There’s a long-held belief in the business world that a truly great product will sell itself. I like to call it the “build and they will come” mentality. This notion has lured many entrepreneurs into a false sense of security, leading them to neglect the crucial component of marketing.
The reality, however, is far different. Even the most outstanding products require strategic marketing efforts to reach their intended audience and achieve success. So why is effective marketing essential, and how does it align with product quality to drive sales? Let’s take a deeper dive.
The Misconception of Self-Selling Products
At the heart of this mentality is the belief that great products will sell themselves because of word-of-mouth and inherent product superiority, which they believe will suffice in capturing market interest.
While exceptional products can generate organic buzz, relying solely on this passive strategy is quiet risky. The business landscape is intensely competitive, with countless innovative products vying for consumer attention. Without proactive marketing, even the best products will likely remain overshadowed by competitors who market more aggressively.
The Crucial Role of Marketing
1. Building Brand Awareness
One of the primary functions of marketing is to build brand awareness. Consumers can only purchase a product if they know it exists.
Marketing activities—whether through advertisements, social media campaigns, or public relations efforts—help place a product within the public’s consciousness. This foundational visibility is the first step toward generating interest and driving sales.
2. Educating Potential Customers
Marketing is also about educating potential customers. What makes your product special? How can it solve their problems or improve their lives? These questions require detailed answers that are effectively communicated through marketing channels.
Content marketing, for example, can highlight a product’s unique benefits and features, helping customers understand why they need it.
3. Creating a Connection with the Audience
Successful marketing strategies go beyond mere advertisement and strive to create an emotional connection with the audience. Storytelling, brand narratives, and targeted advertisements can evoke emotions, build trust, and foster loyalty. When customers feel connected with a brand, they are more likely to become repeat buyers and advocates.
Take a look at a few of my favorite commercials below that I believe do a truly exceptional job at this.
4. Differentiating from Competitors
In a crowded market, differentiation is key. Marketing provides the tools to establish a product’s competitive edge. By emphasizing unique selling propositions (USPs), marketing efforts can highlight what sets a product apart, whether it’s superior quality, innovative features, or exceptional customer service.
When Marketing Made the Difference: A Few Great Case Studies
Apple Inc.
Apple’s products are renowned for their quality and innovation, but the company’s success is equally attributable to its smart marketing. The iconic “Think Different” campaign, sleek advertising, and compelling product launches create immense buzz and anticipation.
Apple’s marketing strategies have turned product launches into major events, ensuring massive media coverage and customer interest.
Old Spice
Old Spice’s dramatic turnaround is another testament to the power of marketing. The brand’s “The Man Your Man Could Smell Like” campaign revitalized a dated image, attracted new customers, and significantly boosted sales. Despite having a solid product, it was the strategic marketing effort that propelled Old Spice to renewed success.
Practical Marketing Strategies for Entrepreneurs
So now that we’ve talked through a couple effective and impactful case studies. Let’s take a look at the practical strategies we can pull from these examples.
1. Craft a Comprehensive Marketing Plan
Developing a clear marketing plan that outlines your goals, target audience, budget, and strategies is crucial. This roadmap helps keep marketing efforts focused and effective, ensuring all activities align with business objectives.
2. Utilize Digital Marketing
In today’s digital age, leveraging online platforms is non-negotiable. Social media marketing, search engine optimization (SEO), content marketing, and pay-per-click (PPC) advertising are cost-effective ways to reach a broad audience.
Whatever modes of marketing you’re using, make sure that you track ROI. One of the many great things about digital marketing is that it also offers robust analytics, allowing businesses to track performance and adjust strategies in real time.
3. Leverage Influencer Marketing
Collaborating with influencers can amplify your product’s reach. Influencers, who have trust and rapport with their followers, can effectively promote your product to a receptive audience, driving brand awareness and sales.
How do you find the right influencers? Without steering this article onto another topic matter, which can be it’s own post. I’ll say this- Leverage Influencer platforms and tools. Platforms like BuzzSumo, Traackr, AspireIQ, and Upfluence can help you find influencers based on keywords, niche, or audience demographics.
Additionally be sure to analyze engagement metrics. Look for influencers with high engagement rates rather than just large follower counts. Tools like HypeAuditor and Social Blade provide detailed analytics on influencer performance and audience engagement.
4. Invest in Content Marketing
High-quality content that educates, entertains, and engages your audience is a powerful tool. Blogs, videos, infographics, and social posts can drive traffic to your site, build credibility, and nurture customer relationships.
5. Engage in Email Marketing
Email remains a potent marketing tool due to its direct and personal nature. Building an email list and regularly sending out newsletters, offers, and product updates can keep your audience informed and engaged.
6. Collect and Display Customer Reviews
Social proof, such as customer reviews and testimonials, can significantly influence buying decisions. Encourage satisfied customers to leave reviews and prominently showcase them in your marketing materials.
Final Thoughts
The myth that a great product will sell itself is just that—a myth. While the quality and innovation of a product (or service) are foundational, they must be complemented by strategic marketing to achieve success.
Marketing not only raises awareness and educates potential customers, but it can also build a connection with the audience and differentiates the product in a competitive market. For entrepreneurs, investing time and resources in effective marketing strategies is essential to turning a great product into a market success. Ultimately, it’s the combination of a remarkable product and a well-executed marketing plan that drives long-lasting business success.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
