How To Keep Your Product At The Center Of Your Marketing Campaign

As a brand, you don’t want to be invisible. You want the market to know your name and for that name to evoke the image of your great products as soon as a customer reads or hears it. 

But you don’t want your name to supersede the product you’ve put a lot of work into. You want your product to stand out and be useful to the customer. Ultimately, you want your buyers to come to rely on your brand because of the quality evident in the things you sell. 

And this can be one of the best ways to market. While it takes time, patience, clever design, and, let’s be honest, a little bit of luck to become a household name, your product can find fame and success based on its own merit. 

All you need to do is ensure your marketing campaign centers your product in every communication you send out. Now, this might sound like an obvious strategy, but many businesses find it tricky! 

So, let’s always focus on what you’re selling and why it deserves to be bought. The more a customer can respond to your marketing, the more likely they are to engage with it. 

In This Article:

Step 1: Understand Who the Product is For

The first step to product-centered marketing is understanding who you’re making the product for. You’ve noticed a gap in the market, and you know who can use the product, but you need to know who’s really going to want to buy it. 

To get this data, run focus groups, do market research, and develop some buyer personas. Figure out who will likely buy your product and focus on the facets of their lives that inform their buying decisions. That’s where the best ads start life. 

And remember, you’ll need more than one buying persona here. Your target market will have multiple demographics, each with different wants and needs. 

Step 2: Create Ads Around the Use of the Product

Now that you know who is likely to buy the product, you can create advertising that focuses on how these people can use it. This means showcasing the item in a light that appeals to their average frustrations or needs for simplicity. 

You don’t want to go overboard and start promising that your product will change their life, but you can steer them towards a conclusion like this. After all, they’re shopping around for something they can use and enjoy, and all you need to do is center your product with the same tone. 

Come up with a few different ideas for this, and once again, test the campaigns on people who would fit into your target market. What do they like? Do they feel like they’re seeing something relatable? 

Step 3: Focus on Customer Testimonials

Once you’ve sold a few products and people have started leaving reviews, it’s time to dig into the testimonials and see what they say. Find out the general perception of your product from the people who have chosen it, used it, and now have the goods for you in return. 

Look for common threads and similarities among the people leaving these reviews. Who are they? What are they enjoying about your offering? And if they have constructive criticism for you, take this into account as well. Doing so could inform your next marketing campaign and provide a new, more targeted angle that has strong appeal.

Step 4: Sponsor an Influencer

In a world of brands and influencer marketing collaborating constantly, sponsoring well-known figures and faces in your niche might sound like a good idea anyway. But when it comes to promoting your product and ensuring your advertising focuses on its assets, these kinds of in-depth, close-contact reviews are invaluable. 

People accept product advice from their favorite influencers because they trust their judgment. They’re following them because their niche is an important part of their lives. If they put out a post or video detailing your product - and both its good and ‘bad’ points - your product will be platformed in front of an interested audience. 

If they’re trying to find a product like yours, people can then find these reviews on their own time. Most consumers conduct a bit of background research before they make a purchase, and when an influencer has a full-length review ready to watch, the odds of a sale will be well in your favor. 

Step 5: Take on as Much Feedback as Possible

This applies not only to the way your product works and whether or not it truly bridges a gap in the market but also to the way you present it to that market. As we detailed above, the more feedback you use in your marketing, the more likely you are to find that sweet spot that your ideal customer loves. 

As such, don’t stop at the testimonials. If someone has bought your product before and consented to share contact details with you, get in touch with a full-length feedback survey and get some in-depth opinions. You can entice people into filling this out with an exclusive offer, such as a 10% off coupon. 

Bonus Tip: Create Content to Elevate Your Product in Organic Search Results

Keeping your product at the center of your marketing campaign has the best chance of bringing in a high ROI. The more you highlight what your product can do and why a customer needs to buy it, the more power your ads will carry. 

But remember that paid ads aren’t the only type of content that can help drive interest to your product. Creating organic content through social media, blog posts, website copy, and email newsletters can attract the interest of people who might not be explicitly looking for your product.

Need help with ads? Consult with an ad agency. Need help creating informative and engaging organic content to drive more traffic to your website? Let’s talk. Schedule a free discovery call to find out how People First Content can help bring your product to more people.

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