Right now my team and I are in the middle of preparing for a big launch that will take place on December 4th for one of our clients. This isn’t our first launch, but it is certainly our most well-planned launch. Maybe you’ve never done an official online launch, but I bet you have participated in one from the consumer side.
What about when the newest iPhone comes out? Or maybe a recent course you signed up for, or event you attended? Online launches are working and in place behind the scenes of many businesses that are selling products, courses, events, masterminds, contests, etc.
Launches are the marketing engine that drives sales.
There is one thing I know for sure. Clients, if they have never done an online launch, are always surprised what a major undertaking it is. So if you are planning on introducing a new service or product in the future, and this is the first time you are planning a launch, I want to share these helpful nuggets so you aren’t caught off guard.
Nugget #1 – Launches, when done right, are a lot of work!
I remember planning a retreat launch for a client. I mistakenly assumed she knew how intense launches were. When she was presented with the launch plan, she immediately shut down. Her comment to me was, “I had no idea this was going to require so much of my time.” There was a belief that if I planned a launch for her, that she could focus on the rest of her work while the retreat filled up. It rarely works that way. Launches normally require all hands on deck, and you can expect a very healthy increase in the amount of hours you and your team will work. This is why business owners will only plan a limited amount of launches per year.
Nugget #2 – Do market research before you plan your launch.
Your idea may be the best idea in the world, but if there isn’t an interested market, your launch will flop. Do some research first to test your idea. Decide on your specific audience and find out what they want. Prior to planning my client’s launch, we designed a very short market research survey. To get participation, we have been boosting the survey as a Facebook ad that runs in various places around the world where her target market lives. Then did some competitive research as well. Are there other successful people doing something similar to your idea? Study their launch strategy. Pay attention to their marketing copy. You don’t need to copy them, but you can certainly learn from them. The more solid your research, the more successful you will be.
Nugget #3 – Launches must start with a well thought out strategy.
Unfortunately, it can’t be as simple as “I want to start a high-end mastermind and I want 20 people in my group.” That’s great! It is certainly a super goal to have, but how will you accomplish that? It would be great if you could send out a couple of emails to people asking them to join your mastermind, but I can tell you from experience, it doesn’t work that easily. There are a lot of pieces that need to be considered in a launch – the marketing, the sales, the technical piece, the design, and the communication, to name a few. It’s important to have a few strategy meetings to discuss the best way to accomplish the goal and to make sure everyone is on the same page.
Nugget #4 – A successful launch must have a detailed launch plan.
At Amazing OBM we use a project management software called ClickUp. This enables us to set up each and every detailed task in a project plan. Then we assign the appropriate team members and due dates. Each task has detailed instructions for carrying out the task, and links to related tasks are created so the team can have everything they need in front of them. The other day I showed my client our launch plan because I knew this was her first time doing a “real” online launch. Her eyes glazed over and her only response was, “Wow!” The good news is the detailed launch plan enables your team to successfully and smoothly carry out their responsibilities while meeting all their deadlines. If you don’t maintain and manage a project plan, you will experience a very chaotic, stressful, and potentially unsuccessful launch.
Nugget #5 – You will need more lead time than you potentially plan for.
If you think it’s going to take you a month to carry out a launch, you should add an additional month or two to your planning/launch time. When we decided to launch for our client, we were anxious to take advantage of the new year. But the idea came a little too late from our client. And now we are all scrambling and working our buns off. So give yourself plenty of time so the launch isn’t rushed and the team is not working overtime to make things happen. Think ahead for the year and decide when each of your launches will take place.
Nugget #6 – A launch will be more successful if you’ve been consistent with your content marketing.
If you are not regularly emailing your list and communicating with your audience through your social media channels, you can’t expect them to suddenly respond when you have something to sell. Consistently providing value to your audience and prospects is essential before you embark on a launch. Building relationships and helping them get to know you will work wonders when it’s time for you to ask them to purchase from you. I am a huge advocate for consistent content marketing. Even if you aren’t in launch mode, your prospects need to hear from you on a regular basis. Because once you hit launch time, the communication doubles or triples the normal rate.
Nugget #7 – Use Experienced People to Support You.
Did you know there are actual launch managers who specialize in online launches? These individuals do nothing all day long but set up and manage launches. The fact that there are specific individuals whose sole job is launching, speaks to the complexity of launches. I am not suggesting you need to hire a launch manager (unless you are planning an expensive and big launch). However, it is important to have individuals on your team that have experience with launches. It takes a full team to carry out a launch – project manager or OBM, tech VA, social media VA, content writer, and graphic designer to name a few. You may need a Facebook ads manager, someone who knows webinars/FB Lives and possibly even an audio/video editor. Chances are you will need a lot of expertise to pull from – be prepared with the “right” team.
Launching a new idea, service, or product can be very exciting and lots of fun! Even though I am working hard right now, I can barely wait for launch day with my client. I am anticipating all the hype we will create with all our marketing. I am excited to see the results. I want to watch the numbers grow – leads, conversions, revenue, oh my! Launches take proper research, planning, and careful management. But when you’re successful, it is a huge time to celebrate and bask in all your hard work!
Planning your first launch in 2020? Have a chat with us at Amazing OBM! We could be the experienced team that celebrates with you when you have your first successful launch.
What You Need to Know About Your First Online Launch, Before You Launch
November 26, 2019