These days, a product launch doesn’t need to involve a million dollar TV ad campaign. With most consumers involved in at least one social network, promoting your new product through social media can be influential and cost effective.
1. Before your launch date, generate buzz on your social media sites. Write Facebook, Twitter, and LinkedIn updates such as: “We’ve got something new on its way to you…are you ready for it?” However, do not start implementing this strategy too far in advance or people may lose interest. As you get closer to the launch date, create more frequent updates and make their tone more “excited,” for example: “It’s ALMOST here. Just a few more hours and your life will be that much more fun!”
2. Tell your most loyal Facebook fans, Twitter followers, and/or email newsletter subscribers about the product launch before showing the rest of the world your new product. Make sure to let them know that they are hearing the news before everyone else. They will feel special, rewarded, and more eager to continue following you. Fans are also more likely to spread the word about your new product.
3. Create a matching Facebook fan page that you can launch along with the new product. Focus solely on the new product; you can acquire fans by asking users to “Like” the page for a chance to win the product for free. Upload photos and videos about the product to keep fans’ attention. If the product requires instruction, create a video tutorial and link it to your company’s YouTube channel. If your product is complex, you may even want to give it its own channel, on which you can host all the video tutorials you consider necessary.
4. Create a Twitter account or at least a hashtag for your new product. Continue to use the hashtag in your Tweets and create a conversation about the product. Ask followers what they think. People are always eager to share their opinions, and you can begin to improve your product immediately based off their feedback. Be sure to link the Facebook fan page, Twitter account, and YouTube channel to each other, your website, and your email newsletter.
5. Design a Facebook ad for your new product. Insert an eye-catching image and a concise description of the product, and link the ad to the product’s Facebook page or straight to the purchase page.
6. Create an email blast that specifically announces your new product. Make the subject of your email relevant, enticing, and out of the ordinary.
7. Reach out to industry blogs or other forms of online press that appeal to your target audience. Assure the press that you will link to the article once the piece is published, so that there is a two-way exchange.
8. Market any launch events through social media. Here are tips on marketing events with social media.
Be sure to use as many resources as you can —whether online or interpersonal— to first get the word out about your product and then have others endorse it. Social media is a quick and convincing way to do both.
