The internet has forever changed how we access information and buy products. Before 2019, a popular method of marketing was via television commercials. Thanks to social media platforms like Twitter and YouTube, however, businesses can now market their products online. In fact, according to HubSpot Blogs research, 78% of consumers research products online before purchasing them, and 64% do so frequently.

To better understand how to market products online in 2019 and beyond, you need to know four things.

1. Product Research

The first step in marketing any product is doing research. This includes looking at reviews, checking social media for mentions of the product, and gathering as much information as possible. This kind of research should be conducted regardless of whether you are currently planning to sell the product or not. Doing research and forming an opinion about a product before purchasing it is what separates a consumer from a buyer.

2. Content Marketing

While product research is important, it doesn’t always tell the whole story. To be able to effectively market a product, you also need to consider the type of content you will use to reach your audience and potential customers. In the case of B2C (Business-to-Consumer) companies, this often means creating content to attract new customers and retain those already engaged with your brand. For B2B (Business-to-Business) companies, it can mean creating thought leadership pieces to establish your expertise and establish yourself as a trusted adviser.

3. Email Marketing

With so much content available on the internet, it’s vital that you use every piece of marketing opportunity available to you. One of the most effective (and free) ways to do this is via email marketing. When someone subscribes to your email list, you will be able to send them content that is tailored to their needs and interests. You can also use email to follow-up with customers that have purchased your product, encouraging them to renew or to buy more.

Depending on the product or service you provide, you will need to find the right email template and pitch. For example, if you sell shoes, you might want to send people on your mailing list shoeshine demos, or if you provide legal services, you might want to send them articles about recent cases and what they mean for their legal industry.

4. Social Media Marketing

If someone hears about your product or service from a friend or family member, that’s known as organic reach. Social media marketing is the act of getting that content into the hands of potential customers by posting or sharing it on social media sites like Twitter and Facebook.

In the case of B2C companies, consider creating content to attract customers to your site, or consider creating more social media accounts to get the word out about your product or service. If you provide legal services, you could create a Twitter account to engage with your audience and offer resources for potential clients.

The four steps to effective marketing on the internet are:

• product research
• content marketing
• email marketing
• social media marketing

By taking the time to do some research, you can determine the type of content your target audience loves, and then focus your efforts on creating more of that content. In the meantime, you can also use the information you learned to find a way to market products overseas, where you can.