Launching a new product can be a nerve-wracking process. By setting a digital marketing strategy in place, you’ll be optimising your product for success. Here’s a step by step guide on how to plan a new product launch with digital marketing:
1. Build a website
The best way to feature any product or information is with a beautiful website. Not only does this give you the space to scream and should about your launch, but it can double as a place for the customers to make purchases.
Use vibrant and appealing images to draw people to the pages. Make sure to include written content that explains who you are, what you’re selling and what makes your products so special. This is your chance to create a story and convert people from “lookers” to “buyers”.
2. Define an audience
Most people have an idea of who their ideal audience will be, but, you need to ensure you have established your audience on social media. Have you found them? Once you know who they are you can get to know them better. What are their interests? What hashtags they’re using? Do they have any slang terms? What motivates them and why would they be interested in following your brand on social media? All of this is exciting to learn and will help you build better relationships. Creating buyer personas is simply a way to attract the right customer, at the right time, with the correct messaging – our free buyer persona eBook will make sure you don’t waste another penny!
Once you’ve defined your audience, start to use their terminology and hashtags in the pre-launch posts to build up your future customer base before the product has even launched. Make sure to include links to your social media account on your website too.
3. Make goals for your launch
Linked to your business goals, your launch goals are critical to being able to measure the success of your product launch. Ultimately, you want new leads or customers, so it’s important for you to try and define how many you want in the first month, and what impact you want to make in the first few weeks. Set small achievable goals, they’ll help you get excited and you can always set more once you’ve finished another.
It’s easy to get lost in numbers, and so your goals should always strive to create quality leads that can be measured using data and metrics. For example, if you want to launch a new range of eco-friendly diapers, you probably want a launch goal of ‘create 30 new leads in the first month who are expectant mothers/mothers to babies and toddlers.’ Using free metrics like Instagram’s business analytics will help you to see who your most popular audience are – such as age, likes and gender.
4. Prepare launch content
For your social media, e-mail strategy and website, you’ll want to create some exciting graphics and content pieces for the launch of your product. A vital role for your product, you will want to keep a consistent style, including font, colour palette and tone of voice. Make sure your graphics are eye-catching and aesthetically pleasing, and that it is in line with the times.
Once you have these, start using them in emails, blogs and social media campaigns to drum up excitement. Partially cover images of your new product and use countdown timers to the launch date – it will all help to increase the excitement!
5. Influencer marketing
If you are going to be implementing an influencer strategy to your launching of a new product, then it’s essential you get them on board at least several months before launch. Get them to review the product, and share it on their social platforms on the day of the launch. You can even strike up a contract that involves them in the countdown to the new product, using their influence to drive in more traffic to your brand’s social media.
If you have influencers writing blogs about your new product, ask them to include a backlink to your website!
6. Launch day
Ensure all your social media posts and email campaigns are scheduled and ready to go on the day. Ideally, you want the launch to be during a time when your workers are in the office, in case there are any tech malfunctions. Run through your checklist to ensure everyone is prepped and ready to go. It can be a very daunting few hours, but ultimately one that should (hopefully) pay off if you’ve done it well!
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