After countless hours of tweaking and editing, your digital product is just about finished.
As you put the final touches on your offering, you can’t help but feel like there’s another big task looming over you.
I’m talking about the launch marketing phase of your project.
It would be so much easier if you could just publish your digital product, create one announcement post on social media, and call it good… but that’s rarely how it works.
Marketing your new product isn’t a one-time thing you check off your to-do list. It’s an ongoing strategy that will help you create more buzz around your digital product launch so that any time you offer a new product, you already have a group of people who are primed and ready to buy.
How do you invest in your launch marketing before you officially launch your digital product?
The first step is to focus on improving your email marketing strategy.
Launch Marketing Goal 1: Grow your email list
When people hear about your brand and visit your website, you’ll want to turn their initial interest into an opportunity for them to take action by joining your list.
Your email list is one of the only platforms you truly own as a content creator. It’s your direct line of communication to your audience. This really comes in handy when you start selling digital products. You don’t want to deal with weird social media algorithms and crowded online communities when you’re in product launch mode.
Think of your email list as your strongest community of brand advocates. They are your “ride or die” fans who will cheer you on during digital product launches. They will also be the first to spread the word about your product launch.
You’ve heard that building an email list is important, but how do you get started even if you have zero email subscribers? If there’s one way to massively grow your email list in a relatively short amount of time, it’s lead magnets.
Create lead magnets for your website
As a content creator, your main goal is to educate your audience on niche topics that relate to your brand and equip them with solutions to relevant problems. You can accomplish this by using lead magnets.
Lead magnets refer to any free incentive you offer in exchange for your audience’s email address. The more valuable your lead magnet is, the more likely you’ll be able to convert visitors or followers into email subscribers. Lead magnets will help you increase your brand awareness, nurture your audience relationships, and build trust.
We have a master list of 20 lead magnet ideas that you can pull inspiration from, but for now, here’s a brief look into the five most popular types of lead magnets.
Printables: Arguably one of the easiest lead magnets to create, printables have become a crowd favorite. You can create planners, calendars, spreadsheets, checklists, or any number of printable options. These lead magnets are quick to download, print, and use, making them a great option as you start to build your email list. If you need some inspiration, look at these printable examples on Pinterest.
Quizzes: Quizzes are more than a set of questions for your audience to answer. They can play an instrumental role in your audience’s own self-discovery process. By providing your audience with a unique personality description, they will feel like you deeply know and understand them. Not only that, but they will feel special when they read a personality description that fits them to a T. Quizzes also give your audience an interactive experience that is fun and memorable, building a great foundation for you to continue building a relationship from.
Ebooks: Sharing your story and expertise is easy with an ebook. You can create a how-to guide on a niche topic that relates to your product launch, or you can share a personal story that your audience will connect with. If you do choose to create an ebook, spend time creating a design that makes your ebook content easy to skim and digest. How your ebook looks is just as important as what it says! You can learn more about designing your own DIY ebook here.
Email courses and challenges: If you aren’t interested in creating a full-blown ebook, you can condense your lessons into a series of emails that your audience will love. An email course or challenge, when paired with exercises and activities, will help your audience not only learn about new topics but also have an opportunity to put what they’ve learned into action. It also gets your audience used to opening emails from you, something that will positively affect your overall email open rates. This comes in handy when you send digital product launch emails!
Video series or audio series: Since 90% of the information our brains take in is visual, using a video series or training can be a great way to build a stronger connection with your audience. If being on camera isn’t your thing, you can create an audio series that still educates your audience about a specific topic. When visuals aren’t needed, an audio series can be a great teaching option because audio files can be listened to passively. This means your audience can consume your content anytime, anywhere, and at the same time as they do another task like washing the dishes or driving.
No matter what lead magnet you choose, it should help your audience learn in a way that is convenient and relevant to them. If you’re not sure what format would be best, ask some of your social media followers through a poll or a survey what they love.
From their feedback, you can choose a lead magnet that works for you and them.
Launch Marketing Goal 2: Nurture the relationship
Once someone signs up for their lead magnet, it’s time to bring out the big guns and start thinking about how you are going to nurture the relationship.
They took the first step by joining your email list. Now it’s up to you to create a lasting impression.
This is essential when you are launching a digital product because you’ll need to earn their trust before you can make a sale. People want to buy products from other people they trust, so your focus in this stage should be on what you can do to provide value and enhance the relationship.
This next recommendation will give you a good start.
Write a welcome email sequence
When you meet someone new at a networking event, you don’t immediately launch into a sales pitch in the first few seconds and shove your business card in their hand.
That would turn the person off. Why? Because they have no idea who you are.
People are much more likely to hear you out if you’ve established a basic level of understanding and trust. It may take a little time to build, but it’ll be worth it once you start selling your products.
You can use this cringe-worthy networking example to guide you on what your email marketing strategy shouldn’t look like and what you should do instead.
Why else should you spend time introducing yourself? While you may think that every email subscriber has interacted with you on social media or read your website copy, it’s possible that your emails are the first form of communication you have with them.
