Product (or Services) Launch Essentials for Start-Ups, Retail, Brick and Mortar

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  • Social Media. Set up a refresh of your Facebook page, send out product launch tweets (schedule tweets 24 hours a day), create a LinkedIn group, create a webinar (webinars are huge right now, and they are the easiest way to connect with your audience). If your in retail, use Groupon. If you have a physical location your customers frequent, utilize geolocation tools like Foursquare. Make sure your business is already discoverable on geolocation apps.
  • Website refresh. Create new product-specific landing pages, feature photos (.png’s), blog content, online collateral. Adjust and enhance your website meta tags/keywords to reflect new product information. Dont forget your social sharing buttons (Facebook, Twitter, Pinterest, etc) on all website content.
  • Review copies (product launches). Reach out to influential bloggers + online publications. Send them copies 1-2 weeks before launch with an embargo date. Make sure you have some type of “blogger relations” program at least 6 months before launch. Relationship building with bloggers is key. Get to know them, comment on their blogs, reach out to them and introduce yourself way before your launch.
  • PPC campaign. Stick to one advertising platform like Google Ads, Amazon local advertising, or Facebook ads.
  • E-mail marketing. Consider offering a pre-order for your new product, exclusive only to e-mail recipients. Or, offer a sneak peek at the new product before it’s released to the public. Use email software such as Constant Contact, MailChimp, ExactTarget, Emma Mail, AWeber, or InfusionSoft.
  • Press Release. If you have budget, use Business Wire. A cheaper alternative is PR Newswire. These PR distribution companies now are fully automated and support Social Media + mobile (iPad, smartphone) tools like analytics.
  • Work your ass off. Rather then using a ton of money, use time, energy and creativity.

After launch its crucial to measure your results. Go back and re-double efforts on which of the above techniques are working and abandon the ones that are not working.

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