The document outlines various growth hacking strategies for product launch promotions, emphasizing the importance of defining user personas and tailoring marketing efforts to specific customer segments. Techniques include utilizing double-sided referrals, influencer marketing, user-generated content contests, and social proof to enhance reach and engagement. Additionally, it highlights the necessity of continuous learning, feedback collection, and adapting marketing plans based on customer insights and competitive analysis.

1. Product Launch Promotion
Growth Hacking Tips for the new
product.
By Michael Spencer, Sept, 2015.

2. Define your User Personas
 Target your specific customer
audience
 Growth hack your product, for those
specific segments you have
identified.

3. Double-sided Referrals
 You’ve finished your pre-order pre launch landing
page.
 Now make prospects an offer that excites them,
refer a friend to buy the product and you & your
friend get a significant discount + loyalty points
for future products.
 2 rewards, for the BOTH of you. If they refer a
friend, the loyalty points can STACK for up to 2
friends. This is the kind of gamification incentive
layer you need to boost referrals.

4. Abandoned Cart Emails
 Many of your Ecommerce buyers won’t be
sure and will abandon the cart at the last
moment, to research more or just
because they are not 100% convinced.
 Send them a follow up Email that is an
effective sales recovery technique. This
will help you optimize your conversions.

5. Get Influencer Mentions
 Every network has specialized
influencers, who mimic your buying
target audience and have relevance
to them.
 Give Influencers free product and
bonuses per conversion. Vloggers,
young celebrities, influencers, brand
advocates.

6. Host a Giveaway
 This creates buzz, not necessarily in
your target audience, but more
generally, if your product has
general public appeal this may be a
good idea.
 http://www.online-sweepstakes.com/

7. Do a Campaign on Crowdfunding
 Kickstarter, Indiegogo or Tilt
 Increasingly popular that creates a
win-win situation for product
promotion & gaining financial
support (that can be used for a
marketing budget if you are a little
startup)

8. Teaser Facebook Campaign
 Build anticipation with concept material,
R&D specs, employees working on
prototypes behind the scenes, articles on
why you decided to make the product,
built a brand story way before launch.
 This develops a brand narrative for the
product, something people can identify
with. Micro interviews of people involved.
Followed by more commercial videos.

9. Create User Generated Content
Contests
 Utilize Instagram & Facebook, the
two highest engagement networks
to create UGC contests with lavish
prizes.
 These will not only boost your
product, but create the potential for
viral marketing. UGC should be
visual or micro-video. They could
also extend to YouTube.

10. Create Product Surveys that result in
Infographics
 Create interactive content on your brand
and product that reaches the core needs
of your target customers.
 Prospects that fill out the surveys could
get loyalty points or some other
advantage.
 Use the answers creatively, like by
creating Infographics that boost the
relevance of your product.

11. Gamify Every Conversation
Optimization Technique
 Give rewards if they refer a friend
 Give rewards for writing a
testimonial and for writing a review
or rating the brand
 Create a forum for the public where
they can discuss the product,
reward people who answers other
customers.

12. Study your Competition Aggressively
 Do SWOT analysis on similar products
(even if you believe yours to be unique,
chances are it isn’t).
 Do SWOT analysis on how easy it is to
copy and steal your product’s unique
selling point and R&D, this will settle
stack-holders and investors.
 Review the marketing materials, ads,
brochures, social media and website of
competitors or similar products.

13. Re-Target the Ideal Customer
 Take another look at customer segments
and personas. You may have new data
that changes your idea of who is MOST
interested in your product.
 Chart the user experience and utility of
your product all through its lifetime
according to different buyer personas,
create follow up surveys for each of
those. Get feedback, improve product.

14. Create a USP
 Create a unique value/selling
proposition. What makes your
product special and useful? Is your
angle really the most strategic one
for your best target? Don’t settle
yet for one, have multiple mottos,
keywords and angles.

15. Score Partners and Press Outlets
 To built buzz and brand advocates who
actually care about your product, build a
targeting list.
 20% of your outreach will often yield 80%
of the results, so it’s important to focus
time in the right places.
 I hope you have social skills on Twitter &
write high-class copy on Email!

