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06 October 2023 • Grow Your Sales

Digital product marketing: 11 Effective ways to promote intangible goods

Digital product marketing: 11 Effective ways to promote intangible goods

In an era defined by digital innovation, effectively marketing digital products has become both an art and a science. Whether you're launching software, apps, ebooks, or any digital offering, mastering the various tactics of digital product marketing is the key to success.

This article delves into the dynamic world of marketing digital goods, supplying insights, strategies, and best practices to help you navigate this ever-evolving landscape.

What is a digital product?

A digital product is a software-based or electronically delivered item or service that exists solely in a non-physical form. Examples of profitable digital products to sell include software applications, ebooks, online courses, mobile apps, downloadable content, and digital media like music and videos.

These items are typically distributed and accessed through the internet or electronic devices, offering convenience and scalability to both creators and consumers.

Advantages of creating and selling digital goods online

Digital products are popular with consumers due to them being accessible immediately after purchase, providing instant gratification and convenience. However, they also offer numerous advantages for sellers!

Cost savings

To start, making and distributing digital products often requires minimal upfront costs compared to physical goods, reducing expenses for storage, production, and shipping. Besides saving money, you can save time and energy, as you won't have the complexities associated with inventory management and returns. Because these intangible items don't require the production of physical materials or transportation, this also means a smaller environmental footprint for your business.

Easy updates and scalability

In addition, you can quickly update and improve digital products to address customer feedback or changing market needs without the need for physical recalls or replacements. It's also much easier to scale your business when you're ready. Digital products can be easily duplicated and distributed to an unlimited number of shoppers, allowing for substantial growth without the constraints of physical inventory. 

Pricing flexibility

Another advantage is that selling digital goods allows you to experiment with various pricing models, such as one-off purchases, subscriptions, or tiered pricing, to optimize revenue generation. You can also explore multiple revenue streams, such as affiliate marketing, licensing, or selling complementary products and services alongside digital offerings. With lower production and distribution costs, digital products often have higher profit margins compared to physical products.

Source of passive income

While some digital products may take a bit longer to create, such as ebooks and online courses, they can often remain relevant and generate income for an extended period, making them evergreen assets. Furthermore, intangible goods can be a great source of passive income. Sales for these goods can be automated, allowing you to earn money even when you're not actively involved in the sales process.

How can you market and promote digital products?

1. Build an audience before you start selling

Many entrepreneurs initially think about what they want to sell. Nevertheless, prior to commencing the creation or design of your digital product, it can often be a good idea to start the process of audience building.

Building an audience beforehand establishes trust and credibility with potential customers. When you consistently provide valuable content, engage with your audience, and grow a community around your brand, people are more likely to trust your expertise and recommendations when you eventually introduce your digital product.

In addition, having an existing audience gives you a ready-made customer base. These are people who are already interested in your niche or industry, making them more likely to be interested in your digital product when it's launched.

While you may possess a multitude of innovative concepts for digital products, the crucial factor lies in ascertaining whether there is genuine interest in your offerings. With an established audience, you gain the ability to more easily obtain answers to questions such as the following:

  • What are the primary challenges for which they're seeking solutions?
  • What did their prior attempts at resolving these issues entail?
  • What approaches proved successful or unsuccessful for them?

With the answers to these questions in hand, you'll be able to tailor your digital product to align with these insights. When you're ready to launch your business, you already possess the assurance that your ideal buyer desires precisely what you're providing.

2. Create a high-quality ecommerce site for your business

A high-quality website is a cornerstone of successful digital product marketing for several reasons.

It serves as your digital storefront, often being the first point of contact with potential buyers. A well-designed, user-friendly website establishes credibility and trust, generating a positive first impression. It also provides a platform to showcase your digital products effectively, with clear descriptions, enticing visuals, and compelling calls to action (CTAs).

To create an optimized website for digital product marketing, keep user experience at the forefront of your mind. Prioritize user-friendly navigation, fast loading times, and mobile responsiveness to ensure a seamless experience for all visitors.

