You have a brand new product that you’re sure will be a hit. That’s great news! But how to market your new product?
If you assume that you can sit back and watch the buzz about your new offering spread like wildfire, you’re sorely mistaken.
Your new product may be a big deal to you. However, it doesn’t carry the same weight for everybody else–particularly if you don’t already have a solid customer base that’s eagerly following your business’ every move.
With that in mind, it takes some clever product development and product marketing in order to have a successful product launch and get your innovative offering into the hands of eager consumers.
So, what do you need to know in order to pull off this new product introduction? Here are the details on how to promote a product–and get people to care about it.
Introducing a new product or service to the market is an exciting yet challenging process. With so much competition and noise, it can be difficult to get your offering noticed and gain traction with your target audience. However with the right marketing strategies and tactics you can create buzz, drive awareness, and ultimately boost sales.
In this comprehensive guide we’ll explore 15 of the most creative and results-driven techniques for marketing any type of product in 2023.
1. Offer Exclusive Previews
Give select customers early access to preview your new product, This builds anticipation and gets people excited to try it You can preview to
- Loyalty program members
- Existing customers
- Social media followers
- Industry influencers
- News/media contacts
Early previews make these audiences feel special and valued. Plus, they’ll help spread authentic word-of-mouth buzz if their experience is positive.
2. Run Introductory Offers
Special introductory promotions incentivize customers to take action. Consider deals like:
- Discounted pricing
- Free trials
- Product bundles
- Free shipping
- Bonuses like gift cards and extra warranty
The initial motivation of a deal can turn new customers into loyal brand advocates over time.
3. Leverage Google Business Profiles
Optimize your free Google Business Profile to promote new products directly in search results. Highlight your offerings in the products section, and run promotions through posts and offers.
This helps you reach nearby customers already searching for related products on Google.
4. Launch Contests and Giveaways
Contests, giveaways and sweepstakes create excitement. You can offer:
- Free products
- Discounts
- Access to exclusive events
- VIP experiences
Promote your contests on social media and your website. Useful tools like Gleam can help run campaigns and collect leads.
5. Send Product Announcement Emails
Email marketing is perfect for informing your audience about a new arrival. Send a dedicated product announcement email that covers:
- Product details/images
- Features and benefits
- Availability
- Reviews or testimonials
- Introductory pricing/offers
Send follow-up emails to keep it top of mind. Emails have high open and click-through rates for product launches.
6. Create Blog Content
Blogging is an intuitive but effective way to highlight new products. Write detailed product announcement and launch posts on your blog. Include:
- Origins of the product
- Features/specs/pricing details
- Visuals and videos
- Customer testimonials
- Orders/availability details
Optimize these pages and promote them across channels to drive traffic.
7. Host Live or Virtual Events
Host an event to generate buzz for the launch. Small or virtual gatherings work well:
- Live webinars/product demos
- Virtual summits with presentations
- In-person happy hours/parties
- Pop-up shops/experience centers
Events allow current and prospective customers to engage with the product in an interactive environment.
8. Spotlight Product Upgrades
Existing customers love hearing about upgrades to products they already use and enjoy. Develop product upgrade announcements that highlight:
- New features
- Enhanced benefits
- Add-ons or options
- Instructions for upgrading
- Incentives to upgrade
Reach out across email, social media, and your website.
9. Leverage Retargeting Ads
Use retargeting (aka remarketing) ads across channels like Facebook and Google to keep your new product top of mind. These target people who already visited your website with related ads as they browse elsewhere online. The repetition drives awareness and conversions.
10. Conduct Product Sampling
Let people try samples of the product to generate buzz and win over customers. Hand out samples:
- On the street/at local hubs
- At conferences/events
- Through partnerships/sponsorships
- By giving to influencers/media
This is especially effective for food products, cosmetics, equipment, and more.
11. Run Paid Social Media Ads
Sponsored social media ads allow you to get your new product in front of highly targeted audiences where they are already active online. Great platforms include:
- Facebook and Instagram
- YouTube
- TikTok
Aim for an impactful visuals, compelling copy, and a clear call-to-action. Geo, interest, and lookalike targeting helps hone in on potential buyers.
12. Build Strategic Partnerships
Partner with complementary brands to tap into their customers and expertise. Potential partnerships include:
- Co-marketing deals with related companies
- Cross-promotions with influencers/ambassadors
- Participating in local business alliances/groups
Partnerships extend your reach and add credibility.
13. Pitch to Media and Influencers
Earn press and social coverage by pitching your launch to media outlets, journalists, industry analysts, and influencers. Send:
- A personalized email pitch
- Free product samples
- Press releases
- Review requests
Positive unbiased coverage lends third-party credibility.
