The Secrets to a Successful Business Launch

by Beth Rifkin

2 min read

Your launch may be the most important moment in the life of your business. A well-executed launch could result in a great financial year and set you up for success for years to come, so it is well worth the time and effort to plan every detail of the event. For a successful launch, identify your target market clearly and offer them plenty of incentives to patronize your business from day one. Learn more secrets to a successful business launch.

Know Your Audience

Knowing your audience, also known as your target market, is vital for a successful business launch. There are a variety of ways to gather intelligence about your target market. You might, for example, conduct market research online with tools such as Think With Google Marketer’s Almanac or SurveyMonkey to gather data about your target audience. You might also do some of your market research offline, especially if you’re launching a brick-and-mortar business. Consider visiting competitor businesses to gain insight about their customers, their products, and the gaps your business can fill.

Build a Mobile-Optimized Website

More than 50% of Canadians surf the web using their smart devices, according to a recent comScore Canada study. You’ll need a mobile-friendly website for your launch to be a success. If you’re launching an e-commerce business, or a brick-and-mortar store with e-commerce options, ensure your website is optimized for small screens, offers a one-click shopping cart, supports multiple languages, and connects easily to social media. Websites that with responsive design or optimization for mobile use also should have resizable graphics, maps and directions, and location awareness for a better user experience.

Build Buzz with Daily Marketing

You need people to show up and patronize your business on launch day. Build a daily marketing strategy to build momentum for your opening. Consider starting your daily marketing with low-cost approaches, such as blog articles, social media posts, and videos to build buzz steadily. As the event gets closer, you might consider distributing a press release and engaging guerrilla marketing tactics, such posting fliers or engaging in a publicity stunt to get the media to take notice. Set goals for the numbers of people in your target market you want to interact with, and consider using analytics tools such as HubSpot to learn which marketing elicits the highest response.

Offer a Sweet Deal

Few things inspire consumers to look your way like free deals and great discounts. To bring people in your doors for your launch, offer your target market a free product or a significant discount on an expensive product – say, 50% off – in exchange for their contact information. Even if your business website isn’t quite ready, you can point your URL to a lead capture page featuring information about the offer so that you can have a robust mailing list for your post-launch marketing activities.

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