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Launch a product in a nutshell

  1. LAUNCH A NEW PRODUCT IN A NUTSHELL Everything you need to know about launching new products, at your fingertips DAVID WALTERS, CEO Steam Powered Marketing
  2. • Digital Marketer Certified Partner • Passionate about helping businesses • Corporate Change Mgmt. Consultant • Over 30 years exp. as a Chartered Engineer Hi… I’m David… DAVID WALTERS CEO Steam Powered Marketing
  3. Here’s What We’ll Cover Today… • Should You Launch? • Planning Your Launch • Creating Your Launch Deliverables • Tracking Your Results
  4. Part 1: Should You Launch?
  5. Are You Ready To Launch? • Do you have a valid product: is your product solving a problem or filling a gap, and are people willing to purchase it for more than it costs to make? • Can you handle the growth: The goal is to be successful, but do you have the capacity (people, space, money, etc…) to successfully grow? • Can you support more marketing: Do you have a team of marketers that can help you meet your goals and create all the materials necessary? • Can you seek help if you need it: Do you have access to resources, mentors who can help you if and when you get stuck or feel unsure?
  6. Consider meeting those needs before you attempt to launch. Launching is a difficult, time and energy consuming task, so make sure you are prepared! If the answer to any of these questions is “no”…
  7. Part 2: Planning Your Launch
  8. Step 1: Get Organized Organization is key when it comes to planning a launch. There are a ton of moving parts! Use these management tools (or others you prefer) to help you and your team stay organized and efficient Manage Your People • Slack • Skype • Go to Meeting • Google Hangouts Manage Your Projects/Documents • Dropbox • Trello • Monday • Google Drive
  9. Step 2: Nail Down Your Story Every Product Launch needs a good story! This story is what attracts, retains, and carries your customer through the entire buying process from start to finish, and will influence every aspect of your marketing from ad copy to web design to emails. The story should explain… • What problem is your ideal customer currently facing? • How will your customer use that product to solve their problem? • What does success look like for your customer after buying and using your product? It’s important to emphasize the emotional tone and feel at every stage in the journey.
  10. Your product launch can’t happen in a void—you need to advertise it! Determine which channels you will use to launch: • Paid: Facebook, Google, Youtube, and LinkedIn Ads • Owned/Organic: Website, Blog, Organic Search, YouTube Channel, Podcasts, Webinars • Sponsored: Sponsored Content, Partnerships Step 3: Decide Which Channels to Leverage
  11. Every product launch needs deliverables to support the marketing campaign. You’ll probably need…. Step 4: Decide On Your Deliverables • A Website • Sales/Landing Pages • Product Pages • Paid Ad Creative • Email Campaigns • Blog Posts • Lead Magnets • Social Media Posts • Affiliate/Sponsored Content • Podcast Content You may not use all of these, but you will need a fair amount!
  12. Creating a multi-channel product launch requires some sequencing… Create a detailed timeline of: • Pre-launch timeline: When will your site, sales pages, content, and ads be created and scheduled to post? • Your launch date and cart dates: What is your launch date, and when will all the discounts, early, normal, and final offers open/close? • What content goes live, when: When will blog posts, social posts, sponsored content, podcast episodes, etc. go live? • What your funnel looks like: Sequence your different ad campaigns and email campaigns, and align them with your content and cart timelines Step 5: Determine Your Timeline
  13. Part 3: Creating Your Launch Deliverables
  14. Website MAKE SURE YOUR WEBSITE… • Is Easy to Navigate: Pages should have a logical hierarchy, and the site should run quickly. • Reiterates Your Story: Your site should use copy and imagery to tell the customer story you outlined earlier. The Homepage should focus on what problems are being solved and the Product page should focus on what the product can do for your customer! • Has a Clear and Consistent Brand Imagery: Keep fonts, graphics, images and overall design consistent. • Has a Means to Purchase and a CTA Encouraging it: People need to know how and where to buy, so make it clear!
