Launching digital products can feel pretty overwhelming, especially if you’re new to it. You might be asking yourself, “What do I tackle first? And what to do second? And what’s next after that?” It can definitely feel like a lot to handle. But don’t worry—a well-structured plan can really make all the difference. That’s where this simple seven-step digital product launch plan comes in.
In this post, I’ll guide you through the essential steps to set your digital product up for success.
You’ll get a straightforward launch strategy packed with actionable steps, practical tips, best practices, and helpful tools. This guide will take you from setting your digital product launch goals all the way to launch day and beyond.
Before we dive into the nitty-gritty of launching digital products, let’s cover the basics.
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What Is Launching?
Launching is all about getting your digital product out there and introducing it to the market. Picture it like opening the doors of a new store for the first time—you’re inviting people in to see, experience, and enjoy what you’ve created.
It’s that moment when all your hard work, creativity, and planning finally come together. This is your chance to connect with your audience, make a real impact, and of course, start generating revenue from your digital product.
What Does Launching a Digital Product Include?
Launching digital products isn’t just about hitting the “publish” button and crossing your fingers.
It’s a thoughtful and strategic process that involves several key steps.
Here's exactly what you'll need to do:
A bonus post-launch step: The real success of your digital product depends on what happens after the launch day. To keep bringing customers and sales on autopilot, explore and implement evergreen marketing channels.
Now that you have a high-level overview, let's go through these launch steps together.
Step 1. Set Your Goals.
First things first—before you dive into your digital product launch, it's important to set clear goals. Your goals will guide every decision you make and every action you take from here on out.
You can set goals for the number of people you want to reach, the number of products you want to sell, the target conversion rate you'd like to achieve, or the amount of money you want to earn.
Setting financial goals is a great starting point. Ask yourself: How much money do you want to make from this launch? By setting a specific revenue target, you’ll be able to calculate how many digital products you need to sell to hit that number. This, in turn, will help you figure out how many people you need to reach to make those sales happen.
For instance, if your goal is to make $10,000 and your digital product is priced at $100, you’ll need to sell 100 copies. Obviously, reaching 100 people is not enough, as not everyone you reach will convert into a customer. In fact, the average conversion rate in the digital product industry is 2-4%. At a 2% conversion rate, you'll need to reach 5,000 people to achieve your goal.
Knowing these numbers upfront makes it easier to plan your marketing efforts, choose the right channels, and tailor your message to the right audience. It’s all about creating a clear vision that aligns your efforts and keeps you focused.
Free Digital Product Calculator
Good news: You do not have to calculate these numbers by yourself. I built a free digital product calculator that will help you figure out exactly how many people need to see your product for you to achieve your financial goal.
Try it out and remember to bookmark it for later—it will come in handy for all your future launches.
Step 2. Create a Launch Timeline.
Now that you know your goals, it's time to set a launch date and map out a launch timeline. Trust me, a well-thought-out plan ensures that you stay on track and don't miss any critical steps. So, a bit of planning goes a long way.
Let’s explore how to effectively define your launch date and create a clear timeline for success.
Setting a Realistic Launch Date
Choosing the right launch date is like picking the perfect date for a party — too soon, and you'll be too stressed with key things missing or too late, and all of it will water down with you and your attendees (in this case, customers) losing your enthusiasm.
Here are some tips to help you set that perfect launch date:
Assess your readiness: Make a list of everything you need to do before you launch. From creating marketing materials to reviewing every step of the sales process, you want to be sure you know precisely what needs to be done.
Factor in industry trends: Aim to launch when your audience is likely to be most active. Avoid slow seasons and busy holidays unless your product ties into them.
Give yourself room: Life happens. Having some buffer time between now and the launch date helps absorb any unplanned hiccups.
Creating a Detailed Launch Timeline
Once the launch date is locked in, it’s all about the timeline. Think of it as your roadmap. It guides you from where you are now to a successful product launch, making sure nothing slips through the cracks.
Key components to include in your launch timeline:
Initial planning: Outline your goals, define your target audience (if you haven't already), and develop your key messages. Time needed: 1 day.
Marketing preparation: Prepare all marketing materials, such as product photos and other marketing visuals. Determine the launch strategy and channels you plan to use. Time needed: 3-14 days, depending on the complexity of the product and your launch.
