According to Harvard Business School professor Clayton Christensen, around 30,000 new products are launched each year, and 95 percent of those launches end in failure. Why? Oftentimes, there’s not enough planning or strategy going into the actual launch. There are the problems of a lack of promotion, not knowing who your target market is, and being generally confused as to how to build buzz over your new product.
A crucial factor in your product launch’s success is how much excitement you’ve created around it. You might have the most innovative product coming out on the market, but if barely anyone knows about it, you can’t expect it to bring you the success you want. You have to create an effective strategy that centers on building genuine enthusiasm that your audience can feel through the screen.
If you’re launching your product or website soon, here are a few tips to get you started on generating the buzz you want.
1. Create a pre-launch webpage.
Don’t leave your website blank with nothing to offer potential customers when they decide to check you out. They may never stumble upon your brand again, so it’s important to collect their information in the lead-up to the official launch.
If you’re looking to build excitement for your brand before you’ve launched any content, a beautifully optimized webpage will show visitors you’re professional, you have good taste in design, and you’re eager to give them what they want at the right time. Boost your lead generation strategy by including an opt-in form so you can connect with them and update them on your launch.
2. Create informational content.
If you’re putting a new product on the market, users have to know all about it: what it does, what it’s for, who it’s for, and when and how to use it. Without knowing the details, they can’t come to an informed decision as to whether or not they want to be a customer.
Remove your target audience’s doubts by creating content that explains your product or website. A 2018 Wyzowl survey found that 81 percent of consumers ended up buying a product or service after watching the brand’s video about it. Present a problem and demonstrate how your product is the solution. Show potential customers that your brand has endless value to bring them, and this will create tons of buzz and excitement.
An industry report by Social Media Examiner found that 32 percent of marketers consider visual content the most important form of content for their business, while 24 percent voted for video. Catching your audience’s attention matters, and the best way to do this is to show them what they’re missing out on and what they could have if they stick around.
3. Allow customers to preorder.
If you’ve done a good job of marketing yourself and showing your target market what you have to offer, there’s a good chance you have a line of customers waiting to purchase your product or join your website launch. Preorders are crucial because they build a solid customer base before you’ve even sold or put out anything. They also give you a good idea of how successful your official launch will be.
Before setting up for preorder, do the promotional work. Post regularly on your social media platforms about your launch, what your product has to offer, and who’d be interested. If you have an existing email list, which you should, send out emails close to launch day, telling visitors how they’ll benefit and what they’ll enjoy about it. Marketing your launch is crucial to your success, because you need to get people excited long before you’re ready to sell.
Optimize your preorder page for the highest chance of conversions. Use persuasive language to encourage users to enter their information. Use A/B split tests on your copy as well as CTA copy and CTA button to determine different colors and text that push your audience to buy. Use your results in your next campaign for even better conversions.
By now, you know that conducting a successful business launch isn’t really about the product and is more about the hype you can create around it. Consumers want to feel excited about what they spend their hard-earned money on, and if you don’t make them feel like this is a great decision they’re making, they’ll go elsewhere. How will you generate buzz for your next launch?