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A new product.
The anticipated release date.
You have the two of the three critical elements of a successful product launch.
But what about the third, most important element?
Where is your audience?
Releasing new products is always exciting, but no matter how exciting your new product is for you, it’s not going to go anywhere if you don’t have someone to release it to.
You need an audience.
Building an audience before your big launch helps to build enthusiasm. It drives the energy of the release. And ultimate, that energy translates into sales and profit.
Focus on People
It’s easy to focus on your new product – after all, it’s the whole reason for the release! But instead of making your big product release about the product, focus your efforts instead on what that product is going to do for the people who will be buying and using the product.
Advertise the Change
Again, skip the promotions about how great it is that you’re releasing this new thing. Instead, tell us what is so great about it. Advertise the change that you’re bringing to the industry or to the little niche of the industry you occupy.
Create a New Website
A new product deserves a new website, or at least a new landing page on your current website. If you want your product to be taken serious, treat it seriously with a big, splashy new website to accompany it.
Use Content Marketing
Your goal before the launch is to get people talking about the product, and that means you need to be talking about the product. Content marketing is much more in-depth and can contain a great deal of information that more traditional advertisements like banners simply can’t handle.
Demonstrate the Product’s New Features
Does your new product do something exciting and new? Show us! Focus more on the details and what’s new on the product than the product itself. You can do this in many ways through write-ups, reviews, pictures and videos used on a variety of sources.
Don’t overlook the classic press release. This is the professional way to introduce a new item, and the press release might be picked up by news sites if it is written well and released in the ways big news sources prefer.
As you are doing the final testing and fine-tuning on your product, release it on BetaList. Build a collection of followers who will help you test, tweak and eventually market your product through these last few phases of the build.
Use Video Marketing
Videos are huge. Everyone likes to see things in real life and you can use this desire to see products in action to showcase your new product in action. Build some interest by showing the product before it is available. You can make a series of videos showcasing different uses and features of the product.
If you’re going to advertise the new product, don’t irritate your customers before you even get started with sales. Think about ways to advertise your product in ways that won’t be offensive or in the way of other things. Nobody likes spam, and even if it is effective in the short term, your spammy ads aren’t going to build trust in your brand overall.
Promote Some Pins
A picture is worth a thousand word, so imagine how many words you can get credit for by simply promoting some interesting images about your new product on Pinterest. Your promoted pins can include pictures of the product, infographics and tips or hacks for using the new product that others will hopefully “pin” to their own boards.
Want to build a big buzz? Find someone to blog about our product, preferably several someones. Offering a sample, demo or beta version of your product to bloggers to review honestly prior to the big release can build quite a bit of buzz. Just be sure you’re ready for honest feedback if you’re sending out early versions of the product.
Release your new product though ProductHunt and others can discover your new product as part of the website. ProductHunt curates a collection of new products that have been released every month for those who are seeking the (literal) latest and greatest things out there.
Create a Special Event
Release your product with a bigger buzz by creating an event as buzzworthy as your new product. This might be a release or launch party. It could be a special promotion or a big razzle dazzle at a trade show. Time your big event to have a built-in audience and you’ll generate that much more enthusiasm.
Even if you don’t need funds for your new product, consider asking for some anyhow. You can always use the funds for advertising, but your request for funds is going to captivate the interest of those who enjoy being involved in new things and who want a part of the action. Those individuals become good customers later on.
A new way to work social media, CrowdSpeaking brings a large number of social media users together to make the same release with the same message at the same time throughout a variety of social media platforms. With hundreds of the same message being released simultaneously, it’s hard to imagine the message isn’t going to be heard.
Millions of people are using Facebook, and Facebook ads can help you reach a very specific audience. Use those Facebook ads to find the right niche in the market and then show them what it is they can’t live without (i.e. your new product). You’ll pay a bit for the ads, but they can be highly effective.
Allow for Preorders
Open that new website or landing page up for sales before you’re actually ready to release the product. The preorders will helpfully generate interest and boost the desire of would-be customers to be one of the first to have the new item. Exclusive often generates more interest than ready availability.
Rather than releasing your big advertisement with the full product feature, release a series of smaller ads that just focus on one thing at a time. The feature ads will hopefully generate some enthusiasm over time and build anticipation for the big reveal of the product in its entirety.
There are also millions of Twitter users out there talking about anything and everything. Get them talking about your new product by doing a bit of advertising through Twitter as well as other social media platforms like Facebook.
Native advertising is becoming more common and there are more ways to work in some advertisements that blend with traditional content. Ideally customers will read your native advertising as content along with the rest of their feed or news and become more interested.
Another way to get interested parties involved, Kickstarter is a platform to allow others to fund your creative ventures and get regular updates on the development of the new product. By showcasing your creativity (and asking for funds), you’ll generate some buzz and some potential ownership as well.
Another old stand-by, email marketing is a chance to directly communicate with those who may be interested in what you’re releasing. If you have the email addresses of customers, they have opted into your newsletters. Feature your new product in your newsletter or email and you can include images, information and tips to your heart’s content.
We love infographics. All of that information. All of those easy to understand images. Use an infographic to help you share the key features and information about your new release. This is especially helpful if the infographic also shares information your audience will enjoy without just a sales pitch.
Ask for Shares on Social Media
A simple technique you should always be using is the asking method. Simply ask for shares on social media. Request a share or two. Ask for a comment. Put the social media share buttons in a prominent place so that users can find them and hopefully put them to good use.
If you did a traditional press release you’re all set for HARO, but you can use the service even if you didn’t take the time or expense to create a release. HARO is a service for journalists looking for bits of news to use in their stories for various news services. Post an update about your new product and see if it gets picked up by a journalist – a big buzz would certainly follow that.
Consider a Trade Show
Even if you don’t sponsor a big blow-out event for your new product launch, you can still use a tradeshow as a good way to generate some buzz for your product. Bring a demo or offer special discounts or preorders for the trade show participants. Organize a raffle or other promotions to get your name and product out there among the others.
Your new product will need a buzz. While it’s easy to spend all of your time and energy creating a new product that will presumably change your industry, it’s critically important that you also spend just as much time and energy building the energy and anticipation that must accompany that shiny new product. Fortunately, you can get started building buzz in many different ways.