Archive for Product Launch Marketing

pre-orders image,In November I suggested getting pre-orders before your live product launches. Here is why pre-orders make launches a success. I also explain what to do when you do not confirm pre-orders. Launching a product like all online marketing strategies continues to evolve. Therefore, it is important to keep up with the changes to be successful.
 
Gone are the days of working on a product for months, hoping and wishing it will be successful.

Developers now use the power of social media and live streaming to test their product ideas. Click To Tweet
Did you catch that? Product Ideas.

Product launches cost a lot of money and time to create. For this reason, developers now start with the conversation. In their forums, social network groups and email lists, they talk about the benefits of their product ideas.

The product development phase starts after the product passes the previous viability tests. Click To Tweet

Receiving favorable responses from their market encourages marketers to develop a free sample to showcase a significant benefit of the product.

Although there is excitement around a live launch, marketers know the magic happens in the pre-order process. The pre-orders are the last phases of testing for product launches.

In the pre-orders which are also called the pre-launch, developers are looking for sales. Sales are the real proof that the product serves an audience’s needs. In this process, developers are to:

  • provide incentives for the consumers to encourage them to purchase
  • offer a time-frame to help the audience make a decision
  • explain the sales goal to the audience in order to release the product.

 

What happens if you do not receive pre-orders?

If a developer does not receive pre-orders they do not need to release the product. Instead, they need to do more testing.
 
Send an email to subscribers and ask what reason they did not purchase. If you credit card image, pre-ordershave specific questions, you may want to create a short survey. Use this information to improve the product or sales process.

After making the updates, send a second email with a link asking the audience to try the free sample. Use the results of this test to determine if the product is ready for a live launch.
 

Pre-orders that fall short

When this happens developers have to go back to their projections and determine if the product is worth producing. In the idea phase, marketers determine their financial goal. From this number, they project their sales goal.
 

Product launches Pre-Orders

The purpose of pre-orders is to prove the product serves its intended market. If the pre-orders fall short or do not yield any sales, it is time to ask more questions.

Knowing the projected sales goals are important for marketers to know when it is worth the time and energy to launch a product.The pre-orders product launches is the real-time validation to make this decision.
 
 
 
Electra FordNeed help? Electra Ford is an online marketing strategist. She helps businesses experience increased engagement on social media and helps you get more prospects on the phone. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic and make qualified connections. To learn more about implementation click this link to subscribe to Electra’s email list http://eepurl.com/sLz05.

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Nov
17

Product Launch Marketing Review

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Use these steps to have a successful product launch.

marketing test

Photo by: Flag

Online marketing makes it possible to decrease the guest work out of product launches by using a marketing test. Not so long ago, entrepreneurs would create a product believing it would serve their customers.

Entrepreneurs can now verify.

After developers catch an idea of what they can provide, the next step is a marketing test to check the usefulness of their mental picture. With Social media, you can engage in real-time with your audience collecting data to make products that give relief or make customers happy.

Notice, I wrote, ‘relief’ and ‘happy’.

See, entrepreneurs in any industry have to go beyond having a good idea. A good idea may raise eyebrows but does not necessarily motivate action. Speaking directly to people’s desire for happiness inspires them to purchase. So using the right words is a skill to master and can be accomplished with a marketing test.

Product launches don’t have to be a guessing game anymore because of marketing tests. Click To Tweet

All industries now use marketing tests to research their products sustainability. The feedback helps developers tweak their unique selling position, so potential customers feel understood. This research testing is facilitated with:

  • Questions on social media
  • Surveys/Polls
  • Email Marketing Feedback
  • Research in community forums

Positive feedback at this point indicates the idea is ready for development. Customizing the product to resonate with customers’ emotions, strengthens the likelihood of its success.

It is advisable to continue the conversation in the product development phase. Once a draft is developed, it is time to begin the next marketing test. Gather a focus group to try the product and collect their feedback. Use this feedback to improve the product or customer service experience.

