Search input in a product launch
Maybe search gives such good feed back that your product enhances and search suddenly was a resource to you that made everything in the launch better!..
- Search in search engines for the keywords related to your new feature or new idea and see if there are any posted blogs, articles or forums with current wishes or if they see any new potential of old versions. At the same time note what sites rank on what keywords and be aware of the competition you might be facing if you want to show up in the results yourself.
- Search your competitors’ products and see what information they provide around new features and where they rank. Especially look at what other people have said about their products and if any rankings reveal some interesting facts.
- Some launches can be discussed in blogs on or off the corporate site but in order to get people there you should get your own blog to rank high in search engines or choose blogs that already are popular and is addressed to your target group.
- Produce additional content with questions and conversation of the new features you plan. If these features are not yet
- Produce articles and content on your site about new product enhancements you are about to do, even before they have left the idea stage, so that you can receive feed back.
Maybe you were able to test the planned new product enhancement before even producing it in an online environment in your company’s blog by talking about a change that you were thinking of doing…. And again attracted visitors to it… just because the blog ranked high in the search engines on the keywords that this product and the improvement was about and suddenly you got the final twist and feed back that just made it perfect before going into the production department!
Taking this a step forward you have now secured a safer production of a product development and improvement, probably saved some money by getting some feed back before deciding on direction and as well, you now know exactly which people to talk to again in order to do more product and market research. In marketing terms you have got to speak to the early adaptors… and as all marketers know.. these are the most important people to persuade.
In this long process of managing expectations and involving the organization the search marketing became the absolute channel to get the message out, and KEY here is that it wasn’t a finished marketing message or a product.. it was in the earliest stage of a relaunch or a new product launch.
In the section of “SEM methodology”, you will find a .pdf file on what to focus your efforts on when launching a new product to get better effect in the search results.
