Product Marketing

Getting Your Product in Front of Core Audience




It's time to release your product to your audience! Ahh the fun part. So we've done all the planning, developing, testing, and we're all really excited about the product! Now it's time to launch. A great product will have little success without a great marketing plan. A big reason we're so serious about taking time to fully plan out the project is we beleive a marketing plan should be developed before the actual product is even completed. Having a clear goal on who we are, what problem we want to solve, and how your product will be different than the competitors now sets a clear vision on how we'll approach marketing and our potential customers.

There are many different ways to market a product. Understanding who you are and what space you're in is crutial. Are you a business to business solution? Are you the next instagram? Is this something you've created in order to release to your existing customer base? Each method has a different approach, different up-sell, cross-selling potential, life time value potential, etc. Understanding that constant communication with your users will be key to a great, long lasting business. Ok so we've got users using your product. Now what? There are many different ways to keep providing users with a quality experience and continue to upsell them additional products/services you may create in the future. An important aspect is to build a long lasting, trusting relationship with your customer base.

Some of the methods used to launch a great digital product are:

  • Submitting Product for Review

  • There are many bloggers across every industry possible looking to write reviews about products/services in their related industry. With that said, approaching targeted bloggers for review is key to the product success of an online business or even offline business. If you made an app that could help find local surf shops, we wouldent ask a mother who has a blog about baking to write a review right? There are tens of thousands of people we can communicate with and ask for a review. What's great about this method is you have massive leverage. One reviewer may have 10,000 or maybe 100,000 or even millions of readers. So within one email or phone call we just communicated with their entire user base. Even big brands now understand the power of review as this strategy is really a new age power move. Taking this a step further, having a team do this all day can really get the word out there. Why some may do this for a week and give up, we put months of experienced effort into this strategy resulting in massive exposure through both instant and re-occuring daily targeted traffic.

  • Product Placement

  • Another strategy many of us see today is giving a free product to someone who has influence on your core market. In the past this may have meant a celebrity resulting in millions of dollars. In today's word it could be as simple as giving a product to someone for free with a massive following on instagram. There have been a countless numbers of businesses who have drove millions of dollars in sales just by incentivizing instagram users, facebook users, or twitter users to promote their brands... many times not even paying for it, just sponsoring them with your products. Again, depending on what your product or service is this may or may not be a great fit for your business.

  • Paid Search

  • We know, we know. No one likes the term "paid" but its nothing to be fearful of. There are tons of businesses who pay everyday to aquire a customer and very profitable doing so. The first step in understanding how much you can afford to aquire a customer is understanding an average users (LTV) Life time Value. This means that if we get 10 signups, and 1 person pays $10 only one time, we have a $1 (LTV) Life Time Value for every new member. At this point we can assume its safe to say each user signup results in $1. Now ofcoarse you need more than 10 signups to determine this but its important to understand how much we are actually making off each user. Now we can go out in the paid search world and say if we can aquire a signup for less than $1 each... we're profitable.

  • Affiliates

  • Millions of stay at home people make a living everyday selling products to an email list they have built, or by placing banners on their websites. How? Because companies pay them everytime they refer a signup to their website or app. What does this mean? Ok lets say we own a suppliments company and weightloss.com (example) puts our banner on their site. When one of their users clicks the banner, comes to our website, and buys a product, we pay the owner a weightloss.com a commission on the sale. This is a great way to scale any company as we are giving great incentive to the affiliate to promote our product. There are "affiliate networks" out there segmented by category with these types of people looking to promote products like yours. Again, having a great product is a big reason why affiliates will work with you. If you have a bad product, why would the affiliate work with you over someone else?

Aright, aright that's enough for now. We have to keep some secrets to ourselves for our clients :) There are many different ways to approach marketing a product, we hope the samples above have helped you understand the importance of a clear vision on who you are, who your potential customers will be, and your company's goals.