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How to Decide on Your Promo Approach

Promotions are a way to bring new products or services to the attention of your audience. When done right, they can be a highly targeted and cost-effective way to generate sales and income.

The promotion approach that you choose will depend on your goals for the promotion, your ability to move your audience through a product awareness funnel, and how well you’ve planned out your promotion.

Audience funnel

The product awareness funnel is the process by which you introduces a product to potential customers, how successful you are can depend on how well the audience knows you. The audience funnel is the process of targeting your message to a certain audience.

Your goal is to move some one who doesn’t know about the product (a cold lead) through the funnel to become a customer (hot lead). The cold lead to hot lead is the conversion process that takes place when someone becomes interested in your the product and they eventually become a customer.

Product Awareness funnel

The product awareness funnel is a framework for understanding how people find, learn about and buy products. It has five stages: Awareness, Interest, Decision, and Purchase.

The awareness stage is when potential customers first hear about the product. In this stage they are not yet familiar with it.

The interest stage is where the customer becomes more aware of the product and starts to think about whether they need it or not. They may investigate more into the product or start considering alternatives.

The decision stage is where customers make a purchase decision on whether to buy or not buy the product based on their past experiences with similar products and their needs at that moment in time.

The purchase stage is when they make a purchase decision after investigating alternatives and making an informed choice between them.

Finally, loyalty refers to customer retention rates, market share, and other key metrics.

What tools do you have to use to promote

Generally as a blogger you’re using various forms of content marketing to promote products.

Content marketing is a strategy of creating and distributing relevant content to attract, engage, and retain a clearly defined audience. It is a form of inbound marketing that brings customers to company websites, product pages or other online destinations with the goal of increasing sales.

Content marketers need to create content that is relevant to their target audience through targeting the wants and needs of their customers. The content should be optimized for search so it can be found on search engines like Google, Bing or Yahoo. The topics can vary from product reviews, tutorials or editorials as long as they are informative and valuable for the customer.

The content can also take many forms including:

  • Blog content
  • Youtube Videos
  • Social Media Posts
  • Email Marketing
  • Guest appearances/posts

Each content platform has its own benefits and drawbacks – while social media provides a great way to reach a large audience in a short period of time, it also requires people to be actively involved in the campaign, while email marketing is a great way to provide more personalized messages to targeted groups of people.

Planning Each Promotion

The first step to planning a product promotion is to establish what your objectives are. These may include generating awareness, creating buzz or generating sales.

It is important to consider the most effective channels for distributing your promotion and whether you want targeted or mass distribution. You should also consider the budget you have available for your promotion, in order to make a decision about which channels are best for you.

The last step is to plan your execution and distribution strategy, which should include when and how often you want the promotion distributed as well as where it will be distributed and by who.

There are three main steps in promotion execution that you want to think about before executing the campaign.

1) Market research – what product would fit best with your audience

2) Strategy – where are they in terms of the awareness funnel, where are they in the audience funnel?

3) Execution – how can you easily marry the product with the problems they are experiencing?

Each of these three steps are important and should not be skipped, even if you are only promoting an affiliate product.

Bottom Line

You’ll need to come up with a plan that will help you promote the product. But hopefully with this post you should be able to identify the best marketing channels for the product before you start to promote it.

There is always a good chance that your promotion will not be successful, no matter how much time and planning you put into it. The idea is not to try everything at once but to experiment with the different promotional methods and see which one works best for you and the product you’re promoting..

Related: Why Promo Planning is Essential to Avoid Feast & Famine

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