Starting your eCommerce business on Shopify is as easy as pie. However, just setting up a store won’t get your products the attention they deserve and the sales you expect. Since a typical shopper has at least ten stores to choose from when making a purchase, you need to constantly remain on your toes to find new ways to convert online shoppers into customers. Especially when you have to promote new products.
When you have worked so hard on coming up with a new product, you want it to receive as much love and for that, you need a strategic approach to product marketing.
Strategies to promote new products
1. Use banners to grab attention
Whether you’ve launched a new range of cosmetics, or have introduced new sizes in your otherwise regular-sized apparel category, the very first thing you can do to inform shoppers about it is to use promotional banners.
But remember, the appeal of the banner lies in its design. Make sure that your fonts and imagery are appealing enough to make your customers want to click on it.
Another thing to note is that a banner without a call-to-action button is just an image. If your banner doesn’t direct your visitors to the new product category that you’ve launched, it is simply useless. Not placing a call-to-action on the banner will only be confusing those visitors who are interested in taking a look at your new launch.
Pro Tip: Instead of just placing the banner on your home page, make sure that it is present across all the pages of your store. Place a trackable URL on the call to action to be able to analyze what type of shoppers are interested in your product the most.
2. Create social media posts for the launch
What’s the one thing that keeps Apple consumers glued to their screens when the tech giant is about to launch a new product?
The ‘want’ to see what the product is. The brand creates this curiosity by starting out their campaigns months before the actual launch, giving glimpses of the products to their target market – effectively reeling them in!
First, build some curiosity around the product you’re launching. Then, focus on giving out glimpses of the product to keep the shoppers guessing and have them come back to know more. And once you have an engaged audience that is ready for the new product, launch it with a bang!
A good campaign doesn’t end there. You need to make sure you’re familiarizing and educating your shoppers about the product post-launch.
Social media platforms such as Facebook, Twitter, and Instagram, have made it really easy (and fun) for marketers working on new product launches. Getting people all excited about what’s coming up next for them has become a creative and engaging process.
Pro Tip: To make your social media launch more impactful, look for influencers that your target audience follows. Offer these influencers appealing discounts and collaboration opportunity. In return, ask them to create unique content for your brand. Social media posts created and shared by influencers for your brand will help you quickly grab more eyeballs for your newly-launched product. People always follow the footsteps of a trend-setter, so it is highly likely that you crack sales for the newly launched products.
3. Rely on the ‘good old’ email marketing
Yes, email is fairly old. No, it’s not dead. In fact, by the end of 2021, the number of emails sent every day will hit 319.6 billion. As a channel of communication, email still takes the lead in being the most trusted. Contrary to popular belief, email is still used extensively by millennials as a day-to-day communication channel.
Studies point out that 73% of millennials communicate with a brand through email. So, if you thought that promoting your new launch via email newsletter makes little sense, you are wrong. Email is a cost-effective and efficient tool in reaching out to a huge list of contacts that you have grabbed on your marketing automation platform. However, your smartness lies in your email marketing strategy.
Pro Tip: Instead of sending a one-time email, create an email drip similar to your social media strategy. For example, if you are launching a new smartwatch, your first email could let your audience know something fresh hitting your store. In your next email, give a sneak peek into what the product is. The third email could be the launch newsletter with a special discount on the product.
4. Send web push notifications
Web push notifications are a fairly new channel of engagement. What makes them really powerful is that they get delivered straight to your shoppers’ device screens, so they don’t have to be logged in to receive alerts. If someone has opted-in for web push notifications he’ll never have to wait until they open a message to know whether a product is going out of stock, is on discount, or is fetching them free shipping. When launching a new product, you can use web push notifications to send out timely information to your audience.
Pro tip: Just like with email, you can create drip campaigns for web push notifications too. Ensure enough time gap between two notifications in your drip so that your users don’t feel bombarded by alerts. You can use PushOwl to set up timely delivery of a set of three notifications to hype the product – one teasing the product, the second one explaining features to look forward to and the last one about the product launch on the store. Don’t forget to use Smart Delivery to ensure that the notification is delivered during the subscriber’s active hours.
5. Use Facebook messenger marketing
Chatbot-enabled marketing channels such as Facebook Messenger have a bright future. 63% of consumers believe that a business must be on Messenger. Moreover, it’s not surprising that the open rate of messages sent on Facebook Messenger is close to 84%. So, alongside email and web push notifications, you can also leverage Facebook Messenger marketing to reach out to users on one of the most used social media channel.
Pro Tip: You can reach out to your users with appealing offers like limited-time free shipping on your new range of products, using Facebook messenger. You can use creative images or short videos of the product to make your message more interactive and fun.
6. Add the new product to Facebook Shop
You can create a Facebook shop section for your Shopify store and display the products that you want to increase sales from, on the Facebook shop. This option makes it simpler for people who browse products on Facebook to buy directly from there. Ensure that you upload clear and appealing graphics and have a purchase button so that users can make a direct purchase from Facebook.
Pro Tip: Don’t list too many products on Facebook Shop as it might reduce footfall on your website. You don’t want this especially if you are running some really good promotional campaigns on-site. Alongside, you can experiment selling on eBay because of the sheer volume of people who flock to buy there. Or, you could try luring some of your eBay shoppers to visit your Shopify store.
You could be launching the latest, the finest quality new products; however, not getting the word around in time could spell heavy expenditure with little or no returns. Using practical tips from this post, you can alleviate the challenge of introducing something new to your users. From firing up their curiosity levels to getting them interested in buying, the aforementioned tips help you crack your launch smoothly.