How To Market a Product: 12 Proven Strategies for 2025

In 2025, getting your product in front of the right people takes more than posting ads or running a sale. Shoppers are more selective, channels are more crowded, and attention spans are shorter.

With so many options available, you don’t need to use every marketing tactic under the sun. But you do need a product marketing strategy that fits your business model, based on what your audience actually cares about.

This guide walks you through the most effective ways to market your product today, from content and paid ads to subscriptions and social media marketing. 

Whether you’re just getting started or refining your current strategy, these tips will help you connect with your target audience and grow with purpose.

What is product marketing?

Product marketing is a strategy for connecting your product with the right consumers and communicating to those potential customers why they need it. 

It’s more focused than general marketing. While general marketing aims to attract attention and build awareness of your brand overall, product marketing zeroes in on individual key features.

It answers key questions like:

• Who is this product for?
• Why should customers care?
• How will it improve their lives?

Ecommerce expert Drew Sanocki’s Three Multipliers Framework is a useful model for understanding product marketing’s growth potential:

1. Increase your total customers: Get more people buying from your store.
2. Increase purchase frequency: Get loyal customers buying more often.
3. Increase average order value (AOV): Get customers to spend more each time they shop.

Tackle all three, and your business will see steady, sustainable growth. 

Laying the foundation of product marketing

Effective product marketing starts with clear groundwork. Before you launch campaigns or start selling, focus on these three essential building blocks of a strong product marketing strategy.

1. Understand your target audience

Before you market a product, you need to know exactly who you’re marketing to. What problems do they have? What motivates them to buy? The clearer you are about your target market, the better your marketing will resonate.

Talk directly to consumers, send surveys, or analyze online behavior. Then use your market research to shape your messaging, promotions, and even product features.

2. Pinpoint your unique selling proposition

Your unique selling proposition (USP) is what sets your product apart. It answers one simple question: Why should someone choose your product instead of your competitor’s?

To pinpoint your USP, think about what makes your product special. Is it better quality, easier to use, or made sustainably? Clearly define and communicate your USP to customers so they instantly understand the value you offer.

3. Develop a strong brand identity

Your brand identity helps customers remember who you are and what you stand for. It includes your logo, colors, design style, tone of voice, and overall personality.

Consistency matters. Make sure every touchpoint, your website, emails, social media platforms, packaging, reflects the same strong, memorable identity. That way, your customers will quickly recognize and trust your products wherever they see them.

12 proven ways to market your product in 2025

Your customer base is like a garden. If you nurture those relationships, you can grow not just the value customers get, but the returns from your marketing efforts. For example, your flagship product might spark initial interest, but follow-up purchases from your full product line can deliver even more value.

Loyal customers compound in value, too. Once a customer makes a second purchase, you don’t need to reacquire them, and they might recommend your shop to friends through referral programs or online reviews. Repeat buyers are one of the best ways to learn how to market a product online successfully.

But retention doesn’t happen automatically. You’ll still need to invest in the right areas. Start with these three main levers.

The 3 levers of customer retention

Merchandise: Provide the right products 

Customers need merchandise that fits their needs. They also look for high-quality items that meet or exceed their expectations. If you find a bestselling product that customers love, consider putting it front and center on your website. Chances are, customers who purchase that product first will come back for more.

Customer experience: Make service feel easy 

Amazing customer service doesn’t mean breaking the bank, but it does mean providing unexpected extras. This could be as simple as being available when your customers need you or offering free returns on any order.

Marketing: Keep customers engaged 

You’ll need the right marketing for the right customers at the right time. Some tactics you might use are: 

• Affiliate programs
• Win-back email campaigns
• Life cycle marketing
• Loyalty programs
• A schedule of limited edition drops that keeps customers returning 

Right now, let’s have a closer look at customer retention marketing. To increase customer order frequency, you’ll need a specialized marketing plan. There are several common and effective product marketing tactics you can use.

