Marketing is essential to every business, whether it is an online store or a physical building. Learning how to market a product can be difficult to start, but with the help of this guide, you’ll be marketing products online like a pro in no time!
How to Market a Product Online in 7 Powerful Steps
1. How to Market a Product Online: Fundamentals
2. How to Market a Product with Social Media
3. How to Market a Product with Email
4. How to Market a Product with Ads
5. How to Market an Online Product Locally
6. How to Market a Product Online with Selz
7. How to Market Your Product and Measure Your Success
How to Market a Product Online: Fundamentals
Now that you know what promotions are, you are probably thinking, “Okay, I have social media for that, I don’t need to read the rest of this guide, I’m set!” Which is awesome- you already started marketing your store with a heavy online presence. It’s a great start- but only a start.
There are tons of ways to promote your online store.
- Are you using your social media to its best advantage?
- Are you using the right platform or are you hindering yourself because you don’t know the tips and tricks of the platform you are using?
- What about other forms of promotion- lik emails?
- Do you have a subscription service for your store?
- Have you ever placed an ad?
Limiting yourself to only social media will put you behind your competition. This guide will describe each method in detail and assist you in getting started with marketing your online store and keeping the momentum of success going.
Market Your Product with a Unique Hook
The key to good marketing, no matter the style it is presented, is to have a unique hook. Why should people shop at your online store over someone else’s? What do you offer that is found nowhere else?
You have to take your online store and sell it to people that you can’t see in person. Think about what attracts your attention when you see ads around, whether they are billboards on the highway or ads on side of your computer screen. Compile a list of things you look at more than once: bright colors, catchy slogans, or an amusing GIF, and then apply those to your unique store hook.
After taking the talk you have to walk the walk. Show your product to its best advantage. The product customers are considering purchasing is a picture; they can’t physically pick it up and discern its value right away. Having well–lit pictures of your products from various angles in an enticing environment is the first step to catching a customer’s attention. Pictures attract your customers’ eyes to your promotion, and then it’s up to your hook to get them to click.
Ads are a universal promotion tool, and this guide will help you figure out where to best place an ad for your online store, and how to phrase it to attract customers. Good old-fashioned local ads in magazines and newspapers can still attract customers in the digital age.
Once you know what marketing channels are available and how to use them, determining the viability of each promotion is also important. There will be ups and downs, but in business, downs can be costly. Learning to spot a marketing campaign that isn’t pulling its weight is a skill that will save you money in the long run.
An Online Store Owner’s Biggest Mistakes
The two biggest mistakes a small business owner makes in marketing are self-doubt and fear of change.
Self-doubt is a major inhibition to having a successful online store. It’s hard to get out there and market yourself if you compare your store to others, or if you feel like you are unqualified to do the detailed jobs running an online business requires.
When you feel this way, take a step back and revisit your ecommerce strategy:
- What is your goal?
- Is your online store your main source of income or a side hustle?
- What does your ecommerce site do besides bring in money?
- What makes you passionate about running this online store
- Why are you the best person to run your small business?
Use these answers to quash that self-doubt. When you are comparing yourself to other stores, keep in mind what you are envious of and use that to help in your own marketing.
Don’t steal or plagiarize- but find the root of the envy. Use their bright colors or the way they speak to an audience effectively and allow it to spark your own marketing ideas.
Fear of change is another mistake that can be costly. After reading this guide, you might find one marketing method that works for you. Use it and master it, but don’t use it exclusively. Experiment with all forms of marketing to change up your look or grab new customers from different backgrounds.
Some risks might fail, but others could open up new possibilities that you hadn’t previously considered. It’s fine to have a fallback method that you know works, but don’t stick to it at the expense of something new. Pay attention to your customer base- if they change you need to adapt and change with them to keep their loyalty, do it.
Read more about common content marketing problems and their solutions here.
Ready? Let’s get back to basics.
Creating Marketing Promotions that Pop
Colors are always great to use to catch attention. Bright colors stick out from a dull background and immediately draw the eye to your ad. Keep it clean, bright and true to your brand of online store.
