New Product Launch Strategy Marketing Plan To Help You Succeed
You’ve had the concept, written the business plan, talked to the bank and ordered the business cards. Production has started – all that remains is the launch (and subsequent marketing). However, the online strategy can often seem problematic. What should take priority, to get your business off the ground? Twitter or Pinterest? Must you blog?
The following half-dozen tools may seem obvious, but it’s surprising how many new companies neglect one or more of them as part of a new product launch marketing plan. Using them all will give you a head start on your competitors – or if you don’t have any competitors yet, your imitators (they will come!)
Pay close attention to the following points if you have been unsure about how to launch a new product online:
1. The press release – The cheapest option (as you can send them via email). Don’t be shy, send it to everyone. Start with the most interesting aspect of your product or service (don’t try to ‘set the scene’ in a long preamble). Avoid the temptation to describe your previous experience or how you came up with your business idea – it’s not a CV. Include all contact details.
2. The infographic – These are fun. The idea is to present solid information, in an eye-catching and intriguing design. The best infographics have substance: figures, data, survey results or similar. If you don’t have any of these, obtain them. Search online for examples of existing infographics and see if you might adapt any designs for your business. If you’re not proficient with PhotoShop or similar software, you may want to engage a graphic designer.
3. The Blog – The blog doesn’t have to be a work of higher literature; it just needs to get across, in your own words, what’s so great about your product or service and how it can improve your customers’ lives. You ought to have a lot of ideas about that! If you can, learn a bit about SEO (search engine optimisation) and include appropriate key words.
4. The Special Offer – Be generous. Run an online competition (with a great prize), or offer free samples and/or discounts. Whether on Twitter or Facebook or wherever, vary your posts: aim for a mix of words, images, and video. It all helps create a buzz.
5. The Video – People like to feel they’re being treated personally; in a video, you can speak directly to them. Look online for videos that get your attention, and take some inspiration from them. But remember that attention spans are short, these days. Keep the script short, simple, clear and friendly. Smile. Let your own belief in your product shine through (if you don’t believe in it, why should anyone else?)
6. The Advert – Online adverts (banners, splash pages, Google AdWords etc) all help increase awareness and hopefully send potential customers to your website. But make sure you understand how to track results and measure the response you’re getting; if you can’t do this then you won’t be able to tell whether the adverts are worth it or not.
Follow these six pointers as part of your new product launch strategy . . . and prepare for lift-off!