How to promote your product on the Internet? Encyclopedia of marketing How to advertise your product.

You have found your niche and created an online store. What's next? Once you have successfully launched it, you need to focus on attracting traffic and generating sales. Whether you are a beginner or have been in the market for a long time, additional ways to promote your product online never hurt.

Today we will present to your attention 20 creative promotion methods for an online store.

1. Gift Guides

What do you do when you're trying to come up with a gift idea? More and more people are turning to search engines for answers, entering queries like "gift ideas for colleagues" or "original birthday present." In the search results, they are given a lot of advice on choosing presents.

Why don't you get your product to appear in gift guides too? Such "allowances" are created for almost every field of activity, types of people and holidays. Find listings that rank on the first pages of search engines and see which one you could fit into. This method is able to drive quite a lot of traffic to your store.

For the author or editor of a post to benefit from your collaboration, they must provide value to their reader through you, so be sure to include what makes your item unique and why it appeared on such a list.

2. Email Marketing

Email is one of the most effective channels for acquiring new customers. While other channels, such as organic search, may take some time to build up before generating traffic, email marketing works right away.

You can find a lot of email marketing ideas on our blog - try to find the ones that will help your business grow.

Plus, you don't have to spend all your time sending emails. Make your life easier by creating . There are different mailing options, for example:

• Sending welcome emails to new subscribers and giving them incentives to make purchases.
• Sending emails to new subscribers during the post-sale period to motivate them to purchase complementary goods (Upsell) and create a pleasant feeling of customer care.
• Sending pending purchase reminders to visitors who have left their cart.

Provides ample opportunities for automation through integration with the most popular email marketing services. This approach saves you time and allows you to focus on the content of your emails rather than sending them.

3. Affiliate programs

If online promotion is going poorly and you don't have the resources to attract new marketing and sales professionals, consider an Affiliate Program that will help you promote your store, paying your partner a commission only if they a sale has taken place.

As a rule, affiliate programs create a special page for each affiliate promoting your product. Affiliates can embed this link into their social networks, review blog posts, or even YouTube videos where they showcase the product. These custom links allow you to track who the sale came from and reward those people.

If you decide to implement such a program, spend some time researching the topic. Remember that partners promote products for you, in a sense, implementing the marketing component of your business. If you do not have ready-made developments, your own successful practices, they will begin to come up with their own.

4. Appearance in the press

Publicity is a great way to attract new customers and help more people learn about your product. But, as a rule, it is quite difficult to provide it. Mainstream journalists are drowning in a sea of ​​press releases and feature stories. Increase your chances of being seen and heard by working with bloggers.

Do not send press releases, it is better to contact them by e-mail with an offer to use samples of your products. Choose bloggers that create content related to your industry, sites that write about similar products, and attract opinion leaders on social networks.

5. Live broadcasts

Apps like Periscope and Instagram are relatively new social platforms, but they have already shown their marketing potential. At the same time, very few companies make short videos and broadcasts; posts on Facebook, VKontakte or Twitter are much more popular.

In this format, you can do product demonstrations, answer questions, and even take viewers backstage to show how you work on an order or the production process.

6.Pinterest

Pinterest is a must-have channel for those who are looking for modern methods of online promotion. Many people use Pinterest to create wishlists, which makes it a great place to advertise products, especially those that have interesting designs and look good in photos.

Pins tend to stay online for a long time, often being found and viewed within months of being posted. Optimize your Pins by posting when the most people are online, using the right keywords and engaging images. You can even run contests to expand your reach.

Make sure you have enabled Rich Pins, which allow you to include additional information about the product.

Pinterest is also introducing Pins into its ecosystem with the ability to make in-app purchases using the Buy button. Online retailers abroad are already actively using this functionality, but you can also fill your page with high-quality content in case the service is launched in Russia.

7. Facebook

Billions of people around the world use Facebook. As a paid advertising platform, it offers narrow targeting options. Custom Audiences, in particular, are a very useful way to promote online to visitors or email subscribers. This promotion is very effective because you learn more about who you are targeting and can tailor your ads accordingly.

