You’ve created your new, fantastic tech product. The next big undertaking is getting your target market as excited about it as you are, and doing so is just about as hard as it sounds.
If only generating buzz around tech products was as easy for everyone as it is for Microsoft, Samsung or Amazon. A simple hint of a launch from those brands generates tangible excitement among consumers.
The reality is that the vast majority of tech products aren’t consumer facing; software may not be as flashy as the seasonal iPhone release, but it’s still incredibly beneficial to businesses and consumers. The tech industry is also flush with unpredictable business cycles, vigorous competition and constant price erosion. Building hype around your product rollouts helps mitigate this.
Any brand can have a successful product launch with the appropriate planning, execution and creativity. Here are a few tactics you can use (with examples) to generate buzz around a new tech product even if you’re not Apple.
1. Make a Plan
2. Social Media is Your Friend
- Multichannel is key; put consistent content across as many platforms as you can for increased consumer touchpoints and awareness.
- Go beyond the Big Three of Facebook, Twitter and Instagram. Create content for sites with significant numbers of users like Reddit, Quora and LinkedIn. General Electric has done a great job of marketing on Pinterest by giving DIY tutorials and posting infographics describing how their products work.
- As for content, consider promoting polls or other forms of posts that spur engagement.
- Additionally, look into sponsoring a hashtag for upping the chances of starting a worldwide conversation.
- Use common sense with the kind of content you post, but avoid the common mistakes. Also, here are a few examples for how to amplify your social traffic.
For more information on how a tech brand can run its social media channels, turn to Silicon Valley giant Intel. Scott Jaworski, Director of Global Social Media, provides intel on how to leverage automation, structure his team and maintain a competitive edge by means of social media.
3. Leverage Your Current Communication Channels
4. Position Company Executive as a Thought Leader
5. Get Out There
6. Host Your Own Event
7. Create Brand Champions
One example of leveraging industry bloggers is VideoFruit, a company that provides services to build email lists. The founder wrote a blog post for OkDork.com; the result was a 523% increase in web traffic. Guest blogging is still alive and well as a marketing tactic.
8. Publish Product Tutorial Videos
Build an engaging product tutorial video. Video performs exponentially better than other forms of content on social media. In fact, 72% of consumers would rather learn about a product or service by means of video, and a page or post with video on it holds the viewer for seven times as long as a page or post without video. Further, one in two consumers say video influences their buying decisions (Forbes). Don’t just screen share, though. Put thought and creativity into it!
9. Use Your Content to Tell the Story
Adobe Marketing Cloud hit the nail on the head with regard to human interest and the problem their product solves with their 60-second advertisement. They dramatize just how easy it is to misinterpret marketing data and the effects that can have on an organization.