A successful product launch is boosted by pre-launch buzz. Smart launch teams seek to generate interest ahead of release to drive stronger sales on launch day. Apple has followed this playbook successfully for years — people are talking about Apple’s new product releases months before they’re available for sale. There are many ways to build pre-launch buzz for your app, but in this post, we’re focusing on the six most effective. Bring your brainstorming notebook and read on for ideas to get your creativity started.
1. Create Suspense
Who doesn’t love an air of mystery and excitement? You don’t have to have a full website built out prior to launch in order to create buzz. Simply sharing your value proposition and displaying a countdown clock on a launch page will pique curiosity while creating anticipation.
2. Spread the Word on Social
There are many different social platforms you can use to create buzz around your app. Use your user personas to identify the platforms that will be most effective to reach your target audience, and explore organic posts as well as ad programs and sponsored post offers. Consider LinkedIn, Twitter, Facebook, Instagram, Pinterest, YouTube, and any niche platforms your audience uses.
3. Partner with Influencers
Influencer marketing is a great way to create pre-launch buzz. Find bloggers your audience follows, thought leaders they admire, and others they pay attention to, and create an influencer marketing strategy around these folks. Provide them with early information about your app, give them pre-launch access, and/or offer an educational end engaging video. This tactic can help you to gain additional reach beyond your existing network.
4. Create Teaser Videos
Video marketing is an important part of any launch plan since video has been proven to increase engagement. Create a behind-the-scenes video and share it on Youtube, Facebook Live, and/or Instagram’s IGTV to build excitement about your upcoming launch. A video that shares your origin story can also capture attention. If your app is pay-to-download and people have already placed pre-orders, create a video that tells the story of a few of these customers who are anxiously awaiting your app’s release. Share your videos across your social media channels and consider running ads on each platform to promote them.
5. Run a Contest
Contests and giveaways are always popular. They can also be a great way to create pre-launch buzz. Promotions raise brand awareness and can rapidly grow support on social media channels.
Brainstorm ideas for contests and giveaways that reflect your brand personality. For example, you may run a giveaway for a limited-edition set of t-shirts with your branding or a fun item signed by the development team. Ask followers to tag their friends and to share your contest or giveaway.
6. Send Some Email
If you have an existing email list of people who are interested in your app, make use of it! If you don’t have one, start building one by offering something of value in exchange for an email address. It could be a discount on the soon-to-launch app or an informational downloadable that helps to alleviate the problem your app will fully solve. You could also create a quiz that requires an email address to see results or a survey where people can share their thoughts and opinions. Nurture your email list by staying in touch with fun content and items of interest.
When you get people talking about your app before it even hits the market, you substantially increase their likelihood to purchase it when you launch. Rather than starting up from a dead stop, you’re already rolling and simply need to apply the gas. This strategy will not only translate to higher sales but also help to keep the excitement and motivation high within your development team.
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