In addition, Facebook has introduced a "Shop" section to make it easier for people who discover the product through the social network to make the purchase process easier. As they say on their website, "this feature is being rolled out gradually and only in the US," but it may become available in Russia soon, so monitor the news of social networks.

8. Search Engine Optimization

The full potential of this tool will take some time, but search offers one of the few possibilities for generating predictable, multi-component web traffic.

An effective approach will include a number of steps, from strategizing and doing more detailed keyword research, to optimizing your site architecture and performance (like category pages) and link building. All this requires a lot of effort, but you can use this method "in the background" while your store develops and gains momentum.

9. Referral Marketing

Referral marketing, or, in fact, is one of the oldest methods of promotion. Its goal is to encourage people to talk about your product in such a way that awareness of it grows in wide circles and sales increase.

Today, the Internet is driving the development of referral marketing: it not only gives a large reach to people, but also allows users to share your content, and you to track the impact of such actions.

In the US, Reddit is an example of such a site. In Russia, it is not very popular, but it has its competitors, for example, Pikabu or Habrahabr. Create sponsored posts related to your business, use them as an opportunity to promote your product and offer a discount. Key point: try to make the post naturally fit into the style and theme of the resource.

11. Spontaneous shop

Increasingly gaining popularity in the West, spontaneous stores, or one-day shops (Pop-Up Shops), enable online businesses that do not have offline retail outlets to sell their goods to customers in a personal format. Find a space that you can rent for a week or even a weekend to open a temporary store.

A spontaneous store will help you create an atmosphere of exclusivity around your products, get local media coverage, earn from seasonal shopping, sell stale goods, as well as communicate with your customers in real life and learn more about them.

12. Posting on your own blog

A blog is a great way to promote your online store. With the right approach, it can be an effective channel for traffic and brand image building associated with the use of your products. The more you blog, the more traffic your site gets.

The social network boasts over 400 million active users and its focus on visual content is great for promoting products online. Half of the said user base logs into Instagram daily, so any brand would benefit from having their products and services listed here.

There are several ways to use Instagram. You can post breathtaking pictures of your product, make stylish time-lapse videos of your product in action, run contests, or contact popular bloggers for a promo post.

14. YouTube

YouTube has grown into one of the world's largest search engines for new content. What's more, YouTube videos can also be ranked by traditional search engines like Google. This creates an excellent opportunity to increase traffic.

Not required to get YouTube results. You can promote products through interesting or useful videos. Perhaps someone is already looking for your products on YouTube. By creating a branded channel with your own videos, you can control the story you want to tell.

15. Product Hunt

Product Hunt is a place for those who love to find new products. It will be useful mainly for software and application developers, but sometimes traditional retail products flash on the first page, however, this option is not suitable for those who are aimed at the Russian-speaking market segment.

Product Hunt usually features stores selling a very new product (or a small group of such products) to the market. As a rule, this is either something with a high degree of customization, or the reincarnation of an already existing product category, or items that are aesthetically unique. Consumer goods or those designed for daily use will not be in demand here.

16. Contests

Contests with the distribution of your products in the form of prizes are an easy and affordable way to showcase your product to a lot of people, and not random people, but the target audience. However, many contests fail. There are a few key mistakes to avoid when running a contest to promote your business. Make sure the platform, timing, message, and steps people need to take to enter the competition are well thought out.

Contests can and should be held not only in a store or blog, but also post about them on social networks - Facebook, Twitter, Pinterest and Instagram, which will bring you even more traffic and, accordingly, leads. Best for a contest that will help you build a database of potential buyers.

Reade set Go!

Products don't sell themselves, but fortunately there are many ways to promote them. Find the one that's right for you from our list and get started!

What can not be found in the markets! Amazing place with a wide variety of products. You can endlessly walk the aisles, choose and bargain, instead of traveling to different stores in search of the right thing. But people are tired of walking around in the open and looking for goods from behind the backs of other buyers.

