As we navigate a new hybrid approach to doing business, buyers are now more informed and further along in their decision-making before engaging with vendors. Your product marketing message needs to be better than it’s ever been before.

As a marketer working within a brand, it’s often not easy to determine where to focus, who to focus on and what you need to do to ensure your message is not simply noise. Let’s see if we can help.

TOP PRODUCT MARKETING TIPS

✅ Define your message before you define your strategy

Your people need to know what they are selling before you decide where, who and how etc. Starting internally, it is imperative stakeholders, employees and salespeople are fully immersed in your product and its unique attributes. Get their belief and buy-in to enable a defined message and a successful launch.

✅ Keep your messaging simple

Don’t overcomplicate your product marketing materials with too much content. You should be able to describe and talk about your product with clarity and ease. From presentations to emails, keep technical terminology to a minimum and ensure it’s easy for your audience to understand. Remember, less is more.

✅ Target the right audience, with the right message

Your brand needs to stand out from the crowd by talking to the right people, with the right message. Speak directly to your audience, be it customer or partner, by using language they recognise and can relate to. Tailor your product marketing message, ensuring the right people are receiving content that resonates with them. An engaged audience will, more often that not, outperform a disengaged one.

✅ Create a positive connection

Whoever you are talking to, from customers and buyers to resellers and installers, know that you are building a positive connection with the audience at every communication touchpoint. When communications, be them via your website, social media, or customer service team, are well-considered and constructed, they will result in the audience having a positive connection to your brand.

✅ Really know your audience

Who are you trying to reach with your product marketing? What makes them tick, do they care about your product, are they inspired by your brand? Communications that are highly targeted, based on the profile of your audience, will perform better for you. Plan your product marketing down to the granular detail to get noticed and have your product messaging heard.

✅ Tell a memorable story

Whether it’s a smartphone, accessory or even a laptop bag, if you tell a story to convey your product message it will be far stickier and more memorable to the end reader. Salespeople will remember your product’s features and benefits above a competitor if you give them a narrative that they can reuse with customers as part of their own sales pitch. Give them the tools they need to sell your product.

✅ A sprinkle of ‘wow’ factor

From a creative key visual to a polished product video, add the sizzle and spice to stand out from your competitors. Challenge your company if expected to use a visual not specifically designed to work in your market and with your audience in mind. Don’t be afraid to push a brand to its limits and try a new approach to make a product a success.

✅ You only get one shot

It’s not impossible, but we know it’s not easy, for a brand to come back from negative brand perception. Aim to get your product marketing communications on point, right from the start. Go with your gut, if something doesn’t feel right, or you don’t believe it in then challenge and rework the communications to get it right. Positive brand engagement starts from within a company, it’s up to you as a marketer to make others love your brand.