5 Overlooked Steps To A Better Launch


There are some essential, but often overlooked steps to launching your business to an engaged audience, not crickets, and that you’re ready to keep them engaged and buying when you launch your business. 

Keep reading to get all the tips for a better, more successful launch.

Get the Ultimate Launch Checklist to launch your business the smart way. Drop your email and we’ll send a free PDF copy to your inbox.

Set up an account with an email marketing provider

Email marketing will have a direct impact on your sales. If you’re tempted to wait until “a better time” to start building your email list, don’t. It’s not as hard as you may think and you’ll be glad you started at the beginning instead of losing leads that could have resulted in earning customers. 

Here’s what you need to look for when choosing an email marketing provider:

  1. What’s the pricing tier? They might offer a free version but sometimes the paid version is a lot more expensive than others. That means you’re getting gouged once you start to grow. And switching to another email marketing software is as fun as dry heaving.
  2. Can you automate emails? For example, if someone opts-in for your weekly newsletter, are you able to set up a series of emails that will automatically be sent at regular time intervals?  
  3. Can you create a form and how customizable is the look of the form?
  4. Does it easily integrate with your website builder or other tools?

Three great options are MailChimp, ActiveCampaign, and Flodesk. All have their strengths and weaknesses. MailChimp and ActiveCampaign are going to be for anyone who’s serious about their email marketing. Flodesk makes it super easy to create beautiful emails so if esthetics is important to your business, this may be the winner for you. It has fewer capabilities than MailChimp and ActiveCampaign though.

Create a coming soon page

Guess what. You can start building your email list before you even launch your business. Create a “coming soon” page and add an opt-in form for people to leave their email address. If you want a visual example, we’re building a template to share with you so you can literally copy and paste it. Drop your email below to get your launch checklist and then we'll email you as soon as the templates are available.

Button line: a coming soon is the biggest defense against launching to crickets. You’ll have a built in audience who are already interested in what you have to offer.  

Set up Google Analytics

If you are technically challenged, this will be your first challenge. It’s what business ownership is about though - tackling new things. 

Google Analytics is what allows you to see what kinds of traffic you are getting to your site. It will tell you where they are coming from, how long they spent on your site, what pages they visited, how many pages, and so much more. You need to learn the basics of Google Analytics because knowing what kind of traffic you are getting to your site is your ticket to knowing what’s working (so you can do more of that) and what’s not working (so you can fix it or ditch it). 

Google has a free course to learn how to use their analytics. It’s worth the time investment. This blog has clear, easy instructions for setting up your account. 

Write a welcome email to go to your new subscribers

You’ve got an opt-in form on your website and you’re getting new subscribers. Now, you need to send them a welcome email and then a simple series of emails to keep them engaged. Here’s a simple way to create 5 emails:

  1. Email #1: Thank them for subscribing and let them know what they can expect from you. This should be sent immediately upon them subscribing to your email list. Offer them a valuable piece of advice. If you are creating a skincare line, give them a tip on what kind of ingredients to look for to increase hydration. (This ingredient should be something that will be featured in your skincare line.) Bonus: ask them a question and have them answer in a reply to you. For example, if you are a personal trainer, ask them: “what’s your biggest fitness challenge? Hit reply with your answer and I’ll answer it in my next email to you.” Now you know exactly what’s n the mind of your potential customers.  
  2. Email #2-4: Keep offering them valuable tips. These don’t have to be lengthy emails. Shorter emails often perform better. Give them any updates to the development of your company like your social media channels (ask them to follow). 
  3. Email #5: Announce the launch of your company and direct them to visit your new website. If you sell a product, give them a discount code. If you sell services, offer a freebie if they book within 30 days.

Build your content calendar

When you launch your business, you want your content to be on autopilot for at least 6-8 weeks. You’ll thank yourself for this 10 times over. 

Decide what core topics you will write/talk about. Aim for 4-5 topics. They should be broad enough that you can write indefinite content around those topics. For example, Ineo’s core topics are the value of marketing, how to build a strong brand, marketing tips, and business tips. We will never run out of ways to talk about these topics. When you create content, they should align with one of these core topics.

If you will be publishing a blog, creating videos for youtube, or recording a podcast, create the outline of your content and record/write as any of them as you can before you launch and schedule them for auto post. The amount that you pre-schedule depends on the frequency that you plan to publish. Important: track how much time this takes you so you can block the right amount of time to continue doing this after you launch. Then, once you have these pieces outlined, write social media posts on the same topics. You can write posts with one of two goals: 1) promote your newly published content or 2) recycle the same content without the direct plug to your published content. This builds consistency and trust. 

If you are not going to publish a blog, youtube videos, or a podcast, start outline social media posts that fall within your core messages. Tip: go to Answer The Public, Quora, and Reddit to see what people are talking about. 

To make your life easier, create Instagram feed templates in Canva so you don’t have to create from scratch every time. You can also purchase templates. Just google it - there’s a ton to choose from. And, build a library of stock photos that you like. Pexels and Unsplash are great resources for that. 

Get it all prescheduled and ready to post. Now celebrate. That was a lot.