You may remember our infographic on the steps you should take to get your product to market. In this article, we explain the importance of product renderings and the role that digital marketing can play in getting your product out there.
In order for Cambridge Design Technology to fulfil a turnkey solution to our clients, a strategic partnership was formed with C4B Media, a marketing agency experienced in helping businesses in a number of industries get their products to market.
It’s important to establish partnerships like this early on so that you don’t leave marketing your new product to the latter stages of your development schedule. Put your marketing plan in place as early as the product design stage, with the support of your marketing partner. It takes time to gain followers and an audience, so by planning your “Go to Market” strategy as early as possible, you will benefit from larger profit margins once your product is launched.
When you do, consider digital marketing as a key component of your strategy. In this digital age, your online presence is crucial for building awareness and being seen by your target audience.
Digital marketing can be cheaper than offline marketing methods, such as direct mail and magazine adverts. It’s also more targeted and more immediate, so you can reach the right audience much sooner.
A marketing partner, such an agency or your own in-house marketing team, can take the following measures to promote your product digitally. Here are the key steps:
Before you market your product to your target audience, it’s important to have high quality visualisations in the form of 3D renderings to show what your product looks like.
Your product design company can produce renderings of your product for your marketing partner to use as part of the marketing plan.
Your website will act as your shop front in promoting your product. For this reason, it’s key that it:
- looks good: unsurprisingly, an outdated or unattractive design can put potential buyers off from looking any further into your website
- is user friendly: make it easy to use and navigate your website, so it’s quick and easy to find those all-important eCommerce pages where users can view and buy your products
- is responsive to mobile devices: a large proportion of your potential buyers will be looking at your website on a mobile device, so it’s imperative that your website is functional on mobile, making it easy for your buyers to view your product
So, how will your website get found? Your potential customers won’t be able to find it unless you have search engine optimisation (SEO) in place.
This involves thinking about what keywords your target audience may be searching with and incorporating those into your website copy and marketing content so that your potential buyers can find your product easily.
A good marketing partner will carry out keyword research to recognise the ‘intent’ of your target audience in order to shape content that will attract them.
Paid Google Ads Campaigns
Google Ads is an excellent tool for targeting a specific online buyer audience and displaying digital adverts to people who are searching using your identified keywords on Google.
It’s important to create a landing page specifically for your campaign, because the page that potential buyers first arrive on after clicking on their search results needs to match their expectations.
So, if they’re clicking on a Google Ad promoting AV Receivers and arriving on your website that sells AV receivers, then your web page needs to include all the relevant product information about your AV receiver product. It should also include strong calls to action to tell them what they need to do to buy your product or request further information.
Ideally, there will be form fields on your landing pages too so that you can capture potential buyer information.
Social media is a key part of any digital marketing strategy – and it’s particularly useful for building brand awareness among potential buyers in a specific target market and driving traffic to your website.
Your marketing partner can help you identify the most useful social media channels to use, the content you should be posting, as well as frequency of posting. They can also produce shareable social content such as infographics, videos and any information that will be of interest to your target audience.
This is where the product renderings will come in particularly useful, because social media is a very visual medium.
Whether you use Facebook, Twitter, Instagram or LinkedIn, a strong social media strategy is great for brand awareness and engaging with your target audience.
Of course, whether your product is business to business or business to consumer can make a big difference as to where and how you promote your product on social media. LinkedIn, for example, is the ideal platform to promote to businesses in your target industry. Facebook, on the other hand, can be a great way to reach out to the consumer retail market using relatable, shareable content.
It’s good to look at what channels your competitors are using to promote their products, and how they are using them, to get an idea of what your social media strategy needs to look like.
Paid Facebook or LinkedIn adverts
Facebook and LinkedIn are both great platforms for targeting potential buyers who may be interested in your product.
People share a lot of information about themselves on social media, from the pages they like to personal information such as where they live and work, their job title, age and interests.
For this reason, social media can be a great channel through which your digital adverts can be targeted at users with particular interests, in specific locations, with certain kinds of jobs or belonging to a particular age demographic.
Finding a suitable marketing partner
If you don’t have a large inhouse marketing team at your disposal, it is important to find a marketing partner with experience of bringing a product to market. At Cambridge Design Technology we have worked with C4B Media, a digital marketing and creative design agency, for a number of years. If you have a product ready to take to market, it might be worth contacting them to see if they can work with you as your marketing partner.
Bring your ideas to life
Talk to us about your next product design project. We are an innovative and creative company that provides product design and technology development services to medical, scientific, technology and industrial companies.
Please contact us to find out how we can help on 01223 662300.
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