How do I promote an innovative product on a shoestring budget?
We are a consulting company (ISV). We have about 8 products on Appexchange (Salesforce). Generally I do marketing for all the products and provide support for all of them. They also have been downloaded a decent amount of times. Remember, This is all unpaid marketing that I am doing, The only expense my company is doing on Marketing, is me.
Now there is a new product that we launched in February of this year, and we only have 1 download.
I do the marketing by myself, which in this case includes, LinkedIn, Facebook, Forums, and different Groups (I have already done all this), and I am still facing no demand for the product. This is a paid product and surely useful, and there is no competitor as well.
As I said, I already tried all the above mentioned things and there is no scope for any marketing budget for this product.
Any other suggestions from all the experts about this...?
Could part of the struggle be because there is no competition? (Although I question that -- there is ALWAYS some form of competition, even if they don't have the same thing).
To be the "Lone Ranger" breaking new ground with a brand new product is an uphill battle, unless you're like Apple. There is no proven market.
There can be few reasons for not procuring demand of your products
1. You could not identify your target audience and you are randomly giving your sales call
2. Your sales approach could be weak
3. May be you need other form of market support than sticking to virtual Social sites.
Pl. remember, virtual social site may create awareness of product, but actual realization into demand are done only on realistic selling.
10 Ways to Market Your Small Business on a Shoestring Budget:
I suggest you try to create a short product demo video. You can upload to YouTube and send links to prospective clients.
For sure, your company needs to recognise the important of Marketing. If you have the budget to develop 8 products, you definitely can invest in a decent digital marketing campaign.
Give it away for free. Make it a limited time offer. Invite those who download it into a special beta testers group where they can share their experiences, suggestions, critiques and you can engage with them in that conversation. Call it a Customer Advisory Board or a Super-User Group. At the least you'll learn more about the product from their perspective and that's the only perspective that counts when they're making a buying decision. Implement what they suggest. Roll it out on the same forums, championing how you enlisted their participation in its creation. They'll be a volunteer sales force for it, talking about it, their modifications, how it made it better. Good luck.
if you are doing the marketing yourself, then i assume that you have time to spend on marketing. if that is the case, then I would suggest that you do social media marketing. social media is great for viral, if you target the message to correct audience.
Identify what group of people would value your app. Try connecting with them by twitter or Facebook. Create infographics of your App, Distribute them on social Pages. Make sure clicks go to the landing pages for the app. Create free infographics at www.Canva.com or use www.piktochart.com
Also you can go to many review sites, pick few good ones who constantly review Salesforce apps and do a write up or submit the app for the review, if app is really good few good reviews will go great way. Publish those reviews to social media, again target your demographics. Other places you can earn some social capital is on the websites like answer.com.
If your app solves a particular problem, see how many other people are asking for that kind of application. Again steer them to the solution ( your landing page)
continue to answer questions.
This process does require some elbow grease, but you will be surprised how quickly you will get the traction. Provided, as you said there is no competition and you are solving a good problem in the industry with your app.
You can reach me if you need to discuss further.
If you wanted to sell it someone...who would you sell it to? What would you say? How would you say it (tactical method-email, Facebook, Twitter, postcard, newspaper ad...etc)?
Why would somebody buy it....? What problem does it solve? What job does it do?
When somebody is thinking about the problem your THING solves what do they say? What words do they use?
Is it a big problem or a small one? Is it an expensive problem? How emotional is it for them? How often do they look for a solution to it? Where do they look? You say there is no competition, then it sounds like people don't see it as a problem.
Is it a problem lots of people have or only a few?
If you can answer these questions you'll know a lot better what you need to do to market, whatever it is.
In your case I would try ClickBank or ClickSure, take on a few affiliate marketers, and let them spread the word. You already have the basic information to market, so get out some affiliates and let them sell your product.