I've developed a premium WordPress plugin. Now how do I best get in front of potential clients? I plan to sell it on my website only (no marketplaces).
The plugin is for AdSense optimization of WP-based blogs, and my target audience is Bloggers, AdSense publishers, Advertising agencies, website investors, online advertising people ..
I tired the following:
Facebook Groups and Reddit - the problem there is most people in these groups are beginners OR have their Adsense account disabled OR just want to do Click for Click scams ... even in blogging groups.
I have poor previous experience with AdWords, and am not sure how to do FB ads geared toward a sale of WP Plugin.
I do some YouTube videos, but again, most viewers have problems with their Adsense accounts.
I want to try YouTube video ads.
FB ads specific question: What do you think would be the best Title / sub-title and image to go along with FB ad for premium WP plugin.
I will give you 4 ways to monetize and sell your plugin.
First of all, I need to say that you are using social media and Adwords which is fine, but getting the traffic to your plugin page is the challenge. And if you are using social media, are those people in your target market to even want the plugin? They must be WordPress site owners and developers, or otherwise all the Adwords and Facebook advertising will not work.
What has worked for some of my clients is to offer a LIMITED version of the plugin for free and then offer an upgraded version for your price on the WordPress repository. That is what the most popular plugins do.
WooCommerce is free, but they charge extra for the add-ons, so that is one way you can go: Offer your plugin for free and limit its functionality and then offer paid upgrades for extra services.
Another way to monetize your plugin is to do what most of the free plugins do: Offer about 50% of its functionality for free and then the other 50% is available through a paid upgrade which is your regular price.
Offer the full plugin for free and ask for donations.
This is what I do. Attend as many WordCamps as you can around the country and hand out a flyer or business card with your paid plugin address on it.
I have seen all 4 of these suggestions work for various plugins. I hope one of these works well for you.
If you have any other questions about this, please let me know.
I would highly recommend you reach out to influencers inside the WordPress community.
And when I suggest that, I don't mean sending mass emails with pitches.
I mean truly connect with people online and at live events in an effort to build relationships. Once those relationships are built, then you can approach people to review your plugin.
To build your connections, I would recommend:
Attend local MeetUps
Travel to WordCamps
Participate on Twitter
Join Facebook groups for WordPress and help people
I am eager to help people I know, try their plugins, and help promote their offerings. But I have to know them or know of them.
If I receive an unsolicited email pitch from someone I don't know, it goes immediately to the junk folder.
It seems like you have experiemented enough that you are familiar with some of the pain points surrounding your target market. You should view that as a huge win.
I imagine that what your target market's biggest problem is - they don't know what they don't know. However, you know what they don't know. It seems part of your marketing strategy moving forward needs to be a plan to education people on the pain point your product solves.
It seems you have insight into the AdSense world that people really need to know about. I would encourage you to show up and educate - tell people what they need to know to succeed. Tell the story that you have intentionally created a product to offer as a solution to this problem. You educate through placing articles on Medium and LinkedIn, posting YouTube videos and Facebook Live - all sending the message that you are the expert on this subject.
As far as your Facebook Ad - maybe consider positioning the ads to address what people are doing wrong ... "Stop wasting money on ,,,,,," or "Have you given up on AdSense ...."
I think you also need to purpose to reach out personally one on one to your target audience and introduce yourself and your product. Perhaps set a goal to reach out to 5 people - every weekday, in 30 days you will have connected with 100 people.
If you impact your marketing efforts from multiple fronts you will begin to see which channel brings you the leads you need.
Study how other people do this.
Check out how the plugins WP Fastest Cache + Amped Sense both monetize their free plugins.
Others have already given some valuable suggestions, so I will focus on what's worked well for us.
(To set the context: We have two businesses around WordPress & WooCommerce, 30+ premium plugins, 250k+ active installs)
1. Free plugin on WP.org, and a Pro upsell. Works really well. But make sure to optimize your plugin's description / readme.txt file.
2. Organic inbound traffic - search engines etc. In depth content will get you visitors. This still works!
3. Building relationships - like Rebecca mentioned. If enough people know you, they may recommend your plugins to others - even if they themselves are not the users.
4. Focus on UX, build a better product. There are just too many plugins out there. You must solve a deep user pain to be able to succeed.
Hope this gets you started..
BTW, I spoke about building and marketing WP plugins at WordCamp Mumbai in 2016.. I think you will still find the talk relevant:
All the best!