Learn how to Launch a Product, In response to HubSpot’s Specialists


Like a tree falling within the woods, when you plan a product launch with out spreading the phrase — will anybody use it? Will anybody even need it?

In all probability not. Whether or not you are launching one thing large, one thing small, otherwise you’re updating a present providing, you may need to begin your preparation properly prematurely of the launch date with a product launch guidelines.

→ Download Now: Free Product Marketing Kit [Free Templates]

As a result of there are such a lot of transferring elements on this course of, bringing your product to market will be intimidating and difficult. That can assist you, we have give you a step-by-step guidelines for a profitable product launch and gathered the very best product launch ideas from a HubSpot Product Marketer.

Product Launch Checklist

1. Find out about your buyer.

Whether or not you name it “market analysis,” or “buyer growth” it is key to study what drives your buyer. Figuring out their targets, motivations, and ache factors may lead you to growing and advertising and marketing a beneficial answer.

You needn’t carry out years of intense analysis to study your buyer. In actual fact, we advise simply speaking to 12 to fifteen present or potential clients.

When chatting with them, pay further consideration once they begin sentences with “I want a product did this perform…” or “Why cannot merchandise do that?” Once they give these statements, reply with questions that go deeper, like “Are you able to get extra particular about that?” If they do not deliver up any ache factors, ask them a few specific questions that may encourage them to offer deeper solutions.

These conversations will provide you with a stable thought of what their greatest ache factors are and how one can market an answer to them. When you study these key particulars about your clients, you’ll be able to develop a buyer persona that your workforce can deal with serving.

2. Write a positioning assertion.

Write out an announcement that may clearly and concisely reply these three questions:

  • Who’s the product for?
  • What does the product do?
  • Why is it totally different from different merchandise on the market?

If you would like to go even deeper, create an announcement that solutions the next questions:

  • What’s your target market?
  • What phase of the target market is more than likely to purchase the product?
  • What model identify will you give your services or products?
  • What services or products class does your product lie in?
  • How is it totally different from opponents in the identical class?
  • What proof or proof do you must show that your product is totally different?

Nonetheless want extra steerage on learn how to write a positioning assertion? Check out this template.

3. Pitch your positioning to stakeholders.

As soon as you’ve got established your place assertion, current it to stakeholders in your organization so they’re all on the identical web page.

In case your staff have a tough time shopping for into the product, your clients may as properly. In case your workforce loves it, that is likely to be an important signal that the product launch will go properly.

4. Plan your go-to-market technique.

That is the technique that you’ll use to launch and promote your product. Whereas some companies favor to construct a funnel technique, others favor the flywheel method.

No matter which methodology you select, this course of comprises many transferring elements. To create an organized technique for launching your product, it may be useful to make use of a template, like this one.

As you create the technique, additionally get thinking about which sort of content material you may use to draw a potential buyer’s consideration through the awareness, consideration, and purchase decision stage. You may want to provide this content material within the subsequent step.

5. Set a purpose for the launch.

Earlier than you get began on implementing your technique, be sure you write down your targets for the launch.

Alex Girard, a Product Advertising Supervisor at HubSpot, says, “Create particular targets for the launch’s success. Protecting these targets in thoughts will show you how to focus your efforts on launch techniques that may show you how to obtain these targets.”

For instance, the targets of your product launch may very well be to successfully set up a brand new product identify, construct consciousness, or create gross sales alternatives.

Top-of-the-line methods to set targets on your launch workforce is to put in writing them out like SMART goals. A SMART purpose is Particular, Measurable, Attainable, Related, and Time-bound.

6. Create promotional content material.

After planning out your go-to-market technique and writing your SMART targets, start producing content that may help and align with these promotional efforts. This will embrace blog posts associated to your product or business, demos and tutorials, and landing pages.

Our go-to-market template may also show you how to decide which content material it’s best to create for every section of your potential buyer’s purchaser’s journey.

7. Put together your workforce.

Ensure that your organization and key stakeholders are prepared so that you can launch and start advertising and marketing the product. Talk with the corporate by means of inside shows, Slack, or e-mail to maintain your organization up to date in your launch plan.

8. Launch the product

As soon as you’ve got accomplished all of the above steps, you’ll be able to launch the product.

9. See how properly you probably did in reaching your targets.

After you launch your product, observe how the go-to-market technique is performing. Be prepared to pivot or alter facets of your plan if they are not going easily.

Moreover, do not forget in regards to the targets you set earlier than the launch. See how properly you probably did in reaching these targets. If the launch did not meet expectations, you’ll be able to rethink your go-to-market technique and alter from there.

The price of launching a brand new product varies considerably. As an illustration, an entrepreneur will see vastly totally different prices for launching a product on Amazon than an enterprise firm may see for launching a product in a million-dollar market. 

Let’s take into account two examples to discover this extra carefully. 

