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The Ultimate Guide To Social Media Product Launches

June 23, 2015 By Jeff Foster 33 Comments

Everyone knows that social media is a great way to promote your products and services. That’s particularly true with new product launches – there’s no better way to build buzz and an army of enthusiastic fans.

However, launching a product on social media takes planning and effort – if you just send out a few tweets, you’re not going to get results. Here’s how to use the power of social media to make your product launch a resounding success.

launch on social media

Table of Contents

  • Choose the Right Social Media Platforms
  • Get Creative with Your Messaging
  • Target key influencers
  • Teaser campaigns
  • Nurture and Promote
  • Measure your campaign
    • Jeff Foster
    • Latest posts by Jeff Foster (see all)

Choose the Right Social Media Platforms

There are lots of social media platforms, and each one is different. You need to choose the best ones for your product or service.

Facebook and Twitter are universal, but other platforms give you a more targeted audience. For instance, if you’re a tech startup, then LinkedIn and Quora are good choices. If you’re launching a lifestyle product, look at Pinterest or Instagram.

Get Creative with Your Messaging

Every marketing campaign – digital or not – needs messages that resonate. Think about your product and why your audience is interested in it.

In some cases, you’ll want to talk about hard benefits – your new breakfast bar is tasty, healthy and convenient – but an emotional appeal or humor often works better online.

Whatever you do, don’t be boring. For example, when Wendy’s launched their Pretzel Bacon Cheeseburger, they turned fan feedback into love song videos which they posted on their Facebook page. The result? 7.5 million views on Facebook, and their stock price went up by 31%.

If you’re struggling to define and target your audience, try creating buyer personas. Sit down and write about the person you want to sell to – how old are they, what do they like to do, how much do they earn, do they play sports, who are their friends and so on.

Make it real – talk about Prashant Yadav or Mary Porter, not some abstract customer demographic. Once you have these personas, think about how to get them excited about what you are trying to sell.

What do they care about? How do you build a relationship with them? How do you avoid turning them off? If you do this, your messaging will fall into place much more easily.

Target key influencers

The world is divided into two types of people – those who lead and those who follow. By getting influential bloggers to talk about your new product, you can amplify your message dramatically.

Sites like mine, Tomoson, are a great way to identify good candidate blogs and connect with the bloggers behind them.

If you decide to contact influencers directly, remember that those at the top are inundated with requests. Perez Hilton and other star bloggers aren’t easy to reach, so it’s often best to start with more modest targets.

Don’t make the mistake of sending an impersonal email and expecting results – it will just end up in the trash. Take an interest in the bloggers you want to connect with – follow them on Twitter, like them on Facebook, and show them you genuinely enjoy what they do.

Teaser campaigns

Before you actually launch your product, you should be building buzz about it online. You want people to be curious and excited so you have a ready-made audience when your product does come out.

Don’t give away all the details – just enough that people want to know more. For example, send out messages about “Project Panther” without giving any details – just hinting at great things to come. If you do this well, you’ll be astounded by the results.

The waiting list is another variant of the teaser campaign. It’s particularly effective if you’re launching a new website or online service. Since people want what they can’t have, there’s a good chance they’ll sign up in droves.

Pinterest did this for their pre-launch – visitors had to apply for an invitation to the site. Another good example is Robinhood, a commission-free stock-trading app that launched in 2014.

While still in beta they set up an online waiting list that grew to over 300,000 people. They even had the bright idea of giving people priority access – moving them up the list – if they referred their friends. CNN Money picked up the story, giving Robinhood even more exposure.

Nurture and Promote

Once your product is launched, you need to exploit all the buzz you’ve created. It’s a big mistake to sit back and let nature take its course. Your audience may be enthusiastic, but they will rapidly lose interest if you don’t interact with them – in fact, they can easily turn hostile.

Set up a memorable hashtag that your fans can use to talk about your product or service. Make sure you respond positively to what they say, and take the time to answer their questions every day.

Show that you think their feedback is important by retweeting positive comments, and give them incentives to promote your product further.

Post new content regularly – e.g., videos on YouTube – to keep up the momentum.

Contests are a good idea. You could set up a contest where people submit new ideas to make your product even better.

You can also use this to promote your product – give contestants additional entries for free when they share or like your content.

Measure your campaign

Finally, measure how well you are doing. Set clear goals and then track them. Track shares, volumes of tweets, the number of unique people using your hashtag, and so on.

There are plenty of tools that can capture social media metrics – for example, Socdir has a list of more than 300. This will help you figure out what’s working and what isn’t, so you can tune your approach as you go along.

