How to Spice Up Your Product Launch for a Press Release

Posted On: February 02, 2018

Use a product launch press release to kick things off with a bang.

So, you’re launching a new product and you want it to be a smashing success? Well, you’re not alone. U.S. companies are launching hundreds of new products every month. If you’re going to stand out you need to do more than write an awesome press release. The press release behind your product launch shouldn’t just announce what the product is; it should highlight the story behind the product and your company, including all the ups and downs that led you to this glorious moment. Discover all the ways you can spice up your product launch with a stellar press release.

 

Focus on the Customer’s Relationship with the Product

 

Before you launch, research how your customers are likely to engage with the product. Hopefully, you’re launching a product that will make a tangible difference in people’s lives. But the only way to be sure is to put the product in the hands of real-life consumers by investing in what’s known as beta testing. Invite some of your loyal customers to participate in an interactive demo and try to gauge as much information as you can in terms of how your customers feel about the product. Ask a few questions such as:

 

  • How and when would you use this product?
  • What comes to mind when you use the product?
  • How would you describe the product to a friend?

 

The more you test out the product before you launch, the more valuable insights you can use to your advantage when you write the press release. As Martin Jones, Senior Marketing Manager with Cox Communications, writes, “As you solicit feedback about your product in beta tests, you can also collect valuable information on your user demographic. Surveys and interviews of your testers can give you a snapshot of your ultimate audience. You can use this info to tailor your tests to specific focus groups and track the responses from group to group.”

 

Lead with the Story Behind the Product

 

Every product has a story, whether you realize it or not. The press release writer should be able to talk about the entire history behind the product, including where the idea came from, how the product fits in with the larger narrative of your company, and how the finished product came to be. Human beings connect with the world through stories. That’s how our brains are wired to think. If the product has changed several times during the development phase, don’t be afraid to include some of those details in the press release. The more your audience understands about the story behind your product, the more they’ll appreciate the final results.

Host an Event for Your New Product

Your product launch should be more than just adding another page to your ecommerce website. Use this as an opportunity to host a marvelous event. Hosting a product launch event is about generating content that you can use to advertise the product going forward. Invite members of the press, beta testers, loyal customers, and social media influencers from your industry. It’s all about getting the right people talking about your product. According to mediakix, influencer marketing is on track to be a $5 to $10 billion-dollar industry over the next five years. That means consumers are placing more trust in influencers, thus brands are turning to influencers instead of traditional advertisements.

 

To capitalize on the event, you can host a Facebook livestream, conduct interviews with attendees, and learn more about how people are reacting to your product. Everything that happens during the event can be used as fodder for your press release. Never underestimate the power of a great quote. Industry influencers with a strong social media presence will help boost your launch into the stratosphere. As Mike Heller, founder and CEO of Talent Resources, states in an interview with Fortune, “There’s been a major disruption. When you have an influencer that has 30 million followers, 20 million, five million—that’s more powerful than any of the other traditional media outlets out there.”

 

Use the Press Release to Promote Upcoming Engagement Opportunities

 

To stick your landing, add some information about upcoming events and opportunities in your product launch press release. You can participate in an industry event, host a community webinar, or conduct a taped interview with an industry influencer in the next several months after you launch. This helps add to the momentum behind your new product and creates new opportunities for press releases in the future. It’s not just about coming up with a compelling story; it’s about continuing to tell that story over long periods of time.

 

 

 

It all starts with an eye-catching press release. As you continue reaching out to the press, consider hiring a press release writer that’s dedicated to expanding the reach of your company. Using a custom writing service will help you take some of the guesswork out of your PR campaign. If you’re ready to take your outreach strategy to the next level, contact the professionals behind Powerful Outreach today!

 

3. How Engaging Are Your Posts?

As a rule, aim to include either a photo, video, link to an article, or other “attachment” on every post in order to engage your followers. By simply adding a photo to accompany a post, the post engagement will increase by roughly 35%. In fact, “in 2017, 90% of all content shared by users on social media is video. The biggest challenge is how you can capture your audience’s attention in the first 3 seconds” (Smart Insights, 2018). It’s important to catch someone’s eye as they’re scrolling through their newsfeed. With so many businesses already using the platform, you want to stand out by providing people with consistent, engaging content that they find useful or entertaining. “Having a high-quality social content strategy is a must!” (Smart Insights, 2018).

Here are 3 tips for more engaging social media content:

  1. Shorter is better! Posts between 100 – 250 characters get 60% more likes, comments, and shares than posts over that character count. (HubSpot)
  2. Ask the Q! Prompting people with simple, opinion-based questions or “fill-in-the-blanks” will bring in 90% more engagement than the average post.
  3. Test your post timing! Don’t be afraid to test out posting content at different times throughout the day, to find the best times to connect with your audience. The 18 to 24 year-old demographic is most active between 9 – 10pm in the evening.

Did You Know? According to Entrepreneur, “a recent study conducted by Goldman Sachs concluded that Generation Z was more valuable to most organizations than millennials. Today, the oldest Gen Zers are 22 years old. They are just beginning to enter the labor force, and will have increased buying power for some time.”

4. Are You Responding to Comments and Questions?

One of the greatest opportunities social media offers a business is the ability to interact with their current and prospective clients. Therefore, it’s super important to always respond back to comments, questions, and feedback you receive in a timely manner – ideally, within a 24-hour timeframe.  Having the opportunity for real-time interactions with your customers is powerful; you can address their concerns, answer any questions they have on your services or products, and even inform them better about your company. “Think like a human being, not like a “brand”’ (ClickZ, 2018). Don’t waste this opportunity by ignoring their comments on your page! Not enough staff to execute your social media and customer response strategy? We can help! Explore our social media content services today.

“The ability to interact with our customers, and potential customers, in a meaningful way via the Facebook platform is incredibly powerful for our brand” Andrea Lope, Nissan North America.

5. So, What’s Your Long-Term Objective, Anyways?

There are multiple objectives a company may have when they begin implementing social media. One goal may be to better connect with their existing clientele. Another objective may be to increase traffic to the company’s website. A common objective is to increase a business’s online reputation:

Reputation Management — Social media allows you to see firsthand what your current and prospective clients are saying about you. If you suspect there may be negativity around a specific aspect of your business (perhaps your prices are a bit high, or your customer service is lacking), you can not only monitor and track these types of brand mentions, but you can address them in your posts.

Many social media sites, such as Facebook and Twitter, allow you to search their user base for mentions of your company. This is a great way to check the pulse of what is being said about your brand and what may need to be addressed.

product launch press release

6. Are You an Expert in Your Field?

Social media is the perfect place to offer valuable information and helpful advice, but your page needs to be executed properly. Facebook allows you to position yourself as an expert in your industry, ensuring you’ll be top-of-mind when it comes time for your fans and followers to buy the products or services that you offer. If you’re not confident that your staff has time to utilize your company page to its full potential, hire an expert to get the job done right. Whether you’re a small business looking for a flexible outside team of social media content writers, or a large corporation who wants to focus solely on your company’s growing goals and not on Facebook, we have a social media services solution that’s perfect for you! Learn more about our social media services and copywriting process today.

By reviewing these six key elements, and gaining an understanding of what’s important for the success of your Facebook page, it will become easier to generate quality and engaging content that your followers will enjoy. Building strong relationships on social media will help to create brand advocates and positive awareness of your company or organization.

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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

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Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.