Solution-Based Sales-Centric Product Marketing
With the shift to digital marketing, we need to rethink the materials we’re delivering to the market. It’s more important now than ever to make sure that your products are being presented clearly and giving end-users all of the necessary information to make their purchase decisions. At Midwest Resource Group, we start with the end in mind.
Go online and critique your product’s presentation to the end-user, which is being delivered through your customers’ websites. Ask the basic questions: Is the information I see persuasive? Does it communicate the features and benefits of my product as well as what the associated solutions are? In many cases (perhaps most cases), the answer to this question is no.
So how can you create a better user experience? Most of us are so far into the forest that we can’t see the trees. We need to step back and engage a more sales-centric product-marketing orientation. Strategy is the most critical part of building these assets to enhance user experience.
We need to realize the solutions that the products represent are not always evident. If we can’t show those solutions digitally, our hopes of someone else understanding and purchasing the product is diminished.
Simple steps to focus on:
1. Utilize an enhanced image strategy, which should include basic images, feature images, in-use images and infographic images to tell the individual product’s complete story.
2. Be sure to have high definition product videos to enhance the user experience online.
3. Improve the written copy to be more feature-benefit-solution oriented, leveraging keywords and focused on optimizing internal search.
4. Be consistent between all of the products in your brand, so that there’s a similar feel, look and message across the entire product line.
It’s difficult and sometimes expensive, but it’s also one of the few things you can do to ensure a better user experience that can convert to basket.