How to market a product: 10 best ways in 2025

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If you’re wondering how to market a product effectively, there’s no shortage of strategies to choose from. You just need to find the ones that fit with your product — new or existing — and business model. 

Without a well-planned strategy, even your best offerings may go unnoticed by your target market. The key to increasing your product’s visibility is using creative marketing techniques that resonate with your audience and set you apart from your competitors. 

In this guide, we’ll discuss how to market a product and explore 10 effective strategies you can execute to ensure your products reach the right audience.

What is product marketing?

Product marketing refers to the activities you undertake to introduce your product to the market, reach your ideal customers, and generate sales. It involves communicating your product’s value to potential buyers and ensuring they understand why it’s the best solution for their needs.

Product marketing allows you to position your products strategically, craft messaging that aligns with those in search of products you offer, and use the right channels to reach them. 

Customers who feel understood and see that your product directly addresses their needs will likely trust your brand and become loyal customers. This, in turn, increases sales and drives revenue for your business. 

10 best ways to market a product

There are various ways to advertise a product, but the effective ones help you reach your audience through the channels they use most.

Here are some tried and tested ways how to promote a product successfully:

1. Implement email marketing
2. Use social media marketing
3. Leverage influencer marketing
4. Optimize your website for SEO
5. Run paid advertising campaigns
6. Use content marketing
7. Partner with other businesses
8. Offer discounts and promotions
9. Leverage customer reviews and testimonials
10. Utilize referral marketing

1. Implement email marketing

Email marketing provides a direct communication channel to personalize your offers, gradually build trust with your audience, and establish long-term relationships. Research consistently show the benefits of using this approach for product promotion. 

Omnisend’s latest report shows that email open rates increased by an impressive 6%, while click-to-conversion rates grew by 27.6% in 2025.

Here are some tips to get you started with email marketing:

• Personalize your content: Use your subscribers’ names in email subject lines and body copy when addressing them. Recommending relevant products based on their past purchases or browsing history can also make the email feel specially tailored to them.
• Send educational content: While your goal is to market a product, constant promotions can turn customers off. Instead, focus on sharing informative content like how-to guides and tutorials to build authority and provide value to your potential customers.
• Leverage automation: Automation helps you maintain consistent engagement with your audience. Use an email automation tool like Omnisend to set up automated workflows for welcome emails, abandoned cart recovery, and post-purchase follow-ups.
  
  Here’s an example of an automated cart abandonment email workflow from Omnisend:

2. Use social media marketing

Social media platforms like Facebook, Instagram, and TikTok provide countless ways to advertise products, connect with potential customers, and maximize conversions. Learning how to market a product via social media starts with identifying the platforms where your target audience spends the most time and the type of content they prefer. 

Omnisend research revealed that the most viral short-form product videos on TikTok were 10-15 seconds long. What’s more, personal care, fitness, and beauty products appealed more to Gen Z on the same platform. 

Here’s one example of a product that gained massive traction on TikTok:

Before you market a product on social media, research your audience to understand their demographics, interests, and behavior. This will help you select the right platforms and content formats to reach and engage a receptive audience.

Here are some more best practices to implement for optimum results:

• Use engaging visuals: Include high-quality, eye-catching product photos and videos to capture your audience’s attention and make your posts more memorable and shareable. To increase engagement, you can experiment with GIFs, reels, and interactive content.
• Promote user-generated content: Authentic content from real customers serves as social proof, helping you win your audience’s trust. You can also repost user-generated images, reviews, and testimonials, encouraging customers to share their experiences and tag your brand.
• Utilize relevant hashtags: Hashtags can improve discoverability and expand your reach beyond your followers. Research trending hashtags in your industry and blend popular, niche, and branded hashtags to market a product effectively.

3. Leverage influencer marketing

Next in our guide on how to market a product is partnering with relevant influencers to reach new audiences, build your brand’s credibility, and increase revenue. This promotional marketing strategy stands out because it allows you to tap into already established, engaged audiences that trust the influencer’s recommendations. 

