The success of a product launch depends on a brand’s approach to marketing. While there is no replacement for human interaction, digital marketing makes it a lot easier to be successful in selling a new product when you do not have a large field force behind the launch.
Launching a new product is a significant matter for all businesses, as it affects the ultimate popularity of a brand, sales and branding of the product. Therefore, it’s not a good idea to start the launching process without a strategic marketing plan with consistent message on all channels. Integration is the key!
Let’s have a look at few of the most important digital elements that can be of great help for a product launch in absence of a field force.
Social media campaign
You need a strategic social media plan that incorporates a content calendar and some relevant and trendy hashtags to build a little pre-launch buzz and get product noticed.
Moreover, Facebook and Twitter are two popular networking sites that can be used to announce the launch and create some interest. Snapchat and YouTube are also great platforms to get the attention of your audience.
SEO & Google AdWords
SEO & Google AdWords are both important elements of an integrated digital strategy for a product launch. It brings you targeted traffic and the right efforts can make your online presence more effective in achieving goals.
Google AdWords can be used to research your relevant keywords that can be incorporated in all digitally published content and for AdWords display ads.
This will help you achieve maximum buzz, and then test and tweak new feature ideas.
Email marketing & scheduling system
Email marketing or direct mail campaigns can have unique benefits for any product launch. It’s a cost-effective means for direct communication with a targeted audience and a way to influence their first impression of the product and brand.
Email campaigns can be planned within a couple of days, especially when using automation platforms like Marketo. You can segment and target your audience, make streamlined campaigns and can make improvements from measurable results and reports.
Website and customer experience
Creating hype is one side of the complete process. You also need to make sure that your website and the landing pages for your digital ads live up to the hype created for the product.
The design and development of the website should focus on providing the best possible customer experience to eventually lead the visitor to become a customer.
Today, many brands prefer to launch their product through digital mediums over having a strong field force involvement. They typically hire a digital marketing and enablement agency to make it happen.
AlphaTRAK, a client of NX3, happens to be an example. Here is some information on that:
The client was looking for a way to provide their customers with an ecommerce experience in the interim of the official product launch on their website.
The team of NX3 achieved this by creating a mock ecommerce experience, where customers could purchase AlphaTRAK products, making SEO and AdWords efforts, and utilizing the power of Marketo web forms and marketing automation.
For more on this campaign, click here: https://www.nx3corp.com/alphatrak.html