Your product is complete. Finally, You’ve put in time, money, and resources. The product must be a success, or else everything will be for naught.
You hit the publish button, and it’s live. You’ve finally released the product, and… silence… Oh, no.
Nobody cares about, let alone buys, your new product.
Why didn’t you generate a lead?
That’s what you did wrong. You didn’t generate any pre-launch buzz.
This is not something I want to happen to you. I’ve worked with hundreds of startups and been through the product-to-market cycle numerous times.
Here are 13 techniques to generate actual buzz before releasing your product and avoid failure.
Let’s get started.
1. Consider the product and how it affects people’s lives or industries.
It all begins with the product. How does it challenge the current quo?
Your new product must be both harmful and inventive. It should replace an old way of doing something with a new, innovative approach to accomplishing the same goal.
If you start with that foundation, you can begin your preliminary promotion of the product by claiming honestly that it will transform the way people live and/or do business. That will almost certainly generate some press and place your company in the spotlight. Make a list of the essential and unique features. That will come in handy later.
2. Clearly show the problem and how you intend to solve it.
You don’t want to extol the virtues of the product. You want to explain how it will make people’s lives easier.
Consider the last time you watched one of those “But wait! There’s More!” TV advertisements promoting some ingenious new gizmo.
Those advertisements provide a great formula for creating interest in a product before its release.
But There’s More-Pre-Launch Buzz
The typical gadget commercial opens in black-and-white, with a person straining to do a common chore.
An announcer joins in, saying things like, “Are you tired of……?” The commercial then goes on to show the device’s numerous advantages.
This tried-and-true strategy will also work for your product launch. Begin your ad copy and social media campaigns by defining the issue (“Don’t you hate it when…”). “Are you bothered by…”). Then, simply leave them hanging.
Don’t say anything else. For a while, at least.
For a set period, repeat the problem identification message. After a while, change it to something more positive: “Wouldn’t it be amazing if you could…”
You’ve piqued people’s interest.
And then there will be chatter.
3. Enlist the assistance of influential bloggers.
If your product is ready to go but hasn’t yet been released, contact bloggers who reach individuals in your target market and offer the product to them for free in exchange for a review or feedback.
The simplest method to tackle this is to look at the products of your competitors and Google the product name with “review.” This will show you a list of everyone who has reviewed your competitors. Make a Google document with a list of all of these people.
Then, use online resources to find folks in your area. Add those individuals to your list as well. Distribute your products to as many bloggers, editors, and writers as possible. The higher you climb, the greater your prospects.
This will help you in a variety of ways.
For starters, folks who read blogs will learn about your product, which will pique their curiosity. At launch, you’ll determine the size of your market.
Second, almost all popular bloggers understand how to market their pieces on social media. As a result, news about your product will spread on popular social media platforms.
And don’t forget to invite these same people to your event…
4. Plan an event to coincide with the debut of your product.
Are you going to launch your product with a bang or a whimper?
If you simply make the product “available for purchase” on a specific day and that’s it, you’re not creating excitement. Why should people believe your product is significant if you don’t believe it is significant?
On the other hand, if you’ve rented a space, sent invitations to decision-makers, hired a band, purchased a few raffle prizes, and contracted a stand-up comedian to join in your launch, people will think it’s a big thing.
5. Take pre-orders
Apple is the undisputed king of pre-launch product excitement. Follow in the footsteps of that company and allow consumers to pre-order your product.
When you do this, you’ll notice that eager customer (the finest sorts of customers, by the way) will be lining up before the doors even open on launch day to be among the first to purchase your goods. You might even have to call the cops to put an end to a couple of brawls (a good problem to have).
When you allow individuals to pre-order, you create a surge of excitement that exists before the release date, which is likely to produce a lot of buzzes.
6. Keep them guessing.
If you want to get some free publicity for your future product launch, promote that it will bring about a fundamental change in the way people live or conduct business, and then keep them wondering.
Run advertisements that leave hints about how your product will benefit customers. However, be sure not to reveal any major spoilers. Give them just enough information to pique their interest.
Steve Jobs was the epitome of genius in this regard.
7. Request social shares on landing pages.
Is there a landing page for your product? If it isn’t, it should be.
