Developing a new product is a long, involved process, and planning a launch that supports the product is an important step. How and where you market your new offering can have a major effect on how much traction is gains in your market, as well as how well received your product is over time. Twitter is one of the fastest, most direct means of reaching potential customers before and after launch day. Here are some best practices you can implement on Twitter to make sure your launch is well-planned and well-publicized.

• Drum up interest early: It may seem obvious, but Twitter is one of the easiest, most effective platforms for distributing new ideas. In the days and weeks leading up to your product’s launch, take advantage of the free advertising Twitter can provide by making quick, easily digestible posts that alert potential customers that something new is on the way. Start with a general (even vague) announcement and fill in additional details over time to maintain your audience’s interest.

   

• Retweet industry publicity: Twitter is a great place to make your business’s voice heard, but sometimes it’s more effective to let other people do the talking. Keep an eye out for articles and early reviews as they go live, and retweet the most impactful (and flattering). These pieces will add credibility to your own claims about the product, while helping create the impression that your launch is a talked-about event within the industry.

   

• Promote launch-related events: If you’re hosting a launch event, live or online, Twitter is an excellent place to advertise. Start promoting the date and time as soon as the event is planned and increase the frequency of these Tweets as the launch approaches. If you plan to offer a discount or bonus incentives to early adopters, be sure to include that information, as well.

   

• Respond to early adopters’ questions (& complaints): As soon as your product goes live, your Twitter account is likely to turn into a de facto customer service center. Customers with questions, complaints, and even the occasional compliment, will expect quick, informative responses on Twitter, and providing them demonstrates in a very public way your company’s commitment to customer satisfaction.

   

• Follow up for late adopters: When the launch day excitement dies down, don’t forget about the potential customers who weren’t ready to make the leap on day one. Where traditional marketing efforts tend to drop off somewhat after launch, Twitter is a cost-effective way to keep product’s name at the forefront of people’s minds. It’s also a great place to spot potential customers, by looking through recent mentions of your company or product name.