You’ve put your heart and soul into creating a product you just know your tribe needs.

 You’ve done the midnight hustle — researching, building, writing, polishing, testing it.

 Perfecting it.

 Now, you’re ready to release it into the Universe, with love.

What do you do? Where do you start? How do launch your product in a way that really turns heads and gets the right people lining up for it?  

Whether you’re a blogger, entrepreneur or businesses owner launching a free or paid product, opt-in, service, course or event, there’s so much more to launching a new offering online than simply giving it a kiss, wishing it well and hoping for the best.

A product launch is an incredibly exciting but challenging biz milestone that requires a well thought out and precise plan of attack to ensure that you can consistently and successfully service your tribe — and ultimately grow your business.

That’s why we’ve created this two-part series to help you strategise and then implement a potent plan that will guarantee you get the online activity, interest and registrations or sales you need.


Last week in Part One, we shared with you the first six, crucial elements of launching a product, online. We covered off everything from knowing when you’re going to launch your product, how your customers can purchase it and who is going to help you sell it. If you missed it, catch up here.

Today, we’re talking about the next six steps in your online launch plan, including your marketing strategy, and post-launch to dos.

As we mentioned before, a successful online launch comes down to having a good strategy locked in before you even think about announcing it — from knowing what information you’re going to release and when, to what you’re going to say, how you’re going to say it and who to.


Screen-Shot-2014-08-22-at-9.08.10-PMPLAN YOUR MARKETING CAMPAIGN

Get ready to spread the good word

 There’s a lot of different conversations you’ll want to kick start through a number of online spaces and channels at different times — so it’s best to get organised, create a pretty lil’ spread sheet and start filling it out with your plan of action (if that’s what works for you).

Talking about your brilliant product, service, course or event and getting people curious about it is perhaps the most crucial step in your launch. You need to tease and entice your audience — generate a bit of anticipation and build up some hype around what you’re going to launch.


Set up a drip feed campaign

This means setting up a series of communications that sends key messages out to your audience at scheduled intervals.

If you’re running your launch over a period of time, it might be wise to break your communications plan into pre-launch, launch and post-launch, and time your campaign accordingly.

When you slowly drip feed your tribe nuggets of information about your product and build value through the content marketing of complementary videos, blog and social media posts, you’ll successfully keep your product front-of-mind and keep that sales funnel flowing.


Utilise your email list

That beautiful community of subscribers who have opted-in to hear from you, are absolute gold, right now. Let these people know about your impending product launch, before anyone else.

Email marketing is an incredibly effective way to provide exclusive, tailored content to the people you’ve already established a powerful relationship and element of trust with. Reward them for their loyalty and offer them a sneak peek at the new product before it’s released to anyone else. Give them a chance to pre-order.

In addition, take the opportunity to continue to grow your email list, and encourage people to sign up for launch updates — and an added incentive.


Identify your communications channels

In addition to your email list, consider all the channels through which you hope to share your message, such as:

  • Website Sales Page
  • Blog
  • Social Media, including Facebook, Instagram and Twitter
  • Facebook Ads and Sponsored Posts
  • PR, including online publications, blogs, podcasts.



Yes – this is where you need to call on all the creative forces, bunker down and begin to create your sales copy, website content, social media posts, emails, newsletters, blog osts and ads.

Brain storm the content type (blog post, video, image etc), key messages and calls to action you need to include in each of these communications. Beyond announcing key product details such as dates, times, prices, venues, testimonials, features and other information that supports your launch, think of the many ways you can add value to your tribe, by providing them with free content that aligns with your product and your overall mission.

Remember, each channel provides different opportunities to reach your audience, so you’ll need to tweak your message accordingly.


In creating your marketing and sales content, it’s important to keep your audience’s pain points front of mind and then figure out a way to emphasise how the product will impact them. Don’t just talk about what your product does or why it’s better than any others out there. Show your tribe how it will make their life better.
Drafting all of this up and scheduling it ahead of time creates a nicely automated and streamlined process — and means you won’t be scrambling to write something profound on launch day! Creating a timeline and locking in a date for each milestone will also hold you accountable.

When it comes to scheduling things in, remember to consider your launch date, and work back from there. You’ll want plenty of time to speak to you audience, but be careful not to bombard them with too much. Don’t be a spammer — be mindful with your messaging.



This is it. The moment you’ve been waiting for. The beautiful baby you’ve been nurturing and growing is finally ready to head out into the world and fulfill its purpose.


Before your Sign Up/Buy Now/Register Here buttons go live, it’s wise to do one final check and test all the links and processes.

Then, when you’re ready, take a breathe, release her and sit back and watch your tribe devour her.


Screen-Shot-2014-08-22-at-9.08.32-PMSAY THANK YOU

Thank the people who have helped spread the good word, signed up for your product or supported you in some way.

Show gratitude for the people who have played a role in making your launch a success. Don’t forget to compensate your affiliates.



As word starts to spread, registrations start to tally up and testimonials roll in, take note of the feedback — both good and bad.

It’s worth implementing a program that will monitor your reach, exposure and response to your product.

Write down all the things you will do again, for your next launch, and also hold space for the mistakes you made or the improvements you need to incorporate. Review your process and strategy and acknowledge what did and didn’t work.



You’ve worked damn hard on this, so before you launch yourself straight into your next ‘big thing’, take a moment to honour your success and reward yourself.

Hold a launch party. Pop the champagne.

In the very least, give yourself a pat on the back and schedule in some down time to rest and recover.




Are you preparing to launch your product, online? Where are you feeling stuck? Share with us in the comments below!

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Articles written by our internal Daily Guru writers, who are certified & qualified growth & development professionals.