How to launch absolutely anything on a shoe-string budget

How to launch absolutely anything on a shoe-string budget

Blog, Business skills

Product launches and the launch of a new business can be fraught with worry. Although there are some clear guidelines to project managing the creation of a new arm of your business. Here are some tried and tested steps which will set you on the right path.

Test the Market

Begin by dipping your toes into the water; even while you only have a rough outline for the product or service. At this early point, you need to establish yourself with online communities, industry think-tanks and key influencers. Do market research by looking at competitors websites, their product offerings and target audience. Then try to identify any gaps in the market. How can you do things differently from your competition?

Take an Inventory

How to launch absolutely anything on a shoe-string budget
Take stock of all of your available resources before you embark on the project.

Similar to a camping trip, you should make sure you have all of the right supplies before you embark on the exciting launch. In terms of marketing, after your preliminary preparations, you should take an inventory of every connection, blog post, recommendation, subscriber list or anything else of value to the launch.

Even if you’re starting with a small financial budget, you may have 180 blog subscribers, 520 Twitter followers, 1,010 Facebook fans. If so, lucky you! This will all be a powerful way to get the word out. It’s a different kind of currency that’s just as valuable to your success as money.

Teach What You Know

Set the pivotal and all-important launch date some time in the future. The further you can push this, the more time you have to work on building your reputation now. A key part of the launch process is reputation building. The best way to do this is to teach what you know. This may sound ludicrous, but it’s not. Essentially, you have special knowledge and key insights into your product or service. So you should actively show this off. A word of caution – this doesn’t mean blatant self promotion. Nothing is more repulsive than a person clearly on a sales mission!

Offer training articles, how-to articles, blog posts and webinars for free in the lead up to the launch. This builds your profile as a thought-leader and guru in your field, before you push the launch button.

This may sound counter-intuitive in terms of making money. However, it’s the giving away for free of information to a captivated audience, that will make this audience eager to part their with money, as soon as you give them the opportunity.

Stay grounded and teach what you already know.

Create a Landing Page or Microsite

How to launch absolutely anything on a shoe-string budget
Ensure that your online presence sings, and like an opera singer, not a Karaoke fan.

A few months prior to the big ‘kaboom’ moment of launch, you should invest in a microsite or landing page that is dedicated to the product or service. This will contain all relevant information about the benefits of the product/service, your contact information, and the offer in simple terms. Don’t overcomplicate this microsite with too much information, colours or busy design. However, you need to make it compelling enough for the site visitors to want more. The most important aspect of your microsite will be an email opt-in form. This makes it easier to execute the next phase – email marketing in the lead up to the launch.

Share, Curate and Blog

How to launch absolutely anything on a shoe-string budget
All systems are ready for launch.

Once the microsite has gone live, it’s important to promote it on social media and on your extensive industry connections. Create conversations with people on social media about related topics and blog profusely about the product or services you offer. In terms of email subscribers, make sure that you email them at least once a week, to create anticipation in the lead up to the launch.

You should also give your subscribers access to at least three posts per month, that are relevant to your product or service and provide real value to them (not sales spin). You must keep the email subscriber list hot with access to new information. Letting the list to go cold with a lack of new posts, is the sure-fire way to get your email filtered into the spam mailbox, before the launch date.

The Big Bang

How to launch absolutely anything on a shoe-string budget
The big bang

Get the support of key influencers in the industry, media contacts, friends, fans, subscribers and other associates whom you have met along the way. Do this by promising them VIP access to the product or service after launch date. Invite the media to profile you and your project. Remember to have all of your logistical and technical elements in place for the launch date.

In terms of an online service or e-commerce site, by this stage you should have a fully functional website, buyer journey and a shopping cart ready for action. Along with this, have a fully fledged social media response unit ready, to field any questions or queries in relation to the product or service.

Is your content working hard and producing good enough results for your business? Find out with a free content audit!

Six essentials for brilliant newsletter design and content

Six essentials for brilliant newsletter design and content

Blog

Email is far more personal and immediate than other forms of digital marketing. An e-newsletter is the perfect way of reaching your clients, followers and those who have varying levels of curiosity about you and your business. E-newsletters allow you to prepare customers and potential new customers throughout different stages of the buying cycle. It also allows you to differentiate yourself from competitors by offering more added value, insights, incentives and offers, with this closer mode of contact. People will be much more likely to purchase a product or service from your business when you stick to these six essential rules.

Six essentials for brilliant newsletter design and content
Don’t wait until you are drowning in BAU work…start planning early!

1. Set Goals and Plan Early

Before writing your newsletter, or creating a proper online marketing campaign, it’s important to set out goals. This will clarify the purpose of each newsletter, and also it’s placement within a broader internet marketing campaign of newsletter topics. This is when you should consider frequency, time of day for delivery, build a solid subscriber list and also the thematic or seasonal offers and topics that relate to a broader editorial calendar.

2. What does the audience want to know about?

Consider what the target audience wants to know about, not what your organisation wants to tell them. In other words, don’t go for the super-hard sell. Instead offer relevant, interesting and on-brand content through the newsletter. Otherwise it’s liable to end up in the recycle bin.

Six essentials for brilliant newsletter design and content
It’s always worth your time to investigate what your audience really wants, rather than banging your own drum.

3. Does your newsletter add value?

Put every newsletter content through a check-list. Does it offer special insights? exclusive content? a product or service discount? A great newsletter makes people realise why they subscribed in the first place. It fosters loyalty from people, because it gives them exclusive access to a secret club.

Six essentials for brilliant newsletter design and content
Does your newsletter ad value for customers? If not it may not be worth your time.

4. Consider the time of delivery

Heavy internet users usually check their email at least five times per day. Even people who are constantly busy, will check their email at least once per day. In the morning between 8 and 10 am is often a popular time, also after dinner at around 8pm. Catch people when they are relaxed and have time to browse. Groupon often send out lunchtime offers and this works very well.

5. Call to Action

Click here for more information. Click here for the limited offer. Check availability now.

A newsletter should have plenty of ways to ”find out more”. There should also be plenty of one-click options so that people can follow the business on social media. Make it simple and impulsive for people to stay in touch in many ways!

Six essentials for brilliant newsletter design and content
A hummingbird’s heart beats at 1,263 beats per minute. What is your superpower? And therefore what should your call to action be?

6. Think Seasonal and Topical

Plan the newsletters around local holidays, the four seasons, industry news, legislative changes. When this is stuff that people want to hear about it’s online marketing gold!

Is your content working hard and producing good enough results for your business? Find out with a free content audit!