7 Big Product Marketing Mistakes

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Hello there!

It's been a minute since I posted here. My deepest apologies and I'm back now, lol.

What have I been up to? Well, I finished my product management course and I'm currently studying my Product Marketing Management course and I have been learning a lot. 

Moving forward, I will write about what I am learning in PMM(Product Marketing Management). 

Let's get right into today's topic, shall we?

Today we will be talking about 7 Big Product Marketing Mistakes. I'll explain each one., don't worry.

1. Choosing a customer before you've set a goal. This shouldn't be heard of in planning a go-to-market strategy for your product. It is more accurate to say that the ideal customer is the one that is most likely to help you reach your goal. 

2. Not estimating demand early enough. It would be really sad to take a product to market and no one is using it or even signing up. It's important to know if your product is in demand and if there are customers waiting to use that product.  

Here are four key ways to avoid these problems;

  • Study products that are already selling well and improve on their deficiencies
  • Estimate demand using keyword research tools and sales-estimate tools such as Google-Keyword planner and Jungle scout
  • Borrow Total Addressable Market(TAM) data from investor relations presentation
  • Conduct your own primary research, such as surveying a sample of prospective buyers to estimate demand
3. Not giving partners strategic importance. Your target market is not just about the customers but also the market partners that can help connect you to the customers that you need.  You can do a partnership with one company that can connect you with a million customers that will buy into your product. An example is the partnership between DSTV and ShowMax. 

4. Not quantifying your value proposition. It's understandable that sometimes it may look as if you can't quantify the value your product is bringing but you can do it in a "passive way", that is, explain how your product is saving money for your customers. That is, by using your product, your customers save XYZ amount of money which they would have used to do ABC, thereby saving them a particular amount of money because they used your product.  I really hope this is clear enough. 

5. Assuming benefits are more important than features. Common marketing understanding will have you believe that you should focus on the benefits of using your products rather than the features of the products. This isn’t outrightly true. Customers are often looking for specific features to solve immediate pains. Mapping out the customer journey will help you avoid this common mistake.

6. Using formal copywriting. Your customers aren't robots (I hope). They are people that have feelings just like you. They want to be related to. Using slang and informal but respectful words in your copywriting is okay. You don't have to be uptight about your copywriting. Use cheesy catch phases if you will, it works.

7. Testing inconsequential tactics. Spending your time testing things that have no actual consequential value will only waste your time. Test what is important to your customers and move. 

I hope these few tips will help you in planning your go-to-market strategy well. 

Till next time.

Franny. 

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