How do you market the invisible?

How do you promote your product when it’s something people do not know exists and therefore rarely search on Google for it?

Well, there are a couple of things you can do.

Identify your customer’s challenges

Perhaps they don’t know that the actual product exists, but there will almost certainly be a very real problem or challenge that the product targets. That’s what they will be searching for.

For instance, if their problem is unsightly TV cables or an ugly TV stand, they might be looking for ‘how to hide TV cables’ in the hope they can find something to buy.

Ask yourself: Are you visible?

Try searching for your product and service online. Are you there? Can you be found? Does your blog post on the subject show up?  

If you are nowhere to be seen, get on it and make sure you are visible. Be a source of help, guidance and inspiration.

Seek outside influence

Who are the influencers in your sector? (I.e. interior bloggers.) Get to know them and perhaps you’ll win them over to review your pretty TV stand, for example.  

Also, don’t be afraid to learn from others.  The Cambridge Satchel built its business with the power of PR and bloggers.  Take a read of their story.

Consider all search terms

Think outside the box and look to alternative, niche terms. What else could your customers be searching for? Who are your competitors – what are they doing to be seen? What are the search terms they use?


Are there any relevant products or services you could partner or collaborate with?  And, don’t forget offline – take a look at direct mail and look beyond your customer base.  If your customer is B2B, perhaps you need to look at the ultimate end-user and whether there is anything that you can do to drive interest with them which will in turn affect your B2B sales and visibility.

Finally, don’t forget PR

More than any other tactic, PR has the power to make you visible and get your story heard and seen.

Focus on what makes you and your business newsworthy – i.e. is your product being manufactured in the UK? Are you employing new staff? Do you have an interesting start-up story – or perhaps you have a newsworthy story to tell about yourself, and why and how you started your business?

Get to know your key media, build relationships and capitalise on opportunities to build awareness.  If people don’t know you exist, they’re not going to buy from you.  

Need help coming up with ideas?

If you’re still unsure about how to promote your product, contact Nellie PR for a free, no-strings consultation, or simply book a call with me today.

Photo Credit: Unsplash, Rayi Christian Wicaksono

Ellen Carroll

Ellen Carroll is a strategic PR and communication consultant. I provide PR training, mentoring and consultancy to help people and businesses to step out of the shadows with #PRthatPAYS

Find me on: Linkedin | Twitter

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