Marketing a product is what helps brands grow beyond what they were right at the start. Having a product that is great and useful is all well and good, but if you don’t market it, no one hears about it.
Great marketing also allows you to build in more than just awareness. It develops an understanding of the product, and it’s intricacies, as well as build real customer loyalty. So getting the marketing for your product right is very much a big deal.
There are ways to get this right. There have been for decades. However, to make real progress with marketing and to use it to grow a huge brand, you have to understand some fundamental steps. We thought we would go through the steps we feel help to make marketing not only a lot simpler but also much more effective. Understand and implement the following, and you will be looking at products and services that not only sell but continue to sell and grow over time.
Understand And Tell Your Story
The thing about marketing is that it is this perfect mix of science and art. You don’t understand marketing until you know how the technical aspects work. At the same time, you don’t get the best out of marketing until you grasp how powerful the fundamental principles are. And some of those principles are necessarily quite abstract.
The story your product has behind it is an essential part of it. If you can tell a story about your product that truly engages people, really moves the audience to think and feel, you are almost guaranteed to have a successful outcome. It’s that simple.
“It’s tough to design products by focus groups. A lot of times, people don’t know what they want until you show it to them” – Steve Jobs
The trick is to think about how the product or service is going to help the customers. Apple creates products that help people live their lives, communicate, relax, learn and so on. That’s a tall order, but it has delivered. If Apple didn’t use their marketing to show how efficient and straightforward their products were, we bet they’d be missing out on a massive chunk of market share right now.
Ask pretty much any Apple product user why they like their product, and they will probably say something along the lines of ‘it works’. And funnily enough, Steve Jobs was quite fond of saying that too.
Your story has to be honest (obviously) and also compelling. This should be easy if you have pulled a company together from scratch, fought for it, and made a product you love.
If you want to understand the power of stories further to help a brand become a massive part of a customer’s life, check out Airbnb. This brand has a whole section of its website entirely devoted to stories from customers who have travelled using its services.
Why? Because stories engage people. That’s marketing fundamentals.
Differentiate Your Marketing Work
This next step should be something that comes naturally after you have established a story that you want to tell.
Take a look at your competitors. Check out their social media. Look at their products, their advertising—research what they are doing when it comes to marketing. Spend time doing this, understand what story your competitors have and understand it inside and out.
And then do what they aren’t doing.
While we don’t advocate spending time doing wild, madcap stuff to sell your products (although it seems to have worked for Richard Branson) because that can be dangerous, we do suggest that you try and make your product marketing as different from your competitors as you possibly can. If you can differentiate while having a strong story, you will be on to a winner.
Use a different look. Use video when others aren’t. Don’t use video when others are. Give away your stuff for free. Do anything that makes you look different, and you will be different. People won’t buy your stuff because you’re distinct, but they will notice you quicker, and your story will do the rest.
Keep Moving, Start Running Before You Can Walk!
We will elaborate on the ‘keep moving’ part in a second, but first, it is vitally important that you are not running before you can walk.
Test your products and any updates changes before you unleash them into marketing. We’re not talking about safety testing here; we’re talking about viability. And as more and more brands sell online, sustainability is a big thing.
Put it this way. If you sell a new product and you start to market it, how can you be sure it will have some customers from the start? If you test it, and you work with research and customer relationships, and so on, you should be able to identify whether or not a product will sell. And if it won’t (because prospective customers don’t like the concept), you should be able to address issues quickly and move on.
The biggest and most successful products in the world right now ill undoubtedly have gone through a million customer tests before they hit the market. It is pointless trying to sell something that customers don’t like. So test it all first, and make sure you have something that people want to buy.
This is part of marketing. It’s about market research. Not knowing your product and it’s potential (or potential problems) is a surefire way to fail.
There has been nothing quite like email marketing for a long time. It is sturdy and very directed.
Email marketing has, however, had its downs as well as its ups, so you must focus on getting the very best out of the experience. Using high-quality email marketing solutions means that you have as much control as possible over the process. And that can only be a good thing.
