9 Product Marketing Techniques for Expanding the Customer Base

What are some of the first brands that come to mind when you hear the word “Product Marketing“?

Consider Coca-Cola, Apple, Nike, or Dove, all of which are giants of their respective industries. The client is at the core of Product Marketing. To be a good product marketer, you must entice the customer to participate in your story. They must see themselves as the protagonist of your story and believe that your marketing and advertisement are speaking directly to them.

Your goods would perform better on the market if you can form a stronger bond with your customers.

The value of customer-centricity is recognized by all four brands listed above. By putting customers at the core of the story, each of them is an expert at communicating with, attracting, and profoundly engaging them.

Today, we’ll go over a few main tactics that these four brands have been using for a long time. These businesses are a trailblazer and a storyteller in their own right. They understand how to maintain consumer focus and apply sound Product Marketing concepts to achieve success.

Quick Pick-Ups

The intersection of sales, marketing, and product creation is known as Product Marketing.

To launch and sell products effectively, product marketers must have a sound understanding of their target audience. A Product Marketing plan is similar to a road map that outlines what you’ll need to effectively place, price, and promote your goods. Successful Product Marketing will help the company stand out from the competition, interact with customers on a deeper level, increase sales, and create a loyal customer base.

What is the concept of Product Marketing?

Brand promotion entails getting goods to market, advertising them, and then selling them to customers. It’s the intersection of marketing, sales, and product growth. Brand marketers will promote new products, train salespeople to sell more effectively, and collaborate with product developers to ensure that their products meet consumer needs.

Product marketers have three primary responsibilities:

  • Choosing the right product positioning and messaging to market
  • Introducing a new product and ensuring that customers recognize its worth
  • Increasing product demand and sales

Product marketers must be well-versed in their target market and audience. They must strategically place their goods and use advertising that grabs and holds users’ attention. They can then increase demand for the product, resulting in increased sales for the business.

Various product marketers are in charge of various aspects of this operation. One person may be solely responsible for developing content that resonates with target customers. Another may be in charge of the product demand or collaborating with the sales team to ensure that they have the knowledge and resources they need to market the goods effectively.

To inspire prospects to purchase, product marketers mainly operate at the bottom of the sales funnel (BOFU). The majority of Product Marketing activities take place during the buyer’s journey’s evaluation/decision point. To put it another way, product marketers are in charge of convincing people to buy goods and become loyal customers.

What is the significance of Product Marketing?

Product Marketing is a must if you sell goods. Your sales and other marketing activities will fail if you don’t have it.

Product Marketing allows you to develop a deep understanding of your target audience’s desires and needs. It allows you to gain a deeper understanding of them so you can better target them. You’ll also gain a better understanding of your competitors and how to best place your product in the market.

Your distribution, marketing, product, and customer support teams will all be on the same page and working for the same goals thanks to Product Marketing. As a result, the company will be able to increase sales and revenue.

What is the concept of a Product Marketing strategy?

A Product Marketing plan is similar to a road map that shows you how to effectively place, price, and promote your goods. It will walk you through the entire product creation process, from concept to launch, marketing, sales and customer loyalty.

The phases of Product Marketing are as follows:

  • Determine your target market and build buyer personas.
  • Strong messaging will help you determine your product’s market position. Know who the product is about, what it does, why consumers will like it, and how it differs from others.
  • All in the business should be aware of the company’s positioning and messaging.
  • Establish objectives for your new product.
  • Set a price for the commodity.
  • Create a solid launch strategy.
  • Create launch-related content
  • Prepare the team for the launch.
  • The product will be launched.
  • Track both internal and external input to determine your performance.
  • Keep an eye on the numbers.

9 Product Marketing Strategies That Work

These effective Product Marketing strategies will help you stand out from the crowd, interact with customers on a deeper level, and develop a loyal following of customers.

1. Utilizing story telling as a tool

Storytelling is an effective way to market without being pushy. Storytelling helps you to include the customer in the storey and make them the protagonist. You can create an intimate and emotional connection with people through compelling stories, making your brand more unforgettable.

Via brand storytelling, you can also take your future customers behind the scenes to give them an inside look at your company’s mission and values. Show your audience whether you produce your goods ethically and thoughtfully. The backstory will stick with them and aid in the development of confidence.

Finally, keep in mind that Product Marketing isn’t about you, your business, or even your product. It’s all about your customer. It all comes down to empathy. Storytelling is an important marketing tool since it tells true human stories and creates connections through mutual ideas.

2. Consider Alternatives

If product marketers want to stand out and make waves in their industry, they must be innovative and think outside the box. Taking calculated risks is an essential part of any growth plan.

Make sure you don’t miss any of the steps necessary for a good product launch. Instead, think outside the box when it comes to how you present and sell your goods. The climate is rapidly evolving. You have the option of remaining a follower in your field or becoming a trailblazer by spearheading new ideas.

Consider the following questions when you consider how to stand out, be brave, and take calculated risks.

What differentiates the product?

What distinguishes this product from similar ones on the market?

Why should customers have confidence in your company?

What makes people want to invest in your product?

What characteristics are suitable for your target audience?

What characterizes your business?

What do you have to bring customers that your competitors don’t?

