5 Pillars of Product Marketing [Ultimate Guide]

Do you know the true power of product marketing? And the impact it can have on the success of your product?

Take a look at Volkswagen. They have a new electric bus coming out soon and they have used brilliant and upbeat marketing to promote it. Their marketing content is relevant captures the attention of their audience, and excites their customers!

What is Product Marketing?

Product marketing is bringing your product to light to promote, market, and sell to customers. To successfully do this, you must understand your target audience and use a strategy to message your customers while boosting revenue along with customer demand.

This is a more strategic approach compared to conventional marketing. In fact, product marketing is an actual component of marketing. And it is the most important aspect that can drive demand among existing customers and attract new ones.

By appealing to your audience with the right message, you can master product marketing.

Some benefits of product marketing include:

  • Help better understand customers
  • Target personas effectively
  • Learn about competitors
  • Boost Revenue
  • Improve Sales

How to Get Started

To get started on product marketing, you first need to take a look at your product.

Ask yourself the following:

Is your product suitable for the current market, appropriate for customers, and unique enough to differ from the competition?

Once you can answer that, now is the time to put everything together.

5 pillars must be followed to start product marketing:

  • Identify your buyer personas and target audience
  • Create and execute a product marketing strategy
  • Attract new customers
  • Ensure your product meets the needs of your audience
  • Keep your product relevant

1. Identify Your Audience

For a successful product marketing campaign, you need to market to the right people! Find your target audience by identifying your buyer personas. This way, you can tailor your marketing to these customers to convince them to purchase your product. Plus, it can help make your brand unique among your competition.

2. Time to Plan Your Marketing Strategy

Now that you know who to market to, you need to create, build, and execute your content and campaigns. Create a message that will lead buyers to become customers and make a purchase. Keep in mind you want to entice customers to return as well. This can be a complex process, so don’t rush it! Listen to ideas from your entire team to create the best plan.

3. Create Direct Relationships with Sales for New Customers

To help get the right materials to potential buyers, work closely with the sales team. By creating a relationship and working together, you can attain new customers.

4. Put Your Audience First

Of course, your product needs to meet the needs of your audience. This will require some research to figure out what your audience not only wants but needs. You need to give them a reason to purchase your product over your competitor and this starts with helping your customers with their challenges.

5. Stay Relevant

To keep up with the ever-changing world, make sure your product stays relevant! You can achieve this by providing updates and notifications to your audience on your product. And also, always evaluating and making the necessary changes to your strategy.

Remember, delivering the right message to the right audience will set you on the right track of product marketing.

To know if what you are doing is working, set goals to help track your progress.

Goals to set:

  • Increase revenue
  • Engage with customer
  • Gain customers from your competition
  • Boost your brand recognition