Components of an Integrated Launch Campaign
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.
Incorporating an integrated marketing approach, the website launch campaign ideally involves:
- Both pre- and post-launch tactics, spanning traditional to inbound marketing
- A contest – such as an online quiz or scavenger hunt with an on-brand prize incentive
- Display advertising
- Email marketing
- Print advertising
- Social media marketing
- A landing page that serves as the hub of the campaign