February 11 2019

Website Launch Campaign Ideas & Best Practices

website launch campaignIf you are investing in a website redesign, you know the amount of work that goes into it. You and your website redesign vendor have spent months perfecting the design, user experience, strategy, content, technology and more, and now you are now anticipating the website launch date with excitement (and maybe a little bit of exhaustion). While a site redesign is an important undertaking for companies and institutions, it’s not always equally exciting for website visitors. They certainly will appreciate the new design and user experience, but they may also often feel general frustration inherent in change. However, launching a website can be positioned as an exciting benefit for visitors if there is an investment in a website launch campaign. Marketing your website launch can have significant benefits for your brand, your business and your visitors, so let’s explore the components of a successful website launch announcement.

What’s a Website Launch Campaign? 

A website launch campaign is a marketing campaign for a website launch or announcement. This specialized type of campaign typically includes messaging before the launch of the site to generate awareness, and after the launch to generate traffic and positive brand engagement. In order to cut through the communications clutter and make an impact, it’s important to design your website launch marketing strategy around how your new website can improve someone’s life while aligning to your business goals.

Here are some ideas on how you can accomplish both at the same time: 

  • Increase sales with a special offer or discount
  • Increase awareness and brand engagement by offering a contest with a prize
  • Increase adoption of new features or content to help users save time or money 

Website Launch Ideas

Once you’re clear on your launch campaign goals, it’s time to get creative and think of some interesting ideas to market the launch of your site. Remember to offer something of value to the user, whether that’s in the form of helping them make or save money, encouraging them learn something new, entertaining them or promoting how they can save time and hassle.  Here are three popular website launch campaign ideas to consider. 

1. Special Offers

Offering a discount can incentivize users to explore your products/solutions and website, while helping your company generate awareness and sales, especially if you have an ecommerce site. This could include free shipping or a discount promo code. If you don’t have an ecommerce site, you may want to offer a bonus for completing an action of value. For example, banks or credit unions could offer a cash bonus for opening a new checking account during the month of your new website launch.  

2. Contests and Sweepstakes 

Easter eggs aren’t just for fans of Ready Player One or kids. Virtual Easter eggs can also make for a great foundation of a website launch campaign. An Easter egg hunt, also known as website scavenger hunt, can encourage site visitors to explore pages that are important to your business while offering your visitors a chance to win a prize. You could also run a sweepstakes to encourage people to download your new eBook while increasing email signups or ask people to vote on new features or products in exchange for a chance to win a prize. Keep in mind the difference between contests and sweepstakes, and make sure to post official rules.  

3. Showcase New Features or Content 

If your redesigned website includes new features or content that can benefit your site visitors, your website launch announcement should direct attention towards them. Whether you’re creating a video that shows off a new Solutions Finder or Product Finder, or want to explain where new pages and features are within a Website Tour, focus on sharing the benefits of how it can help your visitors and customers. 

You may also want to drive traffic to your new blog, which could be accomplished by creating custom social media posts targeted to people within your geographic footprint that have related interests. You could also give people an insider’s look into your business by writing a blog post about what’s changed. 

Website Launch Marketing Tactics 

When planning a website launch announcement, be sure to include a variety of channels to reach your target market where they spend most of their time. This could include social media posts, emails, display ads on owned sites or applications, or even direct mail. If you have a newsworthy offer or new feature, you may want to distribute a press release to bloggers or reporters. If your business relies upon events or has a brick and mortar presence, invest in printed materials or digital signage to share the campaign to create more surround sound messaging. 

Remember to update the look and feel of your other marketing materials to match your redesigned website or new brand, which can include these and more: 

  • Email templates
  • Social media templates
  • Social media cover images
  • Posters or digital signage
  • Statement stuffers or mailers
  • Mobile apps

Creating a website launch campaign can help you communicate important updates or new features while creating excitement about your brand.  Remember to offer a reason for people to pay attention and keep your business goals in mind when formulating your strategy. Contact ZAG Interactive to learn more about how we can create a website launch campaign for your business. 

  • Content
  • Email Marketing
  • Landing Pages & Microsites
  • Paid Advertising
  • Social Media

ZAG Interactive is a full-service digital agency in Glastonbury, CT, offering website design, development, marketing and digital strategy to clients nationwide. See current job openings.
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