Launching a new product is the perfect time to position your brand exactly where you want it in the market. It also gives you the opportunity to target new customers and reach current customers through new channels. Here are some best practices and marketing tactics to best position your new product launch. Hiring a professional digital marketing firm will provide you with more insight and options.
Plan It Early
A new product launch is not a good time to bring in a professional marketing consultant at the last minute. Take the time to plan out a strategy that includes some of the ideas below. Have everything planned out in terms of content, ensuring consistent messaging across all channels. This also can help get a handle on costs.
Now’s the time that email list you've spent years compiling comes into play. Take the time to craft an email with a killer subject line that will entice people to click it open. If you have collected data online for your customers, you can create different emails targeted at specific groups. Email provides one of the best, most direct ways to reach your audience and have their complete attention (for as long as you can hold it). Make use of email, it will pay off in the long term.
Creating a content calendar to post on social media, as well as a hashtag, can create buzz about a new product or service before it’s released. Make sure to cover every social media platform where your target consumer group might congregate, including all the top sites that are relevant to your product of business. This includes sites such as Facebook, Twitter, YouTube, Pinterest and Instagram.
Social media also lends itself to contests built around the new product or service. Competitions can generate a lot of buzz. They also provide a way to collect emails and other contact information from potential customers who want to learn more about your products. The best idea is to experiment with ideas on different platforms. Don’t overthink it. Build your content around a platform where you know your customers gather.
Plan to have two or three months of blog posts ready to go before you launch. How many you prepare in advanced depends on how many blog posts you plan to publish a month. Gear the posts toward capturing search engine traffic related to your product or service.
Make It Easy
So, you’ve got the message out on social media. That’s just a start. You must make it as easy as possible for people to find out about your product. Don’t make them have to search to find it. Consider doing videos, whitepapers, infographics and fast fact sheets that give people an idea of what you have in a quick, effortless way. Also, considering doing a press release, which has a cost attached but can get information about you and your product in front of millions of people through online press release services.
Digital Ad Buying
In addition to content creation for your campaign, you’ll also want to create a digital ad campaign that mixes different marketing strategies. That includes Pay Per Click (PPC), which involves buying advertisement on the top three or four ads in the SERP (search engine results pages) to maximize your brand presence when potential consumers are searching for your products or related topics.
Don’t Forget Influencers
Influencers who can share information about your company and the product also can pay off much better than advertising. A recent study found that for every $1 spent on influencer marketing, companies get back $5.20 in earned media value (earned media is publicity a company earns from efforts other than paid advertising). The study also projected influencer marketing to become a $6.5 billion industry in 2019. Make sure you know and have established a relationship with influencers in your niche.
As you prepare your marketing campaign, try to keep the following in mind:
- Address a need. Your campaign, like the product itself, should answer a question or fulfill a desire that consumers have made clear they want answered and/or fulfilled.
- Keep it personal. Use data to make your campaign as personalized as possible. Nothing falls with a bigger thud than content someone receives that was clearly meant for a different demographic.
- Speak to your core audience. In the drive to get new customers, don’t skip over addressing the needs of your core audience. You want to reward their loyalty to your brand first before reaching out for others.
You also want to have a marketing plan in place for after the initial marketing phase, using digital marketing to keep your product on the mind of consumers. It’s a complicated process. Hiring a full-service marketing agency to become a partner in planning and executing your product launch is a smart move for companies who want to achieve the highest levels of success.