3. Use in conjunction with content marketing

If Product Marketing is more concerned with making sales, content marketing is more concerned with establishing the brand. To launch and sell products effectively, product promotion requires positioning and messaging. The aim of content marketing is to reach a specific audience by producing high-quality content. So, how do they collaborate?

Customers need all forms of marketing at various points of their purchasing process in order to make the best purchasing decisions possible. Brand marketers will benefit greatly from content marketing. You can use it to educate and inform potential customers about your company and goods.

Content marketing also provides information for users, describing how the product’s functionality and specifications can help them solve a problem or alleviate pain points. It may also be used to describe how a product functions and the advantages it provides.

Content marketing, in a nutshell, is more informative than promotional. It will assist you in nurturing leads at the beginning of the sales process. It can naturally guide people from perception to consideration to decision, where Product Marketing steps in and takes over.

4. Make the Most of Your Existing Customer Base

Don’t overlook the possibility of repeat business. Your existing customers are also familiar with your company and product quality. It would be easier to persuade them to buy from you again than it will be to convert a cold lead into a deal.

Make sure the company’s customer service team is top-notch so you can capitalise on your new customer base. Consider providing long-term or previous customers with exclusive offers or promotions. You can also create a loyalty programme to keep your customers informed about your company and interested in your products.

5. Choose the Appropriate Pricing Structure

Pricing goods can be done in two ways: based on competition or based on value. Competitive pricing is determined by the prices of identical goods sold by your competitors. You will charge more if your product is much superior to the competition. You can lower the price if it’s a simpler version with less advantages and features.

Businesses that market goods with little or no competition use value-based pricing. Your goods should be priced according to the amount of value they can provide to your customers. When you use this pricing model, you have a lot of options.

6. Come up with a new brand

Consider introducing a new brand name for a product that falls beyond your normal niche if your audience already has a strong view of your brand and product line.

About 180 years ago, Procter & Gamble began as a soap and candle business. With over 65 brands and 5 billion customers worldwide, they are now the world’s largest consumer goods business. Tide, Swiffer, Pampers, Charmin, Crest, Old Spice, and NyQuil are some of the most common brands.

However, each product line does not have just one brand. They’ve created many distinct labels across a wide range of product categories. Pantene, Herbal Essences, Head & Shoulders, Aussie, and VS Sassoon are among their haircare brands, each with its own customer base.

7. Research the Rivals

Who else is doing the things you want to be doing? Who produces better results and has a stronger connection with your target audience?

It’s a good idea to study the top competitors. Learn from their online, advertisement, and social media achievements and failures. You’ll learn more about your target market.

When researching your rivals, consider the following questions:

Why are customers buying from them?

What distinguishes them?

What advantages do they have that your business lacks?

On social media, how do they communicate with others?

What marketing language do they employ?

How do they speak to their intended audience?

What platforms do they use and how much do they publish content?

Which posts are the most popular?

Is there something unique they’re doing to stand out?

Studying the competition will assist you in the following ways:
  • You should be aware of who you’re up against.
  • Find out if you’re falling behind in any of your classes.
  • Improve your understanding of and focus on your target market.
  • Find new ways to promote and distribute your product.
  • Avoid common blunders.
8. Keep The Product Up-to-Date

You’ll need to upgrade the goods you sell and the way you market them to stay relevant. You’ll have to find out how to sell to a younger audience if your existing consumers “grow out of” what you have to offer. It will most certainly vary from how you previously reached out to and interacted with customers.

On the other hand, your product could become obsolete for your current audience. To remain important over time, you’ll need to adapt the product and the marketing strategy in this situation.

9. Pay Attention to Your Clients
  • Listening to the current customers’ requirements is the best way to build a customer-centric product and market it effectively. Here are a few ways to pay close attention to what you’re hearing.
  • Build a user group on Facebook or LinkedIn. You could ask your customers questions and engage with them one-on-one.
  • Make a survey and send it out. For targeted reviews, ask detailed questions. Customers will support your efforts to improve their goods and experiences. They’ll feel appreciated if you ask for their views. You’ll also hear about the benefits and drawbacks of what you have to sell, as well as the terminology your target market uses.
  • Check out the reviews on the internet. You can compare your reviews to those of your rivals and see where you excel and where you fall short.
  • Contact the customer service department. They’ll have a greater understanding of the issues that your customers are dealing with.

Actionable Examples of Product Marketing

Here are three real-life examples of brands that know how to sell their goods.


Dove has been questioning the status quo for years, redefining elegance. They took things a step further with this campaign, breaking beauty myths and displaying true photographs of women from all walks of life.


Spotify has revolutionized the way people listen to music around the world. Spotify is readily available, has millions of songs and podcasts, and can be used on any big site, according to Business Insider, which named it “the best music service overall” in 2021. It lets users make and share playlists, has a radio feature similar to Pandora, and builds custom playlists based on listener preferences.


Another Product Marketing whiz is Mailchimp. They make it simple for marketers of various abilities levels to easily set up and send out email campaigns. It’s no longer just an email marketing platform. It’s evolved into an “all-in-one method” for assisting businesses in their development.

Content Marketing Will Help You Strengthen Your Product Marketing Strategies

You can create online authority and gain a wider audience by regularly producing and publishing high-quality content on your website. You should engage and cultivate customers to help them progress through the buying process and prepare for your sales pitch. Your Product Marketing team will benefit from content marketing.

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