Launching a new product—even a well-researched B2B product—has grown more complex in large part because the responsibilities attributed public relations have evolved and technology has advanced. (We could start almost every post with that last part.) Gone are the days when a well-written news release, one article in a trade publication and few social posts did the deal. With PR incorporating elements such as podcasting, community platforms and influencer marketing, it can be a different path to launch.
In keeping with the launch theme, let’s channel NASA and provide some words for you about a quick, but thought-out launch of your new product. (Fun fact: “Some words” is code for instructions or guidance from ground control provided to astronauts before, during and after launch, as in “We have some words for you about the keyhole.”)
Before we get to the four support strategies, let’s review what never changes with a new product launch that’s a strategy worth distinguishing: planning.
Yes, you have to have product to sell, and logistics determined to distribute it, but what about your communications plan? Messaging must be planned as meticulously as any other detail to avoid scrambling as you go. Messaging must have a purpose, goal and objectives. You probably already have those in place for the product launch, but communications should have its own. (If you’re not sure how to create those in a way that connects to your business plan, contact us. We can help.) Individual communications, depending on the size of your company and its stakeholders, varies, but here are the elements you need at the ready:
- Seeing is believing, so consider having a professional video of your product, particularly your product in use, for you to distribute in its entirety to media outlets or in short clips on social platforms, including YouTube. Even if you have a restricted launch budget, put some professionalism behind this effort. Some products lend themselves to a gritty, hand-held phone video vibe, but most need the visual eye of a professional to bring them to life. You won’t get a second chance at this, so do your best.
- If you don’t have an on-team SEO expert to guide you with keywords, do your research to choose the strongest and most relevant three-to-five keywords you will employ and (possibly) dominate. Selecting keywords may seem daunting, but it can be (almost) fun and when you get the keywords right, the results are worth it. HubSpot has a good beginner’s guide you can access here.
- Most B2B businesses use beta testers or customers to use their products in the early development stages prior to launch. Use these people. In addition to considering their feedback and advice on your product or its use, compile what betas say that’s positive and worthy of inclusion into early word of mouth about your product. Platforms and distribution tactics vary over time, but testimonials continue to work on many levels to gather attention. (Always get your beta testers’ permission to use their comments.) Advice from Forbes on building talk about a product before launching it.
- Have your company or business backgrounder ready and we mean out-the-door prepared. You may have already compiled your mission/vision statements and your ever-relevant “About Us,” but bloggers and journalists (still!) trust the accuracy of a company backgrounder, if it’s not filled it with gobbledygook from your industry and throw-away terms that inflate you and your company, but say nothing about your product. (Note: Rarely, like almost never, is a new product revolutionary. And only so many companies are cutting-edge or industry leaders.) Keep your business backgrounder content to just the facts, arranged in order of importance. Include a quote from your president, CEO or person in charge of the launch, but don’t let them use meaningless words. Their quote should add information, not “excitement.”
- Before the launch, if your product is (almost) ready for distribution, create branded hashtags. Consider your keywords here, as they can’t conflict with your hashtags. Plan your social media calendar in content and cadence to stairstep up to launch. Start a blog (it could even be about the launch planning) or podcast, post pre-launch messaging on LinkedIn or Meta, gather your influencers, if you have or want them, and streamline the collective focus. None of this is haphazard.
Here are the other four strategies to consider when you introduce your B2B product to the world.
Offer Incentives
Just getting the word out about your new B2B product or service isn’t enough. Back it up by offering freebies and host a social media contest that goes beyond that by giving rewards for sharing your product on social media, tagging their friends, hash-tagging your brand, and referring visitors to your site.
Offer Early Adopters Freemium
As you are growing your brand, reward a limited number of early supporters with a lifetime deal, or “freemium” to motivate early adopters and help you quickly raise capital that is essential for fast growth. It spurs the type of consumer who fears “missing out”, and can result in a flood of new sign-ups and possibly much word-of-mouth advertising. Our caveat here is to avoid sales or success projections based only on early adopters. Yes, brisk sales of a new product often come from early adopters, but remember they are committed to being early adopters—it’s how they define themselves.