Technical setup: Plan the time to build your sales page and sort out technicalities, like payment systems. Time needed: 2 days.
Testing and feedback: Run tests to catch any last-minute issues. Ask for feedback from your trusted sources, like friends and family, to test user experience and fine-tune your product. Time needed: 1-2 days.
Final checks: As the launch approaches, double-check everything. This includes web pages, payment gateways, and support systems. Time needed: 1 day.
Launch day: Everything is set. Execute your plan, engage with your audience, and celebrate the fruit of your hard work!
All planned? Perfect—you've already completed the first launch stage. Now, let's move on to the marketing preparation.
Step 3. Design Product Photos and Marketing Visuals.
You have developed an amazing product. But how can potential customers know how amazing it is without you revealing too much? The answer lies in product photos and marketing visuals. Think of them as sneak peeks into your product that create a strong first impression.
Let's explore how you can ensure that this impression is unforgettable.
Creating Product Photos
If I’ve learned one thing in over 6 years of selling digital products, it’s that people often decide whether to buy based on photos alone—without even glancing at the product descriptions.
So, here are a few tips to make your product photos turn curious visitors into buyers:
Show your product in action: Let’s face it, seeing is believing. Use sleek, professional mockups to show how your digital product looks when in use. For example, if you're starting a resume shop, display your resume templates on screen and paper. This helps potential buyers picture themselves using them and adds a touch of professionalism that makes your product stand out. (Looking for great mockups? Try Moyo Studio, my personal favorite!)
Highlight key info right on the photos: Don’t just rely on the description—make your photos do some talking too. Add text overlays to your images to highlight the most important features or benefits. This is especially handy for things like eBooks or templates, where a quick glance can give buyers the info they need to decide.
Keep your visual style consistent: A consistent look across all your product photos helps build a strong, recognizable brand. Pick a color scheme, lighting, and layout that reflects your brand and stick with it. It not only makes your site look more polished but also helps visitors quickly recognize your products and feel more confident about buying.
By using these tips, you’ll make your product photos work harder for you, capturing attention and driving more sales.
Designing Marketing Visuals
Besides product photos, you’ll need additional graphics to promote your product and communicate your message across every platform.
For example, you'll need to create:
Essentials for your sales page: The sales page is where first impressions count the most. Make sure to include high-quality product images. For digital products, include screenshots or mockups that show what it looks like in use. Encourage trust by using testimonial photos of users who love your product.
Promotional material graphics: Design engaging graphics for various marketing channels that fit within your brand’s look. Create graphics for Pinterest, Instagram, LinkedIn, or any other platform you plan to use to promote your products.
With the right visuals, you'll grab attention and hold it, enticing potential buyers to learn more. (And ideally, buy more.)
Step 4. Create a Product Sales Page.
Creating an engaging sales page is a critical step in launching a digital product. The sales page is your chance to capture attention and convince potential customers that your product is worth their time and money.
Let's break down two major components of a winning sales page: crafting compelling copy and incorporating testimonials.
Crafting Compelling Copy
Writing compelling copy for your product's sales page is much like telling a captivating story. You want to draw the reader in and keep them hooked.
Here are some tips to make your product descriptions pop:
Highlight benefits over features: While features show what your product does, benefits explain how it can transform the buyer's life. Instead of saying, "This done-for-you job search toolkit has 200 pages," say, "Launch your job search toolkit today with a done-for-you product."
Use clear, simple language: Avoid jargon and complex words. Keep it simple so everyone can understand quickly. For instance, instead of "utilize," say "use."
Create a sense of urgency: Use phrases like "limited time offer" or "only a few spots left" to nudge people to act fast.
Speak directly to the reader: Use personal pronouns like "you" and "your" to make the reader feel the message is speaking directly to them.
A/B testing: Experiment with different phrases and structures to see which resonates more. Sometimes just a few tweaks can significantly boost conversion rates.
Think of your sales page as a bridge. It connects a potential customer's need with the solution your product offers. Build a sturdy, convincing bridge.
Incorporating Testimonials and Reviews
Social proof is like having a trusted friend give a thumbs-up before you make a purchase. It makes people feel secure about their decisions.
