But the question is not always, "what type of marketing will help my product be seen?". Sometimes the question is, "what type of marketing will help educate my target audience about what my product
does?".
This is a subtle but significant difference. If you stock a generic, well-known machine or part that your sector widely utilises, perhaps competitive prices and solid brand marketing will suffice. However, if you stock a custom piece of equipment people might not fully understand the value of, or you offer a comprehensive service that sets you apart from the competition, the real marketing battle is one of education.
Let the education begin
Ensuring the right people are aware of the product's applications and advantages comes above all else, but don't trick yourself into believing that content overloaded with detailed specifications are the only way to achieve this. The more you try to sell, sell, sell - the greater the risk of losing your buyer. You may understand the product's benefits from a quick glance at the model name, dimensions and specs, but that knowledge doesn't necessarily translate to readers.
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