How To Market a Product: 12 Proven Strategies for 2025

What is product marketing?

Product marketing is a strategy for connecting your product with the right consumers and communicating to those potential customers why they need it. 

It’s more focused than general marketing. While general marketing aims to attract attention and build awareness of your brand overall, product marketing zeroes in on individual key features.

It answers key questions like:

Who is this product for?

Why should customers care?

How will it improve their lives?

Ecommerce expert Drew Sanocki’s Three Multipliers Framework is a useful model for understanding product marketing’s growth potential:

Increase your total customers: Get more people buying from your store.

Increase purchase frequency: Get loyal customers buying more often.

Increase average order value (AOV): Get customers to spend more each time they shop.

Tackle all three, and your business will see steady, sustainable growth. 

Laying the foundation of product marketing

Effective product marketing starts with clear groundwork. Before you launch campaigns or start selling, focus on these three essential building blocks of a strong product marketing strategy.

1. Understand your target audience

Before you market a product, you need to know exactly who you’re marketing to. What problems do they have? What motivates them to buy? The clearer you are about your target market, the better your marketing will resonate.

Talk directly to consumers, send surveys, or analyze online behavior. Then use your market research to shape your messaging, promotions, and even product features.

2. Pinpoint your unique selling proposition

Your unique selling proposition (USP) is what sets your product apart. It answers one simple question: Why should someone choose your product instead of your competitor’s?

To pinpoint your USP, think about what makes your product special. Is it better quality, easier to use, or made sustainably? Clearly define and communicate your USP to customers so they instantly understand the value you offer.

Reference: https://www.shopify.com/in/blog/how-to-market-a-product