You might be thinking, I am finished with testing.

Not yet.

The last phase is the follow-up survey where you can get customer’s reaction.

Surveys are another form of a marketing test in the post-launch review. Click To Tweet

These evaluations help you resolve issues and repair system glitches. Make the purchase easy to find and complete. Remember, you are nurturing a relationship to gain a repeat customer. You are also collecting social proof you will need in the form of testimonials for sales pages.

Pre-development testing, product development evaluations, and post-launch reviews all support a successful launch. Despite how much money you invest in a product, the goal is to achieve a profitable return. There is enough reliable information available to create product launches that are successful. Use the marketing test strategies to help you get as close as possible to your projected launch goals.

 

Electra FordNeed help? Electra Ford is an online marketing strategist. She helps businesses experience increased engagement on social media and helps you get more prospects on the phone. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic and make qualified connections. To learn more about implementation click this link to subscribe to Electra’s email list http://eepurl.com/sLz05.

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product launch plan template
Image by Cecile Graat

Frequently, Coaches will start building their list and once they have subscribers they will launch a product or service.

Their product launch plan template usually looks like this…

  • Create a sales page
  • Promote the sales page
  • Include a free gift(s) that they receive after registering
  • Maybe host a teleseminar or webinar to promote the product/service launch

The above plan can be ineffective because the sequence is different compared to product launch best practices. Although, the product launch plan template needs to be customized to fit a particular industry’s audience, the series is the same.

For your next product/service launch, avoid these product launch plan template mistakes.

Avoid Generic Headlines

In our fast- paced society, you have to speak to people’s emotions, interests or pains, to get them to slow down enough to read or view your content. (Retweet This!)

To accomplish this objective, you will need to add emotional and power words in your title. This will connect with your audience’s needs or interests so they will consider your product launch plan template free offer.

People scan headlines to decide where they will invest their attention the few minutes they are on a break, public transportation or waiting room. You have to write a title that will capture their attention.

Make them say ‘hhmmm’

Avoid Selling Before Giving

Yep! Just like Sam’s Club, the perfume and makeup counters at the department stores, most people will want to try before they buy.

It is imperative to understand the product launch plan template offers something freely before asking for a sale.

People will pause when they feel you are selling to them; even your email subscribers get frustrated or unsubscribe when you start sending daily emails to sell something. The best practice is to use a lead generating tool for building credibility and a rapport.

The free gift needs to relate to the product or service you want to sell. Follow up in a few days or a week to see if the information was beneficial to them. This is the sequence that many online marketers miss in the product launch plan template.

Avoid Not Marketing Enough

Most online business owners are subscribers to someone’s list; therefore, they are familiar with feeling bombarded by daily email blasts. Also, I realize I just said “…get frustrated or unsubscribe…” and “Follow up in a few days…”

So which one is it Electra? Both

Email Marketing Automation

After someone subscribes for the free gift directly, already have the autoresponders set up to deliver in a few days or a week. You will ask their experience using the information. Include the benefits of the product and end the email with call to action to magnify their results.

See, once they have benefitted from your free offer, it is more likely they will make a purchase. This selling process is more relaxed and helps your customers see the relief or goal they will experience.

This is how to use your marketing funnel; however, remember you have to give something first. If they purchase one product, they may purchase another. See, the next best practice is to make a sale from an existing customer. Once they made the first purchase that is confirmation they like your product/services. These customers would consider and upgrade purchase.

Internet and Social Media Marketing

Use Interest and social media marketing to explain the benefits of your free product to see results.

Now is your time to promote, promote, promote. Promote that FREE offer. Promotion in your product launch plan template is also vital.

Schedule teleseminars, webinars, interviews using Blab and Periscopes sessions, to expand your online reach. Share your free offer and create a follow-up system for a product launch template that gets results.

Electra FordElectra Ford is an online marketing strategist that helps businesses get noticed on the Internet. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic to their websites and make qualified connections. To learn more about implementation subscribe to my email list above.

