In my last article on brand launching, I covered the starting points of the whole process. To recap, we have learned that every good launch process starts with extensive market research. It continues through differentiating the brand and requires marketing all along. The second part will dive into topics related to the first interaction with customers.
The foundation of the launch is creating a coming soon page. Why is it so important? Well, this is the way to collect emails from prospects who are interested in the brand. Another benefit is the contribution to the anticipation (the magic word we talked about last time). The coming soon page is a way to tease the launch, increase the level of engagement from the visitors and make them want more.
So, how the anatomy of coming soon page should ideally look like?
- A teaser with a call to action or reward;
- Catchy images and photography or text;
- Social sharing tools;
- Email opt- in.
A bunch of links is never a good idea. Keeping it simple and yet creative can do the trick.
Once the coming soon page is ready, the next point to think about is the newsletter. It is highly unprofessional having an email opt-in, calling visitors to action and once he or she enters the email address, nothing happens. There’s no way to predict if people are going to buy the product, but building up a mailing list is where one wants to start. Therefore the coming soon page is fundamental and email responses help to figure out if there is truly a demand. Some separate automated messages to include are:
- A Welcome Email for telling more about the brand, upcoming launch, type of content, etc. An inspiration source you’ll find here.
- Information Series prior the launch. People should not forget that something is cooking.
- Follow-Up Emails to keep customers engaged.
- A Thank-You Email to send after the launch.
At this step, the product is in the early stage. It is still possible to make some predictions based on your idea pitch and the audience response. A nice wrap-up of Professor Sean Wise’s advice hides behind the covers of the book Hot or Not: How to Know if your business idea will Fly or Fail.
The last point that I want to cover in this part is telling your story. The recommended way to do it is through micro-blogging where customers will start to understand the mission statement. Either through creating blog posts or sharing the story via Instagram, the company can create a journey that customers can embark on with beautiful photography, and then further explaining the business beneath it. Hereby, the important plan to think about is the editorial calendar. It has a lot to do with content marketing. The books I recommend on this particular topic are Content Inc. or Everybody Writes.
The customers are on social media, and the competitors too. And a business certainly wants to be among the competitors and get its piece of the cake.
Some tips on what content to put into the editorial calendar during pre- launch and post- launch:
- Having a library of content for social media posts is always a good idea.
- At least 30 days’ worth of content is a minimum. The library of content can include photography, images, quotes, case studies, and testimonials.
- Breaking down the story into little snippets gives a pepper approach and helps to be consistent.
- Every day, the new information is revealed to the followers. Surprising the audience with daily discoveries. Getting them involved by asking for their opinion.
The Lean Startup is a book that could serve as a good homework for thinking about the ideas how to make the business that is successful.
I hope you enjoyed the road through the interaction with customers. The lessons to take home from this part are:
- Build a coming soon page;
- Create a newsletter to keep customers engaged;
- Tell the story through micro- blogging and social media.
Add up these to those ones from the Part 1.
The temperature is rising and we are getting close to the last steps before the launching point. Stay tuned for the Part 3 and the final conclusion.
Special thanks and credits to Highbrow, the source of my inspiration.
See Part 1