Brand launches are exciting.
But it’s tough to do them right.
A lot is at stake, especially in the beginning.
There is no tried and tested channel to invest money in, because the entrepreneur has tried anything, in the beginning, except when they have launched brands in the recent past.
Entrepreneurs can invest their money and attention across channels and platforms when launching a brand.
There are ads (both social and search), organic social, emails, SEO, influencers, content marketing, and more.
There isn’t a lot of money, as most entrepreneurs use their own funds in the beginning so they need to prioritize what to start with first.
Here is a plan to begin with.
For the first two months, do the following:
Start with influencers and paid social to get users to your site and get data insights.
Go with a small budget with influencers first and then increase it as the sales grow.
When working with influencers, research them, so that you know their audience, and when the campaign starts, equip them with everything they need from content, imagery, and response to anticipated questions.
Retarget those who visit your site. Take a fraction of users to the top of the funnel content for brand awareness.
Continue running a series of ads to target those who visit specific pages on your site.
Study what customers do on your site, during the first and subsequent visits. Use these insights to optimize your site or app for conversion.
Use paid search ads that land on product pages for conversions. This will help with early revenues.
Put those who don’t purchase right away (the majority) in an email sequence for nurturing and prompting them to buy.
Use all this to fine-tune your offer and run with the best converting one.
From the third month onwards start with inbound channels including SEO, YouTube, and Podcast.
Continue with improving the effectiveness of your ads by working on copy and graphics, and also invest in conversion rate optimization (CRO) using tools like VWO to convert more of those who land on your product pages.
Don’t try to do this on your own. Get experts on your side to run and optimize ads and landing pages. This will save you both time and money.
You’ll make mistakes and some of your approaches won’t work. Take it as learning and move forward.
By the end of three months, you’ll know which offer, which ads, and which platform is working well for you. Double down on those.
Ask me if you have any questions.