A strategy like this will help you answer important questions, such as when each stage will take place, how to execute these stages, and how to measure the results.
Why Is It Important to Have a Product Launch Strategy?
A marketing strategy for a product launch will help you attract the customer’s attention and help them discover your product. It is a good opportunity for you to turn their interest into actual sales.
More importantly, a successful product launch will help you start with a bang so you gain the momentum you need in a new market. A well-planned strategy will also help you demonstrate that you value the opinion of your target customers by showcasing how you are delivering a product that matches their exact needs.
Product launches are not all about sales, though. When done right, they also help you build visibility and reputation for your personal brand and become a prominent name in your industry.
What to Include in Your Product Launch Strategy?
Here are a few essential elements that should be a part of every successful product launch strategy:
Market Research: Competitor analysis and customer feedback are valuable tools to determine your ideal customers. It also helps you improve your product so you can close the gap between what your competitors are missing out on.
Product Development: To successfully launch a product, you need to develop a product with market demand. It should be something that your ideal customers need or want.
Testing: Always test before you launch. It will reveal any adjustments you need to make before you launch. Invite a few of your followers to try out your product to get their feedback.
Marketing Plan: Create a detailed plan on how and when you’ll launch your product on Twitter. Your plan should also include the steps you’ll take post-launch to convert those buyers still on the fence.
The Three Stages of Your Product Launch
Your product launch strategy for Twitter should be divided into three distinct phases.
This is the stage where you’ll craft a clear plan on how you’ll create a buzz around the launch, build awareness, and who you’ll team up with to increase the visibility of your new product. If you are planning to work with Twitter influencers, you’ll need to finalize a plan to work with them.
Here are a few strategies to implement during this phase to drive awareness and engagement:
Build anticipation with short-form teaser videos and animated Twitter GIFs.
Promoted videos can be very effective in increasing ad recalls.
Create exclusive content that you can share with followers that share promoted content.
Create a hashtag that your followers can use when they share the promoted content.
For increased engagement rates, create hashtag emojis.
Use media polls to create a buzz and to tease your followers.
During the launch stage, you’ll leverage the awareness and buzz you created during the preparation phase to generate a strong positive reaction in your audience.
Your big reveal should be valuable and stand up to the hype you created around your product launch. Here are some ideas to help you make your product launch a massive success:
Use a mix of different paid ad formats for your launch.
Consider a takeover of Twitter’s Explore tab with a Promoted Trend Spotlight to explode the visibility of your launch.
Use Promoted Trend and First View to maximize the interest of your target audience.
Consider in-stream sponsorships.
Collaborate with other creators to increase your reach and showcase how others are using your product.
Once you have launched your product, it is important to keep the buzz going and to stay on top of the mind of your target audience. There are a few different strategies you can use at this stage.
Boost the impact of your launch by promoting your launch tweet to reach a larger audience than just your existing network.
Use audience retargeting to reinforce your launch with the audience who engage with your ads to drive them to your website or landing page.
Video Website Cards are also a good option to drive your audience to your website after the launch.
Run pre-roll ads to keep the momentum going.
9 Tips to Amp Up the Results from Your Product Launch
Now that we’ve discussed what elements to include in your product launch strategy for each phase, it’s time to dive into a few actionable tips to drive results.
1. Plan Ahead
Plan several weeks ahead before you launch your product on Twitter. Use a calendar to mark the start and end date for each phase of the launch.
Create content around the launch and schedule them in advance. Create Twitter ads and launch them before the launch. Pay extra attention to the engagement you receive when you post teasers on Twitter and reply to all your comments.
2. Build Momentum
Partner with your community and network to spread the word and build momentum before your launch. Create a hashtag and encourage your followers to use it when they participate in the conversation.
Generate excitement and make it worth their while to make your launch successful. You can also run a contest in tandem with your product launch to increase retweets and engagement rates.
Create videos that are eye-catching and instantly hook viewers. Keep the videos brief and convey the most important message right at the start of the video.
4. Partner with Influencers
Influencer marketing on Twitter is your best bet to get word-of-mouth marketing. They have a large and loyal audience that trusts their recommendations.
Bring influencers on board during the planning phase and have them post a video about your product. Find influencers in your niche that are just as excited about your product as you are.
5. Optimize Your Landing Page
You’ll be directing your target audience from your product launch tweets and ads to your landing page, so it should be well-optimized. Slip in your landing page in your tweets so you can funnel your audience in the right direction to convert them into customers.
Keep the landing page simple and scannable, with a clear offer and an effective CTA. When a potential customer clicks a link to your landing page, it means they are interested in your new product. It’s the job of your landing page to convince them to purchase.
6. Invest in Remarketing
Every customer will be in a different phase of the buying process. Not everyone will be ready to buy when you launch your product. This is one of the reasons why you should use remarketing ads to nurture them.
Showcase your new product and create remarketing ads focusing on users who have shown interest in your product launch. Remarketing ads will then work their magic to convert as many of these users as possible.
7. Draft Clear Messaging
All your messaging related to your product launch should be clear and easy to understand. Your potential buyers should be able to easily understand the benefits of your product or service.
Keep your tweets friendly and casual without making them too salesy. If your offer is clear and the benefits apparent, it will be easier for you to convert your target customers.
8. Launch at the Right Time
Regardless of how amazing your new product is, if you launch it at a time when most of your target audience is not online, it will not get any traction.
Figure out your target audience, where they are located, and when they are most likely to be online. This will help you determine the best time to post on Twitter.
9. Don’t Launch and Leave
Everything we’ve discussed above will give you a sturdy foundation for your product launch strategy. Then it’s your job to keep the momentum going and follow up with the target audience to convert them.
Make the most of it through strategies like In-Stream Video ads, Sponsorships, and retargeting ads so you stay on top of the mind.
Continue to nurture your prospects through your landing page to ensure that all your efforts translate to sales and revenue.
Whether you are planning to launch a new product or simply want to build your audience before your product launch, Tweet Hunter has a wide range of tools and resources to support your growth on the platform.
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