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Jeff Foster

Jeff Foster is co-founder and CEO at Tomoson, the influencer marketplace. The platform allows bloggers and social media influencers to get paid for posting sponsored content, and lets businesses connect with targeted, niche audiences.
My Twitter profileMy Google+ profile

Latest posts by Jeff Foster (see all)

  • 5 Ways to Turbocharge Your E-commerce Brand on Social Media - July 22, 2015
  • The Ultimate Guide To Social Media Product Launches - June 23, 2015
  • How To Build Great Relationships With Bloggers - May 25, 2015
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Filed Under: Marketing (WOMM, Inbound), Small Business Advice, Social Media Networking SMM Tagged With: product launches

Comments

  1. Neidy says

    March 28, 2017 at 9:29 pm

    The media is a great opportunity to release traffic on the internet, so you want to succeed with digital developments always bet.

    Reply
  2. Edinho says

    July 13, 2016 at 7:47 pm

    Hello , I’m starting now in this online world and I have seen that actually social networking has great pontecial of people interested in mainly services and products Facebook, youtube, congratulations on the content , strong abs .

    Reply
  3. Vivane says

    July 1, 2016 at 8:21 pm

    Social media has an important role in digital marketing and sales. A good strategy is always welcome. The social networks are the future of digital marketing. Excellent blog post, thanks for sharing!

    Reply
  4. Jean Cruz says

    July 1, 2016 at 4:07 pm

    Social media is indisputable for all types of businesses, the post actually is very constructive although people who ignore the ability of social networks
    Jean Cruz would love you to read ..A Máquina de Vendas Online 2.0 | Garantido!My Profile

    Reply
  5. Souza says

    June 2, 2016 at 5:45 pm

    Great post, I’m starting now and I know that social networks are a great source of income for many people, and I know that facebook and which has the highest concentration of people wanting some thing.

    Reply
  6. RUI BARBOSA BARBOSA says

    June 2, 2016 at 5:21 pm

    Today social media is a great opportunity to free traffic through the Internet, so if you want to succeed with digital ventures there is always affixed.

    Reply
  7. Monografia says

    May 31, 2016 at 9:45 pm

    Article very interesting because many people no knowledge of all these things and also have no knowledge of the value of social media like facebook and twitter.

    Reply
  8. Geroncio Barbosa says

    May 30, 2016 at 10:43 pm

    I have an online project a site of relationship tips, and I use the social networks to disclose it intelligently. to my readers find me more easily. use far the largest social network of all the facebook. and which has a lot more people interested in the subject.

    Reply
  9. Souza says

    May 30, 2016 at 10:36 pm

    I believe that social networks are the future of digital marketing. I am beginner and started an online project a short time and I am very satisfied with the result. I’m learning every day more required by Article earned.

    Reply
  10. Suco Verde says

    May 22, 2016 at 2:01 am

    I have no doubt that social media like Facebook and Twitter are the best online markets to promote products and services and get innumerable conversions.

    Reply
  11. GEANCELMO NASCIMENTO says

    May 12, 2016 at 6:44 pm

    I am starting this business to promote digital products online and have seen that social networks have a great interest in disclosure of mainly facebook, youtube and twiter.congratulations on the article exelente work paid

    Reply
  12. Lucas Martins says

    October 22, 2015 at 8:55 pm

    Today, the social medias has a important role on digital marketing and sales. A good strategy is always welcome.

    Reply
  13. Jessica Lacy says

    July 22, 2015 at 10:47 am

    @ Jeff Foster

    I am new in this market 🙂 Please suggest me my property page tips with me. I want to learn some tips and start my first “social media Product Launches”.

    Regards
    Jessica

    Reply
  14. anchal joshi says

    July 16, 2015 at 5:36 pm

    Social media is a very powerful platform for marketing. It can make a huge difference. These platform provide large number of customer interactions.
    anchal joshi would love you to read ..Samsung galaxy J5 and galaxy J7 price in india and specificationsMy Profile

    Reply
  15. singhmonika says

    July 14, 2015 at 11:14 am

    Best information unlimited social media produts launch, Your website gives the best and the most intresting information.

    Reply
  16. Dorian says

    July 11, 2015 at 10:06 pm

    Social media play a big role in promoting your company or even your content because most of the people pass a long time on social media.
    Dorian would love you to read ..9 Cool Nexus 5 Lollipop Mods To Make It AwesomeMy Profile

    Reply
  17. Lazar Angelov says

    July 5, 2015 at 6:33 am

    I am new here 🙂 Please share your fitness marketing tips with me 🙂 I want to learn some tips and start my first campaign.. It’s not so easy for me …
    Lazar Angelov would love you to read ..Inside East Mode Training ProgramMy Profile

    Reply
  18. Cledenilson says

    July 5, 2015 at 4:05 am

    Sites like this that makes me prossegir in my online business , although competition is devastating . But only the best are good for Internet Marketing

    Reply
  19. glory says

    July 3, 2015 at 9:06 am

    I recently created a campaign and finished up employing a third party app known as woobox that wasn’t nice in the slightest degree and finished up disbursement additional on the campaign than profit gained.

