You have a world class product, you have announced its release to the world using paid publications, you’re on all the social networking sites and yet it doesn’t seem to drive sales. You could be making any of the following classic product marketing mistakes, which as basic as they might seem sometimes can be missed by the most seasoned marketers and the biggest of brands.
Here are some pitfalls that you must avoid while marketing your product along with some tips to help you in your endeavors:
Lack of Research
Most companies carry out everything from product development to deployment after gaining a sufficient understanding of what the target audience wants. However, when it comes to marketing, some of the biggest marketing blunders have taken place with brands launching their products without doing adequate research of the market.
Take for instance, Coca Cola’s introduction of a newer sweeter version of the soft-drink to compete against Pepsi. The brand faced major backlash from their fans who voiced a preference for the old Coke, so much so that some were even hoarding it and selling it in the black market for highly inflated prices.
Tip: Before investing in a product and a full-blown marketing strategy, it is extremely crucial to first gain a thorough understanding of your buyers, their patterns, behaviors, needs and wants.
Having a Website that Does Not Convert
Too many companies make the mistake of creating a website without putting too much thought into how a prospect interacts with it and finally converts into a customer. A combination of the right information served at the right time makes your prospects convert; it is important for brands to find that combination and design the website accordingly.
Tip: Brands need to monitor their prospects and buyers, scrutinize their behavior and convert their website into a sales machine, with every page intended to advance them further along their buying journey.
Focusing on the Product and not the Experience
In an attempt to promote the unique features of their products, brands sometimes make the mistake of harping on their features as opposed to communicating how these products make their lives simpler and provide them the experience they are seeking.
Tip: Demonstrate and even talk about your products and its features but do it in a way that makes your buyers aware of how you are solving their pain-points. Take for example, Google which has succeeded in getting people to connect and emote with its products – from a browser to its search engine; all because they understand how to create a story and communicate the unique experience a user gets with Google instead of merely showcasing its features.
Be a smart marketer and don’t make these mistakes with a good product.
