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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.