The search for new conveniences has led to the creation of supermarkets, where everything is located side by side, and you can slowly walk between the shelves and choose what you like on your own.

But human laziness knows no bounds and is the main engine of progress. People wanted not to leave the house at all and at the same time make bargains, saving not only efforts, but also invaluable time. This opportunity was provided by online stores:

What are they?

An online store is a website that allows its visitors to purchase products online. In order for customers to have familiar associations with going to supermarkets in real life, as well as to ensure ease of use, online stores include the following components:

• Catalog of the offered goods. This section should be well thought out and implemented, because it is on it that customers will be able to evaluate the assortment and decide on their further stay on the site;
• Basket. Like the usual cart in which we put bread and sausage, the list of goods selected by the user is formed in the online store. You can immediately see the total amount of the purchase;
• Personal Area. With this function, the client can easily navigate through the history of their purchases and quickly navigate to the desired sections of the store;
• News feed. Information about new arrivals, stunning discounts and sales will warm up the interest of buyers;
• Feedback form. Visitors should receive answers to their questions, and the sooner this happens, the higher the credibility of the online store;
• Newsletter. If the user accidentally forgot to go to the site of the store, you need to provide him with up-to-date information by e-mail. When registering, an e-mail is usually indicated, so the address can be found without problems.

Most often, online stores rent premises for a warehouse, where customers can receive ordered goods. Sometimes purchases are delivered by courier directly to the buyer's apartment.

What are they selling?

Therefore, it is worth focusing on those categories of goods, the implementation of which will be appropriate to promote an online store.

• Books. Of course, most prefer free downloads, but those who care about copyright purchase their favorite titles online;
• Small souvenirs. Most people know how hard it is to choose a cheap gift. You can spend hours walking around all the shops in the city and eventually buy another cup. On the Internet, the procedure is greatly simplified;
• Goods for our little brothers. A variety of pet food has a long shelf life, so it is great for long-term storage in a warehouse;
• Various electronics. Mobile phones, tablets, players… the list goes on and on. Sitting at the computer, a person slowly evaluates all the technical characteristics of the product and chooses the best option;
• Cosmetics. Unfortunately, you cannot try mascara or lipstick on yourself in the online store. However, people are accustomed to trusting well-known brands and are not afraid to receive a low-quality product;
• Furniture. All 12 chairs can be bought within a minute, and not run after them all over Russia;
• Everything for relaxation. People want to stock up on umbrellas, deck chairs and fishing rods before their holidays, and online stores provide such an opportunity.

Store promotion

An online store cannot start generating income immediately after creation. For starters, people should at least be aware of a new opportunity to purchase goods. To attract as many interested visitors as possible, you need to know how to promote an online store correctly. Below are some popular promotion methods.

• Search optimization. The bulk of buyers start looking for the product they need in Yandex or Google, so your online store should appear in response to popular queries:

• Optimization of the internal structure. Search robots must reach all pages of the online store site, and this requires a simple hierarchical structure in the form of a link tree:

• Contextual advertising. Another way to show your online store in search results is to place advertisements. You will pay only for user clicks on the advertised link. To be at the very top of search results, you need to offer the highest bid per click compared to competitors:

And if independently and for free?

Before thinking about how to promote an online store for free, you need to evaluate your time resources. To do without investment means to advance at a snail's pace where one could run like a cheetah. If you don’t want to spend a single penny, you will have to give up the following amenities:

• Employees. Hired workers are rarely ready to work for "just like that", so you will be forced to do everything yourself.
• Most types of advertising. Search engines charge a fee for placing ads even in the quietest categories. Most resources that do not belong to you will also not advertise for free.
• Professional optimization. There are people who know how to make texts for search robots, but they need to be paid.

All that remains is to independently master all the subtleties of optimizing and designing sites. You will also have to personally promote the online store in social networks, which is quite problematic in the absence of investments.

In principle, nothing is impossible, but it will take a lot of time and effort, which will not necessarily be rewarded.