There are various types of influencers you can work with to market a product, including:

• Mega-influencers (1 million+ followers)
• Macro-influencers (100,000 – 1 million followers)
• Micro-influencers (10,000 – 100,000 followers)
• Nano-influencers (1,000 – 10,000 followers)

Each has their strengths, but choosing micro-influencers over mega-influencers may be particularly beneficial for your brand promotion. 

Why? 

Despite having smaller followings, micro-influencers tend to have a tighter-knit community. Their followers value authenticity and are more likely to act on product recommendations. These influencers also tend to focus on specific niches like sustainable living, fitness, minimalist fashion, or pet care — helping your brand connect with genuinely interested consumers.

Here’s a great example of a collaboration between Logitech and a micro-influencer:

Now, let’s take a look at how to market a product and reach new audiences using influencers:

• Expanding your brand’s reach: Collaborating with influencers introduces your product to people you might not reach through traditional advertising. This helps you grow brand awareness across different demographics and platforms. 
• Authentic marketing: Influencers often market a product in real-life scenarios, using personal experiences and honest opinions to communicate its value. This way to advertise a product feels more genuine than promotional, encouraging more organic interest.
• Humanizing the brand: Influencers give your brand a face and personality, making it more relatable. It’s a great way to market a product, as it increases trust and establishes an emotional connection between your brand and the audience.

4. Optimize your website for SEO

SEO is a long-term ecommerce marketing strategy you can leverage to market a product and increase its online visibility. Optimizing your website for search engines can improve its ranking on search results and attract users actively searching for products like yours.

Ideally, you want your product pages to appear on the first page of SERPs, preferably in the top three positions. Take a look at how the same website takes up the first two positions for the keyword “best running shoes for women”:

Here are some simple SEO tips to help you expand your product’s visibility online:

• Use relevant keywords: People type words and phrases into search engines to find products online. Use tools like Google Keyword Planner to research keywords related to your product and use them naturally in your content to rank higher on search engines.
• Write meta descriptions: This short text preview appears under your page title in search results. Write concise (150-160 characters) meta descriptions to compel users to click your product pages.
• Use internal linking: These are strategically placed hyperlinks that connect pages within your website. Add links to your homepage, blog posts, and product pages to help search engines and customers navigate your site easily.

5. Run paid advertising campaigns

While organic marketing is vital for long-term growth, paid advertising is one of the fastest ways to market a product, drive targeted traffic, and increase conversions. By running pay-per-click (PPC) campaigns on Google and social media platforms, you can reach specific audiences, increase brand visibility, and drive immediate sales.

In a PPC advertising model, your ads are displayed prominently in front of potential buyers on various platforms. You pay only when someone clicks on your ad. You can also choose who sees your ad by bidding on specific keywords, specifying geographic areas, and targeting certain demographics. 

The two most popular platforms for running PPC campaigns are:

• Google Ads: This platform shows your ad on search results and across various websites
• Social media ads: You can market a product on platforms like Facebook, Instagram, X, LinkedIn, YouTube, TikTok, and more

Most advertising platforms provide real-time analytics on click-through rates, conversion rates, and cost-per-click metrics. You can use this data to measure and refine your ad results.

Here’s an example of a paid ad on Google:

Here are some advertising best practices to follow:

• Target the right audience: Show relevant ads to users actively researching and comparing products in your category. You can also retarget those who have previously visited your website, interacted with your content, or made a purchase.
• Write compelling ad copy: Your ads need to grab attention and clearly communicate your product’s value proposition. How to market a product with an ad copy requires being concise, benefit-driven, with a strong call to action, and using high-quality visuals can also help. 
• A/B test your ads and landing pages: Continuously test different versions of your landing pages and ad creatives (headlines, descriptions, visuals, and calls to action) to identify what resonates best with your audience and improves your results.

