Product Launch Marketing: Strategy, Plan, and Execute

ultimate guide to product launch marketing

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 23 things you can do to boost your product launch marketing strategy.

23 Tips to Ensure a Successful Product Launch

1. 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 to 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. 

2. Target the ideal customers.

A successful product launch depends on appealing to the right people: your target market. Who are your prospects? Get your team together and research. People 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!). 

3. Get clear on your value proposition.

A value proposition explains to prospective customers why they should buy from you, not your competitors. This is where you explain why your product best suits 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 best serves your target audience. 

Related reading: Here’s Where to Focus Your Marketing Efforts According to Experts

4. 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. Hubspot reports that at the end of 2021, mobile devices generated 54.4% of global website traffic. So 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 paid 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, 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. 

5. Test your marketing strategy.

You may be familiar with product testing, but what about marketing testing? Not only does test digital marketing provide valuable insights into your advertising methods, but also 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, 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.

6. 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:

Chobani social media post two days before a product launch

Notice how Chobani heightened engagement by directly posing a question to their fans. 

7. 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 are 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 reading: What is Digital PR: A Definitive Guide

8. Arrange pre-launch giveaways

A pre-launch giveaway is a great way to create 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. 

Related reading: Top 10 Social Media Tactics for Promoting Your Brand for Free

9. Consider offering pre-orders. 

Allowing loyal customers to make pre-orders has an immediate impact on sales. Additionally, it’s essential to consider how many options your consumers are presented with daily. 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. 

Related reading: Customer Retention IS a Growth Strategy

10. Increase your organic visibility. 

Before launching your new product, ensure your B2B SEO strategy is solid and up to date. Make sure you’re giving users information that is truly useful to them. 

11. Do some website housekeeping. 

Like the point above, ensure 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.

Related reading: The Ultimate Website Audit Checklist: Will Your Website Pass?

12. Make bold choices with your social media.

Gearing up for a product launch is the perfect time to go big with your B2B social media marketing strategy. 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. 

13. Retarget fans and customers.

Those already familiar with your brand and who 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 reading: 21 Proven Ways to Retarget Your Ideal Customers

14. Use email marketing. 

It’s a misconception that email marketing is outdated. The truth is, it remains one of the most effective tools. The key is grounding your B2B email marketing strategy in data. Use information about your consumers and prospects to craft personalized product launch emails

15. Partner with influencers or micro-influencers.

Both influencers and micro-influencers can achieve massive results for your product launch. 

While influencers possess many followers, micro-influencers have a small but loyal fan base. This is where research is necessary: which type of B2B influencers will work best for you? Think about the voices that share your brand’s values and speak to your particular niche. 

16. 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 optional, 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. 

Related reading: This is How to Manage Customer Expectations in Uncertain Times

17. 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. 

18. 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 B2B content rings true to the current times. 

19. Incorporate livestreaming into your launch. 

Livestreaming has grown in popularity over the past few years due to the ongoing COVID pandemic. Although in-person events are finally back, you can expand your product launch to a broader audience by hosting a livestream event. Livestreaming your launch gives prospects and loyal customers of your brand who cannot attend your in-real-life event the ability to participate. In fact, according to GoGlobe, 79% of livestream viewers say that live video offers more authentic interactions between brands and their followers. 

Related reading: 10 Ways to Amplify Your Brand Reach with Live Streaming

20. Explore the social audio revolution. 

Marketers in 2022 should try implementing social audio into their product launches. Simply put, social audio includes platforms and tools like Clubhouse, Twitter Spaces, and Discord, where users can record and share spoken messages in real-time. Think of these channels as digital hang-out spots where people with common interests can chat and share their ideas. 

Use social audio to your advantage by joining or hosting your own social audio room. Pick a platform, share it with your followers, and build your community. You can even host Q&A sessions and conferences about your new product to spark interest and drive sales.

Related reading: 8 Ways Your B2B Company Can Generate Leads and Buzz Using Social Audio 

21. Get Creative With Reels and TikTok Content 

Content marketing in 2022 has changed a lot. Instead of releasing longer-form videos and advertisements, companies are embracing the short-form content approach. So give users a sneak peek of your new product by creating Instagram Reels and TikToks. This will boost your brand’s visibility and add diversity to your content—both before and after your new product enters the market. 

Related reading: How to Hack the Instagram Algorithm

22. Update your hashtag strategy 

When used correctly, hashtags effectively grow your brand’s reach. In the planning process of your marketing campaign, try researching hashtags that relate to your company, products, and your target audience’s interests. You will want to choose a combination of more general hashtags and niche hashtags that will cover all of your bases. Refining your hashtag strategy throughout your digital campaign will help connect your social media posts to the buyer personas you’ve been looking for. 

Related reading: How to Hashtag Like A Pro

23. Try social media trends

Have you heard about the new TikTok dance that everyone is trying? Or have you seen that “Little Miss” meme that a bunch of brands are sharing? There is always a social media trend spreading like wildfire, and participating is a good idea! Get creative and consider how specific trends can relate to your product. Just make sure you are staying authentic to your company’s values and voice. 

A product launch is a big undertaking, but follow these tips, and you’re sure to find success. Want some help developing the best marketing and PR strategies for your launch? Reach out. We’d love to hear from you.


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