How to avoid launch day flop
There’s nothing worse than launch day flop. All that hard work to bring your product to market – your team is amped, your service is live, pitches are out to the press… and then silence.
Nobody cares because nobody knows and nobody knows because you didn’t tell anyone and you didn’t tell anyone because you didn’t make time to.
I get it. You’ve been laser focussed on the product. Marketing is not a priority. You will only start promoting when it’s ready for the masses. Or hire someone when revenues roll in.
But here’s the thing:
An audience is not going to appear out of thin air for you, let alone on launch day, no matter how awesome your product is.
In a lot of my mentoring sessions, I open with this one piece of advice: No matter what stage your business is at, start building your audience before you need one.
Your earliest fans can be your most loyal and loudest brand ambassadors, generating the kind of organic buzz that launch dreams are made of.
For the love of god, get social. Create a Facebook page, like your competitors, retweet influencers; share on LinkedIn. Your social channels are an extension of your online brand and often the next place customers look after clicking on your website. Use it to find your voice, establish expertise, interact with influencers, and humanise your brand. Not sure what to post? Start with the rule of thirds: 1/3 company updates, 1/3 links and comments to industry news, 1/3 promoting industry influencers, customers and partners. There are so many industry conversations you can be contributing to whilst you are building.
Mark Suster (@msuster), a 2x entrepreneur (who last sold to Salesforce), now Partner at Upfront Ventures and blogger at Bothsidesofthetable, describes the importance of blogging quite perfectly.
“If you care about accessing customers, reaching an audience, communicating your vision, influencing people in your industry, marketing your services or just plain engaging in a dialog with others in your industry a blog is a great way to achieve this.”
Don’t underestimate the power of content. Mint.com built their audience by creating the world’s #1 personal financial management blog accruing over 30,000 emails in 8 months, before they even launched their product.
Make media friends before you need them
That begins by reading industry publications and lots of it. Understand who covers your space and initiate that relationship well ahead of launch day. Whether it’s a comment on a recent article they wrote, or a retweet on Twitter, find ways to make them feel valued, not leveraged. And remember, learn to give before you get!
In a nutshell, don’t wait for your finished product to begin your marketing efforts. If you want to launch with a “bang!” and generate the buzz your brand deserves, start building your audience today.