How To Have A Successful Product Launch: My 4-Step Process
Summary
TLDR在这段视频中,Alex分享了他如何成功地进行产品发布的秘密。他强调了吸引营销的重要性,并通过创建内容和有机地构建列表和观众来避免昂贵的直接响应营销和付费广告。Alex介绍了他的四步发布策略:首先,提前几个月种植产品的种子,教育观众了解产品的重要性;其次,在发布前3至7天进行预告,建立期待;第三,在发布期间通过多渠道营销大力推广7天;最后,加强客户支持,确保及时回应每一个问题和反馈。他强调,尽管社交媒体和广告很重要,但电子邮件营销是推动销售的关键。视频还提供了关于社交销售的见解,并鼓励观众开始建立电子邮件列表,即使他们目前没有产品可销售。
Takeaways
- 🚀 成功的产品发布需要深思熟虑的规划,而不仅仅是在社交媒体上发布新产品或活动的信息。
- 🌱 吸引力营销是关键,通过内容营销有机地构建列表和观众,而不是依赖付费广告或大量推广。
- 📅 提前几个月就开始为产品播种,通过教育市场来引起对产品的兴趣和需求。
- 🎉 在产品发布前3到7天,通过社交媒体和电子邮件进行预告,建立期待感。
- 📢 发布日通过全渠道营销进行为期7天的大力推广,包括每日电子邮件、社交媒体帖子和付费广告。
- ✉️ 电子邮件营销在产品发布中至关重要,它是收入的主要来源。
- 💰 即使没有产品可卖,也应该开始建立电子邮件列表,并通过高价值内容培养与社区的关系。
- 🔍 在发布期间,提高客户支持水平,及时回应每一个问题和反馈,以帮助克服购买障碍。
- 🤝 社区感到被看见和被听见时,会更忠诚并持续购买,因此与社区的互动非常重要。
- 📈 通过教育、预告、全渠道推广和提升客户支持,可以显著提高达到收入目标的可能性。
- 📆 发布策略不是一成不变的,可以根据个人经验和业务需求进行调整。
- 🎯 社交媒体是发布的重要组成部分,但成功的发布还需要结合其他营销渠道和策略。
Q & A
什么是成功的产品发布的秘密?
-成功的产品发布需要深思熟虑的规划,包括提前几个月通过内容营销吸引潜在客户,然后在发布前通过社交媒体和电子邮件进行预告,最终通过全渠道营销策略进行为期7天的大力推广,并在发布期间加强客户支持。
为什么内容营销对于产品发布很重要?
-内容营销可以帮助建立和培育观众,通过提供高价值内容吸引和教育潜在客户,使他们在产品发布时已经对产品的重要性有所了解,并准备好购买。
在产品发布前,为什么要提前几个月开始教育观众?
-提前教育观众可以帮助他们认识到产品的重要性,当产品正式发布时,他们已经对产品的好处有所期待,并且更有可能购买。
在产品发布前3到7天,为什么要进行预告?
-预告可以建立观众的期待感,让他们知道即将有新产品发布,这样可以在产品正式发布时吸引更多的注意力和兴趣。
为什么电子邮件营销在产品发布中如此重要?
-电子邮件营销是直接与潜在客户沟通的有效方式,可以提供详细的产品信息和购买优惠,而且根据Alex的经验,电子邮件营销是其收入的主要来源。
在产品发布期间,为什么需要加强客户支持?
-加强客户支持可以及时解答客户的疑问,帮助他们克服购买障碍,提高转化率,并建立忠诚的社区。
为什么说在没有产品可卖的时候也应该开始建立电子邮件列表?
-提前建立电子邮件列表可以开始培育潜在客户,建立关系,当有产品可卖时,这些培育好的潜在客户更有可能成为购买者。
Alex提到了哪些渠道用于产品发布的推广?
-Alex提到了社交媒体、电子邮件和付费广告作为产品发布的推广渠道。
在产品发布期间,为什么不应该透露太多关于产品的细节?
-在发布期间过早透露太多细节可能会减少产品的神秘感和期待感,应该保留一些信息,让客户在产品正式发布时感到惊喜。
Alex提到的4步产品发布过程是什么?
