Choose the Correct Media Platforms for Product Marketing

Product Marketing Framework

You now know how important product marketing is for your company and what different roles it plays. It's time to understand the product marketing framework. A product marketing framework for software solutions is nothing more than a strategy that consists of different ways of marketing a product and media in order to reach the right audience and turn them into customers.

The following are elements that you should include in your product marketing framework.

Identify your ideal customer profile (ICP)

One of the first things to determine in your framework is your ICP. Who you want to target and why you want to target them is the most important thing you need to know before you start making your product. With those basics out of the way, you can focus on strategies that can help you get your prospect's attention.

Choose the right media platforms

The internet is full of media tools. Your challenge is to choose a tool that best suits your needs. You should invest in alternatives that are easy to use and give accurate results. As the world becomes more and more automated, having a tool that automates your business is a bonus.

Look out for channel partnerships and influencers

Product marketing is about marketing your product through different media. One way to do this is to work with as many relevant channel partners or brands as possible. Another option is to work with influencers as their reviews are one of the most valuable opinions considered on the internet today.

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Drafting quality content

When creating well-written, high-quality content, you are always at a conflict between product marketing and content marketing. However, you should be aware that content marketing and product marketing are part of a larger strategy. For this reason, marketers should leverage the content of the product they are trying to market as one of the biggest pillars of the strategy. A Media 7 interview excerpt from the CMO of a technology solutions platform explains how content can strengthen your product marketing framework.

Set realistic goals

You have a product marketing strategy, but running without goals is pointless. Before launching a product, always set realistic goals that are not too overwhelming, but still challenging. Being aware of your goals will give you clarity about which tools to use and who to turn to about selling your product.

Content truly powers experience channels like an ecommerce platform, a website, a great experience through a mobile device, and the delivery and distribution of content for downstream channels.

Ed Breault, Chief Marketing Officer – Aprimo

Prepare a plan of action

Product marketing can be done on many levels. An advertising plan is always a smart option to significantly shape your marketing activities. When you have a schedule for your product sales, you know what has been done, what's in the pipeline, what needs improvement, and which activity is producing results.

Start & monitor

Data-driven product marketing is an important element that should be part of your product marketing framework. Starting a strategy is not enough, the end goal should be to monitor it and make appropriate changes to achieve the desired results.