For example, if you are a homey, country-styled shop, don’t use crazy neon colors to advertise your earth-toned coffee mugs. The style difference will be jarring and confusing to readers. Instead, choose the pictures of your products that you want to use and match colors from there. Pull a pale but still bright yellow from your coffee mug picture to use as a border color instead of neon.
Colors that stick out from the rest of the page your ad is on while staying uniform throughout your ad look professional and eye-catching. Use buy buttons to highlight your CTAs. Have very clean, straight lines to mark spaces within your border. The border itself can be wavy or wild since you do need to stand out, but keep the portions people will be reading free of stray squiggly lines.
Something else to consider is that everyone who makes an ad uses bright colors, so how do you get your ad to stick out from the rest? The answer: use your space wisely.
A cluttered, crazy promotion is difficult to read and understand for many customers. In this day and age, no one has time to stop and figure out what your site, page, or ad is trying to say. A million other ads that are easier to read are right next to the crazy one, so that is what your customer will go for.
To prevent clutter, use your space well. Don’t leave your page all blank and unfilled space, that is just as bad as too much stuff. Customers aren’t going to look at a boring ad either. Take clear, nice pictures that showcase your product in its best form and put them strategically in your space.
The first thing the customer is going to notice is a picture or the title, so use that quick connection to make them want to keep reading. Put the photos in the middle of your space and slightly off to one side. This guides their eye down the photo and on to the next part of your ad.
Marketing Products Online with Great Copy
The wording in your ad should be short and sweet and while giving your customers what they are looking for. The title should be catchy and make your customer curious. It should make them rethink their life and status a little bit.
Maybe they are a little indecisive while getting dressed in the morning, and need the clothing item you are selling. Or they didn’t anticipate how much they missed when they remodeled their house. The idea with the title is to make them stop and read your ad.
Other information to include in your ads are any discounts or coupons you are offering, testimonials or reviews from previous customers, and any new items in your online store.
Create an Ecommerce Strategy
Your online store should stay true to your central brand theme, but you are going to always be adding new items and improving constantly to keep up with all the customer preferences in the world. Once you get the hang of creating and posting ads create a strategy and structure to keep creating and progressing with new ideas.
To stay relevant and fresh, keep an eye on trends and upcoming events. Depending on what your product is, your ecommerce strategy can reflect both your brand and the trend for increased attention, which leads to increased sales.
A quick side note, try to handle any political trends very carefully. The wind shifts in politics very quickly, people jump to all sorts of conclusions that can destroy the reputation of your online store.
Creating your ads is just as important as the placement of your ads. Spell check and then double check all of your work before posting.
2. How to Market a Product with Social Media
Why use Social Media? Marketing is no longer about the stuff you make, but about the stories you tell. -Seth Godin
Let’s start with the elephant in the room: Social media. Everyone is on some form of social media, and the platforms are easy to use. Social Media is so convenient too- just open an app on your phone to start connecting with customers around the world!
Are you using the right platform for your business? Do you know all the platforms available? What about older platforms?
Take Great Product Photos
Almost all social media platforms have a spot for pictures and capture attention with a fun hook or some clever saying that gets people to want to follow you! Having great pictures of each of your products is essential to get customers to purchase from you. A thoughtful picture of your product with an attractive background gives customers a solid look at what they could have if they bought from you.
Pictures should be well lit with the focus on your product. Everything in the background should indicate how great their lives would be if they bought this product from you. Have fun with the background! If it makes you happy, or is very stylish, or brings up a sense of nostalgia it will make your customers feel that way too.
Marketing Products Online with Instagram
Instagram allows you to continually post photos of your products. Put up pictures of your products on a regular basis, and follow lots of people to spread the news of your online store.
Don’t just put up solo pictures of your products- show fun pictures of people using your products. Show customers the life they could have if they had what your online store is selling.
Use Instagram stories to have a post of your product at the top of your followers’ screen for 24 hours at a time. Do a little research to find popular hashtags that fit with your store and use them to your advantage.
