Product Launch Marketing Plan
You can edit and personalize the template according to your company’s needs. Use it to develop a robust and strategic plan to help your team members and stakeholders understand your goals and support them through a successful launch.
This template will provide you with:
- An entire spreadsheet to stay organized from start to finish when planning a product launch.
- A robust and clear plan for all stakeholders, marketers, writers, and senior management to follow.
This product launch marketing plan will help you reflect on and develop:
An overview of the plan
Marketing positioning and messaging
Website and content
Email and social media marketing
Paid media strategy
Partner marketing opportunities
What should a product launch plan include?
A product launch plan is one of the most important pieces of bringing your product to market. When developing this plan, you should:
Set your product launch date
Define product launch goals
Perform a competitive analysis
Define your ideal customer profile (ICP) and their pain points and solutions
Write product messaging brief/positioning statement
Create your web presence, define SEO keywords, and develop a content calendar and email calendar
Create engaging copy and imagery for social media platforms and develop a social content calendar
Determine if a press release is needed
Develop paid media campaigns
Identify if there are partners it makes sense to co-market/co-launch the product with
What are the stages of a product launch?
The stages of a product launch include the following:
- Planning around the product itself (e.g., idea generation, product screening, and concept development)
- Defining launch goals and market positioning and messaging
- Executing owned marketing tactics (e.g., website development, SEO, content development, email promotion planning, and social media content calendar creation)
- Planning for paid media and PR
- Creating and internal launch plan
- Planning for any partner marketing
- Executing the product launch
- Analyzing performance and making adjustments as needed
How can I create a product launch marketing plan?
Develop your RACE framework, which gives marketers quick access to practical, actionable data about their customers' experiences of your product:
- REACH your audience via search engines with an SEO strategy, social media, email marketing, and content marketing. Content marketing can be especially powerful with a plan for product-related blog articles, infographics, and more.
- ACT on your audience via your website. Develop interactive content/tools for your audience to convert on. Optimize your content and website for lead conversion, time on page, and opportunity to interact with content.
- CONVERT your leads using CRO and marketing automation. Turn leads into revenue.
- ENGAGE your current customers. Happy customers are your best advocates for reaching new customers!
What should a product launch marketing plan include?
The key to successfully introducing your product to the market is having a comprehensive product launch plan. Here are the steps to developing your product launch plan:
- Setting a clear launch date for the product
- Defining specific launch goals for the product
- Conducting a competitive analysis to understand the product landscape
- Identifying the ideal customer profile (ICP) along with their pain points and the solutions your product offers
- Creating a messaging brief and positioning statement to communicate your product's unique value proposition
- Establishing an online presence by developing an SEO keyword strategy, content calendar, and email calendar
- Generating engaging copy and imagery for social media platforms and developing a social content calendar
- Assessing the need for a press release
- Creating paid media campaigns to drive traffic to the product
- Identifying potential partners to co-market or co-launch the product with
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Time to start planning your product launch!
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