08 Apr How Internet Marketing Can Help You from Product Launch to Customer Growth
Internet marketing for product launch is just a common practice these days. Social media giants make this seem easy and cost-free. You make a page, post about your new product, and hope your target customers will notice.
Like traditional advertising though, promoting online also has its fair share of complexities. If you don’t strategize, you won’t really find it beneficial.
Strategies for a Successful Product Launch
Planning a product launch doesn’t just cover what will happen on the big day. It also involves deciding what you’re going to do before and after it.
The first task is mulling over the branding of your product. Think of it as answering this question: What kind of impression do you want to make?
Secondly, you have to know your competition. Go over their sites and see their products yourself. You have to be mindful of their design and marketing. You don’t want to end up looking like you copied them, do you?
Based on these things, you’re supposed to design a logo, shape a tone of voice, and hire brand ambassadors. You should also incorporate such to your internet marketing for product launch.
The next step is to plan how you’ll generate interest for your launch. You need to make teasers for it. If you’re going to offer it locally, a combination of traditional and online ads is recommended. On the other hand, if you want to reach out to customers outside your city, focusing on internet marketing will be better.
The question now is what kind of internet marketing strategies you should apply. There are plenty of them, but for a product launch, below are the recommended ones. They are also applicable for company launches.
Setting up a Website
Having your own website is deemed to make you more reliable as a seller. However, this requires having your own domain name. Your product or company name should be the same as the domain name.
Some platforms allow you to build a site for free, but you know there’s always a catch: You can’t fully customize your domain name.
Aside from choosing a domain name, you have to pick a website builder as well. The most popular options are WordPress, Wix, Shopify, Weebly, BigCommerce and BoldGrid. Website builders of HostGator and GoDaddy are also worth considering.
Afterwards, you have to design it in such a way that follow the sales funnel format. This means you need to enhance awareness and interest of your product by having features that show its value. These features could be blog articles and a page that narrates the history behind your product.
The next is to make hype about it. You create description for it. You list down the benefits of using it. If you have promos like freebies and discounts, you might want to add these as well.
The last is to encourage your site visitor to perform an action. Asking to place an order is a common call to action. Other examples include encouraging prospects to call for a quote and sign up for newsletters,
Writing Blog Articles
A blog article is an opportunity to further expound the benefit of your product. It allows you to appear more conversational as well. You can do this by choosing a less formal approach when writing. You can also open a comment section and encourage visitors to drop comments.
It’s not enough to have one blog article. You should prepare at least 20 of them. When you write them, make sure one blog article has a link to another. You should also make them scannable.
Applying Search Engine Optimization
With many websites being made in a day, it’s hard to reach your target customers. It gets even harder when you haven’t optimized your website for search engines. Using the right keywords is a big part of SEO. These keywords should be found on your blog titles, articles, and product description.
Writing Press Releases
Having media relations is vital because journalists can publish articles that will lead to your website. They can also provide an overview of your product. Bloggers, columnists and photographers can also form part of your media connections.
However, your product won’t get featured in news sites and blogs for no reason. You have to write a press release or a media release. If you don’t many connections yet, the tone and format of your press release should remain formal. This means it should have a headline, dateline, introduction, body, boilerplate, close and media contact information.
Creating a Social Media Page
Facebook, Twitter and Instagram provide you additional platforms to reach out and engage with more prospects. You can opt to have a page in one or all of them. As much as possible, the names and URLs of your pages should contain the name of your product or company.
Handling a site and a set of social media pages is bound to be tiring. For your social media marketing, it’s okay if your posts are similar across all your pages. You should also include a link to your site in your page’s Bio.
Sponsored posts are worth considering as well. These ads increase your reach. They also ensure your posts won’t get lost in the users’ feeds.
If you intend to try paying for a sponsored post, Facebook is still the best platform for you. Aside from such feature, you’re also allowed to add a call-to-action statement on your page’s tabs. That statement operates as a button. Your page visitors just have to click it to send you a message, sign up or visit your website.
Advertising on Google
Search engine marketing used to have a bad rep. Many complaints came from those who couldn’t land on the first page of search engine results. Some users also got annoyed when the ads weren’t related to the ones they’re looking for.
