Creating a new item or launching a new service for your store is challenging enough, but to promote a product you’ll need a broader plan. As an entrepreneur, you’re doing everything: creating products, working with clients and customers, and building your online store and social following. This can be daunting. It can also be incredibly rewarding, and even fun. So how do you effectively promote a product in 2018?


How to Promote a Product in 10 Different Ways:

1. Send an email to your list.
2. Have a killer content strategy.
3. Write a blog post.
4. Share your product socially.
5. Find, and employ, brand ambassadors.
6. Offer a subscriber-only discount.
7. Run a social contest.
8. Ask influencers to share your product.
9. Write a press release.
10. Take it to Facebook Live.

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Below, we’ve outlined the most effective ways to promote a product. You might be surprised: while these strategies require some labor, they are often simpler than they appear on the surface and just require some strategy and focus to start bringing in returns.

Let’s get to work.

1. Send an email to your list.

how to promote a product
Email marketing is #1 on our online marketing basics guide and is likely to remain there. Email marketing consistently converts at a higher rate than any social media. Why? On social, you’re competing for attention with a huge amount of distractions. Other brands, personal posts, direct messages, and more are all attempting to catch the eye of the same individuals you are working to reach. Email inboxes are more streamlined, and potential customers have already shown interest in your product by giving you their email address.

So an email list is full of people who are (to one degree or another) already invested in your product. If you aren’t already, start utilizing free content to educate and engage them. When your customers are used to receiving valuable content from you, an email about your latest release is more likely to be effective and result in sales. So invest in making consistent contact with your subscribers and providing value, building towards a big release.

Email is a vital aspect of your marketing platform, but don’t stop there.

2. Weave your product’s story throughout your content strategy.

Build your entire content strategy to share your product’s story with customers. Whether you are reposting user-generated content on Instagram, creating engaging visual content to share on social, or sending out timed emails to your audience, crafting a smart content strategy can make your sales continue to grow over time.

Creating a promotion strategy for your product can include supporting blog posts and videos that educate and inspire your ideal customers to take action. For example, if you’re selling a program on how to write and sell your first eBook, you’ll want to send out emails that include tons of free, valuable content on how to come up with your eBook title, how to organize your eBook before you begin writing, how to stay productive while you’re working on it, etc.

Don’t forget to include a call-to-action in each post; whether that’s sharing the content, signing up for your email list, or buying your product.

3. Write a blog post.

As you work on your content strategy and build your content calendar, weave in a blog post announcing your product. This can be as simple as a post exploring the benefits of the new product and the needs that it can meet, then including a button or widget that allows your customers to easily to buy it.

Blogging is a smart way to increase your SEO, and it also gives you opportunities to gain exposure for your brand in creative ways. Social platforms can limit your access to customers if you don’t pay for for boosted content and ads, so moving leads and existing customers to a blog post with a call-to-action is a smart way to reach your audience without spending money for their attention.

4. Share your product socially wherever your customers are.

how to promote a product

Whether your customers hang out on Instagram, Facebook, or Twitter, share posts about your product with customized content for each channel. Make your social promotions visual, so your fans get an instant sense of what they are buying.

Today, getting people to hear your story on social media, and then act on it, requires using a platform’s native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match. – Gary Vaynerchuk

5. Find, and employ, brand ambassadors.

Do you have a product or service that your customers love to gush about? Do you notice that some of your customers rave about you on social media without any prompting from you? They might be a natural brand ambassador that can carry your new product into spaces you couldn’t reach on your own. Consider paying — or exchanging product — with your brand ambassadors for their help in sharing your product with their networks. Don’t forget to repost user-generated content on your own Instagram, like Tekkers Eyewear does:

how to promote a product

6. Offer a subscriber-only discount.

Build discounts into your business strategy and use them wisely. Remember, you want to reach new customers and encourage repeat business without cutting too far into your profits. Let’s say you want to build your email list to share and promote a product. Providing a discount code for opting in can be a great way to build your list and grow your bottom line. Remember that free shipping has a high perceived value, as do buy-one-get-one-free (BOGO) offers.

7. Run a social contest.

If you want to promote your product on social, consider running a social media contest to spread awareness among your ideal audience.

Encircled, an eco-friendly women’s travel clothing company, recently ran a road trip contest to promote their leggings. To enter, there were a multitude of things you could do, including following them on social, subscribing to their newsletter and commenting on their blog post. Each activity earned you points and resulted in 4 winners. These kinds of promotions are powerful because they involve customers describing the value they get from your product in their own words on their own social channels.

how to promote a product

8. Ask fellow entrepreneurs and bloggers to share your new product.

Cultivating a group of fellow entrepreneurs that love the work you do can be a great resource to tap into when it’s time to promote a product. Emily and Kathleen from Being Boss call this your ‘Wolfpack’, which is a group of people who find value in your product and will help promote your business. Make it even easier for your ‘Wolfpack’ to share what you’re doing by providing pre-written Tweets, Facebook posts, and visual content.

9. Write a press release.

So much marketing is online these days, but what about going local? News agencies are always looking for relevant information about the community to share and your new product or service could be of interest. Write a press release and share it with your local newspapers and news stations to get some local love.

10. Take it to Facebook Live.

how to promote a product

Live video is gaining more and more popularity, so why not give Facebook Live a try? If you have a bustling Facebook page (even if it’s your personal page), take to Facebook Live to talk to your fans and friends about your newest product. Consider making a series, showing behind the scenes of the product-making process and all throughout your launch.

Facebook users spend 3X more time watching live videos than traditional videos. (Source)

If you haven’t tried live video yet to promote your product, this might be a great time to give it a shot. While it can be intimidating to get behind the camera (even makeup artist Mia Connor struggled with this at first), we all know that seeing the face behind a business is humanizing and creates an authentic connection between you and your customers.

What are some of your favorite ways to promote a product? Let us know in the comments below!