16. Social Proof
 Your product landing page has to be
optimized for social authority.
 Video testimonials, reviews,
authentic good & bad.
 Facebook rating, with honest
reviews.
 Case studies, list of potential uses
of your product (if applicable).
 Active social media accounts.

17. Logos on your Launch Page
 Showing your brand affiliations is a
good way to boost your social proof.
 Use logos of your biggest
customers.
 Use logos of News or sites that have
mentioned you or your product,
built this list methodically.

18. Monitor Stats & Analytics
 Keep detailed records of statistics on your
product.
 Customers per demographic, sales data,
stuff like that.
 Then pick and choose which of these stats
to display to portray your product in the
best light.
 Display last buyers, there location, name,
age and how long ago. This gives an idea
to other customers that this product is
trending.

19. Cost per Acquisition & New User
Experience
 How much does it cost you to get a
new unique buyer?
 Create on ramp programs.
 How do you optimize experience of
new customers?
 Product packaging? Return policy?
Free-trial? Customer Service?
Instruction manual? FAQ?

20. Reach
 Be always brainstorming how to increase
your product’s reach.
 What channels & partners will help
promote your story?
 Online sites & magazines, Email lists,
local News media?
 You must use Email Marketing obviously,
have a pop-up on your landing page to
get them to sign up. A free Brochure in
exchange, is a typical example.

21. Run Viral Contests
 High ROI strategy, for launch, for
seasonal events (X-mas)
 Don’t expect too much from product
Launch, think organic growth.
 Utilize contests to promote online
word of mouth
 Don’t expect miracles, work on
every approach.

22. Pull a Media Stunt
 Sometimes any exposure is free
advertizing, approach with caution.
 Do altruistic things for the community,
show you care about the community as a
company.
 Show your company culture, on your
LinkedIn corporate site & Instagram.
 Show the world why your product makes
the world a better place, focus on
positivity.

23. Pre-Launch Video
 The swag and snazz is all in the pre-
launch Video.
 If you have investors and crowd funded
properly, you have $ to spend to get this
right.
 This should be on the landing page of
your product (video on the landing page
for mobile is a golden rule)
 It can be on your Vimeo & YouTube,
embedded on Pulse articles on LinkedIn,
shared perodically, etc.

24. Optimize your Email Sigs
 Your brand, your marketing and
sales team needs the best CTA on
your Email sigs as possible, these
will be seen often and are an often
neglected lead gen technique.
 Inbound lead generation has to be
the topic of some meetings with
your entire team, to come up with
additional strategies.

25. Content Marketing
 The quality of your blog, quality of
your social posts, level of
photography, ability for visual
story-telling: all this is huge for
developing targeting traffic to your
product page and creating a brand.
 You have to know the kind of brand
you are portraying and how to
reach your customer personas.

26. Brainstorm Headlines
 With a new product you have to think of
click-bait, good headlines and the best
strategies for an article that are most
likely to interest readers in your
segments.
 If you want quality conversions, you need
to write targeted content.
 Brainstorm headline ideas with your
team, and article topics on a weekly
basis.

27. A/B Testing
 Always test before you do something or
spend money on your launch.
 Without a comprehensive marketing plan
and testing, you are setting your launch
up for failure.
 Have roundtable discussions with people
in your target demographics and gender.
 Make sure your brochure, content, Email
marketing, videos, PR and partners are all
ready.

28. Get Beta Users
 Get Beta users and get feedback,
testimonials and recommendations
from them. Always listen to your
customers and show them you care
what they have to say.
 Then you can Launch with
confidence.

29. Charge Early
 Have different plans, packages,
color choice, and bundles of your
products.
 Think seriously about packaging
 Offer bulk deals, incentives to buy
now.
 Money is the fastest way to
business validation.

30. Package the People of your Brand
 Your website should cover:
Give your brand advocates a vision, people and ideally
videos on your product.
 Overview
 Founder Bios
 Founder High-res Images
 Company Background
 Industry Expert Quotes
 Product Screenshots
 Logos
 Case Studies

31. Keep Learning
 Trial and Error, sees what works for
your product, your brand and your
market
 Keep documenting your growth
hacking strategy
 Adjust your marketing plan as
necessary
 For B2C, it’s less about sales and
more about marketing. Good luck!