Before you start thinking about marketing your product, you should analyze your audience. This is important no matter if you’re running a startup, a SaaS company, or an e-commerce store.
Product marketing is essentially audience marketing.
Before you start any marketing initiative, first define your audience. This will help you create a marketing strategy that works.
What should you know about your audience?
- Your audience’s goals and problems, well beyond the scope of what your product solves.
- What other tools your audience uses, or is looking for.
- Where your audience goes for information.
- How your product fits into your audiences’ lives or workflows.
- If and how your product meets your audience’s needs.
- How competitive and complementary products meet your audience’s needs.
When you are aware of each one of these areas, you don’t have to create any marketing strategy.
You just have to assemble all these pieces like a puzzle.
What channel do we use to market our product?
Does our product have the right features?
What content should we create?
This is the foundation of marketing.
Sometimes, the best way to understand your audience is by testing. You can spend hours on Reddit, forums, Google Trends, and Facebook groups compiling all the templates you want.
But until you start testing and receive real-life feedback from your audience, you won’t know what they truly want.
You won’t know to which content they respond the best. Or which feature they look for in your product.
So, do spend hours on research. But, in the end, let the numbers do the talking.