Congratulations are in order! You’ve got a new offer laid out, and you’re ready to launch it into the world. Launches can bring a significant cash injection into your business, serve up sustainable income, and provide a product that raises brand awareness and builds your authority (if you own iPhone you know the latter to be true, amiright?)

Two years ago, I was nervously planning my first-ever digital product launch. The thought of selling was intimidating, and my pre-launch content was more of a shot in the dark than a targeted strategy. The technical complexities, from the shopping cart to the delivery process, nearly got me while I simultaneously planning and writing launch content ideas. Phew. The first-launch feel is real!

Fast-forward to today, and after several launches and countless lessons, the process has become far easier and more profitable. By reading this guide, you'll gain insights that took me years to acquire, and hopefully, you'll find your launch plan example in my journey.

Digital Product Launch Strategy

The digital landscape is crowded, and to stand out, you can't just rely on your product being "good enough." A digital product launch marketing strategy is your game plan to not only introduce your product to your target audience but also to establish its value proposition convincingly.

The strategy sets the stage for your pre-launch content and gives you a well-oiled machine to execute launch content ideas effectively. Think of it as a well-structured launch plan example you can follow. It's not just about pushing your product out; it's about preparing your audience, warming them up for the sale, and retaining them post-purchase. This planned approach helps in maximizing reach, increasing customer engagement, and ultimately, driving revenue.

4 Step To Plan A Digital Product Launch

Launching a digital product is no small feat. It's easy to get overwhelmed by the complexities that goes into making a launch successful — especially if you’re new to digital products. Allow this marketing strategy outline to help get your digital baby gets all the love and attention it deserves from an eager online community. Here's a simplified four-step guide to elevate your digital product launch.

3. Prime Your Audience  

The next step is priming your audience with pre-launch content. This part is where you’re getting them ready for what’s to come. You’re not focused on selling your offer yet, but you’re placing the idea of a need, problem, or desire they have that your offer can eventually solve in their head.   

I repeat: YOU’RE NOT SELLING YOUR OFFER YET.  Instead, make sure your audience understands that you’re just there to provide value and show up for them.  And that means focusing on value-packed content that has the intent of making them aware of the need, problem, or desire and following it up with practical, surface-level ways they can start to address it.  Go back to steps one and two to identify pre-launch content ideas based on the problem you’re solving, the transformation, and your audience research. One of the best pieces of pre-launch content is a value-packed lead magnet.  

Lead magnets are free products or teachings you’ve created that attracts your ideal audience (aka leads). Examples of lead magnets include free workbooks, webinars, workshops, or other offers that are pertinent to your industry but just scratch the surface of the problem.  In exchange for the lead magnet (aka freebie), they subscribe to your email list, where they’ll subscribe to an email sequence where you’ll pitch them the paid offer.  

5 Must Have Piece Of Launch Content

Now, while you’re free to choose what kind of content you want to create, you’re reading this blog to get professional advice from a long-time copywriter, so I wouldn’t be doing my part if I didn’t share the four must-have pieces of content for your launch.

Post-Launch  

After the cart closes, you’re not quite done with the launch. in your content planning phase is doing your due diligence: following up and retargeting.  Following up should be focused on the ideal clients you’ve already pushed into your offer. Make sure you have some way to collect testimonials from them – whether it's a Google form or a Typeform.  

By getting testimonials and feedback, you can fix any problems or opportunities in your offer – and you can show off new testimonials or talk about the experience some of your clients are already having.  This, in turn, sets you up for retargeting.  Retargeting is essentially the process of identifying audiences that were interested in your offer but didn’t convert. These people might have clicked on ads you were running, interacted with you on social media, or clicked links in your sales emails.  

For these people, create some content that focuses on giving them the courage to take the next step. Try to get into their minds and figure out what might be holding them back. This is a great place to use any new testimonials. You can even try a new angle in your messaging that you haven’t used before.  

Happy Creating!

Cyndi