You can’t assume that your audience already knows all about you. Instead, you’ll want to create a welcome email sequence that introduces who you are, what you do, and who you help.
The main goal of your welcome email sequence is not to sell your digital products. It’s to make a strong personal connection with your audience before your sales funnel comes into play.
Inside your welcome email sequence, you can include these emails:
- Email 1: Introduce yourself and tell them what kind of content they can expect from you
- Email 2: Tell a personal story that relates to your ideal audience
- Email 3: Share recommendations and tips that solidify your expertise
However, if you are creating an Interact quiz, we recommend sending a follow-up email sequence after someone completes the quiz and signs up for your email list. (Click here for the exact email sequence template our community uses!)
Here is a brief look at the emails we recommend sending your audience:
- Email 1: Detailed explanation of the person’s quiz result
- Email 2: Tips and personalized recommendations based on quiz result
- Email 3: Soft pitch of your digital product that leads to the bigger sales funnel
You can automatically send the email series over 10 days so the content stays fresh and relevant for your email subscribers. All of this can be done in your email marketing platform. To see what email service providers integrate with Interact, click here.
Launch Marketing Goal 3: Sell your digital product
So what do you do after your subscriber reaches the end of your welcome email sequence?
It’s time for more emails. And, more importantly, more sales!
This time, you’ll be sending your email subscribers a well-thought out sales funnel that strategically leads to your digital product launch.
Lead subscribers into a sales funnel
There’s a big decision you have to make before you launch your first digital product. You need to choose whether you want to create an evergreen or live product launch sales funnel.
An evergreen sales funnel gives you the opportunity to set up an automated email series for a digital product that is always available for purchase. If you decide to create a live launch of your digital product, your sales funnel will look different because it is only available for a limited time.
The benefits of creating an evergreen sales funnel are that it’s easier for you to automate and your audience can buy your digital products whenever they need them. However, a live launch will create more urgency and helps you convince your audience to quickly take action on the limited time offer. Since urgency is a strong motivator, it is often seen a “must” in successful conversion copywriting. If you want to read more pros and cons for each model, you can watch this sales funnel comparison video.
Depending on which launch marketing model you choose, you’ll want to start by increasing your audience’s brand awareness as you lead them through a series of emails that will move them further into the funnel.
As they move through the discovery and evaluation phase, you’ll want to provide your audience with valuable information that educates them on your niche topic. Show them that you are an expert they should trust. Once you have built up this authority and trust, it will be easier for your audience to make a confident purchasing decision.
To learn more about how to create a sales funnel, check out these in-depth how-to guides:
Create a sales page for your digital product launch
- How to Build an Evergreen Sales Funnel
- Pre-Launch Marketing Campaign & Sales Funnel Strategy
- 17 Successful Sales Funnel Examples
There’s been a lot of talk about how to use email marketing to successfully launch your first digital product, but there are other things you can do in this last stage to sell more products. Designing and publishing a product-specific sales page is one of them.
When a person visits your website, they will be looking to see if you have the answers to their problems. The best way to provide those answers is by helping your audience identify what problems they have through interacting with your website content. By giving them call-to-action buttons, you can direct your audience to the places they need to go.
Think about what your potential customer’s path looks like on your website, and make sure it lines up with the sales page you are creating for your digital product launch. There’s no one-size-fits-all way to create a sales page, but here’s a sales page template to help you get started.
You’ll notice that most sales page templates have these core elements in common:
- Opening headline (with a call-to-action button underneath if possible)
- Introduction copy that ethically addresses and agitates the problem
- Explanation of what the solution to their problem could do for them
- List of the benefits behind buying your digital product or working with you
- Highlight your offer and what it includes
- Testimonials from other students or customers
- Personal bio that tells your story and solidifies your expertise
- Explanation of who the digital product is for and answer any frequently asked questions
- Highlight your offer again with a final sales pitch
You can reorganize the order of your content depending on what your goals are, but this sales page outline will give you a good foundation that you can use to start testing your offer. Now you’re ready to take action and start the launch marketing process!
Amp up your launch marketing with this challenge
As you read through this article, you might have had a few moments where you felt a little bit overwhelmed by all there is to get done. It’s understandable!
When you launch your first digital product, it can feel like you have to conquer a never-ending to-do list. (Trust us, it may be long, but it’s not never-ending!) In the meantime, remember that everything you learn the first time around will help you during your next digital product launch.
To make sure that you don’t sweat all the small details and tasks, we challenge you to choose ONE of the launch marketing goals from the list above and list out EVERY task you need to complete.
For example, if you were to choose to create a digital product launch quiz, your task list would probably look like this:
- Choose a quiz topic
- Write a quiz title and description
- Write each personality quiz result
- Choose 7-10 quiz questions
- Write quiz answers with each quiz personality in mind
- Choose imagery for each question or answer
- Create the quiz in Interact
- Connect your email service provider to Interact
- Add your quiz to your website and social media
Now it’s your turn!