Posts Tagged 'go-to-market'

Planning Your Product Launch with a Go-to-Market Checklist

If you’re bringing a new product, software or service to market, then you need to have a go-to-market strategy:  what are your plans to launch your product and get customers and interest?

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Below is a simple week-by-week checklist leading up to a new software product introduction that you can use to keep all those marketing & promotion details straight. If you need some help putting your go-to-market plan together, or just have a few questions, then sign up for a Software Marketing Consult session here.

Next month we will be introducing our updated Go-to-Market planning package which will include a more detailed checklist and timeline, GTM strategy template, PR templates, eGuides and more! Sign up for our newsletter here to be notified when it is available.

8-12 weeks before launch:

  • Product name finalized
  • Acquire domain name, social handles for product name
  • Create ideal customer persona: Description, Pain points / needs, Benefits
  • USP (Unique Selling Proposition) – what is the key value of your product to your target customer? why are you/your business the right choice (build credibility)?
  • Create a high-level launch plan:
    1. Goals
    2. Strategies (Who is the audience? What channels? When? What messages? How will the customer find it? Why should they act?)
    3. Tactics – specific activities to accomplish the strategies
    4. Metrics – how to measure success

4 weeks before launch:

  • Website ready (or new web page / sub-domain for product)
  • All social pages ready
  • Promotion plan done:
    1. Plan for pre-launch, launch & post-launch press releases
    2. Media/influencer targets identified, with contact info
    3. Compile editorial calendars
    4. Advertising plan (eg, PPC, banner ads, FB ads, offline ads, etc)
  • Keywords for SEO or PPC identified
  • Content marketing plan in place – blog posts, guest blogging, social media

3 weeks before launch:

  • Create media kit (PR, company & product description, bio/story, headshots, screenshots, Q&A, video or demo, trial codes, etc)
  • Sign up for HARO, Pitchrate to receive email about media pitch requests
  • Email signup on website (start before launch)
  • Write email sequence to send to mailing list, both at launch, plus pre- and post-launch
  • Create SEO content for website/blog to bring in search visitors

2 weeks before launch:

  • Pre-launch press release sent to select media & influencers
  • Promote mailing list (prerelease signup)
  • Email update to mailing list
  • Customer support plan
  • Customer documentation complete
  • Channel plan in place – who do you need to sign up? what do they need to sell or list your software?

1 week before launch:

  • Email update to mailing list)
  • Promote mailing list (prerelease signup)
  • List of events (tradeshows, meetups, user groups) and websites where you can “announce” your new product/service)
  • Finalize all announcement copy: press release, description, elevator pitch, social content)

At launch:

  • Update website / product page
  • Launch press release published & sent to all media & influencers
  • Email update to mailing list
  • Add listing / description to websites, directories, stores, etc
  • Announce on social media, blog, forums/groups (as appropriate), etc

Post launch:

  • Post-launch press release with user/customer update/announcement
  • Email update to mailing list
  • Content marketing: social posts, blogs, guest posts, forum/group engagement, etc
  • Gather feedback from users, influencers, etc

 


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