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Deadly Mistakes for Startup Launches

Deadly Mistakes for Startup Launches 1
DEADLY MISTAKES MOST STARTUPS MAKE WHEN THEY launch Ross Simmonds rosssimmonds.com TheCoolestCoolHave you ever wondered why some startup launches are things of beauty, while others fail to meet the mark Could it be the fault of the founder for not planning well enough in advance Or is it their PR teams fault for not positioning them correctlyThe reality is, not all launches are created equal… HOT NEWS Some get more Some get more social Some have to go back to media than others. shares than others. the drawing board. HOT NEWS Some get more Some get more social Some have to go back to media than others. shares than others. the drawing board.Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years. TESTIn this deck, you’re going to learn 4 deadly launch mistakes and how to avoid them… Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years. TESTUsing Sign Ups As Your Deadly Mistakes 1 Only Metric for Startup Launches Not Planning Your Media 2 Strategy Before Launch Not Asking For Help 3 From Others Thinking Of Launch Day As a 4 24 Hour EventUsing Sign Ups As Your Only Metric Seasoned marketers know this quite well TOTAL VISITORS you’re not going to acquire every single person that visits your site at launch. It should also be pretty obvious that the majority of your customers aren’t going to come from a single 24hour bump in trac. NEW CUSTOMERSUsing Sign Ups As Your Only Metric You need to recognize that your TOTAL VISITORS customers have a lifecycle, before they actually buy your product or sign up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention. LEAD GEN NEW CUSTOMERSUsing Sign Ups As Your Only Metric It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention.You want them to say Using Sign Ups As Your Only Metric It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention.Using Sign Ups As Your Only Metric Rather than solely focusing on new TOTAL VISITORS customers, focus on using your launch to capture emails of relevant leads. Create content that is relevant to their interests and align with your product oering. LEAD GEN NEW CUSTOMERSFor example, if you’re in Accounting Software, create an eBook or course that your target audience would be interested in downloading. The Ultimate Guide FREE: Ask for first name to Managing Your Five Week Course (for personalization) Finances Without email for outreach. How To Charge More An Expensive Than Your Competition Accountant And Win BusinessNot Planning Your Media Strategy Before Launch This is a big one. Planning your media outreach the day before launch is a oneway street to mediocre coverage and results. JULY 2015 JULY 2015 Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 4 5 6 7 1 2 3 4 5 6 7 8 9 10 11 12 13 14 8 9 10 11 12 13 14 15 16 17 18 19 20 21 15 16 17 18 19 20 21 22 23 24 25 26 27 28 22 23 24 25 26 27 28 Not Planning Your Media Strategy Before Launch If you have a product or service that you’re planning to launch within the next twelve months, start planning your media strategy NOW. START NOW Generating press and earning mentions on influential blogs isn’t a 24hour game. Not Planning Your Media Strategy Before Launch For brands that are relatively unknown and new to the market, success in generating buzz will take time and a rigorous eort. First, it’s important to figure out exactly what your key message is. Here are a few stories that tend to resonate with journalists and press: Game changing Founder Has Already product Unique Story Successful Founder Accepted in Raised Relevant To accelerator 500K+ VC Current IssuesNot Planning Your Media Strategy Before Launch Once you’ve uncovered your story, it’s time to start pitching media with the goal of landing a big story. If no one bites, it’s time to go after some smaller fish in the sea. Another great launch strategy is leveraging sites like: ProductHunt CrunchBase ShowHN Reddit BetaList Mashable (Trust me)Not Planning Your Media Strategy Before Launch Once you have a clear understanding of the story you’re hoping to tell, it’s time to start finding the right media outlets and journalists to establish rapport with.  Dmitry Dragilev calls it the Hit List.Not Planning Your Media Strategy Before Launch The hit list is the list of reporters and journalists you need to connect with before and during your launch. This process starts with a quick visit to Google, selecting news, and typing in keywords using the following formulas: Your Industry Startup Your Industry Launch Competitors Name Your Industry InvestmentNot Planning Your Media Strategy Before Launch Another great approach to finding sites worth pitching is using Google image search to track competitors’ primary photos.  COMPETITOR CONTENT Start by finding one of the most recent or popular stories that were used in one of your competitor’s content.Not Planning Your Media Strategy Before Launch Upon finding this image, you would take it over to Google Image Search and see what other blogs or influencers used that image COMPETITOR COMPETITOR COMPETITOR in their content. CONTENT CONTENT CONTENT COMPETITOR COMPETITOR COMPETITOR Once you drop it in, Google will give you a CONTENT CONTENT CONTENT list of articles and Twitter users who shared the image.Not Planning Your Media Strategy Before Launch Your next step is to find out who authored these articles and start building a relationship. It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve. Click for more on this from Dmitry DragilevRaised Relevant To 500K+ VC Current Issues Not Planning Your Media Strategy Before Launch Your next step is to find out who authored these articles and start building a relationship. But don’t stop there… It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve.Reddit (Trust me) Not Planning Your Media Strategy Before Launch Game changing Game changing pr product oduct This is really just the beginning. The key is to recognize that this is about establishing a relationship, nurturing that relationship, and having a story worth writing about when you make the request.Not Asking For Help From Others Don’t be afraid to reach out to your those in your circle for help. Don’t be afraid to ask investors, partners, clients, or past colleagues to support your launch. If you have built strong relationships, this isn’t going to feel like an annoyance to your network; it’s going to feel like a friend or someone they like is simply asking for a favour. Not Asking For Help From Others If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet. Not Asking For Help From Others If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet. Plus, the people who have your back when you need it are the people who you’ll know to support when they need you. (Tweet This)Build a real connection. Add value to their life before you need something. Develop that bond. Don’t be afraid to get personal and hang out. And don’t be afraid to ask for S.O.S help. Click for more on this from Dmitry Dragilev Thinking Of Launch Day As a 24 Hour Event Your launch isn’t a one time thing. your launch is happening 247365Thinking Of Launch Day As a 24 Hour Event SIGN UP You’re always You’re always trying to You’re always trying to launching. get buzz. drive more sign ups generate leads.Thinking Of Launch Day As a 24 Hour Event For some reason, a lot of founders crack a bottle on launch day and think it’s over. In reality, the launch “day” should actually be an entire month of eort and push. Thinking Of Launch Day As a 24 Hour Event It’s not over when TechCrunch writes about you. It’s not over when you’re number one on ProductHunt. It’s not over when the folks at Shark Tank reach out to you. It’s not over until you’ve successfully built a thriving and concrete business.Thinking Of Launch Day As a 24 Hour Event You need to now start looking at how you can get an endorsement from a relevant industry blogger. You need to start thinking about how you can land an interview on a very targeted podcast. You need to start building connections with relevant influencers who would benefit from using your product.Keep that Momentum. Keep Launching. Keep Hustling. For additional tips on how to successfully launch a startup, check out my book Stand Out: A Content Marketing Guide for Entrepreneurs www.standoutguide.comRoss Simmonds www.rosssimmonds.com TheCoolestCool
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