If your redesigned website is like a new home, then consider a website launch campaign to be the housewarming party. You want to get people equally excited about your new site, invite them to check out the updated design, show off all its new functionality, and give them a reason to visit again.
A crucial communication strategy to reach your end users, launch campaigns are a key technique to increase brand awareness, excite your target markets, and drive traffic to your new site prior to launch. Often times, a site redesign means refreshed branding and updated website architecture, requiring explanation to your consumers in advance to reduce confusion and increase acceptance. When redesigning a new site, online strategies such as search engine optimization and social media marketing will surely help to drive traffic to the new site, but other offline tactics including direct mail and print signage might be necessary to ease existing users through or fully explain the new site’s features. For these reasons, a comprehensive website launch campaign is the best practice for informing, transitioning, educating and incentivizing adoption of the future state.
Launch your site with an integrated marketing campaign
Incorporating an integrated marketing approach, the launch campaign ideally involves both pre- and post-launch tactics, spanning traditional to inbound marketing. Introducing a contest – such as an online quiz or scavenger hunt with an on-brand prize incentive – is an effective way to entice consumers to click around the new site. The contest not only gives visitors a reason to explore the site, but when designed strategically, the steps can expose your site visitors to valuable marketing messages, while growing accustomed to its new look and feel. Utilizing display advertising, email marketing, print advertising, and more tactics, the launch campaign typically centers on an updateable landing page. The hub for the launch campaign, this landing page serves to generate excitement and answer questions about the new site (while also explaining a contest, if applicable), capturing user information and providing valuable metrics for campaign reporting.
For your site design and redesign, ZAG’s team of strategy, design, technology and marketing experts can help you to plan, create, develop and promote an effective site launch campaign.