How to Launch Products Using Low-Cost Marketing Strategies

You have a brand-new product created after months or years of various tests, feedback, and hard work. You’re ready to present it to the rest of the world – congratulations! However, despite this victory, you’re not done just yet. Figuring out the marketing behind launching your new product can make all the difference between a successful debut or a marketing case study in what not to do. So, how do you launch your new product successfully?

Should You Focus or Target the Mass Market?

The answer to that may be obvious, but let’s explain some concepts here.

Marketing essentially devolves into utilizing different strategies for niche companies, especially for launches, and differentiated marketing can be what you need for a product launch. It doesn’t matter if your company is focused on a niche or targeting the whole neighborhood, or country. You can make your product concentrated on specific needs of a customer. Doing that you can be more laser target on your campaigns and save money.

So what is precisely differentiated marketing? In essence, it is changing different products and marketing campaigns to address specific segments of the market. This can help you reach parts of your customer base in ways that concentrated marketing might miss. 

This type of marketing is the opposite of mass marketing when the company has the same marketing campaign or product for many people, not adapting to different needs. This last type can be more inefficient and expensive, but it can pay off if you make your brand well known enough.

With more focused marketing, we will discuss some techniques that can make a difference when saving time and money, besides being more cost-efficient.

1-Partnerships

As with any marketing, establishing relationships with similar businesses, markets, and customer base is crucial to launch your product successfully. Even if this is your flagship product and you are building a marketing campaign from scratch, putting in that work will ensure that you create strong partnerships to benefit you in the future and get meaningful data for the launch and future campaigns.

2- Research

Do research! Figure out who has similar products and clientele. Use resources like LinkedIn, local groups and meet-ups, networking events, and similar blogs and websites to build your foundation. Network with other professionals in your field or with similar products.

3- Network

We’ve previously discussed the importance of the network, and the same is valid here. Your product launch is going to be aided heavily by creating relationships and gathering data. Not only that, but it will allow you to do some serious low-cost marketing

Having a network established means you can build relationships with sources like freelancers, influencers, customers, and professionals all in one. 

Running a blog of your own is crucial, but networking means you could also ask for a guest post from a similar source to spread visibility. 

You have a product that’s all about delicious pie. You networked with a professional that runs a blog on pie recipes a few months ago. They agree to do a guest post plugging your new product, and BOOM! You’ve expanded visibility. 

Getting the same from an influencer in the appropriate field is also more important than ever these days. If you know the right person to reach out to, you can request a product plug on a Youtube video, an Instagram post, a blog, a Reddit AMA, etc. 

Not only will your visibility be significantly increased, but you’ll also have crucial data to put into other efforts. You also get the opportunity to capitalize on word-of-mouth spread. This can be a chance to implement an incentive system. 

4- Run Promotional Contests

Whether this is a discount code or a freebie included with the product, incentive systems have a proven track record at bringing in customers. Plug this in your blog, have influencers plug it in their blogs or videos or general media. This creates a draw not only to the product but also to any shareable content you have put out there for interested parties. 

Not only that, but some campaigns will host pre-launch giveaways or contests to generate buzz and get customers excited about the launch. You’ll have a healthy cycle of traffic in time that any new product launches will be that much easier. If this is your first ever product launch, make sure you have these things in place before ensuring success. 

Once you get the word out there, you’ll want to make sure all your primary data points are up to snuff. A fast, responsive website is a must-have, as well as having articulate and helpful FAQs.

5- Work on Content Marketing

Keep your blog, social media, and other sources up to date. Remember that SEO and excellent customer service are going to help the product launch smoothly. The initial reveal is only stepped one – making sure people are happy with the product afterward is just as important.

In Conclusion

These are just some steps you can take. Differentiated marketing is all about identifying the different segments applicable to your campaign and adjusting how best to approach them. Whether it is with proper networking, shareable content via blogs, guest posts, influencers, or giveaways, knowing your audience will serve you well. May your launch be a successful one! 

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Christophe Rude

Christophe Rude

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