8 effective ways to market your new product successfully
You had a great idea and you created an even greater product… Well done! Now is the time to start the other half of the work, launching and promoting it. Even if you are offering the best product, if no one knows about it, you will most likely miss out on selling opportunities and even end up losing money down the line.
As consumers interact across additional communication channels, and sometimes, even across multiple channels simultaneously, it is essential to devise a holistic communication strategy -better known as an omnichannel strategy- that highlights a unified message. Omnichannel marketing strategies assume that customers begin their journey on one platform, jump to another, and finally convert on a third.
Research shows that omnichannel marketing campaigns earn 18.96% more engagement, a 250% higher conversion rate, and a 90% higher retention rate. People usually go through 6 to 8 communication touchpoints before purchasing, so you can almost guarantee they will interact with your brand across multiple places. Without further ado, let us jump straight away into effective ways that you can use to seamlessly market your product.
1. Email your subscribers
According to a marketing study, 72% of consumers prefer email over all other types of communication. Εmail marketing continues to be an excellent way to promote a product and acquire new customers and can start paying off for you right away compared to other channels, as long as you communicate with the right audience. Segment your email lists to find the subscribers who are most likely interested in similar products and avoid sending email blasts to your entire list. Studies even suggest that targeted emails can generate as much as a 760% increase in revenue!
Make it easy on yourself and automate the whole email marketing process. Automation enables you to easily create and run an email marketing campaign using an email sequence, building up to the day of launch.
2. Blog about your product
A blog post is a great channel for communicating details, features, and benefits of your products and services conversationally. You can even add a social media widget and share the blog post link on your emails or social media channels.
A well-written blog post that adds value can drive awareness to your products and services, as it also strengthens your search engine optimization (SEO) efforts. Your product pages will eventually get more visibility in the search engine organic results and attract more prospective customers.
Keep in mind that your blog posts should be informative, entertaining, or educational, anything that provides value to your audience.
3. Optimize the product’s published content for the search engines
Organic search results enable you to build long-lasting and considerable web traffic without requiring paid advertising. Follow the search engine optimization guidelines (SEO) and adjust your content accordingly to raise your chances of ranking higher on popular search engines like Google. You can optimize your website in many technical ways as well, like choosing short and relevant page URLs and making sure you title your pages with relevant search keywords. An effective search strategy involves several steps, from finding a domain name, forming a keyword strategy, and conducting keyword research, to optimizing your site architecture and performance (e.g. category pages).
4. Leverage user-generated content
We live in an era of peer-to-peer recommendations. Letting your customers speak for you is undoubtedly one of the best ways to promote a new product, driving awareness and sales.
People are far more likely to sign on to try a product if they see good product reviews. User-generated content provides social proof. Connect with your best customers and ask them to write and share reviews, product unboxings, videos, and images of your products.
Once you have that user-generated content, you can also start sharing it across social channels, email communications, product pages, and ads.
5. Create contests around your product
Contests are a great way of increasing awareness of your brand. They increase visibility, promote engagement, and bring in traffic. They are also an easy and affordable way to get your brand in front of potential customers. Use all communication means within your reach to encourage participation. Contests are an effective way to boost awareness around your product and an indirect way to raise sales. Get your customers to sign up for newsletters, follow you on social media, or share a post.
6. Get social about your product
An effortless way to reach your audience about a new product is to use your social media pages to launch and promote it. Your followers can easily share your product-related post on their social media profiles. Besides, customers and prospects can start conversations and ask questions about the product in the comments section. These questions and your answers can even help you in forming FAQs.
If you have a niche audience, you may consider using a custom hashtag in your promotional social media post to expand your campaign reach. The custom hashtag may also inspire customers to share posts and pictures on their social media accounts. You can use this user-generated content to trigger even more people to try out your new service or product.
Encourage your followers to take action by making every social media product post actionable with open-ended calls-to-action. The more engagement your posts receive, the more visible they will be to your followers’ connections.
7. Create buying guides
Consider creating buying guides to facilitate those consumers who struggle with finding gifts or appropriate seasonal products. Buying guides enable your brand to create valuable content with collections of ideas for different target groups and occasions.
They are great content pieces that can continue to generate organic and referral traffic over time, but only if done right. That is when they are not generic and when they contain a value. The more value you put into your guide, the more likely it is to see your social shares, links, organic and referral traffic increase.
8. Put a discount on it
Price is another critical motivation for users. Customers love discounts and sales, and they are willing to buy any product on sale. Instead of just announcing your new product or service, why not make it available as a part of a special introductory deal, such as a percentage discount, an introductory offer, or a specific monetary discount, depending on the product and your commercial pricing policy.
Get started with building a successful omnichannel promotion strategy
The best way to promote your new product will depend on what channels your audience segments frequent and what their online behaviors are. You should use multiple channels to cross-promote. The more cohesive and consistent your messaging is, and the more your audience is targeted with your messages, the more engagement you can expect. Try out some of the ways presented above to get the results you want from your next product launch and begin to apply and even automate omnichannel strategies to improve your customers’ respective journeys.
Marketing automation makes it possible to build a genuine and lasting relationship with your customers. Use an intelligent omnichannel communication platform to facilitate the implementation of the above-mentioned marketing tactics and increase the visibility of your new product, generate new leads, and engage with your customers.