After endless meetings and hours of research, you’ve finally got confirmation feature X is coming soon. Fantastic. You already know how much it’s going to help your customers and why it puts you above your competition, but, do they?
For existing customers, it gives them a reason to stay and for prospects, it gives them a reason to come. So, to make sure they’re all as excited about the feature as you are, you need a marketing strategy that covers all bases.
If your new feature’s going to revolutionise what you already offer, get people geared up for the announcement with some teaser messages.
Don’t go too hard on this stage though - otherwise, you run the risk of wearing people down before the big day, just scheduling a post or two across your social media platforms will do. Here are a couple of ideas:
- A post outlining some of the benefits that come hand-in-hand with your new feature;
- If applicable, a picture or video of your new feature in action along with a ‘coming soon’ message; or
- Something simple and intriguing like ‘Keep your eyes peeled, we’ve got an exciting announcement coming next week’.
Update your collateral
Behind the scenes, you’ll need to think about incorporating your new feature into any existing collateral, like:
- Dedicated landing pages,
- PPC text,
- Social media bios,
- Sales collateral
- Product descriptions, and
- Offline collateral (brochures, flyers, etc.)
This bit doesn’t need to be too time-intensive and usually won’t require a full re-write, but just think about how you can shout about its benefits and let people know it exists.
You don’t want to put this live before launch day, but if you get it drafted and approved ahead of time it’s then at least ready to be switched over straight away.
Email your database
Make sure you don’t let the prospect of new sales distract you from communicating your improvements with existing customers. Although they might not bring more revenue in, in the short-term, if this new feature results in ongoing loyalty they’ll be the ones benefiting your bottom line in the long-term.
In the run-up to or on the day of the release, schedule an email with important information like:
- What the new feature is,
- How it works,
- How it’ll benefit them, and
- Where they can go for extra support.
While we’re on the subject of current customers, don’t forget to think about cross-selling opportunities; but also don’t bombard every single contact. To fit the criteria for cross-selling the person or company should:
- Not already have the product that’s now got the new feature, and
- Already have a product or service with you that compliments this one.
And let them know you know they’re already a customer by opening with something like “We know you’ve already got our [insert product] and we thought you might find [insert product] useful too…”
Now, this is the exciting bit. If someone was interested in your product in the past but didn’t take the plunge, this new feature could be the nudge over the sales line they needed.
You need to arm prospects with all the information you gave your existing customers as well as some important additions - so don’t try and take shortcuts with the same template:
- A general overview of the whole product,
- Why they should choose you over your competitors, and
Tip: For a second stab at making sure everyone sees your announcement, consider mentioning it in your newsletters too (if you send them).
Create a landing page
Bespoke landing pages are a great way to capture new leads and increase conversion rates. Start by making sure you’ve got all these elements on it:
- A catchy headline
- Your branding and logo
- A clear description of your product
- Persuasive USPs and benefits
- Top-quality, relevant pictures
- Contact details
- An actionable CTA.
Once you’re happy with what you’ve got, this can be used in your email and social media (paid and organic) campaigns.
Spread the word on social
Different audiences are on different mediums, and, as we all know, there’s no guarantee your emails will be opened. So, to make sure your message reaches as many people as possible plan some social media activity around your new feature. Some post ideas include:
If you can, it’s a good idea to create some custom, branded imagery to support your efforts too - after all, this is all about your product.
Last but not least, if you want to target specific clusters of people consider investing in a few paid social posts too.
It’s up to you to gauge whether or not a press release is worthwhile for your feature, but if it is, it could be a relatively easy and cost-effective way to get your name in some local and industry-specific publications.
Tip: Get some advice on how to write a newsworthy press release here.
Signs your feature might be picked up by the press:
- It’s environmentally friendly,
- It’s something no-one’s done before, or
- Its benefits are groundbreaking.
Train your sales team
And finally, don’t forget to educate your sales reps on everything they need to know. After all, what use are great marketing emails if the prospect then reaches out to a sales rep who makes no mention of the new feature whatsoever.
So, get your teams in a room and arm them with things like:
- Core benefits of the new feature,
- How it works with the product’s existing features,
- Key terms to use when talking about it, and
- If it affects pricing, let them know-how.
It might also be worth knocking up a simple one-pager with all this information so they have it to refer to when they want, as much as they want.