Something that businesses might call on a PR professional for is help with promoting the launch of a new site, writes Osborn communications specialist Rachel Adams.
At Osborn Communications, we understand that launching a new site is a significant milestone that requires strategic publicity to ensure maximum reach and engagement.
Whether it’s a retail store, office, factory or online platform, effectively publicising the launch will generate interest, attract visitors and establish your presence. Here are a few tips on how to do it successfully:
Develop a clear marketing plan
Before announcing your new site, create a well-structured marketing plan that outlines key objectives, target audiences, dates, communication platforms and communication strategies. Define your messaging and highlight what makes this new site unique, such as innovative facilities, special promotions or enhanced customer experience.
Issue a press release
A press release is a crucial tool for gaining media coverage. You could issue one both in the lead up to your site launch and once it has opened. Include key details such as the location, opening date, purpose of the site and any special events. Distribute your press release to local newspapers, business publications and online news outlets to attract media attention.
Leverage social media and digital channels
Use your website and social media platforms like LinkedIn, Twitter, Facebook and Instagram to create a buzz around your launch. Post teaser content, behind-the-scenes footage and countdowns to build excitement. Encourage users to share the news and engage with promotional content.
Host an opening event
A launch event is an excellent way to draw attention. Whether it’s an open house, ribbon-cutting ceremony or guest reception, invite key stakeholders and media representatives to generate publicity. Offering live demonstrations, networking opportunities and promotional giveaways can increase engagement.
Utilise local advertising and PR
Invest in targeted local advertising, such as Google Ads, social media promotions and traditional media like radio and print adverts. Additionally, consider reaching out to community groups, business associations and local newsletters to spread the word.
Email marketing to existing customers
Inform your existing customers and business partners about the new site through email campaigns. Highlight key benefits, include an invitation to the launch event and offer special discounts or promotions to encourage visits.
Optimise for SEO and online directories
Ensure your new site is listed on Google My Business, relevant directories and maps. Optimise your website’s SEO with keywords related to the new site location and services to increase visibility in search results.
Don’t forget to inform colleagues too
Before going public, ensure that employees are the first to know about your new site launch. Share the news via an internal memo, company-wide email or a face-to-face meeting to make staff feel valued and included in the company’s expansion plans.
Make sure to explain the reasoning behind the new site, the benefits for employees and how it aligns with the company’s long-term vision. Provide opportunities for staff to ask questions and address any concerns.
You could also anticipate common employee questions and prepare an FAQ document covering aspects such as new job opportunities, the impact on current staff jobs, transport arrangements and expectations for the new site.
Utilise meetings, emails, newsletters or intranet updates to keep employees informed about progress with your site launch and key milestones.
When the launch arrives, you could host an internal event for staff to celebrate.
By implementing these strategies, your company can successfully publicise its new site launch, maximise engagement with key stakeholders, the public and colleagues.
If you’d like support with building or improving your company’s reputation, we can help. Osborn’s clients benefit from our years of experience generating positive content for different audiences. Drop us a line to book in a chat.