Drive Traffic and Build Anticipation

03.09.2016 |

Episode #7 of the course Launching your brand with a BANG by Luna Vega


The best way to drive traffic to your coming soon page is with Influencer Marketing.

Influencer Marketing allows you to reach your target audience by partnering with individuals (influencers) who already have a following. Give bloggers and other influencers special access to your products as a way to build up your credibility and start registering your brand name in people’s heads. Influencer marketing also expands your network, because you’re tapping into an audience that other bloggers have already built.

Send bloggers a freebie product and marketing collaterals in order to give their audience an upcoming sneak peek, or give them a shopping spree during the launch so they can provide feedback and blog about your brand.

The key to successful influencer marketing is setting it up in advance. Start working on it at least three months ahead of time before you work on any other launch activity, and spend 80% of your time doing influencer outreach initially. The majority of influencers are constantly seeking content ideas. They need stories and the opportunity to show their audience something interesting.

Your relationship with influencers is very give-and-take. It’s a win-win relationship for both if you can provide them with relevant content that piques their interest.

The first step in getting influencers on board is to create a compelling pitch. Send them a short email that gets to the point.

Here’s my email checklist to help you draft the perfect pitch:

• Contact bloggers the same way you would pitch your customers.
• Put yourself in the blogger’s shoes and promise them something amazing.
• Consider your different collaboration options and have a proposal in place.
• Use powerful words to convey the passion behind your business.
• Know your business inside and out. Which product gets people excited about your value proposition?
• Personalize each email. (I love using Pitchbox for this!)

Another tactic is to promote your coming soon page on Facebook or Instagram with paid or organic ads. Ensure you complete A/B testing to figure out what imagery or call to action works best. Consider creating a free downloadable like a lookbook or running a contest so your potential customers can’t resist joining your mailing list.

You can also pitch your story to blogs and news outlets. Create a unique press release and pitch it to as many reporters as possible.

Just remember not to spread yourself too thin. Try out multiple tactics, but once you figure out which one is working best for you, focus your energy there.

Coming up next: how to generate even bigger buzz the closer it gets to your launch day by using your local network.


Recommended book

“Contagious: Why Things Catch On” by Jonah Berger


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