Make your own hashtag specifically to your shop, and ask customers to tag themselves using your product. To get your hashtag started, offer a discount to customers who promote your store.
Marketing Products Online with Pinterest
Pinterest works in a slightly different way: The photos are constantly up and constantly circulating around the website without you having to post regularly. You should still post often, since the more content you have the more your content gets seen and shared.
Pinterest also features trends, so pay attention to those. This social media platform is also great for seasonal use and showing how your product can be used for holidays. Specific parties like birthdays, weddings, and baby showers are pretty constant all year round so don’t forget those.
Pinterest is great for getting traffic to your online store since the picture is the link- all customers have to do is double click the photo and they are sent directly to where they can buy it! Pinterest has a buyable pins option that you can link your products to as well.
Marketing Products Online with Tumblr
Tumblr is a blog platform that you can post photos on, and link your store description. If you search and follow the right communities on the website then you can usually target some customers and get a following going. This would be an excellent project for a rainy day. Check on it once or twice a week, and post relatively regularly.
Marketing Products Online with Snapchat
SnapChat is best used with the Story feature, which allows all of your followers to see it at once whenever they choose to throughout the day. This would be a great platform for after you have a following on other platforms- direct your customers to see what you are up to in real time.
Show videos or photos of you unpacking new inventory, creating your product, or whatever is going on in your workspace. A connection to you and how passionate you are about your product is always a good incentive for customers to buy from you.
Marketing Products Online with Video Content
Videos are great too. Instagram and SnapChat allow for short and sweet videos, but for longer ones, create a YouTube account. YouTube is a great platform if your product requires instructions to use. Live video or livestreaming is also a great option.
Kat Von D is a great example of how to use YouTube to instruct and market your products. Her makeup tutorials show how to use each of her products and promote how great they would look on her potential customers.
Showing customers how to use your product gives them somewhere to start, and might bring them back for your other products as well.
Marketing Products Online with Twitter
Twitter can be a great platform to keep people posted about new updates to your shop, when coupons and discounts are available and when a favorite product is back in stock. Throw up a few pictures of your best selling products, or a really fun picture of how to use a product.
Links count in your 140 amount of characters, so keep your message short. Also, be sure to have the link to the store in your bio.
Marketing Products Online with Facebook
Facebook is the most widely known social media for people of all ages. Everyone and their aunt is on Facebook, so it’s essential to have an account for your website here to spread the news. With Selz, you can even add a store to your Facebook page and sell directly to your fans.
There is also a business category for your Facebook so people can find you easier. Make sure to fill in all the about sections on the side, and have an easy link to your website.
You can never have too many paths to your website! The simpler it is to reach you, the more customers you get.
Marketing Products Online with Other Platforms
Some social media platforms don’t need to be updated regularly. Check in on it once or twice a month to make sure everything is still running smoothly. These platforms won’t haul in customers like the busier sites will, but if it takes you 10 minutes to set up for one of two great customers then your time was well spent.
Make your online store a Wikipedia entry, and make sure to have a section on your popular hashtag meanings just in case someone decides to look up their meaning. It would be a good idea to have a paragraph on why you decided to open your online store, and whenever you feel self-doubt creeping in, open up your Wikipedia page to remind yourself that you are a great online store owner with a purpose.
LinkedIn is another platform that can be set up and left to function without constant supervision. People aren’t generally looking to buy products from LinkedIn, but again, if it gets a few customers to traffic your website the small amount of setup time is worth it.
How to Decide Which Social Media Platform is Best
Each of these platforms has something different to offer. Posting a picture of your product is always a good idea, but if you just have one item there is no point in having a bunch of the same picture over and over again.
Figure out how to incorporate your product into trends. If you sell home goods, have a nice picture set of your product on Pinterest and talk about home remodeling or something similar on Facebook and Twitter.
Tell the customer what you can do with your home product, and why. Follow similar blogs and spread the word to the customer base that is looking for your product. Place your product in a “this could be you” type of mindset to entice your customers in.
