What Marketing To Do Before Launching

2020-12-16 by Ronn Torossian
LaunchYourContentMarketing

When businesses are looking to develop a brand new product, they need to plan a few things before that new product becomes available to the public. And while a coming soon page is a valuable tool in promoting that new product or business venture, as it can function as a sneak peek to the public, as well as a page for the product or business itself, there are several other uses for that type of page. When most business owners are looking to launch their brand new business, they are usually looking to start small and only announce a coming soon page. This is also known as a pre-launch page, which is essentially a landing page where the company can direct the public to learn more about the business or the new product. With this website, businesses can capture the audience’s interest, even their emails, and gently encourage them to increase the reach before the launch.

There are several advantages to ‘coming soon’ pages, such as getting a head start on the marketing campaign because the page isn’t the entire website, which means setting up the actual new product or business can take a few hours at most. It can also help the company build out the email list, get more people interested in the business, and get early feedback from the audience and gauge their interest. The coming soon page isn’t only made to generate interest and garner attention about the idea – it’s also used to help the business gauge the potential demand for that idea by seeing how the public will react to it, even before it becomes available. This type of feedback is very valuable for companies and can further develop the product or the business, determine the positioning, and even design the entire website.

The page should explain to the visitors what will be “coming soon,” when that’s happening, and even provide some attractive offers to the early visitors to make sure they want to stick around for the launch. This can be done through giving exclusive discounts or an early bird price, entry into a contest, some behind the scenes access, or something along those lines, in exchange for an email. This coming soon page should also give the potential visitors a way to get in touch with the company, for example, through an email or a live chat option. This is to make sure potential customers can ask their question early, and convince other people to join the pre-launch audience, while also giving their own input about the idea.

Finally, the coming soon page, when executed well, can also encourage the potential visitors to spread the word about the idea with their friends or networks, which can easily be achieved by adding social sharing buttons on the page itself and even offering an enticing incentive for when they do share it.

Ronn Torossian is CEO of 5WPR, a leading digital PR firm.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities