How to Market a Product Instead of Your Shop

by Gail Oliver, Online Marketing Consultant

A lot of online stores spend their time trying to market and promote their shop as a whole, but sometimes you can might be better to focus your efforts on marketing a specific product from your shop instead. It still brings traffic into your shop to sell what else you sell.

Getting Publicity for Your Product

It is much easier to get publicity on a product than on your shop as a whole. As I have said in the past, your best chance to get publicity for a product is if it is:

Quirky or Unusual – Example: Unicorn Dog Sweater
Timely or Seasonal – Example: Beauty and the Beauty Body Wash
Part of a Current Trend – Example: Pom Pom Sandals
Is a Hot Seller for You (the media likes to write about success stories)

If you are still not sure how to pitch your product to the media, be sure to see my Publicity Pitch Service.

Advertising Your Product

Did you know that you can advertise a single product (not just your entire shop) as an Google Adwords ad? This is different than a Google Sponsored Product ad. An Google Adwords ad appears at the top or bottom of search results with a much more detailed description of your product, and in my experience, gets a better click-through.

Promoting Your Product on Social Media

If you are going to post one of your products on social media, you have to make it interesting or it will get lost in the noise of all the other people who simply post their products. For example, Nordstrom posting a pair of Prada shoes, but surrounding it with clovers to celebrate St. Patrick’s Day. If you still can’t figure out how to get your products seen on social media, be sure to get my downloadable Social Media Plan.

So, if you have had no luck promoting your shop as a whole, try zeroing in on one product and see if it makes a difference. Be sure to see more of my products and services at: