Are you about to launch a new product or service?
95% Many new products fail after their launch. One of the reasons for this failure: a lack of preparation.
Usually, the majority of the energy, time and resources are devoted to planning and developing the actual product. Result: marketing organization starts too late or benefits from a reduced budget, swallowed by product creation.
Think about content! It can have a considerable impact on the success of your launch. However, each type of content plays its specific role, depending on its objectives, the target audience and the expected results.
To avoid disappointments and succeed in your launch, here is the ultimate checklist to prepare you and make sure you don't forget anything!
1. Choose a launch date
It may seem obvious, but it's often neglected. Setting a launch date allows you to coordinate your strategies with suppliers and your teams.
If circumstances require it, you can always postpone it. But start by keeping a target launch date in mind.
2. Create demos or tutorials
It's well known that video content is a format favored by internet users. According to a Wyzowl study79% of consumers prefer to learn about a product through video rather than text. In addition, 84% of consumers made a purchase after watching a brand or product video.
And contrary to popular belief, you don't need to be a great filmmaker to make a video. With Instagram Stories, Facebook Live or other social networks, you can create buzz around your product even before its launch.
In addition to demonstration videos, you can create content that showcases your manufacturing process, the product's benefits, the raw materials used, etc. It's simple: share behind-the-scenes production videos, information and dates to keep your followers' interest.
Each product can benefit from explanations, practical guides, and similar instructional videos that will help you sell it.
Goal: to have all the material needed for your website, social media, newsletters…
If you want to create higher-quality videos, you can always hire a video specialist on Codeur.com.
3. Prepare your logistics
Successfully launching a product requires having it in stock to ship the first orders very quickly. The goal is to create a snowball effect: early customers will be able to talk about their satisfaction and encourage prospects to trust you.
Make sure to prepare the stock, as well as your packaging supplies, to be as responsive as possible.
4. Strengthen your customer service
Your customer service representatives and after-sales staff need time to become familiar with your new product.
However, customers will have questions from the start of commercialization, and your team must be able to answer them.
Consider training them: give them the product, show them how to use it, and invite them to test it at home.
5. Anticipate potential delays and issues
You may need to postpone a launch date for reasons beyond your control. This could be due to a pandemic, a strike, a natural disaster, etc.
You may also encounter logistics, development, or testing problems, or a negative publicity before the launch. Anticipate as many scenarios as possible to prepare a contingency plan.
6. Think about pricing strategy
Before set a price for your new product, consider your target audience and your competition. Why is your product different from theirs?
You can also consider different types of offers, such as buying a single item or purchasing in bulk; subscriptions or one-off purchases; bundling with other products or selling as a set… Anything that can differentiate you is welcome!
Then you'll be able to better set prices based on the specifics of each offer.
7. Think about photos!
Here is another type of visual content that affects the launch of a new product. Online, photos are the only way for the buyer to know what they're buying.
To that end, photos must be of high quality. Add zoom and 360° viewing to allow the buyer to get an overall sense of the item.
If possible, stage the product: clothing should be worn, furniture placed in a home, etc.
Don't forget SEO. Make sure to include a keyword-rich description in the image tag, title, or description.
8. Gather feedback from test customers
Customer reviews provide 'social proof', which encourages other consumers to buy your product.
A IFOP study It has been shown that more than 8 out of 10 consumers check other consumers' reviews before buying. Moreover, they are willing to spend 31% more if the reviews are excellent.
In order toget reviews Before launching a product, consider having your most loyal customers test it to obtain their testimonials. You can also send it to influencers. Your product will already have proven itself before its official release!
9. Build a landing page for your marketing campaigns
It's time to create the product sales page.
Consider copywriting ! Your text must be clear and compelling enough to generate conversions. Explain clearly what the product does, what problem it solves, and how it makes life easier, better, happier, or more efficient.
Include testimonials from early users, as well as key figures such as the satisfaction rate. Of course, polish the product photos and provide videos.
Finally, include a clear call to action explaining how the customer can obtain your product.
10. Send educational content by email
A major tool in product launches, email helps you win over your audience, especially if you offer high-value content. The more educational, useful, and relevant content you provide, the more you increase your chances of making sales.
For example, if you want to sell a program or guide on how to write and sell your first ebook, start by sending emails on "how to find the book title", "how to organize your ebook outline", or "how to stay productive".
Don't forget to include, in every email, a link to your website so that prospects who want to learn more have all the information at their disposal.
When you launch your new product or service, your prospects will already trust you and will be more likely to convert.
11. Write blog posts
With blog posts, you provide ongoing value. Instead of writing an article that touts your new product, you can slip it in more subtly (and usefully!) into one of your posts.
For example, suppose you want to sell home decor accessories. Write about how to decorate your home and insert a call-to-action button leading to your new product. It will be easier for the reader to understand how to use your product and to visualize it in their room. This will increase your chances of conversion.
Your blog can even become your primary sales platform !
Create a buzz online
Your website, emails and social media pages should be flooded with marketing related to your product launch. Your entire audience needs to know it's coming!
Don't just offer them deals and discounts. Write blog posts that explore some of the problems your product solves. Reveal its features little by little to build anticipation and excitement.
Also start working on organic search (SEO). It takes time before your pages rank for relevant keywords. The sooner you start, the better.
Grant exclusive access to your loyal customers
76% customers of a brand don't even try their new products. Yet it's easier to sell to your existing customers than to strangers.
Consider launching a new product as an opportunity to reward their loyalty. Send them special offers like free upgrades, discounts, or a free gift with purchase.
Make sure your sales process works properly
If you have a signup form, does it send an automatic response? Is it connected to your database? Does your checkout page accept the discount code offered in your marketing campaigns? Do your Google Ads tracking codes work?
Test and verify the entire process before officially launching sales of your product!
Conclusion
For the rest, be patient! It takes an average of 28 weeks for a new product to reach 75% of its maximum distribution. Also, only 21% of consumers buy an item right after its launch.
But if you follow this checklist and your product meets a real market need, you increase your chances of success!
Use the right types of content to generate buzz around your next product launch while providing value and engaging your audience. Take advantage of all content formats that make sense for your brand and prospects.
And if you need help creating content, post your ad on Codeur.com.