Ecommerce Strategy for Social Media
With all of these social media accounts, make sure to check your settings and have them open to the public. Have a friend or professional go through each of your social media accounts for feedback on what to change, fix, or improve.
Plan on updating your accounts regularly. Review your About section and other areas to reflect how your online store has grown. Also, keep on the lookout for new avenues to market your small business. Technology is always improving and online sellers need to stay at the forefront to stay in the game.
3. How to Market a Product with Email
Think about how often you check your email a day. Gmail even has a specific mailbox just for promotional material! Email and subscription services can be a huge boost to getting customers, and more importantly, getting one-time customers to return and buy from you again.
Sending out mass emails can be another way to entice new customers if you do it without becoming a spam machine. Sending out a monthly subscription with updates to your store or just general fun information builds your connection to your customers, and creates a loyal following.
Emails are a great way to stay in touch with past customers. Send out notices when discounts and coupons are available, when you have new inventory, or when a favorite item is back in stock.
These emails should be fun, friendly, and not too wordy. Get your point across, insert a fun picture, and leave it as simple as possible.
Go through the promotional emails in your inbox and take notes. Which ones do you open and which do you delete immediately? Why? These items could be a flashy header, a specific font or overuse of the same deal every time. Have a list of things that attract your attention and a list of things that don’t. What you don’t like to see is just as important as what you do.
When you type up your email, make sure to have the lists handy. Use one or two things from the good list, and double check the bad list to make sure you don’t add something you don’t want by accident.
To get customer emails, have a few spots in your checkout and on your website where they can give it to you. Always make the customer email address a mandatory part of checkout. Every customer is worth hanging on to since they already bought your product once. Have one or two pop-ups or spots on your site that customers can click on to give their email for discounts and coupons, and also have a pop-up that allows them to subscribe to you.
These emails should only be every once in a while, no more than twice a month as you get started. If people want to see you in their inbox all the time, they will subscribe to your subscription service. Many customers are unhappy with all the promotions spamming their inboxes daily and unsubscribe from frequent annoying email promotions.
Subscriptions are timely emails that read more like a fun magazine article or a letter from your best friend than marketing material. These can be used to promote blog posts, give personal tidbits, and entice your email list to click through to your site.
Choose a time format- weekly, monthly, bi-annually, etc. to send out a short and sweet subscription to your customers. This gets them thinking about your online store and what it has to offer, but with a gentle nudge that makes them think it was all their idea rather than a shove by you.
Marketing Products Online with Email Subscriptions
Your subscription emails should be an easy read for your customers. Have fun with it- readers can tell when it’s forced and you are struggling to connect. Have a short About section that you include every time for new subscribers, somewhere near the bottom or side where it’s optional to read.
Designate sections to make it easier for you to know what to write about, and to allow your readers to choose what they want to skim. You can include sections like a what’s new area, a new inventory or restock section, or a sales corner.
Most customers won’t diligently read the entire page, and even those who are very interested will still skim over the page and only pick up on a few things. It’s not that most customers aren’t actually intrigued by what you have to say, it’s just that most people read differently when the writing is digital. Small phone screens, too many words, and short attention spans can all affect how customers read your subscription.
To combat this, have a simple format that emphasizes the items you want your customers to notice. Bold headlines stand out the most, and readers go to them first to decide if they want to read what’s underneath.
When you are creating your emails, write catchy headlines. Think of the ads that filter through the side of your screen on Facebook- “You’ll never guess what happened!” or “What she did next surprised everyone!”
Sometimes these are tacky and annoying ads, but they spark your curiosity. You want to know what happened too! Snare your customers the same way. “This customer used my product in a way that’s never been done before!” or “Check out how great this looked/how awesome this party idea is/etc!”
Be sure to have a nice header with the name and logo of your online store at the top, and have a signature at the bottom. Make your sections clear and easy to follow. You can go crazy with the design, but keep your emails clear of busy extras that distract your reader.
