When I first started my business, the most exciting, scary, fun, terrifying day was launch day.
That’s the day when all the self-doubt and fear rear its ugly head. But it’s also a time when all the possibilities of things to come entered my mind. I don’t think I slept at all on the night before I opened my virtual doors. The thought of whether I should even be in business at all nearly stopped me several times. But I’m so glad I kept on going. Even with all the ups and downs, it was so worth it.
Once you’ve done all of the background work on building your business, it’s time to count down the days until the launch. As the big day draws near, here are the things you need to do to get ready to open your doors.
Far ahead of your launch, make sure that all of your systems work. Check all email addresses or other forms of contact. If you have an online store, make sure the shopping cart works. Test all technical aspects of your business so that once your business is open, there won’t be any bumps in the road. Make sure you have your tech support service ready at-hand in case there are problems. I can’t stress this enough. There’s always a chance that even if you have everything tested, something might go wrong. And that’s okay, because you’ll be prepared for anything that might come your way.
Develop a Launch Plan
Create a marketing plan that’s specifically for your launch. Decide where you’re going to publish what and when. Try to keep a steady stream of content about the launch as you lead up to the day.
Build the Buzz (Pre-Launch)
Starting a month before your business launch, start building the buzz. Let people know that you’re about to launch and give them a taste of what they can expect. Share information on social media. Wherever possible, get people involved. Hold contests or ask for ideas to get your audience interacting with you.
Seek Social Proof
One specific way to build the buzz is to reach out to influencers or experts in your niche and give them a sample of your product or service in exchange for a testimonial. They can tell others the benefits they got from using your offering and you can use this to promote your launch. Have a beta test group try out your product and give you feedback. This will also help you to build up some testimonials before you open your doors.
As you get ready to launch, this is a great time to conduct some market research. Give select members of your audience a sneak preview of your business and get their feedback. See if there are any improvements they’d like to see made and tweak ahead of the big day.
Get Your Tracking Systems in Place
Choose the metrics you’ll use to measure your business performance. Get a tracking system in place that involves regular monitoring and occasionally sitting down for a deeper analysis.
Consider an Initial Discount
You might want to consider offering a discount on products and services to celebrate the launching of your business. Offer a bonus, discount, or additional free offer for those who place orders on the first day. Set a limit to add some urgency.
Plan for the Big Day
You need to do more than just plan the pre-launch. You’ll have to be on-hand to make sure that everything goes as smoothly as planned. There will also be things to do post-launch, like following up with customers, looking for new promotional opportunities, and watching your metrics.
Take Care of Yourself and Give Yourself Grace
Get plenty of rest the night before your launch. You’ve put in all this awesome work and you don’t want to crash and burn on launch day.
On launch day, things may not go perfectly for you. You’ll get through it. Give yourself some grace.
Launch day is the big payoff for all the work that you’ve been doing. Keep these tips handy to help you make your launch day a success.