So, you’ve spent sleepless nights for months trying to create a revolutionary product. You’ve run tests with different consumer segments to find ways to enhance your product with new features. You can’t wait for it to hit the market, and provide value to your target consumers.
But developing a remarkable product is only half the job done. If your potential consumers never come across your product, it’ll fail to generate sales and revenue, even with the best features and prices.
So, how do you ensure that your product attracts a ton of paying customers as soon as it hits the market? The key is to build hype with a concrete product launch strategy. You need to get your target audience excited and curious about your product even before it’s ready.
In this blog, we’ll outline a few useful techniques to build a marketing strategy for your upcoming product launch. Let’s dive right in.
1. Build an Online Presence
In today’s internet-savvy world, if your product isn’t visible on search engines and social media platforms, it’ll fail to garner traction. It emphasizes the importance of building online visibility and awareness for your product while you’re developing it.
Start by announcing your plans to introduce a new product on your social media profiles, company website, blog, and newsletters. Highlight the consumer pain points you’re trying to resolve with your product. Share regular product development updates to keep your audience hooked.
You could even host live Q&A sessions on Facebook or Instagram to address any queries your followers may have about the product. Similarly, you can ask email subscribers to share their questions. While you’re at it, conduct audience polls and surveys to identify features your audience would like to see in your product.
Next, create a landing page for the product that outlines its benefits and development timeline. Make sure you optimize the landing page content using meaningful keywords that your potential customers will likely use in their search queries.
2. Prioritize Media Coverage
Whether you’re launching the next big social networking site or a wearable heart monitor, journalists will help you get the word out. But you can’t simply email a cookie-cutter press release to every journalist, and expect them to publish it.
Instead, you must learn how to write a press release that grabs a reader’s attention and piques their curiosity. Craft an irresistible subject line that makes it difficult for the recipient to ignore your email. Also, create a newsworthy piece that’ll appeal to the journalist’s audience.
It’s just as important to identify journalists and publications that’ll help you reach your target demographic. For instance, if you’re launching a new anti-aging serum, you could reach out to lifestyle and fashion magazines.
On the other hand, if you’re building a new cloud computing platform, you’re better off connecting with journalists who write about business and technology.
3. Host Memorable Giveaways
Contests and giveaways are some of the most effective ways to create a buzz about your products and brand. They even help generate leads and sales for a new product.
To begin with, you could start a giveaway on your brand’s Facebook and Instagram profiles. Invite your audience to participate by liking the post and tagging their friends. Depending on your product, you could reward the winners with a free trial or sample kits.
If you want to maximize the reach of your campaign, collaborate with influencers who can help promote the giveaway. Carefully select influencers whose audience aligns with your target demographic.
While you’re at it, you could also let your email subscribers participate in the giveaway by filling out a questionnaire or survey form.
4. Harness Social Proof
If your Instagram giveaway is a success, you’ll have a handful of consumers who are getting their hands on your product. Ask them to share their feedback and experience of using the product on their social media profiles. Also, you could offer them an additional discount for submitting a review on your website or Facebook page.
Repost the user-generated content on your social media profiles and website. It’s a great way to build credibility and trust for your product.
Your product launch strategy should combine various digital marketing techniques, including search engine optimization, content marketing, social media marketing, and influencer marketing.
Host giveaways on Instagram and Facebook, and share regular updates about when your product is going to be ready. Also, focus on getting extensive media coverage with an attractive and well-written press release.