6. Use content marketing

According to a Statista survey, 45% of marketers said they intended to increase their content marketing budgets, and for good reason. Content marketing is one of the most effective ways to market a product online. 

Instead of directly promoting your products, content marketing educates, informs, and engages potential customers, gradually guiding them toward a purchase decision. You can use various content formats like blogs, videos, product guides, and ebooks to market a product and nurture your audience through every buyer journey stage.

By consistently creating and distributing valuable content, you can establish your brand as a trusted and credible source of information in your industry. Once potential customers trust your content, they’re more likely to feel confident in your products, leading to more conversions and sales. 

Here’s how sharing valuable content helps you attract and educate potential customers:

• Increases organic traffic: Well-crafted content optimized for relevant keywords can help your site rank higher on search engines. This visibility attracts free traffic from prospects searching for answers, solutions, or products.
• Empowers decision-making: Informative content helps potential customers understand how your product works, its benefits, and how it can solve their problems. This reduces hesitation and makes it easier for them to purchase.
• Encourages social sharing: If your content is engaging and helpful, your audience will likely share it with others on social media platforms or community forums. This expands your reach and attracts more potential customers to your website. 

7. Partner with other businesses

Collaborating with other businesses is another great way to market a product, expand its reach, and tap into new customer bases. Partnering with another business allows you to leverage each other’s audience and resources. This makes achieving marketing goals that may be challenging to accomplish on your own easier.

Partnering with a reputable business can also increase your brand’s credibility and trust. This is particularly important if you’re marketing a new product, as customers may be more inclined to try it when endorsed by a familiar brand.

Here are the most effective types of partnerships you can choose to market your business and products:

• Co-branded campaigns: Co-branding is when you collaborate with another brand on a marketing campaign or product to leverage each other’s strengths and reach a wider audience
  
  For instance, Porsche and Aimé Leon Dore partnered to create the fifth classic 993 Turbo restoration, blending classic engineering with a fashion-forward, vintage-inspired aesthetic:

• Product bundling: This approach combines complementary products from your brand and your partner’s business to create a more attractive and valuable offer for customers
• Cross-promotions: This is a collaboration where you and your partner promote each other’s products via various channels like social media and email marketing to increase visibility and maximize reach

8. Offer discounts and promotions

Every customer loves a good deal. In fact, 34% of consumers spend five to 10 minutes trying to find digital coupons. So, if you’re wondering how to market your products, offering discounts and promotions is an effective way to attract new customers, multiply your sales, and increase customer loyalty.

Discounts and promotions tap into customer psychology, making them feel like they’re getting a great deal while saving money.

There are many ways to structure a promotion without devaluing your product in the long run. Here are the most effective types of promotions you can use to market a product:

• Limited-time offers: These discounts give customers a short window to act. You can use FOMO (fear of missing out) and urgency tactics like “Flash sale — 30% off today only!” to encourage quick purchases.
  
  Here’s an example of a captivating limited-time discount from Sundays:

• Buy One, Get One (BOGO) deals: These promotions incentivize customers to buy more by offering them greater perceived value. They encourage bulk purchases and help move slow-selling inventory.
• First-time buyer discounts: Offering a special discount to new customers encourages them to try your product and become loyal buyers. For example, you can market a product using a tactic like “Get 15% off your first order.”

9. Leverage customer reviews and testimonials

Potential customers are increasingly turning to the experiences of others before making a purchase decision. In a recent survey, 45% of customers said they shared a negative brand experience with their family members and friends. 

With that in mind, customer feedback can make or break your brand’s reputation. The secret to maintaining a positive reputation is learning how to market a product using reviews and testimonials.

These are perceived as genuine and unbiased opinions from individuals who have actually used your product. They act as social proof, influencing purchase decisions, increasing conversions, and building brand credibility and trust.