On your product pages, be sure to clearly communicate the value and benefits of your digital products. Use concise, persuasive language. You'll also want to incorporate high-quality images, videos, and graphics that showcase your offerings and engage your site visitors. Don't forget to strategically place CTAs and design effective sales funnels to guide visitors toward product purchase.

A high-quality website not only enhances your brand's image but also plays a pivotal role in driving traffic, capturing leads, and ultimately converting visitors into customers for your digital products. To boost your chances of success with selling online, choosing a stellar ecommerce platform to create your website is key.

WiziShop is an all-in-one ecommerce solution that makes getting started in online sales easier than ever, whether your offerings include physical products, digital goods, or a combination of the two!

With a plethora of design templates available on the platform, you'll be able to easily create an online storefront that aligns with the vision you have for your brand. Then, take advantage of WiziShop's powerful AI feature to generate compelling product descriptions and other kinds of written content, such as blog posts, translations, etc., in seconds.

When you select WiziShop to build your online store, you'll also have access to 400+ pre-integrated tools and 50+ SEO optimizations to boost your conversion rates and help your site climb the rankings on search engines!

What's more, a knowledgeable team of Business Coaches is available to assist you with any question you may have concerning your ecommerce business. 

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3. Design a dedicated landing page

While it's important to have a thoughtfully crafted product page for each of the intangible goods that your online store sells, remember that people sometimes require a bit more convincing to buy these items compared to physical products. This is why creating a dedicated landing page for a digital product within your ecommerce website can be a smart strategy.

Landing pages provide a focused and tailored experience for potential buyers, minimizing distractions and guiding them toward specific products. A well-designed landing page highlights the product's unique value proposition, features, and benefits, increasing the likelihood of conversion.

In addition, it allows for precise tracking and analytics. You can monitor user behavior, measure conversion rates, and gather data on how visitors interact with the page. This valuable insight helps refine your ecommerce marketing strategies and optimize the page for better performance.

Moreover, a landing page enables A/B testing, where you can experiment with different headlines, visuals, and CTA buttons to determine what resonates best with your ideal buyer.

Finally, a dedicated landing page simplifies your marketing efforts, making it easier to direct traffic from various sources, such as email campaigns, social media, or pay-per-click advertising, directly to the product you're promoting. This focused approach can improve the overall efficiency of your digital product marketing efforts.

landing page example wizishop seo ebook

Landing page for WiziShop's SEO ebook

4. Build a presence on social media

These days, building a strong presence on social networks is crucial for any brand looking to sell goods or services online. This is no less true if you wish to sell digital products!

Here's a step-by-step guide to optimizing your presence on the various networks:

  • Choose the right platforms: Identify the social networks that align with your target audience. Focus your efforts on platforms where your ideal buyer is active.
  • Complete your profiles: Create compelling and consistent profiles across all chosen platforms. Use high-quality visuals and craft a compelling bio that clearly communicates your brand and product offerings.
  • Optimize your content strategy: Develop a content strategy that includes a mix of engaging, informative, and promotional content. Tailor your posts to resonate with your audience's interests and needs.
  • Aim for visual consistency: Maintain a consistent visual identity, including colors, fonts, and imagery, to establish brand recognition.
  • Engage actively: Whether you want to promote your digital products on Instagram, Facebook, TikTok, or another social network, be sure to respond promptly to comments, messages, and mentions. Engage in conversations, show appreciation for feedback, and strengthen relationships with your audience.
  • Leverage hashtags: Use relevant hashtags to increase the discoverability of your content and connect with users interested in your niche.
  • Create a content calendar: Plan and schedule posts in advance to maintain a consistent posting schedule. Use social media management tools to streamline the process.
  • Avail of user-generated content: Encourage people to share their experiences with your digital products and feature user-generated content to grow trust.
  • Use paid advertising: Consider investing in paid social media advertising to reach a broader audience and target specific demographics.
  • Analyze and adapt: Use social media analytics tools to measure the performance of your content and adjust your strategy based on what works best.
  • Work on community building: Foster a sense of community around your brand by creating and engaging in discussions, hosting contests or giveaways, and collaborating with influencers in your niche.