Thus, online stores can greatly simplify the process of making purchases, and their assortment includes a huge number of goods. If the owner of an online store needs a quick promotion, then cash investments will be required, but with an unlimited time frame, you can try the free promotion option.

Good bad

Yes, yes, maybe this is not new, but still a very good, effective and fast way to advertise your business on the Internet. The largest bulletin boards: Avito, From hand to hand and ... (everyone in the city has their own). The rest of the boards are less effective, but still, even on small ones, you can place yourself and find your client. I myself sold, sell and will sell with the help of boards, so I am writing this paragraph not “from the lantern”. People are actively looking for products on message boards, so your products and services must be there!

Social networks

Here you can also advertise for free. In social networks, by creating a group or account, you can also advertise your products and services for free. Most people use social networks and this advertising tool has a place to be. You can post thematic posts in groups (some groups and publics will allow you to post information for free, but you need to look for such), you can create an account and add all potential customers as friends (create a human account with a First and Last name, otherwise they will be banned), you can create your group and add people to it and ask friends to send invitations to their friends, etc..

Also, all social networks use hashtags. E that word or phrase preceded by a symbol# . Users can combine a group of posts by topic or type using hashtags - words or phrases beginning with #. For example: #how to make money, #business and so on. If you publish posts from your account on the wall or in a group with thematic hashtags, then users in the search will be able to find you faster when searching for specific information. All of the above advertising tools on social networks I myself have used and continue to use!

Subscription Services

Like Subscribe, Surfingbird. You can post your entries in thematic groups in which access is open, and access is open there in many groups. I also post links in groups to my thematic articles and the traffic is active. There are several other similar services, but I do not use them.

Your blog

A very effective advertising tool, but it will not give you results here and now, but it will give you great results in the long run. I already once wrote that I don’t understand companies that don’t have their own blog! If every company would keep a blog and share useful tips in their niche with readers, then the problem with the low quality of content in RuNet would be solved. For example, you sell auto parts, then on your company blog you can write interesting articles on how to use these parts, that is, how to repair a car or a separate part of it. I can give many examples for almost every type of business and this tool will work everywhere.

Why is it free? Because you write articles yourself, search engines "eat" them and show them in search results to your potential customers. You can also promote your blog and there is an article about this "". I am sure that if you give really useful advice to your reader on your blog, then he will buy a product or service from you. Yes, you need to wait for the blog to be indexed, you need to write articles, you need to promote, but it's cheap or even free and you need to use it. I use, and you?

FAQ

For example questions-answers Mail. If you find the question: "Where to buy ...", and you have an answer, then you can provide a link to your product or service. If the person who asked the question is interested in your offer, then you will get a client. It turns out that you are not spamming, but helping people by answering their questions.

city ​​portals

Each city has its own Internet portals and advertising in them also works. For example, I post my posts and information about my store on the Omsk forum, in the Omsk media, where there are categories for online stores and there is an effect, although not great, but it's free! Look for portals and media in your city and see if you can be placed in their directory.

Conclusion

Now you know that free advertising on the Internet exists. I have listed everything that I use myself, but there are still interesting options that I wrote about in an article about. Of course, you can still spam in groups and on sites in the comments, but I myself don’t like this and I don’t advise you, so I didn’t pay attention to these methods of free advertising on the Internet.

If I missed something or you know your own ways, then write them in the comments and I will add them to the article! Thank you for your attention and use free advertising on the Internet while you can!

The introduction of a new product to the market is never complete without advertising, and today the most popular “platform” for promoting new products is, of course, the Internet. Read about the main free and most effective ways to promote products on the Internet in our material.

Promotion of a new product on the Internet: opportunities

Most modern companies and manufacturers have "took a course" to support their position by releasing new products and expanding the range, improving it. This is due to the fact that in the current economic conditions the market is constantly changing, competition and people's needs are growing, and only active enterprises that are ready for modernization and start introducing a new product to the market remain on the wave of success.

