If you’re a product manager or part of a product team at a fast-growing company, chances are you’ve heard a lot about roadmaps.
You’ve been bombarded with requests from sales teams, customer service virtual assistant , engineers, and executives to add this feature or that widget to the product. You’ve been told to “be more strategic” and “focus on the big picture,” but no one has told you how to do that.
These are all common complaints from product managers. I’ve felt them myself, and I’ve heard them from my colleagues and friends in the industry.
The truth is, it’s hard to be strategic when you’re constantly in the weeds. But the good news is that there are strategies and tactics for getting out of the weeds and into the big picture.
One of the best ways to do that is to become a master of the product launch. By understanding how to launch new features successfully, you can focus your time and energy on the most important thing: your customers.
1. Know your audience.
The first step in a successful feature launch is knowing your audience. This means understanding who your target market is and what their needs are.
You should also consider how your existing customers will react to the new feature. Will it make their lives easier? Will it change the way they use your software? Will they be willing to pay for it?
Once you know who your audience is , you can tailor your messaging to speak directly to them. This will help you get the most out of your marketing efforts and ensure that your feature launch is a success.
2. Start with a soft launch.
A soft launch is a great way to test the waters and see how users respond to a new feature before you make a big announcement.
You can do this by releasing the new feature to a small group of beta testers or by making it available to all users but not actively promoting it.
This can help you identify any bugs or issues that need to be fixed before you roll the feature out to a wider audience.
It can also help you get a sense of how users will respond to the new feature, which can inform your marketing and communications strategy .
3. Collect customer feedback.
Before you launch a new software feature , it's important to collect customer feedback . This will help you understand how your customers feel about the new feature and whether or not it meets their needs.
There are a few different ways you can collect customer feedback. You can send out surveys, conduct interviews, contact your customers via outbound call center software or even use social media to ask your customers what they think.
The key is to make sure you're collecting feedback from a variety of different customers. This will help you get a well-rounded view of how your customers feel about the new feature and whether or not it meets their needs.
When deciding whether to implement a new feature at CS-Cart, we look beyond feedback from existing customers. We also dive into market research, check out what our competitors are up to, and really get into detailed customer development. Our customer support team also gives us some great insights. Plus, it’s super important for us to stay on top of legal stuff like GDPR in Europe, and CCPA and ADA in the US. This way, we make sure we’re not just meeting needs but also following the rules.
- Sergei Gerasimov, Chief Product Officer at CS-Cart, eCommerce software development company.
4. Create customer advocates.
The best way to get customers excited about your new feature is to get other customers excited. That’s where customer advocates come in.
Customer advocates are people who already use your product and love it. They’re the ones who are most likely to recommend your product to others and to help you spread the word about your new feature.
Identify your customer advocates and reach out to them. Ask them if they’d be willing to help you promote your new feature . You can offer them incentives like discounts on their next bill, free swag, or even a mention in your marketing materials.
For example, if your product is salon booking software and you’ve just launched a new feature as part of your nail salon software , reach out to your customer advocates and ask them to post a green screen Tiktok video showcasing your product, new features, and how it answers the pain points of nail salon business owners.
5. Train your sales team.
One of the most important things you can do when launching a new feature is to make sure your sales team knows how to sell it. If your sales team doesn’t understand the value of the new feature, they won’t be able to effectively communicate that value to your customers.
Make sure your sales team is fully trained on the new feature and how to talk about it with customers. Provide them with talking points, training materials, team building experiences, and any other resources they need to be successful. You may even want to consider doing a roleplay exercise to help them get comfortable talking about the new feature.
When your sales team is confident in their ability to sell the new feature, they’ll be more likely to promote it and close deals .
6. Create a launch plan.
Now that you've taken the time to set goals, define your audience, and determine what success will look like, it's time to create a plan for how you're going to get there.
Your plan should include all of the tactics you're going to use to launch your new feature and how you're going to execute them. This will include things like your messaging, creating viral content , your PR strategy, and your go-to-market plan.
Your plan should also include a timeline for when you're going to execute each tactic, and who is responsible for each part of the plan.
7. Leverage your existing customer base.
The best way to grow your business is to sell more to your existing customers. If you’re not already doing that, you’re missing out on a huge opportunity.
Your existing customers are already familiar with your software and have likely had a good experience with it. That makes them the perfect audience for your new feature launch.
Send an email to your existing customers letting them know about the new feature and how it can benefit them. You could even offer it to them at a discounted rate or for free, as a thank you for their loyalty.
If your customers are happy with your software, they’ll be more likely to share the news with their friends and colleagues. Word-of-mouth marketing is incredibly powerful and can help you reach new customers with your feature launch.
8. Write a press release.
Press releases are a great way to announce new features to the public. They can be published on your website, sent to industry publications and distributed to journalists.
When writing a press release, be sure to include the following:
• A clear headline that summarizes the new feature.
• An opening paragraph that details the new feature and why it’s important.
• Quotes from your team about the new feature.
• A brief description of your company, including your value proposition and any relevant background information.
• A call to action that encourages readers to learn more about the new feature.
Press releases should be concise and to the point. Be sure to proofread your release before publishing it.
You can also use press releases to announce any awards or accolades your company has received. This can help build credibility and generate positive press.
9. Create a product launch page.
If you don’t already have a product launch page set up on your website, now is the time to do so. A product launch page is a dedicated webpage that provides all the details about your new software feature .
This is where you can include your product video, feature highlights, customer testimonials , and more. You can also use the product launch page to drive traffic to your website and capture leads.
Be sure to include a clear call-to-action (CTA) on your product launch page so visitors know what to do next.
10. Host a webinar.
Webinars are an excellent way to generate leads and educate your audience about your product. They're also a great way to launch new software features.
To host a successful webinar, you'll need to plan your event strategically. Come up with a compelling topic, create an engaging presentation, and promote your event across all of your marketing channels.
You can also use webinars to demonstrate how your new features work and how they can benefit your customers. This will help you generate excitement and get people talking about your product. Additionally, leveraging webinar statistics can provide valuable insights into attendee engagement, allowing you to refine your future webinar strategies for even greater success.
Conclusion
When you're releasing new features, it's important to be strategic and well-organized. By following the tactics mentioned above, you'll be on your way to a successful product launch .
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