What do you do if your product updates and launches aren't getting the attention they deserve?

Pivoting on product is a popular strategy and common recommendation when you're not getting the traction you had expected. But it can also be extremely expensive in time, resources, and money. I've often found that, before you consider pivoting on product, it's worth considering pivoting on your target audience and/or positioning/messaging. Testing new audiences and positioning/messaging is much easier, more cost effective, and you can get feedback on the iteration in a much shorter period of time.

Product updates deserve fanfare! Analyze why launches aren't resonating. Is it a messaging gap? Target the right audience with clear communication that highlights the value proposition. Engage pre-launch to build excitement & leverage user feedback.

To ensure your product updates resonate, segment your audience based on demographics, behaviors, and preferences. By understanding the diverse needs of different customer segments, you can tailor your messaging and marketing strategies accordingly.

Revisit marketing efforts Re-evaluate your marketing efforts. Investing in paid ads or even influencers might save time and increase conversion speed. Additionally, boost content quality. Engage influence Incorporate influencers in your social campaigns or limited time offers Improving visibility is critical when struggling to grab attention during product updates or launches .

While getting noticed is always a challenge, our strategic partnerships provide a unique opportunity to amplify our product updates. We're committed to demonstrating our value, including our focus on empowering young talent. We'll collaborate with partners on announcements highlighting how our updates improve data analytics for high school students. This enables them to explore the link between career development and financial growth. We'll spotlight success stories with student testimonials, demonstrating the impact on educational outcomes. This focus on real-world results will resonate with educators, potential partners, and media focused on youth development.

Boost the credibility of your value proposition by showcasing social proof and testimonials from satisfied customers. Incorporate customer success stories, reviews, and case studies into your marketing materials to demonstrate the real-world benefits and impact of your product updates.

Clearly articulate the unique value your product update or launch brings to the table. Highlight the problem it solves or the need it addresses, ensuring it's communicated succinctly in all marketing materials.

Before launching a full-fledged campaign, it's essential to run a test/pilot campaign to gain insights. Accordingly the launch campaign should be planned and executed basis the insights of the test campaign. This way it saves time, effort and a lot of money.

Ensure your value proposition resonates deeply with your target audience by addressing their specific pain points and aspirations. Craft compelling messaging that clearly articulates the transformative impact of your product updates, emphasizing how they address critical needs and deliver meaningful benefits. By aligning your value proposition closely with customer desires, you capture attention and inspire action, driving greater engagement and uptake of your launches.

I am learning the importance of how I show value to my product and what it provides. I am sharing through my testimony, my personal experiences, as well as through the experiences of others. I re-evaluate my audience and what is trending with them concerning the products I have and why they want or need them. I am always learning to find new ways find new ways on present myself authentically as well.

I contribute by adding: Message Personalisation: Tailoring marketing messages for each specific channel can significantly increase relevance and audience engagement. For instance, while social media may be more suitable for visual and informal content, email marketing can be more effective for detailed and personalised messages. Mobile Device Optimisation: Ensuring that marketing content and materials are optimised for mobile devices is crucial, given the increasing use of smartphones and tablets for accessing information and making purchases. Co-Marketing Partnerships: Exploring co-marketing opportunities with other businesses or complementary brands can extend the reach of your message and attract new audiences.

Revisit your audience! Analyze buyer personas - are you targeting the right pain points? Gather fresh feedback with surveys & social media engagement. Tailor messaging to resonate with their needs & behavior. Speak their language, address their issues, and reignite interest!

Enhance your value proposition by integrating storytelling elements into your marketing materials. Craft narratives that illustrate how your product updates solve real problems and improve the lives of your customers.

When it comes to getting media to write about you, it's important to remember that the most popular doesn't always mean better. Whereas targeting more relevant outlets and journalists will help. Are they writing about product updates? Are they covering your industry? Have they written about similar projects' updates? Sometimes just spreading the word in your socials/community channels is enough. Sometimes, this might be more of an update to be mentioned by influencers or your affiliates. Bugging journalists for every little thing will just get them tired and bring you one step closer to their "ignore forever" folder.

Is your launch timing out of sync? Analyze when your target audience is most active online. Avoid information overload periods & leverage quieter times to shine! Consider a phased rollout to build anticipation & keep the buzz going. Remember, timing is key to making product updates a hit, not a miss!

I contribute by adding: Time Zone Consideration: Take into account the time zones of your target audience. Coordinate your product launches to align with peak activity times in different regions to maximise visibility and engagement. Seasonal Trends: Consider seasonal trends and industry-specific events that may impact consumer behaviour. Align your product launches with periods of increased demand or interest in your industry to capitalise on the momentum. Content Calendar: Develop a comprehensive content calendar that includes planned product launches and promotional activities. Schedule launches strategically to avoid overcrowding and ensure each release receives adequate attention and promotion.

