reach and visibility of the business and its products.
Because this approach is so unique, guerrilla marketing campaigns often encourage direct engagement with the audience, sparking conversations, interactions, and a sense of participation. They can be tailored to specific locations or events, allowing businesses to target a localised audience effectively.
It’s important, however, to strike the right balance between creativity, innovation, and respect for the audience’s sensibilities.
13. Affiliate marketing
Affiliate marketing is a performance-based marketing strategy where businesses partner with individuals or entities (affiliates) who promote their products in exchange for a commission on each sale or action generated through their referral efforts.
Affiliates have their own audiences and platforms, allowing businesses to tap into new and diverse audiences that might not have been reached through their own marketing efforts. Since businesses pay commissions only for actual sales or conversions generated through affiliates, this makes affiliate marketing a cost-effective strategy, as marketing expenses are directly tied to results.
Partners can use various promotional methods such as blogs, social media, email marketing, video content, and more, providing a range of approaches to showcase the products. As a result, the brand can potentially reach a wide range of audiences.
This approach can lead to long-term collaborative relationships, where affiliates become advocates for the brand and its products. However, It is important that businesses select affiliates carefully, provide them with necessary marketing materials and resources, set clear terms and commission structures, and maintain open communication to ensure successful collaboration.
14. User-generated content (UGC)
Content created by the users of a product or service is known as user-generated content. Leveraging UGC in marketing strategies can be highly beneficial for businesses in promoting their products.
UGC is seen as more authentic and trustworthy because it comes from real users rather than the brand itself. Positive experiences shared by customers build credibility and foster trust among potential buyers.
On the other hand, encouraging UGC fosters a sense of community and engagement around the brand and its products. Users feel involved and valued when their content is shared by the business. Customers often tell personal stories and experiences, creating an emotional connection between the audience and the brand. This connection can be a powerful motivator for purchasing.
From the point of view of the brand, UGC doesn’t require as much investment as creating professional content from scratch. It can serve as a valuable source of content for marketing campaigns, and it often generates higher engagement on social media platforms, as users are more likely to interact with content created by their peers.
15. Cause marketing
This is a marketing strategy in which a business partners with a charitable or social cause to promote both its products and the cause.
Cause marketing creates a positive brand image by demonstrating the business’s commitment to social responsibility and making a positive impact on society. In turn, this attitude evokes emotions and empathy among consumers, making them more likely to feel a personal connection to the brand and its products.
This approach can improve the business’s reputation by highlighting its efforts to contribute to the greater good, leading to increased trust and loyalty. Consumers tend to be more loyal to brands that are associated with a cause they care about, which can result in repeat purchases and brand advocacy.
Partnering with a cause can introduce the brand to a new audience of individuals who are passionate about the same cause. It also provides a compelling narrative for the brand to share with its audience, allowing for the communication of values and mission.
To effectively implement cause marketing, businesses should choose a cause that aligns with their brand values, ensure transparency in their partnerships, communicate the impact of their efforts, and genuinely commit to supporting the cause beyond just a marketing campaign.
The effectiveness of marketing strategies can vary depending on your product, target audience, and industry. A well-thought-out marketing plan often combines multiple approaches to maximise reach and impact.
There is no one-size-fits-all solution when it comes to marketing. Instead, the most effective campaigns often blend several techniques, adapting to the preferences of target audiences and the trends of the moment. Still, we can’t overstate the importance of forging genuine connections with customers. In a digital age where individuals crave authenticity, brands that prioritise meaningful engagement are likely to resonate more deeply and leave a lasting impression.
At Odore, we are experts at developing campaigns that engage audiences and provide your brand with crucial insights that will help you guide future communication efforts. Contact us to learn more.