Companies with products or services that require explanation, such as the software provider Salesforce, benefit enormously from online marketing. Salesforce, a leading CRM software company from the United States, uses content marketing, webinars and detailed tutorials to explain the added value of its complex software solutions to potential customers. Through the targeted use of online marketing, Salesforce was not only able to increase awareness, but also significantly improve trust and conversion rates. The decision to purchase such solutions often ties the purchasing companies to the investment made for a longer period of time, which is then expected to pay off over a longer period of time. The more important the investment is for the company, the more people are involved in the decision and the more attention is paid to it.
Special features and challenges of products and services that require explanation
Products and services that require explanation are often characterized by their complexity, whether due to technical details, innovative functions or special use cases. This complexity presents particular challenges in marketing, as potential customers often have to understand how the product works and be convinced of its benefits before making a purchase decision. This means that online marketing for such products must focus more on education and knowledge transfer, trust and a detailed customer approach.
Consequences for online marketing
For products that require explanation, simple, direct advertising is often not enough. Instead, detailed content must be provided that addresses the problems and needs of the target audience and shows how the product or service can solve them. This often requires longer sales cycles and a more intensive use of content marketing and lead nurturing strategies.
Goals of online marketing for products that require explanation
The main goals are to increase the visibility of the product, educate the target group about its benefits, build trust and generate qualified leads. The focus is on extending the customer journey and accompanying potential customers through the various stages of the decision-making process.
Recommended online marketing tools
From the multitude of possible online marketing tools, the following can be highlighted as particularly effective for products and solutions that require explanation:
Content marketing: Blog articles, white papers, e-books and videos are ideal for communicating complex topics in an understandable way and demonstrating expertise.
Webinars and online demos: These provide an interactive way to show products in action and answer specific questions from potential customers.
SEO and SEA (search engine advertising): By using targeted keywords, companies can ensure that their products are visible in relevant search queries.
Email marketing and marketing automation: These tools are particularly effective for lead nurturing because they can maintain contact with potential customers over a longer period of time and convey information step by step.
Social media and influencer marketing: These channels are well suited to generate reach and build trust through expert opinions and testimonials.
Role of Online Marketing Consultants
Online marketing consultants can make a decisive contribution to developing and implementing the right strategy. They bring expertise in selecting the right channels, optimizing campaigns and creating targeted content. Consultants can also help maximize the effectiveness of measures and increase ROI through analysis and data-driven marketing.
Employing consultants offers companies several advantages: They provide access to current know-how, relieve the burden on internal resources and often offer an external, objective perspective. This leads to more efficient and effective marketing strategies that are specifically tailored to the needs of products that require explanation.
Summary
Online marketing offers companies with products and services that require explanation numerous opportunities to reach their target group, clearly communicate the value of their offerings and build trust. Through the targeted use of content marketing, webinars, SEO and other digital tools, these companies can strengthen their market presence and be successful in the long term. The use of online marketing consultants further reinforces these effects by bringing in expertise and fresh ideas that are tailored to the specific challenges of these products. This ultimately leads to improved customer loyalty and higher sales figures.
Author:
Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing director for B2B technology companies and startups.
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