Digital Marketing Tips for a Seamless Product Launch<\/h2>\n\n\n\nSet specific goals so you know what marketing tools you need to implement.\u00a0<\/strong><\/h3>\n\n\n\nSetting goals from the outset will not only help ensure that you get the type of results you want\u2014increased sales, increased awareness, a review on a top tech website, etc.\u2014but also that you\u2019re able to measure<\/em> those results. <\/p>\n\n\n\nThat goal should be a SMART goal\u2014specific, measurable, achievable, realistic, and timely. That could be something like \u201cincrease our engagement on Instagram by X percent,\u201d or \u201cachieve 10 press hits about the launch within the 30 days leading up to the launch date.\u201d <\/p>\n\n\n\n
Choose your metrics wisely. <\/strong><\/h3>\n\n\n\nYou don\u2019t have to track every metric available to you\u2014just track the ones that matter. For example, if you\u2019ve set up a microsite for your new product, and you\u2019re sending people to it via emails, ads, and social posts, you\u2019ll want to put more resources toward measuring traffic and engagement on that microsite. Once you start seeing how those engagement metrics are looking, you can take action to improve them. <\/p>\n\n\n\n
If, on the other hand, you\u2019re spreading your energy across measuring and influencing engagement on 10 different platforms, your social follower count, and site traffic, you won\u2019t be able to see clearly enough to actually move the needle where it matters. <\/p>\n\n\n\n
Start your PR campaign early and ramp up the intensity as your launch date gets closer. <\/strong><\/h3>\n\n\n\nPR takes time to get off the ground, especially if you\u2019re just starting out with B2B PR<\/a>. You\u2019ll want to begin contacting journalists, bloggers, review sites, and others fairly early. This way, you\u2019ll be able to grow awareness and gather momentum in the press by the time your product actually launches.\u00a0<\/p>\n\n\n\nRelevant post:<\/strong> 6 PR Trends Reshaping How We Think in 2021<\/a><\/em><\/p>\n\n\n\nExplore social audio.\u00a0<\/strong><\/h3>\n\n\n\nSocial audio is the new frontier, which means there\u2019s tons of opportunity to explore. Try joining or hosting a Clubhouse Room, try out Twitter Spaces, or engage your Facebook followers with a Facebook Live Audio Room (which should be available to all users by the end of summer 2021).<\/p>\n\n\n\n
Relevant post:<\/strong> <\/em>What\u2019s Clubhouse? Everything You Need to Know About the New Platform<\/em><\/a><\/p>\n\n\n\n![\"Clubhouse\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/05\/IMG_6791-2-571x1024-1.png\")
<\/figure>\n\n\n\nCreate a launch-specific social media plan.<\/strong><\/h3>\n\n\n\nMake sure your social media is supporting your product launch marketing<\/a> goals specifically, while still supporting your ongoing, long-term brand goals. Create a product launch hashtag and post regularly about your product\u2019s benefits, launch schedule, and launch events.\u00a0<\/p>\n\n\n\nHost a virtual, hybrid, and\/or in-person event. <\/strong><\/h3>\n\n\n\nVirtual events won\u2019t be going anywhere for a long time, even as the pandemic recedes into the past. If hosting an in-person event doesn\u2019t make sense or is challenging, budget-wise, consider a virtual product unveiling and invite the press as well as the public.\u00a0<\/p>\n\n\n\n
Relevant post:<\/strong> 9 Best Practices for Hosting a Virtual Event in 2022<\/a><\/em><\/p>\n\n\n\nCreate a paid ads campaign and change out your ads as needed. <\/strong><\/h3>\n\n\n\nThe nature of algorithms and the sheer volume of content on the web means that it\u2019s nearly impossible to get a large organic reach. You\u2019ve got to include paid ads<\/a> in your strategy. Check how they\u2019re performing regularly, and change your copy as needed if the results aren\u2019t where you want them to be.\u00a0<\/p>\n\n\n\nWork with B2B influencers. <\/strong><\/h3>\n\n\n\nB2B influencer marketing <\/a>can make a big difference in the size of your reach and depth of engagement. Work with an agency or use an influencer marketing platform to find the right one for your product.\u00a0<\/p>\n\n\n\n![\"b2b](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/05\/2-Influencer-Marketing-Instagram-768x432-1.png\")
