The launch of your new product is an exciting event, but it is one that requires a lot of hard work and study. Without a strong marketing campaign backing up your launch, it will fail. No matter what industry your startup is in, you will face strong competition, direct and indirect. Your marketing campaign needs to penetrate your consumer base and get your product in front of them. Fortunately, there is much you can do to ensure that your launch goes smoothly. Here are 7 tips you can use to ensure your marketing campaign enhances the launch of your product:
1. Emphasize the Problem the Product Solves
Your brand likely has poor reach, especially if your product is the startup’s first one. That can hamper your product’s launch, as people will be unlikely to try a new product from a relatively unknown company. That is why it is critical your marketing campaign puts focus on the problem the product solves. Doing so will immediately increase the offering’s relevance to your target market, which can help the product launch succeed.
2. Stagger and Schedule Your Social Media Posts
Social media can be a powerful tool for your campaign, but considering the time and resources required to take advantage of it, you need to use it intelligently. Take a look at your accounts and see which of them have gained the most traction. Focus your campaigns on those accounts. Schedule your posts so you can get everything in order in one fell swoop. You should also use that schedule to help stagger your posts so you reach as wide a part of your target market as possible. As an added bonus, doing so also reduces the chances of spamming your customers’ feeds, which can help with penetration.
3. Look Into Professional Reviewers
Since your startup’s brand is likely weak, the best move for your marketing campaign is to borrow the strength of someone else’s brand. Look into getting professional reviews done for your product or service. Let notable experts try out what your small business has to offer, and use those reviews to bolster the strength of your campaign. The more reputable your reviewers, the more powerful their words will be.
4. Engage in Some Marketing Campaign Mystery
While just going out and announcing your product can be effective, embracing mystery can be a much more productive use of your marketing team’s time. Teasing details about your new product can help generate hype and excitement, which can extend temporarily increase your brand’s reach. Talk to your marketing campaign. Creating that kind of tease cannot be done randomly. You need to be careful and show off enough information that people are intrigued, while still hiding enough details to generate excitement.
5. Focus on Creating an Emotional Response
Presenting your product in a factual way is important, but that is far from the only approach your marketing campaign should utilize. Creating emotional resonance with your target market can let your product linger in their heads longer. Fortunately, creating that resonance is relatively easy. All your marketing campaign needs to do is tell a story. Creating a narrative or telling a story is a great way to make an otherwise dry campaign more relatable.
6. Research Your Target Market
If you want your marketing campaign to do well, you need to know the people you are selling the product to. At the bare minimum, you should know which group of people would be most willing to pay for what your small business has to offer. You also need to know how much they are willing to spend, as well as what appeals to them in as many ways as possible. The more information you have, no matter how seemingly insignificant, the better.
7. Make Sure the Landing Page is on Point
Your marketing campaign is ultimately designed to send people to your store’s landing page. Think of the landing page as your handshake. The better that experience is for a new customer, the more likely you are to generate conversions. Take a look at your site and make sure it is not only aesthetically pleasing, but it is also functional. It should have clear instructions to help users get to the page they want. Have friends and family take a look to ensure that the landing page works well. What makes sense to you may not make sense to others. Try it out on a range of different devices to ensure it displays properly on mobile devices.
Your product launch marketing campaign is a critical moment for your startup. You need to put in the effort if you want the campaign to do its job and give your product a fighting chance. It’ll be difficult, but what you get out of it as an entrepreneur is worth it.
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