    Reply
  20. satishw.r says

    July 1, 2015 at 9:11 am

    Excellent blog…thanks for sharing such things…its very interesting…i’m searching for this information from long time… it is very helpfull to all who r knowing about this content
    satishw.r would love you to read ..Hello world!My Profile

    Reply
  21. Sandybrown says

    July 1, 2015 at 5:10 am

    Social media is an amazing brand and play a great role for promotion your product and services.
    Sandybrown would love you to read ..Factors that could Make Your Online Presence BetterMy Profile

    Reply
  22. satish ratna says

    June 30, 2015 at 5:39 am

    Most people are unaware of all these things and also are unaware of the value of social media.Thanks for the share…….thanks for providing nice information…
    satish ratna would love you to read ..Hello world!My Profile

    Reply
  23. Eyal Katz says

    June 29, 2015 at 8:19 am

    Great post. I think you touch on a point here that’s important. There is no one size fits all formula to launching a product through social. In fact, it requires a thoughtful strategy. But before you go deleting the SMM templates you DLed off the web use them as blueprints and inspiration not as actual strict guidelines.
    Eyal Katz would love you to read ..How L’express Increased their Adsense Earnings by 18% and CTR by 69%My Profile

    Reply
  24. Mansoorvalli says

    June 26, 2015 at 3:46 pm

    Hey Jeff,
    That was a pretty much good information.Most people are unaware of all these things and also are unaware of the value of social media.Thanks for the share

    Reply
  25. Diaz Jenkins says

    June 26, 2015 at 6:39 am

    Social Media products are really amazing for promoting products. You can target audience through all those social apps. Thanks for sharing.
    Diaz Jenkins would love you to read ..BakersMy Profile

    Reply
  26. vivek says

    June 25, 2015 at 6:48 pm

    i really did not know about all these stuff that you explained about social media and i also not aware about the fact that there are specific social media site for some specific topic so really good work thanks
    vivek would love you to read ..Short Hair Cuts or Hairstyles for Woman over 50 or Older WomanMy Profile

    Reply
  27. Gaurav Kumar says

    June 25, 2015 at 2:56 pm

    There is no doubt that social media is one of the biggest online marketplace to promote products and services and get faster conversions. Facebook, Twitter are the social media giants that work best for me. Thank you for sharing the tips.
    Gaurav Kumar would love you to read ..Useful Twitter Tips for BloggersMy Profile

    Reply
  28. andrea s says

    June 24, 2015 at 4:08 pm

    Social media like facebook i think it\’s enough, if you want a targeted audience then you can use ads on facebook and you can set the appropriate target audience anda
    andrea s would love you to read ..Nazar Boncugu Logo VectorMy Profile

    Reply
  29. rumah says

    June 24, 2015 at 8:01 am

    social media has becoming the selling tools for most seller..
    bbm, fb, and twitter is the popular part from social media to promote product

    Reply
    • Gail Gardner says

      June 24, 2015 at 1:34 pm

      Hi Rumah,

      What is bbm?
      Gail Gardner would love you to read ..Why Mobile Marketing is the Present and Future of Your BusinessMy Profile

      Reply
      • rumah says

        June 24, 2015 at 3:40 pm

        BBM is Blackberry Messenger

        do you know it?
        if you still don’t know, you may google it, because as i know, it is the product from USA

        Reply
  30. Farrell John Conejos says

    June 24, 2015 at 5:24 am

    Hi Jeff,

    I didn’t know that there are specific social media sites that goes well for various topics. In any case, I am of those who think that these sites are generally good for marketing regardless of topic and genre. Now that I know the specifications because of this informative post of yours, I’ll be more careful in launching and advertising different products through social media. Thanks for this bud! Cheers!
    Farrell John Conejos would love you to read ..The 3rd Birthday ReviewMy Profile

    Reply
  31. Sandal Boneka Unik says

    June 24, 2015 at 6:55 am

    It is to promote a product must choose the right media so that the result is good , but it is reality now twitter and Facebook media is media that became my idol , including those that promote but also I made ​​a website as a medium to promote products me and sell it .
    Sandal Boneka Unik would love you to read ..Sandal Boneka AnakMy Profile

    Reply

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