Monthly Archives: July 2016

How Do Product Managers Prepare For A Marketing Disaster?

As product managers we generally spend our time trying to find ways to update our product development definition in order to make our product be more appealing to potential customers. Our goal is to convince them that we make a good product that will solve whatever their problems happen to be. The one thing that we never seem to spend any time worrying about is what to do if there is a marketing disaster. Do you even know what one of those looks like?

What Is A Marketing Disaster?

The first thing that a product manager needs to understand is just exactly what a marketing catastrophe is. If we don’t know what they look like, then there is no way that we’re going to be able to recognize it if it happens and that won’t look good on our product manager resume. A marketing catastrophe is any event that could negatively impact the profitability or reputation of either your product or your company.

The world that we live in today is unique in that the arrival of advanced technology tools allows for stories and rumors about products or companies to travel very quickly. No matter if the story has to do with a misstatement by a member of your company’s management or marketing team, a product defect, or a court ruling that goes against your company, your potential customers may be aware of it before you could say “Twitter”.

As a product manager you need to understand that a marketing calamity could happen at any time. The most important question that the rest of the company is going to be looking to you to answer is going to be “how big of a deal is this?” You are going to have to be able to quickly and efficiently evaluate the severity to of the marketing calamity so that you can make a recommendation to the company as to just exactly how many resources they need to dedicate to dealing with it.

What Is The Best Way To Gage The Severity Of A Marketing Disaster?

Product managers need to create a way to evaluate just how severe a marketing disaster is. The good news is that we are not alone in having to do this. The experts who work in the field of creating disaster recovery plans have been doing this for years. We can build on their work when we are creating our tools to evaluate the severity of a marketing disaster.

When creating a marketing severity tool, there are three things that a product manager needs to keep in mind:

    1. Limit The Number Of Categories To 5: It can be far too easy to get carried away with creating a large number of different marketing disaster categories. Don’t do it. Instead, try to limit yourself to creating no more than 5 different categories that run the range from “no big deal” to “may cause the company to go out of business”.

    1. Determine “Impact”: Every marketing disaster will be different. As the product manager, it is going to be your job to create a way to evaluate the impact that this event is going to have on your product and on your company. Keep in mind that the intensity / firestorm that may accompany an event may have nothing to do with its long-term impact.

  1. Create An Action Plan: Make sure that you have an action plan created for each category of marketing disaster. This will help the rest of the company to understand what they are going to need to do once the current marketing disaster has been placed into a category.

What Does All Of This Mean For You?

As though being a product manager was not hard enough, it turns out that another thing that needs to be added to our product manager job description is the ability to understand that in the world that we live in bad things can happen. Specifically, marketing disasters can happen. A marketing disaster puts our product’s reputation at risk and can impact the future success of our product.

Product managers need to realize that it is their responsibility to create the tools that their company is going to need in order to gage the severity of any marketing disaster that strikes them. These tools are going to have to limit the number of different categories that marketing disasters get classified into, determine the impact of the event, and identify what action plan will need to be executed.

The good news is that when (note that I did not say “if”) a marketing disaster strikes your product or your company, if you have a tool that will allow you to judge the event’s severity, then you’ll be well suited to deal with it. Product managers who can evaluate how important a marketing disaster are the ones who will be best suited to guiding their products through it.

A 15 Point Checklist for More Profitable Product Pages

The item pages of your site are your showroom and they should be shown legitimately to accomplish most extreme results. This doesn’t imply that all item pages ought to resemble the other alike. There are numerous approaches to be imaginative yet successful.

A hefty portion of us center our consideration on our landing page (which is likewise vital) and afterward simply glue up a treat cutter item page. Taking an ideal opportunity to arrange and strategize your item pages is additionally key. Truck surrender is a major issue for online entrepreneurs however there are approaches to diminish your deserting details.

As we go from site to site, we would prefer not to see clone item pages yet there are angles that ought to be incorporated into all item pages. The following is an agenda for some of these vital components that will help your item page be more productive.

1. Item Description – Do not attempt to compose a one size fits all item depiction. Concentrate on your focused on purchaser and keep in touch with them by and by. Make sure to incorporate every one of the advantages the item gives. Attempt to stay away from clone expressions, for example, best arrangement around the local area or predominant quality. Your prospect will tend to obscure over these sorts of proclamations.

2. Item Image – Your item picture will be what attracts the client. You need to ensure the item subtle elements are plainly unmistakable. The picture should be clear and sharp. A decent picture will make the item wake up and bring out to a greater degree a response from your prospect. Utilizing diverse edge shots of the item can be compelling also.

3. Invitation to take action – Be certain your suggestion to take action catch is distinctive and obviously set on the page. Once your picture and portrayal carry out their occupation, you need the purchase catch to be there ASAP so the client clicks it when they are in the purchasing state of mind. Make sure to make the catch emerge from whatever is left of the page. Try not to give it a chance to sink out of spotlight or dissolve into whatever is left of the page.

4. Requesting Process – Once your prospect chooses to purchase your item you need to give them a simple easy requesting process. The initial step of the procedure is the key and it is additionally where numerous prospects surrender the buy. You need to accumulate applicable data from your client however don’t approach them for their biography. I have deserted numerous buys on account of the long tedious structures to be rounded out. You need your requesting procedure to be as few ticks as could be expected under the circumstances however you likewise need to guarantee your client that the procedure is secure. Try not to require your client to enroll with you. Around 33% of the requests being prepared are finished for simply this reason.

5. Online networking – By adding your social networking catches to your item pages you are permitting individuals to impart your items to their companions and supporters. This can considerably expand your changes. Ensure your social catches are not very meddling. Make them profoundly unmistakable however not offensive.

6. Shipping Information – One of my particular annoyances when requesting online is not finding any delivery data. Continuously give clear data on the delivery terms and expenses for your clients. Try not to make them hold up until the end of the requesting procedure to discover what they will pay for transportation. Be forthright and succinct on all transportation charges. Shipping expenses are the main source of truck deserting so being forthright and telling your prospect precisely what they will pay will cut this number down.

7. Size Chart – If you are offering items that require sizes be as enlightening as could be expected under the circumstances about what the sizes are and how they fit. Size diagrams are an awesome approach. Garments of the same size can fit diversely so let your prospects know how your sizes run.

8. No Distractions – Keep your item page as free of mess as you can. You need the page to showcase the item and invitation to take action, not a group of advertisements from different sites or organizations. Try not to have blazing standards or diverting pictures or recordings (unless it is a video of the item).

9. Client Reviews – When I go shopping online I now hope to see audits. This has turned into a staple part of the internet shopping knowledge. Make sure to add client audits to your item page. Try not to forget negative surveys. Including the negative audits will add to the trust your prospect feels for your organization.

10. Membership Option – Adding a membership shape or box to your item page is a phenomenal decision. In the event that individuals choose to purchase from you, odds are they will agree to your mailings. On the other hand, in the event that they are not certain on the buy, they may subscribe and after that buy not far off a bit. Whichever way it is a win!

11. Required Instructions – If the item needs extraordinary guidelines or data on the best way to utilize or its motivation, make sure to give every one of the subtle elements required in a reasonable, straightforward manner. In the event that individuals are confounded around an item, they won’t buy it so ensure they have all the data expected to settle on the choice to purchase.

12. Straightforwardness – Keep your item pages basic yet proficient. The page must concentrate on the item. Try not to include any diverting foundations or surfaces. You need the client’s eye to go specifically to the item and the data. Keep the outline reliable. Utilize a simple to peruse text style. Extravagant text styles have their place yet not on an item page. Make the item page and whole requesting process straightforward. You don’t need your clients think they should be a scientific genius to arrange from you.

13. Extra Product Options – Many destinations have an element where they showcase comparable items. In the event that you don’t precisely like the one you are survey, different alternatives appear for you to take a gander at. This is a brilliant component that can keep your prospect shopping on your site as opposed to setting off to another.

14. Issue Solution – Let the client know how your item will tackle their issue. Persuade the prospect that they require your item to be their answer. In the event that a man does not comprehend what your item can accomplish for them it won’t bring about a deal.

15. A Little Humor – Most individuals will welcome a little fun cleverness. Be that as it may, be mindful so as to keep it fitting. Including a little cleverness makes the experience more human and this creates trust. Unobtrusive cleverness can do ponders however be careful with utilizing a lot of diversion or hostile silliness.

*Bonus Tip: Always have your contact data accessible. In the event that the client has an inquiry or concern and needs to chase for your email or telephone number, they will go elsewhere.

Take the time expected to deliver the most awe-inspiring and emerge item pages conceivable. The time and exertion won’t be futile and you will turn out to be more fruitful.