Everything You Need to Know About Your First Major Product Launch

Sofia Quintero
Jan 22 · 8 min read

1. Define What Success Means to You

The first step in creating a product-launch plan is to define exactly what you want to happen. What does a “successful” product launch look like to you? Will the success of your launch be measured in sign-ups? Downloads? App installs? Page views?

2. Think Carefully About Messaging

Like so many aspects of product management, deciding upon product messaging in anticipation of a major launch is as much an art as it is a science. Although there are exceptions, the language your company uses to describe and promote your product should be clear, concise, and, most importantly, consistent.

3. Create a Dedicated Product Landing Page

The next step in your product-launch plan should be to create a dedicated landing page for your new product somewhere on your company’s main website. This will be where you’ll direct incoming traffic in later steps.

4. Tease the Launch on Your Blog

Now that you’ve identified your goals and agreed upon the messaging for your launch, it’s time to start building some excitement via your blog. The goal at this stage isn’t to go on a hardcore sales offensive — it’s to prime your audience in anticipation of the launch by publishing content that speaks directly to your prospects’ pain points.

5. Include an In-Product Tutorial

Now it’s time to turn our attention to in-app messaging — specifically, the in-app tutorial your product should have.

6. Build Hype on Product Hunt

For whatever reason, some product purists and naysayers turn up their noses at Product Hunt. The fact is that Product Hunt is still one of the most effective ways to create hype and generate buzz about a new product. However, as with comedy, timing is everything.

7. Don’t Neglect Email Lists

Sites like Product Hunt are great for gaining additional exposure for your product, but neglect your email list at your peril.

  • Content-download sign-ups
  • Free-trial registrations
  • Existing customers

8. Make Sure Everyone’s on the Same Page

The final piece of the product-launch puzzle isn’t a specific task per se, but it’s crucial to the overall success of your launch: ensuring you have buy-in from every stakeholder and every team involved in the launch.

Beat the Post-launch Blues

The eight steps outlined in this post are far from all you’ll need for a successful product launch. The best product launches also involve extensive internal documentation, earned and paid media campaigns, ongoing content-production responsibilities, and more.

Hungry for Insight

A community for product people leading change

Sofia Quintero

Written by

Founder and CEO at https://getenjoyhq.com/

Hungry for Insight

A community for product people leading change