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product imageHow to videos rank highest on the Internet and they help increase conversion rates on product launch sales pages. Videos that:

  • demonstrate how products work
  • explain how the product/service solves problems


stir emotions that open the customer’s mind and heart.

And like all things Internet…video for product launches has upgraded.

Now, Tweet: Internet marketers are shortening the sales process with Live-Streaming smartphones apps and on desktops RT @ElectraFord. Instead of rolling out two or three autoresponders highlighting pain points and solutions, entrepreneurs are hosting 5 to 30 minutes Periscope sessions presenting solutions with real-time demos.

Videos are also gifts that keep giving. You can repurpose this content into a How-to series on your video channel.

These live-streaming sessions are engaging, inspiring and a great way to be available for spontaneous sales. When you solve a problem for someone, they are relieved and feel empowered, particularly when they can duplicate your actions. Their accomplishment builds your credibility with them. They now trust you especially if they learned something from your free offer. Now they are open to purchasing from you.

Below are three live-streaming tools that are helping entrepreneurs increase sales and online communities.

Periscope is a live-streaming Twitter phone app that has over 10 million users. Entrepreneurs are doing live demos and hosting sessions explaining the benefits of their products. They are doing this by developing relationships. They mainly focus on giving value and building relationships.

These relationships give viewers an opportunity:

  • to ask questions,
  • for hosts to take their followers on behind the scene journeys.


I watched Erin Smith’s, Starters Club, interview on how she uses Periscope as an author. Erin shared that she engaged her audience about her book’s development. They helped her choose the book cover and assisted with several other decisions. These conversations helped Erin build a steady following on the live-streaming app.

The next live-streaming product assisting with product marketing is Blab. Blabs are great to facilitate live-streaming interviews or product discussions. Although Google hangouts have been around longer, Hangouts are perceived for family chat discussions like Skype. Blabs are becoming known for live-streaming marketing conversations and rotating panels.

Participants can request to join, or you can bring someone on the panel to participate in real-time conversations. This technique is valuable because it helps keep your audience engaged. Rotating the participants is an easy strategy to keep your audience’s attentive. Statistics detail that we remember approximately 70% of what we hear the first time. That number decreases when listening to the same voice for long periods.

Who can you interview and post it as a video on your channel, Facebook page, and website? The video will help your

  • website’s ranking in the search engines
  • Facebook page get a higher priority by the social media’s algorithm
  • Video channel get more views each time you upload a new video.


The last live-streaming platform I am mentioning today is CreativeLive.com. This site gives audiences access to live classes free by industry experts, or you can watch the replay for a fee.

The subject ranges from photography to online marketing tools and strategies. This week I watched Lewis Howes teach the steps to build a profitable podcasting business.

If you have a large following, and you are looking for steps to expand CreativeLive might be the place for you.

Videos and visual content are getting more views than text on the Internet and social media platforms.

Using these live-streaming tools can accelerate your ability to:

  • Build know, like and trust with your audience
  • Get more traffic to view your marketing content
  • Leverage your time for meeting people.


Getting the most out of your content is important. Saving the recordings of your Periscopes, Blabs, and CreativeLive teaching sessions will increase its lifespan and create passive income potential. This is especially beneficial to Coaches who are working toward building a rapport with potential clients.

Next week check out these programs and let me know how they can help marketing your coaching business.

ElectraF-Image1AElectra Ford is an online marketing strategist that helps businesses get noticed on the Internet. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic to their websites and make qualified connections. To learn more about implementation subscribe to my email list above.

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Jul
31

How to Promote a New Product

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sales data, how to promote a new productA professional coach’s status will guide their steps on how to promote a new product or service. Although there are standard best practices to promote a product such as:

  • Blog post that includes a link to a sales page
  • Sales/Squeeze page with an email webform and an e-commerce form
  • Social media campaign of posts and ads that include the sales page link
  • Teleseminar/Video for promotion
  • Free offer that leads to the product offering

Your level of interaction with your subscribers and the general audience is another factor that determines how to promote a product. Below are three professional levels and the steps they take to have a successful product or service launch.
 

