13 Efficient (And Low-Value) Methods to Promote a Product

Selling a product whereas low on money—each firm goes by means of this section.

However the excellent news is you don’t must spend a ton of cash to get your product in entrance of the suitable viewers.

We’ll begin with issues you are able to do for a product launch and transfer on to promotion techniques you should utilize at any stage. 

1. Construct pleasure on social media 

Social media can be utilized for pre-launch advertising in lots of methods. 

For instance, in case you’re launching one thing you understand persons are going to be tremendous enthusiastic about, you possibly can capitalize on that by “leaking” product data earlier than the launch. 

It will assist flip that potential demand for an answer into anticipation to your product. 

Even easy means can do the job right here, similar to a countdown to launch day or a particular pre-launch giveaway. 

Pre-launch giveaway example

One essential factor to notice is that this tactic has little likelihood of succeeding you probably have zero networking. 

Nevertheless, that is one thing it is best to undoubtedly strive out:

  • You probably have no less than some following on social media. 
  • In case you’re an lively member of related communities. 

2. Ship PR notes to business web sites 

Oldie however goodie. A PR notice, aka press launch, is an official assertion delivered to members of the media. It’s used to share one thing newsworthy with the intention of securing media protection.

Manufacturers have been sending out PR notes earlier than you and I have been born—and it nonetheless works right this moment. 

Why? A part of the job of stories web sites is to tell their readers about new and thrilling merchandise they will use to assist them at work or make their life easier—and that product may very well be the one you’ve been creating. 

News based on a press release

The important thing to this tactic is to ship your press launch forward of your launch to provide journalists time to arrange. 

Furthermore, you could wish to shortlist a couple of essential media shops and provide them to be the primary to get their fingers on the product. 

To study the artwork of making and distributing PR notes (and get a free template), take a look at our information: Learn how to Write a Press Launch. 

3. Launch on a list platform

Product Hunt, AlternativeTo, Hacker Information. These are a few of the itemizing platforms you should utilize to inform the world about your product. 

They’re nice for product promotion for 2 causes: the group and the distribution mechanism. 

When including your product to these platforms, you’re not launching to the void. Individuals collect round these platforms to see new merchandise, strive them, and share their experiences. And while you launch one thing customers actually admire, you get rewarded with extra publicity on the platform. And so, the cycle continues: extra viewers, extra feedback/upvotes, extra publicity. 

Product stats on Product Hunt
Product Hunt helped us promote our free Webmaster Instruments.

Another advantages of itemizing platforms: 

  • Suggestions – If you wish to discover ways to enhance your product to get extra prospects, you’re doubtless going to get some. In fact, all people will be capable of see the feedback, so take into account it is a double-edged sword. 
  • Credibility – The platforms act as social proof that may construct belief in your product.
  • Virality – Within the best-case situation, your product turns into actually standard, and the group begins to advocate it outdoors the platform. 

Take a look at Product Hunt’s case studies. They present how the above advantages helped develop standard merchandise like Notion and Loom. 

Whereas most itemizing platforms may have that very same group side, they’ll have their variations and distinctive options, so be sure to study a bit about them.

For instance, Product Hunt offers you the flexibility to promote on its platform, whereas AlternativeTo means that you can listing your product as a substitute for a staple within the business and piggyback on its reputation. 

SERP for "photoshop alternatives"
Photoshop options get an estimated 6.5K searches within the U.S. alone each month. A few of that search quantity goes to merchandise listed on AlternativeTo.

4. Associate up with influencers 

Influencer advertising is about working with standard web personalities to advertise your model’s message, merchandise, or providers.

Simply to be clear, not all influential folks in a given area of interest can be open for sponsored content material. However for many who are, and there are loads of them, sponsored content material is likely one of the monetization strategies with out which their channel most likely wouldn’t exist. 

There are influencers “appropriate” for nearly any form of finances and most industries. Since we’re speaking about low-cost techniques right here, I’d advocate reaching out to nano and micro influencers. 

Five types of influencers

Their attain could also be comparatively low, however they might sit in the suitable area of interest to your product and have a powerful engagement with their viewers.

As a matter of reality, even large manufacturers work with micro influencers. As an illustration, Peugeot, the European automobile producer, invited micro influencers to the Brussels Motor Present to share their expertise and promote the model (case study). 

Micro influencer campaign example

Whereas we’re speaking about prices, it’s value mentioning that some influencers could also be open to non-cash compensation, such as:

  • Sponsoring a giveaway for his or her viewers. 
  • Receiving freebies/swag. 
  • Getting invitations to unique occasions. 

