How to Promote a Unique Product Using Internet Presence Marketing


Can the Internet be used to promote a unique product? I first met the owners of 17th Century Suds about five years ago on a visit to Ithaca, New York. Andy and Wendy Ives own a small company that manufactures organic soap and body care products. Their soaps, shampoos, and skin conditioners are made from simple, natural ingredients — like sunflower oil, organic coconut, and 100% essential oils. You won’t find any of the harsh chemicals and detergents that most store-bought soaps and shampoos contain. Best of all, their products work great! They sell direct-to-consumer at farmers’ markets and fairs, by mail order from their website, and can also be found in several area stores and co-ops. On a drive through the area earlier this month, I decided to stop in to see them on a snowy Saturday morning and stock-up on some of their unique products.

Using Internet Presence Marketing to Promote a Unique Product

What’s really amazing about the products that Andy and Wendy manufacture is that they practically sell themselves — all that really has to be done is get folks to try them once, then make reordering easy. The company already has an e-commerce website which can handle orders efficiently enough, but it’s difficult to find online because it isn’t properly search engine optimized.

Here are five ways that Internet Presence Marketing could be used to promote 17th Century Suds and its unique products:

  1. Research and understand the “buyer personas” that represent 17th Century Suds’ target audience;
  2. Build a search engine optimized website with fresh, unique, and compelling content that speaks to the needs and wants of these buyers;
  3. Develop attractive calls-to-action that encourage website visitors to engage with Andy and Wendy, creating “raving fans” for their business;
  4. Create a following of “Mommy Bloggers” and others who will try the products and share their enthusiasm for them;
  5. Utilize social media platforms (including Twitter and Facebook) to reward those who share product information with discounts and special offers.

With Spring now officially here, you can find Andy and Wendy selling the full line of 17th Century Suds organic body care products at the Ithaca Farmers Market, every weekend from April through the week before Christmas. Be sure to try several of their bar soaps, shampoo, and skin conditioners. You’ll be glad you did!

Andrew Lehrfeld

Andrew Lehrfeld

Managing Member at Internet Presence LLC
Andrew (Andy) Lehrfeld is a classically-trained Direct Marketer. His background in Communications, Marketing, Sales, Applied Writing, and Public Speaking helps organizations nurture strong relationships with their clients and others. He has 40 years' experience working with business owners worldwide. He is the founder of Internet Presence LLC, a digital marketing agency that builds websites, social media, and other online platforms that help companies engage with customers and prospects.