How to launch absolutely anything on a shoe-string budget

How to launch absolutely anything on a shoe-string budget

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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!

The Strategic Content Marketing Stack 2019

The Strategic Content Marketing Stack 2019

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I recently put together a stackable model for strategic content marketing for clients which places a heavy focus on content marketing. This allows clients to see at a glance how all of the strategic planning and execution phases of a marketing strategy work together and inform the later stages. It’s difficult when putting together proposals for clients for them to visualise how all of the pieces fit together. This content marketing stack attempts to do this.

I recently put together a stackable model for strategic content marketing for clients which places a heavy focus on content marketing.

There is an intensive focus on content marketing for good reason, because content – whether it’s paid, earned or owned is the foundation of all marketing activity.

Think of your website as a hotel you own

If we think of the marketing stack as a hotel building, the design, development, UX and maintenance of websites and apps are the concrete pillars, outer walls and structural integrity of the building. The chaos outside of the building is kept at bay by the sound management and security of our hotel.

Think of your website as a hotel you own
Think of your website as a hotel you own

The navigability through the building and way-finding through the building and attention to detail is the UX, IA and interface design. This ensures our guests find their way through the building, towards the various amenities and service offerings.

The website content is the reception desk, tourist information, customer service, sales team, marketing team, HR and general manager. It’s the heart and soul of a business – the human side. Content is the memorable experiential side which makes one business stand out from another. After all, you can have the nicest hotel in the world, but if the staff are rude or incompetent, you won’t have buckley’s chance of getting repeat guests. It’s the same with content. When it’s not performing as it should, or when the meaning and intention of your content is not clear – your users will go elsewhere.

Content is the foundational marketing principle from which everything else in a website flows…

I hope I haven’t taken this metaphor too far, and I hope you get my drift. Content is the foundational marketing principle that helps a business to grow from original concept to start-up to multi-national brand.

Register now for a free content audit of your website

How to launch absolutely anything on a shoe-string budget

Six marketing trends that will dominate 2019

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As we enter into 2019, it’s a great time to consider future trends in marketing for the next year or two. No matter what industry your business operates within, it pays to know about the next big thing around the bend. 

Six marketing trends that will dominate 2019

1. The diminishing power of digital ads

30% of all internet users are now experiencing the online world devoid of ads, thanks ad-blocking software they can install into their browsers.

This means that the Google Ad network isn’t perhaps as robust at reaching your audience as once thought.

Although that doesn’t mean you ought to abandon your AdWords campaign all together. There are still many ways to reach your audience through targeted PPC ads. Along with social media and interactive content marketing. The latter provides your audience with valuable, helpful and entertaining content that they want to see.

2. Marketing automation, bots, AI, machine learning

The existence of AI in relation to marketing is nothing new. Although in 2019 many businesses and their marketing teams will implement easy fixes to business challenges by harnessing the power of marketing automation and AI. This will be done in several ways. 

  • Customer profiling

CRMs and most analytics platforms allow for a granular view of the demographics of your target audience. From this data, marketers can produce more relevant and high quality content that will resonate with the audience.

  • Trend forecasting

Many analytics packages feature machine learning that can predict the likelihood of a result in a campaign. This is based on past performance parameters and the program makes an educated guess on how to proceed with marketing campaigns. Handy!

  • CRM personalisation

By harnessing the automation power of a CRM like HubSpot or Marketo, it’s possible to completely personalise the customer experience. You can personalise all touch-points and communications over email, phone, chat and social.

  • API integration

Workflows and business processes can be automated through using Zapier and other process automation tools.  

3. An alternative to Google

Search engine dominance belongs unquestionably to Google. Yet history shows that there will always be other search engines and tech companies waiting in the shadows for their big opportunity to shine. While Opera ascended and then disappeared from our lives and Bing is almost laughable in comparison to Google, don’t write off other contenders too soon. The competitive landscape is big and other players may still enter the game in 2019!

4. The power of voice

Voice-based Google searches are set to become more popular in 2019. Voice search is a helpful bit of functionality which arose out of mobile-first design.

As a result of an increase in voice searches on Google, the world of SEO and keyword research has to caught up. SEO’s new frontier is voice-powered search terms and phrases. These are going to be different to how people type written phrases into Google. 

Key to note here is that:

  • People speak in full sentences rather than a string of random words, as they do when writing search queries into Google. There is a semantic difference that needs to be accounted for.
  • Key to findability on Google for voice-search is therefore writing content as though you’re speaking to someone rather than writing. That’s possibly going to become a new comms and copywriting art-form in 2019!

​ 5. Interactive marketing and video marketing

Video is booming now thanks to countless mobile apps. It’s possible to tweak your face, add stickers and background, and even generate artistic wonders using a simple app.

Recently, marketers have attempted to blur the line between normal video content and native advertising. This is possible on platforms like Instagram stories.

Interactive content like quizzes, surveys, polls and videos create interactive, fun and educational information for users that blurs the line between regular content and advertising. 

6. Use outliers their strange creative ideas

It’s an obnoxiously loud online world with many players vying for attention. In 2019, only the most unusual and strange marketing campaigns will get attention and stick. Therefore you should push your brand outside of the norm. Don’t be afraid to take creative risks, often these pay off by increased interest in your brand.


Attention all of you closet weirdos out there. Let your true colours show also embrace a robot, you never know if one day they might be your overlord. To future-proof your marketing, make sure you enjoy a free assessment of your content!

Take advantage of a free content audit today…