Over time, the view on search engine marketing, particularly on Google, changed. Google owed this to the series of changes it implemented for its advertising options. Aside from search engine results, Google can also help you place ads in other blogs or websites. These blogs and websites are enrolled in the Google AdSense program.
Google ads are among the most effective internet marketing strategies for product launch. However, these tend to be one of the most expensive as well. When you put an ad on search engine results page, you have to bid for a set of keywords. These keywords should include the kind of product you’re selling.
Planning Email Automation
Email marketing is a less known online marketing strategy. This doesn’t mean that its not that effective.
Some people are still more attentive to their emails than the posts in their social media pages. Sending, reading and replying to every prospect’s email can be time-consuming though. To save time, you have to implement automation.
When you do email automation, you should learn what your prospects may ask you. You can then enumerate the answers in the email’s body. You should also find out what they might think about next. List down the answer on the auto-generated email.
It’s possible to do all of the above strategies on your own. However, it will you a lot of time of studying and trying them out. You’ll end up hiring internet marketing services. Don’t feel bad if you do because even established companies take advantage of those. The strategies are different though.
Strategies for an Existing Company
An existing company has two priorities: retain customers and increase leads. Unless there are complaints about their customer service, there’s no need to modify it. As for leads, the advertising manager should know how to steer traffic towards the site.
For the said task, you have to find out first if your site still ranks well in results pages. If it no longer does, you have to do an SEO audit.
Conducting an SEO Audit
An SEO audit involves going over your site’s content and finding out the flaws in it. For manual audits, the first step is usually checking the information about your company. Your contact information, business locations, business days, and date of creation are just some of the information your site should contain. All of them can be included in the About Company page.
The second task you have to do is do a keyword research. You can take advantage of free and paid services for this job. Unlike keyword research for your blog articles, this won’t involve the long-tail keywords that leads or prospects may enter. Instead, it will just focus on your main keywords which are usually comprised of two to three words.
The results of a keyword research include the keyword density, number of clicks, and cost per click among others. It will also share the traffic share of your site along with your competition.
Once the keyword research is done, the next step is do a citation audit. This won’t be necessary if you only sell a product online. But for those who have a physical store, this step is required.
Citations are an important part of local SEO. These involve checking for possible inconsistencies with your business address and the one posted in your site and social media pages. It also covers researching for multiple pages of your company in various websites.
Not providing your address is another possible problem. Citation audit also goes after spelling errors. Correcting these simple mistakes can eliminate confusion among your prospects.
The next steps are doing a Google search and domain research. You’re supposed to see what appears on the search engine when people search for product like yours. You should also learn about what people see when they specifically search for your site.
Domain research includes finding out if there are other websites that copy you. This also covers providing information about your domain registration.
The succeeding tasks involve checking off-page and on-page SEO. Backlinks form a big role in off-page SEO. Checking backlinks is one of the most taxing tasks here, especially if your site ends up with thousands of such links.
Bad backlinks can happen when you hire a group of spammers to post links to your site in numerous platforms. Your website may not be showing up in Google results because of this problem.
The possible spamming in your own site pages is a concern under on-page SEO. The said task also involves going over the issues in your URLs, meta tags, headings, and media optimization.
Your site may get penalized for the problems in your off-page and on-page SEO. The next task in SEO audit is to know these penalties and implement changes to have those overturned.
The last step is auditing the framework of the site. This involves checking if the plug-ins are working. This covers the customizations as well.
Creating a Landing Page
As an established company, you have customers who want to order or talk to your customer service representative. You’re expected to cater to leads and prospects as well.
Thus, you should craft a page for every kind of service you expect leads, prospects and customers might need in your site. You should create those pages in a way that introduces the service, hypes about the product and encourages the visitor to buy.
Advertising on Google
The knowledge box is one of the notable innovations in Google advertising. It allows you and your ardent customers to put information about your site in a simplified form. The said box shows when someone search for your site. It contains basic information about your company along with customer reviews.
Providing Email Subscription
Some prospects just don’t have the time to check your site on a daily basis. If you don’t want them to miss out on announcements and promos, you may offer email subscription. This way, you can send out newsletters at least once a month to give them updates.
There are numerous kinds of Internet marketing strategies. More often than not, one strategy won’t be effective in the long run. Building traffic is a huge factor that will make your online venture successful. The best way to sustain and increase traffic is creating various sources for it.