<\/figure>\n\n\n\nConsider a Product Hunt campaign. <\/strong><\/h3>\n\n\n\nProduct Hunt campaigns require a good deal of planning and tight execution, but they can be a great way to get your product lots of attention quickly on launch day. <\/p>\n\n\n\n
Conduct a fireside chat. <\/strong><\/h3>\n\n\n\nA fireside chat is simply an informal discussion on a specific topic\u2014similar to \u201cgoing live\u201d on Instagram or Facebook or LinkedIn, but more planned out and with a more professional tone. Be sure to promote them in advance so you have participants who are ready to engage! <\/p>\n\n\n\n
Host a Livestream on LinkedIn. <\/strong><\/h3>\n\n\n\nAccording to LinkedIn\u2019s own research, four out of five users on the platform \u201cdrive business decisions\u201d\u2014so it\u2019s a platform you can\u2019t afford to ignore. Now that livestreaming is possible on LinkedIn through their native video feature, it\u2019s easy to set up livestream LinkedIn events<\/a>.<\/p>\n\n\n\nHost a Livestream on Facebook Live. <\/strong><\/h3>\n\n\n\nIf your audience is mainly found on Facebook, try streaming via Facebook Live. Be sure to promote beforehand, and remember to adjust your tone and presentation for the platform you\u2019re on\u2014Facebook is less strictly professional, more off-the-cuff than LinkedIn.<\/p>\n\n\n\n
Relevant post:<\/strong> Why Facebook Live will be Hotter than YouTube for Your Business<\/a><\/em><\/p>\n\n\n\n![\"Facebook](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/05\/facebook-live.png.png\")
<\/figure>\n\n\n\nMake everything mobile-friendly.<\/strong><\/h3>\n\n\n\nMobile usage accounts for half of internet traffic worldwide, so be sure your website, landing pages, and any other digital assets you\u2019re creating are mobile-friendly. <\/p>\n\n\n\n
Host giveaways. <\/strong><\/h3>\n\n\n\nOffer a giveaway on social media to drive excitement and engagement in the weeks leading up to your launch. <\/p>\n\n\n\n
Offer a sneak peek via Livestream. <\/strong><\/h3>\n\n\n\nA livestream can be a great way to give potential customers and followers a sneak peek of your new product. You can even combine the livestream with a giveaway to further encourage viewership. <\/p>\n\n\n\n
Create a launch-specific email campaign.<\/strong><\/h3>\n\n\n\nDevelop a countdown email campaign to remind highly engaged contacts about your upcoming launch. <\/p>\n\n\n\n![\"Email](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/05\/shutterstock_254975962-1024x1024.png\")
<\/figure>\n\n\n\nKeep updating your list of journalists and outlets to pitch. <\/strong><\/h3>\n\n\n\nAs the launch gets closer, make sure you\u2019re updating your press list and seeking out new podcast hosts, writers, bloggers, journalists, and creators who might be interested in your product. <\/p>\n\n\n\n
Create YouTube videos.<\/strong><\/h3>\n\n\n\nWith the pandemic exponentially increasing the amount of online video internet users watch, video marketing is just as important as ever\u2014possibly even more so. Don\u2019t neglect your YouTube channel, and make sure your videos have captions for those who want to watch without sound (a sizable percentage of your viewers). <\/p>\n\n\n\n![\"Youtube](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/05\/shutterstock_1352354033-1024x1024.png\")
<\/figure>\n\n\n\nCreate social videos. <\/strong><\/h3>\n\n\n\nSocial video, like Instagram Reels, TikTok videos, and others are also critical for marketing in 2021. You can cut up your YouTube videos into smaller, shorter videos to share on social\u2014use an AI video editing tool like Kamua<\/a> to get your videos ready for social in a matter of minutes.\u00a0<\/p>\n\n\n\nLive tweet your launch event(s). <\/strong><\/h3>\n\n\n\nWhen the day finally comes and you\u2019re ready to unveil your product, have someone on your team live tweet your launch event (whether it\u2019s in-person, hybrid, or virtual). And make sure to use your product launch hashtag!\u00a0<\/p>\n\n\n\n
