In today’s fast-paced digital marketing environment, staying ahead of the game is more than being an expert in platforms and algorithms. At the core of every winning campaign is a marketer’s intimate knowledge of the product or service being marketed. While creativity and strategy might seem the focus of marketing, product knowledge is important—it is the foundation on which every winning campaign is established.
Here’s why being familiar with the product head to toe isn’t just smart—product knowledge is important and it’s necessary.
1. Writing Focused Messages
One of the most fundamental objectives of digital marketing is to engage with the audience at a level that resonates. To this end, marketers need to know what differentiates the product and how it addresses a problem or need in its users. Product knowledge is important because it allows digital marketers to:
- Emphasize features and benefits that are most important to the target audience.
- Craft messages that engage customer pain points.
- Employ the correct tone and words to convey the value of the product.
Without a strong grasp of the product, the messaging can become generic, not resonating with prospective customers.
2. Building Credibility and Trust
Customers know more than ever before. People want brands to be honest about what they sell and inform. Product knowledge is important for a digital marketer who wants to confidently educate customers with the right knowledge of the product. This generates trust and positions the brand as an expert in its niche.
For example, if you are marketing a gadget in the tech space, having an idea about its specs, compatibility, and applications demonstrates that you actually know and believe in what you’re selling.
3. Customizing Campaign Strategies
Different stores sell different things. For example, a SaaS product needs a very different approach than a skincare product for people. When marketers know about a product, they can choose the best places to promote it.
Product knowledge is important to talk about the steps a customer takes from learning about a product to buying it, knowing what features to show off in your ads, and making plans focusing on the product’s unique selling points, target audience, and industry.
4. Establishing a Relationship with the Audience
Good marketing is all about empathy—knowing your audience’s needs, wants, and pain points. When a marketer understands the product inside and out, product knowledge is important to more clearly explain how the product fits into what the customer wants.
This isn’t just selling; it builds loyalty and long-term relationships. For instance, if you’re advertising a fitness app, you should create an ad that shows personalized workout options.
5. Augmenting Content Creation
Digital marketing is built on content. Blog posts, social media updates, email marketing, video, and advertisements all need substance—and that substance is based on a good knowledge of the product. Whether producing how-to posts, infographics, or case studies, knowing the product inside out guarantees content that is correct, interesting, and compelling.
Additionally, informed content is better optimized for SEO, since it caters to the very specific questions potential buyers would ask. Remember: Product knowledge is important for creating content that stands out and attracts the right audience.
6. Enabling Collaboration Between Teams
Digital marketing doesn’t usually work by itself. Instead, marketing works best when it works closely with teams that have a knowledge of sales, customer service, and product development. Product knowledge is important in collaboration because it helps get feedback from customers and fix problems before they happen. It ensures that all departments are working together on campaigns that fit with the company’s goals.
7. Measuring and Optimizing Campaigns
A digital marketer’s work doesn’t stop with rolling out a campaign—it continues through measuring its performance and making appropriate changes. If marketers have an in-depth knowledge of the product, product knowledge is important for better understanding the data and recognizing which campaign elements are producing results.
For example, if an ad campaign for a skincare product isn’t working, knowing about the product could help you figure out that you need to focus on ingredients that target specific skin problems.
8. Standing Out in a Competitive Market
In fields where there is a lot of competition, having a lot of knowledge about the products you sell can help you get ahead. Product knowledge is important for helping marketers find and highlight the things that make their product different from others. For example, if you’re trying to sell coffee in a crowded market, you can showcase the fact that your beans are fair-trade or that you roast them in a special way.
It helps them send clear messages and gain customers’ trust. There is a lot of competition and people don’t pay attention for long online. Product knowledge is important because knowing everything there is to know about the product makes sure that every piece of content, ad, and campaign matters and works.
As a campaign manager, having knowledge about the product not only gives you confidence, but it also helps brands do exceptionally well over time. Product knowledge is important—you can get it when you really know what you’re promoting.
