Launching a new product is an exciting endeavour that many of us attempt. We all have a few ideas, and we’ve seen on sites/programmes where people have launched new products, and have gone onto be millionaires from it.
Dragons Den is a prime example, a select few reap the significant highs, and unfortunately for them, many experience the lows.
Did you know that 90% of customer product launches fail every year?
The most common mistake for the 90% is that they don’t have an adequate or appropriate marketing strategy in place, or they simply don’t have the necessary knowledge to bring it to market how they envisioned it.
If you want success, you’ll need to establish an overall marketing strategy. In Today’s GrowTraffic blog, we’ll provide you with a guideline specifically on using SEO to launch a new product.
Tips On SEO For A New Product Launch
When launching a new product, you are likely to consider all the marketing channels that will drive your product to the attention of your customers. Our focus, and an extremely important channel, is search engines.
This is specifically the case when you’re offering a product or service that solves a problem or fits a need that people frequently search Google, Bing, etc.
There are a few options for Search Engine Marketing (SEM), pay-per-click (PPC) and SEO. PPC are for short term gains, on the other hand, we don’t prefer it.
The reason we wouldn’t is it isn’t a long-term gain. We believe in organically optimising your business long term through digital platforms so you’re always adequately in line with the algorithms.
The truth behind most successful launches is the organisation, research and planning. Having a website is an obvious step. Here are a few things you need to do to ensure you have a head start once your product has launched.
Do Your Research
Market Research. Before launching, check out what your competitors are doing and scope their online presence with similar products.
What pages do they have? What keywords are they ranking for? Search engines such as Google, Bing etc and see what content is relevant to your product or service.
Keywords. Figure out the keywords being used in your industry and the ones that are going to be prominent as soon as your new product is launched to market.
Create an audit. Who is my target audience? What is the best way to present the product to them? What will my return on investment be? Audits reveal a lot of important information. They’re especially important when a product is unknown, innovative or new.
Once this is figured out, you will have a great indication of who wants to buy your product, their search behaviours, and how to market to them.
Track And Measure The Data
From the start of you launching your new product, make it a routine to track, measure and review your key performance metrics.
Use this information to tailor or adapt your offering to both your prospects and customer needs. The tool we would advise is Google Analytics.
Google Analytics allows you to gain an understanding of the consumers’ behaviour on your site, and where the traffic is coming from. Metrics include Sessions, Bounce Rate, Average Session Duration, Traffic Channels, and Conversion rate.
SEO Friendly Page Structure
Your search engine should be readable for people searching as well as being friendly to Googles rankings. Your website should be transferable on both desktops, mobile and tablet devices.
Here’s a shortlist of things you need to be aware of and put into practice:
- Meta Titles
- Meta Descriptions
- Alternative Text
- Concise but descriptive headings
For more information head over to our Intro To SEO Blog.
Creating Fresh Content
Having a social presence doesn’t just give you a platform to shout about what you’re doing, but it can help increase traffic to your website.
Blogging is another way of generating fresh content with company updates that people will want to link back to.
Being socially active will allow consumers to gain your trust through the transparency of the business, which should lead to more engagement. There is also potential for your company to start ranking for your social profile which will inevitably increase visibility and therefore visits.
Both are an effective approach to not just get visitors back to your website, but they can help you sell your products and services.
In addition to this, blogs are a great way to increase your longtail keywords, in other words helping you rank for more search queries and be recognised as being more authoritative by Google.
If you’re struggling, go check out our blog on how to create quality content.
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