Hardly anything is more stressful than planning a new product launch. But, if you’re prepared, do your research, and plan everything out to the letter when things pop up, you’ll be ready for it! If you’re prepared to work smart, you can have a very successful launch without feeling too overwhelmed. So without further ado, let’s get started!
Do Your Research
Like with most things, research has to come first. You need to know everything you can about your customers such as:
Who They Are: Create an ideal customer avatar to help guide everything you do in
creating products and in marketing products. Spend time getting to know your audience.
What Their Pain Points Are: You probably already have a product, but if not, try writing
down three pain points and then figuring out how you can solve each one. Pick the best
one and make one product for one pain point.
Where They Are: Knowing where your audience hangs out can help you devise your
marketing plan because this information will inform where you spend advertising money
Why They Need Your Product: This goes back to the pain points, but this is a little
different because you should write a sentence that phrases how your product benefits your customer. For example, “My customers need my product because they like to save
Build Relationships with Affiliates/Influencers
A launch is more successful if many people are involved. You need partners, affiliates, leaders, and influencers to help you get your message to your audience.
Create a message for these supportive people that you make it simple for them to promote you. Don’t ask them for a favor. Offer to do a favor for them, instead. Your product could be the most fantastic thing ever, but you expect people to do all the promotional work for you or you’ll fail.
Establish a Good Reputation – Finding good people to work with on your launch, requires you to build relationships in advance. You want to show people what type of business person you are and how you follow through on what you say you’ll do.
Provide Early Access – Once you have the product completed, offer early access to it to those that you hope will promote it. You don’t have to give them all of it, but you might want to give them a big piece of it so that they can confidently recommend it to their Audience.
You can find these wonderful people in social networks, online, and offline. Work toward connecting with them, following them, joining their newsletters, promoting them and you’ll find that they’ll want to do the same for you.
While you plan your product launch, one of the things you need to do is set goals. The best way to set goals is to have done your research and have the end in mind! Here are some examples for each type of goal:
Any other goals that you want to set are vital to establish right from the start. Be specific – The goal should not be pulled from thin air but made based on intelligent information and data that you’ve gathered as you researched your audience, identified movers and shakers, attracted affiliates and more.
Everything starts with research. Get to know your audience, set excellent goals, and properly manage affiliates!
Choose Marketing Channels
Based on your goals, and your research you’ll need to choose the right marketing channels to focus on for your product launch. A marketing channel is just a way or place where you can communicate with your customers, clients, affiliates, and others.
Website – Naturally, one of your marketing channels will be your website. Your website is in fact, the center of your business. It’s where you should send all traffic to make more sales and connect with your audience.
Blog – Most blogs are on the websites today, and you should certainly have one. Developing your content strategy is an essential aspect of communicating with your audience. Consider keywords, images, graphics, tagging and everything that you need to do to earn traffic and keep traffic.
Email Newsletters/ Lists – Email marketing is highly effective. The key is to build a targeted email marketing campaign for the people who join your list. You also need to segment the list into a few other related target markets. These can help you define and market to groups with slightly different needs and promotions.
Social Media Groups – Facebook groups are an amazing way to build relationships, spread awareness, and build your brand. Post fresh content regularly, interact with others, and you’ll increase your credibility and build awareness about you and your products.
Social Media Networks – Instagram, Pinterest, LinkedIn.com, Facebook, and Twitter.
Every one of these channels has great potential. You don’t need to use every channel, pick specific channels for your launch to concentrate your message. You can expand to new networks as you automate and perfect each network!
Create All Accompanying Content and Promo Tools
Your product is done, and now you need to create all the accompanying content. One of the things you have to do for your product is to create the content that goes with the product to market it. Some content you may want to create is described below.
Create content from videos to text for your launch and pre-launch so that you can seed excitement and so that it goes smoothly. This content will be mostly evergreen type of content, you can add, on the fly as you move through your launch trending information that helps your audience too. Also, the more affiliate material that you can create the better. If you want people to promote for you, make it easy for them!
Seed the Market
During launch, planning is the perfect time to start seeding the market. When you seed the market, you’re actually conducting studies to ensure that your product really will do well in the real launch phase. Plus, it gets people excited about your offering. You may also receive valuable feedback before your product is in the final stage that can make or break your success!
However, before you work on seeding the market ensure that you really do know and understand your target audience. You want to ensure that all your seeding actions have results and that you understand the psychology behind why it gets results. Product seeding is a way to create buzz and word-of-mouth around your product or service even before it’s launched.
Prep Your Affiliates / JVs
To have a big launch you’re going to need to get your affiliates and JV partners ready for the launch. It’s important to take the time to do this if you really want to see significant results. After all, without your affiliates, you’d have to do it all alone, so you may as well spend that time with them to help them because it helps you.
The reason you need to consider Post Launch during your launching planning is that you want to be able to measure the results of your launch. If you don’t think of metrics in advance, you may not have the tools set-up that are necessary to gain this knowledge.
The things that you want to measure have to do with your goals and objectives. Since these should be spelled out clearly, you should be able to look at the numbers to find out if you’re meeting those goals and objectives easily. So for each of your goals and objectives ensure that you have a corresponding way to figure out the results!
Then have a plan in place to address falling short of goals, or address different issues and successes that present themselves.
Create products and services they really want and need, then let them know about it in every way that you can. It’s all about what the audience needs! I hope this got you riled up to have your own successful launch one day!