Promoting a cool new tool

[PottyScotty]

We are in the process of building a really cool search / tool, I am hoping it should be ready and live on our site in about 30 days.

In the past I have focused on SEO and it's been straight forward in terms of KW research and going after them.  This is a bit different as it's a real unique service we are launching to enhance our website and improve conversion rates.

When and how should I start promoting it?  Should I use a PR company?  Is there other options I should be looking at, I have never really managed to get something to go viral (even when a dressed up santa in a banana suit we only got 6k+ hits on youtube).

Any advice would be great!

[TomRayner]

Hi Mark

First of all, hope the launch of the tool goes well - will be fun to see it!

It sounds like you've got most things covered Search wise and a PR company might be viable although I'm not sure how cost effective getting them in for just 1 campaign might be.  I'd probably only consider a PR company if you've got more lined up over the next 12 months so they can really understand your business and prove their worth.

So, with you having covered most of the digital marketing routes, here's something to consider.  If you and your company have not had much viral success, why don't you get someone else to do it for you, and not just on your company's behalf?

You're in a community here that has some extensive reach, as well as being home to some pretty big influencers.  Why don't you approach the Rand Fishkins (or other Moz members) of the world and say "Hey, I've created this really cool tool - I'd love you to try it before anyone else and get your feedback. Feel free to tell your friends!"

Not only will you be getting what is in itself valuable feedback, but if they love the tool, they'll happily let more people know about it.  Giving these influencers exclusive access, almost like a beta test, helps fuel exclusivity, which everyone loves being part of, let's be honest!  It can start to build hype, it can build anticipation for a wider release, but most of all it would have the endorsements of one or two important people.  Not only will that help spread your reach, but it could give your tool legitimacy before it's even launched.

Apologies if you've already thought of this, but if not I hope this helps and it would be cool to hear some ideas from the other folk here.  Most importantly, I hope the tool is received well!

[PottyScotty]

Thanks Tom, it all helps and getting people with clout to endorse is a great idea, sometimes I just need people to say the obvious sometimes!