Have you been working behind the scenes on a product launch?
Maybe it’s an online course, a mastermind, or a new book. If you are working on something absolutely amazing, the clock is ticking to count down from turning your passion project into profit (which is really what we want.)
Every marketer knows that a product launch is a critical moment in your product’s life cycle. Big brands like Apple, Facebook, and Google have embraced live streaming as part of their rollouts, and so should you.
No matter what industry you are in, it’s easy to find live streaming examples for product launches, updates, and announcements. If you’re wondering why these huge companies do it, there is one simple reason: it WORKS.
In this episode of Digital Confetti, I brought on live video strategist expert and the founder of Live Streaming Pros, Luria Petrucci.
Luria has been in the game for a very long time, and she knows exactly what she’s doing. She is the go-to person to learn how to generate buzz around your product launch and how to repurpose your live stream to keep driving sales.
In today’s digital world, live streaming your product launches is a necessity. Live streaming is the best way to connect with your audience and to build “know, like, and trust.”
“If you learn how to use live streaming strategically and in a way that’s not just to make a pitch and a sale, but to really connect and help people with your products, you’re going to have so much success.”
Here’s what you’ll learn in this episode:
The number one rookie mistake in a product launch and how to avoid it
Three reasons to repurpose your live stream launch
How to plan your product launch run of show
Let’s get started.
How to build buzz for your product launch
Luria believes that during a product life cycle, live streaming comes into play way before the carts open. Instead, she focuses on building buzz from the initial time of conception.
Some people freak out when they hear this, but when you first have an idea for a new course, book, or other product, there is never a wrong time to talk about it with your audience!
As soon as you have that great idea, start planting the seed of conception in their brains. Most importantly, get them emotionally invested in whatever it is that you’re creating.
Here’s an example.
Luria has had an idea of a book she wants to write, and she’s been thinking about it for the last couple of years. It’s not in her plan quite yet, and she doesn’t know when it will happen. She doesn’t know the title, how much it will cost, or how much time it will take her to complete.
BUT, she still tells her audience that she’s planning it.
By doing so, she invites her audience through the creation process journey. When it comes time to launch, and there is something for her audience to purchase, they will be fully invested and excited. Not only that, but your audience can give you feedback and actually help you create the product.
“Building buzz truly allows you to sell without selling. When you build buzz around your product and bring your audience along your journey from idea to product launch, they feel it’s as much theirs as it is yours.”
Luria also notes that some people may be afraid to build buzz early on because someone might steal their idea. However, that’s just a limiting belief. Even if you have the same idea as another person, the way you deliver it will be completely different.
How to prepare for a product launch
When it comes time to launch a new product, Luria starts creating content that appeals to her audience and gets them excited about the launch. She also doesn’t focus on just one format or run of show. A product launch may last anywhere from two weeks to one month, so you’ll want to have a variety of run of shows (or show “flows.”)
Your launch date is like a party, and it should be treated as an event. You will plan it in advance and promote it; even though your product hasn’t launched yet, you will still tease it over time.
Try to treat your live stream audience special for your launch party. Give them a bonus or discount for showing up and being a part of your exciting moment. Create FOMO out of the launch party, and you’ll see more success.
One way to do that is by inviting guests: dazzling speakers in your industry that your audience will be excited to see. Additionally, if you typically go live on the same day/time every week, Luria suggests hosting a launch party then. Your audience members who show up every week to those streams will feel special to be a part of your new launch.
Don’t be afraid to get creative with the types of run of show content you create for your audience. By understanding your audience’s learning styles, you can also figure out how best to present your product or knowledge. When you know what your audience enjoys and what motivates them, you can have a lot of fun with a product launch in your live streams.
Another piece of content you can use is a webinar. During webinars, your goal is to reach cold traffic. During your product launch, you can host a webinar and invite those audience members to join an upcoming live stream. Luria chooses to share special information and deals during her webinars to give the audience incentives to join.
What happens when your live stream ends
As you prepare for product launches, remember that you should repurpose your content after the stream ends. As you create the content for your launch, start thinking ahead about how you can repurpose it.
An example of something you can do is find mic drop moments from your product launch and create short clips to share on social media. Then, run Facebook ads and use that ad strategy to generate new audiences. Let your audience know there is something to purchase.
Not everyone can watch an hour-long live stream, so repurposing your content into shorter, bite-sized pieces of information for your audience to consume. One of my favorite tools to repurpose content is Descript. Luria also likes to use Searchie to create and embed transcriptions for her website.
During your show flow, remember to handle objections. What objections does your audience have about your product or service? Think about repurposing those objections into new pieces of content. They can even be used as testimonials or call-to-actions.
“When thinking about your show flow, always plan ahead to how you are going to repurpose the content. When you plan ahead, you can make sure to give specific pieces of information and not interrupt yourself to address comments.”
For your repurposing schedule, you can share the new content based on how organized you are and how much time you have. If you have a team of people who can start repurposing content right away, that’s great.
But, remember that launching a new product may be stressful. If you don’t get to sharing new content right away, that’s okay, too. Go easy on yourself.
Next steps for your live stream
The biggest rookie mistake you can make during a product launch is showing up to sell. While you DO want to set goals for yourself, you DON’T want to be 100% focused on the mentality of, “I need to make X amount of sales.”
Your audience is going to see right through that energy, and you won’t make those sales. Show up from a place of value, service, and entertainment, and be sincere about what you’re selling. Additionally, try to provide an environment that your audience wants to be a part of. When you only show up to sell, you run the risk of breaking trust with your audience.
If you are a new content creator planning a product launch in 2021, Luria wants to remind you that you don’t need to be perfect. Be motivated and try to hit your goals, but try not to focus on the pressure. Start creating buzz early, appeal to your audience during your live stream, and be mindful of how you’re going to repurpose your content.
Are you ready to learn more about what Luria and her team do?
Luria goes live up to four times a week on the Live Streaming Pros YouTube channel. Luria drops a ton of knowledge in her shows and wants to help you achieve your goals. You can also find even more content and products on her website.
Thank you to Restream for sponsoring Digital Confetti!
If you haven’t heard, Restream allows you to broadcast live video to 30+ social networks at the same time.
