How to put together the perfect product launch

How to put together the perfect product launch

Learn the step-by-step to make a successful product launch.

Producers need to pay particular attention not only to make more sales but also to captivate their audience with product launch. After all, who hasn’t heard the saying “first impressions are the most lasting”?

Of course that a good launch isn’t enough to ensure the success of your business. But the better this first contact, the higher the chances of you starting a lasting relationship with your customers and convincing them to buy your products time and time again.

To help you with this task, we’ve shared some tips on how to make a successful product launch, regardless of how big your product is. The good news is that it is possible to do so and spend little money at the same time!

Do you want to know how? Keep on reading this post until the end!

Stage 1: Research your market

Every day, thousands of Producers do product launch into the market. In this context, it’s more and more difficult to create something that has never been seen before.

But have you ever thought that being an entrepreneur goes way beyond having an original idea?

Entrepreneurship has more to do with finding the right opportunities and implementing solutions that help people with the problems they face every day. Therefore, the business person who targets urgent demands and shows how their product solves them gets ahead of the competition.

A knowledgeable Producer about home repairs can create a specific product for women who want to know more about the topic. By focusing on something this particular, she avoids good part of the competition because she is targeting an existing demand.

And what is the best way of identifying said opportunities?

The answer is pretty simple: by researching!

Investigate your niche

After you have decided in what market niche you’ll do your product launch, you need to research your market to identify breaches where you can act. Think about the time you googled a topic online and didn’t get all the information you needed, they weren’t spot on, or even you couldn’t find anything about the topic.

Understand the offer and demand for your product

There are different tools available on Google to research the offer and the demand for your product. The main one is Google Trends, which analyzes the search volume of a given term, both nationally and internationally.

The tool still allows comparing two keywords to find out which one has a higher search volume, for example: Italian food and Japanese food.

If you want even more precise results, you can track the evolution of the search for these terms in the last few months. This feature helps you identify if the search volume is a fad or a lasting trend.

Another tool that offers approximate data on search volume is Google Keyword Planner, from Google Adwords. To use it, you just need an Adwords account.

Through it, you get to view the number of searches carried out for that term, besides assessing if the competition for ads is high, both are good insights to better understand your market.

Keyword Planner also offers a list of terms similar to yours and their respective search volume. This is a good way of finding specific keywords from generic terms, thus becoming more assertive when it comes to your offer.

SEMRush

SEMRush displays the websites that feature first on search engines when you search for a given term, both in organic and paid traffic. Some information provided by the platform, such as average cost-per-click and competition, are great to optimize your sponsored links strategy.

Ubersuggest

Ubersuggest is a tool that suggests specific keywords related to the one you used to make your search. The list is based on real searches made by Google users, which is a great parameter to understand what kind of content your potential consumer is researching.

Google search bar

Have you ever noticed that when we enter a term on Google’s search bar, autocomplete suggests searches related to the word you’re typing? For this technique to work, it’s important to clear your browser’s cache or use the incognito mode. Otherwise, Google will use the search pattern stored on your computer.

Understand who your persona is

Imagine you have a product about watercolor painting for beginners. Who do you think would be interested in buying it: the user who has never researched about art or the one who actually buys painting equipment, such as paint and brushes?

We’re sure you saw more potential in the second option!

Knowing who has already purchased or who has searched for the category of your product is essential to creating directed content and optimizing your results. To understand the buyers’ desires and objections, many companies create a buyer persona.

Personas are semi-fictitious characters created from research with real people. They represent who your real buyer is and help the decision-making process when it comes to marketing.

But what exactly should I look for?

Besides demographic information, such as age, gender, and location, put some effort into knowing your buyer’s interests, pains, motivations to buy, and channels where she looks for information.

These answers will come in handy especially when it’s time to create content, promote a product, segment ads, and more importantly, reduce your operating costs since you won’t spend time nor effort with people who didn’t show interest in your offer.

So, even on a low budget, you increase the chances of converting with your product launch because you start getting to a smaller but more qualified audience.

Make a SWOT analysis

The SWOT analysis consists on listing the strengths, weaknesses, opportunities, and threats of your business. This way, you can view the competences you already have and the ones you need to develop if you want to have a competitive edge in your market.

Below, we show you how to make a SWOT analysis:

  • Create a table with four fields;
  • On the left side, list your strengths and weaknesses;
  • On the right side, list your company’s weaknesses and opportunities, a.k.a. External factors;
  • Relate the two columns to determine: strengths that can potentialize opportunities, strengths that can combat threats, weaknesses that can halt opportunities, and weaknesses that can increase threats.

When you finish this analysis, you’ll have enough information to come up with an action plan for the product launch. Since we’re really fond of examples, we’ll give you one more example to help you understand the SWOT analysis in practice.

