The key to a successful product launch and garnering attention for your product is, simply put, to get as many eyes on it as possible. However, that doesn’t mean you should waste your money throwing ads out there through every avenue possible. A good marketing campaign is smart, thoughtful, and intentional. For example, while most people still watch TV, few actually pay attention to commercials anymore or the ads that run on streaming services like Hulu. Print advertising is also still an option but gets even fewer viewers than TV and streaming service ads. Generally, the best route to go when launching a new product these days is digital.
There are several avenues through which you can digitally market a new product. However, just because all eyes are on the internet and social media, you still want to be mindful and thoughtful in how you market your brand and your product. Everyone is using digital marketing these days, so you’ll need to have clever and intentional ads and content if you want to stand out.
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Brand Identity Through Storytelling
Your brand identity is the foundation of your business and your products. If you don’t have a clear and appealing brand identity to guide you in your marketing practices, you’ll end up with inconsistent messaging that confuses your audience. You need clear and consistent messaging to target a specific audience if you want to make an impact and garner interest and attention.
The three main ingredients that make up a brand identity are your company’s vision, mission, and purpose. And the best way to convey your brand identity is through storytelling. By using your brand identity to guide you in your decisions, you will create content that has personality and depth, which will allow you to connect to your target audience on a more personal level.
Storytelling through the scope of digital marketing consists of three things:
- Core Message: Your core message consists of what you want your audience to know about your business or product, how it can benefit them, and what makes it different.
- Secondary Messages: Your secondary messages are essentially your core messaging broken down into multiple other messages. You don’t want the exact same thing spread across every platform. Instead, you want to vary your content so your audiences don’t get bored.
- Distribution Framework: Last, you will want a consistent formula or method for deploying your messaging—a Communication Framework (CF). Marketers have used CFs for years to tell their stories. The first element of your CF should contain your core and secondary messages. The second element holds the methods you will use to deploy your message (i.e., digital ads, social media, email campaigns, etc.).
Social Media Campaigns
Social media is one of the top avenues marketers use today to advertise their products. Essentially, if you’re not on social media, then you aren’t relevant. This may sound harsh to those who are less experienced or averse to using social media, but when it comes to launching a new product, it is one of the best routes to go if you want to make an impact.
Every product launch needs to have a PR strategy. From press releases to product announcements and pitches, these are all necessary to running a successful campaign and product launch. Often, your PR strategies and your social media campaigns may overlap. Social media and public relations are complementary to one another. You can use social media platforms to publish your announcements.
Content creation is another powerful tool for increasing brand awareness and reaching your target audience. The content you put on your website is essential for creating your brand identity and building relationships with your customers. Utilize things like SEO and data analytics to improve your messaging and ensure you are reaching your target audience.
User-generated content (UGC) is nothing new, but it has only recently started to gain traction with sites and platforms like YouTube, Instagram, and now TikTok. Not only is it a great way to spread your message, but it’s free. Users are naturally sharing content about products they love these days in the hopes of becoming the next big influencer. As a brand, you can piggyback off of their content by resharing it on your social media. It’s a win-win, as users love seeing their content reshared, and by doing so, you will boost your social media reach and growth.
Before You Launch
Before you take the leap and launch your product, there are a few other things you can do to ensure you are making the most of the launch. Some companies will do what is called a “soft launch” to utilize user testing and research to improve their product before officially launching.
With a soft launch, you can get your hands in the products of a few users and then use their feedback to make any necessary adjustments to your strategy or design before relaunching. For those in charge of product design, last-minute change requests can cause frustration, but it’s ultimately for the best if you truly want your product to shine. Therefore, it’s important to prepare your team going into a product launch by reminding them to stay flexible and understand that last-minute changes are highly likely.
Finally, having a product launch checklist can reduce your chances of running into any issues by ensuring that nothing is overlooked. Organization is the name of the game when you are preparing to launch a new product. Utilizing a checklist will help everyone stay focused and on task, help you get an overall picture of the launch and what needs to happen, and ensure everyone is working towards the same end goal—a smooth and successful product launch.