The most important part of your subscription emails should be you! Your personality and humor should shine through. Emails are for online store updates and business news, but your subscription should include the fun stuff.
Marketing your products should seem like a side effect of reading your subscription. Morph your everyday work into captivating stories, tell your adventures, and show your triumphs. Don’t be what people expect you to be or like someone else- be yourself and others will appreciate the honesty. Build a true connection that will make people want to be friends with you. Staying true to yourself will also make writing your subscription fun instead of a chore.
Emails and subscription services take some work, but once you streamline the process it gets easier to do every time. This kind of promotion creates a personal connection between you and your customers, enticing them to continue to purchase from your online store.
How to Market a Product with Ads
Nobody counts the number of ads you run; they just remember the impression you make. -William Bernbach
Ads! The marketing plug everyone knows, because ads are everywhere! On billboards, benches, buses, and all over your computer screen. The world of ads is massive, and even small businesses can get in on the action.
Does Your Online Store Really Need Ads?
Depending on your methods, your products, and your online presence, this question can only be answered by your specific online store. Ads require a budget, so if you are just starting out you probably can’t afford to have ads just yet, and that’s okay!
Make a business plan, and schedule a time in a year or so when you think you’ll have enough extra money to tackle ads. In the meantime, use free social media to market your small business, and spend your time now to research blogs you would like to place ads on.
If you’ve been growing your business for a while and have a budget, ads are another option to bring in new customers. If you monitor your ads and stick with high traffic areas online, it can be a very profitable venture.
In situations where your budget is nonexistent, or very tight you might be able to work out a collaboration with a blog site. Maybe the blog could post your ad, and you could post about their blog on your online store as a trade.
This kind of deal is great since you both get publicity, but it can be tricky if one person feels they are getting shortchanged. Keep the communication channels open, and be fair. Don’t let them take advantage of you and be as polite as possible. A good relationship with other businesses is good for sales, and you can’t afford to have them give you a bad review if things go south.
Ads are a great promotional tool, and the more you have in your budget the more you can post in higher traffic areas. Start small, experiment with your ads, and figure out a method that works before diving into the big money.
Getting Started Making Digital Ads
Start basic with your digital ads. Be sure to include:
- The name of your store
- Your logo
- An image of your product
- A catchy headline
- A call-to-action
- Make it easy to get to your online store
These things must be on every ad, and must be easy to see.
Take a look at other ads that you like. Take the lists of good and bad items from your email research and expand from there. It doesn’t matter what kind of ads you get ideas from. Billboards might have fun sayings you like, tv ads usually have a jingle, and online ads use bright popping colors to get your attention. All of these methods can be applied to your digital ads.
Imitate (don’t copy) a few ads for practice, and ask friends to look at your mock-ups for feedback. You can even post some practice ads on your online store and ask for customer feedback. After all, your customers are the target audience.
Post your Ads on Relevant Blogs
Once again, it all starts with research. Check out other online stores selling similar items in your price range. What kind of ads are they posting? Where are they marketing them?
Look up blogs that are in the genre of your online store. For example, if you sell beauty products, look at makeup blogs, for home goods, look at interior decorating blogs, and for pet products, look at pet blogs. Figure out how much traffic the blog gets so you can determine the potential for views your ad could have.
Check out the ads on the blog, or more importantly, the lack of ads. Some bloggers have an ad page that includes information on how they can write a review or post an ad about your online store for a fee on their blog. If that offer looks promising, go ahead and work with them.
Other blogs are new or don’t have ad posting information, but it’s always worth asking the owner of the blog about posting your ads anyways. You could find a great new way of reaching your customer base, or they could say no. At least you tried!
Send a friendly and polite email or private message to ask about posting your ad. Do not post a request in their comments section. Business deals are between you and the blog owner, not the rest of the viewers, and if you ask publicly other online stores might also ask and outbid you. Send a professional private email!
Before submitting an ad, check out the blog website’s aesthetic appeal first. If the colors are bright and popping, make your ad white to stick out from the background more. If the website is white, do the opposite and make it colorful. Your ad should catch readers’ attention because it sticks out!
