Mark AdamsThe success of a new product launch depends on many variables. By utilizing different digital marketing channels and tools, you can help ensure a victorious introduction.
Using social media to launch a new product is exhilarating. It’s also overwhelming if you haven’t planned accordingly. From pre-launch activities to influencer outreach, your launch plan will make or break the success of your software, service offering, package, app or book.
But too often, launch details are overlooked. The founders, startups, and entrepreneurs I work with come to me so focused on what they’re building, they forget about the audience they want to attract. If you’ve found yourself in the same position, take a deep breath. The below guide is a great start for any product launch, be it for software, book, or service.
Determine your demographic
This step should come naturally if you’re running an online marketing campaign for a new product launch. Your audience is the inspiration behind your product. Think about your target demographic so as not to alienate your audience. Find one that has the same values as your product.
Market to your demographic
This step should be of the utmost importance because it’s the lifeblood of your new product launch. You must engage your audience before, during, and after the launch. This begins once you develop a concise message of why you’re offering what you do. Use keywords that relate to your demographic, and get prelaunch content out quickly. Hold social media contests, and post immediately after developments.
The more you can speak to your audience, the more likely they will be to become interested in your product.
Prioritize influencers
This step is built on the foundation laid out in Step 2: once you’ve identified your demographic, get in contact with those influencers who have products or services that are similar to the one you’re offering. You’re sending them a direct message to share the news of your launch. This is a great way to give back to the community and build relationships.
Enlist support
Enlist the help of influencers by mentioning them in your launch’s press release. You could also send them a thank you note or a prelaunch sample of your product. The more you can speak to your audience, the more likely they are to become interested in your product.
Develop the product and launch
Make sure to have a prelaunch campaign to test the waters. This is where you show off the new product for the community and ask questions to make sure it’s a product they will want to buy. But you can’t do this alone. Get on social media and post a launch alert. You can also create basic landing pages with a short description. Using these two tactics is a great way to not only spread the word about your new product, but also get the community involved during the run up to launch.
Analyze the results
Continuing along the same lines as the previous step, test your launch and see how the public receives it. The campaign is designed to help you answer five critical questions:
- Who are we talking about?
- Who is paying attention?
- What is the traffic to our landing pages?
- How are our ROI per cost?
- Who are the biggest supporters of our product?
After the launch, be sure to monitor the newsfeed on social media to see the winners of the different campaigns. Don’t neglect the blog traffic or the comments on your landing pages, and scramble to get the word out.
Repeating successful campaign tactics
In order to be deemed a “success” by any marketing standards, a campaign should have a bearing on sales. Use the above as a template to develop the next marketing campaign for your product launch. With some trial and error, you can start to build a new marketing strategy for your launch.
Public relations often plays a vital role in the launch of a product or service. You can use media relations tactics to place articles and win interviews, get coverage by allowing key press to review your product, hold a launch event, or use grass roots marketing to build buzz.
How to approach media relations on social media, and the steps to take to staff a successful launch team to broadcast the news of your new product to the media.
Implement a strategy
There are a few different approaches to social media, each with their own set of tactics and results. Make sure to consider your target audience and their different interests. This could involve posting pictures of your team or highlighting new versions in development. You should consider their preferences and timeline to keep in mind how you can promote your product. This will help in making decisions about whether to create an event or engage with influencers, as well as how to run your campaign.
Raise awareness about the product
This could involve creating a landing page to post on social media, or a dedicated page on your own website. It could also involve sharing prelaunch content or hosting a simple launch email. This ensures that influencers know about the new product, and it allows the audience to receive regular updates of the campaign as you begin to launch.
Directly engage with the influencers
When your product launches, you can showcase the news with media interviews and blog posts. Never forget that these are opportunities to promote your product and efforts. One of the quickest ways to promote your product is to get it in front of an influencer who will then share the news. If you have a celebrity, reach out to them and ask if they can share the news about your product.
Prepare press releases
These can be incredibly important, especially if you’re wanting to acquire journalists and influencers. It’s vital to think about your launch in terms of media relations. Following a press release template format will allow you to get your new information out there, and will ultimately help you in your overall marketing strategy. During the launch phase, have a structure in place to keep information flowing to the press so that it can share your product with their readers.
