In an ideal world, your product would sell itself. You would create it, advertise it, and buyers would flock to your website to purchase it. This is a basic sales cycle, but one that only very simple products can model after. Simpler products may fly off the shelves at a faster rate, while more complex products need a bit more of an advertising push. Selling a complex product isn’t impossible, but it does require more attention and finesse.
With millions of products launching each year, the key to creating a buzz in the marketplace for any type of product is marketing. A good marketing campaign will associate a value to your product, highlighting its benefits and showcasing its worth. Marketing a complex product means promoting something that many people don’t even know exists or understand how it works. This is a challenge, but again it’s not an unattainable task. Below are three ways to successfully market your complex product.
1. Offer Education
First and foremost, you need to offer some sort of education around your complex product. You need to explain what you’re selling simply and concisely to potential buyers. Product education provides a detailed look at your product, including how to use it and when. It also includes the product’s key benefits, such as saving a consumer time or money. With this information, consumers can begin to understand how this product will help, enhance, or improve their day-to-day lives.
This education can run the gamut from blog posts to TikTok videos. Your exact needs depend on your core demographic or target audience. You can offer a specific educational section on your homepage that links to various articles and documentation. In addition to written content, tutorial videos and downloadable brochures can also be beneficial. A short YouTube video can be useful if your product is more technical — and it can be distributed across various platforms.
If the mere thought of creating these types of resources is overwhelming, you may want to consider leaning into technical writing services. These professionals will work with you to develop a content plan and approach that works for your company’s needs. In addition, they can execute this content across your site, ensuring it is educational, approachable, and consistent.
2. Leverage Data and Testimonials
Data can help you sell. Consumers look for data points during their purchase decisions, specifically when they are buying something for the first time. When selling a complex product, the need for providing relevant data is even more important. You need to back up the claims you’re making with real, hard numbers.
For instance, let’s say you’re selling an under-the-sink water filtration system and claiming it will save a person money long term. You can’t just say this without providing some sort of data point, such as the amount someone can save by not buying bottled water. That said, avoid overwhelming consumers by throwing a bunch of numbers at them; rather, think about which numbers showcase your value in the marketplace. Sprinkle in a few data points throughout your educational and awareness marketing content.
Testimonials are another marketing tactic to boost your sales. In fact, research shows that 72% of consumers trust a business more based on positive reviews and 92% read them before purchasing. Start building your testimonials by sending follow-up emails after a user purchases a product. You can also offer incentives like a discount for a future purchase to those that provide some sort of review.
3. Highlight Benefits, Not Technicalities
One mistake many companies make when selling a complex product to a niche audience is
focusing on the technicalities. While you and your team may be excited about all the tiny details and specs, your consumers are likely not as interested. They want to know how this product is going to work for them. Moreover, how will this specific product make their life easier or better? Why should they buy your product rather than your competitor’s?
Remember, consumers’ attention spans are limited. They are constantly being pulled in multiple directions as brands compete for their time and attention. When developing marketing materials, paint a picture of what life would look like with your product. This can be done with a mix of creative copy, visual infographics, and even short, snappy videos. The better you are able to relay how your product will add value to their life, the more likely a consumer will make the purchase.
Make sure you are separating the benefits from the features to avoid confusion and further simplify your materials. Features are important, but they don’t necessarily need to be your primary marketing tactic. These details, including technicalities, specs, and user manuals, can be provided elsewhere, such as within your educational overviews.
Takeaways
No matter what you’re trying to sell, put the consumer first. While you may be fully invested in the engineering aspects, these details may overwhelm your potential customers. The key is to connect with your customers from your first interaction. Provide them with education that is data-driven and showcases your product’s benefits. With these marketing tactics in mind, you’ll entice buyers while also forming a trusting relationship with them.