There are many crucial factors that go into a successful product launch, whether you are developing a physical product or a digital one. From the speed with which you hit the market to capitalize on consumer and marketing trends, to the way your various departments collaborate during the development and deployment stages, all the way to your marketing channels and tactics of choice, it’s important that you consider every aspect of a product launch in order to make the roll-out as impactful and memorable as possible. After all, your goal is to spark interest and engagement and get people to sign up fast.
To achieve all of this, you will not only need to optimize your entire internal and external communication strategy, but you will also have to bring numerous departments together. Here are the five tips to help you launch a product that will rock your industry.
Master the art of product branding
You might have a great brand, but do you have a great product brand? Sometimes, you will need to brand your products in a unique way in order to create an entire line and facilitate future iterations, and maybe even innovate complementary products if the original proves to be successful enough. To make this happen, you will need to steer your creativity towards developing a brand identity for your product. If you’re wondering what is product branding in the first place, simply put, this is when you make a separate personality, tone of voice, and visual identity for a specific product or product line.
One of the best examples of successful product branding is Apple, as you might have guessed. This is a company that has mastered the art of product branding, as it has successfully developed the Apple brand, but also the separate iPhone (and complementary “i” products) and Mac brands that tie into their master Apple brand. Sounds simple enough, doesn’t it? Brand your products to reach a wider audience and elevate the visibility of your master brand in the process.
Leverage video and other visual content
Visual marketing is big nowadays, and even though you should emphasize written content in your strategy in order to boost SEO and avoid some crucial SEO mistakes, you should also start focusing on visual content if you want to capture the attention of the modern online audience. Quite simply, digital audiences love visual content because it never fails to bring form and function together – it’s the perfect blend of actionable information complemented by interesting visuals to keep the viewer entertained.
This is your opportunity to spark interest for your product, but more importantly, show people how it works and what it can do to better their lives without boring them to death with exhaustive articles. Sure, complement your video marketing with written tutorials and technical reports, but focus more on engaging photos, promo, and educational videos, and infographics to really get the consumer involved.
Improving business-wide collaboration and communication
Here’s one of the most important things you have to keep in mind that many business leaders will often forget – product marketing starts way before the actual product launch. If you want the launch to be as impactful as possible, you have to build momentum, you have to tease people with this exciting new product, and you have to build suspense. To do this without disappointing everyone, you have to make sure that your marketing team is collaborating with your development team.
This is achieved through solutions such as DevOps, which is one of the reasons why business leaders are increasingly using DevOps as a service nowadays, as this approach allows them to facilitate business-wide collaboration and align the marketing, development, operations, and sales processes. The result is faster time-to-market speed, but more importantly in this scenario, the DevOps approach ensures that your marketing experts can create and launch accurate teaser content that the end product will actually deliver on when the launch day comes.
Choose the best marketing channels
Digital marketing might be more cost-effective than traditional marketing, but that doesn’t mean that it’s not a drain on your financial resources, especially if you’re still operating as a startup. In fact, your marketing budget can be quite limited, which is why you need to invest in the right marketing channels from the get-go, and figure out exactly how much you should spend on Instagram Ads, or SEM, or any other digital marketing tactic.
Be sure to analyze all relevant marketing channels and cross-reference them with the marketing trends in your industry to find out which channels perform the best. One of the channels that you should consider if influencer marketing, as this is one of the tactics that significantly boost your brand’s reach and visibility in the competitive online world.
Capitalize on online and offline launch events
And finally, be sure to complement your launch with live launch events. Don’t just think digitally, think about hosting a live event at a dedicated venue as well. Make a big deal out of it, and roll out your product in style by live-streaming your presentation and the entire launch event in order to boost engagement both online and offline. When you organize a live launch event, you are also opening up numerous opportunities for networking, lead generation, and lucrative deals in the future.
Launching a new product as a startup is a cumbersome task, and oftentimes, it can be quite risky because the future of your company may very well depend on this roll-out. Don’t make any mistakes, instead, ensure the success of your product by implementing these tips into your marketing plan.