Within the first instance, for example you are an entrepreneur who has invented a design app you are hoping to promote on-line. You may conduct market analysis to find out which advertising and marketing methods work finest on your targets, which messaging resonates finest along with your viewers, and which design components attraction to your required prospects. For those who use just a few focus teams to find out these solutions, you may count on to spend roughly $5,000. 

Whenever you’re bringing a brand new app to the market, you may want to decide on the very best go-to marketing strategy on your wants. Whatever the technique you select, all of them price cash. As an illustration, product branding might price roughly $1,000 when you’re paying a designer that can assist you out, and web site design might price wherever from $500-$3,000 when you’re paying an internet designer a one-off payment. 

These charges do not embrace the price you could pay your self and any staff if it is a full-time job. It additionally does not embrace the prices of hiring an engineer to replace the app’s options and make sure the app is operating easily. 

With this simplified instance, you are taking a look at roughly $8,000. After all, you’ll be able to minimize some prices when you select to do any of those duties your self, however you may threat making a subpar buyer expertise.

On the opposite finish of the spectrum, let’s take into account a big enterprise firm that’s launching a brand new product. Right here, you may seemingly pay upwards of $30,000 – $50,000 for market analysis.

Maybe you may spend $15,000 on brand positioning and the advertising and marketing supplies essential to differentiate your self towards opponents, and also you may pay upwards of $30,000 for all of the product design and model packaging. Lastly, your advertising and marketing workforce may need a price range of roughly $20,000 for Search engine marketing, paid promoting, social, content material creation, and so forth. 

All stated and finished, launching a product towards different enterprise opponents’ might price roughly $125,000. Once more, that does not embrace the prices you may pay your advertising and marketing, product growth, and engineering groups. 

Learn how to Launch a Product On-line

To launch your product on-line, you may need to make sure you’ve adopted the steps above. Nonetheless, there are just a few further steps you may need to comply with to realize traction primarily on-line. 

1. Determine the story you need to inform concerning your product’s greater objective. 

What story do you need to inform throughout social platforms, touchdown pages, and e-mail? That is much like your positioning assertion however must be geared totally towards your target market. Ask questions like, Why ought to they buy your product? And How will your services or products make their lives higher? 

Speaking cross-functionally ensures the communication supplies you employ throughout varied on-line channels align — which is essential on the subject of establishing a brand new product within the market. 

Contemplate, for example, how Residing Proof introduced its new product, Superior Clear Dry Shampoo, on its Instagram web page. The story revolves round a easy nuisance frequent with most different dry shampoos — How customers nonetheless need that just-washed feeling, even when utilizing a dry shampoo. 

Living Proof's new Instagram post, highlighting its new product launch

Image Source

By specializing in how the product will profit customers by means of storytelling, and utilizing a brand new hashtag #NoWastedWashes, Residing Proof builds pleasure and demand for its new product. 

2. Show buyer testimonials, case research, and different social proof to positively body your new product. 

Customers need to see that different customers have already taken the danger and bought your new product earlier than doing it themselves. That is the place social proof comes into play. 

Within the weeks main as much as a product launch, or shortly after it is launch, start posting buyer testimonials, evaluations, and case research to showcase how your new product has already helped different individuals. Take this a step additional and make use of influencers to share the phrase about your product as properly, if it is a good match on your model. 

Customers are good sufficient to know they should not belief each commercial they see — however they’ll belief fellow customers. So leverage that belief by means of social proof strategies. 

3. Create a social and e-mail marketing campaign. 

Create a full, complete social media campaign to extend curiosity and consciousness of your new product.

Use paid promoting to succeed in new audiences, create full product explainer movies to make use of throughout your social channels, and use e-mail to succeed in present clients and supply an unique, first have a look at your new product’s options.

Moreover, you may take into account internet hosting a stay stream to attach instantly with prospects and present clients and invite consultants out of your product growth workforce to elucidate the brand new options of your product. 

It is vital to notice — on this stage, you may need to take note of how customers are interacting with the communication supplies concerning your new product. Share considerations and suggestions with the product growth workforce — it is vital to belief your customers and use their suggestions to strengthen your product. 

4. Have a pre-order possibility. 

If a shopper is worked up to buy your new product, do not make them wait — present an choice to pre-order the services or products earlier than it is even out there. This helps unfold out demand whereas enabling customers to buy the product every time they’re feeling most inclined to take action.

Product Launch Finest Practices by Trade

1. Learn how to Launch a Digital Product

When launching a digital product, you may need to start constructing anticipation with a robust content material advertising and marketing technique. Use weblog posts, e-mail advertising and marketing, social media, and different channels of distribution to extend curiosity and demand on your digital product. 

You may additionally need to make sure you’re leveraging lead generation strategies to succeed in present clients and prospects. 

As an illustration, for example you are launching an internet course on Search engine marketing. Within the weeks main as much as the launch, you may create Search engine marketing-related weblog content material to ship to your e-mail subscribers with an possibility to affix the Search engine marketing course’s waitlist. This helps you gauge the effectiveness of your advertising and marketing supplies whereas reaching an viewers that has already demonstrated curiosity in your model. 

