12 Essential Steps to Develop an Effective Product Marketing Strategy

Product Marketing Strategy

If you’re looking to develop an effective product marketing strategy, you’ve come to the right place. We’ll walk you through a series of steps that will help you figure out exactly what your customers want so that you can deliver exactly that.

Define what you want to accomplish

Before you can start to develop an effective product marketing strategy, you need to define what your goals are. This is a vital first step because it helps keep you on track and prevents unnecessary distractions from getting in the way.

The first step is defining what problem or opportunity exists that makes this product necessary (or at least desirable). What would people want if they could have it?

What problems do they currently have with existing solutions? Do they not understand how those solutions work? Are they worried about spending money on something new when they already own something similar?

Once you’ve answered these questions and others like them, then come up with a solution based on those findings–but only after careful consideration! Be ambitious but realistic: If it takes six months for someone who’s never worked out before to see results from exercise programs like P90X or Insanity Asylum Extreme Fitness Program, don’t expect any less from yourself when setting fitness goals as part of your product marketing strategy development process!

Research Your Competition

The best way to develop an effective marketing strategy is to first understand your competition. Companies with successful product marketing strategies always do this first.

To start, make note of the following:

  • What are my competitors doing well?
  • What are my competitors doing poorly?
  • What are my competitors not doing at all (and should be)?

Create a Customer Profile

  • Who are your customers?
  • What are their demographics?
  • Where do they live?
  • What is their income level?
  • What is their education level?

This information can help you tailor the product and messaging to meet the needs of the different customer groups.

Create a List of Keywords for Your Product

Keywords are the words or phrases that people use to search for products or services online. They tell you what people are looking for and how they talk about the products and services they want to buy. Keyword research is an important part of developing an effective marketing strategy because it helps you understand your target audience, develop messaging that resonates with them, find new ways to reach them (and convert them), and increase website traffic by focusing on high-volume terms that don’t bring much value but still drive sales if used correctly.

Create a list of keywords related to your product

To start developing your keyword list, look at similar products in other industries as inspiration–you’ll be able to see what words they’re using in their ad copy and landing pages; then add some additional ones based on customer feedback from previous campaigns or sales calls with potential buyers who have asked questions about specific features/benefits etc..

Analyze Competitor Products and Ads

The first step in developing a product marketing strategy is to analyze the competition. You need to know what they’re doing, how they’re doing it, and why it’s working or not working for them.

You can do this by:

  • Looking at their website and social media pages (if applicable). This will give you insight into what features/benefits they highlight in their ads as well as how much emphasis they place on those attributes in their content marketing efforts overall. For example, if a competitor has a lot more content about one feature than another–say “X” vs. “Y”–then maybe that feature is more important than you thought!
  • Reading reviews from customers who have purchased from the competitor before making your own purchase decision so that you can gain additional perspective on why someone would choose one product over another (even if those reasons aren’t necessarily applicable to your business model).

Determine Where You Stand Among Your Competitors

Competitor analysis is a tool that helps you understand your competitors’ strengths, weaknesses and strategies. You can use it to compare your product with theirs, or even as a benchmark for your own marketing strategy.

The goal of this step is to identify the strengths and weaknesses of each competitor’s marketing plan so that you can determine how they’re different from yours.

This information will help you develop an effective product marketing strategy later on in the process.

Pinpoint the Biggest Challenges Faced by Customers of Your Product or Service

Developing an effective product marketing strategy is all about understanding and addressing the biggest challenges faced by your customers.

To do this, you need to first identify the challenges that matter most to them. You can do this using one or more of these methods:

  • Ask your customers directly what their biggest challenges are (via surveys or interviews). This will give you some insight into what they’re struggling with, but keep in mind that many people won’t be able to accurately articulate their pain points–and even if they do get it right, they may not know how severe those issues actually are. If possible, try testing different versions of this question with different groups of people until you find one that yields useful results–and keep asking until everyone agrees on which problems are most pressing!
  • Look at industry data related specifically to your target market segment(s). For example: maybe there’s a trend showing increased competition from other brands offering similar products/services; maybe sales have been declining over time; maybe there have been recent regulatory changes affecting your industry. Any kind of trend could indicate an opportunity for improvement…or danger ahead!

Create Buyer Personas from Your Keyword Research and Competitor Analysis Findings.

Once you’ve identified your target audience and the keywords they use to find products like yours, it’s time to create buyer personas.

A buyer persona is a fictional representation of your ideal customer. It helps you focus on the needs of your target audience by putting a human face on them-a name, age range and occupation (or other demographic information).

Buyer Personas are also useful for creating content that appeals to your audience because they allow you to understand what kinds of things matter most to them. For example: if one of your buyer personas is an older woman with children who works part-time outside the home while her husband works full-time at his job then she might not be interested in reading about how much energy solar panels produce per hour, but she might find value in learning how long it takes for those panels to pay off their initial investment cost or whether there are tax credits available for installing them on their roof.

By following these steps, you’ll be able to develop an effective product marketing strategy.

  • Define your product marketing strategy
  • Identify your target audience
  • Create a unique value proposition for your customers that differentiates you from the competition and motivates them to buy from you instead of someone else (or nothing at all)
  • Research the market, find out what people want from their products/services, and understand how those needs can be addressed by yours


Ultimately, developing an effective product marketing strategy is a process that requires time and effort. But the payoff will be worth it: You’ll be able to create more compelling content, improve your customer experience, and boost sales.