Many of us think that selling a product online is no hassle. You have the whole world as your audience. There are plenty of selling opportunities like advertisements, promotions, testimonials and so on. But as they say, all that glitters is not gold! Selling a product online requires strategy, planning and proper execution. Moreover, the product that you are selling also plays a major role.
A simple product with fewer variations and simple pricing is easier to market. But when it comes to a product with different variations and complex pricing, businesses get confused. They do not know how to explain their products to the customers. In this article, we are going to ease this process out with some practical tips on how to sell highly complex products online.
#1. Choose the right audience
For any product that is to be marketed, it is important to define your target audience. You must understand who could be interested in your product, where can you find such people and then devise a strategy to approach them. There are different ways to find your target audience.
- Create personas: This includes covering details about your intended audience such as gender, personality, job, family, location, income, challenges, needs, and so on. The main idea is to picture your audience and then create marketing copies to attract such people.
- Surveys: This is another way to understand your audience. While creating a survey make sure to pick the questions wisely and understand the meaning intended behind them. Make sure the answers required for your questionnaire are short so that it would not take much time to complete.
- Monitor social media activities: Keep a check on your social media. Take note of people who are interacting with your social media account, the timings when they interact, their queries and feedback.
#2. Highlight the benefits
You do not need to highlight the technical details of your products. Rather, you must highlight what value your product will bring to the customers or how your customer will benefit from your products. This is because not everyone will be able to understand the engineering specifications or other facts. But, if you tell them why they must buy your product, it will become much easier to attract and retain customers.
Do not confuse the features of your product with its benefits!
The features of a product define the functionality that it offers while the benefits define how that product will be useful for a customer. For instance, suppose you are manufacturing an umbrella. The features will include things like it is unbreakable, it has a wooden handle, it is made of cloth rather than plastic or any other material. But these cannot be termed as the benefits. If you want to highlight its benefits, you can say that one can use this umbrella in the rainy as well as summer season.
Similarly, if you are manufacturing a portable media player and you are marketing the same by saying that your product has 1 GB memory, your customers might not be able to deduce the benefit behind it. But if you say that your media player can store up to 1000 songs, well, that’s a benefit that customers are looking for.
#3. Watch out what you claim
Considering the example of the portable media player from above, suppose that you are selling your product by saying that it can store up to 1000 songs. Yet, no one is buying your product. What should you do? If you are making a claim, then you must have something to back it up. For instance, you can include a customer testimonial where they are backing up your claim that your product can store 1000 songs. This would make your marketing efforts look more genuine and authentic.
Similarly, based on your product you can use different ways to back up your claims. For example, you can add an instructional video or a simple how-to tutorial. You can back up any numbers or statistics through case studies. You can include customer testimonials and reviews. You can also use influencers to spread the word. This will make it much easier for you to sell your complex product.
#4. The power of language
Our last tip would be to leverage the power of language. David, who offers marketing assignment help to university students told us that one does not need to use tech-savvy, highly complex language to attract customers, even if they are selling a highly complex product. You rather need some catchy phrases, easy punchlines and straightforward sentences. That will work like a charm!
Here are a few ways how you can make sure you are using the right words to market your complex product online:
- Keep your tone conversational whenever you decide to write a marketing copy for the audience
- Instead of being formal all the time, pick casual sentences so that your audience finds it easy to connect with you
- Do not use any specialist expressions in your marketing copies
- Write short sentences that can be read quickly and easily
- Maintain a clear structure of your marketing message
- Use graphical elements, visuals, pictures, bullet points and strong captions
Wrapping up
Hope these four tips will help you form an effective strategy to sell your highly complex products online. Just remember that it is not always important and feasible to explain every little detail about your products to your customers. What matters most is that they must resonate with the benefits that your products are offering to them. Just find those simple, easy to understand values and no matter how complex your product might be, it will find its intended customers.
Author’s bio – Emma Jackson is specialist in content writing, blogging and exploring new topics. Emma is also a part contributor of GoAssignmentHelp that provides proofreading services. She loves to write topics like marketing, education and assignment services and knows every bit about blogging and other tools that boost marketing.