These days, it seems everyone’s lining up to secure the next big thing—sometimes before it even hits the shelves. Pre-orders have become a go-to strategy for ecommerce businesses and savvy entrepreneurs alike, sparking excitement and building early momentum for new product launches.
For consumers, pre-orders offer the chance to claim a product before it’s available to the public. For businesses, a well-executed pre-order strategy can gauge interest, generate early sales revenue, and support production and launch efforts. For early-stage startups, this initial revenue can make all the difference in bringing a product to market.
In this article, we look at how pre-orders work and guide you in building an effective plan using Bitly Pages templates, short links, and QR Codes.
*Note: All brands and examples discussed below were found during our online research for this article.
Why do pre-orders matter so much for product launches?
Pre-orders play a vital role in successful product launches, especially for high-demand items that can generate buzz before they hit the shelves. Products like the PlayStation 5 or the latest iPhone showcase how pre-orders can build massive anticipation and attract eager buyers, creating excitement even before an official release.
For online businesses, offering pre-orders not only creates hype but also helps gauge consumer interest, giving a clearer picture of demand and indicating whether the product will resonate with its target audience. If pre-sales are slower than expected, it may be a sign to refine your approach or even reassess product development.
Pre-orders can also be a game changer for early-stage startups with limited capital. By securing pre-sales, entrepreneurs can alleviate some of the financial pressures that come with manufacturing, packaging, and marketing a new product. This initial revenue can be reinvested directly into production, helping to fund the product’s journey to market and ensuring resources are allocated confidently during this crucial period—typically an 18-to-24-month window focused on getting the product ready to launch.
Additionally, pre-orders create a sense of exclusivity and urgency, giving customers a unique opportunity to try a new product ahead of the crowd. Early access appeals to their desire to be among the first, encouraging them to commit before it’s widely available.
How to set up a successful pre-order campaign
An effective pre-order marketing campaign drives more traffic to your online store. Let’s explore how to set one up:
1. Develop a clear and engaging pre-order offer
The first step is to craft a compelling, upfront offer that communicates your value proposition and exclusivity. Why should your audience pre-order your product? What makes it stand out? Clear messaging can help your target audience see the benefits and take action.
Consider these incentives to make your pre-order offer irresistible:
- Offer early-bird pricing: Give special discounts to early customers as a reward for their enthusiasm. Early-bird pricing can help you establish an initial customer base who can also spread the word about your product.
- Introduce limited-edition versions: Create a product version that’s exclusive to pre-order customers—it could be a unique color, feature, or customization. Limiting the quantity taps into consumers’ fear of missing out (FOMO).
- Give exclusive perks: Include bonuses, such as access to behind-the-scenes content or a chance to participate in a beta phase. Perks like these incentivize customers to pre-order by making them feel part of an insider experience.
- Bundle products and services: Add complementary products or services to make your offer even more compelling. For example, if you’re launching a tech gadget, the bundle could include the main product plus exclusive accessories like chargers or cases.
A captivating pre-order offer not only showcases your product’s value but also leverages FOMO and scarcity to motivate customers to commit early.
2. Create a dedicated landing page for pre-orders
Set up a user-friendly, visually engaging product page where customers can easily find your product and complete their purchase through a clear pre-order button. Bitly Pages helps you create branded pre-order pages that keep a consistent look across all your promotional channels.
To maximize conversions, consider adding elements that drive urgency and excitement. For example, a few well-placed customer testimonials that highlight unique product features can build trust and encourage potential buyers. Including sneak peeks, like a short video or product image, gives visitors a quick glimpse of what’s in store and builds anticipation.
A countdown timer can be particularly powerful—psychologically, it taps into the concept of “scarcity.” By showing that time is limited, the timer creates a sense of urgency that motivates visitors to act quickly and secure their pre-order before the opportunity passes.
Bitly short links can help direct more traffic to your landing page. Learning how to use short links effectively allows you to incorporate them seamlessly into your campaigns. Use them within your social media posts and profiles, SMS, and emails, making it easy for customers to access your pre-order page.
With Bitly Analytics and our dashboard for Pages analytics, you can track the number of engagements each link receives over time, allowing you to adjust your strategy based on real engagement data. For more granular insights, you can pair Bitly Analytics with third-party analytics tools like Google Analytics and Semrush to get a more detailed view of the effectiveness of your marketing campaigns.
3. Promote the pre-order campaign landing page
Once your landing page is live, the next step is to drive traffic to it. Promote the page across multiple channels, especially those where you know your audience is most active.
Here are some effective promotional channels:
- Social media content: Share influencer testimonials, sneak peeks, and countdowns on platforms like Instagram and TikTok to build excitement. Visual posts and stories work well to showcase your product’s highlights and encourage engagement.
- Paid social media ads: Run targeted ads on platforms like Instagram, Facebook, or LinkedIn to reach specific audiences that might be interested in pre-ordering.
- Emails to subscribers/members: Send an exclusive email to VIP customers, giving them early access to the pre-order before it goes public.
- Web push notifications: Send reminders to customers and interested visitors, highlighting the pre-order and offering exclusive perks for early buyers.
To keep your pre-order campaign top-of-mind, ensure consistent messaging across all channels. Repeatedly sharing your offer can build hype and create a sense of urgency, motivating customers to take action.
QR Codes for marketers are another effective way to drive traffic to your landing page while reinforcing brand recognition. With Bitly, you can create customized, branded QR Codes that link directly to your Bitly Page. Additionally, generating Bitly Links allows you to craft short, memorable URLs for easy sharing across various platforms.
Sharing these codes and short links on social media, in emails, or even on printed materials provides an easy, scan-ready way for customers to access your campaign, increasing engagement and streamlining the pre-order experience.
