How to Create Pre-Launch Buzz for Your Product
Whatever product you’re working on, you likely want it to do better than your last one and to see that improvement in your revenue figures. For that, you need your launch to go as well as possible and to accomplish that, you need to generate some pre-launch buzz. If it’s good enough for Hollywood film studios, it’s good enough for us.
How to ensure that your product sells well before you launch it.
- Write epic-value content related to your product. Your content is what draws customers to you. Before you launch a brand new product, you should therefore write useful content related to it and promote it using Facebook ads. For example, if you’re product is a course on developing web apps, you may want to release a 50-step checklist for planning a winning app. (Only release half the content. In the first half, link to your landing page where visitors must submit their email address to download the other half).
The content has to be high-value “pillar content“. Don’t give away the farm but do offer such usefulness that people will share the content with their network; influencers will pick it up and tell their followers; and people will associate the high-value with your imminent product release. Be sure to include a link in your content that drives people to your landing page where they must subscribe to your email list in order to download the rest of the checklist. Repeat the process 2-3 times more, with new content each time. Again, be sure to drive traffic to a landing page.
- Plan it well. You might be extensively focused on product development , but it’s equally important to plan its launch in advance. Plan well in advance, say 1-3 months before the launch. Choose a launch date. Launching during a weekend or a bank holiday might be a better plan if you operate on a B2C basis, for example; if you have a B2B mode of operation, a weekday launch would probably produce better results.
- Find partners. Relationships are a very significant business asset in itself, and you can use them to generate buzz, too. For instance, if you have a virtual assistant, they can do some or most of the promotion for you while you work on your product. If you’ve previously collaborated with an expert, you can ask them to give you promotion suggestions, or even join you in this venture. Another popular route is an agency arrangement in which you (the Principal) hire another party (the Agent) to look for customers and enter into relationships on your behalf. Offer your partners a share (typically 50%) of the profits. This may seem high but it’s common practice. (In addition, remember you have the added benefit of growing your email list with people your partners direct to you).
- Make an FAQ page for the new product. Product descriptions function as a sales tool, so they should be concise, clear and succinct. However, it’s possible that they don’t always answer questions frequently asked by your customers, for that very reason. Therefore, your landing page should have a direct link to an FAQ page. When you create the page, take into account the questions asked during your market research, as well as those you might want to know the answers to yourself – thinking like your client is key.
- Use your social media and blog. As soon as you have a specific date in mind, or an almost-complete product, you need to announce it on your social media profiles and on your website. You can “pin your tweet”, for instance, and add the date of the launch to your Facebook Timeline image. Do the same thing on your blog – you could also add a countdown clock nearer the time. Be as specific as possible on your website/blog – add all the necessary links, images, and seriously consider making a video if you don’t already produce video content.
- Facebook ads. You’ve likely seen adverts for iPhones on Facebook. It’s hard to say how many customers Apple has attracted that way. Facebook ads are arguably the most effective marketing method available today. We’ve previously written about how Facebook ads can help you promote your product, and we once again stress that it is a great investment, primarily due to its customer targeting features. Your market is on Facebook.
- E-mail marketing. Email your subscriber list in the weeks and days running up to your launch and on the day itself. The purpose of this is making them an offer based on their previous needs and expectations that you’ve satisfied with your content and your products. Chances are that your new product would solve another problem for them, and they’ll be grateful that you notified them in advance. Plus clients like to feel valued and appreciated and the fact that you remember their needs and take the time to let them know that you can meet them does exactly that.
- Post-launch buzz. This is just as important as pre-launch buzz. New books aren’t just forgotten about the day after they launch – people tweet about them; the press writes about them; and people buy more of them. The same would be true for your information product; some of the buzz would undoubtedly be generated by happy clients, but you should contribute by, for example, making a series of posts or webinars on your site about the product. Specifically, let people know how well the sales have went and how they can pick up their copy – perhaps for a promotional price until midnight.
- Keep posting about your product and make sure the content is relevant to your target audience – the more subscribers you get during that period, the more prospective customers you gain.
- Take the time to plan the launch and evaluate which of your partnerships would be of most benefit.
- Produce pillar content promoting your product and post on your blog, on your social media, through Facebook advertising and your own subscriber list.
- Dig your well before you’re thirsty – plan to build pre-launch buzz anywhere from 1-3 months beforehand.
- Draft a post about the details of your product and information about the launch.
- Produce three pieces of pillar content on subjects closely related to your product.
- Promote this content on Facebook and direct visitors to a landing page to capture their email.