Launching a new product or service requires significant effort, and the journey doesn’t end with its completion. Promoting it effectively is crucial for success. Even the most exceptional offerings can fail without proper promotion. This guide presents 12 effective methods to promote a new service or product:
- Exclusive previews
- Introductory offers
- Google Business promotions
- Contests and giveaways
- Email marketing
- Blog posts
- Events (virtual and in-person)
- Upgrades
- Trade-ins
- Customer reviews
- Social media posts
- Facebook ads Let’s explore these methods.
Effective Product and Service Promotion Strategies
Promoting a new offering presents numerous options, making it challenging to determine the most effective starting point and methods. Fortunately, many cost-effective promotional strategies exist. The ideal approach depends on factors such as your industry, offerings, and target audience. Consider these 12 methods and identify those aligning with your go-to-market strategy.
1. Offer Loyal Customers Exclusive Previews
Loyal customers are instrumental in promoting your product. They are more likely to make a purchase and advocate for it within their networks. Consider hosting a private, in-person or virtual pre-launch event, offering an online tour, preview, or demo. You could even extend a special invitation for testing and feedback. These exclusive offerings not only enhance customer engagement but also emphasize their value. Engagement and loyalty are vital for successful growth marketing.
2. Implement a Special Introductory Offer
Instead of simply announcing your new product or service, consider launching it with a special introductory offer. This could take various forms, including:
- Discounted pricing
- Reduced-rate bundles or packages
- Joint promotions with complementary businesses
- Vouchers or coupons with purchases
- Buy-one-get-one-free deals
- Double points for loyalty program members
- Free gifts for referrals Highlight the limited-time nature of your promotion to create a sense of urgency among customers.
3. Leverage Your Google Business Profile
Your Google Business Profile offers multiple avenues for promoting your new product or service, assuming you have a Google Business account. Begin with Google Business posts.
Access the Posts tab within your Google Business dashboard to create an “Offer” or “What’s new” post.
For a simple announcement, a “What’s new” post is suitable. Remember that Google My Business posts expire after seven days, requiring reposting. If you have a special introductory offer, an “Offer” post with a defined timeframe is preferable. Include an image and a call to action in both post types to maximize effectiveness.
Furthermore, promote your new product/service by uploading photos of it to your Business Profile through the Photos tab of your GBP dashboard and add it as a new item under the Products/Services tab.
Consider adding FAQs about the new product or service in the Q&A section of your Google My Business account.
To fully capitalize on this promotional method:
- Utilize all four sections of your Google listing: Posts, Photos, Products & Services, and Q&A.
- Optimize your Google listing for maximum visibility.
- Refer to Google’s guidelines for photo sizes.
Free Guide: 4. Organize a Social Media Contest
Social media contests effectively connect with customers and attract new followers, fans, and prospects. Facebook contests, for instance, average 34% new customers per campaign, mitigating the platform’s limited organic reach. Structure your contest to offer winners the opportunity to be early adopters, receiving your new offering for free or at a discount.
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Promote your contest across all marketing channels, including social media platforms, website, email newsletters, and paid advertisements.
Beyond generating excitement and driving purchases, increased engagement with your social media account can boost website traffic, expand your reach, and foster enjoyable interactions with your audience.
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5. Utilize Email Marketing
Did you know 82% of consumers open business emails, and 76% of email subscribers have made purchases based on email marketing messages? Email marketing is highly effective for promoting your new product or service and incentivizes subscriber signups.
Develop a dedicated email campaign, possibly a series leading up to the launch day, or feature the new offering prominently in your next newsletter. Target your general audience or, aligning with method #2, offer an exclusive deal to subscribers or customers.
Effective email marketing tips:
- Prioritize benefits and ultimate value over product features.
- Highlight the offer in your subject line.
- Use preheader text to boost open rates. For detailed guidance on using email marketing for product announcements, refer to our post: How to Write Promotional Emails (With Examples).
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6. Craft a Blog Post
In the absence of a dedicated landing page for your new product or service, a blog post serves as an excellent alternative. This applies if your offering is an upgrade to an existing platform or account, where the goal is to encourage engagement among existing or dormant customers. A blog post provides an ideal space to delve into details, features, and benefits that would typically be on a landing page. Share the blog post link through emails or social media channels.
Example of a new product launch blog post by emma.
Even with a landing page, a blog post remains valuable for promoting your new offering and incorporating links to the landing page. For inspiration, explore our past launch posts:
- Three Questions Our New Facebook Grader Can Help You Answer
- Get Set Up for Google My Business Success With Our Free Grader
- Try the Free Keyword Search Tool From nexus-security
7. Host an Event
Events generate excitement for your new product or service and provide opportunities for personal engagement between prospects and your business representatives.
Events don’t have to be elaborate. Simple open houses or info sessions work well for businesses like salons, fitness centers, yoga studios, spas, and retail stores. Collaboration with neighboring businesses for sidewalk sales or outdoor open houses can further enhance engagement.
Virtual events remain effective in the current landscape. Consider these options:
- Host a Facebook Live session showcasing the product and highlighting its features.
- Conduct a live or recorded Q&A session about the product.
- Partner with an influencer knowledgeable about your offering for an event culminating in the new product’s unveiling.
Example of a virtual, customer-exclusive training session for a new Salesforce version.
8. Provide Complimentary Upgrades
Service-oriented businesses like salons, spas, fitness centers, or consulting firms can offer complimentary upgrades to introduce their new service. For instance, promote a new facial or massage type by providing a free (potentially limited-time) upgrade to existing clients. Similarly, agencies expanding their PPC services can add the new service to existing clients’ packages at their previous rates. Another option is offering free shipping for a limited period.
9. Implement a Trade-In Program
If your new product is an upgrade from an older version, a trade-in program can be effective. Consumers are more likely to purchase a new product using existing credit or tokens, such as their current product. You can resell the traded-in products (if in good condition) or utilize them for future giveaways.
10. Leverage Customer Reviews
Allowing customer testimonials to speak for your new product or service is highly effective for promotion and to market your business in general. After offering upgrades or free trials, request customers to provide online reviews or testimonials.
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These reviews and testimonials become invaluable when launching the product to a wider audience, especially since 84% of consumers trust online reviews as much as personal recommendations.
11. Engage on Social Media
When implementing the aforementioned promotional tactics, leverage social media to spread awareness about your deals and offerings. Social media platforms allow you to reach your target audience effectively, enabling followers to share your posts. Customers and prospects can engage by asking questions in the comments, creating an organic FAQ section. Link your posts to a landing page or blog post for more information.
For niche audiences or loyal followers, incorporate a custom hashtag in your promotional posts. This expands reach and encourages user-generated content, further promoting your new service or product.
12. Explore Facebook Ads
With a vast user base, Facebook advertising provides access to a broad audience potentially interested in your new product or service. The platform’s personalized data enables highly targeted advertising based on demographics, interests, behaviors, and more, ensuring a higher return on investment. Facebook offers flexibility in ad types, budgets, and campaign durations to align with your goals and resources.
For comprehensive guidance on Facebook advertising, refer to:
- 7 Fundamental Facebook Advertising Tips for Small Business Marketers
- All of Facebook’s Ad Targeting Options (in One Epic Infographic)
- Our Free Facebook Ads Grader
Identifying the Optimal Promotion Strategy
The most effective way to promote your new product or service depends on your audience’s preferred channels and online behaviors. Employing a multi-channel approach with cross-promotion is crucial. Consistency in messaging and increased exposure enhance engagement. Implement these strategies to achieve desired outcomes for your next product launch, software upgrade, or new service offering. For additional support, consider our digital marketing solutions.