Ideating a new product or service is a lot of work, which unfortunately doesn’t stop once it’s ready; launching and promoting it is the other half of the equation. You could be offering the best new product or service, but if you don’t promote it properly, you are likely to miss out on opportunities or even end up losing money in the future. With so many companies changing their products and services due to covid-19 and unable to afford to miss out on opportunities, we thought it would be appropriate to provide you with some guidance on this.
In this guide, we will provide steps and examples of 12 effective ways to promote a new service or product. include:
- exclusive previews
- introduction offers
- google my business promotions
- contests and giveaways
- marketing by email
- blog posts
- events (virtual and face-to-face)
- updates
- exchanges
- reviews of clients
- social media posts
- facebook ads
so let’s give it a spin.
the best ways to promote a new product or service
When it comes to promoting a new product or service for your business, it can seem like there are endless options. it can be difficult to figure out where to start and what methods of promotion will give you the best results. The truth is, there are many low-cost ways to market your business, and what works may depend on your industry, offerings, and audience. Take a look at these 12 methods below and see which ones make the most sense for your business.
1. offer loyal customers an exclusive preview
Your loyal customers are a key part of how you promote your product, because they are more likely to not only buy it, but also promote it to their networks. this can take the form of a private, in-person or virtual pre-launch party, an online tour, preview, or demo. or it could even be a special invitation to try it out and give feedback. Not only are these exclusive offers a great customer engagement strategy, but they also reinforce how much you value them, and engagement and loyalty are essential to any successful growth marketing strategy.
2. use a special introductory offer
Instead of simply advertising your new product or service, you can make it available as part of a special introductory offer. This deal can take many forms, including:
- discounted price.
- package or reduced rate package.
- joint promotion with a complementary business.
- voucher or coupon with the purchase.
- buy one get one free offer.
- double points if you have a loyalty program.
- free gift for every referral.
Whatever your promotion is, be sure to emphasize that it won’t last forever. customers whose purchasing power is limited, either by time or inventory, will feel a more compelling sense of urgency to buy.
3. make use of google my business
There are several ways to promote your new product or service using your Google Business Profile, as long as you have a Google My Business account. the first is through google my business posts.
When you are in your gmb dashboard, navigate to the posts tab. from there, you can create a “sale” or “what’s new” post.
If you’re just announcing the new product or service, you may want to post a “what’s new” post. Just remember that Google My Business posts expire every seven days, so you’ll need to repost. On the other hand, if you’re running a special introductory offer, an “offer” post would be best, as you can set a time frame. Regardless of the type of post you use, be sure to include an image and call-to-action to promote your business in the most effective way.
You can also promote your new product/service by uploading photos of it to your business profile through the photos tab of your gmb panel, as well as adding it as a new item through the products/services tab.
if applicable, you may want to post some frequently asked questions about the new product or service in the questions and answers section of your google my business account.
To take full advantage of this method of promotion:
- use the four sections of your google listing mentioned above (posts, photos, products and services, and questions and answers).
- make sure your google listing is optimized to get the maximum visibility.
- check google guidelines for photo sizes.
4. organize a contest on social networks
Social media contests are a fun and easy way to connect with customers and attract more fans/followers and potential customers for your business. Facebook contests get an average of 34% new customers per campaign, which is a great way to combat the low organic reach of the platform.
When it comes to ranking, the winners of your facebook or instagram giveaway should have the opportunity to be the first to get their hands on your new offer, and get it for free or at a discount.
image source
Make sure you advertise the content across all of your marketing channels, and not just the social platform you’re using to run the main campaign. this includes your other social media channels, your website, email newsletters, and even paid ads.
In addition to generating more buzz and buyers for your new offering, the increased interaction with your social media account will likely drive more traffic to your website, get your business in front of new customers, and create a fun means of connecting with your audience. .
Related: 11 Epic Product Marketing Examples (More Takeaways!)
5. spread the word via email
Did you know that 82% of consumers open business emails and that 76% of email subscribers have made a purchase from an email marketing message? email is a fantastic channel to spread the word about your new product/service. Plus, it’s a great incentive to get subscriber sign-ups in the first place.
