If you're planning to launch a new product or service online, you need to make sure you stand out from the crowd. There are thousands and thousands of new product launches each year - so getting the attention of potential customers can be a major challenge. The good news is that there are lots of ways you can make your online product launch a resounding success. Here are some proven techniques to get you started.
Build Buzz Before You Launch
This may sound counterintuitive, but you need to start to promote your product before you actually launch it. If you create buzz around your new product in advance, you'll have a ready-made audience of eager customers once you actually launch your product. Companies like Apple are masters at doing this - by the time one of their products launches, they've generated so much demand that they sell millions of units within a few days.
One good way to create this type of buzz is to run teaser campaigns. If you hint at great things to come without giving too much away, you'll make people curious and build excitement. Another way of getting people engaged before you launch your product is to produce a set of "behind the scenes" videos and post them on YouTube. This makes people feel that they're involved and part of the process - building a real relationship that will translate into sales. Finally, consider creating an online waiting list for your product. Not only will this give you customers as soon as you launch, it will also build excitement as the waiting list grows. This is a great approach if your product is an online service or mobile app, but it can work for physical products as well.
Make Your Messages Engaging
People go online to be fascinated and entertained. This isn't exactly breaking news, but it's important to keep in mind. If you just launch your product with boring product messages, you're not going to get anywhere. You need to get creative with the messages and content that accompany your online product launch.
For instance, let's assume that you're going to launch a new brand of hiking boots. You could talk about how the boots are comfortable and keep your feet dry, but it's much more effective to create a series of features on great hiking trails around the world. People want to see this sort of content - it's much more interesting than talking about how your boots are ruggedly constructed. Another option is to use humor - this will put people in a positive frame of mind and make them much more receptive to your product. Remember, a successful product launch is all about getting people enthusiastic about your brand - and that doesn't necessarily mean talking about your product all the time.
Connect With Influencers
Here's an interesting fact. People trust bloggers much more than they trust you. Bloggers can dramatically amplify your marketing messages by telling their existing audience about your product. Setting up a blogger outreach campaign doesn't have to be difficult - for instance, at sites such as Tomoson you can meet bloggers and get them to review your new product. Just keep in mind that you're going to get honest reviews - so make sure you've ironed any kinks out of your product before you start to talk to bloggers.
Everyone likes to get something for free, so using giveaways to kick off your product launch is a great way of getting attention. For instance, you could offer people a chance to win your product by signing up to a mailing list. Another good strategy is to ask people to share their stories, and then award prizes for the best ones. If you're launching a new line of pet supplies, for example, ask people to submit funny stories about their pets - or even amusing videos. Not only will this generate interest in your product, it will also give you free content. Alternatively, you can get bloggers to run contests for their readers and give them your product to award as a prize. This is a win-win for everyone.
Finally, consider setting up an affiliate program for your new product. This is where you get other people to promote your product in exchange for a commission on product sales. They include a link to your online e-commerce site on their website or blog, and get people to click through. In many ways, this is like having a virtual salesforce - and the good news is that it doesn't cost you anything until you make a sale. This is a proven way of driving sales - for example, Amazon has a very successful affiliate program. If you want to start your own affiliate program, one easy way of doing this is to join an affiliate network. Companies such as ClickBank and Rakuten LinkShare make it easy to connect with potential affiliates, and they will even help you to handle affiliate sales tracking and commission payments.