Creating awareness doesn’t end when you launch your product, to see best results you should be thinking far beyond into your post-launch strategy. Engagement drives your brand further, and allows you to connect directly with the people who use your products. To create the biggest splash possible you should define your target audience and develop a content strategy, as a result sparking conversation allowing you to start optimising your approach. In return your brand will become more connected to your audience and you can begin to understand the real problems your customers are encountering. This process is never ending; engage, connect and adapt.
Social media is the best spot to start engagement – you are directly connected to people who may be interested in your brand. According to MarketingSherpa “Online adults aged 18-34 are most likely follow a brand via social networking (95%)”. When you’re directly linked to your customers you’re able to engage with them across a more connected and personal feeling platform. When a customer chooses to see your content on social media it means you’ve already sparked their interest and have a great chance of creating a long term customer. This is an opportunity to drill down and understand what works best, why they connected to your brand, and what still needs to be redefined.
How is this done?
By asking questions and testing content – go directly to the source for feedback! Offer a discount code in return for a quick survey. Adding an incentive promotion for them will not only be a positive in boosting your image, but also scoring a few sales in the process. Instagram has introduced a really helpful voting option button option for their daily video – this is a great opportunity to ask your customers questions and get feedback without directly asking for it.
The messages, images and videos you post on social media are a direct reflection of who you are as a brand – your social media persona should be clear concise and a direct reflection of your brand values. Instagram is a great example of this as many brands try to keep a similar visual for images and videos created for the company – if a brands social account feels disjointed it can push potential customers away.
It’s more than creating general messages – you should be personalising messages by replying to customer questions, issues and general conversation. Your brand should be seen as a friend – or as close to a friend as you can get without being too personal. Your customers should have an idea of who you are and know what you’re trying to say when you post or connect using social media. Some brands absolutely nail this and often end up being shared across social media for their witty, friendly and funny approach.
How is this done?
Being honest and helpful in your approach. Your customers are reaching out, do your best to keep their opinions of you high and help them solve the problems they are mentioning. Be quick to reply – the longer you wait your customers will start to feel overlooked or abandoned even if you’re not able to directly help them you can point them towards someone who will be able to help.
Not everything you do is going to work 100% of the time.
Testing, adapting and testing again, will keep your launch strategy moving forward and increase your return in the process. If you’re stuck holding onto a tired strategy you will bore the people who you’re targeting.
How is this done?
You should always be thinking about: A/B testing, retargeting campaigns, examining click through rates, cart abandonment. These are a few sticking points many brands get stuck on, but can be easily fixed if organised appropriately.