Have you ever seen an advertisement or an email, showcasing a product by which you instantly thought—I definitely need that. It might be anything, might be a gorgeous leather bag or a recliner for your living room or a security system for your house. But what made you want that particular product? Why were you so drawn to visit the site and have a look at it? Here, the picture itself plays an important role because of visual aesthetics. Of course the catchy words and content made a difference in telling you why exactly you need this item in your life, even though you didn’t notice its absence until now. Making your way to the site and seeing tons of reviews complementing the quality of the product and its usefulness, you were sold into buying it. All thanks to product marketing.
As the name suggests, product marketing doesn’t focus on the overall brand, instead, its focus is only on promoting specific, individual goods. It can only be used to explain how your brand can produce a superior item and why this product matters to the customer. To make the customers click the ‘add to cart’ button, you need successful campaigns that often involve multiple distribution channels and use all the opportunities available to the fullest.
These are the 5 key elements that you need in order to launch a successful product marketing campaign.
It’s a Big Deal
When you release new products, make a big deal about it and grab the attention of your audience. Let people know about your launch before it hits the stores in order to keep them excited and have them sign-up for a wait-list, and are ready to go. As you’re nearing the launch date, engage your customers by promoting teasers to capture the interest of your current fan base.
Appealing Product Descriptions
Your product descriptions will not only have to be attractive it should be strong as well. It will appear on your product page, in captions you use on social media posts, emails and pay-per-click campaigns. The sole purpose of the product description is to fulfill the customer’s question ‘Why should I expend on this product?’ Your product description must include these key points:
1. It must explain the value of the product to fulfill the question, why the customers need it.
2. It must be appealing to your specific customer base and satisfy their needs in what they want.
3. Make it more informative by including specific details such as its size, weight, quantity and mention what it’s made of.
4. Also, mention feature details of warranty or refund plans if applicable.
5. In order to persuade, making the product descriptions SEO friendly is helpful.
6. Adding use-feature benefits in the description by highlighting its specific features which instantly answers the customer’s benefits.
Filming Product Videos
Most of the businesses consider product videos as a strong choice in product marketing. Videos demonstrate value and show the use of the product. These videos highlight all the features of a product by giving a tutorial on how to use, or the purpose of the product making it easier to attract the customers. These videos can be shared on the product page on your website. It can also be shared on social media channels and use them for your ad campaigns for outstanding results. Provided, the videos should be creative and feature your brand’s unique voice and needs to be focused on the specific product you’re trying to sell.
Testimonials and Reviews are Appreciated
Before making a purchase, every customer actively looks for reviews. You can’t just write up reviews and testimonials by yourself and that’s why they are so powerful and plays a vital role in marketing your product. Send autoresponder campaigns through emails, several days after they receive their purchase and ask them to review it. Choose the right tool which collects the reviews and displays them on the relevant product pages. When you place the reviews on product pages, it maximizes their efficiency. Most of the customers look for reviews on product pages before they make a purchase so one shouldn’t lose an opportunity here. You can utilize the reviews and testimonials to enhance your own campaigns by placing them in the descriptions and highlight that these reviews are from real customers.
Promote the Product
The last key element you need is a diverse distribution plan. You need to spread the news of your products very far and wide. And sticking to just one channel doesn’t work even if you have the perfect product page on your site. You can use campaigns such as PPC campaigns, email marketing, social media, product giveaways, and online contests engage your current as well as attract new customers.
Product marketing aims to deliver the exact amount of information to potential customers in the right way. The description, visuals, and testimonials that you use to achieve this goal will work together in representing your product and sell them. It gives the users a complete view of your products and gives them a concept of why it is necessary for their life.