Professional, New to the Internet

If you are new to the Internet your objectives are to:

  • establish a professional, knowledgeable presence
  • build your brand
  • build your email list so that you can directly promote your products and services

In this stage, you are introducing yourself by:

  • Participating in your industry conversations on social media and posting your content
  • Meet qualified connections that subscribe to your email list
  • Offer a free item that prospects can use independently to receive desired results in exchange for their email address and phone number
  • Engage with your list by asking questions, giving teleseminars and making warm calls
  • After an ongoing relationship of comments and feedback is achieved, it is time to promote a product

 

Established Professional Online

Because you have clients and an active relationship with your subscribers you can promote a new product by:

  • Setting up and inviting your subscribers to participate in your referral program
  • Promote your new products to your list first and offer them incentives or bonuses if they make a purchase
  • Continue to nurture your list by sharing subscriber success stories and highlight them in your newsletter and online promotions for social proof

 

Seasoned Professional Online

Your brand is well-known and sales successful. In addition to your current marketing plan you can implement marketing strategies for a profitable return from:

  • social media ads
  • banner ads
  • joint venture projects for more exposure

I’ve seen coaches with great products fail because they haven’t:

  • Built a rapport with their core audience – their subscribers
  • Doing actions of an established or seasoned professional before they have a recognized Internet presence
  • Do not make real time live connections by:
    • Attending local or virtual events
    • Calling prospects (or both).

As you prepare for your next launch evaluate your current position to know which marketing activities to focus on for a successful launch.

Call me if you need assistance organizing and promoting your new products or services launch.

Electra Ford imageElectra Ford is an online marketing strategist that helps businesses get noticed on the Internet. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic to their websites and make qualified connections. To learn more about implementation subscribe to my email list above.

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Jun
15

Product Launch Checklist

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a list image, Product Launch ChecklistAll campaigns have a plan to follow, and the product launch checklist serves the same purpose. Writing out the plan to promote your product is useful for every phase of the launch. The three main phases are:

  • Pre-launch
  • Live Launch Date
  • Post-Launch Review

Documenting the marketing activities used and feedback received in the process will make the post-launch review easier. This is important because it gives you a checklist to duplicate your successful results knowing which actions produced the projected (or hopefully the exceeding expected) return on investment (ROI).

Although every product will have a customized marketing campaign to reach its audience, there are some product launch ideas that are universal. The primary three that should be included on every checklist are:
 

Building Your List

Regardless of your product or the launch type you choose, all launches need a group to tell about the product. The ‘money is in your list’ is one of the things you will hear a lot in the online marketing industry. Another is ‘always be building your list’.

Since I’ve been working virtually, I have noticed there are more ways to build your list ethically to get favorable responses. The short checklist to attract subscribers is to:

  • Promote a post on Facebook with an ad
  • Create a Twitter ad and include your webform so interested followers can subscribe conveniently
  • Include your webform on your website, blog and Facebook business page
  • Create an offer in exchange for people’s email addressed

 

Build Content

Speaking of including your webform on your website, you need a site. Now it is easier than it is ever been, and it’s even more necessary to have your platform.

While we are talking about creating a checklist, another online marketing best practice is building awareness about your business with fresh content. Although there are social networks – article directories – and comment sections on blogs, the one place you can control people seeing your content is through your email newsletter distribution.
 

Include Engagement in Your Checklist

Continuing this idea of control, the next thing you have authority over is the way you engage with your audience. Most people feel that social media and online marketing is time-consuming.

Another way to think about it is the more time you interact with your contacts will reflect in the number of email addresses you collect. I do recommend inviting them regularly and/or make it easy for them to subscribe.