There are all types of the way an influencer can promote your product. These embody internet hosting giveaways, doing product critiques, sharing your finest content material, or simply doing product placements. And so they don’t essentially have to be one-off campaigns. They are often the beginning of a protracted enterprise relationship. 

How do you discover the proper of influencer? Fortunately, there are instruments for that: Social Blade, Heepsy, and SparkToro, amongst others. 

Subsequent, you’ll want to vet them by way of issues like recognition and resonance, attain out, and develop an influencer settlement. We share some tips about how one can undergo all that in our information to influencer advertising for rookies. 

5. Create an optimized touchdown web page 

By an optimized touchdown web page, I imply a web page optimized for serps like Google. 

An optimized web page is about as much as rank for related key phrases and generate free, passive, and constant visitors. It’s similar to the touchdown web page for our free web site visitors checker, which was optimized for, you guessed it, the “web site visitors checker” key phrase. It ranks within the prime 10 for this key phrase and over 400 different related key phrases. 

Organic keywords report in Ahrefs' Site Explorer

Taking all key phrases collectively, Google sends us about 31,000 visits every month with none advert spend from our aspect. 

Organic traffic data, via Ahrefs

The important thing to optimizing a touchdown web page for web optimization is discovering a related key phrase with the proper of search intent. Because of this the present SERPs for this key phrase ought to indicate that the searcher is perhaps on the lookout for a web page providing a product and never, say, curated lists of merchandise or guides. 

Let me unpack this with an instance.

Beneath you will discover a comparability of two key phrases. The one on the left exhibits a powerful presence of product touchdown pages—an excellent signal you could rank for this with a product touchdown web page. The one on the suitable exhibits no product touchdown pages. Thus, attempting to focus on that with a touchdown web page isn’t unimaginable, however actually laborious. 

Search intent comparison of two keywords

Right here’s a breakdown of how optimizing a product touchdown web page works:

  1. Use an web optimization software like Ahrefs’ Key phrases Explorer to search out related key phrases that indicate that the searcher could also be on the lookout for a product 
  2. Design the web page for search intent; embody data that must be useful for the reader
  3. Optimize on-page web optimization technicals (similar to title tag, URL, and pictures) 
  4. Add related inside hyperlinks
  5. Construct backlinks

Head on to our information on optimizing touchdown pages and study all the main points. 

6. Promote to your present viewers 

Acquired some social media following or an electronic mail listing? Nice! Use it for selling your new product.

These contacts already know your model, and that’s step one to them changing into paying prospects. 

On prime of that, if you have already got some glad prospects, chances are high they’ll have an interest within the subsequent product simply because they favored the earlier one. Statistically, the chance of promoting to an present buyer is 60%–70%, whereas the chance of promoting to a brand new prospect is 5%–20% (source).

For instance, Apple values returning prospects a lot that it gives to purchase again their previous iPhones.

Apple trade-in program for returning customers

A few issues to bear in mind when selling to your present viewers. It is best to: 

  • Contemplate segmenting the viewers earlier than messaging them. Chances are you’ll wish to craft messages adjusted for the stage of the client journey. 
  • Watch out with any particular offers for chosen teams; as an alternative provide one thing for everybody. 
  • Comply with up with probably the most engaged folks instantly. Individuals who gave you constructive suggestions or have been vocal about new options are those you’d wish to message instantly. 
  • Be ready to pay for attain boosts on social media. They doubtless received’t price you a fortune, however don’t count on to achieve your complete following free of charge (social media doesn’t work that approach anymore).
  • Make certain your followers and subscribers usually are not the final to study one thing. 

7. Create instructional web optimization content material 

Academic web optimization content material is content material designed to rank in Google and present customers how they will profit out of your product on the similar time. 

This type of content material promotes your product by bringing free, passive visitors from serps to your web site. 

The important thing right here is natural visitors potential. Whereas typical instructional content material might be created round any subject that helps product adoption, for web optimization content material, you want key phrases with search demand to begin with.

For instance, since Ahrefs is an web optimization software, we will create instructional web optimization content material for subjects similar to key phrase analysis, hyperlink constructing, technical web optimization, on-line advertising, and so on. 

Traffic Potential of keywords, via Ahrefs

While you add up a whole lot of key phrases collectively, you get a substantial sum of constant visitors that brings you guests even years after publishing the content material. 

Creating content material like that follows the identical, typical search engine marketing path:

  1. Discover good key phrases
  2. Create high quality content material
  3. Construct hyperlinks to it

The unofficial fourth level of that listing is “wait.” As a result of the draw back of optimizing for serps is that it takes time to rank—sometimes three to 6 months. So whereas it is a nice approach to promote your product, it most likely shouldn’t be the one one. 

