How We Helped Carol Deveney
Achieve Another 6-Figure Launch
A Step-by-Step Guide to Successful Online Launch Strategies
By Siân Morgan-Owen
Disclaimer: This post may contain affiliate links for which I may make a small commission at no extra cost to you, if you make a purchase. I only recommend products I love.
6 Figure Launch - Introduction
An online launch is a structured plan designed to introduce a new product, service, or program to a targeted audience. It’s typically for entrepreneurs, coaches, consultants, and small business owners who want to create significant buzz and drive sales quickly. The launch process involves several phases, including pre-launch preparation, the actual launch, and post-launch activities. In this blog, we’ll walk you through how we supported Carol Deveney’s “Get Ready to Work With Corporates” challenge launch for the second year running, resulting in another impressive 6-figure success.
Breaking Down Your Launch into Manageable Phases
Sometimes, it’s easier to break your launch into three sections to ensure you cover all the necessary steps. By dividing your efforts, you can focus on specific tasks and maintain a clear strategy throughout the process.
Different Phases of a Launch
- Pre-Launch: Audience building, planning content, creating landing pages, and registration pages.
- Launch: Hosting live events, increasing social media activity, optimising sales pages, and maintaining high engagement.
- Post-Launch: Sending follow-up emails, ongoing engagement, performance analysis, and continuous customer support.
Pre-Launch Phase
The pre-launch phase is all about building anticipation and expanding your audience. For Carol, this began weeks before the official launch. Despite already having an engaged email list of over a thousand people, the focus was on amplifying lead generation and audience building. We utilised lead magnets to attract new subscribers and made sure all traffic was directed towards sign-ups and adding to her email list.
Around six weeks before the launch, we started planning the type of launch Carol would use. She chose a challenge launch again, a strategy that had previously given her a 6-figure outcome. This phase involved meticulous planning of emails, social media posts, landing pages, and registration pages. The goal was to ensure everything was ready to engage her audience effectively.
The Launch Phase
During the launch phase, all the preparation comes into play. Carol’s challenge launch took place in a pop-up Facebook group, featuring three live training sessions over three days, culminating in a fourth-day mastermind session. This method creates a high-energy environment where participants can interact, learn, and get excited about the upcoming offer. The group was opened a couple of days before the first challenge day to give people time to introduce themselves and make connections.
Digitally Dazzling’s role during this phase of the launch was to keep the group lively and engaged. Although some posts are scheduled it’s important to interact in the group to feel the vibe of the group and to be on hand to create additional posts answer/ask questions the group are interested in or move posts to fit with the mood of the group and topics of conversation. A task that’s both time-consuming and crucial for a successful launch.
We crafted group posts to stimulate conversations and maintain high energy levels. Contrary to common mistakes, we made sure to stay highly active after the cart was open during sales week. We organised interviews with previous alumni to share their success stories, further encouraging new sign-ups. By the end of the two week challenge, the pop-up group had impressive stats:
- 984 members – people were still joining the day of cart close.
- 204 posts
- 9,200+ comments
- 15,000+ reactions
- 5 prizes won
- 4 bonus
- 2 mic drop bonuses
- 3 special gifts
Before cart opens, it’s important to ensure people watch your lives and engage in your daily tasks. Offering prizes at the end of the challenge is a great incentive. Between cart open and cart close, it’s essential to keep driving sales by engaging your audience, providing incentives like early bird and mic drop bonuses, whilst maintaining high energy levels in your community
The Post-Launch Phase
The post-launch phase is just as important as the earlier stages. It’s about nurturing new customers and evaluating the launch’s success. Here’s what to consider:
• Follow-Up Emails: Send thank you emails, feedback requests, and additional resources to new customers to ensure they feel valued and supported.
• Ongoing Engagement: Continue engaging with your audience through social media and email newsletters. Share success stories, user-generated content, and updates about your product or service.
• Performance Analysis: Review the performance of your launch. Analyse metrics such as sales, website traffic, and social media engagement to understand what worked and what didn’t.
