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Often, editors include links to their social media accounts — which are also great places to warm relationships and lightly pitch.


Make your email pitch personalized. Never send a mass email and bcc editors and freelance writers. Your email should be succinct and should show thorough research of the editor and should provide value. Include images, offer product demos and quotes from you or your CEO where possible. If you have a visual product and you have a medium to distribute it your Instagram, Tumblr, Pinterest, etc. Viral marketing is the holy grail.

Viral Marketing Im E-Business by Jean-Manuel Leonardi (2008, Paperback)

Plus, it can be quite expensive to make a video in the first place! You have to have some major time to ideate and some resources to shoot high quality video. If you understand the underlying science of human behavior, you can predict what people are going to pass on, and you can craft your own contagious content. Facebook is a favorite channel for marketers because it has vast scale and is pretty easy to implement. While the efficiency of Facebook advertising has gone down in recent years — competition has driven up inventory prices — there are still ways to make it work.

You will find that conversion rates are very high during your first few days in business. High conversion rates means your ad spend will be very efficient cheap. Plus, consumers take a company more seriously when they see you a few times. Remarketing around launch is a way to accomplish this fast. My only piece of advice is: do not rush your launch. Take the little extra time you need to get the pieces in place to make it successful.

Hi Mark! These are great! Any suggested launch strategies for ecommerce sites? I was planning to put a small personal e-store within the next few months, and chanced upon this. Any tips specific to ecommerce? Thanks Ravi! This will give you room to test and play around with different marketing channels. Hope that helps! Should I set up a landing page now to collect emails?

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If yes, should I include a video teaser of the Kickstarter or a free PDF if they sign up for the pre-Kickstarter email list? Mark S, First, great name. Whichever option will give the user of your product more value, I recommend. Though, I always love a lead email magnet like a PDF — with no more information, that sounds more optimal. Quick question on launching a site with strong email collection more in reference in a B2B sense than e-commerce, but likely still relevant. How do you recommend balancing email collection on a landing page while also not sacrificing lead quality?

Our startup recently simplified our landing by only requiring email and dropping the name, company, and description fields. Is there a best practice on maintaining quality, or is volume king in this scenario? Great question, Drew! Quality vs quantity is a careful balance. Point on helpful, insightful comments and suggestions by a highly successful marketer. Many thanks. I have gone with 4 for my book launch, and it was highly effective! Time consuming, but worth it!

Great to hear, Jordan. If you have some tasks that are heavy lifts grunt work , you can consider finding virtual assistants on a site like Upwork to help with some of the content seeding.

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So true. People want to be a part of anything that has an exclusive element to it. Waitlists are a great way to draw attention. My two favorite points have to be 2 referrals and 4 seeding the internet. Thanks for the thorough stuff here. I never thought I was funny enough to make a viral video, but I love the guide in section 8. Great article!

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Lots of amazing tips, especially about emailing friends and family. It pays to be honest and show personality with people. Also appreciate how universally applicable these are—will definitely be referring back later. I must confess that each time I read your post, I feel like I know and understand everything in this world, well detailed and interesting post.

I have no choice than to follow your footsteps. I had no idea! Thank you Mark for this insightful article!! The more i read, the more i am getting really excited on doing all of this!!!

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What time zone do you think is more receptive?? Great question. Best is to launch time zone by time zone.

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  • Great that I found this post. Thank you! I think I need to bookmark this. You have listed some great strategies here. SEO is essential when creating a digital marketing strategy, such a point should be expanded even more. If you have some money to spend, hire a little PR support or spend money on retargeting ads. Those are two really high ROI channels at launch time.

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    Word-of-mouth can also stifle the progress of a company, if the goods or services provided consistently disappoint consumers Dufour This places additional importance on the customer's perception of quality and value in a company's products and services in terms of customer satisfaction since both bad and good reviews spread quickly through recommendation networks Leskovec The popularity of the Internet, social media, and mobile computing has provided a new conduit for word-of-mouth.

    The Internet removes many of the communication barriers that lie between people such as distance, time of day, and culture. As a consequence, sharing information is more open than ever before Leskovec This unhindered form of online word-of-mouth that has arisen with the advent of the Internet, is often termed viral marketing Palka Viral marketing can promote the exponential spread of marketing messages to niche segments on a scale unparalleled by even multimillion dollar traditional marketing campaigns Leskovec Viral marketing campaigns can be unpredictable because it relies on the reception and interpretation of marketing messages by consumers Dufour Viral marketing, unlike television marketing, radio marketing, billboards, or fliers, requires on direct consumer input Phelps Traditional marketing allows consumers to passively consume messages, whereas viral marketing relies on consumers who are willing to take an active part in spreading a message Stonedahl When videos, images, and phrases become popular on the Internet, they are said to go "viral" Sexton The same semantic principle applies to viral marketing campaigns.

    If you're feeling stuck, join the fray. Most entrepreneurs are so busy working "in" their businesses that they fail to work "on" their businesses. What does it take to do that? Simply put, you have to take a step back for a moment. You have to analyze and understand the basic mechanics of your message and how to effectively reach a larger audience without losing your shirt. The secret to all of this?

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    No matter what marketing strategy you use, if you don't have an effective sales funnel and optimize your conversions , you'll just be throwing money away. Most businesses are faced with a conundrum. It's a Catch There's a clear need for increased visibility to drastically improve sales.

    But in order to get more visibility, businesses have to spend more money. When that well runs dry, what are you supposed to do? There is no obvious and clear answer to that question that covers all situations. But there are things that can be done today, right now, even on a shoestring budget, to reach more customers without breaking the bank. However, it all boils down to time. If you lack the money, you sure better have the time to put in the sweat equity.

    You can't ignore social media. That's where all the so-called magic is happening. Some businesses have been built solely on the backs of social media. It can be intimidating at first. But as you build momentum, you'll find posting on social media to get easier and easier over time. Of course, you could also hire a social media manager if you have money to burn. But if you don't, just be yourself.