John has a hospitality and tourism course. In his videos, he shares good practices to host guests, with a focus on business tourism.

Strength:

– Specific audience.

Weakness:

– John doesn’t pass on great knowledge of 5-star hotels.

Notice that John targets a specific audience in the tourism market, so, the best action plan for him is to develop partnerships with hotels that have a structure for smaller business events, instead of trying to complete with courses for major hotel workers.

Benchmarking

After you have identified your strengths and weaknesses, it’s important to understand how your business compares to the competition’s. This process is known as benchmarking.

Benchmarking is the reference point, so, basically, it consists of comparing products, services, and management practices to companies from the same segment as yours.

By assessing your competitor’s pages, you can figure out the language that works better for your audience, the kind of content that has more engagement on social media, what they haven’t said about the topic, and other information that can help you with your own product launch.

Thanks to the Internet, it’s now easy to gather information about your competitors. All it takes is a quick search on Google to find out everything about the product/service other companies are offering.

One tip to optimize your time is to collect only relevant information for your business and that’s where most business people get confused. Benchmarking does not mean asking several questions but asking the right ones. To do so, having a persona is really helpful. If your customer isn’t on LinkedIn, it doesn’t make sense to analyze your competitors’ posts on this network, does it?

But don’t you worry, because there are specific tools to monitor what people have been saying about your competitors. If you want to have an insight on how your customer thinks, you can also subscribe to receive your competitor’s newsletter or making a purchase on her website. Remember to use the information you gathered to promote a better experience for your user.

Stage 2: Validate your idea

Have you ever had an idea that looked awesome in your head but when you told other people you noticed it was actually ineffective? This also happens in the business world.

Before you start worrying about your product launch and spending money to promote it, you need to validate if your idea is actually feasible.

Does your product solve a problem?

People buy for countless reasons, among them, solving a problem. When someone looks for the type of product you sell, it means this person is aware she has a problem, therefore, she is more advanced in the buyer’s journey.

On the other hand, there are cases of users who haven’t identified they have a problem yet and need to be educated about your product, which requires more investment in content and marketing.

If your product doesn’t solve these users’ problem, or if there is no demand for it, maybe you need to rethink your business model

Your business idea isn’t original but can you do it better than your competition?

Creating a product on photography isn’t a novelty, however, depending on your focus, you can offer a lot more value to your customer than your competitor.

In order to do so, it’s important to focus on demands the market doesn’t meet.

What haven’t people explored in the photography niche? How can you talk about the same topic but from a different perspective?

Be creative!

Is it easy to understand?

Nobody will buy your product if you don’t make it clear what it talks about, its format, and, especially, the benefit it offers. People don’t look for courses on the polarity of the economic systems from the 20th century but they can be interested in capitalism and socialism, for instance.

Minimum Viable Product (MVP)

Minimum Viable Product, as the name says, is a prototype of your product, with the minimum resources it needs to work. This strategy is used to make tests and check if your business idea solves your audience’s problem before doing your product launch it to the market. Beta versions of apps are an example of MVP.

There are several ways to validate your MVP, such as opinion polls, A/B tests, and consults with experts. If we’re talking about online courses, you can record your first lesson and share it for free. From the feedback you get, you can make the necessary changes and only then make your product available on the distance learning platform of your choosing.

Trust us, if your content is valuable, people won’t mind paying for it.

Stage 3: Become an authority in the subject

People don’t feel safe to make purchases if they have never heard of your product. This means you’ll need to build authority in your market niche before you try to sell your product.

Write a blog (and keep it updated!)

Writing a blog isn’t a must-do for people who want to work with online sales, however, you’ll see that this is the best way to deliver quality content and educate your customer about your product/solution.

Record videos

Bet on fun videos with an original concept to attract your followers and get them to have great expectations towards your product.

Make quality content available for free

When you write a text for your blog, post on Facebook or send email marketing, remember the golden rule of content: add value to your audience before you try to pitch your sale.

This means that 80% of your interactions need to focus on the awareness and interest stages, and only 20% on the decision stage.

Stage 4: Marketing planning

With the range of information available online, doing the product launch on your Facebook profile and waiting for people to come to you isn’t enough. If you want to increase your chances of converting, your strategy needs to focus on multiple channels and their particulars.

Social Media

Most people go online to check their social media: there are over 1.86 billion active users on Facebook alone. Therefore, social media are excellent channels to promote your product, as long as you take some basic prevention measures.

When you do a product launch, social media work to generate a buzz and increase people’s desire to have your product.  

Do you want to know how to make the most out of it?

Promote interactive actions

Cultural contests, trivia, games, and challenges are great resources to keep your followers engaged with your content. Promotions such as “like and share this photo”, for example, help you increase the reach of your page and your chances to be seen by a user with a similar profile of your persona who hasn’t been impacted yet due to your segmentation.

