The time has come. It’s time to launch that new, spending product of yours. Well done you! First of all, I want to say I am very proud.
I believe we do not make enough time to celebrate our accomplishments, as entrepreneurs. Especially the type-A variety like yours truly, my dear reader.
In a world where pivoting has been key for business growth, launching new products or variations of them has been the only way to really progress and keep ongoing whilst the way we work has readjusted and evolved right before our eyes.
One of the biggest qualms I have when it comes to working with my clients (a mix of startups, established businesses and personal brands), is that we focus far too much on the launch process, and we forget about doing the groundwork.
“Rookie mistake” you may think. “I would never do such a thing” I can see you muttering. On research, I carried out ahead of one of our live classes I discovered that over 80% of businesses (based on clients I worked with for over 8 years) forget to do at least two of these key five things ahead of a product launch.
When it comes to marketing your products ahead of releases, it’s key to take the time to make sure you have your house in order – if you are looking for more help, don’t forget to check out Digital Product Launch offerings.
Validate your idea
I could write a whole piece about validating your idea. As an estimate from my clients, students and our collective members, I can say that around 85% of launches fail because companies did not take the time to validate their idea.
Before doing ANYTHING, make sure your ideal customer/clients want what you are selling. Get clarity on the ‘wants and needs’ of your customers.
My favourite ways to validate an idea include:
- Ask questions to your audience
- Create polls on social media
- Create a questionnaire
- Send an email to your database
I was working with a client on creating a strategy to launch a series of live classes on the topic of public speaking.
We needed to decide on a time that would work for her classes. We headed to the collective (she is also a member), and since creatives are part of her target audience, made sense to ask them what time would work best!
We did a similar thing on Facebook groups as well as two dedicated Instagram polls to find out the best time for her audience.
Have you fully validated your idea? If not, what can you do to make sure your product is ready to be shared with the masses? What can you ask your audience to get more clarity around your launch?
Check-in with your stats
We cannot ignore the fact that without having a plan, you won’t be able to complete a successful launch. Before you start the launch process, make sure you note what your current statistics are for your site, email list, social pages, or current sales. This will allow you to track how your launch is going.
Favourite stats include:
- Email subscribers
- Social media followers
- Engagement rate
Pre-launch statistics should be tracked before you start the launch process.
That way, after you launch you can compare your stats to see the growth.
Keep track of other metrics aside from your launch goals will keep you motivated during the days when you feel like you are not meeting your target.
Refine your product launch goals
Decide what your goals are. Is it a monetary value, subscribers, the number registered, clients booked, items sold, etc. You won’t be able to assess your success if you do not look at the targets consistently.
A few options for this include:
- Number of enrolments
- Number of subscriptions
- Items sold
- Clients booked
Create a specific KPI dashboard including your launch goals and actual results, using a standard 20% increase from any actual figures you may have from past launches.
Until you have a clear idea of your unique plan strategy and the goals you are trying to achieve with your product launch, you may still miss some of the tools you may want to add – we have a list of amazing tools right on the website.
My top essential marketing tools include:
- Social media schedulers
- Email provider
- Design tools to create assets for your posting schedule
- Spreadsheets or tracking systems
Map your user journey
User experience and user journey are not just something your web designer should worry about.
In the world of content marketing, it’s key to know the journey your customers will go through to prompt them to share their purchase, spread the word about your product and get excited from the moment their payment goes through.
When it comes to a simple user journey, we can use the example of some of the key landing pages for your launch.
The pages to look into include:
- Coming soon page (8 to 7 weeks ahead of the launch)
- Landing page (where you will have a countdown for your launch date)
- Sales page (the place your offer and the new product will live)
- Thank you page
Over 85% of the business I surveyed had no idea (or did not think about) setting up a thank you page for their customers. This is literally the most important page to harness loyalty and advocacy as a marketer.
If you do not welcome your customers and prompt them to share from the get-go, you’ll lose a great opportunity. I personally love using simple tools like click to tweet to encourage buyers to share the fact they purchased a new product – and even upset sometimes.
Creating the key pages for your launch as soon as possible is key. I recommend using a tool like Mailchimp or Converkit to create signup pages, and most people can create thank you pages and sales pages on their websites.
For bigger budgets, you can also look into tools like Leadpages.
Map the journey your audience will go through in order to buy your product. Will they be coming from a link in bio on social? What will they see when they first land on your page? How can you encourage social sharing after purchase?
The truth about launching
Everyone loves to talk about the marketing funnel of a launch. It’s something I call the launch frenzy. The excitement of a deadline, seeing the sales ticking. Yet, when talking about the foundations of your launch, so many marketers still brush the fundamentals off.
You don’t want to be that person. Make sure you build the boldest, most successful launch to date by ticking off these simple steps before you get started on your strategy planning.
If you are looking for more help, go and check our program on launching digital products.
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.