Marketing and Business Strategy Advice For Women Business Owners from NAWBO
Using themes - to help your products and team to stay more focused and on track.
One technique that can be used to focus your team's efforts and simplify the business process is to use product themes.
This typical product planning process of gathering data and delivering an MRD/PRD presents 2 challenges:
- How does the Product Manager prioritize, rank and make sense of what sometimes amounts to hundreds or thousands of feature requests?
- When new features are proposed after the functional spec and schedule are frozen, how can they be evaluated to determine whether it is reasonable to consider risking the schedule to include them?
Using a theme for marketing your product can make both of these dramatically easier.
Truth in Marketing? or Not!
When you are creating your core marketing messages and campaigns if you want to win the hearts and minds of potential customers your marketing claims have to match reality closely enough.
Two of the most basic tenets in Marketing are that:
- You should never insult your potential customers and
- Your marketing must be congruent
(i.e. you can stretch the truth a bit but you can't cross the line to where it is too far from reality).
For this article I'm going to use a well-known (and well-liked) company to illustrate why these are both so important. Years ago when I was working at Apple as the MacOS Human Interface Product Manager I remember talking with Chris Espinosa, one of the first Apple employees (and still there). We were discussing Apple's latest advertising campaign at the time in which it blatantly put down PC users, telling them they had made "the wrong choice".
The top 10 product launch mistakes
A new product launch - if done incorrectly, the marketing efforts may never have a chance to recover no matter how much money and effort are spent.
Mistake #6: Driving Your Customers to Your Competition
My wife and I then started to look at the other shredders that were available. We had a need, but we thought that $39.99 was more than we wanted to spend - it seemed a little pricey. We ended up buying a non-Staples brand shredder for $19.99 that does everything we wanted. In this case Staples still won, because we purchased from their store, but if the shredder they were advertising had been from another company that company would have paid quite a bit to motivate us to buy the competitor's product. So how do you avoid this?
The top 10 product launch mistakes
A new product launch - if done incorrectly, the marketing efforts may never have a chance to recover no matter how much money and effort are spent. Companies invest millions of dollars each year developing new products and trying to increase their revenues and profitability. Some of these are good product, and some aren't. Nonetheless, they all have one thing in common: without appropriate marketing activities they will most likely fail. In fact, there are many examples of inferior products that have won in the marketplace simply because the marketing was more effective than that of the superior competitor.
Once a product is finished, the first step in successfully bringing a product to market is to execute a successful product launch. If done correctly, a product launch can provide early revenue momentum, a stronger competitive position in the marketplace and a foundation for all other future marketing activities to build upon. If done incorrectly, the marketing efforts may never have a chance to recover no matter how much money and effort are spent.
Content marketing is about getting clients to invite you to interact with them
It's about engaging in a conversation, building trust and providing something of value. The secret to writing great content is to put yourself in your potential client's shoes and look for opportunities to help make her life a little bit easier. It's understanding exactly what your target audience needs to know and delivering it to them time and time again.
What potential clients really want is valuable content that will improve their lives. The Web allows smart entrepreneurs to deliver compelling content that people actually want to consume. We now have the opportunity to create content that not only positions us as authorities in our industries, but is one of the greatest client attraction secrets.
In our rapidly changing business environment, the entrepreneurs who are going to thrive are the ones who engage their clients and build long-term relationships. Here are six reasons why content marketing metters: