- by Rory Ramsden
The online world we live in is evolving faster and faster especially when it comes to buzz building in the lead up to your product launch.It’s all about focusing your
efforts on the social media platforms where your people hang out. One of these may well be Twitter. If so, you are dealing with a mobile crowd who tweet on the move so you’d do well to include a mobile element in your product launch marketing strategy.
Interacting with your prospects becomes friction free. They can reach you and just as importantly you can reach them wherever they are
A traditional online launch paid no attention to social media and made no effort to connect with prospects on the move but now, with the advent of tablet computers like the Ipad and the Kindle Fire, the whole scene is shifting away from static computer based marketing strategies. It’s going mobile
The success of a social media marketing campaign has little to do with how much money you have to spend and a lot to do with how well you have laser focused your marketing message on your core audience. If your message resonates and they identify with your launch story, they will Tweet it to their friends and a chain reaction may ensue.
It’s all about narrowing your niche and focusing on those people with whom your core myth will resonate the most
Knowing that, you have to make the most of every modality – video, audio and text – by leveraging the tools at your disposal. In this case, we’ll be talking Twitter, but it also works for Facebook, Youtube or Email Marketing.
So how can you use Twitter for a product launch?
Well, there are the obvious methods, such as using social connectivity buttons on your launch blog and video pages. Encouraging people to click these by incorporating a simple call to action close by makes it easy for visitors to Tweet your content. It’s so simple and yet some blogs have still not been integrated into the social world.
Forcing Your Hand
Another option is to create your own banner, with a built in link pointing to your launch page. Again, this works well because people can simply click and go…there’s no work involved.
But just creating the banner might not be enough. If you want to create a contest or track the amount of Re-Tweets you’re getting, you’ll need to create a hashtag or custom URL. That way, you can track each message that you create. This is an example of setting a control, so that you can not only track the results, but split-test what works best. If one hash tag isn’t working well, you can try another. If one of your URL’s isn’t seeing the amount of on-page action that you’d like, you can adjust your copy to fix it.
Real Time Tracking
Once you have your momentum building campaign in place, and you’ve set the parameters, you need to find a way to track the activity. This is where Twitter Search comes in quite handy but there are other third party clients like Tweet Deck or Seesmic to create custom searches.
Set up Google Alerts
The next step is to set up a Google Alert, using those same queries, so that you can catch any instances that Twitter Search might miss. This also allows you to capture the activity of sites like Topsy, which republish popular Tweets. Although Twitter Search will capture most of your action, Google Alerts will pick up the stragglers for you.
Real Time Display
Lastly, if you really want to take advantage of Twitter to capture the buzz and hype around your product launch, then it’s time to show the world what everyone is saying. You can do this easily by creating a custom search (they call them groups) in Tweetizen and then embedding the results on sales and contest pages.
This does a number of things for you:
- It provides social proof
- It creates scarcity, which is a great way to capture a buyer’s attention
- It creates a sense of belonging when people see their name in the results
If you implement these techniques in your product launch, you’ll have a set of controls that you can test and manipulate, which will help you know very quickly if your launch is going to be a hit. If you don’t see the activity you were hoping for, then you can either adjust your campaign or scrap it.
The great thing about strategies like this, is that you don’t need any cash to get started, yet you can compete with anyone on the Web.
– You may be wondering how much hiring a product launch manager will cost and the quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now