Product Launch

OTime to complete: 6 hours over 2 weeks

This project will walk you through the marketing strategy behind launching a new product.

Completing these steps will allow you to:

  • Promote a new product.
  • Generate awareness of the new product.
  • Increase website traffic.
Campaign_-_Product_Launch.png
Step 1: Create a centralized document for your team.
Learn how

To-do

  1. The document should be readily accessible by all team members involved in the new product launch.
  2. The document should contain the following:
    1. The unique value proposition of the product
    2. Core messaging or soundbites about the product features
    3. Photography or screenshots of the new product

Pro Tip

Are you considering a video to demonstrate the new product? Check out this article to create a great-looking video with a smartphone.
Step 2: Develop or refine the product's buyer persona.
Learn how

To-do

  1. Navigate to your HubSpot Dashboard.
  2. If you have created buyer personas and need to modify a persona for the purpose of the product launch, click on the buyer persona and Edit.
  3. Otherwise, Complete the Buyer Persona Development Worksheet with the new product in mind.
  4. Click Add Persona in the module titled Contacts at the top of the Dashboard.
  5. Click Get started to begin the four-step wizard to develop your buyer personas.
  6. Click Add Persona in the module titled Contacts at the top of the Dashboard.

Example

Pro Tip

A clearly defined buyer persona will help provide direction for the product launch marketing and all communications about the product.
Need some help getting started?
Step 3: Create a new campaign in HubSpot.
Learn how

To-do


  1. Navigate to the Campaigns tool.
  2. Create a new campaign and give it a unique name that is consistent with the selected content offer. 
  3. Define campaign details. Set attainable visit, lead, and customer goals.
  4. Determine a timeline for the campaign. 
  5. Label the buyer persona(s). 

Pro Tip

The timeline for a product launch campaign will likely extend beyond the date of the product launch, or the first day that the product is available. It is typical to continue to promote the new product after the initial launch.
Need some help getting started?
Watch this tool's training videos!
Step 4: Create a product page on your website.
Learn how

To-do

  1. Navigate to the Website Page tool.
  2. Create a new page and select an appropriate website page template. 
  3. Name the website page "[the name of the new product] Product Page." 
  4. Write a clear, action-oriented header and include the name of the product.
  5. Ensure there is no menu navigation or links on the page.
  6. Explain the new product and its unique value proposition (refer to Step 1) .
  7. Include product photography or video on the page to demonstrate and describe the new product.
  8. Add the product page to the website navigation menu. 
  9. Include a path to purchase. Depending on your sales cycle, you may choose to link the product page to a pricing page or a direct way to buy the product on the page. 
  

Pro Tip

Need some help getting started?
Read the website user guide
Step 5: Schedule social media posts.
Learn how

To-do

  1. Go to the Social Publishing tool.
  2. Determine which social media channels you will use for promotion. 
  3. Compose different social media posts and include links to promote your landing page (created in Step 4).
  4. Tag the social media message(s) with the campaign name that you created in Step 2.
  5. Determine your posting schedule. Vary your message along with the dates and times.

Pro Tip

Social media promotion prior to the official product launch date should contain "teasers" "previews" and "sneak peeks" of the new product. Plan ahead and use the time before the launch to build intrigue and suspense around the new product.

Step 6: Create exclusive content for your evangelists.
Learn how

To-do

  1. Create content for your evangelists. Consider creating some or all of the following:
    1. Advanced access to a content offer/demonstration of the product.
    2. Access to pre-product launch sales.
    3. A media kit containing: the company logo, product photography, demonstrations and video.
    4. A special in-depth email describing the product.

Pro Tip

Content that is exclusively available to your company's evangelists helps them easily promote your product. In addition, providing special content or advanced access to your evangelists is a way to show that you appreciate them!
Need some help getting started?
Watch this tool's training videos!
Finished this project? Schedule a call with your CSM to review!