Learn how to Launch a Product on Amazon

Anybody who’s ever shopped on Amazon is aware of the significance of a great product itemizing. Within the weeks main as much as launch, take the time to create a robust, high-converting product itemizing — together with taking high-resolution photographs of your product, writing an outline that outlines your product’s differentiating options, and utilizing key phrases to assist your product rank on Amazon

Moreover, product evaluations are extremely vital on Amazon, so you may need to guarantee you’ve got evaluations able to go earlier than you even launch your product on Amazon. To do that, make sure you’ve both launched your product by yourself web site first (which supplies you time to earn evaluations earlier than launching on Amazon), or ship your product to a choose group of patrons forward of the complete launch, and acquire evaluations from them. 

Lastly, make sure you’re prepared for an Amazon product launch by checking stock. You by no means understand how shortly your product may achieve traction on the eCommerce superstore, so be sure you have sufficient merchandise to satisfy Amazon orders shortly. 

Check out HubSpot’s The Ultimate Guide to Selling on Amazon for extra data associated to Amazon. 

Learn how to Launch a SaaS Product

To launch a SaaS product, you may need to begin by researching opponents and understanding {the marketplace} at massive.  There’s loads of demand for SaaS merchandise, because the business is predicted to grow by more than 16% by 2026. Nonetheless, the SaaS business can also be well-saturated, so earlier than launching a SaaS product, you may need to decide how your product differs from all of the others within the business. 

To create a profitable product launch, you may need to conduct market analysis and focus teams to find out the true advantages and differentiators of your product. 

Subsequent, you may need to make use of a robust content material advertising and marketing technique to extend your web site’s visibility on engines like google and to make sure your online business is showing in search outcomes for subjects associated to your product. 

Since you are not launching a bodily product, your advertising and marketing efforts have to persuade companies that your product can resolve their wants. As an illustration, check out how HubSpot positioned the brand new Operations Hub product.

Moreover, you may need to provide free trials or a freemium possibility for smaller companies on decrease budgets to check out your choices earlier than committing. 

For a full SaaS rundown, check out HubSpot’s Ultimate Guide to Software as a Service (SaaS)

Learn how to Launch a Meals Product

To launch a meals product, you may first want to make sure you’re ready for the prices required to take action — together with how a lot it prices to bundle and retailer the product (together with packaging, warehousing, and distribution), and the way a lot it prices to promote the product (together with branding and digital advertising and marketing). 

Subsequent, you may need to comply with federal and state food regulations. As an illustration, you could make sure you’re following well being division guidelines for meals preparation surfaces, refrigeration, and sanitation.

You may additionally want to ensure the labeling you employ in your product’s packaging is correct, which requires you to ship your meals product to a lab for evaluation and test along with your state commerce to see what it requires on the subject of diet labels. 

When launching a meals product, you may seemingly need to rent a meals dealer. A meals dealer can foster relationships with nationwide or native grocery shops and can create a promotional plan to assist improve gross sales as quickly as your meals hits the cabinets. 

Usually, a grocery store will check out your product for just a few months earlier than figuring out if there’s sufficient shopper curiosity to maintain it stocked — which is why a meals dealer will be extremely helpful for utilizing enterprise intelligence and business data to make sure a profitable meals product launch. 

Product Launch Ideas

To study the very best practices for a profitable product launch, I talked to Alex Girard once more.

The HubSpot Product Advertising Supervisor stated he had three major ideas for a profitable product launch:

  • Your product positioning ought to mirror a shift you are seeing on the earth, and the way your product helps your clients reap the benefits of that shift.
  • Create a recurring schedule for you and the core stakeholders for the launch to test in and make sure you’re all on the identical web page.
  • Be sure to hold the product workforce within the loop in your advertising and marketing plans. The product workforce might have insights that inform your general advertising and marketing marketing campaign.

Nonetheless, generally, exterior elements may impression your means to launch a product. When that occurs, you may have to delay your launch.

Learn how to Know When to Delay a Product Launch

To know when, and why, you may maintain off on a product launch, Girard informed me there are three key explanation why you may need to delay a product launch, together with:

  • When your product itself is not prepared and you could change your timeline to create the very best buyer expertise doable.
  • If a scenario happens the place your present clients are having a less-than-optimal expertise with considered one of your present merchandise. Earlier than launching and selling a brand new product, it’s best to ensure your present clients are glad along with your present product providing.
  • If one thing happens on a global, nationwide, state, or native stage that requires your viewers to readjust their priorities and shift focus away out of your firm and its product launch. Make it possible for when the time involves launch, your target market is able to study your new product.

For those who’re on the lookout for templates to coordinate your workforce efforts and align your organization round your new product’s messaging, obtain our free product advertising and marketing equipment beneath.

Editor’s word: This submit was initially printed in November 2015 and has been up to date for comprehensiveness.

Product Marketing Kit


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