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Product Marketing for Sales and Conversions

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The best way for a company to increase sales rates is to figure out how to market its solutions effectively. When a company starts mastering its marketing efforts in the digital space, it’s able to reach new customers and grow.

Niche

Many small and new businesses have started to think about what it would be like to have a company that can provide every single solution to every single customer along the likes of Walmart or Amazon. However, starting at a neutral base is important, creating a brand name that won’t mention the company’s niche. When a company is starting, it should focus on developing branding around a specific niche, but the customers don’t need to know that information quite yet. Then, with the help of niche marketing, it will be a lot easier for the company to figure out who its potential customers are that it needs to market to in the first place.

The strategy also helps companies become experts in their fields because they’ll know which marketing efforts work best for the target audience. For example, a small jewelry store can start growing and expanding into other jewelry or accessory categories to cater to a wider customer base. However, until the company figures out who its customers are, who it’s trying to target, and why those customers are purchasing from the business, it will not know which niche it needs to expand into. Through audience research, companies can learn more about the potential customers and find other relevant products and potential customers to start expanding. Additionally, this type of strategy isn’t just relevant in marketing because it’s also useful in branding and positioning a business as the company becomes more trustworthy and credible inside its niche with the target audience it has chosen.

Relationships

Companies need to treat both their happy and unhappy customers similarly. That’s because if a customer is unhappy with any side of a business, the business needs to resolve any issue they might have and improve their day. When most people receive a service or product that they’re not happy with, they reach out to customer service and expect the issue to be properly resolved. If that’s not the case, they end up feeling disappointed or frustrated and share their frustrations with others. This can quickly spiral into a negative situation that can damage the company’s reputation, which every business needs to avoid. When it happens, companies can provide their customers with a gift or a refund, or anything else it would take to make the unhappy customer a happy one once again.

On the other hand, companies also need to pay the same amount of attention to happy customers and develop a strong relationship with them to turn them into repeat buyers and even brand advocates. This can be done by responding to customer emails whenever a past buyer reaches out to the business and expresses their positive experiences or customers that write positive reviews about the business. When a company can create a positive and trustworthy relationship with its happy customers, it will turn them into loyal buyers who will keep coming back to the business and even end up marketing the company’s solutions for the company itself. After all, this type of promotional effort is one of the most effective ways companies can reach audiences, grow, and keep their customers as happy as possible.

Ronn Torossian is a public relations executive.

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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