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Bringing any kind of new product to market requires a different approach for every industry, target customer and even location you need to enter. Occasionally, new products are so novel that they automatically stand out without much marketing help. But if you are launching a specialized version of a product that already kind of exists, maintaining a strict focus on your target customer and doing everything you can to speak to them personally about your differentiators will help you break through.
Otherwise, going head-to-head with existing products on a national or global stage will make it harder. Your messages are more likely to get overshadowed.
The first recommendation is to limit your initial outreach to a small target audience. Second, put on your digital marketer hat and start thinking like a growth marketer.
After the pandemic, we see in a recent study that B2B buyers now purchase 67% of their products online. It’s up to suppliers to deliver the best product presentation online. You’ll notice that this includes user experience. B2B companies can no longer get away with being a few steps behind B2C with their digital marketing and creative skills.
Related: 6 Key Things to Consider When Bringing a Product to Market
But don’t get too confident B2C marketers! You’re just as susceptible to missteps in this process. One of the biggest that everyone can relate to is live streams. They are fun to think about and plan, but they offer zero customer interaction. Afterward, you’re left with the same activity and audience. Think about it — you can’t capture, engage or keep talking to participants. You’re better off doing anything else.
This doesn’t have to happen. Digital tools are easy to get and use. There are very few barriers to providing every buyer with easy access to your product. Further, if you do it right, they will also take action and be loyal customers.
To get to this sweet spot,…
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