Every launch should always help you grow your company. Yes sales are important, but if you aren’t increasing sales after each launch you aren’t harnessing the power of a good launch.
A good launch takes your business up a notch. After a good launch you will have all this momentum and you must figure out a way to harness its business building power.
A launch helps you build a deeper connection because of all the communication you’ve put into teaching, selling and educating. Your people get a deeper look into who you are and your business. You don’t want to crawl back into your office and hide until the next launch.
I’ve thought long and hard about building on launch momentum. It’s maybe the most important step in your launch. It’s important because it helps you set up your next launch for an even bigger impact. You’ll be tired and need a vacation, but if you can make it a part of your launch plan you’ll thank me for years to come.
The first step after a busy launch is to take a vacation, even if it’s just a long weekend. You will need to decompress and relax after working so hard. I usually suggest to my clients that they unplug. Don’t bring your laptop/tablet and limit your access to your phone. Make sure you schedule this in as part of your launch plan. You’ll thank me for this too.
Work Happy Now
When I’m not helping people with their product launches I’m launching products with my other passion, Work Happy Now. I’ve been doing it for over 4 years. It’s been great research for Domino Connection. I’ve learned exactly what my audience likes and doesn’t like. Don’t get me wrong I still have flops every now and again, but I can now improve them quickly and figure out how to make money from them.
You are going to have up and downs with your launches, it’s the name of the launching game, but having a system in place makes it easier to have a more successful launch next time.
1. Assess the Launch
Once you’ve had time to unwind then it’s time to assess what went right and what went wrong.
You’ll want to look over:
- Landing page conversion rate.
- How many people bought your product.
- Profit margin for your product launch.
- How many more people signed up for your email list?
- How many people did you add to your Facebook, Twitter and your other social media accounts?
These are the basics of measuring the effectiveness of your launch.
Once you have this data it’s going to make it easier to see what went right and what could be improved. I suggest having someone you can talk to about this data and what it all means, especially if you aren’t a numbers junky.
2. Encourage your people to connect with you via social media.
Your launch hopefully built up your email list. This is important because this is the best direct communication with people who are interested in your products. It’s low cost and high value communication. It’s why I encourage all my clients to collect emails on their website. Most subscribers won’t be buyers, but that doesn’t mean that they don’t care about what you do.
Sometimes your biggest fans are people that tell all their friends about you, but don’t buy from you. This is all a part business.
You need to encourage everyone who followed your launch to connect with you on your social media accounts. By encouraging them to connect with you in other ways you’ll be creating more touch points for your next launch. Touch points are important because the more often that people hear about what you do the more likely they are to pay attention, share your stuff and buy from you.
3. Let them know about future projects.
As you start to get back to work you need to let these new people in on the new projects you have brewing. You also need to ask them what they would like help with. Listen to their responses. If you get a few responses that are similar then you might have your next product idea.
Your fans want to help you grow your business. The more they help you the more you can help them. It’s a symbiotic relationship that needs to be nurtured.
4. Keep building the trust.
As you build for your next launch you are earning old and new fans’ trust. Like we talked about earlier not everyone will buy, especially in the beginning. Depending on the price and type of product a lot of people can take up to two years to buy from you.
The more that you consistently deliver new content, interact with them on social media and keep them up to date on your new projects the easier it will be to convince them to buy next time around.
That means consistently showing up on a regular basis. Answer people’s questions on Facebook and Twitter. Reply back to people who email you. When you show up you show people that you care and that can mean the difference between a big launch or small launch next time around. People want to buy from people that care about their best interest. It’s this trust that builds loyal customers and becomes the cornerstone of your business.
People buy because of emotional reasons. That’s why your offer is so important. If people are confused in any way by what you are offering they won’t buy what you’ve created.
Your people might want hard data with a good story while another business needs to use inspiration to close sales. It all depends on your company’s personality and the type of people you attract.
I’ve had people buy my book because of all the help that I gave them on my blog. One buyer even told me that he wasn’t going to read it. He just wanted to thank me for all the help I gave him in the past. It’s wasn’t a big purchase. My book isn’t expensive, but that meant a lot to me. It showed me that all the hard work I put into helping others comes back around. It’s the law of business Karma. The more people you help the more people will want to help you.
What can you do after your next launch to build deeper and more passionate relationships?