product marketing strategy

One of the fastest ways to grow a company that sells quickly is through product marketing.

However, finding the perfect product marketing campaign or strategy means the company has to first experiment with a number of different promotional efforts to get a better understanding of what appeals to the target audience.

Nevertheless, there are a handful of efficient marketing strategies for products that have worked for companies time and time again. 

Niche Marketing

Although it’s always a good idea to think about a company’s future and imagine that it becomes the next Amazon, there’s no need to rush the process. When a company first starts building and establishing itself, it should be focused on creating brand awareness around one niche market. With the help of niche marketing, it’ll be easier for companies to identify and target potential consumers with their marketing efforts. 

This also allows companies to become experts in that particular niche, because, with the experience gained, the business will understand the best marketing strategies for the target audience. Additionally, by getting to know the customers in the target audience, companies can also start testing out other connected or relevant products to try and find new potential customers and expand the business. 

Emotional Responses

To make more sales companies have to elicit emotional responses from the target audience. One of the best ways to do this is by adding urgency or scarcity tactics to the company store. This includes anything like showcasing a limiting quantity of products, having countdown timers, and even having flash sales.

This way, consumers will be encouraged to make a purchase while also eliciting an emotional response and giving the customers a sense of urgency. Additionally, the images that are used on a website can also elicit an emotional response from consumers, which can help in leading them down the buying journey. 

There’s nothing quite like eliciting an emotional response from consumers because it doesn’t matter if a company is executing unusual or conventional business ideas, every business has to have an emotional selling point that will appeal to the target audience. Through the content, the company can then work towards promoting that emotional response or emotional connection. 

Strong Relationships with Customers

A company should always be striving to make its customers happy. Any unhappy customer should be treated well, and the company should put in the necessary effort to resolve any potential issue and improve their day.

Whether that means offering a small free gift, or even a refund, the company should work hard to make unhappy customers feel happy again. Although one bad experience with the company isn’t going to make customers turn away from the business, negative emotions that can damage the relationship between the brand and its consumers should be eliminated. 

Additionally, customers also have to focus on their happy customers and build stronger relationships with them. That means thinking of those people that write positive reviews, responding to their emails, and communicating with them through social media platforms to turn them into loyal buyers.

See also  The Art of Social Marketing
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.