E185: 🎓Mentoring Moments #20 | Launching a Digital Product, Retail Indicators for 2023, Retail Mobile Apps and More!
Navigating the Digital Product Launch Maze: Lessons from the eCommerce Trenches
Launching a digital product can feel a lot like trying to solve a Rubik’s Cube blindfolded while riding a unicycle. It's complicated, there's a lot of moving parts, and if you're anything like me, you might not even know how to ride a unicycle in the first place. But fear not, dear reader, because today we're diving headfirst into this chaotic world with some sage advice from two veterans of the eCommerce wars: Jason and Sean Mellis.
The Digital Product Dilemma
Sean Mellis, the man behind an agency services business, found himself at a crossroads – to launch a digital product or not. This isn't just about slapping a PDF online and calling it a day; it's about creating a course or resource that genuinely adds value. The million-dollar (or at least, we hope) question is, "How the heck do you do that?"
Jason chimed in, cautioning that launching a digital product is a bit like trying to perform open-heart surgery after watching a couple of YouTube tutorials. Sure, you’ve got the basics down, but there's a lot more at stake. Jason's advice? Leverage your personal brand and credibility to find your tribe. It's not just about throwing your product into the vast ocean of the internet and hoping someone bites. It’s about nurturing and growing an audience primed and ready for what you have to offer.
THE ECOMMERCE EDGE: Build Your Tribe
So, how do you build this mythical tribe? Start by being the most interesting person at the virtual party. Share your knowledge, engage with your community, and most importantly, give more than you take. Jason never monetized his audience directly, focusing instead on providing value and building credibility. It's a long game, but as they say, Rome wasn't built in a day, and neither is a loyal online community.
But wait, there's more! Once you've built your tribe, should you just start blasting them with sales pitches? Absolutely not. Think of it more like dating – you wouldn't propose marriage on the first date (I hope). Take the time to nurture these relationships, and when the time is right, your tribe will be more than happy to support your ventures.
The Launch Lowdown
Let's talk strategy. If you're sitting there thinking, "Great, I've built my tribe. Now what?" it's time to focus on the launch. Sean pondered the merits of organic reach versus paid media. It's the age-old question of whether it's better to court your audience with the digital equivalent of love letters (content marketing) or just buy them a giant billboard declaring your undying affection (paid ads).
Jason, ever the wise mentor, suggests a blend. Start with your existing network and expand outward using targeted strategies. And remember, launching a digital product isn't a "set it and forget it" kind of deal. It's about continuously engaging, tweaking, and sometimes just crossing your fingers and hoping for the best.
Lessons from the Front Lines
Know Your Value: Before you even think about launching, make sure what you're offering is something people actually want. Revolutionary, right?
Build That Tribe: Your followers are your first customers. Treat them well, and they'll be your biggest cheerleaders.
Organic + Paid = Love: Don't rely solely on one strategy. A mix of organic engagement and targeted paid ads can work wonders.
Engagement Is Key: This isn't a Ronco Rotisserie. You can't just set it and forget it. Keep engaging with your audience before, during, and after the launch.
In the end, launching a digital product is a bit like throwing a party. You've got to make sure you've got the right vibe, entice people to show up, and then keep them entertained once they're there. It's a lot of work, but with the right strategy and a bit of luck, you'll be the talk of the eCommerce town.
Wrapping It Up
Navigating the digital product launch maze can be tricky, but with some insider knowledge and a bit of elbow grease, you can come out on top. Remember, it's not just about the product itself but about the community you build around it. Now go forth, launch that digital product, and maybe, just maybe, you'll find yourself riding that unicycle with no hands in no time.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: