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Why is Promotion Strategy More Important Than the Product Itself?

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With billions of social media users and more mobile connection than people on our planet, we can easily conclude that online presence is vital for any company wishing to make profit. E-commerce is understandably growing, but we still have to bear in mind that around three quarters of online stores are closed down within the first two years of their operation? Does that mean that the quality of their offer was below standards? Perhaps that was one of the reasons. However, it’s much more likely that they simply didn’t know how to address the right target audience and present their products or services in a way that would attract enough consumers. This tells us that promotion strategy is now more important than the product itself. So, how do we get it right?

People trust brands, not products

No matter how great your product is or how affordable it is in comparison with competitors’ offer, it still doesn’t mean you’ll be able to sell it. This digital era has put brand recognition and social credibility way above product quality on the list of priorities. This means that you need to present your brand as one of the best in your business niche. In order to achieve this goal, you should invest a lot of time and resources in marketing efforts, which will build brand recognition. If people don’t know about you, they’ll never buy your product.

Social media

Social media platforms are the best and most direct communication channels between businesses and consumers. Every successful business keeps all those channels not only open, but active as well. Regardless of your business niche, you need to create engaging content and posts on social media. Your posts should not only advertise your company, but also inform the public and engage them as much as possible. The more creative you are, the better chances of establishing a good reputation you’ll have. So, don’t simply spam your audience, but inform, entertain and engage them.

Events are memorable

Your brand and products can be promoted in many different ways outside social media. One of the best and most efficient ways to do that is to organise a relevant event, such as a business conference, product launch or charity event. A well-organised event will stay in memory of everyone attending it and your brand would be recognised as amazing. However, you need to make sure you promote your brand in all possible ways. Think about name badges, promotional products and business cards, but also find the best exhibition display ideas for the occasion, since your promotional place has to be perfectly organised. If your guests feel great, they’ll associate that feeling with both your product and brand.

You should sell your vision, rather than your product

How do you sell a vision? To begin with, you need to create engaging content, such as exciting stories, great infographics, pics and videos. All the content you create should be designed to meet the needs of your target audience and there is no one-solution-for-all content. Millennials react to different things than their parents, as you know. So, knowing your audience and what they need is vital in creating content that would sell your vision.

It’s all about marketing

Whether you agree with it or not, it’s a fact that marketing is far more important than the product itself. If you use all your marketing channels and invest enough time and effort in all of them, you’ll stand a good chance of establishing your brand and helping it grow. The best idea is to turn to professionals, who can help you with all kinds of promotion and other marketing activities. You need your website and social media presence to be great and that might be a task too difficult for you.

As you can see, though your ultimate goal is to sell your product, there is so much involved when it comes to reaching that goal. When making purchase decision people consider many elements and you want your brand to be associated with each one of those elements in a positive way. That takes a lot of effort, but it’s the only way to go.

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