3 STEPS TO LAUNCHING YOUR PRODUCT

1. Focus on quality. When announcing new products or features, it is important to have relationships with reporters and know what their areas of interest are. It is better to find one reporter who can do a terrific job sharing your message than to blast your message to hundreds who have no interest at all. Don't spam your news; match it to the right audience. 

2. Leverage data.  A feature or product is big news, to you and your CEO. But for those who don't work at Facebook, Amazon, Google or Microsoft, you need to let people know why your feature or product was created, the problem it is trying to solve and how it will help someone do something better. Use data from either your own analytics or pay for third-party data that proves you created the feature with intention.

3. Remember your customers. In almost every industry, word of mouth is the number one driver of new business, and the world of technology is no exception. Every marketing activity has its place and value, but never underestimate the power of your customers. Getting their buy-in (via beta programs, for example) and their formalized or grassroots endorsement can be a game changer in the adoption and perception of your product.