Planning to launch a new product or service soon and thus expand your existing offer? Then you definitely don’t want to miss this article. Business expert Angelo Vero tells you his go-to strategy for introducing something new and getting the most out of it.
A very familiar scenario: your company has been up and running for a few months or years and suddenly you get new ideas to generate more income. If the product or service closely matches the current offering, it is easy to introduce and add to the current communication strategy.
But when you want to introduce something new that doesn’t immediately match strategy, what do you do? Do you try to modify the current website to make the story fit? Do you add the storyline on social media hoping it’s clear enough? Or do you opt for a new website with a separate social media channel?
Although this is different for each company, in most cases I recommend the latter: a new website and a separate social media channel. Especially when both services have nothing to do with each other. I’ll briefly explain why I’m convinced this is the best course to take:
Aligned target group
If you’ve worked hard to understand your current target audience and tailor your communications accordingly, there’s a reason for that. A target group consisting of your ideal customers is more than a group of people interested in your products. Often they have a lot of commonalities and react to changes in the same way. Adding products that have nothing to do with the current offering could cause them to drop out and look for a competitor.
The reason why customers drop out is often not because of the product or service itself, but mainly because of the combination of storylines. If you want to introduce something new then you need to be able to communicate plenty about it. But that means that you either post less and talk about the current offering. Or just start communicating more on the current platform. In either case, customers can react to that. They get confused or overwhelmed by the excess of communication.
Separate storylines, by the way, not only make it a lot clearer for customers, they also make it easier for you to create content. Often it’s a challenge to make sure everything fits together. Because sometimes you want to talk about something technical and other times focus more on more community based communication. Then imagine having to do that for multiple products or services at the same time. In the long run, nobody knows which community you want to reach, even you!
One of the biggest reasons I’m a fan of separate channels and separate storylines is the ability to reach new, potential customers that you might not otherwise reach. Because if your offer A doesn’t convince them or they don’t have an affinity with it, chances are they won’t consider offer B if you communicate on the same channel. On the other hand, you might be able to convince someone who finds offer B interesting and does not yet know offer A to take a look. In that case you have broadened your reach of both offers.
More or less work?
A new channel and a new communication strategy means more work? Yes and no! Yes, it is true that you might have to do some (extra) posting now and then on the new channel. But it might as well be that by adding a second channel you do not have to post continuously on your first channel. You may be able to alternate posting and build in some rest that way as well.
I also believe in the power of sales when you apply this strategy. I think you can convince people much faster if you really post what they are looking for on that particular channel. And if you can convince easier and faster, then it might take a lot less work than if you have to fight for attention on your own channels.
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