It is crucial to know who you are launching to - your avatar, if you will. Knowing who they are can be crucial when you research what problem you are solving for them. Also, they need to get to know, like, and trust you before you launch. Try working backward from when you want to launch and be sure to be in their inbox and offering value. Every communication need not be lengthy. Just show up consistently, seek ways for them to engage with you by using polls, one-word response answers, or get their opinions and feedback.

For the best results, plan product launches around key industry events such as a conference. Build some buzz about the product launch in advance of the event through social and email campaigns. e.g. Get a sneak peek, be the first... Plan an event at the conference (session, booth event, dinner event) that highlights the announcement with a chance to test drive it. Have guest industry speakers who can speak to the value of it. Plan Email campaign to your customers about the product launch. Make them feel special that they get a first look at it. Email campaign to friends and family and key media contacts day before the announcement goes out.

Launches silent? Don't panic!** Open a feedback loop - surveys, social media - encourage user input. Analyze their thoughts & use them to refine your product or messaging. Engagement post-launch shows you value their voice. Feedback is the key to turning update duds into future hits!

I contribute by adding: Transparent Communication: Keep users informed about how their feedback is being used and the actions being taken in response. Share updates and improvements resulting from user input to demonstrate your commitment to listening and acting on their suggestions User Empowerment: Empower users to become co-creators of your products by involving them in beta testing,product ideation workshops, and co-design sessions Data Privacy and Security: Ensure that feedback collection processes comply with relevant data privacy regulations and safeguard user data against unauthorised access or misuse. Maintain transparency about how feedback data is stored, processed,and protected to build trust and confidence among users

Make sure you are gathering all feedback and leaving room for unfiltered responses. If you are basing your feedback on assumptions and not leaving space for users to give true feedback, you need to reassess how you are asking questions and gathering information.

I contribute by adding: Customer Experience Monitoring: Utilise customer experience monitoring tools to continuously assess the level of satisfaction and engagement among customers after the launch. Conduct satisfaction surveys, evaluate Net Promoter Score metrics, and stay attentive to feedback and reviews on social media and review platforms. Continuous Iteration and Improvement: Use customer feedback to iterate and continuously improve products and services. Be open to suggestions for improvement and implement changes based on the needs and preferences of customers. Demonstrate a continuous commitment to excellence and innovation to keep customers engaged and satisfied over time.

Along with Post-Launch Support, Consider the PRE-Launch Support as well. Have you done any work before the launch to tease the release. A personal connection to a product or service can be developed in advance by allowing an inside look on its development and why this is something you are passionate about releasing.

First, you don't want to have a launch announcement for every product update. You don't want to burn out your audience. Is the product launch for a new product? Is it truly innovative? Does it have capabilities that will get industry interest? Create a launch content plan that starts with developing key messages about the product -- what pains does it address and how? Apply these messages consistently and persistently across all content and campaign elements -- press release, FAQ, social, web page, blog, sponsored content. Case studies and testimonials are the most powerful way to get attention. Weave those into all of your content.

Such projects require adjustments. However, to do this properly, we should first analyze the current situation to identify weak links. Whether it concerns product-market fit, message-market fit, or channel-market fit, the next action points can vary. That's why I'd prefer to invest a short period of time in analyzing the situation and the market, as well as get some feedback from the audience and the customer-facing team before taking any further actions. Then, based on the insights, we can: - test other ICP and persona - test other messages - try other channels or consider different timeline

Here are 3 Important Points: 1) Create a story around your update. Highlight the user's pain points, showcase how the update solves them, and emphasize the resulting benefits. Think "happily ever after" for your users! 2) Supplement launch announcements with captivating visuals. Create short explainer videos, eye-catching infographics, or even interactive demos. Let users experience the value of your update, not just hear about it. 3) Identify industry thought leaders, bloggers, or social media personalities who resonate with your target audience. Partner with them to create content that explores the update's impact. Leverage their reach to generate buzz and amplify your message beyond your usual channels.

First off, understand the market in which we are operating in. Then analyze the trends or speed with which the customers or embracing the updates. We have to align the production cycle or hit the market based on the customer choices. Analyze the features that are being released, is it a necessity or a burden. Not all the customers are work in premium and expect the same. So it is better to always make sure that fitment is w.r.t the size but not w.r.t the ability to release.

I add other effective ways, such as: Content Marketing: Developing and sharing relevant and engaging content related to the products, such as blogs, videos, infographics, and webinars, to educate and engage the target audience. Remarketing and Retargeting: Using remarketing and retargeting strategies to reach potential customers who have already shown interest in the products, reinforcing the message and encouraging conversion. Reward and Incentive Programs: Implementing reward and incentive programs for existing and potential customers, offering discounts, giveaways, or exclusive benefits to stimulate adoption and engagement with the products.