Hello,
In today’s blog we will be sharing about how
marketing for product and services differ and in what regard should we plan and
implement online marketing strategies for them.
Before we go further into understanding the
marketing for products and services, let us try to differentiate between them
and understand on what parameters they differ.
Tangibility:- A
product is tangible, which means we can touch and feels its physical attributes
before making a decision. Tangible attributes like Product design, packaging
etc make a huge impact buying behaviour of a customer. On the other hand
services are intangible as they can’t be seen, touched or felt but are
experienced, and thus are harder to sell and market as compared to products.
Value and Relationship: - let us understand this by an example a Bike as a product has its
own utility, and fulfils certain need and requirement of a products and on the
other hand maintenance service for the same bike can’t be seen or felt but can
be experience based on the quality of service done to the bike, a client may
experience the service done to the products but can’t touch it, its intangible.
Comparing Quality: - If a customer buys a
cleaning product to wash and clean stains out of clothes and if it doesn’t
remove the stains, the customer knows it’s of poor quality, on the other hand
it is hard to compare the quality of services offered.
Return Factor: - If a customer doesn’t like
the product he can return the product, however in case of services
A product has its own identity and gives
physical appeal to its consumers, as he can touch, feel, and hold a product
before making a decision, however services business is more on experience.
My experience to SPA (I) is much better than my
experience to SPA (II), inspire of both using same products is because of the
services delivered by the employees. The difference in experience can further
be decided on various factors like, ambience, gestures, and the way in which
the service is delivered to the clients.
Thus it is the experience which will encourage
the user to share and refer SPA II to others like friends and family and the
same user discourage others to visit SPA (I) because of his bad services
experience.
Hope by now by large we are clear about
products and services and how a consumer access both before he recommends it or
reuse it.
As the products and services are selected
differently by the consumer, the same way the marketing for both is done
differently.
Let us understand how to do Online marketing:-
1. Website: - Most important of all is to have a well
designed website which has all the details of your products and services, now a
product selling website has details like features, benefits, how to use or
install, its Value proposition, demonstration on a mannequin etc. However on
the other hand services can be projected by sharing more on the processes, standard
operating procedures, incident management methodology, certified employees,
total clients served, client’s testimonials etc. and all this will educate the
prospect visitor about the quality of services a company can deliver in details
and will help him make a decision.
2. SEO-On Page and Onsite: - Doing
Competition and keyword research for the product and services offerings will
give us clarity on the volume of searches for the respective product &
service and tell us about the competition, and helps to fine tune the strategy.
Other onsite and on page changes are required for the site like Title, Meta,
description, Og description, sitemap, search engine submission robot.txt,
optimizing site code and images for speed etc.
Promotion is done through link building process. Link building is
done only on relevant websites, which makes sense to what our business does and
is relevant to us.
3. SMO: - It involves selection of social media by
understanding our Target audience and which social media they use the most.
Once the social media is selected posts are shared which includes articles,
blogs, images, videos, one liners etc. Social Media Marketing uses relevant
#Hashtags so that we can be among the most relevant audience and whatever we
post reached the right audience. Keep your pages on various social media
networks updated and with fresh content and things your customer would love to
hear about your product.
4. Email Marketing: - This helps
you connect with the audience directly, by sharing emails about the products
and services and reaching the right set of people. The success on email
campaigns depends on how genuine is the database.
5. Online Advertising:- Just like
traditional paid advertising which involves print media, holding etc, in online
marketing the paid advertising is done via Google Ad words or Facebook paid
advertisements. In fact Google earns majority of its revenue from Google Ad
words. These banners will be seen by millions of interested users online.
6. Group buying sites:- These sites
are growing in popularity as they give you an opportunity to introduce your
product to an audience to opt. Some of these websites offer deal of the day
features providing products and services from local and international
companies.
7. Blogging:- It is one of my favourite. It gives the
marketer to express himself while providing details about his products or
services offerings and reach out to the market.
8. Online Retail sites or Ecommerce sites: - Registering your site with them is another option of selling your
products. With millions and billions of users searching, these sites have their
own way and a huge marketing budget to sell it from their own stores.
Conclusion: - We all
know that online marketing is essential, but only a few adopt it early.
Marketing to business is fuel is to car as you stop adding it and you will be
stranded. It’s an ongoing affair; remember if you don’t do it your competitor
will.
SANKALP TECHNOLOGY
