Nailing Product Marketing: A Casual Guide
Hey there, fellow marketers and product enthusiasts! Today, let's dive into the wild and wonderful world of product marketing. Whether you're a seasoned pro or just dipping your toes into the game, there are a few key things to keep in mind. Let's break it down, shall we?
Know Thy Product
It may sound like a no-brainer, but you'd be surprised how many marketers skip this step. Get intimate with your product (dinner, wine, feature lists). Know its ins and outs, strengths, quirks, and maybe even its favorite color. The more you understand what you're selling, the better you can sell it. Talk to product owners and designers as well, they’ll spill the tea.
Speak Human, Not Jargon
Also known as speaking in “Saturday Language,” forget the fancy words and industry jargon—it’s not as impressive as you may think (unless you work at NASA…). When you're marketing a product, talk like a human does to other humans. Skip the buzzword bingo and focus on how your product can make someone's life better, easier, or more fun. If your grandma wouldn't get it, it's probably too complicated.
“Eschew the perils of engaging in a round of buzzword bingo and concentrate on articulating the transformative impact your product can wield on an individual’s existence”
I mean, which paragraph was more engaging? The one above? Or this one (They both say the same thing):
“Engage in the art of conversational discourse, colloquially referred to as "Saturday Language." Discard the utilization of intricate terminology and industry-specific jargon, for its ostentation may not yield the desired effect—unless, of course, you happen to be gainfully employed at NASA. When orchestrating the marketing narrative for a product, emulate the vernacular exchanges inherent to human-to-human communication. Eschew the perils of engaging in a round of buzzword bingo and concentrate on articulating the transformative impact your product can wield on an individual's existence[note: uh…wow]—be it by enhancing convenience, simplifying tasks, or injecting a dash of merriment. Should the profundity of your message elude comprehension by one's grandmother, it is a telltale sign that undue complexity may be at play.”
Tell me a Story
People love stories. Use that to your advantage. Share real customer experiences, highlight the journey of your product's development, or create a narrative around how your product fits into someone's daily life. A good story can turn a 'meh' product into a 'gotta-have-it' sensation. Remember, like every good story there is a pattern: develop the need, show the solution, envision the future.
Stay Social Media Savvy…You Savvy?
Beyond pirate lingo, social media is your BFF. Stay current, engage with your audience, and don't just push your product—share the personality behind it, but also look to solve their smaller issues with freebies (calculator, templates, tools, coupons, etc.). Whether it's a behind-the-scenes peek or a funny meme related to your industry, keep it light, entertaining, and shareable. Show your human side.
Data, Data, Data, Data, Data….(mushroom, mushROOM)
Numbers don't lie. Set expected measurable outcomes to meet (or beat) and take the time to dive into your analytics regularly. Understand what's working and what's not; try and figure out why and develop a testing plan. Maybe your latest TikTok campaign is killing it, but that email newsletter could use a little spice. Use data to refine your strategy and focus on what brings the best results and iterate.
Build Relationships, Not Just Transactions
This is also known as customer lifetime value—how long a customer will remain a customer (and continue to pay for your product). Long gone are the days of one-off transactions. Focus on building lasting relationships with your customers. Respond to their comments on social media, ask for feedback, and show them you genuinely care. Happy customers become repeat customers, and they might even bring their friends along for the ride.
Customers want to get to know the brand and they want to feel like they are in a “relationship” with it. From influencers to the casual reviewer are all seeking ways to gain deeper integration with a brand, sometimes to share their love and loyalty to others; harness this.
Adapt and Evolve
“Today, if you’re not disrupting yourself, someone else is”
The marketing landscape is ever-changing. Stay on your toes and be ready to adapt. What worked yesterday might not work tomorrow. Keep an eye on trends, be open to new ideas, and never stop learning.
Remember, it's not just about selling a product; it's about creating an experience. Stay genuine, stay creative, and most importantly, have fun! 🚀✨