1. Introduce a loyalty program

Loyalty programs give customers a reason to return by offering exclusive benefits and building long-term engagement. Recent surveys show that 79% of consumers are more likely to recommend brands with solid loyalty programs, and 85% of consumers say they are more likely to continue buying from the brand.

Loyalty programs can be free to join or accessible via a one-time or recurring fee. For example, members of activewear retailer Altitude Sports pay a lifetime membership fee of $34.99. Members enjoy perks like 5% off almost any item, exclusive sales, and free returns on all orders.

Alternatively, free loyalty programs can use a points system, in which customers earn points per purchase, then cash in those points for rewards at different points tiers. Other rewards programs, like the one from clothing retailer Girlfriend Collective, offer both points and perks, such as order discounts.

Loyalty programs are effective because they give customers a reason to return to your online store. Whether it’s to use the points they’ve accumulated for a free gift, to get free shipping, or to receive a percentage off their purchase price, loyalty programs keep customers coming back.

To measure your customer loyalty strategy’s return on investment (ROI), track key metrics like repeat purchase rate, average order value, and customer lifetime value. You can also analyze enrollment rates and redemption rates for rewards. Comparing these metrics before and after launching your loyalty program helps you see clearly how well it’s performing and where you might need adjustments.

⭐Loyalty apps can automate your programs and help you encourage customers to keep coming back for more. 

2. Create an email win-back campaign

Email is a lifeline to high-intent shoppers who’ve already purchased, making it the ideal channel to encourage repeat purchases. One of the most valuable email sequences you can create for your product marketing strategy is called a win-back campaign. 

A win-back campaign is a type of life cycle marketing designed to re-engage customers at the post-purchase stage. In the case of a win-back campaign, the customer is at the post-purchase stage, so the right message to send them is one that encourages a return trip. 

These campaigns are especially effective. Forty-five percent of subscribers who receive a win-back email will open future emails from your brand. McKinsey also found that targeted promotions can lift sales by 1% to 2% and improve margins by up to 3%. 

Drew Sanocki calls this tactic a “one-two punch” because it nudges first-time customers into repeat customers. 

Here’s how a win-back campaign works: 

Identify who the win-back email marketing campaign targets

It’s standard to set up a win-back email campaign to target first-time customers. Set the first email to send 30 days after a first-time customer’s purchase if they haven’t made a second purchase during that time. 

Each subsequent email will be sent to that list of your first-time customers. You’ll also need to set parameters to remove anyone who makes a purchase at any time throughout this email win-back sequence.

There are four key emails a win-back sequence should include:

Email #1: Suggest a product

The first email recommends a product based on the customer’s original purchase—no promo yet, just a tailored suggestion. The item could be part of your core collection, or perhaps you want to drive excitement about a limited edition item. This first email doesn’t include any coupon codes; instead, it seeks to entice or remind the customer about your other product offerings.

Email #2: Offer a small promo code

Sent 30 days after the first email, the second email offers a small promotion, like 10% off or free shipping on their next order. 

Email #3: Offer a higher promo code

Sent 30 days after the previous email, the third email offers another promotion that’s 15% higher than the last. So, that could be something like 25% off or 15% off and free shipping.

Email #4: Send a survey

This email should be set to send a full 120 days after the customer made their first purchase. It could include another offer, but since this one won’t send for several months, it’s a better time to ask your customers if they’re still interested in your shop. 

If they are no longer interested, you could include a survey in the email that asks what would lead them to change their mind.

Surveys like these help you better understand your customers’ experiences, which help you make sure you’re asking the right questions about how to continue improving your brand. 

Remember to unsubscribe inactive users

At the end of your email sequence, automatically remove anyone who hasn’t opened an email from you in the past 60 days. If you include a final survey email, give recipients the option to opt out. Keeping your email list clean improves deliverability and helps protect your brand’s reputation.

You don’t have to use email for this win-back campaign if you don’t find it to be the best option for your business. Instead, you can use other options like website pop-ups, paid media, a direct-mail postcard—whatever you think will resonate most with your customers.

