If you are introducing a new product, whether tangible or digital, having a plan to get customers is key. Once upon a time, a press mention was enough to bring customers knocking, but gone are the days. For a successful product launch, we now have to work much harder to get (and keep) prospective customers’ attention.
As you vie for attention, digital branding will help you reach prospective clients, resonate with your audience, and increase awareness. If you are gearing up for your new product or service launch, follow these three tips to generate buzz and build excitement.
Here are 3 Digital Branding Tips for a Successful Product Launch
1. Build a Landing Page
Landing pages are an important way to generate interest in your product and capture leads. Your landing page should serve as the digital home and go to resource for information about your product before it is released.
Speak to your Target Buyer Persona
When launching a new product, you want to be sure you are targeting your marketing messages to the people who will buy your product. Understand their challenges, needs and behaviors, and become well-versed in how to speak their language.
SEE ALSO: How to Create Buyer Personas
Craft an Appealing Message
Follow the 3 C’s when crafting your message about your product for your landing page.
Effective copy is Clear, Concise, and Compelling
Anticipate potential questions prospective clients may have and provide answers to ease the purchase decision process. Share ways your product beats the rest. Is it faster or cheaper? Does it have more functionality? An easy way to highlight differences is with a side-by-side comparison.
If your product is the first of it’s kind, highlight how it is cutting edge. Create a narrative to share your unique product story.
Remember, customers aren’t buying product features. They’re buying solutions.
I’m going to share a secret tune with you that guides my entire content writing process. My marketing remix of a P Diddy classic goes a little something like this…
It’s all about the benefits baby!
Ask yourself, what problem does my product solve? Include these benefits in a list.
Include a Video
If you want to increase conversions on your landing page, you should include video.
Here are a few must know video marketing stats from Insivia:
- Including video on a landing page can increase conversion by 80%.
- 90% of users say that seeing a video about a product is helpful in the decision process.
- After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
Apple has mastered the art of the video preview. Here is a video they shared to promote their IOS 10 release.
Optimize your CTA and Sign-Up Form
To get sign-ups, make your call-to-action clear. Keep in mind these key tips.
- Your CTA should be visibly distinct and command the visitor’s attention
- Choose a button color that stands out from other elements on the page.
- Make the language enticing and personal.
- Let visitors know what they’ll get for signing up.
- The fewer fields, the better.
2. Promote your Product Launch via Social Media
To ensure a successful product launch, you want to make sure potential customers are aware of your product. You can use social media to increase awareness and get people talking about your product well before it becomes available.
Conduct an Interview
Conducting an interview is a great way to share information about your product. You can offer a live question and answer session via Facebook Live or Periscope. A benefit of live video is you can also solicit questions from viewers and answer them in real time.
If live video isn’t quite your thing, upload your Q&A to your Youtube channel. You can also share the video on Facebook or post a snippet on Instagram.
Break the News on Twitter
Twitter is a major outlet for news. Use the platform to communicate product and brand announcements to interested parties. Share links to press releases, videos, and any other promotional content you’ve created to inform the public of your new offering.
Invite Influencers to Preview Your Product
Partnering with influencers can help you rally an audience and increase excitement. You can allow an influencer to share disappearing content such as product photos, short video demos, and product reviews by posting to Instagram Stories or Snapchat.
Incorporate a Countdown
Publishing a countdown on social does two things: it keeps the public updated about the time remaining before your launch, and it builds anticipation around your launch. After you determine the length of your countdown, you can share media or news each day leading up your product release.
Instagram and Facebook are great platforms for a countdown. You can share features, elements of your product story, or photos. Regardless of the platform your choose, make sure the content you release is creative and exciting.
3. Create an Email Campaign
After you have captured leads from your landing page, you want to keep your prospects interested and increase purchase intent. An email sequence can keep interest high and help to move your prospective clients through your sales funnel.
Set up an initial thank you or welcome message in your autoresponder.
If nurtured properly, your subscribers can easily become your early adopters. One way to reward subscribers is to make them feel as if they have joined an exclusive club. Send exclusive videos or share a special offer such as early or pilot access. Offer a limited-time free trial or discount code.
Feedback will be important to the continued success of your product. Track which subscribers completed actions to learn more about your product or test-drive your offering. Segment your subscribers who took action from the ones who didn’t. Let your highly engaged subscribers know you value their opinion and send a survey or request an email reply.
Seal the Deal
If you have highly motivated buyers, consider taking pre-orders. Close the sale while your prospect is motivated and able to buy.
What else would you do to ensure a successful product launch? Was this article helpful? Share your thoughts in the comments.