Lead generation strategies for newly launched products
What’s the most important part in introducing a new product? Is it the product itself? Does it have enough stock? How about an incredibly nifty and well-designed product page?
No. The most important thing when launching a new product is that you have a fully functional and well-thought-out lead generation strategy in place. You can have the best product in the world beautifully displayed on the best designed product page in the universe. However, if you don’t have a way to get people to the product, you just won’t be doing it as well as you would like.
People in the marketing business talk a lot about lead generation, and they should – but if you’re a small business owner just launching a new line or just getting into the field it can be difficult to understand what they are actually talking about. What is lead generation and what are the best lead generation strategies for newly launched products?
Lead generation is just that, lead generation. It gets consumers interested in your product or service and get them to make a purchase or inquiry. When a product is well established, lead generation establishes itself and is supported by reviews and recommendations from other customers. However, with a new product, thought and planning is required to ensure that the right people see your products at the right time.
Some of the most basic lead generation techniques are things that you have probably heard of but that you may not have realized are part of lead generation. For example, marketers talk a lot about SEO or search engine optimization, which improves your ranking on Google and thus attracts more customers to your website. Other techniques include the effective use of social media, blogging, and online marketing videos.
Create a compelling landing page
We may have made fun of the well-designed website earlier at everyone else’s expense – but a well-designed website is critical to lead generation, especially when launching a new product. The mistake many people make is focusing on aesthetics rather than function. While visual design is certainly important and will help establish your brand, you need to focus on designing a website that will smoothly guide your customers from information about the product to checkout. A poor user experience is a huge barrier to people who actually make a purchase or inquiry.
The best way to combat this is to create a compelling landing page, not a pretty one. Creating a landing page that people will click the next button and continue with this product is the best lead generation you will get. Fortunately, you don’t have to spend thousands of dollars on a professional designer – there are so many tools out there these days that you can happily use a landing page builder when building your website and not have to spend a lot of money.
Use your existing basis
Do you remember all the work you went into collecting a base of customer email addresses? And do you remember the weekly explosions of emails you send messages about the company to those who have signed up? Everything pays off here.
This is the perfect platform to bring your new product to market. This is a list of people who are already interested in you and what you have to offer – there is an almost infinitely more likely that they are actually looking at a new version of the product than they are with a brand new customer. While most of your energy should go into generating new leads and attracting new customers for your brand, you should use your existing loyal customers in generating leads for a newly launched product.
Show your research
Writing a white paper about the background, context, or effectiveness of your product is a surprisingly great way to generate leads. While this is not the best way to market a product, many new products have to wait months for enough good reviews to build a solid reputation. You will have a well-written and well-researched whitepaper showing how and why your product works is useful and relevant to establishing that authority from the start so that customers can feel confident right from the start without evaluating the quality of the product.
To sum up, there are a multitude of ways to generate leads, from indirect lead generation through blogging and SEO to more direct lead generation through email marketing and well-designed landing pages. Obviously, what gets people interested in newly launched products is quality, authority, and a good user experience. So, for a new product launch, make sure that you’ve created a compelling landing page that generates sales, that you are leveraging your existing customer base, and that you have the research and value of your new product right in front of the customer