What is a Launch?
In our world of coaching and consulting, a launch is the process of planning and initiating a new program, service, book or even a free offer.
A launch is not a one-day event.
Too often, I have found that coaches and consultants don’t take time before a launch to plan and implement the steps needed for a successful launch outcome. Launching a new product, course, service or group coaching program does take a lot of work.
However, understanding the makeup and value of key components for a successful launch makes the process smoother and less stressful.
It’s natural to feel overwhelmed with all the different aspects of launching, from content creation and pricing to marketing. But don’t worry – I’ve got you covered. Below, I’ve outlined the basic process I recommend to all my clients who are considering a new launch.
A launch is appropriate for anything new or renewed: a course, program, free offer, book, or service.
(The same process applies when listing a home if you’re in the real estate business).
>>> From here on, I will call this your product.
Step 1: Define your target market and product positioning
First things first: Define your target audience. Who are you creating this product for? What are their needs and desires?
Understanding your audience is critical to creating a product that will resonate with them. Once you know who you’re targeting, it’s time to start crafting your message. Think about what makes your offer unique and how you can communicate that to your audience. This will be the foundation for your marketing efforts moving forward.
From there, you’ll need to determine your pricing and how to deliver your product. It can be tempting to rush through these steps, but take your time to ensure that everything aligns with your branding.
Step 2: Develop your product
When it comes to creating a product, it’s essential to do your research first and gain insights into your audience. By incorporating the insights you gain from your market research, you can ensure that your product meets the specific needs of your audience and again, aligns with your brand.
As you begin to create your product, remember to keep it simple. You don’t need to include every feature or service under the sun. Instead, focus on providing high-quality content or a service that caters to your customer’s journey. Doing so will create a loyal customer base and leave room to add future products. Take the time to understand your audience, stay focused on their needs, and deliver a product that exceeds their expectations.
Step 3: Create your marketing plan
Congratulations! You’ve worked hard to create a product you believe in, and now it’s time to spread the word.
Spreading the word means generating interest in your product, specifically to your target audience. This includes selecting the appropriate marketing channels (such as social media, email marketing, and paid advertising).
Really think about where your audience is spending time. If it is social media, are they on Facebook, Instagram, LinkedIn, Medium, etc.? Do they read their emails? If they follow Medium, then you would focus on content marketing, influencer marketing, webinars, summits, workshops and videos.
Choose the channels that best fit your audience and your budget. Consider testing different channels to see what works best for your business.
Remember to keep your messaging and branding consistent no matter what channels you choose. That way, your customers will have a seamless and unforgettable experience with your brand. With a solid marketing plan, success is just around the corner!
Develop a Specific Marketing Strategy
With your marketing plan in place. It’s time to execute your strategy. This means creating and sharing content consistently on all your chosen marketing channels.
Now pay attention here.
While running advertising campaigns can be a great way to boost your reach, don’t worry if you can’t afford it just yet. Instead, focus on daily engagement with your audience on social media during your launch.
Remember to keep track of your results and adjust your strategy accordingly. You’ll achieve your marketing objectives with dedication and persistence in no time!
Step 4: Pre-Launch
The pre-launch phase involves building anticipation and buzz for the product launch. This may include offering a pre-order or early-bird discount, creating teaser content, and leveraging influencers or associates to promote the launch.
Step 5: Launch your product
Finally, it’s time to launch your product. This includes creating a strategy, setting a launch date, and executing your plan. You want to create excitement and generate interest in your product to ensure a successful launch.
The big day is finally here! You officially launch your product or service to the public. Having an assistant or Virtual Assistant in place is important to manage any technical issues, respond to customer inquiries, and track sales and engagement metrics.
Step 6: Post-Launch:
The launch is not the end of the process.
What is your plan to follow up with new customers? How do you handle abandoned shopping carts? Don’t leave any of these people in the dust. Follow-up is key to your continued relationship with these people.
It is vital to continue to monitor sales and engagement metrics, gather customer feedback, and make any necessary adjustments to the product or marketing strategy. Tracking this data will help ensure long-term success for the product.
Throughout the entire process, have in place a system (Google Docs, Asana, Google Calendar) to stay organized and track your progress. Identify areas that need improvement and make adjustments as needed. A proven start-to-finish implementation plan can make the product launch process less daunting and increase your chances of success.
In conclusion, a proven start-to-finish implementation plan is crucial for coaches and consultants who want to launch a new product successfully. Remember to start planning your launch at least 6 weeks out by taking the following steps.
- Define your target market, their needs and product positioning
- Develop your product
- Create a marketing plan
- Execute your marketing strategy
- Launch your product
- Follow up
- Evaluate and review your entire process, and make adjustments along the way and for future launches.
With this, you will increase your chances of success and achieve your business goals sooner than you think!
Send a thank you note to your new clients.
It shows you care about building a strong relationship with them.
Why not take a few minutes to show appreciation and connect with them personally by writing a thank you note?