Preparing for a Product Launch: Choosing the Perfect Content
One-off content and evergreen content are both valuable when used correctly. The former consists of pieces designed to attract an audience in the short-term, while the latter involves building a general, long-term interest. A strong social media marketing strategy obviously involves both one-off pieces and evergreen content, but how do you know when to use each?
This article will help you determine when and how to leverage the possibilities opened up by both evergreen and one-off pieces.
Content is key to market new products
More than 95% of new products fail, so it’s important to take advantage of every opportunity to separate yourself from the competition. Even the most thoughtful multi-channel strategy will fail if you’re unable to generate interest in a product or service.
While that may mean adjusting what content you advertise on Facebook with versus the copy you use in email marketing, it’s important to understand how to use both evergreen and one-off content to your best advantage. Understanding best practices, from tracking key metrics on Facebook to segmenting your email list and using an email checker, are clearly important when it comes to a product launches, but they won’t be successful if you don’t highlight the right content.
How to decide between one-off and evergreen content
There are a few factors to consider when you’re attempting to craft an effective marketing approach for your new product. A strong campaign involves cooperation between all departments within your business, so it’s important that everyone is on the same page regarding both short- and long-term goals.
Immediate and long-term financial needs: A one-off marketing push can boost your short-term sales, especially in combination with a new product launch. But you’ll also need evergreen pieces to keep numbers high between launches. This will also help you build customer trust and engagement with your brand.
Encouraging urgency and momentum: no matter how great your product is, it’s unlikely to be successful if you aren’t able to generate interest quickly. Common elements of one-off content like calls to action, product announcements, and limited-time deals are great ways to get your audience interested immediately.
Hours of work: one concern with an intense push of one-off content is the possibility of overworking your employees, reducing productivity and overall morale. If you think you’ll need a large amount of content in a small amount of time, plan ahead so that the work is balanced over a longer period.
Effectively marketing a new product takes careful planning and a coordinated content push surrounding the launch date. All types of content can contribute to a strong marketing campaign, so it’s important to continue providing your audience with varied, valuable content that encourages them to continue reading.
Regardless of your individual decisions throughout a campaign, you should always be communicating with your audience on as many channels as possible. With large user bases on a variety of platforms including Instagram, Facebook, and Twitter (not to mention email), leaving any of them out of your marketing plan will prevent you from reaching your full potential.