When asking for an ad post on someone else’s website, be prepared to pay for it. Have a budget set aside specifically for ads, and have an option for online payment. When you start paying someone for an ad, start small. Pay for a month at a time, then up to 3 months, etc. to make sure that you and your small business are compatible with the blog.
The blogger might not post your ad in the best spot, or might be difficult to work with. Starting small and working up gives you both a safety net to work within until any issues are solved.
Marketing Products Online with Social Media Ads
Scrolling through your social feeds you’ll notice a ton of ads. It’s a great idea to get your online store in on the action.
Facebook and Instagram are the most popular places to post social media ads (but don’t be afraid to look at other options). Your potential audience is huge, and with the right design and copy, your ads could pull quite a bit of traffic to your site. Be sure to look up the requirements for each platform as you start creating and designing your ads.
A/B testing is also very important for all of your digital ads, but especially your social media placements. Create 2-3 versions of each ad with differing copy, headlines, and images. Track each ad closely to see what type of visuals and text your target audience responds best to.
The trick to social media advertising is monitoring and testing. Keep a close eye on how all of your ads are doing. Don’t be afraid to have an ad flop, failure is a great lesson. Create and divide your budget throughout your placements so you can see which ads have the best ROI.
How to Market an Online Product Locally
Local promotions are the original method of getting the word out. Big businesses send out mail to large suburban areas because this method is still so effective! Look around at all the local promotions we’ve grown used to every day- junk mail, brochures at checkout counters, and magazines all have a ton of promotional material. Don’t count it out of your range just because you’re selling online!
Really? I have a phone in my pocket all day and I need business cards? Yes, you do! When you meet someone in person, how are you going to explain what your online business is? Don’t expect them to remember your website or any other pertinent information without it. Having a business card with all of the details contacts need to find your online store is essential to getting new customers.
If you are looking for investors, future employees, or new business opportunities you need business cards to look professional. While you are designing your business cards, take the same information and create an email signature to continue your professional branding.
There are tons of websites online that help you create and order business cards, often with discounts on the first batch you order.
Flyers and Brochures
Flyers and brochures are other great local marketing to have handy. Create a flyer and brochure in your spare time to print from your computer when you need it. You can order these online too, and plenty of print shops have good deals on color or white prints for a relatively low cost. These are not essential to have immediately, so you can plan ahead and stall for a coupon or discount at the print shop to save some money.
Why do you need to have flyers or brochures anyways? The same reason you need business cards, for in-person customer encounters. A store might let you leave your brochure on their checkout counter, or you could pass out flyers at a county fair. With a small amount of money and a little foresight, you get exposure to a wide range of customers of all ages and backgrounds that you aren’t getting online.
This method also gets you involved with your community. Newspapers and local events offer sponsorship and advertising possibilities. Ads for these marketing channels usually range from small to large by pricing so you can find exposure within your budget.
Check out local activities, like county fairs, farmer’s markets or winter carnivals to promote your online store. Local coffee shops, gas stations, or libraries often let stores leave flyers or brochures for customers at their counters.
How to Make a Flyer or Brochure People Will Read
Since you spent some money on printable marketing, make sure you have a message people will actually read! Have your name and contact information in at least 2 places. Include pictures and color strategically placed to catch their eye. A bright colored photo midway down the page usually captures their attention first, so put a picture of your best selling product there.
Keep your flyer clean and uncluttered, with pictures and descriptions of what your product can do for them. Think back to your email or subscription service, and use the most popular items from there on your flyers and brochures.
Newspaper ads were mentioned above, but what about wider readership circulars like magazines? Magazines are another high-budget item in most cases. Magazines usually have a range of ads and prices, but the smaller ads get put in the back and are often not seen by the customers you want.
A large, full-page ad is the way to go, but these can be costly! Find a magazine that fits with your brand, and is specific to your online store niche. If you want to test the waters, start with a smaller magazine that is well known but not published by a huge company. The pricing will reflect the size.
