Everyone wants their product to stand out. Standing out is what gets a product noticed, and getting noticed often leads to sales and financial success. Unfortunately, not everyone knows how to make good on their desire for success. The key lies in Product Marketing Strategies. After all, even products that seem silly, like the infamous pet rock, can sell surprisingly well if they’re marketed the right way.
Of course, there is no one right way to market a product. It’s a matter of determining the strategy that best works for you and matches the brand and vision. With that said, some Product Marketing Strategies have proven to be more successful than others. If you’re not sure where to start, consider these tried and true options.
Strategy #1: Utilize Engaging, Personal Stories
Often, companies try to sell products by talking about how awesome they are. They show what the products can do and extol the benefits of using them. These things are important, but with so many other businesses doing the exact same things, it’s easy for you to get lost in the shuffle. An easy way to make it stand out in the minds of potential customers is to connect them to the product on a deeply and deeply personal level.
An easy, effective way to do that is by telling some kind of personal, engaging, and memorable story related to the product. Whether it’s a true story about why you developed it and why it matters to you, a testimonial from a user whose life it has changed, or anything in between, real, personal stories almost always win out over bland details and simple facts.
Strategy #2: Remember, Presentation Is Everything
As mentioned above, you don’t want to just tell customers what a product can do or why it’s great. However, there’s certainly nothing wrong with showing them. People are visual creatures. They love to see glossy, attractive images of products, and these images often entice them to buy. For this reason, showcasing products in the best possible light in well-printed catalogs, brochures, or other material is a great way to increase the chances of a sale.
Companies like Infantile Industries specialize in showing off products in a way that is appealing to potential buyers. Thus, with the right help, it’s easy to show what you have to offer and make everyone want to purchase it.
Strategy #3: Market Via Social Media
Social media has been around for longer than most people realize. And, in the time since its inception, it’s proven to be a highly effective advertising channel. Just think about how often you scroll through your social media feed on a given day. The chances are you do it a lot, and so do the people you’re marketing to. Thus, what better way to reach them?
Even better, social media marketing, when done correctly, reaches a highly targeted and specific audience. These are the people who are the most likely to buy a company’s products. Thus, not only does this marketing method reach a lot of people, but it can also reach all the right people, which is even more important.
Strategy #4: Don’t Ever Stop Marketing
When a business is in a good place or has a reliable client base, it might not feel the need to continue marketing. After all, it’s successful already. Why keep throwing money into the marketing budget? Remember, though, that competition never ceases. New competition pops up out of nowhere, and lesser competitors may suddenly have newfound success.
A smart business never really rests. Not only does it continue marketing, but it continues marketing to the people already using its products. It reminds them why they use the products and the value the products bring to their lives. The famous and highly successful Got Milk? the campaign is a wonderful example of why continued advertising is necessary and how it’s effective. Don’t ever get too comfortable. Keep pushing your products and you’ll keep driving their success.
Strategy #5: Provide Useful, Helpful Information
One of the Best Product Marketing Strategies is marketing that is the least obvious. If a business, for example, offers a helpful guide on how to do something or useful content, such as recipes, on its website, it’s marketing. Maybe that guide involves using a tool that the company sells. Or, perhaps the recipes all call for that one key ingredient manufactured by the company.
This type of smart marketing subtly advertises your product while also helping the customer out in the process. Thus, not only do you find a non-pushy way to market, but you also build brand trust and loyalty. That’s a definite win-win.
Strategy #5: Focus On What Customers Get
Today’s consumers can be surprisingly demanding. They want to get their money’s worth on every purchase. Thus, a great way to market is to play up the positives of a product. More specifically, focus on what customers actually get from using the product. Is it an enjoyable experience, like with candy or delicious food? Is it the chance to enjoy more sophistication in their daily lives?
Is it the potential to lose weight, make money, look better, or learn something important? Smart businesses know what their product has to offer to customers and, more importantly, make sure the customers know this information through effective marketing.
Strategy #6: Demonstrate Knowledge And Expertise
Customers want to engage with a business and a product that they can trust. Professionals should set themselves and their organizations up as authorities or experts in relevant fields. If asked to write a guest blog post, to speak at a panel, or to do anything else that gets the business and its leaders in front of people, do it!
Some of these opportunities can even be sought out by the business specifically. Yes, they might feel like extra work, but they’re great ways for businesses to show off what they know and attract savvy consumers in the process.
Strategy #7: Ask For Input
Finally, businesses should be willing and even enthusiastic to receive input related to their current marketing methods and what they could do better in the future. Consumer research and customer feedback are great places to start.
However, just listening to all employees, regardless of their position or experience, could generate great ideas as well. Businesses are more likely to hear these ideas if they cultivate a welcoming, inclusive workplace culture. Additionally, professional input, like from advertising agencies, can also be extremely beneficial in developing successful marketing campaigns and perfecting them.
Marketing looks different for every business. However, almost any business is likely to have success with one or more of these strategies. So, why not give them a try? They might just change everything for the better.
I’m a writer, artist, and designer working in the gaming and tech industries. I have held staff and freelance positions at large publications including Digital Trends, Lifehacker, Popular Science Magazine, Electronic Gaming Monthly, IGN, The Xplore Tech, and others, primarily covering gaming criticism, A/V and mobile tech reviews, and data security advocacy.