How to Market a Product that No One is Looking For

It is nice to not have competition, but what if no one is looking for your product?

Sometimes a great product exists that performs a needed and desired function but no one knows how or where to look for it, or may not even know it exists.

So, how do you market a product that no one is looking for?

• First off, traditional keyword strategies will not work, because no one is looking. You have to utilize related terms and when a person lands on your site by those terms, answer their questions and gently lead them to your product.
• Build up your site. Before beginning a marketing campaign that pushes people to your site, make your site good, so you have something for them when they land on your site.
• Start an Internet "word of mouth" campaign. Research sources where you can publish articles, commentary and so on. Look for print resources as well as online publications. Since your potential customers do not know about your product, customer education falls into your hands.
• Consider some good ol' old fashioned advertising. Sometimes a few well placed ads can get a buzz started.
• Network. Sometimes others in your industry can help you get the word out. Seek mutually beneficial partnerships with other companies.
  
• Press releases. Though press releases do not get picked up as often as you would like, they do add another bit of web exposure for your product.
• Train everyone in your company to market. Sometimes a simple conversation between an employee and one of their friends can lead to a sale. Teach your employees how to talk about your company and your product.
• Make some noise. Get in the news with a charity project, local chamber activities, an industry award, your company softball team, whatever, just get out there.

Author: Pamela S. Stevens, SEO Jive