To Wrap Up<\/h2>\n\n\n\n
Setting goals from the outset will not only help ensure that you get the type of results you want\u2014increased sales, increased awareness, a review on a top tech website, etc.\u2014but also that you\u2019re able to measure<\/em> those results. <\/p>\n\n\n\n That goal should be a SMART goal\u2014specific, measurable, achievable, realistic, and timely. That could be something like \u201cincrease our engagement on Instagram by X percent,\u201d or \u201cachieve 10 press hits about the launch within the 30 days leading up to the launch date.\u201d <\/p>\n\n\n\n You don\u2019t have to track every metric available to you\u2014just track the ones that matter. For example, if you\u2019ve set up a microsite for your new product, and you\u2019re sending people to it via emails, ads, and social posts, you\u2019ll want to put more resources toward measuring traffic and engagement on that microsite. Once you start seeing how those engagement metrics are looking, you can take action to improve them. <\/p>\n\n\n\n If, on the other hand, you\u2019re spreading your energy across measuring and influencing engagement on 10 different platforms, your social follower count, and site traffic, you won\u2019t be able to see clearly enough to actually move the needle where it matters. <\/p>\n\n\n\n PR takes time to get off the ground, especially if you\u2019re just starting out with B2B PR<\/a>. You\u2019ll want to begin contacting journalists, bloggers, review sites, and others fairly early. This way, you\u2019ll be able to grow awareness and gather momentum in the press by the time your product actually launches.\u00a0<\/p>\n\n\n\n Relevant post:<\/strong> 6 PR Trends Reshaping How We Think in 2021<\/a><\/em><\/p>\n\n\n\n Social audio is the new frontier, which means there\u2019s tons of opportunity to explore. Try joining or hosting a Clubhouse Room, try out Twitter Spaces, or engage your Facebook followers with a Facebook Live Audio Room (which should be available to all users by the end of summer 2021).<\/p>\n\n\n\n Relevant post:<\/strong> <\/em>What\u2019s Clubhouse? Everything You Need to Know About the New Platform<\/em><\/a><\/p>\n\n\n\n Make sure your social media is supporting your product launch marketing<\/a> goals specifically, while still supporting your ongoing, long-term brand goals. Create a product launch hashtag and post regularly about your product\u2019s benefits, launch schedule, and launch events.\u00a0<\/p>\n\n\n\n Virtual events won\u2019t be going anywhere for a long time, even as the pandemic recedes into the past. If hosting an in-person event doesn\u2019t make sense or is challenging, budget-wise, consider a virtual product unveiling and invite the press as well as the public.\u00a0<\/p>\n\n\n\n Relevant post:<\/strong> 9 Best Practices for Hosting a Virtual Event in 2022<\/a><\/em><\/p>\n\n\n\n The nature of algorithms and the sheer volume of content on the web means that it\u2019s nearly impossible to get a large organic reach. You\u2019ve got to include paid ads<\/a> in your strategy. Check how they\u2019re performing regularly, and change your copy as needed if the results aren\u2019t where you want them to be.\u00a0<\/p>\n\n\n\n B2B influencer marketing <\/a>can make a big difference in the size of your reach and depth of engagement. Work with an agency or use an influencer marketing platform to find the right one for your product.