5 Product Marketing Tips for Small Businesses
Discover product marketing tips and simple strategies to help your small business promote products, attract customers, and increase sales.
How to plan your product marketing strategy
Product marketing simply means any marketing communication that is focused exclusively on a product, as opposed to your overall brand messaging. For small businesses, taking this focused approach can make a big difference. At Avery, we’ve seen how clearly defined product messaging can help small businesses attract more customers and build repeat sales. It’s important to market your product in the most impactful way. Here are five product marketing tips you should consider when planning your product marketing strategy.
Identify the problem your product solves
When planning how to promote your product, think about the product demos you see online — from TikTok videos to Instagram Reels to Amazon product pages. They highlight a common frustration, then clearly show the solution.
Be honest — most of us have purchased (or at least wanted) a product after seeing how easily it solved a problem. That’s because they are good at showing you a problem, then a solution. After seeing the solution in action, it’s easy to picture adding it to your cart.
Highlight what makes your product different
Does your product have a feature that sets it apart from similar products on the market? Why should someone buy your product instead of another? Is it price point, quality or design? Don’t be afraid to highlight how your product compares to similar options.
Statements such as, “unlike other products, our products are made with this [unique feature] to make them even more useful” are informative and persuasive. They also do the work for the consumer. Now they don’t have to go look at the competition to find the differences, you’ve already done it for them.
Use customer reviews and social proof
Using social proof is a powerful way to promote your products. Customers are more inclined to believe other people than the brand trying to sell them something. Your customers are your best salespeople!
Reviews and testimonials are hugely persuasive for potential customers. Don’t have reviews? Use previous sales performance to show your product is well-liked. “Best Seller” and “Back in Stock” convey that this product is popular and create urgency. Another way of using social proof is through statements of volume such as “Join thousands of satisfied customers.” Encourage customers to share photos or short videos using your product. User-generated content builds trust and extends your reach on social platforms.
Show your product in action
Show your product in action. Ideally, that would be using video but you can find other creative ways to show your product in use. Short-form video content, like Instagram Reels or TikTok, can be especially effective for demonstrating how your product works.
Pictures and infographics are a great way to show how your products work. If your product is more aesthetic than functional, show it in an aspirational setting. Provide a visual of your product in use that allows consumers to imagine owning it themselves. Think about a model home. People get to see how the house could look when it’s lived in, not just the bare walls and ceilings.
Stay consistent with your product messaging
This one can be hard to remember but you need to repeat the same thing over and over to make it stick with your consumers. Repetition is key.
Remember that you are likely the only person who reads every ad, every email, every postcard, and every brochure you put out. It can be tempting to try to come up with something new and “exciting” but what you’re actually doing is causing confusion. Choose one clear product message and stay consistent across your marketing.
The biggest companies in the world keep their product messaging consistent for decades. I bet even you can finish these famous slogans:
- M&Ms – Melts in your mouth, not…
- Target – Expect More….
- Wheaties – Breakfast of…
- Allstate – You’re in…
- Nike – I don’t even need to start this one for you.
Consistent messaging builds recognition over time — especially for small businesses working to grow their customer base. When your product marketing clearly communicates what you offer and why it matters, it becomes easier for customers to remember you — and choose you. Start with one strong message, stay consistent, and build from there.
Looking for more ways to promote your small business? Explore more small business articles for marketing ideas and expert insights. You might also find these helpful:
