How to promote an innovative product in B2B with Inbound Marketing

[tonmoypramanik]

If the vast majority of our clients are innovative or technological companies, it is not by chance. Generally, digital SMEs come to us after having noticed that they were unable to reach their targets because their products or services were too innovative.

Promoting an innovative product is a real challenge
Whether you are an IT services company, a start-up or an innovative player in your market, you are bound to face a major obstacle: your customers are not aware that an innovative solution like yours exists and therefore do not seek you out directly.

You are aware that it is important to communicate on the internet and social networks to promote your offer, but the innovative nature of your products or services prevents you from identifying and exploiting the right points of contact.

In this situation, it is important that you communicate well in advance in your target's purchasing consideration. In fact, your challenge will be to attract the attention of your target before they are even aware of having a problem and qatar email list then convince them that your innovative product is THE solution.

How? You need to implement a 3-step Inbound Marketing approach.

3 steps to promote an innovative product on the Internet and Social Networks


Step #1: Identify your target, their issues and create content!
To promote an innovative product, you know, you have to be very educational. You have to educate your target audience who does not know the uses or advantages of your innovative product.

In this process, it is important that you have a perfect knowledge of who your target is and what problems they encounter. Let's take an example.

One of our clients recently launched an innovative product: an online project management platform. Its target is the SME with around 20 employees who do not have the budget to develop a corporate social network or acquire an expensive software solution. Its target wants to save time, increase productivity or even encourage remote work for its employees.

So that our client can promote their innovative product, we decided to launch a blog on their website and regularly provide tips and tricks to improve productivity or make remote working easier!

We then relay all of his blog articles on social networks and send 2 monthly newsletters to a base of qualified contacts. The results are excellent.

After 4 months, his blog was already generating an average of 300 visits per day from target SMEs who then learned about his project management platform. Today, our client convinces an average of 50 SMEs each month to use his service!



Step #2: Present your innovative product as THE solution
So you have understood: to promote an innovative product, it is essential to communicate with your target as soon as you become aware of a problem. However, by acting in this way, you will only succeed in attracting qualified traffic to your website and not in obtaining incoming contacts, quote requests and new customers.

You now need to convince your visitors that your innovative product is the solution they need to solve their problem. Let's take the example of an IT services company that offers an outsourcing service: it offers its customers to manage their entire IT equipment so that they can focus on their business with peace of mind.

To attract their attention, in step 1, she regularly creates blog articles providing tips for securing their computer system or avoiding breakdowns. Visitors are there on the site and then what?

The goal of step 2 is to offer these visitors higher value-added content that they can download after leaving their contact details. In concrete terms, for our IT services company, this involves, for example, offering a white paper that would present the 10 advantages of outsourcing for SMEs.

Do you see the subtlety? Your target arrives with a problem and leaves having identified your innovative product as a relevant solution!



Step #3: Demonstrate the relevance of your innovative product by example
At the end of step 2, you have transformed your visitors into prospects. Now, you need to convince them to take action by purchasing your product or using your services. The best way to do this is to offer practical cases on your website that demonstrate the relevance of your innovative product by example.

If I take the example of our IT services company, it could very well offer practical cases in its various target areas of activity such as "Informatique: How did company XXX offload its IT?" Customer testimonials are also very effective.

The problem you face every day as an innovative or technological company is that your prospects seem seduced by your product but they don't want to be the first to buy it. Basically, they need to be reassured, to see that your product is really relevant, before validating their purchasing decision. Step 3 is made for that!