There are so many marketing types, and defining which ones are right for you might give you a headache.
Brand, inbound, conventional, content, growth, digital... The list goes on and on.
It's easy to get lost between all these strategies and deciding on the right one for you. When it comes to product marketing, it may be a struggle to define exactly what it is.
But don't worry - you're not the only one.
Product marketing is valuable and important for both B2B and B2C manufacturers.
You've spread the word about yourself, reached out to your consumers on all channels - now you want to encourage them to buy?
Product marketing is the answer.
This one is tricky to define. If you do your research, you'll come across many answers and definitions. We'll try and make it as simple as possible.
Product marketing is a mix of product releases, promotions, and product sales. The most important part is meeting the expectations of the product audience.
Once you understand what makes your customers happy, you'll boost your product sales. It's critical for any business strategy, not manufacturers only.
Without it, you're going to have a hard time achieving your product sales, as mentioned in Hubspot's latest blog post.
The best way to learn something is to see an example. We couldn't think of one that's better than the iPhone 11 product promotion.
Apple is loyal to the 4 P's mix when it comes to marketing of their products for a long time.
4 P's is the marketing mix consisted of products, promotion, price, and placement. Apple is one of the biggest brands in the world, with a grounded place on the market. They don't ignore the promotions of their devices, and neither should you.
You can see different approaches Apple takes depending on the channel they're promoting. It's simple, it's short, and it gives their customers insight into the benefits of having their products.
When it comes to the promotion of your amazing products, the most common mistake we all do is talking too much about technical specifications.
Don't get us wrong, we're sure those are the ones that for sure make your products amazing.
But, only listing them isn't going to do the trick for your customers.
When your sales leads are researching your website and products, they want to know one simple thing - what's in this product for me?
And that's exactly what you should give them.
Combine that information with technical specifications.
The easiest way to give your customers info about how your product will work for them is to write a feature and think of a benefit.
Let's say you're a manufacturer of hydraulic motors.
The competition is great,and you want to impress your customers as soon as possible.
Explain to them how this product will help them convert the hydraulic power into mechanic.
Give them the info on how they can integrate it into their projects.
Since people are visual creatures, just words may not do the trick, so you might want to think about 3D visualization of your products.
Configurator tools are a great way to let your customers experience your products before buying them.
Your visitors could see your product from every possible angle there is. This is a great way for them to engage with your products, and it's a strategy proven to convert more sales leads, than putting product pdf sheet.
The main thing when it comes to marketing of your products is to differentiate yourself from others, and such tools put you in front of the table.
The best time to use it is before you launch your products, or at the same time when you launch them. Timing also depends on the resources you have.
If you're a small company, it's not hard to have the synergy of all departments, but if you're a decent size company, you might want to plan earlier.
Is your product complex? These also require a certain amount of time, so it might be wise to start investing earlier. You don't want to waste your time and money in developing an amazing complex product, and then fail when it comes to the distribution.
Have a word with your team to see where you're standing, and you'll get a clearer picture when to use it.
You're all set for planning a marketing campaign for your products.
Let's say you've created it and it went live. It's running, and you want to see if you need changes down the road, where you're standing, and what you can do better. Tracking results should be your next move.
You create your products to match your customers need. Use the tools that give you insight into how your audience behaves. Set the goals you want to achieve in your analytics tools.
You can also set the goal funnel to see where your customers fail to proceed to contact you or to buy your product. This will help you know where you can improve, and how to retarget those who abandoned the cart or left your website.
If you're running a paid campaign, you can see if you're having the ROI (Return on Investment) that's acceptable or beyond your expectations.
Another great way to track the marketing results of your products is CRM Integration. It connects your products, website, and your prospects, so you can have valuable customer information.
When we're helping manufacturers to improve the virtual experience for their customers with the configurator, this is one of the features they find the most valuable.
It delivers inquiries from your website - your customers' interests, configurations, and pricing to your sales team.
With customer relationship management software like HubSpot software, you can generate more sales, with integration that gives you so much valuable information.
Finding the value in every business process is something we always have in our minds. This applies to the manufacturing industry especially.
The last thing you want to do is to invest your resources in manufacturing products, and then to have them sit in your warehouse.
Also, you don't want to invest in the wrong channels and strategy for promoting your products, so your marketing efforts won't meet the sales goals.
Simple answer is yes - it is.
If you invest in it wisely, you're going to grow quickly and efficiently.
If you're doing your research in marketing nowadays, growth marketing might be the one that's most mentioned, but it's not for everyone.
You might get caught up concentrating too much on a bigger picture, which could be risky.
You build a house brick by brick. You can't put the roof before you've built your foundations.
As a manufacturer, your products are your foundations.
That's why it’s worth the money. If your audience understand what you do, you convert leads into customers at an acceptable rate. That your strategy is working.
A combination of marketing mix, configurator tools and integration with CRM software is a winning combination that will help you achieve the sales results you want.
If you would like to learn more about how you can back up your product marketing with solutions like configurator and CRM integration, don't hesitate to reach out to us.
We're always in the mood to chat about how to drive and keep valuable sales leads to buy your products.