6 Product Marketing Strategies That Will Get You More Sales

July 06, 2022

By Neil Patel

According to the Harvard Business School, the greatest problem faced by companies when launching a new product is a total lack of preparation.

Because of this, up to 30,000 new products are launched every year—and at least 95 percent end in failure.

While products can fail for many reasons, a solid product marketing strategy can help to mitigate many risk factors and boost your success.

What Is Product Marketing?

Product marketing is the entire process of bringing a new product to market, from the research and development to the launch and beyond.

It’s used by companies of all sizes with the ultimate goal of understanding and filling customers’ product needs.

Whether you’re launching your first product or your fiftieth, a solid product marketing plan can be the thing you need to push your success over the edge.

Benefits of Product Marketing

The main benefit of product marketing is to increase sales. However, an effective product marketing strategy can have more benefits than “just” profit.

First and foremost, product marketing can help you to position your product in the market for successful targeting and less advert waste.

A proper strategy would answer questions like “what product gap needs to be filled?” and “how does my product stand out from the competition?”

With product marketing, you also gain a deeper understanding of your customer base.

  • Who is your audience?
  • What are they buying?
  • What is their main reason for making a purchase?

By creating such buyer personas, you can increase your value proposition by up to 82 percent.

Then, to top it all off, you’ll get to unlock new insights about your competitors. While this isn’t often a huge concern for smaller businesses, up to 90 percent of Fortune 500 companies practice “competitive intelligence”—which has to say something for its value. If you want to grow, get ahead of your competitors while you still can.

Examples of Product Marketing

Before we get into our own strategies, let’s look at two brands with successful product marketing campaigns.

1. Poo Pourri

Poo Pourri is a great example of a brand that executed product marketing for an otherwise embarrassing and taboo subject (a toilet spray that eliminates the unpleasant odors associated with the bathroom.) It does so with humor and relatability because, after all, everybody poops.

They positioned their product perfectly.

Their first-ever video advertisement not only ranked as the number five most-watched video on the platform in 2013, but it also gained the brand a cult following that has continued to grow over the years.

An example of effective product marketing from Poo-Pourri.

How can other brands, even those with less taboo products, learn from Poo Pourri’s success?

First and foremost, find your platform and go hard. Poo Pourri used video advertising in its early years to continue to grow its following. This included television and online advertising where the brand was able to push the envelope with humor.

The brand also used customer personas to its advantage. It’s true, everybody poops. However, not everyone feels the need for a toilet spray.

Instead, …read more

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