Internet Marketing — Anatomy Of A Product Launch

marketingPutting together a product launch has long been the domain of Internet ‘gurus.’ But if you can follow their typical sequence you can replicate their success in launching your own products.

Top Internet ‘gurus’ have a system for launching their new products. Guys like Ryan Deiss, Jeff Walker and the like create mammoth buzz with their product launches. By reverse engineering the launch techniques used by top marketers we can break down the process into two parts: the marketing assets and the sequence.

Marketing Assets

First, obviously, you’ll need a website. It should be appealing to the eye and technically sound.

Articles — You will need articles about, and related to, your product. You will also need some content that you will give away free to prospective buyers before the launch.

Promo Videos — Put your videos up on YouTube. With proper video SEO, you can get these ranked in Google easier than you can get articles ranked. Also, people are more likely click on a video in the SERPs. It’s easier to watch a video than read an article. Save a video or two that you hide behind a sign-up form. You are exchanging access to the video in exchange for an e-mail.

The Sales Page — This is where you close the sale. It may contain sales copy and/or a video. Here is where you make the ‘offer they can’t refuse.’ You can include testimonials, if you have them, and a limited type offer —limited numbers sold or limited time. This page can make or break a product launch.

Special Reports — These are short reports highlighting some of your content that you can give away in exchange for an e-mail address. Offers that include giveaways of valuable information are much more effective in attracting leads.

Press Releases — If you really want to push your offer to the limit, write a press release or two about your company and new product. Use a catchy headline and make these ‘newsworthy’ to attract at attention of news outlets and readers. If done properly, these are picked up by Google News almost as soon as they are released. They may not have as much staying power as your web pages, but if you time it right, these can really give a quick boost to your traffic and authority.

Facebook Fan Page — This is a given these days. You need a social outlet to engage customers. Post some updates about the launch, but also post interesting content that has value to your page fans.

Sequence — Pre-Launch

Share Valuable Content — Give away a piece of the product in exchange for an e-mail address. This is where you use those special reports and videos you created above and is an essential first step in the process. Drip out useful content over a week or two.

Build Anticipation — Generate enthusiasm and excitement by leaking information, building up to the launch date. Add an additional bonus or two to sweeten the pot. Create a sense of scarcity — establish time and quantity limits to your offer.

Social Proof — This is where Facebook and your comments section come into play. The more buzz you can create on your site or Facebook page, the better. This is ‘social proof’ that you and your offer are legitimate. Encourage users to share your content. Get feedback, comments, and reviews. Hold contests. Create surveys.

Hold a Pre-Launch Event — This would most typically be a webinar. Present some useful content and tease the new product. E-mail your leads about the importance of the content of the webinar.

Recruit Affiliates — Offer large commissions, prizes, sales and leads contests to potential affiliates. Build an army of sellers for your product. Provide e-mail swipes so they can mail to their lists. At first it may be difficult to find and recruit affiliates but once you establish yourself as a legitimate marketer, it gets easier. They will eventually seek you out.

Advertise — Set up and run a campaign on AdWords or Facebook. Cost per click at this point is relatively inexpensive. Direct leads to your sales page or to your newsletter sign-up page.

Use Your e-mail List — If you have one, this is your best asset. Drip feed content and information about your launch to your list. This builds excitement and anticipation. Keep sweetening the pot with each e-mail you send. Don’t be afraid to give stuff away.

Sequence — Post-Launch

Work Your E-mail List — Continue to mail to your list with reminders of your offer.

Massage Your Leads — People will come to your site and express interest in your product, but won’t buy immediately. Keep contacting these people — they are your best prospects. It takes several contacts to move them from prospect to buyer. Build trust. Remind them of the limits on your offer.

When top marketers release new products, their launch process is pretty transparent. By copying their strategies and tactics, and taking action to implement them, you too can have a successful and profitable product launch.

Joshua Boyd is a freelance writer with interests in business and Internet marketing. You can learn more about creating authority sites and product launches at

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  • Internet marketing is really important, it can bring a lot of business, the most important is to increase the visibility of the enterprise.

  • Good list. Facebook? Depending on the type product I have to say again. Not every product benefits from a fanpage on Facebook. Whos’ your target market? Product Audience?

    Of course under the subject of this article the post-launch list is very short but can’t emphasize enough how equally important this actually is. If you do not properly follow up and keep those relations, your product launch investment will be wasted.

    Arnaud Kleinveld