Here’s how to market a product using customer testimonials and reviews:

• Actively request feedback: Proactively ask customers for reviews after they’ve purchased your product. You can send a polite follow-up email offering a small incentive for leaving a review.
• Post your best reviews publicly: Feature positive reviews on your website, product pages, social media accounts, and marketing materials. Sharing star ratings, quotes, and video testimonials is a great way to market a product online.
  
  Take a look at how Glossier has cleverly posted a video testimonial to market a product on Instagram:

• Make it easy to leave reviews: Provide clear instructions on how and where customers can leave reviews. Use direct links to your preferred review platforms, such as Google My Business or Yelp.

Watch this video to learn more ways you can utilize customer reviews to market a product:

10. Utilize referral marketing

Referral marketing programs incentivize existing customers to spread the word about your product to their friends, family, and colleagues.

This approach is mutually beneficial since it can lead to higher conversion rates for your business while the referrer and the new customer receive incentives. A well-executed referral program can also help you win loyal customers who may later become referrers. 

The types of incentives you offer will determine the impact of your program. Here are some common and effective incentives you can present to market a product:

• Discounts: Offering a percentage or fixed amount discount on your customers’ first or next purchase can encourage them to try out your product or make another purchase. Here’s an example of a referral program by Hindbag offering a great discount:

• Free products: Providing a free item, upgrade, or month of service can be highly appealing to your existing customers and motivate them to market a product. For new customers, you can offer a free gift or extra features.
• Cash rewards: Nothing is more rewarding than cash benefits. You can offer direct cash payments or credit for referrers’ accounts to encourage participation and nudge referrers to bring in new referrals. 

Marketing strategies for new products

Launching a new product requires a slightly different approach than marketing an existing one. You can implement specific online marketing strategies to generate buzz, attract customers, and maximize sales. 

We’ve discussed how to market a new product in detail below:

• Conduct thorough market research: Before you market a product, gather insights about your target market, customer needs, and competitors. This will help you learn how to market a product to a customer, identify gaps, and differentiate your brand. 
• Define and segment your target audience: Develop detailed profiles of your ideal customers and divide them into specific segments according to demographics, behaviors, pain points, and interests. This will ensure your product reaches the right people.
• Use compelling messaging: Your messaging should clearly communicate why customers need your product and how it will benefit them. Craft a strong, unique value proposition that sets you apart from competitors using clear, concise, and engaging copy.
• Select the right promotional channels: Your product should meet your potential customers where they are. If you’re wondering, how can I promote my product online? then the answer lies in selecting channels such as social media and email marketing.

How Omnisend helps promote and market your product

Learning how to market a product is just the tip of the iceberg. Executing the above-mentioned strategies across multiple marketing channels can quickly become complex and time-consuming.

Omnisend can do the heavy lifting and help you simplify the process with its omnichannel marketing and automation solutions. Here’s how this intuitive tool can help you market a product:

• Email marketing: Omnisend offers customizable email templates and an intuitive drag-and-drop editor. You can use them to create professional, targeted emails for new product launches, special promotions, and seasonal sales.
• Pre-built automation workflows: Omnisend’s pre-built automation workflows allow you to set up triggered emails and SMS messages based on customer behaviors, such as cart abandonment or order completion. This ensures timely and relevant communication. 
• Advanced segmentation: Omnisend’s segmentation tools can categorize your audience based on purchase history, browsing behavior, and other criteria. This allows you to send highly personalized and targeted email and SMS messages.

Conclusion

How to market a product successfully in 2025 requires a holistic application of various creative strategies. Using email marketing, SEO, social media promotion, and paid ads is crucial to increasing product visibility and driving conversions.

By understanding your audience, crafting compelling messages, and consistently delivering value, you can effectively market a product, build a strong brand, attract loyal customers, and achieve your business goals.

Experiment with multiple strategies and continuously analyze your results to refine your approach and stay ahead of your competitors. Omnisend will help you automate, personalize, and optimize your campaigns to achieve the best results. 

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