What’s Working Now in Product Marketing
In today’s rapidly shifting digital landscape, product-based companies need more than just a beautiful website and a few Instagram posts to stand out. Success comes from a strategic blend of authenticity, agility, and data-driven decisions. At Delgado Creative Group, we help brands harness these principles to not just grow but thrive.
Here are 5 marketing tactics we’ve used for with clients that drove serious growth for product-based brands in today’s climate:
1. Create a Community, Not Just a Customer Base
People don't just want to buy products anymore. They want to belong. Brands that cultivate a sense of community around their products see higher engagement, stronger loyalty, and increased word of mouth referrals.
Tactic: Launch a VIP loyalty circle where customers can share experiences, offer feedback, and get early access to drops.
Example: Brands like Glossier and Gymshark grew exponentially by investing in their community before selling them more products.
2. Leverage Micro-Influencer Partnerships Over Mega-Celebs
Consumers today crave real over perfect. That’s why micro-influencers (with 1K–100K followers) often outperform celebrities when it comes to ROI. They're more relatable, accessible, and trusted by niche audiences.
Tactic: Partner with 10–20 micro-influencers in your niche, provide them with product and affiliate links, and track sales through personalized discount codes or platforms like Refersion.
Bonus: UGC (User-Generated Content) is beneficial! Repurpose it across your marketing channels.
3. Double Down on Short-Form Video
Short-form video is no longer optional. It’s the most powerful content format for driving discovery and engagement across TikTok, Instagram Reels, and YouTube Shorts.
Tactic: Create 15–30 second videos highlighting product benefits, behind-the-scenes production, customer testimonials, or “how it’s made” clips. Use trending audio strategically.
Pro Tip: Educate, entertain, or inspire. Selling comes naturally once trust is built.
4. Use Email & SMS Marketing to Maximize Lifetime Value
Retention > Acquisition. With the rising costs of paid ads, your owned channels, especially email and SMS are your most valuable assets. Don’t just sell. Nurture.
Tactic: Build automated flows like:
Welcome Series
Abandoned Cart Recovery
Post-Purchase Thank You + Upsell
Birthday or Anniversary Campaigns
Tools to Try: Klaviyo, Postscript, or Omnisend for integrated campaigns that boost conversion.
5. Invest in Brand Storytelling, Not Just Product Features
Your product is amazing, but what does it stand for? Storytelling gives your brand emotional weight and makes it memorable in a crowded marketplace.
Tactic: Revisit your brand’s origin story, mission, and values. Infuse these narratives into your website, product packaging, social media, and founder content.
Trend: Founder-led brands are thriving. Consumers love to see the why behind the what. Show your face, share your journey.
Growth in today’s climate requires more than surface level marketing. It’s about showing up authentically, connecting deeply, and executing consistently. Whether you're launching a new product or scaling your e-commerce empire, these tactics can position your brand for meaningful, sustainable growth.
We build bold strategies for brands that want to make noise and a lasting impact.