Product marketing, product marketing differs from conventional marketing because it focuses on the 1
life cycle of a product as well as the product user, whereas conventional marketing goal is to drive 2
conversions and generate sales. 3
Product marketing is also used to generate new product pipelines by identifying consumer demand and 4
interest. 5
The two can complement each other as conventional marketing can help you get more exposure. 6
While product marketing helps make your product more appealing. 7
Product marketing strategies are useful to get a product and an advertising campaign that's highly attractive 8
to a target audience. 9
The goal here is to strike the perfect balance between your customers and the way you position your 10
product in the market. 11
With product marketing, your campaigns should be consumer led. 12
Make sure that your key buyer personas, competitor analysis and market research informs your marketing 13
strategy. 14
All your sales material should be designed to help your teen close with the focus being a product or 15
service over the brand. 16
Your easy guide to product marketing in five simple steps. 17
So successful product marketing depends primarily on a smart project management, social listening and 18
in-depth market research, though you'll need to tailor your marketing strategy to suit your unique 19
products and services. 20
There are some essential steps that will help you market your product effectively. 21
Step one conduct thorough consumer and market research. 22
First, you need to take a close look at the people you want to purchase your product as well as your 23
closest competitors 24
With this step, your three main goal should be to identify and to understand similar products that 25
are thriving in their positioning, how companies who make successful, competitive products present 26
those products, and the primary consumer pain points that successful products in your niche overcome 27
step to position your product and shape your message. 28
Now you've got the data you need to use it. 29
You can do this by drawing on your insights to inform your messaging and product positioning. 30
This is where your creative team can help. 31
From graphic design to copyrighting, your team needs to craft a messaging that tells people how your 32
product can solve their problems. 33
You also need to know how your user base consumes content as well as what content type they prefer, 34
as this will dictate where your messaging will appear and how letting customers know what makes you 35
better or different and should resonate well with your ideal customer avatar. 36
The best messaging has enough detail to appeal to specific audience segments, but as a high level enough 37
to appeal to a wider audience. 38
Step three craft your go to market strategy and effective go to market strategy combines your market 39
research, messaging and strategic plan to roll out your products. 40
It should layout the platforms you'll be promoting on the types of messaging you'll use and the audience 41
you'll be targeting. 42
It confirms your branding and creative and unifies this across the platforms you promote on. 43
It can also include elements of traditional marketing as well. 44
You can get granular with your go to market strategy, identifying which customer personas to target 45
and with what material and outlining your ideal outcomes. 46
This can be a powerful way of honing in and pressing customer pain points and can keep your marketing 47
cohesive and on track. 48
Step four pull everything together. 49
Once you created a workable go to market strategy, you need to make sure all your sales and marketing 50
is in sync. 51
Every member of your team should be engaged in your strategy and your branding. 52
Sales and marketing materials should be complementary to it as well. 53
Doing this will optimize the impact your product has and will give you and your team members the tools 54
you need to promote your products benefits. 55
Your sales and marketing materials can include pitch decks, product videos, social media announcements, 56
email campaigns, as well as any other creative collateral that you'll use to promote your product. 57
Step five launch product and monitor performance. 58
Once you have all the steps of a good product marketing strategy firmly in place, you can go ahead 59
and launch your product, monitor your marketing impact as well as product reception. 60
As this data will be useful in refining your approach, you can also use it to improve the way you market 61
your product and for any future related products.