So you have a new product that you are getting ready to launch. But what’s the first step you take? What platforms and strategies do you use? How does it all tie together?
There are plenty of things to consider when you are hashing out a digital strategy for marketing a new product. If you need a place to work out new ideas online with other marketing strategists, a .SUCKS domain like BeingInvisible.Sucks can help bring like-minded people together for idea sharing and constructive feedback.
In order to have the smoothest launch possible, here are some tips to keep in mind:
1. Experiment with Social Media
Facebook and Twitter are the obvious go-to platforms when thinking about marketing a product online, but there are many channels to reach your audience. You can host giveaways (be sure to follow the guidelines laid out by each platform), create shareable graphics or hashtags or test out other social channels like Snapchat, Pinterest or YouTube. Whatever you do, make sure the messaging and branding are unified across all platforms so that you aren’t confusing or segregating your customer base.
2. Keywords, Metadata and SEO
Make sure you know the popular keywords people are searching that might lead them to your product. A bit of keyword research can go a long way. Use what you find in the descriptive copy of your product on your website and in the metadata (behind-the-scenes “descriptive tagging”) to increase discoverability. You can also use Google AdWords to claim more real estate in keyword searches—but costs can add up quickly, so have a strong plan in mind before you pull out your credit card.
3. Newsletter or Blog
Let people who are already invested in your company and brand know about your product with a quick email newsletter or a fun blog entry. Consumers who subscribe to your newsletter or RSS feed have already shown interest in your future product marketing, so it’s just a matter of enticing them to seal the deal. By providing valuable information to your customer base, you can gently guide readers down the funnel towards a purchase.
4. A Domain to Remember
Users surf dozens and dozens of sites a day, some regulars (your favorite news site, for instance) and some spur-of-the-moment (sites that answer a search query or have attracted attention through advertising). Make sure your website stands out so that people return to it or recommend it to others. A .SUCKS domain is a memorable URL, and is great for brands with a sharp sense of humor or bold political vision.
5. Start Small with PR
While we all dream of a New York Times article detailing the greatness of our upcoming product, it can be difficult or impossible to catch the eye of larger outlets right off the bat. Start with smaller niche bloggers and news sites. Once your brand or product starts popping up on these modest venues, larger sources are more likely to take notice when you send them a PR pitch.
6. Reach out to Influencers
Online influencers, from Instagram stars, to YouTubers and Twitter celebrities, can be a great way to get your name out to millions of viewers instantaneously. While some influencers will sell their services to you for a paycheque or even just free stuff, there are plenty of ways to make these connections and use them to the benefit of your brand. Having strong brand ambassadors spread the word about your product will help amp up interest in your company and improve your reputation far and wide.
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The Takeaway
There are plenty of ways to make sure your online product launch goes smoothly. Just remember above all else: be creative, be informed and be on brand. A .SUCKS domain can help get you there.
Have ideas on product marketing you want to share? Want to exchange marketing strategies with other startups and brands? Join the conversation with a custom .SUCKS domain.
Photos: Shutterstock / SFIO CRACHO, Shutterstock / gpointstudio, Shutterstock / Stock Rocket, Shutterstock / wavebreakmedia