The real beauty of email marketing comes with segmentation, though. This relatively simple process has a significant impact on your marketing ROI. By organising your email campaigns so that they reach special, segmented groups within your audience, your emails become more meaningful and more effective.
Research by Campaign Monitor found that some brands saw a 760% increase in revenue only by using high quality, informed email marketing segmentation.
That number is enormous, even if you chop it in half. Use marketing automation to target and segment your email marketing, and you will be on to a much better path with your overall marketing strategy.
Want to learn more about Email Marketing? Have a look at our blog post ‘Introducing AMP For Engaging Emails’.
Back To Keeping Moving
This one is more about mindset than anything else. As most brands know, if you keep pouring money and time into a venture that only isn’t working, there is no other way to go but down. The whole point of improving and continually growing with your marketing of products is that you fail and move on.
Ask any successful marketing team, like an email marketing team, for example, and they will tell you that they test their work as much as possible. Constant testing brings an understanding of what works and what doesn’t. This prevents wastes of time and money.
As a principle, it’s essential to focus on testing and changing. This will prevent you from continuing to do things wrong.
Pull Up User Generated Content (UGC)
This is an absolute goldmine when it comes to increasing marketing efficiency. It’s essential to get the real people who use your product or service to testify as to its greatness.
The straightforward end of the wedge here is to ensure that every single user review or testimonial you receive is placed on your website and used in your marketing. Whether it’s email marketing or on during a Twitter campaign, having a focus on honest reviews that show how amazing your product means that you are merely making your marketing more efficient.
One right way of making sure this is as honest and efficient as possible is to make sure that customers are invited to leave video reviews. These are compelling pieces of marketing, and if you’ve set them up to be high quality, will most likely be twice as effective as a standard blog post. Take the time to pull together UGC, and you should find that your marketing becomes more productive, while your effort is reduced.
The Beauty Of Blogger Outreach
One fantastically effective way of building in some incredible marketing traction early in the process is blogger outreach.
It does not matter what your product or service is, if an influential blogger is blogging in that industry, it is well worth taking the time to get to know them. This is not a process that happens quickly, but it is a process that makes absolute sense and also pays off hugely.
Research the industry you are in. Check out the blogs that are currently influential in that industry. Then, make sure that you get to know the blogs and the topics they publish on.
Approach the blogger after making some initial contact through commenting etc. and then suggest that their audience might like to learn more about your product. If the blogger is even moderately influential, you have a broad audience right there that will read more about your product.
And yes, your brand needs to blog effectively too. It is an incredibly important part of marketing. If it is done with diligence and plenty of strategy work, you can benefit through having more traffic and more engagement with your product and service.
It works too. HubSpot is widely recognised as one of the most authoritative sites on social media and blogging in particular. And HubSpot is compelling in their argument that blogging is not only something your brand should be doing for marketing but is also something that you should be doing as much as possible.
Search Engine Optimisation
Another of the long game processes, Search Engine Optimisation (SEO) still pays off massively if you put the effort in, and your work is fully informed.
SEO has had some problems over the years due to people trying to ‘game’ the system. However, with a strong strategy, and a focus on making sure that you have a good keyword focus, you should be able to use it to drive traffic and therefore push more people towards your product. It is time-consuming, but the results last forever, so it very much counts as an efficient method for marketing your product.
Market The Product
Our last piece of advice is dead simple. Bearing in mind the first tip right at the top of this post, market the story, and you will market the product. However, once your brand has committed to a truly effective marketing strategy, it has to be done with conviction.
If your marketing people do not believe in the product or service, it will not grow. It has to be a complete buy-in from everybody involved. Only when you feel that your product is the most important on the market will it start to shine.
If anything, this last point is more important than everything else.
Want to learn more about how Gravitai can help you market both your products and Services? Get In Contact with us today via our ‘Contact Us’ page.