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How to Build Your Audience Before a Product Launch

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

Focus

Focus

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

Content Marketing

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.

Press Releases
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.

BetaList

BetaList

BetaList

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.

Advertise Responsibly
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.

Find Bloggers
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.

ProductHunt

Product Hunt

Product Hunt

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.

CrowdFunding
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.

Crowd Speaking

Crowd Speaking

Crowd Speaking

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.

Facebook Ads
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.

Build Anticipation
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.

Twitter Advertising
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
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.

KickStarter

KickStarter

KickStarter

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.

Email Marketing
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.

Infographics
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.

Try HARO

HARO

HARO

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.

Oleg Kaluger

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Comments

44 Comments on “How to Build Your Audience Before a Product Launch”

  1. Oleg,

    You just nailed everything in one post. This is amazing.

    I love the part you talked about reaching out to all bloggers to talk about it. That’s a way of advising them to patronize us too. I’m happy.

    In my next launch, I will plan it so well that nothing will be left to chance.

    Thanks for this.

    Emenike

    • Oleg Kaluger says:

      Hey Emenike,

      Thank you for the comment,
      Good to know that you found the article helpful,

      Yeah, reaching out to bloggers before a product launch is always helpful. That way, you will have an audience waiting for your product on the launch date! That kind of expectation building helps to push the product further on the social media,

      thanks,
      – Oleg

  2. Joy Healey says:

    Excellent tips, thanks Oleg.

    I’m just involved in a business launch, so will be checking through your launch.

    Joy Healey – Blogging After Dark

    • Oleg Kaluger says:

      Hey Joy,

      Thank you for the comment,
      Glad you liked it,

      Excellent, business launches are always fun!
      Let us know the details when you are ready and we will share it on the social media,

      thanks,
      – Oleg

  3. Sam says:

    Hi Oleg,
    This is a huge list. But my personal favorite strategy would be content marketing and infographic. First, identify your audiences and then make them understand why do you need it. If you’re launching a Saas product a user manual guide is necessary. An introductory video will do the job.

    Thanks
    Sam

    • Oleg Kaluger says:

      Hey Sam,

      Welcome to Temok and thank you for the comment,
      Always good to hear positive feedback, thanks,

      Yeah, Infographics are great and most of the successful posts on any blog can turn out to be great infographics. Additionally sites like Visually are great places where InfoGraphics can be shared – thus making further benefits out of re-purposing the same content.

      thanks,
      – Oleg

  4. Hi Oleg, Thanks for sharing sucj awesome stuff!

  5. Tawanna B says:

    This is such a great lis Oleg! Some of the tactics I’ve heard of before but you’ve introduced me to several many more that I’m excited to explore. This is like a neat pre-launch checklist!

  6. This post is jam-packed with everything you could possibly need before a product launch. My focus has always been content marketing and connecting with other bloggers as I prefer to play the long game and not just the short game. I don’t focus too much on launching products or building an audience before I do so, but if I did, this would be my go-to guide.

  7. Oleg,

    This is my first time visiting your website and I am glad I caught this article. You have given so much detail and this will help a lot of us who are planning to launch a product.

    You are so right in that we should be focused on what the product is going to do for the people that will be purchasing it. It is important that we do not lose sight of that because if we do I believe the launch would not be successful. It is not about what it will do for us.

    Thanks for sharing.

    • Oleg Kaluger says:

      Hey Nathaniel,

      Welcome to Temok and thank you for the comment,

      Yes, exactly – the focus should be on the target audience, rather than on the features of the product, because like anything in copywriting, it is the benefits that matters,

      thanks,
      – Oleg

  8. Ashutosh Jha says:

    Hey Oleg,

    Great post it was. I agree with you that a buzz about it is very much needed before making the actual launch. Thanks for sharing.

    • Oleg Kaluger says:

      Hey Ashutosh,

      Welcome to Temok and thank you for the comment,
      Yeah, the buzz before the launch, pretty much defines how the product is going to do in the future,

      thanks,
      – Oleg

  9. Prosper Noah says:

    Hi Oleg,

    This is a very informative article, I greatly agree with the ‘find bloggers’ aspect.

    It’s one great way to get huge exposure for your new product.

    Others mentioned in the article and good too.

    Do have a nice day!

    • Oleg Kaluger says:

      Hey Noah,

      Thank you for the comment,
      Totally, one needs to get bloggers behind their products to create that buzz right from the first day of the launch,

      thanks,
      – Oleg

  10. Hi Oleg,

    You given a lot of really great ways to promote your new product.

    I especially like the idea of “Crowd Speaking.”

    I never really heard of that before, but it’s something that I will certainly try out the next time I release a product.

