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The Importance of Product Marketing For Conversion: Market Your Offer, Not Your Product

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Businesses often make the mistake of assuming that the role of product marketing ends once a lead is successfully converted. However, this couldn't be further from the truth. Product marketing plays a vital role not only in attracting and converting leads but also in ensuring customer satisfaction, retention, and advocacy post-conversion. A key aspect of this comprehensive approach is shifting the focus from product-centric to offer-centric marketing at the beginning to then focus on proper product marketing down the funnel that aligns with customer onboarding and advocacy. By emphasizing compelling offers rather than just product features, businesses can drive higher conversion rates and foster long-term customer relationships up top.

Why You Should Focus on Your Offer

When it comes to direct-response and bottom-of-the-funnel marketing, promoting your offer rather than your product can significantly enhance your results. Offer-centric marketing involves driving prospects towards demos, consultations, and other actionable steps that provide immediate value. This strategy is particularly effective in capturing in-market prospects and generating demand over time. However, focusing solely on offer marketing isn't easily scalable, which necessitates an expansion to other parts of the funnel to generate demand rather than just capturing it.

Direct marketers have known for decades that offer-centric marketing outperforms product-centric marketing. Tests have proven that response rates increase substantially when messaging centers on the offer rather than the product. Here are some reasons why offers are more effective -

  • Creating a Sense of Urgency When an offer is available for a limited time, the time pressure compels potential customers to act swiftly, preventing them from waiting for a better deal that might not materialize. This creates a sense of urgency and FOMO (fear of missing out), leading to higher conversion rates.

  • Promising a Concrete Reward for Action A compelling reward (like a discount or bonus) linked directly to the desired customer action serves as a powerful motivator. It highlights specific values for the customer, going beyond merely showcasing the product’s features.

  • Increasing Conversion Due to Low Commitment Offers that are usually free and involve low investment make it easier to get leads to take the offer and then ask for a larger commitment later. Once the customer experiences the benefits firsthand, they’re more likely to convert down the line.

  • Taking Advantage of Reciprocity The power of free goes beyond the initial benefit. Offering something for free triggers reciprocity in customers, making them feel indebted. This can lead to a higher chance of getting them to make a purchase or agree to a future commitment, like a sales call. Examples of marketing offers include: - Consultations or webinars - Free product demos or trials - Cheat sheets and giveaways - Coupons and discounts

Effective marketing transforms products into irresistible offers that customers can't ignore.

Product Marketing in Customer Advocacy and Onboarding

Importance of product marketing through the marketing funnel right to post-purchase

The journey doesn't end once a customer makes a purchase. Product marketing continues to play a crucial role in ensuring customer satisfaction and fostering loyalty through effective onboarding and advocacy programs.

  • Customer Onboarding and Support - Post-sale, product marketing should collaborate with customer success teams to develop comprehensive onboarding materials, tutorials, and user guides. These resources help new customers quickly and effectively get up to speed with the product, enhancing their initial experience and reducing the likelihood of churn. Additionally, gathering feedback during the onboarding process allows for continuous improvement of both the product and the customer experience.

  • Customer Advocacy Programs - Satisfied customers can be your best marketers. Product marketing should create customer advocacy programs that encourage happy customers to share their positive experiences. Incentives for referrals, positive reviews, and participation in case studies and testimonials can amplify positive word-of-mouth, build brand credibility, and attract new customers.

In Conclusion

Product marketing is a continuous journey that extends well beyond the initial conversion. By focusing on offer-centric strategies, customer onboarding, and advocacy, businesses can enhance customer satisfaction, retention, and long-term success. Shifting the focus from product features to compelling offers and maintaining engagement through effective post-sale initiatives will ultimately lead to sustained growth and a more loyal customer base.

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