5. Use strategic pricing methods

Pricing digital products can pose a challenge, as customers may not perceive their value in the same way as physical products due to their intangible nature. It can be tempting to underprice digital products since they lack a physical presence.

However, digital products often contain valuable information capable of significantly enhancing someone's life when applied effectively. Therefore, it's crucial to price your offering to accurately reflect the true value it delivers.

Strategically pricing digital products involves several key considerations. Start by assessing the value your item offers, considering its uniqueness, utility, and impact on customers. Research your target market's willingness to pay and compare with competitors' pricing.

You might think about implementing tiered pricing options to cater to different customer segments and their budgets. Consider offering free trials or samples to entice potential customers and demonstrate the product's value. Regularly review and adjust pricing based on market feedback and changing customer preferences. 

Ultimately, the goal is to strike a balance between maximizing revenue and ensuring that your offering remains accessible and appealing to your intended audience.

6. Connect with customers via email

When it comes to tactics concerning ecommerce digital marketing, email marketing remains one of the most cost-effective methods today. You can reach a large group of people with minimal expenses, making it ideal for promoting digital products with high-profit margins.

Email marketing allows for direct communication with your subscribers, keeping them engaged and informed about your latest offerings, updates, and promotions. With permission-based email lists, you reach a receptive audience genuinely interested in your products, increasing the likelihood of conversions.

This marketing technique also enables personalization. You can segment your email list based on customer behavior, preferences, and demographics, delivering tailored content and offers to specific groups, which improves relevance and engagement.

Furthermore, email marketing provides valuable analytics and tracking capabilities, allowing you to measure open rates, click-through rates, and conversion rates, helping you refine your marketing efforts as time goes on. Overall, it's a versatile and powerful tool for promoting and selling digital products effectively.

7. Start a blog

Starting a blog on your ecommerce site is a great way to connect with your target market and promote your digital products simultaneously. A blog provides a platform to create valuable content that can establish your authority and expertise in your niche, building trust with your audience over time. 

Well-written blog articles can work to improve your website's SEO, increasing its visibility in search engine results and driving organic traffic. Your blog will also allow you to engage with your readers, fostering a community and enabling direct communication.

Here are some helpful hints for effectively using a blog to market intangible goods:

  • Prioritize content relevance: Create content that aligns with the interests and pain points of the audience you want to reach, demonstrating how your digital product can address their needs.
  • Post consistently: Regularly publish high-quality, informative posts to keep your audience engaged and returning for more.
  • Add opt-in forms: Use email opt-in forms to capture leads from your blog, allowing you to nurture relationships and promote your digital products directly.
  • Make use of CTAs: Include clear and compelling CTAs within your blog posts, guiding readers toward your offerings.
  • Promote your blog: Share your blog posts on social media and in relevant online communities to expand your reach.
  • Avail of analytics: Use tools like Google Analytics to track blog performance, helping you refine your content strategy based on audience behavior and engagement.

Besides starting your own blog, you can also look for guest-blogging opportunities to further spread the word about your offerings. Just like with the articles you write for your online store, any guest-blogging articles you create for other sites should provide readers with real value, rather than simply serving as advertisements for your digital products.

8. Collect social proof

Collecting social proof not only instills confidence in potential buyers but also helps differentiate your digital product in a competitive market. Whether it involves reviews on Google, testimonials on your ecommerce site, or ratings on social media, social proof is a powerful marketing tool that can significantly impact your product's success by reassuring consumers of its quality and effectiveness.

Encourage satisfied shoppers to leave reviews and testimonials on your website, social media, or review platforms. Authentic, positive feedback from real users can influence others' purchasing decisions.

You may also want to create detailed case studies showcasing how your offering solved specific customer problems or helped them achieve their goals. These in-depth narratives provide concrete examples of your product's value.

Share user-generated content, such as photos, videos, or social media posts featuring your product. This demonstrates real-world usage and authenticity. In addition, don't hesitate to display impressive statistics or data related to your product's usage, such as the number of satisfied customers, downloads, or positive outcomes achieved.

9. Attend conferences as a presenter

Presenting at conferences, online or in person, offers a unique opportunity to market digital products by providing a platform to showcase expertise, establish credibility, and directly engage with a relevant audience.

It allows you to educate attendees about your digital products, demonstrating their value and utility. Moreover, conference presentations enable you to address questions, share real-world use cases, build your email list, and strengthen trust with attendees who could later turn into customers. 

The exposure gained at conferences, combined with networking opportunities, can significantly boost product visibility and credibility, potentially leading to increased sales and long-term customer relationships. It's a powerful strategy to connect with a targeted audience interested in your niche and offerings. 

Keep in mind that attendees will encounter numerous presenters at a conference. To maintain engagement and avoid being forgotten, consider offering a limited-time discount or bonus, perhaps even displaying a countdown timer at online events, which can significantly enhance your conversion rates.

10. Collaborate with influencers

Given that digital products are marketed and sold online, collaborating with influencers can prove highly advantageous.

Influencer marketing entails having well-known bloggers or content creators promote your offerings in the form of sponsored posts in exchange for free goods and/or monetary compensation. Alternatively, you can establish an affiliate program, wherein you remunerate participants with commissions for sales generated through designated affiliate links.

This strategy leverages the credibility and trust that influencers have cultivated with their followers, facilitating immediate trust in your product. It also extends your reach to a broader and more targeted audience, as influencers often specialize in niches that align with your digital product, ensuring you connect with a highly relevant demographic.

To increase your likelihood of success with influencer marketing, consider applying the following tips:

  • Choose the right influencers: Select influencers whose values, content, and audience align with the item you wish to sell to ensure authenticity and relevance.
  • Provide clear communication: Clearly communicate your expectations, goals, and product details to influencers to ensure they can create compelling content.
  • Be up front about compensation: Discuss compensation terms, whether it's payment, free products, or a commission structure, ensuring fairness and transparency.
  • Follow disclosure regulations: Ensure that influencers disclose their partnerships with proper labeling, complying with relevant regulations and maintaining transparency.
  • Track and analyze: Monitor campaign performance using key metrics like engagement, reach, and conversion rates, adjusting your strategy as needed.
  • Work on building long-term relationships: Consider building long-term relationships with influencers for ongoing promotion and audience engagement.

11. Try paid advertising techniques: Google Ads, Facebook Ads, etc.

If you're just starting out in ecommerce, you may not yet have much of a budget to spend on promoting your offerings. Fortunately, there are plenty of free and low-cost methods to use!

That being said, as your business grows, you may want to try paid advertising to market your digital products, due to the fact that it offers immediate visibility to a targeted audience. This in turn will make it possible for you to reach potential customers quickly. 

Paid ads let you define your audience based on demographics, interests, behaviors, and more, ensuring that your offering is seen by those most likely to convert. Unlike organic methods, paid advertising generates fast results, making it suitable for product launches and time-sensitive promotions.

Whether you decide to advertise via Google Ads, ads on social networks, or other options, you can set daily or lifetime budgets to control spending and adjust as needed based on campaign performance. You'll also generally be able to track ad performance in real-time, allowing you to measure your return on investment (ROI) accurately and optimize campaigns accordingly.

When using paid strategies, be sure to identify clear, specific goals for your advertising campaign, whether it's driving website visits, generating leads, or increasing sales. You may also want to allocate your budget strategically across different channels and campaigns based on their performance.

Your unique marketing strategy for the digital items you make and have for sale

Marketing digital products is a dynamic and rewarding endeavor in the digital age.

With the right strategies, creators and businesses can tap into a vast global audience, capitalize on low overhead costs, and enjoy the benefits of scalability. Leveraging the power of the internet, data-driven insights, and various digital channels, such as social media and email marketing, can lead to successful product launches and sustained growth.

However, it's crucial to prioritize product quality, customer engagement, and adaptation to ever-evolving trends. By doing so, you can harness the full potential of digital products and navigate the digital landscape with confidence and success.

Ready to launch your own ecommerce adventure selling digital goods? Get started with WiziShop today and take advantage of a 3-day free trial!

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