Use that landing page to solicit social shares. You can take them to a “Thank You” page that displays social share icons when they sign up to learn more about your product (so you have their email addresses for email marketing purposes).
When you don’t have the technical expertise or know-how to create successful landing pages, a service like Lead pages is the ideal method to achieve it.
8. Use crowdsourcing to your advantage.
Crowdfunding is a great way to generate excitement about your upcoming launch.
I don’t need to use crowdfunding; I have all the money I need thanks to my investors, “you may be thinking.”
In any case, use crowdfunding.
Why? Because it’s an excellent approach to generate interest in your upcoming product launch, When you use crowdfunding, you’re giving away prizes to people who donate money.
Make certain that the prizes are practical and promote your company. It’s quite wonderful when people give you money to advertise your company.
Furthermore, when you use crowdfunding, you are, by definition, building an audience that is interested in your product.
Those folks will take to social media to brag about how they helped launch your product and possibly make history in the process.
And you’ll get more attention.
9. Create a website and optimize it.
Engage in some content marketing.
What keywords are associated with your new product and are also prominent search terms? Choose a handful and create a website that is optimized for those keywords.
If customers come across a site that teases your goods via a simple Google search, you’ll generate some pre-order curiosity.
10. Make an explanatory video.
It’s tough to overestimate the value of video marketing. This is because research shows that video enhances engagement.
Sit down with your marketing team and develop a well-produced video that builds excitement for your approaching product launch.
Distribute that video to the usual suspects (at the very least, YouTube and Vimeo), and make sure to share it on your social media networks.
You may also use the video as a YouTube sponsored ad.
People in the YouTube community can be targeted based on their interests and demographics, ensuring that they see your video even if they do not subscribe to your channel.
Finally, keep in mind that YouTube is a search engine as well. Make sure your video is optimized for keywords related to your product.
11. Pins to promote
Use Pinterest, an image-driven social media platform, to demonstrate that a picture is worth a thousand words. Make a clever image that reflects your product, add some ad language, and pin it to Pinterest.
Consider teasing folks on Pinterest about how your product will solve an issue in a new way, but without telling them how.
Then, publicize it. You can promote your pins on Pinterest so that they are displayed to users who do not follow your brand or any of its boards.
Plan to release at least a few promoted pins in the weeks and months leading up to the launch. People on the social media site will like and re-pin your pins if your photographs are good.
12. Facebook advertisements
As of this writing, Facebook has over a billion and a half users. It’s reasonable to say that if you want to generate attention for your product online, you should make a statement there.
Begin with Facebook native ads. These are the advertisements that display in a user’s newsfeed as if they were submitted by friends. The commercial will have a “sponsored” notice, but it will not be overt.
Your advertisement should offer a link to some excellent, enticing content about your future launch. A compelling headline should be included in the text. In addition, take Kim Walsh-Phillips’ advice and use the ad’s text box to say something catchy about your product.
Use both the wording of the ad and the headline of the content to tease them.
Run a “Like” campaign for the Facebook page related to your product (if you have a Facebook page). You can once again be creative with the text you use.
One of the most effective techniques is to urge consumers to “Like” your product if it solves their problem. For example, if you’re releasing a product that allows individuals to work from home more easily, the text may read: “Click Like if you wish to work from home every day!”
Make sure that both of your ads are aimed at the proper folks.
Fortunately, Facebook lets you target users with laser-like precision based on demographics and interests.
13. LinkedIn sponsored updates.
LinkedIn Sponsored Updates are a terrific method to generate discussion about your product, especially if you’re in the B2B area. Here’s how it works: you utilize your company page to develop some excellent content, then promote it so people in your target market see it, even if they aren’t related to you.
It’s LinkedIn’s version of native advertising.
Create a striking headline and a captivating lead once more.
Apply the “slippery slide” strategy popularized by the great copywriter Joseph Sugarman.
He stated that readers should feel forced to read your material to the point that they can’t stop reading until they’ve finished it all, as if they were falling down a slick slide.
We hope that uptil you would have understood all the techniques.
Or else, if you feel it’s a hectic job then you are just a call away.
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