Having trouble boosting your company’s sales and customer retention? Then our Product Marketing basics series may be just what you need.

We live in a world surrounded by brands that never stop reinventing their identities and we know that audience plus revenue is the secret to building an epic business. By offering customers memorable experiences and constantly nailing their campaigns, an epic business can create joy in their customers.


Think of Starbucks and you already associate it with an experience, not just the rudimental act of buying a coffee. Finding the strengths from within your organization and underlying them in your campaigns can be daunting if you’re missing the proper tools. At Pinksquare, we believe knowledge is power, which is why we curated a list of steps you should take into account if you want to improve your product marketing and marketing strategies.


First Steps

1 Create your brand ́s visual identity

Branding in a digital world matters. Make sure your company has a suggestive name that people can easily associate with the product or service you provide. Also don’t forget about the logo.
It should contain hints at the kind of work you do. A business needs to have a strong brand identity. Be it a graphic designer or Fiverr that takes care of your image, a strong identity always offers a point of credibility and enables self-explanation.

2 Describe your product

product marketing - product descriptionProduct marketing starts with letting people know what product or service you provide.  Convert your thoughts into words, but keep it short and simple. No one wants to read long, unbroken paragraphs of text. Don’t ignore the visuals, for each block of text include a relevant image.

3 Create a Website

Websites lead to revenue. If you don’t have a website, you might as well consider yourself non-existent. Even if your business has five employees or less, there’s no way you can make it without one. Luckily, you don’t have to pay a fortune for a website. Whether you choose WordPress or GoDaddy’s website builder, just do it. Don’t be quick to judge your product as one that can’t be sold online because of the industry you’re trying to promote. Nowadays, there’s nothing that cannot be sold online.

4 Register your business

Why and where, you might ask. Well, the answer is Google My Business. Your free google listing helps you to attract new customers. It empowers businesses by bringing exposure, credibility and visibility on the map.

5 Get Google Analytics

Google Analytics are a free set of measurements that will help you track website performance and interpret your visitors activities. Take advantage of this free tool and start tracking how much your business is progressing digitally.

6 Product Marketing on Social Media

Maybe social media isn’t exactly the first thing that would come into your mind when figuring out ways to gain visibility. Instagram is definitely a no no for the industrial industry, for example, but Facebook and Linkedin are great audience boosting tools. It’s also a pretty sure thing these days that when people are deciding between two or three products, they will look for reviews and recommendations online – often from their social media contacts. It’s just a matter of effective targeting, but more on that later.

How to structure your website

We know, managing a website is not easy. But one mistake many companies make is that they don’t create enough content on their website. Great exposure leads to higher visibility and consequently ranking highly on Google. Google likes longer pages. Aside from that, people never search for general information. They`re looking for specific services and terms.

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About Page

Use this page to describe what kind of services are you providing and what makes you different. This is also a possibility to describe yourself and your team. Remember humans like humans, so keep it personal.

Services or products

Here, give a detailed explanation of the services or products your company provides. Describe each of them in as much detail as possible and tell how your services help your customers or how your products better your customers lives.

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Always include your contact email address and phone number on your contact page. Contact forms show professionalism and allow visitors to ask for further information or provide feedback.

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Many would say, “my clients don’t read blogs”. This assumption is wrong. Blogging increases exposure, raises awareness and engages potential customers. It’s a two-way conversation in which you can prove your technical expertise and industrial leadership. Furthermore, including a blog on your website can help you get websites visitors by improving your SEO ranking on Google.

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Client Testimonials

Once potential new clients read honest reviews from happy customers, they are more likely to buy a product. Hence, brand recognition and human connection get a boost. Client testimonials also help you build links – both inbound and outbound links if you wish. This will also help you gain more traffic, as it will increase your SEO rankings on Google. Win win.

This article is part of an ongoing series taken from our ebook on Product Marketing.

Chapter 1 – Building the basics
Chapter 2 – Building Online Connections
Chapter 3 – Content Marketing
Chapter 4 – Why use 2D/3D animation for video marketing
Chapter 5 – Advertise your Site
Chapter 6 – The power of Networking