Post-Launch Activities

Deliverables

Content repurposing & distribution plan (blog, social, email, community)

Customer proof: testimonials, case studies, video stories

Influencer & publication outreach

Retargeting campaigns

Post-launch social momentum

Sales feedback loop (weekly sync, objection tracker, win/loss, product feedback log)

Who owns itProduct Marketing

Supported byContent Marketing, Customer Marketing, Growth Marketing, Sales Ops

Tools neededNotion, Canva, Clueso (for video repurposing), Gong (call analysis), Google Forms

9.1 Content Distribution

What you're creating: A systematic plan to repurpose launch content across blog, social, email, and community channels.

Repurpose core content

From the launch event/demo video, create:

Short clips (15-30 sec) for social
GIFs showing key features
Quote cards from customer testimonials
Blog post recapping the event
SlideShare deck
Infographic of key stats

From the launch blog post, create:

LinkedIn article
Twitter thread
Email newsletter segment
Social posts (break into 5-7 posts)

Pro tipUse Clueso to auto-generate short clips and highlights, turning hours of video into days of content with minimal effort.

Distribute across channels

Blog:

"5 Ways to Use [Product]" (2 days after launch)
"Behind the Build - How We Made [Feature]" (5 days after launch)
Customer case study (10 days after launch)
"What We Learned Launching [Product]" (2 weeks after launch)

Email:

Post-launch newsletter (2 days after launch - covered in Chapter 7.3)
Feature deep-dive series (3, 5, and 7 days after launch)

Community:

Post in relevant subreddits (if applicable)
Share in Slack communities
Post in LinkedIn groups
Hacker News (if genuinely interesting to developers)
Product Hunt (if consumer or dev tool)
IndieHackers, Discord servers

How to share in communities:

Lead with value, not promotion
Participate in discussion
Be helpful, not salesy

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):

Post daily on LinkedIn
Post 2-3x daily on Twitter
Focus on education + social proof

Week 2 (days 8-14 after launch):

Post 3-4x per week on LinkedIn
Continue Twitter activity
Shift to deeper content (case studies, thought leadership)

Week 3+ (day 15 onwards):

Return to normal cadence
Integrate product into regular content
Continue sharing customer wins

9.3 Influencer & Publication Outreach

What you're creating: Earned media coverage from voices your audience already trusts.

Build outreach list

Industry influencers (Twitter, LinkedIn)
Relevant newsletter publishers
Podcast hosts
YouTube creators
Partner companies

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:

Industry publications (TechCrunch, VentureBeat for tech)
Trade publications (specific to your industry)
Local business press
Newsletters (Morning Brew, etc.)

Pitch angle:

Not "We launched a product" (no one cares)
"We're solving [big industry problem]" (maybe interesting)
"Here's new data about [trend]" (more interesting)
"This company is doing [interesting thing] differently" (most interesting)

9.4 Retargeting Campaigns

What you're creating: Paid campaigns to convert audiences who engaged but didn't convert.

Build retargeting audiences

Audience 1: Website visitors

Visited landing page but didn't sign up
Window: Last 30 days
Message: "Still thinking about [Product]?"

Audience 2: Video viewers

Watched 50%+ of demo video
Window: Last 14 days
Message: "Liked what you saw? Try it free."

Audience 3: Email engagers

Opened launch email but didn't click
Window: Last 7 days
Message: "Missed our email? Here's what's new."

Audience 4: Trial starters (didn't activate)

Signed up but haven't used key feature
Window: Last 7 days
Message: "Need help getting started?"

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:

Address common objections
Include pricing transparency
Show demo video
Offer live chat

For video viewers:

Skip the explainer video (they've seen it)
Jump straight to benefits
Show next steps clearly
Use a CTA like "Start trial"

For trial users:

"Having trouble? We're here to help"
Link to getting-started guide
Offer onboarding call
Highlight quick wins

Set up conversion tracking

Track sign-ups, trials, demos booked
Attribute conversions to specific ad/audience
Calculate ROAS (return on ad spend)
Optimize based on performance

A/B test everything

Headlines
Images
CTAs
Landing pages
Offer (free trial vs. demo vs. pricing page)

Budget: $3,000-$10,000 depending on scale

9.5 Customer Proof & Testimonials

What you're creating: Social proof assets from early users.

Identify early advocates

Look for customers who:

Activated quickly (within 48 hours)
Use product daily/frequently
Achieved measurable results
Have engaged positively (email replies, social mentions)
Work at recognizable companies

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:

What problem were you trying to solve?
What did you try before [Product]?
Why did you choose [Product]?
What results have you seen?
What would you tell someone considering [Product]?

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:

Introduce yourself (name, title, company)
Problem you faced
Why you chose [Product]
Results you've seen
Recommendation

Create case studies

Case study structure:

Title: "How [Company] achieved [Result] with [Product]"

Overview:

Company background
Challenge they faced
Why they chose you

Solution:

How they implemented
Features they use
Process they followed

Results:

Quantitative metrics (%, time saved, $ saved/earned)
Qualitative benefits (improved process, team happiness)
Quote from customer

Conclusion:

Key takeaways
What's next for them

Length: 800-1,200 words

Showcase proof

Where to use testimonials:

Website (homepage, product pages)
Sales materials (deck, one-pagers)
Social media (quote cards)
Email campaigns
Paid ads
Case study library

Formats to create:

Quote cards (1080x1080)
Video snippets (30 sec)
Written case studies
Logo walls (customer logos)
Stats graphics ("87% reduction in X")

9.6 Sales Feedback Loop

What you're creating: A system to capture and act on sales team insights.

Set up weekly sales sync

Meeting structure (30 min):

What's working (5 min): Which messages, assets, demos are winning
What's not (10 min): Objections, confusion, gaps
Product feedback (10 min): Feature requests, bugs, usability issues
Action items (5 min): What needs to change

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

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