You have a nice idea. You know what your target audience wants and you’re sure they will like your product. You have some experience in marketing, so you think you can introduce it in the best way possible. What could go wrong? Well, many things.
You’re focused on multiple aspects at once. First of all, you’re getting that product ready, but you have one eye on the marketing process. You’re watching out for the competition, and you’re trying to find all the right people for your team. When you have so many responsibilities to handle, any unexpected occurrence can be the straw that breaks the camel’s back.
Do you know what the best strategy for success is? Being prepared for the things that could go wrong. We’ll list the top reasons why your product launch might fail, so you won’t allow them to happen.
1. The Marketing Campaign Isn’t Ready
You invest great efforts in the product’s development. You know you have something special. So what? If you don’t make people excited about it before the launch, you can’t expect massive success.
The process of marketing starts way before the launch. You have to test the need of your target buyers to have that product. Then, you need to prepare them for it. You can do that through an e-mail marketing campaign, guest blogging, and high-quality articles at your website. Introduce the idea to the potential buyers and make them want it. Make them expect the day of the launch!
When you’re ready for the launch, hit them with a well-planned marketing campaign that will expand the reach.
2. You Promote the Product Before the Launch, but You’re Not Ready on Time
This is the reverse situation. Let’s say you’re a big Instagram fitness guru and you get everyone excited about your upcoming website. You’ll offer online classes, branded clothes and equipment, and talks with guest influencers. Everyone expects to see the launch on a specific date, and then… something goes wrong and the product is not ready.
Remember: the marketing campaign and product development have to be simultaneous. If delays occur, explain the reasons to your audience and don’t make them wait for too long!
3. Failing to Test on Beta Users
You decide to rush through the product development stages, so you can get it out there as soon as possible? That’s not the right way to play this game. Why should you test on beta users? So you can get feedback you can implement. When you take their experiences and opinions into consideration, you can come up with a better product for the real customers.
If you skip that stage, you’ll still get that feedback. However, you’ll get it from your real customers. If they are not happy with what they get, their dissatisfaction will hurt your business at this stage.
4. Failing to Prepare for Fast Growth
Three things can happen once you launch your product:
• It might fail to sell,
• It may sell well, or
• It may become so popular that will explode your business into expansion.
Are you ready for exploding expansion? Do you have potential for producing more, so you’ll meet the demand? Try to avoid the first outcome, but be ready for the third. Unexpected growth can also lead to failure when you’re not ready for it.
5. You Don’t Have People Who Can Sell It
Even if you have an impeccable product and a great marketing campaign, things may go wrong. Do you have a team capable to sell? Is the support system at your website available non-stop? Did you choose the right sales channels?
You need a well-trained sales personnel at your website. If you’re selling through other channels, provide all needed information that may attract the customers. Identify the existing products they sell and predict how your product would mesh with them.
What about influencers? You have to include some of them in your campaign! Remember that example for a fitness website we mentioned? Its owner will probably connect with Instagram influencers and give them free membership along with free clothes. They will promote the project through their profiles, and millions of people will see the message.
6. The Product Description Doesn’t Work
You offer something that could improve the lives of your target audience? How do they know that? Before they decide to make the purchase, they will look at the product’s description. If it fails to convince them it’s exactly what they need, you’ll lose them.
The product description has to be minimalistic, but effective. Pick few words to say a lot of things. Be creative! Highlight the unique features of your product; everything that makes it different and better from competitive offers.
7. You Fail to Connect with the Customers
The point of a product launch campaign is not limited to sales. If you fail to monitor the experience of the users and take their feedback into consideration, you’ll lose touch with reality. They will have questions. Make sure your social media pages are active enough, so everyone will get the information they need.
Whenever someone gives you a bad review, ask what the problem was and try to fix it. Offer a product replacement or a refund to the ones who weren’t satisfied. Your target audience needs to see this kind of activity on your social media pages, so they will be confident that your new product is not a scam.
Remember the golden rule: never launch before you’re completely ready! Many things can go wrong if you rush through the process. Focus on all stages of development and be ready for success!
Lisa works for TopAussieWriters.com in her free time, helping the team create honest and reliable essay writing service reviews. She found her true calling in business consulting. Lisa is helping young entrepreneurs to scan the market, evaluate their ideas and bring new businesses to life. Lisa’s Twitter: https://twitter.com/l_wheatly