Most product marketing plans look good on slides but they fall apart in the real world.
I’ve seen products with great features fail because the strategy focused on telling instead of positioning. Too many channels. Too much noise. No clear path from attention to action.
So let me walk you through one complete example of a marketing strategy for a product — not theory, not buzzwords — just a practical system that actually works.
The Product (Context Matters)
Let’s say the product is a subscription-based productivity app for remote teams.
Simple value on paper: fewer meetings, clearer tasks, better focus.
But here’s the problem.
That market is crowded. Everyone claims to “boost productivity.”
So the strategy can’t start with features, it has to start with friction.
Step 1: Start With the Real Pain (Not the Market Size)
Before writing a single ad or landing page, I focus on one question:
What frustrates users enough to make them switch tools?
After interviews and feedback, a clear pattern emerges:
- Too many meetings
- Tasks scattered across tools
- No visibility into who’s doing what
The strategy doesn’t say “we’re better.”
It says: “You’re wasting hours every week just staying aligned.”
That’s the hook.
Not productivity.
Lost time.
Step 2: Position the Product as a Shift, Not a Tool
Instead of marketing the app as “another task manager,” the positioning becomes:
A meeting-reduction system for remote teams.
That framing does two things:
- It narrows the audience (teams that feel meeting pain)
- It makes the value immediately concrete
This isn’t feature messaging, it’s identity messaging.
People don’t buy tools, they buy relief.
Step 3: Choose One Primary Channel First
Most products fail by trying to launch everywhere.
This strategy picks one main channel:
👉 LinkedIn (because team leads and managers already talk there)
No TikTok. No paid search at first.
Just one channel done deeply.
The content plan looks like this:
- Short posts about “hidden costs of meetings”
- Real examples of teams cutting 30% of weekly calls
- Simple screenshots showing async workflows
Nothing viral, just familiar pain, explained clearly.
Step 4: Use Content to Pre-Sell the Idea
Instead of pushing demos immediately, the strategy warms people up.
Content focuses on:
- Why meetings feel necessary but aren’t
- What breaks when teams grow remote
- How async clarity changes decision-making
By the time someone clicks the product link, they already agree with the philosophy.
That’s the goal, sell the belief before selling the product.
Step 5: One Clear Conversion Path
No clutter, No multiple CTAs.
The funnel is simple:
- Content →
- One landing page →
- One action: Start a 14-day trial
The landing page doesn’t list everything the app can do.
It answers three questions:
- What problem does this solve?
- Who is it for?
- What changes if I try it?
Anything else is noise.
Step 6: Use Early Users as the Second Channel
Once the first group converts, the strategy shifts slightly.
Early users are encouraged to:
- Share before/after workflows
- Post screenshots of reduced meeting schedules
- Talk about time saved, not features used
This creates proof without ads.
Real teams. Real outcomes.
Marketing stops being something the brand says, it becomes something users demonstrate.
Step 7: Measure What Actually Matters
The strategy avoids vanity metrics.
The main signals tracked:
- Time from first content touch to trial
- Trial-to-paid conversion
- Weekly active usage (not downloads)
- Reduction in meeting hours (self-reported)
If those improve, the strategy works, if not, messaging gets adjusted — not the channel.
The Takeaway
A strong marketing strategy for a product doesn’t start with promotion, it starts with precision.
Clear pain.
Clear positioning.
One channel.
One story.
When people feel understood, they don’t need convincing, they move on their own.
That’s what makes a marketing strategy effective — not how loud it is, but how accurately it speaks to the right problem at the right moment.
