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What are the steps to creating a social media content strategy for a new product launch?

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Launching a new product is an exciting but challenging task, especially when it comes to creating a social media content strategy that attracts and engages your target audience. How do you plan, produce, and promote content that showcases your product's value proposition, features, and benefits, while also building trust and loyalty with your potential customers? In this article, we will outline six steps to creating a social media content strategy for a new product launch, based on best practices and examples from successful brands.

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Maggie Rummel

Culture-Shaping Creative Marketing Strategist and Social Expert (Current - E.L.F. | ex-CASH APP, VICE, NBC)

1 Define your goals and metrics

The first step to creating a social media content strategy for a new product launch is to define your goals and metrics. What are you trying to achieve with your content? How will you measure your success? Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase brand awareness, generate leads, drive traffic, or boost sales. Your metrics should align with your goals and track the performance of your content across different platforms and stages of the buyer's journey. For example, you might use impressions, reach, engagement, click-through rate, conversions, or revenue.

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2 Identify your target audience and personas

The second step to creating a social media content strategy for a new product launch is to identify your target audience and personas. Who are you trying to reach with your content? What are their pain points, needs, preferences, and behaviors? How do they use social media and what kind of content do they consume? Creating buyer personas can help you answer these questions and segment your audience into different groups based on their demographics, psychographics, and motivations. Buyer personas can help you tailor your content to address their specific challenges, interests, and goals, and communicate your product's value proposition in a relevant and compelling way.

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Maggie Rummel

Culture-Shaping Creative Marketing Strategist and Social Expert (Current - E.L.F. | ex-CASH APP, VICE, NBC)
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Audience is EVERYTHING; understanding your audience's interests, tone, buying power, daily lives, etc., is of the utmost importance. This strategy work will also inform how you create and message a product. Look at who follows you and who uses your product currently, then draw a future map of what new communities you want to tap and lasso into your brands obit.

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Danielle Geihs (SEO/SEM/Social Media/Digital Expert, NFL)

Director of SEO/Social/Digital, NFL; MBA; Founder and Senior Marketing Research Analyst at PTI Market Research, Arabic, Hebrew, Farsi, French; SEO/Social Director, Full Force Ads; Showrunner, NBC Sports
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How does Gen AI use Social Media? I'd suggest looking at Google's 2024 SGE PDF. It's quite amazing. Gen AI, if users opt to use it or not, may be informing Google Products 50% more than On Page SEO Copy. Since Gen AI can take so many reference points from Social Media, when properly optimized organically, the audience you may want to consider is Gen AI itself. AI Optimization may be the next frontier for Social Media. Understanding Gen AI as your audience, and understanding its social media preferences may optimize your other endeavors with Google Products. AI just became very social. Perhaps, one day, influencing Socials more than actual people.

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3 Conduct a competitor analysis and a content audit

The third step to creating a social media content strategy for a new product launch is to conduct a competitor analysis and a content audit. What are your competitors doing on social media and how are they positioning their products? How do you differentiate yourself from them and highlight your unique selling proposition? What are the gaps and opportunities in the market that you can fill with your content? Conducting a competitor analysis can help you benchmark your performance, identify best practices, and find ways to stand out from the crowd. A content audit can help you evaluate your existing content and determine what works, what doesn't, and what needs to be improved, updated, or deleted.

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Danielle Geihs (SEO/SEM/Social Media/Digital Expert, NFL)

Director of SEO/Social/Digital, NFL; MBA; Founder and Senior Marketing Research Analyst at PTI Market Research, Arabic, Hebrew, Farsi, French; SEO/Social Director, Full Force Ads; Showrunner, NBC Sports
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Content audit on Gen AI. You would be surprised what Gen AI will produce regarding your company. It's often very inaccurate. However, you can train it. You can use your Social Media to train it. I highly suggest auditing Gen AI with various questions per your company, and others, before generating social media content.

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4 Create a content calendar and a distribution plan

The fourth step to creating a social media content strategy for a new product launch is to create a content calendar and a distribution plan. How often will you post content and on which platforms? What are the optimal times and formats for each platform? How will you align your content with your product launch timeline and milestones? Creating a content calendar can help you plan, organize, and schedule your content in advance, ensuring consistency, quality, and relevance. A distribution plan can help you optimize your content for each platform, reach your target audience, and amplify your message through paid, owned, and earned media channels.

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5 Produce engaging and valuable content

The fifth step to creating a social media content strategy for a new product launch is to produce engaging and valuable content. What are the key messages and stories that you want to convey with your content? How will you showcase your product's features, benefits, and use cases? How will you educate, entertain, inspire, and persuade your audience to take action? Producing engaging and valuable content requires creativity, research, and data. You need to create content that resonates with your audience, showcases your product's value proposition, and supports your goals and metrics. You also need to use different types of content, such as videos, images, infographics, blogs, podcasts, webinars, ebooks, or case studies, to cater to different preferences and formats.

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Maggie Rummel

Culture-Shaping Creative Marketing Strategist and Social Expert (Current - E.L.F. | ex-CASH APP, VICE, NBC)
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In my experience, the best way to "sell" a product launch is by showing the product benefits. Too often, brands rely on glossy imagery that tells potential customers why; however, that doesn't create a desire or a need for the product. In order to create a desire, you must show why the product is necessary in a customer's life. What are the physical benefits of the product use?

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6 Analyze and optimize your content

The sixth and final step to creating a social media content strategy for a new product launch is to analyze and optimize your content. How is your content performing and what are the results? What are the strengths and weaknesses of your content? What are the feedback and insights from your audience? How can you improve your content and achieve your goals and metrics? Analyzing and optimizing your content requires tracking, measuring, and reporting on your content's performance across different platforms and stages of the buyer's journey. You need to use tools and methods, such as analytics, surveys, or A/B testing, to collect and interpret data, and make data-driven decisions to enhance your content and strategy.

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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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What are the steps to creating a social media content strategy for a new product launch?

1

2

3

4

5

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1 Define your goals and metrics

2 Identify your target audience and personas

3 Conduct a competitor analysis and a content audit

4 Create a content calendar and a distribution plan

5 Produce engaging and valuable content

6 Analyze and optimize your content

7 Here’s what else to consider

Media Sales

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What are the steps to creating a social media content strategy for a new product launch?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Identify your target audience and personas

3 Conduct a competitor analysis and a content audit

4 Create a content calendar and a distribution plan

5 Produce engaging and valuable content

6 Analyze and optimize your content

7 Here’s what else to consider

Media Sales

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