Top Digital Marketing Tactics to Promote Complex Tech and Hard-to-Explain Products
Not every website is fortunate to have an easy-to-explain product that can be sold to a prospective customer in fifteen seconds or less. For some of us, we have complex products either relying on prior knowledge, advanced education, or awareness of industry jargon to fully understand.
How do you sell to an audience that doesn’t know what you’re about? You don’t want to meander through complex explanations. A prospect will lose interest before you’re done. Thankfully, there are some digital marketing tactics to simplify what’s complex and put it into coherent, digestible explanations.
Your audience.
What’s important to your audience? Some benefits of a product aren’t going to be relevant to everyone. They’re only going to cloud your sales strategy. If you know what matters to your audience, you can create compelling value propositions from which to build. How can you demonstrate how a product contributes to a customer’s lifestyle? Does it make it easier for them to do something? Identify the rewards of your product in your content.
Stick to the basics.
The best exercise you can do when building a digital marketing strategy for a complex product would probably be to sit down and say to yourself, ‘Explain this product like the customer’s elementary age.’ This isn’t to say you need to use this explanation on your website but it’s an excellent place to start in identifying the basics of your product. Identify them in bullet points.
Beyond text.
Image-less blogs are remembered by only 10 percent of readers three days after they read it. When you add an image, this percentage jumps to 65. When explaining your product in marketing, use images and videos when appropriate. According to estimates, more than half of Internet users want to see more video in their content consumed. Ultimately, don’t ignore the presence of text but be aware with infographics, video, audio podcasts, or images, this interactiveness makes the content more easily understood.
Message to the platform.
If you’re on YouTube, a long blog wouldn’t work. Market to the platform. Your Facebook digital marketing will be slightly different from how you do things on your website or in an email campaign. Know where you’re posting and to whom you want to appeal to. Depending on who you’re targeting, everything from the type of content to the language used may change.
Be honest with your audience.
If you’re suddenly marketing to a high-tech audience that you know will understand the more complex concepts of a product, don’t dumb it down for them. Always sell to the specific audience you’re speaking to at any given time. As an example, a sales representative won’t sell the same to a customer who doesn’t know what their product is compared to a customer who is switching from another brand. Follow this model!
Media coverage.
Get the word out. The media and other websites can help in legitimizing your product and explanation. They may choose to explain your product differently. Some of these media sources have journalists who are trained to write in straightforward, simple ways. You may find a new, surprising way to sell just by seeing how others are explaining your brand and products.
Even with complex technical brands and products, there’s always some way to tell a story, engage with consumers, and attract long-term customers. Tap into digital marketing from Unlimited Exposure today and achieve the success you deserve! Feel free to join us today!
