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Evergreen Marketing Strategies

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So you launched a product…but now what? What kinds of marketing strategies should you use now?

This is where your evergreen marketing strategy comes in to play. By “evergreen strategy” we mean how you continue to market the products you are already selling, day after day, week after week, and month after month. Once your product is out there for the world (hopefully after a big ol’ launch!), how do you keep up the marketing momentum?

Consider what sphere you’re marketing to.

First, let’s consider the two different spheres you’re going to market to. Your inner sphere is the people who already know who you are. This is your current audience. It also includes people who have bought something from you in the past. This is your lowest hanging fruit, and it’s going to be a lot easier to convert these people to paying customers (or repeat customers).

Second, the outer sphere, is your ideal customer in general who doesn’t know who you are yet. These are people who are looking for the solution to the problem that your product solves, but maybe they just don’t follow you or know you exist. These customers are harder to acquire, but this is a much more narrowed down market than just “the population in general”.

To know where these people in the second sphere are hanging out, you’re going to REALLY have to get to know your ideal customer. You’ll want to know them like a your dearest, closest friend. When you know your ideal customer that well, it’s easy to know where they spend their time. And if you know where they spend their time, it’s easy to get your product in front of them!

If you don’t know your ideal customer, check out this worksheet or this post.

Marketing Strategies After A Launch

Once you understand the two spheres, you can build out your strategy. For a starting point, start with looking at the analytics of your inner sphere. Check your social media analytics, website analytics, and any other analytics you have access to (like if you have a podcast!). Compile them all into one place, then determine what types of marketing activities have converted the best. Then you can see what types of things you should be focusing on moving forward.

Some examples of marketing activities include:

  • Lives (YouTube, Instagram, FB or Tik Tok)
  • Pre-recorded video content (reels, YouTube shorts, Tik Toks, YouTube videos, IGTV)
  • Infographics or static posts (FaceBook and Instagram)
  • Stories (YouTube, Instagram, and Tik Tok)
  • Emails
  • Text Messages
  • Ads or Boosted Posts

Want to see what a typical marketing plan looks like for a launch?

Finding New Customers

When it comes to finding new customers, you first want to find where your ideal customer is. Then you want to get your product in front of them.

You can do that in quite a few ways. Here are some of our favorite ways to find new customers by targeting our ideal customer:

  • Collaborate with another brand or influencer. Whether that’s creating a special line or just going live together on one of your social channels, this is a great way to get in front of new audiences. (PS – we have a whole module on working with influencers in our Instagram Igniter Framework)
  • Run ads to lookalike audiences. This is a tool you can use on most ad management accounts – you can create “lookalike” audiences with audiences that are similar to yours and target ads to them.
  • Start an affiliate program. This is a great way to incentivize influencers and loyal customers to share your products. Each of their audiences is probably new to you and is full of potential customers.
  • Be a guest on a podcast. This is a greatly untapped market – but if you’re ideal customer listens to podcasts, find out which ones and apply to be guest!

Where else do you focus your marketing strategies? We’d love to hear your thoughts!

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