There is no shortage of marketing techniques available for online entrepreneurs looking to make a splash. Sadly, many of these techniques are focused on glamorous industries full of eager fans. When you have a solid audience of buyers who are eager to spread the word about your product, marketing becomes far easier. However, when you promote unexciting products, gaining attention can feel much more difficult. Thankfully, there are a number of marketing techniques that can be used to effectively promote the type of products that are wanted and needed, without carrying too much fanfare.
Analyze Your Audience
It is easy to make assumptions about your audience, but the data might not back up these feelings. You could, for example, sell a product that is used by men, with your marketing campaign designed around this fact. However, there could be a large proportion of women who buy the product for their partners. Without analyzing your audience and the marketplace as a whole, your marketing campaigns won’t be optimal.
Tell Your Story
Your business probably has an interesting story that can add personality to an otherwise unexciting product. Most businesses have faced adversity or have an inspirational angle that will resonate with buyers. Additionally, businesses often create substance by discussing their location or the source of their goods. Adding more detail and narrative to your marketing will make you more memorable, driving more people to choose you during the buying process.
Build an Identity
Businesses can build an identity based on their brand values. These values could involve acting ethically, sourcing only natural resources. Alternatively, you could create a luxury version of a commonplace product, basing your identity on the higher level of quality you provide. A simple option is to focus on customer service, becoming known for going further than the competition in aiming to please your audience.
Connect with Online Influencers
Influencer marketing offers a great opportunity if you can find the right partners. Influencers are trusted personalities that typically have a large audience of relevant people. By partnering with influencers, your brand can become relevant, visible, and fashionable. While you will usually be paying for promotions, choose the right influencers based on their relevance and relationship to their audience.
Get Your Customers to Spread the Word
Your customers could quickly become your biggest supporters in spreading brand awareness. A customer with a positive feeling about their purchase will offer a more authentic opinion, instantly increasing the trust factor over a common advertisement. You can create an environment where customers help promote you by creating loyalty schemes, affiliate programs, and offering incentives.
Scarcity is one of the most effective marketing techniques across all manner of products and services. Scarcity can, however, produce a negative response when it feels too manipulative. Avoid any negative reactions by only using scarcity when it is legitimate, offering limited edition versions or reducing supply runs. When potential customers see limited stocks or the end date of a deal, you can expect to see a greater demand and excitement build around your brand.
Many businesses and products have an obvious appeal that doesn’t need too much explanation. There are, however, far more examples where an item will not instantly stand out from the crowd. Dealing with these less glamorous products requires a different approach, but the results can be just as positive. Using the techniques discussed, it is possible to build a long-term customer base and even find an audience who will actively promote your products. Regardless of your products, marketing will always come with a number of challenges, but with the right approach, you can transform the perception of your business in no time.