6 Product Marketing Strategies That Will Get You More Sales


Based on the Harvard Enterprise Faculty, the best drawback confronted by firms when launching a brand new product is a complete lack of preparation.

Due to this, as much as 30,000 new merchandise are launched yearly—and a minimum of 95 % finish in failure.

Whereas merchandise can fail for a lot of causes, a stable product advertising and marketing technique may also help to mitigate many danger components and enhance your success.

What Is Product Marketing?

Product advertising and marketing is all the means of bringing a brand new product to market, from the analysis and growth to the launch and past.

It’s utilized by firms of all sizes with the last word aim of understanding and filling clients’ product wants.

Whether or not you’re launching your first product or your fiftieth, a stable product advertising and marketing plan could be the factor you might want to push your success over the sting.

Advantages of Product Marketing

The primary advantage of product advertising and marketing is to extend gross sales. Nonetheless, an efficient product advertising and marketing technique can have extra advantages than “simply” revenue.

At first, product advertising and marketing may also help you to place your product out there for profitable concentrating on and fewer advert waste.

A correct technique would reply questions like “what product hole must be stuffed?” and “how does my product stand out from the competitors?”

With product advertising and marketing, you additionally acquire a deeper understanding of your buyer base.

  • Who’s your viewers?
  • What are they shopping for?
  • What’s their predominant motive for making a purchase order?

By creating such purchaser personas, you possibly can enhance your worth proposition by up to 82 percent.

Then, to high all of it off, you’ll get to unlock new insights about your opponents. Whereas this isn’t typically an enormous concern for smaller companies, as much as 90 percent of Fortune 500 companies observe “aggressive intelligence”—which has to say one thing for its worth. If you wish to develop, get forward of your opponents when you nonetheless can.

Examples of Product Marketing

Earlier than we get into our personal methods, let’s have a look at two manufacturers with profitable product advertising and marketing campaigns.

1. Poo Pourri

Poo Pourri is a superb instance of a model that executed product advertising and marketing for an in any other case embarrassing and taboo topic (a bathroom spray that eliminates the disagreeable odors related to the lavatory.) It does so with humor and relatability as a result of, in any case, all people poops.

They positioned their product completely.

Their first-ever video commercial not solely ranked as the number five most-watched video on the platform in 2013, nevertheless it additionally gained the model a cult following that has continued to develop through the years.

An instance of efficient product advertising and marketing from Poo-Pourri.

How can different manufacturers, even these with much less taboo merchandise, study from Poo Pourri’s success?

At first, discover your platform and go arduous. Poo Pourri used video promoting in its early years to proceed to develop its following. This included tv and internet advertising the place the model was in a position to push the envelope with humor.

The model additionally used buyer personas to its benefit. It’s true, all people poops. Nonetheless, not everybody feels the necessity for a bathroom spray.

As a substitute, their commercials focused sure markets and conditions to essentially drive their level residence.

2. Tesla

Once you consider Tesla, what involves thoughts? Electrical vehicles. Clear power. Solar energy.

Your psychological alignment of Tesla with these key phrases and others within the clear power house is for one easy motive: they constructed their complete id, together with every product advertising and marketing technique, round their model assertion.

Only a snippet of Tesla’s brand statement is as follows:

“Tesla builds not solely all-electric automobiles but additionally infinitely scalable clear power technology and storage merchandise. Tesla believes the sooner the world stops counting on fossil fuels and strikes in the direction of a zero-emission future, the higher.”

An example of product marketing from Tesla, showing a red car driving on the road.
An instance of efficient product advertising and marketing from Tesla.

Tesla successfully cornered the electrical car market. It knew it had a audience within the house, in fact, nevertheless it by no means swayed from its model assertion when growing electrical automobiles and different clear power merchandise.

What has that success seemed like? Tesla at the moment boasts about 75 percent of the electric car market share with its Mannequin 3 being the best-selling vehicle worldwide in 2021.

6 Product Marketing Strategies to Develop Your Enterprise

Should you’re excited to be a hit story just like the examples above, then take into account these six product advertising and marketing methods.

1. Pair With Strong Content material Marketing

Did you ever suppose your product was too “boring” for content material advertising and marketing to have an effect? Suppose once more!

Blendtec, a vendor of residential and industrial blenders, launched a sequence of movies aimed toward making their boring product enjoyable. The sequence was known as “Will It Mix?,” and it’s simply what it appears like.

The corporate would take a look at mix numerous inedible gadgets of their blenders as a technique to inject curiosity and humor into their product line.

An ad from Blendtec showing a man behind a blender on a table.
An instance of sturdy content material advertising and marketing from Blendtec.

The outcome? A 700 percent increase in sales over its first three years.

Whereas your content marketing strategy doesn’t should be fairly so outlandish, it may be simply as profitable. There are many content material sorts to incorporate in your technique, together with:

  • weblog posts
  • movies
  • podcasts
  • infographics
  • white papers
  • downloadable guides

You simply want to make sure your content material advertising and marketing is compelling.

  1. First, perceive what your clients want.
  2. Second, push on their ache factors.
  3. Agitate that ache by way of storytelling.
  4. Provide to resolve their drawback.

So long as you contact these 4 factors, your content marketing technique will likely be off to a robust begin.

2. Develop a Product Launch Plan

Product launches don’t all the time go as deliberate.

Based on Gartner, (*6*) are delayed by a minimum of one month. This will result in a domino impact of poor outcomes.

Whereas this can be a bitter tablet to swallow, it’s additionally one that ought to offer you ample motivation to speculate time in a transparent and detailed product advertising and marketing plan.

It must be efficient, on time, and profitable, and take into account these three levels:

  1. Pre-launch.
  2. Launch.
  3. Submit-launch.

Pre-launch is closely centered on analysis and growth. Think about what your trade is like, who your clients are, and what your product can provide that nothing else can.

This stage may even require heavy involvement with beta testing and finessing your messaging to the audience.

  • What surprising ache factors come up throughout beta?
  • What’s the suggestions like?
  • What are you able to enhance in your product or messaging?

Launch is all about getting the message out to the appropriate viewers. This implies selecting the very best channels to achieve your goal market and even internet hosting a number of on-line and in-person occasions to generate a buzz.

Lastly, post-launch requires you to judge your targets versus actuals. Did you carry out in addition to you hoped? If not, why?

A poor preliminary launch isn’t a loss. It’s necessary to not lose momentum throughout post-launch and, finally, shift your focus to retaining the shoppers you do have.

3. Retarget Your Present Prospects

Why?

Your current clients will likely be your best income. With only a 5 % enhance in buyer retention, you possibly can increase company revenue by 25 percent to 95 percent.

Whereas customer support performs an enormous function in retention charges, there’s additionally the necessary step of retargeting your existing customers. That is, advertising and marketing on to them to deal with their wants and invoke emotions of brand name loyalty.

What does this seem like?

A couple of methods to retarget current clients embrace:

  • Create customized advert campaigns for earlier and current clients. These ought to focus closely on model loyalty and buyer satisfaction. What’s it that retains clients coming again? Capitalize on it.
  • Construct a retargeting email campaign for patrons who haven’t bought over numerous timeframes. Utilizing segmentation, create totally different campaigns for patrons who haven’t bought over numerous durations of time (e.g., inside the final 3 months, inside the final 6 months, and so forth.)
  • Bid extra aggressively on retargeting campaigns. Think about that clients who beforehand transformed usually tend to convert than new clients. This implies you possibly can afford to have a better Price Per Conversion (CPC) for retargeting campaigns.

Finally, the aim of your retargeting technique is to remind clients why they bought from you within the first place. Place heavy emphasis on their preliminary expertise and the worth your product presents.

4. Tackle Buyer Ache Factors

Think about that 63 percent of B2C consumers and 76 % of B2B clients anticipate companies to anticipate and deal with their wants. That is the true worth of understanding your clients’ ache factors and addressing them together with your services.

Ache is a vital a part of any advertising and marketing technique, however one that may typically be ignored in e-commerce. Here’s why pain is so important:

  • Ache may also help transfer a buyer to motion.
  • Ache can create a way of reduction in a buyer.
  • Ache can tighten the conversion funnel.
  • Ache can enhance conversion charges.

As talked about within the content material advertising and marketing part, the important thing to a profitable product advertising and marketing technique is to establish your buyer’s ache, remind them of the ache, after which present them the answer to their ache.

These insights come from a robust market research strategy which incorporates key phrase analysis, competitor opinions evaluation, and buyer surveys.

Take Qdoba, for instance. They know that further expenses for in style add-ons, like guacamole or queso, are a ache level for his or her buyer base. So, they don’t cost additional:

An ad from Qdoba showing a man eating food.
An instance of addressing shopper ache factors from Qdoba.

Ache factors don’t cease with the acquisition of your product, although. You also needs to have a plan in place for when your clients expertise ache as a part of the standard customer support journey. For instance, a problem with the product.

This contains monitoring buyer opinions, providing stay chats with customer service brokers, and studying by way of the outcomes of buyer surveys.

5. Reevaluate and Enhance Product Positioning

Simply since you’ve launched your product, it doesn’t imply you might want to persist with beforehand chosen markets and advertising and marketing techniques. Actually, launch could have proven you a brand new doable market on your product or perhaps a distinctive worth proposition.

Pre-launch, you and your product crew would have answered the next questions:

  • Why was this product made?
  • Who is that this product made for?
  • What challenges does this product resolve?
  • What makes this product distinctive?

Submit-launch, it’s time to think about whether or not the solutions you and your crew got here up with held true. If not, what do the brand new solutions seem like and the way do they differ from the unique plan?

That distinction can provide you a complete new concept for repositioning your product within the ever-changing market.

Once you reposition and the way you achieve this is extremely depending on the product and prices concerned. A couple of examples of repositioning a non-profiting product embrace repackaging, remarketing it to a unique viewers, and even including new options.

Happily, you have got the worth of buyer insights and their suggestions—which wouldn’t have been accessible to you in the course of the preliminary product launch. Use this to implement a full product positioning strategy.

6. Think about a Change to Your Pricing Construction

One other technique to reposition your product is to think about a change to your pricing construction. That is useful in the event you’re seeing less-than-profitable returns in your product.

A change to your pricing could be so simple as decreasing (or growing) your worth or working unique promotions.

You also can observe the likes of Peloton and tons of of different firms who efficiently carried out the “good-better-best” approach to pricing.

Briefly, the good-better-best pricing technique entails three tiers of the identical product with growing worth. This allows you to make your product extra accessible to new clients whereas additionally growing spending for these clients who need extra.

An ad from Peloton showcasing two different exercise bikes.
An instance of pricing construction from Peloton.

To proceed with the Peloton instance, there are 4 choices to select from:

  1. The Peloton Bike (beginning at $1,195).
  2. The Peloton Bike+ (beginning at $1,995).
  3. The Peloton Tread (beginning at $2,345).
  4. The Peloton Tread+ (beginning at $4,295).

Whereas the Peloton Bike and the Peloton Tread are distinctive merchandise, they nonetheless provide one expertise for the client: a house exercise gadget.

By providing your product at numerous worth factors, you open the product as much as extra clients. This generally is a good step for firms hoping to interrupt into extra markets.

Product Marketing Regularly Requested Questions

What are the 4 forms of merchandise?

There are 4 product classifications, all of which might profit from product advertising and marketing. They’re comfort items, purchasing items, specialty items, and unsought items.

What firms can profit from product advertising and marketing?

Should you suppose your online business can’t profit from product advertising and marketing, you’d be incorrect. Corporations of any dimension and configuration can profit from a deliberate strategy to product launch and gross sales.

What are the forms of product advertising and marketing?

There are over 20 advertising and marketing actions that may fall below product advertising and marketing. These embrace promoting, branding, product administration, product growth, gross sales, and promotion.

What’s the distinction between advertising and marketing and product advertising and marketing?

Product advertising and marketing is a subset of selling. Marketing is a broader time period encompassing actions like advertising and marketing communications, operations, and undertaking administration.

Product Marketing Strategies: Conclusion

From product development to buyer evaluation to launch, a product advertising and marketing technique can make sure you hit all of the milestones in a set timeline.

In flip, you possibly can launch your product on time and enhance your odds of success.

So long as you have got a stable product advertising and marketing plan in place (one which mitigates dangers and anticipates customer needs), you’ll be off to a greater begin than most firms.

Which product advertising and marketing technique do you suppose will likely be only on your up-and-coming product launch?

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