Successfully managing a new product launch is no easy feat. With all the work that goes into research, development, testing, and manufacturing, it’s understandable why marketing often gets considered last.
But regardless of how innovative your product is, if you don’t have a solid online marketing strategy in place, your sales will, in all probability, suffer.
The good news is, this is completely avoidable! Here are 18 things you can do to boost your product launch marketing strategy.
- Examine your competition
Analyzing your competitors allows you to look at your product from a consumer’s perspective. What other products could they buy as an alternative yours?
Make a list of all the businesses that are selling comparable products and analyze their marketing materials. By going through their advertisements, you can zero in on what makes your product distinct. How are you better than your competitors? In what areas are they outperforming you? This is how your closest competition can be transformed into your most effective asset.
- Target the ideal customers
A successful product launch is dependent on appealing to the right people: your target market. Who are your prospects? Get your team together and research. People that are currently using similar products could be interested in what you’re offering, so be sure to highlight your unique advantages over your competitors. Construct your value proposition from these details (more on that below!).
- Get clear on your value proposition
A value proposition explains to your prospective customers why they should buy from you and not your competitors. This is where you explain why your product is best suited to meet your prospects’ specific needs.
How do your services stand out from competitors?
Don’t fall into the trap of engulfing your value proposition in buzzwords and incomprehensible lingo. Consider Uber’s: One tap and a car comes directly to you. This copy conveys the effortlessness of Uber’s service while highlighting how the app differs from a traditional taxi. Focus on what sets you apart, and why that distinction will best serve your target audience.
Related: Want to Get More Sales? Be Consistent!
- Define your marketing strategy
When defining one’s marketing strategy, it’s essential to go beyond selecting sales and marketing channels.
Be as specific as possible, with mobile marketing as your underpinning. Smart Insights found that mobile usage now makes up 71% of all digital minutes in the United States. It’s very clear: If your marketing isn’t mobile-friendly, you’re losing a lot of potential customers.
In addition to optimizing your website for mobile visitors, you can create mobile ads. You could also consider developing a product-specific app that consumers can use on their phones. As always, aim to create a seamless, omnichannel customer experience—in other words, one in which a customer who begins the purchase process on their phone, could switch to a desktop to complete it without any interruption or needing to redo any steps.
- Test your marketing strategy
You may be familiar with product testing, but what about marketing testing? Not only does test marketing provide valuable insights into your advertising methods, but also into your customers’ experience. Conduct focus groups or informal roundtable discussions in which potential customers have the chance to interact with your marketing materials. Try A/B testing for social ads and emails.
After the testing is complete, you can refine your marketing and move forward with the launch. This is a great way to eliminate what isn’t working and focus on what resonates with your group.
- Get creative with countdowns
As you get closer to your launch date, post content that’s equal parts informative and intriguing. For example, when Chobani was two days away from releasing two new flavors, they posted the following image on their Instagram:
Notice how Chobani heightened engagement by directly posing a question to their fans.
- Reach out to the top publications in your industry
Digital PR plays a significant role in launching new products. Articles, interviews, and coverage from the right sources is invaluable exposure. Start reaching out to the leading publications in your industry. PR remains one of the best ways to generate buzz for companies of all sizes.
Related post: What is Digital PR: A Definitive Guide
- Arrange pre-launch giveaways
A pre-launch giveaway is a great way to stir up excitement for your new product. Giveaways also encourage winners to promote your brand and spread the word. Today’s consumer expects more than one-way communication from marketing. They want dialogue and crave opportunities for engagement. Strive to create those experiences whenever and wherever you can.
- Consider offering pre-orders
Allowing loyal customers to make pre-orders has an immediate impact on sales. Additionally, it’s important to think about how many options your consumers are presented with every day. By the time your product officially launches, your prospects may no longer be interested. In addition, when prospects see a high number of pre-orders, they will feel compelled to check out what you’re offering.
- Increase your organic visibility
Before launching your new product, make sure your SEO is solid and up to date. Ensure you’re giving users information that is truly useful to them.
- Do some website housekeeping
Similar to the point above, make sure your website is as optimized as possible. This means checking your site’s loading times. A website that’s slow to load will surely irritate your prospects. It’s imperative to reach your potential client base with the speed and immediacy of today’s wired culture demands.
- Make bold choices with your social media
Gearing up for a product launch is the perfect time to go big with your social media. In addition to playing with countdowns, you can change your brand’s profile picture and cover photo to generate even more curiosity. Bold, visual content can help attract more interest. Keep your followers on the edge of their seats, or, more aptly, the edge of their screens.
- Retarget fans and customers
Those who are already familiar with your brand and have visited your website are an excellent group to retarget before launching your new product.
Use creative and attention-grabbing ads that lead back to your site. You want to guide users without inundating them with information.
Related post: 21 Proven Ways to Retarget Your Ideal Customers
- Use email marketing
It’s a misconception that email marketing is outdated. The truth is, it remains one of the most effective tools there is. The key is grounding your strategy in data. Use information about your consumers and prospects to craft personalized messaging.
- Partner with influencers or micro-influencers
Both influencers and micro-influencers are capable of achieving massive results for your product launch.
While influencers possess a vast amount of followers, micro-influencers have a small but loyal fan base. This is where research is necessary: which type of influencers will work best for you? Think about the voices that share your brand’s values and speak to your particular niche.
- Enhance your customer support
We have all grown increasingly accustomed to round-the-clock customer support. Having fast and reliable customer service is no longer an option, especially when launching a new product. Ensure everyone on your customer support team is on the same page and ready to answer all possible questions.
- Have a FAQ sheet ready
Another way to boost your customer support service is to have an accessible FAQ sheet on your website. Frequently asked questions also lend themselves to great social and blog content. It’s even possible to have some fun with a creative, whimsical touch to your FAQ sheet. Make it approachable, informative, and engaging.
- Keep updating and refining your marketing
The marketing you use at the beginning of your launch should develop alongside your product’s lifecycle. Keep a close eye on your marketing results to determine when it’s time to make creative changes. Make sure your content rings true to the current times.
Product launches are far from easy, but these tips can help you execute an exciting campaign with confidence.