You control your engagement by the amount of time you invest building relationships. Your checklist should include actions such as sending techniques and knowledge that subscribers can use independently. It is a way to build trusting relationships. Distributing your email blasts with this information will:

  • Build your authority in your subscriber’s view
  • Build trust when they get results from your content

When your subscribers trust you and get something out of your content even if it is a laugh, they are more likely to purchase a product you offer.

As you create your product and consider which marketing strategies to use, remember that the above items should always remain on your product launch checklist. Also understand time invested in these areas is required to have a prosperous launch.

Electra Ford imageElectra Ford is an online marketing strategist that helps business get noticed on the Internet. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic to their websites and make qualified connections. To learn more about implementation subscribe above.

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rocket image, landing page conversionsLaunching a product/program is or will become a goal of an entrepreneur at some point. Coaches with group programs or entrepreneurs who expand by teaching others to acquire the same skills expand their brand by launching a product. For this reason, it is important to learn the best converting landing page strategies.

From Tony Robbins’s coaching athletes like Serena Williams to Keith Urban teaching people to play guitar with his DVD series, business owners can feel certain that one of their income opportunities is to launch a product/program.

Knowing this is the way an entrepreneur’s business will grow, here are some steps to implement the best converting landing pages.

Right now, the best way to improve conversion rates is by adding videos to your landing pages.

Videos or some virtual events such as live teleseminars or webinars improve conversion rates. Teleseminars and webinars can be replayed, and the same is true for videos, but the common factor here is that results show the best converting landing pages have videos.

Videos heavily influence audiences and give professionals the opportunity to build trust with prospects.

Although the structure of a sales page is similar, content delivered in a video format inspires audience engagement. To improve conversion rates you will still need to have the top three areas present to promote a product/program successfully. This means:

  1. Giving valuable strategies that people can use. This objective has two benefits. First, it demonstrates your expertise in your field. Secondly, giving solutions to problems helps prospects trust you which is a significant accomplishment when trying to improve landing page conversions.
  2.  

  3. Show statistics that people can find if they research your information independently. Prove what you offer is considered the best and correct course of action to achieve a particular outcome.
  4.  

  5. Demonstrate social proof that your offer has worked for others and record their results in your content. This strategy is very influential to improve conversion rates.

While you are creating your product or program, keep the best practices that are listed below in mind for better landing page conversions.

  1. Write content and video scripts that clearly lead visitors to complete your desired action. If you want people to purchase, make your videos and content about the problems solved or the relief experienced with your product. Write all your content and scripts directing the reader to your one clear goal. Confusing prospects decreases your goal to improve conversion rates.
  2.  

  3. Create emotional keyword-rich headlines. Remember what Seth Godin said, “Marketing is no longer about the stuff that you make but the stories you tell.” Professionals with the best success emotionally understand their audience’s struggle. People gravitate to web copy that describes their frustrations and expresses the results they desire. All of these strategies are important, but this one magnetizes your landing page conversion rates.
  4.  

  5. Measure your results and include an end date for the launch. I am not a fan of the term scarcity, but it serves a beneficial purpose. A marketer needs to know how their content, marketing and product performed and having an end date creates a specific timeframe to measure results. Last month, I highlighted the importance of reviewing the outcome of a post-launch, and you can read about that here. Reviewing this information helps you continually improve your landing page conversions.

These steps will help you develop video landing pages that improve your conversion rates. Like all things marketing, the best way to know what speaks to your audience is testing. Consider a/b testing with your email list for your next product offer. Compare the results between a page with web copy only and another with the video. Your subscribers will show you which style is best for your audience.

 

Electra Ford imageElectra Ford is an online marketing strategist that helps business get noticed on the Internet. She specializes in online marketing plans that connect entrepreneurs, companies and organizations with their audience to get traffic to their websites and make qualified connections. To learn more about implementation subscribe to my email list above.