  15. Sales and Landing Pages MAKE SURE YOUR LANDING PAGES AND SALES PAGES… • Speak Directly to Your Core Audience: call out to your audience and use emotional language to help • Use Bullets and Consumable Formatting: Endless, chunky paragraphs do not sell products • Includes Imagery and Video: Again, people need to be engaged to feel compelled to purchase • Match the Formatting of Whatever Sent Them There: You want consistency across all your different resources so that when a customer gets sent to a new page they stay engaged • Have a Clear CTA: People need to know what to do when they get to these pages • Only Ask for Essential Information: if you don’t need their phone number, don’t ask for it
  16. Product Pages MAKE SURE YOUR PRODUCT PAGES… • Provide All the Essential Information: Product features, descriptions, pricing, sizing, how to use, etc… • Show the Product: People are visual creatures, so they want as many visual representations of the product as possible. Carousel images are great for this! • Has a CTA Button Above the Fold: Make it easy for people to purchase!
  17. Ad Creative MAKE SURE YOUR AD CREATIVE… • Tells Your Customers Story: Again, this story is important! It’s what makes customers relate to what your saying and stay engaged. • Have Engaging Visuals: Video, carousel, and image ads are great! Use them if you can. • Tailored to Each Stage of the Funnel: Your awareness ads shouldn’t look the same as your ads further down the funnel.
  18. Email Campaigns MAKE SURE YOUR EMAIL CAMPAIGNS…. • Are Tailored to Each Step of the Process: You’ll need indoctrination campaigns, Promotional campaigns with upsells and downsells, as well as follow-up campaigns for people who left things in their cart. • Have Engaging Headlines: Poor headlines mean low open rates, so split test those headlines before you send them out to everyone! • Include Content: Content helps to nurture you list and build your credibility, which makes people more likely to purchase. • Sound Like a Person: No one wants to read an email that’s vague and impersonal, so write your emails like your talking to a friend you respect and admire.
  19. Blog Posts MAKE SURE YOUR BLOG POSTS… • Are Relevant to Your Audience: Write about topics that matter to your ideal customers and are related to your offer either directly or indirectly. • Take Advantage of Keywords: Keywords help you rank in google, which builds your organic traffic. • Build Your Credibility: Make sure you’re knowledgeable about the topics you write about and try to add something new/different to your posts so they stand out amongst the crowded space. • Include Links to Your Products: If your product relates, include it, and a CTA to a landing page!
  20. Lead Magnets MAKE SURE YOUR LEAD MAGNETS… • Are Valuable to Your Intended Audience: What topics/resources/processes do your ideal customers need help with? • Provide a Quick Win: You don’t want to solve the main problem (that's what your product is for), but the lead magnet should provide a quick and easy solution to a smaller problem. • Relates to Your Core Offer: That way you know that customers who use your lead magnet will like your core offer.
  21. Social Media Posts MAKE SURE YOUR SOCIAL MEDIA POSTS… • Build Hype and Awareness: people use social media primarily for entertainment, so make sure your posts are engaging! • Reiterates your Story: Redundant, I know, but that story matters and it will help improve conversions! • Are Varied in Style: Use testimonials, behind the scenes, sneak peaks, educational content, and more. Mix it up to keep your feeds interesting. • Link Out to the Right Places: Include links to your site, sales pages, blog posts, etc… Make sure the link connects to the topic of the post.
  22. Affiliate and Sponsored Content MAKE SURE YOUR AFFILIATE AND SPONSORED CONTENT… • Connects with the Right Audience: Your affiliates or sponsors should have a similar or related customer base to you. • Is a Right Fit for Your Company: These relationships should be mutually beneficial, and in line with your core values.
  23. Podcasts MAKE SURE YOUR PODCASTS… • Connect with your audience: Again, the topics and content need to resonate with your ideal audience. • Include Guests that Matter to Your Audience:There’s nothing worse than a random guest that doesn’t relate to your brand or audience at all. • Are Binge Worthy: People like to binge-listen to podcasts, so record a few episodes in advance.
  24. Part 4: Tracking Your Results
  25. YOU’VE LAUNCHED… NOW WHAT? Make sure you are tracking your progress. Take notice of what is working and what isn’t, and don’t forget to be flexible!
  26. Thank You! Feel free to connect with me if you have any questions –