-Alex提到的4步产品发布过程包括:1) 播种产品的重要性;2) 预告即将到来的产品;3) 通过全渠道营销策略进行为期7天的大力推广;4) 加强客户支持。
为什么说社交媒体销售是重要的?
-社交媒体销售是重要的因为它可以帮助品牌通过社交平台与潜在客户建立联系,推广产品,并且通过社交证明增加信任度,从而提高销售和客户忠诚度。
在产品发布季节,为什么许多品牌会从秋季到春季大力推广他们的产品?
-这是因为在这段时间内,人们的购物意愿通常较高,特别是在假期和新年前后,品牌可以利用这个时机通过社交媒体等渠道增加曝光度和销售额。
Outlines
🚀 成功发布的秘密:吸引营销的力量
Alex 分享了他在最近一周内完成的产品发布过程,并介绍了如何通过吸引营销策略成功地进行产品发布。他强调了社交媒体在发布中的重要性,但也指出了仅仅在社交平台上发布新产品信息并不能保证成功。Alex 自 2020 年初创立 Copy Posse 以来,每年进行 3 到 4 次产品发布和推广,通过大约 12 次发布,他们找到了一个有效的发布策略。他特别提到了最近的 5 天 Posse Eye Brand Voice 挑战,并强调这个策略并非唯一,而是根据个人经验和对他有效的策略进行分享。Alex 还提到了吸引营销的概念,即通过提供高价值内容自然地建立和增长观众群体,而不是通过付费广告或联盟营销。他介绍了发布策略的第一步:提前几个月就开始为产品播种,通过提前透露产品的好处来吸引顾客,这样在正式发布时,观众已经对产品的重要性有所了解,并且已经准备好购买。
🎬 发布日的策略:7天推广与客户支持
Alex 继续介绍了他的发布策略的后续步骤。在成功地为产品播种并激发观众兴趣之后,第二步是在发布前 3 到 7 天进行预告,建立期待感。发布日的第三步是进行为期 7 天的全方位推广,包括每日发送电子邮件、在社交媒体上每天发布两次、使用用户生成的内容、视频和广告,并进行大量的再营销。Alex 强调了电子邮件营销在发布中的重要性,即使拥有大量的社交媒体追随者,如果没有建立电子邮件列表,就会错失很多收入机会。最后,第四步是在发布期间加强客户支持,确保及时回应每一个问题和关注点,帮助顾客克服购买时的疑虑。Alex 认为,一个感到被看见和被倾听的社区会更忠诚,并继续购买。他还提到了在发布期间与顾客互动的重要性,以及他的团队如何在社区群组中积极回答问题和提供支持。
Mindmap
Keywords
💡成功发布的秘密
💡吸引力营销
💡产品播种
💡预告
💡全渠道营销
💡7天推广
💡电子邮件营销
💡客户支持
💡社交销售
💡用户生成内容
💡重定向广告
Highlights
成功的产品发布需要深思熟虑的规划,而不仅仅是在社交媒体上发布新产品或活动信息。
自2020年初以来,Copy Posse每年进行3到4次产品发布和推广,通过大约12次发布,找到了适合他们的发布策略。
吸引力营销是Copy Posse的核心策略,通过创建内容和有机地构建列表及观众群体。
不依赖于传统的直接响应营销,例如每月花费数万美元在付费广告上或通过大量联盟营销来推广产品。
对于刚开始的小企业主来说,购买流量可能非常昂贵,因此选择了内容营销的路线。
发布策略的第一步是提前几个月就开始为产品播种,通过暗示产品的好处来吸引顾客。
在正式发布之前,通过社交媒体提前几个月发布关于品牌声音力量的帖子,以教育观众并激发他们的兴趣。
发布日期临近时,进行第二步,即宣布即将有新产品或活动推出,并建立观众的期待感。
在新产品或活动推出前3到7天,通过社交媒体和电子邮件进行预告,增加观众的期待。
发布日的第三步是进行为期7天的全方位渠道营销,包括每日电子邮件推广、社交媒体帖子和付费广告。
电子邮件营销在发布中至关重要,即使拥有庞大的社交媒体粉丝,没有建立电子邮件列表也会错失收入。
在最近的发布中,超过50%的收入来自电子邮件营销,30%来自有机社交媒体,20%来自广告。
即使没有要出售的产品,也应该立即开始建立电子邮件列表,并用高价值内容培养它们。
发布过程的第四步是在发布期间加强客户支持,及时回应每一个问题和评论,以帮助克服反对意见。
在发布期间,团队应更频繁地检查消息,快速回应,以减少顾客的犹豫时间。
发布后的社区互动同样重要,通过团队的积极参与来回答问题和提供支持,以维持社区的活跃和忠诚。
四步发布流程包括:播种产品重要性、预告即将到来的产品、通过全方位渠道大力推广7天、加强客户支持。
Transcripts
What's the secret to a successful launch?
