Your team has invested months coming up with a marketing plan for that new product you’re starting.
There’s professional photography, fantastic content, and an awesome web page that is sure to make anyone decide to buy without hesitation.
Then… nothing happens.
You have spent a huge chunk of the marketing budget on marketing, only to not see the results you were hoping for.
What should you do? The answer is product re-homing.
In this guide, we’ll cover how this Digital Marketing concept can help you relate with your target market and make it easier for them to purchase.
Prepared to get started? Let’s go.
What exactly is Product Adoption?
In a basic context, product adoption will be the way potential customers hear about an item, buy the item, and then use it.
Yes, actually using the method an important facet of product use.
When a consumer adopts use in their everyday lives, they’re much more likely to form an opinion of the item and the brand as a whole.
In the end, this translates to a much better level of satisfaction and an improved customer journey process.
The product adoption concept based on type of item
Selling a monthly service and marketing a tangible item are usually two different things.
That’s why it is important to look at product adoption from the right angle associated with what your company generates.
➤ For eCommerce brands , product use means ensuring that the item the customer purchases becomes their favorite or something they use on a normal or daily basis.
You want them to include the item in nearly every reasonable facet of their day, making it more likely they would refer a friend or family member to your brand to buy their own must-have piece.
➤ With service businesses , the process of product ownership means ensuring that your business will be part of their normal program.
Maybe that’s the particular delivery of a latte towards the office each morning or someone who cuts their grass.
When the product you’re marketing is a service, you want to make sure your customers never imagine living without the help of your group.
➤ In contrast, SaaS companies have to adjust product adoption to match the provided solution.
Here, the process includes showing your ideal customer that your platform is a critical component of their workflow and how it is better than any other option in the marketplace.
What is the Product Adoption Curve?
The truth is that most marketers believe that product adoption is a geradlinig thing that happens when a cool product is launched.
Individuals find out about it, they make a purchase, and then they use the product or service.
Actually, the process is much more of what is called a product adoption contour with several phases.
By understanding this particular curve, your team can adapt marketing messaging in order to where your ideal buyer is at within the process.
Listed here are the different groups of people within the curve:
The innovators are the first ones to buy a new product.
Usually, they are somewhat familiar with your own brand or had a turn in helping develop your new offering in some way.
Innovators are important for 2 key reasons.
Very first, they’re incredibly loyal. They generally feel a feeling of pride in seeing a product become more popular or a brand name grow, which means they’re very likely to early adopt your next discharge.
Second, they provide incredible feedback. Sending a survey out to an early product adopter is an excellent way to find areas of change for future improvements.
After those initial few innovators come early adopters.
These are those who are not afraid to try out a new product or service , but they are slightly less likely to be as faithful as the previous group.
Nevertheless , they’re a good target market to experience new digital marketing strategies or strategies.
And they also can provide excellent insight intended for what your company needs to do in terms of product training, positioning, and sales continuing to move forward.
Jumping from early adopters to early majority is usually no simple feat.
Once you’ve gotten to this stage, you’ve proven that your product is a great fit with your target market plus you’re starting to see regular sales.
That’s why continuing to move forward to this timeframe is so tough.
It takes a ton of early adopters to work out the particular bugs to finish up with a fair amount of early majority customers.
At this point, your own product should be fairly popular for the industry and have a regular following.
Situation studies and testimonials are always a good advertising tactic during this phase.
The late majority is really the second half of the first majority portion of the product use curve.
This is how you’re an industry leader and most people searching for the solution you provide understand to check out your product first.
There’s no need to educate or even persuade late majority clients.
They’ve already noticed that others know it functions, so they innately trust that the solution is right for their needs.
Laggards are the very last people to adopt your product before you start to phase it out for something much better.
They were probably skeptical at first, which is why they anxiously waited as long as possible to make a purchase.
In addition , they’re generally price-focused and looking for some kind of discount for waiting.
By this portion of the curve, you’ve likely currently started product research for any better solution or have oversaturated the market to the point where you need to refocus.
How to Measure Product Adoption
After companies start to utilize a product adoption procedure, they likely want to learn regarding ways to measure their improvement.
➤ While it is not always easy to accomplish, it is possible to determine where you’re in in the curve based on :
- What your users are doing.
- And exactly how well sales are going.
➤ Customer feedback may also be a prime indicator associated with product adoption.
Sending out surveys in exchange for the discount or even just inquiring customers to leave testimonies can be an excellent method for gauging market attitude.
➤ Checking in on your customer support team can be an indicator associated with product adoption, too.
Track what queries or comments keep springing up often to determine where there could be cracks in your education or even communication process.
By making changes according to need, you’re much more likely to see better growth shifting forwards.
Stages of the Product Adoption Process
Unlike the item adoption curve, the phases of the process typically occur in a more linear fashion.
Nevertheless , you can have buyers at different levels of the process at any time as they go through individual customer journeys.
The main factor to consider is that you have campaigns in place for each phase of the product adoption process.
