24 Oct 2009


Marketing Your Technical
Product/Service
   ... to my Mother

Companies with a new technical product or serv...
In the past sellers would qualify potential
buyers, then approach them with sales
proposals. Now buyers conduct their own
...
Three Key Questions to ask about your potential customers:
   • Who is your target audience?
   • What do they want to kno...
Design for Your Audience
All your marketing material must be designed to help your potential customers make
decisions. Hig...
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Marketing Your Technical Product/Service ... to my Mother

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a Bizcamp 2009 presentation by Charlie Crouch

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Marketing Your Technical Product/Service ... to my Mother

  1. 1. 24 Oct 2009 Marketing Your Technical Product/Service ... to my Mother Companies with a new technical product or service follow a familiar path: • Launch a new or revised website • Promote the new product/service with press releases • Provide support materials such as specifications sheets and technical notes While traffic to the website may increase, follow-on inquiries can be slow, and new sales do not appear as expected. A major issue is that the company has made its offering based on technical features and benefits, while technology may well not be the main decision criteria. Potential customers will be looking for business benefits which have not been addressed. Customers Act Differently Companies think in terms of products or services, while people think in terms of problems or activities. Companies must approach customers on their terms, not the terms of the company. Marketing Your Technical Product/Service! Page 1
  2. 2. In the past sellers would qualify potential buyers, then approach them with sales proposals. Now buyers conduct their own search for sellers, visiting websites and pre-qualifying sellers at an early stage based on the material they find on company websites. Marketing Communications is Changing The main goal of marketing is to attract and retain customers, but again the Internet is causing change. John Sviokla and Antony Paoni Awareness (www.svioklascontext.com) have written about the new face of marketing on the Internet: • Product becomes Personalization. People want things Consideration personalized just for them. • Static Pricing becomes Dynamic Pricing. It is harder to set and Preference control prices today. • Promotion becomes Persuasion. People evaluate their own Action information, using social networks to rank and rate products and services. • Place becomes Presence. Companies need to be first in line Loyalty when potential customers are beginning to start the Customer Decision Process. Moving to the Front of the Line To move to the front of the line, you must provide content that your target audience will find interesting and relevant to their needs and questions, not just describing your product or service. If visitors cannot find what they want, they will leave, and fast. Marketing Your Technical Product/Service! Page 2
  3. 3. Three Key Questions to ask about your potential customers: • Who is your target audience? • What do they want to know? (Not: What do you want to tell them?) • How can you make it easy for them, not you? Using this information and the Customer Decision Process, you must design your website to provide information to help your visitors make their purchasing decision. Making changes to your website or message can help move potential customers along the Customer Decision Process to reach your desired goal. Even a small improvement can have big results. Marketing Your Technical Product/Service! Page 3
  4. 4. Design for Your Audience All your marketing material must be designed to help your potential customers make decisions. High-value content will: • Educate potential customers • Include information to help them make a decision • Include clear instructions for the next action to take (sign up, call, download, etc.) White Papers and Reports White papers and reports help people make decisions. They are a combination of a brochure and an article, designed to be both informative and persuasive. Case Studies Case studies which describe real situations where your product or service has provided valuable solutions provide excellent content. People like stories that relate to them, so make your case studies relevant to the potential customers you are trying to reach. Other types of relevant and interesting content include videos, podcasts, webinars, online demonstrations, and e-books. All of these provide experiences which keep your potential customers engaged for long periods of time, thereby offering you opportunities to help move them along the Customer Decision Process. Charles E. Crouch Helping people who are lost on the Internet Online Business Consultant Lecturer in e-Business, Boston University, Brussels Phone: +32 (0) 472 73 80 89 Email: charles.crouch@mac.com ccrouch@bu.edu linkedin.com/in/charlesecrouch © 2008-9 Charles E Crouch - Creative Commons Attribution (BY) License. You may copy, distribute and use this handout freely, as long as you give proper credit. Marketing Your Technical Product/Service! Page 4

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