For any product release, including a physical item such as a book, tech product,
how-to video, CD, etc., an effective digital publicity campaign can be critical to your success. In any public relations effort, by maintaining consistency across all the digital channels you employ – including social media, the blogosphere, and your mailing list – you will not only promote your upcoming product, but the efforts in your pre- and post-release strategy can help build a stronger brand, grow your relevance and influence within your target market, and help to ensure the success of future product releases and promotions.
When it comes time to plan a PR campaign for an upcoming product release, there are several factors that need to be considered and properly executed. Let’s explore four of the more important assignments of a successful product release.
• Create a consistent content strategy
• Promote a strong brand
• Inform and excite your existing customer base
• Connect with niche influencers to generate a buzz with new customers
1. Create a consistent content strategy
The term “consistent” has two important meanings here. The first relates to the delivery of your content, the second to the perception of your brand (see #2).
Be it email newsletters or announcements made to your mailing list subscribers, videos posted to YouTube, photos posted to Instagram and Pinterest, or articles posted to your blog, planning your content so it is delivered with consistent frequency will help to build a regularly engaged customer base.
Knowing when to engage with your digital channels is important, and each has a time of day and week that is the most effective. According to a Buddy Media study published on Mashable.com, Facebook and Twitter posts are most engaged with on Saturdays and Sundays.
Graph from “Sorry, Marketers, You’re Doing Facebook Wrong” from Mashable.com
From the Mashable post:
“Weekends, when brands post too little, the audience appears primed for interaction, though it varies by industry. For ‘advertising and consulting,’ for example, weekend posts get 69% higher interaction, but only 11% of posts are published on Saturday and Sunday.”
Graph from “Sorry, Marketers, You’re Doing Twitter Wrong” from Mashable.com
One major difference between Facebook and Twitter is that Twitter is most effective when posting between 8 AM – 7 PM, while Facebook is most effective with posts published between 8 PM – 7 AM.
Newsletters have a similar timeframe as Facebook where people are most likely to open an email sent early in the morning, however they are most opened in the middle of the week, as you can see in this graph, courtesy of Mail Chimp.
It is important to note that while all these studies show trends across industries in general, your list and your followers will show their own patterns. These studies are good as a general guideline, but nothing beats data you’ve mined from your past email and social media efforts, and it is critical to amass this information over time and create a product release strategy catered to your audience and their engagement habits.