Engage with influencers
You need to ensure that your social media presence is active when your launch is going out. Messeges will be necessary in order to keep it going, and you may want to engage influencers personally by sending them things such as posters for their birthday! You could offer something to test the water to see the interest in the product, and then stock up on the necessary supplies to distribute.
Use influencers to promote your product
In order to keep the media buzzing about your product or service, try promoting your campaign with influencers. You could offer them a copy of your product, a test run, to cover a giveaway, or a competition to benefit them and their readers.
Monitor and analyze
In a survey of traditional marketing methods in social media, 29% had analysed the effectiveness of their social media tactics. Marketing by social media, with the ability to compare your campaign with influencers, is an exciting venture when launching a product. A robust analytics service can come in handy if you’re planning on monitoring the effectiveness of your launches.
Pitch your product to a wide range of people with a variety of questions, to get the feedback you need from the public.
How to use Twitter Ads to Boost Your Product Sales
There are numerous ways that you can use Twitter Ads, but this article will focus on using them to boost your product launch. When you’re ready to run your product launch, it’s time to pick up your phone and make the call to Twitter.
Develop your ads
You’ll need to work out the timing issues for your campaign, such as your target audience, the budget you have for AdWords, the costings for the products you are launching and the scale of publicity you want to pursue. With marketers using a cost-per-click system, it might not be a bad idea to test several variables across your campaigns, such as:
Focus on the product. The best way to run ads for your product is to show your product early and often without mentioning your brand name. If you have more product launches, you should position them more towards the end of your campaigns.
Use incongruous images. It’s no good showing a product where it’s hard to see, and you need a photo which is not only clear but striking. Try featuring an interesting angle, but stay away from obvious shots of product.
The Ideal Product Launch Method
When you want to quickly and effectively launch your product for a targeted audience, you don’t necessarily have much time to think it through. When you get the chance to work on a product launch, you should have a clear product pitch and a plan at hand to present to the targeted audience.
Whether you’re planning to distribute your product via affiliate marketing or Twitter Ads, you need to think about what makes the product unique. You can make it unique by creating a product that is unique and innovative. Make it effective, and you’ll be ahead of the competition when it comes to product launching.
Product Launching Tips
Write down what you’re trying to do. Remember, there is no bus that you can just jump on and get to your destination. Hence, you’ve got to have a clear idea of what you’re trying to achieve, and what is your goal. Whatever you want to do, be sure to write down your mission. Many people, break a project down into very small steps. This is good because it helps them to overcome any pit-falls they might encounter.
A great way how to launch your product, is to mention what you’re launching in your book, if you are from the writing field. In this case, you can give your book a title, and write out a few, very broad objectives about what you want to achieve. Use event calls to your activities, and create a specific date and time for your launch. As part of this launch, you can design banners and logos into your book. When you have everything ready, you will find it easier to launch your product.
Talking about pricing strategy, you need to think carefully about what your product is worth, and what the optimum price might be for this product, to be profitable. Find out your target market. A good way how to launch your product, is to gather a few of your potential customers, either friends, relatives or even complete strangers and ask them how much you can charge for your product.
How to Know Which Accelerators to Use When Launching Your Product
You might have invested quite a lot of time, energy and resources into your product. Don’t let your hard work go to waste. When you launch your product, you need to use some of the right accelerators to monitor sales.
No matter what you launched, there was a market for your product.
When you launch your product, there’s no need to reinvent the wheel. For instance, if you launched a literary product, you can use a blog post to explain your product and show off what it looks like. Do not forget to tailor your email pitches and pages to the niche and audience you have in mind for your product. Using blogging and blogging platforms such as WordPress, we can engage with our customers and launch marketing material without any hassle.
The Accelerator You’ll Need: Consultation.
Take advantage of your potential customers and achieve more sales with targeted marketing techniques. We can help you with all of your marketing, customer service and management strategies.
Website design, software customization, logo design, email marketing campaigns, as well as sales and research strategies – we have the experience, skills, and know-how for all of it.
