When startups finally get around to embracing marketing (and it can them awhile to climb on the bandwagon), there’s a lot of activity around core messaging, strategic planning and content marketing, including media/blog coverage.
And while marketing can create attention, buzz and consumer demand, the most important consideration is whether their product or service is good, if not great. In other words, a product that doesn’t provide value or offer tangible benefits is doomed, even with awesome marketing.
This is something many companies overlook or want to ignore because they’re so focused on attracting consumers, they don’t spend enough time making sure their products are meeting real needs. Marketing can attract the spotlight but it doesn’t take long for consumers to discover if a product is worth their time and money.
So here’s my advice: make sure your product delivers. And, as important, make sure the entire process surrounding the product is seamless and delightful. It starts with the messaging and the stories being told, and then involves how consumers can learn more about the product and its benefits, and, finally, the buying process.
Even step along the sales funnel needs to meet the needs of consumers. If there’s any “grit” along the way (e.g. the benefits aren’t clear, the calls to action are weak, the check-out process is overwhelming), a potential customer will bail in a heartbeat.
More advice: do a comprehensive review of your product, the benefits it offers and why someone would want to use it. Don’t be afraid to question if it meets expectations or whether it’s a nice but nice-to-have feature. This is a process that could involve in-market research, focus groups or asking non-biased people for their thoughts. What you’re seeking is honest, frank and constructive criticism, even if it stings.
If your product isn’t good, let alone great, you’ve got a problem that no amount of marketing is going to fix.
If, on the other hand, you have a great product (e.g. Nest, Google, DropBox), marketing will provide even more traction and buzz.
For more thoughts on why great products matter, check out this post by Tech.co.
If you’ve got a good/great product, and looking for help on how to jump-start your marketing, here’s how I can help.