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6 minutes read

Digital Product Marketing: Understanding Effective Strategies 

By Robert Kazmi
By Robert Kazmi
6 minutes read

Selling digital products is a great idea for businesses that want to generate sales outside of physical products. There are nearly endless ways in which a business can sell digital products.

As a result, many entrepreneurs and organizations are developing digital products, and the digital product market is becoming more competitive and cluttered with options. This is a great reality for customers, but it makes it more difficult to operate a profitable online business. 

The ultimate success of your online store will depend on how effective your business can market digital products. Marketing digital products is different from physical products. 

Of course, some common marketing strategies will always be the same. However, you can’t afford to assume you can market digital products in the same way. 

This post will cover effective marketing strategies for digital products. But before we do so, let’s define what constitutes a digital product. You might be surprised to learn that your organization already has digital products to offer.

What Are Digital Products? 

Digital products are intangible and don’t rely on inventory, shipping, etc. When people think of digital products, they often think of software. However, several different types of digital products are popular with customers, including:

  • Online courses
  • eBooks
  • MP3s
  • Plug-ins
  • Templates
  • Video content 
  • Images
  • And more

A digital product can be consumed endlessly. As a result, selling digital products can be extremely lucrative for businesses since they only need to create the digital product once. 

Unfortunately, many organizations make the mistake of thinking their work is done after they create digital products. However, once a digital product has been created, it is time to focus on digital marketing.

Selling digital products doesn’t have to be complicated, but it does require digital marketing effort. 

Marketing Digital Products: Effective Tips

Anyone can create a digital product and sell it online. As a result, there is a lot of competition in selling digital products. However, digital marketing is valuable because it can help your product stand out and generate more sales. 

Whether your business has an entire marketing team or you are an entrepreneur without any marketing tools, these digital marketing tips will help your digital product stand out and generate interest from your target audience:

  • Focus on creating content 
  • Generate reviews and testimonials 
  • Offer bonuses 
  • Don’t undersell 
  • Collaborate with influencers 

Focus on Creating Content 

Digital products need a landing page and a sales page because they operate in a funnel environment. Businesses that have successfully sold physical products or services online might not immediately see the value of a sales page since many of these products sell well with only a landing page. 

Digital products differ from physical products, and the digital marketing approach must also differ. Because digital products are intangible, organizations have to do more to earn the trust of their customers. 

An additional sales page offers customers more content and messaging and helps build brand authority. In addition, by presenting a landing page before a sales page, your business can capture leads and follow up with customers who don’t make a final purchase. 

Generate Reviews and Testimonials 

Reviews and testimonials help build consumer trust in digital products. While generating reviews and testimonials is not as easy as creating web content for your digital product, there are ways your business can leverage digital channels to encourage reviews and testimonials.

The most effective way to get testimonials and reviews on your own website is through customer communication. Follow up with customers after they make a purchase and politely ask them to leave a review on Google or other channels. You can encourage them to leave a review by offering deals on future purchases.

Additionally, if a customer says something positive about your digital products during the sales process, ask them if you can share their comments on your website as a testimonial. However, never directly ask for positive reviews and comments; this is unethical.

Offer Bonuses 

Selling digital products online enables your business to easily include bonus offers. People love getting a bonus or add-on incentive when they make a purchase. Since digital products have no overhead, your business can stack offers to make purchases irresistible.

For example, if you sell online courses, perhaps you offer customers a free additional online course or access to select online events with their purchase. The trick here is to offer a bonus that entices customer interest and encourages them to come back.

Luckily, with digital products, you can experiment with bonuses to see which offers get the most customer attention and produce the most sales. 

Don’t Undersell

Since digital products have no overhead, some businesses think the best strategy is to offer the lowest possible price. But unfortunately, the lowest possible price is not always the best way to attract customers and encourage sales.

Yes, everyone loves a good deal. However, sometimes lower prices lead consumers to believe there is less value in your digital product. Therefore, it is important to truly evaluate the digital products you are selling and price them appropriately.

Collaborate With Influencers 

Influencer marketing can help your digital product gain exposure to a wider audience. Hiring influencers to talk about and use your digital products online not only gives your digital product exposure but is another form of social proof that gives consumers confidence.

Try to find influencers that are popular with your target audience or niche to maximize the effectiveness of their social media accounts. Don’t be discouraged if the results are not immediate. Many businesses make the mistake of thinking influencer marketing is a one-time thing. 

This type of digital marketing requires commitment and consistency, just like any other type of digital marketing, like SEO or SEM. 

Final Thoughts 

Marketing digital products is vital to their success. The digital marketing strategies outlined in this post are a good starting point for your business. If you want to learn more about developing digital products or marketing them, reach out to an experienced technical partner like Koombea.

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