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20 Tools and Tactics to Launch Your eCommerce Product

by Pedro Franca
6 minutes
surfing ecommerce brand e1569366866276

Want to generate buzz for a new product, but aren’t sure where to start? 

Look no further – the Product Launch Toolbox has everything you need. 

Launching a new product can be intimidating. If the launch fails, you’ve wasted your time, money, and energy. Want to make sure this doesn’t happen to you? Then you need some awesome marketing strategies to promote your launch.

You want a launch that matches the greatness of your brand. We have experience helping brands build a positive reputation to create awareness for new products. Through strategic branding, digital marketing, and immersive online experiences, we’ll help you start things off with a bang!

The main tactics and strategies discussed in our comprehensive e-book are: 

  • Digital Marketing
  • Search Engine Optimization 
  • Social Media Marketing 
  • Google Tag Manager (GTM)
  • Influencer Marketing

We cover a variety of marketing strategies to suit your specific brand (and your budget!).

We can help any type of business meet their marketing goals, whether you’re launching a new dietary supplement or a new never-before-seen gizmo.

It’s every company’s goal to make the most of their marketing investment. When it comes to launching a new product, having a solid strategy is key. Using the right tactics and techniques will engage your current audience and attract potential customers. 

At Harpia, our skilled and experienced team helps authentic brands build a stronger connection with consumers. We are passionate about the work that we do and want to make your next product launch a success.

Here is the list you’ve been waiting for! Learn how to successfully promote your brand and get the results you deserve! 


The Product Launch Toolbox

How do you get the word out about your new product when the Internet is filled with noise?

We know a way. In fact, we know at least 20 different ways

From old-fashioned direct mail to shiny new influencer marketing strategies, here are the best tools and tactics to create hype for your new product.

1. Digital Marketing 

Seems a bit broad, right? We’ll get into more specific digital marketing tactics as we go. But for starters, you need to be online. You need a website with product information, pictures, and anything else that helps people understand your product (and more importantly, where they can buy it). Digital marketing is absolutely crucial nowadays – you simply can’t rely on traditional (newspapers, TV, radio) alone.

2. Virtual Assistants

This is a neat addition to add to your site if you haven’t done so already. A virtual assistant answers questions visitors may have any time of the day. It’s a great way to keep viewers happy and informed. 

3. Social Media 

Millions of people use some type of social media platform every day. Influencers marketing is one of the best ways to promote your brand. We guarantee that we can make influencers fall into your target market. They have a lot of followers, subscribers, and fans, and can promote your business by featuring your product. Most importantly, people trust their recommendations.

4. SEO

Before you go much further with your e-commerce site, you want to make sure that your content is SEO-friendly. SEO, or search engine optimization, helps you rank higher on search engines like Google. The higher you rank, the easier it will be for people interested in your product to find you.

5. Giveaways 

Who doesn’t like free gifts? It’s a great way to promote awareness and generate a large number of responses in a short amount of time. Think of all the e-mail addresses you’ll get signed up for your newsletter! 

6. Crowdfunding 

Crowdfunding platforms give entrepreneurs an exciting and innovative way to promote their product and raise money for pre-orders. You can tap into a massive audience, validate your product, and maybe even make it go viral. There are many crowdfunding platforms to choose from, but Kickstarter and Indiegogo are two of the most popular.

7. Blogger Buddies

You can pitch your product to a blogger in a short and sweet introduction email. However, you should become friends with them first. Friends are generous and will go to great lengths to help your product succeed. If a blogger is your friend, they’ll be happy to share your product. You’re opening new doors to audiences with affiliate marketing. 

8. Hotjar

Hotjar is another powerful tool that you can use to launch your new product. It analyzes online behavior and gives you advice on how to improve your website’s user experience, performance, and conversion rates.

9. Pixel Management (GTM)

Google Tag Manager (GTM) makes it easy to add all kinds of tagging solutions to your site. It implements Google Analytics and is designed to handle tracking pixels brought forth by media vendors.

10. Video Production

Make it simple for viewers to learn more about your product with a video demo. Videos are highly shareable too, meaning you’ll get more engagement on social.

11. Business to Consumer Marketing (B2C)

This type of marketing strategy is designed for brands that market their products directly to the consumer. They can operate online through sellers like Amazon, have their own physical location, or both. 

12. Business to Business Marketing (B2B) 

This marketing strategy is for businesses marketing their products and services to other businesses. For example, if you create online courses for entrepreneurs, you need a B2B marketing tactic. 

13. Direct Selling

Ideally, you want your customers to come to you. But to launch a new and unknown product, you’re probably going to have to do some direct selling first. Direct selling methods include direct mail, telemarketing, and even going door to door.

14. Co-Branding

This strategy requires you to share audiences with a business similar to yours. For example, if you sell nutrition products, you could share audience members with someone who sells nutrition-related online courses. Because you’re not selling the same product, you’re not competitors. You simply gain access to their followers.

15. Earned Media

If this is your first product launch, you’re probably low on ad funds. That’s why earned media is so effective – it’s totally free. Plus, people trust this type of marketing. Someone is spreading the word about your brand without any incentive to do so. All you have to do is create shareable, engaging content.

16. Point of Purchase Marketing (POP)

Also known as point of sale, this marketing strategy involves selling your product to an individual who is shopping at a retail store where your product is available. This won’t be very effective for e-commerce businesses, but if your product is on the shelf, advertising in-store can help spur impulse purchases. 

17. Paid Media Advertising

Paying for ads will help you expand your reach quickly but requires an investment. This type of advertising can take many forms, including display advertising, paid social, radio commercials, billboards, or a television commercial. For e-commerce businesses, you’ll want to focus on paid search and boosting social media posts.

18. Referral Programs

Including this type of rewards program within your business is a good way to attract some new leads. Your existing customers are encouraged to bring aboard new ones because they’re rewarded for doing so.

19. Contest Marketing

Similar to a giveaway, contest marketing is a great awareness booster. The only difference? Contests require participation. Entrants will need to create some type of content, such as a video or a photo. This content helps generate more engagement than a simple giveaway. This tactic works best on social media platforms like Facebook and Instagram. 

20. Networking Events 

Hosting a real-world event is a great way to meet customers face to face and show off your product in action. Some people are wary of buying something before they try it, so this is a great way to increase consumer trust.

Don’t Forget: Marketing is Everything (And Then Some!) 

Even if you created a potion that gave people immortality, you would still need a good marketing strategy to sell it. No matter what you’re trying to launch, you need to make people aware of it and convince them that it’s worth buying. 

Using the 20 marketing strategies outlined in this e-book, you’ll be able to reach your desired target audience with ease. Launching a product has never been easier! 

Pedro Franca headshot

Pedro Franca

Pedro is the founder at Harpia, an ecommerce growth agency focused on scaling inspiring brands through email marketing and advertising. He helped over 50 brands sell $100+ million with the Harpia Method.

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