Chapter 09
Post-Launch Activities
Week 1 after launch
Launch day is just the beginning. This phase converts interest into adoption and momentum into growth.
Deliverables
9.1 Content Distribution
What you're creating: A systematic plan to repurpose launch content across blog, social, email, and community channels.
How to execute
Repurpose core content
From the launch event/demo video, create:
From the launch blog post, create:
Use Clueso to auto-generate short clips and highlights, turning hours of video into days of content with minimal effort.
Distribute across channels
Blog:
Email:
Community:
How to share in communities:
9.2 Post-Launch Social Momentum
What you're creating: A sustained social cadence that keeps the launch alive in the weeks after launch day.
How to execute
Run a feature spotlight series
One post per day for the first week, deep-diving on a specific feature.
Sample format
"Deep dive on [Feature Name]:
[What it does]
[Why it matters]
[How to use it]
[Include demo GIF]
Try it: [link]"
Share customer stories
Customer win post
"[Company] used [Product] to [achieve result] in [timeframe].
Here's how they did it: [link to case study]"
Testimonial post
"'[Quote]' — [Customer Name, Title, Company]
Stories like this are why we build.
See more: [link]"
Share educational content
How-to post
"How to [achieve specific outcome] with [Product]:
[Step 1]
[Step 2]
[Step 3]
[GIF showing the process]
Full guide: [link]"
Tips & tricks post
"Pro tip: [Specific tactic]
[Why it works, example]
What tips would you add?"
Drive engagement
Ask a question
"What's the first thing you'd use [Product] for?
Drop your use case in the comments 👇"
Run a poll
"What's your biggest [persona-specific challenge]?
🔵 [Option A]
🟢 [Option B]
🟠 [Option C]
🟡 [Option D]"
Share user-generated content
"Love seeing how [User] is using [Product].
[Screenshot/video of their post]
How are you using it?"
Maintain posting cadence
Week 1 (days 1-7 after launch):
Week 2 (days 8-14 after launch):
Week 3+ (day 15 onwards):
9.3 Influencer & Publication Outreach
What you're creating: Earned media coverage from voices your audience already trusts.
How to execute
Build outreach list
Reach out to influencers and partners
Outreach template
"Hi [Name],
We just launched [Product], which [one-sentence value prop].
Thought it might resonate with your audience because [specific reason].
Happy to:
Give you early access
Provide a custom demo
Share our launch data/insights
[Other value]
Would this be interesting?
[Your name]"
Pitch to publications
Target publications:
Pitch angle:
9.4 Retargeting Campaigns
What you're creating: Paid campaigns to convert audiences who engaged but didn't convert.
How to execute
Build retargeting audiences
Audience 1: Website visitors
Audience 2: Video viewers
Audience 3: Email engagers
Audience 4: Trial starters (didn't activate)
Create ad variations
For each audience, create 3 ad variants:
Variant A: Feature-focused
Headline: "[Feature] makes [outcome] easy"
Image: Product screenshot
CTA: "See how it works"
Variant B: Benefit-focused
Headline: "Achieve [outcome] in [timeframe]"
Image: Before/after or result
CTA: "Start free trial"
Variant C: Social proof
Headline: "Join [X] teams using [Product]"
Image: Customer logos or testimonial
CTA: "Read case study"
Optimize landing pages
Create audience-specific landing pages:
For website visitors:
For video viewers:
For trial users:
Set up conversion tracking
A/B test everything
Budget: $3,000-$10,000 depending on scale
9.5 Customer Proof & Testimonials
What you're creating: Social proof assets from early users.
How to execute
Identify early advocates
Look for customers who:
Request testimonials
Outreach email
"Hi [Name],
I noticed you've been using [Product] since we launched. [Specific observation about their usage].
Would you be open to sharing your experience?
It'd help other teams understand how [Product] can help them.
Happy to make it easy:
Quick 3-question survey (2 min)
15-min video call (we'll edit)
Written testimonial (we'll draft, you edit)
Interested?
[Your name]"
Collect testimonials
Questions to ask:
Written testimonial format
"[Product] helped us [achieve specific result] in [timeframe]. Before, we were [old way/problem]. Now, [new reality/outcome]. It's been a game-changer for our team."
Video testimonial script:
Create case studies
Case study structure:
Title: "How [Company] achieved [Result] with [Product]"
Overview:
Solution:
Results:
Conclusion:
Length: 800-1,200 words
Showcase proof
Where to use testimonials:
Formats to create:
9.6 Sales Feedback Loop
What you're creating: A system to capture and act on sales team insights.
How to execute
Set up weekly sales sync
Meeting structure (30 min):
Track objections
Build objection log:
| Objection | Frequency | Current Response | Effectiveness | Suggested Improvement |
|---|---|---|---|---|
| "Too expensive" | 15 | Show ROI breakdown in deck | Medium | Need clearer value story |
| "We use [Competitor]" | 10 | Walk through differentiators | High | Working well |
| "Seems complicated" | 8 | Offer demo | Low | Need simpler messaging |
Conduct win/loss analysis
For every closed deal (won or lost), collect:
Wins:
Losses:
Collect product feedback
Create shared doc for sales to log:
Weekly, review and categorize:
Update materials based on feedback
If sales reports:
