"New features just get found," said no serious product marketer ever.
When the dev team drops a new feature, it's the PMM's job to tell the customers what they get. Boosting adoption makes all the time, money, and effort worth when building new features.
Here are seven of my favorite marketing channels for telling customers about new stuff in the products they already use.
1. Community. Community platforms are like blogs, but with real engagement. If you have an active community, publish a blog post there about the new feature. Tag power users and start the conversation.
2. Support. The product team will usually brief the support team about new features. But is it on message? Work with the support crew to create compelling copy they can use in replies to customers.
3. YouTube. Video! Do more video. Show every little detail of your product in video. Each new feature should have a video explainer, showing how and when to use it.
4. Documentation. This isn't usually your job as a PMM, but make sure your product documentation is up-to-date and it highlights what's new.
5. In-product. Can you add banners, modals, or placeholder text to raise awareness of the new feature? Are there simple ways to nudge users to try the new feature?
6. Change logs and widgets. My favorite tool for sharing product news is Beamer. Share fun updates and collect feedback.
7. Email footers. Don't sleep on this overlooked space. If you email customers, add feature updates to your email footer. Tools like SignatureSatori make it easy to update email footers across your whole team.