What should we do to increase the visibility of our product?
Unfortunately, there is no silver bullet or magic formula, however, in an effort to answer this question I will be writing a series of blogs that can help you form a plan to execute on. In this blog, I will go over the first few steps that you can take to give yourself a better chance. Before I dive down this road with you, I think it's really important to mention that all of the best marketing tactics and the biggest budget in the world will not get you the results you want unless you have a product that is good and constantly adapting to meet the needs of your users.
Step 1. Define Your Core Values (Why did you create this product?)
Let’s start by talking about your underlying message. Why are you passionate about your product? Simon Sinek says “people don’t buy what you do, they buy why you do it.” Watch his TED talk to learn more about this concept called the Golden Circle. This tactic is being used by many companies right now, but not all of them are doing as good a job as Apple, They are constantly challenging the status quo with everything they do, whether it is creating a computer or changing the way that we pay for things. It’s great exercise to find the ones that are doing it really well, then look at the ones that aren’t, think about ways they can improve, and apply that same strategy to your own business. Ask yourself questions constantly about why you are different, who is your competition, why will you be successful, and translate that into your core value.
Step 2. Create your online infrastructure (developing a digital presence)
Your idea should change and pivot as you learn more about your customers, your product and yourself, but once you have a good sense of your core values and why you have created your product it is a good time to set up some infrastructure to support your marketing efforts. Set up a webpage, Facebook, Twitter, etc.. There are lots of awesome resources for setting these sites up effectively, so don’t be afraid to leap into it and do it early. Also make sure to set up a blog on your website. This is a great way to drive traffic to your site both by sharing your blog posts and through organic search.
Step 3. Be Social (creating your social media channels and populating them)
A social media presence will really help you develop a strong community following. It’s a free outlet to talk about your product and get you message out to the public. Its not just about creating your Facebook, Twitter, Linkedin, pages, but that is a good place to start. Once you have these channels you need to start populating them. Photos, videos, offers and writings about your journey are perfect content to put out on your social networks. Your blog can serve as a place for most of your content to originate from and a great place to send your followers on social. Remember, it’s a balance of quality and persistence, to noise and annoyance. The goal is to engage, not overpower. Also make sure to post insightful, relevant content from others in your network. It’s a great way to make sure others in your community are repeating and championing your cause.
If you have any question, feel free to reach out to me. In my next blog post I will talk about some tactics for creating content and reaching out to media to get coverage.