Not every product is one that’s straightforward or easy to understand right away. You might have a product that’s complex, and you need to improve comprehension of it as part of your marketing.
The following are some of the things to keep in mind if you’re marketing a potentially complex product.
Create a Great Explainer Video
An explainer video is short and informative. These videos are usually between around 30 seconds and three minutes, and they provide an explanation of something in a way that’s fun and engaging. As a marketer, you can find a wide range of things that explainers can communicate to your audience, including providing information to improve product comprehension.
You can introduce your product in a succinct and concise way. It’s a good entry point if someone wouldn’t otherwise know your brand.
Explainers can also be used to break down processes in a way that’s easy to understand or deliver tutorials in a compelling way.
The vast majority of people would rather engage with a video to understand a potentially complex product than try to figure it out with written content.
As well as explainer videos, there are a lot of other ways you can educate your audience and help you stand out from your competition. The more digestible, easy-to-understand information you can provide, the more likely that the company or individual will make a purchase. The more visuals you can include in marketing content, the better.
Know the Needs of Your Target Market
You need to understand in a very deep way, not just how your product will solve a problem for your targeted audience. You also need to generally understand the problems they deal with in their industry because this is going to give you a sense of context that you can use to build your own marketing.
Highlight Your Value
You have to explain to people when you’re marketing something complex why you offer more value than your competitor. You need to make sure that you’re showing your audience that when they spend money on your brand, it’s going to be well worth it. Maybe you do this by highlighting how your product solves a problem, for example. The product itself might be complicated, but maybe the way it solves a problem isn’t.
With complex products, you always want to emphasize benefits rather than technical details or features. You might even highlight these benefits broadly.
Have An Understanding of Decision Layers
Decision layers mean that the person to who you’re pitching a product might not be the one who’s going to use the product ultimately. With that in mind, you want to adjust your marketing message to whoever it is you’re speaking to at the time.
Maybe you’re marketing a product that a tech team is going to use. The person who’s going to be writing you a check, by contrast, may not have an understanding of how the team will use the product, so in this case, you need to make sure you’re marketing is tailored not only to the end user but that you also have content tailored to the decision-maker.
Consider Your Copy
Marketing complex products rely heavily on the use of images and video, but your written copy needs to hit the key points in a way that will resonate with your audience too.
First, remember that your audience is likely to have a very short attention span, so write with that in mind. This means simple words, active rather than passive content, and short, simple sentences. You can also make sure you’re breaking things down in a way that’s easy to read, with bullet points and lists when possible.
As you’re writing marketing content, start with developing customer personas to guide how you speak. Then, you can start to think about explaining how you’re offering value to these personas. Again, as is true with your videos and any other marketing content, you’re focusing on problem-solving with your written copy.
Finally, when you’re marketing a complex product, one of your big objectives is to make yourself distinct from your competition. This means that you have to be clear on why you’re better than them and why your product is the best fit. To do that, you need to do in-depth competitor research. Take a lot of time to understand your competitors and their comparable products because then this will help you build that sense of distinction as you create marketing content.
