What goes into a truly exceptional product launch? To give your new product a feature the best chance at success, it's important to wrangle all the many moving pieces involved in pulling off a seamless marketing launch. From listing audience members and influencers to having the right success metrics to having a rollback plan, Rand shares his best advice in the form of an actionable checklist in this Whiteboard Friday. And make sure to check out the last item — it may be the best one to start with!
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Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are chatting about crafting a professional marketer's product launch checklist for 2018.
So many of you are undoubtedly in the business of doing things around SEO and around web marketing, around content marketing, around social media marketing in service of a product that you are launching or a feature that you are launching or multiple products. I think it pays for us to examine what goes into a very successful product launch.
Of course, I've been a part of many of these at Moz, as part of many of the startups and other companies that I advise, and there are some shared characteristics, particularly from the marketing perspective. I won't focus on the product and engineering perspectives. We'll talk about marketing product launches today.
☑ A defined audience, accompanied by a list of 10–100 real, individual people in the target group
So to start with, very first, top of our list, a defined audience. That can be a demographic or a psychographic set of characteristics that define your audience or a topic, a niche, a