5 REASONS WHY YOUR MARKETING (AND CONTENT) EFFORTS CAN FAIL
AND HOW TO FIX THAT
26 July 2024
Written by Omneya Nabil
Marketing fails are far too common. And the greatest content can’t save a sub-standard product.
That’s because neither marketing nor content can compensate for a product that fails to meet basic standards of quality, relevance, and customer satisfaction.
No matter how brilliant your marketing campaigns are or how captivating your content is, your efforts will ultimately fall flat if your product doesn’t meet the mark.
And a great product always makes marketing easier.
Here’s when your marketing (and content) efforts will fail:
- When your product is built without market or user research
- When your product doesn’t have a business plan or roadmap
- When your product lacks quality
- When your product doesn’t involve customer support
- When your product is built without scalability in mind
Let’s dive deeper into these five situations and how to fix them (so that your content does actually work).
1. Products built without market or user research
Think about products that were built without market or user research. These products often miss the mark because they fail to address their target audience’s real needs and desires. Without understanding your market, creating a product that solves a genuine problem or satisfies a specific demand is impossible.
Marketing such a product becomes challenging because the messaging won’t resonate with potential customers, which will lead to poor adoption rates.
How to fix this
Conduct thorough market research through surveys, focus groups, and competitive analysis to understand your target market’s needs and preferences. Engage potential customers during product development to gather feedback and iterate based on their input, ensuring the product aligns with market needs.
2. Products without a business plan or roadmap
Products that lack a business plan or roadmap are destined for trouble. A business plan outlines the strategic direction, goals, and financial projections, ensuring product development aligns with business objectives. Without it, the product may lack clear direction and purpose.
Similarly, a roadmap provides a structured plan for product development, release, and iterations, ensuring continuous improvement and relevance in the market. Marketing a product without these foundational elements is like setting sail without a map—you’ll likely get lost.
How to fix this
Develop a comprehensive business plan that outlines your product’s goals, target market, value proposition, and financial projections. Also, create a detailed product roadmap with clear milestones and timelines. Regularly review and adjust it based on market feedback and business goals.
3. Low-quality products
Another critical factor is the quality of the product. No amount of compelling content can mask the deficiencies of a poorly made product.
Quality issues lead to customer dissatisfaction and result in negative reviews and word-of-mouth, which can severely damage a brand’s reputation.
How to fix this
Establish rigorous quality control processes to ensure the product meets high standards before launch. Also, create a culture of innovation within your team by integrating new technologies and features to keep your product ahead of the competition.
4. Products without customer support
Customer support is integral to the product experience. A product that lacks support mechanisms will leave customers feeling neglected and frustrated. Excellent customer service builds trust and loyalty, encouraging repeat purchases and positive referrals.
Marketing efforts can bring customers in, but retaining them becomes challenging without adequate support.
How to fix this
Establish comprehensive customer support with multiple channels like live chat, email, and phone and ensure your support team is well-trained and responsive. Develop a strong aftercare programme by following up with customers post-purchase to ensure satisfaction and provide resources like tutorials, FAQs, and community forums.
5. Products without scalability in mind
Scalability is another crucial point. A product that cannot grow and evolve with increasing demand will soon face operational bottlenecks and fail to meet customer expectations. Scalability ensures the product can handle growth efficiently, providing a consistent user experience.
Marketing a product that isn’t scalable can lead to short-term gains but long-term failures as customer dissatisfaction grows with unmet demands.
How to fix this
Design your product architecture and infrastructure using scalable technologies and frameworks to accommodate growth from the start. Regularly assess and adjust by monitoring product performance and customer usage patterns, and be ready to invest in scaling your infrastructure and support as demand grows.
Over to you. Have you seen content that doesn’t reflect a brand’s true essence? How did you feel about it? Join the conversation by visiting the original post on LinkedIn.