Launching a new product is as exciting as it is terrifying. To ensure the success of your new product, you want to be using all the tools at your disposal, including SEO and content marketing.
In this blog, we’re going to share our tips for how to incorporate SEO and content marketing into a new product.
Do Product Research
If you already have a marketing strategy that includes SEO and content marketing, you should be familiar with the importance of keyword research and audience research.
Through keyword research, you gain an understanding of what words and phrases web users are using when searching for products and services on Google and other search engines.
Before you can create content for your new product, you must first familiarise yourself with the correct keywords that are going to help your target audience find your new product. You should be asking yourself:
- What keywords and phrases are people using when searching for similar products?
- What questions are people asking about the product or similar products?
- What do people want to know about the product or similar products?
Aside from researching keywords and phrases, you also need to research your ideal customer. The customers who purchase your existing products may differ from the customers who purchase your new product.
For example, if a skincare business decided to launch an anti-ageing product or range, they would be targeting a different audience than their general customers.
When researching your target audience, you need to consider key demographics, such as location, gender, age, income and interests, before honing in on your ideal customer.
Create New Content About The Product
Once you are familiar with keywords and phrases used by your ideal customer, you can start creating new, relevant content. To rank well on search engines and increase your web traffic, you should be creating different types of content about the product.
Video content is crucial when launching a new product. Your content marketing strategy should already include video content, as it is currently the most preferred type of content.
With the success of TikTok and YouTube Vloggers, it’s easy to see that people would much rather watch a video than read an article.
Great video content can be the difference between your product flying or flopping – so it’s important to create imaginative, useful and eye-catching videos that are going to stop web users in their tracks.
Short videos and visual teasers should be posted to your social media channels during the build-up to the product launch. These short and snappy videos will stir curiosity and let your audience know that something great is coming.
Once the product launches, create a series of videos educating people on the product. These might include:
- Captivating explainer video providing vital information about the product
- How-To video demonstrating how the product should be used
- FAQ video answering all the top questions your audience has about the video
- Customer review videos
Live videos are also great for product launches. A live stream allows your audience to ask questions about the product in real time. It also gives your team an opportunity to chat informally about the new product.
New content that is relevant and informative should be regularly added to your website. When it comes to launching a new product, your blogs should aim to answer common questions that people have about the product (or similar products).
Even though your blogs are written to promote a new product, the majority of them should focus on the reader rather than the product. Remember, blogs should not be sales-y. They should provide useful and trustworthy information.
Using my previous example… if a business was launching a new anti-ageing eye cream, blog topics before, during and after the product launch might include:
- How Do I Apply Anti-Ageing Eye Cream?
- Ingredients To Look Out For In Anti-Ageing Products
- Are Anti-Ageing Eye Creams Suitable For Sensitive Skin?
- How Often Should You Apply Anti-Ageing Eye Cream?
- Does Eye Cream Go On Before Or After Moisturiser?
- Which Eye Cream Is Best For My Skin Type?
- Do I Need An Anti-Ageing Eye Cream As Well As Moisturiser?
- How Do I Prevent Eye Wrinkles?
Of course – you should also write a blog introducing your new product! And write informative blogs telling potential customers everything they need to know about your new product. But your blogs shouldn’t focus solely on the product itself.
Aside from video content, additional visual content, such as infographics and social media graphics should be created to further promote the product.
Infographics are simple to create (we love Canva!) and are a fun way to share information about the product. Perhaps create an infographic detailing the timeline of creating the new product.
Or a How-To infographic with easy steps for using the products. An infographic that details the benefits of the product is also a great idea.
Consider Influencer-Created Content
The world is moving away from celebrity-endorsed content and moving towards influencer-created content.
This is likely because consumers appear to trust the opinion of influencers, particularly if an influencer is talking about a product that falls into a category or industry they are an expert in.
An influencer within your industry can be used pre-launch to increase awareness of the product and stir up excitement amongst your target audience.
They can also help promote any giveaways and/or competitions. During and after the launch, influencers can be used to give a review of the product, encouraging their followers to go and purchase the product.
Optimise Product Page
All content created, including blogs, videos and infographics, should be optimised for search engines using specific keywords. And the same goes for your product pages.
The product page for your new product should include relevant, interesting and informative copy. It should also be optimised for the main keyword. The keyword should be strategically placed in key places, including the title tags, product description, page headings, URL and meta description.
High-quality images should also be included on the product page, with alt attributes that include the keyword.
Never copy product descriptions from another product on your website or from a competitor website. All product descriptions should be unique and should incorporate longtail keywords.
Your product page should also include an internal link to a useful and relevant page on your website.
Get In Touch
GrowTraffic is a digital marketing agency that specialises in SEO and content marketing. If you would like professional help launching a new product, get in touch with our friendly team. You can call us on 0161 706 0012 or email us at [email protected].
Alternatively, head to our blog for expert SEO tips and digital marketing help.