If you’re launching a new product or service and want to get the word out in the most effective way, social media is vitally important, but where do you start? What do you need to think about and take into consideration? Are there any social tools you don’t know about that could help?
With this in mind, below, we have outlined the top three things you need to think about before launching your latest offering on social media.
A common mistake we see is that businesses forget to be consistent with their branding online. Make sure your profile and cover photos are engaging, and in line with your brand colours and logo. In the same vein, consider the words and phrases you want to use.
We would advise developing a voice; your brand’s personality should be reflected in your social media posts. This can take some time, so start pushing content out ahead of your launch. If you already have fully fledged social channels, start discussing your new product before the official launch to create a buzz and refine your messaging.
To help develop your brand, consider your company culture, target audience and products, for example, it’s very unlikely a law firm would be colloquial online due to the seriousness of their profession.
Even on the smallest of budgets, it is essential you create some quote cards or small graphics to break up your content and capture attention.
However, before you unleash your inner Picasso, you need to consider what you want to achieve with your launch campaign. Do you simply want to raise awareness and ensure your audience understand the benefits of your new service, or do you want to drive traffic to the website and increase sales?
Next, it would be best to create a content strategy. Consider whether you want to mix your content together, so you have posts raising awareness going out the same time as ones that are increasing sales, or whether you have different phases for each type of content, or simply one phase. If you want to increase both sales and awareness, I always think it is better to mix your content so followers don’t think you are spamming them with sales news.
When you have finalised your strategy, create your graphics. Using your content, pick out your KPIs and key sales messaging and turn them into more interesting, digestible chunks of video or graphic content. Recently, Hubspot reported that four times as many consumers would prefer to watch a video about a product than to read about it, while Facebook users spend three times more time watching live videos than traditional videos. In addition, eye-tracking studies show internet readers pay close attention to information-carrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page.
Evidently, it would be a big mistake to leave out visual content for your launch.
The last, and most important point is the audience; understand who you are targeting and this should dictate which social channels you use, as well as which creative assets/words you utilise.
Think about following key people and influencers that would be interested in your service and tag them in your content - a perfect way to get a conversation going and engaging with users and thought leaders online.
Moreover, when building your audience consider the problems that your service/product looks to solve. Once you have a good idea what these are, you will have a clearer idea who is most likely to suffer from these problems and target these people accordingly.
Furthermore, it would also be worthwhile undertaking a competitor analysis. Understanding how your competitor interacts with their audience means you can ensure your product is presented as a better alternative. Think about:
• Market share and brand value of the competing products
• Pricing and benefits to the customers
• Positive and negative features of the competing products
• The target market for your product
Once you have thought about all of these factors, you can create your content, happy in the knowledge that you have done all the necessary research for your launch to be a success.