Are you looking for ways to increase your sales? Simple. Invest in product marketing!
The more your market your product, the higher the number of people who will see your marketing messages and make a purchase.
What is product marketing? If you’re a new business owner, you might not know all there is to marketing your product, especially to new audiences. You could be thinking that all you need is to make a quality product, after which it will sell itself. After all, a quality product sells, right? Well, in a competitive marketplace, things can get difficult.
Continue reading for a comprehensive guide on how to market and sell your product to a new audience.
What Is Product Marketing?
Product marketing involves all the promotional activities aimed at increasing the visibility of a product in the marketplace. The marketing can start well before a product has been brought to market, but in most cases, marketers and business owners will launch a marketing campaign after a product goes on sale.
Now that you know the definition of product marketing, let’s focus on some of the top strategies you can use to promote and sell your product to new audiences.
1. Understand Your New Audience
Remember, your goal is to sell your product to a new audience.
Perhaps you’ve opened a new location in another town or you’re running a digital marketing campaign and you want to laser target people in a certain geographical location. Or you’ve been selling your product to people in a certain generational group, such as millennials, and now you want to target another group, such as Gen Z.
Regardless of your specific situation, your first step is to have a clear understanding of your new audience. To do this, try to find answers to the following questions:
- Where does the new audience live?
- Who comprises this new audience?
- What’s the ideal customer’s average age?
- What’s the ideal customer’s average income annually?
- What are their hobbies and interests?
- Do they hold any political views?
- What’s their marital status?
- Do they have any kids?
When you have figured out who your ideal customer is, it’s way easier to design and implement a product marketing strategy that delivers the best results.
2. Know What Makes Your Product Stand Out
Unless you’re offering a unique, ground-breaking product, your new audience certainly has a host of products to choose from. Yours will be one of the many already in the market.
How do you convince your target customers to purchase your product instead of the others? Why should they leave the products they’re currently loyal to and try out yours?
For your messaging to be effective, you need to know your product’s value proposition. What makes it stand out? What useful feature does it have that the alternatives in the market don’t have?
Once you figure out your product’s value proposition, you can then craft your product messaging around it. This will make the new audience feel like they’re missing out on something.
3. Get the Packing Design Spot On
Ever been shopping in the mall only to find yourself purchasing a product simply because you found the packing design attractive? Such is the power of packing design.
Although there are several factors that will influence the type of packing design you decide to use, strive to ensure the design stands out from the rest.
Packing design isn’t just about making the packaging visually appealing. It’s also about using quality and durable packaging materials. By just touching the packaging of a product, a consumer can determine whether the product meets their quality expectations.
Instead of creating your product’s packaging design on your own, let a professional do it. Hiring a packaging design company may cost you money, but you’ll rest assured that your packaging will attract customers.
4. Plan a Product Launch Event
There are a couple of ways to introduce a product in a new market, but only one does it with a bang: a product launch event. When executed properly, a launch event can help you grab the attention of your new audience.
There are professionals who can help you plan and pull off a notable launch event, but in case you want to do it yourself, there are basics you should observe. Hyping up the event, for instance, is crucial.
Distribute newsletter informing people of the event. Invite local journalists and if your budget allows, you can even get a local celebrity to endorse your product.
5. Build a Product Landing Page
The vast majority of people in the United States now shop online. You’d be making a big mistake if you ignore the power of digital marketing.
In fact, your offline product marketing efforts aren’t really meant to increase traffic to your retail store if you have one. They are meant to get people coming to your website.
This is where a product landing page comes in.
When your new audience lands on your site, you want them to spend their time on your product page. From here you have an opportunity to convert them into paying customers.
You Can Market and Sell Your Product to a New Audience
What is product marketing? Now you have the answer. To recap: product marketing is the process of promoting your product to a certain target market. We have also fleshed out a couple of tips you can use to market your product effectively.
Keep reading our blog for more marketing tips and advice.