Marketing Your Product Effectively
No matter what you’re selling, marketing is key to success. But how do you go about marketing your product? There’s no one-size-fits-all answer, but there are some basic principles that all sellers should keep in mind. In this blog post, we’ll share some tips on how to market your product effectively. By following these tips, you’ll be able to reach more potential customers and boost your sales. So let’s get started!
Marketing of your product comes down to a combination of two things: 1. getting your product in front of the right people, and 2. communicating your message in a way that resonates with your ideal customer. Your marketing ideas need to be whittled down and streamlined towards your target audience for the best chance of reaching your goals.
Although hard work comes when thinking of a unique product or service, employing a marketing campaign when bringing a product to market also needs thorough thought to be successfully implemented. The bottom line is if you are selling a product without a marketing tactic or plan in place, you could lose a significant amount of exposure and potential revenue.
In this blog, we are going to explore a few tactics and methods you can use in your marketing planning to stay a step ahead of your competitors’ similar products.
How Can I Market My Product Successfully?
How To Reach Your Target Market
Get clear on who you’re serving. It can be handy to make a list of the types of people you are looking to sell your product to, and then narrow it down to focus on the 1-2 niche’s that will benefit the most from your product.
Focusing on this will ensure that your marketing is directly targeting a specific customer base, and you can alter your strategy based on this audience. This can then impact distribution methods, language used, designs or release schedules. In 2019, 72% of consumers only engaged with marketing messages that were customized to their specific interests.
For example, if you’re selling a product that helps moms store their breast milk more easily, you may have these groups:
- Pregnant, first time mom
- Just gave birth, has newborn, just started breastfeeding
- Almost done breastfeeding, their baby is 1 year old.
Between these 3 groups, I’d focus on #2 as they are likely to benefit the most from the product and have the biggest need for a breastfeeding solution. They are at the perfect stage to be most in need of this product, therefore most likely to make a purchase when finding your product.
Communicate In A Way That Resonates With Your Potential Customers
Whether that be through design, blog posts, social media or traditional methods, always communicate specifically to your ideal customer group when you promote your product. You should also lead any messaging with a clear solution, rather than description of features. Here’s an example of how you can resonate with your audience and spark direction to call to actions.
Focus on how your product will benefit the customer, and communicate it. Seth Godin coined the term “WIIFM” – it’s everyone’s favorite radio station – the sound of their own voice.
“What’s in it for me” – is the filter you should put all of your marketing messages through.
For example, instead of listing a feature as “over 20 hours of storage”, reframe this into a benefit statement so it hits home and the customer “gets it”.
Change “over 20 hours of storage”, to “keep your breast milk chilled for over 20 hours with Ceres Chills Chiller, so you can get back to your baby after errands and have milk available for pumping”. This is both emotive and is driven by a solution the product is fixing. Giving you more time with your baby and having quick easy storage for the breast milk.
Every customer has a need or a specific pain point they are trying to solve in their life. Make it easy for them by reframing features of your product around the unique value it will bring to their life.
Choose The Right Marketing Method For Your Product
There are many different ways you may decide to market your product. This could be in the digital world through methods such as social media sharing, creating an online store, or email marketing to name a few.
Depending on your customer persona, this will differ to their lifestyles and where you may find them online. You can also choose from organic or paid methods, both of which have their place and offer pros and cons in their techniques. Organic processes can be described as bringing value to your brand over time, rather than paid methods that are much quicker yet less authentic. You can have a deeper insight into marketing methods in one of our previous blogs here.
After product development, I recommend having a website and product page created where you may decide to offer first-time buyers an incentive to get the ball rolling. This will generate excitement around your product, with people then beginning to recommend the product to friends and family. You can also have a page for blog posts to share any industry or product related news with visitors and to increase the chances of visibility in search engines.
SEO (Search Engine Optimization)
Once offering a first-time buyer incentive like a free gift or discount, you can then build customer reviews or case studies for your brand, which is key in growing trust and forming bonds with existing customers. Reviews are not only great for your credibility, but also SEO (search engine optimization). This is where you optimize your website to boost your position in Google rankings, and in turn increase visibility and organic traffic. When creating your product page, make sure to use this marketing strategy by including relevant keywords throughout copy and titles, along with alt-tags on imagery used. You can also write SEO driven blogs by choosing relevant titles and questions surrounding your product.
Social Media Giveaways & Contents
Another marketing effort to push your product in front of a wider audience includes giveaways on social media. This is a highly effective technique used to spark anticipation through your followers. According to a study on Outgrow, of the total participants, 62.13% shared the promotion with a friend in order to suggest that they take part too. This presents how social marketing channels can be so effective in driving word of mouth and fear of missing out on a free product offering.
Although many giveaways include instructions directed for social media, you can also ask followers to sign up for subscriptions, navigate to landing pages, or register for email insights. This can then give you a method to form a database of people that showed interest to retarget in the future for products.
Are You Ready To Launch and Scale™ Your Product?
At Launch and Scale™ we have worked with dozens of product brands for a variety of sectors. We’ve helped dozens of entrepreneurs launch and/or scale their ecommerce brand quickly and profitably. Schedule a call today and let’s find out if we can partner up!