Why is the Internet, as a platform for product promotion, so convenient and effective? Firstly, because today people search and buy almost everything on the Internet, from air tickets and training courses to baby sliders and medicines. The choice "falls" on online stores because any product purchased online will cost less, since there is no maximum "cheat" as it happens in the case of retail stores. The main plus when promoting goods on the Internet is that the entrepreneur has the opportunity to choose the most optimal option for his business, and sometimes even carry out all the promotion work using various methods and “in a complex”.

The promotion of goods on the Internet is carried out according to the following algorithm:

• formation of a marketing strategy;
• informing customers about the appearance of a new product on the market with the help of online advertising as part of a marketing promotion strategy;
• transitions from advertising blocks to the information resource of the company (website, landing page), which contains comprehensive information about the new product and the possibilities of its purchase.

That is, any advertising on the Internet has one main goal - to attract and interest the maximum number of buyers. It is important to take into account the characteristics of the target audience for which this product is designed. For example, if a novelty is introduced to the market - wireless LED headphones, then the advertising strategy for promoting a new product on the market via the Internet will be appropriate, that is, taking into account the age of the target group (teenagers, youth, students), its needs, financial capabilities, technical "tools", thanks to which the interest of the target audience can be retained. If a new product is introduced to the market, “oriented” to people of a more mature age, for example, orthopedic pillows, mattresses of a generation, then the “delivery” of advertising on the Internet will have to be carried out through other tools, other ting “moves”.

Usually, during the initial promotion of a new product on the market via the Internet, several “Tools” and opportunities are used simultaneously, various methods of “stimulating” consumer interest. This gives the fastest and most tangible effect. Consider 7 ways to promote a new product on the Internet.

Method one: own website

In the materials of the online magazine "Business.ru" we have already talked a lot about how an entrepreneur can create (including for free) his own website or landing page, how to "promote" it in a short time: How to promote the site yourself; How to create a landing page to increase sales

Every modern company today has its own website, which provides all Internet users with comprehensive information about the activities of the company, the cost of services and goods. The company's website can be presented in the form of an online store where the user can order the desired product with delivery, or it can be just an information page - a landing page - with the ability to order a call back to the user.

Today you can make a website on your own - there are enough programs and services on the Internet to develop your own pages using standard templates, but this will only be the simplest site. In order for the website to be made with the highest quality, entrepreneurs need to use the services of web designers and order a website about a new product from them.

Depending on the goal pursued by the entrepreneur, the format and structure of the site will differ. Marketers believe that at the first stages, a landing page will be enough to promote a new product on the Internet, which will describe the benefits of the product, customer reviews, information about discounts, promotions, and benefits. If a whole range of unique products is brought to the market, then a detailed information site is indispensable here.

So, all users who are interested in the new product of the company will “flock” to your site for detailed information. That is why this resource should immediately be as informative as possible, functional, with a convenient user interface. But it is not enough just to create a website on the Internet today, its competent “promotion” is necessary, and the first task here is seo-promotion, that is, search engine optimization.

Method Two: Search Engine Optimization

Search engine optimization or, as it is also called, "Seo-optimization" is a set of measures taken to "raise" a website in the results of popular search engines (Yandex, Google, Rambler, etc.) according to relevant user requests. The goal of search engine optimization is to increase website traffic and, consequently, the number of potential customers. As we know, the higher the site is in the search results, the higher the likelihood that interested users will follow the link and visit the web page. It seems to many entrepreneurs that it is impossible today to “surpass” large and popular sites through Seo-optimization, but this is not so. It is necessary to correctly select the main keywords that will correspond to the most frequent user requests on this topic, try to make the texts such that all suitable “keys” are used to the maximum.

Note
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In addition to “arranging” the correct keywords and filling the site with the “correct” content, other site optimization is also necessary. We are talking about improving the so-called "behavioral factors", when after a sufficient number of transitions to the site, users linger on the page for a long time, then the search engines consider such a site to be of high quality and eventually "raise" it to the top search results. Also, search engines take into account the density of keywords (that is, search engines exclude spam, too much “nausea” of site texts, their oversaturation with keywords); site citation index (if other popular sites link to your resource, this will also give the resource additional "points").

