Creating and launching a new business offering such as a service or product takes a lot of time and effort, which doesn’t end once it is up and running and on the market, with elements such as launching and promoting making up a large portion of the advertising process. It doesn’t matter if you have the best service or product on the market, if you fail to promote it effectively, it’s highly likely that you will miss out on prime opportunities or even risk facing financial losses down the line. Most companies are launching their new services and products because of the coronavirus pandemic which has confined most consumers to their households and therefore online e-commerce activity has surged. So, to help you avoid losing opportunities to promote your new services and products Ben Givon has effective methods to create effective marketing campaigns, especially during the Covid-19 pandemic.
This post will cover some simple yet effective steps to advertise a new service or product. They are as follows:
- Exclusive sneak-peaks
- Initial offers
- Google My Business ads
- Contests and giveaways
- Email marketing campaigns
- Relevant and engaging blog articles
- Host events, both virtual and face to face
- Keep updating and offer upgrades
- Reviews from existing clients
- Social media marketing
- Promotions and ads on Facebook
So, without further or do, let’s dive straight in.
The most effective methods to help promote a brand-new service or product
The process of promoting a brand-new service or product for your company can be daunting, overwhelming, and incredibly challenging with a vast variety of options. It can be tricky when trying to pinpoint where and when to begin and what promotion strategies and techniques will lead to the best outcomes. The bottom line is that there are tons of cost-effective and cheap methods to promote your brand, and what works could depend on your sector, niche, products, services, target audience, and demographic. Try and test these following strategies by Ben Givon to find out which ones work best for your brand.
Offer existing and loyal clients exclusive sneak-peaks and previews
Your existing and loyal clients play a crucial role in product or service promotion as they are the ones most likely to purchase your product or subscribe to your service, and moreover are most likely to advertise it on their social media networks. An exclusive sneak-peak into the ins and outs of your new product or service can be something like an in-person or virtual event: a virtual tour, preview, or tutorial. Alternatively, it could also be an exclusive invitation to try the new product or service prototype and provide key feedback and reviews. These exclusive previews and prototype trials to existing and loyal clients highlight how much you appreciate them and also helps to maintain a strong business-to-customer relationship.
Offer unique, one-off offers
As opposed to just releasing news of your new service or product, you could offer it as part of a unique introductory special deal. This offering can be presented in the following ways:
- Special discounts
- Complimentary voucher or coupon upon purchase or subscription
- Buy one get one half price offers
- Extra loyalty points if you have a loyalty program in place
- Complimentary gifts for all referrals
Regardless of the promotion that you choose to offer, it is important that you make it clear to your target audience that these offers are only temporary. Consumers who are restricted in terms of purchasing power either by inventory or a deadline will experience a higher level of urgency to purchase your new product or service to avoid missing out on a deal.
Leverage Google My Business
There are multiple ways of promoting a new service or product using your profile on Google Business, given that you have a Google My Business account. The first one is through Google My Business posts.
How to go about promoting your new product or service through Google My Business posts:
Go to your Google My Business dashboard, click on the Posts tab, and from there you can set up an offer, What’s new post, or Events.
In the event that you are just unveiling a brand-new product or service you might decide to pick the What’s new post. Bear in mind that posts via Google My Business expire after one week, which means that you will have to post it again after it expires. Alternatively, if you are launching an exclusive introductory offer, the offer post would be most appropriate, as it allows you to set a timeframe. Whatever type of post you choose make sure that you add a high-quality image and an engaging call to action.
Furthermore, you could also promote your product or service by uploading images of it to the Google My Business Profile by using the Photos tab located on the dashboard, as well as including it as a new product/service on the Services/Products tab.
Where suitable you could also upload some frequently asked questions on the new service or product in the questions and answers area of the Google My Business account.
To maximize the returns of this promotion strategy you should firstly use all sections of the Google listing such as posts, images, products and services, and the Q&A. Secondly, you should ensure that your Google listing is optimized to broaden your customer reach. Finally, always use the image sizes that Google specifies.
Launch a social media contest and giveaway
Contests and giveaways on social media networks are a simple and effective way of reaching your target audience and potential consumers while also boosting your brand awareness, Facebook contests and giveaways gather roughly 34 percent new clients per campaign, which is an effective way to workaround the network’s low organic traffic reach.
The winner of the contest or giveaway should be given privileged and exclusive access to the new business offering.
Make sure that you publish the content via all of your marketing channels, as opposed to just the channel that you are hosting the main campaign on. This includes all social media profiles, your business site, email campaigns, and paid ads.
As well as creating more brand awareness and buyers for your new product or service, the heightened engagement with your social media profile could funnel more traffic towards your business website, expose your brand to your target audience and launch a fun and exciting ways of connecting with them.
Make use of email marketing campaigns to spread the news
According to recent research ‘82% of consumers open emails from companies and 64% of decision-makers read their email via mobile devices.’
Email marketing campaigns are an effective medium for reaching your target audience and letting them know about your new business offering. Also, it is a perfect incentive to obtain subscriber signups and quality leads.
You could set up an email campaign designed specifically for this new product or service, possibly a cluster of emails leading up to the launch date. Alternatively, you could reveal it as the main focus of your email newsletter. This email could go to your target audience or a customer-exclusive offer.
Here are a few guidelines for email marketing:
- Try to highlight the benefit value of the new offering as opposed to its features.
- Make the offer clear in the subject line of the email.
- Make use of preheader text to boost open rates.