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What are the most common mistakes to avoid when selecting product launch channels?

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Selecting the right channels for your product launch is a crucial decision that can make or break your success. However, many product marketers fall into some common traps that can undermine their efforts and waste their resources. Here are some of the most common mistakes to avoid when choosing your product launch channels and how to overcome them.

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Maxim Tsarev

AI agents attract #Crypto users while you sleep @ innerly.ai

1 Not defining your goals and metrics

Before you decide on your channels, you need to have a clear idea of what you want to achieve with your product launch and how you will measure it. Do you want to generate awareness, leads, conversions, retention, referrals, or something else? What are the key performance indicators (KPIs) that will tell you if you are on track or not? How will you track and report them? Without defining your goals and metrics, you will not be able to evaluate your channel performance or optimize your strategy.

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Maxim Tsarev

AI agents attract #Crypto users while you sleep @ innerly.ai
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A successful product launch depends on choosing the appropriate channels, but many businesses fall into typical traps. Key Mistakes to Navigate Away From: ?Overlooking Target Audience: Ensure the channel aligns with where your audience spends time. ?Chasing Every Channel: Not every channel is pertinent. Quality over quantity. ?Ignoring Budget Constraints: Expensive channels aren’t always the most effective. ?Forgetting Post-Launch Engagement: Channels should support post-launch communication and feedback. Ready to make your next product launch remarkable? Avoid these pitfalls. Reach out and let’s craft your success strategy together.

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Rick Koleta

Marketing & GTM | GTM Vault Podcast Host | Founder of GTM Nights
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The most common mistakes when selecting product launch channels include not clearly defining specific goals and measurable metrics, which leads to misaligned efforts and difficulty in tracking success. Additionally, choosing channels based on popularity rather than where your target audience is active can result in wasted resources. Ignoring the integration of various channels for a cohesive strategy, overlooking the content format preferences of your audience, and failing to test and iterate based on performance feedback can also hinder launch effectiveness. It's crucial to select channels strategically, aligned with well-defined objectives and the ability to measure impact accurately.

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2 Not understanding your target audience

Another common mistake is to choose channels based on assumptions, trends, or competitors without understanding your target audience and their preferences, behaviors, and needs. You need to conduct thorough research and segmentation to identify who your ideal customers are, where they hang out, what they care about, what problems they have, and how they make decisions. You also need to create buyer personas and customer journey maps to empathize with your audience and tailor your messaging and offers to their pain points and goals.

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Ron Ng.

Driving Web3 projects to reach a community of 500k strong in 90 days | Strategy Advisor at BlockPR | Grow your brand on Linkedin
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To choose the right market research platform, also dig into the community and support aspects. How vibrant is the platform's user community? Can you access best practice guides or peer advice easily? It's also smart to look for platforms that provide proactive support and have a track record of customer-driven updates. Plus, think about future-proofing: does the platform show a commitment to evolving with market trends and technological advancements? Your choice should not only fit your current needs but also grow with your ambitions.

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3 Not testing and validating your channels

One of the biggest risks of product launch is to invest a lot of time, money, and effort into channels that do not deliver the expected results or reach the right people. To avoid this, you need to test and validate your channels before scaling them up. You can use methods such as surveys, interviews, landing pages, ads, or email campaigns to test your value proposition, messaging, and offers on different channels and see how your audience responds. You can also use tools such as Google Analytics, Facebook Insights, or HubSpot to track and analyze your channel performance and identify the most effective ones.

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4 Not diversifying your channel mix

While it is important to focus on the channels that work best for your product and audience, it is also a mistake to rely on only one or a few channels and ignore the rest. You never know when a channel might change its algorithm, policies, or features and affect your reach, engagement, or conversions. You also miss out on the opportunity to reach new segments, expand your reach, or leverage cross-channel synergies. Therefore, you should diversify your channel mix and use a combination of owned, earned, and paid channels that complement each other and cover different stages of the customer journey.

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5 Not aligning your channels with your product

Finally, you need to make sure that your channels are aligned with your product and its value proposition. You need to choose channels that match your product type, category, stage, and differentiation. For example, if your product is a complex B2B software that requires a lot of education and demonstration, you might want to use channels such as webinars, case studies, or demos. If your product is a simple B2C app that relies on word-of-mouth and virality, you might want to use channels such as social media, referrals, or influencers. You also need to consider your product's unique selling points and how they can be showcased or communicated on different channels.

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Ron Ng.

Driving Web3 projects to reach a community of 500k strong in 90 days | Strategy Advisor at BlockPR | Grow your brand on Linkedin
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it's essential to factor in the competitive landscape. Identify where your competitors are active and how they position themselves. This insight can reveal gaps in the market or over-saturated channels. Moreover, gauge channel responsiveness—how quick and interactive the channel is for feedback and customer engagement. Channels that allow for two-way communication can provide invaluable insights into product reception and areas for improvement. Lastly, the integration of channels into your overall marketing mix matters. Ensure there’s a cohesive strategy where each channel complements the others, leveraging the strengths of each to build a comprehensive market presence.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common mistakes to avoid when selecting product launch channels?

1

2

3

4

5

6

1 Not defining your goals and metrics

2 Not understanding your target audience

3 Not testing and validating your channels

4 Not diversifying your channel mix

5 Not aligning your channels with your product

6 Here’s what else to consider

Product Marketing

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What are the most common mistakes to avoid when selecting product launch channels?

1

2

3

4

5

6

1 Not defining your goals and metrics

2 Not understanding your target audience

3 Not testing and validating your channels

4 Not diversifying your channel mix

5 Not aligning your channels with your product

6 Here’s what else to consider

Product Marketing

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