At a certain stage of development, each company is faced with a problem – how to promote its product. For each company, the set of tools may be different, some companies can use the tools and develop successfully, for other companies these same tools will only bring losses or, at best, be ineffective. Ideally, every company should work with all digital marketing channels and choose the most effective set. So, we will look at the main tools:
1. Content Creation
Definition: Content creation is the process of filling the media space with information (articles, videos, infographics, blogs, images, etc.) about your product in order to grab the attention of your audience.
How it works: Content creation is at the heart of inbound marketing and quality plays a key role. Inbound marketing is an affordable substitute for intrusive and expensive ads. By creating interesting and useful content, companies earn their place in the market, not buy it. A prime example of inbound marketing is corporate blogging at Geektimes 🙂
Definition: Social marketing is getting traffic / audience attention through social media.
How it works:Thanks to a huge active audience, social networks are used both to maintain the brand and to expand the audience and even for active sales. Despite the fact that social marketing is becoming quite an expensive tool for promotion, it has ample opportunities. You can also find a loyal audience, get useful feedback and increase your users’ engagement.
3.Landing page (or standard website)
Definition: a web page that describes your product and all its benefits, in such a way that the user after reading the content immediately decides to buy / use it.
How it works:Landing page is the foundation and face of your company. For some, this is a business card, but for others, the only tool is getting users (leads). Conversion is the main indicator of your website’s performance. The landing page should appeal to and focus on the decision maker, whoever he is a housewife or director of the company, and your primary task is to determine your target audience = decision maker.
4. App store
Definition: Unlike a landing page, an app store is a place where your app / game is presented, but you do not have full control over the management of this resource. Here you have to play by the rules, and if you break the rules, your product can be removed.
How it works:App stores have their own promotion mechanisms: ratings, reviews, popularity, and featured. First of all, you need to design your product page in a high-quality and attractive way. Promotional text, screenshots, videos, rating and testimonials – all of these affect the success of your product. Do not hesitate to write to store managers about your product and its uniqueness, if your application / game is like it, it can be placed in the recommended category, and this will attract an additional audience.
Definition: The process of getting traffic from “free”, “organic”, or “editorial” search engine results.
How it works:Proper SEO is a slow and long-term tool that produces natural results. You should work both with the technical part: optimizing the site architecture, working with HTML and links, and with content that not only increases your ranking in search results, but also creates trust in your product and company.
6. Working with the Press (Press Releases)
Definition: Managing the dissemination of information through electronic and traditional media.
How it works:Working with the press has a lot to do with content creation, but here you cannot completely control the information about your product. Both good and bad can be written about your company. You must treat journalists with respect and consideration of their interests. Few people want to post text that only praises your product in their column. You must interest the editor in your product and then they will write about you.
7. Customer support
Definition: Customer support is the provision of services to customers before, during, and after purchasing a product.
How it works:Only one user out of ten loyal to the product will write a good review, but in the case of bad reviews, nine out of ten will write them. Good customer support can iron out product flaws and reduce negativity. The user should feel your concern and desire to improve their product, and for this they will be ready to endure inconvenience.
Definition: User expirience is any aspect of human interaction with a product, including interface, graphics, design, content, physical interaction.
How it works:If your app is free, or has a free trial, you need to build the UX structure to maximize user engagement and action. If your app / product is not unique to the market, then UX will be one of the main metrics influencing the user’s choice.
9. Strategic Partnerships
Definition: Strategic partnerships are mutually beneficial relationships with other companies that operate in the same field, but do not compete with your product.
How it works: You can increase brand awareness, expand your audience, and increase user loyalty through partnerships with other companies.
The exchange of affiliate links, the provision of joint promotions and marketing campaigns make it possible to reduce advertising costs and increase audience coverage. The key to a successful partnership is a reliable partner and absolute mutual benefit.
10. Marketing Channel
Definition: This is a promotion model where your product is promoted by other companies: publishers, resellers, distributors, marketing companies.
How it works: There can be a flat fee, a percentage rate, or a revenue share model for these services. This tool often helps young startups with no experience, large advertising budget, or human resources. In this case, the company bears minimal risks and pays for a specific result.
Definition: Sending product information via email to a specific person or group of recipients.
How it works: Many treat e-mail newsletters as spam, but if you correctly configure and correctly identify the recipients of the mailing list, this tool can become a fairly effective way of selling.
12. Affiliates (ad networks, web masters)
Definition: A tool for online business promotion, which is similar to affiliate marketing, the essence of which is to provide traffic / users to the customer and receive payment for a specific action. It is one of the most accurate and simplest instruments.
How it works:You pay the traffic source directly for the user or for some action. There are several payment models:
CPM (cost per mille) – you pay for the impressions of your ad (banner). The unit of measurement is 1000 impressions.
CPC (cost per click) – you pay for clicks on your link. The unit of calculation is 1 click.
CPI (cost per install) – you pay for the installation of your application/game. The unit of calculation is 1 installation.
CPA (cost per action) – you pay for a specific action, for example, installation + purchase in the game, passing to level 3, buying a subscription, etc.
We have described the main tools that are most popular today in the IT industry. It cannot be said that some instrument is better or worse, each has its own pros and cons. The most important thing is to determine which set of tools will be most effective for your company. Test and try, choose the most optimal ways to promote your product. We can say for sure that using only one tool will not bring you serious results. In the following articles, we will tell you in detail about each tool separately and describe all their pros and cons.