How to market a product to win over more customers

how to market a product_header

You just launched a new shoe line, and the product is so good that you believed it would practically sell itself. Yet, the sales aren’t going as smoothly as you thought they would.

That’s because marketing a new product is more complex than it might seem. Every year, 30,000 new consumer products hit the market. But only 60% of them generate any value.

So it’s a hell of a ride to beat the competition and get your product in front of your desired customer.

Let’s see what steps you can take to boost your product marketing strategy. 

1. Perform in-depth market research

The first step in marketing your product is looking at your target market and the audience. And no, knowing that your audience is young and from the US isn’t enough. 

Perform in-depth market research to learn their exact demographics and, even more importantly, their preferences and pain points. 

For any product market launch to be successful, you need to understand your audience’s needs and pain points to position your product as an adequate solution. Then, you’ll be able to develop detailed buyer personas to tailor your content to specific segments of your audience.

For example, you might sell sneakers for everyday wear. Sneakers can equally be worn by seniors and Gen Z. But you probably already know who you designed your shoes for. If it’s a younger generation, it’s important to understand what drives them to buy new sneakers. Is it the need, or did they see a cool celebrity wear them? And who do they consider a cool celebrity in the first place?

To answer all these questions, you’ll need to know your audience well. The more you get to know them, the more likely you’ll approach them in the right way. 

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2. Create a clear value proposition

Every brand needs a clear value proposition. It answers the question: “Why should a customer buy from you?”

When you get it right, your team, prospects, and customers will understand exactly what you offer. This includes what makes your product different from competitors and the benefits your customers experience after buying it.

Here are two great examples of value propositions:

  • L’Oreal – “Our goal is to offer every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity, and responsibility to satisfy all beauty needs and desires in their infinite diversity.”
  • Coca-Cola – “Refresh the world. Make a difference.”

3. Work on compelling storytelling

Engaging and compelling storytelling is one of the oldest tricks in the book when it comes to marketing a new product. And the most successful brands do it flawlessly. 

Just look at Nike. Are we really buying their overpriced sports equipment because we need it or because we simply can’t resist their emotionally charged advertising? I would bet the latter.

But how exactly can you work on your storytelling? 

You can do it through various types of content, depending on who your audience is.

Here are some examples. 

Influencer marketing 

The rise of social media turned influencer marketing into one of the most effective marketing tools for many brands. Especially in the consumer goods, electronics, and beauty and luxury industries. 

Influencers are an amazing way to bring complete storytelling to a targeted audience. Sharing their experiences with your product and using them in everyday life creates a more genuine connection between your product and the audience. 

influencer marketing

User generated content 

No one can market your product better than a satisfied customer. User-generated content helps you show how your product stands out without even saying it yourself. 

You can say goodbye to tasteless bragging and have your customers tell your story in a more truthful and natural way. 

Targeted, niche blog posts 

Another great way to use storytelling in your marketing is to create a targeted niche blog post. You can have someone on your team write a blog article about the benefits of your product or the experiences of a satisfied customer. 

For example, if you’re trying to get your new lipstick into the hands of makeup artists, you can create a blog post that describes the exact shade, materials used, and feel of your product in more detail. 

This way, you’ll offer something for people who need more detailed information than simply seeing your product on someone else. 

ROI reports 

If you’re selling a product to another business, it becomes increasingly important to highlight why this investment is worthwhile. And there’s no better way to do it than in numbers. ROI reports can give your potential customers a great look into the return on investment they can expect after using your product. 

Let’s say you’re selling industrial cleaning products for hotels. Your potential customers will love to read about how many hours their cleaning staff will save after using your products. At the end of the day, this reflects how much money this business saves. 

4. Invest in high-quality visuals

90% of information transmitted to our brain is visual. Plus, content with relevant images gets 94% more views than content without images.

That’s why great images and videos will go a long way when marketing your product, especially when it comes to in-store advertising. They allow you to express your imagination and create a new world where your product is the star. Whether you’re selling clothes, shoes, or perfumes, wisely invest your money in high-quality visuals. 

And whatever visual content you create, be careful with false advertising. Make sure it truthfully represents your product so there are no surprises when your customer decides to buy it. 

5. Focus on search engine optimization

Another important aspect when marketing your product is SEO optimization. The reason is simple – you want your content to pop up in Google whenever someone searches for a keyword relevant to your business.

You should start by identifying all search queries your potential customers might use for your product. This is equally important when selling a black shirt, or a new pharmaceutical product. Whatever the case, when selling products online, your goal should always be to have your product at the top of the Google search results.

This way, whenever someone types “black shirt” (for example), your product will appear at the top of the list.

You can even go further and compete for less obvious keywords, like “shirt for wedding”.

Once you identify all the relevant keywords, you can start optimizing your product marketing content. 

Here’s how:

  1. Research keywords via Semrush or Ahrefs
  2. Use Surfer SEO to help you use an adequate number of keywords in your content
  3. Define meta title and meta description
  4. Mention your main keyword in the URL 
  5. Use headings, bullet points, and concise paragraphs for better readability 

6. Focus on social media marketing

Social media platforms are an extremely powerful marketing tool. Their extensive reach, targeted advertising capabilities, and real-time engagement with the audience make them a must-have advertising channel for most brands. 

Instagram, TikTok, and even X allow your business to connect with a broad yet targeted audience without worrying about geographical barriers. 

You can also use social media’s sophisticated targeting options to reach audiences with specific demographics, interests, and behaviors. This will guarantee that your product reaches the most relevant potential customers. 

