Product Marketing Plan: The 5 Steps

 

Every new launch requires a strategy and a product marketing plan , since only in this way can we coordinate the impacts to ensure that it receives all the attention it deserves and starts off on the right foot in the market.

As with marketing plans in general, the service or product marketing plan must contain all the necessary information and resources so that nothing catches us off guard. To help you, we have prepared this checklist with 5 essential steps that you must have covered before launching .

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Marketing plan the 5 steps

Checklist: The 5 key steps of a product marketing plan

1) Identify your target
Before launching a product or service on the market, it is important to clearly define who it is aimed at. Therefore, the first essential step in your product or service marketing plan should be to create a detailed buyer persona .

A good buyer persona includes not only demographic information, but also 5 keys to a successful product launch event  about your audience’s interests and motivations, the challenges they face, and why your product or service can help them overcome them.

2) Define unique selling points and messages

To successfully launch a product or service, you need to be very clear about aleart news  it solves customers’ problems and what differentiates it from other products available on the market.

To do this, we need to sit down and think about what key messages and differentiators we want to highlight during the launch. These messages will define conversations with the media, potential customers, industry analysts and other influencers.

 

3) Create a database of media and influencers
Once we have clearly defined the audience we are targeting and their key messages, it is time to decide which media , journalists and influencers we will direct our communications to.

Although it is always a good idea to have a diverse media base that includes reference sites for our target audience, we must always keep in mind that we have to be critical and only target those people who are truly interested in the product or service.

 

4) Train company representatives
In order to organize communication effectively, it is advisable to select a handful of people to handle interviews and articles related to the launch. It is best to have both product experts and managers.

As part of your product marketing plan , make sure you are clear about who these people are and review key messages with them.

 

5) Plan your content marketing activities
Content marketing is an essential piece to support the launch of new products or services and continue communicating key messages.