    -Donna

    • Oleg Kaluger says:

      Hey Donna,

      Thank you for the comment,
      Glad you found plenty of ideas and actionable tips in the article,

      Surely, Crowd Speaking is always better because it adds the power of timing to your shares and make them huge with the help of the crowd!

      thanks,
      – Oleg

  11. wow! amazing tricks, I would prefer to do all these before I launch my product!
    thanks for the information 🙂

    • Oleg Kaluger says:

      Hey Pranav,

      Welcome to Temok and thank you for the comment,
      Always good to hear positive feedback! thanks,

      Do let us know when you launch your product and we will help you in creating a buzz around your product,

      thanks,
      – Oleg

  12. Hi Oleg,

    This is on point.

    It’s easy to focus on your new product. 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.

    This is all I need.

    Great writing 🙂

  13. Susan Velez says:

    Hi Oleg,

    While I don’t really launch products, your tips are extremely useful. I totally agree, if you don’t have an audience, then you won’t make sales.

    Anyone who is planning on launching a new product can definitely learn a lot from your tips and advice.

    You can bet that I’ll follow these tips if I ever do launch a new product. Thanks for sharing, I’ll be sure to pass it along.

    Have a great day 🙂

    Susan

    • Oleg Kaluger says:

      Hey Susan,

      Thank you for the comment,
      Always good to hear positive feedback,

      If you ever launch a product, let us know and we will help you prepare for the launch,

      thanks,
      – Oleg

  14. Valentine says:

    I just noticed this blog. Much great insight on my niche.
    Wonderful job Oleg

    Valentine Nnanyere

  15. Tanmay says:

    Hey Oleg
    such an awesome and informative article i like that way you write article thank you
    keep it up for the good work

  16. Hi Oley, this are awesome tips that some of them I could not just expect.

    Advertising a product before launching has different more advantages.

    Looking the craving perspectives. Customers crave more for products they have not seen that the ones they have seen. I can relate this with the fact that people will always wants to be the first to use a particular product in order to be a leading Voice for it.

    Thanks for more tips

    • Oleg Kaluger says:

      Hey Awogor,

      Welcome to Temok and thank you for the comment,
      Good to know that you found the tips helpful,

      Advertising in advance, building up an email list before the launch etc. helps a lot in building the buzz which can even lead to some sales on the very first day!

      thanks,
      – Oleg

  17. Mohd Aktar says:

    Thank you Oleg. I love the matrix and guidelines that you talk about. It provided me a better sense of precisely how I could time my product.

    • Oleg Kaluger says:

      Hi Mohd. Aktar,

      Welcome to Temok and thank you for the comment,
      Always good to hear positive feedback, do let us know when you launch your product and we can help you further with the timing,

      thanks,
      – Oleg

  18. Hi Oleg,
    Great post. Simple and to the point. I guess you’re saying just be ethical.🥇🏅

  19. Stacy says:

    Hey Oleg
    I found you a blog , and when i come to your blog and website , then i found really awesome tips and trick, and this article about how to build audience before a launch a product , really great
    now i bookmarks your blog and hope so you are write new article soon 🙂

  20. Hi Oleg,

    Smart tips.

    I am a big fan of video marketing because it adds a personal touch to your campaign. Like, thru my live broadcasts on YouTube, Periscope and Facebook, readers get to know me as a human being, not just words on a screen.

    Awesome way to stand out from the blogging crowd. Especially if you want to grow an audience before launching your blog. Talk about a warm introduction.

    Thanks for sharing bro.

    Ryan

    • Oleg Kaluger says:

      Hey Ryan,

      Thank you for the comment, always good to hear positive feedback!

      Yeah, am a big fan of your facebook live videos but haven’t checked those on the other platforms yet. Will do soon.

      Having a blog and building an audience before the app or the product is ready is crucial – that way you have an audience ready even if your app is still under construction,

      thanks,
      – Oleg

  21. Wow! Yes, I like it. A very long time I have found my real requirements post and I have read this post, Because I am going to launching every week any new product. thanks admin for this post.

    • Oleg Kaluger says:

      Hey Jitender,

      Welcome to temok and thank you for the comment,
      Always good to hear that you are planning to launch new products … do let us know when you launch your next product and we will share it on the social media,

      thanks,
      – Oleg

  22. Amit Gupta says:

    Thanks for sharing such great article. But is there any free and effective way.

  23. Pooja says:

    Nice Article…
    & your hosting rate is such a very low.. thnx for your support

  24. rohan singh says:

    hey this is a really nice article which covers basics purely. Loved it

  25. jhon says:

    Thanks Oleg kaluger your Blog is really helpful .My preference for infographics and crowd speaking with good content marketing makes product launcher to reach audience easily.

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