You will probably use more than one tactic in your service or product marketing plan. Here are some methods that have been used to promote a new product while increasing brand awareness:
1. Email or text campaigns
Text and email marketing campaigns can be used to reach an existing client base that you already have the data for and are legally permitted to use. Email and SMS marketing campaigns are highly customizable and easy to manage. You can include personal information, such as a person’s first name, and you can control who sees it and when.
Email lists and SMS campaigns can be easily set up, and are affordable. To launch email campaigns, you can use tools such as Campaign monitor or mailchimp. These tools allow you to create subscriber list with email and name details. Campaign Monitor has an text function.
Follow these tips to create effective SMS and email campaigns:
- For emails, include a mixture of text and images. Also, add white space to create visual balance.
- To avoid confusion and spam folders, clearly state your company.
- Keep your copy brief and focused on the highlights of your product.
- Add a CTA with a link that allows users to get more information or preorder the product or service.
- Don’t spam customers with excessive emails or texts. They may unsubscribe.
2. Social media marketing
Social Media Marketing can be a great way to promote new products and services. It allows you to reach out to existing customers as well as potential new ones. The potential for social media marketing is huge: 90% people in the United States are on social media and 80% of them use social media when making purchasing decisions.
Social media offers other benefits than just reaching a wider audience. These include different platforms and marketing techniques. This guide covers the basics of social media advertising.
You can simplify your social media campaigns with a variety of tools. You can plan and implement posts — you can even schedule to be posted across all your accounts automatically. Follow these tips when using social media to market a product or service:
- Are you targeting baby boomers or older generations? Facebook or LinkedIn are good options. Targeting Gen Zers? Take a look at Instagram or TikTok.
- Choose the right format for your ad. For instance, a video tutorial that highlights key features of a product might be just what you need.
- You can target your ads according to demographics such as age and gender on most social media platforms. Zoom in on your ideal customer.
3. Influencer marketing
Influencer marketing is a subset of social media marketing. It involves collaborating with influencers with an impactful or significant social media following to promote your new product or service.
When it comes to influencer marketing, pick your platform and partner with your target market in mind. For example, if your product is for retirees, teaming up with a 15-year-old YouTuber probably won’t get you far.
Here are some other hacks for making influencer marketing work for your product or service launch:
- Ask for stats. Determine what engagement an influencer gets, such as likes and comments. Followers alone don’t mean engagement.
- Explore their feed. Check out the content they produce. Are their values in line with your brand’s? Do they promote products or services like yours?
- Figure out the creative. How much input do you want on the creative aspect? Some influencers create their own content, while others work with brands to make content.
- Provide guidance. Make sure your influencer knows what to promote about your product or service. Ideally, they’ll flag your USP. Bullet points can help.
4. Offer a limited-time promotion or deal
Many ways exist to implement limited-time offers or promotions. Sending exclusive coupons or offers to your existing email subscribers is one way. You can also create ads on social media that promote a limited time offer.
Limited-time offers are great for promoting products or services, regardless of their format. They create an urgency that can lead to immediate sales.
Cart abandonment is reduced when a customer adds an item to their shopping cart, but does not complete the purchase.
How to promote your product or service with limited-time deals:
- Choose a suitable offer. Limited-time offers can include a dollar discount or a percentage, free shipping within a timeframe, or free gifts with purchases.
- Be clear about the terms. If there is confusion, you risk angering customers. If they are expecting a gift and don’t receive it. Clarify the offer, including what it is, how long it will last, and what conditions you are offering.
- Add an countdown. Remember that sense of urgency? Add a countdown to your promotion.
- Increase FOMO. By highlighting products that are limited in availability, you can also heighten the fear of missing-out (FOMO).
5. Develop a loyalty program
Repeat sales are possible when loyal customers return to your brand. Loyalty programmes encourage customers to stay with your brand and in some cases buy more. A loyalty program could be something like “Buy two and get the third free.”
Refer-a friend programs are another type of loyalty program. You’re not just keeping an existing customer, but also gaining new ones through referrals.
Promoting loyalty programs can be done through a variety of media, including social media and emails. They can be targeted, repetitive and encourage repeat purchases.
Here are some tips on how to create a successful loyalty program:
- Select a loyalty program that is right for your brand. A tiered loyalty program, for example, offers new benefits to customers based on their spending.
- Define your program’s goals. If you’re promoting something, then you want to encourage people to purchase it. You may also want people to tell their friends about the program.
- Customize your program. Take into account your customers’ behavior and customize your loyalty program. If your customers buy your products every three months, you can encourage them to make more frequent purchases.
To read part 2, click here