Digital Product Marketing

Learn to Manage Your Products as Well as Your Online Presence

Having a solid strategy for product promotion is all very well. However, if you want to get the most out of every potential customer visit, it is also vital to optimize your online presence. Doing so will make people more likely to purchase or at the very least keep you in mind and as one of their options.

Build a Proper Website

There will be times when you may want traffic directed to an external ecommerce platform, which will then let someone purchase your services or products. But that is no excuse for not having a website to support your product that provides you with complete content control

Here are a few pointers that will allow you to get the most from such a site:

  • Put Yourself out there. Let people know who you are, what you love and what makes you do what it is you do. Making things personal allows you to make a connection with your potential customers, and for them to connect with your brand. This builds trust.
  • What is the value you or your product are providing? Make sure that it is clearly and correctly portrayed on your website.
  • Spell out what will be received upon product purchase. This information should be outlined explicitly and clearly.
  • Make sure to clearly highlight all subscription options, social media profiles and anything that will allow your visitors to obtain updates from your website.
  • If there is an option for a direct purchase of the product from the site, you must guarantee the safety of your customers’ personal information when they enter it.

Your digital product must have a website

Consider Your Landing Pages

The first page that visitors see when arriving at a website is the landing page. This page is crucial in whether or not your visitor sticks around. It is also where the visit could be turned into a conversion.

You should keep in mind that some visitors will arrive at your site at the tail end of a chain, and not directly or from a search engine results page. Consider creating a separate landing page that is tailored for those who come to the website via Twitter, and a different one still for those that arrive through Facebook (or any other frequent traffic source). Think about the likeliness of a purchase being made by these groups of visitors that are coming from other sites. They may very well be more likely to convert.

Run a Pre-launch Promotion

The aim of a pre-launch promotion is to create some hype that surrounds a particular product before it is even available. A buzz can be created about that product on the product landing page. Subscription options which can allow users to be notified when the product is available can be included. This is an excellent way of promoting on both establishes and new websites.

Previews your Products

By nature, humans are skeptical. Many times a bit of persuading and convincing is needed before they will make a purchase. This is why allowing users to preview a product is an excellent idea. This gives them a chance to make sure the are receiving exactly what they are expecting.

A Snippet

Much like a product review, a slimmed down version of the product you are selling can be released free of cost. If your product happens to be an eBook, perhaps the first chapter or a section of can be made available. If it is an online course, then maybe as a way of demonstrating its value you can offer the first level for free.

Freebies are Fun

An excellent way to earn trust before launching a paid product is by giving away plenty of value, for free. This is related to the above-mentioned example of creating websites which focus on allowing individuals to find resources that don’t cost them anything. Doing this paves the way to being able to promote products which are paid but continue to offer your visitors plenty of value for free on a regular basis.

The Difference Between Selling and Free

As strange as it may sound, sometimes offering the product for free may yield you better results in the long run. By giving away a high-value product for no cost, you can gain trust as well as provide people with a glimpse into the kind of material you are creating. You can even offer a free product in exchange for an email or perhaps a Facebook like. This opens up the lines of communications and can reap a significant benefit in the future as you release new offerings.

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!

Digital Product Marketing

How To Sell And Promote Digital Products Online

For about three years now, I have been publishing on various ways of selling and promoting products online. I initially mainly focused on e-commerce stores and physical products. Now, having made a full switch to digital, I wanted to create a write up for others who want to dip their toes into that market.

I have attempted to keep these strategies open so that a majority of digital products that people want to sell are covered. However, some of my points might not be relevant to every type of product. To help you determine whether or not this guide applies to your situation, the following are some examples of the kinds of digital product you might want to sell or promote online:

  • Software
  • Website membership
  • Online tutorials and courses
  • Music
  • Website themes
  • Resources (e.g. for design)
  • eBooks
  • Artwork
  • Photography
  • Graphics

By way of introduction, a digital product is an item of value that can be bought and delivered to the buyer online to be used for its intended purpose. As you can see, there are many profitable options.

An Introduction To Marketing Digital Products

What Is Different About Promoting And Selling Digital Products

The process of promoting and selling a digital product is much different than how physical product are sold and promoted off of an e-commerce website. Traditional products that are usually sold from an e-commerce site have a much different audience.

On the other hand, digital product purchases have a tendency to be much more personal buys, and the targeted audience has a certain specific interest. Therefore, they may be willing to buy a product after having discovered it, without looking to make the purchase initially. Generally speaking, with digital products price is not as much of an issue since they tend to cost a lot less to make and therefore it is possible to sell them for less as well.

The selling process can also be very different. When purchasing a physical product, you will usually visit an e-commerce style website. On the other hand, with a digital product, particularly if it’s a one-off item, it might have a dedicated site or page that doesn’t look like an e-commerce style website at all. At times these kinds of products are sold from a particular platform as well (for example, the iTunes store).

The packaging for the different types of goods sold online has fundamental differences as well. The purchasing decision for physical products is often based on the actual product. Rarely is the packaging affected by this kind of purchase. In some cases, digital products appear to be initially driven by design more. How the product is package can have a significant effect on how much initial interest there is in the product and can result in additional purchases. With digital purchases, this is frequently seen whenever numerous “added bonuses” are included to help entice the purchase.

The above was but a brief introduction to selling digital products. In my next post, I will start digging in deeper and will talk about how to find your product’s audience. For now, please check out the video below for a sneak preview of things to come.