Marketing Your Technical Product/Service ... to my Mother
24 Oct 2009
Marketing Your Technical
... 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
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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
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
information, using social networks to rank and rate products and
• Place becomes Presence. Companies need to be ﬁrst in line Loyalty
when potential customers are beginning to start the Customer
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.
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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
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