Curious to know what a successful product/brand launch looks like? We were. That’s why we did some of the digging for you. We know that successfully launching a new product on the market is not as easy as 1-2-3. It can be a nerve-wracking and complex process that requires a well-thought-out pre-launch and launch plan.
Smart brands are developing step-by-step plans that outline every meticulous area of their launch. These plans are important to successfully bring products to market. But you must also focus on connecting with customers who could potentially have a major interest in your new supplement. To help you expand your reach and capture more market share, here are 5 strategies supplement brands should consider to improve their next product launch:
1. Optimize Your Website for Launch
If you are planning for launch day, one of the first things you need to do is to get your website fully optimized. Adding banners to your homepage, sidebars on pages, and creating a landing page dedicated to your launch will make it easier for consumers to find more information on the type of product you’re launching, its benefits, and when the launch will begin. It is an easy way to convert visits into potential customers. Spotlighting your new launch via these dedicated banners, pop-ups, and sidebars will put your launch top-of-mind for consumers visiting your site.
Additionally, ensure that your website has all the right tools to promote your product and connect with customers. Aspects such as SEO, detailed product descriptions, relevant keywords, backlinking, and customer service channels will allow you to increase your website’s visibility on Google and other search sites so that you can reach more consumers organically.
2. Build a Waitlist Before Launch
In the process of your pre-launch outreach, you should start building a waitlist of people who are already invested well before your launch date. This type of waitlist generates anticipation for your new products, builds a solid pool of leads, and will make it easy for you to notify more people of your launch. Platforms like ProductHunt or Kickstarter are great avenues to help consumers find and discover your brand and its new products. To further optimize your presence on these platforms, specifically Kickstarter, you can enlist the help of co-creating campaign companies such as LaunchBoom and BackerCamp. It is good practice to include a redirect to your landing page on these platforms so you can passively expand your waitlist.
Beyond just asking consumers to join the list, you can also turbocharge your waitlist by turning your current and potential customers into marketers. A creative way to do this is by offering referral incentives. For example, “Invite 5 friends and get X for free!” This will help increase leads and visibility for your business. Remember, the more people you reach before launch, the larger your client base will be on launch day itself.
3. Build Anticipation Through Social Media
In this digital day and age, brands must be active on social media platforms – it’s proven to be a successful platform to market new products. Promoting and putting a voice to your brand on social media allows you to connect with the modern, more tech-savvy consumer, especially Gen Z and millennials. Your social media presence can significantly expand your reach and visibility and is a perfect platform for building excitement around your new product. A single post on social media can be shared and referred to by countless users for a long time, and that means your audience will expand to cover the audience of every single user who shared your post.
Not sure how to promote your product on social media? Consider doing a giveaway promotional post. This tactic is a great way to accumulate new contacts that are eager to be among the first to try your new product. When putting together your giveaway post, try to offer the highest amount of value possible for a reward that is aligned with your product so you get more qualified consumer emails. Almost all social media platforms make most of their revenue through paid posts and ads, so boosting or paying for a sponsored ad that reaches users not already following you can be a great way to tap into your target communities and increase ROI.
4. Launch Email Sequences for The Big Day
In case you are not familiar with email marketing terms and strategies, email sequences are a series of emails that focus on a single topic and drive interest over a period of time until a contact interacts or contacts with your message. Each message in the sequence must be simple, straightforward, and easy to understand. Putting together these sequences may seem time-consuming, but it’s actually very easy to do and worth the extra time. You can use an automated system, like HubSpot, MailChimp, or Klenty to send your emails. These types of services allow you to automate and go hands-off. Once a customer responds, it goes straight to your inbox. Your email sequences should aim to build up excitement and provide valuable information about your product launch.
Remember, your current customers are the most important people on your roster. Retained customers buy more often and spend more than newer customers. A 5% increase in customer retention can increase company revenue by 25-95%. Take this opportunity to communicate with them to see if they have any questions, suggestions, or are willing to share more information about your product with their connections.
5. Amplify Launch Day with Paid Ads and Press Releases
Paid ads are an advertising model where you pay a company or website for promotional ads on their platform. These ads will then redirect to your website or landing page once clicked and are an important aspect of product launches. Your paid ads will give you the ability to target a demographic, location, and the overall type of consumer you want to buy your product. As mentioned before, you can extend your paid ads to social media sites. In these instances, you control the destination, unlike with search engine ads. Make sure your ad leads are directed to a landing page or sign-up page so that it ties directly into your launch and you are gathering contacts for your outreach. Additionally, designing shareable ads is a great way to make sure users keep it relevant for a long time.
In concurrence with your paid ads, it is a good idea to write press releases announcing the most important details of your product launch. A press release is an official statement of your launch and its intention. It should be shared with industry leaders, news outlets, and those who are involved and interested in your specific industry.
Brands that are able to optimize their product launch will be able to tap into a wider audience and increase overall success. For your next product launch, we recommended implementing these 5 steps to stimulate growth and awareness for your brand.
Paragon Laboratories is a supplement industry leader and would be happy to walk you through each step of your launch process. Contact us for more information today.