If you are launching a new product or service, you want to create some excitement with your customer base about what’s new. Facebook is a great way not only let everyone know what’s new, but to generate excitement.
However, to be successful, you need to plan ahead and make good use of some of Facebook’s tools for business. It’s not difficult, it just takes some planning. Here are four steps to help you get started.
1: Pre-launch – Planning
To be successful, you need to plan your strategy a couple of months prior to launch. Two or three months
should be sufficient. This planning should include all of the materials you want to share on Facebook. This includes the design of any ads you may want to purchase in addition to the images you will use in your posts.
Be sure to consider the sizes of your images. You’ll need different sizes for ads as well as your posts. Remember that Facebook only allows 20% of an ad to contain text. Facebook has a handy tool to verify you do not violate this rule. Visit the Facebook Grid Tool and upload your image. The tool will place a 5-by-5 grid over the image. Click the squares that contain text to see how much text you are using and if it is acceptable. Watch this Facebook video for information about text in ads. Also, check out our blog on optimum image sizes for different social media sites.
If you don’t have an ad agency, or know an artist who can design a print ad for you, consider using Fiverr.com. This website offers services and products that range from graphics and design to online marketing. The freelancing marketing services include ad creation, infographic design, video animation, and much more. The price of services begins at $5. The transparency of buyers’ reviews will help you to
choose the right seller.
2: Pre-Launch – Create Excitement
As a part of your pre-launch, consider if giveaways are appropriate for your new product or service. Will there be a special sale or discount period when you launch? If so, how will customers access the discount? Is a contest appropriate for the new launch? If appropriate, one lucky customer can win the free product or service free. Perhaps allowing someone to be the first to use it is appropriate.
It’s also best to plan and write out the posts you will make on Facebook and other social media. Writing these ahead of the launch will help insure you cover the important points you want your customers to know. Each should reveal a little more about the new product or service. Begin with teaser posts about two or three weeks before the launch. A series of pre-launch teaser posts might be:
“Something big is coming to (Business Name) in July.”
“Watch this space for a big announcement on July 13.”
“Don’t miss out. See what’s happening in July at (Business name).”
As the launch date approaches, build excitement by revealing a little more about the new product or service. This would be the time to start mentioning customer benefits in your teasers.
A week before the launch, your post might be: “Everything you know about Customer Service is about to change! (Business Name) is taking it to a new level starting July 13.”
“The only way to experience (service) is to be here July 13 – see for yourself.”
If you are introducing a new product, perhaps a discount may be in order for the first few weeks. One of your posts or an ad could be a coupon for customers to print. Alternatively, you can post on Facebook a ‘secret phrase’ that customers can mention to get the discount price.
Don’t forget to use video! Make a video of you or someone in your shop talking about how excited everyone at work is about the new product or service. Post a few days before the launch. If you are remodeling or expanding, post pictures of the construction work. If you are adding new equipment, share pictures of the installation process.
Your launch plan should have the posts written out along with the date and time when each will appear. Stagger the times from morning to early evening for maximum exposure.
3 – Launch – Keep Excitement Going
The launch phase will probably vary in length depending on the product or service. As far as promotion is concerned, it will never truly be over. However, you should have an end date for the largest promotional push. At this point, you want to figure out what you can do to keep the excitement going.
This is the time to launch a Facebook Contest. After launching a new service, perhaps now is the time to have a naming contest. If appropriate, let customers have a chance at naming the new service. The winner gets a year of the service at no cost or a substantially price reduction. Consider what is most appropriate for the new product or service; then, maintain excitement by teasing the contest.
You may find it appropriate to shoot a video of the first day with the new product or service. Include customer testimonials and reactions. Other customers talking about your business and your services is a great way to introduce new customers to what you do.
If you decide to spend money on a Facebook ad campaign, focus most of your ad budget on the pre-launch phase. If you have something to offer of value or a coupon, split your resources more evenly between the pre-launch and launch phases. You may want to consider having a different budget for the coupon or special offer phase of the campaign.
4 – Post-Launch Thank You
After the launch period, you will want to thank your audience and customers. Show your customers how much you appreciate them by thanking them for their support during the campaign. Even if they did not make a purchase, let them know you appreciate their business over the years.
Also, use the post-launch thank you to tell your audience what is coming next. More surprises? Another contest? Give your audience something to look forward to.
Most important, learn from your experience so you can improve the next one. What worked? What didn’t work? What gave you the biggest bang?
Facebook can be a great place to let the world know about your new product or service. However, don’t forget to promote your special product launch or new service on your website as well as your other social media, not just Facebook.