From Idea to Profit: How to Market Innovative Products and Services

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Is there something in your local surroundings you think you could take advantage of? This is exactly what Folgers Coffee did in New York.


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It covered a steaming manhole with an image of its coffee in a cup, making it seem as if heat is emanating out of the coffee. It would surely make you crave for some Folgers! Videos are great to draw in and keep the attention of your users. Actually, visual information has a higher retention rate of percent. This is much higher than the retention rate of percent for just text information.

In addition, your customers who would watch your product videos would most likely convert to your product than those who do not. Remember, video content is very powerful, even if you are simply educating consumers or showing how your product works in real life. Play the fortuneteller by making predictions on your industry. Just ensure that you have the information to support your predictions. It does not need to be said, but controversial information can get you attention.

However, be careful.

Instead of coming up with controversial stuff, it may be safer to respond or answer an existing industry controversy by offering your interpretation of it. Of course, you can borrow content coming from other sources. Case in point, you can quote content from forum threads.

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Get the parts you think would make up a great advice guide, for example. But remember, you have to mention your sources. A creative content marketing idea is to interview the experts in your industry. Using set questions, share their answers through a blog post, for example. These types of content do really well because it is interesting where the experts agree and where they do not. A great thing when you share the opinions of the leaders, the leaders will share them with their followers as well. Whether it may be the top 10 tools, the top 10 products, etc. This is because they are easy to scan and read.

Remember to have a good mix of fast but interesting content pieces. Remember, you do not have to constrain yourself with just You can write a complete eBook on a topic for your industry or a usual pain point. You can even make a good landing page on your website for your eBook. No need to start the eBook from scratch.

Just repurpose previous articles and blog posts to create a great eBook collection. Make your own virtual magazine. As a good example, check out the stylish e-magazine by Whole Foods called Dark Rye. Have it feature your products. To accomplish this pretty hassle free, create an online newspaper through Paper. Podcasts are great for your content marketing because users could download them and listen to it anywhere.

Actual content of your podcasts could be interviewing experts, talking about cool industry updates, etc. If you attended an event like a conference or seminar for your industry, write about the information you gathered, what you thought was interesting, and the like. Other people might find them interesting as well. You can even use a hashtag for your efforts.

You can create great content marketing by using types of social proof. Just like the project called the Nightmares Fear Factory. What they do is take photographs of their freaked out guests and post them on Flickr. The photographs are super funny, proving that their project is truly scary as they claim. Make cool and valuable tools for your audience. You can use particular parts of the tool to push your product, however, make sure that your tool is of quality.

Do not create a tool just to sell your product. Users do not win anything tangible, but for sure, people would love to earn points. For example, if you run a restaurant, create a mobile app that mimics the regular working day of your restaurant. If you sell lipsticks, create a game that tries on different lipsticks on the user, trying to check if something looks good on them!

Even though funnies on the newspaper are slowly dying, online comic strips are alive and well. Think about creating your very own comics online to show funny or weird parts of your business. To begin, check out Strip Generator or Pixton. There are so many courses you could offer, depending on your expertise. Get initial help from Copyblogger Media for sources of good training resources.


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  5. All industries have their secrets that people on the outside do not know. When is the best time to buy a product? How can you get good deals?

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    50 Online Business Ideas

    When should you shop? Do not be afraid to share your general industry secrets. Majority of people love hacks because they are not simply trade secrets, but they are shortcuts in life. With this, your company can get additional publicity and you can also look professional to your customers. Give people a guided tour of your company.

    They would love to see what goes on behind the scenes, in areas they usually are not allowed to enter. If you cannot literally open your doors, you can make a video tour and post it on your website and social media accounts. For example, the Victoria Brewing Company has a virtual tour of their business. There is actually a website and a complete movement, wherein people try to use IKEA products in a way not originally meant by the creator.

    So if your products can be used in distinct or weird ways, write about it or maybe ask your customers to send their pictures and posts. Remember the Roaming Gnome by Travelocity? This is probably one of the easiest ways for you to establish some viral content and a good way to contact and connect with potential and current customers. In a manner of speaking, tell your story. Sometimes, to show that we are so professional, we kind of do not want to tell our story.

    But stories can get you closer to your audience. A great story can do wonders for your brand. It is not as boring as it sounds.

    When you have satisfied customers, ask them to share their experience of your product or your service. The collection of these stories would bring credibility to your business, will encourage repeat business, and will allow you to get more customers. There are many blogs there, but research and look for influential bloggers you can establish relationships with. Allow them to write a review about your product or service or your company, if they want to, of course.

    Try to write evocative posts so people would always link to them. If there are more people who seem to recommend your posts, the more traffic you will see on your website, and eventually, more customers. Find if they could benefit from a regular column wherein they ask the experts.

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    Afterwards, offer regular expert posts for publication. Just make sure you make good write-ups. Put together background info on your company. Make them ready to send to journalists. You could also have a section on your website for the media to download at any time. Turn your page to something funny so it could turn viral and be shared by friends. We are not talking about your run-of-the-mill calendar.

    Design a special calendar with your company name, website address, and important events connected to your business.