Product marketing is in demand, as businesses look for new ways to connect with consumers. Following are five tactics to help create impact for products/services:
1 ) Embrace both business and product strategies.
Businesses tend to focus on business development, which is important, yet product marketing shouldn’t be overlooked:
- The product/service runs the ship, and product marketing is what makes everything come to life.
- Understand the product/service end-to-end and everything in the process that surrounds it.
2 ) Customer-first mindset: outside in, inside out.
Think outside in by putting yourself in the shoes of the customer, creating a path to connect the customer to both the business and product strategy:
- Customers want products that intuitively meet and anticipate their needs; product marketing helps to represent their point of view and experience.
- It’s simple and effective — deliver for the customer and it ultimately makes the product better.
3 ) Establish a strategic foundation.
Explain why your product/service is superior and how it solves the customer’s needs:
- Brand strategy, product positioning, messaging, personality and tone comprise the nucleus of your marketing plan and the face of your business approach.
- Ensure these elements are connected, clearly articulated, differentiated from competition, relevant to customers, and authentic to your business.
4 ) Develop a marketing toolkit.
Once the foundation is established, develop moving pieces that connect with the customer and drive forward business goals:
- Create a customer-focused website, product videos, digital advertising assets and targeted email campaigns.
- The marketing toolkit may be constantly evolving, so refer back to your strategic elements to ensure they all look, feel and sound the same.
5 ) Right conversation, right person, right time.
Addressing customers according to their individual wants and needs helps ensure communication will be positively received:
- Different types of customers will require different types of conversations.
- Make sure you’re talking to the right person in the right way through the right channel.
For product marketing to be successful, it is important to understand the product/service and how to represent a customer’s needs. Build a strategic bridge from the business to the customer and create tools for all channels used throughout the process.
Source: Media Post-The Marketing Insider, reported by Ben Kuenzle; factorial.com