Methods to Launch a Product, According to HubSpot’s Product Marketing experts

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Like a tree falling in the woods, if you launch a product without having spreading the word — will anyone utilize it? Will anyone even need it?

Probably not. Whether or not you’re launching something huge, something little, or you’re updating a current offering, you start your preparing well in advance of the launch date.

This includes nailing straight down your positioning and messaging, sharing that with key groups and stakeholders, listing out all the launch activities, creating resources and content, prepping everyone involved in the release, and so on.

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Because there are so many moving parts in this process, bringing your product to market can be intimidating and difficult.

To help you, we’ve come up with a step-by-step directory for a successful product launch and gathered the best product start tips from a HubSpot Product Marketer.

Plus, we’ll evaluation how to know whenever to delay a product launch.

1 . Find out about your customer.

Whether you call it up “market research, ” or “customer development” it’s key to understand about what drives your customer. Identifying their particular goals, motivations, plus pain points can lead you to developing and marketing a valuable option.

You don’t need to perform years of intense analysis to learn about your own customer. In fact , all of us suggest just talking to 12 to 15 current or potential customers.

When talking with them, pay extra attention when they start sentences with “I wish a product do this function…” or even “Why can’t products do this? ” If they give these claims, respond with questions that go much deeper, like “Can you will get more specific about that? ” If they don’t mention any pain points, ask them a few specific questions that will encourage them to give deeper answers.

These discussions will give you a solid idea of what their greatest pain points are and how you can marketplace a solution to them. Once you learn these key details about your customers, you can create a buyer persona that your team can focus on serving.

second . Write a setting statement.

Create a statement that may clearly and concisely answer these 3 questions:

  • That is the product for?
  • What does the product perform?
  • Why is this different from other items out there?

If you’d like to go even deeper, create a statement that will answers the following queries:

  • What is your own target audience?
  • What segment of the potential audience is most likely to buy the product?
  • What brand name will you give your product or service?
  • Exactly what product or service category did your product lie in?
  • How is it different from competitors within the same category?
  • What evidence or even proof do you have to verify that your product is various?

Still need more guidance on ways to write a setting statement? Check out this template.

3 or more. Pitch your positioning to stakeholders.

Once you’ve established your position statement, present this to stakeholders inside your company so they are all on the same page.

If your employees find it difficult buying into the item, your customers might as well. If your team loves this, that might be a great indication that the product launch will go well.

4. Plan your go-to-market strategy.

This is the strategy that you use to launch plus promote your product. Although some businesses prefer to develop a funnel strategy, others prefer the flywheel strategy.

Regardless of which method you choose, this process contains many relocating parts. To create a good organized strategy for releasing your product, it could be helpful to use a template, like this one.

When you create the strategy, also start considering which type of content material you’ll use to bring in a prospective client’s attention during the understanding, consideration, and purchase choice stage. You’ll need to create this content in the next phase.

5. Arranged a goal for the launch.

Before you get started on the implementing your strategy, make sure you write down your goals for that launch.

Alex Girard, a Product Marketing and advertising Manager at HubSpot, says, “Create specific goals for the launch’s success. Keeping these types of goals in mind can help you focus your efforts on launch tactics that may help you achieve those objectives. ”

For example , the goals of your product launch could be to effectively establish a new product name, build understanding, or create sales opportunities.

One of the best ways to set goals for your launch team is to write all of them out like INTELLIGENT goals. A SMART goal is Specific, Measurable, Attainable, Relevant, and Time-bound.

six. Create promotional content.

After preparing out your go-to-market strategy and writing your SMART goals, start producing content which will support and arrange with those promotional efforts. This can consist of blog posts related to your product or market, demos and lessons, and landing web pages.

The go-to-market template may also help you determine which content you should develop for each phase of your prospective customer’s potential buyer’s journey.

7. Prepare your team.

Be sure that your company and key stakeholders are ready for you to launch and begin marketing the product. Communicate with the company through inner presentations, Slack, or email to keep your business in-the-know of your launch plan.

eight. Launch the product

Once you’ve completed all of the above steps, you can release the product.

nine. See how well you do achieving your goals.

After you launch your product, track how the go-to-market technique is performing. Be prepared to pivot or change aspects of your program if they aren’t heading smoothly.

In addition , don’t forget about the objectives you set before the launch. See how well you did achieving those objectives. If the launch did not meet expectations, you are able to rethink your go-to-market strategy and adapt from there.

The cost of launching a brand new product varies significantly. For instance, an entrepreneur will see vastly different expenses for launching a product on Amazon than an enterprise firm might see regarding launching a product inside a million dollar market.  

Let’s consider two examples to explore this more closely.  