1 . Awareness & Intro
During the awareness and introduction phase, customers are just discovering about your product.
This is a time whenever you’re likely using electronic marketing and paid advertising to try to draw focus on what you’re selling.
Purchasers don’t have any serious knowledge about your product other than this exists.
They might be interested, which is why it is good to use education as a way to move them along to the next step.
2 . Interest & Info gathering
During the interest plus information gathering process, your customers know about your product and so are willing to learn more.
They might read the product descriptions on your website, check a few reviews, or watch a demo video.
This is when these people aren’t yet willing to buy, but they have a significant curiosity about the product and are willing to do a bit of analysis to find out if it meets their particular needs.
3. Evaluation & Comparison
During the evaluation plus comparison step of the product adoption process, customers are usually reviewing the information they’ve collected and sizing it up towards what is already on the market.
They’re extremely interested in making a purchase at this point and also have likely made up their mind in some manner.
However , this is often the part where you can shed their attention.
Which makes it incredibly important to use follow-up tactics like abandoned trolley emails, reminders, follow-up telephone calls, or whatever else makes sense for the platform and niche.
Finally, there’s the particular trial step in the product usage process.
Now could be when they’ve made the purchase and are using your product for a short period of time.
In addition , they’re likely making judgments or forming opinions about likes and dislikes.
They might give extra feedback in the form of surveys or even testimonials. And they’re still trying to decide if using your product long-term is a good idea.
5. Adoption or Rejection
Finally, there is the adoption or being rejected phase of the process.
This is where the customer either prefers or dislikes the product.
Product adoption means they will continue to use the item or support for an extended period of time.
Rejection means they won’t, which can equal a return, cancellation, or just chucking a physical item straight into a closet or trash may to never be seen again.
Every brand has clients in each camp, so it isn’t something to feel bad about.
Remember: your product can’t resolve everyone’s problems all of the time. The main element is to try to get as much people as possible into the re-homing category.
How to Increase Item Adoption
So , how do you assure more people adopt your product than reject it?
By using a couple of key product adoption techniques, of course!
Create a great onboarding process
While this doesn’t apply as much to those generating tangible products, having an excellent onboarding process is a great method to help new customers get accustomed to your product more quickly.
Often , education as part of this method can mean they’re more comfortable with various features or benefits.
This usually leads to a better adoption procedure and overall positive notion of the product.
Plus, it will help keep customer service or support requests to a minimum, because buyers will have a reference to turn to when they have specific questions regarding the item.
Place a high emphasis on customer support
In general, companies that get a lot of complaints about new products are not using a wider adoption technique.
After all, if you’re giving customers the information they need upfront plus producing a quality product or service that will fits their needs, they aren’t going to have customer service requests.
However , having a firm stance on continually providing the best response feasible is extremely important to your success.
Brands are made and die on their reputation for helping customers, so it is absolutely imperative that you function to ensure yours is a positive one.
Make a better item than your competitors
While this should always be a pretty clear objective, one way to improve product use is to always create a better item than what your competitors offers.
After all, people searching for value will see that you’re providing a better fit to their needs and choose your brand first.
To do this, you should get to know your buyer identity clearly plus understand all the varying elements that play into their requirements.
Make a list and check all of them off during product development to make sure your product truly stands apart within the marketplace.
Provide customers a reason to engage
To improve product adoption, you should also provide customers a reason to continue to interact with your brand long after their particular purchase.
For example , maybe you run a contest each month on social media where users must post a photo of themselves using your product.
Or you offer a low cost for those that sign up for your every week email list or talk about a referral code having a friend.
A major element of product adoption is liking the item or service good enough to share it with others , which is why this type of support is always a good idea.
Make enhancements along the way
A funny thing happens when companies start taking an item adoption focus.
These people get tons of great comments from customers. Both solicited and unsolicited.
For most brands, this is a really good thing.
Not only does it give further insight to the needs of your target market , it also provides information on where improvements are necessary.
That’s when you can take this data and make adjustments based on what the customer wants — not what your own team thinks they need.
Make use of education to prevent fear plus uncertainty
Most consumers don’t like change.
They know they need a solution to a specific problem, but they aren’t always willing to take the leap.
That’s where a excellent education process prior to purchase can be a big deal.
Using varying media methods plus platforms for video, written content, audio content, and more is definitely an excellent way to help shift them through the product adoption curve and make educated decisions about your product.
In fact , this is a great spot for using influencer marketing and other trust-based digital marketing strategies to help spread the word as to what your service or tangible item can do.
Wrap Up: Offering More Products by Maximizing Product Adoption
Long gone are the days of blindly selling a brand new product or service and hoping for the best.
Today, it really is more important than ever to consider the entire buyer journey and how your brand name is perceived in the market.
By utilizing a product adoption technique, you can help ensure your clients not only love what you offer but are loyal followers for an extended period of time.
Plus don’t worry if your method a little more complex than most.
In this blog post, we give you eight tips on how to sell products that are not really straightforward!
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