The document provides tips for successfully launching new products and services into the blogosphere. It discusses optimizing a digital news release about the product and distributing it to bloggers in the target industry and audience. Metrics show blogs are influential and read by many. The tips include crafting an interesting story about how the product meets needs, using images and video, enlisting marketing help, and leveraging the initial coverage through additional outreach.

1. How to Successfully Launch New
Products and Services into the
Blogosphere
Dan Gerstenfeld
Interteam Content Services
Emerging Media Today & Tomorrow Conference
Tel Aviv - December 18, 2011

2. Number of blogs on the Web
179 million
Source: BlogPulse

3. More than 53% read blogs

4. Who reads blogs?
• “blog readers are action-oriented
and willing to spread the word, good
and bad”.
• “Readership of blogs is significantly
higher among so-called ‘influencers’.”
Source: Edelman – “A Corporate Guide to the Global Blogosphere”

5. Why are people visiting blogs?
Source: Technorati 2011

6. Blogs are replacing news sites

7. Tools used by journalists for reporting
Facebook
Blogs
Twitter
Video
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Middleberg /SNCR survey 2011

8. First, the bloggers publish…

9. …then the media follow

10. Clicks Impact Clicks impact

11. Not limited to technology

12. Power Moms
• The buying power of American mothers tops $2.1
trillion a year, and they control 85% of household
income.
Source: MarketingSherpa
• Online “Power Moms” are nearly twice as likely to
provide frequent advice on parenting, household
products and beauty.
Source: Nielsen Online

13. Marketers see opportunity

14. Launching new product or service

15. Maximum exposure to targeted
audience for minimal investment
• Just as R&D requires systematic strategy, the
launch process should also be carefully
planned.
• An effective way to create a buzz is to craft an
online marketing campaign.
• For start-ups and other companies with
limited resources, digital news release offers a
great opportunity to spread the word.

16. What does it take?
• Ready to launch product
• Building a successful story
• Tailored messages for target audience
• Optimization
• Incorporating video and visuals
• Distribution to leading bloggers
• Social media promotion
• Monitoring, analysis and road map creation

17. What’s your story?
• The most difficult part.
• Try to think like a blogger.
• Why is your product special?
• What need does it meet?
• Why is it interesting?
• The trend is your friend (try linking it to
market developments, competing
success stories, hype, etc.)

18. Writing
• Your writing will influence your success.
• You have only one opportunity to launch
-- don’t miss it.
• Choose the right headline and
subheading.
• Write an attractive and interesting lead.
• Emphasize your product’s advantages.
• Use the terms used in the industry.

19. Optimization - SEO
• Use relevant search terms.
• Use the correct terminology.
• Optimize your headline and subheading.
• Build links to specific landing pages.
• Check how it looks on Google News.

20. Optimized news release

21. Distribution
• Build a full distribution list.
• Understand what bloggers are interested in.
• Give priority to bloggers who know your
market and can write interesting and
professional analyses.
• Focus on thought leaders.
• Work on your marketing pitch.

22. Pictures and videos
• Make sure you have pictures or videos that
clearly demonstrate your product or service so
they can be easily incorporated into blog
posts.

23. Like this one

24. This is the result

25. Enlist help
• Launching a product or service requires a
deep understanding of Web marketing and
online PR.
• If you are not sure you can do it by
yourself, use marketing, SEO and content
writing specialists.
• Using professionals will save you time and
money, and will guarantee maximum
exposure.

26. Leverage
• Aggregate.
• Use the launch as the starting point for other
marketing activities.
• Follow what is being said about you.
• Build a press room.
• Don’t disappear (issue more releases).
• Repackage your content for other social media
activities/applications.

27. Blog about it

28. Contact Info
Dan Gerstenfeld Boaz Babai
Interteam Content ARPU~UP
Services www.arpu-up.com
www.interteam.co.il Boaz.babai@arpu-
dan@interteam.co.il up.com
+972-52-3745989 +972-54-5700157

29. If the headline is too long…

30. …this is the outcome

31. And how about this?