Personalize win-back campaigns with zero-party data collection

Use zero-party data—the insights customers willingly share—to improve your win-back emails through deeper personalization. For example, ask subscribers directly about their interests or product preferences when they join your email list or through surveys. 

Then, use that info to send personalized content or special offers that specifically match their interests. When done right, this personalized approach can boost click-through and conversion rates.

Pro tip: Reach more customers, save time and money, and boost sales with Shopify’s marketing automation tools.

3. Send email or SMS sign-up coupon codes

Another effective retention tactic is to offer a discount in exchange for email and/or text message sign-ups. Combine email and SMS as part of an omnichannel marketing approach to reach customers across platforms and boost conversions.

Not sure how to get started with SMS marketing? Try the Shopify plug-in Postscript.

Use a pop up on your homepage to capture attention early. Offer an exclusive perk like free shipping or 10% off customers’ first orders to encourage signups. 

Once someone opts into your mailing lists, send a welcome email with the coupon code. If the subscriber doesn’t make a purchase within a day or two, follow up with a friendly SMS reminder, highlighting that their discount is still waiting.

This integrated approach keeps your brand top-of-mind, captures attention across channels, and significantly increases the likelihood they’ll take action.

Resource 📚SMS Marketing Guide: Tips, Examples and Apps

4. Release new products on a schedule

If you’re looking for ideas on how to market a new product, consider scheduling product launches on the same day every week or month. If your customers know the date of a new drop, chances are they’ll visit your website to check what it is or at least be more likely to open the announcement email.

For example, when Mejuri, a fine jewelry shop, was first getting started, it dropped new products every week.

For curious customers and new shoppers alike, this drummed up excitement. Each new “Monday Drop” was featured on the homepage of the website and in a timely announcement email.

To build even more anticipation, start promoting your launch before the release date. Give your audience sneak peeks on social media, tease upcoming products in your email newsletter, or share behind-the-scenes content that hints at what’s coming. This pre-launch phase is a great opportunity to collect zero-party data through quizzes or waitlists—and warm up your audience for conversion. 

Read more:How To Get Your Product in Stores: 6 Steps (2025)

5. Build a subscription model

Subscriptions aren’t just a fulfillment model—they’re a customer loyalty strategy that helps generate predictable, recurring revenue.. Giving your customers a way to subscribe positions your products as everyday essentials. Building a subscription business model may take more work than other marketing tactics, but it is an extremely effective way to ensure recurring customers and revenue.

If your product requires refills, you can create a subscription model that automatically renews on a standard schedule. That way, customers won’t even have to visit your store or even remember that they’re running low before you’ve already sent them a refill. 

For example, Fresh Patch sells hydroponically grown grass patches to pet owners. The company sees 80% of its total revenue from subscriptions. 

Alternatively, if your company cannot provide refills, you could offer customers a subscription to a bundle of monthly products. Package Free sells environmentally friendly home and body care products. The brand allows shoppers to create their own subscription bundles from a large selection of products. 

To grow your subscription model, track key analytics like: 

• Churn rate: How many customers cancel their subscription over time
• Average subscription length: How long the average customer stays subscribed
• Customer lifetime value: Total revenue a subscriber generates 

Use these insights to test pricing, bundling strategies, or perks that reduce cancellations and boost long-term loyalty.

6. Use mean, median, and mode to your advantage

Raising your average order value (AOV) can drive more revenue, and it’s simpler than you might think. To build an effective strategy around AOV, you’ll need to understand the mean, median, and mode of your orders, as well as how to cross-sell and upsell.

First off, let’s define the terms you likely haven’t seen since fourth-grade math class.

• Mean: the average order value (traditional AOV) 
• Median: the middle number of all order values 
• Mode: the order value that most frequently occurs 

Let’s take a look at the mean, median, and mode of orders on our demo store, Kinda Hot Sauce.

As you can see from that chart, the mean order value (or average order value) is $24. However, the most common order value (mode) is only $15.

