Why do products fail in the market?
Ask a techie, and he will be confused about responding to this: but why is this so?
Well, the answer is very simple. They don’t know the reason.
But then, how do you improve if you don’t know why your product is failing in the first place?
Well, let me tell you the answer.
No matter how good your product is, if you don’t have a good marketing strategy, then it is bound to fail in the market. But we all know that Technology and Marketing are opposites, so it becomes quite tough for the IT guys to be good at marketing.
And that’s the main reason why tech companies always struggle in determining what works best for them. The situation gets worse because they need to convey the intricacies of their solution to a consumer with an average attention span of 8 seconds. Or less.
Now, this often requires a lot of existing knowledge in their field.
Because techies don’t know much about marketing; there are high chances that they will make mistakes. And because they don’t identify their mistakes, it becomes even tough for them to correct it.
So rather than talking about marketing tactics, I will talk about some of the common mistakes that tech companies make while marketing their products.
1. Content Does Not Have the Customer – on Top of Mind
You must know about your target audience. Know them inside out as you know your product and understand what makes them tick. Sometimes companies lose focus and start reproducing the same content without tweaking the message to relate to their target audience.
And it is especially important for any company to curate content for their target audience so that they can relate to it. When your target audience relates better to your content, they tend to engage more.
And once they start engaging, they eventually become your lead.
2. Marketing Too Many Messages – at the same time
Your product may offer a lot of different solutions, but that doesn’t mean you need to tell everyone about everything that your product can do for them.
When you provide your customers with too much information and opinions, they get confused.
So sometimes it becomes important not to reveal too much to them as it ultimately leads to forgetfulness, and the customer will move away.
Simple focused, and direct – that should be the mantra.
3. Inconsistent Marketing
If you want to see positive results, then you must maintain consistency. Keep your message consistent and be connected to your customers. Consistency is key to seeing results from your marketing efforts. Being consistent with your customers, helps you build the right brand image. And we all know how important it is to build a brand.
Remember, people forget the product, but they never forget a brand.
4. Not Enough Content on How Your Product Integrates
Easy-to-access content about your product is very important as it gives an idea to the customer that how he/she will be able to integrate your product with his/her existing setup and will help the customer to make a purchase decision.
Now that you know what mistakes you’re making, it’s easier to start working on rectifying them.
Let me know if you need any help. The experts at Fervent Communication are always up for a chat on a no-obligation, complimentary call.
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