In the 1st example, let’s say most likely an entrepreneur who has invented a design application you’re hoping to market online. You might perform market research to determine which usually marketing strategies function best for your objectives, which messaging resonates best with your viewers, and which style elements appeal to your own desired prospects. If you use a few focus organizations to determine these answers, you might expect to invest roughly $5, 500.  

Giving up cigarettes bringing a new app to the market, you will have to choose the best go-to marketing strategy for your needs. Regardless of the strategy you choose, they all cost money. For instance,   item branding could cost roughly $1, 000 if you’re paying the designer to help you out, plus website design could cost anywhere from $500-$3, 1000 if you’re paying a web designer a one-off fee.  

These fees can not include the cost you have to pay yourself and any employees if this is a full-time job. Additionally, it doesn’t include the expenses of hiring an engineer to update the app’s features and ensure the application is running easily.  

With this simplified example, you’re looking at roughly $8, 1000 . Of course , you can cut some expenses if you choose to do any of these tasks yourself, however, you might risk making a subpar customer encounter.

On the some other end of the spectrum, let’s consider a large business company that is launching a new product. Here, you’ll likely pay up to $30, 000 – $50, 000 to get market research.

Probably you’ll spend $15, 000 on brand positioning and the marketing and advertising materials necessary to differentiate yourself against rivals, and you might pay upwards of $30, 1000 for all the product style and brand product packaging. Finally, your marketing team could need price range of roughly 20 dollars, 000 for SEO, paid advertising, social, article marketing, etc .  

All said and done, launching a product against other enterprise competitors’ could price roughly $125, 000 . Again, that doesn’t range from the costs you’ll pay out your marketing, application, and engineering teams.  

How to Launch a Product Online

To launch your own product online, an individual ensure you’ve followed the steps over. However , there are a few extra steps you’ll want to adhere to to gain traction primarily online.  

1 . Figure out the story you want to inform regarding your product’s larger purpose.  

What tale do you want to tell across social platforms, getting pages, and e-mail? This is similar to your own positioning statement, yet needs to be geared entirely towards your target audience. Ask questions like, Why should they purchase your product? And How will your product or service make their lives better?  

Communicating cross-functionally ensures the particular communication materials you utilize across various on-line channels align — which is key when it comes to establishing a new product in the marketplace.  

Consider, for instance, how Living Proof announced its new product, Innovative Clean Dry Shampoo, on its Instagram page. The story centers around a simple nuisance common with most other dried out shampoos — How consumers still really want that just-washed feeling, even when using a dry shampoo.  

Living Proof's new Instagram post, highlighting its new product launch

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By focusing on how the product will benefit customers through storytelling, and taking advantage of a new hashtag #NoWastedWashes, Living Proof develops excitement and need for its new product.  

2 . Display customer testimonials, case studies, along with other social evidence to positively frame your new product.  

Consumers need that other customers have already taken the risk plus purchased your new product before doing it on their own. This is where social evidence comes into play.  

In the weeks prior to a product launch, or even shortly after its launched, begin posting client testimonials, reviews, and case studies to showcase how your new product has already helped other people. Take this a step further and employ influencers to share the term about your product as well, if it’s an excellent fit for your brand name.  

People are smart enough to learn they shouldn’t rely on every advertisement they will see — however they can trust fellow consumers. So leverage that trust via social proof methods.  

3. Create a social and email campaign.  

Create a full, extensive social media campaign to improve interest and awareness in your new product.

Use paid advertising to achieve new audiences, make full product explainer videos to use throughout your social channels, and use email to reach existing customers and provide an exclusive, first look at your new product’s functions.

Additionally , you may consider hosting a reside stream to connect directly with prospects and existing customers, plus invite experts out of your product development team to explain the new features of your product.  

It’s important to note — in this stage, an individual pay attention to how people are interacting with the conversation materials regarding your cool product. Share concerns and feedback with the application team — you have to trust your customers and use their own feedback to strengthen your product.  

four. Have a pre-order choice.  

If a consumer is usually excited to purchase your product, don’t make them wait — provide an option to pre-order the product or service before it’s even available. This helps spread out requirement, while enabling consumers to purchase the product anytime they’re feeling most inclined to do so.

Product Release Best Practices by Business

1 . How to Start a Digital Product

When releasing a digital product, you could begin building anticipations with a strong content marketing strategy. Use blogs, email marketing, social media, and other channels of submission to increase interest plus demand for your electronic product.  

You’ll also want to make sure you’re leveraging leads strategies to reach current customers and leads.  

For instance, let’s say you’re releasing an online course on SEO. In the several weeks leading up to launch, you might create SEO-related blog content to send to your email subscribers having an option to join the SEO course’s waitlist. This helps you evaluate the effectiveness of your marketing and advertising materials while achieving an audience that has already demonstrated curiosity about your brand.  

