Successfully launching a product online requires 2 main components: 1) a product that is successful and 2) an understanding of how to connect online with the appropriate target markets.
If you are going to focus on using social media marketing campaigns to launch your product, it's a good idea to consider which social networking sites are best for the product.
In other words, if you have a relatively inexpensive product that is geared at teens, MySpace may be a top social networking site to consider. If you have a mid-price product appealing more to middle-class adults, Facebook could be a good choice on which to concentrate your efforts. And if you have a product at any price appealing to innovators, Twitter may be your social networking site of choice.
Of course, in this example you could use all three social networking sites. Yet if you have limited time resources for running a social media marketing campaign, you do want to focus your efforts at the most likely places where your target markets hang out online.
With a worthwhile product, which of the product's benefits would most appeal to your top target market?
If you've decided to target the teen market on MySpace, then you might emphasize the cool factor of your product or "be the first one at your school" to have this new product.
If you're deciding between a Facebook target market and a Twitter target market, think about which of your product's benefits would more likely appeal to which group.
While contemplating the answers to these questions, you also have to consider that you must give people what they want, not what they need. Yes, you may be able to sneak in what they need as part of a product they want. But in general people are more likely to get out their credit card for a product that catches their fancy or answers a problem they actually want to solve rather than a product that's good for them but that they couldn't care less about. (Castor oil, anyone?)
Timing of a product launch is also important. If you have a seasonal product, launching in the wrong season is probably not a good idea. Or if you have a product that at first appears not to be seasonal, but can be tweaked to be seasonal, you might be able to increase the interest in your product. One example is a product that can be positioned as a "romantic" product - with Valentine's Day a holiday date that could work for the launch of the product.
If you want to launch a successful product online, start with a worthwhile product that fills a want and then target the social media networking sites where the target markets for that want are most likely to be found. Engage with your potential customers so that they can get to know, like and trust you.
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