What’s a Website Launch Campaign?
A website launch campaign is a marketing campaign for a website launch or announcement. This specialized type of campaign typically includes messaging before the launch of the site to generate awareness, and after the launch to generate traffic and positive brand engagement. In order to cut through the communications clutter and make an impact, it’s important to design your website launch marketing strategy around how your new website can improve someone’s life while aligning to your business goals.
Here are some ideas on how you can accomplish both at the same time:
Increase sales with a special offer or discount
Increase awareness and brand engagement by offering a contest with a prize
Increase adoption of new features or content to help users save time or money
Website Launch Ideas
Once you’re clear on your launch campaign goals, it’s time to get creative and think of some interesting ideas to market the launch of your site. Remember to offer something of value to the user, whether that’s in the form of helping them make or save money, encouraging them learn something new, entertaining them or promoting how they can save time and hassle. Here are three popular website launch campaign ideas to consider.
- Special Offers
Offering a discount can incentivize users to explore your products/solutions and website, while helping your company generate awareness and sales, especially if you have an ecommerce site. This could include free shipping or a discount promo code. If you don’t have an ecommerce site, you may want to offer a bonus for completing an action of value. For example, banks or credit unions could offer a cash bonus for opening a new checking account during the month of your new website launch.
- Contests and Sweepstakes
Easter eggs aren’t just for fans of Ready Player One or kids. Virtual Easter eggs can also make for a great foundation of a website launch campaign. An Easter egg hunt, also known as website scavenger hunt, can encourage site visitors to explore pages that are important to your business while offering your visitors a chance to win a prize. You could also run a sweepstakes to encourage people to download your new eBook while increasing email signups or ask people to vote on new features or products in exchange for a chance to win a prize.
- Showcase New Features or Content
If your redesigned website includes new features or content that can benefit your site visitors, your website launch announcement should direct attention towards them. Whether you’re creating a video that shows off a new Solutions Finder or Product Finder, or want to explain where new pages and features are within a Website Tour, focus on sharing the benefits of how it can help your visitors and customers.