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
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”
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
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.
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.
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.