Congratulations, after hours of planning, research, iterating and taking feedback your product is semi-ready to see the light of the day, aka it is launch-ready.
But are you sure your product will actually grab the right eyeballs and be of value to the target audience?
If you have an ounce of doubt — this article is for you. Because we lay out 11 steps to ensure a successful product launch.
11-step checklist to ensure a winning product launch
1. Define your target audience
What does your customer need? The answer to this question is a must-know before you launch your product. Conduct detailed market research to determine potential customers’ pain points before you work on the blueprint. Talk to a group of potential user persona groups, mainly to understand the problems they encounter with the existing tools or solutions, and what features are missing. When you understand what’s missing, you can create an alternate product that solves those particular issues.
Again, when you are launching make sure your marketing materials focus on those pain points rather than generic ones, like, “our tool saves time”, or you can increase your productivity with our tool. People want quick solutions to their urgent problems. And that’s what makes them buy.
2. Set ambitious and attainable goals
Launching a product is no easy feat. And that is why you need to map out benchmarks deliberately—because if you are not crystal clear about the outcome your want, your planning will go in vain. Ask yourself questions like— “If the planning goes right, what is the highest number (of users or leads) we would like to achieve?”
3. Pick the right channels
When you are planning the phase, you need to pick out the channels you would want to go with to build brand awareness by sharing your message. Quite often, marketers get this wrong. No, you shouldn’t go with all possible channels. Only choose channels where you know your audience hangout the most.
Cherry-pick one major channel and use other ones as a supplement. For example, if you are launching your product via Product Hunt or an in-person event—build awareness using blogs, newsletters, and social (organic and paid).
4. Get involved in the beta
Get a group of beta testers to examine your product when it’s in the beta stage. And it is recommended to not skip this step because then you can launch your product with even more confidence. Generally, beta testers give you feedback in exchange for early access. So, it’s a win-win. Now, you can review their performance, understand how your tool actually adds value to their business, and get case studies that you can share with the world.
5. Consider discounts, bonuses, or free products
When you are launching a product, you may want to reward early adopters. Giving a special offer can encourage them to try out your product on the launch day. However, you would need to plan it out prior to the launch. Bonuses can be in the form of a discounted rate, free access to a paid event, free access to a course—or anything else that would excite your ideal target audience.
6. Establish a solid customer support process
Product launch means you will get an inflow of questions and comments across all channels, and responsiveness is a must. As per “research conducted by The Harris Poll on behalf of Sprout Social, more than 75% of consumers expect a response in less than 24 hours when they reach out to a company on social media.” Also, note down all the comments/questions in a unified format to figure out key takeaways. It will give you insights into how you can better the product.
7. Time the launch meticulously to facilitate more sales
Timing is everything when it comes to product launches, more so if you are opting for a global launch. For example, do not launch your product when your potential customers are likely to be on a holiday. August for example is the month when most people are on a holiday in Europe. As you brainstorm the launch planning process, pinpoint locations and times that will provide you with maximum leverage. For example, live events in your industry or offline events. If possible, you too can conduct events.
8. Ensure your forms are to-the-point
Product launches can consist of a variety of forms depending on the industry. For example, application forms, contact forms, survey forms, or feedback forms. However, designing these forms can be time-consuming. But not anymore!
Enter 123FormBuilder. Whether you are launching a software product or your own cake business — 123FormBuilder has 2000+ free templates for all business needs. Learn more about 123FormBuilder and access the template you need.
9. Launch an email campaign
Put simply, a product launch email is a type of email that is sent to your subscribers enlisting the details of the product launch. Usually, these emails are sent right before or right after the launch. Quick tips to write a stellar product launch email;
- Raise anticipation. Send a series of emails to build up anticipation about your product, highlight different features, and how they will benefit the audience.
- Craft compelling headlines. A killer headline can make all the difference. Make sure it’s crisp, relevant, and touches a pain point.
- Plan the emails in advance. Map out the number of emails you would like to send, A/B test the copies, and time them well. Don’t forget to mention the launch date in the emails.
- Right CTA placement. Whether you send one or ten emails, your CTAs will play a big role in how many people actually invest in your product and use it. Snazz it up with the offers and discounts. For example, the first 100 people to get 50% off or the first 50 people to get free access to a $1000 course. Good CTAs create momentum.
Click here to get FREE product launch email templates exclusively from Flodesk.
10. Collaborate with newsletters to create more hype
Depending on your budget pick out 2-5 newsletters, and publications that your potential buyers consume daily to drum up more brand awareness and excitement.
11. Create a product documentation
When you are launching a product, it needs to be supported by easy-to-consume user documentation. Here are a few tips to keep in mind;
- Installation or onboarding guides, training manuals, and reference documents.
- If you are targeting a specific foreign market, you may have to consider translating the documentation into those languages.
- Create video content for potential customers who may look for a comprehensive understanding and features of the product, like a demo for example.
- Create quick guides for instant distribution.
Key KPIs to measure the product launch
- Launch campaign metrics: Includes leads generated, promotional channel metrics, website traffic, or page views.
- Product adoption metrics: Includes product trials, customer usage, and user retention.
- Market impact metrics: Includes revenue generated, market share, and competitive win rate.
- Qualitative feedback. Includes internal feedback and external feedback.
Your product is launch-ready—it’s time to go live!
Once you are sure that your product ticks all the requirements, and you have all your material in place, it’s time to just launch it on the decided launch date. Make sure your team is prepped for the overwhelming moments that a launch day brings. Also, be sure that everyone is clear about their goals. All the best!