What are the most effective channels for delivering product messaging in the planning phase?

For product messaging in the planning stage, need to consider some of these effective channels to get yourself started. * Landing page after gathering and collating research from customers in targeted countries, titles (Benefits, statistics, pain points, introduction videos, testimonials, etc.) * Social Media to inform, educate and share its messaging. * Email marketing - subject titles, email headlines, creative visuals, call to action etc. The messaging must be consistent throughout all platforms and test it.

To create the biggest impact for your product launch, you must strategically choose the right media, geographies, and messages at launch. During the planning phase: 1) talk to your customers (qualitative research) and ask them where they look for information about your category. This will provide great clues on what media to use. 2) look at your competitors - it's important that you know what words they are using so you don't sound the same. 3) Test your messaging. It's important to weed out the subjective and get to robust messaging. This is done through quantitative testing. 4) Product landing pages and emails are great. But don't forget to educate your future customers about the benefits they'll derive, customer stories, etc.

In FirstNet's launch year, the challenge was twofold: Navigate a "Red Ocean" of competition from peers and start-ups while aligning to U.S. Government requirements, also we had to secure opt-ins from all states and territories by EOY. Stakeholder briefings were instrumental for decision-maker buy-in. High-profile events, featuring MVP demos based on an rebranded AT&T product, raised awareness and validated our capabilities. Also, we rolled out pre-launch branding elements to establish a recognizable identity. Targeted engagements with stakeholder groups provided not only information but also critical feedback. Using this multifaceted approach, we fulfilled contractual requirements and laid the groundwork for a nationwide emergency network.

(!) The true power of a product landing page lies not just in its ability to inform but to resonate. Understand your target audience deeply. Instead of just listing features, tie them to the real-life challenges they address. Always remember: people don't buy products; they buy better versions of themselves.

A compelling product landing page is crucial for driving interest and conversions. Start with a benefit-driven headline and subheadline conveying your unique value prop. Use striking visuals and videos to showcase the product in action. Succinctly explain top features and customer benefits. Include social proof like ratings, reviews, logos. Drive conversions with a prominent, clear call-to-action tailored to your funnel stage. Write SEO-optimized copy highlighting keywords. Ensure mobile responsiveness and fast page loads. Use A/B testing to refine layouts, copy, visuals for higher conversion rates. Drive traffic through digital ads, email, social media.

Email is a great place to tease new products, categories and promotions with your audience. Set a clear test objective for your emails in the planning phase, creating voice, consistent tone and look/design to determine what captures attention. Side by side clickable images are great ways to measure interest early on in the process.

Sequences or drip campaigns are perfect for pushing out information. You can create themes and also plan your content around crucial dates. They are perfect for generating hype and curiosity. It gives you the opportunity to bring to the fore key elements that you want to promote with every email. The best part about these campaigns is the conditions you can set and guide people through various features, announcements, etc.

Segment your email list based on customer lifecycle stage to target messaging to prospects vs existing customers. Craft subject lines that create curiosity about the problem your product solves. Share planning updates and behind-the-scenes sneak peeks to build excitement. Educate on common pain points your product addresses. Provide value through tips and guides vs pure product pitches. Use A/B testing to optimize subject lines, content, and designs. Send a consistent cadence of emails to stay top of mind. Use lead nurturing workflows to automatically send relevant follow-ups. Personalize content with customer names, use cases, or locations. Include social proof and testimonials to build credibility.

Make sure you are aligned with a company-wide marketing strategy, so that you don't over-email your customers. They could be receiving surveys, beta requests, marketing events, and product information. It's best to only market the most game-changing future products as coming soon in an email that provides newly launched features. You'll have coming soon products that your users likely assume you already have, which you won't want to market. Remember to think about your audience based on whether they're a prospect or customer. Prospects want to hear about future launches if that launch would change their decision to buy your product. If you know they're waiting for a specific feature, an email announcing it's coming soon, is very beneficial.

