Promoting a product is different from promoting a business. A business needs to be known; a product needs to be found, and almost always by somebody who already knows what they want.
The product page is the beginning
Before any promotion, the product needs an address of its own with:
- the name people use — not the internal name or the supplier code;
- real photographs, from several angles, in daylight;
- complete information: measurements, material, what is included, delivery time;
- the price. A page with no price loses most of the people who arrived decided.
The right name is worth more than any advert
If you sell “articulated wooden desk lamp” and the page is called “Lamp Model 3”, nobody will find it. The page name is what connects your product to the person’s search.
Making the page findable
Publishing tells nobody. The product has to be discovered, and that happens when there are paths to it — links from other sites. Trade directories, marketplaces, partners and specialised search sites create those paths.
Where else to show it
- Marketplaces: ready-made traffic, a commission and direct competition;
- Social networks: good for a visual product, with the link always available in the profile;
- Local groups: they work very well for handmade items and for local delivery.
The mistake of promoting with no page
Promoting a product straight on social media, with no page, makes every post start from zero. With a page, every bit of promotion accumulates — and search keeps bringing people long after the post has vanished from the feed.