Tips on how to Launch a Product on Amazon

Anyone who’s actually shopped on Amazon . com knows the importance of a good product listing. In the week’s leading up to launch, take the time to create a strong, quality product listing — including taking high-resolution photos of your item, writing a explanation that outlines your product’s differentiating features, and using keywords to assist your product rank on Amazon.  

Additionally , product critiques are incredibly important on Amazon, therefore you’ll want to ensure you have reviews ready-to-go before you decide to even launch your own product on Amazon. To do this, ensure you could have either launched your own product on your own website first (which gives you time to earn reviews before launching upon Amazon), or deliver your product to some select group of curious buyers ahead of the full launch, and collect reviews from them.  

Finally, make sure you’re ready for an Amazon product launch by checking stock. You never know how quickly your product may gain traction around the ecommerce super-store, so make sure you have enough item to fulfill Amazon purchases quickly.  

Take a look at HubSpot’s The Ultimate Guide to Selling on Amazon in 2021 for more information related to Amazon.  

How to Launch the SaaS Product

To start a SaaS item, you’ll want to start by exploring competitors and comprehending the marketplace at-large. Discover plenty of demand pertaining to SaaS products, since more than 38% associated with companies work nearly entirely on SaaS. However , the SaaS industry is also well-saturated, so before starting a SaaS product, you’ll want to determine how your own product differs through all the others in the industry.  

To produce a successful product launch, you’ll want to conduct market research and focus groupings to determine the true advantages and differentiators of your product.  

Next, you’ll want to employ a strong content marketing strategy to increase your website’s visibility on search engines, and to ensure your company is appearing in search results for subjects related to your product.  

Because you aren’t launching a physical product, your own marketing efforts need to convince businesses that the product can solve for their needs. For instance, take a look at how HubSpot positioned the new Functions Hub product on this introductory video:  

Additionally , you might want to provide free trials or perhaps a freemium option for smaller businesses on lower budgets to test out your offerings before carrying out.  

To get a full SaaS explanation, take a look at HubSpot’s Greatest Guide to Software as a Service (SaaS).  

How you can Launch a Foodstuff

In order to launch a foodstuff, you’ll first need to ensure you’re prepared for your costs required to do so — including just how much it costs in order to package and keep product (including packaging, warehousing, and distribution), and how much it costs to sell the product (including branding and digital marketing).  

Next, you’ll want to stick to federal and state food regulations. For instance, you need to ensure you following health division rules for food preparation surfaces, refrigeration, and sanitation.

You’ll also need to make sure the marking you use on your product’s packaging is precise, which requires you to send your food product to a lab intended for analysis, and check with your state commerce to see what it requires with regards to nutrition labels.  

When releasing a food product, you will most probably want to hire a food broker. The food broker can foster relationships along with national or local grocery stores, and will make a promotional plan to help increase sales as soon as the food hits the racks.  

Usually, a supermarket may test out your product for some months before determining if there’s enough consumer interest to continue to keep it stocked — which explains why a food agent can be incredibly helpful for using business intelligence and industry knowledge to make sure a successful food product launch.  

Item Launch Tips

To learn the best practices for a successful item launch, I talked to Alex Girard again.

The HubSpot Product Marketing and advertising Manager said he previously three main suggestions for a successful product release:

  • Your product positioning should reflect a shift you seeing in the world, and exactly how your product helps your customers take advantage of that shift.
  • Make a recurring schedule to suit your needs and the core stakeholders for the launch to check on in and ensure occur to be all on the same web page.
  • Make sure you keep the product team informed on your marketing programs. The product team could have insights that inform your overall marketing campaign.

However , sometimes, external factors might effect your ability to release a product. When that occurs, you might need to hold off your launch.

How to Know When to Delay a Product Launch

To understand when, and exactly why, you might hold off on a product launch, Girard told me there are three key reasons why you might want to delay a product release, including:

  • When your product itself isn’t really ready, and you have to change your timeline to generate the best customer experience possible.
  • If a situation occurs exactly where your current customers are experiencing a less than ideal experience with one of your current products. Before starting and promoting a brand new product, you should make sure your present customers are satisfied with your existing item offering.
  • If something occurs with an international, national, state, or local degree that requires your viewers to readjust their particular priorities and shift focus away from your company and its product launch. Make sure that when the period comes to launch, your own target audience is ready to learn about your new product.

If you’re looking for layouts to coordinate your own team efforts and align your company about your new product’s messaging, download our totally free product marketing kit below.

Editor’s note: This awesome article was originally released in November 2015 and has been up-to-date for comprehensiveness.

Product Marketing Kit

Product Marketing Kit

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