Obviously, even if we have a good product marketing plan, not everything can go as planned, but that is why we will be developing an emergency plan with steps to address the potential deviation.
What is product marketing?
When hearing the term of the designation ‘Product Marketing’, in addition to sounding cool, we might think this job is easy to do, when in fact not all glitters are gold.
Product Marketing refers to the processing as a part of linking the product to the market, but in order to do that properly, you need to know that the real challenge lies in the necessary and adequate balance between marketing, sales and product development.
For our product to be successful it is important to remember the following.
1. Product
As one might expect, a large part of the development of our Product Marketing Program is a product. Before we get busy designing our strategy, we need to make sure the product is as strong as it can be, and that it meets the needs of the target audience. If not, the strategy will never go away.
And it is at this point that we have to ask ourselves if our product is capable of satisfying the problems of the one we are targeting; in other words, focus on the benefits of our product rather than on its components.
2. Target
The success of our Product Marketing Program will depend largely on our knowledge, as well as how our product aligns with the features and features we have set for ourselves. It is for this reason, more important than the dynamic knowledge of demographics (age, income, gender, etc.), research is important for product managers so that they can focus on psychographics; that is, by interests, lifestyle, values and personality, among others.
All of this information will be very useful in explaining the communication strategies, distribution and pricing of our product.
3. Competition
Analyzing our competitors - not just their product, but rather the whole strategy around them - will give us good ideas for improvement.
We will not only be able to improve their suggestions, but also determine what we do not want to convey, or do not want our product to offer.
4. Messages
The success of our products is closely related to the way we communicate with our audience; in other words, the messages we passed on to them, and how we conveyed our value proposition.
With this in mind, using narrative messages to touch people's emotions is the best way to communicate our intended purpose and generate dialogue.
This may sound complicated, but it is really easy. All you have to do is identify the unique price proposal that sets the market apart and convey it to our audience using simple words that are easy to understand, and linked to the feeling we want to convey.
5. Group
Keeping teams aligned is important when working on designing and delivering a product, because several professional profiles are often involved. One of the major problems facing this departmental combination is the division of information and the problems that arise from reviewing it everywhere.
To deal with this conflict surrounding product information we have Product Information Management software - digital tools that have helped improve the efficiency of SMEs and corporate departments for several years now.
6. Product promotion
Once our product is well-defined and we have a well-planned action plan with resources, it is time to launch a communication program to deliver the intended solution, so that they know how it will meet their needs.
To do this, you need to create a communication system that specifies how to reach product awareness, what channels - social networks, industry-specific media/magazines, television, web, AdWords campaign, paid ads on social media. , email marketing -, between what time and how much investment.
Oh! And don’t forget that not all channels work on every product or product. As a result of research that you should have done for your audience, you should be able to know where and when to use their information in order to adequately select the forums and channels to use.
7. Analysis
This last step (but not the most important part) is important to find out if our product is getting the expected results.
In this regard, we need to analyze all actions performed, how they were performed, what issues arose, how they were resolved, and how (financially and timely) it cost us.
In this way, we will be able to determine if we have achieved our goals and if we have found new opportunities to grow or improve.
Now that you have identified the key components of a Product Marketing Plan you should have, it is the right time to redesign or start your own operations. The success of your next product is very close - we can hear it! you must have the components of a Product Marketing Strategy
Conclusion:
Unlike traditional marketing, which aims to define market strategies to establish or create product awareness, product marketing is one of the many specialty marketing initiatives whose purpose is to focus on maintaining and increasing customer satisfaction.
When it comes to Product Marketing strategy, it arises in mind that Product Managers, who play a key role in any company, are the ones who put the customer at the heart of all their decisions, unlike other departments where the focus is on. light.
