Three things I learned from my recent launch

When was the last time you launched something on social media?

How did it go? Were you thrilled with the results, or did you stumble along the way?

Whether you experienced soaring success or valuable lessons, launching something on social media can be quite the learning curve. It's like stepping onto a stage with all eyes on you. You want to keep your authenticity, but you also need to SELL. It's a fine balancing act, but one worth mastering.

I recently launched The Content Clinic, my new monthly membership to keep business owners accountable for their social media marketing. My mission was to recruit ten founding members, and I came remarkably close with nine amazing individuals.

In the spirit of sharing knowledge and experiences, I'd like to unravel some of the lessons I learned and the things I would do differently next time.

1. Build more hype

In retrospect, one thing I wish I had done differently was building more anticipation. Apart from a brief teaser I shared back in August, I didn't give my audience enough of a sneak peek into what was coming. I didn't "prime" them for the big reveal, leaving them buzzing with excitement when I finally launched.

Lesson learned: Next time, I will share more teasers, speak to my community’s pain points and challenges, share countdowns, and anticipation in my email marketing so that they are ready to sign up.

2. Audience Size (kinda matters)

At the start of my campaign, I had around 1,900 followers. The typical conversion rate on social media hovers around 1%. While I achieved a significantly higher conversion rate, I've realised the importance of nurturing a larger audience. So, I've started investing more time in growing my followers. As I write this, I've crossed the 2,000-follower mark so next time the doors to the content clinic I will have more eyeballs on my content.

Lesson learned: I’m already posting consistently and planning my content far in advance. By the time the doors open I will have an audience that I have grown and connected with so I can reach my next ambitious target.

3. Don’t forget about email

Email marketing is an invaluable tool when it comes to launches. Looking back, I should've dedicated more time to weaving my social content into my daily emails throughout launch week. I sent three emails: one to announce the launch, another to signal the doors closing, and a final reminder of the launch offer. Your email list holds the keys to conversion.

Lesson learned: Social content will match the messaging that I send out in daily emails, but the calls to action will be more urgent with the aim of converting subscribers to members.

In a nutshell…

My recent launch experience taught me these three key lessons. If you're currently planning a social media launch, I encourage you to keep these insights in mind. Whether you're a seasoned pro or just dipping your toes into the world of social media launches, remember that every experience is an opportunity to learn and grow.

Have questions about social media launches or want to share your own experiences?

Feel free to drop me an email hello@social-etc.co.uk or DM on Instagram! I'm here to help and discuss everything launch-related.

If you need help planning your launch, why not book a Pick My Brains session?