\u00a0<\/p>\n\n\n\n Product Hunt campaigns require a good deal of planning and tight execution, but they can be a great way to get your product lots of attention quickly on launch day. <\/p>\n\n\n\n A fireside chat is simply an informal discussion on a specific topic\u2014similar to \u201cgoing live\u201d on Instagram or Facebook or LinkedIn, but more planned out and with a more professional tone. Be sure to promote them in advance so you have participants who are ready to engage! <\/p>\n\n\n\n According to LinkedIn\u2019s own research, four out of five users on the platform \u201cdrive business decisions\u201d\u2014so it\u2019s a platform you can\u2019t afford to ignore. Now that livestreaming is possible on LinkedIn through their native video feature, it\u2019s easy to set up livestream LinkedIn events<\/a>.<\/p>\n\n\n\n If your audience is mainly found on Facebook, try streaming via Facebook Live. Be sure to promote beforehand, and remember to adjust your tone and presentation for the platform you\u2019re on\u2014Facebook is less strictly professional, more off-the-cuff than LinkedIn.<\/p>\n\n\n\n Relevant post:<\/strong> Why Facebook Live will be Hotter than YouTube for Your Business<\/a><\/em><\/p>\n\n\n\n Mobile usage accounts for half of internet traffic worldwide, so be sure your website, landing pages, and any other digital assets you\u2019re creating are mobile-friendly. <\/p>\n\n\n\n Offer a giveaway on social media to drive excitement and engagement in the weeks leading up to your launch. <\/p>\n\n\n\n A livestream can be a great way to give potential customers and followers a sneak peek of your new product. You can even combine the livestream with a giveaway to further encourage viewership. <\/p>\n\n\n\n Develop a countdown email campaign to remind highly engaged contacts about your upcoming launch. <\/p>\n\n\n\n As the launch gets closer, make sure you\u2019re updating your press list and seeking out new podcast hosts, writers, bloggers, journalists, and creators who might be interested in your product. <\/p>\n\n\n\n With the pandemic exponentially increasing the amount of online video internet users watch, video marketing is just as important as ever\u2014possibly even more so. Don\u2019t neglect your YouTube channel, and make sure your videos have captions for those who want to watch without sound (a sizable percentage of your viewers). <\/p>\n\n\n\n Social video, like Instagram Reels, TikTok videos, and others are also critical for marketing in 2021. You can cut up your YouTube videos into smaller, shorter videos to share on social\u2014use an AI video editing tool like Kamua<\/a> to get your videos ready for social in a matter of minutes.\u00a0<\/p>\n\n\n\n When the day finally comes and you\u2019re ready to unveil your product, have someone on your team live tweet your launch event (whether it\u2019s in-person, hybrid, or virtual). And make sure to use your product launch hashtag!\u00a0<\/p>\n\n\n\nChoose your metrics wisely. <\/strong><\/h3>\n\n\n\n
Start your PR campaign early and ramp up the intensity as your launch date gets closer. <\/strong><\/h3>\n\n\n\n
Explore social audio.\u00a0<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nCreate a launch-specific social media plan.<\/strong><\/h3>\n\n\n\n
Host a virtual, hybrid, and\/or in-person event. <\/strong><\/h3>\n\n\n\n
Create a paid ads campaign and change out your ads as needed. <\/strong><\/h3>\n\n\n\n
Work with B2B influencers. <\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nConsider a Product Hunt campaign. <\/strong><\/h3>\n\n\n\n
Conduct a fireside chat. <\/strong><\/h3>\n\n\n\n
Host a Livestream on LinkedIn. <\/strong><\/h3>\n\n\n\n
Host a Livestream on Facebook Live. <\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nMake everything mobile-friendly.<\/strong><\/h3>\n\n\n\n
Host giveaways. <\/strong><\/h3>\n\n\n\n
Offer a sneak peek via Livestream. <\/strong><\/h3>\n\n\n\n
Create a launch-specific email campaign.<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nKeep updating your list of journalists and outlets to pitch. <\/strong><\/h3>\n\n\n\n
Create YouTube videos.<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\nCreate social videos. <\/strong><\/h3>\n\n\n\n
Live tweet your launch event(s). <\/strong><\/h3>\n\n\n\n
To Wrap Up<\/h2>\n\n\n\n