Author: Elena Chardaklieva (Media buyer at Markademics)
Launching a new product is super exciting, but it can also be tricky, especially when you’re trying to attract potential customers right at the start, also known as the top of the funnel (TOFU) advertising.
At Markademics, we’ve seen many clients stumble over the same mistakes in E-commerce advertising, but we’ve also helped them overcome these hurdles. Here are the top five TOFU mistakes to avoid to give your product the best shot at success:
1. Assuming Customers Already Know Your Brand
One big mistake is assuming that people already know who you are. At this stage, most folks are hearing about you for the first time. You need to clearly introduce your brand and explain what you’re all about. Use simple, engaging language to spark their interest.
Example:
Instead of saying, “As a leading brand in eco-friendly products, we offer the best reusable water bottles,” try, “Meet EcoFlow, a new brand focused on sustainability, offering cool reusable water bottles to help cut down on plastic waste.”
The second version works better because it’s friendlier and more engaging. It clearly explains the benefit of reducing plastic waste, which connects with people. Plus, calling EcoFlow a new brand makes it sound fresh and innovative, attracting those who want the latest eco-friendly products.
2. Not Highlighting Your Product’s Key Features
Your product’s unique features are what make it stand out. If you don’t highlight these early on, people might not notice your product. Clearly explain what makes your product special and why they should care.
Example:
If you’re launching a new tech gadget, focus on what makes it awesome. Instead of just saying, “Our gadget is advanced,” say, “Our gadget lasts 48 hours on a single charge, is waterproof, and syncs perfectly with smart home systems.”
3. Ignoring the Problem Your Product Solves
People are always looking for solutions to their problems. If you don’t mention the specific problem your product solves, you’re missing out. Clearly explain the problem and how your product helps. Use examples your audience can relate to so they see the value in what you’re offering.
Example:
If you’re marketing a new project management tool, talk about common frustrations. Instead of, “Our tool is great for managing projects,” say, “Stressed about project deadlines? Our tool helps you organize tasks, collaborate with your team, and meet deadlines easily.”
4. Overlooking Competitor Research
Knowing what your competitors are doing can help you avoid their mistakes and stand out. Before you launch, check out your competitors. See what they’re good at and where they fall short. Use this info to make your product and E-commerce ads better.
Example:
Look at a competitor’s product and customer reviews. If reviews mention bad customer service, highlight your 24/7 support and satisfaction guarantee in your E-commerce ads.
5. Skipping Market Research
Market research helps you understand if there’s a demand for your product and if it fits in the market. If you skip this step, you might launch something people don’t need or want. Look at the market size, trends, and needs. Make sure there’s a real need for your product.
Example:
Before launching a new fitness app, ask people what features they want. Use surveys and focus groups to gather this info and adjust your product to meet their needs.
Launching a new product can be challenging, but by avoiding these common TOFU mistakes, you can make a great first impression and attract potential customers. Focus on introducing your brand, highlighting your product’s unique features, solving real problems, understanding your competition, and making sure there’s a market for your product.
If you’re dealing with these issues during your product launch, reach out to us at Markademics. We specialize in E-commerce advertising and can help you overcome these challenges and succeed!