When launching a new product, many businesses think the only important thing is getting new users.
Unfortunately, this is what leads many businesses to failure of their product launch within 3–6 months, because many important steps of a product launch are being skipped.
Besides the initial buzz and lead generation, a successful product launch needs also other areas to be covered.
Lead acquisition for product launch
This might be the first thing you think about when you launch your new product or service.
You worked on your product for a long time, tested and validated it and you think you’re now ready to go big. You want people to start using it, and why not, also recommend your product to others. But what do you need to reach that stage?
Make some noise on social media
In order for people to get to know about your product, you’ll need to make some noise. Talk about your new product launch on social media, start advertising, and create some posts to gain visibility.
Advertising for product launch
A couple of well-set ads are what you need to speed up the lead acquisition process. These should be set up on the channels that make more sense based on your budget, goals, target, and resources.
You’ll also need to set up a tracking system that allows you (and the ads) to measure the performance, understand your audience’s behaviour, and optimize the ads based on the goals you’ve set.
Don’t make the mistake of starting your ads without a tracking system! You’ll end up spending your budget without getting any leads or audience information back. To make the best out of your ads you need to track what people are doing once they land on the website, and to understand when they subscribe, why they don’t subscribe, and other important information that will support your product development.
Email marketing automation for product launch
Generating leads through ads is not the only activity you should think about. In fact, if the other pieces are missing, you might be spending lots of advertising budget in vain.
When people see an ad and land on your website, they will also check for reviews, social media presence, and other factors that will help them trust you before signing up.
What you’ll also need is a couple of good email flows in place to make sure that your leads will be properly taken care of once they sign up to use your product or service.
Ideally, you’ll have:
A registration flow, which will inform users of the successful subscription, or ask them to confirm their account
An onboarding flow, with 3-4 emails helping people navigate through your new product
A conversion/upsell flow, getting users to convert to a paid plan or to upgrade their current one
A loyalty/retention flow, getting people to stay with you, or informing them about a loyalty or referral program
A feedback flow, asking people to let you know what they think of your product, or requesting to leave a review on a channel of your choice.
These flows will require a tool that allows you to set up automated emails based on customers’ behaviour.
Why automated email marketing
Email marketing automation will take care of those first steps of customer acquisition, customer conversion and customer retention, making users feel supported and taken care of. After a first set-up, these emails will require little to no work from your side. This will help you save some time that you can dedicate to other areas of your business.
Go-to-market strategy for product launch
This section is at the end on purpose, because nobody wants to talk about strategy. But let’s put it this way: marketing without proper planning is like searching for your keys blindfolded. You’ll achieve your goal eventually, but you might also experience some falls on the way. Especially when launching a new product, it’s important to have everything planned:
Channels, because you should focus on the most important ones. You can’t be everywhere unless you have a very big budget.
Brand identity: defining the vision, mission, problem&solutions, and the tone&voice, so that you know how you should display your brand
Target: it’s key for any marketing activity, from social media posts to advertising or partnerships.
KPIs: this is how you measure the success of your marketing efforts. It’s not just about the number of leads or users converted. It’s also about traction, returning visitors, time spent on page, and much more.
Resources and time required to deliver the marketing tactics,
Tracking: tools and ways you’ll measure and analyze your efforts
Timeline: always set a deadline for your strategies to be tested. You cannot be stuck with the same strategies forever. Even if they work, you might be missing out on other possibilities.
Everybody hates this part, because it’s challenging to put it together and because, let’s face it, it’s much more exciting to get to action. But we’ve seen many businesses get lost because they didn’t have one. So don’t make the same mistake, make your efforts count.
Digithy launches Set For Scale!
For many years we’ve been helping businesses launch new products or grow their business. We realized there’s a huge need for a good marketing set-up, specifically when it comes to product launches.
This is why we decided to create an infallible process where you get all the before-mentioned steps set up in 3 months. This will be covering product launch, customer acquisition, conversion, nurturing and retention, and will be set to run for at least another 3 months afterwards.
This will give your product a huge advantage on the market, signing it up for successful growth.
Do you want to be set for scale?
Get in touch today, we’ll show you our process in a quick call.