Additionally, the factor is that this: In case you don’t attempt to rank to your related key phrases, your opponents will. And in that case, you’re going to overlook out on all of that visitors. So take a look at our information to web optimization content material for rookies and discover ways to deliver house a few of that search demand. 

8. Leverage online marketing 

Internet online affiliate marketing is when a 3rd occasion (the affiliate) promotes a product of the service provider (you) and earns a fee. 

There are mainly two methods you possibly can go about this advertising tactic: 

Whereas the latter choice permits you extra customization and also you received’t be paying anybody any charges, the primary choice might be the only option for rookies. It’s much less time consuming, much less liable to errors, and it might doubtless be probably the most price efficient (charges are often low, and also you received’t must construct any infrastructure). 

Put together handy out from 5% to even 50% of the income you get by means of associates. This may increasingly sound costly. However bear in mind: You don’t must pay up entrance, and the affiliate does all of the work. 

Plus, till that affiliate makes a sale, that’s mainly free promotion. 

How do associates promote merchandise? Equally to influencers, they create the form of content material they’re finest at and distribute it on numerous channels. 

A number of the hottest affiliate content material codecs are how-tos, tutorials, and critiques. Right here’s an instance from the outstanding finance weblog, Making Sense of Cents. 

Affiliate marketing example

9. Get featured in directories, rankings, and critiques 

The demand for prime merchandise in any class is persistently excessive. You’ll be able to see that in search queries. Listed below are some examples: 

Volume in the U.S. and global volume of sample keywords
Quantity on this case refers back to the search quantity within the U.S., and GV refers back to the world quantity.

This implies lots of people are already on the lookout for merchandise like yours. 

However the issue is the rating issue for these search queries can be too excessive to attempt to rank with your personal content material. As a result of these sorts of queries are often dominated by authoritative web sites with tons of backlinks. 

Answer: Get included in what’s already rating. It’s your shortcut to the #1 web page on Google for all of these hard-to-rank key phrases. 

In fact, that is simpler mentioned than performed. All of it is determined by how good your product is, and the editors will all the time have the ultimate say. Nevertheless, what can undoubtedly assistance is to work in your pitch: 

  • Present them why your product is a critical contender compared to what they have already got on the listing
  • Make a powerful case of why their viewers will love your product
  • Flash the popularity you already obtained 

Additionally, notice that individuals don’t simply search for the “finest” merchandise. Additionally they search for merchandise that fill a particular want: for rookies, for entrepreneurs, for groups, underneath $100, and so forth. 

These key phrases will doubtless have much less search demand however might nonetheless have a excessive conversion potential. You should utilize a key phrase analysis software to search out these key phrases first after which pitch the websites that rank for them. 

Keywords showing search demand for specific type of software
Knowledge by way of Ahrefs’ Key phrases Explorer.

You can too discover nice alternatives in case you observe hyperlinks to your opponents. Right here’s the way it works in Ahrefs’ Website Explorer: 

  1. Enter your competitor’s URL 
  2. Go to the Backlinks report
  3. Enter the phrase “software” within the Ref. web page URL filter 
  4. Set the mode to Group by related and kind the pages by Web page visitors (to indicate the pages with probably the most natural visitors first)
  5. Open referring pages and see if you may get an excellent angle to pitch your product 
How to find pages to pitch by tracing backlinks


You can too activate the “Dofollow” filter to prioritize pages which are doubtless to provide a “adopted” hyperlink, which may have an even bigger affect on web optimization than nofollow hyperlinks. 

"Dofollow" filter in Ahrefs Backlinks report

Visitor posting or visitor running a blog is while you write for different blogs. 

Guest post example

The trick right here can be to pitch solely these subjects the place you possibly can naturally characteristic your product. You don’t must make all the article actually about your product. A very good, contextual point out also can create consciousness about your product. 

One other factor to think about when visitor running a blog is the web optimization side. In actual fact, loads of entrepreneurs pursue this tactic just for the hyperlinks. 

This implies you possibly can prioritize web sites that may give you an excellent hyperlink. 

Six traits of a good link

You’ll be able to discover ways to inform the distinction between high-quality and low-quality hyperlinks in our full information to hyperlink constructing. However for now, let’s concentrate on arguably the 2 most essential hyperlink high quality elements: authority and relevance.

Whereas relevance is one thing you possibly can fairly simply infer from the subjects that the positioning covers, authority isn’t that clear. 

