How to turn a feature launch into a marketing event?

Can you make a splashy campaign that boosts traffic and sign ups every time you add something new to your product?

Photo by Headway on Unsplash

There are tons of tutorials on how to launch the product (on Product Hunt, Twitter, Hacker News, etc.) It is a proven fact that successful launches can bring in hundreds of signups and trials, bringing in beta users or new customers. Every product launch can and should be treated as a marketing opportunity with it’s success metrics (traffic, users, signups, trials) and pre-launch planning.

But what about features? Can they become a marketing event that you, as a founder, can use to get more customers into your marketing funnel? The good news — the answer is ‘Yes!”. The bad news — the answer is “But not all of them”.

If you see something like this — is this the correct approach?

Not really. Think of it this way: even if you have 100 true fans of your product, would they really like to hear about every single tweak, every change in your app? How likely is it that if you bombard them with notifications and updates your messages…