The internet has changed everything. Not only can you do all of the shopping you need from the comfort of your home, but you can also research virtually any topic and find the answer within seconds. Many businesses, both large and small, are now finding it easier to reach prospective customers and establish strong customer relationships through social media and websites. This is also allowing companies to expand their reach and gain much more traction than ever before through digital marketing and e-commerce. The bottom line is, if you want to reach your audience and grow your business, you need to get online and join the digital conversation.
So what exactly is online products marketing and how can you use it to grow your business? We examined three distinct roles that digital marketers play, which can help you develop a game plan for attracting potential customers to your site and empowering those customers to become brand advocates.
Product Marketing
First and foremost, we need to establish what exactly product marketing is. According to the Oxford Dictionary, product marketing is “The process of marketing a product, including advertising and sales promotion.” In simpler words, product marketing is the effort you put into selling a product (yourself or your affiliate’s product) to the world. To succeed as a product marketer, you must understand what attracts customers to your product and how you can leverage that to gain exposure and make sales.
As a digital marketer, you should already be thinking about how to attract potential customers to your site. After all, that is one of the main goals of your website; to attract the right audience and encourage them to engage with your content.
Based on what you learn from tracking customer behavior and analyzing the results of your marketing efforts, you can optimize your campaigns and figure out which methods are delivering the best results. This approach allows you to continuously improve your conversion rates and attract more customers to your product. In other words, doing product marketing is about bringing your product to the attention of the right audience.
Digital Marketing
This is arguably the most important role within the digital marketing suite. A digital marketer is usually responsible for generating brand awareness, driving traffic to your website, and converting that traffic into paying customers. They typically work closely with the product marketing team to get the best results from targeted marketing campaigns.
As a digital marketer, your primary goal is to generate as much interest as possible in your product or service within the limits set by your budget. For this, you will use various digital marketing tools to analyze the performance of your marketing channels and methods. You will then use that data to continually refine your approach and improve your conversion rates.
You may wonder what sets a successful digital marketer apart from an average marketer. To begin with, successful marketers master the art of storytelling in order to captivate and inspire potential customers. They understand that people want to be informed about the latest products and trends, but they also know that people want to feel that they have some control over the information they are receiving. For instance, if you want to promote a new fashion brand, but the typical digital marketer approach is to bombard people with fashion content, they may resist engaging with your product due to exhaustion caused by a constant stream of marketing messages.
A successful digital marketer will always work to improve their product’s value and lower its cost. To learn more, you can check out this informative article by HubSpot Blogs.
E-commerce Marketing
If you want to succeed as an online business, you need to establish an e-commerce platform. An e-commerce marketer is responsible for driving awareness, interest, and eventually, sales through online channels such as websites, mobile apps, and social media. The difference between traditional and online marketing is that online marketers must consider various search engine optimization (SEO) metrics, including website traffic, to determine the effectiveness of their campaigns. E-commerce marketers have various tools at their disposal, such as affiliate marketing, which we discussed in the previous role, as well as SEO, which we will discuss in more detail below.
In e-commerce, the product is often referred to as the “good” and the customer as the “seeker.” The e-commerce marketer’s main goal is to ensure that each potential customer feels confident enough to make a purchase after exploring a product’s details online. Once a customer makes that decision and lands on the product’s page, the e-commerce marketer’s job is to convince them to buy into what the brand has to offer. To learn more, you can check out this informative article by HubSpot Blogs.
The Anatomy Of A Product Launch
Let’s examine the anatomy of a product launch. A product launch is the first step in the marketing process. It brings your product to the attention of potential customers so that they can learn more about it. After a product launch, a marketer can begin to develop a relationship with the customer and encourage them to engage with the brand on social media platforms or through e-mail marketing.
The goal of a product launch is to generate buzz, gain social media traction, and establish early impressions of your product with the public. When developing your product, you must consider various metrics, including cost-effectiveness, to decide which launch strategy to pursue. You also need to define the target audience, key performance indicators, and whether to conduct a pilot (for B2C) or limited (for B2B) launch.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of increasing a website’s organic search rankings in order to attract a higher number of visitors from search engines (e.g., Google, Bing, etc.). SEO is a crucial component of any digital marketing campaign. However, not every digital marketer is an expert and even those who claim to be experts can differ in their approaches. If you want to ensure that your website’s content ranks high in searches, you must optimize your content using the right keywords and approach. If you want to learn more, this informative guide by Hubspot Blogs will teach you everything you need to know about SEO to build a successful digital marketing strategy.
Building A Brand Voice
If you own a clothing boutique or a restaurant franchise, you know how important it is to establish a brand voice. A brand voice is the overall attitude that your company projects to the world — your “feel” about your product, if you will. When someone sees your business’ logo or hears your business name for the first time, they should instantly understand what your brand stands for and how you want them to perceive you. Your brand voice will help guide the decisions you make as a business owner and help you stand out from competitors.
Developing and maintaining a consistent brand voice helps create a seamless customer experience across all of your company’s digital channels (i.e., website, social media, email). If you want your customers to have a great experience, you must consider various factors, such as whether or not they perceive your site as being trustworthy, how friendly your employees are, and the quality of your product.
By establishing and promoting a clear brand voice, you can ensure that your customers know exactly what to expect when they visit your website or engage with your company on social media platforms. This, in turn, will help you build credibility and trust with your audience — the keys to establishing a long-term, mutually beneficial relationship.
So how can you start generating brand awareness and interest in your product or service? By taking the time to learn more about digital marketing and the various tools available to you. With a little bit of planning and testing, you can begin to establish the foundation for your product’s marketing strategy. From there, you can begin to develop a plan of action and measure your results. In other words, doing product marketing is about bringing your product to the attention of the right audience.