Product Marketing and Growth Hacking: 

Product Marketing

Product Marketing 

Product Marketing focuses on a product’s lifecycle, from the build-up to launch and beyond. It takes a different approach from conventional marketing, which aims to drive conversions and make sales. 

The goal of Product Marketing is to make a product as appealing as possible to potential customers. 

If you’re building a brand, or marketing online, you’ll need to use both Product and Conventional marketing. Conventional marketing helps you reach the widest audience possible, while product marketing positions your product to be as tempting as possible to your target market. 

One of the best examples of product marketing is the Apple Brand, which has become synonymous with aspiration worldwide. Apple’s branding manages to feel both current and timeless. Its iconic logo is instantly recognizable, and the company manages to back up its unique branding by consistently producing market-leading products. Their strategy helps them constantly acquire new customers and helps define them as a brand in the marketplace. 

Apple has also managed to make each of its products a unique branding opportunity. Every one of their products features cutting-edge design and incorporates the logo that has helped build the brand. If you can manage to marry both your branding and products like Apple has done, you’ll 

carve out a strong brand voice, even in the most overcrowded market niche. 

The 5 Step Guide to perfect Product Marketing 

Step 1: Know your market 

Your target market should drive all your product marketing campaigns. 

First, you need to identify: 

• Why similar products are doing well and how they are presented in the market 

• Your competitor’s strategies for successful product positioning 

• Your target audience’s pain points and how your product offers them solutions 

Step 2: Define your message and decide where your product fits 

Use your findings from Step 1 to create your product messaging and decide where it should be positioned in the market. Is it aimed at tech users looking for budget solutions, or people looking to splurge a little extra on a luxury item? Create text, video, and visuals that are aimed at your target audience and that demonstrate you can solve your customer’s problems. 

Step 3: Layout your go-to-market plan 

List the platforms you’ll be using to tell people about your product and define the types of communication you’ll use to get the message out. Focus on your target demographic, where do they hang out online? Make sure all your branding and marketing materials are in sync across the 

channels you’re using and use traditional marketing strategies to help reach as many people as possible. 

Step 4: Bring it all together 

Get your team on board and make sure every aspect of your product, visuals, and communication is in sync with the position you want to aim for in the market. You need to do this to establish a strong, unique presence for your product on all the channels you’ll be launching. 

Step 5: Roll out your product and track its performance 

Launch your product on your chosen channels and assess the impact of your marketing strategy, and the reactions of your target customers. Use these insights to refine your product marketing strategy and incorporate your findings into your strategy for future products too. 

Growth Hacking 

Growth hacking focuses on growing a brand quickly, and uses tools and strategies to expand track, and scale growth. 

First, you must prioritize areas you want to grow in, then identify the right channels to acquire new customers. Finally, you must implement a marketing strategy that attracts your ideal customer. 

The growth hacking process relies on continually monitoring, testing, and adapting your expansion strategy, according to what is working. 

The simple guide to growth hacking 

1) Develop a product prototype and test it on a small sample of your ideal target market, to make sure there is a demand. This lets you identify areas for improvement and gives you data on potential customers that you can use to better your marketing campaigns. 

2) Improve your product as necessary, and keep testing it, ensuring you analyze the feedback you get. This will tell you whether your product will be a success. 

3) Start to market your brand and product, using the data you’ve gathered on your key buyer persona as a guide when you create your marketing materials. Your aim should be to raise your profile, raise awareness of your product, expand your mailing list, and create buzz.

4) Roll out your product by launching it officially and continuing to market, assess, and track. Use social media, Google and Facebook Ads, blogs, and social proof to amp up interest in what you’re selling. 

5) Use stats to see where you can optimize your campaign budget and implement conversion optimization techniques to maximize your sales. 

6) Continue this process and use it every time you launch a new product or service. 

Growth Hacking Tips you can use to grow your brand and get more sign-ups: 

Growth Hacking

• Use the fear of missing out (FOMO) by making sign-up more exclusive i.e., by invite only. 

• Make the sign-up process fun by offering rewards or getting people to complete challenges.

• Offer incentives your potential customers will want when they refer to new sign-ups.

• Leverage the power of Affiliate marketing to enjoy lower-cost product promotion and expand your reach.