Introduction
Online product launches have a great deal of moving parts. A variety of departments have a turn in progressing to the final line using a winning product. Should you be managing this sort of launch, there are a selection of methods to organize strategy and set goals. One of the ways is usually to target your four main audience types. That way, you won't risk missing the important target-making it easy to your people to get your products.Making your plan "customer-centric" allows you to give attention to what matters and makes it much easier to revise while you progress. You'll be able to determine which groups need more attention and which groups are performing well.
Audience Type One -"Self-directed"
This is the easiest type to satisfy. He or she is definitely an "early adopter" or someone having a defined need. For instance, they have determined they require a "defragmentation" software utility. They have read some online articles, made the decision and would like to go right to your website to buy. To satisfy this type's needs you need a clearly defined buying process with quick take a look at.
Areas to focus on:
Online Store-Make sure there is a clear, well-run shopping cart software in place. Help him to acquire his product leave satisfied.
Customer Service-Have an e-mail confirmation process set up that makes it clear that a product was purchased along with a bank card (or another mechanism) was charged.
Offer testing-Begin using a special offer which can be tracked online. Be sure to tweak it throughout the launch period as you can see results appear in.
Audience Type Two- "Tester"
Satisfying this sort is incredibly straightforward. This is the individual that would like to get his hands on the "trial version" try it out. A high level software vendor this can be easy. If you're a consumer electronics vendor or sell a service, you need to determine ways to provide your "tester" the opportunity to do it.
With services you'll be able to provide a free "one-time" offer. As an electronics vendor you've got to be more careful. It's likely you have a "tester" masquerading like a buyer which will quickly buy the product to try it and as quickly give it back. Be fair together with your return policies, but be clear which a sub-set with this group will probably return products no matter what you are doing.
Areas to focus on:
Downloadable software -this area has to be operable in the day of affiliate marketing. I've come across companies postpone providing a shot until other places have established yourself. You miss a big opportunity should you allow that. Some testers shows through to day 1 to never return.
Free limited offer-if you're company, have this in place and expect website visitors to check it out. In order to assign resources with it, accomplish that. Nothing's nastier than through an online message say "check back around later." They will not.
Audience Type Three -"Fact-Checker"
If you notice we are moving for the harder audience types. You knew these were coming. The "fact checker" is really a cautious one who weighs information very carefully and buy until every question is answered. Here is the individual that websites were created for. In case you supply a various different information formats, e.g. audio, video, PDFs, etc. celebrate it more probable until this type will see what he's searching for and make a purchase.
Areas to:
Multimedia Product Movies-I call these "Digimovies (sm)."They are likely to be carried out Flash, are not any more that three minutes in total and so they give you the most "bang to your buck." Feature these prominently only a small amount infomercials wherever you need to alert your audience to top pros and cons from the product.
Written Information-these include the most frequent sort of information available on new items. Provide free articles, links to online reviews, White pap ers, online brochures, anything the fact-checker can attend his leisure.
Webinars and Tele-seminars-these are relatively recent formats, well suited for the actual fact checker. A Webinars lets you invite traffic to a online presentation regarding your new product. She'll view your presentation and ask questions via a messaging facility. If you can't afford a Webinars, consider a tele-seminar that permits your audience to join a phone-conference setup to go over the merits of one's product.
Audience Type Four-"Mr./Ms. Remorseful"
Everyone knows and dread this audience type. This can be the one who buys impulsively, repents at leisure and obsesses about giving back the product when he gets it. Obviously, the thing here's to overcome his a sense being "duped" making him think that buying the product or service would be a good idea in fact. Believe it or not, you might have with additional control over this than you understand. You'll want to quickly contact him and reinforce his reasons for buying.
Areas to focus on:
Monthly newsletter-you needs to have a product or service newsletter (which is track able) ready as a possible auto-responder after product purchase and/or registration. On this newsletter you ought to have links to:
1. Step by step tutorials that are easy to understand and have her started while using product. Don't count on her finding the area herself; she's too busy regretting her purchase.
2. Community-Provide an area which brings users together to debate the product or service and share information. This idea can be as old as the net which is often overlooked.
3. Online help-make it clear which help exists and is found online. This could be in the form of FAQs, a knowledge database and links along with other helpful resources.