Gee. I just listened to a podcast episode from 2010. It was a Techzing's interview with Ilya Lichtenstein from insight.io. I wonder which marketing strategies they talked about would still give results today.
In any case, the full podcast episode is available here: TZ Interview – Ilya Lichtenstein / insight.io. Archived downloadable podcast is here. My notes and Ilya's book recommendation (kindle version is less than a $1 USD!) are following:
Marketing strategies
Facebook ads
- target people who liked competing companies and/or their product
- target people who liked the relevant product (e.g. android phone for android app ad)
- Ad image is very important
- it draws attention to our ad (it is an ad for our ad)
- only after image is seen the rest of ad is read, the real sale starts then - with the ad title and header
Google ads
- discover who the competitors are
- bid for keywords that name and describe them and their products. You can add additional term like: review, discussion, etc.
Most likely, competitors are not bidding for their own keywords. That means that our ad might show up before organic search results.
Discover which pages send the most traffic or generate the best conversion. Contact site owners and ask for direct ad placement. It can be beneficial for both parties as Google (and their 30% fee) is avoided. This way our ad is not shown among other ads that target the same keywords, i.e. only our ad will be shown at this place.
General
Look where the competitors appear (which forums, blogs, etc.). If someone's blog post is a review of a competitors product/service, contact the blogger directly and pay him for a banner ad of your product that will show up above the review (or in a sidebar or wherever). If competitor is a big company this can generate big traffic.
Book recommendation
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