Well, I just wrapped up a launch over the last week or so,
and in this video I'm gonna pull back the curtain
and show you exactly how I did it.
So keep watching.
(upbeat music)
Hey posse, what's up?
It's Alex coming at you this week
with a super juicy behind the scenes snapshot
of how we do all of our launches
over here at the Copy Posse.
But before we get into all of that,
if you're new to the crew, welcome.
Right here on my channel, you'll get the low-down
on the copywriting, marketing, branding,
and entrepreneurship tips you need
to kick ass and take names in the digital age.
So if that sounds good to you,
you know what to do, go ahead and hit Subscribe below
and don't forget to ring that bell
to be notified when my next video goes live.
Now, if you saw my video last week,
you know we talked all about the art of social selling
and how many, many brands will use their social media
to promote their offers heavily
from fall to spring every year.
Yes, it is launch season.
Now, social media is an important part of any launch,
but like most things in life,
it's not as simple as just posting about
your new product or launch
on all of your social media platforms,
and then expect to have a smashing success of a launch.
Nope. Great launches take a little bit
more thoughtful planning than that.
Ever since I started the Copy Posse back in early 2020,
I have done about 3 to 4 product launches
and promotions every year.
So after doing approximately 12 launches
over the last three years,
we have found a launch strategy
that works pretty well for us,
and that is what I'm going to talk about today.
Specifically, I'm gonna take you behind the scenes
of my most recent launch,
my 5-day Posse Eye Brand Voice challenge.
But before we get into the nitty-gritty,
I just wanna say that this strategy
is not the only strategy.
There are hundreds of different variations
of launch strategies that you can follow.
I'm simply sharing my personal experience
and what has worked well for me.
Cool? All right, so with that, let's get into it.
Now, if you've been following me for a while
or watching my videos for a while,
then you probably already know
that I am a huge believer in attraction marketing.
I've spent most of my time over the last few years
creating content just like this
and building my list and audience completely organically.
I don't do a lot of classic direct-response marketing,
I don't spend tens of thousands of dollars
on paid ads every month,
or get tons of affiliates to promote my stuff.
Now, hear me out.
I'm not saying there's anything wrong with that,
it's just not really my style.
And if you're a small business owner just getting started,
buying traffic can also be pretty expensive.
And that is exactly why I went the content marketing route
and spent most of my time over the last few years
nurturing and growing my audience with a high value content
and then promoting my new products and offers to them,
to you, my audience.
And for us at the Copy Posse,
that means we start seeding our products months.
Yes, months in advance,
which brings me to the very first step
of our launch strategy,
seed the product.
Attraction marketing means your customers
are compelled or attracted
to buy your product or service
without being pushed or coerced to do so.
And one of the ways that we can accomplish this
is by dropping subtle hints of the benefits of our product
way before we even mention the product or service at all.
And we do that, so by the time our launch comes around,
our audience already knows
the importance of whatever it is we're selling.
We are educating them throughout our marketing efforts.
They're already excited about the possibilities.
And in many cases, they are already super ready to buy.
So as an example,
we didn't officially launch the Posse Eye Challenge
until November 7th, 2022,
but we started posting about the power of brand voice
on our social media
months in advance in early September.
So we spent the better part of two months
doing all this prep work to educate our audience,
and of course, get them excited and primed to buy from us.
And we did all of this without mentioning
that we would later be offering a program
to help our audience do this exact thing.
So step one is to educate your audience
see the importance of your product,
and do all of that prep work.
Then once your launch date gets closer,
you move on to step number two,
which is to announce something is coming.
Okay, so up until this point,
you've been very subtly educating
on the importance of whatever it is
that you're about to promote.
But now it's time to be much less subtle.
