One could have the best product there is, but no one would know to buy it if they didn't know that it existed in the first place. In order to effectively communicate the unique selling points of a product, the messaging must be not only relevant, engaging, and pleasing to the audience - it must also be coherent, consistent, and consistent.
Lead & Demand Generation
Informing industry players about unseen problems
In the context of the product and industry that I'm in, I found that it was highly effective to drive interest by posting on social media, primarily LinkedIn, so that the product's value proposition and unique selling points are disseminated across the target professional circles.
In general though, I found that maintaining a consistent and positive presence, both online and face-to-face, within the right circles is crucial to be able to generate new leads and strong demand for the product.
My experience is around a tech product that's in a niche market within a niche industry. This means that the product itself, while being arguably revolutionary and objectively the best in its category, may still be a challenge to sell to those who are already used to other similar products that are offered for free or for a nominal amount.
I found this particularly challenging as it involves fundamentally changing people's mindsets in some way. However, with dogged perseverance and genuine enthusiasm for the product, potential customers eventually catch on and see the value that the product brings.
Content Creation
It's how you deliver the message
The same way you would present a gift that's nicely wrapped, the product's value proposition and unique selling points need to be presented in a way that's easily and quickly understood by the target market.
Whether posted on social media or sent by email, I ensure that any message is optimally presented in the appropriate media of choice, such as in a video or static image, that has been created in line with the company's messaging strategy and has undergone some kind of testing beforehand.
I usually take inspiration from existing material that's publicly available, and apply audiovisual techniques to create interesting and engaging content that's easily understood.
This ultimately allows me to better explain the abstract concepts of the product's value proposition and unique selling points in a shorter period of time and at scale.
Brand Reinforcement
Being the first thing that comes to mind
I make it a point to incorporate the company's values, mission, messaging strategies, and brand identity whenever representing the company or publicizing our products.
Consistently pushing the brand's visibility at every opportunity helps build its recognition over time, and the goal is to reach a point where the product becomes representative of the thing itself. This becomes invaluable for that crucial moment when a potential customer needs such a product.
Since audiovisual cues are very important for memory retention and object association, I constantly refer to the company's brand style guide for things like fonts, colors, and the use of the logos in every piece of content that I create.
Apart from this, I always behave as though I myself were as a brand ambassador of sorts for the company. This means that I make the extra effort to be pleasant at all times during events so that the company I work for is always remembered in a positive light.
Effectively marketing a product only gets a company halfway, as it needs an effective Sales strategy coupled with diligent Business Development efforts.
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