Unless you’re a millionaire with a marketing budget to rival those of major corporations, you’re likely wondering how to get your product in front of potential customers when nobody knows it exists.
This is a major reason why 90% of eCommerce businesses fail—they create a product that nobody is aware of. You can have the best product in the world, but if people don’t know about it, you’re not going to make any sales.
There are five ways to sell a product that nobody knows about yet, and they all come down to demand generation marketing.
Demand Generation Marketing, Explained
What is demand generation marketing, exactly? In a nutshell, it’s creating demand for a product that doesn’t yet exist in the market. It’s about making people aware of your product and getting them excited about it before they even make a purchase.
There are a few different ways to go about this, and the most effective demand generation strategies will use a combination of these methods.
Let’s take a look at five of the most effective demand gen strategies for your new product:
1. Search Engine Optimization
Search engine optimization (SEO) is all about ranking high in search engines for relevant keywords. The higher you rank, the more traffic you’ll get to your website—and the more people will learn about your product.
To optimize your site for SEO, start by doing keyword research to find out what keywords people are searching for when they’re looking for products like yours. Once you know which keywords to target, add them to your website content, title tags, and meta descriptions, and craft content around them.
You should also make sure your website is fast and mobile-friendly, as these are both ranking factors for Google.
You should also create high-quality backlinks by guest blogging on other websites and directories. This will help your site rank higher and get more traffic.
2. Content Marketing
Content marketing is all about creating informative and valuable content that will help your target audience learn about your product.
The key to effective content marketing is to create content that is interesting and useful, without being too sales-y. You want people to read your articles, watch your videos, and listen to your podcasts because they’re enjoying the content, not because they feel like they’re being sold to.
To create content that people will actually want to consume, start by identifying your target audience and what kinds of information they’re looking for. Then, create content that answers their questions and helps them solve their problems.
3. Use Account-Based Marketing Tactics
ABM is a marketing strategy that focuses on selling to specific accounts instead of general leads. With ABM, you identify the companies that are most likely to buy your product and then market directly to them.
ABM is an effective way to sell a product that nobody knows about because it allows you to tailor your marketing messages specifically for each account. This ensures that your message is relevant and that it resonates with the decision-makers at each company.
To get started with ABM, start by identifying your ideal customer profile, which describes the type of companies or individuals that are most likely to buy your product. Once you know who your ideal customer is, you can start creating targeted marketing campaigns specifically for them.
4. Align Sales and Marketing
In many cases, sales and marketing operate in silos—but this doesn’t work when you’re trying to generate demand for a new product.
To be successful, you need to align your sales and marketing teams so that they’re working together towards the same goal. This means creating cohesive campaigns and messaging that target your ideal customer.
When creating new marketing campaigns, use data from your sales team to determine which messaging and strategies are working. Then, adjust your campaigns to speak to customers’ needs.
It’s also important to provide your sales team with the resources they need to be successful, such as collateral, product sheets, and even access to your marketing campaigns.
5. Improve Content Engagement With Syndication
Content syndication is the process of republishing your content on other websites. This is a great way to improve content engagement and reach a wider audience.
When syndicating your content, make sure you’re only publishing it on high-quality sites that are relevant to your product. You don’t want to publish on just any site—this will only hurt your reputation.
To find websites to syndicate your content on, start by doing a Google search for terms like “content syndication” and “article directories.” Then, reach out to the website owners and ask if they’re interested in publishing your content.
Final Thoughts: How to Sell a Product That Nobody Knows About
By following these five steps, you can generate demand for your product—even if nobody knows it exists (yet). Just remember to focus on creating quality content, building relationships, and aligning sales and marketing. If you do this, you’ll be well on your way to success.