181: Digital Advertising for Selling New Hardware Products

Neha is Project Manager Lead at Meta for Ads Manager Reporting. Before this, she spent 5 years with Google in a number of roles including Google Analytics manager and Head of Merchant Growth. She also invests in a number of startups. Today Neha is going to share some valuable knowledge for inventors, startups, and small manufacturers on what direct-to-consumer digital marketing is, best practices for leveraging organic content to prepare for paid ads, and how to maximize the efficiency and effectiveness of paid digital advertising for amplifying your new hardware product’s growth.

Today you will hear us talk about:

What is direct-to-consumer digital advertising

Direct-to-customer allows you to preserve your margins

Focus on organic content to start selling units, this helps you establish product market fit.

Generative AI has made the cost of organic content much less, faster, and easier.

Interview experts in your area that surround your product, and that will drive organic content.

Blogs are helpful, but people have changed the way they interact with them. Use both audio, video, and written blogs.

Find out which customers are your fan, and get them to tell your story, get lots of reviews.

Think about experimentation when you start to run ads.

Most people start with one type of ad. Instead, try multiple different ads, and try different types of advertising.

You can again use AI to create a lot of options for testing your ads.

Customer segmentation and target audience

Customer needs, preferences, and pain points.

Build personas based on the job to be done or the skill level of your customer, and target that audience

Branding and positioning.

You don’t need a lot of money to build a brand.

Word of mouth is powerful for brand building

Data driven decision making. Measure the effectiveness of your spend.

Influencer marketing can be much cheaper than traditional marketing.

Be creative on how to drive customers to your hardware product.

Ensure you set up digital tracking early on. Every customer touch point needs to be monitored.

Run A/B tests, then block time in your calendar to identify the insights.

Three key things for hardware sales on digital platforms are campaign objectives, audience targeting, and ad performance analysis.

EPISODE LINKS:

Neha Bansal Links:

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Mako Design Links:

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Kevin Mako Links:

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