Deirdre Breakenridge helps you determine the Key Performance Indicators (KPIs) and how many you should use to benchmark your product launch.
- Part of your new product marketing strategy is to figure out the best external marketing channels. Your marketing strategy has to be based on your ability to create messages that matter through the right channels. The key here is to reach your buyers and create helpful interactions. You want to avoid any marketing that labels you as a disruption. Here are several marketing programs which can create impact when your product hits the market. Website marketing, your website is your hub, that's why every page of your website should have a call to action or a CTA.
Visitors should feel there's always more to do and learn. For example, you can offer online demos, icons to social media so they can follow you there, and sign-ups for a newsletter subscription. Or they can choose to register for a free trial offer. Rich, relevant content on your site should also be available and easy to share with their networks. Use public relations for credibility. When you use public relations, you're building mutual relationships through storytelling about your product.
PR helps to establish credibility via the third-party endorsement. Because of the different types of media and influencers today, including your customer, you can use PR to establish your brand and develop trust in the market. This is especially important for new brands, new products, and new markets where you launch. Create your social media marketing campaign. Social media marketing helps to create brand and product awareness, generate demand, and delight your customers.
You can create content and conversations, resulting in likes, shares, and comments, to leads and sales through your website. Using social media as a part of your marketing program gets your audience to rally around your products, news, and related content. Consider email marketing. What lands in someone's email inbox has to be meaningful and from a trusted source. When you're strategic about your email marketing, you can be more targeted and cost-effective with your communications.
You can use email marketing to create brand and product awareness, sales conversions, collect user reviews and feedback, and share vital product information with special offers. You want to get search engine optimized. As a marketer, you have to make sure your website and all of your content is search engine optimized or SEO. SEO helps your content, including product news and materials, to be found by people who use search engines.
When you're search engine optimized, Google, Yahoo, and Bing will recognize your content, and it will organically rise toward the top of the search engine results pages or SERPs. Remember, if your content is not in the first few search pages, consumers simply abandon their search results. Advertising and promotions, customers can very easily be inundated with too many messages and advertising choices. That's why you need to break down the media landscape into the most effective places to reach them.
You can explore popular paid media opportunities. For instance, your customers may be watching certain TV shows or listening to radio programs. Perhaps they're still enjoying their favorite magazines, both traditional and their digital counterparts. Seeing an ad here would make sense to them. And don't forget about mobile advertising opportunities. What would be the best way to reach your customers with messages and media they prefer? Use your go-to-market plan as an opportunity to map out this important part of your marketing strategy.
- Building your go-to-market (GTM) plan foundation
- Assessing whether you need a marketing or GTM plan
- Entering new markets with a competitive advantage
- Developing your product vision and message
- Setting your product price at launch
- Setting up your channel strategy
- Driving better channel performance
- Evaluating KPIs and metrics
- Storytelling and the customer journey