Delve into some research before pitching an ad idea.
- What does their magazine currently promote?
- What does your competition look like, and how can you stand out from the crowd
- What issue of the magazine is the most purchased, and what kind of content does the magazine have?
Tailor your ad to fit the magazine while still maintaining your online store brand to get customers’ attention.
Should You Save for Magazine Ads?
Magazines are great for most products since they sell a wide range of items in each issue. If you are selling a specific product, like hiking backpacks, look at survival and adventure magazines.
For organic soaps or food items, look at health and wellness magazines. A product your customer will use every day sells well in magazines, but if you are selling a very specific product it might be better to spend your marketing budget elsewhere. For example, if you sell porcelain figurines then targeted blog sites would bring in more traffic for you.
Magazines are meant for products that fit into a general category- beauty, fitness, outdoors, or fashion for example. Products that are meant to be used in various ways, for life improvement, or on a regular basis sell much better in a variety of magazines.
That being said, magazines that exclusively market specific collectibles to niche readers are relatively common. Those magazines would be great for online store ads since the customers are usually looking to purchase the items shown. Do some investigating to see what kind of magazine would work best with the products you are selling online.
Local promotions have a pretty wide-ranging readership and allow you to prepare for in-person meetings. Professional local promotions add to your professional reputation and allow you to make a personal connection with unexpected customers. Don’t discount the old fashioned way of marketing. It worked very well for small businesses before the digital age!
How to Market a Product Online with Selz
Selz is an ecommerce platform that makes starting and running an online store simple and effective. With Selz, you can start an online store from scratch, add buy buttons to your existing site, sell from your social media pages, and more. If you aren’t sure if Selz is right for you, or you want to check out the features before you commit to the payment option, you can try Selz out for 14 days, free. Read on to learn how to make Selz work for you!
Selz Social Media Software
Selz offers social sharing that you can use to post once on all the social media platforms you have. A few clicks can submit the ad to all of your social media and save you tons of time that you can use to work on your growing business.
Email Lists and Subscriptions
Selz easily integrates with email marketing software like MailChimp, ActiveCampaign, AWeber and more. When you link your Selz Store, you can automatically send your new customers’ information into your software of choice. That means you can easily send welcome emails, thank you emails, promotional emails, and abandoned cart emails.
Marketing Products Online with Social Proof
You can have a great marketing program, amazing ads, even a perfect product, but when it comes down to it, people trust their friends’ and peers’ recommendations over all of that. And it doesn’t even have to be people we know. Influencers and knowledgable strangers can sway a buyer’s purchase decision.
You can see this effect on any ecommerce site right now. Would you rather buy a 3-star product or 5-star product on Amazon? Consumers make choices based on opinions online every single day.
When you use social proof on your site, you’re essentially letting your customers do the pitching for you. There is more trust from verified users than any well-written ad, blog, or product feature. This is a great way to kickstart your online marketing.
Selz has partnered with Fomo to give your Selz store social proof. It’s easy to integrate and happens automatically once set up.
Adding Reviews to Your Online Store
Reviews are also extremely helpful to market your online store. Have you ever made (or didn’t make) a purchase because of the reviews on the product? It’s second nature to trust previous buyers before making a purchasing decision.
With Selz, adding reviews to your online store is streamlined. Review apps like Disqus Comments or Yotpo Reviews can be added to your online store with Selz, and you can use information from your reviews in your ads.
Tracking Marketing Success
Selz has a built-in tracking program to show you how many views your website received, what the averages are, and whether or not those views came from your ad. If you have trouble keeping an ad-tracking journal up to date or have difficulty calculating your number of views to your website these programs can be very beneficial to your online store.
With Selz, you can also easily integrate Google Analytics. This gives you access to even more information about your online store and your Google ad performance.
For small business owners who have the budget for magazines or high traffic ad campaigns, the sales analytics section can help you determine if sales increased during your promotion.
Free Tools for Your Growing Business
If you are having difficulty with social media, check out Social Selling and Social Media Tips for tips and tricks to get your ads front and center.