Email marketing is indeed a powerhouse in the planning phase. It's that direct line of communication with our audience, and when done right, it can work wonders. Personalization has been a game-changer for us - it's like having a one-on-one conversation at scale. A catchy subject line is like the 'hook' that reels them in, and clear, concise language is the 'reel' that keeps them engaged. Testing and optimizing - that's where the magic happens. It's an evolving journey of learning what resonates best with our audience

If you have created a group within Facebook, you can use this group to run polls around things you are interested in that will help you create more effective launch plans, build engagement around your content and choose channels for your new product. Within this group, you can also test messaging with your posts. It is important to develop a plan within the plan in regards to your message testing.

Social media enables product marketers to reach and engage target audiences, influencers, and industry peers to raise awareness and interest pre-launch. Creating teasers and sneak peeks builds intrigue while demos and prototypes showcase functionality visually. Engaging followers by soliciting feedback and running polls generates buzz and advocacy. Using relevant hashtags expands reach, while partnering with influencers helps tell the product story. Promoted posts, sponsored ads and retargeting reinforce messaging to key demographics. Analyzing engagement, sentiment and conversions informs refinement of messaging and creative. The ultimate goal is leveraging creative social campaigns to generate excitement and advocates for the new products

When utilizing social media for a pre-launch, make sure that the timeline to launch is clear and within the next 4 weeks. You don't want to market a feature too far out and not deliver on it. You also want to balance how much you are promoting new products versus messaging testing coming soon products. If you segment your launches by priority, you only want to promote coming soon launches that are of the highest priority.

In marketing, social media is an invaluable canvas for product messaging in the planning phase. It's a direct link to our audience, influencers, and peers, fostering genuine engagement. Visuals bring our product to life, while hashtags and contests create buzz. Feedback builds community and loyalty. Every interaction is a chance. Metrics guide us. Crafting campaigns means platform choice, brand consistency, and compelling content. Social media is the canvas; each post, a strategic stroke.

Channel Management is a key skill and talent. Not just in selling your product but also in communicating about it. The secret is the following: - 1) Conduct a market study to understand first where your target audience is getting their information on new products and where do they spend majority of their time. 2) Based on the feedback of the research, validate this with in-depth interview and surveys to understand what kind of messaging style they are more hooked with 3) Build your initial messaging around these framworks and do multiple testing (similar to A/B testing) 4) based on the results formulate your strategy to ensure maximum impact

Start with the Press Release. Ultimately, your value proposition to the customer, and by extension your key messages, stem from the problem you are solving (save money, create additional revenue, etc.) for clients. Starting by writing the press release at the time of product ideation, leveraging feedback gleaned from client conversations about their challenges, is a powerful forcing-function to align the entire team around solving real problems for clients and not getting lost in the diluted message creation output that often results from day-long internal whiteboarding sessions.

If you're still in the planning process, use a channel that will enable you to learn the fastest. There are several factors to consider when choosing a channel: - Which channel does your customer engage with the most? - Which channel do you have the most traction? For example, is your email newsletter really large? If so, use that. - Which channel can you pull the most insights from? For example, if you don't have a landing page properly set up to understand user flows and where they are spending attention, then this might not be the best place to test value props.

There is not a "one size fits all" approach, so the first step is to research your target audience so you know what channels they use to gather information. This can range from social media, to events, to trade publications, online research, or other ways. Once you've determined which channel(s) to use, then create a teaser program to start releasing information prior to the launch. This will build interest, let you gather some initial feedback, and prepare the market for the upcoming launch. A key component of any teaser program is to incorporate industry analysts, as they help provide validation of the upcoming product launch. Finally, determine the cadence (where, when) for releasing information about the upcoming launch.

Understanding customer behavior is like deciphering the secret code of success in business. It's about more than just data; it's about the stories and motivations behind every click, purchase, or interaction. One key insight I've gleaned is that customers crave personalization – they want to feel seen and heard. The 'one-size-fits-all' approach is a thing of the past. Additionally, transparency and trust are the currency of the digital age. When customers trust your brand, they're more likely to become loyal advocates. The journey from curiosity to conversion is a complex dance, and every move matters.