While the mean gets skewed by outliers (like high or low purchase totals), the mode reflects what most customers actually spend—making it a smarter target for shipping minimums or bundle offers. When you think about raising the AOV, it’s more telling to look at the mode—that’s the number you want to increase. 

It’s common for businesses to offer free shipping that’s just above their most commonly occurring order value to bump up AOV. For example, since $15 is the most commonly occurring order value at Kinda Hot Sauce, the shop might offer free shipping for orders over $25. 

7. Perfect cross-sell and upsell strategies

If free shipping isn’t the right incentive for your margins, there are other online product marketing tactics, like cross-selling and upselling, to help bump up AOV. 

Cross-selling is when you invite customers to purchase a complementary item. Cross-selling suggestions work best on the cart or checkout page (similar to the aisle of impulse buys a shopper might walk through at a brick-and-mortar store. (SellUp is a great Shopify app for cross-selling.)

Upselling is when you encourage customers to purchase a similar product that’s higher end. Upselling is more effective on the product page before the customer has committed to buying one particular item. 

Cross-selling and upselling are based on the idea that, when you have a compelling product, 10% to 20% of your customers are willing to spend a lot more than the average customer. Your goal is to understand what they want, and make it easy to say yes. From there, you can use tools to automate upsell and cross-sell suggestions, or you can advertise products through another method, like email, phone, or live chat.

Traditional customer acquisition includes methods like: 

• Paid social media ads
• Content marketing
• Search engine optimization (SEO)
• Press releases
• Influencer marketing
• Conversion rate optimization
• Email sign-up promo codes 

Whichever method you choose, you’ll want to gear your marketing toward the segment of your target audience who tends to spend more.

Integrate AI-powered product recommendations for better results. AI-driven recommendation engines analyze customer behavior and preferences to suggest products that align with their interests. 

Best practices for implementing cross-sell and upsell strategies:

• Strategic placement: Introduce cross-sell offers on cart or checkout pages and upsell suggestions on product pages.
• Personalization: Use customer data to tailor recommendations that resonate with individual preferences.
• Clear value proposition: Ensure that the suggested products offer clear benefits or enhancements to the customer’s original selection.
• A/B testing: Regularly test different strategies to determine what resonates best with your audience.

8. Start with paid marketing

Paid marketing remains a cornerstone for product validation and scalable growth in 2025. Key channels include:

• Social media advertising
• Influencer partnerships
• Search engine marketing
• Measure ROI with attribution tools

Social media advertising 

In 2025, social media ad spending is projected to reach $276.7 billion, accounting for 30% of all digital advertising expenditures. Platforms like Instagram, TikTok, and Pinterest offer robust targeting options so you can reach specific demographics effectively

You can set up social ads yourself or work with an agency that can help you design ads, write the copy for them, and place them on the channels they think will work best for you.

Influencer marketing

Have you ever seen someone with a big social media following post about a product they like and then offer a unique discount code for their followers? That’s influencer marketing, and it’s become extremely effective. 

Data indicates that 86% of US marketers plan to partner with influencers in 2025, recognizing the channel’s ability to drive engagement and sales. Plus, 86% of consumers report making a purchase inspired by an influencer at least once per year, underscoring the channel’s impact.

Resource 📚 Instagram Influencer Marketing: A Complete 2024 Guide

Here, Glossier uses influencer marketing to spread the word about its lip gloss on Instagram through a partnership.

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🌟Looking for an affiliate marketing tool that’s built to connect creators with brands? Try Shopify Collabs.

Search engine marketing (SEM)

Platforms like Google Ads help you target high-intent shopper searching for specific products. Targeting specific keywords and responsive search ads can help brands appear prominently in search results, driving qualified leads to their websites.

If you’re running paid marketing campaigns, it’s important to know which ones drive sales. Marketing ROI measurement helps you see which channels and touchpoints (like a social ad, email, or influencer post) are leading to conversions, so you can spend smarter.

