The primary goal of a well-planned marketing strategy is to get people to buy your products or services.
In The old days
The old way consists of some variations:
- Normally with a direct distribution channel, the product or service goes directly from the manufacturer to the end consumer.
- A second method is the product can go from manufacturer to retailer to consumer.
- The third method is the product can from manufacturer to wholesaler to retailer to consumer.
You can keep adding the middleman until the margin for each person becomes too small, and the distribution method becomes inefficient.
The three components
Now in the internet and mobile world, distribution gets a lot simpler.
Your product needs to get to your customers. It needs to go through a channel or some channels (i.e. omni-channel).
Let’s consider the three major components to sell your products to today’s consumers:
- Component 1: Medium
- Component 2: Platform
- Component 3: Channel
Component 1: Medium
It would depend on whether your product is a digital product (i.e. info product) or it is actually a physical product.
Remember with a digital product, you require actually no inventory and you have no cost on warehousing and fulfillment.
For example, if you have a website design course to sell, your course materials may be created in some text files (i.e. Word documents / PDF documents), some images, some audio files, and some video files. The rest could well be published on some public or private HTML web pages.
That is the medium that is carrying your course (or digital product).
To deliver this digital product, it would be easy with the use of a few different online tools including some learning management systems that let you host your course videos and audios and more on some cloud services.
Component 2: Platform
With a physical product, you may not even need a platform. All you need is a warehouse that you can store your product. When people pay to buy the product, you take it out from the warehouse and have it shipped to them.
But with a digital product, it is not the same anymore.
You can still use no platform, but the problem is once you have sent a video file to the first buyer, you are not sure whether this first person is going to distribute your digital product all over the internet for free.
That is the problem!
That is why you need a platform – Most of these platforms are called learning management system. This is a platform that you can upload your course files whether it is text, image, audio or video.
The best is you can be sure that your product is not easily leaked to people who did not buy your product. When the platform is set up correctly, it would give you the rights to distribute access whoever has already paid or subscribed to your course.
Component 3: Channel
There are many channels for distribution of your web design course. This is also one of the important phases in the digital marketing funnel.
You may distribute your product through your website. You optimize your website for search engine ranking, hoping the pages contain your course’s marketing copy would show up high on Google and other search engines, organically. This channel is called SEO (i.e. search engine optimization).
There are other distribution channels such as through emails, through outbound call centers, through sales representatives, through coupons, through another ecommerce platform, or more.
You may even buy advertising on Google, through people’s keyword searches, and or through people visiting websites that show Google Ads.
You may even spread your seeds across many different channels or traffic sources, such as photo sharing sites, bookmarking sites, video sites, etc.
The list can go on with many more traffic sources, and many of them are free traffic sources. For this, you can get a full list of traffic sources or channels. This is going to save hours and days from digging all the channels or traffic sources all over the internet.