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...?
Many Thanks
Akash
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May 31, 2014
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.
May 26, 2014
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.
May 22, 2014
10 Ways to Market Your Small Business on a Shoestring Budget:
http://blogs.constantcontact.com/fresh-insights/market-your-small-business/
May 22, 2014
I suggest you try to create a short product demo video. You can upload to YouTube and send links to prospective clients.
May 22, 2014
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.
May 21, 2014
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.
May 21, 2014
Akash,
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.
May 21, 2014
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.
May 21, 2014
Hi Doug...This could really help me creating a Sales pitch and target the right people from my existing database...I think I will write down the answers to these questions first and then follow Jon Clark's advice...Thank you very much...
May 21, 2014
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.
May 21, 2014
Akash: What is the product? If you have tried all the other media and they failed I would try to offer the product to one of the prospects for a trial period so they can see the benefits and then ask for a referral. good luck
May 21, 2014
When all else fails and you have no money to spend on external marketing, do what thousands of others do...pick up the phone and call your existing list and any prospects you may have that would be a good fit.
May 21, 2014
Hi Jon, Totally agreed with this one...and this always proves a life saver...but in this case...the most of the data I have is for the other 7 apps that we have...not pretty sure..if they will also be interested in this app...I might make myself fool at some places but can really get through with many of them...Thanks...
May 21, 2014
Hello: It will depend on the type of Product and who is your customer. Nothing wrong with you doing the marketing but you have to have a product that it is marketable and the product will have to provide benefits to the user. Since we do not what is the product, we can not make too many recommendations. It is possible that the products is not for your type of clients.
May 21, 2014
Hi Ray...well actually the idea has been there on Idea exchange of Salesforce for quite a long time...Its not a very fancy product..I would rather describe it as a tool...actually it targets the Sales and Marketing professionals...who wants to follow a particular record in their Salesforce Instance...Salesforce doesnt really give this option...so we have developed this tool to follow these records in the chatter...
May 21, 2014
Perhaps setup a website for the product. Identify your target market. Cold call them and get them on an email autoresponder list that uses prospect ranking (eg.: Office AutoPilot, InfusionSoft, or LeadOutcome). LeadOutcome is free for the first 30 days. Then build your relationship with your audience through emails. Prospect Ranking will tell you who is interested and Ready Willing and Able (RWA) to do business with you. Concentrate your efforts on those RWAs. Have an offer ready such as Dave Worrall suggested.
I would also suggest using social (Facebook) apps to help with a viral effect.
May 21, 2014
Akash,
It sounds like the without having the budget for PR and marketing you are going to need to come around from the other end. With the info you gather here and provided you have contact information / contact engagement points, you'll want to connect with this narrowed audience via eMarketing, Newsletter, blog launch, user group announcements... etc.
Take the user's point of view and pinpoint what problem your downloadable product solves for them. Do some analyzing of the amount of time and money this product will save them. Get known users (possibly from beta users, as Dave Worrall mentioned in his proposal) and back that statement up. Your beta users will give you the perspective you need to focus the audience reach and specific message.
You should capitalize on the fact that there is no other product like yours. Use that innovation to further your brand promise. How does that resonate with other products you have released in the past? Present your category leadership as "smarts" that your customer will have as an advantage over their competition.
Testimonial statements/videos are going to support your findings and move you into a more shareable experience for the promotion of your product and ultimately brand. The "positive experience" is what turns potential into conversion. And sales!
Remember that nothing sells more than seeing the product or service working for previous customers. If those don't exist yet, I would agree with Dave Worrall in possibly moving to a time trial free option to get started.
Hope this helps and good luck!
May 21, 2014
Hi Robert...
Thanks for your time to write such a good answer...I havent tried the Newsletter yet..but yes have been announcing it on Social Networking Platforms and User groups...also tried for a Demo...but no results...:( but I will surely give a go to the Newsletter..
May 21, 2014
This would be an excellent time for all those SM gurus who say the only kind of marketing anyone needs is social media to step forward give you some very specific answers. And also tell you why all your SM efforts are coming up with nothing.
May 21, 2014
Your hands are tied, you have to really think outside the box. My first thought is a really witty viral video with your product as a key part and a link at the end. Best of luck!
May 21, 2014
Hi Liz, I totally agree with this, that a nice video definitely helps..I learned making videos on my own (they were not really perfect or professional but was a bit okay..I guess). But the thing is for creating a good video takes a little time..I created 2 - 3 videos initially when I joined the company.. to my level best..My boss thought its taking too much time..and he handed over this task to the developers...who now just share the screen giving demo and speak at the same time and make this as a video...Let me give you an example here ...
May 21, 2014
https://www.youtube.com/watch?v=JRY4WmA44qI
https://www.youtube.com/watch?v=JRY4WmA44qI
The above video are created by me....and the below from our developers...
https://www.youtube.com/watch?v=6I6S3kM60bk
https://www.youtube.com/watch?v=hJZ4vITKWew
Have a look at these when you have some spare time...So in other words...I have to do marketing but according to my boss....So my hands are bit tied here...
I think I said too much here....
May 21, 2014
Ok I'll start this one off. You need word-of-mouth (i.e. sharing) to hit it big with apps. Obviously with only one paying customer that will be difficult. So what I would do it to create a free "beta" version that is time-limited. I take it you can push notifications to your app? As the time limit expires, ask them to share it with their contact list, if 3 or 5 people download it then you will unlock their full access for free.
You can of course do the same with the second batch of people. It's not a quick fix, but you don't want to be sat here in 6 months with only one client as a competitor releases a similar app with a massive budget.
Your alternative would be to change your business model and instead of subscription, have it generating revenue through in-app advertising and give it away for free.
May 21, 2014
Hi Dave, Thanks for your time to write this answer, It really helps. Actually the thing with Appexchange is either you create a Free version or a paid, However, we can include a free trial with it for lets say 15-20 days (which we have already done), and according to the Appexchange policies, In app purchases and push notifications wont work either.
But yes, Giving away free licenses to some of the early birds may change a scenario, Thanks for that Advice..Please let me know if there are any more suggestions.
Thanks Adesh...the more I am scrolling down....this just keeps getting better and better...I will surely try all of what you have mentioned above...and once I have right questions to ask..I will contact you for sure...Thanks once again...