Measure ROI with attribution tools

Attribution models show which ads actually drive purchases. For example, multi-touch attribution looks at every step a customer takes before buying and assigns credit to each one. With these insights, you can focus on what’s working and cut back on what’s not.

Here’s how to get started:

• Use built-in analytics: Platforms like Meta Ads, Google Ads, and Shopify provide detailed performance data across campaigns.
• Try attribution tools: Platforms like TrueProfit, Usermaven, and Improvado give you a more complete view of your customer journey across channels.
• Keep testing: Run A/B tests on your ad creatives, messaging, and offers to see what gets the best results.

Pro tip: Drive up to two times more retargeting conversions and use commerce insights available only on Shopify with Audiences. 

9. Publish educational SEO content

Educational content helps customers discover your brand, builds trust, and drives long-term traffic—without ongoing ad spend. Unlike paid ads, which stop driving traffic as soon as your budget runs out, content optimized for search can keep working for you for months (or even years).

Content marketing includes blog posts, videos, social media, podcasts, and emails—anything that helps educate your audience and positions your brand as a go-to resource Over time, this increases your visibility in search, attracts qualified visitors, and strengthens customer loyalty.

For example, Four Sigmatic, a brand known for its crash-free mushroom coffee, publishes SEO-optimized blog content that explains the benefits of functional ingredients. By focusing on customer education, the brand earns consistent traffic without relying heavily on paid ads.

Don’t just publish—distribute

Creating great content is only half the equation. To get the most out of your efforts, you also need a strong distribution strategy. 

Here’s how to amplify your reach:

• Repurpose across channels: Turn blog posts into short videos, social posts, or email content to reach different audiences.
• Use SEO tools: Platforms like Ahrefs or SEMrush can help you target keywords your audience is already searching for.
• Build backlinks: Partner with relevant brands or creators to link back to your content and boost your search rankings.
• Share consistently: Promote new content through your newsletter and social media. Don’t be afraid to reshare top-performing posts regularly.

With the right mix of SEO and smart distribution, your content can become a steady source of qualified traffic, and a powerful tool for educating and converting customers.

10. Convert more of your traffic

Once you’re driving consistent traffic, the most efficient way to grow is by improving your conversion rate—turning more of your existing visitors into paying customers. That’s where conversion rate optimization (CRO) comes in.

CRO involves making small changes that encourage more shoppers to complete a purchase. It’s often more cost-effective than paying for new traffic, and it helps you get better returns from your existing marketing efforts.

Think of it like this: You’re using a funnel to pour soap into a bottle, but the funnel has a few holes in it. No matter how much soap you pour in, you’re losing some along the way. Your online store is the same. Instead of driving more traffic, it’s smarter to fix the leaks, like slow checkout pages, confusing product descriptions, or missing trust signals.

Start by tightening up your checkout flow with tools like Shop Pay, which makes the buying process faster and easier.

Run A/B tests to improve key elements

One of the best ways to optimize your store is through A/B testing. This means testing two different versions of a page element, like a product headline, call-to-action button, or image, to see which one performs better.

Even small tweaks can make a big difference. For example, changing the color of your Add to Cart button or rewriting a product description could lead to more completed checkouts. Tools like Shopify A/B Testing, Google Optimize, or Convert can help you run these tests without needing to code anything yourself.

CRO is a continuous process, but each improvement gets you closer to making the most of every visitor, turning more of your hard-earned traffic into paying customers.

11. Use social commerce platforms

Social commerce lets customers discover and buy your products without ever leaving their favorite apps.

Platforms like TikTok Shop, Instagram Shopping, and Facebook Shops turn your social content into a storefront. This means customers can scroll, click, and buy—all in the same place.

For example, TikTok Shop makes it easy to tag products directly in videos or livestreams. If something catches a viewer’s eye, they can purchase it instantly without leaving the app. The same goes for Instagram, where you can tag products in posts, Stories, and Reels, linking straight to your catalog.

