If you’re gearing up to launch a new product, it can be an exciting time. Perhaps you’ve envisioned how this product will come to define your business, or how this product could take you in a completely new direction. However, it’s important that you don’t let your hopes and dreams cloud your vision. In order to have a successful product launch, it’s crucial that you have your ducks in a row. Here are five steps to take before your business officially launches a new product.
Create a Marketing Strategy
Getting the word out is important if you want to make sales when your product launches. In order to do this, you should create a marketing strategy that clearly outlines the messaging and platforms you intend to use in order to communicate with existing and new customers about your new product. Part of this may even involve thinking about a pre-press campaign that helps you generate some buzz before the launch. Leading up to the launch and immediately following it, you may even want to attend a few relevant trade shows in order to pass out custom logo stickers and other swag that continues to build hype. Having a strong strategy in place prior to launch ensures that things go according to plan.
Audit Your Website
Once your product launches, you’ll likely have an influx of traffic on your website. As a result, it’s vital that you audit your website ahead of time to make sure that it can handle a higher amount of traffic and still perform well. It’s also a good idea to make sure that your website is mobile-friendly since many users browse the web on their phones. Having an ADA compliant website is also important, as you want to make sure that all customers are able to access information about your business and new product, regardless of their ability. It’s also worth noting that failing to comply with ADA standards could put you at an increased risk of lawsuits.
Test Your eCommerce Solution
Beyond testing your website, it’s equally important to make sure that your eCommerce platform is properly configured. The worst thing that can happen during a new product launch is for customers to be excited about your product only to find out they cannot purchase it due to an eCommerce glitch. Test each level of your order pipeline to double-check that everything is working as it’s designed. This investment of time and energy can end up paying big dividends by avoiding an eCommerce disaster on launch day.
Train Your Team
Having a team of employees who understand the ins and outs of your products is key if sales are your ultimate goal. This is because a customer is much more likely to make a purchase if they feel that the person speaking to them about the product is knowledgeable. Make sure that each member of your team has an in-depth understanding of what sets your product apart from others so that they’re doing more than just regurgitating product descriptions to a customer. These kinds of training efforts can be the difference between making a sale or losing one.
Make a Contingency Plan
Of course, even with the best-laid plans, there is always the chance that something goes wrong with your launch. Whether that’s because a prime interview slot on a morning talk show gets missed because of breaking national news or because of a social media snafu, having a plan B is always important to have. Make sure to go over your contingency plan again and again with different departments so that you have a path forward no matter what issue your company faces. The result can be a smooth rollout, even in the face of obstacles.