Get Ahead of the Competition: Action Items to Promote Your New Product or Business
Starting a new business or launching a new product can be very exciting. There are many things that need to be considered when developing your strategy for attracting new business. There is a ton of competition out there so all of your efforts should be done with careful planning and implementation. Below are some important tactics every new product or new business launch should include. Try them all and you will crush your competitors in no time!
Website/ Landing Page: All businesses need a search engine optimized website, but if you’ve got a special offer or a new product you are trying to promote, then you should consider the value of having a landing page set up specifically for the purpose of generating leads. Provide just enough information about your product or service to get people interested. Use your landing page to offer visitors a free trial, e-booklet, webinar, strategy session or something that will be perceived as valuable/helpful. In order to figure out exactly what to offer, think about what your product does and how you can fulfill your customer’s greatest needs.
Search Engine Optimization: Once you get your website and landing pages up and running, make sure they are optimized for search, but go the extra mile and add your competitor's names to your list of key words and phrases. Many businesses overlook this, but imagine Googling a company by name and finding their website below several others. It's powerful to do this, especially if you don't have a lot of brand recognition.
News Feature: Editors are always looking for free, well written content. 24 hour accessible news means having to constantly search for ideas and pay reporters. If you are able to present a compelling story idea to an editor and write it in the correct style (Canadian Press or American Press), then the likelihood of your getting media coverage is pretty high. If you’re not sure what you are doing, a good PR professional can write a feature for you and access their media connections to get it published.
Social Media: Leveraging social media to promote your business is incredibly important, but you need a lot of followers and a lot of valuable content to make a difference and generate leads. You need to show up frequently and mind the store all day. Don’t leave that job to your 18 year old niece. Hire a professional to create content and manage your social media accounts. Also, if you don’t really have a lot of followers, then you really need to use social media sites to advertise. Video is an incredibly powerful advertising tool for social media sites. Dollar Shave Club has a great ad that they ran on Facebook that was very funny and hugely successful.
Be sure to target your ads so that you are hitting the demographic you want at the times you need. Be prepared to spend some money. It’s not completely inexpensive, but social media advertising is still way more practical and inexpensive than advertising through traditional channels.
Brand Ambassadors and Influencers: If you really want reach through social media, word of mouth, etc., brand ambassadors are highly valuable. If you can’t afford to have famous people endorse your product, then consider the value of having your best customers advocate for you. You can’t be successful alone. Leverage the influence of your existing fan base to promote your business. When people love your business enough, they will tell everyone about you.
A perfect example of the power of using brand ambassadors is beBee.com. I joined the beBee community in July of 2016. At the time, the site was still new, nearly all of the content was in Spanish and if my memory serves me, the community only had a few thousand members. I was named Brand Ambassador in October of 2016. I had been telling people about beBee anyway, but as Brand Ambassador, I felt compelled to try even harder. I loved the community and I wanted to be a part of enriching it (I still do). A year later, beBee has 12 million members worldwide and about 150 brand ambassadors who produce great content and spread the word about this wonderful community of business professionals and writers.
Corporate Citizenship: You don’t need to be a large company to be a great employer who is customer focused and committed to helping the community you live in. Statistics show that employees will recommend your company and products if they love you. Customers will also recommend your company and products if they love you, and doing things that benefit the world outside of your business will contribute to your positive reputation. That’s not very difficult to do if keeping an attitude of service is one of the corporate values each member of your company lives by.
Strategic Alliances: Look around for companies that offer complementary services. Help each other by sending over referrals, offering discounts and other incentives with companion products from your strategic alliance. For example, a gym owner could offer spa gift certificates to customers and vice versa. More hands make light work!
Samples or Special Offers: You don’t always have to give things away, but sometimes it is good to let your product speak for itself. Things like free trials, samples, special offers, and free downloadable tools can be a great way to get your phone ringing. Super power your offers by promoting them in conjunction with the landing page and the strategic alliances mentioned above!
Money Back Guarantee: If you find people reluctant to try your product because it is new, a 30 day money back guarantee is a very effective way to build trust. Have customers return unused product for a full refund. If your product is good, you won't need to refund anything, but if someone isn't satisfied for some reason, you can still sell the unused product. There's no real risk for your cashflow to offer this kind of guarantee on a tangible product.
Like I said before, getting some traction for your business takes planning and effort. Leveraging the above opportunities will prove very helpful. Drop me a line if you need any extra support!
Renée Cormier is a certified business coach and facilitator on a mission to show business owners how to easily get the most out of their marketing efforts and where to find money in their businesses. Renée will help you gain clarity about where your efforts should be placed and work with you to increase your profitability. She will also conduct a thorough marketing audit for you, show you how to refine your messages, and help you uncover the most effective marketing tactics for your business.
Contact Renée if you want to achieve growth in your business. Renée shares her business expertise through a variety of training and coaching programs that create unsurpassed value for her clientele.
Renée Cormier is also a brand ambassador for beBee.com
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