• Customer Support: Maintain excellent customer support to address any post-purchase questions or issues.
• Pop-Up Social Media Group Reflection: Use your group to gather feedback, celebrate successes, and you could use it to plan future activities to keep the community engaged.
• Downsell and Upsell Strategies: It’s important to have a downsell option for those who are not quite ready for your signature offer and an upsell for those who have previously participated in your signature offer. This ensures you cater to different segments of your audience, maximising your revenue potential.
Launch Advice and Tips
A successful launch strategy involves careful planning and execution. Here are some key tips:
- Build Your Audience Early: Start audience building well before your launch. A warm, engaged audience is more likely to convert.
- Use a Multi-Channel Approach: Promote your launch across various channels—email, social media, webinars, in other peoples memberships/groups and more.
- Engage Constantly: Keep the energy high in your groups and pages. Engage with your audience through live sessions, Q&A, and interactive posts.
- Evaluate and Adjust: After your launch, review what worked and what didn’t. Use these insights to refine future launches.
Common Pitfalls in Launching
Even with the best intentions, many launches don’t achieve their desired results. Understanding why launches fail can help you avoid these pitfalls and set your own launch up for success. Here are some common mistakes and how to avoid them:
- Neglecting Audience Building: One of the biggest mistakes is not focusing enough on building and nurturing your audience before the launch. Without an engaged audience, your launch WILL fall flat because there’s no one to sell to. The average conversion rate is around 3% (although Carol managed 10.75%.). Start building your email list and social media following well in advance. Regularly engage with your audience to keep them warm and interested.
- Poor Planning and Execution: A successful launch requires meticulous planning and execution. Rushing through the planning phase or skipping crucial steps can lead to chaos and missed opportunities. Make sure you have a detailed launch plan, including timelines, content calendars, and marketing strategies. Stick to your plan, but be flexible enough to adapt as needed.
- Inconsistent Messaging: Your messaging needs to be clear and consistent across all platforms. Mixed messages can confuse your audience and dilute the impact of your launch. Ensure that your branding, value proposition, and calls to action are aligned across your website, social media, emails, and any other channels you use.
- Ignoring Data and Feedback: Failing to analyse data and listen to feedback can hinder your ability to improve future launches. Track your metrics, such as email open rates, click-through rates, and conversion rates. Use this data to understand what worked and what didn’t. Additionally, gather feedback from your audience and participants to refine your strategy.
- Overloading Your Audience: Bombarding your audience with too many emails, posts, and promotions can lead to burnout and disengagement. Find a balance between keeping them informed and not overwhelming them. Space out your communications and ensure each piece adds value.
- Lack of Engagement During the Launch: It’s important to stay active, engaged and available during the entire launch period. Stepping away, especially during the sales phase, can lead to missed opportunities. Keep the energy high in your social media groups, respond to comments, and host live sessions to maintain momentum.
- Not Testing Technology and Tools: Technical glitches can derail your launch. Ensure all your landing pages, opt-in forms, payment gateways, and email sequences are working perfectly before the launch. Test everything multiple times to avoid any last-minute surprises.
- Failing to Follow Up: Many launches fail because there’s no follow-up with potential customers who didn’t buy during the initial launch. Implement a follow-up strategy to re-engage these leads. Send reminder emails, offer limited-time discounts, or provide additional value to nudge them towards a purchase.
Avoiding these common mistakes can significantly increase your chances of a successful launch. By focusing on audience building, careful planning, consistent messaging, and ongoing engagement, you can create a launch that not only meets but exceeds your expectations. Remember, a successful launch is a combination of strategic preparation and dynamic execution.
Final Thoughts
Carol Deveney’s recent success is a testament to the power of a well-executed launch strategy. By getting the right support, meticulously planning and engaging with her audience, she achieved another 6-figure launch without the need for affiliates.
If you’re looking to replicate this success, consider the comprehensive support packages offered by Digitally Dazzling. From pre-launch planning to post-launch support, we’re here to help you every step of the way.
Check out our online launch support packages and let us help you make your next launch a success.