Whether it's your inaugural product or the newest in the line, you'll always want your launch to go off without a hitch. This involves work across multiple teams, including sales, marketing, product, and support. Even if you're a solopreneur, you'll still need to perform the duties of all of these roles.
It may seem like a lot to plan everything at once, but ActiveCampaign is kenya phone number data here to help you plan a successful launch strategy. We offer a wide range of free templates to ensure the entire process is covered.
Today, we’ll use our templates to set you up for success with your product launch. From landing pages and email templates to fully automated workflows and suggested integrations, we’ve got you covered and are sharing these seven simple steps with you.
Identifying your customers' needs
Determining Your Target Audience
Building an integration infrastructure
Creating a marketing strategy
Building anticipation before launch
Post-launch preparation
Product launch
You can test these methods and templates with ActiveCampaign’s 14-day free trial. We believe that empirical testing can lead to concrete results. That’s why we’ll help you migrate your data from your current platform to ActiveCampaign for free.
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This guide will provide you with the following free resources:
Three free tools that offer templates and text collections
Six automation recipe templates
Five suggested integrations for your technology tools
Six recommended templates for landing pages and emails in the ActiveCampaign platform
A free 2-week trial of ActiveCampaign so you can test everything out
Automating our checklist is very easy with the 20 templates that we offer you in this publication.
1. Identify your customers' needs
When you launch a new product, you want to make sure it meets the needs of your customers. If you design custom guitars and decide to release a pair of fun socks with guitars on them, you're probably not meeting the core needs of your audience. Although we must say that it's a nice move to get them to recognize your brand.
One of the best ways to identify your customers’ needs is to ask those who have completed a sign-up form and subscribed. With ActiveCampaign forms, you can capture any response with the custom fields feature. For example, you can easily create a field named “Customer Needs” in the platform and then add it to a form with the header “If you could change one pain point about our products, what would it be?” This allows your contact to identify their needs early in the journey. Our “ Form Personalization Tracking ” automation workflow makes it easy to archive this information in a custom field and indicate it with a label on the contact, so you can organize contact data using any method you prefer to use. Plus, the automation sends a relevant follow-up email based on the customers’ response, starting the personalized journey with your business right away.
If you're looking for a landing page template, we have several available on the platform. I personally like the Lead Capture landing page template, but you can choose any one and customize it to meet your business needs.
An example of an automation for tracking form customization
If you already have products that are for sale, another great automation template for you to implement is our “ Collect Post-Purchase Feedback ” workflow . Once a purchase is made, this automation triggers after a set amount of days and sends an email to your customers to check how they liked the new product and request any feedback they have. You can add a form directly to the email using ActiveCampaign’s native integration with SurveyMonkey .
Even if you already have everything ready for your new product, this step can provide insight into which aspects of your new product to highlight the most. You can position the new product as a solution to your customers’ most common problems. This is also a great way to create and refine the proposition for new products.
2. Determine your target audience
Now that you’ve gathered information about the type of product your target customer wants, it’s time to define the target audience for your new product. Which customers will benefit from this launch and be the most likely buyers?
This is where ActiveCampaign's lists, labels, and custom fields come into play. These are all different methods of organizing your contacts. Lists are our highest level of organization and have broad categories. It's common for a user to have one main list of all contacts, then two additional lists of unfinished leads and customers. Don't limit yourself to that, though. You can create as many lists as you like and for any category that works for your business.
Your contacts are unique and you can create memorable experiences through segmentation
There is some overlap between when to use a custom field and when to use a label. This can sometimes be confusing.
Custom fields are best for capturing permanent information related to a contact that doesn't change easily. For example, you can use a custom field to capture a contact's name, phone number, or birthday. With custom fields, there's also the benefit of creating custom labels so you can insert the data stored in the custom field into your campaigns.
Labels, on the other hand, are generally used for data that changes frequently. You can easily filter your list by labels, so it's a good segmentation option, but you can't interact with the data like you can with a custom field.
With segmentation in mind, you can determine what information you want to use to segment the message for your new product. Remember that you don't have to tell just one audience that you now have a new item. Segmentation will allow you to personalize the message for each group. You can talk to one segment about the time it will save them, while simultaneously telling another audience that this offer completes the process that another of your products begins.
3. Build your integration infrastructure
You can skip this step if you already have all your systems in place because you already sell other products, but if this is your first step, make sure your digital store, marketing platform, and payment systems are all integrated and working well to ensure a smooth launch and a good customer experience.
Make sure your technology tools are connected and communicate with each other.
ActiveCampaign integrates with a number of popular ecommerce solutions and selling platforms to help make the process seamless, including Shopify , WooCommerce , and Magento . These integrations allow you to gain valuable customer insights like products purchased, amount spent, product ID, and more. In total, we integrate with over 900 different platforms, so there’s a good chance some of these are platforms you’re already using in your tech stack. You can find out more about all of our integrations in the apps section .
4. Create a marketing strategy
It’s time to make sure your internal teams (sales, marketing, and support) are all in sync and ready for the new product launch.
This is a great time to choose which email template you want to use and incorporate into your customization. On our platform, we have a nice selection of free, professionally designed email templates for you to choose from. We recommend the “New Product Newsletter,” “Announcement,” and “One-Time Product Sale” templates as a good starting point, but you can use whatever works best for you.
