When was the last time you spotted an ad that made you stop scrolling? You know, the kind that makes you think, I need that in my life right now. It could have been for a supple leather handbag. Or an automated dog feeder. Or even a brand-new car.
Think about the product advertising campaign and what it did to make you sit up and take notice. Maybe a pretty picture drew you in and the message seemed to speak directly to you. Even though you didn’t know the product existed before you saw the ad.
It might have taken you a few times of seeing it before you gave in to temptation. But you couldn’t stop yourself from clicking on the “learn more” button. Once you did, you wound up on a listing page full of glowing reviews, and that sealed the deal, didn’t it?
You just experienced product marketing at its finest. This advertising technique uses hyper-focused brand awareness to turn browsers into buyers. And in this post, you’re going to learn how to put it to work for your own business.
What Is Product Marketing?
A simple product marketing definition is the promotion of individual products to increase overall sales. Product marketing can be used during the launch of a new product, or it can be put to work for products you’re already selling online.
When implementing a product marketing strategy, your focus should be on specific items and not your company-wide brand. This will give you a way to show customers how your products are superior to other options out there.
Your product marketing campaigns should help customers to learn:
- Exactly what your product is and how it works.
- What kind of problems your product will solve.
- Why your product is better than other options.
- Details about the product’s availability and delivery.
The 6 Parts of a Successful Product Marketing
There’s no doubt that product marketing can give your sales a big boost. But it’s not a “one and done” advertising solution. A single email or social media campaign won’t send your sales skyrocketing.
Successful product marketing efforts are all about taking part in multiple distribution channels. This will help you to lead people from learning about your product to adding it to their shopping carts.
Let’s go over how to launch an effective product marketing campaign…
1. Captivating Product Announcements
Releasing a new product is something you should make a big deal about. You want to let people know what’s coming before your item is available. This will get consumers excited and might even encourage them to join a waiting list or pre-order your product.
Leading up to the launch, you should create teasers of what’s coming, and promote them on your social media channels to help create a new release buzz. But don’t share all the details just yet.
You only want to provide enough information to explain how your product is helpful, and why people will want it in their lives. The goal here is product education, as opposed to making use of blatant sales techniques.
2. Powerful Product Descriptions
Providing persuasive product descriptions on your website is one of the smartest marketing moves you can make. But you want to take things even further by using strong copy in your social media posts and email campaigns.
You need to let consumers know why they should spend their hard-earned money on what you’re selling. One of the best ways to do this is by highlighting the benefits of your product and how it will make life easier for people.
Your on-page product description should:
- Explain the value of your product and how it’s helpful.
- Appeal to your specific market base and their needs.
- Include precise product details like weight and size.
- Provide information about any available warranties.
You also want to create SEO-friendly product descriptions by including keywords. Just be sure that any keyword phrases you use fit naturally into the content. You don’t want your copy to become unreadable due to keyword stuffing.
3. Engaging Product Videos
Videos are one of the strongest ways to market products. They’re a great way to demonstrate value and showcase the product in use. A well-made product video gives people the confidence they need to click that coveted “add to cart” button.
Product videos can be shared on product pages and all of your social media channels. Just be sure they’re short, to the point, and creative. You don’t want to leave out the distinctive voice that sets your company apart.
You should also limit videos to thirty seconds, unless they’re providing a walk-through tutorial. Your goal is to engage customers by being helpful, not to bore or irritate them with too much information.
4. Authentic Product Reviews
Product reviews can’t be created by your marketing team, which is exactly why they’re such an influential part of the online purchasing process. Consumers actively look for reviews before buying a product, especially when dealing with a new-to-them brand.
You should make every effort to collect reviews on each purchase. This might sound overly simple, but one of the best ways to get customer testimonials is by asking for them in an email message.
There are tools available that automate this process. They send out review requests and display the results on relevant product pages. This increases consumer confidence and maximizes the effectiveness of on-page product reviews. All without any extra effort from you or your team.
5. In-Depth Product Information
Your product pages need to do more than simply sell available items. They also need to educate and inform. You can do this by highlighting how to use and care for each of the products you offer to consumers.
You don’t have to include this information on the main product page, but you might want to provide it in a tab next to the “Reviews” or “FAQ” areas. You want to share the following detailed product info to make customers feel secure in making a purchase.
Product Instructions: Provide detailed information about product use. Does it need to be charged before powering it on? How do people set it up to meet their unique needs?
Product Maintenance: Give specific details on how to maintain the product. Do customers need to store it at certain temperatures? Should it be washed by hand?
Customers want to know what they’re getting before they open their wallets. Your goal is to give them answers to their questions before they even have to ask them. This will leave people feeling confident that you know your stuff and are a trusted source for the type of products you’re selling.
6. Diverse Product Promotion Channels
The final step to a successful product marketing campaign is creating a diverse distribution plan. You want to spread the word about your products far and wide, and that means you can’t stick with just one promotion channel.
On top of the product marketing examples we’ve already covered, you can use these strategies to promote your items:
- PPC campaigns, including paid Facebook and Google ads for your product.
- Email marketing, which allows you to connect with and educate your audience.
- Social media, where you can interact with customers and market in real-time.
- Product giveaways, in which you give samples to customers and influencers.
- Online contests, where your product is the prize for entering and sharing.
The Bottom Line on Product Marketing
Now that we’ve gone over the product marketing basics, you’re ready to create your first successful campaign. You’re probably eager to get started, and with good reason. Product marketing is the best way to deliver the perfect amount of info to your perfect audience.
The messaging and social proof of product marketing is a surefire way to boost your sales. Just remember to use a combination of product videos and descriptions, customer reviews, and engaging copy. And to share them on a variety of channels.
Before you know it, you’ll be a product marketing specialist! You’ll be able to give every visitor to your site a full view of how your product can help them. And exactly why they need it in their lives.