Product marketing is the linchpin of your paid social strategy. It's the layer that makes it clear what your product does and the problem it solves. When you are an early stage SaaS brand (A-C), you have no choice, but to be clear as many people still don't know what you do or the problem you solve. So to better clarify the problem and capability to your ICP, here are 4 templates with examples: 1.) Before / After - show them how their current situation will change with your product. Lokalise demonstrates the issue with direct translation software for localized campaigns with a before/after. 2.) Capability - show them the job they can do with your product Dovetail focuses on the core capability of their product "a research repository for your team". I'd argue they should replace "with a Dovetail expert" with "Turn calls, docs, and user feedback into insights, like magic." 3.) Question - present a question that's top of mind, then answer it with your product reMarkable starts off with problem buyers have and poses it as a question. Then they show them a visual of what their notes could look like. 4.) Problem - reveal a problem they aren't aware of and then tell them how you solve it CHEQ drills into the main problem that advertises face, bot clicks. And then they follow it with how they can help block this type of traffic. Even if people aren't in-market for what you do today, they'll start to form associations in their mind that you are someone that solves xyz problem and/or can provide xyz solution. Remember, clear and specific BEFORE vague and clever.
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