Today we are launching our new INXPO STUDIO℠ webcasting solution and are excited to tell everyone about it! Every time we release a product into the wild there is always a story to be told. I work with our clients on how to promote their own webcasts and online events, and realized what better way to lead the discussion than by sharing our very own INXPO example.
Here are some key marketing best practices our team followed in the promotion of the INXPO STUDIO product launch webcast to make it a success.
Know Your Audience and Segment Them – Once we were ready to go to market we had to ensure that we communicated to the right audience. We identified our target audience and segmented our audience so that we could send product and benefit specific messaging that was most pertinent to each group.
Consistent Messaging – Now that we had our audience identified, we knew it was important to build messaging that clearly scoped out what we wanted to say and how we wanted to say it. A pitfall many companies fall into is talking too much about the product’s features and ignoring the benefits to the customer. We made sure to let our audience know how the new product features would benefit their business and help them achieve their goals.
Email – This is one of most widely used marketing channels so we had to make sure we cut through the clutter. When structuring our emails, we structured them with these four section in mind:
- Subject line: Tell the recipient what the email is about and why they should read your content.
- Content: Provide additional detail about the content; this is a good time to add in a benefit statement like mentioned above.
- Call to Action: What do you want the recipient to do? (i.e. download a PDF, click on a link, register for a webcast, etc.)
- Questions/More Information: What steps can the recipient take if he/she has more questions.
LinkedIn Advertising – We added LinkedIn to our marketing mix for this launch to reach our audience through text ads and sponsored posts. However, we didn’t just blast our message to everyone, we carefully segmented the LinkedIn audience so that the people that would be interested in our message were the ones who received it.
Word of Mouth (WOM) – Our great INXPO team is our biggest asset and strongest advocates. Getting them to spread the word through the customer interactions they have on a daily basis provided a trusted platform for our customers could hear about the launch. From sales to services to engineers, each has a different customer touch point and a new opportunity to generate excitement. Again, to make sure that messaging is consistent, we empowered our teams by providing them talking points so that everyone was telling the same story.