We have a very niche product, and we just made our first sale. We tried paid advertising on Facebook and Instagram, and the results were disastrous. We conducted extensive testing with audience, ad creative, and the Facebook algorithm for two weeks, but no significant results were obtained. Our one and only sale came from "cold-calling" users on Instagram.
Right now, we have two things in the works: affiliate marketing and paid Instagram advertising through influencers in our "industry." They haven't started yet, but I believe it has a lot more potential than Facebook and Instagram ads… It's possible that I'm mistaken.
We paid for Google ads, but our product is still relatively unknown, so organic sales are unlikely.
I'm wondering if there's another option I should look into.