Why social commerce works:

• Shoppers are already spending hours on social platforms.
• In-app purchases reduce friction from the buying process.
• It’s mobile-first, which matches how people browse and shop today.

To get started, connect your product catalog to your social profiles and start tagging your products in posts. Keep the content casual and native to each platform—think short, engaging videos over polished ads. The goal is to meet shoppers where they are and make buying easy.

12. Implement sustainable product marketing practices

Shoppers today care about more than just price, they want to support brands that align with their values. 

Sustainable product marketing means promoting your products in a way that’s ethical, transparent, and environmentally responsible. It starts with the products themselves, but it extends to how you talk about them, package them, and ship them.

Here’s how to build a more sustainable approach:

• Highlight your eco-friendly practices. If your products are made from recycled materials, ethically sourced, or packaged in compostable materials, say so. Be specific and transparent to build trust.
• Tell your brand’s story. Share behind-the-scenes content that shows how your brand reduces waste or supports ethical supply chains.
• Use low-impact marketing channels. Digital content like blog posts, email, and organic social media has a lower environmental footprint than printed flyers or mass mailers.
• Avoid greenwashing by backing up your claims. Customers are savvy. Back up any claims with certifications or data to keep your messaging authentic and credible.

Brands like Package Free and Allbirds have built loyal followings by putting sustainability at the heart of their product and marketing strategies. When you lead with purpose, you don’t just attract buyers—you build a community that believes in what you’re doing.

How to measure product marketing success

You’ve launched your product, tested different campaigns, and engaged your audience. Now it’s time to measure what’s driving results. Tracking the right metrics will give you a clear picture of what’s driving results and where to improve.

Here are some key performance indicators (KPIs) to watch:

• Conversion rate: Measures how many visitors complete a purchase. A strong conversion rate means your messaging, product pages, and offers are resonating.
• Return on ad spend (ROAS): Helps determine if your paid campaigns are profitable.
• Customer acquisition cost (CAC): Tells you how much it costs to get a new customer. Lowering this over time shows your marketing is more efficient.
• Customer lifetime value (CLTV): Estimates how much revenue a customer brings in over time. A high CLTV indicates strong retention and repeat purchasing, which is often driven by great product marketing.
• Email sign-up and engagement rates: Gauge how well your campaigns capture interest and keep people engaged.
• Traffic sources and attribution: Track which channels, like social media, search, or email, drive the most qualified traffic and conversions.
  
  

To make tracking easier, use tools like Shopify’s built-in analytics, Google Analytics, or attribution platforms like Triple Whale or TrueProfit. These metrics make up the core of your marketing ROI measurement strategy—so you can focus on what’s working and cut what’s not.

What is the best way to market your product?

Ask five marketers and you’ll get five different answers. But the most effective strategies share a few things in common:

• They’re built on a deep understanding of your target customer
• They focus on long-term growth
• They’re flexible enough to evolve as you learn what works

For Melissa Palmer, cofounder of CEO of OSEA Malibu, the journey toward effective product marketing came with a major mindset shift. “I used to obsess over every single word in our email marketing. I’d redesign everything—I felt like it all had to be perfect. Then I started A/B testing myself to see if my obsessively polished version actually performed better … and it didn’t,” Melissa explains. 

“That taught me that sometimes you just have to go for it and learn as you go. I think that mindset really applies to marketing. But when it comes to the product, that’s where your time matters most. Nail the product, and then you can be much more experimental with your marketing.”

In other words: Don’t wait for perfection. Start small, iterate quickly, and start from a good product foundation. 

To recap, the best product marketing plans often include:

• Clear positioning and branding
• SEO-optimized content and smart distribution
• Personalized email and SMS campaigns
• Paid marketing and influencer partnerships
• Conversion rate optimization
• Social commerce and sustainable messaging
  
  

You don’t need to do everything at once. Start with one or two strategies that fit your business and build from there. When you focus on value, consistency, and customer experience, product marketing becomes more than promotion—it becomes a growth engine.