They may not reflect how your product will flow into the marketplace. As a subset of your customer base, they’re attuned to your appeal because they want to be an early adopter. But early adopter results can skew projections, Kyle Brost, CEO of Spark Policy Institute & Choice Strategy Group, said in a 2022 Forbes interview, emphasizing that forming projections solely on early adopters is inherently imperfect, “as the timeline for attracting customers toward the top of the adoption curve can take increasing amounts of time and resources. Establish stability, then scale.” For an academic look at the innovator-to-laggard scale, see this theory unfold in information from the University of Oklahoma.
Create Customer Experiences They’ll Talk About
Associate your brand with something distinctive within your industry. Give customers a story they can share and you have instant word-of-mouth – exactly what your product launch needs. People love to talk about themselves and their experiences on social, so embrace that and make it work for you. Remember that it takes nanoseconds for a bad experience to blow up on social, but it only takes seconds for a positive experience to go viral as well.
For example, according to Doubletree Hotels, after making a practice of giving out a free cookie to guests upon check-in, within 60 days 34% had shared their experience. To keep up their momentum, they now offer the recipe so that guests can make them at home now. Make sure you give your new customers a personal story to share.
Team Up with a Social Influencer
Yes, we covered this in the communication plan, but it’s worth its own highlighted spot in the strategies. Who better – and more effective – to recommend your product or service than someone who has the ear of your target audience daily? Offering free products to review, or sponsoring a social media channel is a great way to reach a lot of people quickly. Don’t try to team up with someone just because they have a lot of followers, though. It is crucial to find an influencer who carries clout in your niche and whose followers will be interested in your product.
When planning a product launch, it’s important to have a well-thought-out communications plan. Messaging should be meticulously planned with a purpose, goal, and objectives. Additionally, having a professional video showcasing your product, selecting strong keywords for SEO, leveraging beta testers’ feedback and testimonials, and preparing a company backgrounder are essential elements to consider.
To create a professional video for your product, you should consider hiring a professional videographer or a production company. They can capture your product in use and ensure high-quality visuals. Even with a restricted budget, it’s worth investing in professionalism for your video as it can significantly impact the perception of your product.
If you don’t have an on-team SEO expert, you can do your own research to choose strong and relevant keywords. Start by identifying keywords that are commonly searched for in your industry. Tools like HubSpot’s beginner’s guide can provide valuable guidance in selecting keywords that align with your product and target audience.
Testimonials from beta testers or early customers can be valuable in generating positive word of mouth about your product. Compile the positive feedback and advice from these individuals and use them strategically in your pre-launch messaging. Testimonials continue to be effective in capturing attention and building credibility for your product.
A company backgrounder should provide accurate information about your company, emphasizing its relevant facts and order of importance. Avoid using industry jargon or throw-away terms that don’t convey meaningful information about your product. Including a quote from your president, CEO, or the person in charge of the launch can add credibility, but make sure the quote adds value and avoids empty excitement.
Simply getting the word out about your product isn’t enough. By offering incentives such as freebies and hosting a social media contest, you can motivate people to share your product on social platforms, tag their friends, use your brand’s hashtags, and refer visitors to your site. Incentives provide an extra push for generating buzz and expanding the reach of your product launch.
“Freemium” refers to offering a limited number of early supporters a lifetime deal or free access to your product. By providing this exclusive benefit to early adopters, you can create a sense of urgency and tap into the fear of missing out. This can result in a wave of new sign-ups and potentially generate word-of-mouth advertising. However, it’s important to note that projections based solely on early adopters may not accurately reflect the overall market response, so stability and scaling should be prioritized.”Freemium” refers to offering a limited number of early supporters a lifetime deal or free access to your product. By providing this exclusive benefit to early adopters, you can create a sense of urgency and tap into the fear of missing out. This can result in a wave of new sign-ups and potentially generate word-of-mouth advertising. However, it’s important to note that projections based solely on early adopters may not accurately reflect the overall market response, so stability and scaling should be prioritized.
