If, like me, you are a product person, then I think it’s safe to assume you spend a healthy amount of time thinking about how your product can make an impact on its market.
At SellerDeck, we are pretty lucky as we have a sizable user base, but it wasn’t always the way. Plus, I have never met a product company that doesn’t want more users.
So here are my top ten tips for making a big splash:
Every industry has a set of influencers. Get to them, demo your product or offer early access if you are yet to launch. An interesting tip I picked up is to look at those that write books about your space, contact the authors and the people that are quoted on the back and get them on board.
You need to become the face of your product in relevant online communities — everything from social networks to discussion groups. If you’re not the authority for your product then someone else will be.
Get out of the office and away from the desk. Nothing beats good old-fashioned networking and many events are free to attend.
Seriously, business cards are not dead. In my opinion they are the most powerful marketing tool available and considerably more acceptable to hand out at events. The premise of the double-sided card is simple; one side has your contact info, the other a short description of your product. But avoid marketing BS at all costs.
A great tip I picked up at a conference last year is to search for comparisons between your competitors. If your space is reasonably mature you’ll find everything from reviews to blog posts. Why not include a comment while pointing out how your product is different from those being discussed?
I am amazed at how few companies in the tech space still offer a marketing kit. It’s one of the most useful tools a marketer can provide. Think about how you can condense all of your information into a concise PDF or simple HTML site. Include interesting information, case studies/testimonials, product details, market statistics etc.
It all makes a difference and remember no one likes a constant stream of “why you’re the best”. Mix things up, be interesting.
Pay-Per-Click advertising is the long-established method of getting eyes on the prize. The reason for this is simple — it works. Google and Bing ads are the obvious starting place but don’t forget about Facebook, where you can target a campaign based on people’s interests and demographics.
Think about Linkedin, Crunchbase, Mashable and others — they are often free. There are loads of business directories, make sure you’re in all of them.
Cliché I know, but if your current customers are not raving about your product or service then I doubt the new ones you’re trying to attract will be either. Also no-one sells a product better than an existing, happy user.
Local press has been having a torrid time of it lately. It seems that scarcely a week goes by without reports of more problems for titles and groups within the medium. It's also a tough time for small businesses, which are seeing their profits squeezed by the downturn, while knowing full well that there has never been a more important time to shout louder than others in their field. Given these circumstances it might seem like a very frightening time to commit precious promotional budget to a struggling medium. But there are alternatives, and now is a great time to explore them. A service such as Signposter.com, an online service helping UK businesses buy and manage outdoor advertising, offers a viable, effective, low-cost and risk-free way to build up promotional collateral free from any potential surrounding editorial negativity. There is no denying that local press has a role to play in the promotional mix for small businesses. It's a proven way of reaching consumers in a local area. But now is surely the time for local businesses to do some research and be more adventurous, and gain stand-out by doing so. Outdoor advertising is now within the reach of small business managers.
You could have the best product or service in the world at the best price delivered by the best people. But if no-one knows about it, your business will fail. That’s because success in any public enterprise isn’t just about doing things well. It’s about telling the right people what you do well in the right way and then proving it – whether ‘it’ is making sewing machine needles or selling herbal remedies for dogs. Once you have your customer’s trust, they will buy from you again and again. This is marketing, and it’s something we humans have been doing since we started trading bones for beads tens of thousands of years ago. Religion, of course, got the hang of it early and business has been playing catch-up ever since – but then, how can any product possibly compete with everlasting life? We can’t promise that the Marketing Donut will help you live forever. But we can promise that it will help you promote and sell your product or service more effectively. Actually, that’s a nailed-on certainty, because we have masses of useful information in our marketing strategy category. If you’re looking for the ABC of marketing strategy or a straightforward explanation of market segmentation, this is the place to find it. It deals with the fundamentals of marketing, such as planning, branding, pricing, product development and entering new markets. All this information is free, comprehensive and accessible. What’s more, it’s been prepared with the help of industry experts like David Thorp, head of research at the Chartered Institute of Marketing, Carrie Bendall, who heads up the Marketing with Zest small business marketing agency and Andrew Gerrard, MD of marketing and communications specialists InTouch. The Marketing Donut will not make you live forever. But it will help you sell more stuff. See for yourself on 20 April. Sold?
Market research — the name alone brings moans and groans from customers and businesses alike. Somewhere deep down, we know that it’s worthwhile filling in those seemingly endless surveys to end up with a better, brighter, tastier product or service.
Market research plays a vital part in any business as it gives you insight into your market, your competitors, your products, your marketing and your customers. This way you can make informed decisions, such as which chocolate Easter eggs to stock. And believe me, this is hugely important.
Market research helps you to reduce risks by getting product, price and promotion right from the outset. It also helps you focus your resources where they will be most effective. Much information is available online and from industry organisations, and some of it is free. This information provides data on market size, sales trends, customer profiles and competitors. Your customer records also provide a wealth of information, such as purchasing trends.
So that’s the theory. With our experts like Kate Willis of KW Research and Steve Phillips of Spring Research Ltd offering their hands-on advice and tips, you can turn the theory into good business practice.
To make sure you know how to plan your market research so that you can find out which chocolate your customers prefer, check the Marketing Donut website — it goes live on 20 April.