Skip to main content

How to Market a Product

Marketing products is a challenge for every business. Get tips for how to go about product marketing and learn about tools to use to support your efforts.

Marketing products is a challenge for every business. Get tips for how to go about product marketing and learn about tools to use to support your efforts.

So, you just spent months designing a new product for your business. You've tweaked it and perfected it and are more than happy with the results. But before you can just expect the sales to come rolling in, you need to market your product.

Marketing products is crucial for any business. How else are people going to find out about your product if you don't promote it?

Product marketing is the process of promoting a product and selling it to customers. But, it's not as simple as that. A lot goes into marketing products, and how you go about it could make or break the success of your business. That's why it's so important to know how to market a product in a way that will pique interest and drive revenue for your business.

But you can't do that if you don't know where to start. Keep reading to learn more about what promotional marketing is, what you should consider when planning your own product marketing strategy, how to market a product, and more. You can also use the links below to go straight to the section that best answers your question.

Product marketing is the process of bringing a product to the market and getting it in the hands of loyal customers. A product marketing strategy is important for any type of product. You can't just expect people to find out about a new product your business is launching. You need to promote the product to them.

To successfully market products, you need to have a solid understanding of your target audience as that will impact your product marketing strategy. Product marketing focuses on increasing demand for a product among existing customers and creating specific marketing campaigns that appeal to your target audience.

Product marketing goals

There are several goals of product marketing:

  1. Engage with customers: Marketing products is a great way to attract customers by catering to their interests and forming a connection with them on a deeper level. This is why it's so important for your marketing campaigns to be tailored to your target audience. This shows that you understand what they want and that you can satisfy their needs.
  2. Increase revenue: Ultimately, the goal of product marketing is to increase revenue for your business by driving sales. A good marketing campaign will entice new and old customers to purchase your products, which should ideally bring in revenue.
  3. Improve brand recognition: Product marketing can also help to get your business's name out there and boost brand recognition. Think of some effective marketing campaign ideas that can help you reach new audiences and expand your customer base, like with influencer or social media marketing.

Special considerations for product marketing

When planning your product marketing strategy, there are a few key considerations that you should keep in mind, such as:

Your target customer

In order to successfully market your products, you need to identify your buyer persona and target audience. Your buyer persona is essentially a description of someone who represents your target audience. It will include important demographics like their age, gender, lifestyle, and pain points. You may have multiple buyer personas.

You also need to have conducted enough customer research so that you can have a solid understanding of your customer's needs, challenges, and pain points.

Having this information can help you tweak your product so that it appeals to your target customer and the challenges they face. You need to understand your product-market fit to ensure that your product is an appropriate solution for your customers' problems.

Additionally, learning as much as possible about your target audience can help you find the right marketing channels.

Do they spend most of their time on social media platforms? If so, you might want to consider allocating a large portion of your marketing spend to those channels or influencer marketing.

Your goals

When planning how to market your product, you need to think about what your goals are. Of course you want to drive sales, but you might also want to improve engagement with your customers or tap into a new market. Identifying your goals for your product will help you get a better idea of how exactly you should go about marketing it.

You should aim to have S.M.A.R.T goals for your business, which means they should be specific, measurable, attainable, realistic, and time-bound. This will help you create goals that you can actually achieve.

Your competitive advantage

If there's a business that's very similar to yours (which there most likely is), you need to figure out what sets you apart from them. What makes you a more desirable option for your customers? Why should they choose you over similar businesses? Is your option low-calorie, easier to use, or sustainable?

This is called your competitive advantage, and figuring out your competitive advantage is crucial for the success of your marketing campaigns.

Your budget

Figuring out your budget for your marketing campaign is also important so that you don't overspend and put your business in a precarious financial position. Having a budget will help you allocate your resources so you can spend your money where it actually matters. But in addition to creating a budget at the beginning, you also need to manage your budget throughout your campaign so that you can make sure you're on track with your spending.

If you find that you're heading toward exceeding your budget, you may need to readjust your strategy.

So now that you know what promotional marketing is and why it's important for your business, here is a step-by-step overview of how to market a product:

Define your target audience

As we mentioned, knowing who you're marketing to is one of the most important pieces of the product marketing puzzle. So, to get started, you need to figure out your target audience. Knowing your target audience will help you figure out the direction of your strategy.

To define your target audience, you need to think about who your ideal customer is, what their demographics and main pain points are, and what channels you'll be most likely to reach them through. For example, if your target audience is college students, and they get their information mainly from social media, that will help you create a more effective marketing campaign that is geared specifically for them.

Understand your product

In addition to understanding your target audience, you also need to make sure you understand your product. If you don't have a complete understanding of what your product is, how it works, and how it can benefit people, you won't be able to effectively promote it. So, if you haven't done this already, take some time to research the ins and outs of your product so that you can feel confident in your understanding of it.

Build a team

Marketing products is seldom a one-person job. You're most likely going to need a team of like minded people to help you successfully market your products. With the right team, you can work together to create effective marketing campaigns that will engage customers and drive revenue for your business.

This will also help you delegate tasks so that you can execute your product marketing strategy as efficiently as possible.

Create a plan

Once you've completed the above steps, you can then actually create the plan for how you're going to market your product. Having a plan is imperative to ensure that your marketing campaigns go smoothly.

Your plan should include what your goals are, the steps that you're going to take to achieve these goals, potential challenges that you may face, and what you're going to do if these challenges arise. When it comes to product marketing, you can never be too prepared, and having a detailed plan is one way to make sure you're ready for whatever gets thrown your way.

