For many, product marketing is a new concept. For the rest, it’s simply just marketing. But regardless of your experience in the field, becoming a product marketer is a lot easier than you think. It doesn’t require a huge investment of money or time. In fact, you can get started on your journey to product marketing success now! In this article, we’ll discuss everything you need to know about becoming a product marketer, including the steps to take to land that dream job.
Understand What Makes Products Tick
Before you can market a product, you need to understand how it works and what makes it special. To quote the experts, “Product marketing is the practice of marketing a product or offering through engaging with the end-user (or potential end-user) of the product or service”. This means you’ll be taking the knowledge you’ve gathered from years of experience in product development and applying it to marketing. To help you along the way, we’ve put together a short list of tips that will assist you in producing successful product releases.
Focus On What’s New
Every product has a lifecycle. That is, it has a beginning, a middle, and an end. As a product marketer, it’s your job to determine how to engage with current and potential customers during each stage of this lifecycle. To begin with, identify what’s new and exciting about the product that will pique the interest of consumers. This will involve examining the functionalities the product offers and identifying the features that set it apart from competitors. To take our example again, the EMEIA region (Europe, the Middle East, and Africa) has a massive food market. Naturally, many food companies operate in this region, each with their own specialties. But when we examine the competition, it’s clear that few are pitching fresh produce and ingredients directly to consumers. So, what makes this product special? Well, it’s the concept of seasonality. If you’ve never heard of seasonal marketing, you’ll soon discover its importance in today’s ever-changing world. Essentially, marketers will target customers with offers that match their interests and the products/services they need at particular times of the year. This will encourage them to make a purchase decision now rather than later, as they want to make sure they get their hands on the product before the next marketing campaign begins. As seasons change and product requirements change, so too must marketing plans. This is where constant learning and adaptation is essential. In our example, let’s say we discovered that the majority of our users are looking for gluten-free products. With this in mind, we can take advantage of the changing seasons to promote our newly developed gluten-free products and encourage the purchase of these items. Seasonality encourages you to develop products for niche groups of people. As noted by “niche groups tend to have more in common with one another than with the general public, which increases the chance of converting your audience into paying customers”. In other words, rather than try to appeal to the masses, focus on appealing to a small section of the population that has a shared interest in your product.
Consult With Experts
With any new venture, there’s always a chance you may run into difficulties. This is why it’s important to seek out expert help early on in the process. There’s no reason to embark on a journey to product marketing success without proper preparation. By speaking to qualified individuals who have experience in marketing products of this nature, you can identify potential pitfalls and prevent complications later on in the process. For example, if you’re unfamiliar with the sector, it may be difficult to identify the right sales channels. Simply speaking to someone who is experienced in this area may assist you in choosing relevant venues and developing an effective strategy for reaching potential customers. As a rule of thumb, don’t hesitate to ask for help. Seeking help from qualified individuals who have experience in the field is highly recommended. However, just because someone is an expert in one area, doesn’t mean they are qualified to advise you in another. Ensure you’re aware of any conflicts of interests. In our example, let’s say our mentor is also an owner of a competing food business. Naturally, we want to avoid any possible conflict of interest, so as the advisor, we must take care not to represent an indirect source of competition. In cases like this, it may be beneficial for you to seek the help of a specialized independent lawyer who will be able to provide impartial advice. So, while it’s important to learn from the best, make sure you’re not getting advice that isn’t aligned with your interests.
Now that we’ve established the importance of proper preparation and niche marketing, let’s examine what success looks like. This is an important step to take, as you don’t want to rush into anything without having a clear idea of what you’re aiming for. To quote the experts, “Product marketers must be able to measure their efforts to establish business goals and objectives and monitor their progress towards these goals”. Defining success is all about having a clear picture in mind of what you’re aiming for. To start with, you should define the purpose of your product, including its position in the marketplace. In our example, let’s say we developed a gluten-free product that’s gaining popularity throughout the country. We’d want to monitor the market share of our product and identify potential areas for expansion. Similarly, if we’re seeing growth within a certain region, we can assume there’s something driving the interest there. This could be the changing of diets, the surge in awareness of a certain condition, or the popularity of a certain cuisine. In terms of monitoring success, it’s essential to examine how well you’re performing and identifying any improvements you can make. This involves gathering and analyzing key performance indicators (KPIs) that can help you assess the health of your product’s marketing efforts. While it’s important to look at the numbers, make sure you don’t lose sight of the bigger picture. Simply put, no business can ever be completely satisfied with the performance of their marketing department.
Develop A Game Plan
With a clear idea of what you’re aiming for, it’s time to develop a game plan. Like many other businesses, you’ll need to map out the steps you need to take to get there. To do this, you can use a tool like HubSpot’s free CRM (Customer Relationship Management) software. With this tool, you can create highly customizable dashboards that can be used to monitor your marketing campaigns. So, while it may be tempting to dive right in and launch your product into the market, take the time to develop a plan. This will make the whole marketing process much easier to follow and more effective. After all, you can never have too much planning!
When it comes to product marketing, creativity is key. Naturally, you don’t want to pigeonhole yourself into one specific segment of the population, when there’s so much more out there. So, above all else, make sure you’re creative. The more original and creative you are, the more effective your campaign will be. To inspire yourself, examine the successes of other product marketers. In our example, let’s say you’ve discovered a popular trend toward gluten-free eating and decide to capitalize on this. You could develop a quirky ad that will make your product stand out from the crowd. Or, you could choose to promote your product by imitating the existing styles of a popular media personality. The choice is completely up to you!
Learn From The Pros
As we’ve established, every industry is different. But that doesn’t mean that what works for one business will work for another. This is why it’s important to learn from the pros. People who are experienced in marketing products of this nature will have learned many valuable lessons over the years. If you want to become a successful product marketer, it’s important that you learn from the pros. Fortunately, most professional organizations have published comprehensive guides on marketing strategy. So, if you’re serious about succeeding in this field, there’s no reason to fear – you’ll have all the help you need.