You can run an email campaign specifically about this new offer, perhaps even as a series of emails that build up to launch day. Or you may want to advertise it as the centerpiece of your next email newsletter. this email could be sent to your general audience or, in support of method #2, it could be an exclusive offer for subscribers or customers.
some tips for email marketing:
- focus more on the ultimate benefit/value of the new product than its features
- highlight the offer in your subject line
- use the preheader text to boost open rates even higher
For more help with announcing your new product through this tried-and-true marketing channel, head over to our post: How to Write Promotional Emails (with Examples)
6. write a blog post
When promoting your new product or service, you may not have a landing page that customers or subscribers can access. after all, your new offering could simply be an upgrade to an existing platform or account. In this case, your goal may not be to get more customers, but to get your current customers to engage or re-engage with inactive customers.
Having a blog post written in the newly launched element is a great way to dig into all the details, features, and benefits that you would otherwise include on a landing page, and you can share the link to the blog post. through your emails or social media channels.
an example of a new product launch via a blog post, by emma.
Even if you have a landing page, a blog post is still a great channel to spread the word about your new offer and provides ample opportunities to link to the landing page. For more examples of blog posts promoting new products or services, you can check out some of our previous launch posts:
- three questions our new facebook qualifier can help you answer
- set yourself up for google my business success with our free qualifier
- try the free search tool wordstream keywords
7. host an event
Events not only get customers excited about your new product or service, they can also get new prospects to personally interact with you or other employees of your company, a great way to win them over as customers.
Events don’t have to be fancy and super organized; something as simple as an open house or information session will work for places like salons, gyms, yoga studios, spas, and retail stores. If your business is in one location with other local businesses, you can work together to have a sidewalk sale or outdoor open house to draw even larger crowds.
During the pandemic, virtual events remain an effective promotional tool. could you:
- host a facebook live session to demonstrate the product and highlight its features.
- run a live or recorded Q&A about the product itself.
- center the event around an influencer who has experience around your new product or service, with the promise to reveal the new offer at the end.
customer-exclusive virtual training session for a new version of salesforce
8. offer a free update
If your business is more service-based than product-based, such as a salon, spa, fitness center, or consulting firm, you can offer an upgrade to get customers to try your new service. Are you promoting a new type of massage or facial at your spa? provide a free (but perhaps temporary) upgrade for existing customers to try. expand your agency ppc offers? add the new service to existing customer packages at their legacy price. Another option would be to offer free shipping on your new product, for a limited time.
9. allow swaps
If your new product is, in fact, an upgrade from an old one, consider an exchange program. Exchange promotions are effective because consumers are more likely to purchase a new product using a token or credit they already have (in this case, the product they own). You can also resell the above trade-in products (as long as they are in good condition) or use them for future gifts.
10. share customer reviews
One of the best ways to promote a new product or service, and to market your business in general, is to let your customers promote it for you. If you take advantage of some of the ideas mentioned above (such as offering an upgrade or a free trial), you can ask them to write an online review of the new service or provide material for a testimonial.
image source
Reviews and testimonials will be invaluable when launching the product to your broader audience. after all, 84% of consumers trust online reviews as much as personal recommendations.
11. post on social media
If you’re using any of the tactics listed above to promote your new product or service, be sure to spread the word about your deals and offers through your social media accounts (as many of the companies in the examples above did). this is an easy way to reach your audience, and your followers can easily share your post on their own profiles. Another benefit is that potential customers/customers can ask questions about the product in the comments section. Your questions and their answers can serve as organic FAQs. the post can link to a landing page or blog post with more information.
If you have a niche audience or loyal following, you can also use a custom hashtag in your promo post. Not only will this extend the reach of your campaigns, but it can also inspire customers to share posts and images to their accounts, using the custom hashtag. and you know what that means: user-generated content that can then be used to get even more people to try your new service or product!
12. run facebook ads
With one billion daily active users, advertising on Facebook is a window to a large base of people who will be interested in your new product or service. Facebook ads are particularly useful because the personalized data voluntarily provided through user profiles makes targeting the audience incredibly specific. it can take into account gender, age, location, interests, marital status, profession, and more, ensuring you get the most out of your investment. There are also several options for ad type, budget, and campaign duration, so you can adjust your goals to the best of your ability.
For more help with Facebook advertising, here are three resources you can use:
- 7 essential facebook advertising tips for small business marketers
- every facebook ad targeting options (in one epic infographic)
- our ranker free facebook ads
what is the best way to promote your new product or service?
The best way to promote your new product or service will depend on the channels your audience frequents and their behaviors online. Regardless, you need to use multiple channels and cross-promote. The more cohesive and consistent your message is, and the more your audience learns about it, the more engagement you can expect. Try the strategies above to get the results you want from your next product launch, software upgrade, or new service offering.