LAUNCH A NEW
IN A NUTSHELL
Everything you need to know about launching
new products, at your fingertips
DAVID WALTERS, CEO
Steam Powered Marketing
• Digital Marketer Certified Partner
• Passionate about helping businesses
• Corporate Change Mgmt. Consultant
• Over 30 years exp. as a Chartered
Hi… I’m David…
Here’s What We’ll Cover Today…
• Should You Launch?
• Planning Your Launch
• Creating Your Launch Deliverables
• Tracking Your Results
• 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
• Can you support more marketing: Do you have a team of
marketers that can help you meet your goals and create all the
• 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?
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
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
• Go to Meeting
• Google Hangouts
Manage Your Projects/Documents
• Google Drive
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
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
It’s important to emphasize the emotional tone and feel at every stage in the journey.
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
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!
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
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!
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
• Only Ask for Essential Information: if you don’t need their phone
number, don’t ask for it
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
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
• 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.
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
• 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.
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
• Include Links to Your Products: If your product relates,
include it, and a CTA to a landing page!
MAKE SURE YOUR LEAD MAGNETS…
• Are Valuable to Your Intended Audience: What
topics/resources/processes do your ideal customers need help
• 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.
MAKE SURE YOUR SOCIAL MEDIA POSTS…
• Build Hype and Awareness: people use social media
primarily for entertainment, so make sure your posts are
• 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.
MAKE SURE YOUR AFFILIATE AND SPONSORED
• 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
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.