Here's how you can use social proof effectively:
Feature authentic testimonials: Genuine testimonials build trust. If possible, include names and photos to humanize your product.
Highlight key reviews: Choose reviews that focus on your product's benefits and how they've positively impacted the user's experience.
Include quantifiable outcomes: Numbers speak volumes. If a user claims your product "increased their productivity by 50%", display that prominently.
Video testimonials: If possible, add short video testimonials. They add a personal touch and can be more convincing than written text.
Focusing on writing clear, benefit-driven copy and showcasing authentic testimonials. This can significantly enhance your sales page’s ability to convert visitors into buyers when launching your digital product.
Step 5. Set Up the Payment System.
It's time to sort out technicalities and make it easy for customers to pay for your digital product.
If you're launching a digital product for the first time, selecting the right payment processor is crucial. You'll want things to run smoothly, so let's get into some things you need to consider.
Choosing the Right Payment Processor
A payment processor has to fit your needs just right, without complicating things.
Here are some key factors to look at:
Fees: Watch out for extra charges like setup fees and transaction percentages. These costs can sneak up on you like hidden villains. A little math can go a long way—compare different processors and see how much it might cost you based on expected sales.
Ease of use: You don’t want to fumble around with a complicated setup. Look for processors that integrate easily with your website or sales platform. Think of it like finding a puzzle piece that slides right into place.
Security: Customers need to know their payment info is in safe hands. Look for processors that offer solid security features, like advanced encryption and fraud detection. It’s like having a strong lock on your store’s door.
Customer support: Nobody wants to be stuck without help. A processor with good customer service will be there to rescue you if things go wrong.
Payment methods: You don't want to miss out because your processor doesn’t accept popular payment methods. Ensure they support credit cards, digital wallets, and any other forms your audience prefers.
Taking the time now to choose the right payment processor can save you headaches down the line. It’s a decision that could impact the success of your digital product launch. Remember, the right choice can make transactions as smooth as silk for both you and your customers.
Step 6. Test the Entire Purchase Process.
You don't want to put weeks or months of hard work into your launch only to find out your customers are struggling to buy your digital product. So, before letting your digital product out into the world, test the entire purchase process thoroughly.
Let's make sure your customers have a smooth, enjoyable journey from start to finish.
Conducting a Pre-Launch Test
A pre-launch test is your rehearsal before opening night. It helps you identify any bumps in the road. Here's how you can do it:
Step into your customer's shoes: Play the role of a customer and go through the entire sales process yourself. This means starting from your product page and ending with a confirmation email. What do you notice? Are the steps easy to follow, or do you find yourself confused?
Check payment processing: Make a test purchase using different payment methods. This could include credit cards, PayPal, or any supported method. Ensure that each transaction goes smoothly and promptly. If there's an issue, it's better you find out now than later.
Ask friends or family to be your testers: Sometimes, we miss things because we're too close to the project. Ask a few friends or family members to test the process. They'll bring fresh eyes to the funnel and might spot hiccups you missed.
Review automated emails and confirmations: Ensure all automated messages are clear and correct. These emails are part of your customer’s experience, and they should match the quality of your product.
Troubleshoot and fix errors quickly: If you find any issues during testing, prioritize fixing them right away. The goal is to avoid any last-minute stress when real customers start purchasing.
Pre-launch testing gives you the confidence that your system works and that your customers will have a positive buying experience. For your first digital product, triple-checking everything is not just beneficial—it's crucial.
Step 7. Start Promoting Your Digital Product.
All set? Perfect! It means it's time to start spreading the word and getting your product in front of the right audience. This is the most exciting stage of a launch and it's often the first one your customers will see. (Only you will know all the work that has gone into preparation beforehand.)
To maximize your impact, focus on two critical aspects: selecting the most effective promotion channels and leveraging content to boost your reach.
Choosing the Right Social Media and Promo Channels
Selecting the right platforms is essential for reaching your target audience. Here’s how to choose the best ones for your product:
Reflect: First, ask yourself what type of content you could enjoy creating long-term. Do you prefer writing or talking? Short-form or long-form content? Your marketing needs to be consistent and sustainable so check in with yourself first and use that insight to narrow down your choice of social media marketing channels.