The Grow Your Business section is good if you need some advice on connecting with customers or you’re looking for advanced ecommerce strategies to expand your business. Email Marketing Tips can help you with wording those promotional emails and running your email list like a pro.
This blog is one of the best websites for online sellers, with a huge wealth of information tailored directly to small businesses.
The articles are written by people who have their own online stores or businesses, so they know what they are talking about and have hands-on experience. This is a valuable resource to explore for specific issues you need help on or to peruse as you research expanding your small business.
How to Market Your Product and Measure Your Success
After all the work you put into creating your marketing, how do you know if it was money well spent? How can you quantitatively determine if your ad worked as hard as you did making it? Read on to learn if your ad worked, or if you need to go back to the drawing board.
How Do You Know if Your Ad Was Successful?
The main reason you created your ad in the first place was to bring in more paying customers, so how can you figure that out? The first place to start is your website traffic. Has it increased more than usual since you ran your ad? If it has, your ad is working!
Start a spreadsheet devoted to keeping track of your ads. Include the date you posted the ad, where it was placed, and how many click-throughs your ads are receiving. I would recommend checking these numbers daily to make sure every ad is performing to its full potential.
The date and time of year you post your ads can be very significant to your views, so take notes if more customers showed up around holidays or specific times of the year. This information will be very useful next year when you can post more ads during the busier traffic times to get even more attention to your online store.
Social Media Ad Success
Social Media Ads are easy to see if they are successful. If you are running paid advertisements on sites like Facebook and Instagram, you will have access to all sorts of data. From likes to share counts to click-throughs, you can quickly determine how successful your ad was.
Even though likes, shares, and comments are a great determination of success, clicks are your most valuable metric. You could have a thousand likes on your ad, but if no one actually clicked on the link to your store then it wasn’t a very successful ad.
Word of your online store was spread throughout the web, which helps future promotions but isn’t increasing your sales. Evaluate a way to make clicking on your website link as easy as possible in your next ad.
Move things around a little so your store name and CTA are more visible and inviting. Also, make sure your ad is fun and useful to your audience. Having a fun, story-telling photo is great, but if the customer doesn’t know that you are selling a product it’s not an effective ad.
How to Bounce Back From a Poor Promotion
With paid ads, breaking even is an alright compromise, since you technically aren’t out what you put in. That being said, this isn’t the success you are looking for. What breaking even tells you is that the ad worked to some extent, but it didn’t draw in the number of customers you were hoping to get. In your next ad, change things around. Include a better picture, make your CTA stick out more or make your colors brighter to attract the attention you want.
It’s a terrible feeling to shell out money for an ad that isn’t effective, but it happens all too often. Despite the research and effort, sometimes would-be customers are finicky creatures and an ad just doesn’t work.
When this happens try not to get discouraged. Even huge companies with an entire floor of employees devoted to statistically promoting ads have failures, it’s just a fact of business. Make notes about why your ad failed and move on to a different strategy. Take note of the time of year you posted, where you posted the ad, and who your target audience was.
With social media ad flops, check your hashtags and your target audience. Are the hashtags you used still popular and relevant? What are the new tags that you could include in your next post? As cliché as it sounds, check out what the young people are doing to get your next ad idea. In most social media platforms, trends start with the teenage or college-age posters, which then trickles up to older users.
For more attention, follow more people in your niche. If you sell makeup, follow some famous makeup artists or makeup video creators. For home goods, follow popular home shows and blogs like Apartment Therapy. For selling clothes online, follow models and other fashionable celebrities.
Selling online can be a tough, thankless job sometimes. Since you are your own boss you have to handle it all, and learn how to market a product with professional ease.
All of these tips and tricks listed throughout this guide can take the confusion out of marketing products online, and help you drive more traffic to your online store.
Downfalls are part of the process, so learn from any setbacks and keep going! More ads will succeed than will fail, and your efforts will increase revenue for your small business. Good luck!
This post was originally published in August 2017 and has been updated for accuracy and comprehensiveness.