Creating a digital product is hard work. You must research, write, edit, and format it before sending it to a professional for a final edit. Once you do all this, you have to find a graphic designer to design the required cover. You then want it to be successful. You want your audience to buy it and also find value in it. For this, you need to promote it in front of the right people.
Marketing a digital product can seem daunting, but it does not have to be. You might already have the necessary channels in place to help with this, so you only need to amplify your voice, messaging, and marketing. Regardless of where you are in your marketing journey, here are some strategies that can help you market your digital product better.
Understand Your Audience
Before delving into any marketing, you must understand your target audience. Who did you create the product for, and who can benefit from what the product has to offer? You likely already have the answer in mind because you had to reference it a few times while creating the product.
Once you know your audience, you must start thinking about how you can ensure the product resonates with them. The best way of doing this is to understand their needs, wants, and desires. These three will help you know their pain points, how your product can help, and how you can position it as what the audience needs.
For example, you might have written a book about investing in options. You know that the people who would want to read a book titled Master The Art Of Option Selling: A Complete Guide are already interested in understanding options trading from an expert and want to use this investment to create wealth or other financial reasons.
Since you are an expert on the matter or a marketer working with the author, you will be able to better articulate why that specific product has the answers and solutions the target audience is looking for.
Create a Storefront with a Product Preview
People are more likely to buy or convert if they know what they will get once they do this. It is, therefore, crucial to make it as easy as possible for your customers to have a glimpse of what your product offers. You could make it easier for them to read or peruse a few pages of your new book or let them watch a minute or two of your latest course.
Regardless, web development has come far enough that doing any of these things, or showcasing your product in other ways, has become easier than ever. Some platforms also host your product in its eternity and then create an automatic preview for you.
Whether you choose a self-hosted or a hosted option, ensure that people can purchase the product easily once they want to. Any additional barriers or friction between them experiencing your product and purchasing it will tank your conversions, so you should ensure the process is as smooth and straightforward as possible.
Build a Landing Page
If you want to create a marketing channel that is more straightforward than a storefront, you should create a landing page. Your landing page should not contain any fluff but should instead explain your product’s values and benefits and why people should buy it. Do not forget to point out the pain points or issues it can help with.
As with the storefront, you can go with hosted or self-hosted landing pages. There are great options for both, but many experts recommend WordPress for its customizability and features. Also, it will be much easier to build a fully-fledged website behind the landing page to support your growing business in the future if you use WordPress.
Understand Where Your Audience Congregates
Whether by design or not, we have created communities within the websites and social media platforms we use. While it can seem stereotypical, you find people with different interests on different social media platforms. For example, you are more likely to find people interested in home decor on Pinterest and people interested in the latest technological advancements on Twitter and Reddit.
Understanding where your audience congregates is something you should do when conducting customer research. Once you understand this, you increase the likelihood of conversions if you post a link or advertise your digital product in these communities.
Additionally, you are likely to see a much higher return on investment if you use paid ads to reach such communities because you already know they are at least lukewarm leads and not completely cold ones.
Leverage Instagram Stories
Instagram is the best social media platform for marketers or digital creators who use numerous images or videos in their marketing materials. Instagram Stories makes the platform even better for promoting digital products because it allows polls, stickers, and augmented reality filters that make your content stand out. It also allows link stickers that you can use to redirect people to your storefront, or wherever you are hosting your digital product.
Instagram is always making Stories better and has recently increased the reach for Instagram Stories to everyone from 10,000. The main downside is that your stories disappear after 24 hours, even though users can create Story Highlights that store them in their profiles.
The 24-hour disappearance limit might not be that bad considering how fast things move on Instagram and the fact that it gives you even more opportunities to remember to post, which can be highly beneficial for you and your product.
Leverage TikTok Influencers
Using TikTok influencers is an excellent option for businesses that target audiences in the 18-26 year range. TikTok has unprecedented reach, especially when you work with the right influencers. Even though influencers might use the platform to market products not in your niche, there is little harm in doing a test run, seeing the results, and deciding whether the platform would be good for you.
Marketing a digital product is now easier than ever with the numerous platforms and channels available to marketers and creatives. Once you understand your audience, you can put together a marketing plan that ensures the highest return for your investment.
