10 Effective Ways to Promote Your Product Online 2025

#1 Send promotional emails

Email marketing may seem basic, but it’s an effective method for product promotion.

Why? It’s simple, really. On social, you’re competing for attention. On email, you have a direct line to your potential customers.

An email list is full of people who are already interested in your product. When your customers are used to seeing valuable content from you in their inbox, an email about your newest product is more likely to result in sales.

#2 Create a solid content strategy

Online marketing is all about telling your product’s story. Building a content strategy is a great way to start telling that story. Whether you’re reposting user-generated content on Instagram, creating engaging visual content to share on social channels, or sending out well-timed emails to your audience, crafting a smart content strategy can help grow your sales over time.

Creating a content strategy for your product can include supporting blog posts and videos that educate and inspire your ideal customers to take action. For example, if you’re selling running shoes, you can send out emails that include valuable content on how to find the best running shoe for specific types of feet.

Here’s a closer look at the steps you’ll need to take to build a strong content strategy.

Define your audience and goals

Start by building your ideal customer profile: how old are they, where are they based and what are their interests? And more importantly, what are their specific pain points and customer needs?

Use surveys, social listening, or one‑to‑one chats, to gather insights on their challenges and interests and use the information gathered to define their goals.

You can then use this to define clear content marketing objectives and content strategy goals. For example, ‘grow the email leads list by 20% in six months’ or ‘raise brand awareness among eco‑conscious shoppers’. This clear focus supports every piece of content has purpose.

Identify key messages and content pillars

Based on your audience and goals, pinpoint your unique selling proposition by figuring out what problem your product uniquely solves and how it solves it.

You can then develop a series of core themes or content pillars that guide your messaging. These pillars will form the backbone of your brand messaging strategy within a broader content strategy framework.

What these pillars look like will depend on your product, but they could be anything from ‘how-to guides’ to ‘customer stories’ or ‘behind-the-scenes’ case studies.

Choose your channels and formats

Where does your audience spend their time? Is it on Instagram, LinkedIn, Facebook, TikTok, or email?

Tailor your social media content strategy and blog content strategy accordingly.

For example, if your audience is primarily on TikTok or Instagram, then short, punchy video content marketing makes more sense.

If they’re LinkedIn or Facebook users, focus on long-form content like detailed blog posts or guides, targeted email campaigns for nurturing subscribers, and a user-generated content strategy to amplify authentic customer voices.

Plan for a mix of visually striking formats too, including infographics, video, blogs, and more. Use it all to cover all your content distribution channels effectively.

Plan and execute with a content calendar

Use a content calendar (weekly or monthly, depending on your audience) to schedule topics, formats, channels, and publish dates.

Repurpose existing content across platforms by turning a blog post into a video, email series, and social snippets, and use templates to streamline your content planning, content workflow, and content scheduling.

Measure, analyse and adapt

Track all key metrics such as content marketing metrics, website traffic analysis, content marketing ROI, and content engagement metrics.

You should also set content marketing KPIs like click‑throughs, time spent on page, email opens, or social shares, and run A/B testing content to refine headlines or formats. You can then use the resulting insights to tweak and refine your strategy over time.

#3 Have an active blog

While working on your content strategy, make room for a blog post announcing your product. This can be as simple as telling your audience about your new product and including a button or widget that allows your customers to buy it.

Writing blog posts is also an easy way to increase your search engine optimisation (SEO) and present your brand to customers in a creative way. Social platforms can limit your access to customers if you haven’t paid for promoted content and ads.

Directing leads and existing customers to your blog with a call to action to join your email list is a smart and effective way to reach your audience without having to pay for their attention.

#4 Go social

Whether your customers are on Instagram, Facebook, or X, share a post about your product with custom content for each channel. Make your social promotions visual, so your fans can connect with your product on a deeper level.

Ultimately, you need to understand each platform’s native language and pay attention to how users interact differently across them. It’ll help you make small tweaks to your content that boost performance.

It’s about constantly giving value to others before considering asking anyone to buy whatever you’re selling.

#5 Use your brand ambassadors

Have you seen photos of people praising your products on social media? If so, ask yourself how you can use them. They might be natural brand ambassadors that can carry your new product into spaces you couldn’t reach on your own.

Consider paying them or gifting them products, and ask them to help share your product with their networks. Don’t forget to repost user-generated content on your own Instagram.

#6 Offer exclusive discounts

While it’s important not to rely on discounts to build your business, they can work if you use them wisely and build them into your business strategy.

If you want to build your email list to share and promote a product, providing a discount code for signing up to the list is often a great way to build it and grow your bottom line. It will also make your customers feel valued.

#7 Hold a competition

If you want to promote your product on social, consider running a social media contest to spread awareness among your ideal audience. For example, if you’re a women’s clothing company, you could hold a competition on social media to promote a new pair of jeans.

You could get your audience to enter by following you on social, subscribing to your newsletter, and commenting on your blog post. This would help you boost brand following and awareness, and build your community, all for a relatively low cost.

#8 Find your crew

It’s also worth looking for other small businesses in your area to collaborate with. Remember that you share the same goal: to succeed in a world of big corporate giants.

Finding and cultivating a crew of fellow entrepreneurs who love the work you do can be a great resource to tap into when it’s time to promote it.

Make it easy for your ‘Wolfpack’ or crew to share what you’re doing by providing pre-written social posts and visual content.

#9 Create a press release

It’s important to market online, but it’s also crucial to remember your local community. News agencies and local newspapers are always looking for new information about the community they can share, and your new product or business could be of interest.

Write a short press release summarising your news and share it with your local newspapers and radio stations to get some local love.

#10 Take it to Facebook Live

Live video is now one of the most popular forms of social content, so why not try Facebook Live?

If you have a popular Facebook page (even if it’s your personal page), take to Facebook Live to talk to your followers about your newest product. If it goes well, you could also consider making it a series, showing the behind-the-scenes story of how your product was made, and the process right up to your launch.

And there you have it! Ready to get started? Sign up for PayPal’s POS and take the first step toward help boosting product sales.