The Landing Page Strategies You Need for a Successful Product Launch
Getting ready to launch a new project or offering is always an exciting time at a company. But with so many new ventures on the horizon, it's essential to ensure that your marketing team is fully equipped to make these launches a success.? With the right marketing plan in place, you can make sure that your company's new ideas and projects get the attention and recognition they deserve. That’s why today we’re focusing on the landing page strategies you need for a successful product launch.
Define Your Audiences
Before the landing page even comes into discussion, you must know your audience. If you’re releasing a new product, you have to understand exactly who it’s for so your landing page strategy can reflect that.
Create new micro-audiences from your existing customer base to focus on relevant customers. From here, you can tweak your original narratives to better resonate with new and adjacent audiences. The goal is that your audience should identify that you’ve built your new product for them.
Foster credibility?
Demonstrating your brand has built a community of satisfied customers dissuades skepticism in the best way. But how can you show this on a landing page?
?? Add social proof
?? Share customer testimonials or ratings
?? Highlight comparison content with your existing offerings
Build Engaging Narratives
A new product is exciting, but you can’t rely on hype and the appeal of something new to drive home value. Your storytelling still has to center around the customers and their unique conversion influences to achieve success. Here are some ways to tell that story:
? Highlight a problem: Clearly identify the problem or pain point that your product or offering solves. This helps to create a sense of urgency and relevance for the reader.
? Introduce the new product as the solution: Introduce your product or offering as the solution to the problem. Highlight the unique features and benefits of your product or offer.
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? Use visuals: Use images and videos to help tell the story and to showcase your product or offering in action.
Create a clear CTA strategy
Not every CTA is equal, and if your CTA design doesn’t match your goals or audience, you’ll struggle to achieve results.
Consider the different CTA types that might apply to your new product:
Once you’ve established the type of CTA you need based on your conversion goals, it’s time to craft your design. CTA design goes beyond color contrast and shape. It depends on your ability to craft a convincing path to convert customers that flows seamlessly with the conversion journey. This involves aspects such as:
Prepare to Optimize
Once you’ve identified your audience, established your narrative elements, and built your design accordingly, begin setting your hypotheses. Making every choice strategically to influence a specific outcome will enable you to test intentionally and arrive at your ideal outcome much quicker.
Don’t neglect to review your insights from former efforts, either. Past results should provide you with an informed foundation to build and keep you from going in blind. Expand on those insights, retest to see which are still relevant, and see if you can identify new ones.
Just because something is new, doesn’t mean it will be an instant success with your audiences. By investing in cross-team collaboration and a comprehensive marketing launch strategy, you can ensure that your launches get the attention they deserve and drive the results you desire.
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