Sometimes, something innocuous can be the start of something big. If you have developed a product, you might think it is unique. However, most successful products today are not unique, original, or new. Often, it is an innovation of something that already exists.
But what can make a product successful even if it is not unique? It is a matter of fundamental marketing knowledge, product positioning, and using the right tools. How you present your product is what matters.
Making your product more visible
You have several options to improve your product visibility in a crowded marketplace, and it will help you greatly if you extensively know your product, the market, and your target audience.
- Do not be afraid to be human
When immersed in the business, there is a tendency to forget that consumers are humans and do not want to buy from companies that remain faceless. Instead, focus on passion, trust, and authenticity, wherever you are—in-store or on online platforms. Talk to your target audience casually and personally through your website. Give your audience all the information they need, but do it in a more friendly and easy-to-digest approach.
- Build relationships
Software buyers, for example, do not only look at the product’s features. Sometimes, the relationship the vendor builds with the consumers has a bigger impact on their buying decision. With a strong bond, consumers trust a vendor who knows how to communicate and relate to them, helping them use the product with ease.
For example, you can help them manage their software licensing through real-time entitlement management systems. With the system, the buyer can quickly determine who has access to the software and related devices, systems, and content. For example, if the company buys 100 software licenses, the entitlement management solution (which works in tandem with the license management solution) will ensure that only authorized users can utilize the program.
- Provide clear message and benefits
Enterprises and consumers buy software that will be useful to their business or personal needs. If you know the market, you understand what consumers require. So position your product in that place, and explain and highlight your product’s selling points in words that an average consumer can understand. Avoid using technical terms, and use as few words as possible to describe your product.
- Identify and target your niche market
You can make your product stand out by focusing on your specific market segment for better opportunities. Moreover, identify the consumers that fit your product. With the proper positioning, aided by market analysis, you can capture your niche that will benefit the most from using your software.
- Email marketing is still effective
Email marketing still works. The key here is email personalization. Make sure you send messages tailored to consumers’ needs. If you know your consumers, you understand what they want.
How you position your software in a crowded marketplace could affect its visibility. This involves your delivery of clear and concise messages, your rapport with your consumers, and providing the right tools to help users manage their software access.