4 Tips for a Successful Product Launch

So, you’ve got an awesome product – now what?

Build A (Custom) Audience (Analytically)

Before you can even think about getting your product in the hands of your customers, you have to reach them and get their attention. To do that, you need to figure out how you’re going to begin the conversation.

The first step in doing this is identifying the channels that your ideal customers are tuning into. Leveraging user data will help identify where your users are, but that’s just the beginning. Think about your product – what problems does it solve? Think about your users – are they looking for solutions on social media? Or would search be better? Analyze each channel with your product and customers in mind. Pulling everything apart will enable you to pull out themes, correlations and even potential problems and will help map out your audience-building strategy.

Integrate your efforts across channels; leverage the power of each to enable the other. Every platform has its own benefits and its own unique abilities to execute certain functions, but you will kill your messaging campaigns with siloed platform efforts. Never leave users without an option to do something else and interact further with your brand – empower users by giving options and clean paths to your other channels.

Pairing user data with thoughtful analysis will ensure that you’re making decisions that are backed by numbers and methodology – the kinds of decisions that lead to results.

Tell Your (Unique) Story (Adaptively)

You’re close. You have a great product, a well-constructed strategy and a targeted audience – now it’s on you to tell your story. You created your product for a reason; that motive most likely has many facets – break them down in a methodical way for customers. Telling a great story begins with helping consumers solve a problem they are faced with, explicitly or implicitly. Walk them through what you are offering them – get creative.  Even if your product isn’t a new concept, show it to them in a way they have never seen before. Fear of missing out (FOMO) is one of the most powerful motivators in decision-making; utilize it. The best way to create FOMO is by presenting actual facts or telling a unique story. Some of the world’s worst marketing has attempted to create this draw, but has based it around shoddy facts (example: the “Best Ever!” approach) and uncreative/not unique messaging. You have created a unique product; don’t talk about it like someone else does.

Implement your story strategically into your messaging channels and tailor it for your different customers. Adaptation is the name of the game within an integrated, multi-channel approach, but that doesn’t mean multiple stories. Pretend your product is a person, and the promotion channels are different social scenarios – a well-liked and effective person remains consistent when adapting to each unique scenario. Same goes for your product – create a powerful story, then tailor it and weave it into each channel.

Test (Seriously)

The pressure to get products out the door is enormous, but there is nothing worse than shipping a buggy or faulty first batch. Users’ expectations are high, especially in the tech world. Diversify testing efforts – utilize your in-house team to torture-test your product and get a range of subjects to use your product in their daily lives. So often, product teams, even with an extended testing period, miss the mark because they didn’t get their products into the hands of a diverse user base to test.

Ask your test group to use the product as they would in daily life, making note of their critiques right when they come to mind. Utilize feedback and process it with your entire project team. Every potential product objection, critique and pain point should be captured, discussed and analyzed. The testing period can make or break your product’s success. Don’t shy away from test data – dig in and refine your product to make it even better. Soon enough, those “testers” will be paying customers that define your product’s future.

Listen To Your Customers (Sometimes)

Post-launch can be an undefined time. Project teams can feel as though they have pushed the ship into the sea and are anxiously watching as it moves towards the wake. Remind your team that this voyage has just begun and the real work is ahead. Customer feedback is the pulse of a product’s livelihood and potential. Address initial feedback carefully – you will be expected to make updates initially, but make sure that these updates don’t become extremely frequent and unsubstantial. This will turn your goal of pleasing customers into pestering them with small value ads. Weigh your options and timelines to create high value, thoughtful updates while still being attentive to your customers’ needs.

Listening to customer feedback is a learned skill. Take every bit of feedback and weigh it against your strategy and timeline. Customer satisfaction is incredibly important, but scaling your efforts is about balancing innovation and strategy, which can mean delayed gratification for you and consumers.

Interested in learning more? Have a product of your own that you’re looking to develop a launch plan for? Let us know!

Updated: Apr 13, 2022