A product launch can be an extremely exciting and busy time, involving lots of moving parts across many channels. Social media marketing is an exceptionally strong way to build excitement around your new product promotion and can help you maximize on your sales. But to make sure your social media launch goes off without a hitch, you should do plenty of prep work in advance. Here’s how you can build a great product launch strategy for your big day.
1. Set Clear Goals:
Before diving into your social media strategy, you should set clear and measurable goals. It might be that you’re simply trying to drive sales of your newly launched products, but you also might be interested in collecting lead information or raising brand awareness along the way.
Each step of your social media marketing strategy surrounding your product launch should have a defined purpose and an assigned metrics to measure its success. Having this information will make it much easier to measure your success.
2. Set a Clear Timeline
Now that you know your goal, you should use a calendar to set a clear timeline of your social media activities leading up to, during, and after your product launch. This step will probably feel time-consuming – and frankly, a bit boring – but you still need to go through with it to guarantee a streamlined and comprehensive product launch strategy. The first thing you should do is identify your product launch date and work backward to create a timeline for every pre and post-launch operation. Depending on how much time and budget you are working with, you’ll want to form your strategy accordingly. Ideally, you should give yourself at least a month in advance of the product launch to start teasing your launch on your social media channels, but if you’re working under time restrictions, you’ll need to be realistic about which parts of your strategy are going to be feasible in your timeframe.
3. Choose Your Social Media Channels
After setting your goals and timeline, it’s time to move onto the more creative and exciting parts of the product launch strategy. Based on your regular activity as well as your audience’s online behavior, you should select which social media channels you’re going to use to announce and promote the launch of your new product. It can be tempting to go for too broad and too ambitious of an approach, but keep in mind that a smaller amount of high-quality, engaging social media content will perform better than a ton of unfocused activity across many platforms.
4. Choose Your Creative Direction
Your creative direction is what sets your entire project apart from the rest of the content on social media. Having a unified feel and look as well as messaging will ensure your content is recognizable and speaks clearly and strongly to your target audience. It’s important that you choose a color scheme, a general tone and feel of your social media content. You want something that communicates your message but also captures your viewers’ attention.
5. Choose Your Influencers
If you’re going to be creating buzz around your product launch on social media, you’ll need to employ the help of social media influencers. This is especially true if you have a large Instagram presence. Based on your budget, you can choose from influencers with various levels of reach. While large companies make use of multiple influencer partnerships, don’t worry if you don’t have a ton of money to allocate to this part of your strategy – there are also micro influencers that can offer you added exposure without the high cost.
6. Build and Organize Your Campaign Assets
To avoid any unnecessary problems or distractions during the day of the launch, all creative assets connected to your product launch should be developed in advance and organized for ease of use. These include images, videos, blog posts, and unique content for the “stories” section of your Instagram and Facebook. Think of each social media outlet and try to build content that is cohesive without being repetitive. While developing your assets, think of ways you can repurpose them across different channels to save you time and money. You should also organize all of your assets in one place so that they’re easily accessible by you or anyone else on your team.
7. Schedule Each Social Media Post and Activity
Scheduling each of your social media posts leading up to the day of your launch makes it possible to get a clear overview and ensure your best strategy is being implemented at the optimal time. You should have an in-depth calendar detailing each portion of your social media strategy to ensure you never veer off track or off message. By taking care of this in advance, you’ll be able to focus on other important matters on the day of your launch.
8. Be Live On Launch Day
If you’ve taken care of all of your social media posts prior to the day of your launch, all that’s left for you to do is watch the excitement surrounding your new product, and engage with your audience to keep the conversation going. Scheduling a live session on the day of your launch also brings a sense of excitement and connection to your audience.
9. Analyze Your Success
Congratulations on the successful launch of a new product! As you recall, you had set goals as the first step of this process. Now is the time to analyze the success of your efforts based on your results. It’s important that you look at the metrics you designated at the start of the process and measure your real success with your projected goals. Did your campaign meet, exceed or fail to reach the numbers you originally had in mind? Depending on your answer, you’ll want to adjust and optimize your future product launch strategy accordingly.
Social media gives you a powerful platform to promote the launch of a new product, but it takes time, dedication, and strategy to make it all work smoothly and effectively. Now that you’ve launched your product, you can also incorporate your audience’s engagement, content, or reviews into your social media strategy to keep the buzz going well after the launch day.