In the dynamic realm of business, success hinges not only on a stellar product or service but also on the art of effective market communication about the product and service. Introducing a product or service to the market is like embarking on a journey into unknown territory.

A business, especially a startup, lacks the necessary knowledge and resources essential for a seamless and effective introduction of its offering to the market.  Even the established businesses often grapple with the challenge of propelling their offerings into the spotlight, unsure of where to start and the best way forward. This is not an isolated issue; rather, it's a widespread obstacle encountered by businesses across different sizes and industries.

The Vehicle to Convey the Message

Whether you're a startup aiming to make a splash or an established business looking to scale up or stay ahead, to prepare for a successful launch, you must dig into a strategic array of promotional tactics.  You must convey a clear, coherent, and concise message to your target market about who you are and what you offer.  The message can be conveyed through different marketing channels using different artifacts.  These artifacts form the marketing asset that serve as the vehicle to convey your message.  Digital marketing, mailers, in-person/online meetings, etc. are a broad spectrum of avenues through which the market is served with your message.

Among digital marketing assets, blogs, social media posts, marketing flyers, webinars, YouTube videos, compelling landing page are essential for a business of any size.  Each of these assets plays a crucial role in crafting a powerful narrative around the product or service.

So let's take into understanding the key marketing assets that every business must have to take their product or service effectively to the market.

Blogs: Blogs provide a platform for in-depth articulation of topics related to your industry, product, or service. Use blogs to showcase thought leadership, address common queries/issues, and provide valuable information. Share your blogs across various channels to position your brand as an authoritative voice in your field.

Social Media Posts: Social media is more than just a platform for sharing memes and updates; it's a powerful marketing tool. Establishing a strong presence on platforms relevant to your audience can significantly boost brand visibility. Social media can be used to share your product/service related content, engage with your audience, and humanize your brand. Leverage paid advertising options on these platforms to target specific demographics and maximize your reach.

Marketing Flyers: Marketing flyers serve as tangible, eye-catching tools to convey key messages about your product or service. Distribute them at events, in-store, direct mail or via email to grab the attention of your target audience. Ensure that your flyers are well-designed, concise, and visually appealing to make a memorable impact.

E-Book: E-book could serve as a lead magnet or help you establish as an authority or a thought leader in the area of your expertise.  It could make a prospect aware of the problem they might be facing or sometimes are unaware of, and the possible solutions.  By giving out E-Book as a free downloadable often in exchange for the website visitor's contact details is a proven way of gathering lead information.

Webinars: Hosting webinars allows you to engage with your audience in a more interactive and personal way. Use webinars to provide in-depth product demonstrations, share industry insights, and answer questions in real-time. Record and repurpose webinars as on-demand content for those who couldn't attend live.

Sales Deck: This is a set of slides you utilize to lead your audience through your sales presentation. Slide presentations can make it easier for your audience to comprehend important facts, prices, and product features that your sales representatives might use to support a narrative. A well-crafted sales deck can serve as a persuasive tool, providing key information and creating a lasting impression that propels your business forward. Ensure it is visually appealing, concise, and tailored to your audience to maximize its impact.

YouTube Video: YouTube is a powerful platform for visual storytelling. Create engaging videos that highlight your product or service, share customer success stories, and provide behind-the-scenes glimpses of your business. Leverage YouTube's reach to connect with a broader audience and enhance your brand's visibility.  You may even repurpose webinar clips and use them in YouTube videos.

Landing Page: A dedicated landing page is crucial for converting visitors into customers. Whether it's for a specific product, promotion, or event, a well-designed landing page with a clear call-to-action can significantly boost conversion rates. Optimize your landing page for user experience and ensure a seamless journey from interest to action.

The Process

Once you have the key assets developed, you can put them into use to attract leads and covert them to a paying customer.  The following process may be used as a starting point and can be refined further based on your specific market segment and marketing approach.

1. Write a blog on your industry’s key issue(s)
2. Publish its link on social media
3. Use call to action to attract prospects to your webpage or landing page
4. On the landing page, play a video for them about your solution to the key issue
5. Offer a free e-book with a generic or specific solution and get their email
6. Email your offer flyer to prospects with a link to your calendar or a webinar
7. Make a sales presentation during the appointment or webinar
8. Nurture the lead by providing valuable insights until they become your customer