About 3 to 7 days
before we start promoting a new product or launch,
we do a little teaser of what's coming.
Now the goal here
is to very much communicate to our audience saying,
hey, something is coming and here is why it's so epic.
Of course, we want to build anticipation.
So remember, you've been educating them on the importance
of whatever it is you're launching now for months
and really priming and prepping them
so they're ready to buy.
This teaser should give your community a feeling of,
finally, I have been waiting for this.
Now this is also when I'll start emailing my list
and maybe running some paid ads
like I did in my most recent launch.
So now we've actually moved into omnichannel marketing
where we're sending messages through our social media
and through email and through ads
to really increase the likelihood
that my audience will see what I have to say.
So for our latest launch,
we posted on social media
and sent out emails about three days
before doors actually opened.
Remember, you don't wanna give away
too many details of your offer just yet.
You're just letting people know that,
hey, something is coming.
And make sure to come back on launch day when doors open.
And if you've seeded
the importance of the product well enough,
then you should have a lot
of really excited people on your hands.
And that finally brings us to launch day.
Step number three, a 7-day promotion.
So I love to do a 7-day promotion
on basically all of my product launches,
but you could do longer, you could do shorter,
it's totally up to you.
But here's what my promotions or launches look like.
I sent a daily email to my list promoting the offer,
I post twice a day on social media promoting the offer,
and I use user-generated content, videos, and carousels,
and then I run paid ads to promote that offer
a lot of retargeting to my existing audience.
And I know that sounds like a lot,
but honestly running paid ads is totally optional.
I didn't start running ads actually until last year
and I have done plenty of successful internal launches
without any ads.
And I already post on social media twice a day.
So really the only thing
that I'm really kicking it into high gear
is emailing my list.
So I go from emailing my list about twice a week
to emailing them every single day for seven days.
And I can't stress the importance of this enough,
you've heard me say it before,
email is irreplaceable in launches.
I don't care how big your social media following is,
if you haven't built an email list from that community
then you are really, really leaving money on the table
and will have a hard time monetizing it, period.
So for every single launch that I've ever done,
the majority of my revenue
actually comes from email marketing.
Not from my social media links,
even though I have hundreds of thousands
of followers and subscribers.
Not from my ads, but from email.
So in my most recent launch,
well over 50% of revenue came from email,
30% from organic social media, and 20% from ads.
So if you take anything from this video, let it be this.
Start your email list now, even if you have nothing to sell.
I started my list
about a year before I ever had anything to sell.
So start building your list,
start nurturing them with really high value content,
and start building a relationship with your community.
Then when it comes time
to sell, launch, or promote something,
it's gonna be that much easier.
But you are not done yet,
there is one more step in my launch process.
Step number four, step up your customer support.
So I am a big believer
that a community that feels seen and heard
is a community that stays loyal and continues to buy.
That's why my team and I do our best to interact
with every single comment, message, and email that we get.
And during launch time, this is so much more important.
You really need to step up your customer support
and make sure you answer every single question
that comes your way
about the product or service you're launching.
And remember, time is of the essence
when it comes to customer objections.
The longer it takes for you or your team to respond,
the more time they have to convince themselves
that they just don't need it.
So if you normally check your messages once a day,
maybe step it up to twice or even three times a day
during your launches,
you wanna get people the answers they're looking for ASAP.
So you can help them overcome those objections,
and of course,
chat with them about any concerns they might have.
And the same goes for after customers purchase as well.
My community groups are popping
and that is because my team and I are in there all the time,
answering questions and offering support.
And there you have it, my 4-step launch process.
Step one, seed the importance of your product.
Step two, tease what's coming.
Step three, heavily promote with omnichannel marketing
for 7 days.
And step number four, step up your customer support.
I hope you found this behind the scenes insight helpful.
Until next time, I'm Alex.
Ciao for now.
Alright guys, if you enjoyed that video,
make sure to check out the next one for me right here
and you can click right here to get a free gift.
Want to increase the likelihood
of hitting your revenue goals by 51%?
Well, then it's time to learn the art of social selling.
In this video, we're gonna break down social selling,
what it is, what it definitely is not,
why it matters,
and most importantly,
how you can begin to utilize this genius marketing strategy
to increase your sales, impact more people,
and retain customers for life.
Stay tuned.
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