- All right, if you're a business owner or marketer
looking for ways to drive traffic and sales,
this video is gonna help you by teaching you
product and marketing strategies that bring together
what it is you're selling with the customers who are buying.
Boom, nice little happy marriage for you.
It doesn't matter if you're selling services,
software or soy lattes.
These are the basic business methods
that you need to succeed.
Let's get started.
What's up?
It's Jamal from HubSpot.
Product marketing is a process you use to increase demand
by crafting a story that illustrates
how your product fulfills your customer's needs and desires.
It differs from brand marketing,
which targets broader notions of cool,
or comfort, or confidence,
or price and promo marketing, which competes over costs.
Now all these are important elements
of a entire marketing plan,
but only product marketing focuses
on increasing demand for your product or service
by addressing a customer's pain points,
which makes it one of the most effective tools
in your marketing arsenal.
It's like going to get a massage
and you're like, "Oh, excuse me masseuse, right here hurts."
And they go for here (hand smashing)
and they chop you right there,
and then you feel great for the rest of the day.
And you're like, "Wow, I'm cured, thank you.
Only you seem to care about my pain."
So where do you start?
The first step is to determine
your unique selling point, also called USP.
USP is what makes your product stand out
from the competition.
If you need help brainstorming your USPs,
a good way is to start by creating a SWOT grid.
SWOT is a business analysis tool that stands
for strength, opportunities, weaknesses and threats.
By filling out this grid,
your unique selling points will begin to reveal themselves.
You can find a free template
for making your own SWOT analysis
as part of HubSpot's free product marketing kit.
Download it now, and I'll walk you through an example.
The upper left quarter of the grid is strengths.
You wanna list anything that makes your product stand out.
It can be an innovative design that does what others can't,
or maybe it's the ease of use.
If you're a local business
your location can be a major USP.
Or perhaps you offer a better online experience.
A lot of products nowadays include social justice
or eco-consciousness as part of their USP.
Next to strengths, is weaknesses.
Feel out this section honestly,
and I'll show you how to turn weaknesses into strengths.
A higher price might be considered a weakness,
but not if your USP is offering a premium product.
Customer churn sounds bad,
but maybe your highly flexible subscription model
doesn't log customers in.
You see where I'm going with this?
An opportunity like developing an innovative culture
can be an obvious, unique selling point.
Especially if you're selling software
that can be perpetually updated for the customer.
And even common business threats
like new regulations can be spun as compliance
for your USP list.
The possibilities are literally endless,
but try to come up with three to six USPs
from your SWOT analysis,
unique selling points that will wow your customers.
Speaking of customers, in order to wow them,
you need to know them.
So just like you spend time discovering your USP,
you also need to work on defining who your customer is.
Maybe ask them out on a nice little date,
just the two of you,
make it real, real romantic, real, real sweet.
Just kidding, don't do that.
And the easiest way to get to know your customer
is to make a buyer persona, which you can get a hold of
through HubSpot's free Buyer Persona templates,
which you can also download
for free in the link in the description.
When you do, you'll find templates
for various types of customers.
But no matter which template you use,
you'll see a section called "Challenges."
Those are the needs the buyer is hoping to satisfy
with your product.
Some common challenges, lots of B2B buyers face are;
not wanting to onboard a new product,
not wanting to sign up for another subscription,
or not wanting to risk falling outside of regulations.
The place where the buyer's challenges overlaps
with your USPs is where you wanna market your product.
It's called positioning.
And it's the place you want your product to occupy
in the mind of the consumer.
Once you determine the positioning of your product,
the job of a product marketer
is to develop effective messaging for that position.
We have dozens of videos that go into the nitty gritty
on how to get your message out there.
So when this video's done, take a look at our
"Everything You Need to Know
About Digital Marketing" playlist.
But there is one thing that I need you to know now,
your message.
Regardless of your unique selling points,
must speak to the buyer's challenges.
In other words, the message shouldn't talk
about the features of the product.
It can, but it's a lot better to talk about
how those features benefit the buyer.
Check out this classic ad
for the first generation Apple iPod.
The first iPod was a huge leap forward
in computing, engineering, interface design
and much, much more.
But none of that was in the first ads
for this revolutionary product.
What was advertised is a single statement,
"1,000 songs in your pocket."
I knew without the iPod, you just open your pocket
and you just hear 1,000 songs just emanating out of it.
You'd be a little scared, to be honest.
But the reason that worked is, because for 99% of buyers,
it's not about how our product solves the problem.
It's about what problem the product solves, period.
Which in the case of the iPod,
was being able to ditch the Discman
and literally carry around your entire music collection
in your pocket.
Obviously, there are very few marketers who get to work
on a once in generation product like the iPod.
But just because what you're selling
isn't a technology game changer,
doesn't change the product marketing equation.
Smart positioning and messaging
will convince most potential consumers
that your product is worth buying.
And that's where the Go-To-Market Kit comes into play.
So if you didn't download it before,
you definitely wanna pause this video
and grab it now from the link in the description.
When you get to that page, you'll see a bunch of links
to various templates you can use to assist in your planning
so that you can deploy marketing content
that will effectively drive leads and sales.
One example of the content I'm talking about
that almost every company uses is landing pages.
You can drive customers towards these landing pages
using other product marketing content
like product videos, search, or social media ads,
email marketing campaigns, you know the game.
What matters is that whatever technique you use
to drum up business,
when it comes to product marketing,
you want to focus on your USPs
and use the messaging to address the benefits
for your buyer personas.
If you wanna learn more about specific marketing techniques,
keep watching our videos and be sure to subscribe
so you never miss an update.
Until next time, I wish you a (speaking Spanish)
which is Spanish for see ya later.
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform,
so it shares its data across every application,
every team can stay aligned.
No out sync spreadsheets or dueling databases.
HubSpot, grow better.