Launching a new product is much like having a baby in that you’re both excited and somewhat fearful at the same time. You know that, if given the chance, your creation can do many wonderful and amazing things, yet you’re still somewhat uncertain as to how the rest of the world will react. Will they love and welcome your new product as much as you do?
One way to increase the likelihood that the answer to that question is going to be a resounding “Yes!” is to leverage the power of influencer marketing during the launch itself. What is influencer marketing, how does it help, and—perhaps most importantly—how do you leverage it? Let’s look at each of these now.
What influencer marketing is
With so many different types of marketing available, it can be difficult to stay current on some of the newer options. So, if you’re unfamiliar with influencer marketing, TapInfluence explains that it is “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market.”
In other words, influencer marketing involves working with some of your industry’s most-watched individuals and companies and getting them to spread the message that you’re ready to launch a new product. Why take this route with your product launch?
Benefits of influencer marketing
Though this type of marketing does come with the sometimes-arduous task of creating relationships with these influencers, there are many advantages to taking this approach, especially during a new product launch.
The benefits of influencer marketing include:
- Reaching more potential consumers not currently in your network
- Improving your company’s SEO (search engine optimization), thus improving its rank
- Increased credibility on behalf of your company and brand, possibly offering a higher rate of return
Apply these benefits to a product launch and it’s easy to see why choosing this option can provide even better results. So, how do you connect with some of your industry’s top influencers and get them to promote your new product or product line for you?
How to leverage influencer marketing
The answer to this question depends greatly on where you want the promotion to occur. For instance, if your goal is to leverage influencer marketing on Instagram, you’d first want to figure out who the biggest influencers are on that platform specifically. And if your intent is to target Facebook, Twitter, or some other social media site, you’d have to do the same there.
Once you know that, the next step is to actually reach out to the influencer directly and inquire about working together on your product promotion. Ask whether they’d be interested in sharing your creation with their followers and, if so, how you could structure the deal so it is a win-win.
Depending on how you work the agreement, some influencers may spread the word free of charge, solely because they believe in what you do. Conversely, others may require a portion of the proceeds from the launch before being willing to market your new product to their already-established customer base.
If the influencer agrees to promoting your launch, the final step is to create a system whereby you can easily measure the results so you know what type of return you received via the promotion. This step is especially critical if your partnership requires that you pay the influencer a portion of your sales.
Product launches can be both scary and exciting, but if you have the help of your industry’s top leaders, it’s more likely to be the latter. That makes it an avenue worth pursuing.
