Chapter 1: Product Launch Marketing Plan
Product marketing is vastly different and also super important for successful product positioning; which is how a product differentiates itself and determines which market niche to fill, as the following image explains.
A product launch is an organized effort to successfully introduce a new product to the market. With only 40% of developed products making it to market, it’s essential for businesses to establish a go-to-market strategy in order for the launch process to be as smooth as possibl
It’s generally advised for product development and marketing teams to answer a few questions before even proceeding to the pre-launch stage, which can be very costly. You should be asking questions like: What does a successful product launch look like? What are the advantages of launching a product online? How do you measure the success of a product launch? What needs to be considered when launching a product? How much does a new product launch cost?
The plan can include ways by which you’ll acquire new customers, such as: Social media content Blog content Paid advertising Email campaigns Webinars Referral marketing Digital PR
It’s also worth noting that separate marketing activities can be created for each stage of the product launch, namely the pre-launch, launch, and post-launch stages.
Chapter 2: Product Launch Plan Templates
This increases the chances of your product launch being successful because you can monitor things like: Which tactics are working for you and which aren’t What your next moves will be Which objectives you’ve reached and which you’re working towards Your marketing campaign stats Which new features should be added Which team members are working on what elements
You can also breakdown your product launch strategy into different stages based on the journey your early adopters take from learning about your product to completing their customer lifecycle (CLC); this is similar to how a sales funnel works.
Reach - how users first learn about you during the pre-launch stage Act - the first action someone takes to purchase a product at the launch stage Convert - techniques to increase your conversions and retain customers at post-launch stages Engage - tactics to turn users into loyal customers and advocates, also at post-launch
Finally, when the post-launch stage arrives, tasks like measuring the success of your launch and setting up a referral program are essential.
Then, it’s time for tasks around the launch stage, like launching your product and implementing your marketing, sales, and customer support plans.
Email marketing is often an integral part of a company’s activities, and product launches are no exception.
Here are some examples: Your email list Your investors Your partners Your suppliers Your current customers The media
By creating and distributing a high-quality press release, you gain a wide range of benefits that contribute to your new product’s success.
You also build search engine traffic through the backlinks you receive, so a press release on large news sites is not only beneficial for your product but also for search engine optimization (SEO).
he online audience of media sites, you raise a great deal of awareness and get your product in front of new people who would otherwise not have heard about it.
the ultimate metric that helps measure a business’s growth, but obviously, there are several metrics that contribute to it.
Here are some of the most important things to monitor: Leads generated, e.g. pre-launch signups, waiting list subscribers Pre-orders Marketing activity metrics, e.g. cost-per-click (CPC), open rates, click-through rates, and more Website traffic, both organic and paid Brand mentions - mainly the ones derived from the press release you send Product demos booked User retention User feedback
define your North Star metric early on - such as the number of monthly active users - and work towards optimizing it through the right product launch metrics.
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