Boosting Your Online Presence Before a Launch

How You Show Up Before a Launch Matters. Here’s Why

Are you the kind of person who loves the spotlight? I’ll admit, there are times where I love the glow and thrill of putting myself out there. But sometimes, I’d rather just hide from the glow and get my work done behind the screens. That’s why I love launch strategy and helping my clients prep for their big, fantastical launches.

However, if you’re here, I’m betting it’s because you know you can’t keep hiding behind your screens. It’s time to step into the spotlight and start sharing your ideas and your offers — before your next launch. So how do you boost your online presence and get your audience ready for a launch, without burning yourself out or hating every promotion you have to do?

Figure out the starting line

If you’re trying to show up more online before a launch, the most important thing you can do is figure out what you are comfortable doing to increase your visibility. There are many unique ways you can amp up your visibility before a launch — but you may not love them. Do you like making Reels? Is TikTok your jam? Or are you more a fan of Instagram captions, emails, or DM communications? Take a minute to write down which mediums you’re comfortable using, and which you’re not.

From there, jump to the sections below that feel like the best fit for you. Nothing I share here is an absolute must-do for your pre-launch engagement. In fact, it’s quite the opposite. These are just ideas to help you figure out what you like and how you can show up more online.

Type it out

Do you prefer to write instead of getting on camera? Good news: The written word is not dead! 

Brush the dust off your email subscriber list and start a monthly newsletter. Write a blog about a common problem in your industry, or write a helpful Instagram post series. I don’t care what you write, as long as it’s in line with the overall strategy for your upcoming launch — which means don’t write about peanut butter & jelly sandwiches if you’re releasing a new course about digital marketing next month.

Be consistent with the valuable information you send out to your followers, share a bit of your business, and talk about what’s going on behind-the-scenes. If you aren’t into longer forms of writing, try informative Instagram captions, Facebook posts, or a rocking Twitter profile. There’s so much you can do and share without even showing your face all the time. (Hallelujah!)

Engage with your followers

Prefer to make 1:1 connections with folks? Do you find that you’re awesome at selling when you know the person a bit? Use your DMs (direct messages) to your advantage.

Encourage your followers to slide into your DMs with questions, comments, or Stories and start a conversation. It doesn’t have to be about your offer, per say, but it’s probably best if you ask questions in line with your services or expertise. For example, I’ve seen a mindset coach ask her Instagram followers what their biggest mindset challenge is. They voted on a poll or filled in a question sticker via her Stories, and she built relationships with people over that simple question!

Of course, once it comes time to launch your new offer, you’ll hopefully have an entire inbox of potential buyers. But you can’t just sell to them on the first DM! Think of ways you can engage directly with your followers, by asking questions, sharing responses to your Stories (with their permission, of course), taking polls, sharing funny memes or videos, and so on. Start the connection now, though.

Collaborate with other businesses

Guess what? Competition sucks. You know what’s better? Collaboration. A great way to drum up support and interest in your business before a launch is to collaborate with another company. Run a contest together, share Stories about each other’s products, or create an offer (like a webinar or masterclass) together! You can also work with service providers or “micro-influencers” in your space who have a very similar audience to your own. Just make sure you start connecting with other businesses before the launch cycle — because the key is to nurture relationships with new people, not just sell to them!

What do I love about business collabs? It’s a win/win situation for both companies. Just make sure that you keep everything legal and be transparent as you deal with one another!

Get yourself out there

Sorry to say it, but your face still needs to be seen online if you’re selling to people. Let’s say you’ve tried newsletters, blogs, emails, collaborations — hell, you even tried doing a podcast — but you still aren’t drumming up the support you need. I’m sorry to tell you, but now is the time to put your face out there. Of course, I’m talking about Instagram Lives, Stories, Reels, YouTube videos, TikToks, etc.

The thing is, video is king these days. You get so much more engagement when you are willing to put yourself out there and show who you are. 

Worried about being on video? Here are some of my tips!

  • Write down an outline or script of what you are going to say
  • Use a fun filter, as long as it’s not too distracting
  • Record your stories while you are doing something else (Occasionally, I’ll record my stories as I walk to the gym. It makes things a little more exciting and helps me feel a little less awkward) 
  • Create a video from a trending audio
  • Keep it simple and focused on your message. (Remember, you’re showing up, not sharing your life story)
  • Use closed captioning for accessibility

Follow my #1 launch prep rule

There’s one golden rule when it comes to prepping for a launch: Focus on providing value and making connections. First and foremost, people want to know that the brands they’ll buy from care about them, they offer solutions that they need, and they can relate to them. Especially if you’re a solopreneur or a small brand, your audience wants to buy from YOU. 

It’s so easy to get distracted showing up on social media just for a launch, or to just focus on what you’re selling. But sometimes, the best thing you can do is show up, help someone with your expertise, and make a new friend. Keep it simple: Focus on value and connections. You’ll be amazed at how much more you sell, and how much easier it is to show up during a launch. By that point, it will feel like you’re just talking to a bunch of friends.

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