Digital Product Marketing

How to Find the Right Audience for Your Digital Products (Part 1)

If you sell digital products online, carefully consider the types of audiences that will be interested in what you’re selling. You need to capture their attention. Your marketing efforts should help them learn about your product, even if they were unaware that it existed.

Here are some ways to find your audience and promote your products.

Social Networks

Social networks are not just a way to create an online presence. They can also be used to interact with your audience, share information and build a community. Eventually, you’ll be able to market to this community. The most popular social network platforms are Twitter, Facebook and Google+, however, there are many social networks out there. You need to determine which network is most used by your industry and which can help you reach your targeted audience.

You want to take your time to craft the right profile, follow other people in your industry, interact with your audience and give people a reason to follow you. If you only use the platform to market your products and promote your business, you’ll be unlikely to see much traction.

Digital products can be advertised on social networks

Facebook Advertising

Facebook advertising is attractive because it gives you the ability to target your ad to a specific audience. You can create a user profile based on the type of person you believe would be interested in your product. Your ads will target these people. Since the advertisements are highly targeted, they can be useful in finding your target audience and tailoring ads for your products.

Pay Per Click Advertising

Pay Per Click advertising requires an initial investment to receive quality visitors. However, if you have an optimized launch campaign, you’ll still be able to locate potential customers. Take the time to conduct careful keyword research to find relevant keyword “gems” that can have the potential to generate a decent amount of traffic, but don’t cost as much per click.

You might also want to consider display advertising if you want to spread the word about your products. With this type of advertising, you’ll be using a CPM (cost per thousand impressions) approach since this is more of a branding exercise than an opportunity to get potential customers to click. Pay Per Click can sometimes be confusing, and if you’re still a little foggy on the subject, here is a video that does an excellent job of explaining it.

Advertising on Industry Websites

Some sites allow businesses to buy ad space on their site. You can promote your product by advertising on a relevant website. There are some ways to get your ad on a site. You can use contextual targeting on the Google Display Network or an ad platform like BuySellAds. Typically, you pay per impression. If a site attracts the visitors in your target audience, then you should consider this form of advertising.

You can use this type of advertising for branding purposes. You can also use it to capture visitor information, try to get subscribers to your email newsletter or follow you on social media. This strategy allows you to create an audience that you can promote to in the future.

Part 2 of this article is coming later this week. In it, I will go into some less mainstream ways to find an audience for your digital products. Stay tuned!

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