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Mar
05

Post Launch Reviews Value

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post launch reviewMuch effort and resources go into creating a product that is why the product launch reviews are valuable. You want to do every action available, so you have a successful launch.

You asked why use every action? So you don’t fall into a one-hit wonder pattern by having one digital product succeed, and the others fail.

Or worse, your first and follow-up products all fall short of your projections – way short.

To minimize and avoid these scenarios repeating in your product launch marketing plans it is best to include a review of your product launch, so you know what to replicate and what to change. Most importantly, it shows what to DELETE to maintain your company’s good reputation and product success.

There are three follow-up steps in a product launch process:

  1. Testing, if this is your first product you are offering to the market.
  2. Pre-launch review
  3. Post-launch review

If you are planning a new product launch, it is valuable to test the actual digital product to confirm it solves your target market’s issue and document the customer’s experience especially when you ask for testimonials.

Customer feedback will become the social proof that is imperative in the online marketing world. When you view a sales page what do you see?

In the words of Bill Martin, Jr. and Eric Carle’s children book Brown Bear, you see a photo a testimonial and a link to their website looking back at you. Social proof is needed for your sales pages. The more you have the better it is for your product.

This information is also useful for demographic purposes. Depending on the number in your focus/test group, you may be able to get some demographic information that is beneficial when releasing the live launch of your ads campaign.

Pre-Launch Review

A pre-launch is usually released one to two weeks prior to the live product launch. Then you roll into your live launch. Include bonuses to guide interested visitors to that ‘yes’ that will lead them to click your buy now button on your page.

In the pre-launch of your digital product, engage as much as possible on the social networks. Use every opportunity online that you have, to make your product visible.

Post-Launch Review

Two weeks after the live launch plan a review session. Use your projections to monitor your success. Look at all the data; responses to emails, social media and other marketing actions you implemented, review your results to the industry average if the information is available.

This review process gives you the metrics on the steps you need to continue successful product launches and what tasks need to be executed differently.

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Jan
23

How to Advertise a Product Online

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business envelope image, how to advertise a product onlineProfessionals and businesses establish a presence on the Internet to ultimately advertise a product or service. Before you reach this step, there are other building blocks you must do to support a successful product launch. Stating them quickly below they are:

  • Establish a polished professional presence on the Internet with a website and social media profiles.
  • Write useful content as if you were helping a friend with a minor issue using your professional skills (as you know your friends will often come to you for ‘free’ advice). You can also become a resource for industry news as a way to write content.
  • Expand your content on various media such as podcasts, SlideShare presentations and videos.
  • Participate in groups and online communities to interact with others.
  • Create a virtual event to engage with your audience.

After the virtual events success, the next step is how to advertise your product online?
You will start this process by promoting it on your:

  • Website
  • social media profiles
  • links you include in the bio sections of your online profiles to distribute such as on your
    • article marketing profiles
    • bio that you include at the end of your videos
    • commercial you include on your podcast or teleseminar recordings

Next you will expand to ads. How to promote a product online using ads will require strategic planning and implementation. Strategic meaning the content you include needs to support your goal to get the reader to click on the ad.

For example, the headline’s goal is to tempt or express the qualified prospect’s emotions. The remaining parts of the ad are:

  • an image or video guiding the visitor’s action to click on the ad.
  • Content needs to be an actual description of the product or service. The content should also relate to the visitor so only the people that are looking for your offering will click on the ad. This is qualifying your prospects. If they are saying yes when they read your ad it improves your chances that they will actually purchase after clicking on it.

Drafting these ads will take intentional effort to get the customer to click on the link. Once the customer clicks on the ad your next objective to accomplish is for your content to state the benefits of your specific product in a way that tells the visitor what the product/service will solve for them. The process of how to promote your product online is mostly relating to your prospect’s emotions providing relief.

You can also place ads on websites where your customer’s visit regularly but do your research before purchasing ad space. Verify websites you choose for credibility.

Following the above steps will help you understand the process of promoting your product to have a successful launch.

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