Tips On How To Create A High Level Product Marketing Plan & Execution

The first step is creating a product marketing plan is to understand the needs of your audience or customer base. When you understand their needs, you will know how to cater to them. For your target market, be sure to target in four different ways; demographic, geographic, behavioral and psychographic.

Demographic is based on age, race, religion, gender, etc.

Geographic is based on where a customer lives, the climate and population of the area.

Behavioral is based on where they might be in the sales funnel and the calculated attitude toward your product.

Psychographic is the beliefs, opinion and values of the customer, as well as their lifestyle.

The next step is understanding the overall marketing goal (Links to an external site.) for your product. How do you envision these goals being met? What is the overall objective to meet? What need are you meeting by developing and marketing this product? Product goals should go into the plan listed out clearly with actionable steps on how to achieve them.

Now it is time to understand your competitive landscape. Develop a list of top competitors and be sure to research them. Where do you land with your product? What are the strengths, weaknesses, opportunities and threats? What are the competitive advantages you have over your competitors? Create a list of unique selling propositions and competitive advantages that you plan to add into your overall messaging for the product.

In this step, we craft the message. You can be subtle in your jabs at the competitor or you can have all the pointy sticks (Links to an external site.) you need. It is important to not only go after a competitor but focus on what sets your product apart. Do not offer free advertising to your competitors by constantly talking about them. A message needs to resonate with your audience and meet the need. Look back at the original needs of the customer and at your overall goals and objectives for the product as well. Keeping these at the forefront will help you develop a strong message. Once the message is developed, message it and pair it down to be more concise.

In this next step, we will focus on your marketing mix. What channels do you plan to show your message? How does your audience consume their media? Answering this question will help you decide where your message should be. Create marketing elements which should make up a tactical plan for executing your overall product marketing message to the marketplace.

Last, be sure to follow up on your marketing plan. Monitor the data on how it is doing month over month. Check in and make tweaks if something is not working. Conduct A/B Testing (Links to an external site.) and track metrics that ladder up to the original goals you set from the beginning. This is the step where you can crate a reporting metrics dashboard and show the progress of your overall product marketing plan with your leadership.

Now, have the confidence to go out and get ’em! 

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