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How can you communicate with customers during a product launch?

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Launching a new product is an exciting and challenging time for any business. You want to create a buzz, generate interest, and persuade potential customers to try your product. But how do you communicate with them effectively during this process? In this article, we will share some tips on how to use strategic communication to reach your target audience, build trust, and increase conversions.

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1 Define your goals and audience

Before you start crafting your messages, you need to have a clear idea of what you want to achieve and who you want to reach. What are the benefits and features of your product? How does it solve a problem or meet a need for your customers? Who are your ideal customers and what are their preferences, pain points, and motivations? Having these answers will help you tailor your communication to match your goals and audience.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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Consider incorporating storytelling into your messaging strategy. Beyond highlighting product benefits and features, weaving a compelling narrative can emotionally connect with your audience, making your brand memorable. Craft stories that resonate with your customers' experiences, showcasing how your product has positively impacted others or solved specific challenges.

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2 Choose your channels and formats

Depending on your product, industry, and market, you may have different options and opportunities to communicate with your customers. You can use a combination of online and offline channels, such as email, social media, blog, website, video, podcast, webinar, press release, event, or flyer. You can also use different formats, such as text, image, audio, or video. The key is to choose the channels and formats that best suit your product, message, and audience. You want to reach them where they are, capture their attention, and deliver your value proposition.

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3 Plan your timeline and frequency

Communication is not a one-time event, but a continuous process that requires planning and coordination. You need to map out your timeline and frequency of communication before, during, and after your product launch. You want to create anticipation, excitement, and urgency, but also avoid spamming or overwhelming your customers. You can use a calendar or a tool to schedule your communication and track your results. You can also adjust your plan based on feedback and data.

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4 Craft your messages and stories

The content of your communication is crucial to connect with your customers and persuade them to take action. You need to craft your messages and stories in a way that showcases your product's value, benefits, and features. You also need to address your customers' needs, questions, and objections. You can use different techniques, such as storytelling, testimonials, case studies, demonstrations, or comparisons, to make your communication more engaging and convincing. You can also use a clear and consistent tone, style, and voice across your channels and formats.

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Kanika Bedi

Internal & External Communications | Reputation & Crisis Management | Brand PR | Strategic & Leadership Communications | Media Relations | ESG & Sustainability | e4m 40 Under 40 (Views expressed are personal)
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1. Consider hosting live events like webinars or live Q&A sessions to personally connect with your audience. This allows you to address any concerns, showcase the product in action, and build a sense of community around your brand. 2. Encourage user-generated content by creating a branded hashtag and encouraging customers to share their experiences. 3. Throughout the launch period, actively monitor social media and other channels for feedback. Respond promptly to customer inquiries and feedback, demonstrating your commitment to customer satisfaction. 4. Be transparent about any potential issues or delays, maintaining trust with your audience.

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5 Test and optimize your communication

Before you launch your communication, you need to test and optimize it to ensure its quality, effectiveness, and relevance. You can use different methods, such as surveys, focus groups, interviews, or beta testing, to gather feedback from your customers or prospects. You can also use tools, such as analytics, split testing, or heat maps, to measure and improve your communication's performance. You can use the insights and data to refine your communication and make it more appealing and persuasive.

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6 Follow up and nurture your relationships

Communication does not end after your product launch. You need to follow up and nurture your relationships with your customers to increase retention, loyalty, and advocacy. You can use different strategies, such as thank you notes, feedback requests, support offers, cross-selling, upselling, or referrals, to keep in touch and add value to your customers. You can also use social proof, such as reviews, ratings, or testimonials, to build trust and credibility. You can also use communication to collect and act on customer feedback and improve your product and service.

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Bryan Wilkins

????????Purpose-driven marketing leader, MBA, customer advocate, intrapreneur, digital expert, humanitarian, volunteer, & more. Let's talk about how your org can use empathy to make better strategic decisions.
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Listening to your early adopters at launch time is essential. Decision makers at each stage of the adoption cycle rely on feedback from preceding customers. Many innovative products struggle cross from early adopter to mainstream audiences because credibility is not emphasized in their story. How can you use their feedback to improve your product's credibility to customers further down the adoption curve?

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Brian Pia

Independent Mgt. Consultant | PwC Experience | AI | Change Management | Strategic Communications | Integrated Marcom | Former Marcom EVP, Partner & SVP | Client Exp.: Bayer, Citi, HP, Lowe's, Meta
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You can also create an advisory board of customers to get ongoing feedback. Getting the unvarnished truth directly from your customers is the best way to improve new products or services and lay the foundation for new ones.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dr. Saleh ASHRM

?? LinkedIn Top Voice | Ambassador | Ph.D in Accounting | Financial Manager | Accounts Manager | Lecturer | Data Analyst | I foster Sustainability through Innovative Financial Strategies and Effective Risk Management
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One thing I’ve found helpful is here are some additional considerations for effectively communicating with customers during a product launch: 1. Segment Audience. 2. Address Concerns and FAQs. 3. Utilize Influencers and Partnerships. 4. Engage on Social Media. 5. Exclusive Previews. 6. Gather Testimonials. 7. Monitor Analytics and Feedback. 8. Clear Call-to-Actions. 9. Prepare for Contingencies. 10. Celebrate Milestones.

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How can you communicate with customers during a product launch?

1

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3

4

5

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1 Define your goals and audience

2 Choose your channels and formats

3 Plan your timeline and frequency

4 Craft your messages and stories

5 Test and optimize your communication

6 Follow up and nurture your relationships

7 Here’s what else to consider

Strategic Communications

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How can you communicate with customers during a product launch?

1

2

3

4

5

6

7

1 Define your goals and audience

2 Choose your channels and formats

3 Plan your timeline and frequency

4 Craft your messages and stories

5 Test and optimize your communication

6 Follow up and nurture your relationships

7 Here’s what else to consider

Strategic Communications

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