To get a good suggestion of a web site’s authority, you’ll want an web optimization software. You should utilize Ahrefs’ web optimization Toolbar as you employ Google or verify every web site you wish to pitch free of charge with our web site authority checker. 

Website authority checker by Ahrefs

11. Pitch your self as a podcast visitor 

Utilizing podcasts as a promotional tactic works equally to visitor running a blog: You discuss a subject related to your product, and that provides you a chance to introduce it to the viewers. Plus, you possibly can land a top quality hyperlink too. 

Podcast example that acts as product promotion

However the distinction right here is that the mere reality you’ve been invited to star on a podcast makes you and every little thing you do fascinating. So I’d say it might assist to generate consciousness of your product even when it’s talked about solely within the description of the episode. 

That mentioned, the very best podcast subjects would be the ones that:

  • Attraction to the podcast’s viewers.
  • Haven’t been lined already.
  • Align together with your expertise.
How to find the best podcast topics

And right here’s a neat trick for locating uncovered subjects (courtesy of Respona): use Google search operators. As an illustration, web site:podcast.everyonehatesmarketers.com AND "omnichannel advertising" exhibits that this subject hasn’t been lined by the host of the present. 

Using Google search operators to find uncovered topics by any podcast

12. Introduce a referral program 

A referral program is a advertising tactic that encourages customers to advocate your product in change for rewards similar to money, freebies, or product upgrades. 

You’ve most likely heard about some large corporations like Dropbox, PayPal, or Uber utilizing referral advertising. However don’t suppose this tactic is barely restricted to large corporations like them. In actual fact, referral packages have been applied within the early phases of those companies and have been discovered to be an important issue of their development.

PayPal referral program: 2001 and now
PayPal in 2001 (left) and now (proper). Even after over 20 years, it nonetheless makes use of the referral program.

Statistically, a referral from a pal, member of the family, or colleague is likely one of the only methods to amass prospects since phrase of mouth is likely one of the most reliable advertising channels (source). 

It may also be probably the most cost-effective methods to amass prospects, nevertheless it all comes right down to the price of your program. 

To make your referral program profitable, you’ll want to take into account three issues.

First, the attractiveness of the reward. What can be extra engaging to your customers: a reduction on their subsequent buy, an improve, or possibly a charity donation? Contemplate additionally two-way rewards: for the referrer and the referee. 

Secondly, watch out about the price of the reward to your corporation. PayPal mainly gave out money for signing up as a result of the corporate found out it’d be cheaper than adverts. Certainly, it led to speedy development, however you possibly can think about how a lot they spent and not using a promise of income. It’s a greater thought to reward customers who carry out a particular motion carefully tied to your income. 

Additionally, take into account the shopper acquisition price (aka CAC) of different advertising techniques. Use this as a benchmark; ideally, you wish to hold the CAC of your referral program decrease than different techniques. 

Nevertheless, discretion is suggested right here. In case you see that the customers who come by way of referrals keep longer or spend extra, the next CAC may very well be justifiable. 

On a final notice, referral packages could also be powerful to function with out devoted software program that generates referral hyperlinks and means that you can observe them. So take into account a software like ReferralCandy or Viral Loops

13. Present what early adopters say 

Final however not least, you possibly can share optimistic suggestions from early adopters of your product.

This manner, you’ll construct social proof that may set up your credibility and improve the chance of individuals signing up to your product and even shopping for it. I’m speaking about sharing:

  • Quotes
  • Rankings
  • Awards 
  • Case research 
  • Photographs and movies from prospects 

Some standard spots for putting social proof are sign-up kinds, pricing pages, and product characteristic excursions. However you can even experiment with their placement and see their affect on conversion. 

Customer testimonial example

It’s nice you probably have testimonials from high-profile influencers or celebrities, however the reality is the voice of “common customers” issues too. I’d argue {that a} product’s capability to persistently meet the wants of its common customers is extra priceless than a couple of endorsements from well-known folks.

Last ideas 

In case you can’t spend some huge cash on product promotion, don’t fret. You’ll discover greater than sufficient concepts that don’t depend on adverts.

Nevertheless, this doesn’t imply you’ll want to surrender adverts utterly. One thing you possibly can take into account is reinvesting a part of your income to strive promoting techniques such as: 

  • Promoting on non-obvious platforms like Quora (case examine). 
  • Concentrating on area of interest key phrases with low price per click on however presumably excessive enterprise potential.
  • Utilizing dayparting (out there in Google Advertisements). 
  • Optimizing conversion in your touchdown web page. 
  • Growing advert high quality rating to scale back the price of bids.

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