Launching a program or product for the first time is an exciting step in your business. As a core component of your overall business strategy, it deserves the same level of commitment, planning, and attention-to-detail that you invested in creating the product (or program) itself. In fact, the launch itself could be the sole factor in determining your overall success. Some entrepreneurs have lamented that launch planning takes more time than creating the product itself! Because the launch is so important, we’ve broken down the process into four critical steps. Follow these steps, and you’re on track to a successful launch.
Determine your launch plan.
The first thing you need to do is understand the scope of your launch project. Every new product or program launch requires a buzz in order to attract early adopters. Questions you’ll need to ask yourself, in order to generate that buzz, include:
· Who is my target market and what sort of content will resonate with those prospects best?
· What resources will I need?
· Which part of my marketing funnel will I target?
· Which key performance indicators will impact my business the most?
Telesummits are a prominent way to boost your brand. With a telesummit, you can assemble an innovative panel of thought-leaders and industry experts to help you drive your brand’s credibility, visibility, and the curiosity of your target audience. This is an incredibly effective way to reach a broader audience, gather more prospects, and get people talking.
Define clear goals and objectives.
Once you’ve established a launch plan, it’s time to determine the metrics you’ll use to measure your success. Clearly defining your launch goals ensures that everyone on your team is working towards your desired outcome. Good goals are specific, measurable, have actionable steps, and a defined time-frame. Types of goals you may want to consider:
· Sales goals
· Prospect goals
· Product awareness goals
· Customer goals
If you’re unsure which goals you should be pursuing, your best bet is to start with the end in mind and work your way backward. For example, if you’re attempting to determine a prospect goal, you would look at your desired revenue, determine the number of customers required to achieve that revenue, then, using your past sales, determine the number of prospects you’d need to reach to achieve the “win rate” you’re seeking. Once this has been established, you’ll create an appropriate way to measure the goal.
Outline a support plan and secure resources.
After your goal planning is complete, it’s incredibly common to come to the realization that you’ll need additional assistance to execute properly. Assess your current team based on your launch plan and your goals then determine whether they have the skills and time to execute your plan flawlessly. If that’s not the case, now is the time to begin delegating and outsourcing work. If you’re feeling low in confidence, don’t be afraid to hire a launch consultant to guide you through the process. Project Managers can be another helpful resource that allows you to focus on the work you do best while ensuring that the launch process flows smoothly. It’s also a great idea to consider having freelancers on standby, should you need help on short notice. A virtual assistant, copywriter, graphic designer, or other freelancer can help you ensure that you meet deadlines without having to do everything yourself.
Create a promotion strategy.
How you present your program launch depends on your target audience as well as your product type. There are a variety of ways to get your message across, and often the best promotions present information to your audience using various platforms and channels. If you have an audience that is seeking more details than a simple ad campaign or video can provide, telesummits are an ideal medium to add to your strategy. Virtual summits provide your audience with an opportunity to engage with your brand and its promoters. They also provide you with a platform to gather additional information from your audience via surveys, social listening, or direct conversations. These types of “audience-centered” activities allow you to tailor your messaging and strategy directly to your target market, which in turn fosters more conversions.
Launching a product or program is a serious but exciting endeavor. It requires commitment, hard work, planning and dedication if you’re intent on reaching your goals. To avoid becoming overwhelmed, you’ll want to ensure that you fully understand the scope of the work before you dive into your launch. When you’re able to approach the launch in a calculated manner, you provide yourself with the stability of knowing what to expect, when to expect it. As a successful entrepreneur who has created a stellar product or program, you’ve already got what it takes! It’s also important to realize that you don’t have to bear the weight of the entire launch process by yourself. If you’re interested in exploring a telesummit as part of your strategy, schedule a free consultation with us. We’d love to help you reach your launch goals and share the successes we’ve had with others. Happy planning and launch day!