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
How to execute:
Step 1: 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.
Step 2: 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
How to execute:
Step 1: Run a feature spotlight series
One post per day for the first week, deep-diving on a specific feature.
[callout] Sample format:<<br>>"Deep dive on [Feature Name]:<<br>>[What it does]<<br>>[Why it matters]<<br>>[How to use it]<<br>>[Include demo GIF]<<br>>Try it
[link]"Step 2: Share customer stories
[callout] Customer win post:<<br>>"[Company] used [Product] to [achieve result] in [timeframe].<<br>>Here's how they did it: [link to case study]"
[callout] Testimonial post:<<br>>"'[Quote]' — [Customer Name, Title, Company]<<br>>Stories like this are why we build.<<br>>See more: [link]"
Step 3: Share educational content
[callout] How-to post:<<br>>"How to [achieve specific outcome] with [Product]:<<br>>[Step 1]<<br>>[Step 2]<<br>>[Step 3]<<br>>[GIF showing the process]<<br>>Full guide
[link]"[callout] Tips & tricks post:<<br>>"Pro tip
[Specific tactic]<<br>>[Why it works, example]<<br>>What tips would you add?"Step 4: Drive engagement
[callout] Ask a question:<<br>>"What's the first thing you'd use [Product] for?<<br>>Drop your use case in the comments 👇"
[callout] Run a poll:<<br>>"What's your biggest [persona-specific challenge]?<<br>>🔵 [Option A]<<br>>🟢 [Option B]<<br>>🟠 [Option C]<<br>>🟡 [Option D]"
[callout] Share user-generated content:<<br>>"Love seeing how [User] is using [Product].<<br>>[Screenshot/video of their post]<<br>>How are you using it?"
Step 5: 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
How to execute:
Step 1: Build outreach list
Step 2: Reach out to influencers and partners
[callout] Outreach template:<<br>>"Hi [Name],<<br>>We just launched [Product], which [one-sentence value prop].<<br>>Thought it might resonate with your audience because [specific reason].<<br>>Happy to:<<br>>Give you early access<<br>>Provide a custom demo<<br>>Share our launch data/insights<<br>>[Other value]<<br>>Would this be interesting?<<br>>[Your name]"
Step 3: 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
How to execute:
Step 1: Build retargeting audiences
Audience 1: Website visitors
Audience 2: Video viewers
Audience 3: Email engagers
Audience 4: Trial starters (didn't activate)
Step 2: Create ad variations
For each audience, create 3 ad variants:
[callout] Variant A
Feature-focused<<br>>Headline: "[Feature] makes [outcome] easy"<<br>>Image: Product screenshot<<br>>CTA: "See how it works"[callout] Variant B
Benefit-focused<<br>>Headline: "Achieve [outcome] in [timeframe]"<<br>>Image: Before/after or result<<br>>CTA: "Start free trial"[callout] Variant C
Social proof<<br>>Headline: "Join [X] teams using [Product]"<<br>>Image: Customer logos or testimonial<<br>>CTA: "Read case study"Step 3: Optimize landing pages
Create audience-specific landing pages:
For website visitors:
For video viewers:
For trial users:
Step 4: Set up conversion tracking
Step 5: A/B test everything
Budget
$3,000-$10,000 depending on scale9.5 Customer Proof & Testimonials
What you're creating: Social proof assets from early users.
How to execute
How to execute:
Step 1: Identify early advocates
Look for customers who:
Step 2: Request testimonials
[callout] Outreach email:<<br>>"Hi [Name],<<br>>I noticed you've been using [Product] since we launched. [Specific observation about their usage].<<br>>Would you be open to sharing your experience?<<br>>It'd help other teams understand how [Product] can help them.<<br>>Happy to make it easy:<<br>>Quick 3-question survey (2 min)<<br>>15-min video call (we'll edit)<<br>>Written testimonial (we'll draft, you edit)<<br>>Interested?<<br>>[Your name]"
Step 3: Collect testimonials
Questions to ask:
[callout] Written testimonial format:<<br>>"[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:
Step 4: Create case studies
Case study structure:
Title
"How [Company] achieved [Result] with [Product]"Overview:
Solution:
Results:
Conclusion:
Length
800-1,200 wordsStep 5: 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
How to execute:
Step 1: Set up weekly sales sync
Meeting structure (30 min):
Step 2: 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 |
Step 3: Conduct win/loss analysis
For every closed deal (won or lost), collect:
Wins:
Losses:
Step 4: Collect product feedback
Create shared doc for sales to log:
Weekly, review and categorize:
Step 5: Update materials based on feedback
If sales reports:
