You think you’ve got a stellar product that can change the world. You’re ready to launch it. But do you know what it takes to ace the product launch process?
Many entrepreneurs think of a product launch as a one-time event. While that’s not wrong, it’s a very limited perspective. If you ask me, launching a product is more of a process.
Even before you launch your product, you need to put in a lot of effort to create anticipation. It’s a prerequisite to building sales momentum. A product launch process covers everything from creating brand awareness to collecting feedback after the launch.
How to Effectively Plan Your Product Launch Process
Of course, there is a lot to coordinate. It can get really overwhelming and stressful if you aren’t well prepared. To help you out, I’ve compiled a step-by-step guide to make your product launch process smoother.
1. Test Rigorously
Before you launch your product, test it over and over again. It doesn’t matter if you’re in the tech space or the food and beverage industry. Testing thoroughly is a rule that applies to products across all niches.
You don’t need to have a perfect product but you need to be aware of the areas that you can improve upon. At the same time, it’s important to know what your target consumers think about the product.
To find out, it’s a good idea to send out some free samples or run a beta testing stage. Even established businesses rely on this tactic before launching or changing their products.
For instance, Netflix is currently testing a new tab called ‘Extras’ in their mobile app. On the tab, users will be able to check out the latest trailers, alerts, and photos from the latest shows.
Image via Techspot
“We are testing a feed of video extras in our mobile app to help fans connect more deeply with the titles they love and discover new ones to watch. These tests typically vary in length of time and by region, and may not become permanent,” said a Netflix spokesperson.
Even though Netflix still hasn’t announced when the feature will go live, it is reported that it will take at least several months.
2. Create Shareable Content
A crucial aspect of the product launch process is to get your target audience to warm up before the launch. One way to build a relationship with your target audience is through shareable content.
Usually, content marketing is associated with boosting leads. However, you can use this strategy to solidify your product launch process as well.
Focus on creating content that is relatable, interesting, and shareable. At the same time, keep in mind that your ultimate goal is to educate consumers about your product.
Here are some of the different types of content you can create to build anticipation for your product launch:
- Blog Posts
- Explainer Videos
- Live Videos
3. Host Pre-Launch Giveaways and Contests
Who doesn’t love to win prizes? The best way to get the word out about your product launch is to host giveaways and contests. It gives a strong incentive to people to engage with you.
For increased mileage, you can collaborate with influencers and celebrities in your niche for giveaways and contests.
Image via Instagram
Honeysuckle Gelato partnered with micro-influencer, Alyssa Fagien, to launch their new cake-flavored gelato sandwich. To increase engagement, she asked her followers to follow, like, and tag their friends on the Honeysuckle Instagram page.
4. Run Social Media Countdowns
As the launch date draws near, you need to gently remind everyone that you’re coming out with something new. But it can seem too pushy if you constantly keep reiterating it with posts or statuses.
To add a fun element to it, you can use a social media countdown. It’s a simple way to boost engagement and create some excitement about the launch.
Kendall Jenner used this strategy for the product launch process of the Mango clothing line. It helped keep the conversation going about the product launch.
Image via Twitter
5. Use Email Marketing
Email marketing has been done to death already but it continues to be effective. Be sure to leverage it for your product launch process.
In order to make the most out of your email marketing campaign, you need the email addresses of people who may be interested in your niche. For this, you can create pop-ups on your site or run contests.
Based on this, you can get insights into your audience’s buyer personas. You should craft compelling email copy that appeals to these personas.
Don’t shy away from sending multiple emails to your subscribers. Just make sure you don’t repeat yourself in each email. If you want to keep your readers interested, you’ll need to provide them with some value in each email.
Image via Pinterest
Another important factor to keep in mind is the timing of your emails. You can’t reveal all your cards too soon. It is recommended that you send a teaser in your email two weeks before the launch.
One week before the product launch, you can tell them what the product is about and what they can expect. You can tell them how your product will solve a problem or even reveal interesting facts.
Finally, on the day of the product launch, send them another email with a CTA button to sign up or purchase the product. In this way, you can keep them updated throughout the product launch process.
Additionally, you can give your subscribers an exclusive look before your product goes public. GoPro used this email marketing strategy for their product launch process.
6. User-Generated Content
User-generated content is one of the best ways to keep your target audience engaged throughout the product launch process. It’s an easy way to reach out to more people as you get brand advocates through the content created.
The team of “Game of Thrones” used this strategy before the launch of the 7th GOT season. They created fun filters for Snapchat which would make users resemble characters from the series.
Image via Insider
7. Create a Unique Landing Page
Your landing page attracts targeted customers who have shown an interest in your brand or product. So, it’s your responsibility to keep the excitement alive in them.
Before you launch a product, you can add a “coming soon” page. Or you can add features of your product and answer FAQs. Whatever you do, don’t be boring.
You can take inspiration from the landing page of Skate City, a mobile game. The top section of their landing page includes a video that introduces visitors to the concept. It gives them a sneak peek into what the game will be like.
Image via WishPond
It’s engaging and makes the visitors want to know more about the game. The lower section of the landing page has a prominent CTA button to get more people to sign-up.
When you’re launching a new product, there are a lot of factors that need to go right. Your timing matters a lot. It’s best to start promoting your product at least a month in advance. In addition to this, the mediums you choose for promotion can also make a lot of difference. Using the above mentioned strategies, you can get started with your product launch process.
Did we miss any effective product launch strategies? Feel free to share your insights with us in the comments section below.