You've just finished developing an exciting new product and you're ready to get it out into the world. But a successful launch takes more than just slapping a "Buy Now" button on your website. You need a strategic plan to generate buzz, drive traffic, convert browsers into buyers, and sustain momentum after launch day.
In this post, we'll walk through proven techniques to optimize your product launch funnel - from driving early hype all the way to spurring viral social sharing that keeps sales climbing. Take a look at these tips to make your next product launch a viral hit.
Seed Hype Early With a Waitlist
Don't wait until launch day to start building excitement. Use a waitlist to collect emails and get people curious about your upcoming product release weeks or months in advance. Services like Mailchimp make it easy to create opt-in forms where interested visitors can sign up to receive updates and be notified at launch.
Consider teasing intriguing details about the product as you build your waitlist. Give just enough info to pique interest without giving everything away. For example, an electronics company could say something like "Sign up to be the first to try our new wearable tech that will revolutionize your workouts." The goal is to generate intrigue and FOMO (fear of missing out).
Once you launch, notify your waitlist subscribers first before making a public announcement. They'll feel special getting early access, plus you can count on conversions from these already warm leads. We've seen 3-4X higher conversion rates from waitlist sign-ups compared to cold traffic.
Seed Exclusivity With a Closed Beta Test
Another way to create exclusivity and buzz pre-launch is to conduct a closed beta test. Identify a small group of ideal potential customers and give them exclusive early access to trial your product. In exchange, you get valuable feedback to refine your product before going to market.
When selecting beta testers, look for engaged users who are likely to provide thoughtful critiques. For a consumer product, that could mean tapping your most loyal existing customers. For a B2B product, consider friendly customers or industry influencers.
Make beta testers feel special by treating them like VIPs with perks like one-on-one demos, discounts, or sneak peeks at future roadmap plans. People love insider access. Reward your testers for their time and encourage them to share their experiences on social media or as testimonials you can leverage later.
Strategically Leak Details to Build Anticipation
In the weeks leading up to launch, continue enticing people by strategically leaking more details about your product. Share teasers on social media, post info on your website for visitors who join your list, or even leak rumors through backchannels like Reddit or relevant forums.
Get creative with this. For example, an app startup could "accidentally" show a screenshot with a preview of the clean UI design. Or a clothing brand could have influencers post "spy shots" of themselves wearing unreleased designs.
The goal here is to keep momentum building and spread intrigue. Think about what juice bits of info, features, or visuals would get fans even more excited for the full reveal.
Make a Splash With a Launch Day Blitz
When launch day finally arrives, unleash the full court press. Have a coordinated PR blitz across media outlets, social media takeovers showcasing your product in action, influencer promotions, and flashy ads. You want maximum exposure and visibility on launch day.
One effective tactic is to line up lots of media coverage like new product announcements and reviews to hit at once. Outreach to relevant websites, magazines, YouTube channels, and social influencers in your industry to see if they'll help promote your launch. Make sure they experience your product firsthand with a demo.
Also create FOMO and urgency with time-limited discounts or special launch day-only bonuses for early buyers. You could offer a 25% off coupon for the first 100 orders or a free gift with purchases made within 24 hours. Sweeten the deal for customers to convert during the exciting launch window.
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Optimize Your Site for High Traffic and Conversions
Your website needs to be primed to handle a potential influx of traffic and sales during launch. Here are some quick tips:
Stress test your site ahead of time and ramp up server capacity if needed. Nothing kills buzz like a site crash.
Simplify your site navigation and make the purchase path obvious. Remove unnecessary steps.
Make sure pages load quickly. Optimize images and files sizes.
Display trust signals like security badges, customer testimonials, and your returns policy.
Use scarcity and social proof tactics like showing "Only 5 left!" or "Mary in Chicago just bought this."
Show inventory levels if stock is limited. FOMO is powerful.
Have your site finely tuned to convert that launch day traffic into sales. Every hurdle you remove means more people will complete checkout.
Incentivize Referrals and Social Sharing
Capitalize on the initial launch buzz by prompting happy customers to share your product with friends. Word-of-mouth referrals are invaluable for driving ongoing awareness and sales.
Make it easy for customers to refer your product on social media or via email/text with handy links after purchase. Consider offering the customer and their friend a discount code or other reward for successful referrals.
Also think about creative ways to incorporate sharing into the product experience. For example, if you created a fun new photo app, have users easily share their stylized pics directly to Instagram.
Leveraging social networks for viral spread is hugely powerful. Even a small base of loyal brand advocates can get the word out far and wide.
Remarket to Customers to Keep Momentum
Don't let the launch hype completely fizzle once the initial rush is over. With remarketing, you can keep your product top of mind and nudge customers to purchase again.
Remarket across channels like email, social media ads, and web banners. Identify behaviors that indicate interest - like if someone added your product to their cart but didn't complete checkout. Then target promos to win them back.
Send follow up emails to recent purchasers with tips on getting the most value from your product. Or spotlight complementary products from your brand they may like. The key is continuing the conversation.
A launch shouldn't be a one-and-done flash in the pan. Done right, you can sustain buzz and repeat sales for the long-haul.
Review Your Results and Optimize
After the craziness of your launch dies down, carve out time to review the results and see what worked well. Analyze metrics like waitlist conversion rate, sales figures, social media engagement, and referral activity.
Then identify areas to tweak and optimize for future launches. Maybe your waitlist signup form could be simplified. Perhaps more influencer partnerships are needed to expand reach. Use learnings to continually refine your playbook.
Launching a new product is an exciting rollercoaster ride. You never quite know exactly how customers will respond. But putting in the work on your pre-launch hype strategy, launch day retail, website optimization, and post-launch followup will give you the best shot at propelling your product to viral success. Buckle up and get ready for the ride!
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