How we launch a product to the market can mean the difference between the success and failure of your offer.
In a saturated market where hundreds of new items are introduced daily, a clear launch strategy for your product is the key to success. And I’m going to help you.
Throughout this article, you will discover the keys that you must take into account before launching and how to activate the marketing plan of a new product in the correct way to achieve your sales objectives.
In addition, I will reveal to you which product launch strategies work best today with examples so that everything is clear to you. Let’s start!
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Five most effective strategies for launching a product to the market
We get to the heart of the issue that we are dealing with in this article: how to launch a product on the market successfully.
Let’s see in detail and with examples what are the most effective strategies for launching a product to the market today.
1- Email marketing
Some people think that email marketing is an obsolete launch strategy, but the truth is that it is still one of the most effective channels that exist. Also, unlike other means of communication, email allows you to control the information your audience receives about your new product.
The key to making this launch strategy work lies in the skillful use of data (which allows audience segmentation) and in creating personalized messages that connect with the consumer’s needs.
The key to making this launch strategy work lies in the skillful use of data (which allows audience segmentation) and in creating personalized messages that connect with the consumer’s needs.
You can use email to increase interest before the launch by sharing relevant information about the new product through a sequence of emails that reveal data and generate buzz.
Also, to segment your audience, you can ask readers to subscribe to an exclusive list if they want to know more about the next release for more information.
This is something that the natural cosmetics brand Cocunat skillfully does. Here you can see the example of how they carried out the launch of a new product on the market using the email marketing strategy to generate expectation in the first phase and, later, to announce the availability and facilitate the purchase in the online store, through a link to the product sheet.
2- Content Marketing
Creating valuable content that is relevant, useful, and entertaining for your target audience is an essential strategy in any product launch plan.
Experiment with different types of content formats: video, podcast, text, and infographics. And distribute them on various channels such as social networks, blogs, websites, or email, among others.
Please notice the importance of video marketing. Video’s been the most popular content format now. No matter you want to make a product introduction video or a tutorial video, you can count on FlexClip video maker because of its beautiful templates and free resources.
Beyond the potential it offers to build awareness, build trust around your brand, drive engagement, and attract leads, content marketing also allows you to communicate directly with your buyer persona to educate them on how your product can benefit them.
Always keep in mind that your potential customers will not buy what you sell if they do not know who you are or if they do not trust your company.
3- Launch strategy with influencers
Partnering with influencers to publicize the new product you plan to launch has the great advantage of allowing you to quickly connect and gain visibility to a wide community of people.
It is important to be clear about which influencer you ally yourself. Do not be guided only by the number of followers you have. These vanity metrics do not assure you of profitability. Instead, look at data like the interaction or engagement you get with your content.
Also, study in depth the profile of the audience that follows that influencer on networks and make sure that it coincides with the target audience to which you want to sell your product.
Small and medium-sized businesses, which may have limited resources to enlist the services of a macro influencer, can also benefit from launching with influencers by working with nano influencers (people with less than 1,000 followers) and micro-influencers.
Although the number seems small, the commitment of these communities is usually greater, more authentic, and more loyal.
An example of a launch with influencers is the one deployed by Komvida. This brand, promoted by two entrepreneurs from Extremadura, has found its support point in the influencers for the launch of its new product: kombucha.
The company knows how to work both with macro-influencers and micro-influencers whose communities of followers are closely aligned with the brand’s values and has managed to position itself as a leading company in the organic beverage market.
4- Affiliates
Affiliate marketing is based on promoting a company’s product or service in exchange for a commission on the sales it generates. In other words, an affiliate is someone who sells your product for you in exchange for a percentage of sales.
The goal is to generate more leads and sales through product recommendations and quality content in the affiliate posts. Affiliates know the right channels to advertise your product and influence their followers.
In this way, an affiliate can promote your new product to a whole new group of potential customers, many of whom you may not have been able to reach through traditional marketing methods.
This recommendation will lead the affiliate’s followers to your website, where they can buy your new product, or to a subscription landing page designed to create a database to continue the launch using email marketing.
As you can see, the use of a launch strategy does not invalidate betting on another in turn. In fact, the idea is to combine different launch strategies to obtain the best results.
These types of launches with affiliates work very well for digital products such as courses, apps, software, and e-books. Although if it is the first time you launch a product, you should probably bet on another strategy and leave this for later when your product is ready. Tested and supported.
To get the most out of launching with affiliates, you need to partner with relevant people who have a wide audience and could potentially be interested in your product.
5- Social networks
As the Digital 2022 report points out, 58% of the world’s population is present on social networks, and this translates to 4.62 billion people on the entire planet.
And this means? Planning a product launch on social media is a golden opportunity to attract potential customers and increase sales.
It is essential to focus your efforts on those platforms that will offer you the best return on investment in relation to your product launch goals. Keep in mind that each platform will require a slightly different content strategy.