4. Set up a follow-up email sequence
Once the pre-orders start rolling in, it’s essential to follow up with your customers to keep them engaged and informed. Consider sending an email marketing sequence. Start with an order confirmation and a heartfelt thank-you email to make them feel like VIPs. This immediate connection is more than just a formality—it’s a chance to let them know they’ve made a great choice by being first in line.
After that, keep the momentum going with updates on the product’s development. Sharing insights into the production process can help build trust and excitement, reminding customers that their pre-order is moving forward. Including exclusive sneak peeks, like behind-the-scenes photos or videos, can further increase anticipation by giving customers a taste of what’s to come.
As shipping day approaches, send a friendly reminder letting them know their order is on the way. This final touchpoint reassures them and sets clear expectations, ensuring a smooth experience from pre-order to delivery.
5. Monitor and adjust your campaign
The initial hype surrounding your product is likely to fade over time. However, with sustained marketing and strategic PR efforts, you can continue to generate renewed interest and drive spikes in pre-orders.
Understanding your campaign’s performance while it’s in motion is key. With Bitly Analytics, you can monitor specific data points, like total clicks, clicks over time, location, and timing, helping you identify which channels drive the most traffic to your landing page and when. This insight allows you to see what’s working and where adjustments may be needed. For instance, if Instagram ads are generating more clicks than push notifications, it may be worth investing more in Instagram.
You can also reach out to pre-order customers for feedback to enhance your campaign. A simple follow-up email asking about their experience with the pre-order process or what drew them to the product in the first place can provide helpful information. This feedback helps refine your approach, making future pre-order campaigns more effective.
Tracking doesn’t have to be a hassle. Knowing how to use Bitly for digital marketing can help you dive deeper into your campaign’s performance, seeing when, where, and how your audience engages. With these insights, you can personalize interactions, messaging, and offers to ensure your customers feel understood, which can increase engagement and drive repeat purchases.
Examples of marketing strategies that will help drive pre-orders
Now that you know how to set up a campaign, let’s explore some strategies that can help boost your pre-order sales:
Build an email waitlist
Creating an email waitlist is a great way to keep track of people who’ve shown interest in your product and want to be the first to know when it’s available. By building a high-value email list through your pre-order campaign, you’re gathering an engaged audience eager for your launch and more likely to support your product and business long-term.
Sweeten the deal by offering incentives—like bonuses, discounts, or early access—to those who sign up, follow you on social media, or engage with your online community.
An email waitlist does more than just create buzz around your upcoming product. It gives you a clearer view of your audience’s interest and helps you gauge demand, helping you develop a product that meets their expectations. Plus, waitlist subscribers are more likely to convert into pre-orders, providing that crucial initial sales boost and creating excitement around your campaign.
Having a sense of pre-launch interest can also make your product launch smoother. You’ll be better equipped to manage inventory, minimizing the risk of stockouts or overproduction. With a strong waitlist, you can launch confidently, knowing your product already has an enthusiastic audience.
Host a product launch event
Organize a virtual product launch event or webinar to build excitement and create a sense of urgency around your product. This type of event gives potential customers an up-close look at what your product can do, helping them feel confident in their decision to pre-order.
Add live demos to show how the product works and what makes it stand out. A Q&A session can be especially impactful, as it lets attendees ask questions and address any hesitations directly. You could also offer exclusive discounts to attendees, turning their interest into immediate pre-orders.
Partner with influencers or brand ambassadors
Collaborate with influencers to broaden your reach and enhance your product’s credibility. Influencers are often seen as trusted voices within their niches, and their followers value their recommendations. When an influencer endorses your product, their audience takes notice—and that can translate into meaningful interest in your pre-orders.
To build excitement and trust, utilize influencer marketing to create unboxing videos and product reviews. These videos give potential customers a firsthand look at your product’s unique features, packaging, and overall presentation. Seeing it in action—right out of the box—can make a big impression, showing off the care and quality behind your brand.
Offer limited-time discounts
Encourage your audience to act quickly by offering early bird incentives and exclusive discounts. A limited-time offer creates urgency, especially when paired with a “first-come, first-served” model, which can generate buzz and anticipation around your product launch.
Limiting discounts and perks to the first group of buyers not only rewards early supporters but also nudges customers to secure their pre-orders now rather than waiting. This approach taps into the appeal of being among the first.
Invest in retargeting ads to re-engage interested users
Retargeting ads are a powerful way to reconnect with people who’ve expressed interest by visiting your pre-order landing page but haven’t made a purchase yet. By displaying personalized ads to these visitors as they browse social media or other websites, you can keep your product top-of-mind and encourage them to take a second look.
Tailoring your ads can help address any hesitations they may have. For instance, offering an exclusive bonus or a limited-time discount can be the incentive they need to take action. This tactic can help convert initial curiosity into a commitment, boosting your pre-order campaign.
Turn budding interest into pre-orders and sales for your new product
Pre-orders can be an effective way to drive early sales and foster meaningful customer engagement. However, reaching your goals—whether that’s creating buzz, gauging interest, or generating revenue—requires careful planning. By following each step outlined, from crafting an irresistible offer to actively monitoring your campaign, you’ll be well-positioned for a successful launch.
With the Bitly Connections Platform, tools like Bitly Pages allow you to create branded, trackable landing pages, making it easy for customers to discover and engage with your pre-order offers. Using Bitly Analytics, you gain real-time insights into customer interactions, seeing which channels drive the most traffic and identifying what’s resonating. This data enables you to adjust your campaign as it progresses, ensuring you’re maximizing engagement and pre-orders at every stage.
Ready to make your pre-order campaign a success? Sign up with Bitly today!
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