How content plays a major role in your launch plan with Kate MacDonald
As an entrepreneur or business owner, one of the scariest things you can do is introduce a new product, service, or aspect into your business. You probably have a million and one thoughts and questions, but who the hell knows where to start, right?!
Well, look no more! We’ve got you!
This week on the podcast we had a super special guest who came on to talk about all things launching within your business… the beautiful Kate McDonald from Meant To Biz
We chatted about everything from the stages of launching and why launching is so important all the way to the impact that content can have on your launch success as well as so much more!
What does ‘launching’ mean?
So let’s start from the very beginning, what even is launching and what does it involve?
LAUNCHING is introducing ANY new product or service to your current business, it could be anything from courses and memberships to group programs and SO MUCH MORE. Launching also involves 2 main stages that Kate went into detail about, these are…
The PRE-LAUNCH PHASE
A pre-launch is all about getting your target audience hyped about what you have to offer, in this period it is time to start giving sneak-peaks and building excitement around what your business is going to sell.
The pre-launch phase can feel like a little bit of a slow burn at first, usually lasting between 6 - 8 weeks all the way up until a few days before you release your offer. However, the time frame really does depend on a few factors.
How ready your audience is
How you like to promote
How big the offer is
What the product or service actually is
Remember that the pre-launch phase is just as important as the actual launch phase, it deserves just as much love and nurturing to really ensure SUCCESS throughout this new business venture.
So then, what is the launch phase?
The LAUNCH PHASE
The launch phase isn’t just the launch of your business and that’s it, even though that is a major process it doesn't end there!
A launch can be introducing any NEW aspect to your business that your target audience hasn't seen from you. This could be a number of things:
A new product or service
An existing product back onto the market through our business
A new service
An existing service for new clients
This process can feel quite quick compared to the re-launch phase, usually lasting between 1-2 weeks, however, it will take most of your focus so be ready to work, work, work! But this whole launching thing can be quite a smooth period of time if you have an effective launch strategy in place (don’t worry we’ll go into that a bit later)
Why do you need to create specific content during your launch?
Having a launch strategy in partnership with relative and specific content to post during your launch is soooooo helpful when aiming for SUCCESS
Specific content during your pre-launch phase allows you to fully connect and engage with your customers online before you have even opened the offer of your new product or service. It allows you to not only get them excited about your offer but educate them on who YOU are, find out their pain points and push them to really connect with what you are launching.
Along with this, a content release that is specific to your actual launch phase will carry that consistency through! It helps you to SELL, SELL, SELL and let everyone know what you are offering and why they need to get their hands on it.
The more you promote and the more touchpoints you create around your launch, the more attention it will receive!
Whatever it is, the way you tell your story online can make all the difference.
What does content look like during a launch and before launching?
You’re probably thinking, well I need all of this specific content to post during and before my launch, what does that look like and where do I start?
Stress less! It’s actually quite easy once you get the hang of it! Here are a few tips and tricks that the amazing Kate herself gives us on the podcast (psst, you should deffs note these down if you’re thinking of launching soon!
Think ‘target audience first’! What do they want or need and relate that to their pain points
Relate to your target audience on a personal level, if people can see you’re taking the time to build those more intimate connections they will respond so much better
A picture can speak a thousand words, so make sure to use visual components to show off what you are offering
Relate your business story to your offer, relevant launches are more authentic
People want to know all about the good, bad and the ugly so build that community and connection from this
Do your market research - Use your social channels and email marketing to find out more information about you target audience and allow them to help you build the services
Use ALL the channels - social media, video, email marketing (it’s there for a reason)
Utilise repurposing to rinse and repeat your content from your last launch, it’ll save you oodles of time you never thought you’d have
PLAN your launch! If you don’t know where to start, Kate has an amazing template to help you do this - check that out here!
The opportunities to create amazing content that is specific to your launch are ENDLESS, take these tips and really suit them to your own launching style and way of marketing - adding a personal flair will only make it better for YOU!
What do I do during the launch phase?
Show up and talk about your launch!
a. Your launch is not the type of thing that can just be talked about once and forgotten about, you constantly need to show up and create that hype!
Stop thinking you’re being “too much” or annoying
a. Don’t limit yourself to only discuss your launch at certain times or for a specific amount of days, not everyone will see every post you make!
Find out who your relevant connections are and talk to them
a. Dm’s are a blessing when trying to find and connect to your community, use them to your advantage, and talk to people that your product/service will serve
Keep pushing until the very end
a. Never give up, you don't know who is ready to buy but may just need that extra bit of encouragement.
Launching can be a long burn and sometimes even draining, so make sure you stick to your plan and strategy and celebrate even the smallest win or sale - because it deserves to be CELEBRATED!
What do you do after the launch phase?
The days and weeks after the launch phase can be either a super celebratory time or can leave you feeling a bit defeated, but it’s so important to remember that no matter what the sales - EVERY launch takes you steps closer to reaching your goals and nothing is a waste!
Each launch you do helps with growth and building momentum, your target audience may not buy straight away but they might next time - it’s super hard to predict trends and the timing of each person's buying schedule so don’t beat yourself up if you’re slightly off.
It’s also important to remember that you should benchmark your first launch to work out what worked and what didn't, so you can only make improvements to future offers that you make. This is all a part of evaluating, which is another essential part of launching, it allows you to learn and grow with each launch and add layers to what you sell in the future - making more room for success!
What if selling and launching seems “too hard”?
It may seem intimidating at first but sales are the backbone of any business, you need to progress and grow on your business journey! So, it’s time to throw that fear away.
If you don’t have a plan? It’s time to sit down and do a bit of research into the steps you’re going to take up to your launch, give yourself enough time in the lead up to the release day and do the groundwork that goes with it.
Network, connect and build that community with your audience, it’s so important that people see the face behind the product or service before it is launched. Remember that a personal buying experience is the BEST buying experience!
Final thoughts
How do you feel about launching now? Are you ready to jump in and start planning?
Make sure you listen to the podcast for more amazing tips and tricks. Of course, you can download Kate’s launch template here!
If you found value in this blog, make sure you share it with me on LinkedIn, Facebook or Instagram! Even better, share it with your audience! You can also listen to the episode below!