Create content people want to share

Because of the Facebook algorithm, less than 2% of your followers view your organic posts. On Instagram, the feed is organized according to the profiles its user interacts with the most. It’s interesting that these people have access to rich and quality content because it increases their chances of liking, commenting, and sharing your content.

Advertise on social media

Paid advertisement works to increase the reach of your product while you focus on your organic strategy. Most social media have their own ads tool, which allows an efficient segmentation of the target audience, thus sparing you lots of work when coming up with campaigns.

Take advantage to also read our specific content about sales on Facebook and Instagram.

Paid Traffic

When you use paid traffic, you use platforms besides your website to feature ads and attract possible buyers. There are different search engines that you can use for this purpose, but Google stands out because it concentrates more than 90% of the worldwide searches.

Google Adwords

Google Adwords is Google’s ads tool, available for everyone who has a Gmail account.

It uses keywords to feature your ad to people who look for a specific term or similar to yours and, as a result, attracts qualified users to your sales page. It works like an auction where you bid for a keyword, however, you only pay when people click your ad.

Besides the amount of the bid, the quality of the ad and landing page are also analyzed by Google to decide your ranking. These requirements ensure the user will only view content that is relevant to her, so, pay attention to the rules to avoid rework!

It’s worth mentioning that when it comes to your company’s marketing, it’s important to be wherever your customers are. So, don’t exclude ad networks such as Bing and Taboola. Even though they have a lower reach, they can bring good results to your strategy and they have a lower cost-per-click.

Influencers

The expression “digital influencer” has never been so in but do you know what it means?

The influencer is the person who is known and respected in a given niche who dictates behaviors for her followers.

But before you even think of using this strategy in your product launch, here’s an important tip: the profile with the most followers is not always the best one to promote your product. Does this seem contradictory?

Imagine an influencer in the make-up niche talking about games. What is her authority on the subject? Even if this person knows what she is talking about, it’s likely her audience has zero interest in the topic.

Your choice needs to be defined by the preferences your audience expresses and by the type of content the influencer shares.

Why should you use influencers on your product launch?

Building an audience takes time, and that’s where influencers come in because they already have loyal followers who, coincidentally, are the people you want to reach with your product.

Just by associating yourself and your product/service with a respected person your credibility online increases because it works as social proof. Lastly, people buy things to feel closer to their idols, therefore, having an influencer on board for your launch can help you make more sales.

Webinars

One of the biggest assets a product launch can have is an engaged base of leads. This makes that every strategy that can contribute to increasing this list is valid, just like webinars do.

A webinar is nothing more than an online transmission, most of the times broadcasted live through Facebook and Periscope. Just like other formats, it’s important to be careful with the type of content you share with your viewer.

If the entrepreneur is very specific and only talks about her product, it’s doubtful that new leads will subscribe to watch ads. Our tip is to approach broader topics during your transmission but still related to your market.

Opportunity for new businesses

If you’re a more experienced entrepreneur, with engaged leads on your list, you can qualify them even more by inviting them  to webinars to pitch your product where you’ll show the benefits of your product put into practice. But be careful to invite to your transmission only users who are already in the consideration stage.

To strengthen your authority

In this case, entrepreneurs can use webinars to strengthen the relationship with their leads and keep them engaged in the period that follows the launch.

Landing page

We know that creating a base of leads engaged with your offer is no easy task. With this in mind, we’ll talk about a feature that has been proven to be very effective when it comes to attracting and capturing new users, which is the landing page.

The landing page is a web page created with one sole purpose, which can be capturing leads or making a sale. Usually, it is where we are directed when we click an online banner or ad.

Unlike your website, it has a much simpler browsing menu, featuring only the headline, offer, form and Call to Action (CTA), with the purpose of not distracting the visitor from your main goal.

If you need to browse for a long time to figure out the main action on the page you end up giving up, right? In order not to make the same mistake, focus only on the information you need to give your customer about the product you’re selling.

How can a landing page be useful at a product launch?

From the moment you convince your visitor to give you her contact information, it’s possible to start a relationship with that user, even if she doesn’t make the sale immediately you can deliver quality content until she is ready to become a customer.

You can also use a landing page on the stage previous to the launch to share rich material with your leads and increase your brand’s authority.

How to ensure an evergreen consumption of your product after the product launch

The launch is an important part of your strategy, however, it is not enough to ensure the longevity of your business. For that, you’ll need to convince people to keep on buying and there lies the biggest challenge of the entrepreneur.

Here, on the blog, we’ve shared different content that can help you turn your idea into an evergreen business, able to make profits from the comfort of your home. If you have any questions, feel free to browse for more information or leave a comment below.

See you then!

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