You've perfected your new product to a tee. You know who your product can help and how it can benefit their lives. You know how your product stacks up against the competition and why the market needs it.
The problem? You’re still wondering how to launch the dang thing.
From multichannel marketing to content marketing to influencer marketing, there are enough options out there to leave anyone feeling overwhelmed.
But the truth is, your product launch doesn’t need a million strategies to pull through.
All your launch needs, are a few good strategies that can help build excitement around your product and remove barriers to entry.
If you’re ready to plan a successful e-commerce product launch, we’ve put together seven simple ideas you can use to get started.
1. Partner with influencers
With a knack for curating tight-knit communities and building trust with ideal audiences, influencers are like new wave PR gurus.
In other words, they’re the kind of people you want on your side when you’re launching a new product.
By partnering with the right influencers, you can:
- Increase your brand reach
- Build credibility and trust with new audiences
- Drive faster purchasing decisions
- Expand your social media presence
Before reaching out to an influencer, get clear on your goals and your “why”.
How can an influencer help spread the word about your product in a way that's authentic to both them and your brand?
Why should an influencer care to lock arms with you? Do you share similar values? Do you specialize in the same niche? Do you have an attractive compensation package to offer them? Are you interested in building a long-term partnership?
Whatever the case may be, make sure it’s a win-win for you both
Try using an influencer search tool like Modash to filter creators which have the right audience to promote your product.
2. Create an affiliate program to promote virality
Who else do you need in your foxhole? Affiliate marketers.
Affiliate marketers also make their living promoting other brands’ products. In fact, with a solid audience base and a few great products, there’s no cap to the amount of money affiliate marketers can earn.
And that’s where you come in.
By creating an attractive affiliate marketing program and partnering with the right affiliates, you essentially build a curated sales team that’s ready to spread the word about your product.
Check out Preply’s affiliate marketing program, for example:
With Preply, whether an affiliate promotes Spanish, French, or German lessons, they can earn 70% commissions on referrals.
Tracking referrals is simple. Preply asks its affiliates to have students sign up for classes using affiliate links. These links automatically track commissions and product sales, so Preply always knows where it stands with its affiliates.
Bottom line? Partner with the best affiliates you can get your hands on. Host a quick training session so you can go over your brand elements, product demos, and marketing goals with them.
Then, set specific goals, track their commissions, and watch how the product sales roll in.
3. Build excitement with behind-the-scenes videos
Behind-the-scenes videos and sneak peeks are customer favorites for two main reasons.
For one, customers love learning how things work.
If you sell artisan chocolates from Belgium, they want to smell the chocolate beans as you show them how to make your famous bars. If you sell women’s sports shoes, they want to see the entire process of how they’re made — from the factory to the moment they’re shipped.
And for two, customers need to feel like they can relate to the product you’re selling.
For instance, if you sell handmade pie pans, prospects may not understand why they’d need a specialty item like that.
But if you share a brand story that walks them through how your grandmother inspired you to bake for a living, now you’re building relatability. Now you’re building a connection. This can be an important step in your customer's path to purchase.
4. Keep it simple with a single sales page
It’s tempting to set up multi-step funnels for a variety of segmented audiences — and you can totally do that.
But is it necessary? Not really.
The trick to creating a sales page that converts is to:
- Keep it simple, yet powerful — think engaging and value-driven
- Point all of your marketing activities to it — every marketing tactic you use should include a link to your sales page
In other words, create an engaging sales page and point all of your product launch marketing activities to it. That’s it.
On your sales page, be sure to include:
- A large, eye-catching visual
- The product name, short description, and price
- Your value proposition (who your product serves and how it can help people)
- A link to purchase the product
- A link to sign up for your newsletter
- Plenty of negative space so your sales page looks and feels clean
Once you’ve created an optimized sales page, start embedding links to it in your marketing materials and campaigns.
For instance, you can:
- Add a link to the sales page in your email signature line
- Run a Facebook ad campaign that points to your sales page
- Add a link to the sales page in your Instagram bio
- Include a link to your sales page as a call to action at the end of your blog posts
- Sprinkle linked calls to action throughout your blog posts
5. Keep leads up to date with an email marketing campaign series
You’ve curated your email list for a reason, so don’t forget to use it.
To keep leads up to date, create an email marketing campaign series that'll build anticipation for your launch and educate leads on your new product.
The key here is to make it engaging — steer away from dry, boring content.
Here’s a mock example of how you can nurture leads to conversion with an engaging email marketing series:
- Monday: Build relatability and educate prospects with a behind-the-scenes video.
- Tuesday: Build connection by sharing your brand story and your “why”.
- Wednesday: Attract the right customers by referencing your vision and values and why they matter.
- Thursday: Captivate leads with a funny story and beautiful images from a recent photoshoot — no stand-alone products please. Use people to show off your goods.
- Saturday: Share an emotional customer testimonial video. Reach out to your happy beta customers for reviews. Promote a product discount for early enrollment.
- Sunday: Explain how your product came to be. What problems does it solve? Why do people need it? Promote an even bigger product discount, but make it time-sensitive to build urgency.
6. Nurture your social media community
And finally, never forget about social media.
Social media communities have a knack for making great products go viral if your social media content is gold.
Here are some ways you can nurture your social media audiences into conversion:
- Commit to only publishing value-driven content — use the template “hook + value + call to action” when planning each post
- Build excitement with teaser videos and Reels
- Boost virality with contests, giveaways, Reels, and TikTok videos
- Start a branded hashtag campaign
- Go live in Stories once or twice a week, every week
- Bring social media users live on camera to answer their pertinent questions
- Get creative in Stories — use mouthwatering visuals and storytelling
- Use interactive stickers in Stories, such as polls, sliders, and questionnaires