Product marketing, if we break it down is basically the marketing of the product. Well, marketing has been around since time immemorial and it has always influenced people.
The ways and strategies have just evolved in this time of constant movement in the digital marketing space.
We now see that marketing of all sorts has really gained a lot of momentum and ways to acquire traction have changed; so now let us understand what is product marketing.
1. What is Product Marketing?
So, let’s break down to what is product marketing in today’s world. It refers to the method by which we position the products in a manner that appeals to the customers.
We place the products in accordance with the needs of the consumer so that they will buy them and use them.
In essence, we can say that bringing the product forward to the market and making it something that sells is called product marketing.
It employs the basic principle of selling, making it a solution for any present problem or creating a demand that may or may not have been there before.
The whole process from the bird’s eye view can be detailed as, firstly creating content to market the product and creating a huge demand or viral sensation about it in front of the customers.
Followed by selling the product in all forms, which involves marketing it, talking to prospective customers, and highlighting the benefits or features. But this is not a standard procedure cut out from the same cookie cutter.
You have to change the process, and steps or even include some extra process based on what your product is, how your brand marketing works overall and what is your product placement in the market.
2. What are the Product Marketing Strategies?
A product marketing strategy is any method that helps you to launch a product, with pre and post-marketing, customer-oriented campaigns, promotion, and placement of the product at the correct position and then selling obviously.
So, let’s list out some essential steps in the process of product marketing.
2.1. Target Audience
Before you start anything, for that matter even the development process of your product, you need to understand who your target audience is, what are they lacking and how can you solve their problem with your product.
Create a complete customer persona of how they spend, how they browse, and how much they care about your product.
2.2. Customer Persona
Now that the ‘who’ is figured out, the next step is to figure out how will you cater to your target customers.
You have to get answers to questions like how can I appeal to this group, why will they choose or use your product, how will your product stand out in front of them given the present competition, and primarily how will you market and promote it this group.
2.3. Positioning the Product
The stepping stone has now been laid, so before you build the whole building we need to make sure that all the members of the building crew are on the same page.
This is necessary because the brand as a whole unit needs to strive towards the common goal of selling or marketing the product in the same way so that it gets accentuated positively.
The positioning and the marketing message have to be cleared with everyone and the funnel flow should be smooth to obtain the best results.
2.4. Product Development and Pre-Launch
Next in line with the product development in the background is the preparation for the product launch.
First create all the content that is necessary for your launch the ads, the stories, the posts, blogs, and landing pages.
Now make a complete launch calendar of your marketing, and along with it align the launch activities also.
What all needs to be done before the major launch, will there be a soft launch and other such questions have to be answered.
2.5. Product Launch and Later
The most exciting and the most awaited part is the next one, which is the final launch of your product.
Prepare your whole team for the product launch and maintain very steady communication between all sectors, across departments.
Online and offline teams should go in very good sync. There will be a hundred more problems and bottlenecks but try to stay focused and get across them at D-Day.
After the launch, your work is not over as this is the time for extreme customer interaction.
Make sure you are keeping in the loop all your customers, getting their valuable reviews and inputs, and making sure those are circulated across your media for more consumers to get attracted and aware.
Look for all fallouts and try to fix them up, keep your metrics aligned, and sell more.
So, by far I think we have completely answered what is product marketing.
3. Final Notes: Why is Product Marketing Important?
Product marketing is a vital step now in bringing about any new product or even launching a new product from an established brand.
It ensures that your product is marketed in a specifically required manner so that it reaches the target market, but more than that it is a big step for your brand.
Moreover, it helps you to make your customers understand what is your brand all about, what are your brand values and what is your story.
It also helps you to portray how your brand is different from others or better.
Additionally, it is aimed at reaching the buyer right at their heart by solving all their problems and queries and making them the most satisfied.