When you are launching a new offering — a product, service, program, or course — your success depends on how well you connect with your target market and inspire them to buy. A launch period is an especially intense time when your goal is to generate heightened attention, buzz and a flurry of activity that results in a quick spike in sales.
During a launch you are often being introduced to a larger breadth of your target market — new audiences are meeting you for the first time. You are also getting in front of your established audience and asking them to pay even closer attention than usual and ultimately buy what you are offering.
Here are 6 ways to best connect with your target market during a launch:
Get in Front of Established Audiences
Your target market is already gathered online. They are consuming content and probably gathered as a community somewhere. Find those places and show up there often, but especially during a launch. Get featured as an expert, write guest blogs and articles, and get interviewed on podcasts and other media. Your market is already tuned in, seeking out more content from this source, so connect by providing the content they want, and use the opportunity to introduce yourself and your product or service.
Be Everywhere at Once
With careful advanced planning, coordinated effort and strategic established relationships, you can connect with your target audience by showing up “everywhere” at once. Every time someone in your target audience turns around, there you are again, as the author of a guest post, getting interviewed, or showing up in her inbox. It creates the impression that what you have to share must be important if “everyone” is talking about you. By showing up in this way, your target audience is more likely to pay attention, connect with what you are sharing, and trust your credibility.
Borrow Credibility and Trust
If you are introduced to your target market by someone they already know, like and trust, you can borrow that trust by association. Ask someone with an established reputation — perhaps a professional who offers complementary services, an established authority in your field, or even an organization, such as an association — to promote you, interview you, share your content or allow you to speak at their event or appear in their publication. By doing this, your target audience is primed to trust what you have to say and you are likely to connect more readily than you would if they came across you independently of a trusted source. A quick introduction and borrowed trust goes far in a successful launch.
Make an Emotional Appeal
When launching, you want to connect to your target audience member’s emotional pain points, needs or desires. You want them to truly feel that what you are offering is an answer to a problem they are having. You want to fulfill a void. The copy you use should speak their language passionately, leaving little room for indifference or doubt. They should be able to know right away, “Yes, this is something I need (or want) now, right now.”
Help Them Decide Quickly
Part of connecting with your audience during a launch is guiding your target customer to make a decision quickly. You may notice a sense of scarcity or urgency built into launch campaigns — get it before the price goes up, limited quantities, or limited time, for example. Encouraging your target customer to decide — “Yes, I want this,” or “No, it’s not that important to me.” — is part of connecting and serving your market’s needs. Without a sense of urgency or scarcity, the potential customer puts off the decision, not paying close enough attention and lets the opportunity pass by. And simultaneously, you have missed an opportunity to connect.
Pay to Play
Digital advertising lets you create a highly-targeted connection with your ideal customer. Targeted advertising, such as Facebook ads, allows you to get in front of people who have expressed interest in products and services similar to yours and connect with them quickly in a way that was not possible a few years ago. If you do not have an established online presence or list of prospects and you want to connect with your target market quickly, or you want to take your impact to the next level, investing even a small budget in advertising can create big returns.
Connecting with an audience during a launch is always a challenge. You have to cut through the marketing clutter and reach, create a connection quickly, and inspire them to take action. If you could use help connecting with your customers during your next launch, contact Solamar today.