14. Optimize for Product Marketplaces
Feature new products prominently on online marketplaces and review sites customers rely on, like Amazon, Walmart, and industry-specific tools. Optimize listings for keywords and maximize appeal.
On review platforms, incentivize satisfied early customers to leave positive ratings and reviews. This peer validation boosts conversion.
15. Analyze and Refine Your Approach
Continuously analyze product launch performance across all marketing channels. Identify what content, positioning, and strategies are resonating best with your audience. Double down on what works and adjust what isn’t getting results.
Agile marketers optimize strategy in real-time to maximize success.
Distinct, creative marketing is indispensable for cutting through the noise and connecting a new product with its ideal audience. Combine various digital and real-world tactics for an omni-channel campaign that builds excitement and drives conversions.
Test alternative approaches, analyze performance, and refine over time. With an effective product launch strategy, your latest offering can capture customer attention and accelerate growth.
How to market a product
The first step in any successful marketing initiative is to understand exactly who you’re marketing to. Ask anybody—trying to sell bacon to vegetarians will never end well for you.
So, you need to dig in and identify your target market.
- Who is your ideal customer?
- What demographic information should you be aware of?
- What outlets do they use to get their information?
While understanding those nuts and bolts about your customer is important, you also need to dive a little deeper by answering this one key question: What problem does your product solve for them?
In order to be successful, your product has to have some demand–which also means that it needs to meet a need.
If you can’t think of a single pain point that your product addresses?
Well, that could be an indicator that you’re solving a problem that’s actually non-existent for your customers.
“Many organizations need to become better at asking the right questions so that they tackle the right problems,” explains Dwayne Spradlin in a post for Harvard Business Review. “Your products must truly solve your customer’s problems in compelling ways, and most product companies spend too little time immersing themselves in the customer’s reality,” said Spradlin (now CEO of Buzz Points) in an email.
One way that you can really gain the customer understanding that you need? Begin selling to them directly at first.
To learn how to bring a product to market, begin by selling directly to end-users, advises entrepreneur Tamara Monosoff in an article for Entrepreneur.
“This’ll give you confidence that there’s demand for your product and will also create referenceable customers that you can contact for product and packaging feedback before you hit the bigger leagues.”
By having those early conversations with your target market, you’ll not only have a better grasp on their goals and challenges but also have the opportunity to make any necessary tweaks–to your product, your pricing structure, or anything else–before you get too much further down the rabbit hole.
Know your product
You not only need to understand your audience, you also need to have an intimate understanding of your product.
This is especially when your product is in its early stages. You need to think of yourself as the all-knowing expert on your offering:
- What is it?
- How does it work?
- How much does it cost?
- What challenges does it address?
- How is it better than your competitors?
- What advantages does it offer to your consumers?
You’ll need to answer all of those questions (and then some!) in order to identify your product’s value proposition–which will be the common thread that weaves throughout all of your marketing materials and messaging.
While it’s undeniably important to understand the ins and outs of your product, you also need to ensure that you have an understanding of how it fits into the larger picture for your target market.
For example, which quick sales pitch do you find more effective?
Option A: This widget that we created uses state-of-the-art technology that we spent months refining.
Option B: This widget will help you better keep track of your customer contact information, empowering you to nurture those relationships, increase your sales, and improve your bottom line.
If you’re like most people, Option B resonated with you far more than Option A.
Why is that? Rather than getting so wrapped up in product features, it focused specifically on results. Ultimately, your customers don’t care about the behind-the-scenes stuff—they really only want to hear what’s in it for them.
The Best Marketing Strategy For A New Business Or Product
How do you get customers to buy your product?
Ensure there is market demand for your product, start with paid marketing, introduce organic marketing such as SEO and content marketing through blog posts, videos, social media, podcasts, or emails, and convert more of the traffic on your website. How do you attract customers to buy your product?
How do you market a product from scratch?
Some ways to market a product from scratch are to use paid marketing, then organic marketing once you have established a baseline of traffic, then focus on converting more of the traffic on your website into customers. How do you attract customers to buy your product? How do I market a product effectively? What are the 4 Ps of marketing?
How do you market a product?
Learning how to market a product to your target audience can make or break the success of any business. There are many ways to market a product online, from social media platforms and email lists to paid advertising campaigns. We’ll introduce you to several key product marketing methods and review the foundational concepts of product marketing 101.
How can product marketing help your business?
Improve brand recognition: Product marketing can also help to get your business’s name out there and boost brand recognition. Think of some effective marketing campaign ideas that can help you reach new audiences and expand your customer base, like with influencer or social media marketing.
