The 16 best ways to build buzz before a product launch

When launching a new product or service, creating buzz around it can help ensure its success. If you can capture your audience’s interest before you even introduce your new offering, you’re likely to see more sales from both loyal and new customers. But what’s the best way to get people talking about the launch?

To help answer this question, 16 members of businesstraverse.com Business Council offered their proven strategies to build buzz for an upcoming product or service.

1. Establish your credibility

A successful offer comes from acknowledging the problem you are solving in a new, different way. Buzz begins communicating that issue to resonate emotionally with both customers and the press. Then establish your credibility as the best problem solver. Doing this through thought leadership, industry partnerships, or third-party research on your offering turns buzz into a fruitful, long-legged launch. – Pelin Thorogood, Radical science

2. Know your customer and market

You need to know your customer and the market you are launching into. Once you know the product or service, as well as the customer and market around it, you can use social media, press releases, networking events, words. word of mouth and your sphere of influence to push it out. Creating a certain type of “hype” will affect the success of your new product or service. – Kir Linington, Linear Roofing and General Contractors, LLC


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3. Create a build and launch plan

It is essential to have a solid build and launch plan beforehand. Sneak peeks can be rolled out to an existing audience over time using social media, email campaigns, webinars, etc., which will also grow the audience. Holding a product or service launch party where the public can attend (in person or virtually) is also great, as you can build hype with giveaways and prizes for those who enter. – Melanie Amberman, VaVa virtual assistants

4. Do your research

Research your audience before fully marketing and test with teasers to see who is really interested. Then market appropriately to those who are clearly interested, while also tailoring the rest of your marketing to those who seemingly won’t get their interest before your launch. It’s also hugely helpful to create branded hashtags and use them prior to launch. – Dana Neger, HIVE Talent Acquisition Firm

5. Offer early access or deals

One tactic is to offer early access or exclusive deals to customers who sign up in advance. This helps create a sense of urgency and the fear of missing out (FOMO) that can drive conversions. By taking the time to develop a well-rounded plan, companies can increase their chances of success when introducing a new offering. – Ashley Saye, Daily Rays Inc.

6. Share a variety of content

You want to research your audience before marketing your product. Have an active plan to share teasers, start a blog, create branded hashtags, create some mystery around the product, post ads on Facebook or LinkedIn, and possibly collaborate with influencers. Creating educational and informational videos will help an audience understand your mission and brand. Also consider organizing giveaways and contests! – Deepali Vyas, Fearless+

7. Focus on the customer, not the product

Put your focus on the target group and not on the product. The target customer is interested in how the product will affect their lives, not product features! Try something no one else has done before, be creative and bold and paint a picture of the future your customers want. Create tension, scarcity and ambition by engaging pioneers, opinion leaders, bloggers and journalists prior to launch. – Kartik Jobanputra, Splashlight Studios LLC

8. Host a launch event

The best way to create buzz before a new launch is to hold an event to celebrate or showcase the new product or service. Be sure to invite local media and your business friends and family as well. It’s also good to make sure your guests leave with the product or a sample of the experience if possible. – Gloria Williams, footnanny, inc.

9. Leverage influencer marketing

If you get your new product or service in the hands of different influencers, you will undoubtedly create the pre-launch buzz you are looking for. It’s the perfect customer testimonial from authentic, recognizable users of the brand. This approach will provide incredible insight and feedback on your upcoming offer, while also bringing the buyer much closer to the actual purchase once it becomes available. – Dylan duke, Glewee

10. Build your online reputation

Long before the launch of the new product or service, you need to create and build your online reputation. This visibility helps you start the conversation about the exciting new product or service with the market demographics you’re trying to reach and convert into new customers. Once you’ve done it, test your new venture with a few of your devoted followers and build from there. – Francisco Ramirez, The ACE group (TAG)

11. Gather feedback from early adopters

The best way to create buzz around the launch of a new product or service is to gather feedback from a limited pool of early adopters. You can use their insight to not only improve the product before full launch, but also market the feature in a way that future customers are likely to understand and relate to. – Adam Robinson, Hireology

12. Collaborate with content creators

Part of a successful launch plan is working with creators to engage your audience. Find out where your customers are most likely to shop, such as social media, your brand’s website or in-store, and collaborate with influencers to not only create pre-launch buzz that leads buyers to a purchase, but also create a long-lasting, authentic maker relationships that can grow with the company. – Brian Mechem, GRIN

13. Get testimonials and word of mouth

First, make sure the new product exceeds your customers’ expectations by observing it in action with select power users who really need it. This ensures early input on not only features and functionality, but potential benefits in exchange for testimonials and word of mouth, which can then be used in your launch campaign to generate buzz and brand awareness. – Eric Allais, PathGuide Technologies, Inc.

14. Customize your message through the funnel

At the top of the funnel, you create buzz for your new offering. It starts with marketing your vision and key benefits. It’s also where posts are “hot, exciting, unique and different”. Down the funnel is where you sell new products and services and where messages transition to “safe and better”. Dennis Reid, H2scan Corporation

15. Offer value first

By demonstrating your company’s value, credibility and authority in your designated space, you build trust with the consumer/customer before you start selling. Offer them something of value before entering into a transactional conversation, and genuinely try to solve their problem or need with proven solutions. – Alexander Fernandez, Streamline Media Group

16. Create a ‘Burst’ page on your website

Bring the innovation forward without revealing too much. A company website with a “burst” page is a must. Reach the target audience through video clips, social media and publications to keep them intrigued. Create the hype around the launch and convey what is going to be revolutionary in terms of product or service. Be highly interactive with the audience and with ready answers – they are your users! – Rakesh Suri, EFL GLOBAL