0 1 00:00:00,630 --> 00:00:06,000 Product marketing, product marketing differs from conventional marketing because it focuses on the 1 2 00:00:06,000 --> 00:00:11,010 life cycle of a product as well as the product user, whereas conventional marketing goal is to drive 2 3 00:00:11,010 --> 00:00:12,750 conversions and generate sales. 3 4 00:00:13,200 --> 00:00:18,870 Product marketing is also used to generate new product pipelines by identifying consumer demand and 4 5 00:00:18,870 --> 00:00:19,370 interest. 5 6 00:00:19,770 --> 00:00:24,150 The two can complement each other as conventional marketing can help you get more exposure. 6 7 00:00:24,330 --> 00:00:27,060 While product marketing helps make your product more appealing. 7 8 00:00:28,290 --> 00:00:33,720 Product marketing strategies are useful to get a product and an advertising campaign that's highly attractive 8 9 00:00:33,720 --> 00:00:34,890 to a target audience. 9 10 00:00:34,950 --> 00:00:39,570 The goal here is to strike the perfect balance between your customers and the way you position your 10 11 00:00:39,570 --> 00:00:40,710 product in the market. 11 12 00:00:41,760 --> 00:00:44,970 With product marketing, your campaigns should be consumer led. 12 13 00:00:45,150 --> 00:00:51,180 Make sure that your key buyer personas, competitor analysis and market research informs your marketing 13 14 00:00:51,180 --> 00:00:51,750 strategy. 14 15 00:00:52,410 --> 00:00:57,450 All your sales material should be designed to help your teen close with the focus being a product or 15 16 00:00:57,450 --> 00:00:58,770 service over the brand. 16 17 00:00:59,640 --> 00:01:03,540 Your easy guide to product marketing in five simple steps. 17 18 00:01:03,540 --> 00:01:10,470 So successful product marketing depends primarily on a smart project management, social listening and 18 19 00:01:10,470 --> 00:01:16,110 in-depth market research, though you'll need to tailor your marketing strategy to suit your unique 19 20 00:01:16,110 --> 00:01:17,230 products and services. 20 21 00:01:17,610 --> 00:01:21,710 There are some essential steps that will help you market your product effectively. 21 22 00:01:22,620 --> 00:01:26,920 Step one conduct thorough consumer and market research. 22 23 00:01:27,420 --> 00:01:32,010 First, you need to take a close look at the people you want to purchase your product as well as your 23 24 00:01:32,010 --> 00:01:33,120 closest competitors 24 25 00:01:33,520 --> 00:01:38,250 With this step, your three main goal should be to identify and to understand similar products that 25 26 00:01:38,250 --> 00:01:43,410 are thriving in their positioning, how companies who make successful, competitive products present 26 27 00:01:43,410 --> 00:01:50,010 those products, and the primary consumer pain points that successful products in your niche overcome 27 28 00:01:50,820 --> 00:01:54,340 step to position your product and shape your message. 28 29 00:01:54,630 --> 00:01:56,670 Now you've got the data you need to use it. 29 30 00:01:57,000 --> 00:02:01,210 You can do this by drawing on your insights to inform your messaging and product positioning. 30 31 00:02:01,530 --> 00:02:03,090 This is where your creative team can help. 31 32 00:02:03,240 --> 00:02:08,310 From graphic design to copyrighting, your team needs to craft a messaging that tells people how your 32 33 00:02:08,310 --> 00:02:09,990 product can solve their problems. 33 34 00:02:10,110 --> 00:02:15,570 You also need to know how your user base consumes content as well as what content type they prefer, 34 35 00:02:15,810 --> 00:02:20,760 as this will dictate where your messaging will appear and how letting customers know what makes you 35 36 00:02:20,760 --> 00:02:24,960 better or different and should resonate well with your ideal customer avatar. 36 37 00:02:25,410 --> 00:02:31,110 The best messaging has enough detail to appeal to specific audience segments, but as a high level enough 37 38 00:02:31,110 --> 00:02:32,670 to appeal to a wider audience. 38 39 00:02:33,030 --> 00:02:39,300 Step three craft your go to market strategy and effective go to market strategy combines your market 39 40 00:02:39,300 --> 00:02:43,320 research, messaging and strategic plan to roll out your products. 40 41 00:02:43,350 --> 00:02:48,600 It should layout the platforms you'll be promoting on the types of messaging you'll use and the audience 41 42 00:02:48,600 --> 00:02:49,350 you'll be targeting. 42 43 00:02:49,740 --> 00:02:55,110 It confirms your branding and creative and unifies this across the platforms you promote on. 43 44 00:02:55,500 --> 00:02:58,020 It can also include elements of traditional marketing as well. 44 45 00:02:58,950 --> 00:03:04,290 You can get granular with your go to market strategy, identifying which customer personas to target 45 46 00:03:04,290 --> 00:03:07,230 and with what material and outlining your ideal outcomes. 46 47 00:03:07,500 --> 00:03:13,050 This can be a powerful way of honing in and pressing customer pain points and can keep your marketing 47 48 00:03:13,050 --> 00:03:14,600 cohesive and on track. 48 49 00:03:14,910 --> 00:03:17,130 Step four pull everything together. 49 50 00:03:17,160 --> 00:03:21,990 Once you created a workable go to market strategy, you need to make sure all your sales and marketing 50 51 00:03:21,990 --> 00:03:22,890 is in sync. 51 52 00:03:23,310 --> 00:03:27,930 Every member of your team should be engaged in your strategy and your branding. 52 53 00:03:27,930 --> 00:03:31,200 Sales and marketing materials should be complementary to it as well. 53 54 00:03:31,380 --> 00:03:36,210 Doing this will optimize the impact your product has and will give you and your team members the tools 54 55 00:03:36,210 --> 00:03:38,220 you need to promote your products benefits. 55 56 00:03:39,000 --> 00:03:44,760 Your sales and marketing materials can include pitch decks, product videos, social media announcements, 56 57 00:03:44,760 --> 00:03:49,560 email campaigns, as well as any other creative collateral that you'll use to promote your product. 57 58 00:03:50,370 --> 00:03:54,300 Step five launch product and monitor performance. 58 59 00:03:54,630 --> 00:03:59,640 Once you have all the steps of a good product marketing strategy firmly in place, you can go ahead 59 60 00:03:59,640 --> 00:04:04,020 and launch your product, monitor your marketing impact as well as product reception. 60 61 00:04:04,140 --> 00:04:09,120 As this data will be useful in refining your approach, you can also use it to improve the way you market 61 62 00:04:09,120 --> 00:04:11,580 your product and for any future related products.