— DIGITAL MARKETING FOR PRODUCTS
Here’s your digital marketing playbook for product teams in 2021
You have a product and you know how awesome it is. But if you’re the only one who knows about it, then how are you going to sell it? How to promote a product when there are thousands of competitors out there? Merely having a great product is not enough. People need to know about it. The only way people are going to know about it is if you market it to them.
So what’s the plan? You need to find the best and most efficient platforms available on how to promote a product—your product. And that’s where digital marketing comes in.
We’ve built a digital marketing strategy playbook for product teams to give you the tools and techniques to grow your product brand.
— DIGITAL MARKETING PLAYBOOK FOR PRODUCT TEAMS
The Playbook
So, you’re ready to step up your product marketing in 2021. But before you do, it’s important to ensure you have the right mix of components baked into your 2021 plan. Below, you’ll find our playbook which includes links to definitions, popular tools and detailed examples.
Once you’ve browsed through the playbook, please take our full digital marketing assessment to calculate your score, and measure how well you’re positioned for success, or where you may need to make some improvements. In exchange for taking the assessment, we’ll email you a PDF copy of the playbook for you and your team to use.
01
Brand Identity + Creative
A successful product and brand strategy develops brand awareness and identity that sets your products apart from the countless others solely based on brand name. A well-designed strategy repeatedly reminds potential and current customers why they should purchase your product over others with similar characteristics. The brand name compels a customer to buy a product based on his emotional ties to what the brand implies, not necessarily quality or price
Here are the 4 things you must consider when it comes to branding and customer experience.
02
Web Design + Development
Your product website design is important because your customers care about design. Whether consciously or not, we all react to visuals, and people are naturally drawn to good design. When it comes to your website design, studies have shown again and again that users quickly judge your business based on visuals alone, and will often stop using your site if it’s poorly designed.
11 important considerations for your product website design + development
03
Digital Marketing
Research shows that constant Internet use among adults is still on the rise – about 5 percent in the last three years. Increased online presence means increased online shopping and buying. Offline marketing is being left behind, way behind. Your key to success is to choose the right digital marketing method on how to promote a product the right way
For product teams here are 16 crucial components of a successful digital marketing operations.
04
Strategy + Analytics
The ability to process every data point related to your product marketing efforts is, and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your Facebook ad all the way to the moment they make a purchase online, through to when they’ve paid for shipping and received their delivery? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
Layout a strategy and tracking operation in your marketing, designed to ensure you succeed.
— SO HOW’S IT GOING?
Check your digital marketing health for 2021
Based on the above playbook we invite you to check your health and see how well you’re positioned to succeed. In just a few clicks you’ll know just how well your company’s marketing is setup for the year ahead.