We launched SocialRank 2.0 yesterday and a lot of planning went into it. There are obvious outlets to get the word out about a new product or company, namely press from tech blogs and mainstream press. But there are other product launch strategies worth noting. Here are three:
1) Pre-seeding the product to friends and industry professionals
This is one effective strategy used when pre-releasing before launching a company, product, or new feature. We did it with SocialRank 2.0 earlier this week. On Monday, Tuesday and Wednesday morning before launch, we hit up friends and people with medium and large followings on Twitter and turned on the new features for them before our 11am announcement. This, a) Let them play around with the features before other people, giving them a chance to evaluate it properly and praise the product if warranted, and b) Let them access the tool before the system was clogged up with announcement/press traffic.
2) Product Hunt
I recently wrote about Product Hunt and how it can be massive. Things have only become better for Product Hunt since. Posting your company or product on Product Hunt is a surefire way that players in the tech world will see it. You’ll also get great feedback. At a minimum, you’ll get a bunch of users interested in seeing and playing with new products.
3) Emailing existing user base
Once you’ve put your product out there, you need to let your existing user base know about it. What we’ve done at SocialRank in the past is send out an email to our user base the following morning after any big product launch. This allows us to continue the inbound of usage once the press day is over. I like the format of having three stories in the email newsletter. I like the lead story on top (in our case this month was SocialRank 2.0) and then two other stories below, one on the left and one on the right side. The subject line should be related to the new release (and should be catchy if possible, Quora does a great job around this). Remember this strategy is only for companies that are releasing a new product or feature as you already have a user base.
What other launch strategies do you use at your startup?