Many product managers will tell you that a great product is only driven by customers. However, how do you continuously get your customers to be satisfied? Customer satisfaction is key to the growth and continuance of your business. To create this customer-oriented product, you'll need to bring out the best in your employees and product team. Here are six tips for making customer-oriented product marketing a success!
Build conversations into your marketing.
People like to talk about themselves, and they especially like to talk about their problems. They also enjoy getting feedback on those problems and generally want to be heard. As a result, people find it more meaningful when you help them solve these problems by offering solutions. This is the key to customer-oriented marketing: give your audience what they want and create a sense of connection between your organization and them. One way to do this is by building conversations into your marketing strategy.
HubSpot did it by creating a specific type of content known as "conversation starters." These might be ebooks or guides that provide insight into particular topics or industries. For instance, they created an ebook for their customers who are sales professionals about strategies for making the most out of their sales teams called "Team Selling Skills: What You Need to Know in Today's Modern Sales World." In creating content like this, they invite their customers to share their expertise in these areas with them and with each other -- which starts an ongoing conversation among their community members around a topic that's important to them (and one that's important to you).
By engaging with your audience on topics that affect them and equipping them with tools they can use in their jobs, you establish yourself as someone who cares about their personal growth and development and the success of their team or business overall. When you take on such a role within your field of expertise, you become more than just another brand pushing products; you become a trusted source valued by your network (your existing customers plus new prospects) who will ultimately reward you with loyalty because of it!
Don't make people ask for what they want.
Make it easy for customers to get the information they need. Give them what they want. Make it obvious how to contact you. If you don't' give them what they want, someone else will!
It is a cliché because it is true: the customer comes first. The key to customer-oriented product marketing is to anticipate your audience's needs and make it as easy as possible for them to meet those needs.
Be generous about sharing everything your customers need to know.
Make everything your customers need to know easy to find.
When someone goes online to learn more about a product, they hope that all the information they need is waiting for them in one easy-to-find spot. But too often, customer-oriented content is scattered around different parts of a website or locked behind paywalls.
It's essential to make your resources as easy as possible for your customers to find. This will encourage them to engage with you at their own pace, ultimately saving you time and money.
1. Make it easy for them to find answers on their own.
2. Encourage conversation.
3. Help customers help themselves.
4. Don't forget mobile users.
5. Keep it fresh.
6. Offer plenty of ways for people to reach out if they need help
Give away free stuff (but not too much).
- Free trial
- Free demo
- Free content
Of course, you don't' have to give away your product for free. You can still offer a free trial version or a free demo. You can give away complementary products and services for free if you can. Maybe you can create video tutorials that show how to use the product, or even an ebook on the subject. This builds trust and loyalty with potential customers, shows that you want to help them succeed in one way or another — and it gets them closer to buying from (or at least considering) your company as a result. But remember: don't' give away anything valuable for free unless it leads directly to a purchase or another conversion metric you care about.
Use content campaigns to educate customers on more advanced features.
You've already established that the customer is up to speed on the basics of your product, but what about more advanced features? Similar to onboarding, this content can be used to educate customers on how to use those features and why they should.
This content can take the form of a guide or checklist, which can be sent out in an email campaign or posted on your blog. The email option is a good choice because it's easy for customers to revisit whenever they need a refresher. Another nice thing about checklists is that they help you get into the headspace of your target audience. You'll want to make sure that these lists are organized in such a way that it would make sense for them (e.g., by frequency of use). If you manage multiple products, this strategy can also be paired with new feature releases so that customers are aware of what's changing and why they should be using it.
A good idea would be to combine different types of content (like infographics, video demos, etc.) into one campaign so you know exactly when customers are engaging with each piece—and how long it takes them from start to finish. But don't overwhelm your audience with too many new updates or releases at once! Tread lightly and focus on core capabilities first before moving onto any ancillary ones.
Get existing customers to do your marketing for you.
In terms of customer-oriented marketing, there's nothing quite as effective as letting your existing customers do it for you. By showcasing the testimonials of real customers, you can instantly build trust with your potential buyers—beyond what even the most well-written ad copy has to offer. This is because they're seeing real people (and not actors or models) who are just like them using and loving your product.
Customer testimonials are a type of word-of-mouth advertising that can come in many forms—a video review, a written recommendation on your website, or a social media post from someone who loves your product. Any one of these methods is useful when it comes to attracting new customers.
Why? Because we value information from our peers over other forms of advertising (such as billboards or TV commercials). A recent Nielsen study found that 83% of consumers trust recommendations from their friends and family more than any other form of advertising! If a friend says they love something and you've had some positive experiences with them before, then you're much more likely to believe that it really is good. It makes sense when you think about it: We rely on our friends' recommendations so we don't have to research everything ourselves. It saves us time and energy, which is why personal testimonials are just so powerful for marketing teams looking for conversions.