Plus, every social media platform facilitates immediate feedback and interaction, helping you quickly understand how your audience feels about your product.

7. Create a loyalty program

Creating a loyalty program to reward existing customers is a great way to market your products. With a loyalty program, you can make an entirely separate communication channel with all your previous customers to share news about your products. 

From there on, you can create customized offerings with special deals or a free gift for all repeat customers. A loyalty program gives your business rich insights into customer behavior and preferences, helping you tailor all your future product offers to their specific preferences.

Three examples of companies successfully marketing their products

Excellent product marketing campaigns show your product’s value, resonate with your target audience, and help sales teams close customers. 

Here are the three excellent product marketing campaigns and why they made it.

1. Apple – Product launch videos

Since Steve Jobs took the stage to announce the first Apple Macintosh in 1984, the company has become a leader in product marketing communication. The way they create the buzz and desire for their products worldwide is astonishing. 

Their iPhone launch videos are a great example. By combining appealing visuals with compelling storytelling, the audience knows what they’re getting, and the iPhone becomes simply irresistible. 

Here’s what makes Apple’s product launch videos successful

  • High production quality – Apple’s videos are professionally produced with high-quality visuals and sound, making them engaging and appealing
  • Clear messaging – they use clear and simple messaging to highlight the key features and benefits of the product
  • Emotional appeal – the videos often tell a story that connects with the audience, enhancing brand loyalty
  • Consistent branding – every video maintains Apple’s sleek, minimalist aesthetic, which reinforces brand identity

2. Nike – Just Do It 

If there’s one brand that maximizes the potential of customer stories, it’s Nike. Their customer stories are such an intrinsic part of their marketing campaigns that they become vital to their brand image. 

Nike builds strong relationships with world-class athletes and highlights their success through a specific lens – the one involving Nike. Their Just Do It campaign is a great selling point for the brand and a source of inspiration for many striving athletes across the globe.

Here’s what makes the Just Do It campaign successful

  • Authenticity – real-life stories from athletes and customers make the content relatable and authentic
  • Inspiration – by showing personal achievements and overcoming obstacles, Nike motivates its audience
  • User-generated content – encouraging customers to share their stories helps build community and engagement
  • Brand alignment – the stories align with Nike’s brand message that highlights perseverance and empowerment

3. Volkswagen – Hello Light 

Volkswagen has enjoyed the status of the safest and most reliable family car manufacturer for decades. All up until their “diesel crisis” when the company was accused of hiding important information about the CO2 emissions their diesel cars were producing. 

In an attempt to recover its reputation and turn a new leaf in its car manufacturing journey with more sustainable options, Volkswagen created a touching campaign for its new Volkswagen ID. Buzz car. 

They referred to their troubled history, used it to inspire the future, thanked all their customers for staying with them, and launched a new product. All in one campaign. 

Here’s what makes the Hello Light campaign successful

  • Emotional storytelling and nostalgia – the campaign effectively uses emotional storytelling by reflecting on their scandalous past and later transitioning to a hopeful future with the introduction of the ID. Buzz.
  • High-quality video production – with the use of slick visuals and the iconic soundtrack from Simon & Garfunkel’s The Sound of Silence, Volkswagen created a powerful and memorable ad.
  • Integrated marketing strategy – Volkswagen used a multi-channel approach to maximize the campaign’s reach and effectiveness. The ad was broadcast on television, shared across social media platforms, and featured on Volkswagen’s website and other digital channels.

Marketing a product in a highly-regulated industry

Marketing your product in a highly-regulated industry is all about balancing creativity with compliance. Which is not easy. That’s why I summed up three extra steps to take if you’re marketing a product in a more regulated space. 

Here they are.

1. Understand the regulations

The first step in marketing your product in a regulated industry is learning all about the relevant regulatory bodies that govern it. For example, the FDA for pharmaceuticals or the FCC for telecommunications.

Understand the specific regulations, guidelines, and restrictions that apply to marketing activities. And most importantly, regularly review updates and changes in regulations to always make sure your content is compliant.

You can try subscribing to industry newsletters, joining professional associations, and participating in relevant forums to make sure you’re always up to date.

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2. Develop a compliance strategy

To make sure you’re delivering compliant marketing content, it’s important to assemble a team of compliance experts, legal advisors, and marketing professionals to oversee all marketing activities.

Here’s how:

  • Train your marketing staff on regulatory requirements and the importance of compliance
  • Develop a compliance checklist to review all marketing materials and campaigns against regulatory standards before launch
  • Set up a bullet-proof marketing review process with all relevant stakeholders to make sure nothing gets published without everyone’s approval 

3. Create compliant marketing materials

When marketing your product in a regulated industry, avoid making exaggerated or misleading claims about its benefits. For example, claims like “Best product on the market” or “Revolutionary solution” could land you in hot water.

Instead, clearly communicate risks and limitations associated with your product. Include necessary disclaimers and disclosures in all marketing materials. Plus, make sure they’re prominently displayed and that your target audience can easily understand them.

Final thoughts

Every product marketing manager knows how difficult it can be to craft a clear and successful marketing strategy that makes the product desirable. And hopefully, this guide inspires you and your team to boost your product marketing efforts.

In this article, I’ve mainly focused on digital tactics for marketing your products. So if you want tips on advertising in store, check out our roundup of the best point of sale materials.

And if you’re looking to improve your review and approval process for product marketing content, grab Filestage’s 7-day free trial →