Understand your audience: Where does your target audience spend their time online? Use analytics and surveys to pinpoint the platforms they prefer.
Platform strengths: Match your product to the platform's strengths. For example, if your digital product is visually stunning, Instagram and Pinterest are the best choices. If you have a B2B product or product for professionals, LinkedIn might be the place to be.
Focus on a few channels: Rather than spreading yourself too thin, concentrate on one or two platforms where you can maintain a strong and consistent presence.
Paid advertising: Consider investing in targeted ads on platforms like Facebook, Instagram, or Google Ads to reach a broader audience quickly.
Leveraging Content
Content is the fuel for your promotional engine. Here’s how to use it effectively:
Create valuable, shareable content: Develop content that provides value to your audience. This could include how-to guides, insightful blog posts, or behind-the-scenes videos. The goal is to create shareable content that naturally spreads the information about your brand or product through word of mouth.
Use content to build authority and connection: Regularly publish blog posts, videos, or podcasts that position you as an expert in your field. This not only drives traffic but also builds trust with potential customers.
Repurpose content: Maximize your content's reach by repurposing it across different formats. A blog post can be turned into a video, an infographic, or a series of social media posts, extending its life and impact.
Ensure your strategies are consistent and tailored to the platforms you choose—a little finesse in your approach can 10x your product's success.
Post-Launch Step. Plan your evergreen marketing strategy.
When launching a digital product, your marketing strategy should consistently work for you in the background, selling your products 24/7. Having an evergreen approach means that your efforts can continue churning out sales long after the initial promotion.
Let's explore some key tactics to keep your marketing efforts running smoothly and effectively.
Explore Evergreen Marketing Channels
Blog Posts: Write SEO-optimized blog posts that target long-tail keywords relevant to your product. For example, if you've just launched your resume template shop, instead of relying solely on your shop to drive traffic from Google, write blog posts with keywords such as "best ATS-friendly resume templates for career changers". This content can rank on search engines and attract organic traffic for months or even years. Focus on creating posts that educate your audience about topics related to your product, subtly integrating your product as a solution.
Pinterest: Pinterest is a powerful tool for driving traffic to your website or product page. Create visually appealing pins that link back to your content or sales pages. Regularly pin content that aligns with your product’s niche. Use Pinterest SEO by incorporating relevant keywords in your pin descriptions.
YouTube: Create tutorial videos, product demos, or explainer videos that provide value to your audience. These videos are evergreen, meaning they can continue to attract viewers and drive traffic long after they’re published. Optimize video titles, descriptions, and tags with keywords to ensure they appear in search results.
PR and Media Features: Pitch your product to relevant media outlets, blogs, and podcasts. A feature in a well-regarded publication can provide lasting credibility and drive long-term traffic. Pro tip: Try platforms like Featured and Qwoted. (That's how my story about selling resume templates on Etsy got featured on Business Insider!)
By focusing on these evergreen marketing channels, you ensure that your product continues to attract attention and generate sales long after the initial excitement and novelty factor fade.
Implementing Automated Marketing Tactics
Besides evergreen marketing channels, keeping the momentum alive after the initial launch also requires some clever planning.
Here are a few actionable tips on harnessing the power of automation:
Automated email sequences: Picture your email marketing like a series of friendly nudges. By setting up automated sequences, you can guide your potential buyers from curious browsers to committed buyers. Start with a welcome sequence to introduce your product and highlight its core benefits. Follow this with time-triggered emails that share customer testimonials or exclusive offers.
Social media scheduling: Just like planting seeds in a garden, scheduling posts in advance allows your content to grow and engage users without constant attention. Tools like Tailwind can help you maintain a presence on platforms without burning out. Aim for a mix of promotional content, valuable tips, and customer stories to keep your audience engaged.
Automation isn’t about replacing the human touch. It’s about making sure that your digital presence is constantly working for you, even when you're not actively monitoring it.
So, How to Launch a Digital Product?
If you're wondering how to launch your first digital product, the answer is simple: Follow this simple 7-step launch plan. From setting your launch targets to planning an evergreen marketing strategy, these steps ensure you're not flying blind and help you achieve your goals.
Your Next Steps:
Bookmark this article and the free digital product calculator to have them at hand for your future launches.
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