Maximize Results Before

You and your long-suffering team have spent months, maybe years, locked away in your batcave developing your new product or service. You have consumed an unhealthy amount of coffee and invested your blood, sweat and tears into this project. And finally, you’ve reached the stage where you are ready to unveil your brainchild to the rest of the world.

But before you hastily compile an outreach list and send your pitch email to everyone who has ever written about tech, let’s take a minute to think. Company launches are notoriously hard to get picked up by the media, thanks to the millions of other companies shouting their news at the same time. It’s important that you take the extra time and effort to prepare yourself to maximize the results of all of your hard work.

Here are some techy tools and platforms to help you get the best results possible from your company launch.

Beta testing.

The problem with a launch is that you are, well, launching. You don’t have any traction to sell to customers, investors or the media. It’s hard to convince journalists that your product is going to change the world on your word alone. Journalists are, by nature, skeptical, and they like to work with hard facts, not speculation.

One way to get some early opinions and feedback — which can help you to fix early glitches and offer some ratings for the media –is by using a Beta testing service such as UserTesting.

For a fee, UserTesting will arrange beta testers to meticulously run through your beta. They’ll share a video with their feedback and comments. The service allows you to target your specific audience — there is little point in a college kid reviewing your over-sixties dating app — and offers detailed metrics based responses about the user experience (UX).

ProductHunt.

Once you are ready to launch your real product, one great way of maximizing exposure amongst people who really care about your industry is by announcing your launch on ProductHunt. The platform is becoming increasingly popular and offers a great way to place your product in front of and engage with people who really know what they are talking about.

However, to get the most out of your campaign, it takes some preparation beforehand. You should contact a moderator who has launched products similar to yours. You could also reach out to popular “hunters” via social media to let them know about your company and product and the date and time you will go live. Platforms like Hunter Data allow you to highlight active members who have a lot of followers. If they post about your campaign, this could win you a lot of upvotes, shares and potential clients.

Influencers.

As mentioned before, launching is a difficult stage because you are effectively trying to sell a dream with nothing to back up your claims. One way to boost the reputation of your product is by getting an endorsement from a well-known figure in your industry or from a social media influencer.

Endorsements by public figures don’t guarantee success. Business Insider recently reported that social discovery tool SUP shut down due to struggling to gain traction, despite endorsements from Virgin founder Richard Branson and Apple’s Steve Wozniak. But it is still worth the time and effort to get as many people on your side as possible before your big day.

If you work in bustling tech hubs like Silicon Valley, it is becoming increasingly easy to connect with people who can really push your business forward, thanks to tools like Lifograph. But if you are outside of the bay, then you will need to take a more active approach.

Tools like Buzzsumo, Little Bird and Klout allow you to search for influencers with huge online followings and who work in or cover your industry. It is then up to you to create an organized outreach list, and send personalized messages on social media to try and get them to back your product.