In addition to internal search engine optimization, that is, work on content, there are also methods of external optimization, for example, registration in directories, link exchange, advertising on blogs, social networks, posting articles, etc. Using all these tools to promote a new product in a complex, an entrepreneur will be able to achieve the desired result in a short time. Today, SEO specialists are engaged in search engine optimization of websites, but site owners can also promote their sites and new products through them independently and for free - the possibilities here are not limited by anything.

Method three: banner advertising

One of the most common, popular and truly effective types of advertising on the Internet today are contextual and banner advertising. By advertising your new product on banners, that is, graphic images with a hyperlink to the company's website, which, in turn, will be placed on popular sites that are advertising platforms. The boundaries of the impact of this type of advertising to promote new products are much wider than other types of advertising on the Internet - they attract attention, arouse interest in a new product, and encourage Internet users to take action (go to a website, place an order, buy a new product).

Today there are a huge number of opportunities to promote a new product to the market using banner advertising on the Internet, mostly they are paid, but there are also free ones. These are, for example, the services of the so-called "banner networks". This is a certain "community" of participating sites that work in the same system and provide each other with sites of their sites for placing banner ads. For displaying a certain number of advertising banners on his site, its owner gets the opportunity to place his advertising on the sites participating in the project. This tool is a great opportunity to promote a new product on the Internet.

Method four: contextual advertising

Another type of online advertising to promote new products is contextual advertising. The principle of its operation is simple and therefore effective: an advertisement of your site or a new product is broadcast on sites with relevant content, when the user's area of ​​interest coincides with the subject of the advertised product or service. For example, if a company promotes a unique whitening paste to the market, then the corresponding contextual advertising, an advertisement will pop up every time Internet users from all over the country or a specific region search for everything related to teeth in a search engine.

For example, search queries such as "dental prosthetics", "dental treatment", "teeth whitening", "wholesale toothpaste", etc. That is, the advertisement will be shown exactly to the target audience, which is currently looking for information of interest about the treatment and whitening of teeth. Contextual advertising systems are used today to make a profit by the largest search engines, that is, this method of promoting a new product on the Internet is paid, but the prices for this type of advertising vary depending on the number of impressions, which means that financial investments can be minimized.

Method five: viral marketing

As mentioned above, the dissemination of information on the Internet is "viral" in nature, and millions and thousands of users can learn about an interesting event, product, person in a few hours. This "effect" of the global network should be used when promoting new products on the Internet. Every day we all send to friends and acquaintances on social networks various funny pictures, videos, stories, and an unusual, bright and laughing advertising message that spreads as fast as other, non-advertising information.

Register advertising pages in the maximum number of social networks, describe the products offered, new items, attach pictures, detailed descriptions, prices, promote each of the created pages and groups - add users to publics, communicate with interested people, promote, advertise. In addition to free promotion on social networks, today there are a huge number of options for paid promotion. Spending a minimum amount of money, the advertiser gets a big effect.

SMM promotion today is also carried out with the help of forums and blogs, where hundreds of people are sitting, united by common interests, discussing goods, services, new products. By maintaining communication in these blogs and forums, participating in discussions and "unobtrusively" promoting your new product, you "provoke" blog readers or forum members to become interested in your new product. Of course, forums and blogs today are an excellent advertising platform.

Method seven: e- mail mailing list

"Gaining momentum" today is another effective way to promote products on the Internet - e-mail newsletter, that is, sending an advertising message to the e-mail of Internet users. As a rule, e-mail messages carry information about ongoing promotions and contests, event announcements, discounts and bonuses. One has only to remember that sending advertising messages by e-mail is possible only to users who have agreed to this type of information.

So, as the experience of successful entrepreneurs around the world shows, the Internet today is a storehouse of opportunities for promoting new products or services, an endless source of various ways to establish interaction with potential customers and mutually beneficial cooperation. Competently and in a complex using various ways to promote goods or services on the Internet, every entrepreneur takes risks. It risks making its products mega-popular and truly in demand.