Have you ever heard the phrase “Always be launching”? It may seem pretty straightforward, but it’s definitely easier said than done. Fortunately, a go-to-market strategy can help make this more possible than you might realize.
A go-to-market strategy is the process of how a company brings their products to the market. Generally, this additionally includes any planning, researching, or preparing that happens before a product launch. When releasing a new product or feature, you definitely don’t want to waste any time and resources throughout the process. Without planning, there is no knowing notable factors about entry to the market, like audience or market saturation.
So Go-To-Market strategies are obviously important, but why make them repeatable?
The reason behind why a recurring go-to-market strategy is so significant is because it positions your business as innovative and progressive. It’s not hard to deny that people like new “news”, especially if it’s in relation to new products or features that interest them. By implementing a GTM strategy, you are continuously engaging with your customers’ interests for your products while creating a wow factor and perception of success. Positioning yourself as “up and coming” will give your customers that serious sense of FOMO (fear of missing out) whenever there are any missed releases.
Go-To-Market Strategy Development
What does the Go-To-Market process entail?
First, you need to establish your “event”. Don’t worry about creating a big occasion or a new product launch just to push news out to an audience. Here are some potential ideas that your GTM strategy can rally around:
- Feature or Service Updates
You want your current customers to have the best version of your product (and they want that too!) Keep them aware of your products’ updates so they can continue to be satisfied.
- New Features or Services
Continuing to enhance your products is all about furthering yourself in the market and rising above competitors. Alert your customers to show them why they are already using the best in the business.
- Free tools or freemiums
Announcing that trial period gets people hooked on your product while also creating loyal customers in the making.
What’s Next?
Now that you have your options of “events”, here’s the important part: making it repeatable. For each release you have, it is possible to create and build reusable elements that will fuel weeks of content.
The Announcement
This is the presentation of your news. Whether it’d be weeks leading up to or the day of, there are various ways to get your audience excited. It can vary anywhere from social and email to news articles and press releases (or a combination of all of these). As a company expert, you’ll know the best way to reach your audience.
The Exclusive Story
When creating an event, details are critical if you want your audience to stay informed. Craft a write-up about the significance of the release including items like the use case, the problems it solves, or the opportunities it creates. If you are pitching to media, this is almost required, but don’t let that restrict you from repurposing it for other content like your website or your blog.
The How-To
Allow your customers to get the tangible details of the release by including tutorials, guides, and documentation.
The Webinar
The How-To but essentially repurposed to video format. With this new medium, you can further extend information to customers while still talking about the details of your products. And there’s a bonus: Set the webinar up as gated content and allow tracking for leads and potential new clients.
Earned or Paid Media (optional)
Try and find a way to fit your news into your pre-existing content strategy with paid and owned media. Promoting this content helps drive exposure and engagement to your release. Now combine this with any earned media — positive reviews of the new feature, current customers’ recommendations, coverage in an industry trade — and you’re well on your way to a successful launch.
And there you have it! An easy yet effective way to use the tools you already have to start building your go-to-market strategy from the ground up. Remember to keep exciting your customers and “always be launching”.
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