Your product marketing plan should also include any tactics you plan to use to attract and encourage customers to take action. This might include loyalty programs to improve customer retention rates, or you can offer free shipping to new customers.

Promote your product

After your plan is finalized, then comes the most important part: actually promoting your product. Promoting your product is key to ensure it reaches your target audience in the right ways.

There are many ways you can promote your product, including:

  • Influencer marketing: Influencer marketing allows you to partner with individuals with a significant following to reach your target audience. By collaborating with influencers, you can leverage their credibility and reach to engage potential customers.
  • Targeted social media ads: Social media ads can help you reach specific segments of your target market based on demographics, interests, and behaviors. Tailor your product marketing campaigns' ad content and targeting to ensure your ads are seen by the right consumers at the right time.
  • Social media contests: Social media contests are a fun and engaging way to generate buzz and excitement around your product or brand. by hosting contests on Instagram, Facebook, X (Twitter), or TikTok, you can encourage user participation, increase brand visibility, and grow your social media following.
  • Blog posts: Using search engine optimization best practices can increase online visibility. By creating high-value, informative blogs that address your audience's pain points and interests, you can establish your brand as an authority and attract more organic website traffic.
  • Search engine marketing: With search engine advertising, you can place ads within search engine results pages, targeting consumers who are already looking for products and services like yours.

You can use one, or a combination, of these marketing tactics to promote your product–the latter is typically the case. It will likely take some trial and error before you figure out the best marketing tactics that work for your business, but don't get discouraged.

Track the success of your campaigns

Just because you've launched your marketing campaign doesn't mean your job is finished. You need to continue to go back and track the success of your campaigns so you can see what's working and what isn't. Tracking the success of your campaigns can also help you figure out what adjustments you need to make so that you can continue to make progress.

Keep in mind that every business is unique, so your product marketing strategy may look a little different. However, the general steps above can help you get started on the right track.

Technology can enhance product marketing efforts. Marketing automation tools can streamline marketing processes and automate repetitive tasks, such as email data entry, campaigns, social media scheduling, and lead nurturing.

These technologies allow businesses to reach their target audience more effectively, deliver personalized messages at scale, and track campaign performance in real-time.

Data analytics can also be used for more personalized marketing. By using data-powered tools, businesses can segment their audience, tailor messages to individual needs, and deliver highly relevant offers. This approach improves customer engagement and increases conversion rates.

The best way to use technology at scale is with customer relationship management (CRM) software. CRM systems centralized customer data, interactions, and communications, letting businesses track customer interactions across various touchpoints and provide personalized experiences.

By using CRM systems, businesses can improve customer satisfaction, enhance loyalty, and drive repeat purchases through targeted marketing campaigns and proactive customer support initiatives.

International product marketing

International product marketing helps businesses expand their reach beyond domestic borders. For international product marketing, you'll need to have a strategy that considers the following:

Adapting marketing strategies for different cultures and markets

Adapting marketing strategies for different cultures and markets requires a deep understanding of cultural nuances, consumer behaviors, and market trends.

Businesses must conduct thorough market research to identify cultural preferences, communication styles, and purchasing habits in each target market.

By customizing marketing messages, imagery, and campaigns to align with local values and preferences, businesses can build trust and credibility with international audiences.

Understanding local regulations and customs

Understanding local regulations and customs is crucial for compliance and building positive relationships with international customers. Businesses must stay informed about legal requirements, industry standards, and cultural norms in each target market to avoid potential pitfalls.

By respecting local customs, traditions, and sensitivities, businesses can avoid cultural misunderstandings and foster goodwill with customers and stakeholders.

Utilizing localization and translation services effectively

Using localization and translation services effectively is essential for effectively communicating with international audiences.

Businesses should work with professional translators and localization experts to ensure that marketing content is accurately translated and culturally adapted for each target market.

By translating website content, marketing materials, and product documentation into the local language, businesses can overcome language barriers and more easily connect with their new audiences.

Crisis management in product marketing

Crisis management in product marketing involves preparing for unexpected challenges that could harm a brand's reputation.

This includes developing contingency plans for potential PR crises, which are detailed strategies outlining how to respond to negative publicity or emergencies swiftly and effectively. By anticipating potential issues and outlining clear steps to address them, businesses can minimize damage to their reputation and maintain customer trust.

Businesses must uphold their values, remain transparent, and act responsibly to preserve customer loyalty and trust.

By demonstrating integrity, addressing issues promptly, and prioritizing customer satisfaction, businesses can reduce the impact of crises on their brand reputation and emerge stronger from challenging situations.

Effective communication with customers and stakeholders is essential during a crisis. Businesses should provide timely updates, accurate information, and reassurance to customers, employees, investors, and other stakeholders.

By keeping lines of communication open, addressing concerns promptly, and demonstrating empathy and accountability, businesses can build trust, foster goodwill, and navigate crises more effectively.

Use Mailchimp to help launch your product

Knowing how to effectively market a product is important for any business. You can't just expect to launch a product on your website and instantly get flooded with sales. However, with proper planning and the right product launch strategy in place, you can set yourself up for success.

Fortunately, there are tools that can help you market your products, such as Mailchimp. Mailchimp is an all-in-one marketing platform that you can use to help launch and grow your business. With Mailchimp, you'll get access to a myriad of useful marketing tools such as those that help you create your brand to develop successful marketing campaigns. You can use Mailchimp to help you with everything from marketing automation to customer retention. Get started today to see how it can strengthen your product marketing efforts.

Dive deeper into the data

Subscribe to get more marketing insights straight to your inbox.

Share This Article