How to get known when nobody imagine that your products may exist?

I have launched a company offering a very innovative service, but our potential customers do not imagine that our service may exist, and therefore they are not seeking it on internet. Thus, it is useless to be on top list of Google search as people do not search it, even though they might need it.

Apple could successfully launch its iPad, which nobody was asking for, with its huge marketing force. But my startup has limited ressources. What should I do so it gets known?


Opened by Stéphane Gasser, Président, Prométhée
Jan 7, 2013.

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Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance
Jan 7, 2013

This is a very good question, Stéphane, that we asked ourselves on XperLink. The answer is not yet in place at the moment, and the growth is still to come, but it's all about being creative :
  • Issue a well-written press release that journalists can easily re-use
  • Produce marketing material that can be easily shared (Video)
  • Produce valuable and professional content that can "buzz" around your product (If future customer do not know they need your product, you have to tell them)
  • Develop strategic partnetrships as well as simple link exchanges
  • Use your networks and talk about your product, again and again ...
Something we did not plan to do yet @ XperLink as evryting is free, is implementing a freemium program (your answered a question about that today).
There's no magic : it will work or not, but I do not know other way :)
Read what Joe Dager is writting about spreading your idea.
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